1 00:00:00,799 --> 00:00:04,319 Welcome to the mindful marketing podcast. This is the episode 2 00:00:04,319 --> 00:00:08,020 where I get my That's So Raven moment and predict 3 00:00:08,080 --> 00:00:11,780 the future of social media. This is my 6th 4 00:00:11,840 --> 00:00:15,200 time doing an episode like this, and I absolutely love it 5 00:00:15,200 --> 00:00:18,935 because I feel like I can pull out my crystal ball and talk 6 00:00:18,935 --> 00:00:22,634 about where I see social media and really marketing 7 00:00:22,855 --> 00:00:26,535 going at large. So let's dive in to the mindful marketing 8 00:00:26,535 --> 00:00:30,375 podcast. Before we do that, though, wanna share a little word from our 9 00:00:30,375 --> 00:00:34,000 sponsor, Riverside. Riverside is the all in one recording 10 00:00:34,000 --> 00:00:37,460 studio that we use for this here podcast with over 11 00:00:37,760 --> 00:00:41,440 330 episodes of the show. I know a thing or 2 about virtual 12 00:00:41,440 --> 00:00:44,895 recording studios, and I absolutely love how easy 13 00:00:44,895 --> 00:00:48,575 Riverside makes it not only to record the podcasts, but to 14 00:00:48,575 --> 00:00:52,335 edit the podcast, both audio and video, and to promote them 15 00:00:52,335 --> 00:00:55,934 on social media. Those cute little micro videos that you see me 16 00:00:55,934 --> 00:00:59,719 posting on social media, those are done by magic AI, which 17 00:00:59,719 --> 00:01:03,239 is a tool right inside of Riverside. The 18 00:01:03,239 --> 00:01:07,000 beautiful AI magically takes vertical video clips perfect 19 00:01:07,000 --> 00:01:10,600 for social sharing and makes it easy for us to share the podcast. 20 00:01:10,600 --> 00:01:14,385 So if you want to try Riverside for yourself today, click the link in 21 00:01:14,385 --> 00:01:17,825 the show notes and use code Drea, that's d r e a, at 22 00:01:17,825 --> 00:01:21,585 checkout for 15% off. That's drea, d r e a, 23 00:01:21,585 --> 00:01:25,285 at checkout. Now let's dive in to the predictions 24 00:01:25,505 --> 00:01:29,060 episode. This is, an episode that I look 25 00:01:29,060 --> 00:01:32,659 forward to every year. I do a lot of reflecting on 26 00:01:32,659 --> 00:01:35,960 previous years. I went back and listened to all 5 episodes 27 00:01:36,420 --> 00:01:40,265 that I've done so far, and y'all, a lot of my predictions come 28 00:01:40,265 --> 00:01:44,025 true. So I'm not saying that, you know, I am, you 29 00:01:44,025 --> 00:01:47,545 know, gifted or anything, but, I know I think a thing or 2 30 00:01:47,545 --> 00:01:51,240 about social media and marketing. So I will start 31 00:01:51,240 --> 00:01:54,920 the episode with a little bit of overview of what the difference of 32 00:01:54,920 --> 00:01:58,760 tactics and strategies are. I'm gonna talk about my predictions from 33 00:01:58,760 --> 00:02:02,200 last year and previous years, how those have come through. I'm gonna talk about the 34 00:02:02,200 --> 00:02:04,760 next year's predictions. And at the end, I do share a little bit of a 35 00:02:04,760 --> 00:02:08,485 personal update on where I am at in my business and how 36 00:02:08,485 --> 00:02:10,905 I see that going into 2025. 37 00:02:12,405 --> 00:02:15,465 Now, I also always like to start off this conversation 38 00:02:16,165 --> 00:02:19,625 with the tactics versus strategy, because 39 00:02:20,000 --> 00:02:23,760 tactics to me are different than strategy. Strategies is 40 00:02:23,760 --> 00:02:27,519 your overarching marketing plan. It's how you show up in the world. So 41 00:02:27,519 --> 00:02:30,980 for me, for instance, I'm a talker. I love audio and video. 42 00:02:31,280 --> 00:02:34,900 And I love being tactile in the way that I talk about marketing. 43 00:02:35,045 --> 00:02:38,405 That's my strategy. Tactically, that shows up in my 44 00:02:38,405 --> 00:02:42,165 podcast, and it shows up in micro video content, specifically right 45 00:02:42,165 --> 00:02:45,845 now on Instagram and TikTok. Okay? So 46 00:02:45,845 --> 00:02:49,520 tactically, Instagram and TikTok. If something changes and 47 00:02:49,520 --> 00:02:53,360 there's a new micro video platform, you bet your bottom dollar, I'm gonna take that 48 00:02:53,360 --> 00:02:57,120 over to the new micro video platform. Right? So that's the tactic that's working right 49 00:02:57,120 --> 00:03:00,925 now. Alright. I will also give a little bit of a teaser of my 50 00:03:00,925 --> 00:03:04,065 word of the year because that's gonna show up a few times in this episode. 51 00:03:04,605 --> 00:03:08,224 I every year give myself a word of the year. It's my guiding light, 52 00:03:08,285 --> 00:03:11,505 my North Star for how I approach my business. 53 00:03:11,965 --> 00:03:15,770 This year, I'm entering in my Taylor Swift reputation era, so 54 00:03:15,770 --> 00:03:19,610 my word of 2025 is reputation. To 55 00:03:19,610 --> 00:03:22,990 me, this is all about owning my impact, making intentional 56 00:03:23,130 --> 00:03:26,890 connections, and building strong and authentic brand image. I 57 00:03:26,890 --> 00:03:30,485 want to be known for social media mindfulness and mindful 58 00:03:30,485 --> 00:03:34,185 marketing. That's my goal for this year, become a known entity in that category. 