5 Billion Views Later: What Actually Works on Social Media in 2025 | Logan Forsyth | EP 71

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Speaker 8 Businesses that sell more, sell on Shopify.

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Speaker 28 Everyone, I don't care who you are. I don't care if you're Donald Trump or Kim Kardashian.
The first time you're in front of the camera, you get stiff. People get weird.
They freeze up.

Speaker 28 They stop talking. But it doesn't take long.
I mean, you film content, even for a couple months. It's like putting in reps at the gym.

Speaker 28 You just, you get so much more comfortable to where the camera shock shock completely goes away and this process becomes enjoyable because if you do do it long enough to see the benefits and you start meeting amazing people your business starts growing you start going to events and getting recognized by people that you want to be recognized by when that starts to happen it becomes addicting and that's where people really go into it.

Speaker 28 And it doesn't happen in one month. It doesn't necessarily even happen in three months.
But I promise I've seen it happen over and over.

Speaker 28 In six months, even if you stay consistent, you are going to start to see some of the beginning benefits of this. And then it just compounds from there.

Speaker 28 The growth is not linear, compounds, and it truly starts to roll in. And one year, two years, and then like you mentioned, three years, you become a different person.

Speaker 28 Your business transforms entirely. Your brand in the marketplace transforms entirely.
There's just so many benefits across the board.

Speaker 29 What is up, Entrepreneur DNA? I am back. And if you know anything about me, I believe in building a personal brand.

Speaker 29 And if you have a company building a consumer brand around your company, my guest today is one of the leaders in this space, media scaling.

Speaker 29 And Logan Forsyth has been able to, in just under 24 months, been able to have 5 billion views on social media platforms as well as increased roughly 24 million followers and subscribers on multiple social media platforms.

Speaker 29 So media scaling co-founder Logan Forsyth is here. What's up, dude?

Speaker 28 What's going on, Justin? It's a pleasure to be here.

Speaker 29 Yeah, dude. This is something I'm incredibly passionate about.

Speaker 29 For all those people that know me for the podcast and follow me on social medias, I recognized something a couple years ago, which was the brand of Justin Colby is what's going to give me runway for more opportunities, more financial

Speaker 29 opportunities, more relationships. And so, let's dive in here.

Speaker 29 Being that you deal with some of the most recognizable names within the social media sphere, and we can leave the names out. You deal with some of the most recognizable brands,

Speaker 29 corporate brands, again, leaving the names out. What is your suggestion to the person listening to this or maybe even watching this on Instagram, social media, YouTube?

Speaker 29 What should they be doing for the personal side of this? What's your first suggestion for those individuals?

Speaker 28 Yeah, it varies greatly depending on if you are just getting started with your personal brand or if you've already built your foundation and are more established and have been creating content ongoing.

Speaker 28 We really, our bread and butter is scaling market leading brands and just amplifying what they have in place and throwing fuel on the fire.

Speaker 28 We've really pioneered what we've coined as the sub-account strategy.

Speaker 28 And so we no longer live in a world to where on social media, you should just have one Instagram account and one YouTube channel and one TikTok account and one Facebook page and one Snapchat, one Twitter or X and one LinkedIn, which most people don't even have all those accounts set up and you absolutely should, but you should have five Instagram accounts, five TikToks, five YouTubes, so on and so forth and can take it even further depending on the media systems that you have in place.

Speaker 28 And so our bread and butter is we go in and we work with market leading personal brands and consumer brands who already consistently are putting out content and it's quality because quality has to come first first before you input quantity into the mix as well.

Speaker 28 But then building out these sub accounts allow us to distribute thousands of additional pieces of content per month per client we work with.

Speaker 28 We post minimum 1200 times per month and depending on the client can go much further than that as well.

Speaker 28 And so we'll come in with an entire media division of editors, social media managers, team leader, graphic designer, clips coordinator, and everyone's world class to make sure that, again, the quality aspect is there.

Speaker 28 But then we can distribute much more content and specialize in short form video.

Speaker 28 That's the vertical video like Instagram reels or YouTube shorts or TikTok that you see everywhere, usually three minutes or less.

Speaker 28 And the game really has become over the last few years, the platforms have switched from a following feed to a for you page.

Speaker 28 And we're constantly being served interest-based content, much more than just based on who we follow.

Speaker 28 And every every single time you post a short form video across any platform that I just listed out, majority of the reach, 50 to 99%, depending on how many views you get, goes to non-followers, people who do not follow you yet.

Speaker 28 And the reach is targeted based on interest using the same trillions of data points that they use for advertising. And when I say they, I mean the platforms that you're posting on.

Speaker 28 So every single time you post, well, the game has now become every single time you post post short form content.

Speaker 28 If you understand that 50% plus of that reach gets served to targeted non-followers, meaning hundreds, thousands, potentially millions of new people you get in front of for free because the organic reach is free and it's targeted.

Speaker 28 The game has now become how do we post as much short form content as possible across platforms.

Speaker 28 So you're building omnipresence and you don't build platform dependence and people are seeing you everywhere while maintaining top quality. And that's really what we've pioneered.
That's what we do.

Speaker 28 We do it with performance-based pricing, satisfaction-guaranteed.

Speaker 28 And we've been able to have a lot of success and a lot of results doing this for many market-leading brands on the personal brand side and the consumer brand side.

Speaker 29 Yeah, so someone like myself, obviously, I lean really heavily, and we were just talking about this right now with my team: is

Speaker 29 more consistent posting, reels,

Speaker 29 selfie style, all the way to like the highly edited

Speaker 29 videos. Do you suggest

Speaker 29 one or another, right? So sometimes my team's like, that doesn't look as good as this, right? The highly, nicely edited with the,

Speaker 29 and to me, because I'm surrounded by people like yourself, I'm kind of like, everyone is just telling me, keep posting regardless of perfection or not, for what you're saying.

