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The NEW Personal Brand Strategy Dominating Social Media in 2026 — Transcript

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0:00We are entering a completely new era in
0:02personal brand building. Today, if you
0:04want to build a lucrative personal brand
0:06that makes millions of dollars, you
0:08don't need to go mega viral. You don't
0:09need millions and millions of followers.
0:11You don't need to have made content for
0:1310 years. All you need is to become
0:15micro famous in your niche. This is how
0:18all of these people have built
0:19seven-figure businesses in just a couple
0:22years online without ever touching
0:24mainstream fame. Now, the truth is
0:25building micro fame this quickly wasn't
0:28possible just five years ago. Most
0:30people on this list hadn't even started
0:32posting five years ago. But, the reason
0:34it's possible now and why so many people
0:36are unlocking this micro fame is because
0:38the algorithms have changed. And that
0:40change makes right now the only time in
0:42history where you can get famous fast
0:44inside of a category. Now, in this
0:46video, I'm going to break down the
0:47playbook for how anyone watching this
0:49can become micro famous in their niche.
0:52I'll explain why it's possible now, what
0:53makes it so attractive, and the exact
0:55steps that you can follow to make it
0:57happen for yourself. By the way, if you
0:59don't know me, my name is Chalene. I
1:00have a million followers. I've done
1:01billions of views, and content is all I
1:03do all day long. All right, before we
1:05get into the tactics, let's just define
1:07what being micro famous actually means.
1:10Cuz this will really help you understand
1:12the ultimate goal of your content
1:13strategy. Being micro famous means that
1:16you are the authority figure in your
1:18category. Micro fame isn't about the
1:20number of followers you have. It's about
1:22your authority density per follower. And
1:25if there was one single metric that
1:26could compare audience value across
1:28channels, it would be this. Imagine
1:30there were two accounts. The first one
1:32has 2 million followers in the sports
1:34niche, but it's largely based on news
1:36reporting, trends, memes, and a couple
1:38of viral bangers based around cultural
1:40moments. The second one only has 50,000
1:42followers in the collectible space. But,
1:44every single one of those 50,000 people
1:46considers them the collectibles expert.
1:49They trust them. They follow their
1:50picks. And when they have a question on
1:51collectibles, their name and face is the
1:53first thing that pops in their head.
1:55Now, be honest, which of these two
1:57accounts would you say is more valuable?
1:59Most people honestly would say the first
2:01one. Because even though it's more
2:02general, it has 40 times more followers
2:04and likely gets way higher average
2:06views. But, the truth is, in almost
2:08every scenario, the collectibles
2:09account, number two, will out-earn the
2:12first one. And this is the power of
2:13authority density. In personal branding,
2:15dollars come from authority, which comes
2:18from trust accrued over time. So, your
2:20goal, if you're trying to build a super
2:21lucrative personal brand, is to increase
2:24the density of authority across your
2:26audience. And it actually doesn't take
2:27that big of an audience to be able to
2:29build a seven-figure business. This is
2:31exactly why buying followers or running
2:33follower ads to grow your following is a
2:36mistake. This is a metaphor I like to
2:37use. Imagine you had a glass full of red
2:40food coloring, and it was super
2:41concentrated, very, very deep red. Every
2:43follower you add that doesn't trust you
2:45would be like adding clear water to that
2:48glass. Over time, the glass fills up,
2:50but the liquid dilutes, first turning
2:52light red, and then pink, and then
2:53eventually almost clear. This metaphor
2:55is a proxy for trust dilution over time,
2:58which is very common, but it is the
3:00number one killer for why personal
3:02brands stop being able to monetize. So,
3:04if there's one metric that tells you how
3:06valuable an audience actually is, it's
3:08not followers, it's authority density.
3:11And becoming micro famous is just the
3:13exercise of maximizing this authority
3:15density. So, here's a really quick test
3:17you can run to just subtly gauge what
3:19your authority density looks like. Ask
3:21yourself this, if you polled all of your
3:23followers and you asked them
3:24independently, "Who is the number one
3:26person in this niche that you trust the
3:28most?" Would they say you? Cuz if the
3:30answer is mostly no, you don't have a
3:32follower problem, you have a density
3:34problem. And everything else I'm going
3:35to go through in this video will help
3:36you fix that. And that will enable you
3:38to become micro famous. All right, the
3:40last thing I want to cover before I get
3:41into the tactics, and this is so, so
3:43important, is to understand why becoming
3:45micro famous is now so much easier today
3:48than it was five years ago. Something
3:50structurally has changed in the way
3:52social media works, and understanding
3:54this is very important in helping you to
3:56take advantage. There are three core
3:58shifts to the algorithms and social
4:00media design that make this fast fame
4:02possible in this era. The first one is
4:04what I call zero ramp virality. Just 5
4:07years ago, there was really no ability
4:09for you to go viral on day one of
4:11posting. [music] You had to first build
4:12up a following and get them to engage
4:14with your stuff over time even have a
4:15chance of something breaking out. Well,
4:17today that is completely flipped. If you
4:20make a new account on Monday and you
4:21post a banger on Tuesday, you could have
4:23a million views and 10,000 followers by
4:26Wednesday. I call this zero ramp
4:28virality. There's zero ramp required to
4:31be able to go viral. And this is an
4:32insane thing to unlock if you know what
4:34you're doing. It just wasn't possible
4:36before. Now, the second condition that
4:37changed that makes this micro fame
4:39process easier is called automatic
4:41targeting. 5 years ago, social
4:43algorithms targeting ability was nowhere
4:45near as sophisticated as it is today.