59 00:03:34,245 --> 00:03:37,784 When you think of social media mindfulness, you think of Andrea Jones. Okay? 60 00:03:37,924 --> 00:03:41,730 Alright. So let's take a look at past episodes. I was listening back 61 00:03:41,730 --> 00:03:44,950 through them, and one of the thing that stuck out to me is in 2022, 62 00:03:46,290 --> 00:03:49,890 I predicted that there is going to be a focus 63 00:03:49,890 --> 00:03:52,790 on human centered real content. 64 00:03:54,045 --> 00:03:57,805 It feels like real life is taking center 65 00:03:57,805 --> 00:04:01,485 stage, and this has become even more apparent this year 66 00:04:01,485 --> 00:04:05,185 in 2024, and I think it's gonna continue into 2025. 67 00:04:06,440 --> 00:04:09,580 Brands, entities aren't really, 68 00:04:10,840 --> 00:04:14,520 people don't really wanna see, like, polished brand ads. Right? 69 00:04:14,520 --> 00:04:17,880 Like, as soon as we identify something as an ad, what do we do? We 70 00:04:17,880 --> 00:04:21,705 wanna skip it as quickly as possible. And so it's not the 71 00:04:21,705 --> 00:04:25,385 advertisements themselves that are capturing people's attentions in their 72 00:04:25,385 --> 00:04:29,165 hearts. It's the real, the raw, the humanness of it all. 73 00:04:29,225 --> 00:04:32,919 People based content is going to be emphasized. K? I'm 74 00:04:32,919 --> 00:04:36,520 not saying if you're a brand and an entity, you can't 75 00:04:36,520 --> 00:04:40,300 be. Right? Think of, you know, your Starbuckses, your Nikes of the world. 76 00:04:41,240 --> 00:04:44,460 They're still brands, but notice 77 00:04:45,080 --> 00:04:48,525 who is sharing their brand message and their brand stories? People. 78 00:04:48,985 --> 00:04:52,824 Usually, right now, influencers and celebrities. K? So people based 79 00:04:52,824 --> 00:04:56,604 content is still going to win. That was a prediction I had in 2022 80 00:04:56,745 --> 00:05:00,505 that will continue. And in 2023, I talked about the rise of 81 00:05:00,505 --> 00:05:04,280 AI and AI driven marketing. And I talked 82 00:05:04,280 --> 00:05:07,900 about this from a lens of digital burnout 83 00:05:08,760 --> 00:05:11,420 and how we will have a lack of trust 84 00:05:12,120 --> 00:05:15,785 in brands who use AI. And interestingly, 85 00:05:16,164 --> 00:05:18,505 this is a prediction that hasn't really, 86 00:05:19,685 --> 00:05:23,445 manifested in the way that I predicted. AI driven marketing is 87 00:05:23,445 --> 00:05:26,820 still here, and it's here to stay. But there's not 88 00:05:27,060 --> 00:05:30,740 this digital burnout with AI specifically. In fact, I think 89 00:05:30,740 --> 00:05:34,420 AI is becoming more and more widely accepted. There are 90 00:05:34,420 --> 00:05:38,180 certain communities that are very against artificial intelligence. But on the 91 00:05:38,180 --> 00:05:41,985 whole, it seems like people are kind of adapting to this new way of thinking. 92 00:05:42,625 --> 00:05:46,384 Specifically, I wanna call out Meta AI, which I did not 93 00:05:46,384 --> 00:05:49,745 like when it first launched. But recently, I was scrolling through 94 00:05:49,745 --> 00:05:53,264 Facebook as one does, and I saw a post with, like, 500 95 00:05:53,264 --> 00:05:56,910 comments. And then Meta AI popped up at the top and 96 00:05:56,910 --> 00:05:59,810 said, here's a summary of the, 97 00:06:00,590 --> 00:06:04,030 sentiment of these comments. Most people said this, some people said that, and I was 98 00:06:04,030 --> 00:06:07,550 like, oh, this is great. Okay. So I think AI 99 00:06:07,550 --> 00:06:11,225 tools in that use case, people are actually really 100 00:06:11,225 --> 00:06:15,065 enjoying them. I can see this applied to other platforms. Like, for instance, 101 00:06:15,065 --> 00:06:18,585 I would love to see this Amazon, and 102 00:06:18,585 --> 00:06:22,105 Amazon's checkout. Like, they already have, you know, 103 00:06:22,105 --> 00:06:25,900 certain things like, you know, you are this size, so this 104 00:06:25,900 --> 00:06:29,740 product may probably fit you with this size. But I would also love the 105 00:06:29,740 --> 00:06:33,419 comment section to be like, most people found this to be too small or most 106 00:06:33,419 --> 00:06:37,020 people found this to wear down. Like, I would love to see that 107 00:06:37,020 --> 00:06:40,444 happen with artificial intelligence. But I think the key 108 00:06:40,444 --> 00:06:44,044 thing going into 2025 with AI and 109 00:06:44,044 --> 00:06:47,824 marketing specifically is that brands need to be very sophisticated 110 00:06:48,365 --> 00:06:51,965 in how they leverage AI. Like, we as marketers, as business 111 00:06:51,965 --> 00:06:55,310 owners, need to uplevel the the sophistication 112 00:06:55,530 --> 00:06:59,370 behind AI. We're not talking about putting in chatty bd saying, write a 113 00:06:59,370 --> 00:07:03,050 social media post. K? But one of the things that we done we 114 00:07:03,050 --> 00:07:06,190 did recently in, my mindful marketing lab 115 00:07:06,605 --> 00:07:10,365 is take all of our testimonials. K? The the the nice things 116 00:07:10,365 --> 00:07:13,805 that people say. Put them into your AI tools, your 117 00:07:13,805 --> 00:07:17,645 ChatGPT, your Gemini, your Claude, and say, hey. Can 118 00:07:17,645 --> 00:07:21,400 you give me the running feedback of all this 119 00:07:21,400 --> 00:07:25,159 client testimonial? You know, tell me the sentiment. What do 120 00:07:25,159 --> 00:07:28,939 people like about this product the most? What do they find most impactful? 