[00:01] exactly how to get rich from social media. Specifically, how to make a million dollars in revenue in the next 12 months. Sounds like clickbait, it isn't. I personally made seven figures last year from social media. I'm going
[00:13] And my personal goal on this channel is to help a million business owners earn at least a million dollars in revenue from content. So, this will be the full playbook step-by-step for exactly what
[00:25] to do to make money on social media. Now, the truth is, even though I laid this entire thing out, 99% of you will still not follow through. But, for the 1% that do, this YouTube channel and a clear calendar is literally all you need
[00:38] to build a legitimate money machine on social. Now, before we break down the order to make a million dollars from social media, you need to sell something main approaches. You could sell the content itself, having someone pay you
[00:53] to make a video, this is brand deals, or you could use the content to drive people to some other offer, product, that you own. This is called owned the brand deal side could be a thousand dollar deals, five thousand dollar
[01:07] deals. If you sold a thousand dollar brand deals, you need to sell a thousand you sell five thousand dollar brand deals, you need to sell two hundred. If you sell twenty thousand dollar brand deals, you need to sell just fifty. So,
[01:20] personally, I've made over a million dollars in brand deals. It's actually lot of reps, a lot of work, and a lot of patience with the brands you work with. Now, this brand deal side is typically not the path that I recommend for people
[01:34] dollars from social media. And to be honest, most people don't really want to else to sell. Allow me to introduce door number two. This is the owned product game. You make content to drive a certain type of viewer down a funnel to
[01:48] purchase a product. Now, for this game, imagine there are five levels of products you could sell. A ten dollar widget would need a hundred thousand units sold to make a million dollars. $100 low-ticket product would need
[02:00] 10,000 units sold. A $1,000 consulting call would take 1,000 units. A $10,000 annual membership would take only 100 units. And at the upper end, a $100,000 only take 10 units. Now, you might be thinking, "$100,000 is a product? That
[02:16] this that have corporate jobs sell a $100,000 product. It's their salary. The they have to trade literally every waking hour they have. But just to put that people sell every day. So, the point of laying out this math before we
[02:31] get into the social media system is just to prove you have to sell something at some price some number of times to some person in order to make the math equal a around that part. All right, now I want to get into the meat and potatoes. This
[02:45] is what I like to call Callaway's Internet Money Machine Playbook. Still playbook to build a money machine on social media. And let's just cut to the a million dollars is if you have strong alignment between your audience, your
[02:59] offer, and your content. I call this content audience product fit. If you make content that attracts a viewer that doesn't need to buy your product, then you could have billions of views with literally zero dollars in sales. And
[03:12] happens all the time. A lot of the content people you follow, they're actually broke because they don't have good content product audience alignment. actually not to make content. The first
[03:25] step is avatar and offer framing. You have to start with the avatar, figure out what they need, build a winning offer that actually works, and only then do you scale content towards that avatar to get them to buy more. Most people do
[03:38] They don't know what to sell, so they start making content only to realize thing they're making. So, don't start with the content until you're clear on in this video specifically, I'm not going to focus on how to pick your
[03:53] avatar and how to design your offer. We could spend 3 hours on each of those alone. If you want, I put together a worksheet on how to define your avatar. And if you have your avatar picked, but you don't know what offer to sell them,
[04:06] dollar offers. It's the best book ever created on how to craft a winning offer. video, I'm going to assume you're a business owner that has the avatar figured out and has the offer dialed. And don't worry, if you don't have those
[04:19] then come back and finish watching this video. All right, now let's get to the playbook. This is really where I specialize. I'm going to get really do. We've got the math, we've got the avatar, we've got the offer. Let's put
[04:34] right, the very first thing we're going to do, step two in the playbook, is competitor research on social media. Because the easy mode way to win on social media is to just find channels that are already talking to the avatar
[04:46] you want that already have outlier videos. I wish it were harder than this, but it just isn't. You're going to look for these accounts on Instagram and Tik certain types of accounts. Now, there are six buckets of audience sizes on
[04:59] social media. Nano accounts are between 0 and 10,000 followers. Micro accounts are between 10 and 50,000 followers. Small accounts are between 50 and 250k. about a million followers. Large accounts are between 1 and 5 million.
