I’ve persistently published short-form videos to TikTok, Fb Reels, Instagram Reels, YouTube Shorts, and LinkedIn for many of the previous six months and alter. What was the impression on my presence (impressions, engagement, and followers) in every case?
Numerous context is critical. First, I’ll clarify the character of my technique. Then, we’ll go platform by platform, the place we’ll consider efficiency earlier than and after this dedication to short-form video.
Let’s go…
The Technique
This dedication to short-form video started with TikTok on September 30, 2022. I created 70 movies throughout October.
Ultimately, this method would unfold to different platforms. After briefly experimenting with downloading the TikTok video and publishing it to Fb and Instagram Reels, I’d finally create my movies exterior of any app and publish that very same file to each platform.
I’d not create distinctive content material for every platform. It was the very same file printed to every location.
There was a time once I’d by no means take into account doing such a factor. However I knew that I didn’t have the time or assets to create distinctive content material all over the place. The choices have been repurposing the identical content material or focusing solely on one or two apps.
I made a decision to unfold my content material round. This may permit me to be taught some issues:
1. Does it matter that this is similar content material printed on a number of platforms?
2. Would sure platforms all the time outperform others?
3. Would some platforms emerge as being extra helpful than anticipated?
For this to work, quantity was a necessity. I’ve printed most days since I began this, however I’ve dedicated to publishing at the very least one video daily in 2023 (which I’ve completed up to now).
Let’s go platform-by-platform.
TikTok
Observe Me: tiktok.com/@jonloomer
Begin Date: September 30, 2022
That is the place it began. I added 11 movies to TikTok previous to September 30, however they have been uncommon and sporadic. On September 30, I marked the sand.
On one hand, my impression on TikTok is fairly simple to measure since 99% of my content material created, impressions, engagement, and followers got here from September 30 and on. Sadly, TikTok’s metrics are fairly terrible as they solely return 60 days.
I do have practically 12,000 followers proper now, lower than seven months after I began. And I additionally related Agorapulse to my TikTok account starting on December 13.
So, right here’s a take a look at my account’s progress in followers from December 13 by April 23.
As you’ll be able to see, I’ve added 6,638 followers throughout this time. That leaves one other 5,132 for the three prior months. That’s a bit deceptive since I additionally stopped operating advertisements in early December, and about 3,000 of my followers got here that route.
However you’ll be able to see spikes in followers that got here organically in February and March when a video took off. Additionally, I get extra followers now on a typical day than I did beforehand.
Right here’s a take a look at engagement for that very same interval (from Agorapulse).
Engagement was fairly sluggish till a video took off the week of February 11. Whereas it’s clear I had a few spikes representing high-performing movies, the “ground” day for engagement rose considerably from that time.
Total, I’m actually pleased with the place I’m at on TikTok. I went from no presence in any respect to getting about 5,000 impressions per day now.
Observe Me: instagram.com/jonloomer
Begin Date: September 30, 2022
I’ve had an Instagram account for years, however I’ve barely used it. From a enterprise perspective, I principally solely had it for the Instagram advert placement. In any other case, most of my posts to Instagram previous to September 30 have been of my youngsters or canine (and even these have been extraordinarily uncommon).
At first, I merely printed my TikTok movies with the TikTok watermark to Fb and Instagram Reels. I didn’t cease doing that till November 3.
I’ve added practically 3,000 Instagram followers since I began posting movies to Reels. That’s fairly spectacular since I’ve 6,525 in all, so practically half got here in simply the previous seven months.
As you’ll be able to see, that progress is up 1,400% in comparison with the prior interval.
My Instagram Profile Visits are up 289%…
Right here’s a enjoyable take a look at the rise in submit reactions, feedback, and shares…
It was a ghost city till October!
Right here’s a video I recorded about my progress on Instagram…
Fb
Observe Me: facebook.com/jonloomerdigital
Begin Date: September 30, 2022
I’ve had my Fb web page since November of 2011. It’s the place my social media presence as a enterprise was born. My web page has been by numerous ups and downs since then.
My web page’s greatest 12 months was in all probability 2017. However, I’d additionally say I hit the underside in 2021. That was the primary (and hopefully final) time my variety of followers really dropped from one 12 months to the following.
To offer you a visible illustration of how Reels saved my web page, right here’s engagement from April 24 of 2022 by April 23 of 2023.
Even whereas together with these horrendous months of April by September of 2022, engagement continues to be up 537%.
Let’s focus simply on the time since I began sharing short-form movies to Fb Reels. Engagement is up 1,187%.
Whereas engagement is down a bit for the reason that early spike once I began, I can nonetheless make some cheap projections based mostly on what has occurred up to now this 12 months.
