Ep. 153 | Organic Traffic Is Dying (Here’s What Smart Brands Are Doing Instead)

Organic traffic isn’t what it used to be, and most brands are feeling it. In this episode of The Unstoppable Marketer®, Mark Goldhart and Trevor Crump break down why organic reach is declining across platforms and what that means for modern marketing. They explain the shift from chronological feeds to fully algorithmic, AI-driven content, why paid media is becoming the foundation of growth, and how brands need to rethink their entire strategy. Most importantly, they reveal the real metric that matters now: shareability. If your content isn’t getting shared, it’s getting ignored, and this episode shows you how to fix that.

Connect with The Unstoppable Marketer® on Instagram, TikTok, Facebook, X, and YouTube @unstoppablemarketerpodcast, and let us know how you’re telling your brand story this year!

Transcript

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Organic Traffic Drops And Life Update

Mark 0:00

Across the board, we are just seeing organic traffic disappear for people. Like what was working is no longer working. And this is not just uh isolated, hey, this one company here, that company over there. Just generally overall, people are not seeing the kind of organic traffic that they used to be able to get.

Trevor 0:18

Yeah, as well as your organic traffic too. Like your like or if you have like a decent organic social, I always notice my organic social starts too.

Mark 0:25

This is just the reality of how the platform works. It does not work how it used to. It's no longer 2020, it's no longer 2016, 2026, and it's all algorithmic AI based on your recommendations, on what you see. And the better that you can fit into those preferences without ruining the experience, then that's how you win.

Trevor 0:45

Yo, what's going on, everybody? Yo, what's going on? What's going on, everybody? Welcome to the Unstoppable Marketer Podcast with me as always, my co-host Mark Goldhart. How are you? Great. New dad over here, guys. Thank you. A new dad. We took the week off last week, I think, because you had a baby. That's right, my wife. Number four. Tell us about the baby. Don't tell us about you don't have to tell us about the experience. Um give some deeds.

Mark 1:18

Well, mom, baby, are happy, healthy, at home. Boy girl. He's a little boy named Lyle. Paul Goldhart.

Trevor 1:28

You know that's my middle name too.

Mark 1:30

Paul? Yeah.

Trevor 1:31

Is it? Yeah.

Mark 1:32

I forgot.

Trevor 1:34

Where does Paul come from in the It's my it is a family name.

Mark 1:38

It's my dad's middle name.

Trevor 1:40

It's my dad's middle name too. Oh, is it? Yeah. But he goes by a but he goes by Paul.

Mark 1:47

Then it's my dad's dad's middle name, his dad's first name, his dad's first name. Nice. And so and then it's my oldest brother's middle name too. Yeah, we didn't keep it. My nephew's middle name.

Trevor 2:04

Okay. Oh, nice. I didn't keep it in the lineage of my kin.

Mark 2:09

Oh, you didn't? I didn't. Well, you know, I think there's two ways to do names. We did family names.

Trevor 2:16

Some like like we're family name people.

Mark 2:18

Some like new names, some like family names. Some like old family names.

Trevor 2:22

Yeah.

Mark 2:23

We like to like try to look back. Like Lyle is my wife's great-grandpa. Who she knew until she was like 21 or 22.

Trevor 2:34

Yeah.

Mark 2:35

So she like actually had a grandpa experience with him.

Trevor 2:38

Yeah.

Mark 2:39

But um so yeah, Lyle. We like old names, old man names.

Trevor 2:43

Yeah.

Mark 2:44

My little Lyle.

Trevor 2:46

My son's middle name is Legrand. Oh, that's a good one. That's a like a big, deep, deep cut family name. That is a deep cut. So that's like uh there's like he's the fourth now person, I think, or fifth. We should have named him Legrand. Jude Crump. And he could have just gone by Jude. Jude.

Mark 3:06

Yeah. Yeah. Sometimes you don't want the burden of like That's a big name.

Trevor 3:12

Legrand is a very good thing.

Mark 3:16

Or just like sometimes a family name carries like oh, there's like kind of weight to it, or like, you know, there's too many of them.

