What channel is best for content creation? I truly believe there is not one ideal channel, and that each channel has its own strengths.
Right now audiences are finding people on TikTok, YouTube Shorts, Instagram Reels and Facebook Reels. That’s where the audience becomes aware of a brand. This is why thinking about community as a content pillar versus commerce is essential. Across the board, I am hearing from brands that TikTok is not proven to convert yet on sales. People find and get aware of brands on TikTok and build a relationship with the Creator there. But right now, as far as the actual conversion numbers, people are seeing conversions on Instagram and Facebook.
As you start to find what your strengths are, that will help determine your direction. If you love community, the relatable stories and connecting with others and helping them do XYZ, TikTok or Instagram Reels might be a better route for you. Followers learn to love you through YouTube videos and Facebook videos because it’s longer form content, and they get to know you more than the short form. They get to “meet you” and learn more about you through newsletters or blogs, and in Instagram stories you’re giving them a behind the scenes look. Then, they buy your products through merchandise or online stores, digital products, platforms like Patreon, affiliate, etc.
Another thing a lot of creators can and should take advantage of is repurposing content. Repurpose content across channels by dividing it up in certain ways and removing any watermarks. SnapTik is a great tool for this purpose. It can take the metadata and watermarks off so the content can be used on Instagram or other channels.
In the end, your strengths as a content creator and where they fit into the funnel will determine the channels you should focus on first. Don’t try to grow too many channels at once. Pick a specific channel to focus on for growth and go from there!
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