March 21, 2025 • 35 mins
This week @themuthership provides a social media overview that gives you the basics with insider tips on how to maximize your presence on social media as a brand or business that has a team.
Clarify Your Goals
Determine your goal on social media, promoting your business, showcasing expertise, being visible, or navigating social media credibility. A sales-driven approach can result in a "non-social vibe" for your content, leading to content that feels salesy rather than engaging. Focus on blending your goals with showing up in an authentic way.
Try Engaging Content Types
Companies often use static posts (e.g., photos or carousels), as that is easier to create in advance and approve, but need to shift toward more dynamic, engaging content if you want to succeed.
Find Your Superstars
Decide who in your organization will be the face of the content—considering different personalities and comfort levels with appearing on camera. Consider roles within the company, like content creators, on-camera personalities, and support roles for behind-the-scenes footage.
Be mindful of proprietary content—some projects may not be shareable due to contracts or confidentiality. Take care when revealing behind-the-scenes footage to avoid potential issues with clients or brands.
Learn from Your Mistakes
Tune into the podcast to hear a personal story from Helen about a time when she shared content that wasn’t supposed to be seen. Remember that for the most part social media is NOT an emergency and mistakes can be fixed.
Types of Content to Create
Team Interviews: Ask team members to explain their roles, which can be fun and informative (e.g., explaining what a copywriter, art director, or sound engineer does).
Behind-the-Scenes Content: Show behind the scenes of your work (e.g., packing lobsters, making belts) to make your business more relatable and engaging to those outside your industry.
Vlogs: Share your day-to-day experiences in your work environment, such as a film set or other production activities.
Why Trends Are Important
Participate in trending sounds or challenges on platforms like Instagram, TikTok, and YouTube to improve visibility and engagement. Use a trending sound and creatively apply it to your business, such as showing behind-the-scenes moments or reusing old content, or use a trending sound for announcements (e.g., "You will be...") to showcase business milestones or new services.
When you participate in trends, the algorithm tends to push your video to a larger audience, increasing visibility. Participating in trends makes your business appear social media-savvy, which builds trust with audiences.
Set Your Team Up for Success
Set up clear processes for social media management: Who is shooting, editing, posting, and writing captions?
Not every post will be a viral hit so don’t over think it. If a post doesn’t perform well, don’t get discouraged, keep posting. Even if something doesn’t perform well, you’ll learn from the experience and improve with every new post.
Consistently posting leads to improvement. The more you post, the better you get at it.
Eyes on the Prize
Keep pushing forward with content creation, the more you create, the better you get. Your content will improve over time, and even if early posts weren’t perfect, they’re part of the learning journey.
Utilize tools and support (like Socialize Studio) to stay motivated, get feedback, and stay accountable! Check it out here!: https://www.hellosocialize.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Helen (00:00):
Welcome to The Socialize Strategy. Happy Friday. I'm
back. And today we're going topull back the lens into a wide
shot on social media. The reasonI'm going here is I did receive
a reach out from a formercolleague who was very creative
and was just asking me for someguidance on social media on a
topic.
(00:20):
And when I looked at the thingthat he was talking about, I
said, Oh my gosh, I have somegreat insights that would help
way more than just him. So Idecided, I even said to him, I'm
going to record a podcast that'sgoing to address all these
things and really explain itbecause I think that there's a
disconnect for a lot of peopleno matter what industry they're
(00:43):
in. So you assume people inproduction are going to be able
to figure out social mediareally quickly. That's not
always the case because it's avery different thing to create
content that is client drivenwith a specific marketing
purpose, and then suddenly, oh,now you're sharing content about
the company themselves. Sopicture like a company that
(01:04):
creates content now has topromote themselves on social
media.
So they know how to createcontent, but they don't
necessarily know what works onsocial media because they're not
in that social first mindset. Sothis episode, it's going to be
helpful for the following groupsof people. I'm gonna just state
this upfront and it might behelpful to anybody that's
(01:24):
listening just because it'sgoing to cover a lot of topics
about social media, but if youare someone who's been watching
social media and has finallydecided I'm going to jump in but
I'm not really sure where tostart, or you're a business and
you need to be present on socialmedia but you don't know what
that even means. Maybe all theemployees are scrolling on
(01:45):
social media but they can'tfigure out how to get their
business model in a social firstpresentation mindset. So that's
what I'm going to talk abouttoday and I'm going to break it
down with a lot of details.
So if you know anybody thatneeds this, I just think this is
going be a valuable episodebecause I realize that when, as
(02:06):
a social first person whounderstands social media really
well, I find that there is a lotof disconnect with people in my
even my own industry whounderstand how to make videos
for commercials and TV andwhatnot. And they're not and
they're just not connecting thedots to what's the difference
between that and this.Instagram, TikTok, YouTube
(02:27):
Shorts. What is the difference?So I'm going to break it down.
Here we go. I'm excited. And thenewsletter is not even written
yet. I'm actually going to speakthis and then turn it into the
newsletter, which is thebackwards of what I usually do.
Alright, so when you're abusiness or a company and you
need to go and be present onsocial media suddenly, I think
(02:47):
the first step is to think aboutwhat is the goal?
What is your point for doing it?Is it to get more clients? In a
lot of cases the answer is no.Is it to highlight your
expertise? Probably yes.
I mean sometimes you might bewanting to get more clients.
Ultimately you might get clientsanyway. Because when I started
showing up on social media Iwasn't sharing like here's what
(03:08):
I do talking about my mydirecting job. I still don't.
And yet I am getting work frompeople for that role.
I am getting directing workbecause of what I am putting out
on social media myself. But thatwasn't, it's not a direct sales
like I'm going to get, makevideos and promote that I'm a
director and hire me. No. No.Okay?
So that's the first thing. Sounderstanding if you're going to
(03:33):
highlight your expertise, ifyou're going to share your
business offers, like you wantto promote, maybe soft promote,
like share what your businessdoes without saying hire us, if
you are actually wanting topromote to get people to hire
you, or if you just want to bevisible and show that you know
how to navigate social media. Sothere's no set goal to connect A
(03:56):
to B with B with B being a saleor something or a client,
securing of a client. Alright?So you can have different
reasons for showing up on socialmedia and a lot of businesses
just need to be present.
They're not using it to getbusiness to business work
directly. They're not. A lot ofthem just need to show that they
(04:16):
know what they're doing. And sothat way, look, if you're in a
certain industry and then youhave social media savvy, that
adds credibility and value toyou you as a business owner.
Even if it's not directly tomake a sale, It adds value.
It gives you credibility. Okay.So that's important information
(04:36):
because I just think a lot ofpeople will think, oh, I have to
go on social media to getclients. Okay. Maybe that'll
happen.
But if that's how you start, ifthat's how you approach it, your
social media is gonna be like asales reel or a sizzle reel that
that's constantly feeding peoplelike here's what I hired me,
(04:59):
here's what and that's going tosound I don't think it's going
to be desperate, that's a badword, but it's going to give a
non social vibe to your content.You get it? So I'm going to
explain what that even means aswe move forward. But let's just
talk, you're an organization,you need to start creating
content, the kind of work that'sbeen on your page before is
(05:20):
mostly static posts with likeyour wins. You're like, oh, we
just did work for this client ormaybe it's, one of those
carousel posts where it's likewe just designed this and here,
you know, here's the event orwhatever.
And it's a lot of times mostlystatic posts I see on, on those
types of accounts. So we'regoing to change that and I'm
going to explain how to changethat. But in order to do that
(05:43):
you have to decide as anorganization who's doing it.
Who's going to be, is someonegoing to be the face of it? Who
in your organization wants to bein the content?
Because you're going have peoplethat are like, every time the
camera comes near them they'regoing put their hand up. So
you've got to give people theirspace and you can't think that
(06:03):
everyone in your organization issuddenly going to want to be
social media famous. And I didmeet with a private client who
was struggling with this. Shesaid, Oh, I brought these people
in and now they don't want to beon my social media reels. I was
like, Yeah, well, when they'rebeing hired for a certain job,
I'm not going to say what inthat case, but they're being
hired to do something else.
They weren't being hired to beon camera. So of course, that's
(06:24):
gonna be a bit of a challenge.So you need to decide who in
your organization wants in, whatare the different personalities
you're working with. Even ifsomeone says, yeah, they're not
gonna always be great on camera.So you've gotta assess and who's
the lead person, who's takingthe reins on it, and then who's
going to be the supportcharacters.