4:47And this just means it took a lot longer
4:48for algorithms to understand who your
4:50ideal viewer was supposed to be. Because
4:52of that, you just had to post
4:53organically for a long time to try to
4:55hone in this audience match. Well, today
4:57that is also completely flipped. Social
4:59targeting precision is insanely good.
5:01Almost right out of the box as soon as
5:03you start posting on a new account.
5:05Because of this, in just a couple
5:06videos, the algorithms can very
5:08accurately target the exact person you
5:10want to reach with almost zero spillover
5:13into a bad fit avatar. So, you're
5:15getting both insane reach potential to
5:17the exact right people almost instantly.
5:19Now, the third condition that changed
5:21this, and this really is the biggest
5:22one, is the unlimited scale. Organic
5:24content can now scale infinitely.
5:26Before, you could post high volume like
5:285, 10 times a day, but you really risked
5:30follower fatigue because the only people
5:32that saw your stuff were followers. So,
5:33if you just hammered post, the same
5:35people would be seeing your stuff over
5:36and over. Today, that is also changed.
5:39For You feeds basically allow you to
5:41post 10 times per day without fatiguing
5:43your followers because they'll just show
5:45it to a bunch of other non-followers
5:46that are similar to the people following
5:48you. If you add these three variables
5:50up, it means that if you make the right
5:52content, you can reach millions of the
5:54right people on day one and then
5:56continue reaching millions more like
5:59them whenever you want. These are what I
6:00call Goldilocks conditions when it comes
6:03to marketing and it's why I've been
6:05basically screaming to every business
6:06owner I know and making these videos
6:08with my hands like this over the last 2
6:10years because as soon as I recognized
6:12these conditions had changed, it becomes
6:14the greatest marketing bet you could
6:16possibly make to make organic video
6:18content. So, these three conditions
6:20multiplied together are why it's so much
6:22easier to become micro famous now than
6:24it was 5 years ago. And if you don't
6:26believe me, take me as an example. Just
6:283 years ago, I had never posted a
6:30short-form video. No YouTube, no
6:32short-form, nothing. Fast forward just 3
6:34years, I have 2 million followers, I've
6:36done billions of views, I have my own
6:38micro fame in literally two different
6:40categories. I'm famous in AI and I'm
6:42famous in marketing as well. In each of
6:44those categories, I've built
6:45seven-figure businesses, both of them.
6:48All of that in 3 years from zero. That
6:50is only possible because the conditions
6:51have changed so that I can jump to the
6:53top of a niche without having to wait my
6:55turn in line. And I'm telling you, you
6:57can do the same thing, too, by becoming
6:59micro famous in your niche, which I'm
7:01going to break down right now with this
7:02tactical playbook. By the way, guys, if
7:04you like how I'm explaining this, I've
7:06also open-sourced my content system for
7:08free. What I'm about to go through is
7:10the strategy around winning and becoming
7:12micro famous, but you're also going to
7:13need the system for how to make the
7:15videos. So, everything I do from ideas
7:17to hooks to script writing to
7:18monetization, it's all included in here
7:20for free. You can get it at
7:21shortformsystem.co
7:22or check out the link in the
7:23description. All right, now let's get
7:25into the tactical playbook. This will
7:26cover the strategic positioning and the
7:28content strategy for how you become
7:30micro famous in literally any niche. A
7:33lot of people don't know this about me,
7:34but I actually spend a lot of my time
7:35helping business owners figure this out,
7:38how to become micro famous in their
7:39category. I've obviously done it for
7:41myself twice in two different niches,
7:42but I don't think you can really
7:44pressure test a system until you apply
7:45it to other people that aren't you. So,
7:47this is what I've been running for
7:49dozens and dozens of business owners
7:50behind the scenes. A lot of people you
7:52see dominating categories have some
7:54version of this running or I've worked
7:55with them directly. A good example of
7:57this is Pat. I've been working with Pat
7:58for about a year. He went from zero,
8:00never making content ever, to having
8:02over 100,000 followers total across
8:04Instagram and TikTok, and basically
8:06owning the backpacking review niche.
