April 2, 2025 • 25 mins
Jodie Brown is a marketing agency owner, educator, podcaster, and international luxury retreat host who specializes in helping coaches and educators refine their messaging, play to their strengths, and create marketing strategies that feel authentic and deliver results.
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Today, she’s back to share her insights on getting real results on Instagram in 2025. Jodie breaks down the tactics that drive engagement, from refining repurposed content to crafting fresh posts that grab attention. We discuss the importance of quality over quantity and explore strategies that help content creators connect more effectively with their audience.
Jodie also offers practical tips on growing your Instagram account by focusing on strong hooks and creating valuable content that resonates with your followers’ interests.
Watch the previous episode on YouTube, "Six Figures as a Content Marketing Agency Owner & Luxury Retreat Host With Jodie Brown"
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Jodie’s Links:
- Connect with Jodie on Instagram
- Follow Align Creative Co on Instagram
- Sign up for her FREE training "The 2025 Social Pulse"
- Listen to The Visionary Rising Podcast on Spotify and Apple Podcasts
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So if you're wondering how do I get this
Instagram thing to work and myreels to pop off as it?
Speaker 2 (00:05):
were.
Speaker 1 (00:06):
Is it just repurposing content?
Does that work at all?
Did it ever really work?
How do I make it work better?
You know, from my podcast, longform content to YouTube, long
form content to bringing it uponto Instagram or producing
content natively Like.
And how do I get moreengagement and grow?
How do I grow my account?
You're going to like our guest.
If you already heard her on theprevious episode, well then,
(00:26):
you're no stranger to Jodi Brown.
Speaker 3 (00:29):
And if you haven't.
Speaker 1 (00:29):
Jamie, I think they're in for a treat, right.
Absolutely, yeah, absolutely, wejust had a lovely conversation
in the first episode, which youcan find, dear listener, in the
show notes below.
Click there after you watchthis one.
So Jodi is a marketing agencyowner.
She's a marketing educator,podcaster and international
emphasis on the internationalluxury retreat host this is so
(00:53):
cool.
Who specializes in helpingcoaches and educators refine
their messaging, play to theirstrengths, create marketing
strategies that feel good andwork effectively.
Jodi found her sweet spothelping coaches and educators
get visible and create contentthat not only builds their
brands but also gets results andreaches the right people, which
(01:15):
is what she's back with us totalk about today.
Thank you for being here, jodi.
Speaker 2 (01:20):
Thank you for having me again.
I'm so excited.
Speaker 1 (01:23):
You're very welcome.
I feel like we should add.
I didn't add before, but weknow each other from the Mixer
Mind, which is, like this,really easy to be a part of
mastermind.
Speaker 2 (01:32):
It's a year long right, yeah, and it's
interesting actually because Ithink my friend, michelle Knight
, who has been on the podcastbefore, I actually think that
she might've told me about yourpodcast and might have referred
us even before we knew we werein the Mixed Remind together,
which is cool.
Speaker 3 (01:49):
Oh yeah.
Yeah, we had a good sessionwith Michelle.
We did Last year Last year,yeah, towards the end of last
year.
Speaker 1 (01:57):
It's a very, very small world, so let's jump right
in.
Please tell us.
I know the listeners like ooh,instagram growth.
Can you give us a quick, likeone minute short synopsis?
What got you here to be able totalk about Instagram growth
Like?
We know why we're going tolisten to you, but the listener
doesn't quite yet, unless theywatched the previous episode.
Speaker 2 (02:18):
For sure.
So I kind of long story short,started out growing my own
business, which, as ahairstylist, with Instagram, and
then in 2020, I made the leapinto educating other stylists
how to get really, really greatresults, so building their brick
and mortar businesses and alongthe way, I again was kind of
(02:40):
selling my education throughInstagram, organically, built my
audience, was kind of sellingmy education through Instagram,
organically built my audience,organically built my podcast and
organically had these launches,mostly organically, like we
said before, utilizing Instagramas my main platform.
I, you know, use it to grow myemail list.
All of the things landed reallycool opportunities.
(03:01):
So I was, you know, asked tospeak at events, I was asked to
speak in other people's podcastsin there all of these things,
all from building my brandthrough Instagram.
Along the way, a lot of mypeers started approaching me,
noticing what was happening andsaying, hey, can I hire you to
help me, can I hire you to, youknow, in done for you and
(03:24):
consulting.
And so for the last four years,almost five years now, which,
oh my goodness, it'll be in 11days from today, will be my last
day behind the chair.
So it has been almost a fullfive years now.
I've been helping otherentrepreneurs grow their brands
and businesses online and getsome really cool results, Like,
(03:46):
for example, even just lastmonth, one of our agency clients
and I looked at it this morning.
It's still going so far.
They've gotten something like500 plus opt-ins from one
organic reel, and so which funfact was repurposed content and
so there is so much capacity.
I know there's a lot of peoplewho are feeling very frustrated
(04:08):
around social media right now.
You know, who are feeling likethey're not getting the results
that they want, and so, yeah,that's kind of I think there's
still so much opportunity fromthis platform and I'm excited to
share that today.
Speaker 1 (04:21):
Very cool to share that today.
Very cool, just what youfinished saying Got 500 opt-ins
from repurposed content.
Just right there.
Okay, what trends are youseeing?
Is making content directly forInstagram working better now, or
is repurposed content stillworking?
Speaker 2 (04:39):
Okay, there's several caveats.
So more often than not, ifyou're okay with this, we'll
start with kind of like what I'mseeing doesn't work in terms of
repurposed content.
