logged
1,600 likes but zero subscribers
This week I posted something on Threads that pulled in over 1,600 likes.
It also brought in a small handful of new followers.
But no new subscribers.
No new community members.
And no new front end sales of my brand new low ticket digital products. Not that I really care about any of that all that much, but it brings an important distinction about the role that different types of content play in growing your business online.
It’s actually one of my favorite posts of the year, despite it’s lack of direct attribution to sales.
Pushing against the whole “my life is boring” trend where people write about how their lives are actually pretty nice, but calling it boring. I just said, “Stop being boring”, and listed the boring/not boring stuff I do to make life more beautiful.
Do yoga, workout, get great sleep, etc…
It brought tons of attention, and as far as I can tell, all from people I want to be closer to and spend more time around. These people are definitely riding my wavelength. But not a single signed up for my email list?
How could this be?
Well, it brings me to this very important distinction that I already mentioned once earlier in this email.
And that is…
Not all high-performing content is created equal.
You see, the Threads algorithm is good at figuring out who engages with what types of content and showing it to more of those people (duh…) and so this post got shown to folks who like yoga, lifting, and sleep.
Not necessarily people who want to improve their marketing skills.
There’s definitely some crossover there, but in this specific instance of the post, it got shown almost exclusively to people not interested in marketing. And sometimes that happens. There’s always and element of randomness. But there’s also something very important to learn from all this.
The lifestyle content is always worth posting.
It makes you human. But if you exclusively focus on likes, views, and even follows, but you’re not tracking where subscribers actually come from, you might be growing your audience in the wrong direction.
All to say, you have to know what game you’re playing when you post.
After a good hard look at how my content performed, what led to subscribers and community growth, and what didn’t. I dove deeper into this and 4 or lessons I learned while analyzing half a million views and more than 8,000 likes over the past 30 days.
And I put it all together in a short video for you inside The Nature of Marketing community, which is available right now for free to everyone by clicking the link below.
See you inside:
Best,
Kevin Hood