If there’s one misconception we constantly battle, it’s the conversion-first mindset. Many view social media as a digital billboard, a platform solely dedicated to hard-selling products or services. This outdated approach is as effective as a radio ad in the age of streaming. We’re hardwired to avoid advertisements, so when we see them on social media, we instinctively scroll past.
To truly succeed, we first might consider shifting our gaze from celebrities, brands and businesses that have a pre-existing status to content that has organically led to business success.
To illustrate the contrast, let’s start with Apple. A social media behemoth with 33.2 million Instagram followers, their posts typically garner a mere 1-3 million views. This stark contrast to viral creators, who often achieve tens or even hundreds of millions of views with significantly smaller followings, reveals a crucial truth: People follow Apple for the product, not the content. While they have a built-in fanbase, their social media isn’t driving significant sales or engagement. We don’t have the preexisting status or resources of Apple; therefore, we cannot imitate Apple’s strategy.
However, we can learn lessons from creators did not begin with a pre-existing status or unlimited resources, but who, over time, earned loyal followings because they produced consistently great content.
- Consider Ryan Trahan, the former college athlete turned YouTube sensation. Through relatable challenges and a genuine personality, he grew his channel and launched successful ventures like a clothing line and JoyRide, a candy company.
- Mark Rober, a former NASA engineer, leveraged his expertise and charisma to build a successful YouTube channel. His trust and authority have propelled his STEM-focused subscription box, CrunchLabs, to a projected $10 million in revenue for 2024.
- And then there’s MrBeast, the undisputed king of YouTube. He’s transformed his massive following into a chocolate empire, Feastables, projected to earn $500 million in 2024.
A common thread unites these success stories: they didn’t create a demand for a new toy, candy, or chocolate bar. They built thriving businesses on the foundation of their social media influence. By consistently delivering engaging content, they cultivated loyal communities that were eager to support their ventures.
The formula is simple: create content people love, build trust, and eventually guide them to your products or services. It’s about fostering a relationship, not forcing a sale.
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