Grow Your Audience & Brand Using Social Media in 2021 | Benji Wilson | Skillshare

Grow Your Audience & Brand Using Social Media in 2021

Benji Wilson, Social Media & Entrepreneurship

Grow Your Audience & Brand Using Social Media in 2021

Benji Wilson, Social Media & Entrepreneurship

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12 Lessons (1h 10m)
    • 1. Introduction

      0:58
    • 2. Social Media Marketing

      4:22
    • 3. Attention Technology

      3:52
    • 4. Historical Attention

      9:58
    • 5. Your Five Pillars

      8:30
    • 6. Pick Your Pipes

      5:21
    • 7. First Criteria

      12:12
    • 8. Second Criteria

      2:49
    • 9. Third Criteria

      5:41
    • 10. Competitive Advantage

      9:19
    • 11. The Winning Context

      5:05
    • 12. Dynamic Advantage

      2:11
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About This Class

The Goal of this course is to help you navigate and decipher how to market your brand on social media.

These days we cannot just simply start an Instagram account and hoping it does well.

There are lots of important steps: We give you the insights and the information needed when marketing your brand on social media to create a successful brand and a powerful social media account.

Along the way we look at 

  • how to begin your journey
  • examining what you will need to know about your brand to become a great social media marketer
  • looking at your audience and their expectations  so your content is niche appropriate
  • finding the correct social media platform for you brand

By the time you have completed this course you will have the opportunity to grow your social media standing and know what your audience requires for you to extract amazing results for your brand.

which of the overwhelming amount of social media Platforms should you concentrate your energies on.

Meet Your Teacher

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Benji Wilson

Social Media & Entrepreneurship

Teacher

 

Thank you so much for visiting my profile!

My Name is Benji. 

I am a passionate creative and entrepreneur from Melbourne, Australia!

I love pinpointing the difference between what makes people successful and what makes people fail in all arenas of life and then share with you!

Apart from building and creating... I have 4 cats, I love working out, skating, playing basketball and reading. 

Be sure to reach out to us if you want to connect!

- Benji

 

 

