Transcription
In this video, I'm going to break down exactly how to get rich from social media. Specifically, how to make a million dollars in revenue in the next 12 months. Sounds like clickbait. It isn't.
I personally made seven figures last year from social media. I'm going to make way more than that this year. And my personal goal on this channel is to help a million business owners earn at least a million dollars in revenue from content. So, this will be the full playbook step by step for exactly what to do to make money on social media.
Now, the truth is, even though I lay this entire thing out, 99% of you will still not follow through. But for the 1% that do, this YouTube channel and a clear calendar is literally all you need to build a legitimate money machine on social.
Now, before we break down the path, let's just break down the math. In order to make a million dollars from social media, you need to sell something a certain number of times. There are two main approaches. You could sell the content itself, having someone pay you to make a video. This is brand deals. Or you could use the content to drive people to some other offer, product, or service that you own. This is called owned products.
Now, for simple math, imagine the brand deal side could be $1,000 deals, $5,000 deals, or even $20,000 deals. If you sold $1,000 brand deals, you need to sell a,000 of them to make a million. If you sell $5,000 brand deals, you need to sell 200. If you sell $20,000 brand deals, you need to sell just 50. So, that is the brand deal side.
Now, personally, I've made over a million dollars in brand deals. It's actually pretty straightforward, but it takes a lot of reps, a lot of work, and a lot of patience with the brands you work with. Now, this brand deal side is typically not the path that I recommend for people that are trying to make a million dollars from social media. And to be honest, most people don't really want to be doing this. They just don't know what else to sell.
Allow me to introduce door number two. This is the owned product game. You make content to drive a certain type of viewer down a funnel to purchase a product. Now, for this game, imagine there are five levels of products you could sell. A $10 widget would need a h 100,000 units sold to make a million. A $100 low ticket product would need 10,000 units sold. A $1,000 consulting call would take a,000 units. A $10,000 annual membership would take only a 100 units. And at the upper end, a $100,000 product, if you can believe that, would only take 10 units.
Now, you might be thinking, $100,000 as a product? That sounds crazy. But most people watching this that have corporate jobs sell a $100,000 product. It's their salary. The difference is in order to fulfill it, they have to trade literally every waking hour they have. But just to put in perspective, that is a product that people sell every day.
So the point of laying out this math before we get into the social media system is just to prove you have to sell something at some price, some number of times to some person in order to make the math equal a million dollars. There's just no way around that part.
All right, now I want to get into the meat and potatoes. This is what I like to call internet money machine playbook. Still working on the name. It is a four-step playbook to build a money machine on social media. And let's just cut to the chase. The only way you're going to make a million dollars is if you have strong alignment between your audience, your offer, and your content. I call this content, audience, product fit. If you make content that attracts a viewer that doesn't need to buy your product, then you could have billions of views with literally zero dollars in sales. And this is a very common problem that happens all the time. A lot of the content people you follow, they're actually broke because they don't have good content product audience alignment.
So, the first step in this playbook is actually not to make content. The first step is avatar selection and offer framing. You have to start with the avatar. Figure out what they need. Build a winning offer that actually works. And only then do you scale content towards that avatar to get them to buy more. Most people do this backwards and in the wrong order. They don't know what to sell, so they start making content only to realize their audience doesn't want to buy the thing they're making. So, don't start with the content until you're clear on the avatar and what to sell them.
Now, in this video specifically, I'm not going to focus on how to pick your avatar and how to design your offer. We could spend 3 hours on each of those alone. If you want, I put together a worksheet on how to define your avatar. It's free. I've got a link below for it. And if you have your avatar picked, but you don't know what offer to sell them, just go read Hormos's $und00 million offers. It's the best book ever created on how to craft a winning offer.
So, from this point forward in this video, I'm going to assume you're a business owner that has the avatar figured out and has the offer dialed. And don't worry if you don't have those things figured out. Go solve those and then come back and finish watching this video.
All right. Now, let's get to the social media part of the money machine playbook. This is really where I specialize. I'm going to get really granular and tell you exactly what to do. We've got the math. We've got the avatar. We've got the offer. Let's put gas in the car and start going.
All right. The very first thing we're going to do, step two in the playbook, is competitor research on social media. Because the easy mode way to win on social media is to just find channels that are already talking to the avatar you want that already have outlier videos. I wish it were harder than this, but it just isn't. You're going to look for these accounts on Instagram and Tik Tok, but you're only going to look for certain types of accounts.