(06:44):
It's almost like a cast ofcharacters. So if a company is
used to production this is goingto seem very familiar to them
that they have to figure out whothey're casting for what roles.
Who's going be good at lip syncvideos? Who's going to want to
do the goofy stuff? Who's goingto be like the fall guy for the
jokes, the brunt of the jokes?
You've got to assess it. Assessit amongst yourselves and have
(07:07):
an upfront meeting with yourpeople about it because it's not
fair to think that everyone whoworks for you or works in your
organization or your departmentis going to want to embrace it.
And that will be an uphillstruggle that you don't want to
deal with and it's also notright to force someone into
content when they don't want todo it. So that's something to
assess. And then when it comesto businesses, you've got to
(07:29):
figure out what is theproprietary problem.
Are you allowed to show things?And I have to use myself as an
example. A lot of times I'mdoing shoots and I can't show
what I'm shooting or who I'mshooting or what brand I'm
shooting for, but I like to showbehind the scenes of my work. So
I've got to be a little bitcreative about what I'm showing
(07:50):
and how much I'm saying and howmuch I'm revealing and maybe
who's in the background thatdoesn't want to be in the shots.
So you've got to think about theproprietary thing that's going
to make a difference in what youare able to put out in terms of
content.
It is. You have to think aboutit. And you really have to be
careful about it because thatcould get you in trouble and you
don't want to have any kind ofanything where someone's asking
(08:11):
you, Can you take that down? AndI'm going to tell you I have to
share personal things because Ifeel that a lot of why I have
learned what I've learned isfrom my own mistakes, my own
trial and error on things. And Idid film with, with someone once
and it was a famous footballplayer.
And I was asked to and I didn'tfilm anything about what we were
(08:34):
doing but I made a little videowith him and I thought it was so
awesome and one of the peoplecalled me and said, can you
please take that video down?Well it was going viral. So that
was the other thing. So it waslike picking up some traction
because it was a famous footballplayer. And I'm like oh God.
So I had to make the videoprivate and I almost, you know,
(08:54):
I messed up because I presumedas long as I wasn't talking
about what the subject that wewere shooting about, like,
what's the big deal? I'm justdoing a little fun video with
with the player. So I learned Ilearned a lesson then, which is
fine. We learn lessons every dayand whatever. I usually ask
people, do you mind being in thecontent?
I even said, like he obviouslyknew I was shooting, was like,
(09:14):
can we make a TikTok? So he knewwhat we were doing. It wasn't
like I did it secretively. As amatter of fact, I was completely
transparent. I think whathappened is they didn't quite
realize how much traction itwould pick up and maybe they
didn't know.
They definitely knew I had a lotof followers. So listen, I was
as transparent as I could be. Ieven had TikTok open and the
(09:36):
music was playing and I don'tknow. So somewhere along the way
there was a disconnect and so itdid happen to me even though I
asked permission. So you've gotto know that there's things that
might happen that might be like,whoops, guess we'll take that
down.
Okay. That's a fact. It's goinghappen. But what you need to do
is assess who is willing and howyou're doing it and what you're
(09:58):
gonna show. And let's just talkabout some of the things that
are not social media friendly,for example, because I have to
say the things like a companymight think, everybody wants to
see the work that we do.
So we're going to show, I'mgoing to make it up. We're a
graphic design company. We madegraphics for this, event. I'm
really making it up now. We madegraphics for this event, so we
(10:20):
want to show it.
So first you want to make sureare you allowed to show the
graphics of the event? Is ithappening? Typically you're
allowed to after the eventhappens. You typically wouldn't
want to share that before theevent. But assuming now after
the event, okay we're going toshow graphics and pictures of
the event or whatever.
Let me just say that Instagram,and I'm specifically speaking to
(10:40):
Instagram because so many peopleare still in the old static post
mindset. And I know carousels dookay on Instagram, but typically
carousel posts and those kindsof static Instagram posts where
you're showing photos are onlybeing seen by your followers. So
if your goal with your Instagramis to grow your account and get
(11:01):
followers and get more traction,serving up things just to the
people who already know you andfollow you isn't really gonna
take you to the place where youwanna go if your goal is to
grow. So take a pause. Reels,video content, that's where it's
at right now on Instagramspecifically.
(11:22):
I mean the other platforms arevideo first. When you think
about YouTube, it is a videofirst platform. So of course
YouTube is YouTube Shorts,videos are going do better. When
you go to TikTok we have theCarousel option. And actually
the Carousel option is not a badthing because those posts are
now showing up in the Explorepage.
So when you go to on the topthere's a new it says, For You,
(11:44):
Following, shop and then there'san explore one a lot of people
have now. And if you tap onexplore you can, you'll see that
all of the posts in there arestatic. So possibly on TikTok
static posts if you want to gofor it might get you into that
explore page. They typicallydon't do super well in the
(12:04):
regular feed in terms ofvirality but they can give you
some traction because everythingdoesn't need to be viral like
that. It doesn't have to be yourgoal.
I need to have a viral video.You don't. You don't. It's
almost debilitating. You go backto my episode from I want to say
maybe a week or two ago, Italked about it like aye, aye,
aye.
(12:25):
The horror sometimes of viralvideo because it does sometimes
it does the wrong things. But ifyou get traction and you get a
couple of thousand views,sometimes in those thousand
people, that's where you getyour maybe your next customer or
maybe your next client. Becauseit tends to be, I find from my
experience that it's not theviral videos where people find
(12:48):
me to hire me. It's typically onmore lower viewed videos. I
don't know why that is but it'sjust like the lower views are
reaching the right peoplewhereas the viral views are
going out to the masses and notnecessarily gonna find the
person that is gonna hire you.
And they also might think, ohthis person's like got so many
views on this video they'renever gonna wanna work with me.
So they might not reach out. Itcould be a deterrent to getting
(13:11):
business. Okay? So the types ofcontent social media likes.
Let's now get a little bit intothat. We know that it doesn't
really love static posts, and itdoesn't really like you to just
be like, wing, wing, oh, look atwhat we did. This is so amazing.
Aren't we great? It would bemuch cooler if we take that
exact thing of like the stillsof the graphics at an event and
(13:35):
you actually had some of yourteam shooting video and you put
together a montage video or avlog of here's a day in the life
of we created these graphics andhave the process maybe.
Somebody is at their computerdesigning the graphics and then
you see the, the graphics if itcomes in on a big screen and
they're testing it. And making avideo vlog of something like
(13:57):
that would be more effectivethan just showing and telling.
Like showing the pictures andtelling what we did and showing
the pictures and telling what wedid. Actually sharing the behind
the scenes of that exact contentwould do so much better and is
way more social first than justhere's my expertise. So it's
(14:22):
doing it in a way that is socialfriendly.
And so that is and that actuallyis a really good example of like
the before and the after, howyou've how you can take a
mindset on something whereyou're trying to do this goal of
showing that you made thesegraphics and etcetera, but
instead of just ta da and show,it's more like when we were when
(14:44):
we were chat about a voice overthat would go with this. Like,
when if when we were tasked withcreating the graphics for this
major event, let us take youthrough the process of how we
did it. Okay? And what I woulddo if I was doing that vlog, I
would start with the end resultat the very beginning. So the
big wow shot, the graphics areat the event, and you're panning
the event.
There's like a hundred people, a200 people there, and you're
(15:06):
panning. And you see the event.And then it's like, when we were
tasked with doing the graphicsfor this major event, so now
it's like, you got my attention.I'm watching. Like, wow.
Big event. Then you're gonnashow this is how we did it and
then you might show a shot of ateam meeting, a shot of somebody
on the computer, big computers,graphics in progress. Then you
show a meeting again whereyou're showing it to the client,
(15:28):
blah blah blah. So you have youhave to have someone who is
almost like your documentarianin your team that's gonna be the
annoying one and that's me in myteam, okay? I'm the annoying one
and I'm there.
Like I get to a thing, I'm likeoh we gotta shoot this and I'm
recording and sometimes peopleare like, oh she's already
recording. I'm like, yes, damnstraight I'm recording. Because
(15:49):
some of these things that aregonna be needed when I'm trying
to tell the story of this later.So even though that person is
gonna get a lot of shit forbeing the recording person
that's gonna be like, are younot focused on the meeting
because you're recording? Trustme, I am so hyper focused that I
realize this very moment is sovaluable we're gonna want it
(16:11):
later.
