Track which channels bring users, not just views

Transcript

Transcribed by machine (Whisper) from the episode’s audio, so a word may be off here and there.

1. 29:19

   therefore i should not use that as a channel to try to acquire my business customers or i sell to procurement or whatever. But it sounds like your argument is like, that's not true. There's all kinds of people using these platforms that are real humans that happen to work at companies where they could be your customer and be interested in seeing your product, right? Yes. Everybody in the world is on, not everybody in the world, but a large majority of the world is browsing through these platforms.

2. 29:46

   Billions. Yes. We found that design agencies really loved our product. Like three of them that found us naturally. So the question became, how do we get more design agencies? Now, I'm curious, what would you do if you take yourself back to founder mode, Aaron? Oh, I don't know. Probably the default for a lot of people is go look on LinkedIn and try to find people that list the place they work as a design agency or go to communities that they hang out in or specialized design websites or something.

3. 30:14

   And those are all actually really good. You should do those things. But at the same time, do you think a design agency founder is on TikTok or Instagram or YouTube? Do you think they're on these platforms? The answer is probably yes. It's probably a lot of them. And so we started making TikToks. I remember, I don't have the account pulled up here. That was just targeting design agencies. I would literally say, hey, are you a design agency?

4. 30:35

   Or hey, are you the founder of a design agency? Stop right there. Let me show you something really cool. And then that's how we found like 50 design agency leads. Just through TikTok. And these videos didn't go viral. They each on average had like 4,000 views. But it was probably 4,000 targeted views. 4,000 targeted views. So the goal of my goal is never to go viral. It's just, I want to talk about what I'm working on.

5. 30:56

   And I want to make sure it's listened to by an audience that would be interested in, actually interested in what I'm doing. How do you think about the different channels? Every channel is different. I'll say off the bat, Twitter is our worst, is in history, I've been making stuff on Twitter for like 10 years. The worst conversion of any channel. Like this video, the original Clicky video got 7,000 downloads on 3 million views.

6. 31:19

   If you do the math there, it's like less than 1%. or some crazy low number. Much less, yeah. It's very low. Screen aware dictation, this video, right? 2.9 million views on Twitter. But the conversion rate onto those people actually making accounts was horrendously low. This YouTube video has 20,000 views. But do you know what the conversion rate on this video is? It's like 20% to them actually downloading the app.

7. 31:41

   Wow. So the chances of you watching this video and downloading my app was 20%. Do you think that's something specific to the channel? Yeah, you know, every channel is different. Think about it. I'm on Twitter. I'm just like, Doomscrolling, basically, not really doomscrolling, I'm just scrolling through random stuff all the time. And so for YouTube, it was so surprising. And so historically, actually, YouTube is for most companies the best performing channel in terms of conversion but look our numbers are very low 872 subscribers 20k views like i'm not mr beast you know but again if you do the math this leads to a very real number of signups and this video will keep on performing that's the most important part this youtube is a library that will last for decades twitter you got your moment once

8. 32:21

   and you're gone instagram is another one that's so important all of our traffic i think 70 of our traffic is instagram this is where you got to be smart you're like i'm not trying to go viral i'm trying to make tell people what i'm doing but i'm again like down the funnel how many people actually converted it's worth checking out and so that's what i think people should always make their video and then make the first couple of videos but then start to ask themselves maybe i should make my for example our link in bio is slash ig why because then i can track like wait a second what was the conversion rate of people who hit slash ig and downloaded my app or uh if it landed on their phone um send it to them we have a little button that lets them send it to them uh themselves over email how many of them click that what's the conversion rate and so

9. 33:05

   by posting on all these channels you start to see not only where i'm performing views wise but actually just like who's where is my best uh channel right now in terms of the audience i'm looking for and again for us it is by far instagram um and it's it's not even close And you're basically using the same content for every channel. Yes, I do make videos for specific platforms.