8:08He's had many videos get over a million
8:10views. He's done brand deals with many
8:12of the top brands in the backpacking
8:14space. He's launched his own backpacking
8:16brand, which did its first launch with a
8:18five-figure launch, and that was all in
8:191 year. Nobody really knows him outside
8:22the backpacking niche, but inside he is
8:24a top authority figure. He's micro
8:26famous. So, this is a perfect example of
8:27what it looks like to become micro
8:29famous in a niche. And like I said, 12
8:31months, zero to that. So, here's the
8:33tactical playbook that I personally run
8:35on all of my channels, what Pat ran
8:37himself, and what I put the dozens of
8:39business owners that I work with
8:40directly through. The first part, and
8:41this is super important, is to figure
8:43out a unique strategic position. And
8:45this is literally the exercise that I
8:47ran through when I started posting on my
8:49Callaway Marketing Instagram account
8:51just 90 days ago. So, I'm going to take
8:53you through the framework, and then I'm
8:54going to show you how I applied it to
8:55myself to grow way faster. For context,
8:58I've gone from zero to about 60,000
9:00followers in just 90 days. I'm growing
9:02about 1,000 followers a day following
9:04this playbook exactly. So, here's how
9:06you do it. First, you take the niche and
9:07the platform that you're playing on. So,
9:09for me in this case, it was social media
9:11growth on Instagram. Then you want to
9:12come up with a unique lane within that
9:15niche that isn't currently
9:16oversaturated. I call this a unique
9:18positioning angle, a UPA. And this is
9:20ideally where you identify white space
9:22that suits your expertise, personality,
9:25background, and unique abilities, or
9:27unique experience. Now, if you're
9:29literally creating the niche, or you're
9:31one of the first ones in this niche,
9:32well, then this exercise is not that
9:34difficult. All you have to do is start
9:35making content across any of these
9:36attributes, and you'll be good. This
9:37would be like the settlers in the 1850s
9:39in the US. They didn't have to be real
9:41estate savants, they just went out
9:42there, everything was available, they
9:43picked their plot and they were good.
9:45Now, on the flip side, if you're trying
9:46to compete in a very crowded niche, this
9:48exercise is a little bit harder and you
9:49should spend time trying to figure out
9:51what your unique lane is going to be.
9:53This would be like trying to buy
9:54beachfront property in Hawaii today.
9:56There are still deals to be had, but you
9:58have to really know what you're doing
9:59and spend time carving out your thesis.
10:02Now, when I say carve your lane, let's
10:03get very granular. There are seven
10:05different positioning attributes where
10:07you can find white space to carve your
10:10own positioning. The goal is to stack up
10:12as many of these attributes together cuz
10:14they multiply to create this unique
10:16lane. Again, if you're in your own
10:17category, you're one of the first to
10:18make content, you might only need one of
10:19these. If you're in a crowded niche, you
10:21probably need a few stacked up together.
10:22So, these are the seven unique
10:24attributes when it comes to unique
10:25positioning. The first one is topic
10:27selection. So, this would be you talking
10:29about topics in your niche that aren't
10:31widely covered already today. So, for
10:33example, in social media growth, this
10:34would be like if I identified hooks were
10:36really important as a topic, but nobody
10:38was covering them, I could just start
10:39talking about hooks and that would
10:40create white space that I would fill.
10:42The second attribute is substance depth.
10:45So, this would be where you're talking
10:46about common topics that are already
10:47covered, but the value or the tactics or
10:49the insights that you give on those
10:51topics is just way different than
10:52everyone else. So again, in the social
10:54media space, it could be I've identified
10:56hooks are important, a lot of people
10:57already talk about it, so I don't get
10:58any topic differentiation, but the way I
11:00talk about it, what I say, the insights
11:02I share are just different at a higher
11:04value level and so that's how I
11:06separate. The third attribute would be
11:07unique stories or scenarios. This would
11:10be if you have unique experience or
11:11expertise in actually doing the thing so
11:13that you can share that that a lot of
11:15people don't have and couldn't copy you
11:17on without lying. So, for example, in
11:18the social media space, if I grew five
11:20accounts to a million followers and not
11:22that many people had done that, well
11:23then I could share lessons learned and
11:25stories that are atypical from what
11:27people typically see and that would
11:28create white space that I would fill.
