September 10, 2025 • 35 mins
Q4 is the graveyard for lazy marketing. Every year, business owners crank out more posts, flood their feeds, and wonder why nothing sticks. It’s not about more volume. It’s about strategy, intention, and execution. And if you miss that in Q4, you’re already behind.
In this episode, Stoy Hall and Kristina Hall rip apart the myths the “experts” keep pushing. We tackle why Q4 is the toughest quarter of the year, how ad spend spikes and engagement plummets, and why throwing AI-generated junk into the world is only adding to the noise. We dig into rage-bait culture, the obsession with daily posting, and the lie that you need to be everywhere at once.
We go deeper than tactics. We talk about mindset. Why business owners chase trends instead of building stories that actually connect. Why stock photos and polished nonsense won’t move the needle. Why you need KPIs that matter, not vanity metrics. And why, if you don’t already have a Q4 plan, you better make one this week or risk starting next year scrambling.
This is not another “social media hacks” episode. This is the no-bullshit breakdown of what’s working, what’s dead, and what you should be doing right now to cut through the chaos.
If you’re tired of wasting time chasing algorithms, if you’re ready to hear the truth about how to actually use social to grow your business, this is your wake-up call.
Listen now, then watch the full episode on YouTube: https://youtu.be/KeVp7aHgAnk
Learn more at blackmammoth.com
As always we ask you to comment, DM, whatever it takes to have a conversation to help you take the next step in your journey, reach out on any platform!
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DISCLOSURE: Awards and rankings by third parties are not indicative of future performance or client investment success. Past performance does not guarantee future results. All investment strategies carry profit/loss potential and cannot eliminate investment risks. Information discussed may not reflect current positions/recommendations. While believed accurate, Black Mammoth does not guarantee information accuracy. This broadcast is not a solicitation for securities transactions or personalized investment advice. Tax/estate planning information is general - consult professionals for specific situations. Full disclosures at www.blackmammoth.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Black Mammoth (00:22):
Well then it's time.
Stoy (00:29):
We are rolling.
Don't fuck it up.
Kristina (00:31):
Probably don't want you to keep this in the edit.
Stoy (00:33):
Why quarter four content needs a different strategy and
not just more volume.
Well, here's some of thereasons, right?
P four Cs the highest ad spentand engagement drops across all
platforms because people areflooded.
And attention is fractured.
We're also all shopping.
Let's be real.
That's where we're at, right?
But we've got a little bit of AIwith content generation.
How's that going to change?
(00:54):
Or is it just noise?
And 76% of small business ownerssay their, their content
overwhelmed is one of theirbiggest stressors towards the
end of the year, which that'sfair.
I get that.
And at the end of the day,people don't need more posts.
They need purposeful content.
And it's even more so importantin Q4.
So today's conversation, that'show we're talking about.
You all know Christina.
She does everything that we domarketing wise.
(01:16):
So she is the the one that willbe here for this.
And so what are your initialthoughts on that topic, right?
The topic of why Q4 contentneeds a different strategy and
not just more volume.
When you hear that, what's yourinitial thought?
Kristina (01:29):
Well, my initial thought would've probably been a
lot different a year ago, butyou brought up AI and I think
that rate there is like the mainpiece to why not only Q4, but
even more so now.
Why Q4?
Has how, why you have to be sointentional and when you were
doing your intro, I was thinkingabout, you know, how AI
(01:49):
operates, right?
And we can all tell AI in likeseconds, right?
And it's funny because if youlook at these like AI generated,
you know, videos and stuff.
If you actually look at thecomments, they're getting a shit
ton of engagement, but it's alllike, nice try Diddy or, okay,
(02:10):
AI and like things like that.
So people are really able tospot that AI even better than
they were.
I saw when the other day of ablack version of Elon Musk
stuff, look at God good, buttwo, it was ai, right?
But it stirs up all theseconversations.
The biggest thing is people cantell AI right off the bat better
(02:30):
than ever right now.
Like your grandma can probablytell, right?
Like it is very clear as daythat it's ai.
And so you wanna make sure thatyou're, listen.
I'm about ai.
I use ai, but not in video fornot in photos.
That kind of drives me up a wallbecause again, it's so, it's so
obvious.
And so, you know, when it comesto Q4, you said it in the
(02:51):
beginning, people are in thisbuying mode.
Here is coming to an end.
People are starting to thinkabout shit, what the fuck did I
do all year this year?
Right?
We start getting into that likeNew Year's resolution, all that
stuff, so people are in the moodto not only spend but reinvent
themselves.
Right.
We're getting to that point.
And so one of the things Ialways target on when I'm doing
(03:12):
marketing in Q4 is like,especially in my industry, like
what did you do all year, right?
Because if you did nothing allyear and now you're sitting here
and you're like scrambling,that's a problem.
So it's not only about thecontent you're putting out, it's
also about your planning, yourexecution, all of that stuff.
It kind of all comes together.
Stoy (03:33):
I have a question for you, which is kind of not really in
line with our topics at all, butthat's how we are.
Be surprised.
I've been seeing, we've all beenseeing a lot more ai, right?
Yeah.
That's just happening, but we'reseeing a lot of engagement.
I'm seeing a lot of engagementfrom people with the ai, which
only then helps the post and theperson creating, doing the ai
right.
Which is frustrating for therest of us because we put out
(03:55):
actually good content that isn'tjust AI generated, but it is us,
but we don't get that type ofengagement.
However, you know, those do.
Is that a lot because of thebots driving those comments?
Or are people just like, reallylove calling out AI and not
recognizing the fact that itactually helps that, uh, that
performance and they're actuallygetting paid more to create more
(04:16):
and you're just creating this,you know, vicious cycle?
Kristina (04:18):
Yeah, I think it's a little bit of both.
Right.
I think that the bots aredefinitely, I mean, bots are,
they're buying like it's verymuch a thing.
I've seen on, I have, there'slike this one on Insta or on
TikTok all the time, and all myhealthcare clients.
It's like Perpe bots.
It's weird.
It's really weird, right?
But yes, it drives engagementnonetheless.
I also think people really doenjoy calling it out.
(04:40):
Yeah, they're just drivingengagement freaking higher.
But I think it's because it'ssuch a prominent thing in our
society right now.
You have the president.
Using fucking AI for Christ'ssakes.
Like not to make it political,but let's just call it what it
is, right?
And so I do think there's a lotof calling out, but you and I
know as content creators thatthat drives engagement.
(05:01):
The normal person isn't gonnaknow that.
I also think that rage baitculture is huge.
It's huge.
There is, sometimes I'm watchingthese videos, I'm like, this
can't be real.
Like you have to just be tryingto intentionally piss me off and
it does, and then I end upcommenting, right?
So it's, I think it's like alittle bit of both.
(05:22):
It's like having that rage baittype of content.
And I think AI kind of like goesunder that a little bit and then
people are engaging with thatbecause they're pissed off or
they're annoyed.
So I think it's twofold.
Stoy (05:34):
Yeah, for sure.
Well, now that we're speakingabout the media and in society,
let's talk about what some ofthe, what's going on, what are,
what's being said in the media,in society.
Not all of it.
'cause we'd be here way too damnlong.
I've got, just go look at ourInstagram d right.
I've got a few prepped for you,but I also want you, what you've
heard and what you see from,from the industry.
(05:55):
So I'll, I'll do the first one.
Um.
I here and see this a lot is youbetter post daily or you're
gonna disappear.
Kristina (06:03):
Yeah, yeah.
Yeah.
I literally, as I'm trying to doa rebrand for myself, I do feel
like I've kind of disappeared alittle bit.
Yeah.
Obviously, like posting daily,like who the hell has time for
that?
Right.
We are lucky that we do have AIand things like that to help
with that, but it really, what Ifind when, for the most part, if
you don't have a plan, if you'reposting every day, there's
(06:24):
probably not a ton ofintentionality behind those
posts.
Right.
So I'd rather a client postthree like hard hitting videos
every week than six, right?
Because like one algorithm,right?
If you are really intentionalwith your content, using the
keywords really being relatable,that's gonna push the algorithm
versus, you know, six.
(06:45):
Six videos right that week.
I have content from a year agothat still gets attraction
because it was relatable andpeople liked it.
You know, X, Y, Z, and again,that was like literally almost a
year ago that I posted it.
So I think that plays a role forsure.
I definitely do not thinkanybody needs to be posting
every day.
If you have really strongcontent, then sure, like we post
(07:07):
quite a bit, but we have a lotof content we're working with in
order to do that.
And there's intention behind allthis.
So.
That's a big thing.
Also, I'm not trying to bringpolitics into, but I know that
both of our algorithms areheavily populated with political
stuff.
Right.
And so this brings it back toeven more, making sure you're
(07:28):
being relatable, intentional,all of that stuff.