So don't tell me I'm notfocused. You can know that I am
thinking way ahead ofeverything. I'm already like 10
steps, 10 chest moves ahead eventhough I suck at chest. I'm 10
step move steps ahead, 10 chestmoves ahead when it comes to
content because I I am astoryteller. So it's like, my
(16:32):
god, this is an important pieceof the story.
Ah. And you think about it, mycancer journey, oh my god. I was
10 steps ahead of myself when Iwas blind because I was like,
I'm going to the receipts ofwhat's happening right now. So I
was filming when I couldn't evensee my phone and I was trying to
figure out what my diagnosiswas. So I think there is going
(16:53):
be someone in your group, ifthis is a company or a business
and if not it's yourself, you'vegot to start thinking as a
documentarian.
See it through a lens. I seeeverything through a camera lens
as I'm going through the day I'mlike, oh I got it, this is going
to make a great, this will makegreat content or this is gonna
be down the road, I'm gonnawanna look back at this and then
put these pieces together. Sovlogs, documentarian. Okay.
(17:18):
Interviews, you could interviewyour team.
You could be doom doom. So youhave the person who's doing or
you have the filmer who'sfilming and asking questions of
each member of the team. Know,think about the football, videos
where the football players areall asked how often do you talk
to your mom, my favorite videos.That's somebody that's walking
around with a camera and walkingup to each one of them and
(17:39):
getting that little sound biteevery day. Oh I just talked to
her this morning.
Oh every you know they're alldoing their answers which can be
edited together. Again thisalways requires a lead team
member. If there's not someonethat's tasked with being in
charge of the filming, you couldhave someone, if you have a
team, you could have someone incharge of the filming, someone
(17:59):
in charge of the editing,someone in charge of the
posting, like you can divvy upthe skills if you have that, if
you're all supposed to share theresponsibilities, but or you
have the social media leadthat's actually putting it all
together. So those are thethings I can't really say
because that's more teamspecific. I'm just giving you
the overview of if I wasconsulting with a business and
trying to teach them how to dosocial media, this is what I
(18:21):
would be saying to them.
Alright, so you also need a teamand you need processes. But
before we get to that I want togo back to the other types of
content that you could do. Soyou could have where you're
asking questions to your teamand then you're highlighting
like, Oh, each team member hasto say what they do, what their
role is. That would be a funvideo because in certain
businesses we don't know whatthese team members do. I can
(18:45):
remember starting in anadvertising agency.
I don't know what a copywriterdoes, an art director does, an
account executive. I mean thoseare basic things and I was new
right out of college. I had noidea. So there's a lot of people
who don't know the things inyour business that you think is
normal. One time on the set, Iwas on one of my film sets and I
(19:05):
went around and I said, Okay,this is the sound guy.
Tell us what you do. Okay, thisis the DP. Tell us what that
means. And I did that and it wasfun. It was before I had enough
followers for people to careabout it I think.
But I had fun doing it. I waslike let me share about my day
in the life because I couldn'tshare what we were shooting. We
were shooting some proprietarything. I wasn't gonna share
that. So I just said okay, whowants to be in my video?
(19:25):
And then I went around and Ijust said, would you be in my
Instagram video or my TikTokvideo? And a person says yes or
a person says no and I would geta little sound bite with them.
So you can have that type ofcontent. And then the vlog also
includes behind the scenescontent, little bit about like
here's how we do such and such athing, behind the scenes of
(19:45):
packing up the lobsters, I usethat example all the time.
Behind the scenes of how thisbelt is made and this person
hand makes his belt, that was ina major viral video, who would
think that seeing how a belt ismade could be so viral?
But behind the scenes of whatyou do is very interesting to
people who aren't in yourindustry. And I do it all the
time. I love showing behind thescenes on set. Because I think
I'm still intrigued with moviesets and film sets and
(20:09):
production. Even having been init for forty years really which
is crazy to say.
I still am in love with it theway that I was in love with it
when I was on my first set. Ilove it. I just get energized by
being there. I'm never over it.Even when I have clients that
are difficult, I'm like, okay.
We can we've been here before.You know what I mean? It's like
(20:31):
if you love something, you'reyou're just, able to share it.
Okay. So behind the scenes.
And then the the other segmentthat I'm gonna say, I almost
wanna push this to the top. Andthe reason I'll push it to the
top is for people who are newand businesses who are new in
social media, this is the firstthing that will get you in the
social media mindset. And thatis you've got to do trends.
(20:54):
You've got to embrace it becauseyou don't look like you know
social media if you don't knowhow to do the trends. And what
the hell does that mean, Helen?
Because a lot of people don'teven know what that means. And I
want to break it down because Ithink we all need to understand
what a trend is. And it's notlike high heel shoes are
(21:16):
trending or spiked heels aretrending or baggy jeans or God
forbid skinny jeans aretrending. Right? It's not like
that.
Those are trends. Those arefashion trends. Those are visual
trends if you will. But trendson social media are when you see
a video where the audio is noone's going to know, how will
(21:38):
they know, I'm not going to tellthem, you're not going tell
them, whatever that sound is. Sothe no one's going to know
sound.
It was trending. A lot of peoplewere taking that audio, putting
and then doing the lip sync, noone's gonna know, how will they
know? I don't know, how are theygonna know? I'm not gonna tell
them how would they know. Lipsync and then on the top of the
screen they're writing text,what is it that no one's gonna
(22:00):
know?
That I'm sneaking anotherchocolate, I'm thinking making
something up, that I hid thecookies, I think I did it, that
I hid a package of Oreos from myfamily in place where they'd
never find it because I wantedto know that whenever I felt
like having an Oreo there wouldbe one in the house. Because if
I put them in the regular placethey're gone before I even get
one. So that before I was doingtutorials. So now if I'm doing
(22:25):
that same trend and it's like Iwant to highlight my business
now which is teaching socialmedia and under helping people
with their accounts, I might dosomething like no one's gonna
know how will they know and Iwould be scrolling and picking
an old video that I'm repostingto my page. Like no one's gonna
(22:45):
know it's an old video, I'mreposting it, I'm gonna share
the same lesson again.
That would be a way that wouldmake sense for me to share that
trend. Something that or like alight that I have and it's like
my videos look better because ofthis light and this light is
massive. So then I turn mycamera around and I'm like no
one's gonna know how will theyknow that I have this fabulous
light lighting my room forexample. So this is what you
(23:08):
have to do as a business. Thinkof what's a funny thing.
You're gonna have somebody who'sfunny on your team. There's
always one who's funnier or likethat little creative juice flows
in them. That's who you lean onto come up with what are the
text that goes on screen forthese trends. And doing the
trends like when I did, you willbe popular, it was a major,
(23:35):
wicked thing. And by the way,you don't have to lip sync.
So if you have nobody on theteam that wants to lip sync, you
don't need to lip sync. Theycould just be pointing, you will
be. They could be pointing tothree buckets of text. You could
be in a you could have a teammeeting and three things of text
pops on with a you, will, be,and your announcement comes on
the last one. So everyone wasusing that sound, that trend,
(23:59):
that trend, I love the word, tohighlight a surprise in their
business.
And I used it to announce that Ihad launched a paid community.
And so I was like, you, Will,you know, we have launched a and
then Socialize Studio. I didsomething like that. That's the
way or I do creator coaching orwhatever it was I did. So you
(24:20):
take the text of the thingyou're trying to announce.
So it's, again, it's your team,it's your work, but you're
taking a trend and you're usingit to make the creative fit your
company, your brand. And whenyou make the creative fit, why
(24:41):
would you do that? I have to saythe why behind all of the trends
things. On the social mediaplatforms like Instagram and
TikTok and YouTube, whensomething is getting a lot of
traction and it's trending,right, and you're seeing it, so
I'm seeing that sound come up onmy page over and over with
different titles and differenttexts, the algorithm is
delivering that on a morefrequent and regular basis
(25:04):
because it's trending so thealgorithm is sending out that
sound. And when they send outthat sound they're sending out
videos with that sound and yourvideo could show up in that.