121 00:07:29,080 --> 00:07:32,599 And then you can use those words in your marketing. To me, this is 122 00:07:32,599 --> 00:07:36,145 where sophistication with AI is going. And, 123 00:07:36,385 --> 00:07:40,065 I think impactful use of AI can actually free 124 00:07:40,065 --> 00:07:43,765 up time for more humanness behind 125 00:07:44,145 --> 00:07:47,525 the brand. K? Alright. So here are my predictions 126 00:07:48,065 --> 00:07:51,720 for 2025. We're gonna start with AI. So I 127 00:07:51,720 --> 00:07:54,699 believe that there is going to be an increased amount of trust 128 00:07:55,479 --> 00:07:59,240 with AI and using AI not as 129 00:07:59,240 --> 00:08:02,865 the star of a show, but more of a a background and supporting role. 130 00:08:03,104 --> 00:08:06,785 AI is going to become a tool. It streamlines content. It 131 00:08:06,785 --> 00:08:10,384 makes connecting easier and faster, but we 132 00:08:10,384 --> 00:08:13,444 need to. We absolutely must have a distinctly 133 00:08:13,905 --> 00:08:17,604 human touch to the things that we do with our interactions. 134 00:08:18,250 --> 00:08:22,090 Okay? So making artificial intelligence and 135 00:08:22,090 --> 00:08:25,930 AI distinctly you. I think, again, Meta is playing 136 00:08:25,930 --> 00:08:29,210 around with this in a very interesting way. I don't think we're there yet, but 137 00:08:29,210 --> 00:08:32,270 they created these AI characters this year. 138 00:08:33,284 --> 00:08:36,985 You know, things like you could talk to Snoop a Snoop's AI, 139 00:08:37,525 --> 00:08:40,965 or you could build one for your own brand. I think that that's 140 00:08:40,965 --> 00:08:44,585 interesting. We're labeling it as AI, so there's no confusion. 141 00:08:44,645 --> 00:08:48,350 People know they're talking to a robot, but the responses are 142 00:08:48,350 --> 00:08:51,870 in a voice that is very distinct and unique. I think that could be 143 00:08:51,870 --> 00:08:55,710 interesting. I also think that, there's gonna be 144 00:08:55,710 --> 00:08:59,170 continued premium on human content. 145 00:08:59,615 --> 00:09:02,834 So the content that only humans can make, mistakes and all. 146 00:09:03,535 --> 00:09:06,754 So for example, behind the scenes content, personal 147 00:09:06,894 --> 00:09:10,254 stories, how I content versus how to 148 00:09:10,254 --> 00:09:14,100 content is going to be on the rise. K? It's going to be on 149 00:09:14,100 --> 00:09:17,860 a rise, and this is where that reputation word comes back into play. 150 00:09:17,860 --> 00:09:21,700 A brand's reputation is going to be at 151 00:09:21,700 --> 00:09:25,220 stake if we don't clarify what what is 152 00:09:25,220 --> 00:09:28,735 AI and what isn't. And I see this 153 00:09:28,735 --> 00:09:32,255 specifically with people doing deepfakes. This 154 00:09:32,255 --> 00:09:35,615 year and last year, this has been like, it's just so 155 00:09:35,615 --> 00:09:39,155 wild. People are creating deepfakes of certain 156 00:09:39,295 --> 00:09:43,080 celebrities, putting them as advertisements, and 157 00:09:43,080 --> 00:09:46,600 then using those deep fakes. So AI created video 158 00:09:46,600 --> 00:09:50,300 content or image content and then, you know, scamming people. 159 00:09:50,440 --> 00:09:54,120 K? Scams will always be a thing. However, I 160 00:09:54,120 --> 00:09:57,725 think with AI, the scamming is going to be even more 161 00:09:57,965 --> 00:10:01,725 I think even more people are gonna start being scammed. Okay? So as a 162 00:10:01,725 --> 00:10:05,485 brand, as a business owner, really tripling down on, like, we're humans 163 00:10:05,485 --> 00:10:09,005 here and tripling down on, like, if it's AI 164 00:10:09,005 --> 00:10:12,260 generated. I don't think AI is bad. 165 00:10:13,040 --> 00:10:16,800 I think it's just different. And to me, this feels a lot like, when people 166 00:10:16,960 --> 00:10:20,560 when when televisions came out and people were like, oh, it's the end of 167 00:10:20,560 --> 00:10:24,175 radio. Radio's going away. But radio hasn't gone away. It's 168 00:10:24,175 --> 00:10:27,875 just evolved. Right? It's just changed. It's it's 169 00:10:28,095 --> 00:10:31,635 caught up with the times. Now we have Internet radio. Right? Now we have 170 00:10:31,695 --> 00:10:34,835 podcasts, and we have lots of audio experiences like audiobooks. 171 00:10:35,330 --> 00:10:39,170 Those have not gone away. The medium of audio has not gone away. It's 172 00:10:39,170 --> 00:10:42,230 just changed over the years, and I think that's gonna be the same for AI. 173 00:10:42,930 --> 00:10:45,910 2nd prediction. So the first one was AI driven 174 00:10:46,370 --> 00:10:50,105 landscape and building trust with your people by 175 00:10:50,105 --> 00:10:53,865 being clear about how you're using AI. The second prediction is 176 00:10:53,865 --> 00:10:57,325 that community is going to be an ecosystem, not one platform. 