追逐指标如何毁掉你的内容——与克里斯·多对话 | 第417期

在把我们的YouTube频道做到将近300万粉丝之后，我最近跟我的内容团队说了这么一番话。

After growing our Youtube channel to almost 3,000,000 followers, here's what I told my content team recently.

如果你把社交媒体当成记分牌，那你就玩错了游戏。

If you're using social media as a scorecard, you're playing the wrong game.

先好好琢磨一下这句话。

Let that settle in for a second.

因为如果你感到有压力要发帖、要表现、要追逐某个随意的指标，那你肯定想把这番话反复听上十遍，因为我会拆解哪些事不该做、哪些事该做，让你省去我十年摸索的时间。

Because if you felt the pressure to post, perform, or chase some arbitrary metric, this you're gonna wanna replay 10 times over because I will break down what not to do and what to do and save you my ten years doing it.

那你为什么要听我的呢？

And why should you be listening to me?

我在网上做内容已经超过十年了，打造了一个价值数百万美元的品牌，拥有数百万粉丝和数百万收入，而在这整个过程中，我从未在意过算法，从未研究过最佳发布时间，也从未套用过任何公式。

I've been creating content online for over a decade, built a multi million dollar brand, millions of followers, millions in revenue, and in all that time I've never cared about the algorithm, never studied best posting times, never followed formulas.

为什么？

Why?

因为感觉对了。

Because it feels right.

所以，如果你在内容创作中迷失了方向，我想帮你重新找回它。

So if you've lost your way in content, I wanna help you find it again.

我会讲清楚为什么追逐数据是个陷阱，我创作时真正关注的是什么，并为你提供一个全新的创作锚点——尤其是如果你觉得自己已经迷失了方向。

I'm gonna cover why chasing metrics is a trap, what I focus on instead when I create, and provide you with an anchor for the new way of creating, especially if you're a creator who feels like you've lost your way.

好的。

Okay.

我们直接进入正题。

Let's get right into it.

首先，内容不是记分牌。

First off, content is not a scorecard.

社交媒体很容易让你把自己的价值与数字挂钩——曝光量、评论数、粉丝增长。

Social media makes it easy to tie your worth to numbers, impressions, comments, growth.

但当你开始用每篇帖子的表现来衡量自己时，你就失去了创作的初衷。

But when you start measuring every post by performance, you stop creating with intention.

我创作内容的原因，从来不是为了达到某个点赞数、订阅数、关注数，甚至不是互动量或反应量。

The reason why I create content is not to hit a certain number of likes, subscribes, follows, or even engagement or reactions.

对我来说，在社交媒体上创作只是为了了解自己是谁，以及我的想法和观点是什么。

For me, creating on social media is just to learn about who I am and what my thoughts and ideas are.

这跟任何其他表现指标都没关系。

It's not about any other performance metric.

所以，当你开始关注大家常说的那些指标，以及算法怎么变的时候，你就完全偏离了重点。

So when you start looking at the metrics that everyone talks about and how the algorithm changes, you're missing the whole point.

我们想要弄清楚自己的想法是什么。

We want to figure out what our ideas are.

我通常能通过问题，有时甚至是负面反馈，来判断这一点。

I can usually gauge that just by how the questions and sometimes the negative feedback comes.

这跟“天哪，你不喜欢我，你不喜欢这些想法”没关系。

It's not about, Oh my gosh, you don't like me, you don't like these ideas.

我的理解方式只是：我没说清楚，或者我应该在措辞和对话框架上更小心，因为我的本意不是让你不高兴。

It's just the way I interpret that is I'm not being clear, or I should have been more careful with the words and the way I frame the conversation because my intention is not to make you upset.

我是想帮忙，但显然，对那个人来说，这次的内容并没有帮到他。

I'm trying to help, and clearly, in this instance for that person, it wasn't helpful.

所以，这让我能够处理那些可能很负面的反馈，从而提升自己，更清晰地表达观点，因为沟通的核心就是确保发送者和接收者之间达成一致。

So this allows me to process the feedback as negative as it might be to be able to better myself and to better articulate something because the whole point of communication is to make sure transmission and receiver are in alignment.

如果你过于执着——我知道这个词很重，因为大多数人不会说自己对创作内容的数字和表现痴迷——那你就会随着算法呈现的世界高低起伏而摇摆不定。

If you obsess, and I know that's a really strong word because I know most people would not describe themselves as being obsessed on the numbers and the performance of a piece of content you create, you're at the whims of the highs and lows of whatever the world the algorithm serves you.

