How to make money on TikTok AND instagram.

Key Concepts

• Content as Testing: Viewing each piece of content as an experiment to optimize performance.
• Three Content Pillars: Setting, Topic, and Hook – the core elements to manipulate and test.
• Advertising Framework Application: Utilizing advertising principles (specifically A/B testing) for content creation.
• Beyond Daily Posting: Challenging the simplistic "post daily" advice prevalent on platforms like TikTok.
• Data-Driven Content Strategy: The importance of analyzing content performance to inform future creation.

Challenging the "Post Daily" Narrative

The video directly addresses and critiques the popular TikTok advice suggesting financial success is guaranteed by posting content daily for a year. The speaker, having built a TikTok account to 140,000 followers and generating multiple six-figure income primarily from that channel, argues this advice is incomplete and misleading. While consistent posting is a factor, it’s not the defining factor for monetization. The core issue is a lack of strategic testing and optimization.

The Advertising Background & Content Testing

The speaker’s background in advertising, having managed $150 million in ad spend over 11 years, heavily influences their approach to content creation. They frame content creation as fundamentally similar to running advertising campaigns. This means treating each post as a test, rather than simply churning out volume. This perspective stems from the advertising world’s reliance on A/B testing and data analysis to maximize return on investment. The speaker emphasizes that this testing mindset is crucial for success.

Deconstructing Content into Three Pillars

The speaker breaks down content into three core “pillars” that can be independently tested and manipulated:

1. Setting: This refers to the physical environment where the content is filmed. The speaker illustrates this by filming the current video in their car, highlighting that the same topic and hook could be presented from an office or another location.
2. Topic: This is the subject matter of the content. In this instance, the topic is “making better content on TikTok.”
3. Hook: This is the initial element designed to grab the viewer’s attention. The speaker suggests testing multiple hooks for the same topic and setting.

These pillars aren’t rigid; they can be interchanged and combined in countless ways to explore different content variations. The speaker stresses the endless possibilities for experimentation within this framework. “There are so many different ways that you can communicate a topic and get across to your viewer.”

The Framework’s Similarity to Advertising

The speaker explicitly draws a parallel between creating content and creating advertisements, stating they are “so close together.” Both require a systematic approach to testing and optimization. The advertising framework – identifying key variables and testing them – is directly applicable to content creation. This is a key argument against the simplistic “post daily” advice, as it implies a lack of strategic thinking.

Data-Driven Insights & Resource Offering

The speaker reveals they spent significant time analyzing their past year of TikTok content, identifying patterns and reasons for success. They’ve compiled these insights into a document, offered freely on their TikTok profile. This demonstrates a commitment to a data-driven approach and a willingness to share actionable information. The offer is framed as valuable knowledge that could otherwise be sold.

Synthesis & Main Takeaways

The video’s central message is a call for a more strategic and analytical approach to content creation. Simply posting daily is insufficient; creators must treat each post as an experiment, systematically testing variations in setting, topic, and hook. The speaker’s advertising background provides a valuable framework for this process, emphasizing the importance of data analysis and optimization. The freely offered document represents a practical resource for implementing this strategy, moving beyond generalized advice towards actionable insights. The core takeaway is that success on platforms like TikTok requires more than just consistency – it demands a data-informed, testing-driven content strategy.