So you would because it'strending it's sending out more
videos on that sound. And whenit's sending out more videos on
that sound, you have more viewsand more potential views if
someone likes and resonates withwhatever it is you put on the
(25:26):
screen. So that's one example.Well, that's two examples
actually of trends and how touse them. You look at what the
trend is and then you figure outhow you're going to relate your
business to it.
And there's other trends thatare completely not audio based
but they are still trending. Solet's tackle an example like
that. If there was an examplelike, what was it? We're nurses.
(25:53):
We're nurses.
We always, check the patientsbefore, check-in with, ask the
patients for what they allergicto before we intake them. We're
nurses, of course we like tomake videos at work. So it's
like, or somebody else, somebodywould do another one like, we're
content creators, of coursewe're gonna work late until the
middle of the night, da da da.So it's like, it was this thing
(26:14):
of like people were sayingthings about themselves like
we're such and such, of coursewe're gonna do this. And it was
like making fun of themselves,the funny things that you do in
that, in your industry.
So I'm a TikTok teacher, ofcourse I'm gonna have a stylist
with me wherever I am. That wasa perfect one. But that's what
it is. It's like you and yourbrain will have a hard time when
(26:38):
you're new at this. It's hardfor the brain to think of the
things because you see everyoneelse is so creative.
Why can't I be that creative?And good news when you're in the
creative industry you have anedge on this. So if it's like an
agency or an ad agency or aproduction company, they're
already creative. So you've gotto have someone in there that
probably could figure this out.But for businesses that aren't,
(26:59):
you will find that there'ssomeone creative in your
business.
There's when I meet people infinance, there's always one
funny one or one who's like, youknow, the mister personality or
whatever. You will find it. Youjust have to figure out what the
roles are and slowly you'll findthe people who are good for
those roles within yourorganization. So the reason to
do more trends is to giveyourself an advantage on
(27:20):
visibility and get yourself intothe algorithm and get yourself
served out there. And it alsomakes you look social first
savvy.
It's going to make your viewergo, oh they know social media. I
mean there's a credit union thatI follow. Hello, share facts.
(27:44):
Anyway, they're on every trend.They know how to do those trends
and they have the characters inthe office.
They hop on everyone and it'sjust entertaining as hell. So
they look like they know whatthey're doing. When I look at
that account I'm like yeah, theyknow social media. And what
happens is when people arescrolling and they see you're
(28:05):
posting like a static post withsome highlights and then every
post is, and then they go, oh,would be curious to see about
this business, and they go overthere and most of the posts are
just like showing off the work.It's just not a social first
mindset.
And right away you'll know thatperson doesn't really understand
social media. And let's say thatcompany wanted to get clients
(28:27):
that cared about social mediaeven though they weren't gonna
be doing their social media.They might care to have, their
business that they're hiring fortheir thing to know social
media. They wanna have, theywanna know that they get it.
That's a good reason to show upas social savvy and not just
like old school, let's post anInstagram still photo or
(28:51):
something like that.
So we've covered a lot of groundin terms of like the big picture
and that is what I think a lotof people are missing when I see
businesses on social media andthen I'm thinking, oh, wanna do
it or maybe they just don'tunderstand how to do it. And you
don't have to be in a formationlike everyone else. You don't
(29:12):
have to be doing a trend everyday. Oh my god, no. If anything,
you wanna just sprinkle a trendin there to get yourself, some
advantage to being seen.
But trends are not for, like,posting every day. You the
vlogs, the interviews, thebehind the scenes, the sharing
the moments. And then when youstart to get in that social
mindset and then you see othercontent, you'll go, oh my gosh,
(29:34):
maybe today we'll have the teamdo this funny this funny dance
because it's like just likethree steps and it's really easy
to do. And maybe your team,they're funny and one of them
just does it funny and then youend up having a moment with
that. I mean there's so manygood opportunities to create a
social first account for abusiness without having a proper
(29:56):
social media manager in theredoing it.
But the issue is mainly doesyour team want to do it? And
that's the first thing that youhave to really assess like is a
certain team within yourorganization going to want to
embrace it and do they want totake it on? Because force
fitting something is never gonnawork. If you're forcing people
to get in front of the camera,no. If you're trying to figure
(30:19):
out, oh, well, we have to, youknow, we have to make this work
because, you know, the boss toldus we have to do it.
Okay. Well, then you better findout who's gonna be willing and
how are you gonna work thismagic and how are we gonna make
the process work. So that's likemore of a I think that's an
organization specific thing. Butsome organizations have social
(30:39):
media team and they're like,okay, you guys are tasked with
this and this is how you'regonna do it. And so that's a
little easier because then youcan set up a social media
process.
Who's going to be the shooter?Who's going to be the editor?
Who's going be the poster? Who'sgoing be the caption writer?
Okay?
Especially if you're in acreative industry you probably
have a copywriter. You probablyhave someone who's better with a
camera. You might have someonewho's better the concepts. So
(31:02):
you've got all of that in yourorganization if you're that kind
of person. But a lot of timesyou're just doing it for clients
and you're not doing it foryourself.
So you have to kind of back,take a step back and figure out
how to do it for yourself. Buthaving the processes is
important because if you knowwho's shooting, who's editing,
and how the process is gonnahappen, you've gotta decide the
deeper processes, which is areyou shooting in an app, like in
(31:24):
the Instagram app, in the TikTokapp. You have to make sure
you're gonna get it out of theapp. You're gonna save it before
you post it and all of thosethings. And that's where, I mean
I didn't say this before, butthat's where anybody can benefit
from being in the SocializedStudio because that's what I do
week to week.
Give you the ideas. Here's alist of ideas. Here's the ways
to think about your content.Here's a challenge to do. Maybe
(31:46):
your team could do a challenge.
So having the tools week to weekand the motivation and the
inspiration and having also thataccountability piece, it really
does help. So if you're anindividual doing this on your
own, you really would like, it'sreally helpful to have a team to
bounce things off. So I'm gonnajust not it's not a plug for the
studio but I am mentioning thatthat's the whole purpose why
(32:06):
Julie and I created the studiobecause we felt it. We felt it
just by the emails that are soloved that we send out every
week. We have a 50% open rate onour email list.
That's high. I was in a meetingthe other day and they said,
yeah, if you have like 20%you're good. I'm like 20%? I
have a 50% open rate. So theinformation I know already, the
(32:27):
information we're giving isvaluable.
So Julie and I knew that we hadsomething that people were
resonating with in thenewsletter and that's why it was
like how do we take that to thenext level? How do we help
creators on a more consistentbasis and be able to handhold
even more besides just likesending them a note every week?
Well, I'm giving challenges.We're having accountability so
you can post and get somefeedback on your content. We're
(32:49):
having weekly meetings andthat's really good because the
weekly meetings are where wehash out things.
I'll teach a live editing lessonand that is great because I'm
getting the feedback right inthe moment. Somebody has a
question about a certain stepthat I'm doing and they missed
it, I can say, Oh no, it wasright over here. And those kinds
of things, that kind of supportfor creators is why I just think
the studio is just a valuabletool for anybody who's really
(33:12):
trying to figure this wholething out and stay accountable
and stay consistent because it'sso hard to stay consistent when
you're by yourself. It's justlike exercise, you know.
Sometimes you need a group classto get yourself going.
All right, I'm going wrap it upbecause I think I've just been
rambling but hopefully this ishelpful to my colleague who
reached out. Thank you forprompting this topic which I
(33:36):
think has been going to behelpful for a lot of people and
I hope that you learned from itbecause I think that a lot of
people just jump before theyeven know what they're supposed
to do. And one last thing to addbecause I like to say goodbye
and then it's like an Italiangoodbye, I keep going. So one
more thing to add is don'toverthink every post. If you're
posting something and you'vespent a lot of time editing it
(33:57):
and it doesn't do that well, ohmy god, it is annoying, it is
frustrating, I feel you.
But it's like go on to the nextone, go on to the next one, go
on to the next one. Eventuallyyou could always pull that one
out again and post it againlater when you've gotten some
momentum. You don't have tothink, oh, post is there and
everybody's looking at it. Don'tthink so big that every single
person on the internet is gonnasee your post. Just keep going.
