Growth that comes with the flow doesn’t compound — platforms index content and de-emphasize content creators. This means that one post going viral doesn’t necessarily increase your odds of going viral for your next post; you’re not getting compound interest. Compare this to a persistent channel like Twitter: if your tweet goes viral, you’ll gain new followers who will retweet your future tweets. It’s a compounding effect.
The ROI of following the crowd tends toward zero — after you repeatedly hit the front page of a chart-topping channel like Reddit or Product Hunt, you tend to lose popularity.
This doesn’t mean you shouldn’t post on hit or miss channels. Rather, it means you should think of them as accelerators, not initiators: Post content on persistent channels, then cross-post breakout content to non-persistent channels for an extra boost.
Strong marketers recognize the potential and compounding cayman islands mobile database returns of persistent channels. Average marketers overestimate the success and failure of channels.
review
Here are the criteria you should use to prioritize your channel tests:
Are my profit margins high enough to sustain the costs of this channel?
Is there enough granular targeting to make my ads profitable?
Does my audience have enough weight on this channel?
Then use ICE to evaluate:
How big of an impact will this have?
Do I believe it will have a significant impact?
How easy is it to implement this?
For many companies, this leads to Facebook ads, Instagram ads, Google ads, SEO, and referral prioritization. However, I recommend relentlessly testing almost everything over time.