Die einzige wichtige Kennzahl für Short Form Content

0:00Uh, on the short side, I think I hear classic things here, but like um if you had one metric to optimize towards, so TikTok Shop has found this uh because they're trying to figure out what are the signals for content that creates sales, right? It's very important for them. And so they did this better big meta-analysis and they've discovered that the the number one metric was saves, not shares, not likes in terms of purchase intent. So think about that.

0:27Like if you have a funny meme, you might send it to 10 people. And that might get a ton of views, keeps people on platform, and that is aligned with the, you know, platform objective. The question is, when you make that funny meme or whatever, does the person who shares that meme, and you've probably shared a meme, are you now more likely to buy from that person who made the meme? Probably not. Realistically, probably not. Now, if someone gives you like 11 steps to optimize your website, is that going to go viral? No.

0:55But if you're like, [ __ ] I need to do this, and you like save it, the likelihood that you're like, you know that guy really knows or that gal really knows what she's talking about, 11 steps to fix your relationship, 11 steps to fix your whatever. I'm just making this up. But like the dep- again, you only save it if you don't know the 11 steps. So it can be not it can't be obvious. And this is again these like layers underneath. It's like, okay, well, if I were to chat GPT the first layer, it'll give me that answer. And so I can demonstrate that I've had time with this problem, I've dealt with 100 clients or 1,000 clients or whatever, where it's like, yeah, if this were the answer, people would already have had it. So why isn't it working? That's the next level.

1:34So if you think about content as removing friction from people's lives, that would be a great lens for you to just like give the normal advice and then respond to your own advice with why people struggle with that. That's the content. Interesting. Do you guys save products before you buy them on any thing like Amazon or something? Why don't you just buy them? Not everyone has unlimited school money, Sam. >> [laughter]

2:04>> Is that the reason? Cuz when you were saying that, I was thinking about how I use Airbnb, which is a little different cuz I'm like trying sometimes trying to explore where are some cool places I could go. I like forest cabins, for example. And I'm always exploring the northern parts of California. Um but I'm not going to book it right now cuz I'm not I got to have dates and flights and all kinds of things. So in that scenario, I click that heart thing.

2:30You guys do this on Yeah, okay. So with that context, makes sense. But if you're on Amazon, for example, So I would say away from everyday purchases and more from like everyone here, people aren't like shopping for who's going to be my relationship coach or my whatever my AI coach. I think that if you consume a bunch of people's content, the one who's giving you the most consistently valuable stuff that you're like, I'm going to save that. I'm going to save that. It was At some point you're like, shoot, I got to do something.

2:57Who am I going to trust the most? The guy who has given me enough stuff that I felt like I had to collect it, like I had to hoard this guy's or gal's stuff. That's the one I probably have the most trust with and most likely I'm going to buy from. From the intangible point of view. >> about this cuz I'm like, maybe we should have a save feature on discovery. Mhm. You know, cuz I have seen people ask for it. They want to Maybe they can't afford the group right now or maybe >> wish list kind of thing? >> Yeah, yeah. Like what you do on Airbnb. In fact, I'd actually save groups now cuz I'm always trying to remember what are all the cool groups again? And I've got to Google I've got a Google Doc.

3:29Um but I do save content on social platforms. Yeah, I do save Which ones? Instagram, TikTok. But do you ever look at your saved content? >> All the time. >> [laughter] >> Never. That's why we don't have a save feature. I was like Like no, people save [ __ ] but they never never look back. >> [laughter] >> Yeah, I uh I I save ads that I like. I'm an ads collector. Yeah. Um and so I I'm like, "Ooh, I like this angle." Or I like just something. And um I'll often Sam said this at the very beginning and I want to like double down on it.

4:04You'll get the best insights from people completely in a different niche. And I also encourage you sometimes people like I don't think this is the world that we have in school, but in in different rooms, people will like disregard people who are making less than them. I think that is stupid. Um and I think you you are stupid if you if you subscribe to that. Um I the the sometimes the absolute person who makes the least is the one who has to be the scrappiest and most creative.

4:31And I learned some of the best tactics from the smallest business owners. And I like I just think you miss a huge opportunity. So I I'll just make that's just a general point for you guys. But yes, I save I save ads and I collect them. Because most people who are buying in this whole world have jobs. And they have paydays. And a lot of buying cycles are We see spikes after the average payday. Like, you know, that's that's how people live. Um so it makes sense I think for saving groups. It also makes sense for posts and [ __ ] too. But I the groups one's interesting when you were talking about that. Yeah.

5:08Well, that was a tangent. Um >> [laughter] >> Value. Well, it's that was valuable for me. Thank you, everybody. >> [laughter] >> Real quick, I'm going to show you the exact 10-stage roadmap from zero to 100 million plus that less than 1% of companies finish I've now done multiple times. And so I can say with a lot of confidence that these are the stages as head count increases that you need to get through. And I broke each of these down by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate.

5:42And we've done this across software, physical products, uh service businesses, brick and mortar, all of this and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.com/roadmap. Just enter your info and it'll spit it right back to you, all free.