Read Time: 1 min 56 secs
Hey — Ryan To here.
In today’s edition we’ll be covering:
Why your content isn’t performing (and how to fix it)
The content funnel that makes planning effortless
The exact metrics that remove guesswork from your strategy
Ever wonder why your content isn’t performing?
It’s not because you’re not working hard enough…
It’s because you’re unpredictable
One week it’s a viral trend…
Next it’s a ‘cool hook’…
Then it’s copying another creator… you have no strategy & audiences can tell
Here’s the reality:
Content performs when it matches where your audience is in their journey
So here’s how the top creators and tech companies I’ve worked with design funnels to create with intention:
To apply the marketing funnel to social media, follow these 2 simple steps:
Define
Measure
Let’s get into it…
Define
These days, every company wants to be the ‘next Duolingo’ ‘next Nike’ ‘next Cluely’ or ‘next Mr. Beast’…
But most aren’t close to the budget, team, or brand status needed to execute those same ideas
which leads to the biggest mistake I see creators/founders make:
They don’t define what stage their brand is in.
So start by asking yourself these 3 questions:
Do people already recognize your name or brand?
If no → you’re in Awareness (your job is to get known)
Do people know you but not fully trust you yet?
If yes → you’re in Nurture (your job is to build connection + trust)
Do people trust you, but don’t take action or buy?
If yes → you’re in Conversion (your job is to drive revenue)
To create great content, you have to attack each stage of the funnel intentionally
Skip one, and you create a ‘leak’ in your funnel
Now that you know what stage to focus on…
Here are the metrics you need to track in every post to hit your goals:
Measure
Let’s start with awareness:
The objective here is to get views from people who’ve never seen you before
Here’s the Virality Formula to reach more people:
Why it matters:
Hook Rate x Share Rate: These are the two most important factors for virality. Master these, and you’ll never struggle with views again.
Awareness builds brand familiarity early: People can’t trust or buy from you if they’ve never seen you.
Next up is Nurture, the middle stage of the funnel
The goal here is NOT about views. It’s about depth of connection.
Focus on these:
Why it matters:
Reveals real connection: Metrics like FPV and comments show your audience is choosing you, not just the content.
Increases retention: When people stick around, your future content (and offers) perform better.
Finally, let’s talk about the bottom of the funnel
The Conversion Stage is where you get sales and get viewers to take action
This stage come down to math + testing:
Why it matters:
Directly tracks conversions: Conversions = clicks → tracked by affiliates + link analytics
Scalability: If you keep testing hooks & formats, you can find one that drives repeatable revenue
Summary
Remember, great content will never be guesswork
If you dial in these metrics, your content will start performing
Take a screenshot of this chart for later!
How did you like today's newsletter?
Thanks for showing up this week ❤️
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Ryan To
Creator (120K+)
@itsryanto
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