See full profile

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Transcripts

1. Introduction: Awesome. I'm really excited that you're going to join me in this course because a lot of people out there who have a small business or a small brand, whether they've just dotting or they've been going awhile, is missing their content marketing and digital marketing section and their business. Now a lot of people haven't incredible product that's going to give people a lot of value. They have people out there in the world that have really, really want that product, but just don't know about it. And that's why I'm excited because in this course I'm going to show you how you can connect your incredible product that you have or your incredible service, whatever it is that you do with incredible people who really, really wanted and will pay a lot of money for whatever it is that you offer. This is the power of marketing, is the power of the digital age using social media and platforms where the demand already exists. I'm gonna show you how to just go out there, be confident in your abilities and tap into it. So let's get started straight away, looking forward to it. 2. Social Media Marketing : Awesome. So we're off to a really exciting point in our journey, one that we now get to create content and connect with our target audience. So if you haven't seen this before, it's digital marketing Kennet. We've been through this in detail in Part 12. So I very much advised that if you haven't seen this yet and you go back to part one and part two just so we're all on the same page. However, if you are up to this point in training, we're up to the most exciting part they possibly could be. So just a refresher. In phase one, we identified who, how exact target market was, who was it that we want to serve with our business or our brand? In phase two, we identified our target audiences of people. We identified in phase one, we identified their problems, and then we reverse engineered those problems and came up with solutions to them, to offer them as our products and our services to our target market. Now phase three, that's exactly where you are right now. Our job is to connect our message and our products and services with our target audience. And we do that through the use of technology and all of these platforms that you can see listed here, plus many more. So in its simplest form, this face three that we're in right now, where simply connecting our message, our products and services, with our target audience and our customers. And to give you an example, because examples always fun to make things easier to understand. If you are Wiltshire photography, who is a wedding photographer that we went over in part one. And your ideal audience, of course, people who are engaged, you identify that, you know, you don't want to talk to people who are married because you're a wedding photographer and people who are already married don't need your products and services. But when you do identify who your target audiences, such as people who are engaged, you then like, okay, what are their problems when it comes to photography and weddings? You put together your products and services as we did in phase two, which is out wedding photography package for $3 thousand on wheelchairs website. Now face three, Now that you know your target audience, you know your product and your service, how do you go out and tell your target audience all about it so they can funnel back and buy your products and services. That is where we use the use of technology. That is where we use the use of these platforms. And that's what we're going to dive into together to make sure that you can get an unlimited amount of people finding and coming across, so to speak, organically, your business, your brand or your personal profiles, if that's what using its full and then funneled back to your website and buy a products and your services. Before we jump into the actual training, we need a goal in all of us know where we're going. And of course, the goal is to connect with your audience. But exactly how many of the audience members do you want to connect with? You need an actual objective number so we can measure when you have been successful. Now, could be anywhere between one potential customer and a million potential customers, as you can see from this neat little pyramid here. Now, the one to the ten customers are in pink because you can very much go and connected one to ten customers. Buy yourself, you know, you can go out to the street and you can connect how you'd go door to door. And you can talk to one to ten potential customers and you can find them relatively easily and telling him about your business and your products and your services. However, once we start to get to the 100 people, if you want to reach a 100 people in your target audience, or 1000 people, or even ten thousand, a hundred thousand or a million people. You're going to need some help. You're not going to be able to go door to door or just do word of mouth to reach this many people. And we're gonna take it step-by-step. But eventually you're just gonna wanna keep growing your brand and your business. And these numbers will start rolling through very organically. Only how about with the help of technology, without the use of any technology, which is all the social media platforms, whether it be radio, whether it be Facebook, whether it be Instagram, with it being newspapers, or even the mail system. If you're doing the lumpy mail, we're gonna go through all of these together, but we need to know in order to reach 10 thousand or a 100 thousand people, we need to employ the use of this technology. And it's very, very easy to do once you know how 3. Attention Technology: Awesome. I wanna talk to you about something called the New World Forum and how this can make reaching your target audience a 1000 times easier and a 1000 times more effective for you. No exaggeration. And you will see as soon as we jump in. So it doesn't matter what nice urine and it doesn't matter what your products and services are. And you couldn't be an artist in any form. It could be a real estate agent who sells real estate. It could be a life coach like Vladimir Putin up, Yeah. You could sell supplements, whether you sell your own supplements or you affiliate for someone else's supplement business, you could sell candles, whether that be how her main candles or you may give them manufactured in China and sell them on Amazon. Or you could sell cosmetics or be an influencer of any sort. It doesn't matter what your niches, it doesn't even matter if it's not up here. The power of technology is something that you need to understand on a deeper level than what most people already do. To put this in the simplest metaphor as possible. Think of this cat, this cute little cat right here. He's out and he's in the field and he is meowing and you can see is mid meow right now. And the question is, how many people, if he was in a small crowd of people, how many people would hear that meow when he meows out in the open. And the rough answer I've put up here could be any, any answer. But for the sake of this experiment was saying five people can hear, he's just natural meow coming out of his mouth. However, if you insert some technology into the picture in the form of a megaphone, which is the form of technology different social media sites today, but still a quite a rudimentary, great example to show you that all of a sudden, if you hold this big shiny megaphone in the kitty cats face, he can now reach ten times more people. His message, his message, however, is just a meow where your message should be a little bit more powerful than that. So you can see that the power of technology at its simplest form, is to reach more people and spend less effort. And I'm going to show you what technology you need to be using. It's not going to be a megaphone in today's age. In order to make this as simple as possible, a lot of people get overwhelmed by this. And this is why I really want to start with the history of communication technology. Because you may be thinking, why would we want to learn about the history of communication technology? I want to learn about what's happening today. Well, the problem with learning what's happening today is today's always changing. Today is very, very different than it was a year ago, and very, very different than it was five years ago. The landscape is so dynamic. You need to understand where the technology is going. And we can only do this by knowing where it has come from. For example, he's a basketball and a ring. The goal of the basketball is to go into the ring just like your goal is to reach your target audience. However, is this poll question for you? Is this ball going to go into the green? The answer you may say yes. You may say no. He may say, I don't know. And I think the most accurate answer is probably, I don't know because you don't know where the bowl originate from. You can see it's mid flight, but you don't know what direction, what trajectory it's on an F. Well, you don't know if it's gonna hit its goal. If I could tell you the ball originated from this point over here, you could map out the trajectory and be like, Yes, this bowl is going to go into the goal. However, the same as the original question. Is the ball going in a goal? If it started down here, that trajectory is more like a straight up and straight down. And you can conclude that it's not going into the Gulf. So we're gonna dive back to see the origins of communication technology in order to be able to know where it's going. 