Trevor 3:26

Yeah, my my uh wife's one of my wife's really good friends, uh they have the firstborn son. Like they're a very uh traditional, very, very traditional family. So it's like the third, fourth, fifth? A very wealthy Utah family, like uh old, old money, and it's Michael Sean. So it's a double name. Michael Sean is the first name.

Mark 3:49

Are they what what are they on? Like the third, fourth, fifth generation?

Trevor 3:51

Oh, I mean they're they've gotta be on like fifth or sixth animation. Yeah, and so they named she was very against naming their son, but she did not want to do it. You know?

Mark 4:05

Yeah.

Trevor 4:06

To me, it's very natural now. It seemed very strange in the beginning, but it's very natural. Yeah, they ended up naming it, but they call him Sean. So hey, why not, man? Create a but her husband is very staunch. Like, my name is Michael Sean, it's not Michael, it's not Sean, it's Michael Sean.

Mark 4:24

You know what? And I like hold on to some tradition.

Trevor 4:27

I agree. I agree.

Mark 4:30

But yeah, we'll congrats.

Trevor 4:32

Baby's here, you're here, everyone's healthy and

Summer Slump And Social Attention

Trevor 4:36

happy. Uh couple couple quick things as we jump into the podcast. Today's gonna be quick because we just have this like constant, we've had this constant conversation that's been coming up with with several clients. And it's been a conversation that has actually been, I mean, we've been having it for years with people, but it almost seems like every there, there's always like a as things get a little bit more challenging in brand accounts or as a brand starts to feel like the burden of, hey, I'm not growing or scaling, it that's when this conversation seemed, you know, scaling as quickly as I want. I realized I didn't finish my sentence. There's always this like, oh, well, quick reminder, this is why, you know, kind of thing. So that's what we want to get into. I think maybe the uh quick like e-com rundown, and I think that this was the same one that we gave last time, but I think it's just important to like make note is this was the last I mean, most people are either in their last week of school right now as the time you're hearing this.

Mark 5:31

Yeah, I think it um everyone's out now.

Trevor 5:34

Yeah, but by the time everyone's hearing the nation, you're you're probably out. Your kids are probably out. And so, you know, with the change in scheduling, uh just depending on who your customer is, you know, there's a really, really good chance that sales will uh uh slow down for you. Um once again, just depending on who your ICP is. Um if your ICP is a mom with younger children, uh families with younger children, then that oftentimes that's not a uh problem solution product. That's oftentimes the the person who gets hit the hardest in these Yeah, if you hold everything constant in your business, sales will go down. Yes, exactly.

Mark 6:23

Because it's just a simple equation. Like people are not more people are doing things outside of their house, outside of their regular once summer hits.

Trevor 6:33

Yeah, kids are running around. I mean, I have I have at any time not on their phone as much.

Mark 6:38

Like, so your your supply of eyes on social platforms will naturally dip.

Trevor 6:45

Yeah, as well as your organic traffic too. Like your like or if you have like a decent organic social, I always notice my organic social starts too these next two months just because it kinds of droops. It's very similar shopping, right? You get when you have eight kids running around your house and your kids have friends and all that kind of stuff, like it's just a little less easy to veg on your phone. Not that my own.

Mark 7:11

And even if you don't have kids, like if you're if you're single or if you're married, no kids, together with someone, no kids. Everyone just wants to like once the summer, like once the summer is here, like people want to do things. Travel. It's natural to just wanna like I want to go see movies now. I want to go travel. I want to go see someone, I want to just go to the pool, yeah, go to the park. Yep. So there people are more likely to go do things.

Trevor 7:37

So speaking of, so yeah,

Why Meta Feels Harder Now

Trevor 7:39

just be aware of it. And speaking of this kind, so the concept, I think that's a good segue into the topic today, which is um there's this notion that meta is getting harder for brands, advertising is getting harder and harder, it's less easy to scale, it's less easy to get the efficiency metrics that you want. And though there can be truth to that statement, we think that the challenge is coming from something else.