(34:19):
The more you post, the moreexperience you have, the more
you're practicing, the moreyou're putting it out there, the
more you're learning. And thenyou could always say, oh, let's
pull that old post out and thenyou look at it and go, oh, our
posts now are so much betterthan that. I don't even need to
repost that one. We've gotten somuch better. So it's momentum
that is probably your biggestfriend, like momentum,
relentlessness.
(34:39):
I've always said it from all thebeginnings of my podcasts and
all the beginnings of mytutorials. Like the person who
is relentless wins because theydon't give up and they don't
think, woah, bad day, low views,I'm gonna get on the Internet
and bitch about my views. No. Inever. I'm like, okay, low views
this week, whatever, onward.
Make new videos. That's what Ido. It's literally what I do.
(35:01):
When the video views are low,I'm like, ah, F it, keep going.
And I just make more videos.
And then boom, I have one thatrandom thing I post about the
iPhone update and I and I get5,000,000 views. If I just sat
in my, you know, wallowing in myin my, drama of a week of bad
views, I would have never evenmade that video and posted it.
(35:21):
So just keep posting. Okay?That's the main thing that I
have to say and you will justget better and better and better
because posting is learning andif you look at my videos from
five years ago you'd be likedoes she even know what she's
doing?
Answer, no. But I learned it asI was moving. Okay? That's the
lesson. Thanks for being heretoday.
(35:42):
I am off to LA so you'll seesome content with Julie. I can't
wait. I'm so excited. Alright.I'll see you next week.
Bye.
Welcome to The Socialize Strategy. Happy Friday. I'm
back. And today we're going topull back the lens into a wide
shot on social media. The reasonI'm going here is I did receive
a reach out from a formercolleague who was very creative
and was just asking me for someguidance on social media on a
topic.
(00:20):
And when I looked at the thingthat he was talking about, I
said, Oh my gosh, I have somegreat insights that would help
way more than just him. So Idecided, I even said to him, I'm
going to record a podcast that'sgoing to address all these
things and really explain itbecause I think that there's a
disconnect for a lot of peopleno matter what industry they're
(00:43):
in. So you assume people inproduction are going to be able
to figure out social mediareally quickly. That's not
always the case because it's avery different thing to create
content that is client drivenwith a specific marketing
purpose, and then suddenly, oh,now you're sharing content about
the company themselves. Sopicture like a company that
(01:04):
creates content now has topromote themselves on social
media.
So they know how to createcontent, but they don't
necessarily know what works onsocial media because they're not
in that social first mindset. Sothis episode, it's going to be
helpful for the following groupsof people. I'm gonna just state
this upfront and it might behelpful to anybody that's
(01:24):
listening just because it'sgoing to cover a lot of topics
about social media, but if youare someone who's been watching
social media and has finallydecided I'm going to jump in but
I'm not really sure where tostart, or you're a business and
you need to be present on socialmedia but you don't know what
that even means. Maybe all theemployees are scrolling on
(01:45):
social media but they can'tfigure out how to get their
business model in a social firstpresentation mindset. So that's
what I'm going to talk abouttoday and I'm going to break it
down with a lot of details.
So if you know anybody thatneeds this, I just think this is
going be a valuable episodebecause I realize that when, as
(02:06):
a social first person whounderstands social media really
well, I find that there is a lotof disconnect with people in my
even my own industry whounderstand how to make videos
for commercials and TV andwhatnot. And they're not and
they're just not connecting thedots to what's the difference
between that and this.Instagram, TikTok, YouTube
(02:27):
Shorts. What is the difference?So I'm going to break it down.
Here we go. I'm excited. And thenewsletter is not even written
yet. I'm actually going to speakthis and then turn it into the
newsletter, which is thebackwards of what I usually do.
Alright, so when you're abusiness or a company and you
need to go and be present onsocial media suddenly, I think
(02:47):
the first step is to think aboutwhat is the goal?
What is your point for doing it?Is it to get more clients? In a
lot of cases the answer is no.Is it to highlight your
expertise? Probably yes.
I mean sometimes you might bewanting to get more clients.
Ultimately you might get clientsanyway. Because when I started
showing up on social media Iwasn't sharing like here's what
(03:08):
I do talking about my mydirecting job. I still don't.
And yet I am getting work frompeople for that role.
I am getting directing workbecause of what I am putting out
on social media myself. But thatwasn't, it's not a direct sales
like I'm going to get, makevideos and promote that I'm a
director and hire me. No. No.Okay?
So that's the first thing. Sounderstanding if you're going to
(03:33):
highlight your expertise, ifyou're going to share your
business offers, like you wantto promote, maybe soft promote,
like share what your businessdoes without saying hire us, if
you are actually wanting topromote to get people to hire
you, or if you just want to bevisible and show that you know
how to navigate social media. Sothere's no set goal to connect A
(03:56):
to B with B with B being a saleor something or a client,
securing of a client. Alright?So you can have different
reasons for showing up on socialmedia and a lot of businesses
just need to be present.
They're not using it to getbusiness to business work
directly. They're not. A lot ofthem just need to show that they
(04:16):
know what they're doing. And sothat way, look, if you're in a
certain industry and then youhave social media savvy, that
adds credibility and value toyou you as a business owner.
Even if it's not directly tomake a sale, It adds value.
It gives you credibility. Okay.So that's important information
(04:36):
because I just think a lot ofpeople will think, oh, I have to
go on social media to getclients. Okay. Maybe that'll
happen.
But if that's how you start, ifthat's how you approach it, your
social media is gonna be like asales reel or a sizzle reel that
that's constantly feeding peoplelike here's what I hired me,
(04:59):
here's what and that's going tosound I don't think it's going
to be desperate, that's a badword, but it's going to give a
non social vibe to your content.You get it? So I'm going to
explain what that even means aswe move forward. But let's just
talk, you're an organization,you need to start creating
content, the kind of work that'sbeen on your page before is
(05:20):
mostly static posts with likeyour wins. You're like, oh, we
just did work for this client ormaybe it's, one of those
carousel posts where it's likewe just designed this and here,
you know, here's the event orwhatever.
And it's a lot of times mostlystatic posts I see on, on those
types of accounts. So we'regoing to change that and I'm
going to explain how to changethat. But in order to do that
(05:43):
you have to decide as anorganization who's doing it.
Who's going to be, is someonegoing to be the face of it? Who
in your organization wants to bein the content?
Because you're going have peoplethat are like, every time the
camera comes near them they'regoing put their hand up. So
you've got to give people theirspace and you can't think that
(06:03):
everyone in your organization issuddenly going to want to be
social media famous. And I didmeet with a private client who
was struggling with this. Shesaid, Oh, I brought these people
in and now they don't want to beon my social media reels. I was
like, Yeah, well, when they'rebeing hired for a certain job,
I'm not going to say what inthat case, but they're being
hired to do something else.
They weren't being hired to beon camera. So of course, that's
(06:24):
gonna be a bit of a challenge.So you need to decide who in
your organization wants in, whatare the different personalities
you're working with. Even ifsomeone says, yeah, they're not
gonna always be great on camera.So you've gotta assess and who's
the lead person, who's takingthe reins on it, and then who's
going to be the supportcharacters.
(06:44):
It's almost like a cast ofcharacters. So if a company is
used to production this is goingto seem very familiar to them
that they have to figure out whothey're casting for what roles.
Who's going be good at lip syncvideos? Who's going to want to
do the goofy stuff? Who's goingto be like the fall guy for the
jokes, the brunt of the jokes?
You've got to assess it. Assessit amongst yourselves and have
(07:07):
an upfront meeting with yourpeople about it because it's not
fair to think that everyone whoworks for you or works in your
organization or your departmentis going to want to embrace it.
And that will be an uphillstruggle that you don't want to
deal with and it's also notright to force someone into
content when they don't want todo it. So that's something to
assess. And then when it comesto businesses, you've got to
(07:29):
figure out what is theproprietary problem.
Are you allowed to show things?And I have to use myself as an
example. A lot of times I'mdoing shoots and I can't show
what I'm shooting or who I'mshooting or what brand I'm
shooting for, but I like to showbehind the scenes of my work. So
I've got to be a little bitcreative about what I'm showing
(07:50):
and how much I'm saying and howmuch I'm revealing and maybe
who's in the background thatdoesn't want to be in the shots.
So you've got to think about theproprietary thing that's going
to make a difference in what youare able to put out in terms of
content.
