✉️ Welcome to the BPM Newsletter - Business, Performance, Marketing insights for DJs and creative entrepreneurs
Why your best content gets ignored (and how to fix it)
Last week, one of my DJ clients posted a brilliant Reel from his latest set - perfect lighting, crowd going mental, track selection on point. Three hours later? 147 views. Meanwhile, a quick iPhone video of him making coffee got 2,400 views. What’s going on?
THIS WEEK’S INSIGHT:
Your best content doesn’t always perform best. And it’s not because the algorithm hates you.
I see this pattern constantly with the DJs and entertainment brands I work with. We pour hours into the “perfect” post - the professional photos, the carefully crafted caption, the behind-the-scenes footage we think people want to see. Then it lands with a thud.
The issue? We’re creating for ourselves, not for how people actually consume content in 2026.
Think about your own behaviour. You’re scrolling Instagram whilst waiting for your coffee, between sets, or on the toilet (be honest). You’ve got maybe 3 seconds before you swipe. In those 3 seconds, your brain is asking: “Does this entertain me, teach me something useful, or make me feel something?”
Your festival recap might be technically brilliant, but if it doesn’t hook someone in those first 3 seconds, it’s invisible. That coffee video? It was relatable. It showed personality. It gave people a reason to stop.
Instagram doesn’t care about production value. It cares about one thing: does this piece of content make people stop scrolling and engage? If your first frame is just you standing there, or a generic logo, or anything that requires people to “wait for it” - they won’t wait.
What actually works: Start with movement. Lead with the punchline, a STRONG hook. Make people curious in frame one. Save the beautiful B-roll for later in the video once you’ve earned their attention.
THE BREAKDOWN:
For DJs: Next time you post a mix or set, don’t start with you adjusting headphones. Start with the moment the crowd goes off, the drop, or you saying something controversial like “Here’s the track that should’ve been huge in 2024.” Hook first, context later.
For Business Owners: Audit your last 10 posts. How many start with something that makes you stop vs. something that requires explanation? Flip your structure - lead with the result or the “wow” moment.
For Everyone: This week, test the “scroll-stopper” rule. Before you post anything, watch just the first 3 seconds with the sound off. Would YOU stop scrolling? If not, change your opener.
REAL RESULTS:
One of my clients changed their content strategy to lead with crowd reactions instead of stage shots. Their average watch time went from 8 seconds to 34 seconds, and enquiries doubled in 6 weeks.
WHAT’S SPINNING:
Tool: Edits from Instagram - Use the teleprompter feature and you will never have to learn your script again, no ups no aahs, absolute game changer.
Trend to watch: “Get Ready With Me” GRWM style content is crossing over into DJ content brilliantly. People love seeing your pre-gig routine - it’s relatable and builds connection. So record a video of you sorting out your set list, or loading the car with equipment, or travelling to your gig.
Account inspiration: @marckinchen - He is mastering the art of telling his behind the scenes stories better than anyone. He is also focusing on making content for Gen Z's with the help of his daughter.
THE SPIN:
If this resonated and you want to audit your content strategy together, I’ve got a few Power Hour Strategy Call slots available this month. We’ll go through your content, spot what’s working (and what’s not), and build you a 90-day plan that actually gets results.
Book yours using the link below:
Keep your business on tempo,
Paul
P.S. - This Friday I’m on Beachgrooves Radio 11-12 CET with a fresh soulful house mix. Tune in if you need a soundtrack for your content creation session.
Listen again to last weeks show here:
