- In this video I'm going to give you
some of my best social media marketing tips
to help you get more reach, more followers,
and more engagement on social media,
and I'll walk you through, step by step,
a social media marketing strategy
that's working better than anything else right now.
And it all starts by first understanding
that things have changed, and they're never going back
so if you've been trying to use social media
to grow your business, get more customers,
or get more followers
and things just haven't been working out
the way that you were hoping for, it's not your fault.
It's just that there have been a lot
of very big changes to the different social media algorithm,
how the platforms decide what content gets promoted
and prioritized, and what gets buried.
And most important of all,
how all of these changes are impacting
and influencing your audience and your customers
and the people that you're actually trying to reach.
So with that said,
the very first thing that you need to do today
in order to succeed on social media is to make sure
that you get in the right boat.
One of my favorite quotes
and principles is by Warren Buffett, and he says
that a good management record is far more a function
of what business boat you get into
than it is how effectively you row.
What this means when we apply it
to social media and to business and marketing in general
is that the key to success is to bet
on the right platform, the right channel, or the right app
rather than spending all your time and money
and energy just trying to row harder
in a leaky boat that isn't rewarding you for your effort.
For example, it's no secret
that Instagram has been messing around with your algorithm
for the past little while now, and people aren't happy.
A report by the Wall Street Journal shows engagement
on Instagram is declining.
Instagram users are spending less than 1/10
the amount of time on the platform compared to TikTok
and many Instagram users are leaving the app,
including some of its biggest creators
and influencers, saying how it's feeling less
and less like it's a good fit for me personally,
and from a business perspective.
Now, a bunch of influencers
and creators just leaving an app doesn't sound
like that much of a big deal, but I assure you
at least from a social media marketing perspective,
this is huge because when they go, well often,
their multimillion follower audience goes with them.
It's not all doom and gloom though.
Got some good news.
YouTube, for example, continues to adapt and evolve
and it's a favorite among Gen Z and Gen Alpha.
Gene Alpha being those born after 2010 or 2012.
YouTube is also the second most visited website
in the entire world.
That's right, the entire world.
And even though Facebook still has more users overall,
Twitter has the most active
and passionate user base of them all.
And TikTok is still currently ranked
as more popular among younger generations,
YouTube is offering up something
that the others just can't compete with.
I'm talking.
♪ Cash, money, dollars, dinero ♪
♪ Bread, loot, tender and pesos ♪
♪ The green stuff ♪
♪ The gold stuff, the good stuff ♪
♪ The bank rolls ♪
Not really sure where that came from.
The point is though, that YouTube has been paying out
big boatloads of cash for years now.
In fact, over the past three years
the YouTube partner program has paid out $30 billion.
Yeah, that's billion with a B
which is enough to buy the Miami Marlins baseball team
the most expensive house
in America, Leonardo da Vinci's, Salvator Mundi,
this boat, I mean yacht, private island, castle
and a trip to space for you and all your friends
and still have quite a few billion dollars left over.
And this is one of the reasons that I believe
that the social media platform
with the biggest potential this year,
and at least for the next few years is YouTube.
But I appreciate
if you've never made a YouTube video before,
you just don't know where to start.
Telling you to just go out there
and make long form videos is a pretty big ask.
So next, let me give you a strategy
that's not only working on YouTube, but also Facebook
and Instagram and Twitter and LinkedIn and TikTok.
So basically all of them,
which is why I'm calling this the best strategy
for every platform ever.
Here's the deal.
Winning on social media all comes down
to just two simple things, the audience and the algorithms.
And in both cases, the key to getting more reach,
more engagement and more followers is to focus
on just giving them exactly what they want.
Now, the real good news here is that they both
pretty much want the exact same things.
Your audience wants content that's interesting,
entertaining, educational or valuable.
And the algorithms want you to create content
that's interesting, entertaining, educational or valuable
because this is the kind of thing
that's gonna keep your audience
on the platform for as long as humanly possible,
which is going to allow the social media platforms
to make a whole lot more money.
So how do you do this?
Well, my friend, I'm glad you asked.
The secret to creating content
that both your audience
and the algorithm wants to see
comes down to combining two different parts.
Part one is the message and the content itself
and part two is the way
that that content and that message get packaged
and presented when they get published on social media.
Now, I've got some very cool stuff to show you
in just a minute when it comes to part one
and how you can create a viral message
and viral content that's far more likely
to get massive amounts of reach and engagement
and shares basically with everything you post.
But first, we actually need to talk about part two,
which is how you're gonna wrap all this up
and package and present it
so you can get it out there and people actually see it.
