Jeff Bullas

Instagram Broadcast Channels are an effective tool for creators to communicate directly with their most engaged followers in a one-to-many format. Using them well involves understanding their unique purpose and following some key best practices.

First, you must understand the format’s primary function. It is a one-way communication channel where only the creator (and any invited collaborators) can send messages, such as text, photos, videos, and voice notes. Your members who join the channel can react to your messages with emojis and vote in polls you create, but they cannot send their own messages. This makes it different from a group chat.

Second, the most important best practice is to provide exclusive value. You need to give your followers a compelling reason to join and stay in your channel. Do not simply repurpose the same content you post to your public feed or Stories. Use the channel to share exclusive information, such as behind-the-scenes content, early announcements, personal thoughts or updates, special Q&A sessions, or “ask me anything” prompts.

Third, you should be interactive using the available tools. Even though it is a one-way messaging channel, you can foster a sense of community and gather feedback. Use the poll feature frequently to ask for your audience’s opinions. You can also use question prompts to collect questions that you might answer in a later Story, Reel, or even in the channel itself. Encouraging emoji reactions to your updates also helps to make the channel feel more interactive.

Fourth, it is good practice to use a mix of media formats. You can share text updates, short video clips, personal voice notes, and photos. Varying the format can keep the channel more dynamic. Voice notes, in particular, can create a very personal and direct connection with your audience.

Fifth, you need to maintain a consistent but not overwhelming posting cadence. You do not want to bombard your members with too many notifications and cause them to mute or leave the channel. The right frequency will depend on your niche and audience, but a few valuable updates per week is often a good starting point. The goal is for the channel to feel active and special, not spammy.

And sixth, as with all content on the platform, you must adhere to Instagram’s Community Guidelines. All content shared in your Broadcast Channel must be compliant. Any violations can lead to your channel being shut down and could impact your account’s standing.

To grow your channel’s membership, you can use the shareable link or the dedicated sticker in your Instagram Stories to invite your followers to join. The key to a successful channel is to make it a destination for exclusive content and a place where your most loyal followers feel they get a closer connection to you and your work.

Cheers,

Jeff

Promoting your email newsletter effectively on social media requires a consistent and multi-faceted approach. You need to give your social audience a compelling reason to move from being a passive follower to becoming an active subscriber in their inbox.

There are several effective strategies you should employ. First, and most fundamentally, you must optimise your profile bios. Your bio on every social media platform, whether it is Instagram, Twitter/X, or LinkedIn, should include a clear call to action that encourages people to subscribe, along with a direct link to your newsletter sign-up page. Using a “link-in-bio” service is advisable if you need to feature multiple important links.

Second, you need to regularly tease your newsletter content. Instead of simply posting “sign up for my newsletter,” you should create posts that share a valuable snippet, a key takeaway, or a compelling question from your most recent or an upcoming newsletter issue. You then conclude the post with a call to action such as, “Get the full breakdown in this week’s newsletter. Subscribe via the link in my bio.”

Third, create content that visually showcases your newsletter. This could be a short Reel or a graphic that shows a stylised preview of the newsletter’s format or highlights a testimonial from a current happy subscriber. This helps to make your newsletter feel like a tangible, desirable product.

Fourth, use the unique features of each platform. On Instagram, for example, use the “Link” sticker in your Stories to link directly to your sign-up page when you are talking about your newsletter. On Twitter/X, you can create a valuable thread and have the final tweet in that thread be an invitation to subscribe for more in-depth content. On LinkedIn, you could write a short article that expands on a recent newsletter topic and include a sign-up link within it.

Fifth, run interactive content that relates to your newsletter. You could use a poll or a question sticker on Instagram Stories to ask your audience what topic they would like you to cover in the next issue, then direct them to subscribe to ensure they receive it.

And sixth, pin a promotional post to the top of your profile on platforms that allow it, such as Twitter/X and Facebook. This ensures that a post about the value of your newsletter is the first thing that new visitors to your profile see.

