Find The Best Performing Content On Meta

For the last couple of months, we’ve been running reels on Instagram with a downloadable e-book to capture emails.

Finding what content to cut into a reel comes from getting inspiration from seeing what is trending in rugby.

Thanks to Meta AI, you can now do this in one query.

1. Go To Meta.ai

2. In the “Ask Meta AI anything . . .” Enter this query: “Can you show me the best-performing reels in (insert your hashtag for your business or industry) right now based on engagement?”

Following the format of the best-performing rugby content, we’ve captured over 1200 emails in 48 hours on this post by copying the style of the top-performing posts.

Coming up with game-changing social media ideas is hard.

Take inspiration from what’s performing and then use it to inform your content strategy.

How To Make Better Metric Based Decisions

“I thought all sheep were white.”

My girl was shocked to learn of black sheep last weekend. She'd never seen one before, so she thought they must not exist.

Then she got excited and asked; “are there unicorn-coloured sheep?”

I was observing in real-time a thinking error that Carl Sagan brought to mainstream consciousness with his quote, "Absence of evidence is not evidence of absence".

We use scoreboards as a management tool at my gym.

As you might have guessed, these scoreboards contain numbers covering things like leads, cost per lead, staff energy levels, etc. 

The general theory is that when our numbers are on target, life is good - we carry on as usual. But when they're off-target, we should stop, notice, and take corrective action.

The more scoreboards you have, the more metrics you track, and the more often you fall short. One week, sales are off, and the next, customer support tickets are being resolved too slowly—keeping on top of them all can drive you mad.

But recall the black sheep. In this context, just because we're a few leads short of our weekly target does not mean we've done something wrong or that those leads aren't out there. It does not mean "we should take corrective action."

Have you ever heard the saying, "Reality has a surprising amount of detail"?

It means there's a lot going on out there that we don't know about.

For example, for eight weeks of the year, the lead numbers at our gym turn to shit because of university holidays. We know this because we've observed the "university holiday" effect many times.

But unknown 'university holidays' happen all the time, a randomness unobservable in our environment. Course correcting to overcome this randomness is like chasing ghosts.

It doesn't mean our marketing isn't working or hasn't worked. It just means something has happened that we're unaware of and shouldn't bother with.

We only start looking for answers when we see longer-term negative trends. As counterintuitive as it may be, the right answer is usually to do nothing.