One of the biggest things is,particularly for us podcasters
is not optimizing the contentfor social, and so this can be
things like framing and thingslike video quality and all of
(05:03):
those different kind of pieces.
Anything that doesn't looksuper native to the platform, I
find doesn't do as well.
So we can repurpose content,but and again, for a couple of
my clients, it's actually thebest performing content, but
it's high quality video.
Another thing is and I knowthat this is going to be kind of
(05:26):
a controversial statementHowever, unless you've really
figured out a great solution, Ihave found AI doesn't do a great
job at repurposing contentbecause it's not looking for the
kind of hooks that we need inorder to succeed, right?
So when you are repurposingcontent, you still want to look
(05:47):
at all the same things that youwould if you were creating it
natively, right?
So you want to make sure thereis a really solid hook, right?
So that's going to kind ofdeliver.
You also want to make sure thatsomeone can get value from the
content, whether or not, theytake the next step right.
So if they are, it's almostlike you want to give a little
(06:11):
micro win when it comes to thecontent.
So if they listen to this clipfrom your podcast, are they
going to get something valuable?
Are they going to get a mindsetshift, a tip, something that's
going to add value to their day?
Or is it more kind of for youto just check the box of create
(06:32):
content?
So that's?
kind of you know these are kindof unpopular opinions A little
bit.
I told you there was a hot take.
But you know, when it comes torepurposing content, I love
efficiency.
You know, when it comes torepurposing content, I love
efficiency, but efficiencycannot come at the expense of
effectiveness, which I think iswhat happens a lot of the time
when we're repurposing content.
Speaker 1 (06:56):
I agree.
By the way, I found this truein my business.
If you look at my Instagramcontent, all the way up until
last summer, there were, youknow, maybe three or four
different posts that were pulledfrom you know, videoai or Opus
Clips from a podcast and I justnoticed that those never did
well and I actually justdiscontinued my subscription
(07:20):
because it was going on for likethree months and I didn't know
that we weren't using it.
Because it was going on forlike three months and I didn't
know that we weren't using it.
But I just had my video editorlook himself through the content
and pull out clips when I wasstill doing it, and that worked
a lot better.
Speaker 2 (07:31):
So and that's kind of what.
And there's tools that we canuse to make it easier, Like, for
example, in my agency.
I love Descript.
Descript is probably if you hadto pry a piece of software out
of my cold dead hands, it wouldbe that I love it so much
because it really does like makethe video editing process so
(07:52):
much easier.
And again, it's like you'repulling from that.
I think a lot of the time peoplefocus on the wrong thing when
it comes to repurposing andthey're like okay, how can I add
a bunch of like really flashytext?
Okay, how can I add a bunch oflike really flashy text and how
can I add a bunch of like youknow, different clip shots and
all that and and that kind ofstuff can be really helpful, but
(08:14):
also it doesn't make up for forunvaluable content.
Right and and value doesn'thave to be just an educational
clip.
It can be, but it can.
It's, you know, it's paradigmshifting, it's it's specific,
it's unique, it's like that'swhat we want to look for,
because with this flood ofefficiency over effectiveness,
(08:37):
there is a lot more like bland,generic, not so great content
out there, and so if we want tostand out out, we need the
antithesis of that.
We need things that are youknow story, that are everyday
examples, like all of thesedifferent things we can do to
stand out, doing handstandsshe's referring to the second
(09:01):
most recent video that we posted.
Speaker 3 (09:03):
Yeah, we're like we're just gonna dance and then,
like he's all I'm gonna do ahandstand, you catch my legs.
I'm like what, dying, laughing,making this, making this real,
it was I can't wait to see thisit's already out there.
You can, you can go see it now.
Speaker 1 (09:21):
go to our Instagram and if you want a good laugh,
Okay, now, because of thelistener too, I'm going to leak
this link to this crazy post inthe show notes below Okay,
listener, and then you can gosee that too, and even say hi to
me on Instagram.
Speaker 2 (09:39):
As fun as it sounds, though, like it honestly a
visual hook can go a long way,so it's going to be different
for everyone.
Like maybe it's you know, ifthat's on brand for you a
handstand.
I love that there's so manyother different ways.
There's so many ways we cangrab that attention and be
scroll stopping Right.
Just just give that little bitextra to catch attention.
Speaker 1 (10:02):
Yeah, All right, All right.
So then what I?
What I took away from what youjust shared was that repurposed
content can work if you don'tuse AI and are very specific
about going in finding a goodhook, making sure that that
content alone provides a microwin for somebody and is valuable
(10:23):
.
Is that accurate?
Speaker 2 (10:24):
Yes, and by doing that it's actually going to make
them a lot more likely to dowhat you wanted them to do
anyway.
If you're a podcaster who'srepurposing and go listen to the
episode, right, because youknow people don't just want like
and there's a lot of thingsthat are fatiguing audiences on
social media too.
Right, like, like.
For example, one of the thingsthat was working really well for
(10:47):
a short period of time wasthose really short reels where
it's like read the caption formore.
Right, people got burnt out bythat because they're like I
don't want to read the caption,just tell me what.
Just tell me what you're saying.
Like, you know what I mean.
Like the one second reels, likeit just kind of got.
It's like anything.
It's like.
One of my favorite phrases as amarketer I think all of us love
(11:09):
this is zig, where otherpeople's egg right.
Once everyone starts doingsomething all the time not that
there isn't a place for trends,because there is like there's
some nuance to this, but likeall of those things like, people
start to get really annoyed bythem.
And that was kind of thegeneral statement with that.
So what I find is you know, fora podcaster, if right now
(11:32):
you're just like, unless youhave something really juicy,
like, if this is, like you know,say you're interviewing some
celebrity who's done somethinglike absolutely wild, then
you're like listen to thisinterview with Taylor Swift
where she talks about, you know,the Superbowl or whatever.