4. Historical Attention: Awesome. So a little time travel adventure is going to start in ancient Rome. Now want you to imagine that you live in this ancient Roman house. It, I don't know if this is actually accurate, is a very nice house for an ancient room, but this is where we live. And I wanted you to take your profession with you. So for the sake of this example, we're going to be traveling through the history of communication technology. As an artist, someone trying to sell their artwork, whether it be painting, whether it be Jury read, whether it be any other form of art, as is the example I'm going to use. But obviously Sabine your own niche, profession and brand where I sub in the artist. So we're in Ancient Rome and we live in a house now. We are painter. How do we get other people to buy our paint? Now technology was so different back then that you sort of had to go door to door and sell your up. Or if you could try and take it from an individual sale going door to door and have to give your pitch hundreds of individual times. What if you could gather all of those 100 people in one spot? So like the cat and the megaphone, the old-school first instance of a large shift in technology came in Ancient Rome in the form of the Roman Forum. Now, this is a modern-day view of what the form looks like. You could say it's magnificent pillars. But here is an illustration of what it used to look like back in the day. And this is where people gave speeches to large amount of spectators and people watching. Now you can see we've gone from having to go door to door in ancient Rome to one of the world's first podiums and forums where you can actually lecture or even sell your artwork to a lot of people at once. Now this is an ancient development and this is really where the marketing and the technology started to develop. However, you still needed to be in person to sell your outweigh. Now, the first form of actually not needing to be in person to sell your artwork or to sell whatever it is your brand and your service office was male distribution. Now this technology was actually first invented in ancient Rome as well, but it wasn't really widely use in the US. However, they use the United States of America post department in order to get mail distribution across the country. And now this is one of the first times that you didn't actually need to see anybody face to face in order to sell your artwork. In fact, here is the Pony Express Route, which if you don't know what the Pony Express, it's a very fascinating advancement in technology where they used to have horses carry the male, obviously because they didn't have cars and planes or anything like that. And the horse could only travel so far in the day. So it took a few weeks to go from the East Coast to the West Coast of the United States. Now, what actually happened is instead of using just one horse and waiting for it to get recovered before they can go on. They started using dozens of horses to get across the United States. And they set up these little stations here, Pony Express stations where one writer took the mail in a little satchel and you can see attached to resettle. And he wrote in to this station that is put basically. The same distance apart, the same amount of miles apart as the horse has energy. So whereas one horse gets exhausted, they swap horses and they swap writers and they just pass the male along in a relay sort of event. And now this decreased the amount of time it takes for you to be able to reach the opposite side of the country. And now just imagine instead of having to go door-to-door or to stand in front of people. You not only can reach people by putting maybe little brochures or little business cards, a little advertisements into this mail, but you can reach them very, very quickly. And this is the trend that started. Everything seemed to get faster and faster up from this point. Now, newspapers, you can see these newspapers is from England in London, at the London Gazette from 1668. This was another advancement of how you can reach people without having to be in front of them. You could write an add or an editorial article, and he could pop it in the newspaper, which reached a mass of people without actually having to talk to them directly. And these pieces of technology are the seeds of what we see today in social media. This is the old school media where we could still connect with a large group of people for very, very little effort. However, it would cost quite a bit of money. And that was the gatekeeper. From there. We've had radio and the radio was massive because it was one of the most cost-free ways of delivering information or ads or whatever it is that somebody was selling. Because you adjust transmitting radio waves, you know, you don't need a lot of employees to transmit them. You don't need an infrastructure of horses set up across the country. And because it was such a revolutionary technology, everybody wanted to have a radio. Everybody tuned in and it was the go-to form of entertainment. That's where, as you will see, the patent attention was and where attention is. That is where you can always connect your message to your customer because they are paying attention. So you could put a radio ad or you could have a radio segment and therefore reach your customer so much more easily. Then of course, can the advancement of TV, where you could start to have visual representations of your products and your brands or your services. So once again, if we're selling artwork, it's so much easier, especially back in the day when advertising on TV was extremely cheap. Then going door to door, selling your artwork or even mailing out brochures which people had to put money on his back to mail to you and I'll take several weeks to get it. If sale, sold, hear on TV, they could instantly see your ad, writes you a check, send you the money and you send them back the product or service. And even in the early days, there was so much attention on TV, but not enough programming. This is where soap operas came from. Literally the big companies like Procter and Gamble would create content for the TV to keep people watching just so that they can put their advertising in-between, advertising their soap products in their company and their brand through that. So that was a massive, massive leap in technology. But the next leap was even more massive. And I think you know where I'm going on this one. It was the Internet, the ability to reach people without a gatekeeper. Where in all these other forms of technology, you had to go to the TV station or you had to go through the radio station, they had to approve your ad, they had to approve your work. However, with the Internet, it was the first time that you really were responsible is the first time that you were in charge of what you wanted to share with people. And on top of the Internet, Facebook was built. And there's a couple of social media companies before Facebook, or Facebook of course, has been the one that has done the best over the long term. And with Facebook, you started to get an identity online. You started to not only have no gatekeeper, but you could produce unlimited amount of content for free sitting at your laptop. Then, once again, a technology adapted and changed very quickly. Sitting at your phone, you can start to create this content. And the iPhone was one of the first smartphones in the world where people could start to access the internet in the palm of their hands wherever they went. And now this technology continues to grow. It's not a static thing. Now, as you know, because this is getting into the current day, there are so many options in the palm of your hand and your attention is very, very easy to get if people are leveraging the right platforms, which is what we're going to do together. However, why we went through the history and the thing that you need to know that most people overlook, we're going to get into the specifics of what platforms are going to use, how to use them, how to rise to the top. But what you need to know is that technology has moved advertising than tension past the tipping point. Where you can see in the left-hand side of this column, it was going door to door, or maybe it was writing 1000 pieces of mail and mailing them off. There was a lot of hard work in order to get your brand messaging out there to sell your artwork or the cell, whatever it is that your products and services up. However, with the Internet, that tipping point has really changed. And it's so easy to create a post and put it out there to the world where the difficulty used to be creating the actual content. And because it was so hard to create the content and say, writing 1000 pieces of mail and then delivering them around America in order to advertise your artwork. Not many people did it because it was hard to do. Now however, it's so easy to pop a photo up on Instagram or record a YouTube video from your phone that there's so much noise out there and the difficulty is actually getting the attention on you. So in a world where one video can reach 20 million people in 24 hours, if you think back through the history of communication technology, that was impossible for such a long time that distribution channels are more powerful than ever. However, there's so much more busy than ever. And this is where you're gonna set your brand and your products and your services and your messages ahead of everybody else because of the low friction as so many people in there, how do you stand out from the crowd? And how you get over this dilution is branding and consistency. And I'm going to teach you exactly how you can be consistent with your brand and people's trust and attention over the long term, and therefore have so much power and so much value in your brand, you're gonna stand way out from the crowd and people are going to be coming to you to model what you've done. 5. Your Five Pillars: Awesome, so I'm really excited to bring this lesson to you because this is going to be a game changer for you, not just in the short term, but in the long-term. This is what's going to really underpin your brand and underpin your success online. So very, very excited to jump into this. And I guarantee you, and I promise you, we'll get to specifics very shortly. I'll show you what platforms to use, how to use them, how to take full advantage of the strategies that are working today. But it's very, very important that you understand this side of the training because with these mindsets, as you know, technology is always changing. It's going very rapidly. But if you could understand how to have consistency in your messaging, this is a technique that will stand the test of time no matter what the current platform is. So let's jump into this. Now. As you know, we're in phase three. And your mission is to connect your message, being your products, your services, or whatever you brand stands full with your customers. This is what it looks like on the digital marketing