π The Game is Discoverability
Here's your 2022 Social Media Strategy...
The social media game has changed right under your nose.
Gone are the days of carefully building your audience, and creating content for your fan base. Every social media platform has changed course. In this article, letβs re-vamp your 2022 social media strategy.
How it wasβ¦
Platforms like Instagram and YouTube used to be geared towards one metric: followers and subscribers.
Your entire goal as a content creator was to create videos and posts that your audience liked. Your audience would then go on to share that content, and bring in more audience members. Accounts with the biggest followings were given algorithmic priority on the highway of attention.
Therefore, the more subscribers you had, the better shot you had of your channel succeeding.
How itβs going to beβ¦
Now, itβs all about being discovered.
Your audience no longer is the driving force to your organic growth.
Your new friend is the Recommended Page.
Platforms like YouTube want you to be on YouTube for as long as possible. So if they keep feeding you what you want, then youβll keep clicking and watching.
What this means is that YouTube needs to start finding more content for us to watch beyond who we are subscribed to.
Let me break this down furtherβ¦.
As an audience member, I will first check my subscription feed and watch my favorite creatorβs latest videos. *(But maybe Iβm the weird one.) Iβm most likely caught up on all their previous videos, so now what? YouTube (in this example) has to go find me more videos to watch, otherwise, Iβm bouncing off the site.
This opens the door to new channels, new videos, new playlists from new creators.
If a new creatorβs content is interesting - then Iβm going to watch it.
Thus dawning the era of recommendations.
Recommendations & Discoverability
Now the game focuses on discovering new content to keep my face glued to the screen.
Speaking with Pat Flynn (Smart Passive Income), he echoed this sentiment from his two YouTube channels - 20% of your views are from your subscribers. A few years ago, this number was in the 70-80% range.
This opens the door for us as content creators to make videos that have a broader appeal to new and unlikely viewers. We are no longer chained to our niche audiences.
So, implement these TWO social media strategiesβ¦
Your Two Layer Strategyβ¦
Layer One
So, if discoverability is your top priority, then you need to build your first layer around platforms that are going to give you algorithmic exposure.
Platforms like Twitter, YouTube, TikTok center around the Recommendations page. All three of their homepages are feeds that serve up new and discoverable pieces of content.
Layer Two
Essentially, this is your audience layer. Your friends zone.
This deeper, second layer is where you create meaningful, specific, and long form content. Layer Two has poor discoverability and canβt be depended on for growing your audience.
Itβs for nurturing them.
Platforms like Substack, email marketing, podcasts are brilliant for Layer Two - terrible for Layer One.
All of these rely on YOU feeding them new audience members.
What do you think? Should you separate your social media into two layers? Leave a comment.
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I want to help YOU achieve incredible feats in your creator career.
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Since I was 13, I've wanted to have a creative impact on the world, and I've learned that you can't do it alone - you need the help of a great audience.
Let's go on a journey together and find a way to have a creative impact on the world.
- Jordan P. Anderson