Your market probably is saturated...with a lot of copycats.
Every day, your newsfeed is filled with the same:
- Editing techniques
- Hooks and headlines
- 20-something-year-olds telling you how to live your life...🤦🏽♂️
With the barrier to entry being the lowest it's ever been to creating content online, being "better" or "the best" is becoming harder to achieve every day.
So don't.
"You can escape competition through authenticity, when you realize that no one can compete with you on being you"
— Naval Ravikant
Instead of fiercely competing against others in specific topics or categories, create a category of one.
A category of you.
You are a living combination of experiences, knowledge, traits and skills that nobody past, present or in the future will ever have.
Nobody can compete with you.
Sure, you might be sharing a message on a similar topic that others shared before you, but you have the potential to bring a unique angle to it.
Just think about how many times the topic of "habits" and "consistency" has been written about...
The topic isn't unique; the author's angle is.
And that unique angle is also known as your unfair advantage.
An unfair advantage can be defined as:
A unique skillset, set of circumstances or resource(s) that cannot be easily replicated or bought by your competitors.
Paolo Garde is a Sydney-based, Filipino-born tech professional and a lifestyle YouTuber. Throughout his professional career, he recognised Filipinos were massively underrepresented in the Australian tech start-up industry, especially in leadership roles.
He combined his personal career experiences + observations with his existing content creation skills (i.e. his unfair advantages) to start a TikTok channel from scratch. His focus was to target and help Filipinos aspiring for a career in the Australian tech startup scene (i.e. like a younger version of himself!).
Here's what he did:
- He studied (read: binged) the content from top TikTok creators as well as the TikTok algorithm (as it's very different to YouTube)
- He started re-creating top-performing content topics and formats with his unique angle & style, and
- When his content started "hitting" and resulting in more follower growth, he offered free career advice to help others secure roles.
His advice worked...a lot!
Since then, Paolo has continued doubling down on his unfair advantages through storytelling and value-driven content formats that continue to resonate with his audience.
So my friend, what's your unfair advantage, and how can you start incorporating it into your content?
Mamba