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There was a pair of brothers, they own a credit community, they have a TikTok that has over

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800,000 people who follow them, and then they have an Instagram that has 200,000 people who follow

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them. This is where it gets suspicious or interesting. Guess where 90% of their revenue is coming from.

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The 200K platform was generating 90% of their revenue. This is where I get really interested in

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this because that wasn't even an apples to apples comparison. That was a 4x differential,

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but you saw a 9010 split, which means it's more like a 36 to 1 difference in terms of return

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on effort. So this is why I think this is really important. If you can get 36 times the return

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on one platform versus another, then where do you think you should put your attention?

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Some of you guys are contemplating, beginning, making content. Other of you guys have already

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started and you're split between different platforms. First off, if you are starting out,

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pick one platform, it'll make it much easier for you because you'll be able to learn the platform,

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you're consuming the platform, you come native to it. One of the things that we're doing in the

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in the 100, which I'll share with you, is we are encouraging the newer people to comment.

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Kirby, why don't you give the adaptation of the rule of 100 I have from the book?

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So we spoke with a lot of people making between $10,000 a month and up to a million dollars a month

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through school and we saw a pattern between what lots of people were doing and we called it the

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rule of 100. It's inspired by a wise man. It's basically 100 minutes per day creating content,

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100 minutes per day doing outreach and you do the outreach to the people that have engaged with

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your comments or your posts or have followed you or have liked it and then finally you do 100

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comments and that's the thing that's different. If you create a post, it relies on the algorithm

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which means your posts have to be great whereas comments oftentimes just go to the top of the feed

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so you can get a lot of attention even if you're not the best at creating content through comments.

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100 minutes at a content so that you can get people who like and comment on your stuff which

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then creates the beginning of your leads list for outreach. So you hit all those people up first

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that also will decrease the number of true colds that you're doing. The thing is is like if you're

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getting consistently at least 100 engagements between comments and likes, likes specifically is

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going to get a lot more. That will automatically massively shift your response rates on your

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outreach. Okay, so one is you're not going to get your account shut down as easily it's going to be

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warmer and have higher returns, replies, etc. So you just get more engaged leads for the work you put

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in. This is leverage. The last piece is commenting on other people's stuff. So you can do that within

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communities or you can do that on public posts either of those work. I think we prefer communities

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because it's even tighter and you have to compete even less on rankings. By doing this, the point

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of those comments by the way is that you make the best comment on the post. The interesting thing

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is that the bar for the best comment is so much lower than the bar for the best posts. So this

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is kind of the arbitrage opportunity that we see that people who are doing really well with

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kind of a combination of because like a really good comment is like a weird combo of organic content

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and outreach. So it's kind of like a little bit of both, but you'll often get you'll kind of

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piggyback on the exposure of the post of someone else's high quality post, which again gets you

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more for what you put in. And if you're starting out, this is a great kind of method overall. And so

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that hundred minutes of content just to be clear because I apparently didn't make this clear in the

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book, you need to publish it. You don't make a hundred minutes of content and then not publish it.

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So I maybe have to put that update to that chapter. I can't even believe I have to say this.

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You make the hundred minutes, then post it, then you can engage with everybody who engaged with

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that post. And then basically your access capacity in addition to that, you then do a hundred

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comments inside of communities that have your avatar. And this is also, as a side note, where it gets

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kind of important is if you're in a community that's really massive and doing really well,

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recharge the owner of the community because like don't do it up front, ride value first. Let's put

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our smart cookies hats on, provide value first. And then if you've done that a little bit, you'll

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kind of start ranking up in the community on any platform as a top contributor or whatever. And

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then that'll give you some kudos. Many of you here obviously have your own communities. And so

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if someone makes your job easier, you like that. And so when you have top contributors,

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like right now, think about your top contributors, you've almost like you've like warm and fuzzies

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towards, right? You're like, man, those guys, those guys are awesome. Those guys help me out.

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Reach out to those people to let them know like what you're doing, what you're up to and see if

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you can help them in any way. Sometimes it creates the bridge for great partnerships because

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sometimes they have more leaflet than they can handle. This creates opportunities for growth

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operators for those of you who are pursuing that path. The rule of 300 is the whole 100 times

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three just with no paydad. So it's kind of like the organic version of the 100s spelled out

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really, really clearly. Okay. So we knew we knew this this 100 minutes a day. Somehow

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has just thrown people. Guys, the 100 minutes a day is going to be for scripting and research.

