1 00:00:00,960 --> 00:00:04,800 If posting on social media is feeling a little bit of shouting into 2 00:00:04,800 --> 00:00:08,520 the void energy, then this episode is for you. I'm 3 00:00:08,520 --> 00:00:12,240 recording it especially for a lot of you because you voted on 4 00:00:12,320 --> 00:00:16,040 this topic in my Instagram polls. If you don't know what the 5 00:00:16,040 --> 00:00:19,120 heck I'm talking about, make sure you follow me on Instagram at online Drea so 6 00:00:19,120 --> 00:00:22,960 you can choose the next episode too. But today we're talking about 7 00:00:22,960 --> 00:00:26,800 what's working on social media in 2025. Let's get into it, but first, 8 00:00:26,800 --> 00:00:30,610 a word from our sponsor. Riverside is the all in one 9 00:00:30,690 --> 00:00:34,530 podcast recording and editing tool that I use for this right here 10 00:00:34,610 --> 00:00:38,290 show. 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The links in 21 00:01:14,550 --> 00:01:18,110 the show notes and make sure to use my code DREA D R E A 22 00:01:18,110 --> 00:01:21,390 at checkout to get 15 off your membership. 23 00:01:22,270 --> 00:01:25,830 Welcome to the Mindful Marketing Podcast. I'm your host, Andrea Jones and I'm all about 24 00:01:25,830 --> 00:01:29,550 simpler, smarter marketing solutions for busy ass people like you 25 00:01:29,630 --> 00:01:33,450 and me. And I gotta say, my preamble today is 26 00:01:33,530 --> 00:01:37,130 I have been taking care of my skin and y', all, 27 00:01:37,130 --> 00:01:40,570 I'm not wearing any foundation today and I feel glowing. 28 00:01:42,250 --> 00:01:45,850 That's just my little like personal update I sell my lipstick on. Duh. 29 00:01:46,250 --> 00:01:49,770 But I have been playing around with like different skin care options, 30 00:01:49,770 --> 00:01:53,370 drinking more water and I have to say I'm loving 31 00:01:53,370 --> 00:01:56,810 it. I may have to try the like no foundation 32 00:01:57,050 --> 00:02:00,410 makeup strategy more in the future. If you're watching this on YouTube, 33 00:02:01,700 --> 00:02:04,580 give me some love. Give me some love in the chat because I need some 34 00:02:04,580 --> 00:02:08,260 external validation today apparently. Okay, let's talk about social 35 00:02:08,260 --> 00:02:11,540 media content because I got this question 36 00:02:11,700 --> 00:02:15,460 specifically from a couple people, actually one person in my membership, one 37 00:02:15,460 --> 00:02:18,500 person in threads who is like, listen, 38 00:02:19,220 --> 00:02:22,460 I feel like I'm posting, I feel like I'm checking off the box. I feel 39 00:02:22,460 --> 00:02:25,900 like I'm doing what exactly what I'm supposed to be doing and ain't nobody seeing 40 00:02:25,900 --> 00:02:29,220 my posts. And I was like Girl, same. So if that's you, 41 00:02:29,460 --> 00:02:33,080 let's talk about it. The changes that I've made in my marketing this year. Year. 42 00:02:33,080 --> 00:02:36,760 The changes that I'm recommending you make in your marketing this year so we can 43 00:02:36,760 --> 00:02:40,200 finish out 2025 with a bang. But before I get into the 44 00:02:40,200 --> 00:02:43,920 suggestions, I do have to set the stage for everything. And I don't mean 45 00:02:43,920 --> 00:02:47,720 this as like an excuse. I'm just trying to give you all 46 00:02:47,720 --> 00:02:51,480 the facts, right? Because the reality of the situation is we're 47 00:02:51,480 --> 00:02:55,200 in a post peak attention economy, okay? So 48 00:02:55,200 --> 00:02:58,810 what I mean BY that is 2020 happens. The. The 49 00:02:58,810 --> 00:03:02,450 pandemic happens. Two weeks to crush the curb turns into two years across the 50 00:03:02,450 --> 00:03:06,130 curve, okay? We're still struggling with COVID to this day. At least we 51 00:03:06,130 --> 00:03:09,610 don't have massive shutdowns that we were having back then. 52 00:03:10,490 --> 00:03:14,090 Because of that, though, we had a lot of 53 00:03:14,090 --> 00:03:17,690 attention on digital during that time. 54 00:03:18,650 --> 00:03:22,410 Social media, podcasts, YouTube. We were connecting in digital 55 00:03:22,410 --> 00:03:26,250 ways that we literally had never done to that extreme ever 56 00:03:26,410 --> 00:03:30,240 before in the history of time. This is the Same time where TikTok blew 57 00:03:30,240 --> 00:03:33,880 up, y'. All. People were going absolutely viral on TikTok again and 58 00:03:33,880 --> 00:03:37,680 again and again because we all were watching it, especially for 59 00:03:37,680 --> 00:03:41,000 those of you, like me, who are in Canada, and we were shut down for 60 00:03:41,000 --> 00:03:44,640 damn near two years. Okay? It was tough. It 61 00:03:44,640 --> 00:03:48,360 was tough. So that attention economy 62 00:03:49,000 --> 00:03:52,680 led to more content that has been produced than ever. 63 00:03:52,840 --> 00:03:56,600 And even now, more content is being produced than it ever has 64 00:03:56,600 --> 00:03:59,880 been. More people are posting than they ever have. 65 00:04:00,140 --> 00:04:03,580 Okay? So what that means is there's less attention 66 00:04:03,740 --> 00:04:07,460 to go around because at the same time, right 67 00:04:07,460 --> 00:04:11,140 now, we're experiencing a tiny little collective 68 00:04:11,140 --> 00:04:14,740 burnout. You may be feeling it too, where you're not spending as 69 00:04:14,740 --> 00:04:18,500 much time on social media as you used to. You're choosing 70 00:04:18,500 --> 00:04:21,660 to, like, I don't know, go outside and touch grass. I know I have been, 71 00:04:22,700 --> 00:04:26,460 especially since it was like, pandemic then. I had two kids in 72 00:04:26,460 --> 00:04:29,940 three years. And so now that I'm on the other side of that, My oldest 73 00:04:29,940 --> 00:04:33,720 is 3 years old. I'm like, okay, okay. I'm. I'm in my outside 74 00:04:33,720 --> 00:04:36,960 era. I was in my homebody era for a while, and I love that journey. 75 00:04:36,960 --> 00:04:39,800 For me, now she's outside girl. So 76 00:04:40,360 --> 00:04:43,560 spending less time on the Internet, just as it were. 77 00:04:43,960 --> 00:04:47,640 And a lot of us are. We're overloaded with content, 78 00:04:47,720 --> 00:04:51,320 which equals to content fatigue. So 79 00:04:51,320 --> 00:04:54,600 we're all feeling that more content's being produced, but we're actually 80 00:04:54,600 --> 00:04:56,520 consuming a little bit less. 81 00:04:58,460 --> 00:05:01,020 And I don't want this to to sound like 82 00:05:02,060 --> 00:05:04,860 nobody's consuming content because we are. Like I said 83 00:05:05,980 --> 00:05:09,740 back in my day, okay, this is tmi. Those of you who've heard this on 84 00:05:09,740 --> 00:05:12,940 the podcast before, pretend this is the first time I'm sharing this. But back in 85 00:05:12,940 --> 00:05:16,380 my day, there used to be little books 86 00:05:16,780 --> 00:05:20,540 next to the toilet with like jokes or like a magazine. And 87 00:05:20,540 --> 00:05:23,340 if you didn't have that book, you were staring at nothing, my friend. 