Do you have a process to validate what will become a video?
I know video can be a handful. It’d be easier to just whip up graphics in Canva or snap a few pictures. But maybe you just need to tweak your process to so you know when making a video just makes sense today, or tomorrow, or whenever.
If you don’t already have a workflow for validating long-form content ideas (be it a video, blog, or podcast) then your workflow probably looks something like this…
You get an idea
You make a post
Almost immediately after (and without looking at data/feedback) you scramble to make more content around the topic in multiple formats.
It’s reactive, incredibly exhausting, and doesn’t truly consider data and feedback from your audience. I’ve made this mistake before after feeling like I needed to be everywhere online and make 164 pieces of content every day because Gary Vee said so.
So my tip today is a simple one. To make content in a smarter, more efficient way try to create a content feedback loop. Here’s what it looks like.
The idea is to test (make/publish the post), give the content time to breathe, see the results, interpret what the next move is to do better next time, and repeat.
The best way to start is by picking a low production value format. This means, what’s the easiest format for you to make a post and gauge if it gathers positive or negative feedback?
Examples of Low Production Value Formats:
Twitter tweet or thread
Instagram stories with question stickers (or by replies received)
Instagram posts (picture, single-image graphic, 15-30 second reel)
LinkedIn text post
Email to your core community and judge by replies, open rate, and/or click through rate
Once you post, you can review the numbers and audience feedback. The reason I separate these terms (numbers and feedback) is because I don’t believe in reducing people to numbers or ignoring numbers and looking only at comments. Both matter and have their place.
When you’ve taken a look at how content does on a particular subject, you can decide if it’s worth investing time into higher production level content.
Examples of Medium to High Production Value Formats:
1-minute video on instagram feed
Short blog post
Instagram Carousel posts (or LinkedIn slideshow post)
Working this way means you’re no longer blindly investing precious time and energy into a 10-minute YouTube video or even blog article.
Sample feedback workflow
You tweet a thread with top 5 lessons learned in your career and it gets a good amount of comments and retweets (or maybe you make an Instagram story with lots of engagement)
You decide to make a slideshow/carousel on the topic and notice people really resonate with lesson 3 of 5
So you make a 1-minute or longer feed or IGTV video
And it doesn’t have to stop there. You can use processes like this for more content from blogs to courses to digital downloads.
Each piece of content is intentional because you’re giving your content time to be absorbed by your audience so it can give back signals. You’ll work more efficiently, reduce risk of burnout from content creation, and have a happier growing audience.
It’s easy to try and do a lot because it’s what social media growth “coaches and experts” try to sell you on with an overflowing scoop of FOMO.
I’m not here to sell you anything. I’m just here to offer you my perspective and I hope it helps. 🥰
If you have something that has you feeling challenged in the world of video content, reply to this email! I would love to answer the best video content questions in my next email or two before moving on to a new topic.
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