Because I don't know aboutanybody else, but my algorithm
is literally filled with POpolitical stuff.
I'm not even seeing like thingsthat I would typically see,
right?
Unless I go searching for it.
You know?
Like I don't even see half of myclient's stuff.
I have to physically go look atthe platforms because my
algorithm is so saturated, andthat's not gonna change anytime
(07:51):
soon, which is why it's even, Ithink now, even more imperative
than ever to be creating a veryspecific type of content.
Being relatable, intentional,all those keywords because we're
stacked up against the wall withpolitical content right now.
And if you can break throughthat, then chef's kiss.
'cause I'm struggling, I'mstruggling, even I'm struggling.
(08:11):
Like I was looking at my viewson a couple of my videos.
I was like, what the hell isgoing on?
Like this is not normal for me,but it's because again, these
algorithms are so saturated.
And then not to mention all theother bullshit that's out there.
Right.
And that makes it hard forbusiness owners'cause.
Real damn
Stoy (08:27):
difficult.
Can't
Kristina (08:28):
make a bunch of fucking funny content all the
time.
Like that's just not what we'regoing to do.
And so, you know, you have toget creative and as much as it's
a pain in the ass, you gotta beon multiple platforms.
You just have to, because oneplatform is always gonna
outperform.
I'm actually very happy with howour new pla, our new team is.
Actually, I'm sorry, I'm seeingsome good patterns, which is
(08:48):
good.
But you know, as we know, wemight get a bump on TikTok or
YouTube is really helpful forus, but we won't get those bumps
on other platforms.
And so I think also being onother platforms is gonna be,
that brings
Stoy (08:59):
the next one.
The next one was, you need to beon every platform,
Kristina (09:03):
not every platform, not all.
Stoy (09:05):
Because good Lord, too much damage.
But if you're
Kristina (09:07):
in Twitter still just get off.
Ex like I hate it so much, muchfor research
Stoy (09:11):
at this point.
'cause that thing's, that's aterrible cesspool.
But talk us through, likeobviously we don't need to be on
every platform, but you need tobe on more than one and two.
Black Mammoth (09:19):
Yes.
Stoy (09:20):
In my opinion.
I
Black Mammoth (09:21):
agree.
Right.
Stoy (09:21):
I think we are on YouTube.
Twitter doesn't really countanymore.
YouTube, we got back to TikTok'cause mine got stolen and we're
on LinkedIn, Facebook,Instagram, and Threads.
I think that might be too muchfor most people.
Yeah, problem.
What would you say?
Like how many should you reallybe on?
Kristina (09:37):
I say two to three, but it really comes down to your
industry.
So like I have a client that Iwas editing footage for this
morning, and we are sticking toFacebook and Instagram.
I know that she wants to dabblewith some LinkedIn as the
professional.
I know that that's gonna beprobably pointless for us right
now.
Right.
As her business progresses.
(09:59):
We're going to definitely wantto utilize LinkedIn, but the
reason for that is it's going tobe a different target.
And so Stoy, you just listed ofthe five, six platforms we're
on, but we have very specificstrategies for each of those
platforms.
That is the difference, right?
Even for myself, this, if youfollow me on Instagram, that's a
totally different Christina thanLinkedIn.
(10:21):
I'm gonna tell you that rightnow.
Like Christina Instagram is notChristina LinkedIn and it's
because my market is verydifferent, right?
I know if I'm on LinkedIn, I'mreally target targeting
healthcare providers, financialservices, service based
businesses.
Where on Instagram, target, moreof like your everyday
entrepreneur, right?
My content's gonna be moresuited to that.
(10:42):
For that.
You know, I think that everybodyshould be on two to three
platforms, but you also need tothink about who's my target
audience over there and what'sthe type of content I'm going to
be sharing over there?
Right.
So, you know on, even for you,we really, I think it's just
TikTok and YouTube, we onlyreally post the same content.
Everything else is kind of like.
(11:04):
Staggered out in a differentway.
Text heavy on LinkedIn for you.
'cause we know videos don't doshit for you.
Right?
And let me put that out theretoo.
It's all different foreverybody, right?
Videos might not do well for usover on LinkedIn, but they might
do really well for you.
Like I have a client, twoclients where videos completely
crush on LinkedIn.
Story is not one of thoseclients.
Stoy (11:25):
Not a chance,
Kristina (11:27):
not a chance.
But we know that, right?
And we altered our strategy inorder to serve that.
So get on two to threeplatforms, but really ask
yourself, do I need to be onthese platforms?
Who is my target audience onthis platform?
'cause I'm gonna tell you rightnow, it's like clockwork across
the board.
I find that all my clients justwill have a different target on
one platform versus the other.
(11:48):
Yeah,
Stoy (11:49):
for sure.
Social strategy, does AI replacethat strategy?
I know we just went throughstrategy.
I mean it's huge, huge piece ofit all.
But a lot of people are saying,well, I don't, I don't need a
Christina.
I don't need a strategic becauseI'll just go use ai.
I'll just go use chat GBT.
There's some truth to it, butthere's not.
So shine some light onto that.
Kristina (12:08):
Well, one, you still need somebody to operate.
Operate these platforms, theyare not foolproof.
Right?
You can't just plug somethingin.
You actually have to train yourai, right?
Like I think we've trained thehell out of chat GBT at this
point.
Like I've trained chat GBT toknow exactly what I'm looking
for.
It doesn't mean it still spitsout exactly what I'm looking.
(12:30):
For right.
And so in order to reallyutilize to get the full benefits
out of these, uh, AI tools, ahuman has to fuel it regardless.
So, I mean, you can use it, itis going to cut down on your
time 1000%.
Are you, I I, you, I've been.
Writing captions by hand since2012.
(12:52):
Okay.
AI has cut so much time out forme, but that doesn't mean I just
copy paste and put it in there.
And I'm gonna tell you rightnow, everybody is using chat,
GBT.
They're gonna know if you usedit, they're gonna call it out.
I literally, the fuckingpresident had something.
The other, I was like, this isso Chad, GBT.
Best one indication, M dashes.
M dashes are such a hugeindication that you as just use
(13:14):
Chad GBT, and again, not againstit, but you still don't wanna
like, you don't want it to looklike necessarily all the time,
right?
We wanna remove these things.
So yes, AI is gonna help you cutout on time, but you still need
a human.
And if you're not skilled in howto use it, then you're just
gonna be regurgitating the sameshit that everybody else is.
Is putting out there.
So absolutely use it for sure tocut down on time, but it does
(13:37):
not replace the person.
And because AI is so apparentnow I'm seeing more and more
people call this shit out.
Okay, k Chloe Kardashian.
Posted a post for Kylie'sbirthday, like, oh, happy
birthday, my baby sister.
If that shit wasn't Chad, GBT, Idon't know what was to the point
where people in the commentswere like, not Chloe writing a
(13:59):
happy birthday message throughChad GBT.
And I'm like, see, like we gottabe mindful of that stuff just
because again, everybody's usingit, but people are more hip to
it.
So, you know, try to hide it alittle bit.
Stoy (14:11):
Just build it to know you.
I mean, just put work in.
That's really what we, you have
Kristina (14:15):
to put the work in.
I mean, we are talking months.
Like I have, we did for one ofmy, um, dermatologists were
like, we asked you chat GBT,like what I do for a living.
And because we had been pumpingshit into it for so long, it was
able to literally spit us outsomething that made total sense.
Right.
But it wouldn't have been ableto do that if it didn't have all
(14:35):
that backlog information.
Stoy (14:37):
For sure.
For sure.
Uh, last one for what the mediaand, and, and everybody's saying
in society of Q4 is too late tostart planning from a marketing
perspective.
Kristina (14:48):
Kinda Q4 is definitely too late to start planning, and
it's really because let's justbe real.
Q4 is end of the year.
What happens in the end of theyear?
A lot of fucking holidays, A lotof budgeting.
It comes up for companies,right?
Like I have clients that I'mlike, okay, I actually had a
call yesterday and my marketingleads like, do you have any
contract changes?
(15:08):
'cause we're going over budgetin two weeks.
I'm like, I don't, we're good.
But I know that I have to getchanges in the clients between
September and October becausethey're already, you know,
prepping for the year.
Um, and so I do think Q4 is toolate.
I mean, shit, I'm trying to do arebrand right now and I feel
like my back's up against thewall because to me, Q4 we're the
year's over.
(15:28):
At that point, right, and like Isaid, you have holidays and you
have a lot of family time, andthere's just a lot of chaos, so
you really can't put things intoplay like you want them to.
I think really you should bestrategizing in Q3 and then
bringing the whole plan togetherto Q4 so that you can hit the
ground running.
But we should not be likesitting in November saying, all
(15:48):
right, so what's our plan forthe new year?