11:29The fourth attribute or way to separate
11:31in positioning would be avatar
11:33specificity. So, this would be like
11:34you're talking to a specific unique
11:36avatar slice that is underserved in the
11:38niche. So, for example, in the social
11:40media growth space, if there are a lot
11:41of people there, but no one's talking to
11:43mortgage brokers about social media,
11:45that would be a unique lane or unique
11:47avatar specificity that you would fill.
11:49The fifth attribute would be delivery
11:51style. So, this is your tone, your
11:52rhythm, your speaking cadence, the way
11:54you come off on camera. For example, to
11:56continue this in the social media space,
11:58let's say I saw everybody was
11:59communicating in this like informal raw
12:01way. Well, I could fill white space
12:03being more professional, buttoned up,
12:05rigid, wearing a suit, for example. The
12:07sixth attribute is storytelling format.
12:09So, this is pretty classic. You're
12:11delivering storytelling formats that
12:12aren't typically being used in your
12:14niche. So, in the social media space,
12:16let's say I saw everybody making these
12:17ranking and tier lists and listical type
12:20videos, but nobody was doing challenge
12:21videos where they actually challenge
12:23themselves to go zero to 100k in 30
12:25days. I saw white space there, and so I
12:27filled it. And then the seventh
12:28attribute would be visual format. So,
12:30this is that you're filming or editing
12:32laying videos out in a way that you
12:34typically don't see in the niche. So, to
12:35finish the example in social media, if
12:37everybody's shooting raw in their
12:38bedroom, you could come more cinematic
12:40or in a studio or just a completely
12:42different visual delivery. So, those are
12:44your seven options for how to find
12:46differentiation or white space to create
12:49your own lane in a niche. Again, the
12:51more crowded the space is, the harder it
12:53is to carve one of those lanes, and you
12:54have to stack some of those together.
12:56The more open the space is, the less you
12:57have to do. You can just pick one, fill
12:59it, and you'll win. So, if we think
13:00about how I approached the social media
13:02growth space on Instagram 90 days ago,
13:05this is how I went through each of those
13:07seven categories and what I thought
13:08about with respect to if there was white
13:11space that I could fill. And again, a
13:12lot of this is custom to me with my
13:15unique background and skills that I knew
13:16I had. For you, you don't have the same
13:18skills and background and proof as me,
13:19so you may have to approach this
13:20differently even if you're attacking the
13:22social media growth space. So, like I
13:24said, just to give context, zero to 60k
13:26followers in 90 days, growing about
13:281,000 followers a day, 5.5 million views
13:31or so total. So, that means over 1% of
13:33people that see a video follow me. I've
13:35driven over 20,000 collected emails and
13:37over 100,000 in revenue during that
13:3990-day period. I should have over
13:41100,000 followers by the end of 2026.
13:43Just to give you a sense of like where
13:44I'm at and how fast it's working. Now,
13:46here's how I thought about my
13:47positioning across those seven buckets.
13:49The first one is topic selection. So,
13:51are there any topics not being covered
13:53in the social media growth space that I
13:55could fill? Candidly, social media
13:56growth is very competitive. A lot of the
13:58topics have already been covered. One
13:59that I identified that was pretty open
14:01was AI content workflows. So, anytime I
14:03make a video about Claude and
14:05Sandcastles combined, it crushes. That's
14:07my top category, and there's a reason
14:09for that. Huge TAM, and it's kind of
14:11open relative to some of the other
14:12stuff. So, that was something that I
14:13wanted to try to differentiate on a
14:15little bit. This alone was not going to
14:17be my only competitive positioning
14:19difference because I didn't want my
14:20whole account to be about AI. But, that
14:22was definitely something I was going to
14:23add to the stack. Second bucket is
14:25substance depth, right? So, this is how
14:27I approach topics people are already
14:29covering, but going deeper and more
14:30value. The current state of social media
14:32content, for the most part, is very
14:33surface-level. You see a lot of people
14:35being like, "Monday, Tuesday, Wednesday,
14:36Thursday." And they're just like listing
14:37the formats with no value at all.
14:39Someone like Eva, Personal Brand Launch,
14:41is actually very good at deeper
14:43substance. She goes a level deeper than
14:44most people, which is why she grew so
14:46fast. She was really like the only
14:47social media growth content channel that
14:49did this at scale 2 years ago. That was
14:52her significant positioning. But, I knew
14:54I could approach it similar to her in a
14:56different way. I could also go deeper
14:57substance, but not copy what she was
14:59doing, and I knew there was white space
15:00there. So, the substance is a core
15:02pillar where I knew I could separate
15:04from most people. And this kind of goes
15:05back to like my expertise background and
15:07how I articulate things. This is a
15:09strong suit of mine, so I knew this
15:11would be my anchor unique positioning
15:13differentiation. And by the way, when
15:15you hear me break this down, you can
15:16hear the precision that goes into this
15:19type of strategic exercise. I'm very
15:21strategic with how I do this. I am the
15:23type of person you're competing against
15:25in a very competitive niche. So, just A,
15:27accept that there are people that think
15:29about it at this depth. And B, the
15:31reason why you want to work with someone
15:32like me is cuz I'll just tell you what
15:34the positioning should be so you can
15:35follow it, so you can avoid the
15:37wandering period where you don't know.