88 00:05:24,220 --> 00:05:27,850 This was back in my day. Now we all 89 00:05:28,330 --> 00:05:31,810 take our phones to the bathroom and pretend that this is not kind of gross, 90 00:05:31,810 --> 00:05:35,570 that we're literally poop scrolling. We all do it. Don't 91 00:05:35,570 --> 00:05:38,130 act like you don't do it. We all do it. We don't sit in silence 92 00:05:38,130 --> 00:05:41,889 and stare at nothing anymore. Okay? So that means we're all consuming a lot of 93 00:05:41,889 --> 00:05:45,490 content. We're just more selective about the content 94 00:05:45,490 --> 00:05:49,210 we're consuming because frankly, there's a lot of it. So we have way more 95 00:05:49,210 --> 00:05:53,060 choice. And two, we scroll, scroll, and then we move on with 96 00:05:53,060 --> 00:05:56,820 our day. Okay? So you've got to keep that context in mind 97 00:05:56,900 --> 00:06:00,260 when you're creating your content. How are people consuming it? 98 00:06:01,140 --> 00:06:03,540 They may be poop scrolling too. 99 00:06:04,980 --> 00:06:08,740 Should I brand it? Hashtag poop scrolling? Let me 100 00:06:08,740 --> 00:06:12,580 stop before I get myself in trouble. Okay, so that's where we are right now. 101 00:06:12,580 --> 00:06:16,020 I now have to talk about the shifts that are happening marketing wise as well. 102 00:06:16,740 --> 00:06:20,500 Because of that stage setting moment, social media is 103 00:06:20,500 --> 00:06:24,140 back at the top of the funnel. During the pandemic years, we were 104 00:06:24,140 --> 00:06:27,340 all buying on Temu like it was going out of style. 105 00:06:27,340 --> 00:06:30,700 Wish.com, amazon package delivery, 106 00:06:31,180 --> 00:06:34,780 set it, forget it. We would see an ad and we'd go, sure, why not? 107 00:06:35,100 --> 00:06:38,660 People are getting a little bit more discerning about their 108 00:06:38,660 --> 00:06:42,060 purchases. We're also in an economic downturn, which 109 00:06:42,060 --> 00:06:45,860 definitely affects a lot of industries. It impacts us and 110 00:06:45,860 --> 00:06:49,460 our buying decisions. So the golden age of I post on 111 00:06:49,460 --> 00:06:53,100 Instagram, I make a sale instantly is kind of 112 00:06:53,660 --> 00:06:57,460 slowing down, could be over, maybe it could make a resurgence. 113 00:06:57,460 --> 00:07:00,620 But here, now and today, it's not 114 00:07:01,020 --> 00:07:04,740 a credit card machine, a slot machine, 115 00:07:04,740 --> 00:07:08,500 if you will, it is more of a billboard. And this is 116 00:07:08,500 --> 00:07:11,820 not old news, okay? I think we've got a little bit spoiled by 117 00:07:12,220 --> 00:07:16,060 the economic booms of the pandemic and all that PPP 118 00:07:16,140 --> 00:07:19,820 money that kind of flooded the economy and 119 00:07:19,820 --> 00:07:23,340 gave us that boost. Okay, we're not there 120 00:07:23,340 --> 00:07:26,940 anymore. Sorry, girls. Sorry, babe. 121 00:07:27,020 --> 00:07:30,580 We're not there anymore. So what we have to do is be 122 00:07:30,580 --> 00:07:33,860 aware that our social content is more of a 123 00:07:33,860 --> 00:07:37,260 billboard, less of a vending machine slot machine moment. 124 00:07:37,260 --> 00:07:40,860 Okay, so it's not, you know, press B5 and 125 00:07:40,940 --> 00:07:44,460 you spit something out. It's more of you pass by the sign 126 00:07:44,700 --> 00:07:48,530 four times before you go, oh, yeah, I meant to buy that. Okay, so 127 00:07:48,530 --> 00:07:52,170 think more awareness. First impressions. Know, like, 128 00:07:52,170 --> 00:07:55,890 and trust the role of your content marketing and your social 129 00:07:55,890 --> 00:07:59,490 media marketing is for someone to go, huh, that's interesting. 130 00:08:00,610 --> 00:08:04,090 Or, huh, I want to learn more. It's less of like, I want to give 131 00:08:04,090 --> 00:08:07,530 you my money immediately here now and today. And. And that 132 00:08:07,530 --> 00:08:11,250 varies person to person. Okay, it varies. It varies a lot. 133 00:08:11,890 --> 00:08:15,410 But we're trending more towards the huh, that's 134 00:08:15,410 --> 00:08:19,130 interesting side of things when it comes to how we all interact 135 00:08:19,130 --> 00:08:22,590 with media. So smart business owners are treating 136 00:08:22,590 --> 00:08:26,270 social media like the top of their awareness funnel. 137 00:08:26,590 --> 00:08:30,230 That means people find you, they watch your video, 138 00:08:30,230 --> 00:08:33,750 they look at your carousel posts, they. They see your posts on threads, and they 139 00:08:33,750 --> 00:08:36,590 follow you to go, maybe I'll see more about this person. 140 00:08:37,390 --> 00:08:40,990 Then you post some more. You. You share about your offers, how you work with 141 00:08:40,990 --> 00:08:44,710 your people, and then they go, huh, 142 00:08:44,710 --> 00:08:48,390 maybe I will visit their website. They sign up for a lead magnet or freebie, 143 00:08:48,390 --> 00:08:52,050 10% off coupon, whatever the case may be they're getting for a while, 144 00:08:52,050 --> 00:08:55,730 and then they go, huh, maybe I'll buy. Okay, so you see how it 145 00:08:55,730 --> 00:08:59,210 goes from huh, I interested into, huh, maybe I'll buy. 146 00:08:59,610 --> 00:09:02,810 These are all very technical terms, of course, and 147 00:09:03,210 --> 00:09:06,930 it takes longer that buying process. The 148 00:09:06,930 --> 00:09:10,730 timeline from I don't know you to I want to give you my money just 149 00:09:10,730 --> 00:09:14,490 is taking a little bit longer. Okay, so I want you to 150 00:09:14,490 --> 00:09:18,010 treat your social media posts almost like an invitation to a party. 151 00:09:18,330 --> 00:09:22,130 It's like, hey, do you want to get to know me better? Come 152 00:09:22,130 --> 00:09:25,270 on in the water. Fun. It's not a, 153 00:09:25,590 --> 00:09:29,150 hey, I just met you. Would you like to be best 154 00:09:29,150 --> 00:09:32,990 friends? That feels a little aggressive, right? I always like to use my dating analogy 155 00:09:32,990 --> 00:09:36,830 here. I've been using this analogy for 11 years, y'. All. The 156 00:09:36,830 --> 00:09:40,630 dating timeline got a little bit shorter during that pandemic, and we got used 157 00:09:40,630 --> 00:09:44,230 to it. But it always remains that 158 00:09:44,550 --> 00:09:47,830 you meet someone, you see if there's a spark or connection. 