Peter Vander Wall explains that social media content itself doesn't generate income. Instead, it serves as validation that attracts clients who then pay for his actual services or products.
I've made a total of $18,000 directly from the social content. And by that I mean, like client finds me just like scrolling their feed. They find my content, they like it. They realize, oh, like this dude has a content agency or at the time that's what I was doing. They reach out and they go, hey, I'm interested in working with you to create some content that's out of multiple six figures made in the past 12 months. I find that like, social media is usually not that like first level of connection where they find me through social, but it's like this validation mechanism. It's like they find me through ads or through referrals or whatever, and then they're like, I want to see if this guy's legit before I reach out to him. They go, they see my Instagram, they see my content is, you know, pretty good. They see what I do in my bio, they see what I'm doing day to day on my stories and like, that I'm a real person with real interests that they can connect with. In my mind, it's way more middle of funnel where like people are seeing this and building a sense of know, like, and trust, but they're not initially finding me through this, at least not for the most part.
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