Now, there are six buckets of audience sizes on social media. Nano accounts are between 0 and 10,000 followers. Micro accounts are between 10 and 50,000 followers. Small accounts are between 50 and 250K. Medium accounts are between 250 and about a million followers. Large accounts are between 1 and 5 million. And then mega accounts are anything over 5 million. We're only going to look for accounts in the micro, small, and medium buckets. Typically, anyone between 10 and about a million followers. I really love the 10 to 250K range.
Now, the reason we want to avoid really big, large, and mega accounts, even if they're in our niche, is because if they have outlier success, some portion of that can be attributed to their fame. And so, it kind of dilutes the insight that we would get from researching them.
Now, the easiest way to do this competitor research I'm about to describe is on sandcastle.ai. When you log into Sandcastles and you press the channels tab, you can see a button called build your watch list. This is a brand new feature. You can literally describe in text the type of videos you make and the avatar you're making them for and press search. You can also specify filters for exactly what platforms you want the accounts from and most importantly the account size, micro, small, and medium. Sand castles will then automatically create a list of best fit accounts for you within those ranges. And it's ordered based on the fit for what you searched. You can go through that list and move any of the ones you like over with that arrow into the right side. And if you want, you can press that rerun button and it will reoptimize the list based on any specific account you want.
Now, this channel discovery thing is a new feature, but it is like a cheat code for competitor research. This will save you hours upfront in finding these accounts. Now, once you have anywhere from 10 to 20 competitor channels in that list on the right side, press save watch list and you're good to go.
From here in Sandcastles, you can go to the videos tab and then filter by the watch list you just created, which will show you all the videos from just those accounts. I like to set the filters to the last 3 or 6 months on post date. I set the lower bound for engagement at 2% so I can filter out any sponsored videos and then I sort descending by outlier score. When you do this, you basically have a shortcut path to all the best performing videos in the last 3 to 6 months from those channels you just aggregated.
Okay, so what do we do from here? Your goal is now to look at the best performing videos top to bottom, one by one, and try to clone them as closely as you can. Now, here's how you do this like a scientist and not just copy word for word, which won't work. This is how you clone but not copy.
Every video has 11 core attributes. I call these Lego bricks. You've got the format, which is the type of video it is. The topic, which is the two to three words describing the interest topic. The seed, which is really like a oneline sentence describing what's interesting about the video. The substance, which are the facts, the contrarian take, the examples in the video, really the meat of the video. The spoken hook, which is the hook that's said in the first one to two sentences. the visual hook, which is what's shown in the first one to two sentences. The text hook, which is what's written on screen in text in the first one to two sentences. The story structure, which is the format but built out into bullets, so it's like how the story flows. The CTA, which is the call to action at the end of the video, the visual layout, how the visuals are laid out, and then the elements, the actual video and audio elements that make up the edit. These 11 bricks make up a video. Every video has a unique combination of these 11 bricks.
Now, I have a whole method that's pressure tested for how to look at any video, explode out these components, and immediately understand the patterns across multiple in that competitor set. If you want me to explain this in way more detail, I've got a link below you can click to find it. But just to keep it simple, instead of focusing on the 11, just collapse it down to five. Format, idea, hook, script, visuals. That's the base five. When you make your own versions of these videos in the next step, which I'm about to go through, your goal is to hold four of the five constant. Try to replicate as close as you can but tweak one of the five. Typically, the easiest thing to do is keep everything the same but change the format or keep everything the same but change the idea. Those are the two things that are easiest to swap while still getting the same performance.
All right, let's keep going. That was step two, the competitor research. Very granular, very specific. If you run it just like that, you'll be set up perfectly.
Now, the next step in the playbook, step three, is to actually start making your own versions of these videos. Now, I'm serious about this. I cannot overstate this. Take the outlier you found. Take those five buckets. Keep four as close as you can to the same. You don't have to copy word for word, but keep it very close and change just one thing. When you're a beginner, it's helpful to hold these pieces constant. As you get better, you can start flexing around to some of those other buckets. But the way to get good as a beginner is to keep four of five the same.
Now, here's the systematized approach you're going to run to making the videos. You're not just going to make them willy-nilly. There is a method to the madness. Here it is. You're going to make batches of 10 videos. For each batch, you're going to test three different stacks of five. So, of the five, four are the same, one is different. That becomes a stack. Across the 10 videos in a batch, three different stacks. So, let's just say, for example, you decide to keep everything the same except the format. So, of your 10 videos in batch number one, three of them are going to be using format A, three of them are going to be using format B, and four of them are going to be using format C. That's 10 videos. Keep everything else the same in the outliers you found. So, if the idea changed from video one to two because you found two different outliers, fine. follow that, but keep everything else the same except the format.