It is. You have to think aboutit. And you really have to be
careful about it because thatcould get you in trouble and you
don't want to have any kind ofanything where someone's asking
(08:11):
you, Can you take that down? AndI'm going to tell you I have to
share personal things because Ifeel that a lot of why I have
learned what I've learned isfrom my own mistakes, my own
trial and error on things. And Idid film with, with someone once
and it was a famous footballplayer.
And I was asked to and I didn'tfilm anything about what we were
(08:34):
doing but I made a little videowith him and I thought it was so
awesome and one of the peoplecalled me and said, can you
please take that video down?Well it was going viral. So that
was the other thing. So it waslike picking up some traction
because it was a famous footballplayer. And I'm like oh God.
So I had to make the videoprivate and I almost, you know,
(08:54):
I messed up because I presumedas long as I wasn't talking
about what the subject that wewere shooting about, like,
what's the big deal? I'm justdoing a little fun video with
with the player. So I learned Ilearned a lesson then, which is
fine. We learn lessons every dayand whatever. I usually ask
people, do you mind being in thecontent?
I even said, like he obviouslyknew I was shooting, was like,
(09:14):
can we make a TikTok? So he knewwhat we were doing. It wasn't
like I did it secretively. As amatter of fact, I was completely
transparent. I think whathappened is they didn't quite
realize how much traction itwould pick up and maybe they
didn't know.
They definitely knew I had a lotof followers. So listen, I was
as transparent as I could be. Ieven had TikTok open and the
(09:36):
music was playing and I don'tknow. So somewhere along the way
there was a disconnect and so itdid happen to me even though I
asked permission. So you've gotto know that there's things that
might happen that might be like,whoops, guess we'll take that
down.
Okay. That's a fact. It's goinghappen. But what you need to do
is assess who is willing and howyou're doing it and what you're
(09:58):
gonna show. And let's just talkabout some of the things that
are not social media friendly,for example, because I have to
say the things like a companymight think, everybody wants to
see the work that we do.
So we're going to show, I'mgoing to make it up. We're a
graphic design company. We madegraphics for this, event. I'm
really making it up now. We madegraphics for this event, so we
(10:20):
want to show it.
So first you want to make sureare you allowed to show the
graphics of the event? Is ithappening? Typically you're
allowed to after the eventhappens. You typically wouldn't
want to share that before theevent. But assuming now after
the event, okay we're going toshow graphics and pictures of
the event or whatever.
Let me just say that Instagram,and I'm specifically speaking to
(10:40):
Instagram because so many peopleare still in the old static post
mindset. And I know carousels dookay on Instagram, but typically
carousel posts and those kindsof static Instagram posts where
you're showing photos are onlybeing seen by your followers. So
if your goal with your Instagramis to grow your account and get
(11:01):
followers and get more traction,serving up things just to the
people who already know you andfollow you isn't really gonna
take you to the place where youwanna go if your goal is to
grow. So take a pause. Reels,video content, that's where it's
at right now on Instagramspecifically.
(11:22):
I mean the other platforms arevideo first. When you think
about YouTube, it is a videofirst platform. So of course
YouTube is YouTube Shorts,videos are going do better. When
you go to TikTok we have theCarousel option. And actually
the Carousel option is not a badthing because those posts are
now showing up in the Explorepage.
So when you go to on the topthere's a new it says, For You,
(11:44):
Following, shop and then there'san explore one a lot of people
have now. And if you tap onexplore you can, you'll see that
all of the posts in there arestatic. So possibly on TikTok
static posts if you want to gofor it might get you into that
explore page. They typicallydon't do super well in the
(12:04):
regular feed in terms ofvirality but they can give you
some traction because everythingdoesn't need to be viral like
that. It doesn't have to be yourgoal.
I need to have a viral video.You don't. You don't. It's
almost debilitating. You go backto my episode from I want to say
maybe a week or two ago, Italked about it like aye, aye,
aye.
(12:25):
The horror sometimes of viralvideo because it does sometimes
it does the wrong things. But ifyou get traction and you get a
couple of thousand views,sometimes in those thousand
people, that's where you getyour maybe your next customer or
maybe your next client. Becauseit tends to be, I find from my
experience that it's not theviral videos where people find
(12:48):
me to hire me. It's typically onmore lower viewed videos. I
don't know why that is but it'sjust like the lower views are
reaching the right peoplewhereas the viral views are
going out to the masses and notnecessarily gonna find the
person that is gonna hire you.
And they also might think, ohthis person's like got so many
views on this video they'renever gonna wanna work with me.
So they might not reach out. Itcould be a deterrent to getting
(13:11):
business. Okay? So the types ofcontent social media likes.
Let's now get a little bit intothat. We know that it doesn't
really love static posts, and itdoesn't really like you to just
be like, wing, wing, oh, look atwhat we did. This is so amazing.
Aren't we great? It would bemuch cooler if we take that
exact thing of like the stillsof the graphics at an event and
(13:35):
you actually had some of yourteam shooting video and you put
together a montage video or avlog of here's a day in the life
of we created these graphics andhave the process maybe.
Somebody is at their computerdesigning the graphics and then
you see the, the graphics if itcomes in on a big screen and
they're testing it. And making avideo vlog of something like
(13:57):
that would be more effectivethan just showing and telling.
Like showing the pictures andtelling what we did and showing
the pictures and telling what wedid. Actually sharing the behind
the scenes of that exact contentwould do so much better and is
way more social first than justhere's my expertise. So it's
(14:22):
doing it in a way that is socialfriendly.
And so that is and that actuallyis a really good example of like
the before and the after, howyou've how you can take a
mindset on something whereyou're trying to do this goal of
showing that you made thesegraphics and etcetera, but
instead of just ta da and show,it's more like when we were when
(14:44):
we were chat about a voice overthat would go with this. Like,
when if when we were tasked withcreating the graphics for this
major event, let us take youthrough the process of how we
did it. Okay? And what I woulddo if I was doing that vlog, I
would start with the end resultat the very beginning. So the
big wow shot, the graphics areat the event, and you're panning
the event.
There's like a hundred people, a200 people there, and you're
(15:06):
panning. And you see the event.And then it's like, when we were
tasked with doing the graphicsfor this major event, so now
it's like, you got my attention.I'm watching. Like, wow.
Big event. Then you're gonnashow this is how we did it and
then you might show a shot of ateam meeting, a shot of somebody
on the computer, big computers,graphics in progress. Then you
show a meeting again whereyou're showing it to the client,
(15:28):
blah blah blah. So you have youhave to have someone who is
almost like your documentarianin your team that's gonna be the
annoying one and that's me in myteam, okay? I'm the annoying one
and I'm there.
Like I get to a thing, I'm likeoh we gotta shoot this and I'm
recording and sometimes peopleare like, oh she's already
recording. I'm like, yes, damnstraight I'm recording. Because
(15:49):
some of these things that aregonna be needed when I'm trying
to tell the story of this later.So even though that person is
gonna get a lot of shit forbeing the recording person
that's gonna be like, are younot focused on the meeting
because you're recording? Trustme, I am so hyper focused that I
realize this very moment is sovaluable we're gonna want it
(16:11):
later.
So don't tell me I'm notfocused. You can know that I am
thinking way ahead ofeverything. I'm already like 10
steps, 10 chest moves ahead eventhough I suck at chest. I'm 10
step move steps ahead, 10 chestmoves ahead when it comes to
content because I I am astoryteller. So it's like, my
(16:32):
god, this is an important pieceof the story.
Ah. And you think about it, mycancer journey, oh my god. I was
10 steps ahead of myself when Iwas blind because I was like,
I'm going to the receipts ofwhat's happening right now. So I
was filming when I couldn't evensee my phone and I was trying to
figure out what my diagnosiswas. So I think there is going
(16:53):
be someone in your group, ifthis is a company or a business
and if not it's yourself, you'vegot to start thinking as a
documentarian.
See it through a lens. I seeeverything through a camera lens
as I'm going through the day I'mlike, oh I got it, this is going
to make a great, this will makegreat content or this is gonna
be down the road, I'm gonnawanna look back at this and then
put these pieces together. Sovlogs, documentarian. Okay.
(17:18):
Interviews, you could interviewyour team.
