September 9, 2025 • 32 mins
Join us for a practical and inspiring Retail Roundup session with western fashion influencer and content creator Kyli Hibbard (@shopwithmecowgirl). Fresh off the WESA Trade Show floor, Kyli will share quick, creative content ideas that retailers can use right away to boost engagement and showcase their products on Reels, TikTok, and Shorts even with a busy schedule. Listen in...
WESA Retail Roundup September 8, 2025:
- Host: Glenn the Geek, Host of Horses in the Morning
- Facebook: Retail Roundup Facebook group
- Guest: Kyli Hibbard | Facebook | Instagram | TikTok
- Presented By: Western English Sales Association
Chapters:
00:47 - The Power of Short Form Video in Retail
11:11 - The Importance of Hooks and Consistency in Video Marketing
19:22 - The Shift Towards Authenticity in Content Creation
23:22 - Navigating Short Form Video Strategies
27:25 - The Rise of YouTube and Its Impact on Content Creation
Takeaways:
- The significance of short-form video lies in its capacity to foster genuine connections between businesses and consumers.
- Engaging with audiences through authentic content enhances relatability, resulting in increased customer loyalty and interest.
- Understanding the nuances of various social media platforms allows businesses to tailor their content effectively for optimal reach.
- Consistency in posting is paramount; it trains customers to expect and engage with content regularly, thus enhancing brand visibility.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Foreign.
You are listening to the HorseRadio Network, part of the Equine
Network family.
Well, hi everybody.
Welcome back to the RetailRoundup brought to you by wesa.
I am Glenn the Geek, founderof the Horse Radio Network and host
of Horses in the Morning, thedaily podcast for the last 15 years.
(00:23):
The retail Roundup is your goto virtual hub for all things retail.
We have panel discussions, wehave webinars, we do sessions like
this where we talk aboutthings you can do to improve sales.
So we do a little bit of everything.
I highly advise you to lookfor the Retail Roundup on Facebook.
That's where we make all the announcements.
There's lots of cool stuff andthe community is basically there.
(00:45):
So check that out today.
Today we're diving into one ofthe most impactful tools for connecting
with your customers and yourpotential customers, and that is
short form video.
Short form video, you see it everywhere.
Obviously if you have TikTok,you scroll through them endlessly,
waste hours doing that.
(01:05):
But there's also reels andshorts and all kinds of different
ways you can connect withshort term, short, short form video.
I can't say that word.
So.
And today we're going to diveinto it and we're going to find out
what works, what doesn't work,how do you get comfortable doing
it?
And we have somebody that isso comfortable doing it.
She does a great job with it.
And that's Kylie Hibbard.
(01:26):
She's also known as Shop WithMe Cowgirl.
You've probably seen her faceon little shorts that gone by your
scroll.
You've been at WESA a bunch.
You're known for capturingtrends there and building connections
and doing all kinds of things.
And mostly in the Westernfashion side, right?
Yes, correct.
Yeah, but you've been there a bunch.
(01:46):
I've seen you running around.
So her expertise really is inshort form video.
And I want to talk to youabout that today because it's something
that I think as a person inbusiness, whether you're a retailer
or manufacturer, whatever, youknow, in today's world, you should
do it right.
But why is it important andwhy is it resonating more than static
(02:12):
posts or any other kind ofposts for that banner ads or whatever?
Yeah, I think short term videoor any video brings authenticity.
It brings a connection thatstatic posts cannot.
Just like us talking and youcan see each other face to face.
You make a connection that youwouldn't if you couldn't see the
person behind the camera.
And I've just found it superimpressive how well Videos perform
(02:35):
on my content and I've seenthat people are.
They have a short term liketheir memory and their.
Everything's super fast, sowhy not push it with video?
And that's what we've been doing.
Interesting.
When I speak at conferencesabout podcasting, one of the terms
I made up 15 years ago wasthey come for the content, but they
(02:55):
stay for the host.
It's a little bit that wayeven with short form video, isn't
it?
Absolutely.
There's a connection that youbuild that you can't explain with
just regular posts.
It's because you're building a friendship.
You're getting to see thatperson behind the voice and then
they're relating to you.
Or maybe they.
They relate to the bootsbehind you and you build a connection
(03:17):
that you can't build in just apicture format.
I cannot tell you over, youknow, 4,000 episodes I've hosted
of podcasts.
How many emails?
Thousands of emails we'vegotten that the people said, I feel
you like you're my best friend.
Yeah, absolutely.
I don't know them, but.
Right, but it's true, right?
Even in short form?
Oh yeah, for sure.
(03:38):
And it's like people want tosee a real human.
It's just like when you make aphone call and you're asking for
help, you want to talk to areal person.
The automated stuff, you know,you feel more comfortable talking
to a real person.
It's the same with advertisingor anything like that.
Those short videos reallycreate a connection that you need
to help push your products.
(03:59):
Not everybody's comfortable in video.
I never was.
Right.
And that's why I did audio.
So.
But.
And especially if you'refilming yourself, it's just weird,
right?
I mean, were you as good asyou are now, the first hundred you
did?
Yeah.
Well, first of all, I thinkyou're excellent at it.
You're doing a fantastic job.
Yeah.
I mean, it's just likeeverything practice over and over
(04:20):
again and then eventually, tobe honest, you kind of get where
you don't care and then youjust, you just be yourself.
But I think that's what peoplelove and I think people miss that
part that they want.
They want your littlestutters, they want your mess ups
because that's what builds aconnection and makes you feel like
a best friend.
It's not because it's picture perfect.
(04:41):
It's not because it's justlike a smooth finish.
They build that connectionbecause they can see you in action
and it really builds arelationship more than anything.
And the other Thing you haveto remember too is you don't have
to publish it.
Right?
I mean, if you do 10 of themand you don't like them, do 11 and
then publish that one.
Yeah, it's like my headphonejust fell out.
(05:02):
Like, I don't have to publishthat one.
But you get so comfortabledoing it and then eventually you're
like, I like that one.
And you get.
So I film so many videos now.
I'm like, yeah, that's fine,let's go with it.
You probably still have onesyou don't publish though.
Oh, yeah, absolutely.
And I've, I've.
I'm extremely.
I always say I'm awkward, butyou were awkward at first.
(05:23):
Everybody's awkward at first.
And then eventually it's justlike talking to your best friend.
I said, my phone's my best friend.
I talk to it all the time.
It used to be too, whencreating content that there were
two obstacles.
One is comfort zone.
Right.
You're what we're talkingabout now.
The other thing was tech, youknow, just learning the tech of it
all.
(05:43):
But now with TikTok and evenReels or Instagram or whatever, they
make that tech prettybulletproof, don't they?
Oh, yeah.
There's so many features out there.
Like, I am not a pro and it'sso easy to use and that's what I
love about short form video.
You can actually use thesoftware that Instagram, TikTok,
Facebook provides and theymake you look like you're something
(06:06):
special, which I think so neatabout it.
Like 7 second videos.
Film a 7 second video, throwthat into the editing software and
it makes you look like you'redoing something really awesome, which
is really helpful.
Yeah, it's a lot differentthan it used to be when we used to
have to edit them down in, youknow, Final Cut Pro and do all that.
Yeah, yeah, you don't have toworry about that anymore.
No, I don't even use it.
Yeah.
(06:26):
So you just use the editorsthat are on the platforms?
I do.
And there's lots of creatorsthat feel differently.
I've gotten really used to.
Okay, so Instagram has whatthey call edits, and then TikTok
has a platform as well andthey offer different features.
And I found what features thatI like.
I've got into a habit of justputting them in there and it makes
(06:49):
it super smooth and easy to use.
Well, you post the same videoon all three or however many.
Will you post the same videoon all of them or do you try and
do specific content forspecific platforms, both.
