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Building an Instagram Content Strategy That Lasts

Published on: December 5 2022 by Social Media Examiner

Building an Instagram Content Strategy That Lasts

The above is a brief introduction to Building an Instagram Content Strategy That Lasts.

Let's move on to the first section of Building an Instagram Content Strategy That Lasts!

Building an Instagram Content Strategy That Lasts

startTime durationTime text
00:00:00 00:00:03 - You can have the best plan in the world
00:00:03 00:00:05 of exactly what content you're gonna post,
00:00:05 00:00:06 who you're gonna reach with it,
00:00:06 00:00:08 the hashtags that you're gonna use, all of this stuff,
00:00:08 00:00:10 but if it's not sustainable,
00:00:10 00:00:13 if it's not something that you can actually keep up with
00:00:13 00:00:15 and execute on a consistent basis,
00:00:15 00:00:17 then it's not gonna help you grow.
00:00:19 00:00:22 - Today I'm very excited to be joined by Katie Steckly.
00:00:22 00:00:23 If you don't know who Katie is,
00:00:23 00:00:25 she's an Instagram marketing expert
00:00:25 00:00:28 and founder of Creatorly Media,
00:00:28 00:00:30 an agency that helps coaches and small business owners
00:00:30 00:00:35 convert followers into customers using social media content,
00:00:35 00:00:37 she's also host of the creator club podcast.
00:00:37 00:00:39 Katie, welcome to the show, how are you doing today?
00:00:39 00:00:41 - I'm doing great thanks so much for having me, Mike,
00:00:41 00:00:43 I'm excited to be here.
00:00:43 00:00:45 - Well today, Katie and I are gonna
00:00:45 00:00:48 share how to create an Instagram content strategy
00:00:48 00:00:50 that stands at the test of time.
00:00:50 00:00:54 Now, before we go there, I would love to hear your story.
00:00:54 00:00:56 How in the world did you get into Instagram,
00:00:56 00:00:57 start wherever you wanna start.
00:00:57 00:00:59 - Yeah, that is a great question.
00:00:59 00:01:02 So my story, actually,
00:01:02 00:01:04 the beginning of it takes us back many many years
00:01:04 00:01:06 because I started my journey
00:01:06 00:01:09 of content creation on social media
00:01:09 00:01:12 as a very awkward young preteen.
00:01:12 00:01:14 So I was kind of becoming a teenager
00:01:14 00:01:16 around the time that social media
00:01:16 00:01:18 was really becoming more popular,
00:01:18 00:01:20 and I was a bit of a nerdy kid,
00:01:20 00:01:22 I grew up in a very small town,
00:01:22 00:01:24 didn't have a ton of friends that kind of shared
00:01:24 00:01:26 some of my more niche interests.
00:01:26 00:01:28 And so I kind of started exploring social media
00:01:28 00:01:31 as a place to find content
00:01:31 00:01:33 about the kinds of things that I was interested in.
00:01:33 00:01:37 So primarily that was Harry Potter for the nerdy young Katie
00:01:37 00:01:39 who was looking for friends to tok about
00:01:39 00:01:41 the kind of stuff that she was into with, right.
00:01:41 00:01:46 So I found my way onto YouTube and then also at the time
00:01:46 00:01:48 blogging was kind of big, so at this point,
00:01:48 00:01:50 Instagram wasn't even invented yet,
00:01:50 00:01:54 but I sort of found my love of creating content,
00:01:54 00:01:55 because I think of being able
00:01:55 00:01:58 to connect with other people that shared my interests.
00:01:58 00:02:01 And so I became passionate about the idea
00:02:01 00:02:04 of having a community online,
00:02:04 00:02:05 and the way that I access that community
00:02:05 00:02:07 was by watching other people's content,
00:02:07 00:02:09 but also creating my own.
00:02:09 00:02:11 So that was kind of my origin story
00:02:11 00:02:12 of how I started making videos,
00:02:12 00:02:14 how I started creating stuff
00:02:14 00:02:16 and sharing it with the internet.
00:02:16 00:02:19 And then I started my current YouTube channel,
00:02:19 00:02:22 which has been a primary part of my business in 2011,
00:02:22 00:02:24 so that's over 10 years now,
00:02:24 00:02:25 which is kind of hard to believe,
00:02:25 00:02:28 it's really evolved over time.
00:02:28 00:02:30 As a creator on YouTube,
00:02:30 00:02:33 I really tried so many different things,
00:02:33 00:02:35 I've always been a really multi passionate person
00:02:35 00:02:38 and I think a lot of other creators
00:02:38 00:02:39 can really relate to this
00:02:39 00:02:41 where we love so many different things
00:02:41 00:02:45 and we wanna be able to create content about all of them
00:02:45 00:02:47 or even we like different platforms
00:02:47 00:02:48 and wanna try creating on YouTube,
00:02:48 00:02:50 Instagram, blog, whatever it is.
00:02:50 00:02:53 So I definitely found myself doing a lot of experimenting.
00:02:53 00:02:58 I tried everything from vlogging to like commentary videos,
00:02:58 00:03:01 to even beauty, (indistinct) to admit now,
00:03:01 00:03:04 'cause I'm definitely the best at makeup, but as a teenager,
00:03:04 00:03:06 I was like, I'm gonna try this.
00:03:06 00:03:08 So I was really all over the map
00:03:08 00:03:11 with creating lots of different social media content
00:03:11 00:03:13 on YouTube, blogging and then of course,
00:03:13 00:03:18 Instagram eventually comes along and I became very intrigued
00:03:18 00:03:20 by this photo sharing platform
00:03:20 00:03:23 and really started experimenting there as well.
00:03:23 00:03:25 And just kind of sharing about my life and again,
00:03:25 00:03:27 what I was interested in.
00:03:27 00:03:29 But as I started getting older and thinking about like,
00:03:29 00:03:32 okay, you know, my undergrad is almost finished,
00:03:32 00:03:33 maybe I wanna start considering
00:03:33 00:03:35 what a career would look like,
00:03:35 00:03:36 I felt really torn
00:03:36 00:03:38 because I had all these different passions,
00:03:38 00:03:41 I always liked exploring these different topics,
00:03:41 00:03:43 and I didn't really know, you know,
00:03:43 00:03:45 what my purpose was meant to be.
00:03:45 00:03:48 You know, everybody asked themselves what's my passion?