Then you can probably have atrailer like style clip, and
(11:52):
that's fine for the majority ofpodcasters, though that, you
know, just like a little bit ofa hook, but that feels a little
bit click baby, that is workingless well than just excellent
content.
And then saying, you know,comment podcast or comment X to
listen in on the rest of this.
Here's what we're going tocover.
So it's more like, if you likedthis, then check out this type
(12:21):
vibe versus versus a trailer,and so that's an example.
I also would be remiss if Ididn't mention video quality.
Video quality is big.
It's big, big, big.
So when you are like here'skind of an example, if you're
repurposing content from yourpodcast and you're finding
you're not getting great results, one of the things that you
(12:42):
could do if the quality is notgreat is you could just take
whatever that is and just recorda face to camera clip, just
record.
Like you know, hold your phonelike this.
It doesn't have to beprofessionally produced, but if
you take that same content andyou kind of talk through it like
it's, it's a native to theplatform content, it's still the
(13:05):
same messaging and then you cansay your keyword, like your
many chat keyword, which is whatI recommend for getting people
to go to the next phase.
If you're a podcaster, thenthat can work really well.
If your video content fromrepurposing isn't that great, so
I like that.
Speaker 1 (13:23):
That's something I've never heard before, and you
also said mini chat severaltimes, so are you favoring mini
chat for clients over sendingfolks to the link in the bio?
Speaker 2 (13:39):
I am, and the reason for that is twofold.
So, number one I think of it aslike a white glove, kind of
like concierge experience, right, like, you can have those, and
you can even take it a stepfurther, for for sometimes I'll
kind of play around with commentApple or comment Spotify, and
then you can send them that linkdirectly to the platform that
(14:01):
they are listening to.
Right, so it's delivering that.
Also, there's less distractionsalong the way, because we think
as creators which is funny,because we don't think about
this like this as consumersbecause we think as creators
which is funny, because we don'tthink about this like this as
consumers but we think ascreators, that when someone
listens, like looks at yourcontent, they're dropping
(14:21):
everything, they're consumingall the content, they're going
to the Lincoln bio, they'resigning up for the podcast
episode, they're listening to itright there.
But what probably actuallyhappens more often than not is
they look at your post, theylove it, their kid needs a drink
, right, they, you know, maybethe phone rings, maybe someone
texts them, maybe a notificationpops up dah, dah, dah, dah, dah
(14:44):
.
There's a lot of things that canhappen between going to your
post, clicking on your profileand going and consuming
whatever's in the link in yourbio, versus if they comment,
that's in their inbox,regardless of whether or not
they're distracted or not, right?
So when they open the app again, they're having that little
(15:06):
piece of content, that littlenugget, and they're thinking, oh
, maybe I'll go listen to thisnow that I have time.
So that's kind of the firstpiece.
The second piece is when peopleare commenting on your content,
it's boosting your engagement,which is then going to show that
content to more people, right?
So I think it's kind of awin-win, honestly, when it comes
(15:30):
to many jobs.
Speaker 3 (15:32):
I keep seeing that like please don't do the see the
link in my bio anymore becauseit's just not working.
Speaker 2 (15:39):
So yeah, yeah, and you know, I think there is.
There is definitely truth tothat.
I think that when you shoulddefinitely have your link in bio
optimized because but I thinkthe more likely path for people
is going to be not that you toldthem to go to the link in bio
optimized because, but I thinkthe more likely path for people
is going to be not that you toldthem to go to the link in your
bio.
It's more, they see a piece ofcontent, they click over to your
(16:00):
page, or maybe someone mentionsyou in their Instagram story or
whatever, and then it'soptimized for new visitors right
when you, when you go.
So that's kind of thedifference, like it's.
There's a couple differentjourneys, there's a couple
different ways that someone canget there, but I think the the
like go to the link in my biofrom an Instagram post, like
it's.
It would be more rare for thatto happen, I would say, at this
(16:23):
day and age.
Speaker 3 (16:24):
Right.
Speaker 1 (16:25):
All right.
Speaker 3 (16:26):
Kind of like what we say with you know, with a lead
magnet, when people opt in, like, have it go directly to like
that opt-in page or a thank youpage and not to your website
where they're going to get lostlooking at all the other things
that they could be distracted byon there.
So make it easy, right, exactly.
So, speaking of like, whatabout those call to actions?
(16:50):
How do we make those moreeffective?
Speaker 2 (16:54):
One of the biggest things that I have noticed in
terms of a change would be tohave them in multiple spots.
So if you have a carousel post,don't just have it be at the end
of the caption, like put it onthe slide, put it on the video,
like actually have it everywhereso that they're more likely to
(17:14):
see it.
And then also, everyone hasmade a post with a call to
action that people didn't follow.
So don't think of it always asthe call to action's fault
either.
Maybe they just didn't getthere, maybe they didn't get to
that point like.
So I think, just having thatcall to action be there without
being attached to it, becauseyou know, like same same thing,
(17:40):
like you'll have people, you'llhave posts where they won't do
well, you'll have posts wherethey'll go off.
And I think we need to kind ofdetach a little bit from this
expectation that every singletime we post a call to action,
we're going to get a millioncomments.
And I mentioned that becauseI've seen so many people get
discouraged, like the firstcouple of times they try it,
that they stopped doing it.
(18:00):
It works, it still works.