159 00:09:48,070 --> 00:09:51,830 There's an indefinite time period where they get to know you. Then 160 00:09:51,830 --> 00:09:55,570 you take things to a deeper relationship. This indefinite time period is the thing that 161 00:09:55,570 --> 00:09:59,330 people struggle with the most, because for a while there, 162 00:09:59,330 --> 00:10:02,730 we met someone, we went on one date, and we were like, yep, this is 163 00:10:02,730 --> 00:10:06,210 our one. Boom, bada bing, we're done. That 164 00:10:06,210 --> 00:10:10,050 indefinite time period was a lot shorter now it's okay, I need five dates, 165 00:10:10,370 --> 00:10:13,730 and then maybe. And so 166 00:10:14,210 --> 00:10:17,410 it just takes a little bit of wooing. Okay. It takes a little bit of 167 00:10:17,890 --> 00:10:21,650 taking care of yourself, being the best person you can be so you can track 168 00:10:21,650 --> 00:10:24,840 your right mate. Wow. I love what I did with that. Okay, 169 00:10:25,400 --> 00:10:28,960 so that's the first thing is social media is top of the funnel. Second thing 170 00:10:28,960 --> 00:10:32,800 is, we don't like to be sold to. Ain't nobody 171 00:10:32,800 --> 00:10:36,560 likes ads. Okay, this is another. Back in my day, Moga. Back in my 172 00:10:36,560 --> 00:10:40,400 day, I remember when TiVo came around and y' all youngins don't even know 173 00:10:40,400 --> 00:10:44,200 what this is. Oh, I feel so old. Internet granny moment here. Come 174 00:10:44,200 --> 00:10:47,880 Gather round, children. TiVo was when we used to 175 00:10:47,880 --> 00:10:51,480 record our TV shows. Because we only can watch them live. We record 176 00:10:51,480 --> 00:10:55,200 the TV shows. And one of the benefits of recording was, yes, we could watch 177 00:10:55,200 --> 00:10:58,440 later whenever we wanted to, because otherwise you missed your show. 178 00:10:58,840 --> 00:11:02,680 Okay. I remember rushing home to watch TV shows. It's so 179 00:11:02,680 --> 00:11:06,080 silly now when I think about it. You record your show, so you watch later. 180 00:11:06,080 --> 00:11:09,920 But the benefit of TiVo, the other one is you could fast forward through those 181 00:11:09,920 --> 00:11:13,720 commercials. Girl, listen. The way we 182 00:11:13,880 --> 00:11:17,300 loved fast forwarding through commercials was slightly 183 00:11:17,300 --> 00:11:21,060 unhinged. Like, we got so excited to, like, fast forward to 184 00:11:21,060 --> 00:11:24,820 commercials because up until that point, you had to either watch the commercial 185 00:11:24,820 --> 00:11:27,380 or the commercial was when you went to the bathroom, you got yourself a new 186 00:11:27,380 --> 00:11:29,020 drink, a snack, whatever, right? 187 00:11:31,260 --> 00:11:34,700 But the same is happening now. It's just in a different format. 188 00:11:35,100 --> 00:11:38,300 So what happens is we go to YouTube, we watch a video, and we're like, 189 00:11:38,300 --> 00:11:42,030 watching the 5, 4, 3, 2, 1, countdown, so we can hit skip and 190 00:11:42,030 --> 00:11:45,070 skip on over to the video we wanted to watch in the first place. We're 191 00:11:45,070 --> 00:11:48,390 not going. Oh, exciting, a commercial. I wonder what this is about. 192 00:11:49,030 --> 00:11:52,830 Same thing with ad blockers. Literally putting them in our browser so that 193 00:11:52,830 --> 00:11:56,470 we don't see any ads. When we see an ad 194 00:11:56,470 --> 00:12:00,110 on Facebook or Instagram or whatever, we're scrolling right past it. Once we notice that 195 00:12:00,110 --> 00:12:03,670 it's an ad, we either see the sponsored or, like, subliminal messages. 196 00:12:03,670 --> 00:12:07,350 Go, it's an ad, and we just keep scrolling, right? Then there's you 197 00:12:07,430 --> 00:12:11,100 and your small business trying to post, and people are 198 00:12:11,100 --> 00:12:14,460 thinking it's an ad. And what do we do with ads? We've already decided we're 199 00:12:14,460 --> 00:12:18,140 skipping them. Okay, so your takeaway. 200 00:12:18,140 --> 00:12:21,780 I know this is a little emotional, but people don't want to be 201 00:12:21,780 --> 00:12:25,580 convinced of something they don't want. Okay, I mentioned this last week 202 00:12:25,580 --> 00:12:29,300 with my labubu episode. The reason why Labubu is doing 203 00:12:29,300 --> 00:12:31,700 so well is because people want it, so they bought it. Okay? 204 00:12:32,900 --> 00:12:36,660 How can you be that? You need to figure out why people want your thing 205 00:12:36,660 --> 00:12:40,350 and just show up reminding them that it exists and 206 00:12:40,350 --> 00:12:44,150 making them feel seen in that process. You don't necessarily 207 00:12:44,150 --> 00:12:47,830 need to orchestrate desire, but you definitely need 208 00:12:47,830 --> 00:12:51,550 to connect with them on a human level and go, if this is 209 00:12:51,550 --> 00:12:54,750 your problem, we've all been there. This is the solution, 210 00:12:54,910 --> 00:12:57,550 okay? They want to feel seen and understood. 211 00:12:59,150 --> 00:13:02,990 And I think that this is why certain things like there's this de influencer 212 00:13:03,070 --> 00:13:06,670 trend happening, de influencing trend happening, where 213 00:13:08,450 --> 00:13:12,090 we've all been convinced to buy something because some influencer somewhere said it was 214 00:13:12,090 --> 00:13:14,330 amazing. Then we bought it and we were like, why do we waste our money 215 00:13:14,330 --> 00:13:18,050 on that? So now there's people literally de influencing you, 216 00:13:18,210 --> 00:13:21,970 which is also still influencing you. But 217 00:13:22,770 --> 00:13:26,450 they're literally saying, I bought this things, here's why I didn't like it, or here's 218 00:13:26,450 --> 00:13:29,610 why you don't need it. But low key, a lot of them are saying, buy 219 00:13:29,610 --> 00:13:32,730 this other thing instead. Just from marketing standpoint, got to say it. I got to 220 00:13:32,730 --> 00:13:36,530 say it. It's not that they're convincing you, it's that 221 00:13:36,530 --> 00:13:40,380 they, they're showing up thinking the same thing you're thinking and you feel 222 00:13:40,380 --> 00:13:44,220 like, I'm not the only one thinking this. Thank goodness. Okay? You feel 223 00:13:44,380 --> 00:13:48,180 seen. People want to feel 224 00:13:48,180 --> 00:13:51,940 related to and they want honesty way more than 225 00:13:51,940 --> 00:13:55,660 they want like perfect framing and lighting and all of that stuff. They 226 00:13:55,660 --> 00:13:59,500 want an honest interaction with someone, especially 227 00:13:59,580 --> 00:14:03,340 with how AI is on the rise. Right? And yes, can be a 228 00:14:03,340 --> 00:14:07,110 powerful tool. But at the end of the day, I don't want to 229 00:14:07,110 --> 00:14:10,630 speak to the robot. Press 0 to speak to customer service human, please. 230 00:14:10,790 --> 00:14:14,310 Like, that's just me. And I think that's a lot of people too. Okay? So 231 00:14:14,710 --> 00:14:18,230 yes, yes, social media is 232 00:14:18,230 --> 00:14:21,950 crowded. Yes, social media is at the top of the funnel. But we don't 233 00:14:21,950 --> 00:14:24,790 also we don't want to be sold to as like social 234 00:14:25,670 --> 00:14:29,350 conventions are shifting. Okay, this is 235 00:14:29,350 --> 00:14:33,150 another one y' all aren't going to like. Entertainment 236 00:14:33,150 --> 00:14:35,270 is the new engagement. Okay? 237 00:14:36,550 --> 00:14:40,390 Entertainment is a new engagement. So when I teach social 238 00:14:40,390 --> 00:14:43,470 media, when I taught it for a long time and to this day there are 239 00:14:43,470 --> 00:14:46,270 some of my pre recorded stuff still says that I used to keep the five 240 00:14:46,270 --> 00:14:50,110 pillars of content. I still teach it to some extent. But one 241 00:14:50,110 --> 00:14:53,750 of the pillars is educational content. And this pillar right 242 00:14:53,750 --> 00:14:57,430 here, educational content is shifting. I'm not saying 243 00:14:57,430 --> 00:15:01,280 people don't want to be Educated. I'm just saying they won't. Don't 244 00:15:01,280 --> 00:15:04,960 want to be like, eat your vegetables. Okay. They don't want to be shamed into 245 00:15:04,960 --> 00:15:08,800 doing something. It's more of infotainment. 