00:03:48 00:03:50 And I kind of had this realization that
00:03:50 00:03:53 even though I had tried all these different things,
00:03:53 00:03:56 really the common thread through all of it
00:03:56 00:03:58 was social media, it was creating content.
00:03:58 00:04:02 So I kind of realized that was really what my passion was,
00:04:02 00:04:03 was creating stuff for the internet
00:04:03 00:04:07 and then also kind of inspiring other people to do that too,
00:04:07 00:04:09 because I had found so much joy in it.
00:04:09 00:04:13 So kind of to bring us forward to about 2019 now,
00:04:13 00:04:16 that's from 2011 up to almost present,
00:04:16 00:04:19 I was experimenting on Instagram trying different stuff
00:04:19 00:04:21 and also making YouTube videos at the same time,
00:04:21 00:04:23 and I found that I was getting a lot of questions
00:04:23 00:04:27 from just my, you know, small community on Instagram of,
00:04:27 00:04:29 oh, how did you make that story?
00:04:29 00:04:31 Or like, how did you do that editing tiknique?
00:04:31 00:04:34 And so I decided to create a YouTube video
00:04:34 00:04:36 to answer some of those questions
00:04:36 00:04:39 and to share some of my best tips and tricks.
00:04:39 00:04:40 So I made it video
00:04:40 00:04:43 called Instagram Story Hacks for creators 17,
00:04:44 00:04:46 and when I posted the video at the time,
00:04:46 00:04:50 my YouTube channel had just about 3000 subscribers,
00:04:50 00:04:53 but within a few months of posting that video,
00:04:53 00:04:56 the video had brought in over a million views,
00:04:56 00:04:58 and has now brought my YouTube channel
00:04:58 00:05:03 to over 100,000 subscribers, almost 150 now,
00:05:04 00:05:06 and just totally like skyrocketed my social media growth
00:05:06 00:05:10 and really brought me to the position I am now
00:05:10 00:05:11 and like helped me discover that, you know,
00:05:11 00:05:14 I really did have a lot to share around Instagram
00:05:14 00:05:16 and content creation and it's really
00:05:16 00:05:18 helped my channel evolve to the place where it is now,
00:05:18 00:05:22 which is basically sharing tips and strategies
00:05:22 00:05:24 that I've learned through my own experimentation,
00:05:24 00:05:25 with my own social media profiles,
00:05:25 00:05:27 but also what I've learned from
00:05:27 00:05:29 helping to grow my client's accounts
00:05:29 00:05:31 with my agency Creatorly Media.
00:05:31 00:05:35 So that's kind of how I got to where I am now.
00:05:35 00:05:38 - So tell us a little bit about Creatorly Media
00:05:38 00:05:39 and kind of who your ideal customers are
00:05:39 00:05:41 and kind of what you're doing there.
00:05:41 00:05:42 - Yeah, for sure.
00:05:42 00:05:43 So Creatorly Media
00:05:43 00:05:47 is a social media content creation agency that I founded,
00:05:47 00:05:49 I've got six team members now helping me out as well,
00:05:49 00:05:51 and basically what we do is we work
00:05:51 00:05:54 with a lot of small business owners,
00:05:54 00:05:57 a lot of personal brands, coaches,
00:05:57 00:06:00 to really help them with their social media content,
00:06:00 00:06:04 with their ideal customers and building a community.
00:06:04 00:06:07 So we do that through producing podcasts,
00:06:07 00:06:08 managing YouTube channels
00:06:08 00:06:11 and also creating Instagram content for them.
00:06:13 00:06:16 - So let's tok a little bit about
00:06:16 00:06:17 why you've feel like
00:06:17 00:06:21 having a sustainable strategy on Instagram is so important.
00:06:22 00:06:24 I know a lot of people struggle
00:06:24 00:06:26 keeping up with all the content, you know,
00:06:26 00:06:28 that they feel like they have to produce on Instagram
00:06:28 00:06:30 and I would love to hear your thoughts
00:06:30 00:06:32 on why this is kind of important.
00:06:33 00:06:34 - Yeah exactly,
00:06:34 00:06:37 I feel like a lot of folks in the social media world
00:06:37 00:06:39 are overwhelmed by keeping up
00:06:39 00:06:42 with all of the content that we need to post,
00:06:42 00:06:44 and I think that there's not enough people in the space
00:06:44 00:06:47 toking about creating a sustainable Instagram strategy,
00:06:47 00:06:50 not just something that is effective,
00:06:50 00:06:53 and the reason why creating something sustainable
00:06:53 00:06:57 is so important because your strategy on Instagram
00:06:57 00:06:59 or any of the platform for that matter
00:06:59 00:07:02 is only as effective as it is sustainable,
00:07:02 00:07:06 because you can have the best plan in the world
00:07:06 00:07:08 of exactly what content you're gonna post,
00:07:08 00:07:09 who you're gonna reach with it,
00:07:09 00:07:12 the hashtags that you're gonna use all of this stuff,
00:07:12 00:07:13 but if it's not sustainable,
00:07:13 00:07:16 if it's not something that you can actually keep up with
00:07:16 00:07:18 and execute on a consistent basis,
00:07:18 00:07:20 then it's not gonna help you grow.
00:07:22 00:07:24 - Yeah well and tok to me a little bit about burnout
00:07:24 00:07:26 because I know, I don't know if you experienced burnout,
00:07:26 00:07:28 but I'm sure during the pandemic,
00:07:28 00:07:30 a lot of people did experience burnout.
00:07:30 00:07:33 So, you know, how does this strategy,
00:07:33 00:07:36 or why is this so important when it comes to burnout?
00:07:36 00:07:36 - Yeah exactly,
00:07:36 00:07:40 I feel like so many people creating content on online
00:07:40 00:07:43 are experiencing burnout because of,
00:07:43 00:07:45 yeah, just how frequently we have to keep up with posting.
00:07:45 00:07:47 And I definitely have been through it myself.
00:07:47 00:07:50 So last summer in 2020,
00:07:50 00:07:53 I hit a real low point when it comes to burnout
00:07:53 00:07:54 and I feel like beforehand,
00:07:54 00:07:56 I didn't even necessarily believe that it existed,
00:07:56 00:07:58 people tok about it a lot,
00:07:58 00:07:59 it seemed like kind of a buzzword,
00:07:59 00:08:02 but then when you feel it, you really, you know,
00:08:02 00:08:05 that it's burnout and that it is real.