camp, just to remind you and put everything in order. Phase one, we have our audience. Phase two, we have our products and services based on the needs of our audience. And phase three, we connect the two. And as we went through in the last lesson this day and age, people are drowning in information, but stopping for wisdom, it's very, very easy to get information and produce information. But the wisdom and the trust and the branding and what people are stopping for. And this is how you bring them, the wisdom. This is how you bring them something that is sustainable and it doesn't get lost in the noise. You need to create a coal message. We call it the five pillars of your business, operand. Now I came across this idea, anion Russell Branson's book, traffic secrets. And I wanted to share it with you here just because it's so powerful. So I'm gonna go through my personal ones because it's very easy to start with the personal ones if you're struggling initially to get the five pillars of your brand or your business. So for me personally, you can walk along and do this beside me. These are the five pillars of me as a person online, the messaging that I wanna get across to people. I'm a big fan of entrepreneurship. Being able to be in control of your finances and be able to be creatively expressed with app, anyone telling you what to do, I'm a big, big fan and the content I put out, such as this course right here, is an expression of my passion for entrepreneurship, personal development. I believe that you should always be growing and learning new things and therefore having more to give. I'm a big fan of adventure, doing things that push your comfort zone. And once again, I believe to growth. I love sport and working out and staying on top of my health and seeing others do inspiring things. Basketball is one of my favorite spots. And then I love traveled. Once again, just exploring new things, pushing your perspective on challenging account perspectives that you have. Now, this makes up the five pillars of Bengio's messaging. Now this doesn't necessarily define me as a person, but this is the messaging that I really believe in and that I wanna get across these avenges five pillars. Now what you need to do and the magic in this is you need to do this for your brand. What are the five pillars that make up your brand? And if you can find the five things that you stand for, all the five things that your brand stands for, and get really, really clear on it. Content creation and content distribution becomes so simple. It's just repeating these messages over and over again, just using different angles on them. And I'll get to that in a second. But we want to get you really clear and really confident. And to do that, it's always good to jump into a live example. So we're gonna go through Nike together. And once again, we're going to jump into the specifics of each platform. But in this example, I've gone to Nike's Instagram and reverse engineered their five pillars. So the first pillar here, you can see that Nike have posted famous athletes at the top of their game. There's a lot of them. If you can go, you can go to Nike's Instagram or YouTube or anywhere you want and you'll see the same five pillars occurring. But they're basically one pillar of it have, when they label this pillar number one of Nike posting their top athletes who they pay hundreds of millions of dollars to actually to sponsor and have them be a part of Nike. And in order to inspire people who actually following along. So that's the first pillar. The second pillar is actually quite the opposite. I found them posting the opposite of elite athletes. And in fact, almost including the entire world into YouTube can be at the top of your game, no matter what your background is, where you from, whatever shape urine YouTube can be at the top of your game. And that's the second pill up. So it's kind of interesting that they're opposites, the elite athletes to the everyday person. Both of them can achieve great things. Number three, very product focused. And this is a cool one because they weren't jamming their product down your throat, which we'll get to how not to do that and how to make the decisions for the long-term, not the short-term dollar. But you can see the third pillar of Nike was to subtly promote their technology and subtly promote their designs of their products. So you can see that's pillars One, Two, and Three. And all Nike doing is simply cycling through this content. Another one I found was interesting was they posted about Kendrick Lamar. Now Kendrick Lamar apparently is sponsored by Nike, but he's not an athlete, is a rapper and a singer. I believe, I believe he's mostly a wrap up. But you can see they're getting into D hip hop scene. And you wouldn't think that Nike would be posting about hip-hop. But apparently that is also one of their pillars. So you can see we have got, they want to infiltrate the hip-hop team and they're a fan of the hip hop scene in their messaging. They want to suddenly be promoting their products. They want to be inclusive and making sure that everyone can be inspired no matter what their starting point is. And they want to be inspiring you with the elite athletes on the top of their game. Now, the fifth pillar is this one. This was sort of just like a fun pillar. You know, they've got Nike shoes in waffles. They've got someone, I'm pretending to step on the moon, just very entertaining content. And those five things made up Nike's five pillars. This is the messaging that they just keep cycling through in different ways. And that's why I included two of each category here. But you can go to Nike's paging. You can just see this patent, repeat over and over again. They'll post something about an elite athlete. They'll post something about an everyday person. They'll post something about their products and services that post something in the hip hop community. They'll post something fun. And they will just start again and they'll go again and again and again, and the content changes, but the theme and the messaging doesn't. So your job is to create your five pillars. What is the brand messaging that you stand for? Now, I know a lot of people will initially struggle with this, but don't feel compelled to stick to your brand messaging. You may be finding your brand method messaging, which is totally fine. If you don't currently know you're five pillars. You may know three pillars and then start to just fill in Pillar 45. Or maybe you just have a Three Pillar business and you cycle through that content. And this alone will make you so consistent and really attract the people that you want to attract volume, it's very easy to amass a large number of followings. If you don't actually stand for anything, if you just post funny memes or something about cats or dogs, people will follow you really quickly, but you want to cure rate you're following. You wanna make sure that they stand for the same things that you stand for. You wanna make sure that they are part of your target audience that you defined in module one. So by doing this, by curating the content that you put out the value, give them, you're going to be filtering the people you get back to be a perfect target audience. And you're going to be able to do this in a consistent way and never run out of things to say because you just need to dip into the bucket, the category of the pillar that your brand messaging stands for. And just create a new piece of content around it, which we're going to show you exactly how to do. Before that, I want to show you how to pick the best platforms for you to spend your attention and your time on. 6. Pick Your Pipes: Awesome. See you doing incredibly well so far. I've got the biggest things down and it's time to actually put it into action. So we are going to be picking out pipes. Now, what does this mean? So we know who your target audience is, who is it that you want to serve? We know what their problems are, and therefore we've created solutions for them which have become your products and your services that you offer. Of also defined through this, our brand messaging, knowing what your company or your brand or what you personally, stanford. And we understand that that is what's going to be repeated throughout the core of all of our messaging, throughout the core of all of our platforms. But how do we get it out there? How do we actually connect the dots? Now, distribution is the key, and this is how we connect our brand's products and services and their brand messaging to our target audience, we use the top pipes or platforms of the time that we're in. Now I'm gonna get into that a little bit deeper because it may seem like a static world day today. The top social media platforms, the top cost sharing platforms, the top e-commerce platforms. It doesn't matter what niche Orian they seem like. They're very static. But if you look backwards 5-years and even look backwards to years, they're actually very, very different of what is currently hot. So what we have to do now is use the ones that are most hot and most suitable for you and your niche in order to get your brand, your brand messages out to your customers. So this is where we stop with the understand which pipes, which we'll be referring to as pipes are going to be right for you and your business and brand. So as we discussed, there's always going to be 20 plus options as are always going to be hundreds of options really. They're gonna come and they're gonna go some for longer than others, which we'll get into in a second. But your job is to go out there and find which ones are going to benefit you the most now. And which ones are going to benefit you the most in the long term. And that's exactly what we're gonna be doing together so that we get the most out of your effort towards your business and the brand that we grow as big as you possibly could want it to be. So the best way to see these pipes. So these platforms, like TV shows, now some TV shows as you know, a running for a long time. This is the list of the longest running TV shows. And you can see some of them just run on and on and on forever. However, there are other TV shows that run for a matter of days or weeks, or even just one season and they don't get renewed. This is how we have to see