177 00:10:57,945 --> 00:11:01,700 And I've been talking about this for years, but, 178 00:11:02,100 --> 00:11:05,940 the first time I brought up was in the 2022 predictions episode, but it's 179 00:11:05,940 --> 00:11:09,320 gonna become even more apparent going into 2025. 180 00:11:09,780 --> 00:11:13,485 K? Community is an ecosystem, not one platform. 181 00:11:13,485 --> 00:11:17,004 When people talk about my Instagram community, my YouTube community, my 182 00:11:17,004 --> 00:11:20,524 Facebook community, it is an ecosystem. And I'll give a very real 183 00:11:20,524 --> 00:11:23,964 example of this. One of my members in my 184 00:11:23,964 --> 00:11:27,725 community, posted in our community, like, hey, does anyone know this specific 185 00:11:27,725 --> 00:11:31,540 thing? Then she DM'd me on Instagram. It was like, hey. Here's something 186 00:11:31,540 --> 00:11:34,820 that I'd love to get your thoughts on. And I know she's probably also gonna, 187 00:11:34,820 --> 00:11:38,420 like, be on Facebook with me and on threads and in my 188 00:11:38,420 --> 00:11:41,945 inbox. And I consider her a community member in all of those 189 00:11:41,945 --> 00:11:45,785 places, not any individual single place. And so community 190 00:11:45,785 --> 00:11:49,245 isn't about a single Facebook group or a LinkedIn page 191 00:11:49,305 --> 00:11:52,985 or an Instagram account. Community is going to be about 192 00:11:52,985 --> 00:11:56,600 cultivating that, here's the word again, reputation across 193 00:11:56,660 --> 00:12:00,420 multiple platforms and building trust that carries over no matter 194 00:12:00,420 --> 00:12:04,180 where you are. And this is gonna become even more important as more and more 195 00:12:04,180 --> 00:12:07,940 social platforms kind of rise and fall. I recently signed up for Blue 196 00:12:07,940 --> 00:12:11,665 Sky. Again, purely as an experiment 197 00:12:11,725 --> 00:12:15,265 and as a test, because that is my job. However, 198 00:12:15,885 --> 00:12:19,565 I know that there are pockets of my people on Blue Sky 199 00:12:19,565 --> 00:12:23,185 who don't just only follow me on that one platform. They probably 200 00:12:23,245 --> 00:12:26,920 follow on multiple platforms. I think this also can be very 201 00:12:26,920 --> 00:12:30,520 challenging, though, as a business owner because tracking the value of your 202 00:12:30,520 --> 00:12:34,140 community is going to become harder. It's nuanced. K? 203 00:12:34,200 --> 00:12:38,035 We're not talking about looking at Instagram and going, okay, what's 204 00:12:38,035 --> 00:12:41,795 the value of my Instagram account? We're talking about something far 205 00:12:41,795 --> 00:12:45,635 more abstract of looking at a community member and going, okay, 206 00:12:45,635 --> 00:12:48,675 they found me on Instagram, they signed up for my email list, and now they 207 00:12:48,675 --> 00:12:52,390 listen to my podcast. They don't check any of my emails or my 208 00:12:52,390 --> 00:12:56,230 Instagram account anymore. They just listen to the podcast. And that's 209 00:12:56,230 --> 00:12:59,530 gonna be really hard to track. It's really hard to track that number. 210 00:12:59,750 --> 00:13:02,730 So I think the value of word-of-mouth, 211 00:13:03,605 --> 00:13:07,125 influence and micro communities is gonna be even more 212 00:13:07,125 --> 00:13:10,725 important. How do you connect your community not only to you 213 00:13:10,725 --> 00:13:14,404 but to each other? That's through word-of-mouth influence where 214 00:13:14,404 --> 00:13:17,685 someone goes, hey. Have you heard of so and so? No. I haven't. Here, check 215 00:13:17,685 --> 00:13:21,400 out their Instagram. Or when they're on your Instagram, you 216 00:13:21,400 --> 00:13:25,240 go, hey, the main way that I connect with my community is in my email. 217 00:13:25,240 --> 00:13:28,920 Make sure you subscribe there. Okay? It is, again, more 218 00:13:28,920 --> 00:13:32,765 challenging but more effective because we are having 219 00:13:32,765 --> 00:13:36,605 meaningful conversations and we're building brand loyalty no matter what the medium is, no 220 00:13:36,605 --> 00:13:40,225 matter what the platform is. But that also means there needs to be consistency 221 00:13:40,285 --> 00:13:43,645 across all of your marketing channels. And this is why I'm 222 00:13:43,645 --> 00:13:47,025 so invested into mindful marketing and marketing ecosystems. 223 00:13:47,820 --> 00:13:51,340 Because, yes, we have marketing distribution across 224 00:13:51,340 --> 00:13:54,800 multiple channels. But, ideally, we have one 225 00:13:54,860 --> 00:13:58,380 signature way that people can connect with us. 1 or 2 226 00:13:58,380 --> 00:14:02,165 signature ways that people can connect with us. So signature content is, 227 00:14:02,165 --> 00:14:05,145 again, so important in this community as an ecosystem, 228 00:14:06,005 --> 00:14:09,845 model versus community as a platform model. So I'll give an example with 229 00:14:09,845 --> 00:14:13,365 my own brand. My podcast, this very here 230 00:14:13,365 --> 00:14:17,100 podcast is the main way that I want people to consume my, let's 231 00:14:17,100 --> 00:14:20,940 say, thought leadership for simplicity's sake, my podcast. So 232 00:14:20,940 --> 00:14:24,540 if someone meets me, I'm like, listen to podcast. Listen to podcast. Listen to podcast. 