Because like it's not gonnahappen.
And not only like people arejust checked out by them too.
So, you know, it's not just froma strategic standpoint, it's
from a standpoint too that Ifeel like people don't hate.
Stoy (16:04):
Here we go.
Alright, let's dive into whatChristina's mind and how it
works and how Hall's socialmedia works as well with these
next set of questions and howyou operate with your clients.
Alright, first one, how do youapproach Q4 planning for your
clients?
Kristina (16:18):
So.
I really start with what's thegoal for the year, right?
Like, let's set some KPIs.
It's funny, I feel like in myyounger days of this I was like,
did it set KPIs in the same way?
And so, right, we need to setour KPIs and so I like to go by
quarter personally, right?
And the reason for that isbecause social is always
(16:40):
changing.
And so we, and you and I knowthis really well, like changing
up strategy and.
Stuff.
And so I like to say, okay, whatare our goals for Q1?
Actually, let me bring it up.
What are our goals for the wholeyear?
But then we're gonna break'emdown by quarter, because one,
I've seen a lot of times wherethose goals will change.
I have a client who should belike, I want more clients, and
(17:03):
all of a sudden she's like, wecan't take out any more clients.
That totally changes mystrategy, right?
Like I can't.
You know, I can't keep promotingif you don't even guys don't
have the capacity for it.
And so that's why I like toalways revisit it by quarter.
But yes, we'll set up KPIs forthe year.
Okay.
This is what we're trying totarget.
And then from there we'll breakit down by quarter.
So my one, or let's use you asan example, right?
(17:26):
Like we're trying to obviouslyre brand.
Whole entire podcast.
And what we're looking to donow, we're gonna implement all
this stuff for the remainder ofthe year, but we might come
December and say, Hey, we needto change this up.
Maybe we're posting too much.
Maybe we need to dial it back.
Maybe the topics we need tofocus on, need to, you know,
readjust whatever that lookslike.
(17:47):
So yeah, I think it's likesetting the yearly KPIs and then
breaking up by quarter and then,you know, building out from
there.
I think that's like the best wayto do it.
And I do it for myself,honestly.
I'm like a month by monthbecause even I used to do
quarterly and I would justnotice that things would change
up a lot for me too.
So I started going by month bymonth.
So it really depends on theclient for sure.
Stoy (18:08):
Overall.
Marketing, social media, brandstuff.
What's changed the most orwhat's changed in the last year
from, if we were talking a yearago today, what has really
changed over the last year in,in your world?
Content.
Content.
Kristina (18:23):
It's been content.
It's like, like I said, even Iam noticing dips in my own
content from a performancestandpoint, and this is content
I always post and that, youknow, historically has always
done well.
And so I think one of thebiggest things is because of the
climate of our country, peopledon't want to listen to a bunch
of heavy shit all the time.
(18:44):
I don't know about you, but likeit's every day we're all going
through it.
So I think the shift of contentfrom, it's like even more
important to be relatable atthis point.
People need that sense ofconnection, that sense of
community, especially again, inthe climate that we're in.
I see the type of content that'sperforming is.
Just a totally different vibethan it was a year ago.
(19:06):
Again, you are a perfect exampleof this and how we've had to
switch things up so many timesbecause of just the nature of
the world.
Hello, us doing the currentevents.
Right.
They do well for us becausethey're timely.
And so I'm also finding thatlike timely content is even more
important.
I know that I shouldn't be, butwe know this.
(19:27):
I'm like new to the YouTube gamereally and truly.
But you know, in exploringYouTube, I mean from the time we
really started hitting YouTubeto now, it's changed
tremendously on the type ofcontent that we're trying to put
out there.
Right?
And you know, even from a monthto month basis.
So I would say that's.
Styles of content are even moreimperative now.
(19:49):
I also think prior last yeartrends, trends were so huge
doing trending content, thingslike that, that would really
help with your reach.
I don't think trends have thesame effect as they used to.
Um, again, I think people arewanting that more raw, real,
authentic, and again, peoplehave always wanted it, but it's
even more needed.
(20:09):
Now another little nugget ifyou're on Instagram.
Hashtags don't matter anymore.
They don't?
Yeah.
Hashtags die crossed everywhereit seems.
It's about, I would say probablyTikTok is the one that would
probably be the most utilized.
But yeah, and that was somethingthat came straight out of like
the CEO's mouth on Instagram,that hashtags just don't hold
any weight.
So, you know, I see clients.
(20:30):
And even new clients that comein, they're like, oh, I gotta
make sure I have a hashtagstrategy.
I'm like, no, you don't.
Like, you literally don't.
'cause it doesn't matteranymore.
I haven't included hashtags inshit in forever.
The only, if you see hashtagsit's'cause Nicole scheduled them
with hashtags, not me.
I'm not putting'em in there.
Like it's just pointless.
So, you know, that's such like alittle tangible thing, but it
actually, it is a thing that haschanged.
(20:51):
So really the content ecosystemhas just changed tremendously
this year.
Stoy (20:56):
I hate it.
Kind of to, I mean, to fall intothe next part.
Right.
That was the change.
What's changed the most over thelast year?
What's currently working?
What's actually working inmarketing right now?
Kristina (21:05):
Yeah.
Um, it's always been somethingthat works, but again, climate
of the country, the state, we'rein storytelling, it's going to
always be the number onedriving.
Piece of content, and I've usedthis analogy probably on this
podcast too, but I've used itall the time.
When you think about the bestmovies, the blockbusters, the
(21:26):
ones you wanna see, they allhave a crazy ass storyline,
right?
It's a storytelling.
That's what I say everybodyneeds to get really good at, is
actually telling a story.
People are nosy as hell.
They wanna know things.
And so if you can get thatstorytelling content out there,
I think that's key.
Now, again, depending on yourplatform, that could be in text
(21:46):
form or that could be in videoform.
Um, story.
Again, nothing for video onLinkedIn.
Like we literally can't getvideo for shit on LinkedIn, but
your text only type of posts andthey do have storytelling pieces
in them.
They do well for a reason.
Right.
You know, I always say likeanything that's gonna make you
think if you are listening to apiece of content and you're
(22:08):
like, damn, that shit just madelike what?
Right.
That's a good piece of content.
I was editing one yesterday thathas.
Nothing to do with me.
It's on infertility.
I don't even have kids.
Right.
And I was like, damn, that shithit me hard in the gut.
I'm filming this client a fewweeks ago.
She's talking and I'm like,shit, oh my God.
I started crying, literallycrying during shoot because she
(22:30):
was telling a fricking story andit was so powerful.
And even though the umbrella.
Didn't apply to me, a lot of thesubset did.
And so it was like, this isreally interesting to me.
So yeah, I think thatstorytelling's always gonna do
well.
And then, yeah, you know, youhave like your graphic posts
versus your con like your video,but you know, that's, that's
(22:51):
getting a little crazy.
But I definitely say like if youhave your storytelling down,
that's gonna be most effective.
You gotta do.
One second
Stoy (22:57):
besides,
Kristina (22:58):
yep, you can move that and come in now.
No, you're fine.
I already told him you weregonna do that.
Just move that we already, Ialready fucked up, so I'm gonna
end up having to edit this.
Stoy (23:06):
That's, I'm so happy for, uh, so besides hashtags, what
are some things that you'reavoiding?
Like, what are you trying tomake sure your clients aren't
doing?
'cause it's just a waste.
Kristina (23:18):
Yeah.
I actually, I gotta do this posttoday on LinkedIn.
Stoy (23:21):
I got hashtags.
What are you avoiding?
Kristina (23:23):
Yeah, so like, I feel like everybody should already
know this, but like, stop usingstock imagery and like stop.
Like literally just fuckingstop.
And like my colleague, I was ona call with him yesterday and he
like said something.
I was like, I'm using that formy next hook.
And he was like, if you seestock image.
On social, what are you mostlikely doing?
(23:44):
Scrolling past it, right?
I'm not looking at that.
If you use that, what do youthink people are gonna do?
Scroll past it.
And so the one thing I'm like,just stop.
Like stop.
There is a time and place forit.
I'm not seeing that there isn't,but like you need to have your
face front and center, right?
You have to.
(24:05):
I refuse.
This is a big thing for me.
I will not work with a clientanymore.
That does not allow me to do acontent day or doesn't have like
a bank of shit like you do,right?
Because it's just, it's notgonna be effective.
It's not.
It's stock images aren't gonnabe effective.
Not utilizing video at all isalso not gonna be effective.
So if you think you can just getaway with like graphic only
(24:28):
posts, then you're clearly nottrying to grow.
And I see that, I've been sayingthis for years, but yet it's
still such a thing.
And then if you're using AIvideos, strictly AI videos,
you're not gonna see ROI growth.
