how to find unlimited content ideas regardless of your niche. Now, of course, we talked about the standard method. Okay, so the premises is that all of the options that we're going to talk about and how we're going to expand how we do content research still imply the same exact principles.
As we said yesterday, we need a clear system to be able to have a process to be able to automate and to be able to delegate as well. So everything that we're going to talk about still implies a viral video that we define as a five to 10 times the average use of the creator that we're looking at and we've seen this. So as you can already notice this will be a little bit more advanced.
This is what we outlined as the content ideation pyramid. And fundamentally it goes from probability of virality. So from content ideas that are more likely to perform for you just like they performed for the original video that we're taking as inspiration to content ideas that have less probability of virality but that can be way more unique and that can make you become the person that starts the trend.
Okay. Now the first type of videos that we're going to talk about is what we've already seen yesterday. Okay.
So viral video in your niche in which you take the same hook. Now I also made very clear here in this division this 80/20 approach. The idea is 80% of your content should still be based on content ideas that are proven to work.
So we focus on a viral video in your niche. Again the strategy that we seen yesterday and we take the same hook because this is still like what has the most probability like the highest probability of actually getting people to see your content in the first place. Everything else that we're going to see here is more let's say experimental.
It's still very important to do especially once you already have an established personal brand. So here we're talking about expanding a little bit and starting to see things also in the long term. This is what we are actually doing as of now.
Okay. So again we still want to start especially when you're just at the beginning of your personal brand. You want to focus just 100% of your attention on those viral videos in your niche because when you don't have yet enough experience, it's really difficult to be able to identify the right kind of videos outside of this that still had has the potential of performing really well.
So [cough and clears throat] that's like really the first step that we need to focus on. Anyway, now the second step and here we start going into this 20%. And this is where we start to experiment more.
This again is where we start to go a little bit more unique. And again, we have less probability of virality because we're going away from the most obvious choice. And if we actually wanted to draw another line here on top, the peak would be as we talked about yesterday, taking viral pieces of content that already performed for you.
Those are really the highest probability of performing again. But if we go one step further, we have for example viral videos in the same niche in which we just take the format. And so here we are starting to introduce a little bit of variability in the sense.
So we are not just focusing on taking the same hook but we approach it from the perspective of the format. So an example this is something that we did the split screen video. Okay most of you are familiar with it.
If for the people that are watching the video will maybe put it as an overlay or something but we created a video that became our most viral video ever. 40 million views based on a trend that was going on in our niche which was the split split screen format in which basically you had like on top let's say a before situation and at the bottom an after situation and on this one we actually didn't just copy the hook because the original video didn't have the same text on screen because it's it was not actually a spoken hook let's say it was a text hook but the original video that we took didn't have the same hook that we had but because again we wanted to experiment with this 20% we were like I I think we can improve on this. So we took the same format but in this case we changed the hook and in in our case we realized that we could make it a little bit broader and simplify it even more than the original trend that we started seeing going around.
Okay. And from this by the way again goes back to the concept of doubling down. We created tons of those split screen videos that performed well.
We were like we are going to keep on doing this until it works. Okay. And so again, same format, we kept on testing and we kept on going but with different hooks with different text hooks in this case because it was not spoken videos.
[clears throat] One step forward, we have viral videos in adjacent niches in which we take the same hook structure. And this again gets even more complex. And I'm also going to explain to you in a second what I mean by adjacent niches.
Because here we are starting to look outside of our niche, but in something that's still very close to us. And so this is what I mean by that. I'm going to make two examples, one for B2B and one for B2C.
This is our niche for example. Okay. So very specifically like what we are focused on the most is how to grow on Instagram.
But we could go one step forward and we could go to content and so we can pick content ideas in general in the niche of content in a broader niche of content that within has also how to grow on Instagram or we could go even one step forward and we could get to marketing. So the the word of marketing in general. Okay, we've done this a bunch of times.