Now, you need to execute on these 10 videos as best as you can. If you're a beginner, you're going to have to learn how to make videos. If you made videos before, great. The good thing is you have a model to replicate after, but you need to try to execute as best you can to derisk the execution. If you've never made videos before, my YouTube channel is a treasure trove for how to make content. So, just deep dive there.
Now, after you post these first 10 videos, you're going to look at the performance. You're going to get a rough sense for the average across those 10. And you're going to try to see if any of them are a 10x or better than the average. If you do have one that's 10x or better, winner winner chicken dinner. You've just created your first own viral outlier. So, for example, let's say we post 10 videos and roughly the average views are 500. If any of those 10 have at least 5,000 views or more, that is an outlier that you should mark as a successful test. that validated winner, that one of 10, that becomes one of the three stacks that you rerun in batch number two. The other two stacks in batch number two are going to be fresh stacks that you go back to the competitor data and get.
Now, if you don't have any 10x outliers from batch one, all 10 of them were average. You're going to go back to the competitor data. You're going to pick three more stacks that are validated, ones that outperformed, and you're going to run batch number two the same way. You're going to repeat this 10 video batch process until you have at least three different stacks that have gotten a 10x plus because this means you could run a fresh batch of 10 with three validated winners. Format A, format B, format C. If all of those are 10X outliers from previous batches, you're pretty much set.
Now, transparently, if you've never made videos before, it's probably going to take you between five and 10 batches of 10 videos before you can get to three differentiated winners. And that is 50 to 100 videos if you're posting seven times a week. That's two to four months approximately. If you have made videos before, it should be quicker. Maybe it'll take you three to five batches to get to this. But again, the goal here is to get to three unique winning sets. You've got your topics that you rotate through. Typically, you're going to keep everything else the same, but if you can get to three formats, varying topics, and then the exact same hook, structure, visuals. You've got three sets of those, you can just rinse and repeat forever. When you have this solved, you will know it because you're going to keep posting the same type of thing over and over. keep rerunning that stack with tweaked ideas and it's just going to keep working. You know you have it when you have that going on.
All right, now let's shift to step number four in the playbook. We talked about the avatar and offer. That's really step zero. Then we talked about the competitor research and making your videos. We're very granular and specific on those two. You should be able to follow that to a tea from a scientific systemsbased perspective. At this point in step four, we have the offer, we have the avatar, we have the content strategy, we have the research, we have the content factory pumping out videos. The one thing we're missing are the ramps to connect the viewer to the product. The ramp is manyhat emails and lead magnets. This is really important.
If you've never used Manyhat before, it's a DM automation tool. Any viewer can comment a word on a post and if you have ManyHat turned on, you will automatically DM them a series of messages or a link to a resource. So, in every video you make, you're going to use some validated CTA. Remember that was one of the 11 bricks, some CTA that's already worked, plugging to a resource to get someone's email in exchange for a free guide, free doc, free series. You're giving them something for free in exchange for the email. When you get their email, you're going to automatically drop them into a 5-day email drip sequence, a welcome sequence, or a targeted sequence around an outcome that they want.
If your products are $2,000 or below, you're going to have pretty decent conversion on just the many chat flow into that 5day sequence. If your products are $300 and below, you might have a high conversion just on the many chat in DM specifically. Now, if your products are above $2,000, it may require more emails in addition to the 5day sequence. But eventually, if you send them enough emails and you have good product audience content fit, they will buy. It really is this simple. So, it's content to lead magnet to getting their email to sending them some number of emails to getting them to purchase the product.
Nearly any person in any niche can scale to over a million dollars in revenue in 12 months if you run this exact same system. I realize it's several moving parts. You need content, you need the funnels, you need the lead magnet, you need the product, you need to have clarity on the avatar. That's why business is hard. But if you figure those things out, you're golden.
Now, if you put the system in place, it is just math from there until you hit the 1 million. How many views do you get per video? How many conversions to the lead magnet do you get per 100 views? How many emails do you send to the email list? How many people convert per email? How many conversions do you need of the product to get to 1 million? Those five things. Is the math laded up? The game is really not more complicated than this. I'm telling you, I wish it was. I tried to over complicate it. It's this simple.