Speaker 29 What would you suggest, someone that like, like me, I don't have a problem posting the imperfections. Like I don't care, right? Like I don't have to be perfectly posed with perfect lighting.

Speaker 29 What is your suggestion with those

Speaker 29 individuals trying to like over critique themselves? Or what about even so with that part one

Speaker 29 is highly edited, does it really move the needle or not? And then part two,

Speaker 29 what would be like a frequency of posts that you would say someone should be focusing on?

Speaker 29 And I kind of just use Instagram as the number one platform for this that you can then go distribute the same thing but let's just say instagram to start yeah great question so starting with part one

Speaker 28 we have posted over 500 000 pieces of content over the last two years we've tracked everything billions of views have come from that and we do have data that shows overall

Speaker 28 higher production quality leads to better results. Now, that's not to say that the more imperfection, if you will, or just like pulling out your phone, doing selfie style video doesn't work.

Speaker 28 It absolutely does work. We've seen plenty of content pieces and plenty of people build up large followings on socials by doing that.

Speaker 28 And so you can do a blend of both. I love your mindset of, hey, I just, I'm under the mindset of getting things out versus it needing to always be perfect.

Speaker 28 Because reality is all the people who win the most,

Speaker 28 that's the mindset that they have. And you can always put better systems in place, better team in place, et cetera, as you continue to grow and build to get things more and more perfect over time.

Speaker 28 But you also still see a lot of the top creators, and I'm assuming that everyone in the audience are business owners, investors, or aspiring to get there.

Speaker 28 And so if we look at the top personal brands such as Alex Hermosi or Gary Vee or Grant Cardone, you see them do still a mix of both, right?

Speaker 28 And kind of lean towards the majority of the content being higher produced, better video quality, editing that goes into it.

Speaker 28 But you still see them cadence in some of the like maybe green screen is the in-app type of edit to where you're filming on your phone and you have like something showing behind you or just doing a selfie video or whatever as like a smaller cadence.

Speaker 28 I think if you're early on in your journey, don't let

Speaker 28 your content needing to be perfect hold you back from posting. Start posting as long as it's value driven.

Speaker 28 And as you can add in higher and higher levels of production over time, that's what you should aim for.

Speaker 28 Because another thing that people don't talk about, it's not just the views and the engagement, but it's also brand that we build through posting out content.

Speaker 28 And when you have high production quality across the board and your editing is on point, the video, the lighting, the audio is on point, just the content looks great.

Speaker 28 And it's also great in terms of the value that you're providing. All of that leads to brand.

Speaker 28 And And people think that you have a more premium brand in that if whatever business is that you have tied to your socials, they probably will assume that they're more dialed in because your front end socials are so dialed in.

Speaker 28 Your production quality is so high on the front end as well. And so there's a lot of value to be said about that alone on top of just the views and engagement metrics.

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Speaker 3 When you think about businesses that are selling through the roof like aloe or skins, sure, you think about a great product, a cool brand, and brilliant marketing, but an often overlooked secret secret is actually the businesses behind the business, making selling and for shoppers, buying simple.

Speaker 9 For millions of businesses, that business is Shopify.

Speaker 11 Nobody does selling better than Shopify.

Speaker 14 With Shop Pay, that boosts conversions up to 50%, meaning way less carts are going abandoned and way more sales happening.

Speaker 17 So if you're into growing your business, your commerce platform better be ready to sell whatever your customers are scrolling or strolling on the web, in your store, in their feed, and everywhere in between.

Speaker 8 Businesses that sell more sell on Shopify.

Speaker 19 Upgrade your business and get the same checkout Skins uses.

Speaker 20 Sign up for your $1 per month trial period at shopify.com slash Westwood One, all lowercase.

Speaker 13 Go to shopify.com slash Westwood One to upgrade your selling today.

Speaker 15 Shopify.com slash Westwood One.

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Speaker 29 So I want to follow that up with how often should people be posting, but really something is top of my mind right now. I had a buddy of mine.

Speaker 29 So the podcast has done incredibly well, right? And so there's companies that feature sponsor the podcast. And that is a business I basically run within the podcast, right?

Speaker 29 For example, Media Scaling could be a sponsor for the podcast to

Speaker 29 be on every episode, right?

Speaker 29 One of the comments, my buddy was like, you know, as

Speaker 29 we were talking about social media and how my podcast has really blown up and how social media in my world, my true Instagram, I'm measuring Instagram, like my level of engagement relative to how big my podcast goes is like crazy different.

Speaker 29 Right.

Speaker 29 And what do you talk to those?

Speaker 29 Talk to me, but also talk to everybody about this engagement and likes and, you know, that, like, does it matter much that there's hyper engagement on a post does that have does that still play into the reach you want like i'm not worried about going viral in the sense of like just being cool because i'm viral does that make sense i don't make funny videos i don't make you know

Speaker 29 you know um anime videos for virality does that make sense um totally so talk to us a little bit about

Speaker 29 How often people should try to really genuinely post. Like, what is your best, right? There's good, there's great, then there's best.

Speaker 29 The best version would be you post four times a day in your thread, you post eight times a day on reels. And I'm using Instagram because it's probably the most popular utilized, I'm guessing.

Speaker 29 So what is your best metric? And then maybe what's good and great and then good. And then also,

Speaker 29 let's talk about engagement. Let's talk about.

Speaker 29 you know, likes, the shit that, to me, by the way, I think that's more driven personally i could be totally wrong but justin actually there's a big algorithm that works towards that but like when people like or comment like i think that's just the ego saying i want to be loved i want to be liked i want to i want people to love me right where does it really even matter in the algorithm of the social media world

Speaker 28 Totally. Yeah.
So starting with the first part in terms of how much content should you aim to post, we have, we're huge on data. We track everything.
And at the end of the day, data doesn't lie.