You might see engagement, youmight see some social growth,
but the whole point is to drivetraffic to our business.
(24:50):
That type of content is notgoing to drive traffic to our
businesses.
Again, time and place, it's atime and place.
But if your full strategy is AIvideos and stock imagery, like
get the fuck outta here.
What are we doing?
I'm sorry.
Like, I'm sorry.
Stoy (25:05):
You're
Kristina (25:05):
not wrong.
Stoy (25:06):
How, I mean, how many pictures do we have on our
phones?
How easy it to do video?
Like let's be real.
Kristina (25:11):
I mean, in video, I think a lot of people
overcomplicate it and I get it.
They do.
You know, like I get it.
That's another thing I'mnoticing.
Less polished videos.
On Instagram, TikTok is alwayslike the wild, wild west of like
people, you know, just postingwhatever.
But I am seeing a lot lesspolished stuff, which is nice
because, you know, I thinkthat's what deters a lot of
(25:32):
people from creating too,because they're like, well, it
has to be perfect.
It has to be polished.
It, you know, it has to look acertain way.
And so I'm not saying you don'tneed good lighting.
You absolutely need goodlighting.
You actually.
Story set up.
We worked hard on this shit.
Okay.
We worked hard to get that setup the way it did.
That stuff matters for sure, butlike, you know, you don't need
some million dollar setup.
(25:54):
Like just get the content outthere.
Yeah, I would, I definitely,hashtags I would avoid, I would
for sure avoid stock photo.
I would avoid your ego and getthe hell on camera.
Stoy (26:04):
Amen to that.
That's another.
And now let's give, let's givethe people what they want.
Right?
They finally have listened toall our shit today.
And really all they want to knowis like, what action steps I can
do now.
Like, I don't care what you'resaying, but tell me what I can
do now.
Yeah.
So I only got three of thesequestions.
First one, this is September,right?
Yeah.
So we're, we're right at thebeginning of Q4.
(26:24):
What should every business ownerdo in the next week?
Right now, what should they bedoing as an action step
Kristina (26:30):
outlying your KPIs for the year for 2026?
I would also look at, I'm gonna,I'm gonna go off on a whim and
say a lot of people probablylistening to it also don't even
have a plan for Q4.
I'm gonna say they probablydon't.
Stoy (26:42):
You're not wrong.
Kristina (26:43):
I'm one.
Stoy (26:44):
I'm working on
Kristina (26:45):
it.
Hey, I'm the problem.
No, but, but seriously, I thinka lot of people don't even have,
so if you don't even have a Qplan for Q4 and the next week, I
need you to set a plan for Q4,right?
I need you to say, Hey, theseare my KPIs.
This is what I'm looking to gainin Q4.
And if that KPI is simply justgetting your shit together for
Q1, that is fine too.
(27:06):
But you need to, you need to dothat first.
So.
If you have that, then I wouldstart planning out an outline.
And again, my biggest piece ofadvice is don't get tied to the
plan.
If I got tied to every plan thatyou and me do well, I really
wanna have hair, right.
Don't get tied to the planbecause it is such a moving
target.
Social is just so crazy.
It can change it, the drop of adime.
(27:27):
So you know, you wanna make surethat with in any plan, any KPIs
you set that you have somefluidity in it as well.
Stoy (27:34):
That would be the first thing.
That's great advice for businessin general, right?
Be flexible because be flexible.
Shit's not easy.
It's a grind and we, we changeall and
Kristina (27:43):
marketing is so like ebb and flow, so like that is
the one area that you really doneed to be flexible in.
Stoy (27:50):
Kind of funny, I guess we can use flexibility, but the
next question.
Action step was what's one mindshift mindset shift that they
can have to ensure and carrythrough the rest of the year?
Can't use flexibility.
We just said that one.
Kristina (28:04):
I can't use that one.
I would say honestly, thatsocial isn't the end all be all.
I think that's something thatunfortunately the social media,
social media and society hasput, especially in the business
world, has put so much emphasison social media to the point
where I have.
People who will come in and belike, well, I just need my
social to be up to par psych.
If your website looks like shit,if you have no email marketing,
(28:27):
if you have no internalstructure, it doesn't matter
what your social media reallylooks like.
And so I think people need torealize that social media is not
end all, be all.
Put that back a little bit.
Stoy (28:39):
One section.
We'll luck editing that becausehe has seen it.
Kristina (28:42):
But yeah, I think that, you know, social media is
not the end all, be all.
You really need to look at yourwhole funnel and if you can
understand that, then when yousee a post only get like five
likes.
Like you're gonna be like, okay,well I know that's.
Not the only piece of my funnel.
And so if you have that littlemindset shift like, okay, social
is just part of the puzzle, thenI think that makes a huge
(29:03):
difference.
Another thing just to add tothat too, is like the algorithm
is the algorithm on social.
You don't have any control overthat.
Like at all, and this is why Iwas preaching to a client the
other day, like we have to haveemail marketing, which they do,
but I was like, we need to do X,Y, Z with the email marketing
because it's direct to inbox.
Right.
We don't have that on social, soyou know, don't think,'cause you
(29:27):
got five likes, you have likethe worst piece of content.
I had a video only get 10 likeson it the other day, and that's
really low for me.
Right.
Am I over here crying about it?
No, because it's like whateverthe algorithm just didn't do,
its.
Thing that day.
I also posted it at a time.
I don't usually post it at andlike just, you know, random
little things.
So just stop putting so muchemphasis on social only'cause
(29:49):
there's just so many pieces ofthe puzzle.
Stoy (29:51):
Alright, let's give people this last one.
It is a specific number for themand I'm gonna post it.
I'm gonna say it this way.
There are a lot of people outthere that don't know when I
should post, how many times Ishould post what platforms to
post.
Give everyone right now, ifthey're on that fence, give'em
the three platforms they shouldpost to, how many times they
should post.
(30:12):
And I think that was all said.
And what time
Kristina (30:13):
of day they should post and what
Stoy (30:14):
and what time of day.
Just lay it out.
This is exactly the plan thatthey should do.
Kristina (30:18):
You're gonna hate me, but it all depends.
But I'll give you, it reallydepends.
It really depends.
But if I am starting out with aclient right off rip.
This is what I do and I do have,I do have a formula for it.
Automatically three days a week.
That's where I like to startthree days a week.
The top platforms I hit areInstagram, LinkedIn, and I
(30:39):
don't, it depends, but Facebookor TikTok, I'm gonna say
Facebook or TikTok.
My two top platforms that Ibelieve all my clients do really
well on is Instagram orLinkedIn.
Those would be the two.
Um, and then time of day topost.
Everybody's time of day reallyis different.
I've seen Adam Uri on Instagramtalk about this, like it truly
(31:01):
comes down to you.
I have a client that if we don'tpost at 12:00 PM it really
doesn't do shit for him.
Like 12:00 PM works for him.
It has for years.
And so if I'm starting out witha client, I always have them
post at 12:00 PM That's what Istart with, and then from there,
I start to adjust.
We did that with YouTube.
We would've never thought topost at seven 30 at night on
YouTube.
Right.
(31:21):
We saw metrics and things likethat, so three days a week,
Instagram, LinkedIn, and one ofthe other ones potentially, but
definitely Instagram andLinkedIn And start at 12:00 PM
posting time.
Stoy (31:32):
What days?
Kristina (31:33):
I always start with Monday, Wednesday, Friday.
Stoy (31:35):
Yeah, just start there.
And then just like with thetime, yeah.
Start to adjust.
Kristina (31:39):
Give it like, I would say post at that cadence for
three months.
Do three posts a week.
12:00 PM Monday, Wednesday,Friday.
For three months, that will giveyou enough ammo to collect.
Like, okay, like what are my hottimes?
What am I not?
Instagram is a little different.
YouTube seems very intentional.
YouTube seems very specific.
(32:00):
Um, but you wanna look at thosemetrics'cause that's gonna help
you adjust.
For sure.
Stoy (32:05):
Well, hey, thanks for listening to us over this Q4
talk, everybody.
All right.
You know how to reach out to us.
The hall twins.
The hall, the hall, the hallfam, you know how to get to us.
You really are
Black Mammoth (32:13):
fam.
But
Stoy (32:13):
ultimately we want you to, with this new content,'cause
this is the first episode of itall, to really understand what's
going on.
Take it from heart, from ourguests or our experts, have some
actionable steps.
But truly we're diving deeperthan we have before.
So if you love this content, letus know.
Also, reach out.
I know I've said it again, butwe're on all the socials and we
(32:35):
truly believe the best way foryou to learn is to reach out,
engage.
Yeah.
I know it helps our algorithm,but it truly is a way for us to
engage with you without you, youknow, needing to set up a
meeting so
Kristina (32:46):
you don't know what to talk about if you don't ask.
