JUNE 16, 2023

Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

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Wave Wyld practices what she teaches. The short-form video coach generated 1.2K email opt-ins in seven days through her TikTok channel.

At Creator Economy Expo, she shared how content entrepreneurs can follow her model. It can work for TikTok, Instagram Reels, and YouTube Shorts and is adapted easily for every social media platform.

Of course, The Tilt likes that strategy because we champion owning your audience, and Wave knows just how to do that. We also like that she doesn’t teach a go-viral strategy but embraces the power of community-building.

Now, here are five things to do to convert your viewers into an audience you own.

1. Treat social media as your marketing funnel: If you’re unfamiliar, funnels symbolize how a person moves from being aware of you to taking an action (subscribing, buying, etc.) related to your content business.

Creators post videos to attract viewers and create awareness of the brand. They also post videos to create a connection with or nurture the audience. And they post promotional content to motivate the viewer to act.

But, Wave says, too many creators only post attraction-type videos, and some focus solely on promotional. Instead, successful creators make content for each part of the funnel.

2. Optimize traffic flow: Maximize connection opportunities. In TikTok, use the website field to add your link-in-bio (or website). Include your other social handles in your profile. On TikTok, you can only link to Instagram and YouTube.

Don’t forget to include promotional offers in your bio. Wave suggests posting discount codes for your physical or digital products, such as “Save 10% with code TikTok.” If you customize the channel code, you can also tell which ones deliver the best results.

3. Use relevant calls to action: Your CTAs should connect to the content’s level in the funnel. If the videos fit the awareness stage, CTAs such as “follow for X,” “hit the follow button,” or “smash the follow button” can work well.

If you’re looking to engage the community, the CTAs might be “share this with …,” “tell me what you think,” or “comment with X.” In the promotional stage, you can be direct, such as “sign up for this list” or “download the guide.”

Experiment with your CTAs to see what works and what doesn’t, then double down on the most successful.

In video content, many creators just verbalize the CTA. But Wave advises going further. Add a text overlay or sticker on the video. Use the caption space below the video – and make it stand out with all caps or emojis to draw attention.

You also can include the CTA in the comments, just don’t use the words “link-in-bio,” as TikTok doesn’t show that text to viewers.

4. Create a promotional post: Create a post that promotes your lead magnet – the content product that will motivate your audience to give their email address. This technique works well for workshops, challenges, Discord communities, etc.

Inform the viewer of the offer but don’t sell it. Talk to them about this thing you have without explaining the benefits and features. Keep these videos between nine and 12 seconds.

Here’s how the formula works: Ask a question that speaks to a pain point. Introduce the solution. Explain in one or two statements what’s in it for the viewer. Add your calls to action.

5. Publish a social proof post: While you are the star of a promotional post, a fan stars in a social proof post because they’ve shared their interest, satisfaction, or excitement about your product or brand. You establish instant credibility with these posts. These videos should be no more than eight seconds.

Here’s how the formula works: Reply to the comment with a video. Use celebratory sound as you react to the comment visually (don’t talk). Include a CTA to what the fan liked so much.

As you execute these five steps, remember the value of experimentation and adaptation. Find out what works best for your audience and your content business.

To see Wave’s examples and learn how she uses trends to create email lists, watch the social media track package from Creator Economy Expo. It’s less than $17 a session.

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Learn from the leading expert creators in your field for less!

That’s right. You can now get packages from CEX, for less than $17 a session, all led by professional creators.

Packages include:

• Podcasting
• Social Media
• Content Products for your Content Business
• SEO, Conversions, and Scaling for your Content Business
• Web3 and AI
• … and more

And don’t forget to add on the Keynote package to see Joe, Ann Handley, Jay Clouse, and more, including the amazing keynote from Jesse Cole about creating a fans-first business.

​Get your package today and learn from the best for less than $17 a session!​
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• ​The Mysteries of Content with Joe Pulizzi [On Brand with Nick Westergaard]
• ​In TikTok We Trust [This Old Marketing podcast]
• ​Say What It Is [Content Inc. podcast]
• ​Crafting the Perfect Hook: A Guide to Captivating Your Audience [Katie Brinkley via LinkedIn]
• ICYMI: The Audience vs. Community Royal Rumble: Who Wins for Your Content Business?

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Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony.