September 19, 2025
From 10K to 1M in a Month: The Long Form, Short Form & Community Strategy Behind Jake Shane
If you’ve been on TikTok in the last couple of years, there’s a good chance Jake Shane (octopusslover8) has graced your “For You Page”, probably in a parody of a key historical moment, fangirling over a Taylor Swift song, or delivering the kind of brutally honest take your therapist definitely wouldn’t recommend. He’s part comedian, part cultural commentator, part octopus critic (yes, that’s a real thing), and somehow, all of it makes perfect sense.
In just a few short years, Jake has gone from interning at a record label to becoming one of the most recognizable faces in digital entertainment. Whether he’s on your phone screen, in your earbuds, or selling out live podcast tours he’s influencing us everywhere.
I mean, he literally debuted his acting career on Hacks…
In this blog we unpack Jake Shane’s marketing strategy, his move from short-form to long-form notoriety, and what brands can learn from his meteoric rise.
Who is Jake Shane?
So, why is Jake Shane so popular? He certainly didn’t follow the standard comedy influencer-to-fame pipeline, starting out in the music industry… kind of. While interning at a record label, Jake could have been networking with artists or scouting for the next Taylor Swift – but instead, he was busy reviewing grilled octopus. Yes, really. Reviewed out of 8, Jake Shane curated an engaged community from his true passion for the food, his on screen persona, and personable reviews.
From there, Jake moved into skit-style videos – character-driven, quick-fire humor that ranged from modernised historical parodies of The Declaration of Independence & George Washington’s dollar bill photoshoot. As his TikTok account grew momentum, Jake saw his following grow from 10,000 followers to 1 million followers in a single month.
Fast forward to today, he’s selling out theatres for his live podcast tour, made the TIME100 Creators list, The Forbes Top Creators 2025 list, and has been featured as a Cannes Lions speaker – continuing to post skits by request from both followers and brand alike.
Who is Jake Shane’s Audience?
As of September 2025, Spotify has approximately 7 million podcast titles on its platform (and growing), and amongst this busy landscape is Therapuss – a comedy, entertainment podcast where listeners enter a deep-dive therapy session with pop-culture icons, and Jake in the therapist chair.
But comedy isn’t just Jake Shane’s genre – it’s the most popular podcast category worldwide. Comedy accounts for approximately 30% of all podcast listening hours, making it a powerful space for audience growth (Statista, 2025). Jake’s entry into this market was well-timed, but his rapid success is rooted in something deeper.
His followers respond strongly to his on-screen persona: sharp, sometimes “bitchy,” a touch resentful, and self deprecating – but always endearing. This balance allows him to deliver humor without alienating his audience, creating a bond of equal parts entertainment and trust. Jake makes his fans feel like they’re part of the friend group, not like he’s some untouchable creator.
Jake’s fanbase shares his passions for pop music, theatre, and a particular devotion to Taylor Swift, and as he explains in his Forbes interview, “they love watching (him) get excited about the things (he) loves”. That visible enthusiasm is key; it goes beyond just about making people laugh, but also lets them in on the joke.
When Jake entered the Spotify creator space, it was already competitive. Pop culture commentary and music-based podcasts had loyal followings, but few creators blended that with quick-fire comedic timing and a distinctive point of view. Jake’s mix of personality-driven humor and cultural insight allowed him to stand out and capture a significant share of an already crowded genre.
His podcast segment ‘Tell Me What’s Wrong’ is testament to this. Fans don’t just submit their situations for advice, they’re FaceTimed live on the show and talked through in real time. It transforms the typical one-way format of podcasting into a genuine dialogue, blurring the line between performer and follower. By making listeners active participants rather than passive consumers, Jake collapses the traditional wall between “audience” and “inner circle.” He doesn’t just entertain fans; he invites them into the creative process, positioning himself less like a distant host and more like a trusted friend.
What is Jake Shane’s Marketing Strategy?
A Move to Long-form Content
Jake had built his name in quick, engaging formats, but he wanted to push into something with more depth – content that allowed for nuance, longer conversations, and a closer connection with his viewers. That ambition became Therapuss, a podcast that blends blunt, therapy-style advice with his signature humor. Each episode, coined a therapy “session,” is designed to feel raw, unfiltered, and deeply personal – much like a conversation between friends than a performance.
“Everyone has a podcast for a reason – because everyone cares.”
The show’s voice and approach were influenced by his upbringing. His mother, a journalist for The Washington Post, taught him to value storytelling that’s curious and honest. Jake carried that journalistic mindset into Therapuss, pairing it with his knack for comedic timing to create something both entertaining and emotionally resonant.
Quote: “I was really anxious. I was worried it wouldn’t be received well because I only ever knew short-form. But once I got used to the format, I became way more comfortable with my voice than I ever was with short-form.”
From the moment it launched, the podcast stood out. It debuted at #3 on the comedy charts, going on to win a Webby Award. But beyond accolades, the show built something more valuable: a highly engaged community. Jake often credits his listeners as the real reason for the podcast’s success, pointing to their constant interaction and word-of-mouth enthusiasm. That loyalty shows in the numbers too. Hours listened per person have doubled, proving that his move to long form wasn’t just a creative pivot, but a meaningful evolution in how he connects with his audience.
A Comedy Tour with a Twist
Jake decided to take Therapuss on stage with his first live tour in 2024. Therapuss LIVE sold out within hours of tickets going on sale, turning what started as a podcast into a must-see in-person experience following the same conversational style format in a more engaging and interactive format. Riding that wave, Jake announced a second tour that stretched across 21 cities, each promising its own mix of humor and connection.
The live show isn’t a straightforward comedy set or a standard podcast recording – it’s both (plus extra chaos). Audiences get lighthearted Q&A segments, behind-the-scenes stories which “feels like one big hangout’, with special guests like Alex Earle adding to the unpredictability.
Doritos Dinamita
Doritos Dinamita launched a brand new spicy rolled tortilla chip and sought out brand ambassadors to catapult the product onto the market. Doritos wanted to present the products across social media using influencers and creators known for their unique content styles and loyal communities.
Featuring Jake and 5 other creators, the product was showcased natively in their content – naturally Jake opted to integrate the placement through one of his signature skits: ‘a tortilla chip finding out about Doritos Dinamita’. The partnership highlighted the importance of leveraging influencers diversity and relatability to their audience to increase engagement, a key pillar of Jake’s partnerships with brands.
