Expanding your brand

 Expanding your brand

If you've been active in the streaming scene for a while, you might be contemplating ways to extend your influence beyond streaming. You may have already established branded social media pages, but engagement has been elusive. While prioritizing your live streams remains paramount, I strongly advocate diversifying your online presence when it's feasible. Embracing platforms like Instagram, TikTok, YouTube, or others to complement your streams can open up exciting opportunities for content creation not feasible on the streaming platform alone. However, it's crucial to understand the additional responsibilities of managing new pages, defining your content strategy, and, most importantly, identifying the purpose behind your content creation. 

Sculpting your social media strategy

When we refer to 'social media channels,' we are talking about any pages on external platforms created as part of your brand. These pages should exclusively showcase content intended to enhance your stream persona. It's important to clarify that when we use the term 'social media channels,' we are not addressing personal Facebook, Instagram, or X profiles associated with your friends and family, featuring your first and last name. These are not categorized as branded social media channels; they are personal profiles. Although you have the option to post on them, they are not the focal point of our discussion in this entry.

Now, onto a crucial piece of advice: Don't bite off more than you can chew. Before embarking on any social media initiatives, ensure you're not taking on more than you can handle. It's wiser to start with small, achievable goals than to commit to ambitious plans that may be abandoned shortly after. This principle parallels starting a streaming channel, you must cultivate enough discipline to consistently post on schedule, regardless of your mood. If you already manage multiple social media channels for your brand, consider scaling back and concentrating on a single one. For more insights on streamlining your approach, refer to the entry titled "Simplifying Your Streams."

Breaking the Mold

One prevalent trend among streamers on X is the posting of a post, "I'm going live now!" and a channel link. A glance at many X profiles reveals rows of nearly identical posts, as streamers consistently employ this strategy for every stream. However, I find this approach could be more effective for two key reasons: it lacks value and misconceives how content is perceived.

If you've employed this post format before, consider its impact. Who truly benefits from this content? Envision someone following your X account, bombarded daily with identical going-live posts. It's not compelling, and the content itself doesn't offer anything interesting. In essence, it urges followers to take an action that primarily benefits you, an advertisement seeking engagement. However, the question arises: why should they engage? While your stream might be captivating, those on X only see the going-live posts, not your actual content. Any engagement garnered is likely from automated bot accounts attempting to promote their agendas.

Furthermore, if crafting these posts feels tedious, and they go unnoticed, it raises the question of who truly gains from such efforts. Ironically, even if individuals were intrigued enough to explore your channel based on such posts, they might not encounter the content; social media algorithms function by initially showcasing your content to a small fraction of your audience. Following engagement (if any), it progresses to another small percentage. Consequently, a post offering minimal value to the recipient may not surpass that initial exposure. Moreover, the algorithmic distribution process could be prolonged, resulting in people seeing the post after your show has concluded. While notifying followers about your live sessions might be beneficial for those with a substantial X following, it's not an effective growth strategy for smaller streamers.

Final Thoughts

The principle of adding value isn't exclusive to X as it applies across all platforms. Regardless of where you share content, prioritize creating something that benefits your audience rather than solely serving your interests. Whether it's a captivating image, a humorous video, or an intriguing thought, present it in a way that you'd find worth sharing independently.

Even if you refrain from posting direct links or mentioning your stream affiliation, those who appreciate your content may explore your profile and discover the link to your channel. In addition, building a following on platforms like Instagram, YouTube, or TikTok independently can be rewarding. These platforms may offer unique creative outlets distinct from your stream channel.

Aligning with my philosophy on streaming, prioritize content that brings you creative fulfillment. Whether it's crafting humorous clips, capturing artistic in-game screenshots, or delving into lore theories, focus on what you genuinely enjoy. Instead of fixating on herding people to your streams, concentrate on producing content that resonates with you. Much like the pitfalls of chasing followers on your streaming platform of choice, creating content solely for results, not personal satisfaction, can lead to burnout. When expanding your brand, begin by discovering what content truly brings you joy, and the rest will naturally fall into place.