1 00:00:00,799 --> 00:00:04,640 If you want inside peek into the data of what's working here 2 00:00:04,640 --> 00:00:08,400 now and today in 2025, boy, do I have a treat for 3 00:00:08,400 --> 00:00:12,160 you this episode. I'm excited to dive all the way 4 00:00:12,160 --> 00:00:15,945 into a recent study released by Metricool to give you 5 00:00:16,004 --> 00:00:19,305 the facts behind what actually is working 6 00:00:19,685 --> 00:00:22,645 here now and today. This is episode number 7 00:00:22,645 --> 00:00:26,404 345 of the Mindful Marketing podcast where I'm helping you scroll less, 8 00:00:26,404 --> 00:00:29,880 connect more, and grow together. But first, 9 00:00:30,019 --> 00:00:33,699 a word from our sponsor. Riverside is the all in 10 00:00:33,699 --> 00:00:37,540 one podcast recording and editing tool that I use for this right 11 00:00:37,540 --> 00:00:41,300 here show. I use it to edit not only the audio in the video, 12 00:00:41,300 --> 00:00:44,765 it is like chef's kiss, magical, making the entire process 13 00:00:45,385 --> 00:00:49,085 so so easy. Plus, I love their 14 00:00:49,225 --> 00:00:53,065 magic AI clips. Their little AI robot 15 00:00:53,065 --> 00:00:56,890 in the background pulls out the most impactful moments of the 16 00:00:56,890 --> 00:01:00,570 episodes without me having to comb through and do it myself, resizes them 17 00:01:00,570 --> 00:01:04,010 for social media. So those vertical videos you see on TikTok and 18 00:01:04,010 --> 00:01:07,850 reels, those all come from magic AI inside of Riverside. It's 19 00:01:07,850 --> 00:01:11,385 literally one click. It spits out 10 clips. I pick the 20 00:01:11,385 --> 00:01:15,065 best one and away I go saves me so much time. If you wanna get 21 00:01:15,065 --> 00:01:18,585 on the Riverside train, check it out today. The link's in the show notes and 22 00:01:18,585 --> 00:01:22,265 make sure to use my code drea, d r e a, at checkout to 23 00:01:22,265 --> 00:01:24,685 get 15% off your membership. 24 00:01:26,180 --> 00:01:30,020 I'm geeking out in this episode because y'all know I love to look at the 25 00:01:30,020 --> 00:01:33,860 data. And especially when it comes to marketing, there's a lot of 26 00:01:33,860 --> 00:01:37,320 feelings involved, especially social media marketing. It's so 27 00:01:37,460 --> 00:01:40,995 gosh darn public that we feel like everyone's 28 00:01:40,995 --> 00:01:44,755 judging us. K? And we also feel like, am I the only one? 29 00:01:44,755 --> 00:01:48,435 Like, why isn't this working for me? Or where should I focus my 30 00:01:48,435 --> 00:01:52,115 attention? Because this person says it's this platform, that person says 31 00:01:52,115 --> 00:01:55,940 it's that platform. So we're gonna get into the facts today of what's 32 00:01:55,940 --> 00:01:59,160 working, and that's why I love this study. 33 00:01:59,380 --> 00:02:03,220 Metricool is the tool that I recommend for social media scheduling 34 00:02:03,220 --> 00:02:06,585 and analytics, and I just love it. I just love it. Okay. So I will 35 00:02:06,585 --> 00:02:09,705 put the link to this study in the show notes as well if you wanna 36 00:02:09,705 --> 00:02:13,385 take a gander and a peek and a look for yourself. But 37 00:02:13,385 --> 00:02:17,065 just to frame where we are, this is not the first time 38 00:02:17,065 --> 00:02:20,760 they've done this study. And in fact, in previous episodes, I've 39 00:02:20,760 --> 00:02:24,200 gone over the data. Also, side note, if you're watching the video, I'm looking at 40 00:02:24,200 --> 00:02:27,099 my screen a lot because I'm looking at the data. Okay? Okay. 41 00:02:27,959 --> 00:02:30,680 So in this study, they, looked at 42 00:02:30,680 --> 00:02:34,255 2024 as a whole, and they looked at 43 00:02:34,255 --> 00:02:38,035 over 21,000,000 posts 44 00:02:38,415 --> 00:02:42,114 across eight different platforms, LinkedIn, Facebook, 45 00:02:42,175 --> 00:02:44,995 TikTok, x, Instagram, 46 00:02:46,250 --> 00:02:50,090 YouTube. I'm missing one. Facebook ads. They looked at a 47 00:02:50,090 --> 00:02:53,310 lot of places, and they, studied 48 00:02:53,450 --> 00:02:57,209 the results of what is working and 49 00:02:57,209 --> 00:03:01,005 what is not based on comparing the platforms to themselves and the posts 50 00:03:01,325 --> 00:03:04,925 to themselves as well. So it's a lot of data 51 00:03:04,925 --> 00:03:07,665 points that we're looking at. But, specifically, 52 00:03:08,605 --> 00:03:12,445 Meta is dominating this data. So I do wanna, like, put that as 53 00:03:12,445 --> 00:03:14,545 a caveat. Instagram 54 00:03:15,840 --> 00:03:19,680 posts and Facebook posts and accounts tend to dominate a 55 00:03:19,680 --> 00:03:23,060 lot of the data. In fact, most of the data comes from those two places. 56 00:03:23,840 --> 00:03:27,140 Kind of in the middle of the road, we do have TikTok, 57 00:03:27,360 --> 00:03:31,125 LinkedIn, and YouTube still have some pretty high, results there 58 00:03:31,125 --> 00:03:34,885 with the bottom of this study looking at x oh, Twitch is the one I 59 00:03:34,885 --> 00:03:38,485 forgot earlier in Pinterest. So when we're looking at all of 60 00:03:38,485 --> 00:03:41,385 these these data points, just keep in mind that Meta, 61 00:03:41,845 --> 00:03:45,400 Facebook, Instagram, is dominating. Also keep in mind, 62 00:03:45,400 --> 00:03:48,540 threads isn't on here. There isn't a lot of data points, 63 00:03:48,920 --> 00:03:52,680 from threads specifically. It's just the way that they share their data. It's not 64 00:03:52,680 --> 00:03:56,219 like that. So I'm hoping in future studies, Metrc will includes 65 00:03:56,280 --> 00:04:00,025 threads in this data as well. And, of course, some of the newer platforms 66 00:04:00,025 --> 00:04:03,725 like Blue Sky, or some of the TikTok competitors 67 00:04:03,785 --> 00:04:07,385 like, Clapper or Lemonade aren't in this study as well. 68 00:04:07,545 --> 00:04:11,245 There's just not enough people on there for that to, make sense. 69 00:04:11,520 --> 00:04:15,120 The other thing to note with this study is they kind of categorize things based 70 00:04:15,120 --> 00:04:18,880 on account size, which I really appreciate. Because when we look at 71 00:04:18,880 --> 00:04:22,560 strategies and apply them to different accounts, a strategy that works 72 00:04:22,560 --> 00:04:26,000 for an account with 50,000 followers isn't going to be the 73 00:04:26,000 --> 00:04:29,695 same when you have 500 followers. K? So I 74 00:04:29,695 --> 00:04:33,155 do like that they broke it down into five different categories. 