00:08:05 00:08:07 And I feel like when you get to that point,
00:08:07 00:08:09 it just takes kind of rest and like self reflect
00:08:09 00:08:12 and until you find your way back outta it.
00:08:12 00:08:14 So after experiencing that myself,
00:08:14 00:08:16 that's what really made me realize that
00:08:16 00:08:19 creating a sustainable strategy
00:08:19 00:08:21 is the only way to avoid that,
00:08:21 00:08:24 and when you do end up in a place of feeling burnt out
00:08:24 00:08:26 or not having that motivation
00:08:26 00:08:27 or the creativity that you need
00:08:27 00:08:31 to create content for Instagram,
00:08:31 00:08:34 that is gonna be the ultimate detriment to your growth.
00:08:34 00:08:37 So I think it just makes sense,
00:08:37 00:08:38 even just from a growth strategy perspective
00:08:38 00:08:40 that you need to make sure that your plan
00:08:40 00:08:42 is something that's sustainable
00:08:42 00:08:44 and that it's gonna work with you and your own,
00:08:44 00:08:47 you know, mental health in order to keep it going
00:08:47 00:08:51 consistently enough for it to actually help you grow.
00:08:51 00:08:52 - Just outta curiosity,
00:08:54 00:08:56 was there something that was like a,
00:08:57 00:08:59 I mean, I hear so many people, for example,
00:08:59 00:09:01 at social media marketing world this year,
00:09:01 00:09:02 some of the people in the Facebook group were like,
00:09:02 00:09:05 hey, you know, we're experiencing burnout,
00:09:05 00:09:07 we'd love to tok about burnout a little bit.
00:09:07 00:09:09 What do you think is the, I don't know,
00:09:09 00:09:11 maybe you can speak to what happened to you,
00:09:11 00:09:14 what do you think is, why do you think partikularly
00:09:14 00:09:16 a lot of people that are creating content on Instagram
00:09:16 00:09:18 are struggling from this?
00:09:18 00:09:22 - Yeah I think a lot of people creating content on Instagram
00:09:22 00:09:25 deal with this because it is such a cycle of,
00:09:25 00:09:27 you're constantly working on it, right?
00:09:27 00:09:30 Like I have always felt like media sleep,
00:09:30 00:09:32 like you always have to keep creating more,
00:09:32 00:09:34 there's always next week's content,
00:09:34 00:09:35 next month content we're worry about,
00:09:35 00:09:38 so it can really feel like you don't have a chance
00:09:38 00:09:42 to really take a break and take a breather and reset,
00:09:42 00:09:43 which is so essential,
00:09:43 00:09:45 and I think that's part of creating a sustainable strategy
00:09:45 00:09:47 is building in those breaks for yourself.
00:09:47 00:09:50 So I think that's just the nature of it is
00:09:50 00:09:54 that it's so just constant, there's always more to do,
00:09:54 00:09:57 so it feels like you could always be more working.
00:09:57 00:09:59 Yeah, so a lot of people deal with it.
00:10:00 00:10:01 - Let's tok about your framework,
00:10:01 00:10:04 I know you've come up with a model or a framework
00:10:04 00:10:07 that will help everyone who's listening
00:10:07 00:10:11 that wants to create consistently, at least on Instagram.
00:10:11 00:10:13 So what are the elements of your framework?
00:10:13 00:10:14 Let's tok about that a little bit.
00:10:14 00:10:17 - Yeah so my framework for creating
00:10:17 00:10:19 a sustainable Instagram strategy,
00:10:19 00:10:23 I have decided I like to call it the KS three,
00:10:23 00:10:25 because there's three components,
00:10:25 00:10:27 so can you kind of remember these three questions
00:10:27 00:10:29 that you need to ask yourself.
00:10:29 00:10:30 So really believe that
00:10:30 00:10:33 an ideal sustainable Instagram strategy
00:10:33 00:10:37 is going to exist at the intersection of these three areas.
00:10:37 00:10:40 So they are number one,
00:10:40 00:10:42 what content do you love to make?
00:10:42 00:10:43 So what really lights you up?
00:10:43 00:10:45 What do you have fun making
00:10:45 00:10:48 and what do you really enjoy creating?
00:10:48 00:10:52 And number two, what content performs well on Instagram?
00:10:52 00:10:54 So that's kind of the obvious one, right?
00:10:54 00:10:57 What kind of posts get the most reach or engagement
00:10:57 00:11:00 and conversions for new followers for your account?
00:11:00 00:11:01 And the third area,
00:11:01 00:11:05 or question to ask yourself is what do you have time for?
00:11:05 00:11:07 So for this one it's important
00:11:07 00:11:08 that you really think realistikally
00:11:08 00:11:10 about how much time you have in your day
00:11:10 00:11:14 or your week and how long it takes you to create content,
00:11:14 00:11:18 and then really the ideal sustainable growth strategy
00:11:18 00:11:20 is going to hit on all three of those points,
00:11:20 00:11:23 it's gonna be where they all overlap.
00:11:23 00:11:24 And I think it's really important
00:11:24 00:11:26 to ask yourself all three of these,
00:11:26 00:11:28 because so often we can get focused
00:11:28 00:11:30 on just that second question that I mentioned.
00:11:30 00:11:33 So, you know, what helps your content perform the best?
00:11:33 00:11:35 'Cause we love to (indistinct),
00:11:35 00:11:39 we all love to see those vanity metrics go up,
00:11:39 00:11:41 but I really believe that that is just
00:11:41 00:11:44 one third of a strategy that you can actually execute on
00:11:44 00:11:48 and implement consistently over the long period of time
00:11:48 00:11:50 that is required to see real growth.
00:11:51 00:11:53 - So what I heard you say is
00:11:53 00:11:54 what content do you love to make?
00:11:54 00:11:57 What performs well and what do you have time for?
00:11:57 00:12:01 And you mentioned it, are they each equally like,
00:12:01 00:12:03 well I guess we're gonna break it down a little bit,
00:12:03 00:12:05 but so you gotta love it,
00:12:05 00:12:07 you gotta have time for it,
00:12:07 00:12:09 and then you gotta know what works.
00:12:09 00:12:11 So why does this work?
00:12:15 00:12:16 What's the benefit of using
00:12:16 00:12:17 these three tenants together, right?
00:12:17 00:12:19 Like before we dig in,
00:12:19 00:12:20 'cause we're gonna dig in on some of this stuff,
00:12:20 00:12:25 but how does creating content that you'll love,
00:12:25 00:12:27 maybe help address some of the challenges
00:12:28 00:12:29 and having time for it?
