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Part 1 | Part 2

Welcome to Part 2 of our series on building your personal brand on social media. In Part 1, we explained how you have a personal brand whether you like it or not—and ignoring it doesn’t make it go away!

In Part 2, we cover four major platforms (YouTube, Instagram, Facebook, and Twitter), and get practical about how to develop your brand using video, audio, and written content.

I break down the strengths of each platform as it pertains to video, audio, and written content.

To help you visualize it, this is what we cover:

  • How to approach video content on YouTube.
  • How to approach audio content on YouTube.
  • How to approach written content on YouTube.
  • How to approach video content on Instagram.
  • How to approach audio content on Instagram.
  • How to approach written content on Instagram.
  • How to approach video content on Facebook.
  • How to approach audio content on Facebook.
  • How to approach written content on Facebook.
  • How to approach video content on Twitter.
  • How to approach audio content on Twitter.
  • How to approach written content on Twitter.

We also touch on a couple of bonus platforms (email newsletters and podcasts).

Highlights, Takeaways, & Quick Wins:
  • YouTube descriptions are under-utilized real estate.
  • Write long-form, valuable YouTube comments on other people’s videos.
  • On-screen captions in Instagram videos are valuable because most people aren’t listening to audio in public.
  • The people who stick around to watch videos longer than a couple of minutes are really engaged.
  • Don’t repurpose for IGTV—create portrait videos natively for the platform, otherwise it’s not going to resonate.
  • Only use audio on Instagram if there’s also a visual component because Instagram a very visual platform.
  • Treat Instagram descriptions as a place to blog.
  • People do read long-form content on Instagram and Facebook as long as it’s relevant.
  • Build your own platform, but engage with people where they are.
  • Limit the platforms you utilize to a number that you can manage and engage people on.
  • You have seconds of people’s attention on social media, but with podcasts, the attention you have is unprecedented.
  • Email lists are something that you own, unlike your audience on social media platforms.
  • Learn the strengths of each platform and start with the ones that allow you to communicate your message best.