WEBVTT

1
00:00:06.560 --> 00:00:10.224
Welcome to the Mindful Marketing Podcast. I'm your host,

2
00:00:10.224 --> 00:00:13.985
Andrea Jones. Tune in every week as

3
00:00:13.985 --> 00:00:17.585
we redefine marketing playbooks to break free from what we should

4
00:00:17.585 --> 00:00:21.029
do so that we can scroll less, connect

5
00:00:21.029 --> 00:00:23.210
more, and grow together.

6
00:00:29.335 --> 00:00:33.015
I've said it before and I'll say it again, TikTok literally changed

7
00:00:33.015 --> 00:00:36.760
the landscape of micro video content on social media. And today, I wanna

8
00:00:36.760 --> 00:00:40.520
talk about what the heck that means here now and today and

9
00:00:40.520 --> 00:00:44.060
why it matters to you, my friend, business owner,

10
00:00:44.745 --> 00:00:48.505
plus some little tidbits on how you can make some changes along the way. Let's

11
00:00:48.505 --> 00:00:52.329
get into it. Before we get into it, this episode is sponsored by

12
00:00:52.329 --> 00:00:55.690
Riverside, which is the all in one podcasting tool we now

13
00:00:55.690 --> 00:00:59.070
use for our show. And y'all, they feel super luxurious.

14
00:01:00.045 --> 00:01:03.725
Riverside is the all in one podcasting and video recording

15
00:01:03.725 --> 00:01:07.325
tool that gives you studio quality recordings and lightning fast

16
00:01:07.325 --> 00:01:10.850
editing right inside your browser, and y'all, it's super intuitive

17
00:01:11.070 --> 00:01:14.670
and easy to use. Once your recording is done, you'll be able to

18
00:01:14.670 --> 00:01:18.270
automatically download separate audio and video tracks

19
00:01:18.270 --> 00:01:21.415
and edit it all within a few clicks. It's really very easy.

20
00:01:22.115 --> 00:01:25.955
So head over to Riverside and you'll get 15% off.

21
00:01:25.955 --> 00:01:29.660
That's 15% off using my code Drea, d r e a,

22
00:01:29.660 --> 00:01:32.860
at checkout. But y'all, it's free to get started. So click the link in the

23
00:01:32.860 --> 00:01:36.585
show notes and get started today. Okay.

24
00:01:36.585 --> 00:01:39.884
So story time. I created my first video

25
00:01:40.345 --> 00:01:43.085
in 2007. Okay? 2007.

26
00:01:44.260 --> 00:01:47.320
I know I've talked about this before on the podcast, but it is,

27
00:01:47.700 --> 00:01:51.540
like, so pivotal to understand that because that was, like, 15

28
00:01:51.540 --> 00:01:55.205
ish years ago. At the time, it was very weird.

29
00:01:55.205 --> 00:01:59.045
Okay? This was, my back in my YouTubing days. K. Back in

30
00:01:59.045 --> 00:02:02.780
my YouTubing days, I had been watching

31
00:02:02.780 --> 00:02:06.560
creators like Philip DeFranco and Jenna Marbles

32
00:02:07.485 --> 00:02:10.865
and iJustine and was like, let me give that a try.

33
00:02:11.805 --> 00:02:15.590
My friends and family thought it was very weird, very weird that I

34
00:02:15.590 --> 00:02:19.370
was posting videos of myself on the Internet for who to watch exactly.

35
00:02:19.590 --> 00:02:23.210
Right? And my first video was very awkward.

36
00:02:25.245 --> 00:02:29.025
You know, if I was feeling brave, I would actually share some of it, but

37
00:02:29.325 --> 00:02:32.910
I'm not that brave today y'all. It's, I wasn't even looking at the

38
00:02:32.910 --> 00:02:36.670
camera. I was just recording myself talking about nothing. I

39
00:02:36.670 --> 00:02:40.435
don't even remember. The video is still out there. Y'all probably could

40
00:02:40.435 --> 00:02:44.035
find it if you dug real deep. But that was, like,

41
00:02:44.035 --> 00:02:47.875
3 channels ago. I recorded the video. I

42
00:02:47.875 --> 00:02:51.540
posted it. And one of the things that I really loved

43
00:02:51.540 --> 00:02:55.000
about video is that I couldn't overthink it. Right? Like,

44
00:02:55.540 --> 00:02:58.440
there of course, I could overthink it, but there's a

45
00:02:59.265 --> 00:03:02.945
naturalness to talking that that comes to me a little bit more

46
00:03:02.945 --> 00:03:06.645
organically than writing. And I had been blogging at that point since 2004.