00:12:29 00:12:31 tok to me about that a little bit at a high level,
00:12:31 00:12:33 what's the benefits of this strategy?
00:12:33 00:12:34 - Yeah exactly.
00:12:34 00:12:35 I think that this really speaks
00:12:35 00:12:37 to the question of burnout, right?
00:12:37 00:12:40 Because we can all like conjure up a strategy of like,
00:12:40 00:12:42 okay, what performed the best?
00:12:42 00:12:45 But the problem with only focusing on that is that
00:12:45 00:12:47 you can really end up on the fast track to burnout
00:12:47 00:12:50 if you're just trying to make a huge amount of content
00:12:50 00:12:52 or content that's really draining,
00:12:52 00:12:55 or maybe you just actually don't have the time for it.
00:12:55 00:12:58 So in order to have your strategy
00:12:58 00:13:00 be really effective long term,
00:13:00 00:13:02 you need to be able to like implement it over time
00:13:02 00:13:03 and be consistent, right?
00:13:03 00:13:05 And if you come up with a strategy
00:13:05 00:13:08 that you can't actually realistikally do consistently,
00:13:08 00:13:10 then it's not gonna provide the results
00:13:10 00:13:11 that you're thinking of.
00:13:11 00:13:12 And so those two other elements,
00:13:12 00:13:14 the questions of what do you have time for
00:13:14 00:13:16 and what do you really enjoy,
00:13:16 00:13:18 help to address that burnout factor
00:13:18 00:13:19 'cause it ensures that it's actually
00:13:19 00:13:21 realistik in your schedule,
00:13:21 00:13:24 but that also you have that joy for creating it,
00:13:24 00:13:26 like it doesn't feel super draining
00:13:26 00:13:29 and that kind of brings that energy and creativity
00:13:29 00:13:30 that you need in order
00:13:30 00:13:33 to put together really effective Instagram content.
00:13:34 00:13:37 - So I guess let's start with the love,
00:13:37 00:13:39 the content we love to make.
00:13:39 00:13:41 There's gonna be some people right now
00:13:41 00:13:42 that don't even make content hardly at all,
00:13:42 00:13:45 and so they don't even know how to even start.
00:13:45 00:13:50 So how do we know what content we love to make?
00:13:50 00:13:52 And I mean, let's assume we've got plenty of people here
00:13:52 00:13:54 that are creating content on Instagram,
00:13:54 00:13:57 but maybe they're not sure what lights them up or whatever.
00:13:57 00:14:01 So what questions should we ask ourselves,
00:14:01 00:14:04 or what should we be thinking about to know?
00:14:04 00:14:07 Because in my mind
00:14:07 00:14:08 I think there's some people that are like,
00:14:08 00:14:12 I just love to get exposure on the platform
00:14:12 00:14:14 and I'm gonna do everything in my power to get exposure,
00:14:14 00:14:17 but that's maybe not what really they love,
00:14:17 00:14:18 it's just what they want.
00:14:18 00:14:21 So let's tok about like what you mean by
00:14:21 00:14:22 content we really love to make,
00:14:22 00:14:24 let's break it down a little bit.
00:14:24 00:14:25 - Yeah totally.
00:14:25 00:14:28 So even if we start from the most basic point of like,
00:14:28 00:14:30 if you are listening right now and you're feeling like,
00:14:30 00:14:32 oh, I don't actually create that much content,
00:14:32 00:14:34 like how do I know what I enjoy?
00:14:34 00:14:38 I think a lot of us really tend to enjoy to create
00:14:38 00:14:40 what we enjoy consuming.
00:14:40 00:14:41 So like, let's just say,
00:14:41 00:14:43 if you love to watch reels, then chances are,
00:14:43 00:14:45 you might like making them too because
00:14:45 00:14:47 it's just a format that really speaks to you.
00:14:47 00:14:49 So I think that can be a really great place
00:14:49 00:14:52 to start of thinking, what do you enjoy consuming?
00:14:52 00:14:55 And chances are you're going to be a better creator
00:14:55 00:14:58 if you've consumed a lot of content in that area,
00:14:58 00:15:01 'cause you're gonna understand the trends, the formats,
00:15:01 00:15:03 the structures that work well.
00:15:03 00:15:05 So that can be a good question to start with
00:15:05 00:15:08 of what do I like to consume most?
00:15:08 00:15:09 - What else do we need to be thinking about
00:15:09 00:15:10 when it comes to, you know,
00:15:10 00:15:13 figuring out what content we'd love to make,
00:15:13 00:15:15 'cause I know, and I love what you're saying,
00:15:15 00:15:18 like, hey, if you are actively
00:15:18 00:15:20 consuming like stories for example,
00:15:21 00:15:23 you might actually notike certain things
00:15:23 00:15:27 and therefore want to give it a shot,
00:15:27 00:15:29 but there's gotta be more to it than just
00:15:29 00:15:31 like, what do we enjoy consuming, right,
00:15:31 00:15:33 so let's say we are creating different kinds of content,
00:15:33 00:15:35 how do we actually know whether we really love it or not?
00:15:35 00:15:38 Let's dig into that a little bit.
00:15:38 00:15:39 - So I think the first step
00:15:39 00:15:41 is to really kind of take a step back
00:15:41 00:15:44 and think about what your current workflow
00:15:44 00:15:47 or process looks like and try to ask yourself
00:15:47 00:15:50 what parts of that do you look forward to
00:15:50 00:15:52 and what parts of that do you kind of dread
00:15:52 00:15:54 and maybe procrastinate on a little bit?
00:15:54 00:15:56 So really what we're looking at is
00:15:56 00:15:58 what do you have the most fun doing
00:15:58 00:15:59 when it comes to creating content?
00:15:59 00:16:00 So let's just say, for example,
00:16:00 00:16:02 we're toking about putting together,
00:16:03 00:16:05 you know, a typical Instagram feed post,
00:16:05 00:16:08 just, let's say it's a still image and a caption.
00:16:08 00:16:10 When you think about creating that, do you think,
00:16:10 00:16:13 oh gosh I'm so to shoot that image
00:16:13 00:16:14 and like edit it in Lightroom
00:16:14 00:16:16 and really get the colors looking great,
00:16:16 00:16:18 or do you think, oh, I can't wait to sit down
00:16:18 00:16:21 and write that caption and like share my thoughts?
