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 So here's something that has been driving

2
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 me bananas and I have been producing

3
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 content for Instagram specifically for a

4
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 long time and we

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 haven't seen that much growth.

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 In fact, we see marginal growth on

7
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 Instagram and I'm like,

8
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 I gotta crack this nut.

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 Like, we need to be growing this platform

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 because we do so much on this platform

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 with the tiny audience that we have.

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 What would be possible if we grew this

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 audience and reached its full potential?

14
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 So, our content was all over the place.

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 Some posts would hit, most wouldn't, and

16
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 then I'd have no idea why.

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 And we were just creating blind.

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 And we'd have an idea and we'd create it,

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 but we would check the analytics after

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 posting, but we weren't really studying

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00:00:47,458 --> 00:00:49,291
 what was already working in our space.

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 And then I discovered a little tool that

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 I'm gonna share with you in this episode.

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 And it's a tool that pulls the top

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 performing posts from

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 any account or topic.

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 And I literally just spent like an hour

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 looking at the 50 highest performing

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 posts in our particular market.

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 And oh my goodness, the

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 patterns started to jump out.

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 Specifically, things like text first

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 posts with simple graphics, way

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 outperformed fancy videos.

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 I was looking at posts that were starting

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 with certain types of hooks, or I would

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 look at celebrity name drop posts that

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 were getting three times the reach.

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 So then we created a simple playbook from

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 what we found and we started testing

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 different variations.

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 And literally, within weeks,

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 right away, we started to get more and

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 more reach from every

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 post that we were publishing.

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 Now, here's what's beautiful.

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 This isn't about being creative per se,

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 it's about being observant.

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 So here's the bottom line.

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 You really need three things.

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 You need a monthly research habit, a

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 weekly testing rhythm, and

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 a 15-minute review process.

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 So let me break it all down.

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 Point number one is

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 your monthly research.

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 So I wanna encourage you to spend one

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 hour per month studying what's working.

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 Now, I mentioned that I discovered a tool

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 that has been a huge helping hand in

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 this, and it is a Chrome

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 extension called Sort Feed.

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 I'll make sure to include the links and

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 all the information in the

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 show notes for this episode.

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 But bottom line is this Chrome extension

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 is something that makes it so stinkin'

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 easy to see what's working for people.

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 So basically, once you've got this

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 installed, you can open up any Instagram

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 feed and then you can sort the posts

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 based on views, based on comments, based

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 on a ton of different options.

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 And right away, you can

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 start to see patterns.

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 I could immediately see what was working

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 from a format

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 perspective, like text versus video.

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 I could see what was

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 working from a hook perspective.

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 I could see different topic patterns.

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 I could see all kinds of things.

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 Now, the key is when you see these

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 patterns, don't just flat out copy them,

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 because you don't wanna copy.

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 You wanna find what game is being played

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 so that you can play it better.

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 Now, research shows, according to

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 BuzzSumo's content analysis, the top 1%

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 of content share

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 common structural patterns.

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 They're not random successes.

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 So you and I, our whole goal is to

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 identify what are those common patterns

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 and then ask ourselves the questions, how

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 could we apply those

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 patterns to our content?

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 And that's really the secret sauce.

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 You wanna use a tool like Sort Feed to

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 identify the patterns.

101
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 See, most of us, we just scroll through

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 Instagram and we randomly see content.

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 But with Sort Feed, you can immediately

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 identify a winning format.

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 I was doing this for a client of mine

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 that hired me for a VIP day.

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 And one of the things that I did was

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 analyze her competitors and immediately,

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 immediately, we found a format that was a

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 home run win for one of her competitors.

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 And it was glaringly obvious, because out

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 of the top 20 posts, 18 of them used this

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 specific format and pattern.

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 Now, this is gonna be different for you

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 and for every market that you're in.

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 But my point is, is that

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 you gotta do the research.

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 And using a tool like Sort Feed is a way

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 to immediately see what

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 is working and what is not.

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 Now, Sort Feed is a

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 paid Chrome extension.

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 I think it's now on a monthly basis,

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 bottom line, it's a tool that I use all

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 the time and highly recommend it.