233 00:14:24,540 --> 00:14:28,300 Podcast comes up in every single newsletter. Podcast is every single 234 00:14:28,300 --> 00:14:31,915 social media platform. I talk about my podcast. Because to 235 00:14:31,915 --> 00:14:35,214 me, this is the primary way that I want people to consume my content. 236 00:14:35,435 --> 00:14:38,254 Secondarily is my emails, my email newsletter, 237 00:14:39,194 --> 00:14:42,954 and social is actually, 3rd on the list. K? 238 00:14:42,954 --> 00:14:46,670 And even within social, there's a hierarchy. I tend to 239 00:14:46,670 --> 00:14:50,370 put more, emphasis on platforms like Instagram and threads, 240 00:14:50,990 --> 00:14:54,590 less emphasis on platforms like LinkedIn and Facebook, TikTok 241 00:14:54,590 --> 00:14:58,270 somewhere in the middle. And I don't even really log on to 242 00:14:58,270 --> 00:15:01,985 Pinterest. YouTube is like, it's on my wish list, 243 00:15:01,985 --> 00:15:05,425 but, you know, the podcast goes on YouTube and sometimes I create some YouTube videos. 244 00:15:05,425 --> 00:15:09,125 Right? It's not that, important in my marketing strategy for 2025. 245 00:15:09,665 --> 00:15:13,425 So I want you to think about what your marketing ecosystem looks like, 246 00:15:13,425 --> 00:15:17,150 but also the hierarchy within that ecosystem because community 247 00:15:18,090 --> 00:15:21,770 is so important, but and your community 248 00:15:21,770 --> 00:15:25,530 members will come into your community and bounce around in your community in so 249 00:15:25,530 --> 00:15:29,165 many different ways. K? So we talked about AI. We talked about 250 00:15:29,165 --> 00:15:32,625 community as an ecosystem. I gotta talk about the algorithm, 251 00:15:33,005 --> 00:15:36,785 mister Al. K? Mister Al is getting more 252 00:15:36,845 --> 00:15:40,225 sophisticated. And because of that, follower 253 00:15:40,285 --> 00:15:44,090 number does not matter as much as it did. K? 254 00:15:44,390 --> 00:15:48,070 People are discovering you. Your relevance to them 255 00:15:48,070 --> 00:15:51,510 is based on how the algorithm views your 256 00:15:51,510 --> 00:15:55,245 content, not based on whether they follow you or not. I don't 257 00:15:55,245 --> 00:15:59,005 know if you've noticed, but every single social app is like this now. You 258 00:15:59,005 --> 00:16:02,285 log in to Facebook, you log in to Instagram, you go to YouTube, you go 259 00:16:02,285 --> 00:16:05,965 to TikTok, every single one of them is helping you 260 00:16:05,965 --> 00:16:09,485 discover new content, and your feed is, very mixed 261 00:16:09,485 --> 00:16:12,960 bag of people you follow and people you don't follow. 262 00:16:13,340 --> 00:16:17,020 So your actual follower count, it doesn't matter. What 263 00:16:17,020 --> 00:16:19,840 matters is how the algorithm views your content. 264 00:16:20,700 --> 00:16:24,415 So you, as a content creator, as a business owner, need to speak 265 00:16:24,415 --> 00:16:28,095 the algorithm's language. Algorithms will favor brands who have 266 00:16:28,095 --> 00:16:31,935 positive reputation, who have established community connections. That means people are not 267 00:16:31,935 --> 00:16:35,630 just talking to you in the comments, they're talking to each other, and who 268 00:16:35,710 --> 00:16:39,550 they're sharing your content. K? And Instagram has been really great. 269 00:16:39,550 --> 00:16:43,310 Adam Messeri, head of Instagram, has been really great about breaking 270 00:16:43,310 --> 00:16:46,930 down what this means specifically. Recently, he said that 271 00:16:47,390 --> 00:16:51,055 content that is shared, so share worthy content, is a number one 272 00:16:51,055 --> 00:16:54,415 signal of relevance to the algorithm. So that 273 00:16:54,415 --> 00:16:57,935 means if people hit that little paper airplane emoji and share your 274 00:16:57,935 --> 00:17:01,555 content, the algorithm goes, oh, this must be important. 275 00:17:01,935 --> 00:17:05,760 Let's share it and show it to more people. K? It's giving your 276 00:17:05,760 --> 00:17:09,540 content credibility when people share it. Secondarily, 277 00:17:09,840 --> 00:17:13,620 engagement other forms of engagement outside of sharing is still important. 278 00:17:14,400 --> 00:17:18,214 It's not likes and comments, though. It's it's nuanced. 279 00:17:18,275 --> 00:17:22,035 It's watch time. It's quality conversation. K? 280 00:17:22,035 --> 00:17:25,734 Not just any old like, any old comment, but are people talking to each other? 281 00:17:25,875 --> 00:17:29,715 Are people not just starting the video, but watching a significant portion 282 00:17:29,715 --> 00:17:32,775 of it? Are they completing watching that video? 