Speaker 1 (18:03):
Okay, now you have a social media agency who is
getting results for your clientson Instagram, a social media
agency who is getting resultsfor your clients on Instagram,
and we started by askingrepurposing content versus
making native content and whyyou gave caveats for how
repurposed content can work and,like the next let's say four
(18:24):
minutes here because we're goingto finish up this episode what
works for making native contentto Instagram right now that
you're seeing.
Speaker 2 (18:31):
So there's a few things that work, like I I
always think about and afterpublishing like thousands of
pieces of content to dozens ofdifferent accounts over the last
few years with the agency, Ithink the biggest thing to be
aware of is that no account notwo accounts are going to be
exactly the same, right?
(18:52):
No two audiences are going tobe exactly the same, right?
No two audiences are going tobe exactly the same.
So the first thing I alwayslook at is what has worked for
you historically and how can webring more of that in?
So, for example, does youraudience like it when you are
sharing like a hot take?
Do they like it when you aresharing more step-by-step how-to
(19:14):
content?
What is actually working foryour account?
And start there, becausewhenever we look at a strategy,
we like to meld kind of likewhat's already working with some
testing and also like lookingfor patterns with someone's
content so that we can kind oflike weave new ideas into
(19:36):
existing well like content thatperforms well.
So, for example, if you aresomeone who is teaching
photographers like how to runtheir business and you notice
that every single time you postabout social media marketing,
right, that is something thatthat goes off for your people,
(19:57):
then how can you weave that intothe hooks of some of your other
content?
Like, how can you be like?
You know, maybe the thingthat's like social media won't
help your business do this, butthis will, for example, so
you're mentioning what's workingfor your client, you're
(20:18):
mentioning what they're they'reinto, and then you're kind of
using that to to weave into yourother topics and other ideas
that you want to share with them.
So that's like one of thenumber one things, because it is
different for every account andevery person.
Also, different accounts dobetter with certain types of
(20:41):
content and so, like I have someclients where carousels go off
like nothing else, even now, anda lot of people think reels are
the only way to get traction.
That's not always the case,right, or is it?
B-roll reels are doing well.
Some people just doface-to-camera content, that's
it, and it works really reallywell for them.
(21:01):
Just do face-to-camera content,that's it, and it works really
really well for them.
The other thing that I alwayswant people to think about is
when you do a, when you get apost that hits, don't just think
, oh, that was great, and thenmove on.
Think, how can I like leverageand squeeze every single drop
out of this post idea, like ifit was a carousel.
Every single drop out of thispost idea, like if it was a
(21:23):
carousel, record it as a face tocamera post.
If it is, you know, make it aB-roll reel, make it another
carousel with a different hook.
Like really really go in onthis, because repetition equals
reputation and that is what isrequired to build your brand in
the online space.
Speaker 1 (21:41):
Well, that's an.
Instagram of a quote.
I should have been recordingthat Repetition equals
reputation, and that's what'srequired to grow in the
Instagram space.
Speaker 2 (21:52):
Yes, yeah, that is 100% something that makes a huge
difference.
And then also, like I saidbefore, I kind of alluded to
this at the top of the episode,but there's so many fringe
benefits beyond just thevisibility of an individual post
, right, like you want to thinkabout, I always think about it
(22:13):
as like a patchwork quilt.
Like if someone comes to yourInstagram page, is it extremely
obvious what it is that you do?
Is it extremely obvious, likewhat you sell?
Also, like that's an importantpiece, right, whether you put
that in your highlights, whetheryou put that, you know, in your
Lincoln bio, in your bio, wewant to make sure that your goal
(22:36):
for your audience is going tobe very obvious to them when
they land on your page.
So, when it comes to content,that is a big piece of the
puzzle, but it's it's not theentire puzzle.
Like, each individual piece ofcontent should lead towards the
goal, and so I think that'ssomething a lot of people don't
(22:57):
think about.
The other thing I want tomention too, when it comes to
content, is not every piece ofcontent has to quote, unquote,
do well in the algorithm inorder to be worth posting.
Like, I post stuff all the timethat I know is not going to get
great reach, but it is going toget me DMS.
Right, it's going to get mypeople who are paying close
(23:20):
attention to reach out to me.
Like I posted something theother day and it got like I
don't know like quite low amountof likes for me, but I got
three DMS from people who werelike tell me more about your
program.
So really balancing that desirefor you know great metrics,
because we do want to maximizevisibility, but not at the
(23:43):
expense of great messaging, andI, I really, I really encourage
people, especially now when theway that we use Instagram has
changed a little bit.
It's a great brand buildingplatform and we can and do
optimize for visibility, butdon't get caught up in that
validation addiction.
(24:04):
Think about it as a tool togrow your business.
Speaker 1 (24:07):
There we go.
Speaker 3 (24:09):
I like it.
Yeah, good stuff.
Speaker 1 (24:13):
Jodi, where can somebody?
Follow up and meet you andlearn more from you.
Speaker 2 (24:17):
So I do have a resource that I'm going to give
to your listeners, called theSocial Pulse 2025.
And essentially it's going togo into how you can update your
messaging to resonate.
We didn't get a chance to getinto it in this episode, but
there are things you can do totake the content that was
working for you, you know, in2023 and update it so that it
(24:40):
starts to hit and resonate againin 2025.
And you can find that atwwwaligncreativecocom.
Forward slash art for the artof online business listeners.
This is a paid training you canget on my website, but we're
going to gift it to yourlisteners because I think it's
important to really get thenuance and follow up on your own
(25:01):
strategy.
You can also find me at mypodcast, the Visionary Rising.
We talk all things marketing,mindset and what goes into being
an entrepreneur over there oron Instagram at it's Jodi Brown.
Speaker 3 (25:14):
All right, thank you so much for that resource.
