The value tipping point

Every second there’s around 6,000 tweets written on Twitter. That’s 350,000 tweets per minute, 500 million tweets per day and 200 billion per year.

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(Thanks David Sayce for these figures)

That’s a lot of tweets.

Trying to make your 1 tweet stand out amongst 6,000 is hard. Trying to make your 1 tweet stand out amongst the other 350,000 that got posted that minute is even harder.

So what do you do?

In short: create a value tipping point.

A value tipping point is something that’s got so much value that people can’t quite believe it’s free and have to “tip” you by retweeting it, liking it, sharing it amongst friends, clapping or singing a song about it.

The value tipping point concept works on two levels.

  1. Create something so good that you create a value tipping point.
  2. Create something so good somebody has to “tip” your value.

“OK” I hear you say. So far, so good. I’ve heard this from everybody else before.

Create more value. Everybody says that.

But how? What’s the bar we’re trying to reach here?

Let’s go through a few examples.

What each one of these have in common is the insane value tipping point. Each of these things have been provided for free, no questions asked.

No email signups, no expectations from the user. Just a 100% up-front value give that guarantees a value tip of a retweet, like, share, whatever you like.

Here’s the common tactics I see to create your very own value tipping point.

  • Take somebody’s tweet and recreate as an image, podcast, video, email (credit them heavily)
  • Create a long piece of content that shares something only you know for free
  • Turn that long piece of content into other mediums: podcasts, images, tweet threads, emails
  • Create a free digital product that’s full of specific and specialist knowledge
  • Jump on free video calls with people to discuss their ideas as often as you can
  • When you spot somebody struggling on Twitter, DM them with advice of how you would fix it (if you have the right knowledge to help)

The key to most of these options here are helping a specific person with a specific problem. This could be expanded out to solve a specific problem for lots of people too. The key is being specific.

But what happens if you don’t create value tipping points? Well, things don’t get shared.

If you don’t create value tipping points you create stagnant content. That stagnant content just turns into dirty water over time that nobody wants to drink. If what you’re sharing doesn’t need to be shared further, well, it won’t get shared further.

Focus on creating content that shares ideas from your unique perspective. When you do that: people will share your big idea because they’ll never have read anything else like it before.

Go big with your value or…don’t bother at all.