Why Your Content Flops (and How to Fix it)

Read Time: 1 Minute 52 Seconds

Hey — Ryan here.

In today’s edition:

• Why your content might be underperforming

• How to think about your analytics

• Quick fixes for low-performing posts

Ok.

ready?

Let’s break down the steps to diagnose and solve your low engagement woes.

1. Check your Share-to-View Ratio

Why?

When someone shares your content,

they’re telling their friends,

“This is worth watching.”

It’s a powerful signal to the algorithm that your content is valuable.

• See how often viewers are sharing your content.

• A low ratio means your video isn’t resonating enough to be shared.

Goal: Aim for 2-3% of viewers sharing your content.

• 10,000 views → 250 shares

• 50,000 views → 1,250 shares

• 100,000 views → 2,500 shares

• 1,000,000 views → 25,000 shares

Read our guide on the algorithm here.

2. Check the Average Watch Time

The longer people watch,

the more the algorithm will boost your video.

Let’s break it down.

Retention on a 20-second Video

(AWT = Average Watch Time)

<5 Seconds AWT - flop

8 Seconds AWT - ok

10 Seconds AWT - good

13 Seconds AWT - fantastic

15< Seconds AWT - viral

Retention on a 40-second Video

<5 Seconds AWT - flop

10 Seconds AWT - ok

15 Seconds AWT - good

20 Seconds AWT - fantastic

30< Seconds AWT - viral

Retention on a 60-second Video

<8 Seconds AWT - flop

12 Seconds AWT - ok

18 Seconds AWT - good

25 Seconds AWT - fantastic

35< Seconds AWT - viral

Short videos (0-30 sec) - aim for 67% watch time.

Longer videos (>30 sec) - aim for at least 50% watch time.

Here’s a little tip:

Compare your best-performing post to your lowest-performing one.

Look for patterns in engagement, shares, and watch time.

And try to spot where people are leaving your video.

3. Actually Understand your Audience

Great content is about your audience—not you.

The more you align with their interests,

the higher your chances of engagement.

How:

Understand Their Pain Points

• What challenges are they facing?

• Create content that solves these problems.

• Example: If your audience struggles with time management, share tips or relatable humor around the topic.

Speak Their Language

• Use tone, memes, or cultural references your audience resonates with.

• Example: Gen-Z and younger might prefer more lighthearted, meme-based content, while older professionals may appreciate direct, actionable advice.

Create Emotional Connections

• People share content that makes them feel something—joy, inspiration, or even frustration.

• Example: Be vulnerable with how you struggled and overcame a painpoint your audience faces.

Ok,

Here’s a super valuable tip that’s been a game-changer for us.

Make a story post with an invitation to a few 15-minute 1-on-1 meetings.

It’s a great way to give back to your community!

But you’ll also be able to survey who they really are.

And learn first-hand what kind of content they actually watch.

4. Everything is an Opportunity

There are infinite ways you can improve your content.

The beauty of content creation is that every detail can add to your success.

If your metrics aren’t hitting—whether it’s:

• watch time

• shares

• engagement

Don’t stress.

Instead, zoom in on the building blocks of your content:

Pacing

Are your cuts quick and precise,

or does the video drag?

Tighten up the timing to keep viewers hooked.

Here’s a great example: see video.

Scripting

Does your video have a clear arc?

Every second should feel intentional and engaging.

Here’s a great example: see video.

Tone

Are you speaking your audience’s language?

Match their vibe,

whether it’s lighthearted, informative, or heartfelt.

Here’s a great example: see video.

Visuals

Is your footage crisp, well-lit, and dynamic?

Or could your shot composition be more compelling?

Here’s a great example: see video.

Colors

Bright, bold visuals stop the scroll.

Play with the colors in your videos to make the content pop.

Here’s a great example: see video.

Audio

Is your sound crisp?

Using trending audio or the right music can elevate your video instantly.

Here’s a great example: see video.

Your current metrics aren’t the end of your online career.

It’s a starting point.

Every piece of feedback,

whether from data or your audience,

is an opportunity to improve.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Ryan