Can you market grief without selling sorrow? Or perhaps the better question is, why do we assume that marketing something emotional is somehow inappropriate? We market happiness, beauty, adventure, love, sex, and just about every other human experience imaginable. Of course, we also have a peculiar habit of admonishing people for some of the very things we enthusiastically market, particularly sex. The contradictions of it all! As I researched how TikTok and YouTube could benefit BeBowls, I began to contemplate something beyond marketing. How do we share the human experience without exploiting it? And who gets to decide which parts of that experience are appropriate to share?
Although the first BeBowls I gifted were for bereavement, that was never the extent of my vision. My original notes described a healing vessel for BEing through bereavement and BEing Beyond, for BEing brave, bold, beautiful, and bountiful. Handmade, one of a kind, and imperfectly perfect, just like us. A bereavement BeBowl might hold treasured reminders of someone we've lost, acknowledging loss while moving through it. But a BeBowl could just as easily hold treasures, trinkets, and treats; a tea light for reflection, reverence, and renewal; or a changing display inspired by the four seasons. I also envisioned five-senses bowls incorporating sight, sound, smell, touch, and taste. Imagine a candle for sight, a phone or small speaker for sound, something fragrant for smell, a comforting object to touch, and perhaps something edible in a food-safe bowl. Even a non-food-safe ornamental edition has its place. After all, good taste doesn't always involve eating! I've also considered offering kits and different price points for functional and ornamental editions. The possibilities were there from the beginning, and I'm still exploring them.
With the onslaught of AI, I think acknowledging our humanity is becoming increasingly imperative. Technology can generate images, videos, voices, and emotionally convincing stories, but it doesn't actually live those experiences. Our memories, feelings, relationships, and intentions are our own. Some are private, some are public, and how we elect to share them is also how we own our narrative. TikTok seems particularly appealing for sharing shorter moments of BeBowls, whether that's hands shaping clay, glazing, firing, the finished pottery, or photographs and videos voluntarily shared by people who have connected with their bowls. The platform's emphasis on short-form video and authentic storytelling offers an opportunity to showcase not only the artistry, but the many different ways people choose to BE. One person might share a remembrance bowl, another a seasonal arrangement, and someone else a five senses experience. Each has its own intention, story, and appeal.
YouTube offers many of those same opportunities through Shorts, but also allows for a more comprehensive exploration of the business and the people it touches. Longer videos could follow a BeBowl from raw clay to finished pottery, introduce the artist, demonstrate different uses, or share the experiences of those who choose to connect with their bowls. Perhaps someone uses theirs for remembrance, another for reflection, and someone else for a family tradition or celebration. With their permission, those stories could become part of the BeBowls community. YouTube could also provide a place for demonstrations, creative ideas, and the development of future collections. While TikTok might introduce BeBowls through a brief, engaging moment, YouTube offers the opportunity to explore the craftsmanship, intentions, and human experiences behind it.
Neither platform guarantees followers, meaningful connections, or sales. Still, both offer something traditional advertising cannot always convey: the opportunity to see a story unfold. I don't believe we should avoid emotion or sanitize the human experience to make it more marketable. Au contraire! Joy, sorrow, bravery, love, and everything in between are part of BEing human, and BeBowls was conceived with that in mind. As AI continues to reshape how we create and communicate, I think it's increasingly important to acknowledge that our lived experiences, feelings, and intentions remain uniquely human, relevant, and impactful. So, can you market grief without selling sorrow? Yes, and the distinction lies in respecting the story, the person who owns it, and their choice of how, when, or whether to share it.
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