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 But the bottom line is you and I are

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 trying to find patterns.

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 That's what we've gotta identify.

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 So whether you're using a tool like Sort

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 Feed, or whether you're using now right

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 within Instagram itself,

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 you can go to the Reels tab.

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 And if you have the latest version of

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 Instagram, you'll see a little dropdown

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 menu and you can actually sort their feed

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 right there on Instagram by views.

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 So that's a start, right?

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 So there's a whole bunch

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 of different ways to do it.

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 There are other tools.

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 I like Sort Feed, but bottom line is that

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 you want to use this to

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 be able to find patterns.

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 So number one is you

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 gotta do the monthly research.

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 Number two then is

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 you want weekly testing.

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 So I want you to set up like a 15 to 20

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 minute meeting where it's the same time,

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 same day, every week.

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 And what you want to discuss in that

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 meeting is what did we test last week,

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 what happened, and what are

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 we going to test next week?

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 So you always want to be in this frame of

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 mind where you're gonna

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 be testing different ideas.

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 And so you want to micro

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 test different examples.

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 Like maybe you want to run a test with a

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 text first post versus a video first

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 post, where it's the same message, but

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 you're just delivering

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 it in a different format.

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 Or maybe you want to test

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 different time-based hooks.

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 Like this morning, I realized versus a

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 location hook, like at the coffee shop.

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 Like I remember back in episode 217 that

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 we recorded with Sam Demma, he was the

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 creator who grew his social following to

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 millions in literally six months.

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 And one of the things that he identified

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 was that when he used a specific

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 time-based hook that we are talking about

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 here, like when he mentions a specific

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 location, like when I was in San Antonio

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 or when I was on a dock in Muskoka's,

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 like specific locations or time, they

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 increased the number of views.

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 So guess what he started doing?

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 He started doing more of

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 those types of hooks, right?

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 So you want to micro

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 test different examples.

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 One of the tests that we started doing

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 was we would incorporate marketing

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00:07:44,250 --> 00:07:47,541
 lessons from big well-known celebrities.

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 And if you look at my most popular posts,

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 some of them, some of my top most popular

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 posts are posts where I'm mentioning

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 people like Taylor Swift as an example,

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 or Ryan Reynolds as an example.

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 And so what we've discovered is that

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 there's a format there

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 that's working for our audience.

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 Again, I don't know if it's gonna work

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00:08:07,875 --> 00:08:09,083
 for you and your audience, this is

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 something you wanna test.

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 But once you start finding those common

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 patterns, you wanna try then to test

202
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 different variations and test different

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 examples around that working format.

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00:08:21,166 --> 00:08:22,750
 So another good example would be like

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 testing with a carousel with five slides

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 versus eight slides or different format

207
00:08:27,791 --> 00:08:29,083
 or whatever it might be, right?

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00:08:29,083 --> 00:08:30,250
 So you're always testing

209
00:08:30,250 --> 00:08:31,958
 something, but the rule is simple.

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00:08:32,250 --> 00:08:34,458
 You wanna test one thing at a time.

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 So if you change everything, it's gonna

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 be really hard to identify what is the

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 one thing that is working.

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 But if you're constantly testing every

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 single week just one thing, you're gonna

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 be able to identify the few things that

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00:08:45,750 --> 00:08:47,125
 really make a difference.

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00:08:47,583 --> 00:08:48,083
 Does that make sense?

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00:08:48,625 --> 00:08:50,708
 Okay, so you in this scenario is you're

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 building a database of

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 what's working for your audience.

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 But the only way to discover that is you

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00:08:56,541 --> 00:08:58,625
 gotta try different things, different

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 formats, different delivery styles,

225
00:09:01,375 --> 00:09:03,000
 different structures.

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00:09:03,458 --> 00:09:04,375
 You just wanna be testing

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00:09:04,375 --> 00:09:05,583
 different stuff all the time.

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00:09:06,125 --> 00:09:08,500
 And this by the way, kind of speaks to

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 the point of why producing regular

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 content is so important.

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 This is why we publish three posts a day.

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 We usually do two reels and a carousel.

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 And a big reason for that is we are

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 constantly testing different ideas.