我们可不想让自己的情绪调节被外包出去，或者被其他人控制。

And we don't want to have our emotional regulation be exported or to be in control by someone other than us.

这完全没有道理。

It makes no sense.

所以，你的自尊、自我价值感和自信心可能会冲上云霄，也可能跌入谷底。

So your esteem, your sense of worth, and your confidence can ride high or can crash down a low.

这些都是你想要避免的。

And these are things you want to avoid.

如果你某天早上醒来，看到自己帖子的表现，感到极度兴奋，或者反过来，感到无底洞般的抑郁和焦虑，那就说明你的自我价值感很大程度上掌握在陌生人手里。

If you wake up one morning and you look at the performance of your post and you feel a high high or conversely, if you feel like this bottomless amount of depression and anxiety, it's a sign that so much of your self value and your self worth is placed in the hands of strangers.

那么，如果数据指标不指导工作，那什么来指导呢？

So if metrics don't guide the work, what does?

答案是，因为感觉对了才去创作。

The answer is to create because it feels right.

你不是因为策略才去创作。

You don't create because it's strategic.

你创作，是因为这是最诚实的事情。

You create because it feels like the most honest thing to do.

清晰感就在这里。

This is where clarity lives.

通过表达，你才能获得清晰——这是大卫·C的话。

You gain clarity through articulation, quote by David C.

贝克。

Baker.

所以对我来说，我创作是为了理清自己的想法，看清自己真正相信什么，消化自己的经历，同时保持与自己的对话，并带着别人一起走这段旅程。

So for me, I create to understand my thinking, see what I actually believe, process what I'm experiencing, and to stay in conversation with myself while bringing others along for the journey.

不好意思，打断一下这期节目。

Sorry to interrupt the episode.

我想告诉大家，我正在创办一个社群，专门帮助像你这样的专家、作家和教练来打造个人品牌。

I want to let you know that I'm starting this community where we're gonna help people just like you, experts, authors, and coaches to develop your personal brand.

这个社群叫作 Content Lab。

It's called Content Lab.

想了解更多详情，请看简介里的链接。

So for more information on that, just check out the links in the description.

好了，我们回到正题。

Now back to our show.

我来跟你们说说创作内容有多大的力量。

Let me tell you something about the power of creating content.

你其实并不清楚它到底会触达谁，又会在对方心里激起怎样的波澜。

You don't exactly know who it's gonna reach and how it's gonna hit them.

所以有时候你会觉得某样东西微不足道，但可能在几天、几周、几个月甚至几年后，你才得知它真的打动了某人，并且让他们的生活变得更好。

So sometimes you'll make something that feel relatively insignificant obvious to you, but you'll hear days, weeks, months, years later that it's hit someone and has changed their lives for the better.

这种感觉简直太棒了，因为你出于自我表达所做的努力，实际上帮助了别人，给了他们前行的方向，还给了他们改变生活的工具。

And this is the best feeling in the world because what you've done as a act of self expression has actually lifted someone else, has given them a path forward, and given them tools so that they can change their lives.

这太不可思议了。

This is incredible.

你无法准确预测你说的话会产生什么影响，所以最好的办法就是继续表达自己。

You can't quite accurately predict what you say is going to hit, so the best thing you can do is just keep expressing yourself.

话虽如此，你怎么知道你的创作是真实且忠于自己的呢？

Having said that, how do you know when something you create is true and authentic to yourself?

这个问题很难回答，因为只有你自己知道真相。

This is a very difficult question to answer because only you know the truth.

这要从你的意图说起。

And it starts with your intention.

你为什么写这篇文章？

Why did you write this post?

比如，如果你情绪低落，需要振作起来，你可能会写一些东西来获得别人的关注和赞美。

So for example, if you're feeling low and you need to pick me up, you might write something to get the attention and praise of other people.

你可能会谈论自己做过的慈善事或如何选择了高尚的道路，而你心里清楚你写这些就是为了那个目的，这时你可能就偏离了本心，因为你写作的动机不是表达自己，而是另有目的。

You might talk about something charitable that you've done or how you took the high road, and you know in your heart you wrote it for that reason, this is when possibly you may be out of alignment because you wrote with an agenda other than to express yourself.

现在有个解决办法。

Now there's a solution for this.

