@drjasonsnibbe Analysis

Table of Contents

• Win: Content Pillars

• Lesson: Audience

• Opportunity: Content reuse

• Lesson: Audience Alignment

Win: Content Pillars

As you can see in his TikTok and Instagram accounts, he posts about procedures, testimonials, press, and fun, this last one showing a more personal and “human” side beyond the doctor title.

This is great as he shows authority in his field, shows results and you can get to know him more like a person, in a more relatable way.

In general terms, we like to work, do business, and be attended by people we like, so showing this personal side is a win.

Lesson: Audience

Here we have six videos with over 1M views on TikTok.

It’s difficult to make a statement, but due to the explicitly of the content, I’d bet this is consumed mainly by medical professionals or students.

By doing this, Dr Jason is positioning himself as an authority in the medical field, getting visibility from his peers, and establishing himself as a reference for future professionals.

A doctor followed by other doctors is a strong signal of reputation and authority, don’t forget to target them too.

Opportunity: Content reuse

He is answering common patient questions and concerns on TikTok, this same video could be reposted on YouTube, which still is the main search engine for video. YouTube is also used as a source by many AI tools, which can lead to improved content discoverability.

He also could use those short videos to include on his blog, for instance, in the post “How Hip Replacement Surgery Can Improve Your Quality of Life” he could include his answer (in text) about the pain experienced after a hip replacement.

Lesson: Audience Alignment

If you Google how to make video content engaging you’ll find concepts like the thumbnail, the hook, and the production itself.

However, there is a critical concept, Audience Alignment, which consists of answering this question:

“Am I talking about what people care about right now?”

A relevant message/topic at the right time could easily beat others with better thumbnails, scripts, production, etc, all superficial things.

This is what I think (to know it for sure I would need access to the account), made the difference with this 3M views video vs others with similar format, production, setting, and discourse.

There are many things we could keep analyzing, but we considered these the most important, please leave any additional questions in the comment section, we’ll use them to create new relevant content.

Thanks for reading, see you the next week!