Post Everything 3 Times

0:00I heard this thing on Instagram from a guy named Brock, and the advice was that you should post your content three times, and I think he was specifically talking about Instagram. The point being that the first time you post it, whatever it is, you know, an image or real or whatever. The first time you post it, only some of your audience is going to see it. So he's saying in this that you should post it two more times after that, and about three months apart. So if you publish a real, let's say in January, no matter how well or bad it performs, you would also post that in, say, March, and then again in June. And then you're done.

1:01I saw this and I went, huh, that's really interesting, because we've been trying to figure out in our company, how we can publish more content. But what if instead of publishing more content, we just posted it more. So here's what I was thinking. And this is not, and you think this, you know, this doesn't sound like a very long episode. I just told you what the whole thing was, but I do have something to add to this. So I experimented with this. I thought, okay, let's do that. Let's take the ours, ours would be a whole year like we have stuff from last year that we could post this year, because it's the same time. And, you know, so we've been trying to figure out how to post more often. And I went, okay, so I'm going to repost these videos. Well, I don't want to

2:10repost them on YouTube, because YouTube is a search engine. And so it doesn't, it could work the same way, but it feels like I'm just like duplicating stuff. And that doesn't feel very, I don't know, doesn't feel like a good thing to do on YouTube. So I just felt, you wouldn't do that with a YouTube video, right? You wouldn't take the exact same video and repost that video. Although I've seen people do that, I'm not saying it's out of the question. I've seen people do it, but everyone who I've seen do it has stopped doing it. So like, yeah. So I thought, all right, well, I don't mind doing that on Instagram. I don't give a shit. Don't mind doing that on Facebook. Don't mind doing that on TikTok.

3:16Kind of mind doing it on Pinterest. And why? Well, because Pinterest is also a search engine. And then I was like, wait a minute. Guess what else is a search engine? Facebook and Instagram and TikTok. All of these videos get served up in search. And so you're just republishing or re-uploading the same video. And I thought to myself, I tried it. And when I tried it, they got views. Like they weren't like, I thought, okay, if I do this for a couple of weeks, and these videos just like do not get the same amount of views as our new videos, then this is not worth doing. But they did give views. Now, none of them got outlier big views, which I didn't expect. But I'm like, hmm. And a lot of them got comments. And like,

4:21there was engagement. But for some reason, I just like felt that it didn't feel like a good use of time. And it felt like manipulation. And I can see the argument of some people saying, well, you know, who gives a shit? Who gives a shit about these social media companies? The point and the name of the game is like attention. So if re-uploading gets you attention, who cares? Okay, I see that. I hear it. I hear it. But I have decided, I tried it for a couple of weeks. And I didn't feel good about it. I didn't feel good about it. Why? Well, I didn't feel like we were making it better. You're just,

5:25there's a guy on Twitter who I follow. He, wait, I think I got his name. I think he goes by the coolest cool. But his name is Ross Simmons. I could be wrong about that, but I'm pretty sure I'm right. And he has a mantra that he has been saying for as long as I've been following him, which is like many, many years, which is create wants distribute forever. And I've downloaded some stuff from him where what he is talking about or what I'm assuming from just like reading his content and and consuming his, his downloadables and things is like, is essentially a version of repurposing with this also this idea of you're allowed to post the same thing over and over again. Right? So, okay. Okay. Now, I, I believe like I'm on board with the idea of that.

6:40But I'm not on board with the, with if the execution is literally posting the same thing again and again without changing it in some way. So, I, again, what I'm saying is as I'm, I'm, I'm down with the idea of repeating yourself. But if you're not actively making it better in any way, then I kind of don't see the point of doing it besides, well, it just like, you know, the way social media works now is you might not, people might not see it the first time you post it. And I'm like, okay, I get that. But there's a reason they didn't see it the first time you posted it. It wasn't good. So, either the idea sucked and you put it out there and no one paid attention and the way

7:40that the social graphs work is I, I would, I understand that in the old way of social media. And I say this not just on social media, but literally everywhere, but I understand it because in the old days you had followers. And if you had a bunch of followers and they didn't see it the first time you can post it again, that makes sense. But now we live in the interest graph era of social media. And so if you post something and it doesn't hit, then something was wrong. So, why post it, why post the exact same thing again? Because it's like, well, you're just going to get either the same people to see it again or the same small number of people to see it again. So, technically, yes, you've added more to people who've seen the thing, but it just wasn't that interesting. So, why do it again? Now, I'm saying that because I think or part of what we're planning on doing