75 00:04:33,615 --> 00:04:37,294 Tiny accounts have less than 500 followers. Small 76 00:04:37,294 --> 00:04:39,955 accounts have between 502,000. 77 00:04:41,120 --> 00:04:44,560 Medium accounts have between 12,000. Big 78 00:04:44,560 --> 00:04:48,400 accounts are, 10,000 to 50,000, and then huge 79 00:04:48,400 --> 00:04:52,240 accounts are over 50,000 followers. Okay. So they are 80 00:04:52,240 --> 00:04:55,680 looking at community size when it comes to some of these 81 00:04:55,680 --> 00:04:59,405 platforms. Alright. So overall, in 82 00:04:59,405 --> 00:05:03,085 2024, clicks on Pinterest did 83 00:05:03,085 --> 00:05:06,685 increase. This is Pinterest. Increased by 84 00:05:06,685 --> 00:05:10,285 55, which I found interesting. On 85 00:05:10,285 --> 00:05:13,410 Twitch, subscriptions decreased by 86 00:05:13,410 --> 00:05:17,090 88%. Then we'll see later that views still increase, but 87 00:05:17,090 --> 00:05:20,390 subscriptions, people subscribing to Twitch channels drastically 88 00:05:20,610 --> 00:05:24,370 decreased last year, which is interesting. I think, that's because of 89 00:05:24,370 --> 00:05:27,615 YouTube, which we'll see later. LinkedIn interactions 90 00:05:27,995 --> 00:05:30,655 increased on average by 99%. 91 00:05:31,675 --> 00:05:35,354 Ninety nine %. This is why I recently did the LinkedIn challenge. I'm 92 00:05:35,354 --> 00:05:38,815 all about like, I've been doing it for seven years. LinkedIn has consistently 93 00:05:39,220 --> 00:05:42,820 increased and the data is showing. There's just a lot happening on that platform right 94 00:05:42,820 --> 00:05:45,960 now. X, we saw a lot of decreases 95 00:05:46,260 --> 00:05:49,320 over, the past year or two. But most interestingly, 96 00:05:50,020 --> 00:05:53,240 impressions have increased by half, 15%. 97 00:05:54,625 --> 00:05:58,385 Instagram, your post reach has increased by fifth by 98 00:05:58,385 --> 00:06:02,225 21%, excuse me, but Reels reach has decreased by 99 00:06:02,225 --> 00:06:05,905 20%. So your regular post, we're talking like a static post or 100 00:06:05,905 --> 00:06:09,639 carousel post, has increased in reach. Reels has decreased. So we'll 101 00:06:09,639 --> 00:06:13,340 see later that Reels still dominates as one of the most interactive 102 00:06:13,400 --> 00:06:17,240 post styles. Facebook post reach has 103 00:06:17,240 --> 00:06:20,280 decreased by 41% and Reels reach has increased by 104 00:06:20,280 --> 00:06:23,800 13. Lastly, TikTok or sorry, second to last, 105 00:06:23,800 --> 00:06:26,815 TikTok, average watch time still has increased by 106 00:06:26,815 --> 00:06:30,255 71%, k, versus what it was in 107 00:06:30,255 --> 00:06:34,014 2023. So TikTok, despite the threat of 108 00:06:34,014 --> 00:06:37,615 big band, people are still watching it even more than they were the previous 109 00:06:37,615 --> 00:06:41,310 year. And then on YouTube engagement, specifically, dislikes has 110 00:06:41,310 --> 00:06:44,990 gone up by 11%. K? So that was kinda like their 111 00:06:44,990 --> 00:06:48,510 highlight reel of here's what you can expect. Now let's get 112 00:06:48,510 --> 00:06:52,110 into, the key metrics the key metrics. 113 00:06:52,110 --> 00:06:55,235 So generally speaking, based on this data, 114 00:06:55,855 --> 00:06:59,535 the larger your audience, the better the results. So the 115 00:06:59,535 --> 00:07:03,215 more followers you have, the better results you will get in terms 116 00:07:03,215 --> 00:07:07,055 of views and engagement. That is still true based on 117 00:07:07,055 --> 00:07:10,710 this study. I will be curious to see, though, how 118 00:07:10,710 --> 00:07:14,490 this turns out with twenty twenty five's data because, 119 00:07:14,870 --> 00:07:18,330 platforms like Meta, specifically Adam Mosseri, has shared 120 00:07:18,710 --> 00:07:22,365 that followers are becoming less and less important, and we're looking 121 00:07:22,365 --> 00:07:26,145 at views as a metric of success. That being said, 122 00:07:26,604 --> 00:07:30,044 it seems like the algorithms are still favoring accounts who have more 123 00:07:30,044 --> 00:07:33,880 followers versus ones that don't. So 124 00:07:33,880 --> 00:07:37,480 the data is showing that, you know, if you wanna reach more people, you kinda 125 00:07:37,480 --> 00:07:41,000 larger need a larger community, which, you know, it's a chicken and the 126 00:07:41,000 --> 00:07:43,020 egg scenario, but here we are. 127 00:07:44,440 --> 00:07:48,175 Okay. Let's look at, generationally. So, 128 00:07:48,715 --> 00:07:52,555 a lot of people claim that, you know, baby boomers are not on 129 00:07:52,555 --> 00:07:56,315 social or Gen zed is not on social. Sorry, Gen z is not I 130 00:07:56,315 --> 00:08:00,020 keep saying zed y'all because here in Canada, we say zed instead 131 00:08:00,020 --> 00:08:03,780 of zed. And my toddler, she's almost three, is 132 00:08:03,780 --> 00:08:07,300 correcting me whenever I say zed. Because I'm US born and raised, 133 00:08:07,540 --> 00:08:10,900 been in Canada for ten years. But if I say, like, x y z, she'll 134 00:08:10,900 --> 00:08:14,660 be like, no, mom. It's zed. And I'm like, oh, okay. Excuse 135 00:08:14,660 --> 00:08:17,935 me. Anyways, Gen z, Gen z, whatever. 136 00:08:18,875 --> 00:08:22,235 They're on the socials. Okay? They're on the socials, but let's break it 137 00:08:22,235 --> 00:08:25,534 down by platform. I'm gonna give you a few highlights here. 138 00:08:26,474 --> 00:08:30,235 Interestingly enough, millennials, we are on all the social 139 00:08:30,235 --> 00:08:33,840 medias. And I'm not I'm not surprised by it, but when I saw the data, 140 00:08:33,840 --> 00:08:37,520 I was like, oh, we're equally everywhere. Gen x is not 141 00:08:37,520 --> 00:08:41,280 far behind with that, with most of Gen x being on every platform, though they're 142 00:08:41,280 --> 00:08:43,620 not as fan as fond of TikTok, 143 00:08:45,120 --> 00:08:48,625 as well. Facebook still is the platform 144 00:08:48,845 --> 00:08:52,385 for, baby boomers, but do not let 145 00:08:52,685 --> 00:08:56,145 anyone say that no one's on Facebook. Facebook is still 146 00:08:56,445 --> 00:08:59,820 the platform with the most people. So when we look at the data, you know, 147 00:08:59,820 --> 00:09:03,660 Facebook has over 3,000,000,000, accounts. Right? So when we look at the 148 00:09:03,660 --> 00:09:07,440 data, whenever someone says, oh, Facebook doesn't matter, it's like, okay, you're comparing 149 00:09:07,580 --> 00:09:10,400 3,000,000,000 accounts though. So, yes, 150 00:09:11,180 --> 00:09:14,995 engagement and and post reach and things may be down. But, like, if we look 151 00:09:14,995 --> 00:09:18,595 at the data, it's like, okay. So it's down 152 00:09:18,595 --> 00:09:22,435 compared to Facebook, but it's so much higher than other platforms. So keep 153 00:09:22,435 --> 00:09:25,255 that in mind. Also interestingly, 154 00:09:26,435 --> 00:09:30,190 baby boomers are on LinkedIn secondarily after 155 00:09:30,190 --> 00:09:33,949 Facebook. So if that is your target demo, Facebook and 156 00:09:33,949 --> 00:09:37,310 LinkedIn are great for baby boomers. Skip 157 00:09:37,310 --> 00:09:40,449 Twitch and skip TikTok if you're a baby boomer. 