So I know what works well oneach, works well on each platform.
But I also try it out andthat's what I recommend to all businesses
(07:11):
is you don't know until youtry some platforms like TikTok.
Love when I talk.
Instagram loves transitions.
So I found that I'll push alittle bit there and push a little
bit more there, but try it out.
You never know until you try.
Horse people are different,you know, Granted.
Right.
I mean, we all know that.
We're all, we're a differentgroup and we tend to consume differently
(07:33):
than, you know, like I havefriends that are in the cycling world
and the skiing world and youknow, that hiking world and they
consume things differentlythan horse people.
We're a unique group.
Is there a particular platformthat's more effective for short term,
short form video than othersthat you found?
Well, actually, if we'rethinking retail product, wholesale
(07:55):
product, if we're thinkingkind of product driven.
Okay.
Just from my personalpreference, I'll give you a little
statistic.
TikTok is young, Instagramseems middle aged, and then Facebook's
a little bit older.
But my shoppers are onFacebook, my views are on TikTok
and Instagram seems like myloyal followers.
(08:17):
So I don't rule any of themout because they kind of cross promote,
but those all have different views.
So my short term videos workreally well on TikTok.
They get pushed out a lot.
But those that stay loyal tome and want to sit there and buy
my products or buy what I'mshowcasing are on Facebook, actually.
Interesting too.
I know we're going totally offwhat we planned to talk about today,
(08:38):
but I do, I would with you.
ROI is something that, youknow, every marketer in the world
worries about and thinksabout, I think less now than we did
10 years ago because werealized that, you know, we used
to have a saying that exposurecan kill you.
You know, it used to be thatexposure, you know, was a, was a
naughty word.
And now it's a, it's, it'swhat you're looking for.
(08:59):
Right?
You're trying to go above the clutter.
And to go above the clutter,one, you need quantity, you need
quality, you need both ofthose things, whether it's short
term video or podcast orwhatever content.
YouTube.
Right.
But I do think that it doesmake a difference.
I think that quality stillcomes through.
(09:21):
Oh yeah.
But I've, I actually got totalk to both Instagram and Facebook,
a person that works behind thescenes and they told me that watch
Time matters.
So regardless of if yourcontent is long form or short term,
your watch time matters.
So if I can hook you in sevenseconds and I can get you to keep
watching it, I've got yourwatch time and so therefore it's
(09:44):
going to be pushed out more.
So you kind of.
And that doesn't matter ifit's a two minute video.
They want to see you consuming90% of that two minutes.
Right?
That's how they look at it.
Yeah.
Yep.
And of course, longer formvideos can do more for you, but initially
you got to hook that person,you got to get that connection and
they got to.
You have them stay there.
And of course, the longer theystay, the better.
(10:06):
But those seven seconds,they're pretty quick and they are
efficient and they work.
Is that the magic number forshort form?
You got seven seconds.
Yeah, I've watched a lot and Ithink seven seconds are doing really
well.
They say if you can't hookyour audience audience in three seconds,
then you've lost them.
So you got to get theirattention in three and you got to
be able to keep them there forat least seven.
(10:27):
And then if you can keep themgoing, we're going to push longer
form content.
Okay, let's get back to ROIbefore I totally bypass that.
You work for clients that theycare about that, yes, I'm getting
views, but if I'm not gettingany sales, does it matter?
Right?
Yeah.
How do you address that?
Well, first, like you have toknow what of course you want your
(10:51):
outcome to be.
So if it is to move products,then you got to really focus in on
what works there.
And so if I'm trying to sellyou a water bottle, essentially,
and I want to push thisproduct, I can do this in seven seconds
and I can get that watch timeto going and I can push more products
versus two minutes of metalking about the water bottle.
(11:11):
You're over the water bottleand you're done.
I think creating that urgencyto buy really turn and that's why
you get all hyped up.
When we're in Q4, the seasonof Q4, and you have the holidays
and Black Friday.
That's why Black Friday works.
You're getting people reallyhooked and wanting them to buy immediately
and that really turns overproducts, in my opinion.
(11:32):
Is it better to have aparticular hook?
Like I watched the 40 year guywho says, if I haven't known this
in 40 years, if I had onlyknown this for the last 40 years,
he starts every video.
He's the 40 year guy, right?
Yep.
Do those hooks are.
Are they important or can youget away without that hook?
(11:55):
And, you know, like, you.
You gave me some examples likewear it Wednesday or $20 Tuesday
or.
Yeah.
Are those more effective?
And do people come backlooking for them or is a free for
all better?
Well, I can tell you andanswer your question just based on
what you said.
You remember.
I remember him.
Right, Exactly.
Yep.
So it's.
It's just like why McDonald'sand all those places have, you know,
(12:19):
certain theme songs or certain images.
It's because you connect withthem instantly by remembering who
they are.
So most definitely, I think ifyou can create your boutique or,
you know, you can create abrand that people like.
Oh, that's so and so.
It resonates with them, andthey're quickly to listen.
So I do three cowgirl finds,and that has worked for me because
(12:40):
people are like, oh, yeah, sheshares that all the time.
Let's see what she's got.
So consistency, I think itdoes make a difference.
You hit an important point there.
When you're doing somethinglike that.
Your three cowgirl finds or$20 Tuesdays, you've got to be consistent.
You've got to do them.
So if it's $20 Tuesdays, everyTuesday, you do a $20 Tuesday.
The consistency is what makesthat stick.
(13:01):
You know, we used to say inthe old days in marketing, you.
You had to hit somebody threetimes for it to stick.
Now it's 20.
Right.
It's not three anymore.
It's not seven.
It's not 11 because there's somuch clutter.
Oh, yeah, for sure.
And that's where that threeseconds comes in.
I mean, there's millions ofcreators, millions of businesses.
So if they're flipping throughand they can't find you in the first
(13:22):
three seconds, they're alreadypast you, so you have to hook them.
And a lot of that is thoseconsistent little, you know, little
catchphrases or something thatbrings them in.
They're like, wait, what's $20?
Because nothing's $20 anymore.
Or what about Wednesday?
So those little things catchthem, and then maybe they'll stay
and see the rest of your products.
(13:42):
It's hard to be creative, right?
We that think outside the boxterm, you know, it.
We've been saying that for 100 years.
Think outside the box.
But it's hard to think outsidethe box and come up with something
clever yet.
I think every store retaileralready has that something clever.
They just haven't packaged it.
Oh, yeah, absolutely.
And it's Just like practicing,you get used to it.
(14:04):
Like the three cowgirl finds.
It took me forever.
I said it one time andrealized, just go.
Going like that really bringsthe camera.
And people are like, wait, whyis she moving her hands?
I talk with my hands all the time.
And I think you'll find it.
Your personality and who you are.
What catches somebody, whetherit's walking in a storefront or something
like that, those little catchythings are really going to help promote
(14:28):
your business.
And I think you have it.
You just got to find outwhat's natural to you and what.
What works for you as a business.
And I think when you'll findthe catch, that.
That tag that you're lookingfor by accident, it'll be something
that you do just off the cuff,and then it resonates in, you know,
gets more views than any ofyour other videos.
And you go, wow, that.
(14:48):
That worked.
But you didn't plan it.
You know, we've been doing ourshow for almost 4,000 episodes.
Our most popular things arethings that happened by accident
that we still do.
Yeah, we didn't plan them.
And that's great.
Yeah.
But.
But don't.
What I'm saying is don't forceit, but be aware when it works, to
embrace it.
(15:08):
Yeah.
And people can see when it's forced.
I think people can tell whenyou're forcing things.
They're like, well, I don't know.
It's kind of like a.
When a kiosk in the mall, youknow, when they're coming at you,
you're like, no, no, no, I don't.
I.
Because it's.
It's forced.