00:16:21 00:16:23 These are the kinds of questions that you can start with
00:16:23 00:16:24 to really hone in on,
00:16:24 00:16:29 okay, what pieces of this puzzle really bring joy?
00:16:29 00:16:31 What do I really have a lot of creativity for?
00:16:31 00:16:34 And that can help you to start identifying
00:16:34 00:16:39 what your strengths are and maybe what you are best at
00:16:39 00:16:40 when it comes to creating content.
00:16:40 00:16:43 'Cause I think also a lot of times we enjoy doing the things
00:16:43 00:16:45 that feel easier for us, right?
00:16:45 00:16:47 Like nobody loves to tackle something that
00:16:47 00:16:50 like just feels really difficult every time.
00:16:50 00:16:53 So a sustainable Instagram strategy can also really lean on
00:16:53 00:16:55 what your creative strengths are
00:16:55 00:16:58 and what you find just a little more ease in creating,
00:16:58 00:17:00 like what you are best at making.
00:17:01 00:17:02 - I love what you're saying here
00:17:02 00:17:03 with the creative strengths,
00:17:03 00:17:04 because there are some people
00:17:04 00:17:07 that are great at writing captions, right,
00:17:07 00:17:09 and there are other people that are much better
00:17:09 00:17:12 at just going live and toking, right,
00:17:12 00:17:14 and it's kind of like, which are you, right?
00:17:14 00:17:16 Do you prefer to write, do you prefer to take pictures?
00:17:16 00:17:20 Do you prefer to tok directly to a camera?
00:17:20 00:17:22 Right that's going to help you,
00:17:22 00:17:25 I would imagine more naturally create content,
00:17:25 00:17:27 but I also think there might be a side of this,
00:17:27 00:17:29 of what lights you up, right?
00:17:29 00:17:33 Like, there might be this desire to actually
00:17:33 00:17:36 create content that has an impact on others, right?
00:17:36 00:17:39 Like you wanna tok about that for a little bit?
00:17:39 00:17:42 Like maybe I would imagine there's some content
00:17:42 00:17:42 where you get crickets
00:17:42 00:17:44 and maybe you feel horrible creating it.
00:17:44 00:17:46 I mean, do you wanna tok about that at all?
00:17:46 00:17:48 - Exactly, yeah, well I think a lot of us
00:17:48 00:17:50 probably like reflecting on our strategies,
00:17:50 00:17:53 you might find the most joy in creating the content
00:17:53 00:17:56 that your community actually responds to really well.
00:17:56 00:17:58 And I think sometimes actually
00:17:58 00:17:59 there can be a correlation there,
00:17:59 00:18:01 between what the community responds to
00:18:01 00:18:03 and what you enjoy making,
00:18:03 00:18:05 because I think that that can really come across,
00:18:05 00:18:09 like people notike if you sort of seem like,
00:18:09 00:18:10 if you hate going live
00:18:10 00:18:12 and then you're doing a live on Instagram,
00:18:12 00:18:15 it might come across to people that you feel really awkward
00:18:15 00:18:16 and you're feeling really like, you know,
00:18:16 00:18:18 like you're dreading doing it,
00:18:18 00:18:19 so then your community's
00:18:19 00:18:21 probably not gonna love that content,
00:18:21 00:18:23 but you just actually bat outta the park,
00:18:23 00:18:26 every carousel that you make and you're really putting,
00:18:26 00:18:27 you know, love and attention
00:18:27 00:18:31 into sharing a lot of valuable info in every graphic,
00:18:31 00:18:33 then probably you're gonna get more engagement on that
00:18:33 00:18:36 because people are going to feel
00:18:36 00:18:37 that love and attention that you put into it.
00:18:37 00:18:40 So I think that's the other main piece
00:18:40 00:18:43 of what content do you love is often
00:18:43 00:18:45 that has a correlation to what performs well,
00:18:45 00:18:47 because people get that sense
00:18:47 00:18:49 that you really care about what you're making.
00:18:51 00:18:52 - One of the things we were toking about
00:18:52 00:18:53 when we met before this
00:18:53 00:18:55 was where do you have the most ideas?
00:18:55 00:18:56 Do you wanna tok about that a little bit
00:18:56 00:18:59 and maybe why that might be useful
00:18:59 00:19:03 for determining content we should create?
00:19:03 00:19:05 - Yeah, I think often, you know,
00:19:05 00:19:07 when you sit down to plan your Instagram content,
00:19:07 00:19:08 let's say for the month,
00:19:08 00:19:11 all of us will probably have one area where we find like,
00:19:11 00:19:14 okay, I could write down like a million ideas on this.
00:19:14 00:19:15 That can be another great sign,
00:19:15 00:19:18 that this is a type of content that you can lean into,
00:19:18 00:19:19 a big part of that is because
00:19:19 00:19:21 of how it plays into the sustainability of it,
00:19:21 00:19:24 because if you are really trying to force yourself
00:19:24 00:19:26 into creating, you know,
00:19:26 00:19:29 certain formats of content or certain topics
00:19:29 00:19:31 that you just cannot come a with ideas for,
00:19:31 00:19:35 then that is gonna lead to eventually inconsistency
00:19:35 00:19:37 or potentially burnout.
00:19:37 00:19:38 So if you can figure out like,
00:19:38 00:19:41 what are maybe the contents
00:19:41 00:19:43 or the types of formats on Instagram
00:19:43 00:19:45 that you always have the most ideas for,
00:19:45 00:19:47 then that can definitely be a sign that
00:19:47 00:19:50 you should keep that as a part of your strategy,
00:19:50 00:19:52 because obviously it means that,
00:19:52 00:19:54 you know, you enjoy creating it,
00:19:54 00:19:56 it's gonna feel easier for you to do it,
00:19:56 00:19:58 which I feel like this is all sort of about
00:19:58 00:20:03 bringing in that joy and that into your Instagram strategy,
00:20:03 00:20:06 because that is gonna help you be so much more consistent
00:20:06 00:20:08 than if you feel like you're pushed up against a brick wall
00:20:08 00:20:10 every time you're trying to create.
00:20:12 00:20:14 - Okay, so first of all, thank you for all that
00:20:14 00:20:17 and I think that's super helpful and a lot of people
00:20:17 00:20:19 probably are gonna need to experiment
00:20:19 00:20:20 if they're not super active
00:20:20 00:20:22 in creating different kinds of content
00:20:22 00:20:23 to just see how it makes them feel, right?