246 00:15:08,880 --> 00:15:12,480 Okay, so share the infotainment or edutainment. Can we go 247 00:15:12,480 --> 00:15:15,920 edutainment or infotainment? It's like, share the info, 248 00:15:16,320 --> 00:15:19,960 but, like, make it cute. Share the info but, like, give me a funny 249 00:15:19,960 --> 00:15:23,720 story or do it with a trending meme or give me, 250 00:15:23,720 --> 00:15:27,120 like a cute vlog style moment. Okay. You don't have to be a 251 00:15:27,120 --> 00:15:30,970 comedian. I'm not saying you have to, like, do scenes and stuff. I'm 252 00:15:30,970 --> 00:15:34,730 not the type of person who's like, gonna do multiple characters. I've tried 253 00:15:34,730 --> 00:15:37,570 it. It just takes me way too long 254 00:15:38,450 --> 00:15:41,250 and I don't have time for that. I don't have time for it. The people 255 00:15:41,250 --> 00:15:45,090 who can do it go off. You're doing amazing. Me, not for me. 256 00:15:46,850 --> 00:15:50,370 I am much better at just turning on the camera and 257 00:15:50,370 --> 00:15:54,050 talking. And I've learned to 258 00:15:54,050 --> 00:15:57,440 layer in a level of this new infotainment 259 00:15:57,440 --> 00:16:01,160 edutainment angle. So what I mean by that. Give us the behind the 260 00:16:01,160 --> 00:16:04,800 scenes. Give us the reality TV show version of our business. 261 00:16:05,360 --> 00:16:09,120 Reality TV shows are very popular for a reason. 262 00:16:09,120 --> 00:16:12,720 Why? We're nosy. We're nosy. We want 263 00:16:12,720 --> 00:16:16,440 other people's drama. Okay. We want to see the mess. We want to see 264 00:16:16,440 --> 00:16:20,200 the process. Show me how that sausage is made. Okay? And so I 265 00:16:20,200 --> 00:16:24,000 think that with social media specifically, there's so 266 00:16:24,000 --> 00:16:27,500 much content we can consume. If I see a video where 267 00:16:27,500 --> 00:16:30,300 someone's like, here's how you can. 268 00:16:31,180 --> 00:16:34,340 I'm already like, I don't want. I have too much stuff I need to fix 269 00:16:34,340 --> 00:16:37,540 already. Don't tell me to fix something else that I'm doing wrong that I don't 270 00:16:37,540 --> 00:16:41,380 know yet. Okay. I skipped past it. But if someone had a video 271 00:16:41,380 --> 00:16:45,180 that said, okay, listen, I'm trying to convince my toddler to eat 272 00:16:45,820 --> 00:16:49,380 carrots. And this is how I convince my toddler to eat carrots. I'd be like, 273 00:16:49,380 --> 00:16:52,780 oh, tell me more. How did you convince your daughter to eat 274 00:16:52,780 --> 00:16:56,630 carrots? This is something that I would be interested in 275 00:16:56,630 --> 00:16:59,870 because I want to see how other people are actually doing it. I don't want 276 00:16:59,870 --> 00:17:03,390 something theoretical. Here's how one can 277 00:17:03,630 --> 00:17:07,230 convince one's toddler to eat carrots already. I feel like I'm behind. 278 00:17:07,790 --> 00:17:11,470 But if someone said, okay, I tried everything, this is the thing that works for 279 00:17:11,470 --> 00:17:14,510 me, I'd go, I want to see what works for you. So I can determine 280 00:17:14,510 --> 00:17:17,870 if I want to try it or not. This is infotainment, 281 00:17:18,030 --> 00:17:21,100 edutainment, content versus 282 00:17:22,460 --> 00:17:26,260 just straight up educational content. Now I'll put 283 00:17:26,260 --> 00:17:30,100 a huge asterisk on this because I still think educational 284 00:17:30,100 --> 00:17:33,780 content has a role in this. But the 285 00:17:33,780 --> 00:17:37,500 simple shift that I predicted last year that has come true this year 286 00:17:37,900 --> 00:17:40,860 is we're shifting away from how to content 287 00:17:41,420 --> 00:17:45,140 towards how I content. That simple shift can 288 00:17:45,140 --> 00:17:48,380 really make a connection with your 289 00:17:48,620 --> 00:17:52,180 ideal customer or client because now they don't feel 290 00:17:52,180 --> 00:17:55,820 ashamed into making a change. They're just along for their 291 00:17:55,820 --> 00:17:59,540 nosy little journey. And you get to be the one that helps them see a 292 00:17:59,540 --> 00:18:03,380 different way to do things without putting them at the 293 00:18:03,380 --> 00:18:07,059 center of it necessarily. You're actually showing you're, 294 00:18:07,059 --> 00:18:10,300 you're actually just being a freaking human. This is how we exchanged information 295 00:18:11,980 --> 00:18:15,780 in my ancestors day. We weren't writing things down. We, 296 00:18:15,780 --> 00:18:19,540 we didn't have, you know, libraries and libraries of books available to 297 00:18:19,540 --> 00:18:23,360 every single person. We didn't have Google at our fingertip. We would 298 00:18:23,360 --> 00:18:26,800 just have to go to our neighbor and be like, howdy, neighbor, what you up 299 00:18:26,800 --> 00:18:29,880 to today? Oh, here's what I tried in my yard. Oh, I'm gonna try it 300 00:18:29,880 --> 00:18:32,720 too. You know, and that's, that's kind of where we are. It's like a human 301 00:18:32,720 --> 00:18:36,480 thing, you know. Okay, so last thing 302 00:18:36,480 --> 00:18:39,200 I want to talk about before I get into the down and dirty of what 303 00:18:39,200 --> 00:18:42,960 you can post today is this concept I've been thinking about for 304 00:18:42,960 --> 00:18:45,560 a long time that I haven't talked about before, which is 305 00:18:46,600 --> 00:18:50,270 the content middle class. So 306 00:18:50,590 --> 00:18:53,950 there is a weird sweet spot right now where there's like high 307 00:18:54,910 --> 00:18:57,950 class content, which I'm talking, I'm talking like 308 00:18:58,590 --> 00:19:02,110 a studio quality film production, scripts. 309 00:19:02,590 --> 00:19:06,310 It still works. Okay, it takes a lot of time and money, but 310 00:19:06,310 --> 00:19:09,910 we all still like to see it. We like to see high production, highly 311 00:19:09,910 --> 00:19:13,510 produced content. I mean, come on, we still watch Netflix for that 312 00:19:13,510 --> 00:19:17,070 reason, right? We like it. But then on the 313 00:19:17,070 --> 00:19:20,070 low, I hate low class. Maybe I need to come up with a different way 314 00:19:20,070 --> 00:19:23,310 to say this, but on the other end of that highly produced content 315 00:19:23,950 --> 00:19:27,390 is like low production quality content. Think 316 00:19:27,790 --> 00:19:31,630 face time with the bestie. Think. I just woke up like this 317 00:19:31,630 --> 00:19:34,990 and I rolled out of bed and I posted it. It's messy, it's spontaneous, it's 318 00:19:34,990 --> 00:19:38,750 rots. I just had a thought that works 319 00:19:38,830 --> 00:19:42,670 extraordinarily well and that's where I tend to hang out is in that 320 00:19:43,270 --> 00:19:46,870 low class, low brow, low quality content. Okay, 321 00:19:47,270 --> 00:19:50,550 there is this mid tier that's like semi Polished, 322 00:19:51,030 --> 00:19:54,510 that's not doing as well. And my 323 00:19:54,510 --> 00:19:58,190 YouTube videos are here. They do fine on YouTube. I'm talking 324 00:19:58,190 --> 00:20:01,910 short form, like TikTok, 325 00:20:02,230 --> 00:20:05,350 like Instagram, you know, the. 326 00:20:05,750 --> 00:20:08,790 The talking head style videos where 327 00:20:09,730 --> 00:20:13,450 I kind of have my setup, but, you know, it's not. It doesn't 328 00:20:13,450 --> 00:20:17,210 have the aesthetic that other people have. That stuff 329 00:20:17,210 --> 00:20:20,690 isn't working as well. Okay. This mid tier 330 00:20:21,010 --> 00:20:24,770 level of content is disappearing. Semi polished, semi planned. 