Episode Summary: "How Algorithms Actually Work? - With Brendan Kane (Part 2)" | Episode 351

Release Date: May 31, 2025
Host: Chris Do
Guest: Brendan Kane

Introduction: Transitioning from Formats to Execution [00:00 - 00:28]

The episode begins with Chris Do welcoming back Brendan Kane, who previously discussed the effectiveness of various content formats. They set the stage to delve deeper into the practical aspects of implementing these formats—choosing the right ones, populating them with content, and personalizing them for maximum impact.

Understanding the Evolution of Algorithms [00:29 - 03:32]

Brendan Kane provides a historical overview of social media growth and the emergence of algorithms:

• Growth Metrics:
  "I started in social media in 2005, MySpace for Friends. At that time, there were 25 million people on MySpace, 6 million on Facebook, 8 million on YouTube. Today, it's about like 5 billion."
  (00:28)

• Necessity of Algorithms:
  As content exploded, social media platforms introduced algorithms to prioritize what users see. Brendan explains that algorithms aim to maximize user retention to increase ad revenue by showcasing the most engaging content.

• Primary Goal of Algorithms:
  "They are designed to purely retention. They are looking for the best storytellers, the storytellers that can stop the scroll and hold attention longer than others."
  (01:23)

• Debunking Myths:
  Brendan addresses common misconceptions about algorithm suppression:

  • Shadowbanning:
    "99.9% of the time, you're not being shadowbanned unless you're an OnlyFans person or you're doing something illegal."
    (02:00)
  • Suppression for Profit:
    "Platforms don't make money off the average person paying $20 to boost a post. They make money off companies that spend billions on advertising."
    (02:30)

Chris Do adds commentary on personal accountability in content performance:

• "It's easier to blame something that you can't put your finger on than it is to take accountability that you can actually work on this and make it better."
  (01:22)

The Reality of Virality and Business Impact [03:33 - 12:10]

Brendan Kane shifts focus to the concept of virality and its correlation to business growth:

• Redefining Virality:
  "Virality is not necessarily the number of views. It's the impact that you're having."
  (04:38)

• Strategic Virality:
  Emphasizes that content aiming to go viral should align with business goals to ensure it translates into tangible outcomes.

• Case Studies:

  • Ryan Sirhan: A luxury real estate agent who uses engaging formats like tours of multi-million-dollar closets and penthouses to attract millions of views, thereby surpassing competitors.
  • Amalfi Jets on TikTok: Showcases client interactions and jet experiences, generating millions of views through curiosity-driven content.

• Universal Appeal:
  "Anything can go viral with the right context. It's about making your niche content accessible to a wider audience."
  (06:15)

• Balancing Niche and Mass Appeal:
  Brendan advises business owners to maintain their core audience while expanding reach to attract a broader viewership, ensuring that even a small percentage of a large audience can significantly impact the business.

Effective Content Formats for Various Industries [12:11 - 24:27]

Chris Do raises a question about making traditionally "boring" professions like coaching more engaging:

• "I get asked this question a lot from people who are coaches who think what they do is pretty boring. What kind of format can they use so that there are more people looking at their content?"
  (09:36)

Brendan Kane responds with a variety of adaptable content formats:

• Man on the Street: Engaging public interactions.
• Visual Metaphors: Using symbolic visuals to explain complex topics, exemplified by Dr. Julie Smith’s videos on PTSD and trauma.
• Walking Listicles: Simple, actionable tips delivered while moving, making the content dynamic and relatable.
• Reaction Formats: Breaking down popular or relatable subjects, such as a dentist analyzing celebrity veneers, which garnered 21 million views.
• Client Success Stories: Regina Roth, a hairstylist, achieved 17 million views and a fully booked schedule from a single reveal video.

Brendan emphasizes the importance of contextualizing niche content to make it universally accessible:

• "It's really about finding that format and that context that can make it interesting and accessible to anyone."
  (11:45)

Developing a Viral Content Strategy [24:28 - 29:00]

Brendan Kane outlines a five-step process to achieve virality:

1. Identify Effective Formats:
   Consume viral content, analyze the formats used, and replicate successful structures.

2. Adapt Across Industries:
   Encourage looking beyond one's own industry to find innovative formats that can be adapted uniquely.

3. Create Original Content:
   Insert personal messages and originality within established formats to stand out.

4. Analyze High vs. Low Performers:
   Dissect successful and unsuccessful content to understand what drives engagement.

5. Consistency and Patience:
   Persistence in applying these strategies increases the likelihood of content going viral.

Brendan also suggests leveraging cross-industry inspirations to break the mold:

• "Find the one that really drives your passion and apply it to your niche."
  (28:05)

Interactive Brainstorming: Man on the Street Format [29:00 - 24:04]

Chris Do and Brendan Kane engage in a practical brainstorming session on adapting the "Man on the Street" format to Chris's personal style and strengths:

• Setting Up Authority:
  Emphasizing the importance of setting oneself as an authority figure to elicit meaningful responses from the public.