But if it's a natural thingand it's natural to your business,
people see that and they seethrough it, and it's natural for
(15:29):
you to talk about over andover and over again, which is what
you have to do to stay consistent.
Obviously, unboxings,especially if you're a retailer or,
you know, they're.
They've been popular, but.
But again, I think you need to.
I don't know how you feelabout unboxings now, but I think
they're kind of getting old.
I think it's kind of, youknow, two year ago thing.
Can you do it differently?
(15:51):
That's the question.
Yeah, absolutely.
And I think, though, althoughyou said they're getting old, it
is what can make you stand out.
And I have found that I'vedone my three cowgirl finds or unboxed.
We ranch for a living.
I take my stuff outside.
And surprisingly, that littlecatch Thing is, they want to.
They're probably watching thecattle behind me.
(16:11):
They're not watching me.
But the thing makes a difference.
And when they're scrolling,people like, oh, that's catchy.
And so if you can findsomething like that in your boutique
or in your business, what canmake you stand out from the millions
of videos that.
You'Re scrolling through asopposed to doing it at your desk
there.
Yeah.
Which is what everybody else does.
Right.
They just don't open it at a desk.
And there's.
(16:31):
You put the visual there tocatch their attention.
Because you have to havesomething to catch their attention.
Yeah, yeah, exactly.
So what, what kinds of thingshave you.
Videos have you seen be veryeffective with your clients?
So I found that short form.
We've talked about that a lot.
But getting to the pointquickly, people are kind of over
(16:54):
the deal of, let's explainthis vest.
Let's talk about it for a while.
They're like, they have a short.
They have places to go.
So tell me what it's about.
Let me see this.
So I would really focus on short.
Get to the product fast.
Don't talk too much.
But I also have found that youhave to be in person.
You have to show a face.
I think you need to be behindthe camera.
(17:16):
And if not, that's whereinfluencers or people like myself
come into play, that it's morenatural for them.
The reason why is it builds aconnection and the connection and
relationships is really what'sgoing to sell your items.
Yeah.
Again, come for the content,stay for the host.
Yeah.
They're coming back andwatching videos over and over again
because they like you.
If they don't like you,they're scrolling best.
(17:36):
Right.
But.
But you have to give them achance to like you.
You know, you have to givethem a chance to.
And they do, or they wouldn'tshop with you.
That's the other thing.
Your, your, your currentcustomers keep coming back to you
because they like your store,they like you, or you've done something
for them that, that they likeand they even current customers want
to see more of you.
(17:56):
Oh, yeah.
And you're not going toattract everyone.
One of the best pieces ofadvice I ever got is you're going
to attract those that youshould and repel those that you don't
even want there.
So you're not going to be ableto have everyone come to your store.
But the ones that want to shopwith you that like your items, that
are interested in what youhave to offer, they're going to come
on.
The rest of them will go on by.
But that's great.
(18:17):
That's where you're going tomake your money.
We had an 80:20 rule that wasan acting company I owned years ago
and we did 450 shows over 10 years.
And the 8020 rule is 80% aregoing to love what you do.
Give you a standing ovation.
The other 20% who ate the samefood and saw the same show are going
to hate every minute of it.
Yeah.
It's just the way it is.
They're 20% will not likeanything you do.
(18:37):
Yeah, yeah.
And it's true with short termvideo or podcasts or whatever content
creation you do.
It's just.
And you're not.
So you cater to the 80, youdon't cater to the 20.
And what tends to happen isyou new creators especially focus
on the 20% who don't like themand you just can't do that.
You just, you have to tunethem out.
(18:59):
You don't care.
They're not going to buyanything from you anyway, so who
cares?
Oh yeah.
And you want your idealcustomer to come in and your ideal
customer will come.
And I think that's the hardestthing is be patient.
They're going to come.
You're going to attract theright people.
You just got to figure out thealgorithm and then they'll push it
out towards it.
Do, do your new customers,ones you work for, do they tend to
(19:21):
want to over produce videos?
I do think I even personallycan get salesy is what I call it.
And yeah.
Or throw a filter on.
Everybody wants to lookpicture perfect.
And although doesn't helpthis, by the way, it doesn't help.
Well, I think what's funnyabout society is we're kind of over
(19:42):
that.
We're over.
Like if you've noticed.
No more.
They're not hiring celebritiesto showcase their items, they're
hiring an everyday person.
And the reason why is peopleconnect with the everyday thing.
So if you mess up or if youdon't look picture perfect, that's
fine.
They actually buildconnections that way and it really,
truly brings in sales at thesame time.
(20:03):
What metrics are you looking at?
Okay, now you've done somevideos, let's say they put out 30
or 40 of them.
Right.
And they're getting bigger,better at it and it's more fun for
them.
By the way, I have a saying.
You get used to anything inthree weeks.
Yeah.
Doing something for threeweeks, you're going to get used to
anything in three weeks.
My wife And I have said thatforever and it's true, right?
(20:23):
After three weeks you stopeven thinking about it.
You just do.
So what metrics now for acustomer that you're working for
or helping with their shortform videos, what metrics are you
looking at to gauge success.
Depending on what you'rewanting from that video?
If you're wanting followercount, look at, you can look at all
(20:45):
your statistics behind eachvideo, which has a really cool.
And a new feature that no matter.
What the platform, it doesn'tmatter, right?
Yes, no matter what the platform.
One really cool thing aboutmake sure your account.
First of all I should pause.
Is under a business account.
So that way you can see allyour analytics.
But Instagram just rolled outa feature called trial reels.
(21:08):
And trial reels is actuallyreally awesome because it pushes
out to people that you do notknow and that are not following you.
And so I really look at those.
How is this resonating withpeople that I don't already have?
But then also look at yourcontent with people you already have.
Are they commenting?
Are they engaging?
How did they respond to thevideo that you did?
(21:28):
Did they watch it all the way through?
All those are very important.
Are you going to change so areyou going to change your thinking
a little bit for the trialvideos and approach the video in
a little bit different waythan somebody that knows what you
do already?
Yeah, I've tried all differentkinds of content.
To me, trial reels is a greatplace to try.
It's kind of like you can hidebehind a curtain and push out a video
(21:51):
and see if it does well or ifit flops without putting it on your
feed.
I think it's a really coolfeature that they have right now,
but it also gives you a chanceto experiment with different things.
And I always recommend gocheck out my account.
Ask me any questions you want,take advice from people that you
really like watching.
Why do you like watching their videos?
(22:12):
And then kind of take somenotes and then recreate it, but in
your own style.
And so yeah, I think theinsights tool and all that is really
helpful because you can pushit, see if it does well, if it's
something you can consistentlyproduce over and over again and how
it works for you.
Do coupons code, coupon codesor things like that work at all on
short form video?
(22:32):
Like advertising coupons?
Yeah, like I want to see it.
Okay, you've got a client thatreally wants roi, right?
They want to see roi.
So they're going to throw acoupon code into the video Whatever
it is, do they work on videoor do people forget what the coupon
code is and then just.
I think it kind of depends onwhat you're going for.
Yeah, if it's a, if it's like,well, 50% off, I guarantee you people
(22:55):
remember.
50 off, 10% they won't remember.
Yeah, but you gotta catch them.
You just really gotta catch them.
And no matter how much you'reoffering, how cheap your product
is, how affordable it is, ifyou can't catch them, they're not,
they scrolled on past, whichis the way of the world unfortunately.
But you really have to bringthem in so that way they can stay
(23:17):
and watch your product.
And then they're like, ohyeah, that was 50% off, of course
I want it.
I'm gonna put that coupon code in.
So I'm brand new, I have aretail shop, Right.
And I do sell online, but I'venot done short form video.
You're gonna advise me?
Okay, I want to, but I don'twant to be overwhelmed.
And I, that's.
It's easy to get overwhelmedwith everything we do because we
have to do everything, right?