158 00:09:41,149 --> 00:09:44,845 Gen x, pretty much everywhere, though mostly on 159 00:09:44,845 --> 00:09:48,685 Facebook and YouTube. The platform that they're least on 160 00:09:48,685 --> 00:09:52,225 is Twitch, followed by TikTok. Millennials, 161 00:09:53,005 --> 00:09:56,730 we are everywhere almost equally as much, though interestingly 162 00:09:57,029 --> 00:10:00,250 enough I keep saying that because I I find this data fascinating. 163 00:10:01,350 --> 00:10:05,110 LinkedIn. Millennials. We're on the LinkedIn. It kinda 164 00:10:05,110 --> 00:10:08,870 makes sense because we're like most of the job force right now, aren't 165 00:10:08,870 --> 00:10:12,535 we? I don't know if I'm lying about that. But a lot on LinkedIn, 166 00:10:12,995 --> 00:10:16,835 but honestly, this is almost neck and neck 167 00:10:16,835 --> 00:10:20,195 with, Facebook, Instagram, and 168 00:10:20,195 --> 00:10:23,110 x. We're everywhere. K? 169 00:10:23,810 --> 00:10:27,110 Jin Zed, mostly on Twitch, which is 170 00:10:27,250 --> 00:10:30,130 interesting. They're they're they have the least, 171 00:10:30,690 --> 00:10:34,210 presence, should I say that, on Facebook. K? So Jin Zed, not 172 00:10:34,210 --> 00:10:37,964 really using Facebook that much, not really using LinkedIn 173 00:10:37,964 --> 00:10:41,805 that much. Understandable. They they like the 174 00:10:41,805 --> 00:10:44,945 Twitch. They like the TikTok. They like Instagram. 175 00:10:45,885 --> 00:10:49,404 They like YouTube, but not really anywhere else. 176 00:10:49,404 --> 00:10:53,170 Okay? So let's dive into the next one they 177 00:10:53,170 --> 00:10:56,770 have on here, which is growing your account. So if 178 00:10:56,770 --> 00:10:59,750 you, wanna grow your account 179 00:11:00,370 --> 00:11:04,005 and you have less than 500 followers, 180 00:11:04,625 --> 00:11:08,305 according to this study, the platform that you should be on is 181 00:11:08,305 --> 00:11:12,145 Instagram. So tiny accounts less than 500 followers 182 00:11:12,145 --> 00:11:15,985 see that most success on Instagram followed by YouTube. And I 183 00:11:15,985 --> 00:11:19,610 wanna mention that because there's gonna be a trend here with YouTube in this 184 00:11:19,610 --> 00:11:23,370 entire report. So Instagram followed by YouTube. So keep that in 185 00:11:23,370 --> 00:11:26,329 mind if you're starting from scratch. If you're starting from scratch and you have less 186 00:11:26,329 --> 00:11:30,010 than 500 followers, Facebook is at the bottom of the list. Don't even try 187 00:11:30,010 --> 00:11:33,765 it. It's gonna be really hard to grow that account. Okay? So 188 00:11:33,765 --> 00:11:37,605 that's interesting. Okay. Now generally speaking, for the rest of 189 00:11:37,605 --> 00:11:40,745 us, YouTube is the way to go. Okay? So, 190 00:11:41,285 --> 00:11:45,125 looking at the rest of the accounts, like, excluding small accounts, because small accounts, it's 191 00:11:45,125 --> 00:11:48,529 clearly Instagram. But looking at the rest of the accounts, YouTube 192 00:11:48,589 --> 00:11:51,889 is the fastest way to grow subscribers, 193 00:11:52,269 --> 00:11:56,110 followers, whatever, by leaps and bounds over everyone 194 00:11:56,110 --> 00:11:59,949 else. It's followed by Instagram, followed by TikTok. K? They're not that far 195 00:11:59,949 --> 00:12:03,334 apart. 41% for YouTube, 39% for 196 00:12:03,334 --> 00:12:06,935 Instagram, 34% for TikTok. But YouTube 197 00:12:06,935 --> 00:12:10,615 is clearly the winner here. All of these platforms are 198 00:12:10,615 --> 00:12:14,170 highly focused on video, so just note that. Again, 199 00:12:14,170 --> 00:12:17,930 Facebook's at the bottom. Like, even x is above Facebook right now as far 200 00:12:17,930 --> 00:12:21,690 in terms of follower growth. So keep that in mind. If you're looking to 201 00:12:21,690 --> 00:12:25,230 start a new strategy, you may wanna consider YouTube 202 00:12:25,530 --> 00:12:29,175 or maybe even Instagram or maybe even TikTok, but YouTube is the 203 00:12:29,175 --> 00:12:33,015 fastest growing for all accounts. Now let's take a look 204 00:12:33,015 --> 00:12:35,355 at the accounts specifically 205 00:12:36,455 --> 00:12:40,055 and, what you can expect as you're diving 206 00:12:40,055 --> 00:12:43,195 into growing your accounts and what the data is saying there. 207 00:12:43,810 --> 00:12:47,410 So first up, we're going to look at, small accounts. 208 00:12:47,410 --> 00:12:50,470 So tiny and small accounts. If you have less than 209 00:12:50,610 --> 00:12:53,829 2,000 followers, YouTube, 210 00:12:54,529 --> 00:12:58,365 the average impressions per follower has increased 211 00:12:58,365 --> 00:13:01,885 by over 600% for small accounts. So less than 212 00:13:01,885 --> 00:13:05,505 2,000 followers, less than 2,000 subscribers. Impressions per follower 213 00:13:05,565 --> 00:13:09,005 has increased quite significantly from 2023 to 214 00:13:09,005 --> 00:13:12,720 2024. We saw decreases on TikTok and massive 215 00:13:12,720 --> 00:13:16,560 decreases on Reels. So, again, the data is showing if 216 00:13:16,560 --> 00:13:20,100 you wanna grow, YouTube is where it's at, followed by TikTok and Reels. 217 00:13:21,760 --> 00:13:25,355 If you have a mid size account, this 218 00:13:25,355 --> 00:13:29,135 particular example is looking at 2,000 to 50,000 followers. 219 00:13:29,355 --> 00:13:32,975 YouTube still has the highest average impressions per follower, 220 00:13:33,035 --> 00:13:35,215 again, over 600%, 221 00:13:36,630 --> 00:13:40,250 followed by TikTok, followed by, Reels specifically. 222 00:13:40,950 --> 00:13:44,010 But those are both showing decreases year over year 223 00:13:44,470 --> 00:13:48,165 impressions per follower. So what that basically means is based 224 00:13:48,165 --> 00:13:51,705 on the number of followers you have, the impressions 225 00:13:51,845 --> 00:13:55,525 per follower is increasing on YouTube and is decreasing everywhere else. 226 00:13:55,525 --> 00:13:59,305 So your content is more likely to be seen on 227 00:13:59,365 --> 00:14:01,945 YouTube. It's leading the way for visibility. 