47
00:03:06.945 --> 00:03:10.540
So, you know, a couple years of blogging and I was like, oh,

48
00:03:10.540 --> 00:03:14.060
blogging just takes so much time and energy and effort. And I'm not that great.

49
00:03:14.060 --> 00:03:17.724
I'm of a writer. It's just not my thing. Talking

50
00:03:17.724 --> 00:03:21.325
felt a little bit more natural and organic, and so I leaned into

51
00:03:21.325 --> 00:03:25.170
that. Fast forward, video has had such an

52
00:03:25.170 --> 00:03:28.769
impact on me. Y'all know this. If you've been hanging out with me for a

53
00:03:28.769 --> 00:03:32.610
while now, I met my husband on YouTube. He was also a YouTuber at

54
00:03:32.610 --> 00:03:36.455
the time. We both since have totally changed direction

55
00:03:37.155 --> 00:03:40.835
and don't really believe in posting about all of our personal details

56
00:03:40.835 --> 00:03:43.239
online. But we basically filmed our entire,

57
00:03:44.420 --> 00:03:47.079
travels during our honeymoon, which was a lot of fun.

58
00:03:48.019 --> 00:03:51.825
And we I came from that background as as a video

59
00:03:51.965 --> 00:03:55.805
person. So sitting here recording a podcast, it's a video podcast, to

60
00:03:55.805 --> 00:03:59.439
me, is like the most natural and organic thing. It's how I communicate.

61
00:03:59.439 --> 00:04:03.200
However, I know a lot of people don't and they don't like the

62
00:04:03.200 --> 00:04:06.420
concept of video. So I wanna talk today about, like, why I

63
00:04:07.245 --> 00:04:10.845
tripled down on video in recent years and why I think you should as

64
00:04:10.845 --> 00:04:14.145
well. And it all starts with the pandemic.

65
00:04:14.940 --> 00:04:18.720
That little pandorama that we all went through in 2020.

66
00:04:18.779 --> 00:04:21.440
Y'all remember? 2 weeks to crush the curb.

67
00:04:24.294 --> 00:04:27.754
Yeah. More like 2 years here in Canada. Anyways,

68
00:04:28.134 --> 00:04:31.700
that moment in time in history was

69
00:04:31.700 --> 00:04:35.160
the catalyst for TikTok's rise in popularity.

70
00:04:35.780 --> 00:04:39.320
Okay. So hang out with me for a sec. TikTok existed

71
00:04:39.460 --> 00:04:43.035
before March 2020. However, it wasn't that

72
00:04:43.035 --> 00:04:46.574
popular. Let me actually look up a stat here.

73
00:04:47.890 --> 00:04:51.570
Okay. So prior to TikTok, it was called Musically. It was really more

74
00:04:51.570 --> 00:04:54.870
focused on music. It was kinda like a Vine competitor.

75
00:04:55.465 --> 00:04:58.985
And then in 2017, they rebranded to be

76
00:04:58.985 --> 00:05:02.425
called TikTok. Okay? So TikTok actually purchased Muscial.

77
00:05:02.425 --> 00:05:04.765
Ly, and they rebranded.

78
00:05:06.810 --> 00:05:10.169
By the end of 2019, they had

79
00:05:10.169 --> 00:05:13.544
around a 150, 200,000,000 downloads. And

80
00:05:13.544 --> 00:05:17.145
then q one of 2020 shot up to

81
00:05:17.145 --> 00:05:19.645
over 318,000,000 downloads.