You could be doom doom. So youhave the person who's doing or
you have the filmer who'sfilming and asking questions of
each member of the team. Know,think about the football, videos
where the football players areall asked how often do you talk
to your mom, my favorite videos.That's somebody that's walking
around with a camera and walkingup to each one of them and
(17:39):
getting that little sound biteevery day. Oh I just talked to
her this morning.
Oh every you know they're alldoing their answers which can be
edited together. Again thisalways requires a lead team
member. If there's not someonethat's tasked with being in
charge of the filming, you couldhave someone, if you have a
team, you could have someone incharge of the filming, someone
(17:59):
in charge of the editing,someone in charge of the
posting, like you can divvy upthe skills if you have that, if
you're all supposed to share theresponsibilities, but or you
have the social media leadthat's actually putting it all
together. So those are thethings I can't really say
because that's more teamspecific. I'm just giving you
the overview of if I wasconsulting with a business and
trying to teach them how to dosocial media, this is what I
(18:21):
would be saying to them.
Alright, so you also need a teamand you need processes. But
before we get to that I want togo back to the other types of
content that you could do. Soyou could have where you're
asking questions to your teamand then you're highlighting
like, Oh, each team member hasto say what they do, what their
role is. That would be a funvideo because in certain
businesses we don't know whatthese team members do. I can
(18:45):
remember starting in anadvertising agency.
I don't know what a copywriterdoes, an art director does, an
account executive. I mean thoseare basic things and I was new
right out of college. I had noidea. So there's a lot of people
who don't know the things inyour business that you think is
normal. One time on the set, Iwas on one of my film sets and I
(19:05):
went around and I said, Okay,this is the sound guy.
Tell us what you do. Okay, thisis the DP. Tell us what that
means. And I did that and it wasfun. It was before I had enough
followers for people to careabout it I think.
But I had fun doing it. I waslike let me share about my day
in the life because I couldn'tshare what we were shooting. We
were shooting some proprietarything. I wasn't gonna share
that. So I just said okay, whowants to be in my video?
(19:25):
And then I went around and Ijust said, would you be in my
Instagram video or my TikTokvideo? And a person says yes or
a person says no and I would geta little sound bite with them.
So you can have that type ofcontent. And then the vlog also
includes behind the scenescontent, little bit about like
here's how we do such and such athing, behind the scenes of
(19:45):
packing up the lobsters, I usethat example all the time.
Behind the scenes of how thisbelt is made and this person
hand makes his belt, that was ina major viral video, who would
think that seeing how a belt ismade could be so viral?
But behind the scenes of whatyou do is very interesting to
people who aren't in yourindustry. And I do it all the
time. I love showing behind thescenes on set. Because I think
I'm still intrigued with moviesets and film sets and
(20:09):
production. Even having been init for forty years really which
is crazy to say.
I still am in love with it theway that I was in love with it
when I was on my first set. Ilove it. I just get energized by
being there. I'm never over it.Even when I have clients that
are difficult, I'm like, okay.
We can we've been here before.You know what I mean? It's like
(20:31):
if you love something, you'reyou're just, able to share it.
Okay. So behind the scenes.
And then the the other segmentthat I'm gonna say, I almost
wanna push this to the top. Andthe reason I'll push it to the
top is for people who are newand businesses who are new in
social media, this is the firstthing that will get you in the
social media mindset. And thatis you've got to do trends.
(20:54):
You've got to embrace it becauseyou don't look like you know
social media if you don't knowhow to do the trends. And what
the hell does that mean, Helen?
Because a lot of people don'teven know what that means. And I
want to break it down because Ithink we all need to understand
what a trend is. And it's notlike high heel shoes are
(21:16):
trending or spiked heels aretrending or baggy jeans or God
forbid skinny jeans aretrending. Right? It's not like
that.
Those are trends. Those arefashion trends. Those are visual
trends if you will. But trendson social media are when you see
a video where the audio is noone's going to know, how will
(21:38):
they know, I'm not going to tellthem, you're not going tell
them, whatever that sound is. Sothe no one's going to know
sound.
It was trending. A lot of peoplewere taking that audio, putting
and then doing the lip sync, noone's gonna know, how will they
know? I don't know, how are theygonna know? I'm not gonna tell
them how would they know. Lipsync and then on the top of the
screen they're writing text,what is it that no one's gonna
(22:00):
know?
That I'm sneaking anotherchocolate, I'm thinking making
something up, that I hid thecookies, I think I did it, that
I hid a package of Oreos from myfamily in place where they'd
never find it because I wantedto know that whenever I felt
like having an Oreo there wouldbe one in the house. Because if
I put them in the regular placethey're gone before I even get
one. So that before I was doingtutorials. So now if I'm doing
(22:25):
that same trend and it's like Iwant to highlight my business
now which is teaching socialmedia and under helping people
with their accounts, I might dosomething like no one's gonna
know how will they know and Iwould be scrolling and picking
an old video that I'm repostingto my page. Like no one's gonna
(22:45):
know it's an old video, I'mreposting it, I'm gonna share
the same lesson again.
That would be a way that wouldmake sense for me to share that
trend. Something that or like alight that I have and it's like
my videos look better because ofthis light and this light is
massive. So then I turn mycamera around and I'm like no
one's gonna know how will theyknow that I have this fabulous
light lighting my room forexample. So this is what you
(23:08):
have to do as a business. Thinkof what's a funny thing.
You're gonna have somebody who'sfunny on your team. There's
always one who's funnier or likethat little creative juice flows
in them. That's who you lean onto come up with what are the
text that goes on screen forthese trends. And doing the
trends like when I did, you willbe popular, it was a major,
(23:35):
wicked thing. And by the way,you don't have to lip sync.
So if you have nobody on theteam that wants to lip sync, you
don't need to lip sync. Theycould just be pointing, you will
be. They could be pointing tothree buckets of text. You could
be in a you could have a teammeeting and three things of text
pops on with a you, will, be,and your announcement comes on
the last one. So everyone wasusing that sound, that trend,
(23:59):
that trend, I love the word, tohighlight a surprise in their
business.
And I used it to announce that Ihad launched a paid community.
And so I was like, you, Will,you know, we have launched a and
then Socialize Studio. I didsomething like that. That's the
way or I do creator coaching orwhatever it was I did. So you
(24:20):
take the text of the thingyou're trying to announce.
So it's, again, it's your team,it's your work, but you're
taking a trend and you're usingit to make the creative fit your
company, your brand. And whenyou make the creative fit, why
(24:41):
would you do that? I have to saythe why behind all of the trends
things. On the social mediaplatforms like Instagram and
TikTok and YouTube, whensomething is getting a lot of
traction and it's trending,right, and you're seeing it, so
I'm seeing that sound come up onmy page over and over with
different titles and differenttexts, the algorithm is
delivering that on a morefrequent and regular basis
(25:04):
because it's trending so thealgorithm is sending out that
sound. And when they send outthat sound they're sending out
videos with that sound and yourvideo could show up in that.
So you would because it'strending it's sending out more
videos on that sound. And whenit's sending out more videos on
that sound, you have more viewsand more potential views if
someone likes and resonates withwhatever it is you put on the
(25:26):
screen. So that's one example.Well, that's two examples
actually of trends and how touse them. You look at what the
trend is and then you figure outhow you're going to relate your
business to it.
And there's other trends thatare completely not audio based
but they are still trending. Solet's tackle an example like
that. If there was an examplelike, what was it? We're nurses.
(25:53):
We're nurses.
We always, check the patientsbefore, check-in with, ask the
patients for what they allergicto before we intake them. We're
nurses, of course we like tomake videos at work. So it's
like, or somebody else, somebodywould do another one like, we're
content creators, of coursewe're gonna work late until the
middle of the night, da da da.So it's like, it was this thing
(26:14):
of like people were sayingthings about themselves like
we're such and such, of coursewe're gonna do this. And it was
like making fun of themselves,the funny things that you do in
that, in your industry.
So I'm a TikTok teacher, ofcourse I'm gonna have a stylist
with me wherever I am. That wasa perfect one. But that's what
it is. It's like you and yourbrain will have a hard time when
(26:38):
you're new at this. It's hardfor the brain to think of the
things because you see everyoneelse is so creative.
