Creative consultant Javier Torres says most creators fail because their message is too vague, their content jumps between unrelated topics, and their titles and thumbnails don't spark curiosity. He recommends writing an "I help X achieve Y" statement, picking three to four content pillars to stick with, and using a problem-plus-curiosity-plus-outcome formula for titles and thumbnails.
Do you feel like you're posting consistently? You're putting the real effort into your content, but your brand just isn't growing. Most people think the solution is simple. I just need to post more, more content, more reels, more videos. Those tactics were the easy solution before, but after years of working with creators, pastors, authors, and brands, I've realized something. The game has changed. Most people don't have a content problem. They have a messaging problem. And today's video, I wanna show you 3 things you could fix today to help you with your content. Problem number 1, your message is too broad. The first mistake I see creators make is that their message is too general. They say things like, I post faith content, I help creatives, I help make motivational videos. But the reality with the internet today is social media is basically dead. We don't have social media, we have topic media. Most of the things you see on your algorithm aren't from your friends anymore. They're based off the topics you'd like and the posts you engage with. If someone is interested in business, faith, fitness, AI, real estate, the algorithm is gonna consistently feed them the content around that topic. So if your message is too broad, the algorithm doesn't know who to show your content to. And the audience that does come across your content wouldn't be sure whether to follow you. This one shift is very simple. Instead of trying to follow trends or tactics, I think the mindset that you need to go into is what topic do I want to dominate? Because when your topic is clear, you're no longer working for the algorithm. The algorithm is working for you. So here's something simple that you can do right now. I need you to write down the sentence, I help X achieve why. For example, I help pastors grow their message online. I help creators turn their ideas into businesses. I help brands turn their ideas into products. When your message becomes specific, your audience becomes much easier to find. So I want you to take 2 minutes right now just to think, I help achieve Problem number 2 is this: your content has no structure. The second problem I see a lot is random content. One day it's a thought, the next day it's a day in the life video, it's a vlog, it's some random tips. Every day it's constantly changing, and that confuses the algorithm. But the most successful creators usually talk about 3 or 4 core themes over and over again. These are called content pillars, and you need to find yours. For example, on this channel, my pillars are creative strategy, turning ideas into businesses, AI tools, helping publish a book. Those are just a few. Those topics repeat over and over again, and eventually your audience starts to know what you're all about. If your content feels scattered, it's usually because there's no structure behind it. So here's a quick I want you to write down 3 topics that you think you should be known for. Not 10, not 20, just 3. When your content has structure, people begin to recognize your voice and your expertise. Problem number 3, your ideas aren't packaged well. The third problem I see all the time is people actually have good ideas, but they're packaging them poorly. My coach Omar says something that really stuck with me. He says YouTube is no longer a video platform, it's a packaging platform. Because before anyone ever watches your videos, they have to choose to click in, and that decision is usually based on 2 things: the title and the thumbnail. If the packaging doesn't create curiosity or clearly communicate the value that someone's going to get out of the video, they're never gonna click in. It's never gonna get open. This This is also where YouTube is different from social media. You actually have to click into the video. You make the decision to choose to click it. On other platforms like Instagram and TikTok, content is pushed to you while you're scrolling. The video simply appears on your feed. But on YouTube, viewers are constantly making a choice. They might see 10 or 20 videos on the screen and they're deciding which one deserves their time. For example, if your video is about creative advice, most people might title it something like Creative Advice. That's a topic, but it doesn't create enough of a reason to click. Instead, you could say Why Most Creatives Never Make Money. Now the viewer instantly understands the problem, the tension, and the potential payoff. A simple way to think about titles is this formula: problem, curiosity, outcome. For example, why your brand isn't growing, the mistakes killing your content, how creators actually make money. The goal isn't to trick people. It's simply to make the value of the idea clear enough for someone to click. So when content isn't growing, it's usually not because someone needs to quote unquote work harder. Most of the time it's because of those 3 problems. The message isn't clear. The content has no pillar and the ideas aren't packaged well. When you fix these 3 things, the algorithm starts working for you instead of feeling like it's working against you. Let's pray. Father God, I just thank you for everyone who watched this video. I know it's a short one today, Father, but I know that the people that were meant to watch it will watch it, and I pray that they are blessed. I pray that you bless their endeavors. I pray that you bless their business. Well, what's going on, people? My name is Javier Torres and I have over 20 years of creative experience helping pastors, authors, creators, brand owners, leaders, just like you help execute on their dreams. So if you have any questions, make sure to hit me up at javiertorresstudios.com. I would love to help you out today. And if you love this style of content, make sure to throw something in the comments. Make sure to like, subscribe, and stick around for another video next week. God bless. Peace.