Stoy (32:48):
As always, you know, we, we talk every other second.
Everyone else, all her stuffwill be wherever she puts it.
And she's editing it this timebecause she messed it up.
I did mess it up.
Kristina (32:57):
Whoops.
Thanks for listening.
Black Mammoth (33:12):
The proceeding program was sponsored by Black
Mammoth.
Any awards, rankings, orrecognition by unaffiliated
third parties or publicationsare in no way indicative of the
advisors future performance orany individual client's
investment success.
No award ranking or recognitionshould be construed as a current
or past endorsement of blackmammoth.
(33:34):
Information regarding specificawards, rankings, or
recognitions is available on theBlack Mammoth website, www.black
mammoth.com.
All investment strategies havethe potential for profit or loss
Investment strategies such asasset allocation,
diversification, or rebalancingdo not assure or guarantee
(33:54):
better performance and cannoteliminate the risk of investment
losses.
There are no guarantees that aportfolio employing these or any
other strategy will outperform aportfolio that does not engage
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This broadcast should not beconstrued by any client or
prospective client as asolicitation to affect or
attempt to affect transactionsand securities or the rendering
(34:17):
of personalized investmentadvice due to various factors
including changing marketconditions.
The information discussed inthis broadcast may no longer be
reflective of current positionsor recommendations.
While information presented isbelieved to be factual and up to
date, black mammoth, do notguarantee its accuracy and it
should not be regarded as acomplete analysis of the
(34:39):
subjects discussed.
The tax and the state planninginformation discussed is general
in nature and is provided forinformational purposes only and
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Listeners should consult anattorney or tax professional
regarding their specific legalor tax situation.
Past performance is notindicative of future results.
Well then it's time.
Stoy (00:29):
We are rolling.
Don't fuck it up.
Kristina (00:31):
Probably don't want you to keep this in the edit.
Stoy (00:33):
Why quarter four content needs a different strategy and
not just more volume.
Well, here's some of thereasons, right?
P four Cs the highest ad spentand engagement drops across all
platforms because people areflooded.
And attention is fractured.
We're also all shopping.
Let's be real.
That's where we're at, right?
But we've got a little bit of AIwith content generation.
How's that going to change?
(00:54):
Or is it just noise?
And 76% of small business ownerssay their, their content
overwhelmed is one of theirbiggest stressors towards the
end of the year, which that'sfair.
I get that.
And at the end of the day,people don't need more posts.
They need purposeful content.
And it's even more so importantin Q4.
So today's conversation, that'show we're talking about.
You all know Christina.
She does everything that we domarketing wise.
(01:16):
So she is the the one that willbe here for this.
And so what are your initialthoughts on that topic, right?
The topic of why Q4 contentneeds a different strategy and
not just more volume.
When you hear that, what's yourinitial thought?
Kristina (01:29):
Well, my initial thought would've probably been a
lot different a year ago, butyou brought up AI and I think
that rate there is like the mainpiece to why not only Q4, but
even more so now.
Why Q4?
Has how, why you have to be sointentional and when you were
doing your intro, I was thinkingabout, you know, how AI
(01:49):
operates, right?
And we can all tell AI in likeseconds, right?
And it's funny because if youlook at these like AI generated,
you know, videos and stuff.
If you actually look at thecomments, they're getting a shit
ton of engagement, but it's alllike, nice try Diddy or, okay,
(02:10):
AI and like things like that.
So people are really able tospot that AI even better than
they were.
I saw when the other day of ablack version of Elon Musk
stuff, look at God good, buttwo, it was ai, right?
But it stirs up all theseconversations.
The biggest thing is people cantell AI right off the bat better
(02:30):
than ever right now.
Like your grandma can probablytell, right?
Like it is very clear as daythat it's ai.
And so you wanna make sure thatyou're, listen.
I'm about ai.
I use ai, but not in video fornot in photos.
That kind of drives me up a wallbecause again, it's so, it's so
obvious.
And so, you know, when it comesto Q4, you said it in the
(02:51):
beginning, people are in thisbuying mode.
Here is coming to an end.
People are starting to thinkabout shit, what the fuck did I
do all year this year?
Right?
We start getting into that likeNew Year's resolution, all that
stuff, so people are in the moodto not only spend but reinvent
themselves.
Right.
We're getting to that point.
And so one of the things Ialways target on when I'm doing
(03:12):
marketing in Q4 is like,especially in my industry, like
what did you do all year, right?
Because if you did nothing allyear and now you're sitting here
and you're like scrambling,that's a problem.
So it's not only about thecontent you're putting out, it's
also about your planning, yourexecution, all of that stuff.
It kind of all comes together.
Stoy (03:33):
I have a question for you, which is kind of not really in
line with our topics at all, butthat's how we are.
Be surprised.
I've been seeing, we've all beenseeing a lot more ai, right?
Yeah.
That's just happening, but we'reseeing a lot of engagement.
I'm seeing a lot of engagementfrom people with the ai, which
only then helps the post and theperson creating, doing the ai
right.
Which is frustrating for therest of us because we put out
(03:55):
actually good content that isn'tjust AI generated, but it is us,
but we don't get that type ofengagement.
However, you know, those do.
Is that a lot because of thebots driving those comments?
Or are people just like, reallylove calling out AI and not
recognizing the fact that itactually helps that, uh, that
performance and they're actuallygetting paid more to create more
(04:16):
and you're just creating this,you know, vicious cycle?
Kristina (04:18):
Yeah, I think it's a little bit of both.
Right.
I think that the bots aredefinitely, I mean, bots are,
they're buying like it's verymuch a thing.
I've seen on, I have, there'slike this one on Insta or on
TikTok all the time, and all myhealthcare clients.
It's like Perpe bots.
It's weird.
It's really weird, right?
But yes, it drives engagementnonetheless.
I also think people really doenjoy calling it out.
(04:40):
Yeah, they're just drivingengagement freaking higher.
But I think it's because it'ssuch a prominent thing in our
society right now.
You have the president.
Using fucking AI for Christ'ssakes.
Like not to make it political,but let's just call it what it
is, right?
And so I do think there's a lotof calling out, but you and I
know as content creators thatthat drives engagement.
(05:01):
The normal person isn't gonnaknow that.
I also think that rage baitculture is huge.
It's huge.
There is, sometimes I'm watchingthese videos, I'm like, this
can't be real.
Like you have to just be tryingto intentionally piss me off and
it does, and then I end upcommenting, right?
So it's, I think it's like alittle bit of both.
(05:22):
It's like having that rage baittype of content.
And I think AI kind of like goesunder that a little bit and then
people are engaging with thatbecause they're pissed off or
they're annoyed.
So I think it's twofold.
Stoy (05:34):
Yeah, for sure.
Well, now that we're speakingabout the media and in society,
let's talk about what some ofthe, what's going on, what are,
what's being said in the media,in society.
Not all of it.
'cause we'd be here way too damnlong.
I've got, just go look at ourInstagram d right.
I've got a few prepped for you,but I also want you, what you've
heard and what you see from,from the industry.
(05:55):
So I'll, I'll do the first one.
Um.
I here and see this a lot is youbetter post daily or you're
gonna disappear.
Kristina (06:03):
Yeah, yeah.
Yeah.
I literally, as I'm trying to doa rebrand for myself, I do feel
like I've kind of disappeared alittle bit.
Yeah.
Obviously, like posting daily,like who the hell has time for
that?
Right.
We are lucky that we do have AIand things like that to help
with that, but it really, what Ifind when, for the most part, if
you don't have a plan, if you'reposting every day, there's
(06:24):
probably not a ton ofintentionality behind those
posts.
Right.
So I'd rather a client postthree like hard hitting videos
every week than six, right?
Because like one algorithm,right?
If you are really intentionalwith your content, using the
keywords really being relatable,that's gonna push the algorithm
versus, you know, six.
(06:45):
Six videos right that week.
I have content from a year agothat still gets attraction
because it was relatable andpeople liked it.
You know, X, Y, Z, and again,that was like literally almost a
year ago that I posted it.
So I think that plays a role forsure.
I definitely do not thinkanybody needs to be posting
every day.
If you have really strongcontent, then sure, like we post
(07:07):
quite a bit, but we have a lotof content we're working with in
order to do that.
And there's intention behind allthis.
So.
That's a big thing.
Also, I'm not trying to bringpolitics into, but I know that
both of our algorithms areheavily populated with political
stuff.
Right.
And so this brings it back toeven more, making sure you're
(07:28):
being relatable, intentional,all of that stuff.
Because I don't know aboutanybody else, but my algorithm
is literally filled with POpolitical stuff.
I'm not even seeing like thingsthat I would typically see,
right?
Unless I go searching for it.
You know?
Like I don't even see half of myclient's stuff.