15:38If you're not going to work with me,
15:40there's only a handful of people in the
15:41world that can kind of cut through the
15:42BS and tell you how to think about it at
15:44this level. I recommend you find one of
15:46those and just pay them so you can avoid
15:48the ignorance tax. All right, the third
15:50bucket is unique stories and scenarios.
15:53Now, I have some really great case
15:54studies like the one I went through with
15:55Pat that I really rarely talk about cuz
15:57I don't like to lead with the case study
15:59proof. It feels sleazy and salesy to me.
16:01I also don't like layering in those
16:03examples when you have a very small
16:05following. Something feels incongruent
16:06about having 5,000 followers but being
16:09like, I helped this person grow to 100k.
16:11It's very misaligned. So, I like to wait
16:14to use the case studies and scenarios
16:16until I'm a little bit bigger. So, for
16:18that reason, I wasn't planning on using
16:20this as a differentiation point in the
16:22first growth phase. The fourth bucket
16:24was avatar specificity. Now, rather than
16:26talk broadly about social media growth
16:28to everyone, I was going to dial in for
16:29social media for business owners. The
16:31thing is, there's still a lot of people
16:32that are positioning themselves that
16:34way, social media for business owners.
16:35So, although that was going to be part
16:36of how I wanted to come across, it
16:38wasn't going to be enough
16:39differentiation alone to separate. The
16:41fifth bucket is delivery style. Now, I
16:43have a pretty unique speaking cadence
16:45and rhythm when it comes to content. I'm
16:47very good at annunciating my words so
16:48that clarity is maxed out. This is one
16:50of the reasons why I've been able to
16:51grow so fast on YouTube and it's kind of
16:53like my calling card, right? It's just a
16:54It's just a unique skill that I have.
16:56Also, on the delivery side, I dress in
16:58all black. I have this kind of like
16:59cinematic set that is atypical from what
17:01you typically see in social media. You
17:04don't see people articulating things
17:05like this at this level of depth in this
17:07visual package. So, for all of those
17:08reasons, delivery was also something I
17:10thought I could separate on by just
17:12executing in my normal style. Now, the
17:14sixth attribute is storytelling formats.
17:16Now, when it comes to social media,
17:17almost all the formats have been tried
17:18and covered. The social media niche is
17:20really where formats get born typically.
17:22So, I knew there wasn't going to be much
17:23space to differentiate on this
17:25attribute. Because of that, I was just
17:26going to stick to what I'm good at,
17:28breakdowns, explainers, and listicles.
17:30Now, you can win by coming up with a
17:31unique format no one's ever seen before,
17:33but that quickly gets cloned and
17:34commoditized. Just look at the Kumar
17:36thing. And so, it's not easy to rely on
17:38this to have consistent advantage. So,
17:40for that reason, I just wasn't counting
17:41on any lift here. And then lastly was
17:43visual format. Visually, I prefer the
17:45premium, high-polish, high-aesthetic,
17:47cinematic execution. That's just what my
17:49eye suits. It's what I do on YouTube.
17:51It's what I do on my tech videos. Lots
17:53of the gurus talk about how this doesn't
17:54work and raw is the only way to win.
17:56It's nonsense. I don't believe that at
17:58all. Raw can work, the cinematic can
18:00work, it can all work. It's just about
18:01what are you contrasting against
18:03relative to the field. So, the good news
18:05is most people try to do the raw stuff
18:07on social media. I knew I could easily
18:08win with cinematic and polished, and so
18:10that's how I wanted to come across
18:11visually. So, if you add those up, I had
18:13significant differentiation on substance
18:15and delivery style. I was going to come
18:17across differently visually, and I had a
18:19one-topic bucket that most people
18:21weren't covering. If you multiply those
18:23together, it makes me one of one in the
18:25niche. And so, that doesn't mean I'm
18:26guaranteed to win, but at least if I
18:28execute on the strategy correctly,
18:30there's open white space that I can run
18:32and fill into and then grow faster. Now,
18:35people can try to copy the visual
18:36execution, and they already have, right?
18:38The style I have, people try to copy
18:39that. But the thing is, when you copy a
18:41visual style that most people think of
18:43one person for, most of the value
18:45accrues back to me. When they see that
18:46style, they think of me in this niche.
