I’m getting asked this one a fair bit lately, is like, how many social media platforms should you be on? And how about the overwhelm of having to create for all this stuff?
First thing is I’m not a big social media influencer expert, because I don’t want to spend my life on the thing. I don’t want to be doing lives all day long. I don’t want to block out weeks of my life to just be creating cool content that people are going to respond to. But there is a way you can leverage and repurpose things that you’re already doing to be useful for these platforms.
So a couple of factors that are helpful. One is, it’s good to either have a team or have a service who can take your raw material and put it out there. Don’t be the person putting it out there yourself, because then your life’s basically a misery. So you want to separate the capturing of the content or the creating of the content from the distribution of the content.
The other thing that’s important is use frameworks. Know which platforms have different rules, like for example, on Instagram, if you have a 30-second or less clip, you can make a reel from that. On Tiktok, I think it’s a minute. On YouTube, I think you can have a minute for shorts. So work out what length of content you need. And then make your master content that you can cut up, slice and dice, and turn into little snippets. So if you do Ask-Me-Anything calls, if you do sales calls, if you do webinars, if you make long-form videos for training, you can have them cut up and repurposed into little things but it usually comes with the preparation. It pays to prepare your content so that when you edit it, it’s got frameworks built into it. So they’re nested. That’s a training term, they’re nested in there.
And you might use the short framework like I talked about TEA in my short video training, which is topic, explain it, answer it. You might use longer frameworks, like a full-story based framework where you take that character on a journey of trials and tribulations and you build up stress and drama. And then the guide shows them through and they finally make it although they almost don’t, but then they do. And then they finally get to the end and they have a victory. I do that in podcasts lately, you’ll hear some story narrative. Even when I’m interviewing a guest, I’ll take them through either a case study or a story narrative so that it’s useful when it’s chopped up or when it’s presented in full.
The other thing to consider is training up your team. Once you’ve got a team handling stuff like this, just improve their skills, stay on top of the trends. Make sure you got those little titles in the top, captions in your videos, messy thumbnails, the correct tagging, etc. Looking at the frequency and the times that you post things, these are all important factors, apparently, for getting that social reach.
And then of course, just do it. There’s a massive difference between thinking about it and doing it. And I’ve been making content for a long time now. And I’m still not very good at it. But I did it and I’m a long way further down the track than if I didn’t do it at all. So even my crappy version is better than someone else’s perfect-in-their-mind-but-never-recorded version.
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