82
00:05:21.040 --> 00:05:24.640
So almost double. I mean, don't check my math because, you

83
00:05:24.640 --> 00:05:26.900
know, it's not great. But

84
00:05:28.264 --> 00:05:30.044
there was a lot of interest in TikTok.

85
00:05:32.185 --> 00:05:35.890
Okay. There was a lot of interest in TikTok. Anecdotally,

86
00:05:36.270 --> 00:05:39.870
raise your hand if you, started watching TikTok because of the

87
00:05:39.870 --> 00:05:43.365
pandemic. I'm raising my hand. I was

88
00:05:43.685 --> 00:05:47.445
I saw TikTok rising popularity, but because of its

89
00:05:47.445 --> 00:05:51.270
association with music and lip syncing and dancing, I wasn't interested.

90
00:05:51.650 --> 00:05:55.190
Right? I even had logged onto to the app prior to 2020

91
00:05:55.890 --> 00:05:59.395
and, was affronted because a video just, like, started

92
00:05:59.395 --> 00:06:03.075
playing immediately and with sound. And I was like, oh, this is

93
00:06:03.075 --> 00:06:06.675
offensive. And I exited it and was like, I'll come back to you

94
00:06:06.675 --> 00:06:09.980
later. I know it's probably my job to study this, but it doesn't seem that

95
00:06:09.980 --> 00:06:13.360
important right now. That all changed during the pandemic.

96
00:06:13.740 --> 00:06:15.680
I suddenly had more time on my hands,

97
00:06:17.235 --> 00:06:20.695
and I was curious about the rise of this,

98
00:06:21.555 --> 00:06:25.340
platform. And so I started studying TikTok. The

99
00:06:25.340 --> 00:06:29.020
TikTok effect is so important because it very

100
00:06:29.020 --> 00:06:32.480
drastically changed how every other platform approached video.

101
00:06:32.884 --> 00:06:36.405
So the first thing that TikTok did that no other

102
00:06:36.405 --> 00:06:40.185
platform has done before is have an in app video editor.

103
00:06:40.400 --> 00:06:44.240
K. An in app video editor. This is huge. Because prior to TikTok,

104
00:06:44.240 --> 00:06:47.815
you had to edit your video somewhere else. You had to have another app. Like,

105
00:06:47.815 --> 00:06:51.495
you had to go to Adobe or

106
00:06:51.495 --> 00:06:55.255
Imovie and, create your video there, then upload it to

107
00:06:55.255 --> 00:06:57.860
social media. This was pretty standard across the board.

108
00:06:58.720 --> 00:07:02.400
TikTok said, okay, Bette. I'm gonna make it easy for people to

109
00:07:02.400 --> 00:07:06.145
edit and create video right here within the app. And so anyone could go

110
00:07:06.145 --> 00:07:09.905
in, record a video, clip out little parts where you make a

111
00:07:09.905 --> 00:07:13.540
mistake, you could add filters, you could add text on the

112
00:07:13.540 --> 00:07:17.080
screen. You could add captions. That wasn't possible

113
00:07:17.540 --> 00:07:20.760
before TikTok. So that really changed

114
00:07:21.295 --> 00:07:24.975
not only how people could upload content, but how

115
00:07:24.975 --> 00:07:28.495
quickly they could create it, making it so much easier for

116
00:07:28.495 --> 00:07:32.210
anyone to create content. K. So this

117
00:07:32.590 --> 00:07:36.350
is the first piece of this puzzle, why TikTok is important. And it's

118
00:07:36.350 --> 00:07:40.195
hard to see sometimes because now when we go to something

119
00:07:40.195 --> 00:07:43.795
like Instagram reels or Facebook reels, we know that we can edit and record right

120
00:07:43.795 --> 00:07:47.155
within the app. Right? We know that we can do that. That was not a

121
00:07:47.155 --> 00:07:50.759
thing 4 years ago. Second thing TikTok changed

122
00:07:51.139 --> 00:07:54.360
was the way content is discovered. So content

123
00:07:54.500 --> 00:07:58.295
discovery. Remember that story I told you where I opened the app and the

124
00:07:58.295 --> 00:08:01.975
video started playing? And I was like, what is happening? That

125
00:08:01.975 --> 00:08:05.689
is TikTok's algorithm. Their content discovery algorithm. So

126
00:08:05.689 --> 00:08:09.389
previous to TikTok, if you started, like, a Instagram

127
00:08:09.530 --> 00:08:12.830
account or a Facebook account, you would have to know who to follow.

