It’s officially 2022, and social media has never been more popular, or more important. Your digital footprint can make or break you as a brand, whether that be a personal brand for an artist, or a large, public company. The good news is, is that if you use social media in the right way, it can be your greatest asset in terms of brand awareness and growth. And, if you’re a content creator, social media can be your absolute best friend when it comes to connecting with your audience. Whether you’re a writer, a filmmaker or a comedian, social media can help you expand your reach and career opportunities dramatically. In this article, we’re going to discuss seven ways content creators can use social media to leverage bigger career opportunities and how to start growing today.
1. Use it to find your personal or brand voice
One of the best aspects about content creation for social media is that it will constantly be evolving and changing. When you first start out creating content – whether that be graphics, videos, or pictures, it can be overwhelming in terms of knowing what to post, who you’re trying to target, and what kind of content you enjoy making. The good news is that personal and professional brands are constantly evolving as well, and creating content allows you to understand what types of things you like making and what you’re passionate about. Filmmaker, comedian and content creator, Megan Nager, explains that the content she first began making on social media has definitely shifted from the time she started.
“You realize what works and what doesn’t work and you also learn to refine and hone your skills. I started out making really crappy videos that I thought were funny and when I look back at them now, I can’t help but laugh because they seem so silly. However, looking back at how my content has developed over the years has really given me the confidence I need to keep creating. I really had no idea what I was doing when I started out, but it’s been a fun – at times stressful – journey that’s allowed me to develop my own, unique voice. Not only has my business grown, but my skillset and content creation abilities have grown as well.”
2. Use it to grow a fanbase/audience
The fact that creators can use social media to grow their own fan base and audience is unbelievably empowering. It’s essentially put the power back into the hands of the creator, and for people who work in the entertainment industry, or who are trying to make a name for themselves. You don’t need to have an agent or manager, or even spend money on advertising in order to reach prospective clients or fans. All you have to do is create content that you love and are passionate about and share it on your favorite social media platforms – whether that be Tiktok, Instagram, Twitter, Facebook or more. If you’re consistent and focus on a niche topic, your content will eventually get noticed.
Comedians Megan Nager and Erin Darling are a perfect example of content creators who used social media to dramatically grow one of their show concepts and leverage it to land a Spotify deal. When the writing partners came up with a concept for a television show, they decided to not pitch it to production companies, but also to do as much as they could to establish an audience for it, on their own. The two went to TikTok, creating 60 second videos that acted as a proof of concept for their series. Fast forward a year later, not only do they have a following of nearly 200,000 followers on TikTok, but they also leveraged their audience to land a podcast deal with Spotify. “It’s important to remember that you can validate your ideas independently,” says Darling, “Believe in yourself, and continue to iterate on your own. You don’t need anyone else to give you a green light to create an audience. The audience will find you.”
3. Understand what type of content your audience is interested in
When you first start creating social media content, it’s normal to feel frustrated or discouraged. That’s because – for the most part – your content isn’t going to blow up overnight, and it usually takes some time to catch on. It’s important to not get discouraged during this time and to look at it as an experimental period where you can test different concepts and ideas. One positive aspect of social media is that you get feedback almost immediately. You’ll easily be able to tell which content is resonating with your audience and what type of people are interested in what you’re putting out. This can help creators, brands and businesses learn what works and what doesn’t and give them the knowledge they need to keep expanding.
4. Establish expertise in your field through creating original, thought-provoking content
When you continue to create content you improve, and in turn, become someone who is known as an expert in your field. Even if you don’t know a ton about your niche when you begin, creating content will force you to learn as much as possible and keep you up-to-date and informed on the newest trends. The term “practice makes perfect” really applies to content creators. And, when you’re known as an expert in your field, you’ll start getting asked to partake in larger opportunities, whether that be a speaking engagement, a book interview, a conference, or more. The sky truly is the limit.
5. Meet Other Creators/Collaborators
Looking to connect with likeminded creators? Social media has made that easier than ever. Not only will your content automatically draw other creators in your industry and niche in, but it will also empower you to reach out to other creators to collaborate.
“The first year I began making comedic sketch videos for social media, I connected with so many other creatives who I still am friends with and continue to work with today,” explains content creator and comedian, Megan Nager. “I remember connecting with a creator I really look up to and admire because she had seen one of my videos and thought it was funny. We quickly formed a friendship and began filming videos together. It was awesome,” Megan says.
Not only is collaborating beneficial for artists, it can also help expand your reach. When your content is shared by other people, you’re opening yourself up to an even bigger audience than you had reached before.
6. Use it as proof of concept
As mentioned earlier, comedians Megan Nager and Erin Darling are two examples of creators who used social media as a proof of concept to land a podcast deal at Spotify. While pitching a concept as a television show, the two decided to start making Tiktok videos showcasing the concept they were pitching. The two remained consistent on the app – they each posted once a day, seven days a week, and remained active on the app. Their hard work paid off because not only did they grow a large following, but they also caught the attention of Spotify who loved their sixty second videos. Today, their show POPSPIRACY is in its fourth month running and they continue to expand their brand daily by continuing to post content.