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The Inverted Pyramid

How to Hook Your Audience with This #1 Content Creation Secret

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The Single Most Important Detail to Creating Great Content

“Tell your story backwards!”

There it is—the single most important detail when it comes to grabbing your audience’s attention and getting them to stick around to consume your content.

Stick with me for a minute, and I’ll explain the whole process and how it can revolutionize your content game. But first, I wanted to make sure I didn’t waste your time by beating around the bush.

👆 SEE WHAT I DID THERE? 👆

I started with the payoff of this article: The single most important detail to creating great content.

I began with the one message I wanted to convey to my audience: There is one quick change that will revolutionize your content game.

And I led with the hook: Tell your story backwards!

I could’ve started by telling you I spent 20 years as the host of a radio show and that my job was to grab and hold an audience’s attention within the first 5-7 seconds.

I could’ve mentioned that I now help small businesses, content creators, and entrepreneurs craft engaging content for their audiences.

Or I could’ve opened with a flowery story to set up my “big reveal.”

But there’s one problem with all of that: YOU WOULD HAVE ALREADY MOVED ON TO SOME OTHER SHINY OBJECT!

The Attention Economy Is Ruthless

We’re living in the most competitive era for attention in human history. The digital world pulls at us from all directions, demanding our focus every second of the day. (I received two notifications while writing this, both trying to yank me away from this very task.)

Experts often advise, “Make sure your content is compelling and engaging.”

😮 OH REALLY? THAT’S REVOLUTIONARY! 😮

Of course, creating compelling content is key, but they rarely explain how to deliver it effectively.

The Inverted Pyramid

The inverted pyramid is a storytelling strategy where you lead with the most critical information—the hook—and follow up with supporting details. While “telling your story backwards” isn’t a perfect analogy, it captures the essence of starting with the payoff.

Let’s compare two versions of the same story:

Version #1:
“I was almost killed by a Dorito last night in my own home!”

Version #2:
“Oh man, craziest thing … so last night I was watching football and eating Doritos. It was around 8 o’clock—wait, maybe it was closer to 7:30…”

Which story grabs your attention faster?

Version #1 hooks you instantly. Then, I can circle back to share the full details of my near-death Dorito ordeal. Version #2, on the other hand, makes you want to stab yourself in the eyes with a fork because it drags on forever.

A small shift in delivery changes everything.

Where Most Creators Go Wrong

Far too many creators, even podcasters, miss the mark:

Host #1: “Hey, thanks for joining us today. Kevin is with us. Hey Kevin, how are you?”
Host #2: “I’m great. How was your weekend?”
Host #1: “Good! How was yours?”

OH, FOR THE LOVE OF GOD, GET ON WITH IT!

Sure, talk about your weekend (if it’s interesting), but start with something that delivers value to the audience.

Your New Content Rule: Lead with the Payoff

You need to deliver compelling content right away. Then, provide a payoff in a reasonable amount of time because your audience has 247,000 other things vying for their attention.

With that, I’m wrapping up this article. I could give you five more examples to hammer home the same point, but I’d rather respect your time. Armed with this strategy, go out there and create great content!

This article originally appeared on LinkedIn

Creating Engaging Video Content

Engaging Video Content Is Hard, Until You Know These 7 Pro Tricks

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Creating video content that truly connects with your audience can feel like a monumental task. With so many platforms, algorithms, and trends to keep up with, it’s easy to get overwhelmed. But don’t worry—crafting engaging videos isn’t about having the most expensive equipment or being an editing wizard. It’s about using smart strategies that work. Here are seven pro tricks to help you create video content that captivates, converts, and keeps your audience coming back for more.

1. Know Your Audience Like the Back of Your Hand

To create videos that resonate, you need to understand who you’re talking to. What are their pain points? What excites or inspires them?

How to do it:

  • Dive into analytics tools (e.g., Instagram Insights, YouTube Analytics) to see what content performs well.
  • Observe comments and interactions to identify recurring themes or questions.

