Marian Esanu

You think, oh, that's a crazy successful reel.

If you ask one of his team members, they'll say, that's a really poor performing because the audience is 10 million.

And then the reels only have 100,000 views in

their scenario, that really is a poor performing piece of content.

That's number one.

Number two is you have to also pick five indirect competitors and five competitors that are really closer in size of the audience that you have.

If I'm just starting out now, I just started this personal branding ninja account, right?

Like I have like 200 followers now.

I look at accounts that are 1,000, 5,000, 10,000, much closer in audience size and see what content it's actually performing for them.

When I say performing is the amount of views have to have at least two to three times the size of the audience.

So if the guy has 1,000 followers, I look at views that are 3,000 plus views.

And then you also look at the amount of comments because we all know engagement, especially likes and views can also be bought and things like that.

So you have to be paying attention to those things as well.

But content research is one of the most important things.

The platform that I like to do the research is also TikTok.

Even though we're talking about Instagram at first, the reason that I like TikTok is you can actually add the filter.

So you type in, let's say, in my case, personal branding hashtag.

So I look at the filter, personal branding hashtag.

I type that hashtag and then I select the filter.

I want to see content using this hashtag that has been the most liked within the last three to six months.