Why?

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Seriously tho, why? I mean you can literally just get your phone and do the same thing.

Heck, just hit record, say some stuff, make it sound like you, then post to the internet.

You probably already know this:

You can have the best product in the world, the most noble mission, or a story that deserves to be heard — but if no one knows about it, it doesn’t matter.

People don’t buy what they don’t understand.

They don’t follow what they don’t feel connected to. 

They don’t trust what they don’t see.

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​We’re not talking about flashy ads or viral gimmicks.

We’re talking about real, consistent, high-quality content that shows people who you are, what you believe, and what you’re building — before you ask them to buy into it.

You’re not just creating videos.

You’re creating proof.

Proof that you care. Proof that you’re competent. Proof that you’ve been putting in the work behind the scenes.

Proof that you are what you say you are.

Sure, it may not have trending audio, have that new dance, or be so full of cringe that it gets millions of views.

People on social media are just trying to escape reality. That dopamine high to offset their crummy life, or trying to have a little happiness in a tough work day.

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So are you here to entertain people? Probably not. You're here to provide value.

Help, support, nurture, or give that slap in the face.

(Ok, maybe not that last part but you know what I mean.)

At the same time, how do you not make it sound like a sales pitch?

Thoughts a while back

Here’s where I am right now: I have my podcast, Substratum 611, and should be able to release one episode per week (Monday) on YouTube, Spotify, and Apple Podcasts. I’m also decently active on Instagram (which posts the reels to Facebook).

Here’s the rut I’m in: I’m not exactly seeing the results I’m expecting. The reels and videos get views but not as much as I’m expecting. Some shorts that I think will get a lot of views flop (the ones mostly on an actual intellectual conversation), and the ones I never expected to get over a thousand views (the ones that literally have nothing to do with an actual intellectual discussion but somehow attract a niche audience).

I’m not sure if I need to focus on the long form videos or make compilations of the reels I make (instead of just one person talking, it’s multiple people over one topic like discipline or relationships). It just feels like the more work I put into an edit, the less it performs. On one hand I want to make as much content as possible so I can see what videos attracts the most but on the other hand, I want to make videos I want to watch.

But at the same time, the ones I make aren’t as dopamine driven as what would attract the short form viewers on instagram or YouTube. I’m debating whether I should invest more time into making edited videos that have all the components to a good short video (hook, etc) or just flood the algorithm with content.

Or if I should just focus on long form content until I can find an editor who specializes in short form editing. But I also don’t want to post a bit and lose consistency and increase complacency. At the same time, what about the potential for one really good video having the same number of views as 10 videos. 10 ok videos is a lot easier to make than 1 really good video, unless I made a series of videos (like 30 tips for under 30) or something

But to answer that, the first question is: what makes something valuable?

Sure supply and demand but that's not it. If dimonds weren't perceived as valuable, then they won't have a demand.

And when it’s done right, this kind of content:

• Builds trust before you even shake hands.

• Shortens sales cycles.

• Attracts better clients.

• Opens doors you didn’t even know existed.

Ever heard the saying, "Your reputation proceeds you"?

Yeah, that's what we're going to do.

You can try to do it all yourself — and hey, maybe you’re decent with a camera or an editing app.

But good content isn’t about gear or filters. It’s about clarity, consistency, and execution.

That’s what a real production company brings to the table. Not just making you look good, but making your message land.

So yeah — it’s an investment.

Time, money, energy.

But so is anything worth doing.

If you believe in your work, then show it. Don’t just say it. Show it.

And if you’re ready to do that?