Chapter 1: Understanding Your Audience

Content creation can often feel like a mystery, especially when we ask ourselves, "Why isn't my content performing better?" This question has crossed my mind countless times throughout my career, particularly when I see metrics indicating that a piece of content should be thriving.

I'm referring to those posts that demonstrate all the signs of success: a high click-through rate, a solid percentage of views, and strong engagement. Yet, despite these indicators, it feels as if the platform is ignoring my efforts, leaving my content to languish without additional views. At times, I find myself frustrated with the algorithm and questioning my decision to participate in this space. But what if the issue lies with me?

It's a hard truth to face, but sometimes we ourselves are the barrier to our success. Here’s the reality: social media algorithms aim to connect your content with the right audience, and they can actually be beneficial if we stop resisting them. Think of these platforms as intermediaries between creators and viewers. You produce the content, pass it to them, and they strive to find an audience, sharing the revenue generated from ads in the process. This dynamic resembles traditional television, where platforms want you to succeed.

With this perspective, consider the following scenario: if a middleman approaches you specifically requesting gold necklaces because he has a market eager to buy, and you offer him silver instead, how many will he sell? Not many. It’s not about the quality of the silver; it’s simply that he lacks an audience for it.

This analogy can be applied to your content strategy. You might be producing exceptional material, but there may not be a target audience for it. Alternatively, you could be misdirecting your efforts toward the wrong audience or platforms.

So, what’s the solution? Start by understanding your audience—what they enjoy, how they consume content, and why they are engaged. Create tailored content that resonates with them, rather than just catering to your own preferences. This approach is far more effective than trying to push pre-made content onto an unwilling audience.

To achieve this, conduct market research. While the term "research" might sound daunting, it is essential for distinguishing successful content from the rest. By investigating what your audience wants to watch, you set yourself apart from the majority of creators who focus solely on their own interests.

You don't have to abandon your passions entirely. Instead, merge your interests with what your target audience craves—taking into account elements like script, delivery, editing, and audio. Your content should be designed not only to align with what people enjoy watching but also to fit how they prefer to consume it.

Remember, content creation is akin to selling a product. Different audiences have varying expectations, so it’s crucial to align your content with their preferences.

Surprisingly, you may already possess much of the necessary insight. Most content creators are also avid consumers of content. We all know what good content looks like because we engage with it regularly. Even if the audience you aim to attract differs from your own viewing habits, the underlying principles remain the same.

Here's a helpful tip: create content that you would want to watch instead of merely focusing on what you want to produce. This shift in mindset can reveal aspects you might have previously overlooked. You'll start to recognize when your pacing is off, when your delivery loses the audience’s interest, and when your content fails to meet its objectives.

This perspective encourages you to evaluate your work as a viewer rather than just a creator. You may discover that your own content bores you, revealing opportunities for enhancement.

Of course, there must be a balance. While it’s important to be critical, you shouldn't let this prevent you from publishing your work. The goal is to find a constructive way to improve with each piece of content you create.