128
00:08:13.405 --> 00:08:17.245
At the very least, some topics or celebrities to follow, right, before

129
00:08:17.245 --> 00:08:20.925
the algorithm would start feeding you content. TikTok was like, you know

130
00:08:20.925 --> 00:08:24.700
what? We're just gonna take our most popular content and just start showing it. And

131
00:08:24.700 --> 00:08:28.380
then based on how people interact, we will help

132
00:08:28.380 --> 00:08:31.740
them find new content. This was so different from how social

133
00:08:31.740 --> 00:08:35.565
media was previously done. So not

134
00:08:35.565 --> 00:08:39.184
only could you create content faster, you could discover

135
00:08:39.700 --> 00:08:43.460
content faster. And then the 3rd piece of this puzzle

136
00:08:43.460 --> 00:08:47.060
is that you could go viral faster. K. So, again,

137
00:08:47.060 --> 00:08:50.885
prior to TikTok, to go viral, you had to

138
00:08:50.885 --> 00:08:54.565
have a really solid fan base who were the initial engagers with

139
00:08:54.565 --> 00:08:58.339
that content. They that fan base, your community, had to share it

140
00:08:58.339 --> 00:09:01.940
out with other people, and then those people had to share it with other people.

141
00:09:01.940 --> 00:09:05.640
And that's how videos went viral pre TikTok. Right?

142
00:09:06.075 --> 00:09:09.855
It was very hard to stumble upon something

143
00:09:10.555 --> 00:09:13.750
that you hadn't seen before and,

144
00:09:14.370 --> 00:09:17.970
it already be viral. Right? Like, usually, virality happened because

145
00:09:17.970 --> 00:09:21.490
something was shared with you. Very similar to those email

146
00:09:21.490 --> 00:09:24.835
chains, like, early 2000 email chains where,

147
00:09:25.695 --> 00:09:29.455
it was like a forwarded forwarded forwarded message that was like a meme.

148
00:09:29.455 --> 00:09:32.480
This is so old school, but that's how we would share memes back in the

149
00:09:32.480 --> 00:09:36.000
day. You had to know someone who would be the forwarder in your

150
00:09:36.000 --> 00:09:39.460
family. This was my dad. And he would forward the memes.

151
00:09:39.714 --> 00:09:42.214
K? So if you know, you know.

152
00:09:43.075 --> 00:09:46.835
Whereas now with TikTok, you didn't really

153
00:09:46.835 --> 00:09:50.339
have to know anyone else who saw that viral video. It didn't have it doesn't

154
00:09:50.339 --> 00:09:53.700
have to be shared with you. TikTok just goes, you know

155
00:09:53.700 --> 00:09:57.300
what? Andrea seems to like a lot of cooking

156
00:09:57.300 --> 00:10:01.005
videos. Perhaps she would like this cooking

157
00:10:01.005 --> 00:10:04.845
video. And no one in my family had to share it with me. They didn't

158
00:10:04.845 --> 00:10:08.639
have to know that I like cooking videos. TikTok's algorithm knew and shared it

159
00:10:08.639 --> 00:10:12.019
with me. And now I'm happily watching another cooking

160
00:10:12.560 --> 00:10:16.095
video. Okay? So this is how TikTok

161
00:10:16.154 --> 00:10:19.755
kinda changed the way we look at

162
00:10:19.755 --> 00:10:23.135
video. It's easy to create,

163
00:10:23.355 --> 00:10:26.960
it's easy to consume, and it's easy to

164
00:10:27.020 --> 00:10:30.860
discover new content. So we're gonna take a quick break. When we come back, I'm

165
00:10:30.860 --> 00:10:34.060
gonna talk about what this means for you as a business owner when we get

166
00:10:34.060 --> 00:10:34.560
back.