these platforms, whether it be a social media platform or any other e-commerce or cost sharing or content sharing platform that we want to use to get our message out there. So you can see something like the Simpsons, which 99% and people know has been running for years, 20 plus years, I believe. And they have new episodes every single week. They wanted the longest running TV shows of all time. And their kin to Facebook. Facebook was very early in the game, back in early 2 thousand, and they're still really owning the market. They are Instagram, they own WhatsApp, and they're making bids to acquire other top platforms in today's day and age. However, everything will have its lifecycle, including the symptoms and including Facebook, whether that be a 100 or a 1000 years from now, the chapter will eventually close on everything. On the other side of the scale is something like Firefly, which I believe was a TV series at Google this in 2002. And it ran for just one season, even though people enjoyed it. And Vine was very similar. Vine, if you don't know, was a video sharing platform that grew very, very big very quickly and made a lot of people vine famous as what they call it. And then they transferred that fame or that clout that they got from that platform. And then they put it onto more sustainable platforms such as YouTube and Instagram. Now, I want you to not be overwhelmed by this because they're going to be hundreds of options for you to choose from. But we're going to break it down and make it very, very simple and easy for you so that you're not on the next vine and everything comes crashing down all at once. We're going to make sure that you are well diversified, but also focused at the same time. So this is the framework that we are going to use. You're going to have a primary pipe, one that is most suitable for you and your business. And I'm going to show you how to use that and use the exact strategies on that platform to get ahead of everybody else who's also using that platform. And then we're going to have secondary pipe, so ones that are going to complement the first platform and also going to diversify our audience so that we don't have all of our eggs in one basket. So how do we do this? Have there you come up with your specific best three pipes for your brand and your niche doesn't matter what it is. There are three very simple factors that are going to help you make your decision. And we're going to break them down one by one together so that you can get the most out of your effort. 7. First Criteria: Awesome. So the first factor on making our decisions comes down to enjoyment. And this is the most important factor. I've put these in order of importance and enjoyment is number one. Now in German symbol one for a few reasons. One because you need to be having fun and you need to be enjoying the journey because that's all there ever is. But philosophy aside, the key to success is also just consistency. Now, why is consistency the key to success? I never liked this every time I heard it, until I really just went out and understood that it's the key to success. Because everything in life, everything that you are building assets for, such as putting things on a social media platform. The rewards are going to be exponential. Meaning at the start, you're going to work ten times harder than everyone else. And you're going to see very, very, very small results. And then once this lag time actually starts moving and you're into the second month is still going to be working very hard, but you are also going to be seeing slightly better results, maybe not yet. But as you keep working saying putting a piece of content out on a social media platform every day or every second day or whatever the schedule is that you choose, which we'll get into. You will see that these become assets that stopped to work for you and they start to funnel people back to your brand, to your profiles, to your business, services or your products. And then you actually start to see some results. And after you've been doing this for a long time, you've got a lot of social capital, you've got a lot of social proof, and you've got a lot of assets that are out there working for you. And then say you've been doing in the game for ten years consistently. The results are going to be incredible because as soon as you put a post stamp and million people see it, and then a million people can follow you and then a million people can go back to your website. It's a little bit of an exaggeration, but as soon as you build a brand around you, which is, like we said, the only thing that matters in today's noisy world, then everything becomes so easy. And the only way to get to the end of these exponential results, the ones that return the most is to be consistent over time. And the number one key, full consistency is enjoyment. And that's why we have to enjoy the process so that we can stay consistent and we can get the best rewards over the long-term. Now we're gonna jump into an example of this, of how consistency always wins on Instagram and how you really have to enjoy the journey. Awesome. So together, we're going to walk through the number one biggest mistake that people are making on Instagram that really, really heard say growth, especially in the long-term and the short-term as well in all the terms. So we're going to jump straight into the computer. On the left here. I want to walk you through so you understand, you know, a lot of people after the fast hacks, the exact strategies, I'm gonna give those to you. But before that, you need to know the principle of Instagram and how organic growth works. So then we can get the fos tax and speed up the process. But first, the principle is very simple. And once you understand this, it's going to help you grow. At an incredible Incredible pace that we go into it. Over here on the left we have a post. So pretend that this is your account. You run the account called Sunshine and you make a post about a son and you get ten likes on it. You know, that's the size of your account. The organic reach is what it's called, gets about ten people to lack Nancy's when most people start or even they stopped before they send out one leg, but they slowly grow and they hit the point where everything that they post they expect to get about ten lacks at it on it. And that looks like in a visual form, this, these ten likes are actual people who've seen your post and decided a double-click on it or like it in any way. And these people are actually real. Now, how does organic growth actually way? What happens is Instagrams algorithm summarize who likes your post, these ten people like your post, and then they try and find more people who don't follow you. And they try and put this post either in the newsfeed or in their discontinued, their Discover Feed In order for new people to come across your content. So what happens is say number nine, number nine, guide electric post. He likes it. And histograms like, okay, if this guy likes his post, well then we have another person they may be friends with. Number nine, who'd like similar stuffing the scrim. Let's try putting your post in front of them. So they put your person in front of number 9's Friend, and all of a sudden, somebody who doesn't currently follow you has discovered your post to quite organically thanks to Instagrams algorithm and inside the LacA post. And then what happens is like actually this is a really cool-looking post, cool-looking account. And I'm going to click on your name and I'm gonna come and follow you and you've organically grown, and this is how organic Instagram growth happens. Now it is slow and I will get to how to speed this up in just a minute. But you have to realize that it's only slow at the start. And you can come over here to our second example here. And basically, instead of having ten likes, now, we've got to the point and maybe this is where you are. The point where most people at the moment is where they sort of get about a 100 lacks per post, a 100 engagements per post. And what happens is the same algorithm, of course, on Instagram, show it to more people. But instead of it being just one extra person, now, they're going to show it to ten extra people because it's just the scale of your account grows. And so there's, so does the organic discoverability of your account. So instead of these people representing one people, you can imagine them representing ten people each. And therefore there is ten people over here, the pink ones that are friends with these people on Instagram to see them and cross them as similar interests to these people. And they're going to show them this photo in their Discover tab or in their newsfeed. And this person's going to once again be like, oh, this is a great looking account because you are a great looking account. You post great content and they're gonna go back and I'm going to stop falling. You and your organic reach builds linearly as your account grows. And then of course you get to the point over here, where each of these people represent a 1000 people. And therefore, when you put out a post, 1000 extra people might be able to see it in their newsfeeds. And these numbers are rough estimations, but say 10% of the people who like it, you're going to have an extra 10% of those people, that extra 10% of people to 10 thousand people like it. You can have 100 people who don't follow you. That Instagram are gonna go test to see if they like your content, to discover your content and go back and click on your profile and follow you. And this is going to grow and grow and grow over time now, where most people go wrong. And this is the part that really need to pay attention to because you may need a switch your tactic now. Because otherwise you're gonna fall into this trap is they don't give themselves enough time to get to this level. And you can see a lot of people on Instagram, especially if they're off to this fast hacks, if they try and do follow on, follow defended a celebrity chaining or any of these really, really short-term vision stuff is they get what's called creative burnout. And basically, you can see this is the follower is over here on the left, and these are the years over here on the right. Most people who are trying to get followers, phosphorus, phosphorus fast, look