Justin Bieber pulled up to Coachella with a Macbook and played his hits on YouTube.

@ricoincarnati

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Why it worked

The post leverages a high-profile celebrity example (Justin Bieber) to illustrate a relatable content creation strategy for business owners and creators. It offers practical, actionable advice on repurposing existing content, which addresses a common pain point for those struggling with content ideation.

Summary

This post argues that Justin Bieber's Coachella performance, which some criticized as lazy, was actually a masterclass in understanding audience demand. It advises business owners and creators to identify and repurpose their most successful content ('hits') rather than constantly creating new material.

Structure

1Introduction of Justin Bieber's Coachella performance and initial criticism.
2Reframe of the performance as a masterclass in audience engagement.
3Application of the lesson to content creators and business owners.
4Actionable advice: identify and repurpose 'greatest hits'.
5Best practice: reposting successful content every 3-4 months.
6TLDR: Replay hits, reformat them, and remember audience appreciation for best work.

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If you feel like you ALWAYS need to be making new content, read this: Justin Bieber performed at Coachella last night. (Which by the way, as a massive Bieber fan, I loved it.) Everyone was calling his performance lazy, sloppy, etc. But what he actually did was he performed a master class and understanding exactly what his audience wanted and how they wanted it. He didn’t have some fancy set up or obnoxious lighting that felt like you were at some rave concert. Justin Bieber pulled up with his MacBook and opened up YouTube and played his best hits. He also played some of his new music from his album Swag but he tapped into a bit of nostalgia with going onto YouTube and playing his top songs for the audience. Which, funny enough Justin Bieber was discovered on YouTube - what a full circle moment for him. But you see this is where most creators, business owners in entrepreneurs completely miss the mark. They think they always need to be creating new content and producing novel concepts. Which is exactly why they burn out and feel frustrated with content and social media. One of the best things that I learned was from Alex Hormozi: “People need to be reminded more often than they need to be taught.” Bieber did exactly just that. He reminded you of what it felt like when you first fell in love with his music. It brought back memories. It brought back that feeling of nostalgia. It ultimately was a great reminder of why you love him. The same thing with your content… What are your ‘hits’? Go back over the last 12 months and look at what was your best performing content. A best practice is to repost your top hits every 3 to 4 months. Yes, give people new content AND give them your best performing stuff as a reminder because you never know where they are at in their life and they might just need that reminder and it also reminds them why they follow you. Hope this helped. You’re one video away, Enrico. #justinbieber #socialmedia #contentmarketing #businessowners

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Enrico Incarnati @ricoincarnati Justin Bieber pulled up to Coachella with a Macbook and played his hits on YouTube. People called it: ‘YouTube karaoke’ ‘Low effort’ ‘Worst performance ever’ But here’s what they completely missed... Enrico Incarnati @ricoincarnati Justin Bieber didn’t just perform a set at Coachella. He curated it. He watched the live chat. He saw what people wanted. He played EXACTLY what they asked for. That’s the opposite of ‘lazy’ Enrico Incarnati @ricoincarnati Justin Bieber gave a MASTERCLASS in what “knowing your audience” looks like. There was no unnecessary set up. No crazy lighting or props. He showed up and served EXACTLY what his audience wanted: A mix of new material from ‘Swag’, but also his best hits on YouTube. But this is what most creators get completely wrong... Enrico Incarnati @ricoincarnati Most creators think their audience is sick of their old content and it’s lazy to repost something. Which is why they think they always need to be creating new stuff. Bieber understood people need new, AND they need to be reminded of your best ‘hits’. Same goes for business owners... Enrico Incarnati @ricoincarnati If you’re a business owner or brand struggling to come up with new concepts for your content... Go find your GREATEST HITS. Look for: -What got the most views -What got the most saves -What got the most shares -What do people DM you asking for -What converted the most customers Those are your hits. Replay them. Enrico Incarnati @ricoincarnati Take a look at your content from the last 12 months and see what overperformed by metric. Professional dashboard Mar 13 - Apr 11 Insights Views Interactions New followers Content you shared Last year Views 2.0M > 120.7K > 4.0K > 71 > Something I've learned about Instagram 2.0M This does not offend you, but... 1.0M 254K Real talk: You'll get more support from strangers than you will from your friends and family. 204.2K 160.2K BEST PRACTICE: Repost the ‘hits’ every 3-4 months. Enrico Incarnati @ricoincarnati TLDR: Stop feeling like you have to create something new every post. Replay your ‘hits’ across every platform. Reformat the hits to make it feel new, but keep the material the same. Remember: your audience isn’t tired of your best work. If it worked then, it works now. Enrico Incarnati @ricoincarnati Hope this helped. And if you’re a business owner or brand who wants to make better content on social media, follow for more. You’re one video away, Enrico