8:51in 2026 was I, I still, I'm calling it my year of more, but I want to, I want to say that there's something I've been thinking a lot about. And it came to me when I heard Jerry Seinfeld on a show called, I think it's the Mark Norman and Sam Morel show. I think it's called They Might Be Drunk, I think it's the name of the podcast. And they were just talking to him about comedy and about stand-up comedy specifically. And how Jerry Seinfeld says, it's so interesting that the audience can sort of create, like, sort of guide you into crafting a joke. And you might, and you think that because you're a comedian, you can guess where the hits are going to be. Like, in the cadence of way, the way you speak, you know where the laughs are going to be. But you never get it right.

9:56Like, it's so rare when you do. And the audience lets you know that, hey, the way you said that word got a chuckle. What the hell? Like, what? I didn't expect that. Or you, or you go the next night, you do the same joke and you change something. And you just keep reading the audience until you get a perfectly crafted joke. Now, I always assume that like, because I'm a creative person, and I'm using air quotes there, that I don't like the idea of understanding the data and like, making changes to things because of what the data says. But this is the exact same thing. And I consider stand-up comedy like one of the greatest art forms. And so I'm like, wait a minute. It's the same thing. Right? What we're doing is maybe, I'm just going to talk about

10:57reals just because it's simple here, right? Short form video. But this applies to literally anything, any type of content that you put out for marketing purposes. I really understood it when I was thinking about, okay, do we want to run paid ads again next year? Matt, why the fuck are you doing that? You keep saying, like, you're going to double that on organic. And I was like, wait, hold on. The reason I keep gravitating towards this, because I want the feeling of putting money on something, getting instant results and going, did it work or did it not work? Right? And then saying, hey, if it worked, let's study why. And let's repeat that again, but enhance it. Or if it didn't work, let's tweak it to see if we can make it work. So it's like, hey, I have this joke. I tried it at this comedy club one night. And it got a laugh here and here, but not these other pieces. So we're

12:02going to go back to the drawing board, same idea, same joke. But we're just going to alter it and enhance it a little bit. And see if we can find a perfect joke and see if we can craft over time by constantly letting the audience, you know, test it to craft that thing. And I was like, ads are the fastest way to do that because you can just spend money and get that feed back pretty fast. And so I was like, oh, I really like the idea that I'm like, let me create six different ads. Let me put them all up. Let me spend, you know, a hundred bucks for a week and see which ad comes the top and go, okay, I'm going to create another ad just like it, but I'm going to change one thing. And then you just, you keep finding these winners. So you're doing like, you're testing new jokes and you're testing tweaks to existing jokes. And it's the same way with ads. And I'm like, I kind of like that. Well, guess what? That's this, you could do that with organic. And it's why I'm

13:08piggybacking off of this idea because I'm like, well, why would you post the same thing three times if the first time it wasn't a hit? Like, if it's not a hit, then and why reupload the same thing? You've done no tweaks to it. Do you think that the same exact joke telling one night at a comedy club will work the second night? Like, and you changed nothing? No, it's the audience. The audience is like, it's going to hit the same way. So don't do that. Study it, fix it, change it, redo it. And it means that, yes, we can post the same content three times. But that content is just the idea. But what if we go, okay, here's a bad, here's what we're, here's what we're thinking is each month, we want to look back at all the content we create it for the month and say, all right, which one of

14:12these hit? Because honestly, we could look at the ones that failed. But I honestly rather look at the ones that hit. I don't know what we've learned from the ones that fail, but I'm not against looking at, you know, especially if it really failed, I'm like, wait, that one really failed. Why? I've been thinking chances are it's a topic. So we, so I was telling this stuff and I was like, we recently had a hit in the winter time for a real, which never happens. And a hit for us is like 10,000 views. So we looked at it and I'm like, all right, why did this work? Well, we determined it was two reasons. One is that the idea appealed to a larger audience. It wasn't a niche topic. It was a, it was sort of a warning topic and it applied to anyone with a pool.

