How a Laid-Off Factory Worker Got 150 Million Followers (Ch 8. Build Your Audience)

The Power of Video Shorts: A Masterclass in Audience Building

Grab a Copy of the Build Your Audience Book: https://platformgrowthbooks.com

In this episode of 'The Market Your Message Show,' Jonathan Milligan dives into the success of Kabi Lame, a laid-off factory worker from Italy who gained over 150 million followers on TikTok during the global pandemic with his simple, silent video shorts. 

Jonathan outlines the importance of adopting short-form video content to grow your audience and enhance online visibility. 

Key topics include the dominance of platforms like TikTok, Instagram Reels, and YouTube Shorts, and the common mistakes creators make with long-form content. The episode also provides a step-by-step guide on creating and optimizing short videos, leveraging platform-specific features, and establishing a consistent posting strategy. 

Whether you're a novice or seasoned content creator, this episode is packed with actionable insights to elevate your digital communication strategy.

00:00 The Silent Sensation: How One Man Gained 150 Million Followers
00:20 Welcome to The Market Your Message Show
00:57 Introducing Chapter Eight: The Video Shorts Traffic Playbook
01:08 The Rise of Kabi Lame: A Case Study in Audience Building
02:20 The Power of Video Shorts in Modern Social Media
02:40 Common Mistakes in Content Creation
03:40 Mastering Short-Form Video: Strategies and Tips
04:31 Understanding the Short-Form Video Landscape
05:35 Developing a Content Strategy for Short Videos
06:39 Creating Short Videos from Long Content
07:21 Leveraging Platform-Specific Features
08:27 Today's Exercise: Create Your First 60-Second Video
10:24 Key Takeaways: Embrace Short-Form Video

Transcript

Speaker 17: 0:00

He never said a word and still gained over 150 million followers during a global pandemic. A laid off factory worker in Italy picked up his phone and quietly changed the internet forever. We're gonna be talking about that story today, utilizing the idea of video. Shorts. Hi, I am Jonathan Milligan. Welcome to The Market Your Message Show, where we focus on helping you build your audience, scaling your income, and making a full-time living with your message. And I am excited to jump into this next chapter. We are currently going through. Book four in my series, build Your Audience, and if you want a copy of this book, you can go to platform growth books.com. But as a thank you for being a listener of this podcast, I am releasing the audio book, the full audio book, one chapter at a time. Today we're gonna jump into chapter number eight, the video shorts traffic playbook. Let's get right to it.