Okay. Now, before I end this video, I just want to highlight and solve the main pain points and blockers that you're going to run into. Like I said, 1% of you are going to be able to take what I just said, run with it. 8 months later, you're going to comment back on this video, I just made a million. Thanks a lot for the system. Now, another 10 to 20% of you have the drive and ambition to run through this, but you're going to run into pain points and blockers that you don't know how to solve. So, let me proactively tell you what those are and tell you how to solve them.
These are the four big challenges in the workflow you're going to run into. The first one is struggling to spot patterns in the competitor research that you do for the outliers. You're going to be able to use sand castles to get the videos from the channels, no problem. But when you look at the grid of the top 100 videos across 10 channels, you're going to struggle to identify the commonalities between them. Now, I tried to lay it out with the bricks and the system as close as I could. Holding forward things constant and just changing one makes it a lot easier, but a lot of people will get stuck looking at those outliers and then not knowing what to make, what not to make, where the patterns are, where they should make more of. They're going to struggle with that. So, that's number one. I try to make that easier earlier, but that's the first problem. The way to solve for that is to simplify the cloning to just keeping four things the same and changing one. It's very simple when you do it like that.
The second painoint or blocker you're going to experience is not being able to brute force the process of making the content in the first place. It takes effort to come up with the idea, show up, write the script, turn the camera on, film it, edit it, post it. There is effort required. The second blocker is people just won't be able to get through that enough times to get this thing really spinning. The truth is there is no way to win on social media without pressing post hundreds of times. However, if you can do that and you can run this system, it makes it almost automatic that you'll succeed over some time horizon. So, this is the second place you might get stuck. The easiest way is to just follow the system that I'll lay out.
Now, the third blocker is the biggest one. This is where the majority of people fail, and that is not being able to iterate your own content despite it not working. So, you've studied the research, you're good there. You've made the content, you've brute forced, but in your own content, even though you're cloning, it's just not working. And you don't know how to look at your video compared to the competitors and iterate beyond that. That is the number one thing where people get stuck. They think they're going crazy. They're following the system. They're following the structure. They just can't figure out how to iterate their own stuff. So, that's the third place you might get blocked and could cause a problem.
Now, the last problem, the last sticking point that could inevitably make you quit is just the sheer load of work between both doing the content and fulfilling your product. The hardest part about content is that it's really two jobs. You have to make content and then also run the business. And so, a lot of people, this is just too much load. They're not willing to work enough hours to get through that initial part. And then this becomes something that stops them from posting the volume. Then, it becomes problem number two. They just can't get through the sheer workload required to post. So, these really are the four main reasons people fail. They can't get through the competitor analysis. They just can't post enough times. They don't know how to iterate their own posts or the workload of doing both content and their business is just too much.
Now, because I've built the system myself, I've made seven figures from social media. I've implemented it in a lot of people, I've tried to come up with ways proactively to solve these things for you. I have a turnkey formula for spotting the outliers to make it easier to look at a sea of 100 videos and find the patterns. I have a turnkey system for using data to make the video so that it goes faster for you. I personally sit with people and review their content literally like change this, change this, change this, and that solves the iteration problem. And if you alleviate all three of those, you spend less time on content and the fourth problem goes away.
So, if you want me to personally help you with all of this and just solve those problems, I've got a link below. If you don't, it's completely fine. Some people like to work with an expert to proactively solve the problems. Other people like to do it on their own. It's fine either way. I just want a million business owners to make a million dollars with content, and this is the fastest way that I know how.
All right, guys. That's all I've got for this video. As a recap, I covered the four-step playbook that I think you should use if you want to make a million dollars from social media in the next 12 months. And to eat my own dog food, I'm going to be running this exact thing word for word, click forclick that I just went through on my own social channels, Callaway Marketing, over the next 3 to 6 months. I'll start in four weeks depending on when this posts and you will see me violently attack this space and take over this space in probably four to six months running this exact playbook. Once I do that, I'll come back and make a recap video step for stepping through this four-step playbook, but showing you exactly what I did, how I analyzed certain videos, how I iterated. I'll show you the whole behind the scenes, but I just wanted to tee this up as a framework first. If you want to watch me do that in real time, go to Callaway Marketing on Instagram, Tik Tok, or Kane Callaway on LinkedIn and you can follow that along.
As always guys, like I always say, I'm trying to give you the absolute sauce that most people just are not covering when it comes to content, business owners, and growth. And if you're trying to grow a business and you're trying to use content to do it, this is going to be one of the best channels you can follow. Make sure to check out all the free stuff I have in the description. If you want help, I'm here. Comment below any part of this process that you feel like was clear but not deep enough and then I'll know to make a dedicated video on that. All right, we will see you guys on the next video.