Mark 8:17

Well, yeah, I mean let's clarify. Sure. Most people are looking at blended. Right. So you're looking at a blended result or efficiency metric of your sales and your spend across channels. And you're noticing, especially if you're not especially if you're a newer brand and you started D2C. Like I don't, you know, I don't know what it's like for traditional. Sure. But you're noticing things get getting a little harder. Like you're not seeing the same results overall, like maybe it's a ROI or MER, whatever metric you're looking at. Like you can see over the past couple years, it's probably getting worse.

Trevor 9:03

Yeah, when you suspend a dollar, maybe in 2016 you were making seven back. You know, 2020 it was five, four, twenty, twenty-five, twenty-six, is it now to a two?

Mark 9:17

Is it a two or three? Three or one. I don't know. Sure. But what I think's important to look at, and we've talked about this before, but across the board, we are just seeing organic traffic disappear for people.

Trevor 9:35

Absolutely.

Mark 9:36

Like what was working is no longer working. And this is not just a isolated, hey, this one company here, that company over there. Just generally, overall, people are not seeing the kind of organic traffic that they used to be able to get. Right. And guess what? Like this started back in 2016, 2018, 20. Like, we've seen it.

Trevor 9:57

Yeah, 2018 is really like the the key start of that.

Mark 10:01

So, and so we've seen these two waves, right? Like, you had this chronological error or era, not error, era of 2014 to 2018, 19-ish. That's when everything was chronological. You got followers, you posted, they saw it, people bought, easy. I mean, like every time you posted, you'd get money, essentially. People would buy. Yep. Then things became more algorithmic. So the chronological feed was ditched, people weren't necessarily going to see you, but it was also favoring, I think, like per individuals at that time as well, and the creators. Creators over rands. And then you have this new era where some people took advantage and some didn't. So we have uh the initial like millennial era where people really suffered because it's like, hey, guess what? Pictures on the feed doesn't drive traffic anymore. And people started adjusting. Okay, they do affiliates or you know, they do like collaborations, they do giveaway. Remember the giveaway era, all that stuff.

Trevor 10:59

Yep.

Mark 11:00

But then it became, hey, Meta is going to replicate a lot of what TikTok is doing. So now Reels is introduced.

Trevor 11:08

Yep.

Mark 11:09

And as people start spending their time differently on Instagram and Facebook, and it becomes more algorithmic, it doesn't even matter who you follow.

Trevor 11:17

Yep.

Mark 11:18

You have to decide if you're gonna go look at your followers. But if you're just scrolling, it becomes very much just a wide open game. They're just gonna try to feed you stuff that makes you again the whole point of these platforms want they want you to spend time on the platform.

Trevor 11:30

The more time you spend on the platform, the more likely you're gonna see that type of content.

Mark 11:35

Likely you're just gonna see stuff, yeah. And and that's their goal is to keep you on the platform. TikTok and Meta want you on their platforms for as long as possible. Right. That's all they care about. Um, so now it becomes algorithmic. Um, and some brands at the beginning, as it shifted from photos to videos, that really hard switch, a lot of brands took off there too. So, like you kind of had this passing of the guard. Some brands adjusted, some brands came onto the scene 2018, 1920 and took advantage of hey, we can make videos, we can make reels.

Trevor 12:10

Yep.

Mark 12:11

But maybe following kind of the same playbooks, but just transferred into reels. Sure. Transferred into videos. Yeah. And that was great because everything became video-based, right? Instagram started as a photo sharing app, has evolved into what it is today. But over the last since 2004, you're seeing your the power of that strategy start to diminish.

Trevor 12:37

Yes.

Mark 12:38

Quickly. But so overall, it's been diminishing since 2016, but it's it's diminishing. And so what's happening is it is your MER, your AROI, or your ROI, whatever metric you look at internally is getting squeezed. And you're probably looking around, wondering, like, hey, are ads performing? Well, in a lot of our audits, yeah, sometimes ads are not performing to their options.

Trevor 13:03

What did you say in a lot of our what?

Mark 13:05

Audits.

Trevor 13:05

Audits. Okay, sorry.