We've actually picked content ideas in which the topic of the video itself was something related to marketing, not necessarily content, not necessarily how to grow on Instagram. And what we would do is just adapt the hook. So, for example, let's say that the hook related to marketing is I I'll throw out like a a super random hook, but let's say it was like the top three lead generation strategies that I use to get to 100K a month.
Cool. We can take that and we can translate it into content and it still probably has a good probability of performing well if it perform well in a niche that's so similar and so close to also what we do. So let's say the top three lead generation strategies that I used to get to 100K a month with my personal brand, you know, just like a slight adaptation and we can also go one step forward and go get to business in general, like the world of business.
And so picking ideas from these niches and of course the the more you go outside of this circle, the less likely it is that they will perform well because you're getting further from the original niche that you're [snorts] trying to target, the original niche that you're in. But they still have way more probabilities than trying to pick for example a hook or a content area from a completely different niche. Like if I had to pick it from fitness.
I can do that and we're going to see that also in a second. There are possibilities of for example translating a trend into your niche but it's way less likely because it's way further from the kind of content that the people in similar niches than yours are already consuming. And so this is the point example for business for um B2C and we could start for example from nutrition non this for example could be very applicable to you in that sense or also Solomon and nutrition we can go one step forward it can be weight loss at the end of the day like nutrition more often than not you know it's associated to weight loss or like whatever goal you want to put putting on muscle fitness broader niche than that and even more self-improvement, you know.
So, often times there are a lot of fitness creators that also talk about self-improvement. They also make motivational videos because those still perform well. It's usually somebody that's on a journey to improve themselves.
No, you had a question. >> Yeah. So, this would be for like the top, right?
Yeah. If you apply this closer to where you want to be closing, you'll mix up. >> No.
Yeah. 100%. 100%.
Yeah. buy from you, right? Because >> you're like you're selling like I'm selling fatter apps.
>> Yeah. >> Suddenly I'm doing content around self-improvement relevant. >> Yeah.
No, this is this is really useful because well, first of all, as I was saying, you can just like translate the hooks that are already performing well in this kind of niches to yours. But another point is often times these niches like the structure of the circles is for a reason. It's just like there's more people in self-improvement than there will be probably nutrition.
But a percentage of them will probably also be interested in nutrition. If they are in this journey of self-improvement, they want to improve themselves. A percentage of them will probably be interested also in this.
And at the same time that will have more likely like more probability of reaching more people because of that because if it's more mass appeal. Now of course it we are talking about top ofunnel content. We're not talking about necessarily content that is going to convert like crazy.
And middle of funnel, bottom of funnel, as we talked about, it's more of like the testimonials. It's more of like what does your product look like? How do you actually help people and all of that?
So, of course, that's not really going to be the case. And again, middle of funnel, bottom of funnel, more often not, we're going to focus more on the long form and on the Instagram stories than on the short form. The short form more often than not is still like the top of funnel where we're trying to attract people that 80 90% of the content that we create.
And what we have here is like how do we start experimenting so that it's not always just copying viral videos from others. So it's like how do we take our personal brand one step forward and once one step further so that we start building also our own identity and we start introducing some creativity in it as well. Okay.
So again, this is all advanced. That's what I was saying before of like when you start, you should just pick viral content ideas from other creators. Once you get some results, you should start picking viral content ideas from your own profile.
And that's still even at the moment in which you are already performing really well. Like even for us to this day, like 80% of the content, it's either stuff that already performed for us or stuff that perform really well for others. Then there's this 20% which is experimenting.
Because again the idea is if I can for example take something from another niche and translate it well to mine because now I got some experience in content. I start understanding the principles for why it would perform and I start understanding how can I take this format for example and adapt it to my niche and I can start that trend in my niche. Of course that's incredibly powerful.
That will still be a 20% because let's say that's like the creative test that you can run. It's like the probability of that going viral or performing well are way less than taking the viral idea from your content that already perform or the content that already perform for others in your same exact niche. But if it does, it's incredibly powerful because for example, as I was making the example of the split screen, the split screen was still relatively in our niche.