如果你能保持清醒和自我觉察，我会建议你说：嘿大家，我现在感觉特别低落，需要你们的帮助，因为我目前有点迷失方向。

If you have the clarity and self awareness, what I would do is say, Hey y'all, I'm feeling really down right now and I'm asking for your help because I'm a little lost in the sea right now.

我很希望能和大家聊聊，让我觉得在这段旅程中我并不孤单。

I would love it if we could have a conversation so that I just feel like I'm not alone in this pursuit.

这样会比去谈论那些明知会让自己兴奋起来的事情，更真实、诚实地反映你当下的情绪状态。

That would be a much more genuine and honest reflection of where you're at in your emotional state versus talking about something that you know is gonna hype you up.

其实大家经常这么做，而且大多数时候你一眼就能看穿，这时候他们就会说：好吧，这就是我的答案。

Now people do this all the time, and you can see right through it most of the times, which is when they'll say, okay, here it is.

这话非常在理。

And this is very true.

我自己也难免这样，所以咱们就坦诚相待吧。

And I'm guilty of this too, so let's just be real with this.

好吗？

Okay?

比如说你想推出一门课程，或者想让人参加你办的活动，或者给你投票。

Let's just say you're trying to launch a course, You want to get people to attend an event that you're doing or to vote you up.

但你没有直接说出来，也没有非常坦诚地提出请求，因为你感觉那样做不太好。

But instead of just coming out and asking for it and being super transparent about it, you don't feel good about that.

所以你试着写一篇关于某个想法的帖子，然后很巧妙地在那篇帖子的结尾引出你真正想请求的事情。

So what you do is you try and write a post about an idea that just conveniently ends with the ask that you're about to have.

结果呢，当人们看到前半部分时，他们会有一种感觉：对，我想支持你。

What happens is when people watch the first part, they'll get this feeling like, yeah, I want to support you.

这太棒了。

This is amazing.

或者说，你看到了我。

Or you see me.

我现在感觉被深深理解了。

I feel so understood right now.

我感觉自己被看见了。

I feel so seen.

然后你问她，哦，我明白你为什么说那些话了。

And then you ask her something like, oh, I see why you said all those things.

是因为你想让我做点什么。

It's because you want me to do something.

这样一来，整件事就开始显得有点不真诚了。

And then it starts to have that that scent of being disingenuous.

这就是你要尽量避免的情况。

And this is what you want to try to avoid.

比如说，你说你真的很迷人、很聪明，顺便问一下，能送我去机场吗？

For example, if you say you know you're really attractive, you're really smart, by the way can you drive me to the airport?

你看，这样会有什么效果？

See what happens there?

你之前说的所有好话都被抵消了，因为你的请求太明显了。

You negate everything that you said before because the ask is really clear.

这个问题其实有个简单的解决办法。

There's a simple solution for this.

先把请求提出来，然后再夸人或者讲故事。

Load the ask upfront and then give the compliment or tell the story.

所以你可以这么说，你知道的？

So if you said, you know what?

真不好意思，能不能麻烦你开车送我去机场？

I hate to do this, but can you drive me to the airport?

顺便说一句，我知道我还没怎么夸过你，但你真的很有魅力，也很聪明。

And by the way, I know I haven't said this enough, but you're really attractive and really intelligent.

这样他们心里大概就有数了，知道你想要什么，然后你再顺势夸一句，效果会更好。

So this way they kind of know already what the ask is, and then you can hit them with a compliment if that's the case.

顺序很重要。

The order does matter.

先后次序很关键。

Sequence does matter.

如果你觉得这期内容对你有帮助，欢迎在评论区告诉我哪些部分对你最有价值，我会继续制作类似的内容。

If you've enjoyed this, let me know what you found to be valuable in the comments, and I'll do more of a content just like this.

这就引出了我的下一个观点，你不需要每次发帖都带个行动号召。

Which brings me to my next point, you don't need a call to action every time you post.

你发布的内容不一定每次都要有教育意义、转化目标或者让人采取行动。

Not everything you publish has to teach, convert, or call someone to action.

你可以发一些没有明确结论的东西。

You can post without a takeaway.

对，我知道。

Yeah, I know.

你可以写东西，而不必把见解包装起来。

You can write without packaging the insight.

我的意思是，有时候我创作是为了展现真实的一面。

And what I mean is sometimes I create to be transparent.

有时候我创作是为了分享一些有趣的事。

Sometimes I create to share something funny.

有时候我创作是因为我需要把它从脑子里清出来。

Sometimes I create because I need to get it out of my system.

你不需要每件事都追求实用性。

You don't need to optimize everything for utility.