I have to physically go look atthe platforms because my
algorithm is so saturated, andthat's not gonna change anytime
(07:51):
soon, which is why it's even, Ithink now, even more imperative
than ever to be creating a veryspecific type of content.
Being relatable, intentional,all those keywords because we're
stacked up against the wall withpolitical content right now.
And if you can break throughthat, then chef's kiss.
'cause I'm struggling, I'mstruggling, even I'm struggling.
(08:11):
Like I was looking at my viewson a couple of my videos.
I was like, what the hell isgoing on?
Like this is not normal for me,but it's because again, these
algorithms are so saturated.
And then not to mention all theother bullshit that's out there.
Right.
And that makes it hard forbusiness owners'cause.
Real damn
Stoy (08:27):
difficult.
Can't
Kristina (08:28):
make a bunch of fucking funny content all the
time.
Like that's just not what we'regoing to do.
And so, you know, you have toget creative and as much as it's
a pain in the ass, you gotta beon multiple platforms.
You just have to, because oneplatform is always gonna
outperform.
I'm actually very happy with howour new pla, our new team is.
Actually, I'm sorry, I'm seeingsome good patterns, which is
(08:48):
good.
But you know, as we know, wemight get a bump on TikTok or
YouTube is really helpful forus, but we won't get those bumps
on other platforms.
And so I think also being onother platforms is gonna be,
that brings
Stoy (08:59):
the next one.
The next one was, you need to beon every platform,
Kristina (09:03):
not every platform, not all.
Stoy (09:05):
Because good Lord, too much damage.
But if you're
Kristina (09:07):
in Twitter still just get off.
Ex like I hate it so much, muchfor research
Stoy (09:11):
at this point.
'cause that thing's, that's aterrible cesspool.
But talk us through, likeobviously we don't need to be on
every platform, but you need tobe on more than one and two.
Black Mammoth (09:19):
Yes.
Stoy (09:20):
In my opinion.
I
Black Mammoth (09:21):
agree.
Right.
Stoy (09:21):
I think we are on YouTube.
Twitter doesn't really countanymore.
YouTube, we got back to TikTok'cause mine got stolen and we're
on LinkedIn, Facebook,Instagram, and Threads.
I think that might be too muchfor most people.
Yeah, problem.
What would you say?
Like how many should you reallybe on?
Kristina (09:37):
I say two to three, but it really comes down to your
industry.
So like I have a client that Iwas editing footage for this
morning, and we are sticking toFacebook and Instagram.
I know that she wants to dabblewith some LinkedIn as the
professional.
I know that that's gonna beprobably pointless for us right
now.
Right.
As her business progresses.
(09:59):
We're going to definitely wantto utilize LinkedIn, but the
reason for that is it's going tobe a different target.
And so Stoy, you just listed ofthe five, six platforms we're
on, but we have very specificstrategies for each of those
platforms.
That is the difference, right?
Even for myself, this, if youfollow me on Instagram, that's a
totally different Christina thanLinkedIn.
(10:21):
I'm gonna tell you that rightnow.
Like Christina Instagram is notChristina LinkedIn and it's
because my market is verydifferent, right?
I know if I'm on LinkedIn, I'mreally target targeting
healthcare providers, financialservices, service based
businesses.
Where on Instagram, target, moreof like your everyday
entrepreneur, right?
My content's gonna be moresuited to that.
(10:42):
For that.
You know, I think that everybodyshould be on two to three
platforms, but you also need tothink about who's my target
audience over there and what'sthe type of content I'm going to
be sharing over there?
Right.
So, you know on, even for you,we really, I think it's just
TikTok and YouTube, we onlyreally post the same content.
Everything else is kind of like.
(11:04):
Staggered out in a differentway.
Text heavy on LinkedIn for you.
'cause we know videos don't doshit for you.
Right?
And let me put that out theretoo.
It's all different foreverybody, right?
Videos might not do well for usover on LinkedIn, but they might
do really well for you.
Like I have a client, twoclients where videos completely
crush on LinkedIn.
Story is not one of thoseclients.
Stoy (11:25):
Not a chance,
Kristina (11:27):
not a chance.
But we know that, right?
And we altered our strategy inorder to serve that.
So get on two to threeplatforms, but really ask
yourself, do I need to be onthese platforms?
Who is my target audience onthis platform?
'cause I'm gonna tell you rightnow, it's like clockwork across
the board.
I find that all my clients justwill have a different target on
one platform versus the other.
(11:48):
Yeah,
Stoy (11:49):
for sure.
Social strategy, does AI replacethat strategy?
I know we just went throughstrategy.
I mean it's huge, huge piece ofit all.
But a lot of people are saying,well, I don't, I don't need a
Christina.
I don't need a strategic becauseI'll just go use ai.
I'll just go use chat GBT.
There's some truth to it, butthere's not.
So shine some light onto that.
Kristina (12:08):
Well, one, you still need somebody to operate.
Operate these platforms, theyare not foolproof.
Right?
You can't just plug somethingin.
You actually have to train yourai, right?
Like I think we've trained thehell out of chat GBT at this
point.
Like I've trained chat GBT toknow exactly what I'm looking
for.
It doesn't mean it still spitsout exactly what I'm looking.
(12:30):
For right.
And so in order to reallyutilize to get the full benefits
out of these, uh, AI tools, ahuman has to fuel it regardless.
So, I mean, you can use it, itis going to cut down on your
time 1000%.
Are you, I I, you, I've been.
Writing captions by hand since2012.
(12:52):
Okay.
AI has cut so much time out forme, but that doesn't mean I just
copy paste and put it in there.
And I'm gonna tell you rightnow, everybody is using chat,
GBT.
They're gonna know if you usedit, they're gonna call it out.
I literally, the fuckingpresident had something.
The other, I was like, this isso Chad, GBT.
Best one indication, M dashes.
M dashes are such a hugeindication that you as just use
(13:14):
Chad GBT, and again, not againstit, but you still don't wanna
like, you don't want it to looklike necessarily all the time,
right?
We wanna remove these things.
So yes, AI is gonna help you cutout on time, but you still need
a human.
And if you're not skilled in howto use it, then you're just
gonna be regurgitating the sameshit that everybody else is.
Is putting out there.
So absolutely use it for sure tocut down on time, but it does
(13:37):
not replace the person.
And because AI is so apparentnow I'm seeing more and more
people call this shit out.
Okay, k Chloe Kardashian.
Posted a post for Kylie'sbirthday, like, oh, happy
birthday, my baby sister.
If that shit wasn't Chad, GBT, Idon't know what was to the point
where people in the commentswere like, not Chloe writing a
(13:59):
happy birthday message throughChad GBT.
And I'm like, see, like we gottabe mindful of that stuff just
because again, everybody's usingit, but people are more hip to
it.
So, you know, try to hide it alittle bit.
Stoy (14:11):
Just build it to know you.
I mean, just put work in.
That's really what we, you have
Kristina (14:15):
to put the work in.
I mean, we are talking months.
Like I have, we did for one ofmy, um, dermatologists were
like, we asked you chat GBT,like what I do for a living.
And because we had been pumpingshit into it for so long, it was
able to literally spit us outsomething that made total sense.
Right.
But it wouldn't have been ableto do that if it didn't have all
(14:35):
that backlog information.
Stoy (14:37):
For sure.
For sure.
Uh, last one for what the mediaand, and, and everybody's saying
in society of Q4 is too late tostart planning from a marketing
perspective.
Kristina (14:48):
Kinda Q4 is definitely too late to start planning, and
it's really because let's justbe real.
Q4 is end of the year.
What happens in the end of theyear?
A lot of fucking holidays, A lotof budgeting.
It comes up for companies,right?
Like I have clients that I'mlike, okay, I actually had a
call yesterday and my marketingleads like, do you have any
contract changes?
(15:08):
'cause we're going over budgetin two weeks.
I'm like, I don't, we're good.
But I know that I have to getchanges in the clients between
September and October becausethey're already, you know,
prepping for the year.
Um, and so I do think Q4 is toolate.
I mean, shit, I'm trying to do arebrand right now and I feel
like my back's up against thewall because to me, Q4 we're the
year's over.
(15:28):
At that point, right, and like Isaid, you have holidays and you
have a lot of family time, andthere's just a lot of chaos, so
you really can't put things intoplay like you want them to.
I think really you should bestrategizing in Q3 and then
bringing the whole plan togetherto Q4 so that you can hit the
ground running.
But we should not be likesitting in November saying, all
(15:48):
right, so what's our plan forthe new year?
Because like it's not gonnahappen.
And not only like people arejust checked out by them too.
So, you know, it's not just froma strategic standpoint, it's
from a standpoint too that Ifeel like people don't hate.
Stoy (16:04):
Here we go.