18:48So, if you copy it, you don't really get
18:49the lift. [music] Things like substance
18:51and delivery style are way less easy to
18:53copy, so there's a moat there as well.
18:55Now, I will say, if you're watching
18:56this, unless you're in the social media
18:57growth space, which I know a lot of
18:59people are who are watching this, if
19:00you're outside that, there's a good
19:01chance your niche is way less
19:03competitive than social media growth.
19:04The two niches I play in, social media
19:06growth and AI, are two of the most
19:08competitive niches on the internet. I
19:09would say fitness and maybe like cooking
19:11or recipes or also super competitive,
19:13although those TAMs are massive. But
19:15most other niches, there are small
19:16pockets where they aren't that
19:18competitive. So, you have a ton of room
19:20to come up with your own UPA. You don't
19:21really need to go so crazy like I did.
19:24Now, the best way to come up with what
19:25the options are that you could use for
19:28each of those buckets is called
19:29transpositioning. So, what I recommend
19:31is first you look at your niche and try
19:32to figure out what the baseline is
19:34that's working on your niche. And you
19:36could use sandcastles.ai for that. Just
19:37build a channel list and then you can
19:39kind of look at what's working. But
19:40then, if you can't find differentiation,
19:42what you want to do is go to similar or
19:44distant niches that are far from yours,
19:47look at what's working for them, and
19:48then bring some of that over to yours.
19:51This is called transpositioning.
19:52Typically, you're not going to outrun
19:54somebody by cloning the person that's in
19:56your niche. If they're already better
19:57than you and they have a compounding
19:58advantage, you're typically not going to
19:59outrun by copying them. So, what you
20:01want to do is go somewhere else. If
20:03you're in social media growth, go to
20:04like the vintage hat niche, see what
20:06they're doing at the top of that niche,
20:08and if there's something different that
20:09you don't see in social media, bring
20:11that over. That's really where the alpha
20:13and sauce is. And this is why it's
20:15actually really helpful to study people
20:17outside of your niche. Now, the best way
20:18to get exposed to those is you can look
20:20at collections on sandcastles. We've
20:22hand-curated 105 different collections
20:25across formats, [music]
20:26signature series, editing styles, and
20:28visual hooks. Inside of each collection
20:30are between five and 10 of the
20:32best-performing videos for that type
20:34across all niches. So, there's probably
20:36500 to 1,000 different videos that are
20:38hand-curated. These are top videos that
20:40you can watch and get exposed to
20:41different types of execution, different
20:44types of formats that are outside your
20:46niche. I find this to be one of the
20:47fastest ways to just get exposure to
20:49top-performing videos without having to
20:51reset your own social algorithms. So, if
20:53you want to check that out, I've linked
20:54a couple of the collections below so you
20:55can see how they work. All right, so
20:56that is really the first piece around
20:58strategic positioning. And I find that
21:00to be really, really helpful, especially
21:02if you're playing in a competitive
21:03niche. If you do the work up front to
21:05define what that white space lane could
21:07be, Then, all you have to do is execute
21:09on the content strategy, and you will
21:10grow a lot faster. Now, the next piece
21:12is how you actually make the content.
21:13Like, what is your content mix across
21:16different topics that will help you
21:17execute on that positioning? And I
21:19recommend every single person run what I
21:21call the 3-2-1 content strategy. Now,
21:24I've built a ton of different content
21:25strategies, and like I said, worked with
21:26dozens and dozens of business owners
21:28testing all this. I'm very confident the
21:293-2-1 is the best for most people. So,
21:31the 3-2-1 is very simple. You're going
21:33to come up with three different topic
21:35buckets that you make two videos each
21:37per week. So, that'll be six of your
21:38seven weekly videos if you're posting
21:40once a day. The seventh video is going
21:42to be what I call the chaos agent. This
21:44can be a triple down on any of the three
21:46buckets, or just something random you
21:47saw in some other niche that you just
21:49want to try, right? It's meant to be
21:50controlled chaos to inflict random tests
21:53so you can experiment outside of the
21:55buckets. For the three main buckets, one
21:57of your buckets is going to be more
21:58broadly positioned. So, it's still going
22:00to be a topic that will accrue trust and
22:02authority to you in the niche, but it's
22:03meant to be a little bit broader so you
22:05can have a chance at virality to bring a
22:07ton more people into the zeitgeist. The
22:09other two buckets are going to be more
22:10narrowly positioned. These will be
22:12specific buckets that are very valuable
22:14to your specific ideal viewer avatar and
22:17buyer. And so, these can come from pain
22:18points you know they have, outcomes you
22:20know they want, things that have come
22:21from client conversations, or topics
22:23you've seen covered that you know matter
22:24for your ideal viewer. And those two
22:26narrow buckets are not meant to go super
22:28viral. Instead, they're meant to go
22:29deeper and drive more conversion and
22:31trust accrual per view. So, three
22:33buckets, two videos each, one chaos
22:35agent. 3-2-1. Now, to figure out what
22:37these three buckets are going to be, you
22:38can either randomly guess, so you take a
22:40piece of paper, you write down all the
22:42most important topics you think matter,
22:43you pick three, you randomly guess, you
22:45make videos across those three for a few
22:47weeks, let the data tell you, and then
22:48iterate. That's the less data-backed way
22:51to do it, but like the quickest, just
22:52random guess. The other way to do it,
22:54which is what I recommend, is you
22:55research the top competitors in your
22:57niche between 25,000 and 250,000
22:59followers. You do a deep analysis, which
23:02I'll walk through how to do in a second.