我们不会指望和朋友每次聊天都能得到建议。

We don't expect every conversation with a friend to end with advice.

那为什么对待内容就要这样呢？

So why do we treat content that way?

你创作的东西不一定都要有深刻的道理或教训。

Not everything you create has to have a big takeaway or lesson.

那样做压力太大了。

It's too much pressure for you to do so.

更重要的是，在那些有教训的故事之间，你可以毫无保留地分享，不需要口号或行动号召，这样人们才能感受到屏幕后面是一个真实的人，一个他们能产生共鸣的人，这比每次发帖都非要让人学到点什么重要得多。

It's more important that in between those stories with the lesson that you can just share openly without a catchphrase or a CTA, and that allows people to know there's a real human out there that I relate to, and that's more important than take away some lessons every single time you post.

关于个人品牌，我想强调一个很多人忽略的点：有时候你太热衷于创作有教育意义的内容，反而营造出一种刻意雕琢、掌控一切的氛围，这反而阻碍了你和观众之间的真实连接。

On a personal brand note, I just wanna emphasize something that a lot of people miss, which is sometimes in your zeal to create content that always teaches, you create an air of craftsmanship, of control that keeps you and your audience from really connecting.

人们有时候就是想看到你不加修饰、不设防的样子，而那些看似随意的片段，恰恰能让他们看到你真实的一面。

People just sometimes wanna see you unfiltered and unplugged, and those in between takes are what allows them to see that side of you.

好的，克里斯。

Okay, Chris.

所以如果我们不是为了教别人、表演或者把人硬塞进我们的营销漏斗，那我们到底在做什么？

So if we're not creating a teach or perform or jam somebody down our funnel, what are we actually doing?

嗯，你可能已经错过了，但我已经说过了。

Well, you may already missed it, but I've already said it.

你创作内容是为了通过它与人建立联系。

You create to connect with people through your content.

内容的核心是连接，有时候过度打磨反而会妨碍这种连接。

Content is about connection, and sometimes polish gets in the way of that.

所以创作是因为你想连接、想分享，你相信多元的视角能让世界变得更好。

So create because you want to connect, you want to share, you believe diverse perspectives makes the world better.

你知道，像你一样的人正在等待有人先开口，给他们勇气。

You know someone like you is waiting for permission to speak up.

所以当他们看到你这样做时，他们也会鼓起勇气去做同样的事。

So when they see you doing that, it gives them the courage to do the same.

因为我发现，你永远不知道谁需要听到这些话，而且大多数时候，他们自己也不知道，直到他们亲身经历。

Because here's what I've learned, you never know who needed to hear it and most of the time neither do they until they experience it.

有一种认知偏差叫“知识的诅咒”，我们会忘记自己曾经也在某件事上挣扎过。

There's a form of cognitive bias called the curse of knowledge that we forget that there was a time in which we struggled with something.

如果你做某件事已经五年、十年、二十五年了，你得非常努力才能回想起自己第一年时有多难。

And if you're five, ten, twenty five years into doing something, you have to work really hard remembering it how difficult it was for you when it was year one.

所以，当你分享自己学到的东西时，你基本上是在给别人一张快速通行证，让他们绕过你曾经经历的那些磨难，帮他们更快地达成目标。

So when you share something that you've learned, you're basically giving someone the express pass to move past the trials and tribulations of what you had to go through and you expedite the outcome a little bit faster for them.

你并不是说我能消除痛苦，而是说我能缩短你感受痛苦的时间。

You're not saying I'm gonna eliminate the pain, but I'm gonna reduce the time in which you feel that pain.

我在开始写作和创作内容时，喜欢把这个作为指导原则。

I like to use this as a guiding principle when I start to write and create content.

我会去想，如果自己是个初学者，会是什么样子。

I think about what it's like to be a beginner again.

我刚才跟你说的这些，是我整个职业生涯中一直受益的东西，尤其是在社交媒体上打造个人品牌的过程中。

Now what I just explained to you is what has served me throughout my career and especially in the growth of my personal brand across social media.

所以如果你对此有共鸣，我得提醒你一件事，它会阻碍你成功践行这种理念。

So if you're resonating with this, I do need to warn you of the one thing that'll get in the way of you being able to be successful with this kind of philosophy.

不要出于不安全感去创作。

Don't create from insecurity.

如果你创作是因为需要被陌生人看见、喜欢或认可，那你就是在给自己设下一个痛苦的循环。

If you're creating because you need to feel seen, liked, or affirmed by strangers, you're setting yourself up for a painful cycle.