You guys want to make sure yougrab that because she's offering
it for free.
We like free.
Speaker 1 (25:22):
Clearly you know what's up with social media.
So I would definitely recommendlistener.
Speaker 3 (25:28):
You want to get that and apply it to your own
business.
Speaker 1 (25:30):
Yes, Thank you for recording with us, Jodi.
Speaker 3 (25:33):
Yes, thank you so much.
Thank you for having me Untilwe see you hear from you next
time.
Be blessed, have a great day.
We'll talk to you.
So if you're wondering how do I get this
Instagram thing to work and myreels to pop off as it?
Speaker 2 (00:05):
were.
Speaker 1 (00:06):
Is it just repurposing content?
Does that work at all?
Did it ever really work?
How do I make it work better?
You know, from my podcast, longform content to YouTube, long
form content to bringing it uponto Instagram or producing
content natively Like.
And how do I get moreengagement and grow?
How do I grow my account?
You're going to like our guest.
If you already heard her on theprevious episode, well then,
(00:26):
you're no stranger to Jodi Brown.
Speaker 3 (00:29):
And if you haven't.
Speaker 1 (00:29):
Jamie, I think they're in for a treat, right.
Absolutely, yeah, absolutely, wejust had a lovely conversation
in the first episode, which youcan find, dear listener, in the
show notes below.
Click there after you watchthis one.
So Jodi is a marketing agencyowner.
She's a marketing educator,podcaster and international
emphasis on the internationalluxury retreat host this is so
(00:53):
cool.
Who specializes in helpingcoaches and educators refine
their messaging, play to theirstrengths, create marketing
strategies that feel good andwork effectively.
Jodi found her sweet spothelping coaches and educators
get visible and create contentthat not only builds their
brands but also gets results andreaches the right people, which
(01:15):
is what she's back with us totalk about today.
Thank you for being here, jodi.
Speaker 2 (01:20):
Thank you for having me again.
I'm so excited.
Speaker 1 (01:23):
You're very welcome.
I feel like we should add.
I didn't add before, but weknow each other from the Mixer
Mind, which is, like this,really easy to be a part of
mastermind.
Speaker 2 (01:32):
It's a year long right, yeah, and it's
interesting actually because Ithink my friend, michelle Knight
, who has been on the podcastbefore, I actually think that
she might've told me about yourpodcast and might have referred
us even before we knew we werein the Mixed Remind together,
which is cool.
Speaker 3 (01:49):
Oh yeah.
Yeah, we had a good sessionwith Michelle.
We did Last year Last year,yeah, towards the end of last
year.
Speaker 1 (01:57):
It's a very, very small world, so let's jump right
in.
Please tell us.
I know the listeners like ooh,instagram growth.
Can you give us a quick, likeone minute short synopsis?
What got you here to be able totalk about Instagram growth
Like?
We know why we're going tolisten to you, but the listener
doesn't quite yet, unless theywatched the previous episode.
Speaker 2 (02:18):
For sure.
So I kind of long story short,started out growing my own
business, which, as ahairstylist, with Instagram, and
then in 2020, I made the leapinto educating other stylists
how to get really, really greatresults, so building their brick
and mortar businesses and alongthe way, I again was kind of
(02:40):
selling my education throughInstagram, organically, built my
audience, was kind of sellingmy education through Instagram,
organically built my audience,organically built my podcast and
organically had these launches,mostly organically, like we
said before, utilizing Instagramas my main platform.
I, you know, use it to grow myemail list.
All of the things landed reallycool opportunities.
(03:01):
So I was, you know, asked tospeak at events, I was asked to
speak in other people's podcastsin there all of these things,
all from building my brandthrough Instagram.
Along the way, a lot of mypeers started approaching me,
noticing what was happening andsaying, hey, can I hire you to
help me, can I hire you to, youknow, in done for you and
(03:24):
consulting.
And so for the last four years,almost five years now, which,
oh my goodness, it'll be in 11days from today, will be my last
day behind the chair.
So it has been almost a fullfive years now.
I've been helping otherentrepreneurs grow their brands
and businesses online and getsome really cool results, Like,
(03:46):
for example, even just lastmonth, one of our agency clients
and I looked at it this morning.
It's still going so far.
They've gotten something like500 plus opt-ins from one
organic reel, and so which funfact was repurposed content and
so there is so much capacity.
I know there's a lot of peoplewho are feeling very frustrated
(04:08):
around social media right now.
You know, who are feeling likethey're not getting the results
that they want, and so, yeah,that's kind of I think there's
still so much opportunity fromthis platform and I'm excited to
share that today.
Speaker 1 (04:21):
Very cool to share that today.
Very cool, just what youfinished saying Got 500 opt-ins
from repurposed content.
Just right there.
Okay, what trends are youseeing?
Is making content directly forInstagram working better now, or
is repurposed content stillworking?
Speaker 2 (04:39):
Okay, there's several caveats.
So more often than not, ifyou're okay with this, we'll
start with kind of like what I'mseeing doesn't work in terms of
repurposed content.
One of the biggest things is,particularly for us podcasters
is not optimizing the contentfor social, and so this can be
things like framing and thingslike video quality and all of
(05:03):
those different kind of pieces.
Anything that doesn't looksuper native to the platform, I
find doesn't do as well.
So we can repurpose content,but and again, for a couple of
my clients, it's actually thebest performing content, but
it's high quality video.
Another thing is and I knowthat this is going to be kind of
(05:26):
a controversial statementHowever, unless you've really
figured out a great solution, Ihave found AI doesn't do a great
job at repurposing contentbecause it's not looking for the
kind of hooks that we need inorder to succeed, right?
