Feb '23 (edited) in Other
The “Mass Appeal” effect on shorts
I bet you heard about the bold statement:
"To grow on social media, you need to stick to one niche."
But..
If you want to be serious about building your personal brand, that is just the worst advice you can ever take.
- (!) According to Ryan Magin - the guy who invented the bold subtitles; responsible for Hormozi's, Grant Cardone's, Ryan Pineda's, Anik's, King Keto's and 20 more top educational influencers' reels.
Sure it’s good to be known for your craft and be an authority in your area of work, but from the
algorithm’s perspective, it’s way easier if you’re also experimenting with “broader” type of content too!
Also wanna refer back to Andrew's post from 2 days ago "I spent $20k to learn how to go viral" where the lads stated the formula for going viral is using Pop Culture in your videos.
Well, Ryan Magin's approach is something similar, but instead of Pop Culture he's saying:
"Don't be afraid to escape your niche and talk about ANYTHING LIFE RELATED."
At one point even his bio was:
"Giving random life/video advices"
Let me tell you why:
Let’s say you stick to one specific niche - let it be anything, for the sake of example make it “video editing”.
When you make a video about "making videos" or "how to edit videos" then TikTok knows to show that content only to people who have expressed interest in other videos about that same interest.
So in the video editing case there is a much smaller percentage of people that will resonate with that video therefore limiting the amount of views.
And that’s RELATIVELY SOO LESS EYEBALLS for your videos, because let’s say only 0.05% of TikTok’s overall users engaged with “video editing” content so far..
So that’s why the Big Guns who have millions of traffic on their accounts DON’T stick to one specific niche.
That’s why you can see Business-coaches talk about life-advice, relationship advice, general money-hacks and literally EVERYTHING that can benefit the ordinary people.
As Hormozi put it in his book, the 3 main topics people will always be interested in are -
1) Health 2) Wealth 3) Relationship
You can reach a lot more potential users if you escape your niche, and make everybody to be in your niche. Therefore TikTok, Youtube and Instagram’s algorithm can happily suggest it to EVERYBODY.
At one point, you could even see Hormozi giving life-advice about f*king mirelit pizzas.
It's because it's RELATABLE, it can reach WAY MORE ppl than if you would only create content on
business.
Leila Hormozi as a BUSINESS COACH is even speaking about topics like:
"How I Became Comfortable Being Alone" (Relationship)
"4 Ways To Guarantee a Breakup" (Relationship)
"What I Told my team when COVID Hit?" (Health)
"Why Do I Like Fanny Packs?"“ - (Random LIFE advice)
“Most asked questions in a job interview” (Wealth - money advice but not only for entrepreneurs, for EVERYBODY)
That is why Ryan Magin is also creating content on "RANDOM LIFE-ADVICE", tho he's a professional video maker/short-form editor.
He knows that with the video editing niche he wouldn't be able to generate 1M+ views. Therefore he escapes the niche and gives random life advice about how to tip your bartender, how to throw a house party, how to go partying alone and all this crazy stuff.
Pretty much he only reached 5-30k views with content that stayed in the video editing niche.
& On the other hand - whenever he made videos about
  • “High Protein Redbull Smoothie”
  • “How to Go Partying Alone”
  • “How to Throw a House-Party”
  • “Cars and things every 20 year-olds should know” 
  • “How to be Well-Known in your area”
  • “How to Hook Up With Celebrities”
  • “How to Tip your Bartender”
  • “What does it mean if you have Big Ears?”
reached multiple amount of views..
And he even started a new format where he's interviewing entrepreneurs/high status ppl about life, their job and anything that can be interesting for the everyday viewer.
& That is the power of Mass Appeal.
So..
Do NOT Niche Down at all cost..
Make everybody your Niche instead.
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Gergő Skorka
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The “Mass Appeal” effect on shorts
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