Read Time: 1 min 45 secs

Hey — Ryan To here.

In today’s edition we’ll be covering:

Standing out has become harder than ever…

So if you’re making creator-led content in today’s age I have some news for you:

No one cares about you….not yet at least

This is the most common mistake I’m seeing creators make:

They expect viewers to care about them without actually earning it

They run towards the latest trend instead of thinking about what truly matters…

So if you’e struggling to make your personal brand, personal

Here’s the 3-Step Authenticity Formula:

It’s the same strategy @crustbycarson, @timmchiusano and @pov_husband use to build huge communities that feel real

So how do you fit what the algorithm wants & stand out at the same time?

1. Persona, 2. Package, and 3. Relate

Building authenticity starts with having the right persona

Ask yourself:

If a viewer were to describe your personality in a couple words, what would they say?

‘He doesn’t take himself too seriously’, ‘she’s like a big sister’, ‘he provides tons of value on [insert niche]’

From there, you find out:

What a viewer’s selfish reason to follow that person is?

Check out @crustbycarson

In his videos, he comes across as genuine and fun… aka Golden Retriever energy

His content feels authentic because his persona feels like someone you could be friends with

Here’s a couple of tips to improve your persona:

Now let’s move on to the next step…

Here’s the real secret:

The select creators getting millions of views on demand are living their content…

What does this mean?

Take a look at @jacksdayinthelife

This video got 3.6M views:

Or this one by @hubs.life_ that got 1.6M views

Notice how these videos feel completely different even though both creators are documenting their 9-5 jobs?

That’s because of the concept called packaging

Here’s how it works:

And finally…

You need your content to have the right mix of relatability and aspiration

Viewers should be able to see themselves in your shoes, but also aspire to be in your position

Check out @timmchiusano who makes videos about his unique corporate job:

Or this video by @pov_husband that got 34M views

These creators have found a perfect mix of relatability + aspiration that makes their content feel truly authentic

To do the same, think about these elements:

Thanks for showing up this week ❤️