8 (extremely specific) rules to grow on social media

Who You Follow Matters More Than How Many [00:01:05]

• The quality of your audience is more important than the quantity.
• Think of the Ferrari analogy: fewer, high-value customers lead to greater worth than mass-market appeal.
• Focus on resonating with your specific target audience, even if it means fewer views.

  "If you're making sports content for athletes, then you really want to figure out who's that type of person."

Unleash Your Inner Nerd [00:02:17]

• Don't chase what the audience wants; instead, explore what you are most passionate about.
• Embrace your unique interests, even if they seem abnormal or "weird" to others.
• The internet allows you to find others who share your niche passions, creating a unique competitive advantage.

  "The question you should ask yourself is not kind of like, what does the audience want? But what is the thing you nerd out about the most?"

The Power of the Five D's [00:05:21]

• Shift from being "well-known" to being "known well" by sharing personal details.
• The "five D's" are: Done (track record), Deliver (value offered), Do (work/hobbies), Dreams (aspirations), and Dork out (passions/collections).
• Sharing these aspects fosters deeper connection and attracts relevant opportunities and content from your audience.

  "What have I done? What is my track record? Your audience should know that about you."

Content Length: Only Too Boring [00:11:10]

• There is no such thing as content that is too long, only content that is too boring.
• Joe Rogan's success with multi-hour podcasts exemplifies this principle.
• Reframe perceived length issues as opportunities to make content more engaging.

  "There's no such thing as too long. There's only too boring."

Content First, Packaging Later [00:13:16]

• Focus on creating compelling "A-plus content" with "C-minus delivery" initially.
• Avoid the trap of investing heavily in production quality before the content itself is strong.
• Examples like early Mr. Beast and Joe Rogan show that interesting content can overcome poor production.

  "You need A plus content with C minus delivery. That is a great starting point."

Build Your Binge Bank [00:15:58]

• At the start, focus on creating an "hour of content" that is so compelling it makes a new viewer an instant fan.
• This "binge bank" acts as an asset, building a foundation for future growth despite low initial numbers.
• The goal is for someone to consume this hour and think, "I love this person, why aren't more people talking about them?"

  "A binge bank is sort of like your personal Netflix, like binge-worthy show."

Sell a Feeling, Not Information [00:18:05]

• People consume content for the feeling it evokes, not just the information it conveys.
• Creators should identify the core feeling they want to sell, whether it's awe (David Blaine), self-control (James Clear), or motivation (Tony Robbins).
• Consistently delivering this feeling builds lifelong fans.

  "You're not selling stuff. You're selling a feeling."

The Rule of 100 [00:21:24]

• Commit to creating 100 pieces of content, improving one element with each iteration.
• This rigorous approach filters out those not serious about content creation and builds mastery for those who persist.
• By the 100th piece, creators become so good they are undeniable.

  "A hundred videos every time, pick one thing to get better."