Like it was content probably in the broader sense. It was not necessarily Instagram growth because a lot of it people were doing like the split screen for example to show before and after of lighting how it would look like and so it was in the broader sense content we were like cool we can translate this to views probably and so it was taking from content and putting it into how to grow on Instagram and so making it super simple and starting the trend in our sense in our specific niche of how to grow on Instagram and taking the split screen from one of these suggestion niches one step forward. We can go to viral videos in a different niche and take the same hook structure.
Okay, so here is where again like this this is very true. Okay, like the probability of virality goes down as we go down to this stuff, but it's also way more unique. And so it's like if you can make something like this hit, you will probably be the first one in your niche.
And so that's of course really really powerful. So you can take a viral video in a different niche and use the same hook structure. So let's say again like I wanted to translate to how to grow on Instagram something that performed really well on um let's say self-improvement.
I've seen this hook I think because I remember it. It was that there was this girl that was doing um that was talking about self-improvement and it was like neuroscience tells us that you should do X and Y to to get this result. Cool.
Neuroscience tells us that to go viral, you need to trigger people uh emotions and whatnot. Okay, again the structure is very similar of the hook. I try to just like transpose the same structure of the hook.
So the probability of it performing is still higher than just like coming up with a hook completely from scratch. Like that's the fundamental point. It's like just trying not to come up with an idea completely from scratch and not have any inspiration whatsoever of why should this work and it's still based again on something that people reacted really well to but trying to take it one step forward and see if I can pick from this other niches and start this trend.
I remember very clearly and on this example if I can find the video then I will show you guys as well like this girl was like repeating this hook then over and over again because it was performing really well for her but she was again like into self-improvement psychology probably something of that sort but again it's a hook that with a little bit of creativity I can adapt easily to content can adapt easily to fitness as well if I wanted to for example like I can adapt it to any niche with just a little bit of creativity and a little bit of like moving the pieces around while keeping the same structure of the hook and the same sense of And even one step further, viral video in a different niche in which we take the same format. And so, [clears throat] for example, dialogue between two people in which I'm the same I'm the same person that does the dialogue, but it's just like two different characters. Okay?
So, for example, there's like um the super weak guy that wants to start building up his physique, and then there's like the Super Jack guy that's like, "Oh, you should do this. " and then he's like, "Oh, but I don't know how to lose my belly fat. " Oh, you should do this.
And it shows the uh abs, something like that. Okay, I can take that same format and see if it translates in my niche and if it can perform well. And so, for example, I can do the same exact thing, but with content.
And so there's like, oh, I don't understand why my videos are not going viral. Well, it's because you should do this and like it shows, I don't know, the perfect lighting setup and so on. Okay, so hopefully you get the point.
The idea is once again this is the 20% where you go wild than you test. It's way less likely that this stuff will perform but if one hits you can become let's say the trends setter in your niche. You can create something that's incredibly unique and that also brings a breath of fresh air in your niche.
You know at the end of the day everybody uses this strategy. Everybody uses this at the end of the day because like everybody that understands content understands that that's the principle like taking something that already perform for others and giving your own value. I will not say like just copying it word for word because we've seen people also doing that.
Please don't do that. Like just don't we [laughter] literally see it from from our videos. We're like scrolling and we see a video and we're like wait a second I recognize these words.
This is literally my script. Um but a lot of people still do understand that principle of like taking taking the same hook and then just adapting the value to what you actually believe to be true. And so if you can introduce this again this is very advanced.
This is like one step after once you actually start getting some traction. You already started building your personal brand. You want to differentiate yourself and you want to introduce some creativity but while still basing yourself off of viral ideas that already performed so that it's not like I just sit down staring at a blank piece of paper.
I'm like what do I talk about in my content today and it's like still based on something that already performed. So most likely it has some principle or some psychology behind it that trigger people to pay attention and so it's very powerful in that sense and this will be the next one. So if you have any questions in the meantime on the content ideation side, >> would you think checking in different market for example we're working in the Italian market you think checking in the English market in the Spanish market would be a good idea or they think in two different ways?