So when you are repurposingcontent, you still want to look
(05:47):
at all the same things that youwould if you were creating it
natively, right?
So you want to make sure thereis a really solid hook, right?
So that's going to kind ofdeliver.
You also want to make sure thatsomeone can get value from the
content, whether or not, theytake the next step right.
So if they are, it's almostlike you want to give a little
(06:11):
micro win when it comes to thecontent.
So if they listen to this clipfrom your podcast, are they
going to get something valuable?
Are they going to get a mindsetshift, a tip, something that's
going to add value to their day?
Or is it more kind of for youto just check the box of create
(06:32):
content?
So that's?
kind of you know these are kindof unpopular opinions A little
bit.
I told you there was a hot take.
But you know, when it comes torepurposing content, I love
efficiency.
You know, when it comes torepurposing content, I love
efficiency, but efficiencycannot come at the expense of
effectiveness, which I think iswhat happens a lot of the time
when we're repurposing content.
Speaker 1 (06:56):
I agree.
By the way, I found this truein my business.
If you look at my Instagramcontent, all the way up until
last summer, there were, youknow, maybe three or four
different posts that were pulledfrom you know, videoai or Opus
Clips from a podcast and I justnoticed that those never did
well and I actually justdiscontinued my subscription
(07:20):
because it was going on for likethree months and I didn't know
that we weren't using it.
Because it was going on forlike three months and I didn't
know that we weren't using it.
But I just had my video editorlook himself through the content
and pull out clips when I wasstill doing it, and that worked
a lot better.
Speaker 2 (07:31):
So and that's kind of what.
And there's tools that we canuse to make it easier, Like, for
example, in my agency.
I love Descript.
Descript is probably if you hadto pry a piece of software out
of my cold dead hands, it wouldbe that I love it so much
because it really does like makethe video editing process so
(07:52):
much easier.
And again, it's like you'repulling from that.
I think a lot of the time peoplefocus on the wrong thing when
it comes to repurposing andthey're like okay, how can I add
a bunch of like really flashytext?
Okay, how can I add a bunch oflike really flashy text and how
can I add a bunch of like youknow, different clip shots and
all that and and that kind ofstuff can be really helpful, but
(08:14):
also it doesn't make up for forunvaluable content.
Right and and value doesn'thave to be just an educational
clip.
It can be, but it can.
It's, you know, it's paradigmshifting, it's it's specific,
it's unique, it's like that'swhat we want to look for,
because with this flood ofefficiency over effectiveness,
(08:37):
there is a lot more like bland,generic, not so great content
out there, and so if we want tostand out out, we need the
antithesis of that.
We need things that are youknow story, that are everyday
examples, like all of thesedifferent things we can do to
stand out, doing handstandsshe's referring to the second
(09:01):
most recent video that we posted.
Speaker 3 (09:03):
Yeah, we're like we're just gonna dance and then,
like he's all I'm gonna do ahandstand, you catch my legs.
I'm like what, dying, laughing,making this, making this real,
it was I can't wait to see thisit's already out there.
You can, you can go see it now.
Speaker 1 (09:21):
go to our Instagram and if you want a good laugh,
Okay, now, because of thelistener too, I'm going to leak
this link to this crazy post inthe show notes below Okay,
listener, and then you can gosee that too, and even say hi to
me on Instagram.
Speaker 2 (09:39):
As fun as it sounds, though, like it honestly a
visual hook can go a long way,so it's going to be different
for everyone.
Like maybe it's you know, ifthat's on brand for you a
handstand.
I love that there's so manyother different ways.
There's so many ways we cangrab that attention and be
scroll stopping Right.
Just just give that little bitextra to catch attention.
Speaker 1 (10:02):
Yeah, All right, All right.
So then what I?
What I took away from what youjust shared was that repurposed
content can work if you don'tuse AI and are very specific
about going in finding a goodhook, making sure that that
content alone provides a microwin for somebody and is valuable
(10:23):
.
Is that accurate?
Speaker 2 (10:24):
Yes, and by doing that it's actually going to make
them a lot more likely to dowhat you wanted them to do
anyway.
If you're a podcaster who'srepurposing and go listen to the
episode, right, because youknow people don't just want like
and there's a lot of thingsthat are fatiguing audiences on
social media too.
Right, like, like.
For example, one of the thingsthat was working really well for
(10:47):
a short period of time wasthose really short reels where
it's like read the caption formore.
Right, people got burnt out bythat because they're like I
don't want to read the caption,just tell me what.
Just tell me what you're saying.
Like, you know what I mean.
Like the one second reels, likeit just kind of got.
It's like anything.
It's like.
One of my favorite phrases as amarketer I think all of us love
(11:09):
this is zig, where otherpeople's egg right.
Once everyone starts doingsomething all the time not that
there isn't a place for trends,because there is like there's
some nuance to this, but likeall of those things like, people
start to get really annoyed bythem.
And that was kind of thegeneral statement with that.
So what I find is you know, fora podcaster, if right now
(11:32):
you're just like, unless youhave something really juicy,
like, if this is, like you know,say you're interviewing some
celebrity who's done somethinglike absolutely wild, then
you're like listen to thisinterview with Taylor Swift
where she talks about, you know,the Superbowl or whatever.
Then you can probably have atrailer like style clip, and
(11:52):
that's fine for the majority ofpodcasters, though that, you
know, just like a little bit ofa hook, but that feels a little
bit click baby, that is workingless well than just excellent
content.
And then saying, you know,comment podcast or comment X to
listen in on the rest of this.
Here's what we're going tocover.