Across all these tactics, the key is to clearly communicate the unique value of being a subscriber. You must answer the question: “What does someone get by subscribing that they do not already get by just following me on social media?” Whether it is exclusive content, deeper insights, free resources, or early access, that value proposition must be clear.

Cheers,

Jeff

Understanding the difference between email delivery and email deliverability is crucial for any serious email marketer, as the two terms describe very different stages of an email’s journey and measure different kinds of success.

First, email delivery is a technical measure. It simply means that your email was successfully sent and accepted by the recipient’s mail server. When your email marketing platform reports a 99% delivery rate, it is telling you that 99% of your emails did not “bounce” or result in a permanent delivery failure due to an invalid or non-existent email address. It confirms the email has arrived at the front door, but it says nothing about what happens next.

Second, email deliverability, sometimes called inbox placement, is the much more important marketing measure. Deliverability refers to where your email lands after it has been delivered. Does it get placed in the subscriber’s primary inbox where it is likely to be seen? Or does it get filtered into the promotions tab, or worse, sent directly to the spam or junk folder?

A simple way to think about it is like posting a letter. Delivery is when the postal worker successfully puts the letter into the recipient’s letterbox. Deliverability is whether the homeowner brings that letter inside to read, or if they immediately identify it as junk mail and throw it directly into the recycling bin without opening it.

You can have a near-perfect delivery rate, but if your deliverability is poor, a large portion of those “delivered” emails could be going straight to the spam folder, meaning they will almost never be seen by your subscribers.

Your deliverability is influenced by a range of factors that inbox providers like Gmail and Outlook analyse. These include your sender reputation, whether you have proper email authentication set up (SPF, DKIM, and DMARC), your subscriber engagement levels, and the quality and relevance of your email content. These signals are what the inbox provider uses to decide if you are a trustworthy sender who belongs in the primary inbox.

In summary, delivery is the technical success of the server accepting your email. Deliverability is the marketing success of that email landing in the inbox where it has a chance to be read. Your primary goal should always be to improve your deliverability.

Cheers,

Jeff

Segmenting your email list is one of the most powerful strategies you can employ in email marketing. It involves dividing your large list into smaller, more targeted groups based on specific criteria. This allows you to send much more relevant and personalised content, which almost always leads to better engagement rates.

There are several practical ways you can begin to segment your list. First, a simple but effective method is to segment subscribers based on how they initially signed up. For instance, you can create different segments for people who subscribed after downloading a specific lead magnet about ‘Topic A’ versus those who signed up after downloading a resource about ‘Topic B’. This gives you immediate insight into their primary interest.

Second, you can segment based on explicitly stated preferences. This is a very direct method. You can ask people what topics they are interested in on your sign-up form, or you can send an email directing existing subscribers to a “preference centre” where they can select the types of content they wish to receive from you.

Third, a very common and useful approach is segmentation based on subscriber engagement. You can create a dynamic segment of your most active subscribers, for example, those who have opened or clicked an email in the last 90 days, and perhaps reward them with special offers. Conversely, you can create a segment of inactive subscribers to target with a specific re-engagement campaign before you consider cleaning them from your list.

Fourth, for any business that sells products or services, segmenting by purchase history is essential. You can create different segments for first-time customers, repeat customers, high-spending customers, or people who have purchased a specific category of product. This allows you to send highly relevant recommendations, product-specific tips, or loyalty offers.

Fifth, you can segment based on website behaviour, provided your email platform is integrated with your website analytics. This allows you to create segments of people who have visited certain key pages, viewed specific product categories, or abandoned a shopping cart, enabling you to send very timely and targeted follow-up emails.

Sixth, if you collect this information, you can use basic geographic or demographic data. This is particularly useful for sending location-specific announcements for events or promotions, or for tailoring content based on data points like industry or job title in a business-to-business context.