I’m projecting the next:
- Natural Impressions: 3,745,000 (+182%)
- Complete Engagement: 768,273 (+219%)
- Follower Progress: +1,812
Sure, Reels saved my web page.
Right here’s a video I recorded about my progress on Fb…
YouTube Shorts
Observe Me: youtube.com/jonloomer
Begin Date: November 3, 2022
I’ve a sophisticated historical past with YouTube. I began my channel in 2012 and not too long ago surpassed 15,000 subscribers. My greatest years on YouTube have been in all probability from 2013 to 2014, however I’ve used it very inconsistently since then.
Let’s deal with current historical past. Right here’s a take a look at video views on my channel starting January 1, 2022…
Fairly apparent when this began, proper?
Throughout the time since I’ve been posting movies to Shorts, I’ve added 992 subscribers with practically 56,000 views.
Let’s use the interval of January 1, 2021 by November 2, 2022 for comparability. That is the practically 22 months instantly previous to beginning with Shorts. That is about 3 times longer than the time I’ve been posting Shorts (extra, really), and I had solely 43,000 views (fewer) and 1,600 subscribers (600 extra) throughout that point.
Whereas I’ve been considerably underwhelmed by the efficiency of my movies on YouTube in comparison with the platforms talked about up to now, I can’t complain. Shorts have given my channel some life. And issues do appear to be enhancing.
Right here’s a video I recorded about my progress on YouTube…
Observe Me: linkedin.com/in/jonloomer
Begin Date: November 6, 2022
Now, I perceive that LinkedIn isn’t technically a short-form video platform. They usually really choose sq. movies, so posting my stuff there might have been misplaced.
Initially, I positioned my movies on a sq. canvas to compensate. However finally, I simply resorted to publishing the very same video to LinkedIn, too.
Take into account that I’ve been comparatively lively on LinkedIn already for the previous 12 months or so. As soon as I began sharing my movies there, I really pulled again on sharing the stuff I usually would.
Would that be a adverse? Let’s see…
Impressions have been persistently larger since I began posting my movies in November. Sadly, I can’t isolate the time interval to deal with November 6 to April 24 to see the way it in comparison with the prior interval.
Engagement exhibits an identical enchancment.
Even should you eradicate my huge spike of recent followers in January, the brand new followers added are fairly clearly larger now than they have been earlier than.
I made a decision to export my knowledge to get a more in-depth look. As an alternative of taking a look at it by day, let’s go by month.
Listed here are impressions…
Right here’s engagement…
And new followers…
Whereas my presence on LinkedIn was already fairly stable, sharing my movies daily (that have been shared to many various platforms) as an alternative of my typical conduct didn’t damage my progress. It might have really helped it.
Different Platforms
I’ve really shared my movies to a few different platforms as nicely. I’m not going to dig into these outcomes as a result of I haven’t been doing it very lengthy.
I’m not seeing a lot with any of those three, to be sincere. I’ll not proceed for much longer with them until I begin seeing extra impression.
Analysis
First, I don’t assume I must spend a lot time convincing you that publishing these movies to the 5 platforms has been an infinite constructive for my social media presence. I do know that the following query is whether or not it led to enterprise or income however 1. That misses the point, and a pair of. Sure, I’ve had examples of the place it’s led to income. I simply need to depend on folks telling me that, so it’s not simple to measure.
Subsequent, which platform has been most impactful? That’s really robust to say, and that’s a great factor. I’ll say that the highest three performing platforms are typically TikTok, Instagram, and Fb. However the enjoyable half is that it’s not all the time in that order.
Typically, a video does greatest on TikTok. Typically it surges on Fb. Instagram has given me some huge numbers. You simply by no means know. And that’s really the fantastic thing about this. I’m getting outcomes, and it’s not due to one platform.
What’s most enjoyable to me is that that is nonetheless so early. How will this look as soon as I’ve printed a video daily to every of those platforms for all of 2023?
I can’t wait to seek out out!
Begin Your Personal Brief-Kind Video Journey
To say I’m bullish on short-form video is an understatement. However I additionally perceive first-hand how troublesome it’s to get began. In the event you haven’t, you have to. It’s onerous. It’s scary. And it’s irritating. Nevertheless it’s oh, so value it.
I created a coaching known as The Short-Form Video Blueprint to assist inexperienced persons get going. It consists of a lot of what I’ve discovered throughout this journey.
I hope you’ll be a part of me there!
Your Flip
I’m curious what you consider the impression of short-form video, both alone social media presence or yours.
Let me know within the feedback beneath!
