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In this episode, James joins us again as a married man! He also answers viewers' questions, providing tips for creators and influencers facing slowed growth, advice on building a full-time creator career while working a full-time job, insights on influencer manager fees, and more.
First thing you have to determine is how important growth is to you. If you really want to grow your following, which most people do, and you're willing to put the time and effort in, it's important first to decide, like, yes, this is important for me, and what I want is not just to have fun on social media or connect with my existing audience, but I want to grow.
The easiest thing to do is, like, look at the posts that are performing well, and whatever helps you visualize that, whether that's putting it into a Google Doc, looking at the posts on the platform, or even printing them out. I would look at your top 10 posts for the last six months and your bottom 10 posts for the last six months.
The simplest answer is to do more of what was working and do less of what was not working, right? That is a simple thing but very important. You know, every time you post, you lose some followers, right? And if those posts aren't helping you gain followers, then you will steadily lose followers as you continue to post and your account will not grow.
Your growth won't just slow down, but you might actually start shrinking. So, the simplest answer is to do more of what's working and do less of what's not working. Do that audit every three months and continually reassess and realign around the things that your audience is connecting with.
The second and more important thing is to bring new people to your page.
To get new followers, people first have to find your page, right? There are going to be two ways that they find your page. Either through Discover, either on TikTok's "For You" page, Instagram's Discover page, or in their feed, or they will see it through people sharing your posts, either on TikTok or on Instagram.
So, that's why we talk so much about shareable content. It's why it's so important to create content that people feel compelled to share, which means it has to be good enough that people want other people to see it, or create so much engagement that it catches the algorithm's attention and you get thrown onto the "For You" page and put into other people's feeds.
Then, you have to have a situation where when they land on your page, they convert and say, "I would like to follow this person," right? So it's a very simple process. They have to see a piece of content from you. They have to think that piece of content is interesting enough to go to your page, and they have to think that your page is interesting enough to follow you.
You need to optimize for each one of those steps. You need to make sure you're creating shareable, interesting content that is going to grab people's attention, either by grabbing people's attention and getting them to share it, or by grabbing the algorithm's attention and getting it to put your content into people's feeds. You need to have a page that is easy to understand what you're about and is creating conversions.
People are landing on that page and deciding to follow you. And then you have to retain those followers, right? They need to make sure that, you know, and this is what happens a lot on TikTok, you go viral for one thing, but that's not the content you actually create.
And so... you may get a spike in followers, but then over the next two or three months, you lose all those followers because they realize like, "Wait, this person isn't creating that type of content anymore."
So, you need to collect attention and eyeballs, convert it into followers, and retain those followers over the long term. Ultimately, it's a very simple equation that is very difficult to get right, but just break it down and be really methodical about it.
That's probably the clearest way for you to figure out how to grow.
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