Content burnout is real 🤯 here’s how to avoid it

Have you ever experienced content burnout?

When you start out, everything’s new and shiny.

You’re getting some validation on your content so you try to produce more.

But (without a predictive model) things start to get overwhelming.

And the content game ends up costing you a lot—not just financially.

I see this so often with both solo creators and large brands trying to break in on social.

Especially, with companies who manage multiple brands in multiple languages at the same time.

The truth is that it takes time and effort to build virality for even a single account.

MrBeast, the gamer turned highest-paid YouTuber has five main YouTube channels with tens of millions subscribers on the smallest one.

That doesn’t include his dozens of other accounts on various platforms and in multiple languages.

BUT he didn’t start scaling his content empire until he mastered his viral formats on a single channel.

Now, the tricky part is when you have multiple brands or products…

Here’s why.

If you read my previous email, you know that exploration-based ranking is the holy grail of small creators on social media.

It scans the vast sea of content on the platform and picks up a video that seems to have great potential.

First, it shows it to a small sample size of people who have clicked on similar content before.

This might not be your core audience.

But you need to engage them first so your video gets pushed to a slightly bigger sample size.

If your video performs with these increasingly broader audiences, it will ripple out to the masses.

And that’s where that 1% who’s ready to buy from you grows several digits—leveraging the algorithm.

The problem is, if you try to create content that appeals to two niches at the same time, people will most likely get confused.

And if your video won’t make it through the first ripple of the algorithm, it will lose its virality potential.

Uber has separate accounts for its ride-hailing and food-delivery brands for the exact same reason.

Not to mention their various accounts in different languages.

Because once again, if people don’t understand your content, it’s not going to make it to a wider audience.

So when my clients struggle with the dilemma *“Should I create separate accounts for my companies?”* I tell them this:

Unless you speak to different niches or languages, grow one channel at a time.

Focus on mastering the viral formats that work for your brand.

Get the hang of it.

Then once you’re confident you can scale an audience, you can venture into a new niche with a fresh account.

Next week, I'll share why puppy videos fail unless they master a key performance driver—and what this means for your brand.