00:20:23 00:20:27 Like there's endless options on Instagram,
00:20:27 00:20:28 I mean, I always tell people,
00:20:28 00:20:30 it seems to be the most creative platform out there
00:20:30 00:20:32 because of all the different things you can do.
00:20:32 00:20:35 Let's tok about what the platform,
00:20:36 00:20:39 you know, what we need to know about the platform, right?
00:20:39 00:20:42 Because the second part of your KS three
00:20:42 00:20:44 and that's a bit of a tongue twister strategy
00:20:44 00:20:47 is what performs well, right?
00:20:47 00:20:50 So what is, as of this recording in,
00:20:50 00:20:52 you know, spring of 2022,
00:20:52 00:20:54 what do we need to know specifically
00:20:54 00:20:56 about what se what kinds of content perform
00:20:56 00:20:59 decently well on Instagram today?
00:20:59 00:20:59 - Yeah exactly.
00:20:59 00:21:01 This is everybody's favorite question, right?
00:21:01 00:21:04 What is performing well on Instagram?
00:21:04 00:21:06 What is gonna get me that engagement
00:21:06 00:21:07 and reach that I'm looking for?
00:21:07 00:21:09 And I think before I dive in,
00:21:09 00:21:12 because I do have a number of tips and ideas to share,
00:21:12 00:21:13 but before we get into the specifics,
00:21:13 00:21:15 I think that it is important to note that ultimately
00:21:15 00:21:17 this is gonna look a little bit different
00:21:17 00:21:18 for every audience.
00:21:18 00:21:21 Just because it works for one person,
00:21:21 00:21:23 one account doesn't mean that it'll necessarily
00:21:23 00:21:26 work exactly the same way for everybody else,
00:21:26 00:21:28 and that's why it's so important to have
00:21:28 00:21:31 a really clear sense of who your ideal follower is,
00:21:31 00:21:33 who your ideal customer is,
00:21:33 00:21:35 what kind of content they like
00:21:35 00:21:37 and are looking for on Instagram,
00:21:37 00:21:39 and then it's also just important to experiment,
00:21:39 00:21:41 try out all the different things I'm about to share
00:21:41 00:21:45 and gather your own data and see what works for you.
00:21:45 00:21:46 Because just because, you know,
00:21:46 00:21:49 I could report and say these three types of posts
00:21:49 00:21:51 work really well for me, well, your audience, you know,
00:21:51 00:21:53 or your community might be different than mine.
00:21:53 00:21:55 So it's important that everybody kind of
00:21:55 00:21:59 does their own experimentation and gathers their own info,
00:21:59 00:22:00 but that being said,
00:22:00 00:22:02 there are a few formats that I've been observing
00:22:02 00:22:05 with my own platform and with my clients' platforms
00:22:05 00:22:09 that work really well in spring of 2022.
00:22:09 00:22:11 So you ready for me to dive in Mike?
00:22:11 00:22:12 - Let's do it.
00:22:12 00:22:13 - Okay perfect.
00:22:13 00:22:16 So the first thing on my list
00:22:16 00:22:18 is probably not gonna be surprising to anybody,
00:22:18 00:22:21 that is reels, reels continue to be
00:22:21 00:22:23 a really really effective way
00:22:23 00:22:27 to increase your reach and find new audience members.
00:22:27 00:22:29 And that's really the power of reels is that,
00:22:29 00:22:32 they have a huge amount of discoverability,
00:22:32 00:22:35 a level of discoverability that we really haven't seen
00:22:35 00:22:38 on Instagram until they released reels,
00:22:38 00:22:41 because reels are shown to users
00:22:41 00:22:43 who might not be following you yet.
00:22:43 00:22:46 Reel's feed is organized by what Instagram has identified
00:22:46 00:22:49 as your interests or topics that you're interested in,
00:22:49 00:22:51 and so they're gonna show you that content
00:22:51 00:22:54 based on those interests (indistinct)
00:22:54 00:22:55 on your following list, right?
00:22:55 00:22:57 So this can be a really great opportunity
00:22:57 00:23:01 for smaller accounts to get in front of new audiences.
00:23:01 00:23:03 There's a few main kind of formats
00:23:03 00:23:05 that are working really well on reels these days,
00:23:05 00:23:09 so obviously following any trends can be really effective,
00:23:09 00:23:10 so there's always ending audios,
00:23:10 00:23:12 whether those are little music clips
00:23:12 00:23:13 that you can dance along to,
00:23:13 00:23:16 or whether they're sound bites like from a movie
00:23:16 00:23:18 or a TV show that you can do a little lips sync to,
00:23:18 00:23:21 and then add text that's applicable to your audience
00:23:21 00:23:24 or your niche, those are always very effective,
00:23:24 00:23:26 but increasingly more recently on reels,
00:23:26 00:23:30 we've seen just a style of toking to camera videos,
00:23:30 00:23:31 kind of performing well.
00:23:31 00:23:32 So this is something that I've really seen
00:23:32 00:23:35 kind of migrating over from TikTok longer,
00:23:35 00:23:38 over on TikTok, we've had longer videos for a little while,
00:23:38 00:23:39 whereas Instagram is just kind of
00:23:39 00:23:41 starting to bring in longer reels,
00:23:41 00:23:43 and I think with that increased time,
00:23:43 00:23:46 we're seeing more and more people just hold up their phone
00:23:46 00:23:50 and share an idea or some tips and tricks
00:23:50 00:23:51 just toking to their camera,
00:23:51 00:23:54 and that can perform really well on reels as well.
00:23:54 00:23:55 And then of course, tutorials.
00:23:55 00:23:58 Tutorials can be a really effective way
00:23:58 00:24:03 to reach your ideal follower and solve a problem for them,
00:24:03 00:24:04 so definitely creating
00:24:04 00:24:06 some kind of tutorial in a reel format
00:24:06 00:24:09 is a great idea to add to your Instagram strategy.
00:24:09 00:24:13 So that's kinda summary of working on reels right now,
00:24:13 00:24:14 but I've got.
00:24:14 00:24:19 - Yep, real quick question on reels, toking to camera,
00:24:21 00:24:24 how is that any different than
00:24:24 00:24:27 what we might I do with IG video?
00:24:27 00:24:28 Just help me understand,
00:24:28 00:24:31 because I'm thinking it sounds very similar.
00:24:31 00:24:33 What's your thoughts on that?