167
00:10:40.015 --> 00:10:43.860
If you are launching anything on social media right now, I've

168
00:10:43.860 --> 00:10:47.639
got to share with you my free, yes, free launch planner.

169
00:10:47.860 --> 00:10:51.459
Now listen, this is not a new thing, but I completely updated

170
00:10:51.459 --> 00:10:55.214
it for here, now, and today. And you can grab it by

171
00:10:55.214 --> 00:10:58.894
going to onlandreya.com/launch. Inside, you will

172
00:10:58.894 --> 00:11:02.250
find not only your launch posting kit,

173
00:11:02.710 --> 00:11:05.210
but a pre and post launch plan,

174
00:11:06.070 --> 00:11:09.535
and a full 24 day social media

175
00:11:09.535 --> 00:11:13.375
launch calendar. This is exactly what I teach inside of

176
00:11:13.375 --> 00:11:17.010
my programs, and I'm giving it to you away for free. Try it out for

177
00:11:17.010 --> 00:11:18.070
yourself, onlinedreya.com/launch.

178
00:11:23.235 --> 00:11:26.835
Alright. We're back. So why should you care as a

179
00:11:26.835 --> 00:11:29.895
business owner? Well, those three things, consumability,

180
00:11:30.355 --> 00:11:33.810
discoverability, virality, all impact

181
00:11:34.190 --> 00:11:37.790
now what other social platforms are doing. And I call this like little

182
00:11:37.790 --> 00:11:41.150
brother, little sister syndrome. But like Facebook,

183
00:11:41.150 --> 00:11:44.714
Meta, Instagram, that conglomerate was like, hey,

184
00:11:45.175 --> 00:11:48.134
if TikTok can do it, I could do it too. And this is not new.

185
00:11:48.134 --> 00:11:51.660
They did this with Snapchat too. Snapchat is the reason we have

186
00:11:51.660 --> 00:11:55.500
Instagram stories. K. Snapchat was a thing, rose in

187
00:11:55.500 --> 00:11:59.345
popularity. Instagram, Facebook was like, I could

188
00:11:59.345 --> 00:12:02.645
do stories, and now we have Instagram stories. Okay.

189
00:12:03.825 --> 00:12:07.205
I could do content that disappears in 24 hours. No problem.

190
00:12:07.870 --> 00:12:11.010
So because of that, we now have Instagram stories.

191
00:12:11.310 --> 00:12:13.089
Well, in 2021,

192
00:12:15.395 --> 00:12:17.975
wait, hold on. Let me look at my check my dates here.

193
00:12:19.315 --> 00:12:21.735
Ah, August 5, 2020

194
00:12:23.020 --> 00:12:26.780
is when Instagram reels first became a thing. Okay. So

195
00:12:26.780 --> 00:12:29.600
this is not even 6 months

196
00:12:30.385 --> 00:12:32.965
after TikTok's rise in popularity,

197
00:12:33.825 --> 00:12:37.585
Instagram said, people are spending more time

198
00:12:37.585 --> 00:12:41.330
on TikTok than on Instagram. Let's just copy it and make our

199
00:12:41.330 --> 00:12:44.930
own thing and do it our own way. Okay? Then Facebook

200
00:12:44.930 --> 00:12:48.610
got reels, YouTube got shorts, Pinterest has video

201
00:12:48.610 --> 00:12:52.144
pins, and now vertical video placements are seen

202
00:12:52.144 --> 00:12:55.904
across the board. I mean, even LinkedIn came out with a recent update

203
00:12:55.904 --> 00:12:59.330
saying that, hey, more people are on mobile, so feel free to post

204
00:12:59.490 --> 00:13:03.010
vertical video. Okay? So micro video, vertical

205
00:13:03.010 --> 00:13:06.550
video, it's a whole thing now all because of TikTok

206
00:13:06.930 --> 00:13:08.150
and its rising popularity.

