Rules of Engagement. Interview with Strategist Brock Wunder

We don’t need to remind you—knowing how to build an online identity is the cornerstone of personal branding in this day and age. So let’s skip the fluff and cut to the core: What is the magic ingredient that makes some strategies more successful than others?

In one of the past episodes of our recurring Prequel Live livestream series, we had the pleasure of hosting Brock Wunderlich, an acclaimed photographer, social media coach, content creator, and podcaster from Canada. His portfolio boasts diverse work with clients from Porsche to Toronto’s oldest craft brewery to a sustainability education program.

Our guest talk with Brock was dedicated to insights for emerging individual creators on developing a content strategy that not only boosts engagement but also leaves a lasting impression on followers, builds a community. We now share this conversation, edited for length and clarity.

Prequel: Would you mind telling listeners and readers a little about yourself?

Brock Wunder: I am primarily known as a street and travel photographer based in Toronto. However, my business journey over the past year has led to a more serious shift towards a social media strategy. Currently, I manage two interconnected social media accounts. One is Wonder Studios, where I share content strategy tips, best practices, behind-the-scenes insights, and tricks. The other account, Brock Wunder, is where I showcase my street and travel photography. My professional roles extend to social media strategy, management, and content creation, catering to a diverse range of clients.

P: What would you say is a content strategy? Could you describe your method for approaching it?

BW: A content strategy is a mix of consistent themes that shape your social media persona. For instance, as a street and travel photographer, my strategy revolves around three main content pillars. The first is tips and tricks-type videos, the second involves sharing carousel posts that capture the essence of Toronto, and the third is more personal posts in which I share snippets from my life and experiences. These pillars form the backbone of my content strategy, dictating how I engage with my audience.

Once you've established your main points, you can think about the format and presentation. For example, in my videos, I typically begin with a camera shake to grab attention. Then, I introduce a concept, such as “how to use leading lines.” Following that, I demonstrate what a photo that uses leading lines looks like. This way, content format is shaped by the process of identifying the main themes or “content pillars,” deciding on the presentation style, and then creating content around these themes.

P: When it comes to searching for the right kind of format, what is the most important?

BW: Experimentation. As a content creator, you need to try out different formats to find what resonates with the audience.

It's essential to maintain an experimental approach to engagement tactics and regularly reassess your niche—this involves observing what others in your field are posting and how their content is received.

This process may involve allocating a budget for social media experiments until you find a content format that can be consistently reproduced for effective results. Keep up with trends by discovering new content creators and analyzing videos with the best results, this will help keep your content fresh and relevant.

P: Any short tips on how to draw in and keep an audience's attention?

BW: The first thing to think about is that the few seconds of your content need to be engaging and entertaining. This can be a question, a shocking fact, or something visually intriguing. Once you find your way of doing this and you’ve got their attention, the challenge is to keep it.?

I always say that there are two main types of content that engage an audience: educational and entertaining. Educational content is all about teaching your audience something new. These posts tend to get a lot of attention because they're useful and informative. On the flip side, entertaining content is about building a community. It's about sharing stuff that connects with your audience on a personal level, making them feel part of your tribe.

Attracting and keeping an audience revolves around finding the right mix of these two. This balance will depend on your specific audience and what they're into.

If you notice your engagement levels dropping, it's important to reassess your plan. Look at what's working and what's not, and don't be afraid to experiment with new types of content.?

P: Could you share your advice for someone who’s just starting?

BW: I’d say if you're looking to grow your audience, you should aim to post every single day for at least the first three to six months. I recommend posting four reels a week, as well as two carousel posts and one static post per day. I’d also recommend trying to add three to five story posts a day to build a personal connection with your followers.

It might seem like a lot, but the idea behind this is to stay at the top of your followers' feeds as much as possible. Every time your followers open their Instagram, your goal should be that your content is the first thing they see. If you miss a day, someone else gets the view.?

P: How often do you reassess your niche and content strategy?

BW: I like to take a step back and do a full 360-degree review of my niche every 3-6 months. This involves researching what's currently trending, who the top creators are, what they're posting, and how my content stacks up against theirs. This way, I can make sure that my content remains fresh, relevant, and engaging for my audience.?

P: What are some common mistakes for content creators to avoid?

BW: One of the most common mistakes I see is content creators copying other creators from the start.?

The thing is, if you're just starting out, you shouldn't be overly concerned about whether your videos are doing well or not. At that point, the number one thing you should be doing is experimenting.

Your posts are going to do well eventually, once you find the content that works for you. No matter what your niche is, you have to find your voice, above all else.

P: How do you set personal boundaries between yourself and your content?

BW: I think it's about knowing who you are and having clear boundaries on what you want to share.

For instance, if you're a fitness influencer sharing your fitness journey, you might share the struggles of counting macros or the challenges of going to the gym. However, it's important to decide what aspects of your personal life you're comfortable sharing and what you want to remain private. You're constantly curating a narrative.

I'd advise anyone to strive to create a balance between sharing enough to connect with your audience and maintaining your personal boundaries to ensure your own comfort and privacy.

This is an adaptation of a conversation as part of our Prequel Live series of interviews with our guest experts, mainly audiovisual production professionals and creators. Follow us on IG @prequelapp to tune in for next installments.