1. Choose A Platform
There’s TikTok for teens, Facebook for groups, Twitch for gamers, Instagram and YouTube for everybody—especially beauty, fitness and lifestyle gurus—so how do you choose? Maybe you don’t have to. “I like all platforms equally,” says Taylor R who, with 1.12 million subscribers, is one of Hong Kong’s most popular YouTube personalities and the founder of fashion and lifestyle brand Toat. “I think it’s important to post content everywhere because people consume differently on different platforms. I’ll always take a main channel video that would be in a long, more detailed version on YouTube, and I’ll cut it down to a shorter version for Instagram. I like to cross-post content. It’s not more work for me, and you can grow different audiences. It’s interesting because a video that won’t do well on YouTube will do super-well on Instagram, so you never know.”
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2. Find Your Niche
The more laser-focused your output is, the more engaged your audience will be. “It’s really important to narrow down who you are online,” says Susan Yara, founder of Mixed Makeup, a beauty YouTube channel with 1.16 million subscribers, and FAM (For All Moms), a parenting-focused YouTube channel and podcast. “We all have many talents, but followers need to know what they can get from you specifically. Once you have the following and your audience feels invested, then you can add scope. A good example with my channel, Mixed Makeup, is that I started more broadly—covering beauty and wellness—but as I narrowed the subject matter down to skincare as its main focus, the following grew faster.”
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