[05:15] 5 million. We're only going to look for accounts in the micro, small, and medium buckets. Typically, anyone between 10 and about a million followers. I really love the 10 to 250k range. Now, the reason we want to avoid really big,
[05:30] they're in our niche, is because if they have outlier success, some portion of And so, it kind of dilutes the insight competitor research I'm about to
[05:43] describe is on sandcastles.ai. When you log into sandcastles and you press the build your watchlist. This is a brand in text the type of videos you make and the avatar you're making them for and
[05:56] press search. You can also specify filters for exactly what platforms you want the accounts from and most importantly the account size, micro, small, and medium. SandCastles will then automatically create a list of best fit
[06:08] accounts for you within those ranges and it's ordered based on the fit for what you searched. You can go through that list and move any of the ones you like side. And if you want, you can press that rerun button and it will
[06:21] specific account you want. Now, this channel discovery thing is a new competitor research. This will save you hours up front in finding these from 10 to 20 competitor channels in that list on the right side, press save
[06:36] here in SandCastles, you can go to the videos tab and then filter by the watchlist you just created, which will show you all the videos from just those accounts. I like to set the filters to the last three or six months on post
[06:50] date. I set the lower bound for engagement at 2% so I can filter out any sponsored videos and then I sort descending by outlier score. When you do this, you basically have a shortcut path to all the best performing videos in the
[07:02] last three to six months from those channels you just aggregated. Okay, so now to look at the best performing videos top to bottom one by one and try to clone them as closely as you can. Now, here's how you do this like a
[07:16] word, which won't work. This is how you clone, but not copy. Every video has 11 core attributes. I call these LEGO bricks. You've got the format, which is the type of video it is, the topic, which is the two to three words
[07:30] describing the interest topic, the seed, which is really like a one-line sentence describing what's interesting about the video, the substance, which are the in the video, really the meat of the video, The spoken hook, which is the
[07:43] hook that's said in the first one to two sentences. The visual hook, which is what's shown in the first one to two sentences. The text hook, which is what's written on screen in text in the first one to two sentences. The story
[07:55] out into bullets, so it's like how the story flows. The CTA, which is the call visual layout, how the visuals are laid out. And then the elements, the actual video and audio elements that make up the edit. These 11 bricks make up a
[08:11] combination of these 11 bricks. Now, I have a whole method that's pressure explode out these components, and immediately understand the patterns across multiple in that competitor set. If you want me to explain this in way
[08:25] can click to find it. But just to keep it simple, instead of focusing on the 11, just collapse it down to five. Format, idea, hook, script, visuals. own versions of these videos in the next step, which I'm about to go through,
[08:40] your goal is to hold four of the five constant. Try to replicate as close as you can, but tweak one of the five. Typically, the easiest thing to do is format, or keep everything the same but change the idea. Those are the two
[08:53] things that are easiest to swap while still getting the same performance. All two, the competitor research, very granular, very specific. If you run it just like that, you'll be set up perfectly. Now, the next step in the
[09:05] start making your own versions of these videos. Now, I'm serious about this. I cannot overstate this. Take the outlier you found. Take those five buckets. Keep four as close as you can to the same. You don't have to copy word for word,
[09:18] but keep it very close, and change just one thing. When you're a beginner, it's helpful to hold these pieces constant. As you get better, you can start flexing but the way to get good as a beginner is to keep four of five the same. Now,
[09:31] going to run to making the videos. You're not just going to make them madness. Here it is. You're going to make batches of 10 videos. For each batch, you're going to test three different stacks of five. So, of the
[09:44] five, four the same, one is different, that becomes a stack. Across the 10 stacks. So, let's just say for example, you decide to keep everything the same in batch number one, three of them are going to be using format A, three of
[09:58] four of them are going to be using format C. That's 10 videos. Keep you found. So, if the idea changed from video one to two cuz you found two But, keep everything else the same except the format. Now, you need to
[10:13] going to have to learn how to make great. The good thing is you have a model to replicate after, but you need de-risk the execution. If you've never made videos before, my YouTube channel
[10:27] content, so just deep dive there. Now, after you post these first 10 videos, you're going to get a rough sense for the average across those 10, and you're going to try to see if any of them are a 10x or better than the average. If you
[10:41] winner chicken dinner, you've just created your first own viral outlier. So, for example, let's say we post 10 videos and roughly the average views are 500. If any of those 10 have at least 5,000 views or more, that is an outlier
[10:56] that you should mark as a successful test. That validated winner, that one of 10, that becomes one of the three stacks that you rerun in batch number two. The going to be fresh stacks that you go back to the competitor data and get.
