This is the Key to Social Media Success, says Uptin

Journalist and video creator Uptin Saiidi--better known as Uptin--spent 10 years as a multimedia journalist at CNBC and MTV News before becoming a location-independent content creator with three million followers across YouTube, TikTok, Instagram, Facebook, and Snap. Today, Uptin, a digital nomad, specializes in creating accessible content about tech and money and is the founder of UP10Media--a content agency that delivers videos for brands to drive revenue and build awareness. 

At CNBC, Uptin helped launch the news giant’s YouTube channel and digital media platform and interviewed hundreds of thought leaders. But he soon realized that audiences prefer connecting with individuals rather than big networks, and in 2020, he began posting videos about tech, money, and different cultures.

“It was so much fun to tell stories in a fun, conversational tone. I kept making more and more videos and eventually surpassed three million followers,” Uptin tells Inc. Arabia. “A year into my journey as a creator, companies would reach out to me asking for help with their content, and that's when my video content agency, UP10Media, was born. We make relatable videos for companies to use across TikTok, YouTube, Instagram, and Facebook. All of our content uses the faces of everyday people--because that's what people relate to.”

With that, Uptin made the leap and became a self-employed digital nomad. “It’s never been easier to be an entrepreneur or a remote freelancer, so people need to choose what's best for them. As for me, I'm so grateful I started my career working in big companies that allowed me to develop so many skills, have mentors, and learn management and leadership,” he tells us.

His MasterClass 10DaysToViral.com is a guide for individuals who want to build their personal brand and expand their audience and business across TikTok, Reels, LinkedIn, and YouTube. 

And while it’s the fun, creative aspects of video creation that capture his attention, Uptin is also aware of what it takes to run a business. In addition to drawing on his education in finance and international business, he decided early on to hire a COO to take on operations, workflow, and analytics, freeing him up to focus on the creative side of the business.

Uptin credits his success largely to a successful work-life balance, which he says was built partly during the COVID-19 pandemic. “During the pandemic, the tide shifted on hustle culture. Now, we realize the importance of balance. I try to make time for sleep, exercise, and even meditation because I know when I do those things, I'm so much more effective and even creative with my work,” he says.

He’s also gone all in on the ice bath trend, which he initially thought was “crazy” but now loves.

Like all entrepreneurs, Uptin cannot escape the daily stress that comes with running your own business. To deal with it, he tells us, he’s learned to distinguish between the things that he can and cannot control.

“If I'm in a situation with something that has potential stress, I will decide if it's something I can control. If so, I will do anything I can to deal with it, while also remembering there are limits, and sometimes, things are beyond my control, and that's okay,” he says.

A new way of consuming content

As a professional in social media, Uptin tells us that “the algorithms are fickle,” and that while some videos will generate millions of views, “others will flop,” and that’s okay. “I don't need to overthink it or regret anything, I just need to keep moving,” says the fast-moving entrepreneur.

According to Uptin, social media has shifted the focus from large media companies to social media users. To him, that represents massive opportunities for the creator economy, which he sees flourishing in the UAE.

“Many of us are getting our news and entertainment from the palm of our hands, and a growing portion of it is coming from other social media users rather than big media companies,” he says. 

“As an American, I'm very impressed with the UAE's initiatives in the creator economy--from hosting events and conferences to pumping out incredible content across multiple platforms and brands. The UAE understands the future of media, consumption, and content and is investing in the right places, which makes being an entrepreneur there even more exciting,” he adds.

Even though he is a content creator with millions of followers, he continues to be inspired by people who “put themselves out there.”

“See, storytelling predates language, and having the ability to tell stories--particularly in video--is so important for personal brands, startups, and companies. Most people are afraid, but I teach people that a little bit of practice and learning the right skills can infuse a ton of confidence. I've seen so many people scale their business or personal brand just by posting videos on social media,” he says.

As for those starting out their journey, his advice is to just keep posting. “Most people will post for a few weeks, then trickle off. You need to commit to a full year of making videos, without any judgment of views and followers. Learn from the videos getting more views and double down on that style,” he says.

More importantly, Uptin believes that success follows those who are authentic.

“Make sure you love the process. You can't fake it. You can't make videos solely to get famous or bring more revenue into your business. You need to be authentic,” he adds.