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 So a lot of times people say, oh my gosh,

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00:09:23,375 --> 00:09:24,166
 that sounds like a lot of work.

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00:09:24,541 --> 00:09:26,125
 Well, not really because we're trying to

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 discover the things that are right for

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 our audience as fast as possible.

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 I just wanna speed up the process.

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 So the more content I publish, the more

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 learnings I accumulate and

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 therefore the faster we can grow.

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 So bottom line, test one

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00:09:41,625 --> 00:09:43,750
 new thing a week at minimum.

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00:09:44,250 --> 00:09:45,666
 Okay, point number three,

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 the collaboration shortcut.

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00:09:48,541 --> 00:09:51,583
 So collaborations and name drops, like we

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00:09:51,583 --> 00:09:52,333
 mentioned earlier,

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00:09:52,583 --> 00:09:53,916
 aren't just nice to have.

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 They are a shortcut to

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 expanding your reach.

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 HubSpot found that collaborative content

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 gets 47% more reach than

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00:10:03,666 --> 00:10:05,375
 solo content on average.

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 Now there are two really

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00:10:07,333 --> 00:10:08,500
 simple ways to do this.

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 One is just a name drop.

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00:10:10,041 --> 00:10:12,583
 So mention someone respected in your

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00:10:12,583 --> 00:10:14,000
 industry in your post

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00:10:14,375 --> 00:10:15,375
 and they might share it.

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00:10:15,791 --> 00:10:18,291
 And number two is direct collaborations.

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00:10:18,625 --> 00:10:20,416
 This is where you co-create content with

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00:10:20,416 --> 00:10:22,375
 someone who has a different audience.

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00:10:22,791 --> 00:10:24,916
 So let me give you an example of each of

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00:10:24,916 --> 00:10:26,000
 those types of content.

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00:10:26,500 --> 00:10:28,000
 So one of my favorite things to do when I

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 go into a bookstore is to rearrange the

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00:10:30,625 --> 00:10:33,500
 books to give friends of mine who have

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 written books more prominent shelf space.

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00:10:36,500 --> 00:10:37,541
 Am I the only one that does that?

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00:10:37,791 --> 00:10:39,250
 By the way, if you're ever in a bookstore

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 and you see my book, "Predictable

274
00:10:40,750 --> 00:10:44,041
 Prophets," I would love to see you

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00:10:44,041 --> 00:10:46,041
 rearrange the shelf, give that prominent

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00:10:46,041 --> 00:10:47,750
 bookshelf space, and then

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00:10:47,750 --> 00:10:48,916
 take a picture and send it to me.

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 I love that.

279
00:10:49,833 --> 00:10:50,708
 Anyways, that's a

280
00:10:50,708 --> 00:10:51,833
 common practice that I do.

281
00:10:52,041 --> 00:10:54,458
 So in every bookstore that I go into, if

282
00:10:54,458 --> 00:10:58,041
 I see books of friends of mine, I will

283
00:10:58,041 --> 00:10:59,500
 make sure that the book

284
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 has prominent shelf space.

285
00:11:00,916 --> 00:11:02,458
 And then I typically take a picture of it

286
00:11:02,666 --> 00:11:04,541
 and I usually will text it to them.

287
00:11:05,000 --> 00:11:05,875
 But then one day I

288
00:11:05,875 --> 00:11:06,458
 thought, you know what?

289
00:11:06,666 --> 00:11:07,333
 Like, I'm gonna

290
00:11:07,333 --> 00:11:08,875
 create a reel around this.

291
00:11:08,875 --> 00:11:11,875
 So I created a reel and then I tagged all

292
00:11:11,875 --> 00:11:16,083
 of the authors that I rearranged their

293
00:11:16,083 --> 00:11:19,041
 books for in that particular reel and a

294
00:11:19,041 --> 00:11:20,541
 bunch of them shared it.

295
00:11:20,541 --> 00:11:21,500
 So it wasn't a post

296
00:11:21,500 --> 00:11:22,958
 that we collaborated on.

297
00:11:22,958 --> 00:11:24,916
 I've just basically mentioned them

298
00:11:25,041 --> 00:11:27,250
 because I was rearranging their book.