Why can't I be that creative?And good news when you're in the
creative industry you have anedge on this. So if it's like an
agency or an ad agency or aproduction company, they're
already creative. So you've gotto have someone in there that
probably could figure this out.But for businesses that aren't,
(26:59):
you will find that there'ssomeone creative in your
business.
There's when I meet people infinance, there's always one
funny one or one who's like, youknow, the mister personality or
whatever. You will find it. Youjust have to figure out what the
roles are and slowly you'll findthe people who are good for
those roles within yourorganization. So the reason to
do more trends is to giveyourself an advantage on
(27:20):
visibility and get yourself intothe algorithm and get yourself
served out there. And it alsomakes you look social first
savvy.
It's going to make your viewergo, oh they know social media. I
mean there's a credit union thatI follow. Hello, share facts.
(27:44):
Anyway, they're on every trend.They know how to do those trends
and they have the characters inthe office.
They hop on everyone and it'sjust entertaining as hell. So
they look like they know whatthey're doing. When I look at
that account I'm like yeah, theyknow social media. And what
happens is when people arescrolling and they see you're
(28:05):
posting like a static post withsome highlights and then every
post is, and then they go, oh,would be curious to see about
this business, and they go overthere and most of the posts are
just like showing off the work.It's just not a social first
mindset.
And right away you'll know thatperson doesn't really understand
social media. And let's say thatcompany wanted to get clients
(28:27):
that cared about social mediaeven though they weren't gonna
be doing their social media.They might care to have, their
business that they're hiring fortheir thing to know social
media. They wanna have, theywanna know that they get it.
That's a good reason to show upas social savvy and not just
like old school, let's post anInstagram still photo or
(28:51):
something like that.
So we've covered a lot of groundin terms of like the big picture
and that is what I think a lotof people are missing when I see
businesses on social media andthen I'm thinking, oh, wanna do
it or maybe they just don'tunderstand how to do it. And you
don't have to be in a formationlike everyone else. You don't
(29:12):
have to be doing a trend everyday. Oh my god, no. If anything,
you wanna just sprinkle a trendin there to get yourself, some
advantage to being seen.
But trends are not for, like,posting every day. You the
vlogs, the interviews, thebehind the scenes, the sharing
the moments. And then when youstart to get in that social
mindset and then you see othercontent, you'll go, oh my gosh,
(29:34):
maybe today we'll have the teamdo this funny this funny dance
because it's like just likethree steps and it's really easy
to do. And maybe your team,they're funny and one of them
just does it funny and then youend up having a moment with
that. I mean there's so manygood opportunities to create a
social first account for abusiness without having a proper
(29:56):
social media manager in theredoing it.
But the issue is mainly doesyour team want to do it? And
that's the first thing that youhave to really assess like is a
certain team within yourorganization going to want to
embrace it and do they want totake it on? Because force
fitting something is never gonnawork. If you're forcing people
to get in front of the camera,no. If you're trying to figure
(30:19):
out, oh, well, we have to, youknow, we have to make this work
because, you know, the boss toldus we have to do it.
Okay. Well, then you better findout who's gonna be willing and
how are you gonna work thismagic and how are we gonna make
the process work. So that's likemore of a I think that's an
organization specific thing. Butsome organizations have social
(30:39):
media team and they're like,okay, you guys are tasked with
this and this is how you'regonna do it. And so that's a
little easier because then youcan set up a social media
process.
Who's going to be the shooter?Who's going to be the editor?
Who's going be the poster? Who'sgoing be the caption writer?
Okay?
Especially if you're in acreative industry you probably
have a copywriter. You probablyhave someone who's better with a
camera. You might have someonewho's better the concepts. So
(31:02):
you've got all of that in yourorganization if you're that kind
of person. But a lot of timesyou're just doing it for clients
and you're not doing it foryourself.
So you have to kind of back,take a step back and figure out
how to do it for yourself. Buthaving the processes is
important because if you knowwho's shooting, who's editing,
and how the process is gonnahappen, you've gotta decide the
deeper processes, which is areyou shooting in an app, like in
(31:24):
the Instagram app, in the TikTokapp. You have to make sure
you're gonna get it out of theapp. You're gonna save it before
you post it and all of thosethings. And that's where, I mean
I didn't say this before, butthat's where anybody can benefit
from being in the SocializedStudio because that's what I do
week to week.
Give you the ideas. Here's alist of ideas. Here's the ways
to think about your content.Here's a challenge to do. Maybe
(31:46):
your team could do a challenge.
So having the tools week to weekand the motivation and the
inspiration and having also thataccountability piece, it really
does help. So if you're anindividual doing this on your
own, you really would like, it'sreally helpful to have a team to
bounce things off. So I'm gonnajust not it's not a plug for the
studio but I am mentioning thatthat's the whole purpose why
(32:06):
Julie and I created the studiobecause we felt it. We felt it
just by the emails that are soloved that we send out every
week. We have a 50% open rate onour email list.
That's high. I was in a meetingthe other day and they said,
yeah, if you have like 20%you're good. I'm like 20%? I
have a 50% open rate. So theinformation I know already, the
(32:27):
information we're giving isvaluable.
So Julie and I knew that we hadsomething that people were
resonating with in thenewsletter and that's why it was
like how do we take that to thenext level? How do we help
creators on a more consistentbasis and be able to handhold
even more besides just likesending them a note every week?
Well, I'm giving challenges.We're having accountability so
you can post and get somefeedback on your content. We're
(32:49):
having weekly meetings andthat's really good because the
weekly meetings are where wehash out things.
I'll teach a live editing lessonand that is great because I'm
getting the feedback right inthe moment. Somebody has a
question about a certain stepthat I'm doing and they missed
it, I can say, Oh no, it wasright over here. And those kinds
of things, that kind of supportfor creators is why I just think
the studio is just a valuabletool for anybody who's really
(33:12):
trying to figure this wholething out and stay accountable
and stay consistent because it'sso hard to stay consistent when
you're by yourself. It's justlike exercise, you know.
Sometimes you need a group classto get yourself going.
All right, I'm going wrap it upbecause I think I've just been
rambling but hopefully this ishelpful to my colleague who
reached out. Thank you forprompting this topic which I
(33:36):
think has been going to behelpful for a lot of people and
I hope that you learned from itbecause I think that a lot of
people just jump before theyeven know what they're supposed
to do. And one last thing to addbecause I like to say goodbye
and then it's like an Italiangoodbye, I keep going. So one
more thing to add is don'toverthink every post. If you're
posting something and you'vespent a lot of time editing it
(33:57):
and it doesn't do that well, ohmy god, it is annoying, it is
frustrating, I feel you.
But it's like go on to the nextone, go on to the next one, go
on to the next one. Eventuallyyou could always pull that one
out again and post it againlater when you've gotten some
momentum. You don't have tothink, oh, post is there and
everybody's looking at it. Don'tthink so big that every single
person on the internet is gonnasee your post. Just keep going.
(34:19):
The more you post, the moreexperience you have, the more
you're practicing, the moreyou're putting it out there, the
more you're learning. And thenyou could always say, oh, let's
pull that old post out and thenyou look at it and go, oh, our
posts now are so much betterthan that. I don't even need to
repost that one. We've gotten somuch better. So it's momentum
that is probably your biggestfriend, like momentum,
relentlessness.
(34:39):
I've always said it from all thebeginnings of my podcasts and
all the beginnings of mytutorials. Like the person who
is relentless wins because theydon't give up and they don't
think, woah, bad day, low views,I'm gonna get on the Internet
and bitch about my views. No. Inever. I'm like, okay, low views
this week, whatever, onward.
Make new videos. That's what Ido. It's literally what I do.
(35:01):
When the video views are low,I'm like, ah, F it, keep going.
And I just make more videos.
And then boom, I have one thatrandom thing I post about the
iPhone update and I and I get5,000,000 views. If I just sat
in my, you know, wallowing in myin my, drama of a week of bad
views, I would have never evenmade that video and posted it.
(35:21):
So just keep posting. Okay?That's the main thing that I
have to say and you will justget better and better and better
because posting is learning andif you look at my videos from
five years ago you'd be likedoes she even know what she's
doing?
Answer, no. But I learned it asI was moving. Okay? That's the
lesson. Thanks for being heretoday.
(35:42):
I am off to LA so you'll seesome content with Julie. I can't
wait. I'm so excited. Alright.I'll see you next week.
Bye.
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