Creator Science helps you succeed as a professional content creator. Each week, Creator Science digs into the details of how creators are finding success today. Not what worked 2, 5, or 10 years ago, but specific strategies and tactics that are working TODAY. You’ll hear conversations with some of today’s top professional creators including James Clear, Ali Abdaal, Tim Urban, and Codie Sanchez. Creator Science is a Signal Award-winning podcast.
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But I think it's because they feel they have gotten more people reach out to them for work, but it's it's more like Gosh. I sound ignorant here when I'm about to say, but it just sounds like from their perspective, it's more people on there looking for a bargain. Rather than looking for really good talent. And I don't know if that's true or not, but if that is the case, then I myself don't wanna be on there then because that's not what I'm there for either. So do you think that there's plenty of editing talent out there to go around? And we just need to do a better job of looking elsewhere to hire or change what we're expecting in hiring. Yeah. It's it's a mixture because, like, now that I know so many more editors, I know the reason a lot of people don't, like, dedicate to one creator, let's say, Sometimes it's not even the fact that they don't like the work. It's really sometimes just comes down to even money. You know, like, it's better to have 5 high playing paint clients than just one client who's kinda giving you the bare minimum. And, sure, there's gonna be promises along the way of if we do better, you'll do better, but sometimes people just need the now. Because when it comes to a lot of it, whenever I would hear someone say like, oh, I really need a good editor for my channel. Who do you recommend or whatever? I usually find it as they're just looking for someone that can kind of be there, kinda like a right hand person, And it's not even usually like a skill thing. I usually think that it just comes down to a compatibility issue, because some people hire editors nowadays, and there's a lot of us out there, but they'll hire them. And the the editor they're specifically hiring is someone who is strictly on, like, a freelance space is, meaning you're not the priority. You're one of, let's say, many clients. And that's why I like to strive for when you hire someone, you should get someone that is dedicated to your team and your mission, because in that way, you have them full time, but then also there's gonna be that time period of adjustment. You know, like,
They can, like, examine all the things that they are publishing. Like, how many hashtags? How many tags? What type of formats? Are they using external links? So this year, we have done 20,000 posts in our way, which is still the double of last year. And we have done this throughout the whole year. So normally we would do only like 3 months research and then we would write a report. But now we have seen so many things that we decided, let's make it actually like an ongoing research. But then we got 1,500,000 posts data from 1,500,000 posts from Autolot. And funny enough, 80% of the conclusions were aligned. We begin this conversation by talking about the 20% of conclusions that were different. But I have a link to the full report as well as Richard's LinkedIn profile in the show notes. I recommend reading the report and following Richard after you listen to this conversation, of course. In this episode, you'll learn why LinkedIn reach may be down, what formats are most effective right now, how to use LinkedIn as a lead generation, and you'll get a feature by feature breakdown of how Richard himself uses LinkedIn. I'd I'd love to hear what you think about this episode. You can send me a message on Twitter or Instagram at jklaus. Tag me. Let me know what you think. But now, let's talk with Richard. The 20% that did match, we did an additional dice. Like, why doesn't it match? What can we see? And that actually brought also some interesting new points. Like, for example, we always try to explain people how a like or a comment or a share or a repost works and what is the effect or the impact on growth. And this year, thanks to AutoDot, we we also saw that there are external elements that also decide whether your post is going to grow and get more reach other than the engagement buttons. Okay? So we also have now
Expenses go through the roof, and this is why so many events nobody makes any money on. This is why so many events, they make all their money selling the sponsorships. But I would much rather charge $500 a person than $100 a person and know that I'm making $150 a person. You know? Because then I'm profitable. Hello, my friend. Welcome back to another episode of Creator Science. Today, we're diving back into a topic that I'm really optimistic about, but we haven't really covered in-depth. And that topic is events. I'm speaking with Michael Stelzner, the founder of Social Media Examiner and the man behind Social Media Marketing World, the industry's largest conference. In 2009, I was doing online events. My first physical event was in 2013, but I've been in the event space kinda since the beginning. We started online, then we pivoted into physical events. So what does the industry's largest conference mean exactly? Well, social media marketing world is absolutely massive. Pre COVID, we were 4 to 5000. Now we're around 2,000. It's still a big event. Don't get me wrong. It's just not as big as it was, you know? At 5,000 people and ticket prices ranging from 100 to 1,000 of dollars, we're talking about several $1,000,000 in ticket sales alone here. But let's address the elephant in the room. Why did attendance go down? Well, it doesn't take that much thinking to remember COVID. I remember I was planning to go to South by Southwest, and it was the first major event that was canceled in March of 2020. But this is 4 years later. What does the event landscape look like now? The event space got just eviscerated because of COVID. Some events have just never recovered. I'm dealing with people that work for a business and they gotta convince a boss.
Thing, I think it's a 100 or $200, and her audience loves it. Because not only is it practical and provide utility, but it gives them a way to support the channel in a way that also is not just, like, pure charity. So I think you have to start buying back some of your time if you find yourself wearing platinum handcuffs. And depending on how tight your expenses are, how much margin you have, you can go fast or slow in this direction. In the beginning, it might start as, like, working with 1 fewer one on one client and being really disciplined to say that time that I'm saving from that 1 on 1 client, I'm gonna funnel into creating my own asset that can be leveraged over and over again. Books are another great example. I know books take a lot of investment of time, and they're not guaranteed to be successful. And if they are successful, it might take a lot of time. But you don't need to have a traditional publisher. Oftentimes, if you want a financial return, self publishing may be the better path for the majority of people. But you've gotta produce assets that do not require your time, that once you build an audience, you can introduce that asset to that audience and they purchase it. And then the love of big numbers kind of comes into play where the more people you reach, the more people buy. You start gaining the freedom to buy back more and more of your time. Ironically, the more time of yours that you buy back, the less time you have available for sale, your supply and demand equation moves again. You have the opportunity to charge even higher prices for your time. So you have to be brave. I know it's hard. And depending on your requirements, your situation, it might be a slower shift than others. But the best thing is to avoid the platinum handcuffs in the first place. Make sure that you're reserving enough of your time to invest into building systems and generative assets. Next, we have a question from Susan Boles, and, actually, we had related questions from Kevan.
In the last Thomas Frank episode we did, forget the title of that. The hidden opportunity in tutorial channels, I believe. The very first line Thomas says is I wanted to create a destination that people immediately thought of as the go to place to learn Notion. I wanna make software tutorials so good looking that people are, like, why would he put this much effort into it? This is stupid. Those two sentences are from different parts of the interview. Like, there's, you know, whatever, a couple minutes in between them. But when I'm going through and looking at quotes, I saw that those go well together and they complement each other. So I'm gonna put those together in the intro even though they don't appear next to each other later on in the episode. Yeah. There's this delicate balance with interviews where the intro really supports somebody's choice of tuning in for, like, a 30 to 60 minute thing. That's kind of what we're trying to do. We could talk about the conversation we have Patty Galloway a few months back. But really what we're trying to do is get people to commit to what is a longer than typical YouTube video to watch. And the intro is there to reaffirm the click as Connor said, and also set up like why should you care what this person says my biggest pet peeve especially in audio is when the beginning of an interview starts and the host asked the guest to introduce themselves because you're gonna be either like super self conscious or Yep. They're they're they're humble, or maybe they go way too long and like here's everything I've done in my 20 year career. Our job as host is to get to key that person up to to set them up to say this is why we brought them on the channel and why you should care to Do that as quickly and as compelling as possible to encourage you to watch the rest of the video. So we have all of that. Now we choose which quotes we use. Right? So in our format, we we do 4 body quotes, and that's
