Most content isn’t bad — it’s just in the wrong place.
Since the introduction of TikTok’s “For You” page, every other social media platform has either implemented or is slowly moving away from profile accolades (follower count and engagement rate) to an interest graph-based algorithm that will display content based on user interests.
This is great for you (no pun intended) because it means your content can play with the big boys, go viral and be seen by millions of new eyeballs, regardless of your profile history.
If you’re using the same post across LinkedIn, Instagram, TikTok and YouTube, you’re missing the nuances that make content convert. Platforms don’t just differ by size. They vary by audience intent, emotional context, and what your content is expected to do.
Here’s what you need to know:
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Branding School is a free, 6-part strategic framework that helps you clarify your brand, attract better clients, and create content that converts.
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Branding creates advocates. Marketing creates leads.
Branding is long-term. Marketing is short-term.
Branding defines your trajectory. Marketing helps your cash flow.
Branding is about getting people to feel something. Marketing is about getting people to do something.
People will share content because of:
Social Currency: The content allows someone to seem informed, intelligent, progressive or anything that could resonate with their identity.
Triggers: What keeps people talking about things after the fact,
Emotion: Ideas that spark happiness, anger, sadness, whimsy will be shared more than ideas that don’t.
Practical value: It’s built into our DNA, help them survive, and it will thrive.
Story: Information can travel under the guise of what seems to be a story.
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Most people treat brand strategy like chess — calculated, predictable, and fully visible. But in…
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