As, as an owner of a smallstore, you probably have five employees
(23:40):
maybe and, and you're doingmost of the work.
You're, you're the hundredhour a week person.
And I've been that person, youknow, all through my life as an entrepreneur.
So I get it.
But what would you advise meto do?
Start one a week start, youknow, how do I start?
Really ask yourself, what canyou manage?
Like, I think that's the first thing.
(24:01):
Be realistic.
And then once you get thatnarrowed down, if you can do three
videos a week, do those threevideos, it's Monday, Wednesday, Friday.
I'm going to get those done,I'm going to get those pushed out.
Because consistency, yourcustomer will rely on that and they'll
train their brain.
It's a psychological thing.
If they know Monday,Wednesday, Friday that you're going
to be on there, they're goingto start doing it.
(24:22):
But do quick things.
They call it B roll.
And B roll essentially is youjust set up your camera and you're.
And then maybe you put avoiceover over it or you put words,
a text, super easy.
Maybe you're putting things onthe shelf and you're having the camera
roll and then you put newarrivals hitting the store and that's
your video for the day.
(24:43):
Like super easy.
You don't have to make it complicated.
And I think that's what we do.
So Easily is like, oh, I don'thave time to put out all these videos.
Just throw your phone up.
I promise those short videosreally resonate with your followers.
Consistency more importantthan quantity at the start, I.
Yes, I'd say so.
Because if you're notconsistent, they can't even expect
(25:05):
your business to be there.
It's like a business that'snot open set hours.
You don't know if they'regoing to be there or not.
Same way with your social media.
You got to be consistent sothey know that they can count on
you.
I know every service isdifferent as far as the algorithms
are concerned, but what haveyou noticed?
TikTok likes.
They like short video.
(25:26):
They do prior to prioritizewatch time.
And they love the B roll.
That's one thing that I'vebeen pushing on TikTok is they just
want to see you in yournatural form.
Like they want to see you puthanging stuff on the racks for new
arrivals and then maybe youput a little text that says you're
(25:47):
going to have a sale and itreally hypes people up.
But those, if they watched itfor seven seconds of you hanging
things up, it just resonatesreally well.
And it does really well for him.
But it's so easy.
I know so many people don'twant their face on camera.
Well, turn to the side maybeand hang those up and you'll get
comfortable with it.
And then after a while youhave a big old tripod and you're
(26:08):
like, this is easy to do.
I can film 30 videos in a week.
Instagram.
What's Instagram like?
They're, to me, they are morelike, they like, like transitions
and they also like, I don'tknow, more what we.
Used to call jump cuts and video.
Yeah, yeah, yeah.
So they're more formal, theykind of like it more planned out.
(26:31):
So I post probably more higherquality on Instagram.
On TikTok, I throw up allkinds of content.
But I've grown more on TikTok.
So you kind of have to decidewhat, what format you like and just
try it out.
And now let's get back toFacebook because you said that's
where the buyers are.
It is.
It tends to be the 40 to 60year old crowd that actually has
(26:51):
dispos.
Disposable income.
Right.
So yeah, I mean, it's true.
What about Facebook shorts or reels?
So same as Instagram, right?
Yeah, I actually have mycontent on Instagram.
Just pushed Facebook.
Okay.
And I've grown on Facebookjust from that.
Which is crazy because I'm not.
I mean, I answer my questionsand I answer everything on Facebook,
(27:14):
but as far as physically justposting on Facebook, it just comes
from Instagram and does really well.
Well now the big one in theroom, the one that's going to overtake
everything and is evenpodcasting for that matter, and that's
YouTube.
YouTube now is the number onesearch engine.
Believe it or not, it's thenumber one search engine.
So especially in podcasting,YouTube has taken over everything
(27:36):
else, even Google.
Yeah.
So like Google cares.
They own it.
Right.
So they don't care.
And AI now being that when yousearch Google and you're getting
AI answers, the amount oftraffic to websites that used to
pop up and used to go to thewebsite has decreased 80%.
So AI is really changing search.
(27:58):
How important is YouTube nowfor you and going to be in the future?
And they have shorts too,obviously, but so let's stick with
shorts, even YouTube shorts.
But how important is it?
Yeah, that is one of my goals.
You hit the nail on the headbecause you're right, it is becoming
a search engine.
I think there hasn't been, asI've noticed, not as many western
(28:20):
content creators over there,which to me is like something that
I want to target and hitbecause of that reason.
But yeah, YouTube is beingpushed out there.
Like you said, Google ispushing it out there.
You want to get into a marketwhen it starts out.
And so I highly recommendpushing your way through it because
the cool thing about it is youcan do shorts, but you can also do
(28:41):
long form content.
So it's a place for everything.
And more people stay and watchYouTube just like they do a TV show,
which is crazy to think about.
And with YouTube it's fairlyeasy to make shorts out of your long
form content.
That's what most creators do.
They, some of them are makingseparate shorts, but others are repurposing
the long form content too.
Yeah.
All right, one final piece ofadvice for a manufacturer or a retailer
(29:04):
that has not dove into thedeep end of the pool yet.
Go for it.
But I mean, just do the shortform video content.
It's super easy.
I would say try really hard.
Just push out five videos,analyze those five videos, what works
for you, what works for yourviewers and then recreate.
(29:25):
That and do not expect to havemillions of views in the first two
weeks.
You're going to do this.
This is a long term project,this is not a two week project.
And you're going to be, you'regoing to be the star it happens to
very few people in any contentcreation, right?
Oh, yeah.
And I heard someone say, canyou imagine having 25 people in the
(29:45):
room all say they like your outfit?
Like, Even if it's 25 people,if that many people said, I like
that, that is incredible.
So you can't.
You have to step back and belike, oh, yeah, that is a lot.
I can do this.
My podcast mentor uses a classroom.
He used to be a teacher.
So he said, imagine you have aclassroom full of people that's 30
or 40 people, and they justlisten to your show.
(30:08):
If you were standing in frontof them, you would think that was
wonderful, Right.
You're not standing in frontof them, so you don't think it's
wonderful.
But imagine now you get athousand people.
That's an auditorium.
That's a good sized theater.
Now imagine standing on stagein front of a thousand people, right?
Yeah.
It's a whole differentballgame when you think of it that
way.
Yeah.
And it's so easy to compareyourself and to, you know, be hard
(30:30):
on yourself.
But step back and think, if Ihad five people that said, oh, I'll
hear you talk today, then talkto those five people.
Those are going to be your customers.
Keep asking it.
Keep consistent, don't quit.
Just keep making content.
Because eventually that it's.
It is the old hockey stick thing.
Eventually it does this, right.
You're going to do this for awhile and then it's going to go up.
(30:53):
It's just.
That's always been true in, incontent and sales.
It's always been true.
Yeah, that's never.
That's one thing that's been consistent.
That's never changed over thelast 50 years of doing this.
Oh, yeah, yeah.
And eventually you'll.
Those that aren't meant for itweed themselves out.
And those that are, stayconsistent, keep growing.
(31:13):
So you can only go up.
All right.
You have to co host a pod, anepisode with me sometime.
Absolutely.
Have you, have you donepodcast hosting yet?
I haven't.
Well, there you go.
You're going to get to trysomething new.
We're going to do that.
We're going to make that happen.
Thank you.
Where can people find.
Shop With Me Cowgirl on allsocial media platforms.
(31:36):
Instagram, TikTok, Facebookand YouTube.
And we'll be doing more there.
Very good.
Well, thank you for joining uson this WESA retail roundup.
To watch the retail roundups,you can do so on the WESA trade show
YouTube channel.
You can find them there.
You can also find them on theWisdom by Wesa podcast feed.
The audio for this will be outin the next day or two there.