Alright, let's dive into whatChristina's mind and how it
works and how Hall's socialmedia works as well with these
next set of questions and howyou operate with your clients.
Alright, first one, how do youapproach Q4 planning for your
clients?
Kristina (16:18):
So.
I really start with what's thegoal for the year, right?
Like, let's set some KPIs.
It's funny, I feel like in myyounger days of this I was like,
did it set KPIs in the same way?
And so, right, we need to setour KPIs and so I like to go by
quarter personally, right?
And the reason for that isbecause social is always
(16:40):
changing.
And so we, and you and I knowthis really well, like changing
up strategy and.
Stuff.
And so I like to say, okay, whatare our goals for Q1?
Actually, let me bring it up.
What are our goals for the wholeyear?
But then we're gonna break'emdown by quarter, because one,
I've seen a lot of times wherethose goals will change.
I have a client who should belike, I want more clients, and
(17:03):
all of a sudden she's like, wecan't take out any more clients.
That totally changes mystrategy, right?
Like I can't.
You know, I can't keep promotingif you don't even guys don't
have the capacity for it.
And so that's why I like toalways revisit it by quarter.
But yes, we'll set up KPIs forthe year.
Okay.
This is what we're trying totarget.
And then from there we'll breakit down by quarter.
So my one, or let's use you asan example, right?
(17:26):
Like we're trying to obviouslyre brand.
Whole entire podcast.
And what we're looking to donow, we're gonna implement all
this stuff for the remainder ofthe year, but we might come
December and say, Hey, we needto change this up.
Maybe we're posting too much.
Maybe we need to dial it back.
Maybe the topics we need tofocus on, need to, you know,
readjust whatever that lookslike.
(17:47):
So yeah, I think it's likesetting the yearly KPIs and then
breaking up by quarter and then,you know, building out from
there.
I think that's like the best wayto do it.
And I do it for myself,honestly.
I'm like a month by monthbecause even I used to do
quarterly and I would justnotice that things would change
up a lot for me too.
So I started going by month bymonth.
So it really depends on theclient for sure.
Stoy (18:08):
Overall.
Marketing, social media, brandstuff.
What's changed the most orwhat's changed in the last year
from, if we were talking a yearago today, what has really
changed over the last year in,in your world?
Content.
Content.
Kristina (18:23):
It's been content.
It's like, like I said, even Iam noticing dips in my own
content from a performancestandpoint, and this is content
I always post and that, youknow, historically has always
done well.
And so I think one of thebiggest things is because of the
climate of our country, peopledon't want to listen to a bunch
of heavy shit all the time.
(18:44):
I don't know about you, but likeit's every day we're all going
through it.
So I think the shift of contentfrom, it's like even more
important to be relatable atthis point.
People need that sense ofconnection, that sense of
community, especially again, inthe climate that we're in.
I see the type of content that'sperforming is.
Just a totally different vibethan it was a year ago.
(19:06):
Again, you are a perfect exampleof this and how we've had to
switch things up so many timesbecause of just the nature of
the world.
Hello, us doing the currentevents.
Right.
They do well for us becausethey're timely.
And so I'm also finding thatlike timely content is even more
important.
I know that I shouldn't be, butwe know this.
(19:27):
I'm like new to the YouTube gamereally and truly.
But you know, in exploringYouTube, I mean from the time we
really started hitting YouTubeto now, it's changed
tremendously on the type ofcontent that we're trying to put
out there.
Right?
And you know, even from a monthto month basis.
So I would say that's.
Styles of content are even moreimperative now.
(19:49):
I also think prior last yeartrends, trends were so huge
doing trending content, thingslike that, that would really
help with your reach.
I don't think trends have thesame effect as they used to.
Um, again, I think people arewanting that more raw, real,
authentic, and again, peoplehave always wanted it, but it's
even more needed.
(20:09):
Now another little nugget ifyou're on Instagram.
Hashtags don't matter anymore.
They don't?
Yeah.
Hashtags die crossed everywhereit seems.
It's about, I would say probablyTikTok is the one that would
probably be the most utilized.
But yeah, and that was somethingthat came straight out of like
the CEO's mouth on Instagram,that hashtags just don't hold
any weight.
So, you know, I see clients.
(20:30):
And even new clients that comein, they're like, oh, I gotta
make sure I have a hashtagstrategy.
I'm like, no, you don't.
Like, you literally don't.
'cause it doesn't matteranymore.
I haven't included hashtags inshit in forever.
The only, if you see hashtagsit's'cause Nicole scheduled them
with hashtags, not me.
I'm not putting'em in there.
Like it's just pointless.
So, you know, that's such like alittle tangible thing, but it
actually, it is a thing that haschanged.
(20:51):
So really the content ecosystemhas just changed tremendously
this year.
Stoy (20:56):
I hate it.
Kind of to, I mean, to fall intothe next part.
Right.
That was the change.
What's changed the most over thelast year?
What's currently working?
What's actually working inmarketing right now?
Kristina (21:05):
Yeah.
Um, it's always been somethingthat works, but again, climate
of the country, the state, we'rein storytelling, it's going to
always be the number onedriving.
Piece of content, and I've usedthis analogy probably on this
podcast too, but I've used itall the time.
When you think about the bestmovies, the blockbusters, the
(21:26):
ones you wanna see, they allhave a crazy ass storyline,
right?
It's a storytelling.
That's what I say everybodyneeds to get really good at, is
actually telling a story.
People are nosy as hell.
They wanna know things.
And so if you can get thatstorytelling content out there,
I think that's key.
Now, again, depending on yourplatform, that could be in text
(21:46):
form or that could be in videoform.
Um, story.
Again, nothing for video onLinkedIn.
Like we literally can't getvideo for shit on LinkedIn, but
your text only type of posts andthey do have storytelling pieces
in them.
They do well for a reason.
Right.
You know, I always say likeanything that's gonna make you
think if you are listening to apiece of content and you're
(22:08):
like, damn, that shit just madelike what?
Right.
That's a good piece of content.
I was editing one yesterday thathas.
Nothing to do with me.
It's on infertility.
I don't even have kids.
Right.
And I was like, damn, that shithit me hard in the gut.
I'm filming this client a fewweeks ago.
She's talking and I'm like,shit, oh my God.
I started crying, literallycrying during shoot because she
(22:30):
was telling a fricking story andit was so powerful.
And even though the umbrella.
Didn't apply to me, a lot of thesubset did.
And so it was like, this isreally interesting to me.
So yeah, I think thatstorytelling's always gonna do
well.
And then, yeah, you know, youhave like your graphic posts
versus your con like your video,but you know, that's, that's
(22:51):
getting a little crazy.
But I definitely say like if youhave your storytelling down,
that's gonna be most effective.
You gotta do.
One second
Stoy (22:57):
besides,
Kristina (22:58):
yep, you can move that and come in now.
No, you're fine.
I already told him you weregonna do that.
Just move that we already, Ialready fucked up, so I'm gonna
end up having to edit this.
Stoy (23:06):
That's, I'm so happy for, uh, so besides hashtags, what
are some things that you'reavoiding?
Like, what are you trying tomake sure your clients aren't
doing?
'cause it's just a waste.
Kristina (23:18):
Yeah.
I actually, I gotta do this posttoday on LinkedIn.
Stoy (23:21):
I got hashtags.
What are you avoiding?
Kristina (23:23):
Yeah, so like, I feel like everybody should already
know this, but like, stop usingstock imagery and like stop.
Like literally just fuckingstop.
And like my colleague, I was ona call with him yesterday and he
like said something.
I was like, I'm using that formy next hook.
And he was like, if you seestock image.
On social, what are you mostlikely doing?
(23:44):
Scrolling past it, right?
I'm not looking at that.
If you use that, what do youthink people are gonna do?
Scroll past it.
And so the one thing I'm like,just stop.
Like stop.
There is a time and place forit.
I'm not seeing that there isn't,but like you need to have your
face front and center, right?
You have to.
(24:05):
I refuse.
This is a big thing for me.
I will not work with a clientanymore.
That does not allow me to do acontent day or doesn't have like
a bank of shit like you do,right?
Because it's just, it's notgonna be effective.
It's not.
It's stock images aren't gonnabe effective.
Not utilizing video at all isalso not gonna be effective.
So if you think you can just getaway with like graphic only
(24:28):
posts, then you're clearly nottrying to grow.
And I see that, I've been sayingthis for years, but yet it's
still such a thing.
And then if you're using AIvideos, strictly AI videos,
you're not gonna see ROI growth.
You might see engagement, youmight see some social growth,
but the whole point is to drivetraffic to our business.
(24:50):
That type of content is notgoing to drive traffic to our
businesses.
Again, time and place, it's atime and place.
But if your full strategy is AIvideos and stock imagery, like
get the fuck outta here.
What are we doing?
