YouTuber, writer and comedian Tanmay Bhat recently shared tips and pointers on marketing and social media from his years running the former comedy collective AIB and working with brands.

Bhat’s Advice: On a podcast hosted by Shantanu Deshpande, founder of Bombay Shaving Company, Bhat explained how when he spent time with the social media team AIB, he noticed that their consumer insights were much sharper than the video writing team because they were posting multiple times daily and gaining feedback constantly.

“I think feedback loop is really important,” Bhat said on the podcast. “That’s why I like it when people build their own distribution.”

Exclusive: This Architect-Turned-Entrepreneur Wants To Help You Escape Into Nature—In A Tiny Home

Practical Advice: Bhat also said he prefers to work with brand teams where someone on the brand team has some artistic experience because they know how to elicit a response from an audience.

Going back to his days writing scripts for television, Bhat said “Understanding the motivation of the buyer is super important”. He said that as a young comedian selling to established production houses, he would often have to convince them that he was on the same page with them to calm their apprehension.

He said that he and his team would sometimes reject their own jokes to show the executives that they were “on the same team”, boosting confidence and building trust.

Read Next: How California Burrito’s Bert Mueller Built Bengaluru’s Favourite Mexican Food Joint