3 signs your social channels are cooked (& when you need to start over)

A lot of my larger creator friends are starting fresh accounts on social media. 

Most of the time, they’re doing this because either:

• Their primary channel is so optimized for one topic niche that any attempts at outside topics flop and drag down the core performance

• They’ve realized they cooked their primary channel’s ability to drive leads & sales

Here's what happens (and why you might be in the same trap)…

There’s a core principle built into the social algorithms called “audience matching.”

Audience matching = how algorithms decide who sees your content based on the topics you talk about.

Every time you post, the algorithms build an audience profile for which viewer would be want to watch that content the most. Their only goal is to maximize this fit.

When you change topics, the algorithm loses confidence in what the audience profile should be and pushes you less.

This is why videos usually flop when they are experiments outside of your core niche.

The reason my friends are starting 2nd and 3rd channels is because they have to…

Their primary channel’s audience match is already dialed for one audience avatar, but their newly created offers serve a completely different one.

This is common when building internet businesses, but a painful realization to accept.

To give a more clear example…imagine you spent years making content about wellness, but now you sell “how to make video” services offer.

Your wellness audience will likely not buy.

This means, you either need to pivot to a wellness offer (to match your audience) or build a video audience (to match your new offer).

If you’re nodding as you read this, just know, you’re not alone. This is exactly the realization I came to 18 months ago (which is why @kallawaymarketing was born).

Here’s the interesting part about all this…

All these big creator’s primary channels look fine on a quick scroll.

But they’re actually zombie channels that can only survive via brand deals. 

Brand deals aren’t a bad way to monetize, but if you want to build and scale a business with exit potential, 99% of people will want to drive traffic to an owned product or service.

As I mentioned, this scenario is exactly what happened to me. 

All of my core offers were on the marketing side (designed for founders and business owners), but my tech videos still do massive numbers.

My options were:

1. Try to pivot my tech channel to cover both tech & marketing (tried, didn’t work)

2. Try to sell my marketing products to my tech audience (wouldn’t work)

3. Abandon my tech channel to go all-in on marketing (seemed foolish)

4. Start a second channel dedicated to marketing and run both separately, in parallel (bingo)

This is the same realization (and set of options) most of the big creators have been faced with in the last 6-12 months.

Except now that the incubation time to get a new channel off the ground is literally a few days (if you know what you’re doing), many of them are going ahead with starting a 2nd channel.

So here’s how you know if your channel is cooked and if you might need to start a second account:

1. There's bad alignment between your offer and the topics you've been covering (and you have over 5-10K followers).

2. Your “niche” videos underperform despite having a large following.

3. You feel like you can’t experiment without it tanking your channel.

If any of those are true, you might need another channel. 

If you keep pushing topic divergence on the main one, you'll just tank your metrics and confuse your audience. 

Start a second account, build the right audience from scratch, and run both.

That's exactly what I'm doing. 

• My kallaway tech channels are designed to help educate around the future of tech & AI

• My kallawaymarketing channels are where I'm building an extremely specific audience for content strategy

If you have any questions about if this applies to you, feel free to respond and lmk.

Keep going 🫡

P.S. - If you want to learn more about aligning your audience and offer (to make sure you build an audience of buyers), watch this video