John O’Sullivan got so good on social media that it became the main business and tours just a product within it

Tour guides should dominate social. Most just won’t press record.

John O’Sullivan is the guy who actually did it — from tour guiding in Europe to walking the streets with a gimbal building One Minute Tours into a fully fledged creator-led media engine. We unpack the craft (and the business model), plus the Amazon lockdown tours, the viral dam moment, and why “great content” still needs the right distribution.

In this episode, John O’Sullivan (One Minute Tours / Depot Adventures / Hidden Middle) explains the exact format he uses to turn hyper-local stories into millions of views — and how tour operators can copy the principles without copying the style.

Topics: filming confidence, movement hooks, repeatable formats, content moats, local algorithm advantage, reposting, and turning social into a media business.

Hear the episode here on Spotify and over here on Apple Podcasts

See how the destination of Palau drove over 450 leads to their local suppliers with just 2 posts

The destination of Palau had run influencers campaigns in the past and whilst the pictures were nice, the business outcomes were unclear. Sure, some people “liked” it, but how did that drive business outcomes for the suppliers in their destination?

When putting out their next request for proposal (RFP) they were looking for someone who could tell them and their constituents, what happened next after the posts.

The winning bid pitched Videreo, who exist to bridge the trust gap between brands and creators by showing exactly what happens after the post on social media. The Videreo product and process collects the real travel intent of an audience and counts the actual leads generated.

Success in creator marketing no longer needs to be about guesswork or vanity metrics. It lies in data and proof that can show true ROI, something CEO’s, CFO’s and CMO’s have been looking for to invest more in this channel.

See the full case study here from the creative to the dashboard of live results and to access your own FREE trial if you want to measure what matters.