Are you chasing virality, Or your audience needs? #contentstrategy #personalbrand #podcast

3 Sept 2025

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Speaker argues creators should prioritize usefulness to build audience trust rather than trying to go viral. They illustrate with two videos: a two-hour in-depth 'media team' video (~7–8k views) serving as a mini-course that attracted qualified clients, and a 12-minute candid video about content struggles (their second-best performing video) that drew attention and creative directors but fewer qualified client leads.

You don't want your intent to be going viral. You want your intent to be providing usefulness for your audience so they increase the amount of trust they have towards you. And when they're trusting you goes up from all this free content. Guess what happens when you tell them about an offer you have? They trust that they'll get the value. Do you think that we should have two types of content? Make deep content and then you make niche wide content. We put out a video a couple months ago on how to lead a media team niche as I think it maybe has seven or eight thousand views on it. That media team video was also two hours. So it's really in depth. It's like basically a mini course on YouTube. Then put out a video. I think it was either right before, right after, that's 12 minutes. I think it's titled if you struggle with making content, please watch this. And it's me talking about all the struggles that I had mentally, the mindset around making content, my insecurities, my fears. That one is our second best performing video. But here's where it gets interesting. No qualified clients reached out from the struggling with content video. A lot of creative directors for a lot of the personal brands that we either work with or want to work with reached out.