(31:56):
And also you can find all theinformation, of course, about the
trade show@wesatradeshow.comwe have another one coming up in
January in Dallas, so you lookfor all of us there.
And I'm sure you'll be there.
Absolutely.
Yeah, you'll be there.
I know you will.
We release these on Tuesdays,so you can stay up to date on all
of these.
We'll have another one for foryou in the next week or two.
(32:18):
Thank you, Kylie.
This has been fun.
Well, thanks.
I appreciate it.
And please reach out if youever need anything.
I'm here to promote you andsee your business go higher.
Foreign.
You are listening to the HorseRadio Network, part of the Equine
Network family.
Well, hi everybody.
Welcome back to the RetailRoundup brought to you by wesa.
I am Glenn the Geek, founderof the Horse Radio Network and host
of Horses in the Morning, thedaily podcast for the last 15 years.
(00:23):
The retail Roundup is your goto virtual hub for all things retail.
We have panel discussions, wehave webinars, we do sessions like
this where we talk aboutthings you can do to improve sales.
So we do a little bit of everything.
I highly advise you to lookfor the Retail Roundup on Facebook.
That's where we make all the announcements.
There's lots of cool stuff andthe community is basically there.
(00:45):
So check that out today.
Today we're diving into one ofthe most impactful tools for connecting
with your customers and yourpotential customers, and that is
short form video.
Short form video, you see it everywhere.
Obviously if you have TikTok,you scroll through them endlessly,
waste hours doing that.
(01:05):
But there's also reels andshorts and all kinds of different
ways you can connect withshort term, short, short form video.
I can't say that word.
So.
And today we're going to diveinto it and we're going to find out
what works, what doesn't work,how do you get comfortable doing
it?
And we have somebody that isso comfortable doing it.
She does a great job with it.
And that's Kylie Hibbard.
(01:26):
She's also known as Shop WithMe Cowgirl.
You've probably seen her faceon little shorts that gone by your
scroll.
You've been at WESA a bunch.
You're known for capturingtrends there and building connections
and doing all kinds of things.
And mostly in the Westernfashion side, right?
Yes, correct.
Yeah, but you've been there a bunch.
(01:46):
I've seen you running around.
So her expertise really is inshort form video.
And I want to talk to youabout that today because it's something
that I think as a person inbusiness, whether you're a retailer
or manufacturer, whatever, youknow, in today's world, you should
do it right.
But why is it important andwhy is it resonating more than static
(02:12):
posts or any other kind ofposts for that banner ads or whatever?
Yeah, I think short term videoor any video brings authenticity.
It brings a connection thatstatic posts cannot.
Just like us talking and youcan see each other face to face.
You make a connection that youwouldn't if you couldn't see the
person behind the camera.
And I've just found it superimpressive how well Videos perform
(02:35):
on my content and I've seenthat people are.
They have a short term liketheir memory and their.
Everything's super fast, sowhy not push it with video?
And that's what we've been doing.
Interesting.
When I speak at conferencesabout podcasting, one of the terms
I made up 15 years ago wasthey come for the content, but they
(02:55):
stay for the host.
It's a little bit that wayeven with short form video, isn't
it?
Absolutely.
There's a connection that youbuild that you can't explain with
just regular posts.
It's because you're building a friendship.
You're getting to see thatperson behind the voice and then
they're relating to you.
Or maybe they.
They relate to the bootsbehind you and you build a connection
(03:17):
that you can't build in just apicture format.
I cannot tell you over, youknow, 4,000 episodes I've hosted
of podcasts.
How many emails?
Thousands of emails we'vegotten that the people said, I feel
you like you're my best friend.
Yeah, absolutely.
I don't know them, but.
Right, but it's true, right?
Even in short form?
Oh yeah, for sure.
(03:38):
And it's like people want tosee a real human.
It's just like when you make aphone call and you're asking for
help, you want to talk to areal person.
The automated stuff, you know,you feel more comfortable talking
to a real person.
It's the same with advertisingor anything like that.
Those short videos reallycreate a connection that you need
to help push your products.
(03:59):
Not everybody's comfortable in video.
I never was.
Right.
And that's why I did audio.
So.
But.
And especially if you'refilming yourself, it's just weird,
right?
I mean, were you as good asyou are now, the first hundred you
did?
Yeah.
Well, first of all, I thinkyou're excellent at it.
You're doing a fantastic job.
Yeah.
I mean, it's just likeeverything practice over and over
(04:20):
again and then eventually, tobe honest, you kind of get where
you don't care and then youjust, you just be yourself.
But I think that's what peoplelove and I think people miss that
part that they want.
They want your littlestutters, they want your mess ups
because that's what builds aconnection and makes you feel like
a best friend.
It's not because it's picture perfect.
(04:41):
It's not because it's justlike a smooth finish.
They build that connectionbecause they can see you in action
and it really builds arelationship more than anything.
And the other Thing you haveto remember too is you don't have
to publish it.
Right?
I mean, if you do 10 of themand you don't like them, do 11 and
then publish that one.
Yeah, it's like my headphonejust fell out.
(05:02):
Like, I don't have to publishthat one.
But you get so comfortabledoing it and then eventually you're
like, I like that one.
And you get.
So I film so many videos now.
I'm like, yeah, that's fine,let's go with it.
You probably still have onesyou don't publish though.
Oh, yeah, absolutely.
And I've, I've.
I'm extremely.
I always say I'm awkward, butyou were awkward at first.
(05:23):
Everybody's awkward at first.
And then eventually it's justlike talking to your best friend.
I said, my phone's my best friend.
I talk to it all the time.
It used to be too, whencreating content that there were
two obstacles.
One is comfort zone.
Right.
You're what we're talkingabout now.
The other thing was tech, youknow, just learning the tech of it
all.
(05:43):
But now with TikTok and evenReels or Instagram or whatever, they
make that tech prettybulletproof, don't they?
Oh, yeah.
There's so many features out there.
Like, I am not a pro and it'sso easy to use and that's what I
love about short form video.
You can actually use thesoftware that Instagram, TikTok,
Facebook provides and theymake you look like you're something
(06:06):
special, which I think so neatabout it.
Like 7 second videos.
Film a 7 second video, throwthat into the editing software and
it makes you look like you'redoing something really awesome, which
is really helpful.
Yeah, it's a lot differentthan it used to be when we used to
have to edit them down in, youknow, Final Cut Pro and do all that.
Yeah, yeah, you don't have toworry about that anymore.
No, I don't even use it.
Yeah.
(06:26):
So you just use the editorsthat are on the platforms?
I do.
And there's lots of creatorsthat feel differently.
I've gotten really used to.
Okay, so Instagram has whatthey call edits, and then TikTok
has a platform as well andthey offer different features.
And I found what features thatI like.
I've got into a habit of justputting them in there and it makes
(06:49):
it super smooth and easy to use.
Well, you post the same videoon all three or however many.
Will you post the same videoon all of them or do you try and
do specific content forspecific platforms, both.
So I know what works well oneach, works well on each platform.
But I also try it out andthat's what I recommend to all businesses
(07:11):
is you don't know until youtry some platforms like TikTok.
Love when I talk.
Instagram loves transitions.
So I found that I'll push alittle bit there and push a little
bit more there, but try it out.
You never know until you try.
Horse people are different,you know, Granted.
Right.
I mean, we all know that.
We're all, we're a differentgroup and we tend to consume differently
(07:33):
than, you know, like I havefriends that are in the cycling world
and the skiing world and youknow, that hiking world and they
consume things differentlythan horse people.
We're a unique group.
Is there a particular platformthat's more effective for short term,
short form video than othersthat you found?
Well, actually, if we'rethinking retail product, wholesale
(07:55):
product, if we're thinkingkind of product driven.
Okay.
Just from my personalpreference, I'll give you a little
statistic.