00:24:33 00:24:36 - Yeah, I definitely think that it is quite similar,
00:24:36 00:24:38 I think there's a few nuances of ways
00:24:38 00:24:40 that I would recommend approaching,
00:24:40 00:24:42 creating just a toking to camera reel,
00:24:42 00:24:43 that would be a little bit different
00:24:43 00:24:45 than say what you would share in just a regular feed video,
00:24:45 00:24:46 or even on stories,
00:24:46 00:24:50 and that is really focusing on grabbing the attention
00:24:50 00:24:52 of someone who has no idea who you are.
00:24:52 00:24:55 That is the main thing about reels is that, you know,
00:24:55 00:24:57 when you post a story, when you post something on your feed,
00:24:57 00:24:59 you are kind of posting for
00:24:59 00:25:00 a more or less sympathetik audience.
00:25:00 00:25:02 Somebody that knows you
00:25:02 00:25:04 and they're like, oh, you know, that's Mike,
00:25:04 00:25:05 I'm excited to see his face,
00:25:05 00:25:07 I know he's gonna to share something valuable, right?
00:25:07 00:25:10 But somebody on reels maybe has never ever seen you before
00:25:10 00:25:12 and they don't have that trust built up with you,
00:25:12 00:25:13 so that's why it's important
00:25:13 00:25:15 when you're making a toking to camera reel
00:25:15 00:25:17 that in that first like two or three seconds,
00:25:17 00:25:19 you say, you know,
00:25:19 00:25:20 something that really hooks them in,
00:25:20 00:25:21 something that really teases
00:25:21 00:25:23 the value that you're gonna offer,
00:25:23 00:25:25 and then you deliver on that quite quickly.
00:25:25 00:25:28 So I would just recommend keeping in mind the final audience
00:25:28 00:25:30 and how you differentiate your approach there.
00:25:30 00:25:32 With reels, it's always like cold audience,
00:25:32 00:25:33 they have no idea who you are,
00:25:33 00:25:35 assume that they've never seen your face before
00:25:35 00:25:37 and then figure out what you need to say
00:25:37 00:25:39 in order to get them to be interested
00:25:39 00:25:41 in what you're toking about.
00:25:41 00:25:44 - This is kind of fascinating and how long as of today,
00:25:44 00:25:45 can we do reels?
00:25:45 00:25:46 Is it 60 seconds or has it gone up?
00:25:46 00:25:47 I'm trying to remember.
00:25:47 00:25:51 - Yeah I believe they're just still one minute long,
00:25:51 00:25:52 but it definitely wouldn't surprise me
00:25:52 00:25:54 if we get three minute reels,
00:25:54 00:25:55 because we've been seeing Adam Mosseri
00:25:55 00:25:58 share longer reels than 60 seconds, so.
00:25:58 00:25:59 - Oh, really?
00:25:59 00:26:01 Okay that's good to know.
00:26:01 00:26:03 So when we're toking to camera
00:26:03 00:26:05 and we're specifically creating content,
00:26:05 00:26:08 I like what you said about mean I'm implying,
00:26:08 00:26:10 you said this that we should
00:26:10 00:26:12 act as if they've never heard of you before, right?
00:26:12 00:26:15 And it doesn't mean you should say who you are,
00:26:15 00:26:16 hey everybody, I'm Michael Stelzner,
00:26:16 00:26:17 founder Social Media Examiner,
00:26:17 00:26:19 nope that takes too long, right?
00:26:19 00:26:20 So get right into the goods,
00:26:20 00:26:23 and I would imagine if you do have 60 seconds
00:26:23 00:26:25 at the very end, you could include something,
00:26:25 00:26:27 and do you recommend doing that or not?
00:26:27 00:26:29 I mean, or do you just never recommend
00:26:29 00:26:31 having any kind of call to action in these reels?
00:26:31 00:26:33 - Yeah, I think it can be effective
00:26:33 00:26:37 to throw some text up on the screen at the end that says,
00:26:37 00:26:38 you know, follow me for more tips,
00:26:38 00:26:40 or sometimes if I do have the extra time
00:26:40 00:26:41 at the end of my reels,
00:26:41 00:26:44 I'll say follow me for more Instagram tips or whatever,
00:26:44 00:26:49 to try to bring them into, you know, my follow audience,
00:26:49 00:26:51 but I really think that
00:26:51 00:26:53 ultimately the content can speak for itself.
00:26:53 00:26:55 If you're creating something that is really engaging
00:26:55 00:26:57 and interesting and valuable,
00:26:57 00:26:58 I think people will go ahead and follow you,
00:26:58 00:27:00 even if you don't remind them too,
00:27:00 00:27:03 at least in like in the reels context.
00:27:03 00:27:03 - Okay perfect.
00:27:03 00:27:06 So you were about to go on with some other kinds of content,
00:27:06 00:27:07 feel free to keep going.
00:27:07 00:27:08 - Yeah exactly.
00:27:08 00:27:11 So that kind of is the reel's approach for right now,
00:27:11 00:27:13 there's a few other main formats that I think
00:27:13 00:27:17 are really effective, so one of those is graphic carousel.
00:27:17 00:27:20 So basically the format is educational,
00:27:20 00:27:24 valuable graphics with text on them,
00:27:24 00:27:26 that are highly shareable
00:27:26 00:27:28 and it really is answering a question
00:27:28 00:27:31 or solving a problem for your audience.
00:27:31 00:27:33 And I think in terms of, you know,
00:27:33 00:27:36 like other notes on format, like minimalist design,
00:27:36 00:27:38 I think is really (indistinct) punchy
00:27:38 00:27:42 and grabs your eye when you're scrolling,
00:27:42 00:27:44 these can be really effective because
00:27:44 00:27:46 they address concerns or questions
00:27:46 00:27:49 that your existing audience has,
00:27:49 00:27:51 but they also are shareable.
00:27:51 00:27:53 It's something that, you know,
00:27:53 00:27:54 one of your audience members
00:27:54 00:27:55 can press the little share button on
00:27:55 00:27:58 and share it to their Instagram story,
00:27:58 00:28:01 which basically just fits you more organic reach.
00:28:01 00:28:04 It allows their audience to discover you
00:28:04 00:28:06 through the graphic that was, you know,
00:28:06 00:28:08 shared to your follower story,
00:28:08 00:28:10 and I find that they also are quite effective
00:28:10 00:28:12 at showing up on the explore page.
