The success of Colin and Samir's most viewed video is rooted in a deep understanding of platform-specific dynamics, a focus on engagement through conversation, and leveraging cross-platform insights for content optimization.
This strategy can be a valuable guide for you if you are looking to enhance their content strategy across various social media platforms.
Our Instagram Reel about the new Ray-Ban Meta glasses was shared 1,082,464 times and became our most viewed video ever with 59.2M views.
We increased our focus on Instagram this year, specifically with Reels. The built-in messaging aspect of Instagram makes the platform inherently more conversational and our videos more shareable. The IG DM allows for videos to operate as units of conversation, which is very different from Shorts / TikToks. Even when we had a big episode on YouTube, we’d look to Instagram (and TikTok) to see what people were saying about it.
Let's break it down to highlight key elements of your content strategy, which can be shared as advice:
1. Platform-Specific Focus
Strategy: Concentrating efforts on Instagram Reels.
Why It Works: Instagram's format is inherently more conversational than other platforms like YouTube Shorts or TikTok. The ease of sharing and the direct messaging feature on Instagram enhances the shareability and engagement of your content.
2. Utilizing Built-In Features for Engagement
Strategy: Leveraging Instagram's direct messaging (DM) feature.
Why It Works: The DM feature turns videos into conversational units, making them more personal and engaging. This approach differs from other platforms where content is typically consumed more passively.
3. Cross-Platform Analysis for Audience Insights
Strategy: Using Instagram and TikTok to gauge audience reactions to YouTube content.
Why It Works: This allows for a more holistic understanding of audience preferences and perceptions, which can inform content creation across all platforms.
4. Content as Conversation
Strategy: Creating content that serves as a starting point for conversations.
Why It Works: This approach fosters community engagement and encourages sharing, as people are more likely to share content that they find conversation-worthy.
5. Understanding Platform Dynamics
Strategy: Recognizing and utilizing the unique dynamics of each platform.
Why It Works: Different platforms cater to different audience behaviors and preferences. Tailoring content to fit the platform ensures higher engagement and relevance.
Be open to experiment with creative and understand the algorithms and how they are designed to enhance user engagement by showing content that is likely to interest each individual user, leading to a personalized experience.
Does your content provide value to the user base of the platform you use?
And does it serve a specific audience within that user base?