TikTok is young, Instagramseems middle aged, and then Facebook's
a little bit older.
But my shoppers are onFacebook, my views are on TikTok
and Instagram seems like myloyal followers.
(08:17):
So I don't rule any of themout because they kind of cross promote,
but those all have different views.
So my short term videos workreally well on TikTok.
They get pushed out a lot.
But those that stay loyal tome and want to sit there and buy
my products or buy what I'mshowcasing are on Facebook, actually.
Interesting too.
I know we're going totally offwhat we planned to talk about today,
(08:38):
but I do, I would with you.
ROI is something that, youknow, every marketer in the world
worries about and thinksabout, I think less now than we did
10 years ago because werealized that, you know, we used
to have a saying that exposurecan kill you.
You know, it used to be thatexposure, you know, was a, was a
naughty word.
And now it's a, it's, it'swhat you're looking for.
(08:59):
Right?
You're trying to go above the clutter.
And to go above the clutter,one, you need quantity, you need
quality, you need both ofthose things, whether it's short
term video or podcast orwhatever content.
YouTube.
Right.
But I do think that it doesmake a difference.
I think that quality stillcomes through.
(09:21):
Oh yeah.
But I've, I actually got totalk to both Instagram and Facebook,
a person that works behind thescenes and they told me that watch
Time matters.
So regardless of if yourcontent is long form or short term,
your watch time matters.
So if I can hook you in sevenseconds and I can get you to keep
watching it, I've got yourwatch time and so therefore it's
(09:44):
going to be pushed out more.
So you kind of.
And that doesn't matter ifit's a two minute video.
They want to see you consuming90% of that two minutes.
Right?
That's how they look at it.
Yeah.
Yep.
And of course, longer formvideos can do more for you, but initially
you got to hook that person,you got to get that connection and
they got to.
You have them stay there.
And of course, the longer theystay, the better.
(10:06):
But those seven seconds,they're pretty quick and they are
efficient and they work.
Is that the magic number forshort form?
You got seven seconds.
Yeah, I've watched a lot and Ithink seven seconds are doing really
well.
They say if you can't hookyour audience audience in three seconds,
then you've lost them.
So you got to get theirattention in three and you got to
be able to keep them there forat least seven.
(10:27):
And then if you can keep themgoing, we're going to push longer
form content.
Okay, let's get back to ROIbefore I totally bypass that.
You work for clients that theycare about that, yes, I'm getting
views, but if I'm not gettingany sales, does it matter?
Right?
Yeah.
How do you address that?
Well, first, like you have toknow what of course you want your
(10:51):
outcome to be.
So if it is to move products,then you got to really focus in on
what works there.
And so if I'm trying to sellyou a water bottle, essentially,
and I want to push thisproduct, I can do this in seven seconds
and I can get that watch timeto going and I can push more products
versus two minutes of metalking about the water bottle.
(11:11):
You're over the water bottleand you're done.
I think creating that urgencyto buy really turn and that's why
you get all hyped up.
When we're in Q4, the seasonof Q4, and you have the holidays
and Black Friday.
That's why Black Friday works.
You're getting people reallyhooked and wanting them to buy immediately
and that really turns overproducts, in my opinion.
(11:32):
Is it better to have aparticular hook?
Like I watched the 40 year guywho says, if I haven't known this
in 40 years, if I had onlyknown this for the last 40 years,
he starts every video.
He's the 40 year guy, right?
Yep.
Do those hooks are.
Are they important or can youget away without that hook?
(11:55):
And, you know, like, you.
You gave me some examples likewear it Wednesday or $20 Tuesday
or.
Yeah.
Are those more effective?
And do people come backlooking for them or is a free for
all better?
Well, I can tell you andanswer your question just based on
what you said.
You remember.
I remember him.
Right, Exactly.
Yep.
So it's.
It's just like why McDonald'sand all those places have, you know,
(12:19):
certain theme songs or certain images.
It's because you connect withthem instantly by remembering who
they are.
So most definitely, I think ifyou can create your boutique or,
you know, you can create abrand that people like.
Oh, that's so and so.
It resonates with them, andthey're quickly to listen.
So I do three cowgirl finds,and that has worked for me because
(12:40):
people are like, oh, yeah, sheshares that all the time.
Let's see what she's got.
So consistency, I think itdoes make a difference.
You hit an important point there.
When you're doing somethinglike that.
Your three cowgirl finds or$20 Tuesdays, you've got to be consistent.
You've got to do them.
So if it's $20 Tuesdays, everyTuesday, you do a $20 Tuesday.
The consistency is what makesthat stick.
(13:01):
You know, we used to say inthe old days in marketing, you.
You had to hit somebody threetimes for it to stick.
Now it's 20.
Right.
It's not three anymore.
It's not seven.
It's not 11 because there's somuch clutter.
Oh, yeah, for sure.
And that's where that threeseconds comes in.
I mean, there's millions ofcreators, millions of businesses.
So if they're flipping throughand they can't find you in the first
(13:22):
three seconds, they're alreadypast you, so you have to hook them.
And a lot of that is thoseconsistent little, you know, little
catchphrases or something thatbrings them in.
They're like, wait, what's $20?
Because nothing's $20 anymore.
Or what about Wednesday?
So those little things catchthem, and then maybe they'll stay
and see the rest of your products.
(13:42):
It's hard to be creative, right?
We that think outside the boxterm, you know, it.
We've been saying that for 100 years.
Think outside the box.
But it's hard to think outsidethe box and come up with something
clever yet.
I think every store retaileralready has that something clever.
They just haven't packaged it.
Oh, yeah, absolutely.
And it's Just like practicing,you get used to it.
(14:04):
Like the three cowgirl finds.
It took me forever.
I said it one time andrealized, just go.
Going like that really bringsthe camera.
And people are like, wait, whyis she moving her hands?
I talk with my hands all the time.
And I think you'll find it.
Your personality and who you are.
What catches somebody, whetherit's walking in a storefront or something
like that, those little catchythings are really going to help promote
(14:28):
your business.
And I think you have it.
You just got to find outwhat's natural to you and what.
What works for you as a business.
And I think when you'll findthe catch, that.
That tag that you're lookingfor by accident, it'll be something
that you do just off the cuff,and then it resonates in, you know,
gets more views than any ofyour other videos.
And you go, wow, that.
(14:48):
That worked.
But you didn't plan it.
You know, we've been doing ourshow for almost 4,000 episodes.
Our most popular things arethings that happened by accident
that we still do.
Yeah, we didn't plan them.
And that's great.
Yeah.
But.
But don't.
What I'm saying is don't forceit, but be aware when it works, to
embrace it.
(15:08):
Yeah.
And people can see when it's forced.
I think people can tell whenyou're forcing things.
They're like, well, I don't know.
It's kind of like a.
When a kiosk in the mall, youknow, when they're coming at you,
you're like, no, no, no, I don't.
I.
Because it's.
It's forced.
But if it's a natural thingand it's natural to your business,
people see that and they seethrough it, and it's natural for
(15:29):
you to talk about over andover and over again, which is what
you have to do to stay consistent.
Obviously, unboxings,especially if you're a retailer or,
you know, they're.
They've been popular, but.
But again, I think you need to.
I don't know how you feelabout unboxings now, but I think
they're kind of getting old.
I think it's kind of, youknow, two year ago thing.
Can you do it differently?
(15:51):
That's the question.
Yeah, absolutely.
And I think, though, althoughyou said they're getting old, it
is what can make you stand out.
And I have found that I'vedone my three cowgirl finds or unboxed.
We ranch for a living.
I take my stuff outside.
And surprisingly, that littlecatch Thing is, they want to.
They're probably watching thecattle behind me.
(16:11):
They're not watching me.
But the thing makes a difference.
And when they're scrolling,people like, oh, that's catchy.