23:03You let that tell you which topic
23:05buckets are working best, and then you
23:07pick three from there. Now, the fastest
23:08way to do this, this exercise, which I
23:10recommend everyone do, you first go to
23:12Sandcastle's, and you need to build a
23:13channel list of your top competitors in
23:16your niche. If you don't know who they
23:17are, just go to Sandcastle's, go to the
23:19channels tab, go to describe, and just
23:21type in the topics that you cover, or
23:23whatever you describe your niche as.
23:25Sandcastle's will suggest the top
23:26channels that fit that description. You
23:28can either add all of them into the
23:29channel list just by pressing add all or
23:31the plus, or you can pick one of them
23:33that you recognize, add that one in, and
23:36then press the arrows that say more like
23:37this, which will hone the search to be
23:39closer to that person. If you don't want
23:41to do it this way, you can also scroll
23:42on your For You page, or look at your
23:44explore page until you see videos come
23:45up that you like. Take that person's
23:47channel profile, go to the channels tab,
23:50either search for them or add the URL
23:52in, and build your channel list that
23:53way. Either way, you want to build this
23:55channel list of competitors. Every
23:56single person that makes content has
23:58done this. This is the most valuable
24:00exercise you could do. Your goal is
24:01about 20 to 25 competitor channels
24:04between 25 and 250,000 followers in that
24:07Sandcastle's watch list. Now, once you
24:09have that done, go to the videos tab,
24:11you will automatically see all of the
24:12videos from those channels listed in the
24:14videos tab. I want you to go up to sort,
24:16press outlier score. I want you to go to
24:18post date, and do last 3 months. And
24:20then for engagement rate, put the
24:22minimum bound at 2%, which filters out
24:24any of the paid brand deals. Now, you've
24:26got the top performing videos
24:28organically from the last 3 months from
24:29all those competitors in one place. Now,
24:31you can easily open each of these in a
24:33new tab and watch them. If you just
24:35hover over, you can see how to do that.
24:36But, the much faster way is to deep
24:38analyze all these videos, and let Claude
24:40tell you what the best performing topics
24:42are. So, to analyze, you can hover over
24:44a video and click the analyze button one
24:45by one, or you can go to bulk analyze at
24:48the top, type in either 50 or 100, which
24:50will be 100 videos analyzed at once, and
24:53it will automatically deep analyze the
24:54top 100, or whatever number you put in.
24:56Doing this will spend one credit per
24:57video, so 50 is a good number to start
24:59with. Now, let that run for 5 to 10
25:01minutes and you will see the little
25:02green analyze badge on all the videos.
25:04It'll say done in the upper right. Once
25:06it's done, go to export and export that
25:09data into a CSV. You will now have all
25:11of the videos you deep analyzed, the
25:13transcript, the topic, the hook, the
25:15format, the storytelling structure,
25:16literally all the data you would need
25:17about those videos. You're going to grab
25:19that, you're going to drag them to a new
25:20chat in Claude, you're going to use the
25:21Fable 5 model, and you're going to run
25:23this prompt. My goal is to build a
25:25high-value authority audience in insert
25:27niche, put your niche there. I want you
25:29to build a visual distribution that
25:31breaks down the top-performing topic
25:32buckets across all of the videos in the
25:34file I gave you. This is a deep analysis
25:37pull of the top X videos, however many
25:39you did, from the top channels in my
25:41niche. Screen out any video that doesn't
25:43make sense for my niche, if it's about
25:44their personality or whatever, screen
25:45those out. My goal is to come up with
25:47one broader-reaching viral topic bucket
25:50and two more narrow topic buckets for
25:53the avatar that I'm trying to cover. You
25:55can add more information about your
25:56avatar to help clarify it, I recommend
25:58as much detail as possible, and then
25:59press run. This will run for 5 minutes
26:01and it will give you a visual
26:02distribution breaking down the topic
26:04performance for all of those videos.