207
00:13:10.815 --> 00:13:14.575
So as a business owner, if you wanna capitalize on this, I think it's

208
00:13:14.575 --> 00:13:18.080
a great idea. Consumer reports that

209
00:13:18.080 --> 00:13:21.620
66% of people prefer video over other types

210
00:13:21.680 --> 00:13:25.279
of social media content pieces. So more and more

211
00:13:25.279 --> 00:13:29.115
people prefer to watch video over other social

212
00:13:29.115 --> 00:13:32.715
media types of content. Now I do think this is a little bit

213
00:13:32.715 --> 00:13:36.380
skewed data because they're including YouTube in here And

214
00:13:36.380 --> 00:13:40.060
YouTube is like YouTube now gets more streams and downloads

215
00:13:40.060 --> 00:13:43.900
than things like Netflix. Right? So people watch a hell of a lot of

216
00:13:43.900 --> 00:13:47.335
it online. Okay? So video, the queen, the

217
00:13:47.335 --> 00:13:51.015
king, all of it. Right? But what this means for you as a

218
00:13:51.015 --> 00:13:54.635
business owner is that you you have a unique opportunity to

219
00:13:55.240 --> 00:13:58.540
be discovered, to have people consume your content,

220
00:13:58.920 --> 00:14:02.380
and to go viral without having to have a large

221
00:14:02.519 --> 00:14:06.195
audience. And I've had at least a dozen clients over the past 4

222
00:14:06.195 --> 00:14:10.035
years since the rise of TikTok go viral. By viral, I mean, over

223
00:14:10.035 --> 00:14:13.690
a 1000000 views on a video. Right? Over a million. I've

224
00:14:13.690 --> 00:14:16.990
had dozens more of my clients and students have,

225
00:14:17.850 --> 00:14:21.565
explosive moments on social media because

226
00:14:21.565 --> 00:14:25.165
of video. And even in recent history, one of my b roll

227
00:14:25.165 --> 00:14:28.705
videos got over, like, 300 and something 1000

228
00:14:28.765 --> 00:14:31.890
views, even though my

229
00:14:32.430 --> 00:14:36.269
community is very small, comparatively speaking, that's

230
00:14:36.269 --> 00:14:39.735
a huge win for me because it was a video, and it was a b

231
00:14:39.735 --> 00:14:43.175
roll video. So even better. But

232
00:14:43.334 --> 00:14:47.160
and here's the thing. In order to really

233
00:14:47.160 --> 00:14:50.920
capture and create dynamic video on social media, you have

234
00:14:50.920 --> 00:14:54.285
to consider these 4

235
00:14:54.285 --> 00:14:57.805
things. K? Four things. The first thing is

236
00:14:57.805 --> 00:15:01.565
discoverability. When you go to create your video, you have to think in your

237
00:15:01.565 --> 00:15:05.120
head, this video is going out to people who do not follow me.

238
00:15:05.340 --> 00:15:08.720
Right? Even if it is even if it is going out to your people. Right?

239
00:15:09.340 --> 00:15:13.085
This content discovery piece, this new side of social

240
00:15:13.085 --> 00:15:16.685
media means that there's a high chance that this

241
00:15:16.685 --> 00:15:20.365
video is gonna be consumed, watched, and shared by people who do

242
00:15:20.365 --> 00:15:23.870
not follow you. So when you start your video, you wanna make

243
00:15:23.870 --> 00:15:27.310
sure that start to finish, really, the whole video makes

244
00:15:27.310 --> 00:15:30.985
sense for someone who has no clue who the heck you are.

245
00:15:31.225 --> 00:15:34.685
And I see sometimes with, some of my favorite people,

246
00:15:35.225 --> 00:15:38.665
they start their videos with the assumption that we just

247
00:15:38.665 --> 00:15:42.440
know. They're like, hey, everyone. Welcome back.

248
00:15:44.020 --> 00:15:46.820
I used to say that all the time with my YouTube videos. Welcome back to

249
00:15:46.820 --> 00:15:49.855
my channel. What if they're there for the first time?

