It looks like I’m on to something…
As you may already know, I made a viral TikTok (below) and podcast (also below) about how TwitterX Ads has given me 1.3 million impressions and 2,000 link clicks for… $0.60.
The TikTok:
@build_in_public I shouldn’t be sharing what’s going on with Twitter. #twitterx #mediabuyer #elonmusk #mediabuying ♬ Close Eyes - Slowed + Reverb - DVRST
And the podcast:
A different TwitterX campaign has been providing sign-ups to my newsletter for about a penny and a half / sign-up.
If you’d like to know how I do this, I explain it all in the above podcast.
Aside from the TwitterX Ads discovery, the last week and a half was good. I had:
- Two well-performing videos.
- My best newsletter yet.
- A viral LinkedIn post.
- A post at the top of the Entrepreneur subreddit.
So in this article, I will share the accidental way I made the viral LinkedIn post and post at the top of the Entrepreneur subreddit. There’s a valuable lesson in it that often goes unnoticed.
Bobbie Althoff
Last week, I made a TikTok about how Bobbi Althoff, a previously mid-level niche influencer, got Drake on her new podcast. That TikTok (below) is up to 862,000 views.
@build_in_public How Bobbi Althoff got Drake on her new podcast. #bobbialthoff #bobbialtoffdrakeinterview #entrepreneurstory #successstory ♬ Beat - beaty
Then, last Saturday, I made a TikTok about an Instagram Reels glitch I discovered. That TikTok (below) is up to 5 million views.
@build_in_public How to get more views on Instagram Reels. #instagramtips #socialmediahacks #techtips #buildinpublic ♬ Mood Music - Evil Needle
Then, that Saturday night, I went to an event.
Then, the following Sunday morning, I was hungover. Sunday is the day I send out my weekly newsletter, and I had nothing written.
I was feeling lethargic and lazy and needed something easy.
The Bobbi Althoff <> Drake story was top-of-mind, so I wrote it out in 20 minutes and then sent that as the week’s newsletter. If you missed the newsletter, you can read it here – there’s a ton to learn about marketing, sales, and hustle from the story.
Immediately after sending out the email, two friends messaged me to say it was my best newsletter yet.
Repurpose your well-performing content!
The content of the newsletter was already validated by the well-performing TikTok.
Here’s what happened next.
I copied all the text from last week’s newsletter and posted it as a LinkedIn post. So far, this post is up to 25,000 impressions, and increasing, which is excellent for LinkedIn.
It took a minute to copy the post from my newsletter to LinkedIn since it was already written. I used the LinkedIn post to get subscribers to my newsletter and listeners to the podcast episode I made about Bobbi Althoff <> Drake (shared below or wherever you get your podcasts).
Repurpose, repurpose, repurpose.
Finally, I took the text and did the same on the Entrepreneur subreddit. The Reddit post is up to 264,000 views and channeled a lot of people to my podcast.
If I were to do it over again, however, I would have put the podcast call-to-action near the top of the post rather than the bottom.
Audiences on Reddit are highly averse to promotion, but in this instance, I could have gotten away with it.
Next, I will take the 5 million viewed TikTok I shared earlier and put it on LinkedIn.
So the hangover-inspired lesson
If you have a well-performing piece of content, use it everywhere!
Don’t let it go to waste.
If you have a post, video, podcast, piece of music, anything that has performed above average – repost it in other places and consider turning it into another piece of media – like how I turned the TikTok into a newsletter.
Too many of us silo our content onto one platform and leave huge audiences on the table.
And instead, when we post on other platforms, the posts are usually mediocre – because that’s the norm.
So if you’ve been meaning to post on LinkedIn, YouTube, TikTok, Twitter, Threads, IG, wherever – and you don’t know what to share – start with content that has already done well.