26:06This will tell you exactly what topics
26:08are working best, and you can pick three
26:09from there. Now, based on the three you
26:11pick, you're going to run the 3-2-1
26:12strategy. You're going to do that for 2
26:14weeks, and then you're going to come
26:15back and you're going to re-evaluate how
26:16it's working. If you notice some of the
26:18buckets are not performing at all across
26:20any of the four videos you made across
26:21those 2 weeks, you're going to kill that
26:23bucket, and you're going to promote a
26:24new bucket, either from the initial
26:26research list or something that your
26:28random controlled chaos agent surfaced,
26:30[music] you can bring that to a new
26:31bucket. This is the fastest way to use
26:33data to make sure your allocation of
26:35time towards content is working the
26:36best. Now, once you have done these two
26:38strategic exercises, number one, you
26:40identified your unique strategic
26:41position, and number two, you mapped out
26:44the 3-2-1 strategy, you'll only have
26:46three questions left. Number one is how
26:48do I actually make the winning video?
26:50Like, I have the topics, but how do I
26:51write the hooks? How do I write the
26:52substance? How do I edit it? Right?
26:53That's That's bucket one. Number two, if
26:55you're busy or a business owner, how do
26:56I build a team that can actually help me
26:58do these videos for me? And number
27:00three, how do I evaluate which videos
27:02are working and not? And specifically
27:04the ones that are working, how do I
27:05extract the learnings to apply to my
27:07future videos? Those are the three big
27:08questions you'll have once you solve
27:10these two strategic pieces. Now, for
27:12those first two questions, how do I make
27:13the videos? How do I make a team? This
27:15is what I help people with in SFA. I
27:17work one-on-one with business owners to
27:18help you make winning videos, help you
27:20build a team. You come in, I review your
27:22videos, get you good, and then you
27:24graduate out. So, if you want to work
27:25with me for that, I've got a link below.
27:27Now, for the third question, how do I
27:28know what's working? This is where you
27:29want to use the Sandcastles dashboard.
27:31If you click the dashboard tab, you will
27:33notice, once you verify your social
27:34channels, we are running a content
27:36strategy report for you every 7 days. If
27:39you scroll to the bottom of the page,
27:41you'll see the top-performing topics,
27:42hooks, formats, and scriptwriting
27:44techniques automatically run for your
27:46last batch of videos. You can click on
27:49any of those subcategories, and to the
27:50right side we will tell you specifically
27:52what is working and what's not working,
27:54what you should keep doing, and what you
27:55should not keep doing. So, once you have
27:57your channels verified and you turn that
27:58on, it will be a machine that just
28:00surfaces you insights for what's working
28:02and not working automatically. You can
28:03see it in the dashboard whenever you
28:04want. We also send you an email every
28:06time we run that report. This has been
28:07hands-down the favorite feature we've
28:09ever launched. I look at this dashboard
28:11literally every day because it tells me
28:12what to make and what not to make. If
28:14you want to learn more about how to get
28:15the dashboard set up and how I'm using
28:17it, like what I'm looking at in the
28:18metrics, I've got a tutorial linked
28:20below for you. All right, guys, that is
28:21all I've got for this video. As
28:23promised, I wanted to go deep down the
28:24rabbit hole on how to actually build
28:26your strategy around becoming micro
28:28famous in any category. First, we talked
28:30about what being micro famous is and the
28:32conditions that changed in the social
28:34media world that make it possible to do
28:36this faster now. Then, as promised, we
28:38went through what I think are the two
28:40most valuable strategy exercises you
28:42could do. One, defining your unique
28:44strategic positioning, and two, defining
28:46what those buckets would be for the 321
28:48content strategy. Obviously, there's a
28:50lot more to it from there in terms of
28:51how to actually make the videos and
28:52improve them over time. If you want to
28:54work directly with me on that, I've got
28:55links below. If you don't, I recommend
28:57you linking up with some coach that can
28:59help you cuz it will speed up your cycle
29:01of iteration. If you're a business owner
29:02or a serious creator, you can probably
29:04tell this will be one of the most
29:05valuable channels you could watch in
29:06terms of how to learn content to grow
29:09your business. So, make sure to like,
29:10make sure to subscribe, and definitely
29:12drop a comment on what you're struggling
29:13with on the content front. I look at
29:15those comments to help guide the next
29:17video, so it's super helpful when you
29:18do. I've got a bunch of free stuff in
29:20the description to help you get started
29:21with a lot of these things, so make sure
29:23to check out all of that. I'm trying my
29:24best to help people grow as fast as
29:26possible. All right, we will see you
29:27guys on the next one. Peace.

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