I'm sorry.
Like, I'm sorry.
Stoy (25:05):
You're
Kristina (25:05):
not wrong.
Stoy (25:06):
How, I mean, how many pictures do we have on our
phones?
How easy it to do video?
Like let's be real.
Kristina (25:11):
I mean, in video, I think a lot of people
overcomplicate it and I get it.
They do.
You know, like I get it.
That's another thing I'mnoticing.
Less polished videos.
On Instagram, TikTok is alwayslike the wild, wild west of like
people, you know, just postingwhatever.
But I am seeing a lot lesspolished stuff, which is nice
because, you know, I thinkthat's what deters a lot of
(25:32):
people from creating too,because they're like, well, it
has to be perfect.
It has to be polished.
It, you know, it has to look acertain way.
And so I'm not saying you don'tneed good lighting.
You absolutely need goodlighting.
You actually.
Story set up.
We worked hard on this shit.
Okay.
We worked hard to get that setup the way it did.
That stuff matters for sure, butlike, you know, you don't need
some million dollar setup.
(25:54):
Like just get the content outthere.
Yeah, I would, I definitely,hashtags I would avoid, I would
for sure avoid stock photo.
I would avoid your ego and getthe hell on camera.
Stoy (26:04):
Amen to that.
That's another.
And now let's give, let's givethe people what they want.
Right?
They finally have listened toall our shit today.
And really all they want to knowis like, what action steps I can
do now.
Like, I don't care what you'resaying, but tell me what I can
do now.
Yeah.
So I only got three of thesequestions.
First one, this is September,right?
Yeah.
So we're, we're right at thebeginning of Q4.
(26:24):
What should every business ownerdo in the next week?
Right now, what should they bedoing as an action step
Kristina (26:30):
outlying your KPIs for the year for 2026?
I would also look at, I'm gonna,I'm gonna go off on a whim and
say a lot of people probablylistening to it also don't even
have a plan for Q4.
I'm gonna say they probablydon't.
Stoy (26:42):
You're not wrong.
Kristina (26:43):
I'm one.
Stoy (26:44):
I'm working on
Kristina (26:45):
it.
Hey, I'm the problem.
No, but, but seriously, I thinka lot of people don't even have,
so if you don't even have a Qplan for Q4 and the next week, I
need you to set a plan for Q4,right?
I need you to say, Hey, theseare my KPIs.
This is what I'm looking to gainin Q4.
And if that KPI is simply justgetting your shit together for
Q1, that is fine too.
(27:06):
But you need to, you need to dothat first.
So.
If you have that, then I wouldstart planning out an outline.
And again, my biggest piece ofadvice is don't get tied to the
plan.
If I got tied to every plan thatyou and me do well, I really
wanna have hair, right.
Don't get tied to the planbecause it is such a moving
target.
Social is just so crazy.
It can change it, the drop of adime.
(27:27):
So you know, you wanna make surethat with in any plan, any KPIs
you set that you have somefluidity in it as well.
Stoy (27:34):
That would be the first thing.
That's great advice for businessin general, right?
Be flexible because be flexible.
Shit's not easy.
It's a grind and we, we changeall and
Kristina (27:43):
marketing is so like ebb and flow, so like that is
the one area that you really doneed to be flexible in.
Stoy (27:50):
Kind of funny, I guess we can use flexibility, but the
next question.
Action step was what's one mindshift mindset shift that they
can have to ensure and carrythrough the rest of the year?
Can't use flexibility.
We just said that one.
Kristina (28:04):
I can't use that one.
I would say honestly, thatsocial isn't the end all be all.
I think that's something thatunfortunately the social media,
social media and society hasput, especially in the business
world, has put so much emphasison social media to the point
where I have.
People who will come in and belike, well, I just need my
social to be up to par psych.
If your website looks like shit,if you have no email marketing,
(28:27):
if you have no internalstructure, it doesn't matter
what your social media reallylooks like.
And so I think people need torealize that social media is not
end all, be all.
Put that back a little bit.
Stoy (28:39):
One section.
We'll luck editing that becausehe has seen it.
Kristina (28:42):
But yeah, I think that, you know, social media is
not the end all, be all.
You really need to look at yourwhole funnel and if you can
understand that, then when yousee a post only get like five
likes.
Like you're gonna be like, okay,well I know that's.
Not the only piece of my funnel.
And so if you have that littlemindset shift like, okay, social
is just part of the puzzle, thenI think that makes a huge
(29:03):
difference.
Another thing just to add tothat too, is like the algorithm
is the algorithm on social.
You don't have any control overthat.
Like at all, and this is why Iwas preaching to a client the
other day, like we have to haveemail marketing, which they do,
but I was like, we need to do X,Y, Z with the email marketing
because it's direct to inbox.
Right.
We don't have that on social, soyou know, don't think,'cause you
(29:27):
got five likes, you have likethe worst piece of content.
I had a video only get 10 likeson it the other day, and that's
really low for me.
Right.
Am I over here crying about it?
No, because it's like whateverthe algorithm just didn't do,
its.
Thing that day.
I also posted it at a time.
I don't usually post it at andlike just, you know, random
little things.
So just stop putting so muchemphasis on social only'cause
(29:49):
there's just so many pieces ofthe puzzle.
Stoy (29:51):
Alright, let's give people this last one.
It is a specific number for themand I'm gonna post it.
I'm gonna say it this way.
There are a lot of people outthere that don't know when I
should post, how many times Ishould post what platforms to
post.
Give everyone right now, ifthey're on that fence, give'em
the three platforms they shouldpost to, how many times they
should post.
(30:12):
And I think that was all said.
And what time
Kristina (30:13):
of day they should post and what
Stoy (30:14):
and what time of day.
Just lay it out.
This is exactly the plan thatthey should do.
Kristina (30:18):
You're gonna hate me, but it all depends.
But I'll give you, it reallydepends.
It really depends.
But if I am starting out with aclient right off rip.
This is what I do and I do have,I do have a formula for it.
Automatically three days a week.
That's where I like to startthree days a week.
The top platforms I hit areInstagram, LinkedIn, and I
(30:39):
don't, it depends, but Facebookor TikTok, I'm gonna say
Facebook or TikTok.
My two top platforms that Ibelieve all my clients do really
well on is Instagram orLinkedIn.
Those would be the two.
Um, and then time of day topost.
Everybody's time of day reallyis different.
I've seen Adam Uri on Instagramtalk about this, like it truly
(31:01):
comes down to you.
I have a client that if we don'tpost at 12:00 PM it really
doesn't do shit for him.
Like 12:00 PM works for him.
It has for years.
And so if I'm starting out witha client, I always have them
post at 12:00 PM That's what Istart with, and then from there,
I start to adjust.
We did that with YouTube.
We would've never thought topost at seven 30 at night on
YouTube.
Right.
(31:21):
We saw metrics and things likethat, so three days a week,
Instagram, LinkedIn, and one ofthe other ones potentially, but
definitely Instagram andLinkedIn And start at 12:00 PM
posting time.
Stoy (31:32):
What days?
Kristina (31:33):
I always start with Monday, Wednesday, Friday.
Stoy (31:35):
Yeah, just start there.
And then just like with thetime, yeah.
Start to adjust.
Kristina (31:39):
Give it like, I would say post at that cadence for
three months.
Do three posts a week.
12:00 PM Monday, Wednesday,Friday.
For three months, that will giveyou enough ammo to collect.
Like, okay, like what are my hottimes?
What am I not?
Instagram is a little different.
YouTube seems very intentional.
YouTube seems very specific.
(32:00):
Um, but you wanna look at thosemetrics'cause that's gonna help
you adjust.
For sure.
Stoy (32:05):
Well, hey, thanks for listening to us over this Q4
talk, everybody.
All right.
You know how to reach out to us.
The hall twins.
The hall, the hall, the hallfam, you know how to get to us.
You really are
Black Mammoth (32:13):
fam.
But
Stoy (32:13):
ultimately we want you to, with this new content,'cause
this is the first episode of itall, to really understand what's
going on.
Take it from heart, from ourguests or our experts, have some
actionable steps.
But truly we're diving deeperthan we have before.
So if you love this content, letus know.
Also, reach out.
I know I've said it again, butwe're on all the socials and we
(32:35):
truly believe the best way foryou to learn is to reach out,
engage.
Yeah.
I know it helps our algorithm,but it truly is a way for us to
engage with you without you, youknow, needing to set up a
meeting so
Kristina (32:46):
you don't know what to talk about if you don't ask.
Stoy (32:48):
As always, you know, we, we talk every other second.
Everyone else, all her stuffwill be wherever she puts it.
And she's editing it this timebecause she messed it up.
I did mess it up.
Kristina (32:57):
Whoops.
Thanks for listening.
Black Mammoth (33:12):
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