15:15So the idea wasn't necessarily broad, but the way we pitched it was broad, like the hook was broad. And the first image you see was very eye catching. So we're like, okay, maybe if this is our hypothesis that these, because Steph was like, wait a minute. So my hypothesis was that the top, the way we presented the topic was wide-reaching. And Steph was like, yeah, I did that on purpose because what I do is sometimes I get really niche with my hooks and then if I do it for too long, then I try to go wide. And I was like, oh, I didn't know you were doing that. So I go, well, how about this? What if every hook was wide? And she's like, well, then how would you ever talk about a specific topic? And I'm like, you, you still talk specifics, but you do that in the meat

16:17of the content, but you hook them wide. So it's like, hey, every one of the pool, pay attention. And then here we're going to, here we're going to, and then we're going to talk about the specifics. And we can attract them in two different ways. One, with a visual hook and two, with a wide-reaching hook. And so we were like, okay, maybe we can take what we learned from the outlier and apply it to a topic that didn't do well, right? So we, so obviously we can't repost the video that did crappy because chances are it's going to do crappy again. Right? Look, it's very possible, I'm not going to rule it out, that you could repost something and it could do better the second time. But chances are it's going to have roughly the same metrics. Because again, the topic is maybe too narrow, the hook wasn't good, whatever it was. So I've been thinking a lot about this.

17:25Packaging. Not, not simply the act of creating content. Not simply the act of putting everything out. Packaging. So I'm, I'm not against the idea of posting something three times. In fact, I would go as far as to say, you can post it as many times you've got the M1, change the packaging, tweak how you present it. Let me give you an example of what I'm talking about. And I'm, I hesitate to use pools as an example because it's so niche. It's already niche and I want to think of something bigger than that just to illustrate a point. So something that everyone knows and everyone has to deal with. But it's specific to your area. So let's just talk about weather. Since currently, I am in a power outage because of a heavy windstorm, right? And I live in Colorado and all my other

18:32friends are not, they don't have a power outage right now. But everyone has experienced a power outage. So, but they may not have experienced a power outage due to wind or a hurricane or a noreaster or a tornado or anything like that, right? So packaging. It's much easier, you have to think, how does the hook appeal to everybody? But the meat gets specific. So I just said it, which was everyone has experienced a power outage. But not everyone experiences a power outage for the same reasons. And so there are different techniques on how to deal with power outages based on the situation that you're in. But you could break that up into like six pieces of content,

19:34right? You could say how to deal with a power outage during a windstorm. Well, guess what? If that's your hook, that's only going to appeal to people who experience windstorms. That's not everybody. That's a certain group of people. How to experience power outages during a deep freeze. That again, now it doesn't appeal to everybody. So you wouldn't, that's not your hook. Your hook is how to deal with a power outage. Ten tips on dealing with a power outage, whatever it is. It could be an article, it could be a, you know, it's a broader niche that, or it's a broader topic that everyone can can understand and everyone relates to. And then once you got them, then you can get specific. Hey, if you're in this area and you experience windstorms, here's how you can deal with a power outage. If you're in Florida and you're dealing with a hurricane or you're in the south and you have a lot of hurricanes, here's how you deal with this power outage, this situation. So like, but the hook can't be the specific and needs to be the broad.

20:41So I, as I'm like starting to look at all of our content and just going, okay, the, the thing that we were talking about is a good topic. It's just packaged wrong. It's just two, the package was too specific. So let's just widen the front and then narrow it as a funnel, like thinking of it, thinking of a video as a, as a funnel where the beginning is wide open and then it leads you tighter and tighter and tighter until you get to your specific situation. Now, of course, there are some techniques in like keeping people engaged throughout that because if, if their situation is all the way at the end and how do you keep them engaged throughout the whole thing, I think like that's not, that's a subject for a different podcast. But just as an example, I'm like, oh, it's not about, I don't, I don't like the feeling of

21:45reposting the exact same content with the exact same edit. What I'd rather do is take a script from the previous year, bring it back into the fold, look at it and go, okay, knowing what we know now with this new information, how would we make this better? Making that tweak, reshooting it, re-editing it and posting that. And then the next month, learning from the new batch and hopefully each time you do this, each time you iterate, which we're, we're planning on doing it monthly. We could do it right now, I mean, we've done it yearly at this point, but I feel like yearly, you're not iterating fast enough. You need that sort of monthly check-in, I'm being like, what do we learn from this? Or like, let's find the outliers because you could also do this by posting zero content and