299
00:11:27,625 --> 00:11:30,666
 And they then shared that reel, which

300
00:11:30,666 --> 00:11:32,958
 then expanded the reach, which then

301
00:11:32,958 --> 00:11:35,166
 attracted more followers to my account.

302
00:11:35,458 --> 00:11:36,208
 So that's an example

303
00:11:36,208 --> 00:11:37,541
 of the name dropping.

304
00:11:38,041 --> 00:11:40,041
 Now, the direct collaboration is where

305
00:11:40,041 --> 00:11:41,500
 you actually create a

306
00:11:41,500 --> 00:11:43,333
 reel with another creator.

307
00:11:43,833 --> 00:11:46,666
 So one of my favorite collaborators on

308
00:11:46,666 --> 00:11:49,666
 this is Matt, Matt Diamante.

309
00:11:50,833 --> 00:11:55,041
 And he and I met a couple of years ago,

310
00:11:55,041 --> 00:11:56,541
 we were invited to an

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00:11:56,541 --> 00:11:59,750
 Instagram group for Canadian creators.

312
00:12:00,125 --> 00:12:03,500
 So like Meta hosted this group and the

313
00:12:03,500 --> 00:12:05,166
 whole purpose of the group was to help

314
00:12:05,166 --> 00:12:07,375
 creators be able to expand the reach.

315
00:12:07,375 --> 00:12:08,583
 It was awesome, by the way.

316
00:12:09,291 --> 00:12:11,458
 Really grateful for that group.

317
00:12:11,708 --> 00:12:14,166
 And ultimately it helped me meet some

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00:12:14,166 --> 00:12:15,375
 other amazing creators

319
00:12:15,375 --> 00:12:16,375
 and Matt was one of them.

320
00:12:16,625 --> 00:12:17,500
 And we actually live

321
00:12:17,500 --> 00:12:18,875
 fairly close to each other.

322
00:12:19,250 --> 00:12:21,208
 So we ended up like getting together

323
00:12:21,208 --> 00:12:23,791
 multiple times and we, every time we're

324
00:12:23,791 --> 00:12:25,791
 together, we create various posts.

325
00:12:26,458 --> 00:12:29,333
 Now he has since joined my impact

326
00:12:29,333 --> 00:12:31,083
 mastermind because he launched a

327
00:12:31,083 --> 00:12:33,083
 membership after learning about

328
00:12:33,083 --> 00:12:34,958
 memberships and he's absolutely crushing

329
00:12:34,958 --> 00:12:36,166
 it, which is so fun to see.

330
00:12:36,791 --> 00:12:39,000
 And then I have learned so much from him

331
00:12:39,083 --> 00:12:41,083
 because he has a very dry topic.

332
00:12:41,333 --> 00:12:42,750
 Like his topic is SEO.

333
00:12:43,166 --> 00:12:44,416
 You can't get much drier than that.

334
00:12:44,750 --> 00:12:46,958
 But yet he makes it super interesting and

335
00:12:46,958 --> 00:12:49,416
 he's grown his social following to I

336
00:12:49,416 --> 00:12:51,958
 think it's over like 350,000 plus now.

337
00:12:51,958 --> 00:12:53,375
 Like it's crazy, but he

338
00:12:53,375 --> 00:12:55,458
 does it in a very creative way.

339
00:12:55,791 --> 00:12:57,500
 So I love collaborating with him.

340
00:12:57,500 --> 00:12:59,291
 So whenever we get together, we typically

341
00:12:59,291 --> 00:13:01,458
 are gonna end up producing like three,

342
00:13:01,458 --> 00:13:02,750
 four, five different

343
00:13:02,750 --> 00:13:04,500
 pieces of content together.

344
00:13:04,958 --> 00:13:07,208
 And what's amazing is that when we

345
00:13:07,208 --> 00:13:11,000
 collaborate and we share that, his

346
00:13:11,000 --> 00:13:14,291
 audience gets exposed to me, my audience

347
00:13:14,291 --> 00:13:16,875
 gets exposed to him and we both grow.