250
00:15:50.875 --> 00:15:54.475
What do we think about that? Or just wasting

251
00:15:54.475 --> 00:15:56.895
time with, like, things like,

252
00:15:58.350 --> 00:16:02.110
not explaining who you are, what you've

253
00:16:02.110 --> 00:16:05.870
done, how they are even watching this video, you know, all of those

254
00:16:05.870 --> 00:16:09.395
things, the context of it. Right? So we wanna

255
00:16:09.535 --> 00:16:12.895
create video content with the assumption that the person watching

256
00:16:12.895 --> 00:16:16.700
it has no freaking clue who you are. Now what? K.

257
00:16:16.700 --> 00:16:20.480
Now what? So we're gonna get right to the point. Second thing

258
00:16:21.500 --> 00:16:24.320
is your video has to be consumable.

259
00:16:25.225 --> 00:16:28.765
It has to be consumable. So it has to be discoverable,

260
00:16:28.985 --> 00:16:32.665
meaning people who've never seen it before are like, okay. Yeah. I'll give

261
00:16:32.665 --> 00:16:35.520
this a chance. And then they have to be able to consume it watching it

262
00:16:35.520 --> 00:16:39.120
from start to finish. And this is the hardest part. Your

263
00:16:39.120 --> 00:16:42.580
content has to be good. And you there's a lot of competition out here.

264
00:16:43.145 --> 00:16:46.905
I just texted a video to my husband of this

265
00:16:46.905 --> 00:16:50.690
absolutely adorable little girl going to Disney for the first time and getting

266
00:16:50.690 --> 00:16:54.130
the princess experience. And I was like, we need the princess

267
00:16:54.130 --> 00:16:57.955
experience. Like, we have 2 daughters now. We're

268
00:16:57.955 --> 00:17:01.795
saving up for the princess experience when they're old enough. They're too they're too

269
00:17:01.795 --> 00:17:05.640
little now. It was adorable. They weren't selling anything, I don't think.

270
00:17:05.720 --> 00:17:09.400
I mean, I guess Disney is. Disney's gonna get my money one day. But I

271
00:17:09.400 --> 00:17:12.760
texted that to my husband. That

272
00:17:12.760 --> 00:17:16.565
is a consumable piece of content. I watch it from start to finish. This

273
00:17:16.565 --> 00:17:20.244
little girl was so happy with her princess experience. And it

274
00:17:20.244 --> 00:17:23.929
also leads to my third point, which is shareability. Your video

275
00:17:23.929 --> 00:17:27.609
has to not only be discoverable, meaning people who

276
00:17:27.609 --> 00:17:31.335
never known you before can can get interested, consumable

277
00:17:31.475 --> 00:17:34.995
in the sense that they watch video start to finish, but it also has to

278
00:17:34.995 --> 00:17:38.835
be shareable, and they wanna share it with their people. Now it's

279
00:17:38.835 --> 00:17:42.419
not like olden days where they have to share in order for

280
00:17:42.419 --> 00:17:45.799
someone to see it. It's just that the algorithm,

281
00:17:46.659 --> 00:17:50.275
mister Al, y'all remember him. He

282
00:17:50.275 --> 00:17:53.635
takes that as a really strong signal that people are

283
00:17:53.635 --> 00:17:57.315
interested in your content. When he saw

284
00:17:57.315 --> 00:18:01.050
me share that Disney video with

285
00:18:01.830 --> 00:18:05.510
my husband, mister Al pulled out his little detective glasses and

286
00:18:05.510 --> 00:18:09.305
went, Something's happening here. People are sharing

287
00:18:09.305 --> 00:18:13.065
this video. Let me randomly show it to more people. Right? So I helped

288
00:18:13.065 --> 00:18:16.680
him, gave him a signal that was like, hey, this video is

289
00:18:16.680 --> 00:18:19.900
important, and now he's sharing it with more people.