我的意思是这样的。

Here's what I mean.

再多的点赞也填补不了内心的不安全感。

No amount of likes will fix insecurity.

互联网无法认可你尚未接纳自己的部分。

The Internet can't validate what you haven't accepted in yourself.

如果你追逐关注是为了填补内心的空缺，那么即使成功了，你也会继续追逐下去。

If you're chasing attention to fill a gap, you'll keep chasing even when you succeed.

所以提醒你一句，别让社交媒体成为衡量自我价值的镜子。

So fair warning, don't let social media become a mirror for self worth.

它会欺骗你。

It will lie to you.

那么，当这种模式在生活中出现，你发现自己有这种倾向时，该怎么自我检查呢？

So how do you check yourself when that pattern shows up in your life and you're noticing this about yourself?

就是你感受到情绪的高低起伏，被互动和算法牵着走。

That you're feeling the highs and lows, the push and pull of the engagement and the algorithm.

我希望你思考一件事，问自己一个问题。

I want you to think about something and ask yourself this question.

我到底不喜欢自己哪一点，或者需要陌生人来肯定我什么？

What is it about myself that I don't like or need affirmed by strangers?

通常，我们会开始发现一个模式：互联网、社交媒体粉丝、算法，其实是你生活中某个人的替代品。

And usually, what happens here is we start to recognize a pattern, which is the Internet, social media following, the algorithm is a surrogate for someone else in your life.

通常是父母、哥哥姐姐、导师或老师，他们曾经没有给你爱、尊重或肯定，你小时候无力改变，现在成年了，却带着未解决的童年创伤，转而向陌生人寻求填补那个空缺。

Parents usually, an older sibling, a mentor, a teacher who at one point withheld love, respect, or affirmation from you that you can't get, but we don't have the power when we're young, and so now we're adults trapped with this unresolved childhood trauma, and now we're seeking strangers to fill that void.

所以我会建议你开始与自己对话，问自己：我需要了解自己的什么？

So what I would do is start getting in touch with myself by asking, what is it that I need to know about myself?

我需要得到谁的认可？

Whose approval do I need to get?

谁需要给我许可，我才能为自己站出来，而不必依赖陌生人的一时兴起和算法来定义我的自我价值？

Who needs to give me permission so that I can show up for myself and not have to rely on the whims of strangers and the algorithm for my own self worth and validation?

如果可能的话，我会建议你开始找一位治疗师，以开放、诚实、透明的方式进行这些对话，真正地让自己脆弱下来。

And if possible, what I would do is to start working with a therapist, have these conversations in open, honest, and transparent ways, and really be vulnerable here.

说出你的真实感受，这样你才能解决这个问题。

Tell your truth so that you can work through this problem.

最后我想对你说的是：

I leave you with this.

忽略规则。

Ignore the rules.

关注感受。

Focus on the feelings.

在十多年跨平台创作内容的过程中，我很难告诉你这一点，但我从未优化过发布时间、话题标签、热门音效或算法。

For over ten years of creating content across multiple platforms, it's strange for me to tell you this, but I've never optimized for the time of day, hashtags, trending sounds, algorithms.

然而，我建立了一批忠实的观众，强大的潜在客户，以及持久的品牌价值。

Yet, I've built a loyal audience, strong inbound leads, and lasting brand equity.

为什么？

Why?

因为，信不信由你，人们能感觉到你是否真实。

Because people, believe it or not, can feel when you're being real.

你分享的是一种语调。

There's a tone of voice that you share.

他们能感觉到你关心他们，你是真正地坦诚，而不是为了某种结果而表演。

There's a sense that you care about them and that you're being genuinely vulnerable and not performing for an outcome.

信不信由你，人们比你想象的要聪明得多，你的身体、你的话语和你的语调会暴露你背后的真实意图。

Believe it or not, people are way smarter than you think, that your body, your words, and your tonality betray the true intention behind it all.

所以，先让自己心安理得，观众也会对你心悦诚服。

So get right with yourself, and the audience will get right with you.

如果你喜欢这个视频，我想提醒你关于Content Lab，这是我推出的一个项目，旨在帮助教练、内容创作者和作者，就像你一样，持续创作出能脱颖而出、不落俗套的内容。

If you've enjoyed this video, I wanted to remind you about Content Lab, something that I've launched, and it's designed to help coaches, content creators, and authors just like you create content that consistently cuts through the clutter.