Speaker 28 That's the truth that we seek. So we posted or tested posting volumes across platforms, anywhere from one post per day up to 12 posts per day per account.
And it's changed over time.

Speaker 28 Like my answer a year and a half, two years ago, it's different than today. And there's always variables to this as well.

Speaker 28 But overall, I'll say with the amount of data that we have to back this, we see best results posting two times per day per account across platforms.

Speaker 28 Again, there's variables, there's exceptions, there's accounts that crush it posting more than that. There's accounts that crush it posting less than that.
But when

Speaker 28 to the audience that we're speaking to and for personal brands and business owners and people who want to create more informative content that ties into a business that they have, and that's the whole reason that we're creating is to grow the business and make more money, right?

Speaker 28 Generally, we see best results to post per day per account across platforms.

Speaker 28 A huge mistake that a lot of people make, if they're especially earlier on, is some people will post twice per day on Instagram and then that's it.

Speaker 28 And they're not posting that short form content on other platforms as well. With short form video, you should post across all platforms because it works across all platforms.
And it is a fact.

Speaker 28 undisputable that if you post across platforms versus on just one, you are going to get more views.

Speaker 28 Even if you're not as engaged or active on the other platforms, and that's where team comes into play. And you can have a social media manager who's doing this for you.

Speaker 28 And so, if you're going to get more views, if you create two short form videos per day, and let's say Instagram is your main preferred platform, but then you also still post those on TikTok, on YouTube Shorts, on LinkedIn, on X, on Snapchat, which is almost nobody has.

Speaker 28 And, you know, it's a platform. It's there.
There's hundreds of millions. There's 400 million plus active users daily on Snapchat,

Speaker 28 55% who are 25 and up. That means there's over 200 million people who are daily active users on Snapchat, 25 and older.

Speaker 28 And we've had a good bit of success on that platform just because nobody's there. And so there's less competition, there's less saturation, and there's value in building an audience everywhere.

Speaker 28 And it is high leverage to do this because the cost that goes into posting across platforms is very low comparatively. A lot of people ask, should you post natively in the platform?

Speaker 28 Should you use third-party posting and scheduling tools? There's a lot of debate around this. The platforms will tell you it doesn't matter.
Other people will tell you it doesn't matter.

Speaker 28 Again, there's exceptions. There are people who have had a lot of success using third-party scheduling tools.

Speaker 28 We, again, have tested this ourselves and have data behind hundreds of thousands of posts to show we've seen better results natively posting in in each platform.

Speaker 28 So our social media managers, they natively post through Instagram and Facebook and YouTube and TikTok in each platform.

Speaker 28 And you can schedule posts inside of the native platform, but we're not using third-party scheduling tools. And so over time, that's where I recommend that you build to when, again, you have a team.

Speaker 28 Now, if you're being scrappy and you have a team member who also wears a bunch of different other hats, or maybe it's you in the beginning doing this, then it's better to use a scheduling tool versus posting nothing, right?

Speaker 28 And so, that's where I recommend starting and then building up to natively posting in the platform over time. Two videos per day, short form, is an amazing target.

Speaker 28 And then, the people who are also seeing great results also cadence in long form because that's where you can really nurture your audience.

Speaker 28 That you can create much more watch time and retention a lot faster.

Speaker 28 There's a rule I like called the 7-11-4 rule to where if people watch seven hours of of your content across minimum 11 different impressions over four platforms, they're going to buy anything you sell if they're fit for what you do.

Speaker 28 And so doing that is what creates that 7-Eleven four rule. And the short form content becomes your top of funnel.

Speaker 28 It is the fastest way to create as much new reach, new awareness, and get you out there in front of as many new targeted people as possible.

Speaker 28 And then you want to funnel that all back down to your long form content and free lead magnets is what we see work really well of going from short form to now owning your customers, at least information, collecting emails.

Speaker 28 And so free lead magnets can be newsletters, work awesome, free courses. If you have a free tool like in real estate, if you have an underwriting tool for your asset class.

Speaker 28 Things along those lines, free community works really great. And then you have the podcast.
That's your long form content.

Speaker 28 You probably have a lot of people who are listening who have listened to tens or even hundreds of hours of you at this point. And that would not have happened if you were only doing short form.

Speaker 28 So that's where long form comes into play as well. And then I consider long form deeper into the funnel.

Speaker 28 I consider that a little bit more mid-funnel versus top of funnel when we're talking about the overall like nurturing of your audience, if you will, and leading them to become buyers for your business or your fund or whatever it is that you do.

Speaker 29 Dude, this is so great. I mean, I literally am so happy I brought in my social media manager who does almost everything, right? Like, just she, so

Speaker 29 for example, I

Speaker 29 just posted kind of an organic reel. I just had something kind of top of mind on the heart, so to speak.
Like,

Speaker 29 you know, I've been posting very sequentially recently about my morning routine. Like every single day, I've been posting like 5 a.m.
making my coffee, 5.15 journaling, 6 a.m.

Speaker 29 gym, like in a very secret, every single day.

Speaker 29 Now, you may have some thoughts around this. For me, it's kind of just showing my audience, like the regiment and the discipline I have to do the things that I do.

Speaker 29 And there's a lot of people because of my platform and because of, you know, my education business and everything else, they look up to me.

Speaker 29 So this is a little inspirational, a little aspirational, a little motivational, right? But also kind of like, I'm committed to make these damn posts, but you guys can't even wake up before 7 a.m.

Speaker 28 Right.

Speaker 29 So I made a general reel literally like 20 minutes before this and I posted it. I wrote one thing for my haters.
I didn't write a diatribe. I didn't do, and I just voiced that.

Speaker 29 I said, for all of you out there snickering in your head, for all of you out there, you know, hating on me or whatever, go ahead and unfollow me because the reason I post those is to show discipline within myself to be able to wake up like that, to be able to journal, take time.