Pro Tip: Tailor your video’s tone and message to address a specific problem or interest your audience cares about.

2. Hook Them in the First 3 Seconds

Attention spans are shorter than ever, and the first few seconds of your video are critical. A strong hook can be the difference between a viewer scrolling past or staying engaged.

How to create a hook:

  • Start with a bold statement or an intriguing question.
  • Use captivating visuals or an unexpected action.
  • Preview the value viewers will get from watching your video.

Example: “Struggling to grow your audience? Let’s fix that in the next 60 seconds!”

3. Focus on Storytelling, Not Selling

People connect with stories, not sales pitches. Sharing relatable, authentic stories helps build trust and keeps viewers emotionally invested.

How to tell a story:

  • Structure your video with a beginning (the challenge), middle (the process or journey), and end (the resolution or takeaway).
  • Use real-life examples or behind-the-scenes moments.
  • Keep the story relevant to your brand or message.

Pro Tip: Aim to educate or inspire rather than just promote your product or service.

4. Master Your Lighting and Audio Basics

Poor lighting or bad audio can make even the best content unwatchable. Luckily, you don’t need a Hollywood budget to improve your production quality.

Tips for better lighting and audio:

  • Use natural light by filming near a window or outdoors.
  • Invest in a ring light or softbox for consistent lighting.
  • Use an affordable lapel mic or a smartphone-compatible microphone for clear audio.

Pro Tip: Always test your setup before recording to avoid surprises.

5. Keep It Short and Snappy

While longer videos can work on platforms like YouTube, short and concise videos are ideal for platforms like Instagram Reels and TikTok.

How to keep it snappy:

  • Focus on one key message per video.
  • Trim unnecessary footage during editing.
  • Use jump cuts and transitions to maintain a fast-paced flow.

Ideal lengths:

  • Instagram Reels: 15-30 seconds
  • TikTok: 15-60 seconds
  • YouTube Shorts: Under 1 minute

6. Add Text and Captions

Captions make your videos more accessible and increase viewer retention, especially when viewers watch without sound.

How to add captions:

  • Use tools like CapCut, Descript, or YouTube’s built-in captioning feature.
  • Highlight key phrases with bold, colorful text to draw attention.

Pro Tip: Keep the font style simple and easy to read. Use large, high-contrast text for maximum visibility.

7. Include a Clear Call-to-Action (CTA)

Every video should guide viewers on what to do next. A strong CTA not only boosts engagement but also drives conversions.

Examples of CTAs:

  • “Like and share if this was helpful!”
  • “Comment below with your favorite tip.”
  • “Visit the link in my bio for more tips like this.”

Pro Tip: Include your CTA both midway and at the end of your video to maximize impact.

Conclusion

Crafting engaging video content doesn’t have to be intimidating. By knowing your audience, hooking viewers early, and following these seven pro tricks, you can create videos that stand out and drive results. Start by implementing one or two of these strategies in your next video, and watch how your engagement transforms.

Navigating the Great Link Debate: Social Media Platforms and External Links in 2024

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Social media platforms have become essential tools for small businesses and content creators to connect with audiences and grow their brands. But there’s a catch: not all platforms treat external links equally. Some embrace them, while others seem to view them as uninvited guests. Let’s break down where the major platforms stand on external links and how businesses can craft their strategies to thrive within these guidelines.

