The Formula to Be Omnipresent

Stop Complaining About the Algorithm

You know what most people do? They complain. "Oh my god, my videos are not taking off. I'm shadowbanned. Instagram and Facebook don't care about me. They're out to get me." Guys, we have an opportunity to spread our message for free. Free. And instead of grabbing it, people are making excuses.

How do you actually become omnipresent in the social media world? Omnipresent meaning everywhere. I don't know if you understand how many billions of people are actively using social media platforms right now. The planet has somewhere around 8 billion people, and 75 to 80 percent of them are actively on social media. Your customers, your prospects, your potential customers are in those platforms every single day.

All you have to do is put yourself in front of them. Because if you get their attention, you'll be able to produce more business. That's the whole game.

Your Audience Is Already There, on Every Platform

Let's look at where people actually are. Facebook has the biggest share of that massive audience, followed by YouTube at number two and Instagram at number three, with TikTok right behind. That is a pretty massive audience out there, and it's sitting there waiting for someone to show up with a message.

Now here's what most people miss: the demographics have flipped. On Instagram, the 18 to 24 year olds dominate at 35 percent of the audience, but that number used to be around 80 percent. Even the 55 and over community is on Instagram consistently now. TikTok is the fastest growing platform, and just two years ago 18 to 24 year olds were 90 percent of it. Today they're 40 percent, with 25 to 34 year olds at 35 percent and even the 45 to 54 crowd showing up. That 55 and over slice was zero percent a couple of years ago. These platforms have penetrated across every age.

Want proof this matters for business? I worked for quite a while with a company that sells Medicare gap insurance, which by definition can only be sold to people 65 and over. They spent millions of dollars a month on advertising on Facebook only, and they built a massive business from that. Why is that possible? Because 10 percent of Facebook's entire audience of two billion people is 55 and over. That is an enormous amount of humans.

YouTube is a little different. It's a communication and education platform where people go to solve problems that your products and services solve. I'm a very big advocate of it. The demographic numbers there are a bit skewed because households share logins. One person logs in and everybody uses that account, including the two-year-old watching cartoons. My four-year-old girl is definitely one of those. But even with skewed numbers, you can see the wide, broad range of ages on the platform.

People Live on One Platform and Never Leave

Here's the point that changes everything. A lot of the 35 to 44 year olds on Facebook don't go anywhere else. They're not jumping from Facebook to Instagram to Twitter to TikTok. They open up Facebook, and their entire social media time is spent there.

So what happens if you decide, "No, I'm just going to do TikTok content. I'm going to focus on one platform"? The people on the other platforms, the people who could buy your products and services, who you could genuinely help with your company, they're never going to see you. If they don't know you, they won't buy from you. It's as simple as that. They won't connect with you. You're not going to be in their mind.

It goes even deeper than the platform. Some people only live on Facebook Reels. Some only live on Instagram Stories. They might have accounts everywhere and still never watch anything outside their one corner. Every platform has its unique audience, and you have to meet each one where it lives.

The Primary Content Strategy

So here's the formula. I call it the primary content strategy. You focus on creating content for YouTube first. Having your content on YouTube is the first and most important piece of the whole strategy.

Why? Because when you do that, everything else flows downstream. You take one piece of that video, the moment where you delivered some particular powerhouse truth, and you clip it out and create content for the rest of the social media world. That is the omnipresent universe of your content, whether it's a personal brand or a corporate brand that doesn't even have a face. This is how you win the game of attention.

There are basically four ways to create content: video, images, written, and audio. One primary video can feed all four.

200 Million Downloads Without Ever Recording a Podcast

Let me give you a shocker from my own experience. One of the health experts I built content for has one of the most popular podcasts on the planet, with 200 million downloads. And he has never made a podcast in his life. Never recorded a single episode as a podcast.

How do you explain that? Simple. We took the primary content, the videos, we extracted the audio, and we created a podcast out of it. And we got 200 million downloads for free.

And it doesn't stop with audio. The long form video you launch on YouTube, with the thumbnail, the captions, the title, everything you built for it, that same exact video also belongs on Facebook. It also belongs on LinkedIn. Post it everywhere, and you get a chance to capture the attention of people who otherwise would never pay attention to you.

If you're slack about this, you're going to miss the opportunity to plant your flag in this digital world like we did along the way. The audience is there. The distribution is free. Make the primary content, slice it up, and be everywhere.