You do not need to implement all of these methods at once. A good way to start is by choosing one or two simple segments, such as creating a dedicated segment for new subscribers to receive a welcome series, and another for your most engaged subscribers. The goal is to move away from sending one generic message to everyone. By using data to create smaller, more focused groups, you can send far more relevant content, which will lead to higher open rates, better click-through rates, and a stronger relationship with your audience.

Cheers,

Jeff

The “For You” page algorithm is the core of the TikTok experience, designed to serve each user a highly personalised and continuous stream of content to keep them engaged. While its exact formula is a closely guarded secret, TikTok has shared insight into the key signals it prioritises.

First, user interactions are an extremely strong set of signals. The algorithm learns from almost everything you do on the platform. This includes the videos you like, the videos you share, the accounts you choose to follow, the comments you post, and even the creators or types of content you indicate you are not interested in by hiding them.

Second, video information provides essential context for the algorithm to categorise your content. This includes the details in your video’s caption, the sounds or music you choose, and the hashtags you use. Utilising a trending sound or relevant, specific hashtags can help the algorithm understand your video’s topic and show it to people who have shown interest in similar content.

Third, device and account settings also play a part, although they are generally considered to be weighted less heavily than direct interaction and video information signals. This can include your language preference, country setting, and device type. These signals are mainly used to optimise the performance of the system and ensure content is relevant to your region, but they are not considered core content preference indicators.

Within user interactions, certain signals are understood to be more powerful than others. A very strong indicator of interest is the video completion rate – whether a user watches your video all the way to the end. An even stronger signal is a rewatch. Shares are also a powerful signal, as they indicate a user found the content valuable enough to pass on to others.

When you first publish a video, the algorithm typically shows it to a small initial batch of users. It then measures how this test group interacts with it. If the video performs well with this group, demonstrating strong engagement signals like a high completion rate, the algorithm will then push it out to a larger and larger audience.

It is also worth noting that TikTok has stated that metrics like the number of followers an account has or the performance of previous videos are not direct factors in the recommendation system for any single video. This means that any video from any account has the potential to be discovered and go viral if it resonates strongly with viewers.

Cheers,

Jeff

TikTok does have a feature called “Profile view history” that allows you to see some of the accounts that have viewed your profile, but it operates with specific conditions that you need to be aware of.

First, to enable the feature, you need to navigate to your Settings and Privacy. You can do this by going to your profile page, tapping the three-line menu icon in the top-right corner, and then selecting “Settings and Privacy.” From there, tap on “Privacy,” and then scroll down to find the “Profile views” or “Profile view history” option. You will find a toggle switch there to turn the feature on.

Second, the most important aspect of this feature is that it is reciprocal. You can only see who has viewed your profile if you have the feature turned on AND the other person also has the feature turned on. If either one of you has it disabled, the view will not be registered or displayed in the history. This means by turning it on, you are also consenting to others seeing when you view their profile, provided they also have the feature enabled.

Third, the feature has a time limitation. It does not provide a permanent log of every visitor you have ever had. It only shows you a list of profile viewers from within a recent period, which is typically the last 30 days.

Fourth, there can be eligibility requirements. Historically, this feature has required users to be over 16 years of age and have fewer than 5,000 followers. This follower cap is generally in place to help protect the privacy of larger creators. If you do not see the option in your settings, it may be because your account does not currently meet these criteria.

Once the feature is enabled, you can usually access the list of your recent profile viewers by tapping on an “eye” icon that may appear in the top-right corner of your profile page, or by checking your notifications.

In summary, you can see some of your recent profile viewers by enabling the “Profile view history” feature in your privacy settings. However, it is a reciprocal system that only works if both parties have opted in, and it is generally only available for accounts under a certain follower threshold.

Cheers,

Jeff

Finding and successfully booking great guests for your podcast involves a combination of methodical research and professional, personalised outreach.

First, let us talk about finding potential guests. A very effective method is to look for guests who have appeared on other podcasts in your niche or in complementary fields. This confirms that they are open to the format and are likely experienced speakers.

Second, you should use social media platforms strategically, particularly LinkedIn and Twitter/X. You can search for keywords, job titles, or relevant hashtags to identify experts and thought leaders in your subject area.

