From Zoo Videos to Millions of Followers: Simon Squibb’s Content Strategy Lessons

In a recent LinkedIn post, Simon Squibb shares the remarkable journey of his first TikTok video and the profound lessons he learned over six years, culminating in an account with 9.2 million followers and 500 million monthly views. Squibb, who began his social media venture at 47 years old on what peers dismissed as a “dancing app,” uses his experience to offer actionable advice on content creation and audience building.

The Power of Collaboration in Content Creation

Squibb emphasizes that effective content is not a solo effort but a ‘team sport.’ He draws a parallel between academic schooling, which often emphasizes individual achievement, and his own entrepreneurial experience, which has always been team-based. For those who cannot afford professional videographers or editors, Squibb proposes a unique solution: “Offer someone 50% of what the channel makes and you don’t have a cost, you have a co-founder.” He highlights the availability of young talent seeking opportunities, framing this as a strategic partnership rather than an expense.

“Content is a team sport.”

According to Squibb, this approach not only solves resource limitations but also fosters a collaborative environment essential for scaling content production. He points out the significant number of young people in England seeking work, suggesting a readily available pool of potential collaborators.

Leveraging Data and Avoiding ‘Rented Land’

Another key lesson from Squibb’s experience is the importance of analyzing underperforming content. Instead of abandoning a video that doesn’t resonate, Squibb advises a strategic re-evaluation: “If a video flops, don’t post a new one. Re-edit that one and put it out again.” He stresses that the data from these initial attempts provides invaluable insights into audience drop-off points, allowing for targeted improvements.

“The data tells you exactly where people left.”

Furthermore, Squibb warns against building a presence solely on platforms that could change their algorithms or policies at any moment. He refers to this as building on “rented land.” To mitigate this risk, Squibb advocates for a strategy where every piece of content serves to drive traffic to owned channels, such as a mailing list. “A thousand people you can email beats a million views you can’t contact,” he asserts, underscoring the long-term value of direct audience relationships over ephemeral platform metrics.

Building a Sustainable Digital Presence

Squibb’s journey from a self-described “terrible” first TikTok to a leading content creator demonstrates a mastery of evolving digital strategies. His advice centers on practical, data-driven methods and a long-term vision for audience engagement. By treating content creation as a collaborative venture, meticulously analyzing performance, and prioritizing owned audience channels, Squibb offers a robust framework for aspiring creators and businesses alike.

“Any platform could suppress me tomorrow.”

His insights, originally shared on LinkedIn, are further elaborated in his latest YouTube video, where he delves deeper into these strategies. Squibb also incentivizes learning by offering a £1,000 prize to individuals who share their takeaways from his content and tag him, encouraging active engagement with his teachings.