283 00:17:34,049 --> 00:17:37,830 K? This is even more important now more than ever. 284 00:17:37,890 --> 00:17:41,190 I see the types of content in my feed that the algorithm, 285 00:17:41,730 --> 00:17:45,090 you know, assumes that I wanna watch. It's not business 286 00:17:45,090 --> 00:17:48,654 related because lately, I haven't really been consuming a lot of business 287 00:17:48,654 --> 00:17:52,254 related content. I'm consuming stuff like how to, you 288 00:17:52,254 --> 00:17:55,615 know, how to feed my picky toddler who's not eating anything 289 00:17:55,615 --> 00:17:58,975 but cheese and bread right now. Right? And so the 290 00:17:58,975 --> 00:18:02,750 algorithm's like, here's meal planning for your 2 year old. And I'm like, how 291 00:18:02,750 --> 00:18:05,310 does it know I have a 2 year old? It's because I continue to watch 292 00:18:05,310 --> 00:18:08,750 that content even though I never like it and I never share it. 293 00:18:08,750 --> 00:18:11,890 K? And so the advanced 294 00:18:12,195 --> 00:18:15,955 nuance of the algorithm is gonna be even more important to business owners heading into 295 00:18:15,955 --> 00:18:19,095 2025, and you gotta learn to speak that algorithm's language. 296 00:18:20,674 --> 00:18:24,434 Lastly, as we head into 2025, I want you to think about your 297 00:18:24,434 --> 00:18:28,260 own reputation as a business owner, especially outside 298 00:18:28,260 --> 00:18:32,100 of a singular marketing platform. Because we talked about how AI is on 299 00:18:32,100 --> 00:18:35,540 the rise. We talked about how community is ecosystem. We talked about 300 00:18:35,540 --> 00:18:39,295 how the algorithm is even more advanced. And so my 301 00:18:39,295 --> 00:18:42,035 prediction is that going into 2025, 302 00:18:43,375 --> 00:18:46,755 all content marketing is going to need to be 303 00:18:47,295 --> 00:18:50,355 reputation building marketing because 304 00:18:50,899 --> 00:18:54,340 we're entering into the era of sophistication in 305 00:18:54,340 --> 00:18:57,860 marketing. This is, what I've I've seen this term thrown around a 306 00:18:57,860 --> 00:19:01,299 lot, social media 3 point o. We're headed into social 307 00:19:01,299 --> 00:19:04,980 media 3 point o. It's not simple anymore. It's not take the 308 00:19:04,980 --> 00:19:08,775 same graphic, square graphic, post it to Facebook, to 309 00:19:08,775 --> 00:19:12,475 Twitter, to Instagram, dust off your hands, and call it a day. K? 310 00:19:13,095 --> 00:19:16,875 It's far more nuanced than that, and it focuses 311 00:19:16,935 --> 00:19:20,450 in on, a more advanced user. We have been 312 00:19:20,669 --> 00:19:24,510 engaging on social media for 10, 313 00:19:24,510 --> 00:19:28,350 15 years now. K? Like, as as a collective, as, like, 314 00:19:28,350 --> 00:19:31,950 something that has mass appeal. Right? When Facebook, I think, 315 00:19:31,950 --> 00:19:35,345 first became available to everyone is really 316 00:19:35,345 --> 00:19:38,865 when social media 2.0, in my 317 00:19:38,865 --> 00:19:42,625 opinion, took off. Okay? So social media 1.0, it's like 318 00:19:42,625 --> 00:19:46,320 you were a nerd, you had to get it, Or you were just young and 319 00:19:46,320 --> 00:19:49,280 didn't and had all the time in the world. Right? And you were on, you 320 00:19:49,280 --> 00:19:52,960 know, Myspace or LiveJournal or whatever we were on back in the 321 00:19:52,960 --> 00:19:56,800 day. And then Facebook became publicly available to everyone. Now everyone and their mom 322 00:19:56,800 --> 00:19:59,860 is on Facebook. That's social media 2.0. Social media 3.0, 323 00:20:00,775 --> 00:20:04,135 more nuanced. We are more advanced as a 324 00:20:04,135 --> 00:20:07,655 collective in how we experience social media. So brands will 325 00:20:07,655 --> 00:20:11,335 actually need to develop a character. I think 326 00:20:11,335 --> 00:20:14,855 about this from all the way from big brands to small brands and 327 00:20:14,855 --> 00:20:18,500 everything in between, and that characterization will go across 328 00:20:18,640 --> 00:20:22,399 all of your marketing channels. I taught a class recently in the 329 00:20:22,399 --> 00:20:26,080 mindful marketing lab called profit from your POV where we talked about this 330 00:20:26,080 --> 00:20:29,855 in-depth. Your your brand's unique point of 331 00:20:29,855 --> 00:20:33,615 view is why people will connect with your brand, why they will follow 332 00:20:33,615 --> 00:20:36,735 with your brand, why they will engage with your brand, why they buy with your 333 00:20:36,735 --> 00:20:40,575 brand, and then why they become a brand advocate. It is not 334 00:20:40,575 --> 00:20:43,870 because of one post they saw one time. K? 335 00:20:44,570 --> 00:20:48,410 Sometimes that works. It rarely works these days. We 336 00:20:48,410 --> 00:20:52,170 wanna see something on Facebook, and then we ask a 337 00:20:52,170 --> 00:20:56,010 friend indirect message. We sign up for an email newsletter. We listen to the 338 00:20:56,010 --> 00:20:59,585 podcast for 2 years, and then we buy something. K? 339 00:20:59,804 --> 00:21:02,945 We research the heck out of it. We're reading Amazon reviews. 340 00:21:03,405 --> 00:21:06,765 We're we're going to Facebook groups. We are 341 00:21:06,765 --> 00:21:10,065 interacting with the community on an entirely different level. 