like this. They may get a 100 thousand followers in their first year. This obviously represents how many followers that people are getting by the blue squares that we're going to fill in with that cool little paint bucket tool. And then what happens here too, they lack will hit a 100 thousand followers that we really significant. I feel validated, everything's going well. I feel whole. And getting to 200 thousand isn't actually that exciting because one hundred, ten hundred dollars, two, $100 thousand, it's in the same bucket. I have a couple of friends who have millions of YouTube subscribers in psych, going from 4 million YouTube subscribers to 5 million YouTube subscribers. It's the same thing. It becomes the same thing once you've hit that number that you have in your head, it may be ten thousand, hundred thousand, maybe a million. But you're gonna get to that point and we're like, okay, and what happens is like, you know what? I didn't actually pick something that I enjoy the process of it didn't actually pick a topic that I like creating this content. I like learning about this content and sharing with people. And therefore, you may have picked something short term that may be trending. You're going to fall off in the next year and you're not going to add that many followers because you're not posting enough content and therefore it's not getting the discoverability. And what it looks like. It's basically you fall off and you get less and less followers each year because you lose your passion and you get creative burnout. Now, what we want you to do is the opposite of this. And you can see we just flip that, which we will just under these for us is take it a little bit slower, be okay with the process, be okay with the organic growth. And if you do want the hacks and if you do want to do both, you know, you can get to a $100 thousand in your first year. You can get to a million followers in your first year if you had the right budget and strategies. And if you want to see some of the strategies, we will link them up in the YouTube description as well for you. Create a lot of YouTube videos for you to help you learn this exact strategies. These videos, the ones that are gonna help you more long-term, you know, ten years from now are going to be like, thank god, I went for something that's my passion and not something that's just a trend that died after three years, I really lost steam and momentum in it. So this is what it should actually look like. In the first year, you may get 1020 to 50 thousand followers just by being consistent, posting and having this organic discovery increase vary linearly as you go along. And that's great because guess what? You get excited by this 50 thousand followers you doing something you love, you doing something you're passionate about, you sharing your message or your mission, or your devotion, whatever it is with the world. And you actually like, you know what, this is really cool and you're getting good feedback from it by the people who are following you and you're becoming you creating a community of people who are like-minded to you. And an xy, you double down on that strategy and you may get up to a $100 thousand, you may get up to a 150 thousand followers. But the thing is you what loving the process. And it's not so much about the followers, but it's about creating the content. It's about sharing that content because that's what's gonna make you consistent. And to speed up this process, what this is going to look like is a little bit slower growth. But over the long term, you're going to end up far high, you know, even in three years from now, instead of burning out and going to 0 and abandoning mechano selling it for a couple thousand bucks on some shifty website, you're going to actually have an account that's going to build consistently over long-term, people are way too focused on optimizing getting to a million followers this year. Instead of finding something they're passionate about and getting to a million followers in six years from now, Instagram is not going anywhere and even if it is, you can transport your followers to the next platform to tick tock. Or if that's going down to any platform that's currently trending to commonly hot into email addresses. And you know, you can grow your following online consistently over time. And a good quote is, the easiest way to get to a million followers in a year is facade on 500 thousand followers the last year or the startup, $800 thousand last year because that organic discoveries always going to be there. And that's what's going to get you across the line and you're going to build, you're going to build the staircase that is consistent over time. Something you're passionate about, something you're not going to burn out and you're going to hit a 150 thousand followers. But guess what? If you pick something you're passionate about something, enjoyed the process at, you'd catch up to yourself in about three years time. And in finance, it's all upside. You know, you've made a business and a brand out of your passion and the rest of your life is set up now because you can just do what you're passionate about and get paid very well from it. 8. Second Criteria: Awesome. So the second biggest factor is the audience. There's a saying that you can never manufactured demand. You can only have a harness it. And this is very true when it comes to your personal brand or your business online, you need to make sure that your audience already exists, where it is that you want to pull out your content and your brand messaging. Otherwise, you will literally be talking to nobody and you don't want to have to be the one to try and build the demand, because that never works when you can simply just go to where the demand already is, instantly be in front of your audience. So second biggest factor is a much simpler one. Make sure your audience already lives where you want to share your message. This is a very simple representation of this. You know, in the olden times, people would get up on a soapbox or a little box and they would preach to the town because this is one of the only ways that they could actually connect with them. And their target audience was in town, or they were at these forums or these public speaking events. Because that is their form of communication and a film of spreading messages. However, today that's not where people aren't, people in and out of stores. They don't really want to be lectured at. Instead, where is their attention? Online? It's on YouTube, it's on the tablets and phones and the internet that is in their hands. So this is a Don't go where people aren't, but go where people are. Simple representation for you. And how do you know where people are who have gone through that in part one, where we found your audience, but to double down on it. But remember, where's your competition or people who are doing things that you would like to be doing. Where are they currently thriving? Because where they're thriving, it means your audiences. There. It means your audience is consuming their content, liking what they're doing. And all we have to do is copy that. Don't reinvent the wheel here. A lot of people would like to reinvent the wheel before they even catch up to their competitors. First we need to catch up. Then we can start some innovation. So if you're thinking, oh, I'm a fitness instructor, should I be using Instagram? Because, you know, factor one was has to be something that's enjoyable. Instagram is something that suits me well. I like photos, I like short-form videos, I like disappearing stories. And that suits me well, I'm gonna enjoy that. So factor two is my audience already there. So for Instagram, you simply have to search your niche. And you will find someone like this who was in the fitness 10j. It has a lot of engagement and a lot of interaction on these photos. And you can decidedly conclude that yes, Instagram is right for you. So make sure your competitors already thriving on the channel that you want to pursue. 9. Third Criteria: Awesome. So the third big factor that influences which pipes you are going to take on as a primer on. And then as a secondary, you're gonna take two pipes. So secondary and tertiary. Suitability is the big thing that you need to keep in mind what is most suitable for you personally, and what is the most suitable for your brand, and then what's most suitable for your products and your services and which format best fits them. So we're gonna walk through exactly what that means. And it's going to make a lot of sense. Just a couple of minutes. So you can see here's where we are. We're in phase three of digital marketing, which is connecting an audience to our brand messaging, products and services. Now, I've listed here a lot of different current platforms. Now these platforms are all going to come and go. They're going to be sucked in through others. Some of them are going to stay for the duration of your life. You have to understand that each of these platforms have a lifecycle. And the ones that you choose, you need to be very perceptive on where they are in their lifecycle. So what stage is the cycle of the platform that you are choosing? And this is how everything in life and the CEU is its first introduced. We could use Facebook as an example here, it's introduced and there's a lot of people signing up to it. And then there's not that many people actually posting content. So it's got a lot of attention, but it doesn't have a lot of actual content to consume. Similar to the soap operas, where the soap companies such as Procter and Gamble literally had to create the content so they could populate that content with their ads. That's what the soap operas came from. So Procter and Gamble could sell soap in the commercials once they got people hooked into that content. Same as Facebook in the beginning stages is a lot of people signing up, but not that many people posting. A lot of people going on every day, but not that many people actually creating the content. So if you were to create a post way back in 2009, for example, it would be seen by so many people because the platform had so much attention, but there wasn't enough content to keep up with the attention. So your piece of content would just be shared through all that attention. Then