B2B-or-B2C Content Filter
Choose one audience model and create every post for that buyer.
- Difficulty
- Easy
- Time to result
- ~weeks to results
- Steps
- 4
- Confidence
- 90%
The B2B-or-B2C Content Filter begins with a binary positioning decision: is the creator primarily speaking to professional peers and businesses, or to consumers and end users? That choice determines the language, subject matter, examples, and calls to action in every post. The creator then defines the person inside the chosen market and filters ideas according to whether they serve that person's needs. This avoids confusing a broad follower count with a useful audience. A smaller B2B account may have concentrated professional relevance, while a larger B2C account may reach many potential patients or customers. The mechanism is consistency: repeated audience-aligned content trains both followers and platforms to understand who the account serves, while off-audience posts are rejected before they dilute performance.
Origin
Youn contrasted his consumer-focused account with a physician friend's business-focused account. Their audiences and follower counts differ because they intentionally create for different people.
Core principles
- 01Business and consumer audiences need different content.
- 02Follower count matters less than audience fit.
- 03Posts aimed outside the established audience are likely to underperform.
How to run it
- 1
Choose the market side
Decide whether the account primarily serves businesses and professionals or consumers and end users. Do not combine the two by default.
Pro tip Base the choice on the audience connected to the desired business outcome.
Watch out A vague 'everyone' audience makes the filter useless.
- 2
Define the person
Describe the specific follower inside the chosen market, including what they know and what help they seek. Use their perspective rather than the creator's professional vocabulary.
- 3
Create for that person
Select topics, explanations, and examples that directly serve the defined audience. Keep peer-only material out of a consumer feed and consumer basics out of a peer feed.
Pro tip Ask who would save or act on the post before producing it.
- 4
Filter off-audience ideas
Before publishing, reject or redirect content designed for another audience. Use performance as feedback on audience fit rather than as a reason to abandon the positioning immediately.
Pro tip Put a genuinely valuable off-audience idea in a separate channel rather than forcing it into the main feed.
Watch out Occasional expert-only posts can fail when experts are only a small fraction of a consumer audience.
In the wild
Youn creates for patients, laypeople, nurses, and support staff rather than for doctors. He expects a post specifically for doctors to perform poorly because doctors form only a small fraction of his established audience.
→ His content remains aligned with a large consumer audience instead of professional peers.
Common mistakes
Mixing peers and customers
Alternating between specialist peer content and consumer content makes the account's promise inconsistent.
Optimising for follower count alone
A smaller professional audience can be more commercially relevant than a much larger consumer audience, depending on the business.
Is it for you?
Best for
It is best for experts translating professional knowledge into a focused social-media presence.
Not ideal for
It is not ideal for a deliberately multi-sided publication with separate, clearly segmented channels.
From the transcript
“it's very important look at whether you are a B2B person or a B2C person.”
“the first thing I encourage you to think about is are you a B2B person or are you a B2C person and really focus you…”
From the episode
Dr. Anthony Youn: The Five Pillars of Staying Younger for Life
Dr. Anthony Youn