Social Media Isn’t Hard. It’s Misunderstood.

Summary

In this video, the creator shares five essential lessons for growing and monetizing on social media. They emphasize that social media is no longer about socializing but about media consumption, requiring creators to focus on a single topic and target audience. They caution against chasing pure virality, urging 'ontarget virality' for better results. The creator also advises choosing the right platform, thinking of platforms as isolated 'islands,' and leveraging media attention to drive revenue through owned products rather than relying on ad revenue or brand deals.

Takeaways

• 😀 Social media is no longer about socializing; it's about creating media content that gets matched with the right audience.
• 😀 To succeed, focus on creating content for a specific audience avatar and stick to a single topic consistently.
• 😀 Pure virality can be a trap. Instead, aim for ontarget virality by creating content that resonates with your ideal audience’s pain points.
• 😀 Choose one platform where your target audience is active and focus all your efforts there.
• 😀 Don't spread yourself across multiple social platforms. Pick the platform where your ideal audience lives and engage consistently for six months.
• 😀 Social platforms operate like islands, so create platform-native content and don’t force cross-promotion between platforms.
• 😀 Use 'ferryboats'—such as email lists or community-owned platforms—to transfer attention from social media to owned platforms.
• 😀 Most value in content creation is captured at the platform or offering layer, not the media layer.
• 😀 Creators should focus on monetizing by funneling attention to owned products, services, or affiliate deals, rather than relying on AdSense or brand deals.
• 😀 Build your content strategy around driving attention to your owned platforms where you can retain more control and revenue.
• 😀 There are more opportunities in affiliate deals or creating your own products, as they offer uncapped upside compared to traditional monetization methods.

Q & A

What is the primary focus of the content creator's video?

The video focuses on the challenges and strategies of growing and monetizing content on social media, sharing five key lessons learned from personal experience.

What does the creator mean by 'social media is not social anymore'?

The creator explains that social media platforms have evolved into primarily media platforms where the focus is on content delivery to the right audience, not social interaction. Creators need to be disciplined in choosing and consistently creating content for a specific audience.

Why does the creator consider pure virality to be a trap?

Pure virality is seen as a trap because it doesn't guarantee that the content reaches the creator's ideal audience. The creator suggests aiming for 'on-target virality'—content that resonates with a specific audience's pain points and interests, leading to better engagement and monetization opportunities.

What is the importance of choosing the right platform for content creation?

The creator advises focusing on the platform where your target audience is most active. Rather than being present on every social platform, creators should pick one that aligns with their audience and consistently engage on that platform for at least six months.

What does 'thinking in islands' mean in the context of building a social brand?

Thinking in islands refers to treating each social media platform as an isolated entity. Content should be tailored to each platform without trying to force users to move between different platforms. The goal is to drive attention from rented platforms to owned platforms like email lists or community spaces.

Why does the creator stress the importance of owned products and services for monetization?

The creator highlights that value capture in the media layer (through AdSense or brand deals) is limited. To truly monetize content, it's better to funnel attention to owned products or services or engage in affiliate marketing, where the potential for earnings is much higher.

What is the creator's perspective on the value of brand deals and AdSense?

The creator believes that brand deals and AdSense, while valuable, are insufficient for significant monetization. They suggest that creators should not rely solely on these methods, as most of the value is captured by the platforms and the brands rather than the creators themselves.

What role does discipline play in growing on social media?

Discipline is key for creators to succeed on social media. The creator advises staying focused on one specific topic and a defined target audience for an extended period. Consistently producing content around a clear theme helps the algorithms match the content with the right viewers.

How does 'fishing where the fish are' relate to content strategy?

'Fishing where the fish are' emphasizes targeting the platform and community where your ideal audience is most active. By focusing on the right platform and engaging directly with your audience, creators are more likely to build a dedicated following and generate better engagement.

What is the significance of the 'Sand Castles' AI tool mentioned in the video?

The creator recommends the 'Sand Castles' AI tool for boosting content production, suggesting that it can help creators ramp up their content creation process more efficiently. The tool is presented as a valuable resource for anyone looking to improve their content output.