Transcripts
1. Introduction : Finally, I want to start
building your own audience, building your own
personal brand, or maybe your own business. One of the best ways to do
that is through social media, specifically on TikTok in San rails and even
YouTube shorts. But in a noisy digital world, it is getting very saturated. Which is why in this class, I'm going to show you exactly
how you approach posting on the short form of
media content and what is the best
marketing strategy. So you can have content that is catered towards your
right audience, as well as building your
own personal brand. This class is for those who know how to post
short-form content, but are still questioning
and concerned about what is the actual right
approach when it comes to posting on any
of these platforms, you will learn what makes a successful piece of
short-form content. What makes something go viral? And how can you also do the same for
your very own content? My name is Peter and
I have been creating online digital content
for almost ten years now. I've worked for
huge influencers, getting over 10 million views on all my pieces of content that I have made for
these influencers, as well as built up my
own personal brands. I broke the habit
as well as at BBC. See, oh, I will show you exactly how I would
approach this, especially if I
was just starting from scratch when it comes
to creating content, it is pretty much all of the exact same
strategies and tactics, except for one thing. When it comes to
short-form content. All the marketing and all the content strategy
is now condensed. Everything is much
more in your face, a lot quicker and you have to know exactly who it is
you're talking to you while you're talking to
these people who actually cares that you should be
watching this content. So let's jump into
what you need to know.
2. The Foundation of Short Form Content: So to be successful
in understanding this class is that
I would assume that you know how to edit your basic short-form
content, TikTok, real YouTube shorts, whether
that is through cap cut, Adobe Premiere Pro, or any
sort of editing format. What you need to understand
is offshore from content is filmed in nine by 16. We're talking ten ADP by 1920, when people think of all one of these platforms
you're like, Okay, I need to make
a YouTube short. Specifically for YouTube,
I need to make a TikTok. Just for TikTok, I need to make an Instagram Reels just for Instagram and so
forth and so forth. But the actual reality is, if it's good sure, from content, it should be an performed well on any platform.
Short-form content. In this approach and methodology
is platform agnostic. If it does well on YouTube, chances are it will do well
on TikTok and vice versa. What does that mean for you
as a expiring crater is that you only need to make one
piece of short-form content. You can post that on
all three platforms. You also need to know is when it comes through each
one of these platforms, there might be a
little tweaks when it comes to posting your
content on these platforms. But for the most based, it is not so much, people are searching this up, like on Google or YouTube. It is much more of a
interests based algorithm. Meaning if a person swipes and stays on a specific
piece of content for, let's say 3 s longer. They're going to see, Hey, I was on sibling on
this boxing content. I stayed a little
bit long and watched all the way through
until the end. Chances are, it's
going to recommend me more of that content. Meaning short form content, is specifically based on
interests based algorithms. So you have the opportunity to show up onto someone's
For You page, homepage, whatever
platform that you're on, and have that content be
catered towards that person. And not just by searching, but by having certain metrics that we'll be talking
about in the next portion.
3. Be An Expert or The Master: So we're going to lay out the entire niche that you
want to talk about. Unless you are very entertaining
or very educational, you want to figure out, what do you want to
be an expert at? What do you want
to be known for? And more importantly,
how can you provide value to
whoever is watching? Value is driven into
three categories. One is being entertainment. Most people scroll on TikTok because they want
to have an escape. So you make content that is, let's say e.g. humor. Let's say it is entertaining. Or maybe you're not that charismatic and
entertaining. It's okay. The next category is education. What can I teach you? So you learn something. What can the viewer
and get something away from sitting on
my piece of content, listening to what I have to say. And last but not least, is a combination of both. How can you be both
entertaining, funny, charismatic, different,
and also learn something? It is essentially how
can you talk about the one thing that you have so much passion and desire for. And you can talk about for hours and hours
and hours on end. And that is probably what you should be
making content for. Because if you make a channel, let's say on plants, but you're not really
interested in plants. The chances of the
longevity of that contract. Your mic is gonna be that interesting because
you're not really into it. And it's not going to
be that long lasting. You'll probably make it
three or four TikToks and you're like, Okay, that's it. Versus if you're really
passionate about, let's see, camera gear. And you could talk about forever and make 1,000 videos on it. I would place my
bets on you talking about that topic narrowed down. One thing that you
want to be known for, whether that is gardening, whether that is cooking. And then put your
own personality and paste and spin to it. Putting together value and your entertainment and
educating people on it. Now that is what you're
going to be talking about.