what happens as the market matures is that the people keep posting more and more content so that it equals out to the attention. And then it starts a decline. There actually starts to become too much content which you'll be able to relate to on a lot of these platforms. There's too much content and not enough attention. And he put a post down and it doesn't actually reach very far. And that's called the declined. And for our Facebook example, this is going back a few years now, but you can extrapolate to the current year. When you created a Facebook page and put out a post, you used to be able to reach 15% of your audience with every single post on average. And just four years later, back in 2016, that reach went down to about 2%. So it's a massive, massive cut. Meaning if you have, for example, with your brand and it doesn't matter what nature and say you're a real estate agent and you have a Facebook page about your Realty group and you're trying to update them. And at the start you had 10 thousand people following your loan. You could reach 1500 with every single post. Then all of a sudden, just four years later, you can now only reach 200 people, 200 people down from 1500, as the market matures and declines. So you need to be aware what stage is your platform of your choosing or the pipe of your choosing in, and therefore, you need to play to its strengths and weaknesses. It's okay if you choose Facebook, it's okay if you choose something that's more saturated, you just need to be aware of x. We're gonna implement strategies that's gonna get you over that hump as well. And then the second thing is knowing which format is most suitable for you and your talent. Not just where the lifecycle is, but knowing for you and your talent and your business and it's talent, what format fits the best or compliments at the best. Now, I had a really good friend who runs a charisma business and he teaches people how to become more charismatic. Now, when I met him quite a while ago, about six years ago now, he was doing blogging and he was writing articles about charisma and how he learned to become more charismatic and how that really benefitted his life. And people loved it. You know, people love to improve themselves and become more charismatic and I get better results, whether that be in the workplace or relationships or anything that you really wanna interesting confidence in general. And what he actually did is he made a big switch. Instead of blocking, He started to create these blogs into YouTube videos. And the YouTube channel took off because the format of a video when dealing with charisma is much superior than a blog because charisma is something that people want to watch. It's something people want to model. So we took charismatic people and then broke down how they were charismatic in order to get the results that he got instead of just talking about it. And this could be very helpful for you. What, what format best suits your business well, formats the best suits your brand. If you need to have photos, epi to have videos and audios better for you if you're more comfortable there, you need to choose. But the big thing you need to take away is you now know the three factors that go into your choice. You now need to make the choice. What is your primary pipe where your competitors thriving? What best suits your needs, and what makes you happy and enjoy the process. So write down your primary pipe and then your secondary pipes. And then I'm going to show you how to dominate them no matter which of these pipes you end up choosing. 10. Competitive Advantage: Awesome. So did dissect something and to go and do your market research on it is actually very, very simple and it's also a lot of fun. It's the easiest part of the journey and the most low pressure because you basically just designing what it is that you're going to do based on what's already successful. So as you know, our primary pipe is YouTube. Now I have the YouTube homepage blocked off a personal reasons, so I don't get distracted. But what we're gonna do is come up here into the search. And I'm going to type in F because we are a fitness brain. They can say, I've done this already. We simply just typing out keyword fitness. If you are a white Lost Type in weight-loss, if you sell jury typing joke and you just want to see in your niche what is already working. So the biggest insight here is that obviously whatever platform you're researching for us, it's YouTube. They're gonna display the most valuable content. The thing that YouTube thinks is most valuable at the top, because if you understand the platforms goals, YouTube skull is to serve you ads. Because when they serve you ads, they get paid money and so to their investors. And that is that, and the goal is to maintain your attention long enough to serve you more and more and more ads. And to maintain your attention. They want to make sure they have the content that you're viewing that is right for you. So something that's gonna keep you around. And for everybody it's different. So they actually start to personalize their results. And what you can see here, the top results for the word fitness for me. These results here now it's going to be pretty similar for you if you're actually doing this as well. But you can see we have some anecdotal organs. Life-changing advice must watch. So jargons view on fitness by someone called motivation madness. And this is very intriguing to me. So we open this in a new tab. We stop that video before it starts. And you think, okay, this has got 2.7 million views. If I'm a brand about fitness and immediately what I'm gonna do, go and what some injector guns clips, clip them and cut them down and make my own jargon, life-changing advice on fitness and posted as soon as possible. Now, however you want to set that up and however you want to express your creativity or input your brand into that video, that's totally up to you. But what I advised that you stop doing is you see what's already working on. So you can see this is a mostly audio format. If we, if we just scan through here, I just want to push play to make sure yet it seems to just be one image that's flickering in an app, and it's just audience. So that's not a hard piece of content to actually make. We'll get into using Creative Commons and using other people's voices and, and content to be repurposed as your own. But basically you just need to know that they're very legal and ethical ways that you can be sharing other people's work under your brand and getting a lot of tension from it and also giving the person who you're sharing such Schoenberg and a lot of attention as well. It's a win-win. And what you do is you basically have localism, Bodybuilding.com, 13 million views and home workouts abelian, ok. I've got two types of content that I know work well. Home workouts and the other sub-factors you want to pay attention to is something like how long is the actual video? And then what we can do is you can go to their profile and make sure that they are someone who is a competitor or someone who does something similar to you. You can click on the videos and then you can sort by most popular in order to see what has done the best. And you can see similar to Joe Rogan, I don't shorts nega has done the best 54 million views and four years for Bodybuilding.com. And you can see when you put a famous person's face, someone that people already lookup to add that's going to attract a lot of people to your brand because they're watching it on your channel. This is on Instagram now watch it on your page and they'll go back and they'll follow you because they want more of that content. And remember the sow, the seed in your own brand into the video so that you can introduce them, give them what they want in the celebrity Joe Rogan or Arnold Schwarzenegger, and then introduce them to you so they have the option of lacking and following you, which is in the same niche as these people that you're talking about. So you can immediately see anytime on any single platform that you're researching, whatever your primary or secondary pipes off, you want to make sure that you are sorting by most popular. And the other thing you can do is sometimes most popular is all from years and years and years ago because I've had the most time to become popular. But if you sort by newest or you can go and you can see the average amount of views that they getting. So I could go 3.610100 views, but suddenly seven hours, I guess, and no real indication here. 25 thousand views in a day, 211000 views and six days. So immediately I know this video is much more powerful, Whatever the thumbnail and the title is, and whenever the preview is much more powerful than this one here, the topic as well. And I'm just dissecting what's working well for them because that's where the demand is. Remember, you can never create your own demand that you have to actually tap into. The demand is already dead. One week ago, 53 thousand views is going very well. High-volume arm workout for mass. So I'd be like, okay, if I'm gonna be creating workouts, it looks like homework as a popular, it looks like push workouts for mess up, populate and see where they put some mass in there. They're the ones that are really going wrong and you just need to see the patents no matter what platform you're on, the patterns between what's going really well and what's not. So if we go through we can continue to see one-to-one seven at home chest exercises for mass. Once again, for mass is the big word here that things are doing really well. And so I would start to put those in my own titles. And if we go back a little bit further, you can continue to do this and just see the ones that pop out. So these ones actually aren't doing well and you can probably take away what's not going well there, but it's always easier just to copy what is going well. 213 there, but it's still not crazy. We've got at-home upper body strength workout. This could be a good one that you could recreate. And you could have a similar title that you could do it yourself. And all of a sudden, you're publishing weekly or daily or however frequent new design content. And to decide, you can just see what your competitors are doing, what works well. And you're starting to amass your following