342 00:21:10,525 --> 00:21:14,289 We want recommendations. We want people to say this is good. 343 00:21:14,289 --> 00:21:17,510 We want people to vouch for it, and that requires 344 00:21:17,890 --> 00:21:21,669 character development and a deep, deep understanding of your brand's 345 00:21:21,730 --> 00:21:25,169 reputation. K? I think reputation is gonna 346 00:21:25,169 --> 00:21:28,965 be, reputation means that you're gonna have to be actively involved 347 00:21:28,965 --> 00:21:32,804 with your community. Pull them into the process. I talked last year about 348 00:21:32,804 --> 00:21:36,404 interactive marketing, and interactive marketing is gonna be even more 349 00:21:36,404 --> 00:21:40,110 important in the future. It's no longer a brand 350 00:21:40,110 --> 00:21:43,790 saying, buy my stuff. It's a brand listening and using things 351 00:21:43,790 --> 00:21:47,550 like memes, using things like trending content, using 352 00:21:47,550 --> 00:21:50,910 things like what's happening in the world around you to speak the 353 00:21:50,910 --> 00:21:54,395 language of what's happening here now and stay in that moment. Because 354 00:21:54,395 --> 00:21:58,235 we're so connected on social media too, we have higher expectations of 355 00:21:58,235 --> 00:22:01,755 brands. Like, if a brand just comes out here like, 356 00:22:01,755 --> 00:22:05,595 okay. Let's say, Starbucks, for instance. If Starbucks just comes 357 00:22:05,595 --> 00:22:09,030 out and says, it's pumpkin spice latte season, buy it 358 00:22:09,030 --> 00:22:12,790 now, we go, okay. Like, we knew that this was coming, 359 00:22:12,790 --> 00:22:15,910 and the people who like it like it and the people who don't don't. If 360 00:22:15,910 --> 00:22:19,510 Starbucks is trying to bring more people into the p pumpkin spice 361 00:22:19,510 --> 00:22:23,065 latte fold, they need to do something different to attract 362 00:22:23,065 --> 00:22:26,665 different audiences. Okay? We can't just have the posters that are 363 00:22:26,665 --> 00:22:30,345 just like, this is the thing. Buy it. We kinda wanna have 364 00:22:30,345 --> 00:22:33,965 customer involvement. We wanna see the movement behind it. And is that harder? 365 00:22:34,825 --> 00:22:38,480 Yeah. But it's just where we are now as business owners. 366 00:22:38,860 --> 00:22:42,299 Because of that, less is more. K? We are into interactive 367 00:22:42,299 --> 00:22:45,760 content and is the reputation era, but less is more. 368 00:22:45,980 --> 00:22:49,765 This is great because the algorithm will show your content if 369 00:22:49,765 --> 00:22:53,385 it's great. We don't need more content. We need better content. K? 370 00:22:53,684 --> 00:22:57,365 And that means listening to what your people 371 00:22:57,365 --> 00:23:00,985 are saying. So as we head into 2025, 372 00:23:01,285 --> 00:23:04,970 here are some of my practical tips, especially since I'm in my 373 00:23:04,970 --> 00:23:08,590 reputation era. I want you to be in your reputation era as well. 374 00:23:09,610 --> 00:23:13,289 I wanna focus in on authenticity, not 375 00:23:13,289 --> 00:23:17,014 just being transparent, but being real. I 376 00:23:17,014 --> 00:23:20,855 think there's a difference in a curated authentic moment and 377 00:23:20,855 --> 00:23:24,554 not just saying, like, here's everything exactly as it is. 378 00:23:24,855 --> 00:23:28,294 I talk about this a lot, but it's almost like a reality TV show. There's 379 00:23:28,294 --> 00:23:32,040 a producer behind the scenes, right, producing that moment. I do think 380 00:23:32,040 --> 00:23:35,720 as business owners, there's a production level that we need to lean 381 00:23:35,720 --> 00:23:39,500 into into being authentic. And, again, I'm not saying manufacturing 382 00:23:39,720 --> 00:23:43,480 something that's not there, but curating it so that 383 00:23:43,480 --> 00:23:47,225 it's a really tight story. K? And it's not just like word 384 00:23:47,225 --> 00:23:50,745 vomiting everything out into the Internet. I think that there is gonna be 385 00:23:50,745 --> 00:23:54,425 even more power and consistency across platforms and even 386 00:23:54,425 --> 00:23:57,980 creating micro consistency moments, Shamelessly 387 00:23:58,200 --> 00:24:01,580 or or maybe I should be ashamed of this, I follow an account on TikTok 388 00:24:01,800 --> 00:24:05,560 where it's a guy, chopping wood. I don't know how 389 00:24:05,560 --> 00:24:09,100 else to describe this, but, if you know, you know. 390 00:24:09,800 --> 00:24:13,365 He just chops the wood, y'all, And he is a very attractive 391 00:24:13,365 --> 00:24:16,725 looking fellow and has millions of views on his videos of chopping 392 00:24:16,725 --> 00:24:20,565 wood. There's a consistency in how he's creating content, not just on TikTok, but 393 00:24:20,565 --> 00:24:24,325 across all the platforms. He's in, the know. 394 00:24:24,325 --> 00:24:27,650 Okay? He knows what people want, and there's a consistency 395 00:24:27,870 --> 00:24:31,310 there. I actually don't even know his name, but if I saw his 396 00:24:31,310 --> 00:24:34,850 video, I would recognize it. K? So I want you to have consistency 397 00:24:34,910 --> 00:24:38,510 that's recognizable. Listen to your 398 00:24:38,510 --> 00:24:42,185 community, establish regular touchbacks with your people. 