After all, it doesn't matter how great your message
or your content is if nobody sees it.
And right now there's a certain format
or certain style or type of content
that's working best across pretty much every kind
of social media platform out there,
which is short vertical video.
Now, Facebook and Instagram call these Reels,
YouTube calls them Shorts.
LinkedIn has Native Video
which doesn't actually have to be vertical or short
so who knows what's going on there.
And Twitter also appears
to still kind of be figuring this out
with their video carousels
that offer a immersive viewing experience,
which is basically just a TikTok copy,
which funny enough is actually
kind of what all of these have in common.
They're all just basically TikTok copies as this headline
from Gizmodo says, Twitter cloned Instagram Reels
which cloned TikTok
because that's what everybody does now.
But I'm not here to judge, just to identify
and capitalize on whatever's working best right now
and then making sure to pass that information onto you.
That said, there are a couple things
that you need to be aware of
when you're launching a short vertical video strategy.
The first is that you wanna record these videos
directly into your your phone or camera
and not inside any one app in particular.
This is gonna make it a lot easier to take that same piece
of content and then upload it natively
to each social media platform separately.
Rather than trying to say you recorded in TikTok,
then download it, remove the watermark,
upload it again somewhere else, and repeat the process.
Next is you wanna play around
with different lengths of short vertical videos.
This is because short is subjective.
So what you'll likely find is that there's a certain length
of short that works best for you and your audience,
which could be 15 seconds or 30 seconds
or 45 seconds or 60 seconds, or anywhere in between.
And maybe most important of all,
I want you to think of short vertical video as the package,
the wrapping, the outside container
for what actually matters,
which is the content inside and what you're actually saying.
So let's go over how to create viral content now
which is gonna give not just your short vertical videos
a better chance, but every single piece
of social media content you create from today forward.
If you ask most people why they think certain pieces
of content or certain ideas or themes
or messages go viral while others get completely ignored,
you're likely to hear some kind of a reason
around it being on luck or fate or just chance.
Some freak occurrence that caused a certain piece
of content to get millions or maybe even billions of views.
But while the fact is that nobody can consistently guarantee
that a certain piece of content is gonna get
100 million views every single time,
there are certain elements
and characteristics that all pieces of viral content
seem to have in common,
elements and characteristics that you can learn
and use and apply in your social media content
in order to make sure
it has the highest likelihood of success.
So to show you what those elements and characteristics are,
I wanna introduce you to one of my favorite books
on the topic of creating viral content
in this special section
that I'm calling Marketing Book Club.
♪ Welcome to Marketing Book Club ♪
♪ For people who like marketing ♪
♪ And people who like book clubs too ♪
(gentle music)
All right, so the title
of today's Marketing Book Club book
is "Contagious" by Jonah Berger.
And in it he shares what makes things popular
and get shared and essentially go viral.
And there are a few practical
and actionable takeaways that I wanna share with you
now, starting with emotion.
You see most viral content deliver some kind
of emotional charge, whether through positive emotions
like awe or excitement or humor
or negative emotions like fear or anger or anxiety.
Now, I'm not saying that you need to go out there
and get people all fired up all the time
but it is important to understand
that emotions are a significantly more powerful driver
in getting someone to respond
and take action and essentially share things
than logic and facts could ever hope to be.
Okay, the next element is practical value.
And this really all comes down
to the fact that people share things that help other people.
Not only does this make them feel good
by helping other people, but it also makes them look good
through a psychological principle
known as the halo effect, where essentially,
by sharing good things, people are more likely
to associate those good things with you.
Next is triggers, which personally I find
one of the most interesting and powerful of them all.
Triggers are essentially just sites and sounds
and stimuli that remind us of other products
or offers or services or ideas.
The perfect example of this is when NASA
landed a rover on Mars, the planet.
And Mars, the chocolate bar saw a significant increase
in sales all because of all of the increased attention
that Mars, the planet was getting.
Now, I appreciate you may not own a business
that's named after a planet, but this doesn't mean
that you can't find some other way to relate your product
or your service or your offer
or your message to something else
in order to invoke a trigger with your audience.
A practical marketing example
of this is what CRN did when they introduced Kit Kat
and Coffee to consumers to get them to enjoy a Kit Kat bar
whenever they take a coffee break.
But as cool as this is, this is just the tip of the iceberg
and you have so many other psychological triggers
that you can push in order to get someone to do,
well, essentially anything you want.
So to help you do that, I've linked up a video
right here with 15
of the most powerful marketing psychological triggers.
So make sure to check them out now
and I'll see you in that video.