Social media state of the union - Episode 6

Jun 20

I wanted to share how I’m feeling about all the different platforms I create content for. I'll give you a bit of context about each one, whether it's a primary or secondary platform for me, how long I’ve been on it, and my strategy moving forward.

Create & consume

What Austen is creating this week: filmed a partnership with a beauty brand on Instagram reels

What Austen is consuming this week: currently watching old seasons of The Amazing Race for the first time with Andrew! We’re on season 12 and we each pick a team at the beginning to root for.

In this episode:

YouTube: My Go-To Platform

I’ve been creating on YouTube since 2017. I love it for its long-form, searchable content, which is perfect for building a sustainable influencer business. At first, I posted anything and everything, but then I niched down to creator tips.

Now, I’m shifting towards more lifestyle-driven videos from a visual standpoint while still sharing helpful ideas and strategies for content creators. I monetize through ad revenue, brand deals, and affiliates. Shorts are fun, but nothing beats the impact of long-form content on YouTube.

TikTok: Quick Growth and Viral Hits

TikTok has been a secondary platform for me since 2019. It's all about short-form videos driven by the For You Page (FYP). TikTok is great for quick growth, especially for new creators.

I started out experimenting and ended up with some viral hits, though they were often on random topics that weren’t super easy to replicate. It’s tough to get true conversions and traction unless you have a massive following, but you can still make money through the creator rewards program, brand deals, and gifts.

Instagram: A Love-Hate Relationship

I've been on Instagram since 2012, making it another primary platform. It's all about short-form videos these days and the algorithms are constantly changing the game. My relationship with Instagram has had its ups and downs.

I started with outfit photos, gained traction as a Nylon editor, but then hit a plateau. It’s still a great community hub, and I’m finally getting some recognition from Meta, but it’s getting harder to stay competitive and make it a sustainable place to create.

Pinterest: Reliable Traffic Booster

Pinterest has been a part of my social media toolkit since 2010. It’s always been a reliable traffic driver. I remember the golden age of Pinterest Creator Rewards when we could earn hundreds of dollars for even a single pin we created.

They stopped that program and then in 2023 I had amazing support from creator managers who sent us to events and hooked us up with brand deals. They dissolved that program now too so the whole thing has felt like a rollercoaster. However, the platform is overall a positive place to create and drive traffic to long-form content.

Blog: My Original Platform

I started my blog back in 2012, and it’s been a primary platform for me ever since. Initially, it was more like an online diary, but I eventually shifted to writing with the intention of helping people. Once I discovered SEO, my blog reached new heights.

I’m really passionate about keeping it going and creating great, long-form content there.

Summary

Each platform has its own vibe and challenges, and I’m always working on navigating through those and balancing them all. My goal is always to create unique and original content, but sometimes you do need to take a step back or take a break in order to channel that creativity once again.

Watch on YouTube:

Austen Tosone