So it's more like, if you likedthis, then check out this type
(12:21):
vibe versus versus a trailer,and so that's an example.
I also would be remiss if Ididn't mention video quality.
Video quality is big.
It's big, big, big.
So when you are like here'skind of an example, if you're
repurposing content from yourpodcast and you're finding
you're not getting great results, one of the things that you
(12:42):
could do if the quality is notgreat is you could just take
whatever that is and just recorda face to camera clip, just
record.
Like you know, hold your phonelike this.
It doesn't have to beprofessionally produced, but if
you take that same content andyou kind of talk through it like
it's, it's a native to theplatform content, it's still the
(13:05):
same messaging and then you cansay your keyword, like your
many chat keyword, which is whatI recommend for getting people
to go to the next phase.
If you're a podcaster, thenthat can work really well.
If your video content fromrepurposing isn't that great, so
I like that.
Speaker 1 (13:23):
That's something I've never heard before, and you
also said mini chat severaltimes, so are you favoring mini
chat for clients over sendingfolks to the link in the bio?
Speaker 2 (13:39):
I am, and the reason for that is twofold.
So, number one I think of it aslike a white glove, kind of
like concierge experience, right, like, you can have those, and
you can even take it a stepfurther, for for sometimes I'll
kind of play around with commentApple or comment Spotify, and
then you can send them that linkdirectly to the platform that
(14:01):
they are listening to.
Right, so it's delivering that.
Also, there's less distractionsalong the way, because we think
as creators which is funny,because we don't think about
this like this as consumersbecause we think as creators
which is funny, because we don'tthink about this like this as
consumers but we think ascreators, that when someone
listens, like looks at yourcontent, they're dropping
(14:21):
everything, they're consumingall the content, they're going
to the Lincoln bio, they'resigning up for the podcast
episode, they're listening to itright there.
But what probably actuallyhappens more often than not is
they look at your post, theylove it, their kid needs a drink
, right, they, you know, maybethe phone rings, maybe someone
texts them, maybe a notificationpops up dah, dah, dah, dah, dah
(14:44):
.
There's a lot of things that canhappen between going to your
post, clicking on your profileand going and consuming
whatever's in the link in yourbio, versus if they comment,
that's in their inbox,regardless of whether or not
they're distracted or not, right?
So when they open the app again, they're having that little
(15:06):
piece of content, that littlenugget, and they're thinking, oh
, maybe I'll go listen to thisnow that I have time.
So that's kind of the firstpiece.
The second piece is when peopleare commenting on your content,
it's boosting your engagement,which is then going to show that
content to more people, right?
So I think it's kind of awin-win, honestly, when it comes
(15:30):
to many jobs.
Speaker 3 (15:32):
I keep seeing that like please don't do the see the
link in my bio anymore becauseit's just not working.
Speaker 2 (15:39):
So yeah, yeah, and you know, I think there is.
There is definitely truth tothat.
I think that when you shoulddefinitely have your link in bio
optimized because but I thinkthe more likely path for people
is going to be not that you toldthem to go to the link in bio
optimized because, but I thinkthe more likely path for people
is going to be not that you toldthem to go to the link in your
bio.
It's more, they see a piece ofcontent, they click over to your
(16:00):
page, or maybe someone mentionsyou in their Instagram story or
whatever, and then it'soptimized for new visitors right
when you, when you go.
So that's kind of thedifference, like it's.
There's a couple differentjourneys, there's a couple
different ways that someone canget there, but I think the the
like go to the link in my biofrom an Instagram post, like
it's.
It would be more rare for thatto happen, I would say, at this
(16:23):
day and age.
Speaker 3 (16:24):
Right.
Speaker 1 (16:25):
All right.
Speaker 3 (16:26):
Kind of like what we say with you know, with a lead
magnet, when people opt in, like, have it go directly to like
that opt-in page or a thank youpage and not to your website
where they're going to get lostlooking at all the other things
that they could be distracted byon there.
So make it easy, right, exactly.
So, speaking of like, whatabout those call to actions?
(16:50):
How do we make those moreeffective?
Speaker 2 (16:54):
One of the biggest things that I have noticed in
terms of a change would be tohave them in multiple spots.
So if you have a carousel post,don't just have it be at the end
of the caption, like put it onthe slide, put it on the video,
like actually have it everywhereso that they're more likely to
(17:14):
see it.
And then also, everyone hasmade a post with a call to
action that people didn't follow.
So don't think of it always asthe call to action's fault
either.
Maybe they just didn't getthere, maybe they didn't get to
that point like.
So I think, just having thatcall to action be there without
being attached to it, becauseyou know, like same same thing,
(17:40):
like you'll have people, you'llhave posts where they won't do
well, you'll have posts wherethey'll go off.
And I think we need to kind ofdetach a little bit from this
expectation that every singletime we post a call to action,
we're going to get a millioncomments.
And I mentioned that becauseI've seen so many people get
discouraged, like the firstcouple of times they try it,
that they stopped doing it.
(18:00):
It works, it still works.
Speaker 1 (18:03):
Okay, now you have a social media agency who is
getting results for your clientson Instagram, a social media
agency who is getting resultsfor your clients on Instagram,
and we started by askingrepurposing content versus
making native content and whyyou gave caveats for how
repurposed content can work and,like the next let's say four
(18:24):
minutes here because we're goingto finish up this episode what
works for making native contentto Instagram right now that
you're seeing.
Speaker 2 (18:31):
So there's a few things that work, like I I
always think about and afterpublishing like thousands of
pieces of content to dozens ofdifferent accounts over the last
few years with the agency, Ithink the biggest thing to be
aware of is that no account notwo accounts are going to be
exactly the same, right?