4. Do Your Research: So now that you've
narrowed down on Okay, I want to be an expert baker. So I'm gonna go on Instagram,
TikTok, and YouTube. And I'm going to find the biggest baking and
cooking channels out there. And I'm going to look at what type of content
they are making. What is the viewpoint? What does this look
like visually? And more importantly,
what are they selling? I want you to take out a
pen and paper and write down all the things that you like about this
person's content. Write down what is
it you don't like? And write down, how is it so
engaging and entertaining? And what can I, as a viewer, take away from this
for my own content? Look at the way that they're
telling their story. Look at the first 5 s, look at their most
popular YouTube shorts, TikTok, Instagram Reels. What makes it so popular? Is it really engaging
in the first 3 s? Isn't something so peculiar? Do they say a word
or ask a question? Take note, take lots of notes. What you wanna do is look
at the value proposition. Hence is why we
always talked about what is the content doing
for you as the viewer? How are you being educated, getting value or maybe
laughing or smiling or taking a little bit of
escapism from this content, look at all their viral content. What is it that
made it go viral? Wasn't the need to
have a sense of, hey, I can share this
to all my friends because this content
was so relatable to me. This is definitely how I feel and I need to
show my friend. That friend shows
another friend, that friend she was
ten other friends. The cycle goes on and on because the content itself is not only humorous and educational
and provides value, it just feels like
this content is me. Once you start examining
the content that I have just outlined for you in
that specific methodology. You will start to see
content in a marketer's I. You will see that what
are they selling? How can I sell the way
that they selling? What do you like and
what I don't like.
5. 3 Types Of Short Form Content: There are three ways of creating content on short form platforms. One of the most common
ways of how you can stand out is by your
storytelling capabilities. What I mean by that is, within the first 3 s, you are hooking
in the viewer and giving them a reason to
stick around, e.g. a. Day in my life builds
a little curiosity. Here is my Dana life of a 27-year-old living as a
full-time content creator. And that content
itself is talking to other aspiring content creators or people who just
wanted curious about, hey, what is it that a life and a
full-time content later, what does that
person actually do? Next is conversation. You will probably see a lot of these TikToks and reals and
shorts where something on a very popular
topic that is very relatable and is usually
filmed in one session. Would say, hey, how's it going? Hey, I'm doing great. Here's a common
question-and-answer. Here's something really funny. How much times have you
always thought about something that is
also a very common? Use, that humor and that
type of style to be able to relate to your audience as well as it is a very common way. Because instead of you trying
to look all cinematic, trying to have the best
higher production. It's all about related ability. Having those little solo
monologue dialogues that is very cut and paste. As long as you have something
that is very relatable, chances are bad content can
also touch the right audio. And one of the easiest ways, although itself is not the most longevity
in terms of content, is having stitch and duets. This is in regards to TikTok, where you can take any
sort of content that has gone viral and you can have
your own little $0.02 on it. And here is one example
of my own TikTok, but it has 200,000 views
because I was able to stitch a TikTok that was going viral and having my
own $0.02 on that, just having my own little
output a little and behold, that TikTok got more
than 200 eyeballs on it. So what makes short form
content actually performed? Well? What are these algorithms
actually looking for? You need to understand this one. You can really reduce the
time and fluff that you have in your delivery of whatever that content
that you're putting out. And two, you can actually figure out and pinpoint
what works and what does not work on what your existing content is
already doing or not doing.