228 00:14:02,990 --> 00:14:06,750 But TikTok and Instagram Reels are positioned as another solid 229 00:14:06,750 --> 00:14:10,510 option. I'll put a little asterisk on this to say, at the beginning 230 00:14:10,510 --> 00:14:14,270 of this year in 2025, Adam Mosseri said Instagram is 231 00:14:14,270 --> 00:14:18,110 kind of, deprioritizing Reels a little bit and focusing in on carousel 232 00:14:18,110 --> 00:14:21,765 posts. Right? So the data for this next year will is gonna change 233 00:14:21,765 --> 00:14:25,525 based on how Instagram is kind of, guiding their algorithm, even 234 00:14:25,525 --> 00:14:28,985 though this past data is showing that that's the case. 235 00:14:29,365 --> 00:14:32,905 So it'll be interesting to see that. I think it's it's curious because, 236 00:14:34,320 --> 00:14:38,160 Instagram is fighting so hard to be, like, the alternative for TikTok. But 237 00:14:38,160 --> 00:14:41,360 I've said here on this podcast before, and I'll say it again, YouTube is the 238 00:14:41,360 --> 00:14:44,900 clear choice for this. X, LinkedIn, 239 00:14:45,120 --> 00:14:48,415 and its Instagram stories are actually 240 00:14:48,634 --> 00:14:52,475 showing that if you grow more followers, the the, 241 00:14:52,795 --> 00:14:56,315 impressions on your post don't actually increase, for 242 00:14:56,315 --> 00:14:59,920 those platforms. Okay? So you may see this as you're growing your 243 00:14:59,920 --> 00:15:03,680 LinkedIn followers, your ex followers, your Instagram, followers. As 244 00:15:03,680 --> 00:15:07,460 you grow them, you may not see your stories, your your post, your ex post 245 00:15:07,520 --> 00:15:11,365 necessarily grow as well. I thought that was interesting. Alright. 246 00:15:11,365 --> 00:15:14,725 So we looked at followers and impressions. Now let's look at 247 00:15:14,725 --> 00:15:18,404 interactions and engagement because we all know 248 00:15:18,404 --> 00:15:22,084 it's not about just people seeing our content. We want people to kind of 249 00:15:22,084 --> 00:15:25,800 have a reaction to it. We want them to signal to 250 00:15:25,800 --> 00:15:29,640 us that they're interested in some way, and engagement is oftentimes the 251 00:15:29,640 --> 00:15:33,100 best way to do this. So right now, interactions 252 00:15:33,240 --> 00:15:37,020 per follower, leading platform by leaps and bounds is YouTube. 253 00:15:37,160 --> 00:15:40,805 Still, YouTube, interactions per follower. And they're kind of 254 00:15:40,805 --> 00:15:44,325 lumping in a bunch of interactions here as well. But 255 00:15:44,325 --> 00:15:47,145 overall, interactions per follower is increased, 256 00:15:47,925 --> 00:15:51,685 followed by TikTok. TikTok's not, is is kind of far 257 00:15:51,685 --> 00:15:55,490 behind. So and this is looking at, sorry, accounts with less 258 00:15:55,490 --> 00:15:58,950 than 2,000 followers for this specific data. 259 00:15:59,490 --> 00:16:03,170 Actually, no. Whether you have less than 2,000, they broke it down in the study. 260 00:16:03,170 --> 00:16:07,010 So less than 2,000 or 2,000 to 50,000, honestly, the data 261 00:16:07,010 --> 00:16:10,635 is not that different. YouTube is winning by leaps and bounds as far 262 00:16:10,635 --> 00:16:14,255 as engagement goes. It's just dominating with interaction. 263 00:16:14,394 --> 00:16:18,235 So especially accounts with larger followers, there 264 00:16:18,235 --> 00:16:21,860 is a significant advantage here on the average 265 00:16:21,860 --> 00:16:25,560 interaction per follower. K? So average interaction per follower 266 00:16:26,020 --> 00:16:29,640 massively increased on all platforms, specifically 267 00:16:29,860 --> 00:16:33,300 YouTube. The next in line is TikTok here. So it goes 268 00:16:33,300 --> 00:16:37,125 YouTube, TikTok, and then if you have a smaller account, it's 269 00:16:37,125 --> 00:16:40,645 LinkedIn. But if you have over, 2,000 followers, it's Instagram 270 00:16:40,645 --> 00:16:44,485 Reels. K? So what that tells me is, again, if 271 00:16:44,485 --> 00:16:47,925 you're starting from scratch, YouTube and TikTok are 272 00:16:47,925 --> 00:16:51,440 great for those interactions then LinkedIn or 273 00:16:51,440 --> 00:16:54,959 potentially Instagram Reels here. Okay? Don't worry about 274 00:16:54,959 --> 00:16:58,800 x. Facebook is very challenging right now. It's, like, consistently at the bottom 275 00:16:58,800 --> 00:17:02,240 of the list. We're not Pinterest isn't even on this list, and neither is 276 00:17:02,240 --> 00:17:05,825 Twitch. Okay? So, yeah, it looks like X and 277 00:17:05,825 --> 00:17:09,424 Facebook Reels are actually going backwards in terms of interactions here, which is 278 00:17:09,424 --> 00:17:13,184 wild. Alright. Next, let's look at engagement. Okay. So we 279 00:17:13,184 --> 00:17:16,884 looked at interactions, which they define as 280 00:17:17,024 --> 00:17:20,730 like, comment, or share, and then engagement, 281 00:17:21,109 --> 00:17:24,790 specifically, engagement rate we're looking at here, which is 282 00:17:24,790 --> 00:17:28,630 total interactions divided by reach. Okay? So we're not just 283 00:17:28,630 --> 00:17:32,470 looking at interactions by itself in a bubble. We're looking at 284 00:17:32,470 --> 00:17:35,995 engagement rate. So how many people watch this 285 00:17:35,995 --> 00:17:39,535 video versus how many people liked it or engaged with it? 286 00:17:39,755 --> 00:17:43,275 Engagement rate, I think, is important because it does take into 287 00:17:43,275 --> 00:17:46,875 account your community size. It does take into account your, 288 00:17:47,195 --> 00:17:51,010 potential for engagement as well. Because oftentimes, you know, we 289 00:17:51,010 --> 00:17:54,390 see these videos that go viral and all of that, but we don't necessarily 290 00:17:54,930 --> 00:17:58,450 want to have videos just randomly go viral with people actually not 291 00:17:58,450 --> 00:18:01,910 engaging with them. K. It's not just the views. It's how people, 292 00:18:02,450 --> 00:18:06,015 interact with that post itself. K? So 293 00:18:06,015 --> 00:18:09,375 engagement rate, which platform saw increases? And I'm gonna look at, 294 00:18:09,855 --> 00:18:13,615 this is broken down as two categories again. If you have less than 295 00:18:13,615 --> 00:18:17,075 2,000 followers, LinkedIn engagement rate has actually 296 00:18:17,135 --> 00:18:20,870 increased quite a bit by 14% since 2023, 297 00:18:20,870 --> 00:18:24,470 followed by, surprisingly, Facebook posts. 