- [Announcer] You don't have to pay to post on social media,
but no channel is free.
It actually can take a lot of investment in time and money
to make compelling social media content,
so how do you bring down the cost of production
and improve your ROI?
You need to document versus create.
"Document, don't create,"
is a famous phrase from Gary Vaynerchuk
who runs a successful social media agency.
He talks about how people
don't even get started with creating
because their too worried about crafting the perfect post.
Instead, you should be documenting your day,
you know, posting everything you're thinking about,
posting everything that you're doing,
and then seeing what hits.
Now, this has a major benefit,
because it comes across as a lot more authentic,
but also, it's a lot less costly,
because you don't have to think about
each individual post that you're putting out.
And it works, because you can't predict what will work.
Practice makes perfect,
so if you put up a high barrier to creation,
that means that you're never going to get
to your best material.
So one of the ways you can document rather than create,
is think about giving your audience a backstage pass.
Let them see behind the scenes
and come along the journey with you.
They're going to be rooting for you much more
if they see you struggling,
versus if they just see the polished end result.
Focus on humans.
People care about other people,
so show them the people involved, and the brand will follow.
And be relatable.
Inauthentic content is very easy to spot,
so don't try too hard or show off.
Another way you can leverage your content
is by reusing and remixing what you produce.
So don't just produce one YouTube video,
you could also rip the audio and put that into a podcast.
The topics you talk about in the podcast
could actually make very good blog posts,
and you can actually get most of the way there
by transcribing what you talked about in the podcast.
Each blog post can itself be in multiple social media posts,
so you're taking one piece of content
and then reusing it multiple times
and then even maybe remixing it,
so combining one concept for one YouTube video
and mixing it with another concept
from another YouTube video.
The key to social media ROI
is not just focusing on growing revenue.
Saving costs can be just as impactful.
By documenting rather than creating,
you can produce content
as a by-product of your day-to-day work
with just a little bit of extra work to get it out there.