And so if you can findsomething like that in your boutique
or in your business, what canmake you stand out from the millions
of videos that.
You'Re scrolling through asopposed to doing it at your desk
there.
Yeah.
Which is what everybody else does.
Right.
They just don't open it at a desk.
And there's.
(16:31):
You put the visual there tocatch their attention.
Because you have to havesomething to catch their attention.
Yeah, yeah, exactly.
So what, what kinds of thingshave you.
Videos have you seen be veryeffective with your clients?
So I found that short form.
We've talked about that a lot.
But getting to the pointquickly, people are kind of over
(16:54):
the deal of, let's explainthis vest.
Let's talk about it for a while.
They're like, they have a short.
They have places to go.
So tell me what it's about.
Let me see this.
So I would really focus on short.
Get to the product fast.
Don't talk too much.
But I also have found that youhave to be in person.
You have to show a face.
I think you need to be behindthe camera.
(17:16):
And if not, that's whereinfluencers or people like myself
come into play, that it's morenatural for them.
The reason why is it builds aconnection and the connection and
relationships is really what'sgoing to sell your items.
Yeah.
Again, come for the content,stay for the host.
Yeah.
They're coming back andwatching videos over and over again
because they like you.
If they don't like you,they're scrolling best.
(17:36):
Right.
But.
But you have to give them achance to like you.
You know, you have to givethem a chance to.
And they do, or they wouldn'tshop with you.
That's the other thing.
Your, your, your currentcustomers keep coming back to you
because they like your store,they like you, or you've done something
for them that, that they likeand they even current customers want
to see more of you.
(17:56):
Oh, yeah.
And you're not going toattract everyone.
One of the best pieces ofadvice I ever got is you're going
to attract those that youshould and repel those that you don't
even want there.
So you're not going to be ableto have everyone come to your store.
But the ones that want to shopwith you that like your items, that
are interested in what youhave to offer, they're going to come
on.
The rest of them will go on by.
But that's great.
(18:17):
That's where you're going tomake your money.
We had an 80:20 rule that wasan acting company I owned years ago
and we did 450 shows over 10 years.
And the 8020 rule is 80% aregoing to love what you do.
Give you a standing ovation.
The other 20% who ate the samefood and saw the same show are going
to hate every minute of it.
Yeah.
It's just the way it is.
They're 20% will not likeanything you do.
(18:37):
Yeah, yeah.
And it's true with short termvideo or podcasts or whatever content
creation you do.
It's just.
And you're not.
So you cater to the 80, youdon't cater to the 20.
And what tends to happen isyou new creators especially focus
on the 20% who don't like themand you just can't do that.
You just, you have to tunethem out.
(18:59):
You don't care.
They're not going to buyanything from you anyway, so who
cares?
Oh yeah.
And you want your idealcustomer to come in and your ideal
customer will come.
And I think that's the hardestthing is be patient.
They're going to come.
You're going to attract theright people.
You just got to figure out thealgorithm and then they'll push it
out towards it.
Do, do your new customers,ones you work for, do they tend to
(19:21):
want to over produce videos?
I do think I even personallycan get salesy is what I call it.
And yeah.
Or throw a filter on.
Everybody wants to lookpicture perfect.
And although doesn't helpthis, by the way, it doesn't help.
Well, I think what's funnyabout society is we're kind of over
(19:42):
that.
We're over.
Like if you've noticed.
No more.
They're not hiring celebritiesto showcase their items, they're
hiring an everyday person.
And the reason why is peopleconnect with the everyday thing.
So if you mess up or if youdon't look picture perfect, that's
fine.
They actually buildconnections that way and it really,
truly brings in sales at thesame time.
(20:03):
What metrics are you looking at?
Okay, now you've done somevideos, let's say they put out 30
or 40 of them.
Right.
And they're getting bigger,better at it and it's more fun for
them.
By the way, I have a saying.
You get used to anything inthree weeks.
Yeah.
Doing something for threeweeks, you're going to get used to
anything in three weeks.
My wife And I have said thatforever and it's true, right?
(20:23):
After three weeks you stopeven thinking about it.
You just do.
So what metrics now for acustomer that you're working for
or helping with their shortform videos, what metrics are you
looking at to gauge success.
Depending on what you'rewanting from that video?
If you're wanting followercount, look at, you can look at all
(20:45):
your statistics behind eachvideo, which has a really cool.
And a new feature that no matter.
What the platform, it doesn'tmatter, right?
Yes, no matter what the platform.
One really cool thing aboutmake sure your account.
First of all I should pause.
Is under a business account.
So that way you can see allyour analytics.
But Instagram just rolled outa feature called trial reels.
(21:08):
And trial reels is actuallyreally awesome because it pushes
out to people that you do notknow and that are not following you.
And so I really look at those.
How is this resonating withpeople that I don't already have?
But then also look at yourcontent with people you already have.
Are they commenting?
Are they engaging?
How did they respond to thevideo that you did?
(21:28):
Did they watch it all the way through?
All those are very important.
Are you going to change so areyou going to change your thinking
a little bit for the trialvideos and approach the video in
a little bit different waythan somebody that knows what you
do already?
Yeah, I've tried all differentkinds of content.
To me, trial reels is a greatplace to try.
It's kind of like you can hidebehind a curtain and push out a video
(21:51):
and see if it does well or ifit flops without putting it on your
feed.
I think it's a really coolfeature that they have right now,
but it also gives you a chanceto experiment with different things.
And I always recommend gocheck out my account.
Ask me any questions you want,take advice from people that you
really like watching.
Why do you like watching their videos?
(22:12):
And then kind of take somenotes and then recreate it, but in
your own style.
And so yeah, I think theinsights tool and all that is really
helpful because you can pushit, see if it does well, if it's
something you can consistentlyproduce over and over again and how
it works for you.
Do coupons code, coupon codesor things like that work at all on
short form video?
(22:32):
Like advertising coupons?
Yeah, like I want to see it.
Okay, you've got a client thatreally wants roi, right?
They want to see roi.
So they're going to throw acoupon code into the video Whatever
it is, do they work on videoor do people forget what the coupon
code is and then just.
I think it kind of depends onwhat you're going for.
Yeah, if it's a, if it's like,well, 50% off, I guarantee you people
(22:55):
remember.
50 off, 10% they won't remember.
Yeah, but you gotta catch them.
You just really gotta catch them.
And no matter how much you'reoffering, how cheap your product
is, how affordable it is, ifyou can't catch them, they're not,
they scrolled on past, whichis the way of the world unfortunately.
But you really have to bringthem in so that way they can stay
(23:17):
and watch your product.
And then they're like, ohyeah, that was 50% off, of course
I want it.
I'm gonna put that coupon code in.
So I'm brand new, I have aretail shop, Right.
And I do sell online, but I'venot done short form video.
You're gonna advise me?
Okay, I want to, but I don'twant to be overwhelmed.
And I, that's.
It's easy to get overwhelmedwith everything we do because we
have to do everything, right?
As, as an owner of a smallstore, you probably have five employees
(23:40):
maybe and, and you're doingmost of the work.
You're, you're the hundredhour a week person.
And I've been that person, youknow, all through my life as an entrepreneur.
So I get it.
But what would you advise meto do?
Start one a week start, youknow, how do I start?
Really ask yourself, what canyou manage?
Like, I think that's the first thing.
(24:01):
Be realistic.
And then once you get thatnarrowed down, if you can do three
videos a week, do those threevideos, it's Monday, Wednesday, Friday.
I'm going to get those done,I'm going to get those pushed out.
Because consistency, yourcustomer will rely on that and they'll
train their brain.
It's a psychological thing.
If they know Monday,Wednesday, Friday that you're going
to be on there, they're goingto start doing it.
(24:22):
But do quick things.
They call it B roll.