Mark 13:07

Sometimes ads are not performing. Um but a 20% loss in efficiency or 50% loss in efficiency in ads does not make up for the majority of what the traffic loss that you that you've lost

From Chronological Feeds To AI

Mark 13:22

over the last three or four years.

Trevor 13:23

Right.

Mark 13:24

And that's the juxtaposition. That's the rock and the hard place that a lot of people are finding themselves in is what do you do when you have to evolve into a paid first company?

Trevor 13:38

Yeah, exactly.

Mark 13:40

I mean because your margins will get smaller.

Trevor 13:43

And and the first thing is it's not to your profits are gonna get squeezed. It's not to open up my MER or to decrease my efficiency ratio. What's happening, and I think the hard thing, and I think the reason why we need to talk about this over and over again, is so that people understand that it's not necessarily because your performance isn't when I say performance, meaning when you're spending and what you're bringing in, if it's decreasing, that doesn't mean it's because your ad strategies are poor necessarily. Right?

Mark 14:20

It could just simply mean well, ads are just the easiest thing to look at because they are instant feedback. Yeah. So your brand marketing initiatives or your organic initiatives or whatever you're doing out there, obviously it's always harder to measure. Yeah. But people are often gonna go, well, what's the quickest thing? Oh, well, MER is down, therefore ads need to change the way they're approaching it. Totally.

Trevor 14:47

But when you look at it, if you were to look at a graph, right? And if you were to look from 2020 or whenever you started your business on, and you were to go paid and then everything else non-paid, right? Traffic, essentially, what you're probably seeing is a rise in paid and a dip in everything else. Now your overall traffic might be going up still because your paid traffic is making up the difference. But as those two met as those two lines kind of converge together, this is where your ROIs start to get stretched, right? Or shrink, I suppose is what I should say. And so this is what what you mean by like, well, what do you do when you are a per paid first company? Well, you have to start operating like a paid first company. And we're not to not to say that there aren't other things you can do to start to try to get that organic up, no nor should you stop trying to do that. But you just need to alter and change how you look at your data. And some of those things that we've discussed are increasing your MER, decreasing your AROI goals. Those are oftentimes one and the same, right? Um and having to just do more volume to get better profits.

Mark 16:13

Yeah, you yeah, we talked about that, like outpacing the efficiency problem. Yes. Um guess what? That's what the biggest companies in the world do. The other thing that a lot of Unless you're Louis Vuitton.

Trevor 16:25

Yeah. The other the other thing a lot of a lot of companies are are doing that I I don't think we necessarily need to jump into this totally, but I think something that's important to note is in the wake of AI, there's so much that you can do with so much less. And so I think that if we were to look at what your OpEx was in 20 like 18 versus 2021, it's like opex was probably like 30 to 35%, is what like a lot of people looked at back in 2018. Big teams were a big thing, right? Like I remember when I was a CMO, that was the thing. It's like we got to build this team. Like we're only gonna be as big as our team is big. Like I remember that was a very like it seems silly now, but I remember thinking that like legitimately all the time. Like, okay, if I want to grow another million dollars, I probably need to add like two or three more people to this organization, right? Um, whereas now you can do more with less. And so I think the goal is as you've seen CAC increase, as you've seen things like tariffs increase and just overall costs increase, you have got to try to find a way to get your opex below 15% and maybe even below 10.

Mark 17:37

Although it looks like tariffs are uh Yeah, you are getting some paybacks for that. You are getting some paybacks. So shout out to those.

Trevor 17:44

You just have to look at the business different. That's that's the that's the thing. And if you are in this situation that we are talking about, which I would imagine almost everyone listening to this podcast, unless you are a brand new business, you're going through this or have been going through this for the last little bit. And we're hoping that this is the permission that it takes for you to be like, oh, where's the light bulb moment? How do I rework the math here and start operating like I'm a paid first? Now, once you do that, let's figure out the organic game.

