EP 134: Sam Van Boxtel — Creating Value on Social Media, Having a Strong “Why”, and the Road to 100k Followers

Sam Van Boxtel is a social media expert and the founder of Climbers Crag. We talked about the business side of being a content creator, why Instagram is the best platform for the climbing industry right now, the importance of having a strong “why”, why posts go viral, how to optimize for growth, creating value on social media, playing the game, and the balance between quality and success.Climbers Crag:climberscrag.comCheck out Athletic Greens!athleticgreens.com/NUGGETUse this link to get a free year's supply of vitamin D + 5 travel packs!Check out Arc'teryx!arcteryx.comArc'teryx Presents: Free as Can BeCheck out Grasshopper Climbing!grasshopperclimbing.cominstagram.com/grasshopperclimbingTell them I sent you to save $500 off a fully kitted out 8'x10' Grasshopper board! Check out Shortform!shortform.com/nuggetUse this link to get a free 5-day trial, and 20% off an annual subscription!Check out Rhino Skin Solutions!rhinoskinsolutions.comUse code “NUGGET” at checkout for 20% off your next order!And check out EP 22 with Justin Brown to learn more about how to use Rhino products!We are supported by these amazing BIG GIVERS:Leo Franchi, Michael Roy, David Lahaie, Robert Freehill, Jeremiah Johnson, Scott Donahue, Eli Conlee, Skyler Maxwell, Craig Lee, and Mark and Julie CalhounBecome a Patron:patreon.com/thenuggetclimbingShow Notes:  thenuggetclimbing.com/episodes/sam-van-boxtelNuggets:0:06:57 – Organizing the important stuff, and putting systems in place0:11:11 – Overview of our conversation0:13:30 – Soccer, discovering climbing, and losing 20-30 lbs to become a route setter0:17:14 – Sam’s ability to focus on his goals, and why he got into business0:20:03 – Moving up the chain with route setting0:22:20 – How Sam got into social media, and getting 1000+ followers in less than a month0:24:11 – The business side of being a content creator0:26:57 – Pivoting from route setting to starting Climbers Crag, and how Sam teamed up with Tom Randall0:37:03 – What Climbers Crag is today0:40:41 – The organic next step0:41:58 – Summary of everything so far, and Climbers Crag’s two main services as an agency0:45:47 – The Climber’s Crag team, and why Sam reduced the size of his team0:46:58 – Who this is worthwhile for, and having a strong “why”0:53:13 – The two categories of individuals trying to grow their Instagram following, and having a clear funnel0:59:17 – Why I decided to make the Nugget for a year before trying to monetize, and making sure you love 80-90% of what you’re doing1:01:45 – “Goodwill compounds faster than revenue.”1:02:19 – Virality and customer surplus1:06:13 – The sustainability/longevity of the different social media platforms, supply and demand, why reels go viral, and why Instagram is king1:12:41 – Why Sam pressed pause on TikTok for Climbers Crag1:18:25 – Real numbers for Instagram growth goals, and where Sam thinks brands should be with Instagram before adding another platform1:20:22 – Another summary, and using Instagram as a jumping-off point1:23:05 – Crux Academy, and why Sam tries to talk most of his clients out of trying to grow on YouTube1:24:54 – My current strategy for The Nugget’s Instagram, balancing viral, brand, and value posts, and having a CTA (call to action) strategy1:32:17 – Sam’s recommendations for me to grow to 100k followers, and the two factors for growth1:45:11 – Best practices for resharing content from an ethical standpoint1:50:08 – Best time of day to post1:52:15 – Hashtags, optimizing content for growth on Instagram, and removing exit points1:59:48 – Watchtime and engagement2:02:08 – Using Capcut for Reels2:05:09 – Playing the game, and the difference between quality and success on a social media platform2:12:13 – Hiding the vegetables2:13:30 – Wrap up and how to connect with Sam