And B roll essentially is youjust set up your camera and you're.
And then maybe you put avoiceover over it or you put words,
a text, super easy.
Maybe you're putting things onthe shelf and you're having the camera
roll and then you put newarrivals hitting the store and that's
your video for the day.
(24:43):
Like super easy.
You don't have to make it complicated.
And I think that's what we do.
So Easily is like, oh, I don'thave time to put out all these videos.
Just throw your phone up.
I promise those short videosreally resonate with your followers.
Consistency more importantthan quantity at the start, I.
Yes, I'd say so.
Because if you're notconsistent, they can't even expect
(25:05):
your business to be there.
It's like a business that'snot open set hours.
You don't know if they'regoing to be there or not.
Same way with your social media.
You got to be consistent sothey know that they can count on
you.
I know every service isdifferent as far as the algorithms
are concerned, but what haveyou noticed?
TikTok likes.
They like short video.
(25:26):
They do prior to prioritizewatch time.
And they love the B roll.
That's one thing that I'vebeen pushing on TikTok is they just
want to see you in yournatural form.
Like they want to see you puthanging stuff on the racks for new
arrivals and then maybe youput a little text that says you're
(25:47):
going to have a sale and itreally hypes people up.
But those, if they watched itfor seven seconds of you hanging
things up, it just resonatesreally well.
And it does really well for him.
But it's so easy.
I know so many people don'twant their face on camera.
Well, turn to the side maybeand hang those up and you'll get
comfortable with it.
And then after a while youhave a big old tripod and you're
(26:08):
like, this is easy to do.
I can film 30 videos in a week.
Instagram.
What's Instagram like?
They're, to me, they are morelike, they like, like transitions
and they also like, I don'tknow, more what we.
Used to call jump cuts and video.
Yeah, yeah, yeah.
So they're more formal, theykind of like it more planned out.
(26:31):
So I post probably more higherquality on Instagram.
On TikTok, I throw up allkinds of content.
But I've grown more on TikTok.
So you kind of have to decidewhat, what format you like and just
try it out.
And now let's get back toFacebook because you said that's
where the buyers are.
It is.
It tends to be the 40 to 60year old crowd that actually has
(26:51):
dispos.
Disposable income.
Right.
So yeah, I mean, it's true.
What about Facebook shorts or reels?
So same as Instagram, right?
Yeah, I actually have mycontent on Instagram.
Just pushed Facebook.
Okay.
And I've grown on Facebookjust from that.
Which is crazy because I'm not.
I mean, I answer my questionsand I answer everything on Facebook,
(27:14):
but as far as physically justposting on Facebook, it just comes
from Instagram and does really well.
Well now the big one in theroom, the one that's going to overtake
everything and is evenpodcasting for that matter, and that's
YouTube.
YouTube now is the number onesearch engine.
Believe it or not, it's thenumber one search engine.
So especially in podcasting,YouTube has taken over everything
(27:36):
else, even Google.
Yeah.
So like Google cares.
They own it.
Right.
So they don't care.
And AI now being that when yousearch Google and you're getting
AI answers, the amount oftraffic to websites that used to
pop up and used to go to thewebsite has decreased 80%.
So AI is really changing search.
(27:58):
How important is YouTube nowfor you and going to be in the future?
And they have shorts too,obviously, but so let's stick with
shorts, even YouTube shorts.
But how important is it?
Yeah, that is one of my goals.
You hit the nail on the headbecause you're right, it is becoming
a search engine.
I think there hasn't been, asI've noticed, not as many western
(28:20):
content creators over there,which to me is like something that
I want to target and hitbecause of that reason.
But yeah, YouTube is beingpushed out there.
Like you said, Google ispushing it out there.
You want to get into a marketwhen it starts out.
And so I highly recommendpushing your way through it because
the cool thing about it is youcan do shorts, but you can also do
(28:41):
long form content.
So it's a place for everything.
And more people stay and watchYouTube just like they do a TV show,
which is crazy to think about.
And with YouTube it's fairlyeasy to make shorts out of your long
form content.
That's what most creators do.
They, some of them are makingseparate shorts, but others are repurposing
the long form content too.
Yeah.
All right, one final piece ofadvice for a manufacturer or a retailer
(29:04):
that has not dove into thedeep end of the pool yet.
Go for it.
But I mean, just do the shortform video content.
It's super easy.
I would say try really hard.
Just push out five videos,analyze those five videos, what works
for you, what works for yourviewers and then recreate.
(29:25):
That and do not expect to havemillions of views in the first two
weeks.
You're going to do this.
This is a long term project,this is not a two week project.
And you're going to be, you'regoing to be the star it happens to
very few people in any contentcreation, right?
Oh, yeah.
And I heard someone say, canyou imagine having 25 people in the
(29:45):
room all say they like your outfit?
Like, Even if it's 25 people,if that many people said, I like
that, that is incredible.
So you can't.
You have to step back and belike, oh, yeah, that is a lot.
I can do this.
My podcast mentor uses a classroom.
He used to be a teacher.
So he said, imagine you have aclassroom full of people that's 30
or 40 people, and they justlisten to your show.
(30:08):
If you were standing in frontof them, you would think that was
wonderful, Right.
You're not standing in frontof them, so you don't think it's
wonderful.
But imagine now you get athousand people.
That's an auditorium.
That's a good sized theater.
Now imagine standing on stagein front of a thousand people, right?
Yeah.
It's a whole differentballgame when you think of it that
way.
Yeah.
And it's so easy to compareyourself and to, you know, be hard
(30:30):
on yourself.
But step back and think, if Ihad five people that said, oh, I'll
hear you talk today, then talkto those five people.
Those are going to be your customers.
Keep asking it.
Keep consistent, don't quit.
Just keep making content.
Because eventually that it's.
It is the old hockey stick thing.
Eventually it does this, right.
You're going to do this for awhile and then it's going to go up.
(30:53):
It's just.
That's always been true in, incontent and sales.
It's always been true.
Yeah, that's never.
That's one thing that's been consistent.
That's never changed over thelast 50 years of doing this.
Oh, yeah, yeah.
And eventually you'll.
Those that aren't meant for itweed themselves out.
And those that are, stayconsistent, keep growing.
(31:13):
So you can only go up.
All right.
You have to co host a pod, anepisode with me sometime.
Absolutely.
Have you, have you donepodcast hosting yet?
I haven't.
Well, there you go.
You're going to get to trysomething new.
We're going to do that.
We're going to make that happen.
Thank you.
Where can people find.
Shop With Me Cowgirl on allsocial media platforms.
(31:36):
Instagram, TikTok, Facebookand YouTube.
And we'll be doing more there.
Very good.
Well, thank you for joining uson this WESA retail roundup.
To watch the retail roundups,you can do so on the WESA trade show
YouTube channel.
You can find them there.
You can also find them on theWisdom by Wesa podcast feed.
The audio for this will be outin the next day or two there.
(31:56):
And also you can find all theinformation, of course, about the
trade show@wesatradeshow.comwe have another one coming up in
January in Dallas, so you lookfor all of us there.
And I'm sure you'll be there.
Absolutely.
Yeah, you'll be there.
I know you will.
We release these on Tuesdays,so you can stay up to date on all
of these.
We'll have another one for foryou in the next week or two.
(32:18):
Thank you, Kylie.
This has been fun.
Well, thanks.
I appreciate it.
And please reach out if youever need anything.
I'm here to promote you andsee your business go higher.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
NFL Daily with Gregg Rosenthal
Gregg Rosenthal and a rotating crew of elite NFL Media co-hosts, including Patrick Claybon, Colleen Wolfe, Steve Wyche, Nick Shook and Jourdan Rodrigue of The Athletic get you caught up daily on all the NFL news and analysis you need to be smarter and funnier than your friends.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.