Paid First Math And Lower OpEx

Mark 18:23

It's not a this or that, but I think what might help people conceptualize this a little better is if you are on meta, let's just say you have a frequency rate of just let's let's just make this easy math. Like I'm not saying this is exactly true, but we're making this easy math. So let's say your CPM is 10. Let's say you have a frequency rate over the month of 10, right? So your cost per reach in a month is going to be $100 per thousand. So cost per reach is per thousand people. Yep. Right? So if it's a thousand dollars, then how do you justify spending on content or initiatives when you could put it into Meta or into TikTok to get the same amount of reach for much better?

Trevor 19:23

That could be better does a great job at qualifying.

unknown 19:27

Right.

Mark 19:27

That's already somewhat pre-qualified, yes. Now the caveat there is everything is different. So like if you're going over a general audience, conversion rates like top funnel, different. Generally, if you could get something that hits from an organic perspective or perspective, the the the conversion rates are gonna be much better. But so like if you have $100 per 1,000 reached, then now you can just do the math. Like, what is what's my CPM? What's my cost per reach over in ads? Hey, what kind of things can we do that are cost effective at first, and then let's swing GWIG.

Trevor 20:03

Yeah.

Mark 20:04

I think what's the the problem and the mindset that a lot of people have right now is we have to fix this overnight. We think that the solution has more to do with consistent effort.

Trevor 20:19

Totally.

Mark 20:21

And trying to figure out what the new game is because the new game here is maybe it's not even business profiles, right? Maybe it's shared content with creators, maybe it's and and guess what that is. Meta has talked about this. Like you want to lean into partnership ads, to white labeling, to UGC, to diversity of faces, diversity of content. Because Meta is trying to, again, like when you think about it, of like what is Meta's goal? Again, going back, Meta's goal is to keep you on the platform for as long as possible.

Trevor 20:53

Yeah.

Mark 20:54

So let's say you're a brand selling clothes, men's clothes. All right. I'm a I'm a I'm a men's brand, but okay, cool. What kind of clothes do you sell? Let's just say like basics, which uh there's a wide variety of men that that could relate to that. Right. Well, so how do you reach like if I'm a if I'm a gamer and then I'm a sports bro, the gamer is consuming gamer content. Yep. His algorithm is feeding him what gamer content. Yep. He is not seeing all of the latest, not that these people don't overlap, but they let's just trend for the sake of conversation. Yeah, he's he's watching Twitch things, or you know, is it Twitch? Is that the streaming platform? He's watching Nintendo releases and PS5 stuff or whatever. This guy over here, the sports bro, he's watching Barstool, he's Dave Portnoy clips, he's going through whatever shams, bleacher report, bleacher report. Sure. He's getting served different kinds of content. Yep. Right. So So, if you need to relate to men and you don't have this like specific we sell sports stuff, well, how do you relate to two different guys? Well, you relate by two different kinds of ads, two different kinds of people in those ads.

Trevor 22:13

Different types of different pieces of content.

Mark 22:16

And so diversity. That's what we're talking about. Like, how do you relate? Because with the algorithm, it's no longer monolithic. It's decentralized. Like you can't just say, hey, I made a good thing. That's great. You made a good thing, but maybe that doesn't relate to half of your audience in the way that the algorithm wants it to relate to them.

Trevor 22:37

Yeah.

Mark 22:38

So it's a little dystopian, but that's this is just the reality of how the platform works. It does not work how it used to. It's no longer 2020, it's no longer 2016, 2026, and it's all algorithmic AI based on your recommendations, on what you see. Yeah. And they they want the ads to reflect those preferences.

Trevor 23:04

Right.

Mark 23:05

And the better that you can fit into those preferences without ruining the experience, then that's how you win.

Trevor 23:14

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Mark 24:23

Yeah. So and again, we're we keep talking about this. Your ads should be wide. It's a wide, I don't want to say wide net, but like you need different fishing nets.

Trevor 24:36

Totally.

Mark 24:37

Like you're not, it's no longer that you can just go out there with the same you need diversity stuff. You need different kinds of strategies for different personas.

Trevor 24:45

100%.

Mark 24:46

Um, and product skews. But on the organic side, you should still have some consistency. Like you should still figure it out. Like, what is it? Like people still want to hear stories, people still want to be attached to something, people still want to identify with something. And so, like, how do you now do that in a in the new age?

