4.9 billion people are using social media.

Only 1.53% make $1 million + a year through social media channels.

How the heck can you get into the 1% club?

What do these 1% of people know that you don't?

Well, they understand community more than anyone else on these social media platforms.

I constantly hear on social media that "you need to focus on building community"

But…

Most social media gurus/marketers don't even TRULY understand what builds a community and how to properly leverage it to make hundreds of thousands for themselves or their brand.

So here is how.

What is a community and why is it important? (Elevate your community)

To fully explain how to use the power of community to grow your brand. You must understand why it is so important for yourself.

Webster's dictionary definition for "community."

A sense of community is one of the most important factors for living a happy life.

But choosing your community is also important.

We all heard the saying "You are just like the 5 friends you hang out with the most." Or something along those lines.

That is your community. People with common characteristics.

If you're in a nonpositive community. You are not developing yourself, and the people around you are dragging you down.

This isn't just for the people you hang out with in person.

Think of the online communities you are a part of, and why?

If you follow a creator or brand you most likely share the same attributes they do.

You probably think from the same perspective.

You probably enjoy the same things they do.

You probably need the same things they do.

You probably buy the same things they do.

See where I am going with this?

Creating an online community is all about developing a following of people who share the same interest in you or your brand.

Like-minded individuals will probably have the same problems you do.

Your product or service is the solution to their problems.

The big shift

To successfully understand how to get into that 1% club of creators and brands who succeed on social media.

You need to truly understand what social media is.

All big brands, companies, and social media strategists see social media in the frame of a marketing platform.

But that's not what it is.

Social media is a community-building platform.

Marketing is a tool within the platform.

If you frame it as a "community-building platform" then you can create content with a different purpose.

This is how you get people to take the next steps to buy your service or product, by raising the level of awareness through your community. (More on this later)

Community Content

Why even focus on creating content that builds community?

Brand = Community

Community = Brand.

Gym Shark is a great example of this.

They have a wide net of influencers, bodybuilders, and athletes all wearing their gym gear. Ultimately they are a part of the Gym Shark community.

All these people with like-minded goals (Fitness/Health) have defined Gym Shark as one of the biggest gym apparel brands in the world.

They scaled through social media because they built a community that people want to be a part of.

If you have Gym Shark clothing, you're seen as a high-level athlete.

But that only happened because they leveraged the power of social media and influencers to make there brand be seen as this preiumum apparel company.

There community of creators/influencers has defined them.

If you are wearing Gym Shark you are seen as a serious athlete or are serious about the gym.

Having a well-built community also gives you insane benefits. Which are…

• People who naturally seek out your product or service

• Warmed-up audience ready to be marketed to.

• Repeatable customers

• People who generally like your brand and want to follow and share your content.

Now how do we go about creating a community?

You need to create valuable content that your product users naturally seek out.

Your product users are watching content that entertains, educates, or provides some sort of value to benefit their life.

Creating entertaining videos that provide value will make you be seen as the authority figure online as well as develop a community of people looking for you to solve their problems.

If you are trying to sell a product or service. You do this in a way where you keep your product in the frame the entire time.

I'll show you what I mean a bit later.

Internal Audience

If you are still asking yourself what kind of content builds community? Then this might be the most powerful concept that you should focus on.

To explain what "Internal Audience" is...

I'll use the example of a “men's skincare company” trying to figure out what content to make.

To figure this out we go into the deeper “why” of the brand.

Why do men want skincare products?

• So they look better

Why do they want to look better?

• So they can be more confident

Why do men want to be more confident?

• So they have a better social life and attract the right partner.

That's the "Internal audience"

Men who want to look better, so they can be confident, have a better social life, and attract the right partner.

What we want to do is form content around this.

This is what your product users naturally watch.

As we create these community-building videos. We keep the product in the frame.

So a good video for this skincare company could be:

“Best men glow-up tips”

One of the tips may be to use a skincare product to have better skin.

That's how you create winning videos and keep your product in the frame.

What brands get wrong about organic social content.

One company that I like is Oura Ring.

They have a ring that goes on your finger and tracks your sleep and general activity.

I love this product, but their organic marketing sucks so bad.

95% of their videos on IG are talking about the tech and features behind the Oura Ring.

Most videos go like this:

"I love my Oura ring it looks beautiful and it also tracks your sleep. It gives you a readiness score, your sleep score, how many steps you got in, your heart rate, blah blah blah blah."

How do videos like that bring in people with like-minded interests?

How does that build a community?

It doesn't.

It's so lame and boring and doesn't provide any benefit to anyone.

Yes, it tells everyone what the product does but It doesn't make someone want to follow them for other pieces of content that goes out.

They are completely missing their "Internal Audience"

If you ask the "why" of why someone would buy their product.

It boils down to people who generally want to be healthier and sleep better, so they can be active in life.

So they need to create content around that.

If I was in charge of their content marketing (If anyone is from Oura reach out to me! )

I would create videos like this:

• Supplements to help you sleep better.

• The science behind caffeine and waking up in the morning.

• top 4 things you should do to sleep better

• 5 things to boost your testosterone

• Best way to reduce stress

• How to achieve a better mind-muscle connection

• The problem with traditional medicine

• Why you should meditate

• How to increase growth hormones

You get the point

This is the kind of content that will bring in like-minded individuals.

Which is what you want for your community.

and these like-minded individuals are most likely going to have all the same problems.

They're going to want to improve their health and improve their sleep.

That's when Oura Ring comes in and supplies the solution to their problem. Which is their ring.

Creating “valutaiment” content like this also positions the brand as an authority or expert on health and wellness.

The 80/20 Rule for Content

80% of your content should be community-building.

As talked about before, this should be content that your product users naturally seek out.

But how do you leverage this content to get the audience to take the next step into actually purchasing your product or service?

Raise awareness.

Humans are emotional beings.

We are looking to resolve pain and also become aware of unconscious pains. Then look for solutions to benefit our quality of life.

The Levels of Awareness:

• Unaware: unaware of the problem

• Problem Aware: aware that they have a problem but not sure what is causing it or how to solve it

• Solution aware: aware that a solution exists, but unaware of your solution

• Product Aware: aware of your solution, but either haven't implemented it or are hesitant on purchasing

• Most Aware: aware of your solution and ready to act on it - all they need is a little push (with persuasion and influence)

80% of the content you make should be focusing on the first 3 levels of awareness.

Short-form is your top-of-funnel.

You are trying to stir up engagement and go "viral" within your niche.

I always add the "within your niche" part at the end because virality doesn't matter unless you are speaking to the right people.

To have people go through that funnel you need to constantly raise their awareness.

By the time someone is following you and ready to take action after seeing many videos that increase their awareness.

That's when you want to hit them with the other 20% of content. Which is direct marketing content.

This is where you speak to your audience/community. The "Product Aware" and "Most Aware" people.

But you need to build up to that content.

It's like a water balloon being filled up.

The more water and bigger the balloon becomes. The more aware your audience becomes.

Then once you layer in direct marketing videos. That's when the balloon pops and water goes everywhere.

Except the water is money and a lot of it.

Tactical Steps

Personal

1. Remove yourself from toxic communities.

2. Find a high-level community that aligns with your values.

3. Find an online community that aligns with your values.

Building Community for your Brand (Personal & Company)

1. Figure out your "Internal audience" by asking the why of your brand

2. Use those answers to create content your "Product Users" will seek out.

3. Bring viewers through the levels of awareness by centering your content around the 80/20 principle

My Offers

If your budget is around $2000 - $5000 you can submit an application to work with me and my team on a monthly basis.