[11:11] from batch one, all 10 of them were average, you're going to go back to the three more stacks that are validated, ones that outperformed, and you're going to run batch number two the same way. You're going to repeat this 10 video
[11:24] batch process until you have at least three different stacks that have gotten a 10x plus. Because this means you could run a fresh batch of 10 with three validated winners. Format A, format B, format C. If all of those are 10x
[11:37] outliers from previous batches, you're pretty much set. Now, transparently, if probably going to take you between five and 10 batches of 10 videos before you can get to three differentiated winners. And that is 50 to 100 videos. If you're
[11:51] to four months, approximately. If you have made videos before, it should be quicker. Maybe it'll take you three to five batches to get to this. But again, the goal here is to get the three unique winning sets. You've got your topics
[12:03] you're going to keep everything else the same, but if you can get to three formats, varying topics, and then the exact same hook, structure, visuals, just rinse and repeat forever. When you have this solved, you will know it
[12:16] because you're going to keep posting the same type of thing over and over, keep rerunning that stack with tweaked ideas, and it's just going to keep working. You going on. All right, now let's shift to step number four in the playbook. We
[12:29] that's really step zero. Then we talked about the competitor research and making your videos. We were very granular and specific on those two. You should be able to follow that to a T from a scientific, systems-based perspective.
[12:41] At this point in step four, we have the offer, we have the avatar, we have the content strategy, we have the research, we have the content factory pumping out videos. The one thing we're missing are the ramps to connect the viewer to the
[12:54] product. The ramp is ManyChat, emails, and lead magnets. This is really important. If you never used ManyChat before, it's a DM automation tool. Any viewer can comment a word on a post, and if you have ManyChat turned on, you will
[13:06] automatically DM them a series of messages or a link to a resource. So, in every video you make, you're going to use some validated CTA, remember that was one of the 11 bricks, some CTA that's already worked, plugging to a
[13:18] resource to get someone's email in exchange for a free guide, free doc, something for free in exchange for the email. When you get their email, you're going to automatically drop them into a five-day email drip sequence, a welcome
[13:32] sequence, or a targeted sequence around an outcome that they want. If your products are $2,000 or below, you're going to have pretty decent conversion on just the ManyChat flow into that five-day sequence. If your products are
[13:44] $300 and below, you might have a high conversion just on the ManyChat in DM specifically. Now, if your products are above $2,000, it may require more emails but eventually, if you send them enough emails and you have good product
[13:57] audience content fit, they will buy. It really is this simple. So, it's content to lead magnet to getting their email to sending them some number of emails to getting them to purchase the product. Nearly any person in any niche can scale
[14:11] 12 months if you run this exact same parts. You need content, you need the funnels, you need the lead magnet, you clarity on the avatar. That's why business is hard, but if you figure
[14:23] those things out, you're golden. Now, if you put the system in place, it is just million. How many views do you get per video? How many conversions to the lead magnet do you get per 100 views? How many emails do you send to the email
[14:37] list? How many people convert per email? How many conversions do you need of the product to get to 1 million? Those five things is the math laddered up. The game is really not more complicated than this. I'm telling you I wish it was. I
[14:49] tried to overcomplicate it. It's this simple. Okay, now before I end this solve the main pain points and blockers that you're going to run into. Like I said, 1% of you are going to be able to take what I just said, run with it, 8
[15:02] back on this video, I just made a million, thanks a lot for the system. Now, another 10 to 20% of you have the drive and ambition to run through this, and blockers that you don't know how to solve. So, let me proactively tell you
[15:16] what those are and tell you how to solve them. These are the four big challenges into. The first one is struggling to spot patterns in the competitor research going to be able to use Sand Castles to get the videos from the channels, no