399 00:24:42,325 --> 00:24:46,105 You wanna understand what they're feeling. This requires 400 00:24:46,245 --> 00:24:49,925 listening. K? Reading the comments, but also being proactive, asking 401 00:24:49,925 --> 00:24:53,605 people. Have ask me anything sessions. Create 402 00:24:53,605 --> 00:24:57,200 feedback forms, especially from your your buyers. Like, 403 00:24:57,200 --> 00:25:00,720 learn what they want. I mentioned earlier about taking your 404 00:25:00,720 --> 00:25:04,080 testimonials and turning that into marketing. That's gonna be even more 405 00:25:04,080 --> 00:25:07,840 important. I record my sales calls. I record the feedback that 406 00:25:07,840 --> 00:25:11,495 I get from my people. I even, created a new form 407 00:25:11,495 --> 00:25:15,255 for, like, first time buyers. If you come into my community, like, into the 408 00:25:15,255 --> 00:25:18,475 mindful marketing lab, I have a form for you to fill out right away immediately 409 00:25:18,695 --> 00:25:21,575 so I can get a better sense of what you need as a community member 410 00:25:21,575 --> 00:25:25,360 so I can put that into my marketing. 4th 411 00:25:25,360 --> 00:25:29,060 thing, quality over quantity. Less is more. 412 00:25:29,120 --> 00:25:32,560 Less is more. Thoughtfulness, mindfulness is going to be key 413 00:25:32,560 --> 00:25:36,240 here. It's no longer, like, post up a quote 414 00:25:36,240 --> 00:25:39,495 and leave it. Like, we can't just have that moment. 415 00:25:40,115 --> 00:25:43,655 There's gonna be a thoughtfulness that's needed there. And then 416 00:25:43,795 --> 00:25:47,555 lastly, collaborative community driven content. I see 417 00:25:47,555 --> 00:25:51,210 this a lot on threads right now where the impact is 418 00:25:51,210 --> 00:25:54,910 in the conversation. K? The impact is in the conversation. 419 00:25:55,690 --> 00:25:59,230 Posting content is not the central focus of your marketing 420 00:25:59,530 --> 00:26:02,910 on social media. Community and conversation 421 00:26:03,530 --> 00:26:07,105 is. And either you're creating that conversation, so you're 422 00:26:07,105 --> 00:26:10,784 starting it, or you're joining other conversations. It's 423 00:26:10,784 --> 00:26:14,544 not really about broadcasting. And social media, frankly, never has 424 00:26:14,544 --> 00:26:17,970 been, but as marketers, we slip into broadcasting mode very easily. 425 00:26:18,130 --> 00:26:21,669 It's no longer about broadcasting. It's about 426 00:26:21,970 --> 00:26:25,650 conversation and intentionality and the strength that comes 427 00:26:25,650 --> 00:26:28,630 from having those conversations. So 428 00:26:29,330 --> 00:26:32,995 as I head into 2025, my word of the year, as I 429 00:26:32,995 --> 00:26:36,674 mentioned, is reputation. I'm headed into my reputation era, but I 430 00:26:36,674 --> 00:26:40,515 encourage you to think about your brand's reputation as well. What do you wanna 431 00:26:40,515 --> 00:26:44,135 be known for, and how can you align your marketing 432 00:26:44,275 --> 00:26:47,975 to reflect that? I wanna be known for social media mindfulness. 433 00:26:48,570 --> 00:26:52,330 So I'm aligning my marketing to reflect that. That actually means 434 00:26:52,330 --> 00:26:56,090 posting less on social media as an expert, as a social media marketer. I've been 435 00:26:56,090 --> 00:26:59,610 doing this for 10 years. That means I'm 436 00:26:59,610 --> 00:27:03,304 walking the talk. K? There's 437 00:27:03,304 --> 00:27:06,684 a value as well in building lasting assets. 438 00:27:07,065 --> 00:27:10,764 K? Social media is fly by night. 439 00:27:10,985 --> 00:27:14,345 It it comes and goes. Trends rise and fall very 440 00:27:14,345 --> 00:27:17,620 quickly. I want you to think about the assets that outlast 441 00:27:18,000 --> 00:27:21,760 that. The assets that outlast social media 442 00:27:21,760 --> 00:27:25,520 fleetiness. K? I'm not saying social media isn't important. It it plays a very 443 00:27:25,520 --> 00:27:29,060 important role. It's just not that important. Okay? 444 00:27:30,755 --> 00:27:34,515 As I sign off on this episode, this predictions episode, 445 00:27:34,515 --> 00:27:37,415 I want you to think about what you're doing for 2025. 446 00:27:38,195 --> 00:27:41,335 How are you leaning into accepting or 447 00:27:41,715 --> 00:27:45,540 utilizing AI in your marketing? How are you making community 448 00:27:45,760 --> 00:27:49,440 an ecosystem and not a platform? How are you leaning into the 449 00:27:49,440 --> 00:27:52,960 advancements of artificial intelligence? All of that is very 450 00:27:52,960 --> 00:27:56,625 impactful. And then, of course, if you have any questions, I'm here. I'm 451 00:27:56,625 --> 00:28:00,245 available. I I will be continuing to talk about it in this podcast, 452 00:28:00,625 --> 00:28:04,085 my YouTube channel. And if you're ready for more in the mindful marketing 453 00:28:04,145 --> 00:28:07,365 lab, coming up in December, I do my 454 00:28:07,505 --> 00:28:10,725 seasons of giving and I have lots of new content, 455 00:28:11,185 --> 00:28:15,000 AI content, algorithm content, and marketing ecosystem 456 00:28:15,000 --> 00:28:18,760 content that I'm releasing to my members. Plus, I'll be doing audits for all of 457 00:28:18,760 --> 00:28:22,600 the members as well, taking a look at your marketing ecosystems and giving you 458 00:28:22,600 --> 00:28:26,404 feedback there. So stay tuned if you're in the lab. If you're not, come 459 00:28:26,404 --> 00:28:29,524 on in and join us. I hope to see you there. That's all for today. 460 00:28:29,524 --> 00:28:30,345 Bye for now.