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Eric Siu walks through a short-form distribution strategy: test clips on TikTok first, move winners to Instagram Reels and Facebook to validate them, then publish the best ones to YouTube where the audience is most valuable.
Eric Siu walks through a short-form distribution strategy: test clips on TikTok first, move winners to Instagram Reels and Facebook to validate them, then publish the best ones to YouTube where the audience is most valuable.
It seems like you use TikTok, Instagram Reels, but how come you don't touch YouTube Shorts? I do use it, but the way I use it right now, at least, is of the 4 Shorts platforms that exist, TikTok to me seems the most throwaway in the sense of like its impact is not super strong. And so I'll test every piece of short form on TikTok. If it does well there, I'll escalate it to IG where we have a more dedicated and like long-term fan base, and then I'll put it on Facebook. If those also do well, now I have 3 data points. This is what I call like a cross-platform banger. Yeah. And if I have a cross-platform banger, it'll go to YouTube because YouTube is the most precious audience that I think we have.