22:46just looking at other people's outliers and saying, oh, what are they doing? Why does that work? So, yeah, I'm, I'm, this is, this is interesting to me because I go, we have a hard time in our industry coming up with new ideas. So, specifically for long-form videos, we've covered every pool topic there is. And when we get too specific, those videos don't do well. Here's an example. If we do a video about black algae, it's going to tank because black algae is a very specific type of algae and it's pretty rare, right? Green algae is much more common. Now, we still need content around black algae like that's important, right? And I, and I think it's important to make that

23:47content because if anybody does search for that, that video is going to come up, right? And I think there are cases where being specific, even if you don't get a lot of views, is a good thing. But if you're trying to grow and you're trying to get like, you know, just more followers, more reach, more attention, et cetera, well, okay, you've already done the black algae video. Great, you've done it. Now, how would you repackage that to hit a wider audience while still covering the same topic? What I would probably do is just create a video that's called like, you know, three types of pool algae you need to watch out for as an example. Well, now you've created this

24:48warning. They're learning about the different types of algae and probably how to cure those types of algae. It's much broader because you've covered all of algae. And not only have you covered all of algae, but you've made it watch out for. So even if you don't have algae, don't you kind of want to know what to watch out for? Packaging. And you still covered the specifics like in this video, we're going to cover three different types of algae. And here's the like, one, two, three. And you'd go through each one. You can do it Mr. B style. You have like, you know, a three step, like three individual pieces. You blur them out. You open up the water like, all right, first we're going to talk about black algae. And then you talk about like, this is uncommon, but it's really hard to get rid of. It's really stubborn. And you have, you go through that whole process, right? That's part of the video. But people can fast forward because they know that the next thing is coming. Okay, what's the next thing? Mustard algae. All right, what's the next thing?

25:49Green algae. Bonus. Here's a fourth one. Pink algae. What's pink algae? Well, technically, it's not even an algae. It's more of a slime. And it's caused by this. Well, blah, blah. And here's how you get rid of it, et cetera. That video, I bet, gets more views than the black algae video. And perhaps all the other other algae videos combined. That's my guess. I don't know. But it's certainly a good hypothesis. And I also think, well, we've never done that video. That's a totally new video. It's going to reach a much wider audience. And still the correct audience, not like we're reaching like, you know, anybody who can jump in a pool. You know, so we've also like never have done, you know, a video that's like, if we've never done a video that's like, if someone poops in your pool, what do you do? Right? Now that one

26:51might be too specific, honestly. Right? Now that could be what the thumbnail is. Right? I don't know if you'd use the word poop, but it's like, you know, you know, how to fix pool accidents fast, or how to fix pool accidents the right way. You know what I mean? So there's, I don't know. I'm, I guess what I'm saying here is I think that I'm all for the idea of posting the same thing, the same type of content three times. But I am not in favor of posting the exact same thing three times. I think it's a chance for you to revisit the script, to revisit the post, to revisit the image, and go, can we make this better? Or can we can we use this as an experiment

27:56to try something totally different? And maybe you stumble on something totally new and you're like, well, shit, let's try that again. And I think this made way more sense to me when I could, when I could visualize it through stand-up comedy. Because again, I see stand-up comedy as an art form, but really it's marketing. It's market testing. It's sending out, you know, two different, it's like, it's like going to a comedy club, saying it once, going to a different comedy club, saying it a slightly different way and seeing which one gets a better response. And then going, okay, well, obviously we're going to do the better response one. And then you keep doing that forever and until it gets better and better, until you can't tweak it any further. And then when you can't, you write new jokes. You, you, you create a freshie. And you're starting all over again. And maybe that joke, it's a bigger laugh than the previous

28:59joke. And you're like, well, guess what? We're not going to say that old joke. It doesn't get, it gets good laughs. And it's a good joke, but this other joke is kind of in the same vein and is getting way bigger laughs. So guess what? You delete the old joke, you insert the new joke, and you're good to go. And to me, that's an art form, but it's funny because I don't consider running ads as an art form. I consider it clinical and marketing and blah, and it's like, well, if I just treat it like stand up comedy, then I don't know, it kind of works for me. So I thought I'd share that little insight with you. Let me know what you think. Shoot me an email, mad at moneylab.co, and I'll talk to you next time.