Speaker 29 I don't just talk about it and be like, oh, I'm an early riser, and that's I win the day. I don't, it's not theory, right? It's in practice.
Talk to us about like

Speaker 29 virality. Do posts more go viral because

Speaker 29 and grow followers? Viral is a little, I don't know, overplayed, right? Like, everyone wants to just continue the growth of their social media.

Speaker 29 Like, I don't know if you need to go have a hundred million view viral video, right?

Speaker 29 Do what is a better recipe,

Speaker 29 something organic and raw like that that kind of is just calling it out?

Speaker 29 Does stories play into any type of growth at all?

Speaker 29 Talk to those points. Yeah.

Speaker 3 When you think about businesses that are selling through the roof, like aloe or skins, sure, you think about a great product, a cool brand, and brilliant marketing, but an often overlooked secret is actually the businesses behind the business making selling and for shoppers, buying simple.

Speaker 9 For millions of businesses, that business is Shopify.

Speaker 10 Nobody does selling better than Shopify.

Speaker 14 With ShopPay, that boosts conversions up to 50%, meaning way less carts are going abandoned and way more sales happening.

Speaker 17 So if you're into growing your business, your commerce platform better be ready to sell whatever your customers are scrolling or strolling on the web, in your store, in their feed, and everywhere in between.

Speaker 8 Businesses that sell more, sell on Shopify.

Speaker 19 Upgrade your business and get the same checkout Skins uses.

Speaker 20 Sign up for your $1 per month trial period at shopify.com slash Westwood One, all lowercase.

Speaker 13 Go to shopify.com slash Westwood One to upgrade your selling today.

Speaker 15 Shopify.com slash Westwood One.

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Speaker 28 The best creators

Speaker 28 create all of their content where it is going to speak and apply to their existing audience, but it's also for new people who have never heard of them before.

Speaker 28 And when you find that magic zone of both, one, again, you're nurturing your existing audience. And that's always something that we want to do.
We want to build closer relationships with them.

Speaker 28 But also, you're creating content that's putting yourself in better chances of it getting exposed to a lot of new people, considering that 50% plus of the short form video reach goes to non-followers.

Speaker 28 It's interesting when you look at Instagram insights as of today, and this has been the case for a while now,

Speaker 28 when you post pictures, whether it's a single picture or carousel post, almost all of that reach only goes to your followers. So it's usually like 90, 95% plus only goes to your existing audience.

Speaker 28 And so I look at those types of posts as really great for nurturing your audience.

Speaker 28 And you should still do some level of cadence of that as well, because it does a much better job of getting in front of your existing audience.

Speaker 28 When you post reels on Instagram, that's the short form video, that's where 50% plus of the reach goes to non-followers.

Speaker 28 And higher performing reels, I actually see average results between 60 to 75% of the reach going to non-followers. But that also means that less of it goes to your existing audience, right?

Speaker 28 And so it is a complete misnomer and false belief that posting a lot of short form content will overwhelm your audience. It's not the case at all.
The algorithms are different today.

Speaker 28 And they've been designed in a way to where you're not overwhelming your existing audience because of what we're speaking about. So, to draw back and answer your question, I think RAW

Speaker 28 really performs well. I think it's polarizing to a degree because when you're raw and you're saying to my haters or you're talking about something of like, I'm posting at 5 a.m.

Speaker 28 before you're even waking up and you don't even post, et cetera, like there's polarization to that, right? And I think it's amazing because that's who you are. It's true to your brand.

Speaker 28 It's true to your values and beliefs. And it's going to really make people who align with you love you more and then people who don't align with you hate you, which is polarization.

Speaker 28 But the most influential people in the world are also the most polarizing. I mean, let's look at Donald Trump.
Let's look at Kim Kardashian, Conor McGregor. Like they're extremely influential.

Speaker 28 extremely polarizing. And they get the most hate out of anyone, but that's because that's what it takes.
That's how it goes.

Speaker 28 And so as long as you are being raw and real and leaning into polarization in a way that's true to who you are i always recommend it where people go wrong is i see a lot of people take polarizing takes or do things that are not in true alignment with them just because they're in the pursuit and chasing views and that's where you you know things go awry and and you're you're building a brand that you probably won't want in a few years out or whatever the case.

Speaker 28 Or maybe you post a video and it goes quote unquote viral. It gets hundreds of thousands, millions of views, but there's a lot of hate coming in.

Speaker 28 And then it's like, man, that honestly doesn't fully align with me because people aren't just thinking long term with what they're putting out either.

Speaker 28 So that's overall, like my advice on those points. I also want to answer your question on engagement earlier.
I forgot to touch on that. And so, does engagement matter?

Speaker 28 And how much of it is just vanity of like, this makes me feel good, it's a dopamine hit versus versus how much of it does matter.

Speaker 28 I would say it's a blend of both. And the top metric that we pay attention to, the easiest one, is just views.

Speaker 28 Every algorithm is designed a little bit different in terms of what engagement metrics they pay attention to for deciding pieces of content that get more views, more reach than others.

Speaker 28 But engagement does matter to a degree. It's not just about likes and comments anymore.
Hashtags are not going to save you and make you go viral.

Speaker 28 You know, the platforms have gotten very, very good at categorizing your content now without even using hashtags. It's like it's a tool in the toolbox, but it's a very small tool overall.

Speaker 28 And

Speaker 28 so

Speaker 28 what I like to pay attention to are ratios. And so

Speaker 28 things that we're looking at are views or impressions and then taking it into a ratio of views to profile visits views to link clicks views to follows because that shows me the quality of these views right if if they're like if you get a ton of views and very little profile visits very little followers very little link clicks that come from it that's not high quality views overall because it's not really doing much for your brand and it probably exposes you to a lot of people who you don't even care to be in front of who they they may not see you again unless you talk about that topic again.