290
00:18:20.280 --> 00:18:23.735
K? So discoverable, consumable,

291
00:18:24.595 --> 00:18:28.195
shareable, all leads to the last point, which is all about mister Apple, the

292
00:18:28.195 --> 00:18:31.550
algorithm. He's looking for those signals that

293
00:18:31.550 --> 00:18:35.390
people find your video, they consume it, they can share it so that he can

294
00:18:35.390 --> 00:18:39.005
then share it with more people. Because his ultimate goal is to keep

295
00:18:39.005 --> 00:18:42.765
people on his app for longer. Okay. So if we're talking about the TikTok

296
00:18:42.765 --> 00:18:46.210
algorithm, he wants to keep you on TikTok. If we're talking about the Instagram

297
00:18:46.210 --> 00:18:49.890
algorithm, he wants to keep you on Instagram. If we're talking about the Facebook

298
00:18:49.890 --> 00:18:53.575
reels algorithm, he wants to keep you on Facebook. And if he's

299
00:18:53.575 --> 00:18:57.335
not doing that, he has failed at his job. And so when we

300
00:18:57.335 --> 00:19:00.960
create micro video content that's always pointing people to

301
00:19:00.960 --> 00:19:04.799
our website, always asking people to leave the app, and then we

302
00:19:04.799 --> 00:19:08.580
start seeing our views go down, we start seeing our shares go down.

303
00:19:08.945 --> 00:19:12.625
That's because we are not talking the same language as

304
00:19:12.625 --> 00:19:16.465
mister Al. And mister Al wants to keep people on his app so he can

305
00:19:16.465 --> 00:19:19.950
make money by selling ad space. That's his whole job.

306
00:19:20.890 --> 00:19:23.950
So when we think about creating this

307
00:19:24.410 --> 00:19:28.165
content piece, it really goes into the top

308
00:19:28.705 --> 00:19:32.465
of the social media sales funnel, like your traditional sales funnel. It goes

309
00:19:32.465 --> 00:19:35.929
right at the top. Right? It's that that that attraction level

310
00:19:36.309 --> 00:19:40.150
marketing where it's it's not really geared towards, you know, making

311
00:19:40.150 --> 00:19:43.130
a sale or building community necessarily.

312
00:19:44.045 --> 00:19:47.645
It's really like, hey, I'm here. I see you. You see

313
00:19:47.645 --> 00:19:51.165
me. Let's this could be the start of something. Let's see where this

314
00:19:51.165 --> 00:19:54.909
leads. Right? So all of those things combined

315
00:19:55.690 --> 00:19:59.450
is why micro video is so important to

316
00:19:59.450 --> 00:20:03.265
business owners in 2024. Is why I'll continue to talk about

317
00:20:03.265 --> 00:20:07.105
it even with the rise of platforms like threads. Okay. There's a it's a

318
00:20:07.105 --> 00:20:10.809
text based platform. It's doing lovely. I'm having a a lot of

319
00:20:10.809 --> 00:20:14.510
fun over there. Such a different vibe than TikTok.

320
00:20:15.130 --> 00:20:18.970
And I'll be honest, my anecdotal experience is that

321
00:20:18.970 --> 00:20:22.644
I still end up spending more time on TikTok in my quote unquote

322
00:20:22.644 --> 00:20:25.865
free time, like not work time, free time than on threads.

323
00:20:26.880 --> 00:20:30.720
Because it's a little bit more passive, I guess.

324
00:20:30.720 --> 00:20:34.320
I'm just, like, consuming and threads is a little more active. That's just

325
00:20:34.320 --> 00:20:38.155
anecdotal. I will have more data as, I go

326
00:20:38.155 --> 00:20:41.915
through this and especially once threads hits its 1 year birthday in

327
00:20:41.915 --> 00:20:45.340
July. I'm sure there will be more, to explore

328
00:20:45.340 --> 00:20:48.940
there. Hint. Hint. But I think

329
00:20:48.940 --> 00:20:52.700
outside of that, micro video, it's here

330
00:20:52.700 --> 00:20:56.495
to stay. What do y'all think? Are we doing video? Do we feel

331
00:20:56.495 --> 00:21:00.015
lack of confidence around video? Are we still trying to figure it

332
00:21:00.015 --> 00:21:03.519
out? Let me know. I'd love to hear your thoughts. That's all for today. Bye

333
00:21:03.519 --> 00:21:04.019
for

334
00:21:08.639 --> 00:21:09.139
now.