The Link Wars: Platform by Platform

  1. X (formerly Twitter): A “Rival-Free Zone”
    Since Elon Musk’s acquisition, X has tightened its policies on external links, especially those leading to rival platforms like Instagram, YouTube, or Mastodon. Posts with such links are often deboosted, reducing their visibility. Even Linktree-style tools face restrictions, making it tougher for creators to cross-promote. Pro Tip: Instead of linking out, focus on engaging content that keeps the conversation within X. Try using multimedia posts, like polls or short videos, to share your story. When you must share a link, keep it subtle and test for engagement.
  1. Facebook and Instagram: Links, but with Limits
    Meta platforms allow external links, but they don’t come without a price. Posts with links often see lower organic reach, as the algorithm prioritizes content that keeps users on the platform.. How to Win: Leverage Stories and Reels for link stickers or use “link in bio” calls to action. In-feed posts should focus on engagement, with links reserved for comments or follow-up conversations.
  1. TikTok: Dancing in Its Own World
    TikTok prefers to keep users engaged on its platform. External links in captions or comments? Not a fan. TikTok even limits the clickable bio link to drive revenue through its ecosystem. Workaround: Use content to build intrigue. Spark curiosity with storytelling or hints that direct viewers to your bio link. Your TikTok profile is prime real estate—optimize it to make that single link work overtime.
  1. LinkedIn: The Most Link-Friendly Player
    Professional yet practical, LinkedIn is more open to external links, especially when they add value to the audience. However, native content such as PDFs or articles still tends to outperform link-heavy posts. Optimization Idea: Share links sparingly and consider uploading resources directly. For example, convert a blog post into a native article or PDF with actionable tips.

Why Do Platforms Dislike External Links?

Social media platforms thrive on user attention. When you link externally, users leave the platform—taking their engagement and ad-viewing potential with them. Platforms like X and TikTok tighten link policies to maximize retention, while LinkedIn focuses more on value-driven interactions.

How to Thrive Despite the Restrictions

The key to success in this “link-limiting” landscape lies in adaptability. Here’s how small businesses and creators can maximize their reach without falling foul of platform algorithms:

  1. Prioritize Native Content:
    Craft posts that deliver immediate value—infographics, videos, or mini-tutorials. This keeps your audience engaged and boosts your content’s algorithmic reach.
  2. Use Links Strategically:
    When platforms restrict links, work around them. Embed links in bio sections, Stories, or comments. Platforms like TikTok and Instagram allow creative placements that feel less intrusive.
  3. Build Curiosity:
    Instead of outright linking to a product or blog, tease it. Phrases like, “You’ll never believe the 3rd tip…” drive interest and engagement.
  4. Experiment with Content Types:
    Try using interactive content like polls, quizzes, or Q&A sessions. These not only boost engagement but also keep your audience on the platform longer.
  5. Leverage Analytics:
    Pay close attention to what works. Test different strategies—native posts, subtle link mentions, and bio redirects—and measure engagement.

Conclusion: Play by the Rules to Beat the Game

The evolving landscape of external links on social platforms can feel restrictive, but with a strategic approach, small businesses and creators can thrive. By focusing on native content, creative engagement strategies, and thoughtful use of links, you can navigate the algorithms’ quirks while growing your online presence.

Ready to revolutionize your social media strategy? Let’s connect and create a customized plan that works for your business. Whether it’s building a TikTok bio that pops or crafting LinkedIn PDFs that convert, our team is here to help! Reach out today.

Meta’s AI Training Controversy and Instagram’s New Ad Format: What You Need to Know

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Meta’s AI Training Controversy and Instagram’s New Ad Format: What You Need to Know

In the ever-evolving landscape of social media, two recent developments have sparked significant conversation: Meta’s controversial use of user data for AI training and Instagram’s testing of new video ads designed to halt endless scrolling.

Meta’s AI Training Practices

Meta (formerly Facebook) has recently come under scrutiny for its approach to using user data from Facebook and Instagram to train its AI models. The company has clarified that it collects both public and private posts, including photos and captions, for this purpose. While Meta claims that this practice is essential for improving AI capabilities, it has raised privacy concerns among users (Beebom) (DeCrypt).

Users outside Europe have limited options to opt out of this data collection. Meta has made it clear that opting out is not straightforward and, in many cases, not possible. The process to request exemption from AI training involves filling out a form and providing detailed information on how this data processing impacts the user. However, Meta does not guarantee that it will honor these requests (Intego).

In contrast, European users have slightly more leverage due to stricter data privacy laws like GDPR, which allows them to object to the use of their data. Even then, the opt-out process is cumbersome and not widely publicized (Intego).

