Lecture Notes: Social Media Storytelling and Virality

Introduction

• Importance of storytelling in social media
  • Most people fail due to lack of storytelling
  • Success example: A creator's growth from a few followers to 134k by improving storytelling
• Misconceptions about social media formats restricting creativity
• The role of brand as a force multiplier

Key Concepts

Storytelling as a Core Competency

• Social media is a storytelling medium
• Success depends on telling compelling stories
• Forget about algorithm tricks and focus on storytelling

Understanding Formats

• Formats are storytelling blueprints used repetitively
• Importance of moving from passive to active content creation
• Example formats:
  • Man on the Street: Used across sectors; origin in 1954
  • Two Characters, One Lightbulb: Origin in films like Austin Powers
  • Walking Listicles: Popularized by creators like Robert Croak

Benefits of Formats

• Formats provide a blueprint for success and unlock creativity
• Examples from the film industry (e.g., Spielberg's use of a single format)

Virality and ROI

• Virality defined by impact, not just number of views
• Social media content should align with business goals
• Example: Tanner Leatherstein's format led to increased website traffic and sales

Steps to Create Successful Content

Step 1: Identify Formats

• Look for repeated successful structures
• Analyze creator profiles to uncover patterns

Step 2: Choose and Analyze Formats

• Consider resources and personal excitement when selecting formats
• Gold, silver, bronze analysis of content performance
• Difference between content and context

Step 3: Ideation

• Start ideation after selecting a format
• Example: Tanner Leatherstein's "Is it Worth It?" format

Step 4: Create Content One at a Time

• Avoid batch production initially
• Learn and iterate from each piece of content

Step 5: Analyze Content

• Use comparisons to refine understanding
• Hookpoint mirror process for side-by-side analysis

Misconceptions about Algorithms

• Algorithms prioritize content that holds attention
• Shadowbanning is rare; content not engaging is the usual issue
• Platforms don't suppress reach to force ad spending

Building a Personal Brand

• Personal brands often outperform business accounts in engagement
• Blue check marks may enhance trust but aren't crucial for engagement

Final Tips

• Integrate successful storytelling elements into content
• Use analytics to continually refine content strategy
• Personal reflection and honest analysis are key to growth

Conclusion

• Focus on storytelling and formats for long-term success
• Iterative learning and analysis are essential to mastering social media content creation