Trevor 25:10

Yeah. And the concept, I think that I think the if you if you were to distill organic down into one question, or like, yeah, one question, it's like, will someone will someone share this with someone else? That's probably how you have to look at it.

Mark 25:24

Well, we know that that's one of the strongest signals for the algorithm.

Trevor 25:28

What I mean is shares the main strongest signal.

Mark 25:32

And organically. Going back to what's meta's goal.

Trevor 25:37

It keeps people on the platform.

Mark 25:39

Guess what sharing does?

Trevor 25:40

Yeah. It takes you and now brings somebody else to it.

Mark 25:44

Right. Gets people on the platform. Yeah. In a way that nothing else, like liking, that doesn't do it.

Trevor 25:51

No, saving saving doesn't as much either. It used to be a bigger indicator, and it's not as much because so many people save things and never go back and look at them. But sharing's completely different. So it's probably between sharing and commenting. Those are things that are gonna keep you longest.

Mark 26:07

Yeah, because commenting sometimes is a form of sharing because you'll get tagged.

Trevor 26:11

Yeah, and and it and also you're commenting with the expectation generally to receive something back.

Mark 26:18

Yeah.

Trevor 26:18

A lot of times, you know. And so it starts a conversation. And so yeah, I think I think the big question is okay, how do how do I create a piece of content that gets other people talking about it? Gets other people sharing about it. Like that's that's interesting. I want to share that with my wife. Oh, that's interesting.

Mark 26:34

Like I'm sending that to the boys.

Trevor 26:36

I need to send this over to Mark. I just sent you a piece like of content. I mean, you and me are sharing you content all the time with each other.

Mark 26:42

And so that's well, that is what you do with the best ones. Yeah, exactly. Like you don't like, I I don't even like things anymore. Like I do.

Trevor 26:52

It's like mostly I'm just yeah, I'm the same way. I only like things when I'm supporting someone. That's what I've recognized. If it's somebody I like or I want to support them or a friend or whatever, that's when I'm liking things.

Mark 27:04

But when you find something really funny or really interesting or on point, yeah, that's when you're oh, that's relevant. Yeah.

Trevor 27:14

And and that and that's like the focus here is I was I was actually, I mean, it's we just ended baseball season, so I was thinking about this with my son, right? Because he was um he was, you know, talking about wanting to hit home runs and like, oh, I want to be able to like get stronger and hit home runs and you know, all this stuff. And I I just I did some like basic like Gemini work around like, okay, you know, I I threw out some strategies around like, okay, cool, if I've got a base hit percentage of XYZ as a baseball team versus a like doubles, triples, and home runs percentage.

Mark 27:53

You know, money ball with Gemini?

Trevor 27:55

Yeah, exactly. Like at what point at what point do you know doubles, triples, and home runs outpace singles? And it's you gotta be hitting

Shares First Organic Playbook

Trevor 28:05

a lot of this in order for just single base hits for it to ever outpace single base hits. And I remember, and I was even telling my son this, I remember I went to a Yankees because singles advanced people.

Mark 28:21

Well, again, like when we talk about surface area, like how do you just get more at-bats or whatever it's called? Yeah, but like singles in this at bat analogy, what is it doing? It's increasing your probability of scoring.

Trevor 28:38

Yeah, because now you have instead of a home run and you have one person who scores, depending on who's on base or not, if you're hitting base hits, you have you could have two, three people on base at any given time.

Mark 28:49

And then if you have another base hit, a good one, if you have three people on base with just three singles, that gives you the odds of a one score to a four. Exactly. Goes up exponentially, right?

Trevor 29:04

100%. Yeah, we I and I I use this example. Like I took my son to his very first game. We're big Yankees fans, and so we took uh we were at Disneyland, and so I took him to a Dodgers Yankees game. And Aaron Judge hit three home runs in a game, which is like statistically, the probability of three home runs is like an 80% win rate. Like that's crazy. But but the Yankees didn't hit any base hits the whole time. And they lost by 20 to 3. They only scored three runs because they didn't have anybody on base. Aaron Judge scored three times the and the Dodgers scored 20 runs. Yeah. It was like 12 to 1 in the second inning. It's crazy. So the point the r the point that I'm bringing up here is consistent just wins.

