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Hey — Ryan To here.

In today’s edition we’ll be covering:

Ever felt like your content just isn’t hitting?

Or worse…

It’s getting views, but from the wrong audience?

The problem is simple:

You haven’t found the right ICP

ICP stands for Ideal Customer Profile… the specific group of people in a market your content is best suited for

When you get this right, it’ll be easier to monetize and build a loyal audience

So before you post anything in 2026, let’s get clear on who you’re really speaking to

Follow these 3 steps in the ICP Positioning Framework:

Validate → Research → Position

Let’s dive in:

Before you commit to a market, you need to validate it

Ask yourself:

If there’s no demand, no amount of posting will fix it

Check out @rileybrown who spotted a completely untapped market in AI

He’s now one of the biggest AI educators in the world

This video got 1M views:

Watch my full breakdown of his content strategy here!

Now here’s where most creators go wrong

They validate demand, and then immediately start posting based on instinct

But markets already have:

So ask yourself these questions:

You aren’t trying to copy anyone here, you’re mapping the landscape

This research sets you up perfectly for step 3….

Now that you’ve:

There is only one question to ask here:

What gap in the market can you uniquely fill?

It might be:

Your ICP lives inside that gap

Look at @wootak who broke through with beginner-friendly, ‘edu-tainment’ content about alcohol

This video got over 2.6M views:

And here’s a breakdown of his content strategy :)

Happy holidays ❤️