6. An Interest-based Algorithm: So you want your average
view duration on all of your content to be
more than 300 per cent. Meaning there is
a replay factor. People are watching
your short form content again and again. And easy way to do that is having an limiting your content, your short-form
content, to six to 7 s. The longer it is,
your storytelling and engagement capabilities
better beyond point. But if you're not too confident in the fact
that someone's going to state from 0 s to 1 min, then you're much better
off creating short, little consumable
bite-size pieces of content that is anywhere
from under 10 s, because the short int is, the chances are that you have an ability to have
a replay factor. So the 300 per cent will
eventually go down to 200 to 100% because the algorithms work
where it's like, okay, this piece of content has 300 per cent average
view duration, meaning people are
watching it once and twice, maybe three times. It's going to start pushing
out this content until that number goes down and
down and down until it hits, let's say, 50 per
cent viewer duration. And then it stops pushing
that piece of content out. So the more replay value
that piece of content has, the better chances
of it going viral. And I know that through my
own content and analyzing that for the pieces of
content that have gone viral. This is where it gets
a little complicated. Each one of these
platforms does have a little tweak when it
comes to the algorithm e.g. TikTok, you can post
the TikTok and let's say instantly it will get
maybe five years, ten views. But eventually, if you give it, let's say 72 h, it will get up to 300 views. And over time it can
slowly build up momentum. Whereas on something
like Instagram Reels, you post something and
it's either a hit or miss. You can get ten
views, 100 views. And occasionally you
may get 10,000 views. But on the YouTube
shorts algorithm, some videos can get, let's say ten views, but all of a sudden it
hits a spike, it ramps up. And YouTube pushes the content all out and you get 1,000 views. And then you see your
average duration goes down and down and down to where it only
gets 50 per cent. And then the video
just dies like that, which is why agriculture
back to the importance of average viewer duration.
You want it to be. You want somebody to watch
not only once but twice. Think about that. How can you make the
viewer watch this, that it was so good that
I want to watch it again.
7. Analyzing My Most Viral Content: So now I'm going to break down two of my very own pieces of short-form content that
went viral and show you exactly why burst is. I put my own anecdotal
twist and I put a question, a very personal question about my upbringing and
my own childhood. You know what's really
sad growing up in an Asian immigrant household that you love your
parents grew up as a kid, and hopefully you still do. And you see a little and behold, it was very relatable. I asked a question which build curiosity
when the first 3 s, when someone comes across
that piece of content and the brain naturally wants
to find an answer to that. So I asked a question and then I followed up with the
value proposition. This is the definition
of gaslighting. You do something for
you that you want. And then your parents,
especially Vietnamese. The question, Hey, do you
really want to do that? Why are you doing that? The second type of quanta
is how it went viral is being able to
stitch something, having a piece of content
that is already viral, I put my own $0.02 and
my own opinion on it. And since that clip was
already going viral, having that clip
be repurposed on my account and having
my own voice on it. I was able to take a
little spin off of that. And that's how that video got more than 100,000 views as well.
8. Conclusion: So now I know that was very, a lot to consume. But feel free to repeat and look back on
the things that I have just taught you when it comes to what is it that you're
actually talking about? How can people have the replay factor in all
your piece of the content? And what is it that you
want to be known for? Put out at least ten pieces of short form content on each
one of these platforms. And look and have a really
unbiased objective viewpoint on which videos did well. Because when you're
experimenting, you will see that some
videos actually do well and some that
don't do well. What is the ones
that are doing well? And how can I replicate
that again and again. You want to see what works
and what doesn't work. You want to have little
things like less fluff, less filler, more
straighter the action. How can I convey a
value proposition? But then 10 s, because let's say your standard traditional
long-form content, let's say a YouTube video
is 10 min and I want to be able to take you through
that journey 0-10 min. But it's the same thing
with short-form content, except now it is
really condensed. It's like how can
I watch in 5 s? Grab your attention and
ensure that those 5 s, that you are listening to
me and watching my content, you can get something
away from it. And this is the same
content strategy for all of social media. Doesn't matter the
duration, the length, methodology, it comes down to the exact things that
I have just said. So I want you to go and post your first five to ten
short form pieces of content on all three of these platforms and see what
works and what doesn't work. And I hope that this was able
to give you that clarity, that content planning that
you can have so you can get started on whether
it is you want to be the next viral sensation, or you want to build
your own personal brand. Or hey, you just want to
learn how to do this for fun. But doing a way
that actually gets eyeballs on your content. My name is Peter and you
can follow me at BBC, CEO on Instagram or all
my other social medias. And I hope I was able
to help you out. Thanks guys.
Peter BVCCO, Video Content Strategist