348
00:13:17,416 --> 00:13:18,916
 And so I love this

349
00:13:18,916 --> 00:13:21,541
 direct collaboration concept.

350
00:13:21,833 --> 00:13:24,875
 And this isn't new, but it doesn't often

351
00:13:24,875 --> 00:13:27,541
 become a common practice that you're

352
00:13:27,541 --> 00:13:29,041
 seeking on a regular basis.

353
00:13:29,541 --> 00:13:30,916
 So I'll just tell you, like part of my

354
00:13:30,916 --> 00:13:32,416
 strategy this year is to

355
00:13:32,416 --> 00:13:33,625
 do more collaborations.

356
00:13:34,083 --> 00:13:36,458
 So when I'm with people, then I'm being

357
00:13:36,458 --> 00:13:37,708
 intentional about like

358
00:13:37,708 --> 00:13:40,375
 asking to create content together.

359
00:13:40,791 --> 00:13:42,208
 Now I'll just tell you from experience,

360
00:13:42,666 --> 00:13:43,375
 take the initiative.

361
00:13:43,916 --> 00:13:44,916
 You know, one of the things I appreciated

362
00:13:44,916 --> 00:13:45,916
 about Matt was he

363
00:13:45,916 --> 00:13:47,541
 initially took the initiative.

364
00:13:47,833 --> 00:13:49,416
 And so he came up with the

365
00:13:49,416 --> 00:13:51,000
 ideas and had some suggestions.

366
00:13:51,000 --> 00:13:51,875
 We created it.

367
00:13:52,083 --> 00:13:53,583
 And then he created the real.

368
00:13:53,958 --> 00:13:56,041
 And then I just saw the magic in that and

369
00:13:56,041 --> 00:13:58,041
 how easy that was for somebody to say,

370
00:13:58,166 --> 00:14:00,041
 yeah, and to collaborate on a post,

371
00:14:00,041 --> 00:14:02,333
 especially if somebody else is doing the

372
00:14:02,333 --> 00:14:02,958
 majority of the work.

373
00:14:03,250 --> 00:14:04,875
 So for me now, like when I get together

374
00:14:04,875 --> 00:14:05,541
 with other creators,

375
00:14:05,791 --> 00:14:06,750
 I'll take the initiative.

376
00:14:07,083 --> 00:14:09,666
 I'll create the post itself and then

377
00:14:09,666 --> 00:14:11,458
 collaborate with them on it.

378
00:14:11,458 --> 00:14:12,458
 And now that gets

379
00:14:12,458 --> 00:14:14,208
 shared to both of your feeds.

380
00:14:14,666 --> 00:14:17,541
 It is magical what can happen when you

381
00:14:17,541 --> 00:14:19,541
 begin collaborating with others and the

382
00:14:19,541 --> 00:14:21,916
 reach that that then makes possible.

383
00:14:22,500 --> 00:14:23,250
 Cause you're not just

384
00:14:23,250 --> 00:14:24,375
 creating content together.

385
00:14:24,958 --> 00:14:27,166
 You're also creating shareable moments

386
00:14:27,458 --> 00:14:28,000
 and there's something

387
00:14:28,000 --> 00:14:29,000
 to be said for that.

388
00:14:29,291 --> 00:14:31,041
 So I don't encourage you

389
00:14:31,041 --> 00:14:32,541
 to just name drop randomly.

390
00:14:32,916 --> 00:14:34,750
 It has to make sense for your message.

391
00:14:34,750 --> 00:14:36,250
 Otherwise it's just gonna feel forced.

392
00:14:36,666 --> 00:14:39,125
 But whenever you can, I encourage you to

393
00:14:39,125 --> 00:14:42,625
 name drop with other creators and biggie

394
00:14:42,625 --> 00:14:44,583
 size that by looking to

395
00:14:44,583 --> 00:14:46,416
 do direct collaborations.

396
00:14:47,166 --> 00:14:49,166
 So bottom line here in this episode is

397
00:14:49,166 --> 00:14:50,750
 that success leaves clues.

398
00:14:51,333 --> 00:14:54,041
 I use sort feed to pull up all the top

399
00:14:54,041 --> 00:14:56,541
 posts and then I look to create a

400
00:14:56,541 --> 00:14:58,041
 repeatable playbook around that.