298 00:18:24,470 --> 00:18:28,010 Facebook posts engagement rate has increased if you have less than 2,000 followers. 299 00:18:28,470 --> 00:18:31,270 K? Now if you have between 300 00:18:31,270 --> 00:18:34,965 52,000 followers, LinkedIn engagement rate 301 00:18:34,965 --> 00:18:38,405 still is at the top there followed by Facebook post. But I wanna mention 302 00:18:38,405 --> 00:18:42,245 Instagram reels here because that has also increased. So if 303 00:18:42,245 --> 00:18:45,765 you have an account between 250,000 followers sorry, 304 00:18:45,765 --> 00:18:49,400 200,000 to 50,000 followers, Those are the platforms to look 305 00:18:49,400 --> 00:18:52,700 at. On the bottom of the list for both of these is YouTube. 306 00:18:53,160 --> 00:18:56,840 So while YouTube we're seeing the higher your community 307 00:18:56,840 --> 00:19:00,200 is, the more they interact, and we're seeing it's easier to 308 00:19:00,200 --> 00:19:03,100 grow, overall, it looks like, 309 00:19:04,245 --> 00:19:08,025 people aren't as engaged on YouTube as they were in previous years. 310 00:19:08,325 --> 00:19:11,285 My theory behind this is, 311 00:19:12,005 --> 00:19:15,605 YouTube TV. So a lot of people are watching 312 00:19:15,605 --> 00:19:19,080 YouTube now on bigger screens. And I 313 00:19:19,080 --> 00:19:22,540 think, my theory again, is that the the community 314 00:19:22,680 --> 00:19:26,280 element of YouTube is actually not as big as it used to 315 00:19:26,280 --> 00:19:29,880 be. Like, commenting and liking on YouTube videos used to be a bigger 316 00:19:29,880 --> 00:19:33,320 deal than it is now. A lot of people like to just 317 00:19:33,320 --> 00:19:36,915 watch. They like to just consume the video. And so I don't necessarily 318 00:19:37,054 --> 00:19:39,934 see that as a bad thing of engagement rate going down, but I did wanna 319 00:19:39,934 --> 00:19:43,535 note that YouTube is on the bottom of this list. Like, engagement rates, 320 00:19:43,535 --> 00:19:47,155 so the number of engagements you get per view, has decreased 321 00:19:47,375 --> 00:19:51,040 year over year. Alright. Now let's talk about conversions. People click 322 00:19:51,040 --> 00:19:54,480 in, people take an action, because it's not always just about 323 00:19:54,480 --> 00:19:57,700 visibility. We want people to take the next step. 324 00:19:58,320 --> 00:20:01,795 Now when we look at clicks, clicks per post 325 00:20:01,935 --> 00:20:05,235 specifically, LinkedIn, if you have an account 326 00:20:05,935 --> 00:20:09,315 less than 2,000 followers, LinkedIn, you're getting, 327 00:20:09,855 --> 00:20:13,620 23 clicks per post on average. And if you 328 00:20:13,620 --> 00:20:16,740 have 2,000 to 50,000 followers, you're getting a 329 00:20:16,740 --> 00:20:20,420 56 clicks per post on average. So 330 00:20:20,420 --> 00:20:23,860 LinkedIn is converting the most when it 331 00:20:23,860 --> 00:20:27,554 comes to clicks, followed by Facebook 332 00:20:27,695 --> 00:20:31,375 posts, followed by Pinterest. K? So 333 00:20:31,375 --> 00:20:35,054 I found that quite interesting that when we're thinking 334 00:20:35,054 --> 00:20:38,755 about, you know, attracting our community, YouTube, 335 00:20:38,815 --> 00:20:42,290 Instagram reels, and TikTok posts are dominating 336 00:20:42,670 --> 00:20:46,130 that category. When we think about converting 337 00:20:46,270 --> 00:20:49,630 though, LinkedIn, Facebook posts, and Pinterest is 338 00:20:49,630 --> 00:20:53,470 dominating that category. I will say this though. This is me 339 00:20:53,470 --> 00:20:57,255 adding color to the the facts here of this, study. 340 00:20:58,115 --> 00:21:01,795 I have seen time and time again, platforms like Pinterest drive the most 341 00:21:01,795 --> 00:21:05,155 traffic. Right? When I look at the report surface level, I'm like, oh my gosh. 342 00:21:05,155 --> 00:21:08,535 Look at all this beautiful traffic coming in from Pinterest. However, 343 00:21:09,270 --> 00:21:12,870 when you dig into the the data deeper, the time on the page is 344 00:21:12,870 --> 00:21:16,550 shorter and then actions on, like, after that traffic lands on your 345 00:21:16,550 --> 00:21:20,310 page is almost nonexistent. So you do wanna, like, peel back 346 00:21:20,310 --> 00:21:23,875 the layers of your own data a little bit more and be a little bit 347 00:21:23,875 --> 00:21:27,635 critical about it. So, you know, Pinterest, again, clicks 348 00:21:27,635 --> 00:21:31,475 for posts, you know, you're getting more than other platforms, but how valuable 349 00:21:31,475 --> 00:21:35,075 are those clicks? Are they actually signing up for things on your website? Are they 350 00:21:35,075 --> 00:21:38,610 converting on page? Are they doing something, on 351 00:21:38,610 --> 00:21:41,669 page? Also, Pinterest just tends to be so far, 352 00:21:42,610 --> 00:21:46,370 at the top of people's buying decision. Like, they're so early in the buying 353 00:21:46,370 --> 00:21:50,210 process that it can be challenging to make a decision based on, Pinterest 354 00:21:50,210 --> 00:21:53,715 activity. Not saying don't do it. I'm just saying the data is 355 00:21:53,715 --> 00:21:57,475 harder to track. A few other so as I wrap 356 00:21:57,475 --> 00:22:01,075 up, I wanna share a few other interesting things that they noted in this study. 357 00:22:01,075 --> 00:22:04,900 These aren't, like, interconnected ideas at all, and I'm not gonna share 358 00:22:04,900 --> 00:22:07,220 all of the things that they put kind of in the back half of the 359 00:22:07,220 --> 00:22:11,000 study. I just wanna share the things that I think would be most interesting 360 00:22:11,300 --> 00:22:15,140 to you, dear listener. Okay. Pinterest is 361 00:22:15,140 --> 00:22:18,865 an interesting platform because Pinterest actually seems to be having a little bit of a 362 00:22:18,865 --> 00:22:22,645 resurgence. I think I've shared this, on here before, but 363 00:22:23,025 --> 00:22:26,865 my sister actually watches her videos on Pinterest. Like, she'll send me 364 00:22:26,865 --> 00:22:30,485 Pinterest videos. I'm like, I saw this on TikTok, like, two months ago, but okay. 365 00:22:30,785 --> 00:22:34,620 It's cute. So, there's a dedicated community over there. 366 00:22:34,680 --> 00:22:38,140 Over 500,000,000 monthly active users on Pinterest. 