331 00:20:25,090 --> 00:20:28,730 It looks like you're trying too hard and you didn't quite hit the 332 00:20:28,730 --> 00:20:32,490 mark. Okay. And not saying there's anything 333 00:20:32,490 --> 00:20:36,280 bad about this content. I love it. I still create it. Something about 334 00:20:36,280 --> 00:20:39,960 y' all consuming it, we don't want to see it. So I think it's 335 00:20:39,960 --> 00:20:43,440 better to deliberately go on the lower end of the 336 00:20:43,840 --> 00:20:47,520 content production value than try to go on the high end, 337 00:20:47,520 --> 00:20:51,320 because that takes so much time, energy and effort. And at the end of 338 00:20:51,320 --> 00:20:55,000 that, you could still get the same results potentially. So this is what 339 00:20:55,000 --> 00:20:58,760 I'm calling this middle tier of content. I said middle class. 340 00:20:58,760 --> 00:21:02,520 I don't like that middle tier. This middle tier of content is like disappearing. 341 00:21:02,520 --> 00:21:06,300 So what do we do? What do we do about all of this information? First, 342 00:21:07,500 --> 00:21:11,180 because of the low production value, you 343 00:21:11,260 --> 00:21:15,100 actually can create content quicker. But I 344 00:21:15,100 --> 00:21:18,940 do need it to be more thoughtful. Okay, More thoughtful 345 00:21:19,020 --> 00:21:21,179 content. We're calling this 346 00:21:23,100 --> 00:21:26,860 high concept, low production content. Okay. 347 00:21:26,860 --> 00:21:30,220 High concept, meaning you've considered 348 00:21:30,460 --> 00:21:34,290 the target audience, their language, what 349 00:21:34,290 --> 00:21:38,050 they want, their desires, what they don't want, the result that they're 350 00:21:38,050 --> 00:21:41,690 looking for, where they are now, you, you understand their attention 351 00:21:41,690 --> 00:21:45,290 span. You know them so intimately that when they 352 00:21:45,530 --> 00:21:49,050 consume your content, they're like, this is me, this is me, 353 00:21:49,370 --> 00:21:53,130 and we are the same. Okay. Lots of thought 354 00:21:53,130 --> 00:21:55,690 goes into it, but it's a low production 355 00:21:56,650 --> 00:22:00,330 content. I'm talking. It looks like you took a screenshot of your notes app. 356 00:22:01,130 --> 00:22:04,830 I'm talking you FaceTime video videos. I'm talking, 357 00:22:04,830 --> 00:22:08,310 you know, off the cuff threads, posts that feel like a stream of 358 00:22:08,310 --> 00:22:11,990 consciousness. Those types of content pieces 359 00:22:11,990 --> 00:22:15,470 are working extraordinarily well right now. And the more 360 00:22:15,470 --> 00:22:18,550 specific you can be, the better. Okay. 361 00:22:19,110 --> 00:22:22,710 It's still. It's still high thought, but it's low 362 00:22:22,950 --> 00:22:26,790 production value. Okay. Working so well right 363 00:22:26,790 --> 00:22:30,150 now also. What's working well right now? Post less, 364 00:22:30,830 --> 00:22:34,510 post less. Whatever you're posting, drop it in half. I went from 365 00:22:34,510 --> 00:22:37,550 five posts a week down to two posts a week. And my posts are getting 366 00:22:37,550 --> 00:22:41,270 more engagement. And they look, if you go to my Instagram 367 00:22:41,270 --> 00:22:44,510 right now, they look like they have less production value 368 00:22:45,470 --> 00:22:49,030 intentionally, because that's what's working better right now? 369 00:22:49,030 --> 00:22:51,950 Okay, so I'm posting two times a week over on Instagram, 370 00:22:52,670 --> 00:22:56,510 two on LinkedIn, sometimes. One, my thread strategy 371 00:22:56,510 --> 00:22:59,710 is still the same, to be honest. I may even be posting more over there, 372 00:22:59,710 --> 00:23:03,290 but it's more like stream of consciousness. I'm just spraying, praying, throwing everything 373 00:23:03,290 --> 00:23:06,930 at the wall. It's like my messy drafts folder 374 00:23:06,930 --> 00:23:10,650 meets my podcast, like voice chats with my besties. 375 00:23:12,330 --> 00:23:16,130 And I actually have more stuff in my drafts right now than I 376 00:23:16,130 --> 00:23:19,930 have posted for probably the first time ever. Because there are some 377 00:23:19,930 --> 00:23:22,850 content pieces that I spent way too much time on. And I look back at 378 00:23:22,850 --> 00:23:26,610 it and I go, this isn't going to work well. Or it's not the 379 00:23:26,610 --> 00:23:30,390 time to post this. Or I have one right now where I just feel like 380 00:23:30,390 --> 00:23:33,350 I was, like, complaining. And I feel like there's a time and a place where, 381 00:23:33,350 --> 00:23:37,150 like, complaining works on social media. It's just I'm not feeling that vibe right 382 00:23:37,150 --> 00:23:40,950 now. Either way, I'm taking more time to 383 00:23:41,030 --> 00:23:44,830 think through my content, Read the room a little bit, 384 00:23:44,830 --> 00:23:48,470 be a little bit more reactionary, but post way, 385 00:23:48,710 --> 00:23:52,550 way, way less. Okay, so more 386 00:23:52,550 --> 00:23:55,830 thoughtful, less production, less 387 00:23:55,830 --> 00:23:59,190 quantity, more quality. Okay, 388 00:24:00,090 --> 00:24:03,290 now the other thing that I mentioned that I want to linger on for a 389 00:24:03,290 --> 00:24:06,810 little bit is being more reactionary. This 390 00:24:06,890 --> 00:24:10,730 is, I think, one of the biggest missing pieces right now because 391 00:24:10,970 --> 00:24:14,810 marketers, myself included, used to teach these content calendars. 