• Creating Tension and Engagement:
  Incorporating elements that create tension or surprise to capture and maintain viewer interest.
  "Tension is a big thing. There needs to be some unpredictability about it."
  (21:07)

• Balancing Personality and Format Suitability:
  Brendan notes that personal fit with the format is crucial, as not everyone may be comfortable with spontaneous public interactions.
  "It just takes a toll on you if you don't have the right personality structure for it."
  (18:56)

Chris Do explores alternative formats that align better with his skills:

• Workshop Format:
  Leveraging structured environments like workshops with whiteboards to discuss heated topics, providing both educational value and engagement.

• Tips on the Move:
  Inspired by creators who deliver tips while transitioning between locations, making the content visually dynamic without the intensity of "Man on the Street."

Optimizing Social Media Presence [24:28 - 29:00]

Brendan Kane advises on managing social media content for better performance:

• Deleting Underperforming Posts:
  "If it's not doing a good job of telling a story, I would take those down, maybe not for long form because videos have been known to take off six months or a year later."
  (23:44)

• Personal vs. Business Accounts:
  Recommends personal branding over business accounts for fostering deeper connections, especially for founders with limited resources: "If you have to choose between one and you feel comfortable being on camera, I would do it through a personal brand rather than a company brand initially to build the traction."
  (27:09)

• Blue Check Mark Myth:
  Debunks the notion that verified accounts inherently receive better reach: "Just because you have a blue check mark doesn't mean your content's going to perform right."
  (28:48)

Overcoming Social Media Algorithms [28:49 - 31:37]

Chris Do inquires about strategies to break out of algorithmic content loops:

• Changing Consumption Patterns:
  "You just change your search behavior and content. They have search-based functions and once you start searching for content, it'll start seeding you more of that."
  (29:00)

• Creating Separate Accounts for Research:
  Suggests using incognito modes or creating new accounts solely for content research without affecting personal feeds.

Personal Experiences and Branding Insights [31:38 - 38:51]

Brendan Kane shares personal anecdotes to illustrate the challenges and strategies of personal branding:

• Exhausting Social Activities:
  Describes a yacht party experience to highlight the draining nature of certain social settings, especially for introverts, and the importance of strategic content creation to invite meaningful interactions.
  "I just know my personality, and I don't want to be that person banging on doors."
  (30:03)

• Brand Reinvention:
  Discusses evolving his brand from "The Science of Virality" to a focus on storytelling and formats that emphasize authentic narratives over mere virality.
  "We need to get to our roots of how do we all become better storytellers."
  (32:28)

• Personality Structure Analysis:
  Breaks down how different audiences perceive content through six distinct lenses—feelings, facts and logic, fun, values and opinions, reflection, and action. Emphasizes leveraging one's strengths and understanding audience perception to craft effective content.
  "My top one is facts and logic base, which is what you're calling out. My second lowest one is the fun base."
  (34:05)

Chris Do shares personal reflections on personality perceptions and authenticity:

• Discusses his identification with Spock from Star Trek, highlighting his logical and analytical approach, and the balance between appearance and voice in personal branding.
  "With the onslaught of AI-generated video, voice, and scripts, it's now more important than ever to put you in it so that people know a human is involved."
  (25:41)

Final Thoughts and Takeaways [38:12 - End]

Brendan Kane concludes by reiterating the importance of storytelling and form adaptability:

• "Find your format, one with millions of views and try and replicate that format with your own voice, your own originality."
  (37:31)

Chris Do encourages listeners to apply these insights to their own content strategies and invites them to connect further through social media and other resources.

Notable Quotes

• Brendan Kane [00:28]:
  "I started in social media in 2005, MySpace for Friends. So at that time, there was 25 million people on MySpace, 6 million on Facebook, 8 million on YouTube."

• Brendan Kane [01:23]:
  "They are looking for the best storytellers, the storytellers that can stop the scroll and hold attention longer than others."

• Brendan Kane [04:38]:
  "Virality is not necessarily the number of views. It's the impact that you're having."

• Brendan Kane [27:09]:
  "If you have to choose between one and you feel comfortable being on camera, I would do it through a personal brand rather than a company brand initially to build the traction."

• Chris Do [22:26]:
  "There's no free wins. Just because you have a blue check mark doesn't mean your content's going to perform right."

Conclusion

In this insightful episode, Brendan Kane and Chris Do dissect the mechanics of social media algorithms, debunk prevalent myths, and provide actionable strategies for content creators aiming to navigate the complexities of virality. Emphasizing the critical role of storytelling, audience engagement, and strategic content formatting, the discussion offers valuable guidance for both budding and established creators seeking to amplify their online presence and business impact.

For More Information:

• Brendan Kane’s Books:

  1. One Million Followers: How I Built a Massive Social Audience in 30 Days
  2. The Guide to Going Viral
  3. Hook Point: How to Stand Out in a Three-Second World

• Connect with Brendan Kane:

  • Hookpoint.com
  • Instagram
  • LinkedIn

• Visit The Futur:
  thefutur.com/podcast for show notes and additional resources.