367 00:22:38,520 --> 00:22:42,220 42% are Gen z. K. So largest 368 00:22:42,520 --> 00:22:46,280 segment of that platform is Gen z. Keep in 369 00:22:46,280 --> 00:22:49,585 mind though, it just tends to be so early in the buying 370 00:22:49,965 --> 00:22:53,804 process. Okay. I mentioned Twitch earlier and how 371 00:22:53,804 --> 00:22:57,644 their subscriptions are down by 88%, but most interestingly is that 372 00:22:57,644 --> 00:23:01,080 there are more accounts on Twitch. So people are 373 00:23:01,080 --> 00:23:04,860 still signing up for Twitch accounts. They are still, 374 00:23:05,960 --> 00:23:09,560 watching. They're just not subscribing. And this goes again into my 375 00:23:09,560 --> 00:23:13,320 prediction of in my predictions episode that I recorded, what, 376 00:23:13,320 --> 00:23:17,145 like, four months, five months ago now, is that subscribers and follower 377 00:23:17,145 --> 00:23:20,825 numbers aren't going to be as important in this next evolution of social 378 00:23:20,825 --> 00:23:24,505 media. People don't necessarily need to follow or subscribe to see your 379 00:23:24,505 --> 00:23:28,105 content because the algorithm's just gonna serve it up to them anyway. So I think 380 00:23:28,105 --> 00:23:30,580 that's an interesting thing to note, 381 00:23:31,840 --> 00:23:35,600 for Twitch specifically. Also noted 382 00:23:35,600 --> 00:23:39,440 for Twitch, there's not as much content going out, as well. 383 00:23:39,440 --> 00:23:43,285 So people aren't posting as frequently as they used to, which 384 00:23:43,285 --> 00:23:46,425 I thought that was interesting. A couple significant 385 00:23:46,725 --> 00:23:49,865 Twitch livestreamers have also just switched over to YouTube. 386 00:23:50,645 --> 00:23:54,325 So again, it feels like the writing is on the wall for YouTube. This 387 00:23:54,325 --> 00:23:57,920 feels like my sign, y'all. If my next episode is like my brand new 388 00:23:57,920 --> 00:24:01,140 YouTube strategy, you know what happened. I looked at the data and was like, 389 00:24:01,360 --> 00:24:05,200 let's let's dive on in. Alright. LinkedIn. 390 00:24:05,200 --> 00:24:08,845 LinkedIn data is just up across the board. Clicks up 391 00:24:08,845 --> 00:24:12,365 by a 22%. Interactions, like I said earlier, up by 392 00:24:12,365 --> 00:24:16,145 99%. Engagement up by 51%. 393 00:24:16,445 --> 00:24:19,965 Average impressions up by 33. They're just having a winning 394 00:24:19,965 --> 00:24:23,540 year. So if LinkedIn is on your dream board, 395 00:24:24,080 --> 00:24:27,380 go for it. They also passed 1,500,000,000 profiles 396 00:24:28,080 --> 00:24:31,760 with about 310 of, million of them being 397 00:24:31,760 --> 00:24:34,575 active at least once a month. K? 398 00:24:36,095 --> 00:24:39,294 Interestingly, though, posting frequency has gone down about 399 00:24:39,294 --> 00:24:43,054 25%, year over year. So posting 400 00:24:43,054 --> 00:24:46,815 less and getting more traction, you y'all know. I'm on board. I'm 401 00:24:46,815 --> 00:24:50,630 on board. O x x, formerly known 402 00:24:50,630 --> 00:24:54,470 as Twitter. They're trying really hard to have 403 00:24:54,470 --> 00:24:57,830 a comeback, and they're seeing some success. Impressions up by 404 00:24:57,830 --> 00:25:01,350 50%, clicks up by 30%, but engagement's down by 405 00:25:01,350 --> 00:25:05,095 30%. Okay? So not as much engagement, but they are seeing more clicks 406 00:25:05,095 --> 00:25:08,615 and more impressions. I think there's a lot of feelings about that 407 00:25:08,615 --> 00:25:11,275 platform. I know I for sure have one. 408 00:25:12,055 --> 00:25:15,575 Instagram. Oh, I love I have such a love hate relationship with 409 00:25:15,575 --> 00:25:18,860 Instagram right now. But if you feel like 410 00:25:19,320 --> 00:25:22,920 your reach is all messed 411 00:25:22,920 --> 00:25:26,680 up, you're not alone. So Instagram has made 412 00:25:26,680 --> 00:25:30,460 this switch, and, actually, the data is showing that they may have made their algorithmic 413 00:25:30,520 --> 00:25:34,275 switch earlier because post regular post, reach is up 414 00:25:34,275 --> 00:25:37,955 by 21%, but Reels reach is 415 00:25:37,955 --> 00:25:41,555 down by 20%. So, actually, that to me looks like an 416 00:25:41,715 --> 00:25:45,395 like, if I if I were to, like, sneak peek on their algorithm, code, I'd 417 00:25:45,395 --> 00:25:48,980 be like, I see it there, if I could read code. Anyways, 418 00:25:50,720 --> 00:25:54,240 it'll be interesting to see how that changes over the next year. I think they're 419 00:25:54,240 --> 00:25:57,920 just trying to balance out their algorithm a little bit, and it makes sense for 420 00:25:57,920 --> 00:26:01,140 them to have a more balanced approach with post versus reels. 421 00:26:02,475 --> 00:26:05,915 I really wish they would just combine everything already because it's 422 00:26:05,915 --> 00:26:09,675 annoying to have all these different types of, places to post, but here 423 00:26:09,675 --> 00:26:13,195 we are. Also, if you feel like your engagement is 424 00:26:13,195 --> 00:26:16,410 down, the data is showing engagement 425 00:26:16,550 --> 00:26:20,170 is kinda down as far as comments and likes go. 426 00:26:20,390 --> 00:26:24,070 But when we look at other, types of engagement, shares 427 00:26:24,070 --> 00:26:27,290 and saves are, by 6%. So 428 00:26:28,465 --> 00:26:32,304 take that for what you will. And this report is broken 429 00:26:32,304 --> 00:26:35,924 down by post versus reels again. So I'm trying to, like, just glance and summarize 430 00:26:35,985 --> 00:26:38,965 for you, but read the full report. 431 00:26:39,664 --> 00:26:43,424 They note here that if you were to decide between a post or a 432 00:26:43,424 --> 00:26:46,540 reel, Reels are still offering better results. 433 00:26:47,080 --> 00:26:50,920 When compared to posts, Reels still get 52% more views 434 00:26:50,920 --> 00:26:54,760 and 34% more interactions on average. K? 435 00:26:54,760 --> 00:26:58,585 I mean, use your own data, but Reels are still getting more 436 00:26:58,585 --> 00:27:01,945 views and more interactions when compared to posts. Again, I think that will change over 437 00:27:01,945 --> 00:27:05,465 the year, but it'll be interesting to see. Stories, it it just 438 00:27:05,465 --> 00:27:08,985 continues to drop. Impressions are down by 7%, reach is down by 439 00:27:08,985 --> 00:27:12,745 7%, and posting frequency people are posting less frequency down by 440 00:27:12,745 --> 00:27:16,400 33%. Alright. Let's take a look at Facebook. 441 00:27:16,940 --> 00:27:19,820 Just downward trends all around, but, 442 00:27:20,940 --> 00:27:24,700 they're still, like, they're they have so much impact on 443 00:27:24,700 --> 00:27:28,045 everything with the most user 3,000,000,000. So, you know, 444 00:27:28,205 --> 00:27:32,045 Reels, reach is up by 13%, but everything else is 445 00:27:32,045 --> 00:27:35,425 down, post reach, post frequency, real frequency. 