[15:29] problem. But when you look at the grid of the top 100 videos across 10 channels, you're going to struggle to identify the commonalities between them. Now, I tried to lay it out with the bricks and the system as close as I
[15:42] could. Holding four things constant and just changing one makes it a lot easier, looking at those outliers and then not knowing what to make, what not to make, should make more of. They're going to struggle with that. So, that's number
[15:55] earlier, but that's the first problem. The way to solve for that is to simplify the cloning to just keeping four things the same and changing one. It's very going to experience is not being able to
[16:08] content in the first place. It takes effort to come up with the idea, show up, write the script, turn the camera on, film it, edit it, post it. There is effort required. Second blocker is people just won't be able to get through
[16:22] really spinning. The truth is there is no way to win on social media without pressing post hundreds of times. However, if you can do that and you can run the system, it makes it almost automatic that you'll succeed over some
[16:35] time horizon. So, this is the second place you might get stuck. The easiest I'll lay out. Now, the third blocker is the biggest one. This is where the majority of people fail. And that is not being able to iterate your own content
[16:48] despite it not working. So, you've studied the research, you're good there. You've made the content, you've brute forced. But in your own content, even working. And you don't know how to look at your video compared to the
[17:01] That is the number one thing where people get stuck. They think they're system, they're following the structure. They just can't figure out how to iterate their own stuff. So, that's the third place you might get blocked and
[17:14] problem, the last sticking point that could inevitably make you quit is just the sheer load of work between both doing the content and fulfilling your is that it's really two jobs. You have to make content and then also run the
[17:29] is just too much load. They're not willing to work enough hours to get becomes something that stops them from posting the volume. Then it becomes problem number two. They just can't get through the sheer workload required to
[17:42] post. So, these really are the four main reasons people failed. They can't get just can't post enough times. They don't know how to iterate their own posts. Or their business is just too much. Now,
[17:55] I've made seven figures from social media. I've implemented it in a lot of people. I've tried to come up with ways proactively to solve these things for you. I have a turnkey formula for spotting the outliers to make it easier
[18:07] to look at a sea of 100 videos and find the patterns. I have a turnkey system that it goes faster for you. I personally sit with people and review this, change this, change this. And that solves the iteration problem. And if you
[18:20] less time on content and the fourth problem goes away. So, if you want me to just solve those problems, I've got a link below. If you don't, it's work with an expert to proactively solve the problems. Other people like to do it
[18:34] on their own. It's fine either way. I just want a million business owners to this is the fastest way that I know how. All right, guys, that's all I've got for this video. As a recap, I covered the four-step playbook that I think you
[18:46] dollars from social media in the next 12 months. And to eat my own dog food, I'm going to be running this exact thing, word for word, click for click that I just went through on my own social channels at Callaway Marketing over the
[18:59] next three to six months. I'll start in four weeks, depending on when this posts, and you will see me violently attack this space and take over this space in probably four to six months, running this exact playbook. Once I do
[19:11] that, I'll come back and make a recap video step-for-stepping through this four-step playbook, but showing you exactly what I did, how I analyzed show you the whole behind the scenes, but I just wanted to tee this up as a
[19:23] framework first. If you want to watch me do that in real time, go to @callawaymarketing on Instagram, TikTok, or King Callaway on LinkedIn, and you can follow that along. As always, guys, like I always say, I'm trying to give
[19:35] just are not covering when it comes to content, business owners, and growth. and you're trying to use content to do it, this is going to be one of the best check out all the free stuff I have in the description. If you want help, I'm
[19:48] process that you feel like was clear, but not deep enough, and then I'll know right, we will see you guys on the next video. Peace.