(18:52):
No two audiences are going tobe exactly the same, right?
No two audiences are going tobe exactly the same.
So the first thing I alwayslook at is what has worked for
you historically and how can webring more of that in?
So, for example, does youraudience like it when you are
sharing like a hot take?
Do they like it when you aresharing more step-by-step how-to
(19:14):
content?
What is actually working foryour account?
And start there, becausewhenever we look at a strategy,
we like to meld kind of likewhat's already working with some
testing and also like lookingfor patterns with someone's
content so that we can kind oflike weave new ideas into
(19:36):
existing well like content thatperforms well.
So, for example, if you aresomeone who is teaching
photographers like how to runtheir business and you notice
that every single time you postabout social media marketing,
right, that is something thatthat goes off for your people,
(19:57):
then how can you weave that intothe hooks of some of your other
content?
Like, how can you be like?
You know, maybe the thingthat's like social media won't
help your business do this, butthis will, for example, so
you're mentioning what's workingfor your client, you're
(20:18):
mentioning what they're they'reinto, and then you're kind of
using that to to weave into yourother topics and other ideas
that you want to share with them.
So that's like one of thenumber one things, because it is
different for every account andevery person.
Also, different accounts dobetter with certain types of
(20:41):
content and so, like I have someclients where carousels go off
like nothing else, even now, anda lot of people think reels are
the only way to get traction.
That's not always the case,right, or is it?
B-roll reels are doing well.
Some people just doface-to-camera content, that's
it, and it works really reallywell for them.
(21:01):
Just do face-to-camera content,that's it, and it works really
really well for them.
The other thing that I alwayswant people to think about is
when you do a, when you get apost that hits, don't just think
, oh, that was great, and thenmove on.
Think, how can I like leverageand squeeze every single drop
out of this post idea, like ifit was a carousel.
Every single drop out of thispost idea, like if it was a
(21:23):
carousel, record it as a face tocamera post.
If it is, you know, make it aB-roll reel, make it another
carousel with a different hook.
Like really really go in onthis, because repetition equals
reputation and that is what isrequired to build your brand in
the online space.
Speaker 1 (21:41):
Well, that's an.
Instagram of a quote.
I should have been recordingthat Repetition equals
reputation, and that's what'srequired to grow in the
Instagram space.
Speaker 2 (21:52):
Yes, yeah, that is 100% something that makes a huge
difference.
And then also, like I saidbefore, I kind of alluded to
this at the top of the episode,but there's so many fringe
benefits beyond just thevisibility of an individual post
, right, like you want to thinkabout, I always think about it
(22:13):
as like a patchwork quilt.
Like if someone comes to yourInstagram page, is it extremely
obvious what it is that you do?
Is it extremely obvious, likewhat you sell?
Also, like that's an importantpiece, right, whether you put
that in your highlights, whetheryou put that, you know, in your
Lincoln bio, in your bio, wewant to make sure that your goal
(22:36):
for your audience is going tobe very obvious to them when
they land on your page.
So, when it comes to content,that is a big piece of the
puzzle, but it's it's not theentire puzzle.
Like, each individual piece ofcontent should lead towards the
goal, and so I think that'ssomething a lot of people don't
(22:57):
think about.
The other thing I want tomention too, when it comes to
content, is not every piece ofcontent has to quote, unquote,
do well in the algorithm inorder to be worth posting.
Like, I post stuff all the timethat I know is not going to get
great reach, but it is going toget me DMS.
Right, it's going to get mypeople who are paying close
(23:20):
attention to reach out to me.
Like I posted something theother day and it got like I
don't know like quite low amountof likes for me, but I got
three DMS from people who werelike tell me more about your
program.
So really balancing that desirefor you know great metrics,
because we do want to maximizevisibility, but not at the
(23:43):
expense of great messaging, andI, I really, I really encourage
people, especially now when theway that we use Instagram has
changed a little bit.
It's a great brand buildingplatform and we can and do
optimize for visibility, butdon't get caught up in that
validation addiction.
(24:04):
Think about it as a tool togrow your business.
Speaker 1 (24:07):
There we go.
Speaker 3 (24:09):
I like it.
Yeah, good stuff.
Speaker 1 (24:13):
Jodi, where can somebody?
Follow up and meet you andlearn more from you.
Speaker 2 (24:17):
So I do have a resource that I'm going to give
to your listeners, called theSocial Pulse 2025.
And essentially it's going togo into how you can update your
messaging to resonate.
We didn't get a chance to getinto it in this episode, but
there are things you can do totake the content that was
working for you, you know, in2023 and update it so that it
(24:40):
starts to hit and resonate againin 2025.
And you can find that atwwwaligncreativecocom.
Forward slash art for the artof online business listeners.
This is a paid training you canget on my website, but we're
going to gift it to yourlisteners because I think it's
important to really get thenuance and follow up on your own
(25:01):
strategy.
You can also find me at mypodcast, the Visionary Rising.
We talk all things marketing,mindset and what goes into being
an entrepreneur over there oron Instagram at it's Jodi Brown.
Speaker 3 (25:14):
All right, thank you so much for that resource.
You guys want to make sure yougrab that because she's offering
it for free.
We like free.
Speaker 1 (25:22):
Clearly you know what's up with social media.
So I would definitely recommendlistener.
Speaker 3 (25:28):
You want to get that and apply it to your own
business.
Speaker 1 (25:30):
Yes, Thank you for recording with us, Jodi.
Speaker 3 (25:33):
Yes, thank you so much.
Thank you for having me Untilwe see you hear from you next
time.
Be blessed, have a great day.
We'll talk to you.
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