Mark 29:56

So define what getting on base is. Define what a single is. A single is in social media, how do you get on base?

Trevor 30:04

Uh is taking yourself from creating content that that is not getting any distribution. So let's just say like you're in the 500 to maybe 5,000 range, depending on how big you are from a views perspective. Right? Naturally, if you you know, you know, um, or or maybe uh 50 to 150 likes, just not a lot, right? To increasing that, let's say by 50 to 75% consistently. Those are good singles. If you can take yourself from a couple thousand views or less, uh, you know, up to five to ten thousand views on your videos, those are amazing singles. Obviously, this is relative to uh where you are currently at in this world and where you used to be. Yes, right? So it's really hard for me. Like if you used to be getting, you know, 100,000 views and now you're at 20,000 views, 20,000 views is still good, but you're you need to now get yourself up to like this 30,000, 40,000. That's what I mean. It's like, okay, let's increase by 50 to 75% consistently. And then your singles or your doubles are doubling that. So if you go from 10,000 to 20,000, that's a good double. And then every now and then you go viral. I think virality is a hundred thousand or more, you know, from a views perspective.

Mark 31:37

So a good way of doing this, like if you're looking at like I'm looking at a social media profile right now. I'm not gonna tell you who it is.

Trevor 31:43

Okay.

Mark 31:44

But out of their last, and I'm gonna fudge these numbers, but the ratios will be they'll be the same. So out of the last five posts, let's call it 10,000, 10,000, 8,000 views, 10,000 views, and then you have 50,000. The biggest difference is that all of these have around 10 shares. The one that had 50,000 has over 500 shares.

Trevor 32:14

Totally.

Mark 32:14

So when you're talking about singles, it's like, hey, focus on that.

Trevor 32:20

Yep.

Mark 32:21

What's the what's the the difference here with the shareability? The shareability of this piece of content. Yeah. Focus on what made it different. What is it? Was it value? Was it relatability? This one's for sure relatability.

Trevor 32:38

Was it uh like entertainment in a way that, oh my gosh, like I gotta share, I gotta share that with my wife? You know, value, oh I need to share this with Mark. This is really good information we could talk about. You know, or that pure relatability of like, oh my gosh, I used to do that in high school all the time. I gotta share this with my buddy.

Mark 32:57

And that's what I would do. I just like go through your social and figure out what your singles are. You know, and maybe those other four pieces of content led to that one that took off. Yeah. So we're not, and then that's the whole point, right? Is like maybe singles for them is getting that 10 to 50 share ratio.

Trevor 33:19

Yep.

Mark 33:21

Well, how do you do that every day? Or how do you do that? And then what what makes that other thing shareable? Was it just relatable relatability? The other ones might might be product.

Trevor 33:29

Yeah.

Mark 33:30

Like we get it. Sometimes product needs to be there, but totally.

Trevor 33:34

Yeah, my most viral videos are all the ones that just by far the most shares.

Mark 33:38

Like maybe product doesn't need to be there. It doesn't. Like maybe your social doesn't need to show product much.

Trevor 33:45

And and I would argue I don't know. I would are I mean, I do know. Like I would argue that if you go look at some of the best performing brand and brand pieces of content, unless it's a is it a unless it is a problem solution product, the the product is the secondary piece to everything.

Mark 34:00

Like go look, go look at unless there's a story behind it.

Trevor 34:02

Go look at Brita's Brita water filter. Pull that up right now.

Mark 34:06

Okay.

Trevor 34:07

Go look at Brita Waterfilter's Instagram account, TikTok account, either one. It's completely crazy. It looks like I mean, Brita has been around since the 70s, by the way. My life is falling apart. I looked at this. They've been around since I think 72 or something. Like my grandma had Brita filters when I was growing up. Oh my gosh, dude.