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Like is in the beginning, you can use minimal edits and have good scripting and good content

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itself that you can get away with not having great edits. I have a lot of post because I do less

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pre because I don't have as much time. And so my team will take a three-minute rant and shove it

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into 60 seconds so that it can become a short. But if I spent all my time taking 100 minutes to make

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a short, then I would be able to condense it into 60 seconds by a teleprompter and say the words.

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100 minutes isn't much time. Well, it's enough. An ounce of pre is where the pound of post

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is what we say internal. How would you get started growing all on Instagram? I know most people

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are on Instagram. Dude, it's the rule of 300 for those of you guys who were asking. So like

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you make one piece of content. And if you're like, shit, man, that's going to take me more than

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100 minutes. Well, 100 minutes is just the content piece. We still have the outreach and the comments.

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We still have the other pieces. And so if you're like, dude, this is so much work. It's like,

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oh, welcome to starting a business. There's a reason that people don't have them. It's not easy.

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It's simple. It's very simple to understand. It's hard to do. And so the thing is, is that your

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motivation will wane far before the strategy stops working. You become less motivated. And then you

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seek out different shiny things because you seek novelty, but your business seeks consistency.

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Your goal is to make yourself into the ultimate weapon for your business, which is like, how do I

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become a machine? How do I consistently make 100 minutes of content? And 100 minutes of content,

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guys, this is not me saying go make an hour and 40 minutes of content. This is me saying,

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take an hour and a half to make one piece of content that's good. That's it. That's all you're doing.

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Simple. And then you reach out to every single person who engages. And by the way, you probably had

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people who engage in yesterday's content in the day before his content, the day before his content,

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because content keeps running for a week plus, by the way. And when people go to your page,

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they like multiple things. And so you can then look at your notifications and every single

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person you like, because this, guys, this is how it compounds. So the first day, you're only going

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to get people respond on the first day. The second day, you get the first thing and the second

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thing. The third day, you get first second and third. And you're going to have comments on each

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and likes on each. And guess what? Very quickly, your outbound messages are going to be 100%

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eaten up by people who are only engaging your content. And this is our objective for everyone in

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speedrunners is to get to that point as quickly as possible. And I don't think it's going to take

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you longer than like 7, 14, 30 days tops for your outbound messages to be 100% from likes and

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comments of the stuff you have. Now, this is especially important when coupled with commenting on

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other people's stuff, because if you commented on other people's stuff thoughtfully, guess what they

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do? They click on your profile. They visit sometimes they subscribe and then guess what happens

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on your next piece of content. They tend to reciprocate people are like, wow, that guy left me a

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comment. I'm going to leave a comment and tell him his stuff was good. This is also how you build a

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deeply engaged audience on your own profile. And then that's where you have a guy who's got 3,000

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followers on Instagram out selling somebody who's got 100,000 followers on Instagram who just did

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a bunch of algo hacking. So you're building a deep brand around the stuff that your ideal avatar

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likes, which is good. And they will subscribe. People subscribe like think about the people that

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you subscribe to. Sure, you've got your big guys, right? You might might subscribe to me,

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might subscribe to Gary Vee, might subscribe to Edmila, might subscribe to whatever. You got

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your big dudes who capture a lot. Sure. And then you've got probably a like a this middle ground

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where there's not a ton. And then you probably have a bunch of micro creators that you follow that

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you're like, I love this girl's case. Oh, I love this guy's people playing thing or whatever, right?

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And you just love that stuff. And so when that guy makes an offer, you're like, oh, this guy's

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fucking great. And if that guy messages you're like, oh, he's a real person, right? And so all of these

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things build the relationship that we're trying to get everybody into as fast as possible. If you are

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going to be on a platform and you're going to be spending your time, you want to be spending your

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time on the platform that's going to yield you the most results. I have a monster video coming out.

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I'm not going to spoil it, but I will tell you kind of like the some of some of the highlights.

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We actually looked at our traffic and conversion by platform. The TLDR is that TikTok was by far

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the lowest value platform for us. Now that may not be true if you have a TikTok shop and you're

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selling $19 widgets and fidget spinners. But if you're selling services, you're selling B2B

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even B2C high ticket. TikToks not going to is probably wouldn't be my first choice. I'll just

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put it that way. The three highest ROI or OAS channels that we have are in order YouTube,

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Instagram, and email. That was a very interesting first. Now mind you, email doesn't inherently grow.