Speaker 28 And so when we see a higher ratio of each of those metrics, again, views to profile visits, views to follows, and views to link clicks, that is a huge metric of quality.

Speaker 28 And that's what we really want to chase. Now, likes, comments, shares, all that falls in between it.

Speaker 28 There's some metrics that we look at for Instagram. views to share ratio is a very big ratio.

Speaker 28 Like Instagram has articles that literally tell you how their algorithm is designed for for ranking content. And they tell us directly views to shares is a big ratio they pay attention to.

Speaker 28 Instagram, out of all platforms, I would say is the best designed to share content. That share button is just right there in front of your face.
It's a big DM platform. You can share it to your story.

Speaker 28 There's just way more shareable aspects to it overall.

Speaker 28 And again, it can kind of vary per platform.

Speaker 28 But overall, if you are creating engaging content, and I'd say another big tip before I finish my ramble is when you're a personal brand and you're creating content to grow your business, just get specific about who is your ICP, meaning your ideal client profile or your ideal customer profile.

Speaker 28 Like who is that perfect customer client for your business and create content for them.

Speaker 28 Speak to them in your content because what we've been talking about, the targeted non-follower reach, the platform is now smart enough to where if you speak to your ideal client, your content is going to get served to your ideal client.

Speaker 28 You can literally call them out in your content. You can mention them in your captions and pin comments.
And the platform is going to serve it to those people accordingly.

Speaker 28 And you don't want to buck it in and like say the same thing in every video or only talk about one topic. But for me, I like, I live and breathe entrepreneurship.

Speaker 28 And so, yes, we are a social media growth firm. And so a lot of what I talk about is social media growth, but I also talk about business in general.

Speaker 28 I talk about my marriage and how that relates to both of us being entrepreneurs and building businesses together.

Speaker 28 I talk about lifestyle, the morning routine, like all those aspects still speak to our ICP.

Speaker 28 And so you can be well-rounded, but make sure that all of it is at the end of the day relatable to who you want to be attracting in your content.

Speaker 29 God, I love this. Like part of what I want to do is I want to give you my metrics and be like, bro, what do you think about these metrics? Because me and my team always feel like it's underwhelming.

Speaker 29 We're like, and by no means am I some big influencer, right? Like, I have 115,000

Speaker 29 followers. I even looked randomly last night.
Like, I'll gain 20, 25, 30, but then I'll lose 18, right? So, like, my needle never moves.

Speaker 28 Yeah. Very normal.

Speaker 29 So, what are so two questions before I forget them? What are some normal like

Speaker 29 statistics with that, with like

Speaker 29 viewership percentage basis, growth basis? Like,

Speaker 29 you know, for example, like if I have 115,000 sub or followers on Instagram as an example, most of my reels, most

Speaker 29 will get 1,500 to

Speaker 29 3,000 views, give or take. And I could look real time for you.
And then some get 5,000 and some get 7,000 and some will get more. But I'm just saying in a general sense, 1,500 to 3,000 views.

Speaker 29 Is that god-awful? Because I'm not impressed by it. I will tell you that.
But or is that like kind of standard to with the metric of 115,000 to

Speaker 29 1500 to 3 grand? I mean, that's, you know, 1% to 2%.

Speaker 29 Is that normal?

Speaker 28 I'll say with love, it's on the lower end. If usually when I see audiences that

Speaker 28 or brands that have around, let's call it 100,000 followers, I like from on Instagram, from a reals, like average view per post perspective. There's a huge metric that we track and pay attention to.

Speaker 28 I would like to see it be somewhere between like 5,000 to 15,000 views per video because what that means is a large portion of your audience is engaged with what's being put out.

Speaker 28 And also you're going to see consistent growth with that.

Speaker 28 And then the game of growth for when it comes to organic content and organic reach is when you're putting out posts, you want to see some level of consistency.

Speaker 28 It's going to be slower, but some level of just consistent growth month over month in terms of views, in terms of audience, et cetera.

Speaker 28 But really what moves the needle are you're going to have these outlier posts that will hit.

Speaker 28 And let's say your average view per post is 5 to 15,000, but then you have that post that gets a million views or you have that post that gets 150,000 views. Those are what really move the needle.

Speaker 28 And like a million view posts can bring in 5,000, 10,000 followers within one or two days. Right.

Speaker 28 And so the game is like the more that happens as well, that's where you see these huge inflection exponential points of growth cadenced in with the consistent growth from more of the average like baseline content that's going out.

Speaker 28 And ways to improve this is one, like ChatGPT is. So incredible.
I've gotten like, I've gotten it really integrated and indoctrinated with everyone on our team.

Speaker 28 Like it's a huge part of our culture now. And this was a recent shift.
I've used it since it became a bigger known thing in 2022.

Speaker 28 But I would truly say from my experience, like I've seen massive improvement with it, even over the last four to six months, but really like the since 2025, towards the end of 2024, to where used to a lot of...

Speaker 28 scripts or copy or whatever that it would give me. They'd be like, yeah, it's like a good starting point.
It's 50% there, whatever. There's a lot of tweaking.

Speaker 28 Now I feel like a lot of time it's like 90% there.

Speaker 28 And I don't even need to change things or it's better than what I would even do on things that I've like copywriting, studied for nine years, you know?

Speaker 28 And so with ChatGPT, you can get really clear of the more context you give it, the more accurate answers it'll give you and feed it everything about your business, like feed it your website, feed it case studies, feed it sales calls, transcripts, feed it everything that you know about your best clients or customers,

Speaker 28 and then ask it, based on all the context that you have for us, put together who is my perfect ideal client profile or ideal customer profile. I want to know age, demographics, titles, interest,

Speaker 28 business, revenue, profit ranges, et cetera. Just get it very descriptive.
And you'll be shocked of like what it puts together is really, really good.