Speaker 16: 1:05

Chapter eight, the video shorts Traffic playbook. In a small Italian town, an unlikely star was born amidst the chaos of a global pandemic. Kabi lame. A factory worker turned TikTok sensation, found himself jobless and restless. He started creating with nothing but time on his hands and a smartphone in his pocket. Cabbie's videos weren't flashy and they didn't need to be. His wordless. Deadpan reactions to overly complicated life hacks struck a chord globally. No language barrier could stop the universal appeal of his exasperated looks in simple solutions. From zero to 150 million followers. Let that sink in. That's more than twice the population of Italy. All tuning in to watch short silent videos of a guy making fun of ridiculous life hacks. Copy's, meteoric rise isn't just a story, it's a masterclass in modern audience building. He proved that with creativity and consistency, anyone can build a huge following through short videos. A keen understanding of what people want is key. This is the new frontier of digital communication platforms like TikTok, Instagram reels, and YouTube shorts aren't just trends. They're changing how we connect, entertain, and influence. In this chapter, we will unpack the power of video shorts. We'll explore why they dominate social media. We'll also look at how different platforms embrace them. Most importantly, we'll discuss how to use their potential to grow your audience. Short and sweet, why your long form strategy is costing you views. Let's talk about what most people are doing wrong. Many content creators are stuck in old habits, churning long form content without adapting to new trends. They're like someone trying to sell encyclopedias in a world of Google searches. These creators often post infrequently. Their audience is left wondering when they'll hear from them. Next, and here's another common mistake. They create one piece of content and blast it across all platforms without tweaks. It's like wearing a tuxedo to a beach party. It doesn't fit. Why doesn't this approach work? For starters, our attention spans are shrinking faster than a wool sweater in a hot dryer. We're bombarded with information 24 7 and long form content often gets scrolled past. Plus, social media algorithms have a clear preference. They love short, engaging content that keeps users on the platform. By sticking to old methods, creators miss out on countless opportunities for their content to go viral and reach new audiences. So what should you do differently? It's time for a mental shift. Embrace the world of short form video across multiple platforms. Think of it as crafting bite-sized irresistible snacks for your audience. Instead of serving a seven course meal, create a consistent posting strategy. Your audience should know when to expect your content, like their favorite TV show. And here's the kicker. Optimize your content for each platform's unique features and audience. It's not one size fits all anymore. You need to speak the language of each platform to truly connect with your audience. I. Remember in short form video, you're not just competing with other creators in your niche. You're up against every cute cat video, every viral dance trend, and every oddly satisfying clip. You need to play the game smarter, not harder to stand out. Step one, understand the short form video landscape. The digital world has a new darling videos that are 60 seconds or less. These bite-sized snippets have taken over our feeds. Capturing attention in a world where time is our most precious commodity to thrive in this landscape, you need to know the lay of the land. TikTok, Instagram stories, Facebook stories, YouTube shorts and LinkedIn each have their own take on short form content. They're like different neighborhoods in the city of social media, each with its own culture and language. Get to know them. Spend time on each platform observing what works and what falls flat. Think of short form videos as modern day newspaper headlines. They need to grab attention quickly and convey a message efficiently in a sea of content. Your video needs to be the one that makes thumbs. Stop scrolling. Mastering this format isn't just a nice to have anymore. It's essential for building a solid online presence in today's digital landscape. Ignore it. You risk becoming as relevant as a flip phone in the smartphone world. Step two, develop a content strategy. Now that you understand the landscape, it's time to map out your journey. Who are you trying to reach? What makes them tick? Your target audience isn't just a demographic, they're people with preferences. Get to know them like you'd get to know a friend. Next, create a content calendar. Consistency is key in the world of short form video. As Gary Vaynerchuk famously said, content is king, but consistency is queen. Your audience should know when to expect your content. Like when their favorite TV show drops new episodes. Plan a mix of content that entertains, educates and promotes. Think of it as a balanced diet for your audience's. Content consumption. Too much of one type and they'll lose interest. Strike the right balance and they'll keep coming back for more. Remember, a well-planned content strategy isn't just about what you post. It's about building a relationship with your audience. It's the difference between shouting into the void and having a conversation. Step three, create short videos from long videos. Do you have long form content? Don't let it gather. Dust tools like Opus Pro are your new best friend. They can extract the most viral worthy 60 seconds from your longer videos giving you a gold mine of short form content. But don't stop there. Adapt these snippets for different platforms. What works on TikTok Might need a tweak for LinkedIn. It's like translating a joke. The punchline needs to land in any language, cross promote your content across all your social media channels. It's like being your own hype man. The more places your content lives, the more chances it has to be seen and shared. Step four, leverage platform specific features. Each platform has its own secret sauce, hashtags, sounds, effects. These aren't just bells and whistles. They're powerful tools to boost your visibility, participate in trending challenges and topics. It's like joining a conversation at a party. It helps you connect with others and shows you're in the know. Use platform specific tools. Tiktoks Duet feature, for example, is a goal mine for engagement. It's like having a dialogue with your audience, but in video form, remember the birth of the hashtag on Twitter in 2007. It revolutionized how we discover content on social media. Today's platform specific features are doing the same thing. Master them and you'll significantly boost your content's visibility and engagement. In short, leveraging these features is about more than just being trendy. It's about speaking the native language of each platform. Do it well, and you'll not just be part of the conversation, you'll be leading it. Today's exercise, create your first 62nd video. Ready to put your new knowledge into action. Let's create a 62nd video to make waves across three social media platforms. Start by crafting your message. Who are you? What's your brand all about? Distill your essence into a punchy, engaging narrative that fits into 60 seconds. Remember, you're not writing a novel here. You're creating a trailer for your personal brand. Now, grab your smartphone. Don't worry about fancy equipment. Authenticity trumps production value in short form video. Find a well-lit spot with a clean background. Take a deep breath and hit record. Once you've got your raw video, it's time to optimize for different platforms. Let's tackle three TikTok, Instagram reels, and LinkedIn for TikTok, add some trending music in the background. Use text overlays to emphasize key points. Remember, many users watch with the sound off end with a strong call to action, encouraging viewers to follow you for more content. On Instagram reels, focus on visual appeal. Use Instagram's built-in filters to give your video a polished look. Add relevant hashtags in your caption to boost discoverability for LinkedIn. Keep it professional but personable. Use captions to provide context and highlight your expertise. Consider adding subtitles. They're vital for accessibility and for viewers scrolling silently during their workday. Post your videos and pay attention to the engagement on each platform, which version resonates most with your audience. Use these insights to refine your approach for future content. Remember, this isn't about perfection, it's about getting started. Your first attempt might feel awkward, but that's okay. The beauty of short form video is that you can always create another one tomorrow. So go ahead, put yourself out there. Your audience is waiting to meet you. Key takeaways. Embrace the power of short-form video content to grow your audience and increase online visibility rapidly. Consistency, quality, and platform specific optimization are crucial to a successful video shorts strategy. Engage your audience, analyze performance, and adapt to stay relevant in the fast changing digital world.