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But it is very much a platform. And so it kind of like sits a little bit off to the side.

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I'll talk to somebody that I was interviewing for a marketing director role at the portfolio level.

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So basically to oversee all the marketers and all the fully companies. And he came from a $600

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million a year business. Very, very good. And so they had hired, he had hired while he was with

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that company, a company that does a billion dollars a year in sales. And he asked them to consult.

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And one of the things that was really interesting about that consulting period was that he found

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that 90% of the revenue or they shared that 90% of the revenue they were generating was from email.

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And I was like, that is why. Now as soon as they heard that, they then started implementing email

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a former heavily inside of there. $600 million a business and started generating fully percent of

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revenue over the next 18 months started coming from email. And so I heard those stats. We ended up

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not hiring that particular guy for different reasons. But if you've noticed, we actually just started

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emailing a lot to it. Acquisition is not common for those of you who are on the list. And for me,

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I use a proven hook because like all my like tweets that outperform is what I use as my my words.

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So I already know people like that. And you can also like if you have two, you could put the other

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one below because you're going to send far fewer emails than you will tweet or have any kind of

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short form content. And so all of those things are useful. We have TikTok and Instagram, right?

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And so when we looked at this, what was interesting is that we get the most traffic to acquisition.com.

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Now this one shocked me. The most traffic we get to acquisition.com comes from Instagram, not YouTube.

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By a lot actually, which is I know. Here's where YouTube makes it up. The conversion on YouTube

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traffic is four times that of Instagram. And so the intent of the traffic is significantly higher.

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So basically YouTube says half the traffic of Instagram gets four times the conversion. And so YouTube

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still creates twice as many contacts as Instagram does for us. And so those are my two primary growth

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channels. Then beneath that, you have LinkedIn, which for me is super valuable on the recruiting

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side, which probably matters less for some of you guys. But for me, LinkedIn's super valuable in that.

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I see podcasts a lot like email. Very, very difficult to grow, but it kind of becomes a bucket.

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And so I kind of see podcasts as my like audio email. And then I see my email as my written email.

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That tends to work. I inherently don't like investing money in growing my podcast. I want it to

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be able to grow on its own before putting money into it. It's kind of like it's kind of like a

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product. Like if I have really high turn on something, I don't want to put money into it.

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Like you want to fix the product, right? Right now, my podcast about maintains at about a million

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a month. And honestly, it's been because I haven't made podcasts for this content. So if I just make

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kind of like repurposed content, it basically maintains whenever I make a video where I just do a

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podcast, it always outperforms everything. Surprise, surprise. Like you have to work more to make

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things grow. That's kind of the what I have found from from those platforms. But if I'm thinking

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about where I'm going to be allocating my time, first and second are Instagram and YouTube by far,

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by by a good margin. And if I had a third thing, it would be email that's capturing and remarketing

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to those people. That would be my first simple business. If I just did two things or three things,

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right, that would be it is like two front ends. And then this just continues to remark at using

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the structure that I gave you guys. Now, here's where this relates to you like very personally.

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If you're a growth operator and you're trying to figure out who should I go after,

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I would be going after Instagram influencers and YouTube influencers. Okay. And if I honestly had

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to pick, I'd probably do Instagram if I they had genuine engagement because Instagram has way

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more ways to generate clicks than YouTube does. So YouTube's very good for top of funnel brand

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awareness because people see your face. They engage with you. But I can't like DM my subscribers.

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I can't say like swipe up on my YouTube shorts. Like none of that stuff can happen on YouTube.

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YouTube's very good at making YouTube money. Right. And so I think honestly, YouTube has has made

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up for that by paying creators well because it's it's more difficult to do commerce because you

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have to get everybody off the platform. Whereas Instagram, they don't need to pay creators because

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it's much easier to convert Instagram traffic. You've got Lincoln bio, which is way more effective than

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the profile or even the description on YouTube. You have your story, CTAs that you can ask people to

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do. There's many chat integrations that you can run, which is a lot of the school games winners.

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You know, comment this and I'll give you the sleep magnet. Like none of that's available on YouTube.

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You can't do that. You have to drive them to a funnel. I bring this up because if you are a growth

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operator, that's probably who I would go after. And then also if you're making content,

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then I would be looking at those as my two primary champs.