Speaker 28 And you can go back and forth, like refine it if it's not quite there on the first prompt it gives you like keep keep diving into it but it doesn't take long for you to get a really great ic

Speaker 28 just profile for your perfect customer your perfect client and then that is your content strategy you can use chat gpt now to let you know it's like okay

Speaker 28 Build me a content strategy based on all the topics that I should talk about and types of content I should talk about that's going to really resonate with my ICP once it has that information.

Speaker 28 And it's crazy good.

Speaker 28 And then you can use that to also come up with like all these topics and subcategories and combined with using ChatGPT itself for video hooks, ideas, et cetera, you can also use tool tools, two tools that we use a lot, TikToksearch and viewstats.com.

Speaker 28 TikTok search is free, but TikTok has largely become the best search platform for short form content. It's a search engine.
And so a lot of traffic comes from that alone.

Speaker 28 And so you can put any keyword you want, let's just something very broad like real estate investing in there. And it's going to serve you all the top content for that keyword of real estate investing.

Speaker 28 And then you can get more specific and you can say multifamily real estate investing or flex space or whatever the case.

Speaker 28 And then you could add different tales on the end of it of multifamily real estate investing tips and multifamily real estate investing mistakes and so on and so forth.

Speaker 28 And that starts to serve you a lot of top performing content in those spaces. And you do this and really study the top performing content for your keywords for four hours and a cup of coffee.

Speaker 28 Just sit down and do this. You become an expert in your space, truly.
Like you know what's working the best and don't copy and paste. what's working, but model and innovate.

Speaker 28 Take those same content types and also the hooks hooks and really the hook framework and make it your own because you're now going off of proven data of what works the best on social media versus just coming up with, I think this will work.

Speaker 28 I think people will like this

Speaker 28 because that's putting you in a much better position to succeed. So you do all of that.

Speaker 28 It's pretty easy to create a really compelling, effective content strategy. for your ideal client profile, customer profile.
And to your point, not everyone needs 100,000 followers.

Speaker 28 Not everyone needs millions of views per month. Like depending on your business model, for us, we're B2B.
And so I, right now, like our constraint more in the company is operations and

Speaker 28 also just like building out the sales team further to where I'm not in a position, like we're not focused on a lot more lead flow and traffic.

Speaker 28 And our true ICP are typically eight to 10 figure business owners for personal brands and for consumer brands.

Speaker 28 Like that's, that's really our zone of genius, and all of our best clients who've seen the biggest level of results because their business is so well positioned to really just see tons of value when we're generating five to 100 million plus views per month for them.

Speaker 28 And so, that's a very niche, small pocket of people.

Speaker 28 So, I'm not in the game of needing to build my audience and get massive view counts as long as I'm consistently getting in front of more of our ICP in that small pocket.

Speaker 28 And that's usually the case with B2B business owners.

Speaker 28 And that's why with our service, we're focused on personal brands brands and consumer brands who want even more of a mass market approach, because that's where the true value from this really comes from.

Speaker 28 So needless to say, again, if you have a more niche service and a high value per customer or client, you don't need to be in the game of building this massive audience as long as you have a really quality audience of even 30,000, 50,000 people that can massively move the needle for you.

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Speaker 29 Dude, this is so good. So good.
So, because everyone, like,

Speaker 29 my analogy is going to be like, you're the hot chick at the bar, dude. Everyone wants to know how do you win at social media, right?

Speaker 29 Like, if you have any service or product or just want to build your brand to be an influence or whatever it is, like, everyone wants to figure this out, dude. So, this is great.

Speaker 29 Talk to me about people. Let's start with just people.

Speaker 29 How can someone really like I'm going to put on an event? This is the first time I've even verbalized on anything.

Speaker 29 Literally one month from today,

Speaker 29 me and my partner are putting on a creators

Speaker 29 monetization

Speaker 29 conference.

Speaker 29 And it's podcast creators, you know, Instagram and social media influencers, people who have products, people who have coaching products, YouTube monetization, like just monetizing all of it.

Speaker 29 What are you telling the person right now? Why should someone take social media seriously right now? Like,

Speaker 29 what should they be thinking about? Why should they be taking it seriously? How does it relate to their longevity of business? What would be a sales pitch to someone that's like, I'm scared.

Speaker 29 I don't want to do this. This is, this is annoying, right? Or, or whatever.
What's your sales pitch to that person? Like, guys, you have to do this for this reason.

Speaker 28 Yep. Yep.
It's building a brand. And really, like,

Speaker 28 if you're going to go one route or the other, building a personal brand or consumer brand first, I'm a bigger fan of going the personal brand and then getting to a place to where you build both.

Speaker 28 But also your personal brand will build the consumer brand or the B2B brand on the back end as well.

Speaker 28 But when you have a brand, it opens so many doors for you in so many ways. Like the fact when you have a personal brand, you are the hot chick at the bar, right? Like people want to talk with you.

Speaker 28 People want to connect with you. You get invited to events and conversations that you otherwise would not.
You have connections open up from you.

Speaker 28 And a huge thing that people don't focus on with this and don't really talk about too much is recruiting.

Speaker 28 When you have a personal brand and you use your socials to directly recruit to someone, like when we need to hire a key position, I'll go on LinkedIn and I'll find people who look like the perfect fit for that position.

Speaker 28 And now with the brand that I built, it's not even massive, but it shows a lot of legitimacy and authority, if you will. When I reach out, I get responses and it starts conversations.

Speaker 28 And we're able to bring in incredible world-class talent from that alone. I also like from my socials,

Speaker 28 will also post like a story when you hire position. And again, we've gotten amazing world-class talent from sourcing from our audience and socials as well.

Speaker 28 And that leads into massive results on the business side. But also, you know, all of us are focused on hearing about AI constantly.

Speaker 28 I believe having a personal brand is one of the ultimate hedges against AI, because as AI becomes more and more prevalent over time, people are going to crave human connection.

