The Content Marketing GENIUS of Angie “Watch Me” Castalano

Last week I was introduced to the marketing genius of Angie Castalano; me and thousands of others who couldn’t get enough of her Facebook Makeup tutorials! In 24 hours, Angie had my team and most of the Facebook community reciting her lines: “WATCH ME…WATCH ME” and “CALM DOWN WITH THE TRICKS” all day. She is hysterical and draws you in with her strong Jersey accent and crazy hair, but by the end of the video, even the men watching, feel the desire to buy some “pigments” from her “boss” Maria Cyza, a director of sorts for a multi-level marketing makeup company.

Angie Castalano

After becoming obsessed with Angie and watching almost every video I could find, I started to realize that Angie was really Maria in disguise. At first I was sad to realize Angie wasn’t real. I wanted to find her in Jersey and spend the day shopping at Walmart with her, but then I fell in love with Maria’s marketing genius!

How many people are selling makeup on social media? Thousands … hundreds of thousands! But how many can have the world fall in love with them instantly, and want to not only buy the makeup but sign up to become a sales person for the company because of their videos? ONE…Maria Cyza, aka, Angie Castalano.

In my last blog post, “Content Marketing Strategy: What Makes You So Special?” we discussed finding that unique content twist or tilt that makes you different. The marketing angels sent Angie to us to show us an example of this twist! Angie is simply providing great makeup tutorials, but instead of the videos showing a teen-aged girl applying makeup with a valley-girl uptone voice and techniques that seem unattainable to the average woman, we see an over-the-top Jersey woman who loves her husband, Sal, and knows she is GOH-GEOUS with her wild hair, and we are glued to the screen. We can’t look away, no matter how much we know we should get back to work. We love ANGIE!

Maria found a way to create content around her products so desirable that it would not be an interruption to people on Facebook. Her content was so desirable people were watching her videos with an insatiable appetite for MORE! What if you could find a way to create content that people wanted MORE of? What if you didn’t have to run ads to promote your content, forcing it into the newsfeed to interrupt the readers? Angie, or Maria, found a way to make the way she delivered her content the thing that makes her different.

This also made me think of all the talk around Apple’s new ad-blocking tools that have the marketing world panicking. Instead of worrying about people not seeing our ads on their iPhones, perhaps we should reevaluate our content. How can we create content that is both helpful and interesting? Content that showcases our services or products without selling them. Content that is created by first asking ourselves, who is my audience and what are they looking for. Content that starts from the questions and needs of the audience, not from the features and benefits of our “stuff.” Once we know who our audience is and what they want, perhaps we can find a way to deliver it in a way no one else is doing.

As we plan our content, let’s think of crazy Angie and her “SHIMMA eyeshadow.” Let’s think of a way to stand out, to be different, to be a little wild and GOH-GEOUS.

Now will Maria face backlash as people, who loved Angie and believed her to be real, discover Angie is a character? Can Maria maintain the persona? I think so…look at Flo on the progressive commercials. Maria is definitely using a different approach from Hanna Hart (My Drunk Kitchen) and Jessica Edwards (see last week’s post) but she is getting the attention all the same.  I would love to know what you think about this type of marketing. Do you think it is a stroke of genius or a dangerous fake-out?

Share your thoughts in the comments below.


social and content marketing management agency