392 00:24:14,810 --> 00:24:18,330 And again, nothing wrong with a content calendar. I love a good content calendar 393 00:24:18,330 --> 00:24:22,170 moment. However, some of us are planning a little bit too far 394 00:24:22,170 --> 00:24:25,530 into the future, and it kind of comes across that way. 395 00:24:26,340 --> 00:24:29,980 And this is where that mid tier content is coming from. Because it 396 00:24:29,980 --> 00:24:33,740 looks like you tried really hard and it looks like you tried 397 00:24:33,740 --> 00:24:37,300 really hard, and we kind of go, oh, that's nice. How cute of 398 00:24:37,300 --> 00:24:40,420 you. You know, I'm talking like 399 00:24:41,060 --> 00:24:44,820 I used to love, and I still do. I love a good styled canva 400 00:24:44,820 --> 00:24:48,580 graphic. Just, I just want to eat it up. I love it. And 401 00:24:48,580 --> 00:24:51,420 y' all don't love it anymore. You look at it and you go, this is 402 00:24:51,420 --> 00:24:55,020 an ad from a small business scroll. And 403 00:24:55,020 --> 00:24:58,430 so it's not working. And that's me 404 00:24:58,430 --> 00:25:02,110 reading the room. You also have to read the room. 405 00:25:03,310 --> 00:25:07,070 You know, major events happening in the world, read the room. Maybe don't 406 00:25:07,070 --> 00:25:10,190 post that day. If there are 407 00:25:10,270 --> 00:25:14,110 trending topics happening in your industry, read the room, 408 00:25:14,590 --> 00:25:18,190 react to the trending topic. If there is some sort of 409 00:25:18,190 --> 00:25:21,630 meme that's circling, read the room, react. So recently 410 00:25:21,870 --> 00:25:25,070 we had this whole scenario with the CEO of 411 00:25:25,070 --> 00:25:27,700 Astronomy, who 412 00:25:28,340 --> 00:25:32,020 astronomer who was seen with an executive at a Coldplay 413 00:25:32,020 --> 00:25:35,060 concert. Y' all know the one all the memes came from that. 414 00:25:35,700 --> 00:25:38,900 People loved it. I was sharing memes with my husband too. We, we had a 415 00:25:38,900 --> 00:25:42,660 good time. But. And any content 416 00:25:42,660 --> 00:25:46,500 that wasn't like, along that vein kind of seemed 417 00:25:46,500 --> 00:25:49,980 like you weren't in the same conversation. Right? And I'm not saying you have to 418 00:25:49,980 --> 00:25:53,770 join every conversation. You just need to read the room on what's happening. 419 00:25:54,480 --> 00:25:58,160 So it kind of feels like everyone's having a conversation and then you're changing 420 00:25:58,160 --> 00:26:02,000 the topic to something so unrelated 421 00:26:02,240 --> 00:26:06,080 that people are like, okay. And then the conversation just 422 00:26:06,080 --> 00:26:08,640 dies a little bit. Okay, so read the room 423 00:26:11,200 --> 00:26:14,800 with that. I will also say join more conversations. 424 00:26:14,880 --> 00:26:18,640 This is a con. This is a suggestion. I have time and time again 425 00:26:18,720 --> 00:26:22,400 with my small business owner friends. Okay. We 426 00:26:22,400 --> 00:26:26,220 love a good. Like, I posted it and then sit and watch and wait 427 00:26:26,220 --> 00:26:29,820 and going. I hope someone like, leaves me a comment and likes my 428 00:26:29,820 --> 00:26:33,620 post and I go, are you leaving comments? Are you liking 429 00:26:33,620 --> 00:26:37,420 posts? It feels very much like you're at a networking 430 00:26:37,420 --> 00:26:39,900 event and you want to hand out all your business cards and don't want to 431 00:26:39,900 --> 00:26:43,500 take nobody else's business card. It's not reciprocal. 432 00:26:43,500 --> 00:26:47,180 Okay? So we need to have a reciprocal emotional relationship here 433 00:26:47,180 --> 00:26:50,940 with social media. And a lot of times that is actually giving more than 434 00:26:50,940 --> 00:26:54,290 you get. Okay? So for me, for 435 00:26:54,290 --> 00:26:57,890 instance, I spend way, way, way, way, way, way, way more time 436 00:26:58,210 --> 00:27:01,570 in my DMS than I ever do creating content. 437 00:27:02,850 --> 00:27:06,570 Y' all don't see that because it's dark social media. Dark social media 438 00:27:06,570 --> 00:27:09,690 is the hidden social media interactions that you don't see on a day to day 439 00:27:09,690 --> 00:27:13,410 basis. Not just DMs, but I'm talking sharing, saving 440 00:27:13,410 --> 00:27:17,250 posts, those sorts of things that you can't see publicly. You can see when someone 441 00:27:17,250 --> 00:27:20,970 likes it. You can see when someone comments. We all can see that you can't 442 00:27:20,970 --> 00:27:24,730 see the DM conversation behind the scenes. Now, there's 443 00:27:24,730 --> 00:27:28,170 a few, like, technical reasons why this behind the 444 00:27:28,170 --> 00:27:31,530 scenes participatory content works. 445 00:27:32,250 --> 00:27:36,090 One, you're spending more time on the app. And I don't care what anyone says, 446 00:27:36,249 --> 00:27:39,810 you get rewarded for how much time you spend on the app. Okay? If you 447 00:27:39,810 --> 00:27:42,290 spend a lot of time on Instagram, Instagram's going to show your post to more 448 00:27:42,290 --> 00:27:45,850 people. It's why sometimes people say post X, Y, Z number of times a day. 449 00:27:45,850 --> 00:27:49,630 Because it's just because you're spending so much time on the app. Like you're 450 00:27:49,630 --> 00:27:53,470 on there every day, night and day, and you get rewarded for 451 00:27:53,470 --> 00:27:56,790 how much time you spend on there. That's just how it is, especially frequent time. 452 00:27:56,790 --> 00:27:59,790 So day over day over day two, 453 00:28:00,670 --> 00:28:04,270 you. When you start interacting with someone on the 454 00:28:04,270 --> 00:28:07,150 app, you both start seeing each other's posts more. 455 00:28:07,790 --> 00:28:11,510 So if I interact with you, you interact with me. Now we're seeing each 456 00:28:11,510 --> 00:28:15,360 other's posts more frequently. So the more people you interact with, especially 457 00:28:15,360 --> 00:28:19,160 if you vary that interaction, the more chance they have of seeing your 458 00:28:19,160 --> 00:28:22,880 post. So there's a lot of reasons why this 459 00:28:22,880 --> 00:28:25,840 works, but I think at the end of the day, what it is is just 460 00:28:25,840 --> 00:28:29,240 natural humanness. Again, at play for the win 461 00:28:30,280 --> 00:28:34,080 is we just like people. And 462 00:28:34,080 --> 00:28:36,200 when we like people, we interact with their posts more. 463 00:28:38,600 --> 00:28:42,440 It's not like, groundbreaking, I know, but it's just one of those things 464 00:28:42,440 --> 00:28:46,070 that we kind of discredit a little bit. We. We want to, especially as 465 00:28:46,070 --> 00:28:49,710 business owners who have so much to do, we would just love 466 00:28:50,510 --> 00:28:54,150 post our little posts on Instagram and just say, come buy my 467 00:28:54,150 --> 00:28:57,870 stuff. And then people see it and they come buy our stuff. Like, that's 468 00:28:57,870 --> 00:29:01,110 what. Ultimately, that's what we want to do. We just want people to buy our 469 00:29:01,110 --> 00:29:04,950 stuff. If it were that easy, we'd all be millionaires. Just takes a 470 00:29:04,950 --> 00:29:08,590 little bit more time. Okay? Give it that time to do so and be 471 00:29:08,590 --> 00:29:09,710 social in your communities. 472 00:29:12,520 --> 00:29:15,440 Last thing I'll say before I get to like my quick Hot Takes moment. These 473 00:29:15,440 --> 00:29:19,240 are just the thoughts that didn't make it into the notes. Like, into my outline. 