Speaker 28 And there's no better way and higher leverage way to build a human connection with as many people as possible and as short amount of time and effort as possible than a personal brand. Right.

Speaker 28 And so personal brands, I think, are going to really win out even more over the coming five, 10 years as well.

Speaker 28 And if you have had success without a personal brand, I promise you, watch what happens when you do have one. Your ads are going to perform better.
Your marketing performs better.

Speaker 28 Your email outreach performs better. Your mailers perform better.

Speaker 28 Everything that you have, your cold calls perform better because a lot of your prospects are researching you before they make the decision to ever talk to you or your team.

Speaker 28 or go through your ad or whatever it is the case.

Speaker 28 And if you don't have an established personal brand, there's a huge portion of that audience, they're never going to talk to you again because you don't, it's the new modern day business card.

Speaker 28 It's like if you go to a networking event and you don't have a business card and you don't have any way to get people's contact information, what are you going to get out of that? Nothing. Right.

Speaker 28 And so if you don't have the new modern day business card of a personal brand and online presence on socials, you're missing out on a lot of money and a lot of opportunity.

Speaker 28 We'll even talk to people who's like, yeah, I've had a lot of success. I've built a business doing 5 million, 10 million a year.
Without the personal brand, why do I need it?

Speaker 28 And my response is, you'd probably be at 10 or 20 if you did have what? Like you would be at a bigger rate because of the brand that you build. A lot of people don't understand brand truly.

Speaker 29 I look at it like this. In my opinion, everybody is in the business of sales.
Everybody, right? Like it doesn't matter what you do. If you are a video

Speaker 29 videographer, if you are a graphic designer, I don't care what you are. If you're a doctor, like you need clients, you need people, you need to be paid.

Speaker 29 And in fact, even if you are more of the W-2 employee type who will never be the entrepreneur, it doesn't matter. You need that boss to want to hire you, right?

Speaker 29 Like, effectively, you will just always make more money, in my opinion. You're the expert, but I have an opinion on it.

Speaker 29 If you have a good personal brand on social media, you don't need to be an influencer. You don't need to be, you know, famous.
You don't even need to be an entrepreneur, in my opinion.

Speaker 29 Like, you don't need to only use it for the entrepreneur selling and making money, although I encourage it. Like, everyone, it's your resume these days.

Speaker 29 It is everything people want to know about you, right? The first thing I did when I was introduced to you being on this podcast, what is the first thing I did?

Speaker 29 Went and checked you out on social media.

Speaker 28 Yep.

Speaker 28 First thing, right?

Speaker 29 And it's the first thing people do with me. Hey, I heard this guy, Justin Colby, or I saw him on stage, or I heard his podcast.
Like, who is this guy? They go to social media.

Speaker 29 They don't necessarily Google. They go to Instagram, right? They'll go to their favorite social media.
And what the hell was the last thing he posted about?

Speaker 29 And so I would make the argument, dude, everybody. And I mean, I'm, I'm so serious that I'm literally putting on an event now.
And I would actually invite you to be kind of a part of this.

Speaker 29 We're going to do it quarterly because I'm so serious about building that personal brand over time.

Speaker 29 And I think the last thing I would say, now I'm curious to hear your thoughts on this, but like people don't give social media due credit because they want to take a snapshot of what has happened in 30.

Speaker 29 Did I grow 50,000 subscribers in 30 days or 40? But if you give yourself a runway

Speaker 29 and you stay consistent, it's the same thing I kind of posted about today.

Speaker 29 The reason why I'm showing you my consistency of discipline of waking up early going to the gym writing my because if i just do this long enough right i will be a totally different human in a year or two or three from now right and so i just i think people need to give social media its due time to build that brand yep yep 100 yeah to your point It's people don't really google people that much anymore.

Speaker 28 They go straight to socials. When they get introduced, you want to look up someone because you're going to get way better, more genuine information when you go to socials.

Speaker 28 And

Speaker 28 there are very legitimate, in-depth studies that show, even if you are a W-2 employee or whatever the case, you don't have to be a business owner.

Speaker 28 If you do have a personal brand and create content, there are studies that show that you make a lot more money and get the best job opportunities in the marketplace as a result as well. Look it up.

Speaker 28 Google it, chat GPT it. It's there.
Like the all the facts are undeniable behind it.

Speaker 28 It's also something to where

Speaker 28 you're totally right. A lot of people just give up too soon and they'll do this for a month and they don't see the needle massively move and they stop.

Speaker 28 But it's something to where if you zoom out and you look at this as a five-year, 10-year play, one is when people look at anything they do with a longer-term mindset, they're more successful.

Speaker 28 They make more money. You know, I've studied many of history's greatest founders, business owners, entrepreneurs who have built many multi-billionaire things.

Speaker 28 And a very commonality is all of them focused on the same company for decades. They're not just bouncing around from one thing to the next and blah, blah, blah.
And they have that long-term focus.

Speaker 28 That same thing needs to happen with your brand as well. Because if you don't have that, you're going to burn out or you're going to get beat by the people who do.

Speaker 28 And this is not something that you just do for a couple of months. It's something that you do ongoing.
So one, you have to ask yourself of like,

Speaker 28 how can I remove friction? You know, like that's something Gary Vee talks about a lot.

Speaker 28 And a way that he's removed friction is he just has a videographer there kind of follow him around in his day to day for a lot of stuff that he does.

Speaker 28 And you can start to build your business around creating content. Are you doing coaching calls? Do you enjoy talking to great people in your space? Start a podcast.
Like I'm sure you enjoy this.

Speaker 28 Otherwise, you wouldn't do it. Right.
And it's allowed you to build so many connections. that have become very fruitful for you from a friendship perspective, but also a business perspective.

Speaker 28 And you get amazing content out of it. You build an audience out of it.
So it checks all these boxes where it's just a no-brainer.