401
00:14:58,208 --> 00:15:00,000
 And your playbook is your cheat sheet.

402
00:15:00,416 --> 00:15:01,416
 What formats work?

403
00:15:01,791 --> 00:15:02,708
 What hooks work?

404
00:15:03,083 --> 00:15:04,125
 What topics work?

405
00:15:04,500 --> 00:15:06,583
 You wanna zero in on those so you can do

406
00:15:06,583 --> 00:15:07,708
 more of what works and

407
00:15:07,708 --> 00:15:08,958
 less of what doesn't.

408
00:15:08,958 --> 00:15:10,833
 And then you just update it monthly and

409
00:15:10,833 --> 00:15:12,583
 you're updating it from all the tests

410
00:15:12,583 --> 00:15:14,208
 that you're doing on a weekly basis.

411
00:15:14,791 --> 00:15:16,000
 Think of it like a recipe book.

412
00:15:16,291 --> 00:15:17,000
 You're collecting

413
00:15:17,000 --> 00:15:19,250
 recipes that you know work.

414
00:15:19,625 --> 00:15:20,250
 You're just trying to

415
00:15:20,250 --> 00:15:21,625
 find the right ingredients.

416
00:15:22,250 --> 00:15:23,500
 So here's what I want you to do.

417
00:15:23,875 --> 00:15:25,750
 I want you to block one hour on your

418
00:15:25,750 --> 00:15:27,291
 calendar and go find the

419
00:15:27,291 --> 00:15:28,708
 top 20 posts in your niche.

420
00:15:29,250 --> 00:15:30,666
 And I want you to write down three

421
00:15:30,666 --> 00:15:33,250
 patterns that you notice that you are

422
00:15:33,250 --> 00:15:35,250
 going to start using in your playbook.

423
00:15:35,791 --> 00:15:37,416
 And then next week, I just want you to

424
00:15:37,416 --> 00:15:38,791
 test one thing from that

425
00:15:38,791 --> 00:15:40,583
 playbook and track what happens.

426
00:15:41,083 --> 00:15:41,875
 Did it work for you?

427
00:15:42,125 --> 00:15:43,708
 Did it help you get more reach?

428
00:15:43,916 --> 00:15:44,791
 Did you get more

429
00:15:44,791 --> 00:15:45,833
 engagement, more comments?

430
00:15:46,666 --> 00:15:48,625
 And do this for 30 days and you'll have

431
00:15:48,625 --> 00:15:50,083
 more insight than most

432
00:15:50,083 --> 00:15:51,291
 people get in a year.

433
00:15:52,125 --> 00:15:53,916
 Now, if you found this helpful, I

434
00:15:53,916 --> 00:15:54,958
 encourage you to subscribe.

435
00:15:55,708 --> 00:15:57,916
 Go and hit the subscribe button because

436
00:15:57,916 --> 00:16:00,333
 oh my goodness, we've got a doozy episode

437
00:16:00,333 --> 00:16:02,583
 coming up first thing on Monday.

438
00:16:02,958 --> 00:16:04,958
 It is with somebody that has sold more

439
00:16:04,958 --> 00:16:09,208
 than 4 million copies of their book.

440
00:16:09,250 --> 00:16:09,875
 Can you imagine?

441
00:16:10,416 --> 00:16:11,791
 So what makes a book

442
00:16:11,791 --> 00:16:14,458
 sell 4 million copies?

443
00:16:14,916 --> 00:16:17,083
 Well, we talked about a recipe.

444
00:16:17,083 --> 00:16:20,041
 There is a recipe for doing that as well.

445
00:16:20,500 --> 00:16:22,750
 And on Monday's episode, we break it all

446
00:16:22,750 --> 00:16:25,791
 down with the one and only Jay Papazan,

447
00:16:26,041 --> 00:16:27,875
 author of "The One Thing."

448
00:16:27,875 --> 00:16:29,541
 It's an episode you won't want to miss.

449
00:16:29,958 --> 00:16:32,333
 So go subscribe, make sure you