there. We're gonna get more into building the actual content together. But this is just the research. This is how you find the best things to post. And you can see a lot of them are at home workout. So that's Kook, one type of content that you post. And another one is motivation on music. Well, you could stop posting that stuff as well. And between the, between your research, you could see if you are someone like this, this is obviously a, a fitness instructor or she's got a weightless junior, 45 pounds. She's a weight loss success story who's obviously just vlogging and reporting on her life. You can see this might be more your vibe if you're not a strictly a bodybuilders, sort of tight, but you're more of a weight-loss. You can come in and make sure you just find the people who are doing the things that you are doing. So will give one more example here. We could do real estate. You could start by typing in that word. Now there's millions of things that you can. I type in real estate you could be, you could be typing in and you can actually look what other people are typing in. Real estate House tours really stay for beginners. What is real estate investing? So yeah, real estate investing and could be the one. And you can just basically see what other people are typing in. Once you do that, you want to come in and see what the top viewed and top recommended. Once again, this is the most valuable real estate that YouTube has given these people because they think that this will keep me on the platform. This is the stuff you need to recreate. Come in here and just see exactly what they're doing. And psychic coo, I'm a realist age and I want to build up a portfolio of leads. Therefore, I'm going to be putting things on my real estate. Real estate men had to make a million dollars. So this seems to be what's recommended these people teaching real estate agents. So if, if you're a real estate agent and you are looking for houses and you come across this sort of problem. You type in how to find first house or how to buy first. Australia. So I'm in Australia, the amendments that pops up and then a, okay, you can see here, here's a mortgage broker who is actually putting out content and getting a lot of use from it, buying a house process. So you can start to do this and you can, because you know that your target market is watching this and people are looking for seven steps to buying a house. You put out the guide. They're gonna start to trust you. They're gonna start to like you. And then you can recommend, don't force down the throat, of course, your houses or your real estate all you can sign up to your leads and whatever it is that you're doing on any single platform, you just need to go and you just need to see what's already working, what's already popular with your target audience and replicate that. 11. The Winning Context: Awesome. I wanted to switch it up a little bit so we have a fun whiteboard. It's going to be what I call a practical whiteboard session, which means it's not going to be beautiful. I'm not an artist here or anywhere. But what I am showing you is what you need to take away from this. So this whiteboard session is just to get this point across to you. So the easiest way to describe it as possible. So what I want to get across is, once again, no matter of what pipe you are choosing, if that's your primary or secondary pipes. They're all following the same patent. M what we're looking for is what wins. So that's not the right tool already off to a flying start. Let's grab the pencil here. I'm looking for what wins on the platform of your choice. I've used YouTube already. Now we are going to be using Instagram as our primary pipe in this example, or it could just be a secondary pipe. So what we're doing is we're looking for what wins on Instagram. How do you do that? It's very simple. You go and you see either on the Discover Feed or you go to other people's profiles and you see what got the most engagements on it, whether it's comments, whether it's lacks. If you want to still try and access that data, you wanna go and see what is already working for people who are doing what you want to do. So, for example, if you go to the Discover Feed will get out pen tool work. And now you go to the Discover Feed and you see what instagram is recommending you UCF photo here you see a video here, you see a mean here, even Instagram story or an Instagram real. And basically you have to do is browse through these now on this Discover Feed and the top content that Instagram is recommending you. But it doesn't mean we just replicate this just because it's on the disk. Galaxy doesn't mean it's winning. What we have to do is we have to put it in perspective. And if you're on Instagram and Pinterest, if you're on Snapchat, if you're on YouTube or on Facebook, it doesn't matter. You have to put this into perspective. For example, content a. Say we're in a fitness niche. Once again, it's an easy one to do is, is content piece a. And it's video of ago working out, teaching good posture. And then Piece B is a video of a guy doing an arm workout and you like, okay, which one does better? Well, peace a say you got a 115 thousand engagements at comments and shares and likes a 115 thousand. You can see, wow, that did really well. We should replicate it. But a peace be only got, say, 6,200 engagements. What people normally do is that, okay? This one's bell up because it got more engagement. But what the step they're missing is, is how many people already followed Person a and therefore give this momentum very naturally. So if we've got a person A's page which is one of our competitors or someone who's doing what we're doing and don't necessarily electrical uncompetitive because we'll help each other. And everyone in the same niche is going to be able to help each other. Promoted. It's a, it's not a 0 sum game. But say we gotta person A's profile. And on the profile there is post with 600 thousand Likes. And there's a post with 1.2 million engagements. And then there's a purse with 212 thousand engagements. And what we see, even though this has a high engagement and was on the Discover Feed. And we see that as a when. We don't see that it's actually the worst performing piece of content that they've put out in a long time. And therefore, whatever the piece of content is, we don't want to replicate. That's bad. Instead we're like, OK, what got 1.2 million likes? That's phenomenal. This is the piece of content that we're going to replicate under our brain in our own way. Where Piece B initially is worse than all of this. But if you go to their profile and they only have say, a 150 followers and everything else on their profile has say, 6200 engagements for this piece that made the Discover tab, but this one has 420 to 101 onto that has 515. The one under that has a thousand. You'd be like, Okay, this did six times better than any other part of their content. And when we're looking at what works, it has to be contextual. And you want to compare it to what else these people are putting out. So if it's on YouTube, for example, like we walked through, what is going well compared to everything else, not what has the most views on YouTube, because a lot of people have a large following that help boost whatever they put out. Like put out something really crappy and get a lot more followers and a lot more likes and engagements or views than somebody who has a small manifold is what's at something that does really, really well, just because the context is different, I get that initial push. So make sure you're understanding, see for context. Make sure when you're looking at successful pieces of content that other people are putting out that you want to replicate, that you understand. You have to compare it to how all their other pieces of content went, not compared all the pieces of content across the board. 12. Dynamic Advantage: Awesome. And the last point before we now jump platform to platform and jump into all specific examples and how you can dominate any single platform that you would like to choose and how you learn the principles behind it. You have to understand that that's always dynamic and it's always changing. This is why we started with the history of communication technology and even drilling down into what works on each platform. There used to be a time or on Facebook where memes started to come around where you put text at the top and text at the bottom. And as soon as people started that, those pieces of content got ten times more engagement than just the photo with the caption underneath. And then that caught on and go oversaturated. And now people actually going back to having no texts and people having the scroll to find the context. Because it's always dynamic, always changing. It's just supply and demand. And this is why your job is to surround yourself inside the niche of your business. Go and follow the people who were doing this well, and then go and follow people who aren't in your nation but are doing extremely well. And you can do what's called skyscraper strategy from another nice, for example, if you were teaching people how to swim, you may wanna follow a fitness instructor who's teaching people how to get more flexible and what happens if they put out a really good piece of content with a nice design. That's a short form video and it's got instructions popping up on the left-hand side and on the right-hand side is the video following instructions. You can skyscraper that contents of bringing that piece of content over to your niche and do the exact same thing. But in this swimming realm, and when you surround yourself and you customize your feed, instead of watching cute cats eat things and random means and funny things, make sure you always consuming your niche. What's going well and double down on the stuff that's working. And once again, test, test, test, just keep putting out large amounts of content and seeing what it does well for yourself and doubling down on that. So your first job is to go and do your customer research, then start to create your own content. And I'm going to show you in the next training exactly how we can do that, exactly how we're going to go and now use individual strategies that are going to dominate every single social media or platform that we use.