446 00:27:37,245 --> 00:27:41,005 Even though the there is a decline, they still have so 447 00:27:41,005 --> 00:27:44,450 many users. And what I will say is this data, 448 00:27:44,830 --> 00:27:48,130 this report doesn't take groups into account. And, 449 00:27:48,990 --> 00:27:52,750 the way my algorithm is, my whole Facebook feed is groups. That's just where I 450 00:27:52,750 --> 00:27:56,450 spend my time, so it kinda makes sense. I rarely see pages. 451 00:27:56,765 --> 00:28:00,605 I see some posts from people I follow personally, but most of my stuff 452 00:28:00,605 --> 00:28:04,205 is groups. Okay. TikTok. I know 453 00:28:04,205 --> 00:28:07,885 people are like, oh, TikTok is dying, but honestly, reach is up by 70%, 454 00:28:07,885 --> 00:28:11,670 watch time up by 71%. Engagement is down, though, by 17%. 455 00:28:11,670 --> 00:28:15,510 So if you feel like your engagement is down, it's not you, boo. Everyone 456 00:28:15,510 --> 00:28:19,030 is kind of experiencing the same thing when we look at 2023 versus 457 00:28:19,030 --> 00:28:22,870 2024. We're curious. We're curious over here to 458 00:28:22,870 --> 00:28:26,635 see what this ban will do. I left me some TikTok, and I 459 00:28:26,635 --> 00:28:30,395 don't want it to disappear. So we'll we'll see 460 00:28:30,395 --> 00:28:34,075 what happens. But, you know, they're still one of the the big guns in 461 00:28:34,075 --> 00:28:37,195 this, world of social media platforms with over 462 00:28:37,195 --> 00:28:39,615 1,000,000,000 monthly active users. 463 00:28:40,890 --> 00:28:44,270 When compared to Instagram, TikTok impressions 464 00:28:44,890 --> 00:28:47,710 are, increased by 465 00:28:47,850 --> 00:28:51,450 84%. So that means if you post the same 466 00:28:51,450 --> 00:28:54,670 video on TikTok and Instagram, all things remaining equal, 467 00:28:55,405 --> 00:28:59,085 more people are gonna see your TikTok video versus your Instagram reel. 468 00:28:59,085 --> 00:29:02,605 K? So, I mean, still post to both places, but keep in mind, you may 469 00:29:02,605 --> 00:29:06,045 see more traction on TikTok. I will say with my data, very 470 00:29:06,045 --> 00:29:09,770 anecdotally, YouTube Shorts still continues to be the the biggest contender 471 00:29:09,770 --> 00:29:12,810 here. And there's this is my writing on the wall again. I should really focus 472 00:29:12,810 --> 00:29:16,570 in on YouTube. But YouTube is just up across the board. Speaking of, that's 473 00:29:16,570 --> 00:29:20,190 what's next on here. Views up by 8%, but dislikes, 474 00:29:20,330 --> 00:29:24,135 oddly, up by 11%. Engagement is down though by 475 00:29:24,135 --> 00:29:27,815 13% on that platform. Still a lot of 476 00:29:27,815 --> 00:29:30,875 people, 2,700,000,000 monthly active users. 477 00:29:32,615 --> 00:29:36,390 But being that it is a video platform, people engage with 478 00:29:36,390 --> 00:29:40,070 platform a little bit differently than they would their Facebook or their, 479 00:29:40,070 --> 00:29:43,830 you know, threads or their Instagram. But according 480 00:29:43,830 --> 00:29:47,530 to Meta's data, users watch 200, 481 00:29:48,710 --> 00:29:52,505 billion reels per day. And right now, YouTube 482 00:29:52,505 --> 00:29:56,025 Shorts is growing. It's up to 30,000,000,000 daily 483 00:29:56,025 --> 00:29:59,865 plays. K? So 30,000,000,000 oh, sorry. 484 00:29:59,865 --> 00:30:02,665 30,000,000,000, that was 2021. It's 90,000,000,000 in 485 00:30:02,665 --> 00:30:06,280 2024. So Instagram Reels still getting more 486 00:30:06,280 --> 00:30:09,640 daily views, but YouTube is, it's increasing for 487 00:30:09,640 --> 00:30:13,480 Shorts. I still think people see YouTube as the long form 488 00:30:13,480 --> 00:30:16,919 content platform. And even when you go to, you know, 489 00:30:16,919 --> 00:30:20,695 YouTube home screen, it's still promoting mostly the long form 490 00:30:20,695 --> 00:30:24,295 video. So that kinda makes sense. But, again, I I see Shorts kind of having 491 00:30:24,295 --> 00:30:27,975 their their day in the sun coming up very soon. I know my 492 00:30:27,975 --> 00:30:31,350 husband watches videos on YouTube Shorts. And, again, he'll send them to me, and I'm 493 00:30:31,350 --> 00:30:35,130 like, I saw this on TikTok two weeks ago, but good for you, YouTube Shorts. 494 00:30:35,990 --> 00:30:39,750 Okay. That was a lot of data. As we wrap up, I 495 00:30:39,750 --> 00:30:43,290 do wanna share some of their best practices at MetraCool 496 00:30:43,795 --> 00:30:47,475 because I feel like they really do have a a really good insight on a 497 00:30:47,475 --> 00:30:51,155 lot of the industry trends with this data, and a lot of their things I 498 00:30:51,155 --> 00:30:54,775 agree with. So first, they say niche all the way down. 499 00:30:55,315 --> 00:30:59,100 It looks like the accounts that stand out the most have a very 500 00:30:59,100 --> 00:31:02,799 specific niche, a very specific, either style 501 00:31:03,260 --> 00:31:06,940 or trend or group of people that they go after. So in 502 00:31:06,940 --> 00:31:10,635 this report, for example, they're sharing a a gardening 503 00:31:10,635 --> 00:31:14,235 account with 2,600,000 followers on TikTok, and it's all 504 00:31:14,235 --> 00:31:17,914 about gardening. Okay? That's a niche. They have another one that's a crochet and 505 00:31:17,914 --> 00:31:21,674 knitting account, all about that specific niche. K? So when you think 506 00:31:21,674 --> 00:31:25,130 about the accounts that are standing out, they're niche. They 507 00:31:25,130 --> 00:31:28,730 also create high value content. K. 508 00:31:28,730 --> 00:31:31,710 High value content. People wanna see 509 00:31:32,170 --> 00:31:35,705 examples, tips and tricks. Give 510 00:31:35,705 --> 00:31:39,145 us the whole thing in the actual video. And I've been talking about this a 511 00:31:39,145 --> 00:31:42,825 lot because I think as business owners, sometimes we like to tease and 512 00:31:42,825 --> 00:31:46,665 tantalize because we want people to buy our thing, which is great and 513 00:31:46,665 --> 00:31:50,045 all, and there's a time and a place for that. But when we think about 514 00:31:50,419 --> 00:31:54,179 us as humans, how frustrating is it to watch a video where 515 00:31:54,179 --> 00:31:57,700 they're like, okay. We're gonna share three tips on how to do this. 516 00:31:57,700 --> 00:32:01,220 Here's one. But for the other two, you have to go to our 517 00:32:01,220 --> 00:32:05,059 website. Like, okay. I'm scrolling. Right? So we don't wanna do that. 518 00:32:05,059 --> 00:32:08,875 We want our our content to be a complete thought when it comes 519 00:32:08,875 --> 00:32:11,774 to its presentation in social media and in your marketing. 