So how exactly did I generate over 3 million impressions with one video?

I tend to spend 3-6 hours creating each of my videos based on the business and marketing niche. My content tends to have low-moderate engagement but then...

I decided to try something different. I was watching an old Apple keynote and found Steve Jobs responding to a criticizer. I never repurposed content but I thought my audience would appreciate his insightful response. I spent around one hour editing to create a minute long video, and the only part I was present was for a brief voice over. Below are the engagement insights of March 10th: Click here for the video 

Although I wasn’t personally present or visible for most of the video, the followers I gained are actually valuable. Since the video relates to my content niche (business & marketing), when it comes time to nurture this audience and build loyalty, they will be highly receptive to my content. Here’s the key lessons to learn from my experience…

Define the purpose for → Every. damn. upload.

Engagement ≠ sales

Many creators can gain lots of followers and views, but their content fails to drive any real results for their business. Don’t be caught in this trap. You need to remember that fame and publicity don’t determine your business success. Instead, directly employ your content to serve your personal brand/business. How?

You need content that works for your offer

If you run a paid newsletter, you can incentivize readers by offering some free newsletters first. Maybe you sell digital presets to photographers, you can use demo videos to show how good they are in practice. For a small business consultant, you can show off testimonials as evidence to verify your expertise. These are just some examples of you can make your content work for you.

Still pre-product?

But what if you don’t provide any paid offers/monetize yet? No problem, whether you have developed a paid offer or not, everyone needs to know how to employ viral and value content.

Content types explained

Viral content

Going viral is a highly effective way of increasing your audience size and viewership. Although you can’t predict what will go viral, you can optimize for virality by using techniques for creating viral content (viral content guide coming soon!)

Ultimately, the goal with viral content is to generate lots of impressions, spread your name and further intrigue the viewer into interacting with your account/personal brand.

Value content

Getting viewers in the door with viral content is great but they rarely come ready to buy your product or service. Sometimes it’s hard to even get them to do something for free, like click on your website or take a free resource. Remember, gaining views and followers is only half the battle, providing valuable content is the missing piece.

You need to give away truly valuable information/skills/resources for your niche through your content. The goal with value content is to nurture a personal connection with your audience by forming trust and inspiring loyalty. Over time, as you continue to provide valuable content, your audience becomes inclined to consider the paid-value you offer.

So let’s see if you are paying attention! Was the video I made an example of value content or viral content? (answer at the bottom)

Answer: Viral