Guns and women. That’s the recipe for success in social media. At least in the world of Dan Bilzerian.
Dan Bilzerian (NSFW). The ‘King of Instagram’. 12.7 million followers. Poker player, beard exponent and all round playboy.
Bilzerian is controversial. His feed is full of conspicuous displays of consumption, bikini models, guns and a cat called Smushball.
Some love him, some hate him. And I’m not going to get into the morals of his content here. Regardless of your opinion, he’s managed to parlay his approach into a social media empire, cameos in Hollywood films and a virtual lifestyle the envy of 20-something males the world over.
So what can brands possibly learn about social content from this guy? Here’s the top 10:
- He understands what his audience wants and he gives it to them. He’s living the dream (well, someone’s dream) and taking his audience along for the ride.
- He’s prolific, posting often. Fans can expect regular updates.
- He plays to the strengths of the channel. Instagram has rules about nudity which he pushes to the limit, plus he uses video, slo-mo and tagging to great effect.
- He invests in the content, often using dedicated camera crews, drones and other means to capture moments in interesting ways.
- He has a distinct tone of voice. Plenty of humour and a definite attitude.
- It’s personal. There’s no filter here. No doubt there’s curation and some careful stage management, but no filter.
- The content is shareable. Again, he knows what his audience wants, and they pass it on in spades.
- He mixes it up. It’s not all guns and bikinis (though mostly). He posts about supporting veterans, his cat – there’s just enough humanity in there to take the edge off the debauchery. Otherwise it would get old pretty quickly.
- He syndicates. The people tagged in his posts begin to develop communities of their own off the back of its popularity. This begins to create an infinite loop, with him at the centre.
- It all works to build the brand. Everything is done to cultivate a mystique about this ridiculous lifestyle. Nothing goes up that detracts from this.
Sure, he’s an odd case study for social media, and I’m definitely not saying your brand should go out and copy his content. But it’s important to note that the approach, the principles, are universal, and fundamental to creating successful social media content, no matter what your business.
Dan Bilzerian is simply proof that putting them into practice works.