474 00:29:20,280 --> 00:29:23,800 Carousel posts, voiceovers, videos, 475 00:29:24,920 --> 00:29:28,440 audio. People keep asking me, like, what's the best thing to post? 476 00:29:29,400 --> 00:29:33,080 And my answer is that to that is to post a variety of 477 00:29:33,080 --> 00:29:36,650 things. Y' all hate this answer. Post a variety of things. Like, from a 478 00:29:36,650 --> 00:29:40,170 technical standpoint, different styles of posts work better at different given 479 00:29:40,170 --> 00:29:43,210 moments. So right now I'm recording this on July 480 00:29:43,210 --> 00:29:46,890 31, 2025. If you're on Instagram, you 481 00:29:46,890 --> 00:29:50,610 better be posting carousel posts. For most accounts, those carousel 482 00:29:50,610 --> 00:29:53,650 posts are doing slightly better than reels, though 483 00:29:54,050 --> 00:29:57,850 reels are still high up there in terms of consumption and 484 00:29:57,850 --> 00:30:01,330 engagement. Okay, so I'm not saying don't post reels. I'm just saying a good mix, 485 00:30:01,330 --> 00:30:05,160 carousel and reels tend to work best. If you're posting all 486 00:30:05,160 --> 00:30:08,880 different types of content, all different styles, you 487 00:30:08,880 --> 00:30:12,400 get rewarded more. So if you're posting carousels and reels, a 488 00:30:12,400 --> 00:30:15,960 static post and stories, you will get rewarded more by the platform. 489 00:30:17,400 --> 00:30:21,080 The delivery, though, reflects how people consume it. 490 00:30:21,160 --> 00:30:24,520 So depending on the information that's available, you may want to present it in a 491 00:30:24,520 --> 00:30:28,200 different way. One of the tests that I love doing 492 00:30:28,200 --> 00:30:31,940 is taking the same content and putting it in different formats to see how it 493 00:30:32,250 --> 00:30:35,690 perform. So I'll take a topic and write it as a carousel post. Then I'll 494 00:30:35,690 --> 00:30:37,850 do it as a reel, then I'll do it as a story, and I'll see 495 00:30:37,850 --> 00:30:41,330 which performs the best. And then whatever performs the best, I'll do a little bit 496 00:30:41,330 --> 00:30:45,130 more of that than the other formats. I keep telling people 497 00:30:45,130 --> 00:30:48,410 this, too. I'm on my soapbox today, y'. All. 498 00:30:49,370 --> 00:30:53,090 It varies by account, by niche, by industry, even 499 00:30:53,090 --> 00:30:56,570 within the same industry, I've observed the same 500 00:30:56,570 --> 00:31:00,080 strategies working completely different on different accounts. 501 00:31:01,110 --> 00:31:04,710 Everyone's experience is different. So, yes, I can give you kind of 502 00:31:04,710 --> 00:31:07,990 trending advice, like, here's what's generally happening. 503 00:31:08,470 --> 00:31:11,910 But it's all a spectrum, right? Some of us are on this side, some of 504 00:31:11,910 --> 00:31:15,030 us are that side, some of us are in the middle. So all the advice 505 00:31:15,030 --> 00:31:18,830 works for us. So whenever I. Whatever I'm saying today, I want you to 506 00:31:18,830 --> 00:31:21,870 take it, try it, look at the data, see if it works for you, and 507 00:31:21,870 --> 00:31:25,270 then adjust. All right, I've got some quick, hot takes for you. These 508 00:31:25,350 --> 00:31:29,160 didn't, like, quite fit into my outline, but 509 00:31:30,040 --> 00:31:33,800 it's like a rapid fire. Okay. People keep saying AI generated 510 00:31:33,800 --> 00:31:37,480 content is the problem. It's not the problem. Lazy AI generated content 511 00:31:37,480 --> 00:31:41,080 is a problem. Okay, I can tell you right now, half of my threads 512 00:31:41,080 --> 00:31:44,920 posts come from these podcasts. So this podcast right here, I'm going to put it 513 00:31:44,920 --> 00:31:48,560 into AI and say, give me, like, 40 different 514 00:31:48,560 --> 00:31:52,120 ideas that I can post to threads and then I'll tweak them and post them. 515 00:31:52,120 --> 00:31:55,850 That's AI content, y'. All. It A robot helped me put this 516 00:31:55,850 --> 00:31:58,810 together. Now, the thoughts came from me because it came from my notes and my 517 00:31:58,810 --> 00:32:02,450 outline, but I don't have time to re listen to this 518 00:32:02,850 --> 00:32:06,650 and then individually type up all of the thoughts that I think 519 00:32:06,650 --> 00:32:10,450 could possibly make a threads post. I don't have time. 520 00:32:10,610 --> 00:32:13,650 So I put it into my Cast Magic tool. It gives me a bunch of 521 00:32:13,650 --> 00:32:17,370 things back. I use, like, half of them, I schedule them out, and away we 522 00:32:17,370 --> 00:32:21,210 go. Okay, so it's not AI that's a problem. It's lazy 523 00:32:21,210 --> 00:32:24,770 AI that's a problem. To me, it's like Botox. 524 00:32:25,150 --> 00:32:28,310 I used to work at a spa, a day spa that offered 525 00:32:28,310 --> 00:32:31,750 injectables. The people who came in and got Botox, 526 00:32:31,750 --> 00:32:35,550 99% of them looked amazing. You can't even tell if I said that 527 00:32:35,550 --> 00:32:38,750 person has Botox, you'd go, really? Yes. 528 00:32:39,390 --> 00:32:43,110 Y' all just notice the 1% of people who either 529 00:32:43,110 --> 00:32:46,830 got a bad Botox job or did it way too much. And it just looks 530 00:32:46,830 --> 00:32:50,430 a little like Uncanny Valley, right? Y' all are looking at these 531 00:32:50,430 --> 00:32:54,110 AI posts and going, oh, that's definitely AI. I can tell you right now a 532 00:32:54,110 --> 00:32:57,690 lot of it is produced by AI. Doesn't necessarily mean it's a bad 533 00:32:57,690 --> 00:33:01,250 thing. It's just like the lazy generic AI content that y' all like. 534 00:33:01,250 --> 00:33:04,890 Okay, hot take two hashtags. 535 00:33:05,210 --> 00:33:08,690 They're not as important anymore. We spend too much time on 536 00:33:08,690 --> 00:33:11,450 hashtags. We spend too much time on time of day. What time of day should 537 00:33:11,450 --> 00:33:14,730 I post? What hashtag should I post? They're not that important. 538 00:33:15,210 --> 00:33:18,730 The algorithms, another robot behind the scenes, are 539 00:33:18,810 --> 00:33:21,770 so much smarter than they were two years ago, they're smarter than they were five 540 00:33:21,770 --> 00:33:25,410 years ago, and they're actively trying to match your content 541 00:33:25,410 --> 00:33:29,110 with your people. Looking at the content itself, if you're recording a video video, 542 00:33:29,110 --> 00:33:32,870 it's looking at the words in your video. If you have a carousel post 543 00:33:32,870 --> 00:33:36,390 with text in the post, it's looking at that, it's looking at your captions. 544 00:33:36,790 --> 00:33:39,990 So what you need to do is make sure all of that is clear first 545 00:33:39,990 --> 00:33:43,630 and foremost. Okay. Hashtag can be a seasoning. It's 546 00:33:43,630 --> 00:33:47,150 great. It's just not as important as it used to be. It is not the 547 00:33:47,150 --> 00:33:49,910 main dish. So make sure that the content in your post 548 00:33:50,390 --> 00:33:54,150 accurately represents what you do or what you want to be about. 