Instagram’s New Video Ad Format

Meanwhile, Instagram is experimenting with a new ad format that introduces video ads designed to stop users from scrolling further. These “persistent” video ads appear in the feed and do not allow users to scroll past them until the ad has finished playing. This format aims to capture users’ attention more effectively than traditional ads, which can be easily bypassed (DeCrypt).

This move is part of a broader strategy by Instagram to enhance ad engagement and provide advertisers with more impactful ways to reach their audience. However, it also has the potential to frustrate users who may find these unskippable ads intrusive.

Implications for Users and Advertisers

Both of these developments highlight the ongoing tension between user experience and monetization efforts on social media platforms. For users, these changes might feel like an invasion of privacy and an interruption to their social media browsing. For advertisers, however, they represent new opportunities to engage with audiences more effectively.

As Meta continues to leverage user data for AI advancements, it’s crucial for users to stay informed about how their data is being used and to explore any available options to protect their privacy. Similarly, with Instagram’s new ad format, users should prepare for a potentially more ad-intensive experience.

For those concerned about privacy, it’s advisable to regularly review and adjust privacy settings on social media accounts and to stay updated on policy changes by these platforms. For advertisers, understanding these new formats and user sentiment can help in crafting more effective and less intrusive ad campaigns.

Stay tuned to updates from Meta and Instagram as these practices and formats evolve, shaping the future of social media interaction and advertising.

For further details, you can visit the original articles on Social Media Today:

The AI Revolution: Shaping Your Social Media Feeds and Redefining Engagement

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As we scroll through our feeds, we’re not just navigating through posts from friends and pages we follow; we’re traversing a landscape meticulously curated by algorithms, increasingly powered by artificial intelligence (AI). This AI influence is not just a side note; it’s reshaping how content is served to us and, consequently, how we engage with it.

Recent insights from Social Media Today highlight a critical shift in the priorities of social media marketers. While engagement has long been the North Star guiding content strategies, there’s a growing recognition of the paramount importance of entertainment. In a digital ecosystem where attention is the ultimate currency, content that entertains holds the key to capturing and retaining audience interest.

Mark Zuckerberg’s revelation, as reported by Benzinga, that over 50% of the content on Instagram is now AI-recommended, underscores the pervasive role of AI in shaping our social media experiences. This statistic is not merely a reflection of technological prowess; it’s a testament to the profound impact AI algorithms have on what we see and consume.

So, how does this AI-driven curation affect us as users?

Firstly, it’s altering the content landscape itself. AI algorithms analyze vast amounts of data to understand user preferences, behaviors, and interests. Armed with this knowledge, they tailor our feeds with precision, serving up content they predict we’ll find compelling. This means that the posts, videos, and stories we encounter are increasingly personalized, reflecting our individual tastes and habits.

Secondly, the focus is shifting from traditional engagement metrics like likes, comments, and shares to a more nuanced metric: time spent watching. As AI algorithms prioritize content that captures and retains attention, creators and marketers are compelled to produce content that isn’t just scroll-stopping but also keeps users glued to their screens.

This emphasis on captivating content is driving a wave of creativity and innovation across social media platforms. From engaging short-form videos to immersive AR experiences, creators are exploring new avenues to captivate audiences in a crowded digital landscape.

For social media marketers, this paradigm shift necessitates a recalibration of strategies. While engagement remains important, it’s now intertwined with the broader goal of entertaining audiences. This means crafting content that resonates emotionally, sparks curiosity, and fosters genuine connections with users.

Furthermore, it underscores the significance of understanding AI algorithms and leveraging them to amplify reach and impact. By deciphering the intricacies of these algorithms, marketers can optimize their content for maximum visibility and relevance, ensuring it stands out amidst the algorithmic noise.

The rise of AI in shaping social media feeds heralds a new era in digital communication. It’s not just about what we post; it’s about how effectively we capture and retain attention in an era of infinite distractions. By embracing the power of AI-driven curation and prioritizing entertainment, social media marketers can navigate this evolving landscape with confidence, forging deeper connections with audiences in the process.