Speaker 28 And so you have to find like, what are those more enjoyable, less friction types of content you create as well. Like I've kind of been experimenting.
I like to draw.

Speaker 28 Like I've always liked to, if I'm in meetings, like using a whiteboard and stuff.

Speaker 28 And so we recently started putting out more content to where I'm at this table and I have a big paper and I'm like drawing to represent what I'm talking about.

Speaker 28 And it's just, it's way more personally enjoyable for me to do that versus just talking into a camera. And I look forward to doing it.
Right.

Speaker 28 And so you can find and just experiment with things that are more enjoyable for you to where this becomes fun. And it doesn't become like a chore.
And it's also just like going to the gym.

Speaker 28 Everyone, I don't care who you are. I don't care if you're Donald Trump or Kim Kardashian.
The first time you're in front of the camera, You like, you get stiff. It's called camera shot.

Speaker 28 Like it's just, people get weird, they freeze up, they stop talking,

Speaker 28 but it doesn't take long. I mean, you film content even for a couple months, it's like putting in reps at the gym.

Speaker 28 You start benching the bar, and then next thing you know, you're throwing on 10s, and then you're throwing on 25s on the edge, and you're building your muscle.

Speaker 28 Same thing happens when you're recording content in front of the camera. You just get so much more comfortable to where the camera shock completely goes away.
That's not a thing at all.

Speaker 28 You become like rubber skin to hate and negative feedback and whatever. Like you never met a hater doing better than you in the first place.
Right. And so who cares?

Speaker 28 Like all that, you really just become numb to it.

Speaker 28 And this process becomes enjoyable because if you do do it long enough to see the benefits and you start meeting amazing people, your business starts growing.

Speaker 28 You start going to events and getting recognized by people that you want to be recognized by. This is not something to where you start going out and like random people who watch TV at 4 p.m.

Speaker 28 on a Monday are recognizing you, right? That's not what happens when you are a business owner and you build a personal brand. The audience you build are people that you want to know you.

Speaker 28 It's not becoming famous.

Speaker 28 And so all those things considered, when that starts to happen, it becomes addicting. And that's where people really go into it.
And it doesn't happen in one month.

Speaker 28 It doesn't necessarily even happen in three months. But I promise I've seen it happen over and over.

Speaker 28 In six months, even, if you stay consistent, you are going to start to see some of the beginning benefits of this. And then it just compounds from there.
The growth is not linear.

Speaker 28 It compounds and it truly starts to roll in. And one year, two years, and then like you mentioned, three years, you become a different person.
Your business transforms entirely.

Speaker 28 Your brand in the marketplace transforms entirely. And there's just so many benefits across the board.

Speaker 29 Where can everyone find you? Who are you kind of looking to work with? Like, who would be an ideal client?

Speaker 28 Does someone already need to have some massive following before they work with you talk a little bit about how media scaling can uh what their model is and who should be reaching out to you and finding you yeah totally so i'm on socials logan forsyth and then our company where we do this uh for personal brands the consumer brands is mediascaling.com we have amazing free resources we have an email social media newsletter it's truly some of the best like tactical uh social media information and updates that are coming out weekly five minutes or less in your inbox.

Speaker 28 That's scalingedgenews.com.

Speaker 28 And we also have a really great free course around all of this, giving hundreds of viral hook templates and just like our viral content checklist that we follow and making all of this very easy to do overall.

Speaker 28 It's called Billion View Secrets. You can get that at mediascaling.com forward slash secrets.

Speaker 28 And then if you want to work with us on more of a in-depth level and you want us to scale your socials with performance-based pricing, satisfaction guaranteed.

Speaker 28 We really do that for personal brands who are 5 million and up per year and consumer brands who are 10 million and up per year because you have the business to really capitalize on this and see massive results that come through it.

Speaker 28 We're across the board generating each of our clients 5 million to 100 million plus views per month when we get this built out and start to scale up and all that leads to results in your business.

Speaker 28 And then if you are a business owner who you're new to creating content, you want to start, or maybe you're doing it, but you're not seeing the growth that you want, or things feel messy, you don't have systems in place, we can also help you on a coaching side as well.

Speaker 28 And so, that's really for business owners who are content-focused between that like 10 to 100,000 per month range.

Speaker 28 We have an amazing coaching program to help you scale up, build your foundation, start seeing a lot more results coming in across socials as well.

Speaker 29 That's rad. Guys, if you're watching this, this guy is awesome.

Speaker 29 Make sure you're following him. Ask him more questions.
Go to mediascaling.com.

Speaker 28 Mediascaling.com, a lot of it's there. If you want billion view secrets, it has a lot of free resources.
It's a free course. I truly believe giving a lot of your best stuff for free.

Speaker 28 That's at mediascaling.com forward slash secrets.

Speaker 29 Guys, go there, get it. And if you guys are out there listening, this and watching me and watching Logan, and you're not engaged in social media, please make this the dot.

Speaker 29 Make this episode like, I got to get going. You may not have all the followers and all the ways to sell online.
Who cares? Get going building your brand. Logan, it's been a pleasure.

Speaker 29 Very excited that we were able to connect and have you on, dude.

Speaker 28 Yeah, Justin, appreciate it, brother. It's amazing what you've built, the brand that you have, and you've seen the benefit from it.

Speaker 28 And I can tell that you have a lot of people who you've provided tons of value to and have built an amazing audience and a lot of impact. So I appreciate you, brother.

Speaker 28 You're the type of person I love to get connected with, and it's an honor to be on the show.

Speaker 29 Hell yeah.

Speaker 29 Now, guys, if this helped you and you think there's one or two people you might know that could use some of this info, share it with two of those people, three of those people, ten of those people.

Speaker 29 This is important to me, it's important to Logan. You guys need to be leveraging this.
Share this episode right now. We'll see you with another guest on the next episode.
Peace.

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