549 00:33:54,310 --> 00:33:58,020 And then the AI algorithm will try to 550 00:33:58,020 --> 00:34:01,860 match you with the person who would maybe like that post. Okay? 551 00:34:01,860 --> 00:34:05,660 Three text based platforms are making a comeback. I 552 00:34:05,660 --> 00:34:09,060 know everyone loves a good video moment. I'm a video galley, I love it. 553 00:34:09,380 --> 00:34:12,180 However, threads and LinkedIn are having a moment. Okay. 554 00:34:12,660 --> 00:34:16,300 Threads, short form, stream of consciousness. I'm just 555 00:34:16,300 --> 00:34:20,060 chit chatting. It's having its moment. LinkedIn, y' all are 556 00:34:20,060 --> 00:34:22,820 discounting LinkedIn. There's a lot of money to be have over in LinkedIn, a lot 557 00:34:22,820 --> 00:34:26,170 of buying decisions. You definitely don't have to post as much, but you've got to 558 00:34:26,170 --> 00:34:29,050 be a part of the community and you have to find your people because again, 559 00:34:29,370 --> 00:34:32,650 there are some lazy AI generated content out there that just looks, 560 00:34:33,130 --> 00:34:36,850 I don't know, clickbaity. And it's not for me, and it's not for you probably 561 00:34:36,850 --> 00:34:40,490 too. So you got to find your people and be in community with them. 562 00:34:41,850 --> 00:34:45,050 Long form content is still having a day in the sun. 563 00:34:45,930 --> 00:34:49,770 In fact, I'm seeing more of my clients shift to more long form 564 00:34:49,850 --> 00:34:53,570 content and less shorter form Content. I know for me, for 565 00:34:53,570 --> 00:34:57,029 instance, I produce about equal amount. So I have 566 00:34:57,109 --> 00:35:00,829 two newsletters, I produce a week, I have this podcast. And then 567 00:35:00,829 --> 00:35:04,069 when I'm really going, I have a YouTube video as well. 568 00:35:04,629 --> 00:35:08,429 That's more long form content than short form content. Okay? And so for me, 569 00:35:08,429 --> 00:35:12,069 long form, like bingeable content, is working really well for me. 570 00:35:12,149 --> 00:35:15,829 I know I said attention spans are shifting, but when your people 571 00:35:15,909 --> 00:35:19,549 find something they love, we want the whole series. We want 572 00:35:19,549 --> 00:35:23,390 multiple series. Okay? If you're like me, you're like, and I see like 573 00:35:23,390 --> 00:35:27,070 one or two episodes of something, I'm like, I'll wait, I'll wait till the whole 574 00:35:27,070 --> 00:35:30,910 series is done, that I'll go watch it. The same thing is for your people 575 00:35:30,910 --> 00:35:34,670 when they find your podcast, your YouTube channel, your substack, whatever it 576 00:35:34,670 --> 00:35:38,470 is. We're going through the archives, babe. So when you think about 577 00:35:38,470 --> 00:35:41,430 your long form content, I want you to think about it as bingeable. 578 00:35:42,070 --> 00:35:45,670 People are loving that right now, especially for blog posts. 579 00:35:46,150 --> 00:35:49,730 Okay, so those are my hot takes. But I don't want you to feel 580 00:35:49,730 --> 00:35:53,410 discouraged at the end of this thinking like, oh, woe is 581 00:35:53,410 --> 00:35:57,210 me. It's not as important. The main takeaway 582 00:35:57,210 --> 00:36:01,050 for me, for you, that I want you to have is 583 00:36:01,050 --> 00:36:04,530 that social media one is just a part of your marketing ecosystem. 584 00:36:05,170 --> 00:36:08,810 It's a part, it's a. It's an important piece, but 585 00:36:08,810 --> 00:36:12,410 it's not the biggest piece of your marketing. It plays a 586 00:36:12,410 --> 00:36:16,090 significant role, but it's more of like a supporting actress role, less main 587 00:36:16,090 --> 00:36:19,940 character. Okay, you need to decide what the main character of your marketing 588 00:36:19,940 --> 00:36:23,660 is. Where do you spend the most time, who's going to win the awards, 589 00:36:23,980 --> 00:36:27,700 and then the supporting character helps them get there. Okay, that'll be 590 00:36:27,700 --> 00:36:31,100 very helpful for you. Two, it's not that your content 591 00:36:31,100 --> 00:36:34,420 isn't working. It's not that you're bad at it. It's just that the rules have 592 00:36:34,420 --> 00:36:38,180 changed and you haven't changed with it. I used to teach make 593 00:36:38,180 --> 00:36:41,780 sure you post three to five times a week on Instagram. That is no longer 594 00:36:41,780 --> 00:36:44,980 necessary, nor do I advise it for a lot of my business owners that I 595 00:36:44,980 --> 00:36:48,760 work with. If you have less than 10k followers, especially not 596 00:36:48,760 --> 00:36:52,360 post that much, you're spending too much time creating content. 597 00:36:53,160 --> 00:36:56,840 Okay. Three, take a look at your data. 598 00:36:57,000 --> 00:37:00,560 Y' all hate data, insights, metrics, whatever you want to call. 599 00:37:01,680 --> 00:37:05,400 Feels like stepping on a scale. I know, I don't like that scale number either, 600 00:37:05,880 --> 00:37:09,720 but sometimes gotta do a little check in just to see where you're 601 00:37:09,720 --> 00:37:13,000 actually at and not where you feel like you're at. 602 00:37:13,560 --> 00:37:17,250 So check in with your data. Look long 603 00:37:17,330 --> 00:37:20,690 term, don't look at just one post. Look at a collection of 604 00:37:20,690 --> 00:37:24,210 posts and see what the trends are in your own 605 00:37:24,290 --> 00:37:28,090 data. Okay, what surprises you? What did it? What can you 606 00:37:28,090 --> 00:37:31,810 do more of what didn't? And even look at the emotional data points that 607 00:37:31,810 --> 00:37:35,330 are really hard to look at when you're looking at the metric. 608 00:37:35,410 --> 00:37:39,090 So for me, for instance, whenever I post about my kids, 609 00:37:39,090 --> 00:37:41,890 those posts go off. Emotionally though, 610 00:37:42,840 --> 00:37:46,600 I don't like it, so I don't do it. So, like, yeah, the data could 611 00:37:46,600 --> 00:37:50,360 say, Andrea, post a kit, a photo of your kids. Everyone's gonna love it. I 612 00:37:50,360 --> 00:37:52,840 don't love it, so I'm not going to do it. So you've got to also 613 00:37:52,840 --> 00:37:56,440 check in with yourself too. All right, my friends, 614 00:37:56,840 --> 00:37:59,760 I hope that you're excited that you don't have to post as much on social 615 00:37:59,760 --> 00:38:03,360 media. I hope that your, your wheels are 616 00:38:03,360 --> 00:38:07,200 turning about how you can really create an experience that 617 00:38:07,200 --> 00:38:10,790 works really well for you on social media media. And I hope that you're ready 618 00:38:10,790 --> 00:38:13,590 to figure out who the main character of your marketing is so that social media 619 00:38:13,590 --> 00:38:16,630 can play the supporting role that it's meant to be. If you want to learn 620 00:38:16,630 --> 00:38:20,310 more about this, I'm definitely talking about this next week, so stay 621 00:38:20,310 --> 00:38:24,110 tuned. In the meantime, can you leave a five star review on Apple podcasts or 622 00:38:24,110 --> 00:38:27,790 Spotify keeps us in the top 100 marketing podcasts. And that's all 623 00:38:27,790 --> 00:38:30,950 because of your support, my friends. I'll see you next week. Bye for now.