520 00:32:12,554 --> 00:32:16,394 Humor, still going all the way up. Humor 521 00:32:16,394 --> 00:32:20,200 is, especially for short form video, seems to 522 00:32:20,200 --> 00:32:23,100 be the way to go. Even more serious 523 00:32:23,960 --> 00:32:27,400 I'm putting that in air quotes, serious accounts like car 524 00:32:27,400 --> 00:32:30,940 salesmans, auto shop repair people. Like, we're seeing 525 00:32:31,480 --> 00:32:35,215 that when they add the humor to their posts, we love it. We we 526 00:32:35,215 --> 00:32:38,655 we share it. We like it. And so that is still doing very 527 00:32:38,655 --> 00:32:42,174 well. And then if you find a formula that 528 00:32:42,174 --> 00:32:45,794 works, keep doing the formula. I keep seeing people do this. 529 00:32:45,855 --> 00:32:49,420 I personally have a really hard time with this. Like, I'm not 530 00:32:49,580 --> 00:32:52,860 I don't I don't like to be super repetitive. But when you see a formula 531 00:32:52,860 --> 00:32:56,560 that works so for example, I'm thinking of 532 00:32:56,860 --> 00:33:00,620 the TikTok food critic, Keith Lee. Oh my god. I just told like, 533 00:33:00,620 --> 00:33:04,105 my mind totally blanked on his name. Anyways, when I think about 534 00:33:04,105 --> 00:33:07,785 Keith Lee and, like, his style of 535 00:33:07,785 --> 00:33:11,625 video, he landed on something that just works. And so 536 00:33:11,625 --> 00:33:15,085 he does that repetitively, like, the framing, 537 00:33:15,705 --> 00:33:19,550 the way that he edits. Yes, he goes to different locations 538 00:33:19,550 --> 00:33:23,310 to critique his food, but, like, as someone watching his videos, I know 539 00:33:23,310 --> 00:33:26,910 what to expect and I look forward to his style of videos, and it 540 00:33:26,910 --> 00:33:30,350 really stands out to me. And I because of that, I'm more willing to watch 541 00:33:30,350 --> 00:33:34,044 beginning to end. And the algorithm loves video completion, 542 00:33:34,044 --> 00:33:37,885 so we want that beautiful video completion rate to be top 543 00:33:37,885 --> 00:33:41,645 of mind. But that's what works when it comes 544 00:33:41,645 --> 00:33:45,405 to creating content online is having a formula that people kind of come 545 00:33:45,405 --> 00:33:49,130 to expect, and then they watch it time and time again. Let's 546 00:33:49,130 --> 00:33:51,870 see. I think they have two more things that I wanna talk about in here. 547 00:33:52,410 --> 00:33:56,250 One is my tried and true advice of, like, reposting to various 548 00:33:56,250 --> 00:33:59,770 accounts. They looked at this account called, Pizz of 549 00:33:59,770 --> 00:34:03,525 Art. Anyways, it's a pizza account. Pizza of 550 00:34:03,525 --> 00:34:06,345 Art, I guess. It's just p I z z. Anyways, 551 00:34:07,125 --> 00:34:10,885 they looked at a video posted on Instagram, got 1,800,000 552 00:34:10,885 --> 00:34:14,264 views. The same video on TikTok, 1,100,000 views. 553 00:34:14,710 --> 00:34:18,310 K. So we're looking at Instagram versus TikTok. The exact same 554 00:34:18,310 --> 00:34:21,929 video is still getting millions and millions of views across both 555 00:34:22,230 --> 00:34:25,290 channels. So repost, repost, and, 556 00:34:25,750 --> 00:34:29,545 yeah, repost again. All right, friends. That 557 00:34:29,545 --> 00:34:33,385 is the deep dive into the MetraCool twenty twenty five social 558 00:34:33,385 --> 00:34:37,225 media study. I love the data. I hope you did too. If 559 00:34:37,225 --> 00:34:40,185 you did, send me a DM on Instagram. I also love a good voice note 560 00:34:40,185 --> 00:34:43,920 DM and say, oh my gosh, that data was smexy. And although you came in 561 00:34:43,920 --> 00:34:47,600 here from the podcast. Coming up next on the 562 00:34:47,600 --> 00:34:51,360 show, you know, I release these episodes every Tuesday, y'all, and 563 00:34:51,360 --> 00:34:55,040 it's just a lot of fun. And I hope you'll continue to 564 00:34:55,040 --> 00:34:58,825 join me. So next Tuesday, I have Trang Nova to come on. She's 565 00:34:58,825 --> 00:35:02,424 gonna talk about speaking and presence. And especially for 566 00:35:02,424 --> 00:35:06,184 someone like me who's, like, very introverted and, like, put me in 567 00:35:06,184 --> 00:35:09,224 front of real people and, like, I don't know what to do with my hands 568 00:35:09,224 --> 00:35:12,940 and my pits are sweating. You'll wanna come to this session. She 569 00:35:12,940 --> 00:35:16,620 even talks about, how to translate that into online content 570 00:35:16,620 --> 00:35:20,000 as well. So that will be next Tuesday's episode. 571 00:35:20,620 --> 00:35:24,080 Also, if you're not in the Mindful Marketing Lab, 572 00:35:24,705 --> 00:35:28,465 come on in and join us. We have stuff happening all 573 00:35:28,465 --> 00:35:32,305 the dang time. Like, for instance, next week, we're having Meg Casebolt come 574 00:35:32,305 --> 00:35:35,825 in and do an SEO keyword research session for 575 00:35:35,825 --> 00:35:39,660 us, which, again, if YouTube is your thing, you'll wanna come to 576 00:35:39,660 --> 00:35:43,260 Meg's session. She just did, an audit for me, and my top 577 00:35:43,260 --> 00:35:47,100 YouTube video has 55,000 views. Like, okay. This is 578 00:35:47,100 --> 00:35:50,555 my sign. Y'all are experiencing here on the podcast for the first time. This is 579 00:35:50,555 --> 00:35:53,835 my sign to get all the way serious about YouTube. Anyways, she did an audit, 580 00:35:53,835 --> 00:35:57,115 and she did keyword research for me. So I have all these lists of keywords 581 00:35:57,115 --> 00:36:00,954 that I can do to create my YouTube videos. And so, it's been 582 00:36:00,954 --> 00:36:03,660 so helpful. I just sit down and record them, and so that's what I need 583 00:36:03,660 --> 00:36:07,040 to do next. So if you want that magic of Meg's brain, 584 00:36:07,500 --> 00:36:10,940 come to the session. It's only for lab members. Go to 585 00:36:10,940 --> 00:36:14,700 onlinedrea.com/lab and come on in and join us and get all the perks of 586 00:36:14,700 --> 00:36:18,484 unlimited strategy support courses and, workbooks and training 587 00:36:18,484 --> 00:36:21,765 materials and custom GPTs and all of it. All of it. I'll see you in 588 00:36:21,765 --> 00:36:24,645 the lab. I'll see you on the podcast next week. That's all for today. Bye 589 00:36:24,645 --> 00:36:25,305 for now.