Third, keep an eye on new book releases in your field. Authors with a new book are almost always looking for promotional opportunities and typically make for well-prepared and articulate guests.

Fourth, you can explore podcast guest matchmaking services. There are several online platforms specifically designed to connect podcast hosts with individuals who are actively looking to be guests on shows.

And fifth, do not overlook your own existing network. Ask past guests or professional contacts if there is anyone they would recommend. A warm introduction is always more powerful than a completely cold outreach.

Once you have identified a potential guest, the way you reach out is critical. Your pitch, which is usually best sent via email or a direct LinkedIn message, needs to be well-crafted. First, it must be personalised and concise. Always address the person by their name and demonstrate that you have done your research by mentioning a specific article they wrote, a talk they gave, or a project they worked on. This shows genuine interest.

Second, you need to clearly and briefly introduce your podcast. Explain who your audience is and what your show is about, and provide a direct link so they can easily check it out.

Third, and very importantly, explain why you think they would be a great guest for your specific audience. This highlights the value for them, which is exposure to a new, relevant group of people.

Fourth, make your request clear and straightforward. Suggest a specific topic or angle you would like to discuss and propose a time commitment, for example, “a 30-45 minute remote recording to discuss your recent work on X.”

Fifth, you should make scheduling as easy as possible. Instead of engaging in a lot of back-and-forth emails to find a time, it is highly efficient to provide a link to a scheduling tool like Calendly.

If you do not receive a reply after about a week, it is generally acceptable to send a single, polite follow-up message. The key to successful outreach is a personalised, respectful, and value-driven approach that makes it very easy for a busy person to say yes.

Cheers,

Jeff

Improving your podcast audio to sound more professional is one of the most impactful things you can do to enhance the listener experience. It often comes down to focusing on a few key areas in your recording and editing process, many of which do not require expensive equipment.

First, you must improve your recording environment. This is a crucial and often overlooked step. The goal is to reduce echo and sound reflections (reverb). You do not need a professional studio; you can achieve this by recording in a smaller room that has many soft surfaces to absorb sound. For example, a room with thick curtains, carpets or rugs, and bookshelves filled with books is a good start. A walk-in wardrobe filled with clothes is often an excellent makeshift recording booth for this reason.

Second, you need to refine your microphone technique. It is essential to get close to your microphone, typically speaking about 10 to 15 centimetres (around 4 to 6 inches) away from it. This technique, known as close-miking, allows you to reduce the microphone’s input gain or sensitivity. A lower gain setting means the microphone will pick up much more of your voice and significantly less of the room’s ambient noise and echo. Also, always speak clearly and directly into the microphone, and use a pop filter to control harsh plosive sounds like ‘p’ and ‘b’.

Third, you should always use headphones to monitor your own audio as you are recording. This allows you to hear exactly what the microphone is capturing in real-time. You will be able to immediately identify issues like background noise, plosives, or if you are moving too far away from the mic, and you can correct them as they happen.

Fourth, learn to use some basic post-production editing techniques. After you have recorded your audio, you can use your editing software to clean it up significantly. A few key processes will make a big difference. One is using a noise reduction tool to remove any consistent background hiss or hum from a computer fan or air conditioner. Two is applying some light equalisation (EQ) to adjust the tonal balance of your voice, perhaps by slightly boosting the low-end frequencies for warmth and the high-end frequencies for clarity. And three is using compression to even out the volume levels of your speech, which makes the quieter parts louder and the louder parts a bit softer for a more consistent and pleasant listening experience.

Fifth, ensure you are exporting your final audio file in a suitable format. For a spoken-word podcast, a mono MP3 file at a bitrate of at least 128 kbps is a common industry standard that provides a good balance between audio quality and file size.

Significant improvements in your sound quality will come from controlling your recording space, using proper microphone technique, and applying these basic editing processes. These steps will often elevate your audio quality far more than simply buying a more expensive microphone.

Cheers,

Jeff