"You know what they say, quantity is better than quality"
You don't normally hear that, do you? It’s normally the other way around. Of course quality
is better, right?
Well, actually, it turns out it’s not so quite straight forward. In fact, there’s
a lot of debate on what the right balance is, and so after spending a lot of time looking
into this and testing various things, I want to give you 3 points that will answer this
question once and for all.
Before we get into that though, I just want to clarify that when I say social media in
this video, I’m really talking about business media.
Because social media is what we use as individuals, and in that case there’s a strong argument
that you shouldn’t spend too long on it or post loads of things, as the effects are
often more negative than positive.
But, when I refer to social media on this channel, most of the time I’m talking about
business media. We’re still talking about the same platforms - facebook, twitter, instagram
and so on, but there’s a clear and productive objective behind using it.
Because, when it comes to building a personal brand or growing any sort of business, there
probably isn’t anyone who wouldn’t benefit from regularly posting. In fact, I think everyone
can agree that making content for social media is an incredibly effective way to get traffic
and make sales. It’s free marketing that anyone can do. And so if you’re viewing
it as ‘business media’ rather than ‘social media’ and using it with a clear objective,
it’s undeniably a good idea. The question
Point #1: You Can Be A Leonardo Dicaprio Movie or an Adam
Sandler Movie - Both Work!
With Leo, in the last 5 years he’s only been in 2 movies, both huge epic, unique films.
With Adam Sandler, there has been a lot more movies, and this isn’t a criticism at all,
but I think most people can agree the quality of those movies isn’t comparable to Leo’s.
But here’s the thing: both are very popular in their own way. There’s demand for both.
Both work.
And I think this analogy helps explain why there’s so much disagreement over quality
vs quantity.
Because some people have great results posting really regularly, following the same formula
every time, and so they conclude that quantity is the answer.
But equally there are ome people who have great results posting much less frequently,
and really pouring lots of time and effort into every piece of content, and of course
that does well too, so they conclude quality is the answer.
I see both working. It comes down to which suits you and your audience best. For example,
for building a personal brand, it might be better if you’re showing up really regularly
so people get to know and trust you more, but if you’re trying to build a brand for
a luxury product, maybe spending extra time to make a really unique piece of content could
work better?
And so I really don’t think there’s a right or wrong here as some people have success
going quantity-heavy, some people have success going quality-heavy. But...
Point #2: There’s a point of diminishing returns for both quality and quantity
For example if you listened to that first point and thought, ok great, I’m gonna post
10 youtube videos a day, - well, calm down. It’s very unlikely that in a single day
you can produce 10 videos that are good enough your audience would actually want to watch
them. At that point you’d just be churning them out for the sake of it, and as a result
people are probably gonna stop watching them altogether. So it’s about finding that sweet
spot where it’s still good enough that the majority of the audience want to watch.
Likewise though if you were going the high quality route, don’t get into that state
of pefectionism where you say you’re going to make the best video imaginable, because
you’ll end up obsessing over little details people don’t even care about, which will
just delay you ever getting content out at all.
So it’s not as binary as quality or quantity - you can focus slightly more on one or the
other depending on which suits you and your audience better, but there’s a cut off point
for both where it stops being effective. There always has to be some trade off between the
two, and you just have to do a little bit of trial and error to find that sweet spot.
For example, if you start increasing the quantity and your engagement isn’t dropping, keep
increasing the quantity until it does. It’s all about really watching your analytics and
statistics so you can make an informed decision on what’s working, rather than just assuming
you know what your audience wants. Which brings us to
Point #3: Quality is subjective, and not based solely on production value
When we hear quality we often think in terms of the production levels - expensive cameras
and microphones and so on but quality is very subjective, which is how it’s possible to
have both quantity and quality.
Now, I’m not gonna tell you equipment doesn’t matter at all, because it does a bit.
But generally when we’re talking about the quality of a piece of content, we’re more
talking about the value it gives us.
I’d rather a 2 minute video filmed on an iPhone that really changes my perspective
on something, than a long video with really advanced editing and a fancy camera that doesn’t
have a useful or meaningful message.
In fact, I’ve heard some people say that their less edited content, the stuff that’s
more raw, actually sometimes does better because people find it more genuine and authentic.
So look, if you can put out a lot of content but the audience feels the quality of your
message is high, well then technically you can have both high quantity and high quality.
Again, your analytics and stats will tell you what you need to know, so start experimenting
to find the perfect sweet spot for you and your audience.
Now, on a very related note, I want to invite you join me for the 30 for 30 challenge. YouTube
viewing statistics in December apparently are typically higher because people have a
bit more time to watch stuff. So, join me in committing to posting for 30 days straight,
starting December 1st, and then new years eve you can go out and celebrate finishing.
Even if you’re don’t want to do it for youtube, if instagrams your main platform
commit to 30 posts on instagram.
If twitter’s your main platform well, you should probably commit to 3 posts a day as
twitter’s way easier to post more often. But the point is, comment below if you’re
in for this challenge, and we’ll hold each other accountable.
I’ll report my own results at the end of it all to give you an idea what effect it
had, if any.
For now though, my call to action for you all today is a little different, and that
is to check out the first link in the description of this video to join the new young magantes
VIP list. Here’s the deal: it’s not some spammy newsletter, I just want to be able
to directly message true fans of this channel whenever I learn something really important
that I don’t wanna share anywhere else. It’s sort of like the inner circle for young
magnates, and if you’re still watching at this point, I’d love for you to be a part
of that. Check out the link, and you’ll hear from me next time I’ve got something
really exciting to share. Thanks!