So, I recently sat down to review all my content from the past year, and let me tell you, it was so NOT what I was expecting!
I scrolled through the analytics of everything I’d posted on socials, from January 23 to January 24, trying to figure out what worked, what didn’t, and most importantly, what lessons I could take forward to assist brand development.
Now, here’s the twist: My top-performing reel, the one with the highest views (938K to be precise), didn’t actually deliver the best results in terms of driving clicks to my enquiry form. 🤯
Weird, right? It had almost a million views, so tons of attention, but when I looked at the conversion rate, the number of people who took the next step and reached out, it was surprisingly low. It got me thinking about how engagement doesn’t always equal action, and that’s when I realised something important!
Views aren’t everything
While views are great for visibility, they don’t always translate to real results. The goal is to be memorable and spark the curiosity that drives people to take action, not just a viral moment.
Engagement > Attention
I’ve started to focus less on just catching attention and more on creating content that actually connects with people. Genuine engagement leads to better conversations and more serious enquiries. So rather than wishing for a viral reel, I’m not hoping that my content will inspire conversation in the comments section, and hit so hard that viewers decide to share it with their design friends.
Consistency is key
So we’ve heard this from every Dom, Mick and Larry, but it’s more than just following a posting schedule, and it’s definitely not just about that one viral post. It’s about keeping the value flowing consistently. When you show up and keep providing value, the right people start to notice and engage. So focus less on creating a post to schedule for everyday, and more on maybe 3-days a week of really valuable and inspiring work!
Don’t rely on just one platform
I touched on this recently last week when we spoke about the lessons I’d learned in my first year of freelancing…While reels have been awesome for engagement, I’ve realised that mixing up content formats, and resharing across TikTok, YouTube Shorts, Email Newsletter and LinkedIn helps build a more solid connection with my audience across the board. Expect a lot more variety from me in 2025!
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I’ve come to realise that simply being seen isn’t enough, it’s about making real connections, building trust, and creating meaningful interactions.
Thanks for being part of my journey this past year, as I’m pretty sure everyone on this email list is my main support over on Instagram! I see you all in my comments, engaging with my work, and I’m so so grateful for you!
Vic xx
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