Mark 34:29

This one has And all they're doing. This reel has 356,000 shares. Yes.

Trevor 34:36

All they're doing is just creating content.

Mark 34:38

My life is falling apart.

Trevor 34:39

That has nothing to do with the Brita water filter, but the Brita water water filter is in every piece of content. So, for example, like I saw one piece where it was like, this is how you get rid of a stain. And it and they pour like wine on this shaggy rug. And all they do is just pour all of the water from a Brita water filter on it. And it's not actually getting the stain out, you know? Oh my god. And it's just like they just are doing this the most acidine things and they're getting massive reach. Is it working? Yes, you're seeing Google trends go up for Brita water filter. I don't know if it's bringing sales, but if you take the old adage that search, you know, sales always follow search, then I would assume sales are coming in from that. But it's just crazy. And they're not focused on, oh, we get rid of 99.9% of all, you know, bacteria in water. They don't talk about that ever. Because no one needs to know that anymore. They just need to know that it's a water filter. Like everyone knows they've got this like heritage legacy brand.

Mark 35:43

Oh my gosh, dude. Yeah, these guys are. Isn't it completely unhinged? It is unhinged. That's the best way to yeah. Like they they don't even care.

Trevor 35:51

It reminds you of like Nutter Butter. Remember when Nutter Butter did this like six years ago or something like that, five years ago.

Mark 35:58

So anyways. Wild animations, like cheap, 3D pixelated. Characters.

Trevor 36:06

But this stuff is just crazy. So figure out what's shareable, and that's your way to get your get back on the organic train.

Mark 36:12

I think we're kind of beating a dead horse here, but I think I think that that's probably they just filled up a burrito with water.

Trevor 36:18

Yeah.

Mark 36:18

Like they just a little midnight snack. They're just doing stupid weird stuff. 70,000 shares.

Trevor 36:25

Yeah. Yeah, exactly.

Mark 36:26

Because it's so 2.6 million views. It's so wildly crazy. That was back on March 18th. Yeah, like this is That's the extreme, right? It's the extreme because we understand this might not fit everyone else. Everyone. Yeah. But the point being is like just go look at their shares. Like that's that's how you know. So like find out what is your base hit, what does that look like? What's a single? Measure it. Yep. And if if that's all you're focusing on as as a as a company, I think you'll find that you'll you'll get there. Yeah, you'll start to see. Don't look at view, like almost don't think about it in views anymore. Just think about it in shares. Yeah, what Trevor said. How will someone share this?

Trevor 37:14

That is like every brand effort you do, that it should probably just be the question you ask anything. Is this shareable? Because if it's not, if it's not shareable, then it's it just blends in and and nobody cares about it enough.

Mark 37:30

It's just gonna be a filler. Yeah.

Trevor 37:32

Which sometimes you need fillers, but yeah, is this collaboration with this influencer shareable? Are people gonna talk about this? If no, don't do it. Is this bit we do with the team? Like, are people gonna share this? If not, is it gonna grow their brand? Probably not. Get your paid figured out though first. I think that's priority number one, right? Understand just the the new math, get your paid figured out, and then start to hit some singles with organic. Um, and as you're hitting those singles, you'll start hitting more doubles. You'll start to see that you're hitting, you know, homers, and you'll start to get you'll you'll start to see your the divergent in organic and paid in a good way, the way you want it to. Right now, this is this is paid and this is this is uh this is sorry, this is organic and this is paid here, right? You want it to be almost the other way around. So, or instead, maybe this way, right? Organic is going up and paid is going up. So all right, guys. We'll call it quits here. Yes, have a good one. Chao, ciao, see ya. Buenos días. Thank you for listening to the Unstoppable Marketer Podcast. If there's a brand campaign strategy or marketing tactic that you want us to review, please DM me at the TrevorCrump on Instagram or TikTok or at the Unstoppable Marketer Podcast. And of course, if you got value from this episode or if you like it whatsoever, please make sure you're subscribing, you're liking, you're following, and for sure go leave us a review to let us know that we're doing a good job. We will see you guys next time.