A Systematic Approach to Reels: How to Gain 350,000 Followers and Build a 10 Million a Month Business

From Viral Videos to a Major Marketing School

With viral Reels, you can gain over 350,000 followers on Instagram and create one of the largest marketing schools with a turnover of over 10 million rubles a month. This result is achieved not through simple tips and life hacks, but through a comprehensive approach to content creation and building business processes.

Popularity can come from provocative videos, for example, on the topic of 'how to sell shit' or based on confrontation with other experts, such as psychologists. Such content evokes a strong reaction and arguments in the comments, which contributes to its viral spread. At the same time, the creator of such content does not necessarily have to be a confrontational person in real life.

The Main Problem for Experts: Lack of Time and System

The main difficulty for many experts and business owners is not what to film, but how and when to do it. The key questions become organizing the process and allocating time for regular content creation, as this is not their primary activity.

To achieve success, it is important to establish a business process for content production. For example, consistently releasing four videos a week without fail, even with a heavy workload and managing two businesses—a school and an agency. This proves that it is possible to create a strong personal brand even if you don't have a lot of free time.

Three Fundamental Business Processes in Any Project

Any business, whether it's selling infoproducts or motorboats, relies on three main business processes. Understanding this structure is the key to effective management and scaling.

Initially, when the owner is responsible for all key decisions, the project's growth is limited. Turnover might stay around 3-5 million rubles, but further development is hindered because one person cannot physically control all aspects.

Solving the Problem: Delegating Management

The key solution for scaling the business was delegating management. Instead of trying to control everything independently, the team was rebuilt, and full-fledged managers were hired for key areas.

This allowed the owner to hand over responsibility for the sales department and administrative tasks to a partner, who took on the role of manager. As a result, the expert was able to concentrate on what they do best: the product, attracting traffic, and creating content. This approach is important for those who want to grow in their profession rather than becoming solely a manager.

Three Unbreakable Rules for Business Growth

Based on experience and correcting mistakes, three key conclusions were formulated that became the foundation for further growth.

1. A constant influx of a new audience. The unbreakable rule is to attract at least 100 new people per month. There must always be traffic; this is the absolute priority.

1. Never underestimate strategy. You must have a clear understanding of how and what you will sell each month and quarter. Chaotic actions do not lead to stable growth.

1. Delegation of key processes. For each main business process (product, sales, resources), there must be a designated responsible employee—the 'brain' or manager—capable of making decisions.

The Three-Layer Content System for Reels

All content on the blog must work systematically and be divided into three layers, each performing its own task. Not every video has to go viral with millions of views, and not every video has to bring in followers.

The first layer is content for views (reach). Its goal is to attract as much attention as possible by connecting broad, universally understood topics (children, money, relationships, humor) with the expert niche. For example, marketing principles are explained through metaphors about prostitutes and shit.

The second layer is content for follows (expertise). These videos immerse the viewer in the topic, answer questions, and demonstrate the author's expertise, motivating them to follow.

The third layer is content for entering the funnel. These videos move the audience to the next stage: personal communication, a free product (converter), or directly to a sale.

Step 1: Creating a Recognizable Image Through the Contrast Effect

To stand out in a highly competitive niche like marketing, it's not enough to simply provide useful information. It's important to create a unique and memorable image using the contrast effect.

Most marketers present themselves as 'smart and stuffy' experts. To differentiate from them, the image of a tired, cynical marketer who communicates with sarcasm and humor was chosen. This allowed for the creation of a unique character setting.

Step 2: Emotional Content and Working with Archetypes

Viral content is always emotional content. It must tap into the audience's pain points and evoke strong feelings. The most powerful emotion that provokes interaction is anger. An ultimatum-like delivery that divides the world into 'right' and 'wrong' makes people argue in the comments, which increases reach.

To create this image, two archetypes were used: the Jester and the Rebel. This doesn't mean you constantly have to anger someone. There are many emotions: admiration, surprise, calmness, curiosity. The main thing is to choose a base emotion that you can easily convey and build your content around it. The viewer reads your emotion through mirror neurons and experiences it themselves.

Step 3: A Static Image and Anchor Phrases

For a brand to become recognizable, it must be static. This means consistency and uniformity in delivery. People don't follow after the first video, but after several interactions, and they need to recognize you in their feed.

Important elements of a static image:

• Clothing and style: stick to one style in most of your videos.
• Manner of speech: use a consistent delivery and vocabulary.
• Location: filming in the same place helps create recognizability.

Anchor words and phrases also play an important role. For example, the phrase 'hugged you, lifted you up, gave you a slap on the butt, and welcome to marketing' became associated with this specific image, even if others started copying it.

Audience Analysis for Different Purposes

Target audience analysis should not be a one-size-fits-all chart that you fill out once. Each task—creating content, developing a product, or building a sales funnel—requires its own approach.

For content, it's important to understand who your audience already watches, what content they consume, and what evokes strong emotions in them ('what pisses them off'). You need to look not just for pain points, but for painful and terrifying situations. For example, not a 'lack of clients,' but the fear that 'my classmates will find out I'm a failed blogger, and I'll have to leave the country in shame.'

Understanding these deep-seated triggers allows you to create content that evokes the right emotions and, as a result, goes viral. It is this systematic approach to marketing, rather than individual 'tricks,' that provides a stable stream of clients and money.