>> That's actually a very good question. It's a very good question because I remember we talked about it in one of our videos as well. We have clients that talk in every single language.
like we we have clients that make content in German, we have clients that make content in Polish, we have clients that make content in Spanish and uh whenever we take the approach of taking inspiration from viral videos from the English market, even for them, they still perform incredibly well because the thing is this, the reason why a piece of content performs is rooted on psychological principles that just attract people's attention. And so people around the world sure think they have different cultures but they have way more in common that they have of differences you know and so it's like because all of this is based on like let's say ancestral like just principles in the brain of like what triggers me to pay attention you know I see I don't know I see a lion I'm like I have to be careful doesn't matter what culture I'm from and so in that sense if you can have you know like the hook is a pattern interrupt is something that just catches your attention it's like if I do that in Spanish or I do that in English doesn't change because the principle behind it is the same. There's something that triggers my emotions.
Of course, there will be some cultural differences and so it's like especially when it comes to the value and the body of the video. But again, here we go back to the fact of like as we say, we don't want to copy just that there are some things that we're going to talk about that will not really make sense in both cultures. Like if I'm talking about fat loss and I make examples of I don't know bad foods that you shouldn't eat.
Bad foods that you shouldn't eat in Cypus. I don't know. I'll say alumi.
Bad foods that you shouldn't eat in Italy you know chef alya that we're making always example in Italy I might say I don't know like the pasta pizza what not you know. So that's that's probably universally recognized. Not the best example but [laughter] but again the idea is like then you can make the video and the content itself more specific to the culture.
But when it comes to the hooks and that's basically what we define as the idea because in the hook usually there is the topic of the video already inside of it. There's usually so much more similarities between people even of different cultures of again just the psychological principle that got your attention in the first place that they still end up performing really really well. >> Got it.
So 100% actually sorry just to close off on this that's actually one of the best one of the best hacks if you're not an English speaking content creator or personal brand like taking from the because more often than not the stuff that's happening in the English speaking market just will happen later down the line in your country you know that's a classic thing of also businesses like tons of people that made a lot of money just by looking at what US businesses were doing and just copying the model and doing it in their country. Like our client for example, John that speaks in Polish, his work on this strategy was that he would just like he was the first one in Poland to copy everybody of the US creators >> and he grew like 300,000 followers like that. >> So yeah, it's definitely definitely a good way to go.
If you decide to create a series, I don't know if you talk about this later, but you do the same format but in the series, right? >> Yeah. >> Around a topic like for example business terms but apply to >> Yeah.
Yeah. That's definitely something that you can test out. Now, I would not commit to an entire series before seeing that it actually performs.
Of course, like it's not a given that maybe the first video performs because again, as we were saying, this stuff has less likely like it's less likely to perform uh as much especially at the first try. So, you can feel free to like test out a bunch, but Brian was making um yesterday a very good comparison when we were talking to Malis that now it's not here. That was it's kind of like Netflix.
What do they do if they have to decide if they want to keep on moving forward with a series? They do the pilot. They do the first episode for a bunch of series.
They see which one people actually like and then they keep on going with that which is which is the same principle with content. You know, it's like you test a bunch of things. If you see something that's working, again, as we were saying, we're kind of missing it.
I would say on top of the pyramid, it's like the stuff that already performed for yourself that you bring again. So 100% like if you start with this approach. So the idea of you're taking the same format from another niche, you test out a bunch of formats from another niche.
If one hits 100% you can replicate it a bunch of times. As I was saying, that's literally what we did with the split screen. The split screen was uh let's say here it was more in content, not necessarily Instagram growth.
In our case, viral leader niche. We took the same not even the same hook structure in that case. It was actually just like the same format in that sense because we we translated the hook in what would make more sense when it comes to Instagram growth and that and then from that we just kept on going with a split screen until it stopped working.
Basically, we got like I don't know like 40 million views with that video but then kept on going. We got like another 5 million on actually I think I have it literally in that next slide. So it's like this this this.
It's like we just kept on going with that split screen until until it kept on working.
