A short conversational guide about using social proof and creator-led content to drive growth on YouTube and Twitter, especially for trust-sensitive industries. Key tactics: treat YouTube as clusters of topic-based content (content quality + hooks + retention drives ~80% of success), hire domain experts and train on-camera talent (e.g., doctors), and have executives/personality-driven accounts (CEO tweeting) to humanize the brand and build trust.
Chapters
So social, what is working with social right now?
So at rupa, we built our social.
Primarily for social proof.
I think this is a super underrated piece of growth.
Especially in the early days.
If you're building a product, nobody knows who you are.
You want to drive direct acquisition. But for us, if you're in any industry where trust is important, having a certain level of social proof is just insanely valuable.
So we did it. It was really important for us to.
Build trust with early partners and with early users.
So just gonna go over really fast. What we're seeing is working organically in case this is helpful for anybody. So, first of all, on YouTube, what we did was, I wanna say 80%.
Of YouTube success right now is content based.
You can kind of think of YouTube.
As collections of clusters of content, and.
And for every one of those clusters.
It'S gonna have different levels of competition.
So what you wanna try to do.
Is you wanna try to find clusters of topics that are trending and blowing up.
For Rupa, it was really, really tricky because I am not a doctor, so things like nitric oxide was really hot. Things like H. Pylori was really hot. Things like GI Map. Basically what I had to do is I had to hire doctors that was.
Able to tell me what was cool.
And so if you're in like a medical industry, you want to figure out.
What is the content that is trending and is cool that people have not.
Like marketers like myself haven't figured out.
To start creating content for. So we did that and then we.
Basically worked with a bunch of doctors.
Found who was good on camera, dressed them up, gave them good cameras, taught them how to be influencers, and then that performed really well.
But there's all of this. You should have a really good hook and you should have really good titles and, like, you need to have really strong retention.
But I swear to God, if you just have really good topics and you create the best content available for that topic, your YouTube will perform really well on Twitter.
Best thing we ever did at RUPA was we convinced our CEO to tweet.
We were on a car ride and I was like, hey, Tara, she's super competitive. I was like, hey, I'll race you to 20,000 followers. We'll see who can get there first. If you can convince your CEO to tweet, do whatever is required to get them to do this, I swear to God, it's one of the most valuable things your companies will ever do.
People don't really follow brand pages, even.
Like, the trick to a brand page is you try to like, personify it, right? So you'd be like, hi, I'm the intern behind the brand page and I'm doing this like, crazy thing.
It's so much better if you just.
Get like the CEO or someone that is an actual personality to start engaging with your audience as well. So gear CO2 tweets, get them a ghostwriter, like, teach them how to make long form stuff. There's no substitute to the actual authenticity of having a human actually push out content that's a leader within your organization.