00:28:12 00:28:14 For at least on my account,
00:28:14 00:28:17 I notike that this type of post graphic carousels
00:28:17 00:28:21 get a lot more reach that is to non followers.
00:28:21 00:28:24 So obviously the more reach you can get to non followers,
00:28:24 00:28:26 the more potential followers you can get.
00:28:26 00:28:29 - So on these carousels, these graphical carousel,
00:28:29 00:28:31 do you have any examples of ones you've seen
00:28:31 00:28:32 or ones you've done?
00:28:32 00:28:34 Just maybe you could describe them with words
00:28:34 00:28:35 so people could visualize
00:28:35 00:28:37 what you mean by the minimal design
00:28:37 00:28:38 and maybe how they're using them together.
00:28:38 00:28:39 - Yeah totally.
00:28:39 00:28:41 So I can give a few examples of ones
00:28:41 00:28:43 that have been effect on my own profile.
00:28:43 00:28:48 So I may one cut weeks back that just imagine
00:28:48 00:28:50 like basically a beige background with some, you know,
00:28:50 00:28:53 dark gray text that says
00:28:53 00:28:57 all of the new features Instagram ad in 2022 explained.
00:28:57 00:28:59 And then if you swipe to the next slide
00:28:59 00:29:01 and all the following slides,
00:29:01 00:29:03 on each one I have just a little screenshot
00:29:03 00:29:06 of what that new Instagram feature looks,
00:29:06 00:29:08 and then a bit of text explaining what it is.
00:29:08 00:29:12 So, oh, you know, we've got live badges to, you know,
00:29:12 00:29:13 let people know that you've got a new Instagram live
00:29:13 00:29:16 coming up in your profile and then swipe to the next one,
00:29:16 00:29:19 oh Instagram story likes that's a new feature, et cetera.
00:29:19 00:29:22 So that was really effective for me
00:29:22 00:29:23 because people are always curious about
00:29:23 00:29:25 the new features being released on Instagram,
00:29:25 00:29:27 and it was just very straight to the point
00:29:27 00:29:28 as you scroll through,
00:29:28 00:29:30 you get the information that you need,
00:29:30 00:29:35 and then it's very easy to either save that or share it.
00:29:35 00:29:37 So that kind of stuff, that's almost like
00:29:37 00:29:41 a list artikle of information that you can share
00:29:41 00:29:43 that obviously is relevant to your niche.
00:29:43 00:29:47 - Are you typically, you know how sometimes Instagram,
00:29:47 00:29:48 if you don't engage with it,
00:29:48 00:29:51 will show you another version in the carousel,
00:29:51 00:29:52 have you ever experienced that
00:29:52 00:29:53 when you're scrolling through Instagram,
00:29:53 00:29:55 you see again, but it's a different image.
00:29:55 00:29:56 Does it matter whether or not,
00:29:57 00:30:00 I would think this could screw up kind of your strategy,
00:30:00 00:30:03 like if you have a cool little something with an arrow
00:30:03 00:30:04 and you're trying to get them to go to the next one
00:30:04 00:30:07 and then Instagram decides to show them the third one,
00:30:07 00:30:08 do you have any tips on how to create it
00:30:08 00:30:11 so it's still valuable even if they don't get the first one?
00:30:11 00:30:12 Do you understand what I'm asking here?
00:30:12 00:30:14 - Yeah, no, I totally hear you,
00:30:14 00:30:15 like if you don't like it the first time,
00:30:15 00:30:17 the next time you see it in your feed, you might get like,
00:30:17 00:30:20 you know, the third image in the carousel.
00:30:20 00:30:22 So I think that in general,
00:30:22 00:30:24 I don't worry about that too much because
00:30:24 00:30:27 I design each of the graphic carousel slides
00:30:27 00:30:30 to really speak for themselves and to provide value,
00:30:30 00:30:31 whether or not you've seen the others.
00:30:31 00:30:35 So even if you don't necessarily know that the title of it
00:30:35 00:30:38 was, you know, all the new features Instagram added in 2022,
00:30:38 00:30:40 if you see a new slide that is explaining,
00:30:40 00:30:43 you know, what story is, you know,
00:30:43 00:30:44 that can be helpful in and of itself,
00:30:44 00:30:47 and I also think that ensuring that each of your slides
00:30:47 00:30:50 can be standalone makes them more effective
00:30:50 00:30:51 when they're shared to stories as well,
00:30:51 00:30:54 because if someone shares your carousel
00:30:54 00:30:55 to their Instagram story,
00:30:55 00:30:57 they're only gonna be able to preview
00:30:57 00:30:58 one of those images, right?
00:30:58 00:31:00 So if you can make sure that
00:31:00 00:31:03 each of those images can make sense out of context,
00:31:03 00:31:04 then that's just gonna help you
00:31:04 00:31:05 make them even more effective.
00:31:06 00:31:09 - Do you have a number of,
00:31:09 00:31:12 I don't know what they call the carousel sections,
00:31:12 00:31:14 but do you have slides or whatever?
00:31:14 00:31:18 I mean, do you normally suggest a certain quantity of them?
00:31:18 00:31:19 What's your thoughts on that?
00:31:19 00:31:21 - Yeah I would suggest creating
00:31:21 00:31:25 as many slides as you need to tell your story succinctly.
00:31:25 00:31:27 So I really don't think that there's a magic number,
00:31:27 00:31:30 I know some people think, oh, if you use all 10,
00:31:30 00:31:31 then it'll perform better.
00:31:31 00:31:32 I really don't think that's true,
00:31:32 00:31:36 I think that you need to share as many slides as necessary
00:31:36 00:31:40 to get your point across in a way that is detailed enough,
00:31:40 00:31:42 but also succinct so that it's consumable.
00:31:42 00:31:46 So I think whether, you know, that's two slides or seven,
00:31:46 00:31:48 they can be equally effective
00:31:48 00:31:50 depending on the content you're sharing.
00:31:50 00:31:52 - Okay so we've toked about reels
00:31:52 00:31:54 and we've toked about carousels.
00:31:54 00:31:56 Is there anything else that.
00:31:56 00:31:58 - Totally I've got more for you.
00:31:58 00:31:59 - Okay let's hear it.
00:31:59 00:32:04 - So the next type of content I'd suggest try out is memes.
00:32:04 00:32:07 So I feel like over the past year or two years,
00:32:07 00:32:08 we've really seen memes
00:32:08 00:32:11 kind of grow in popularity on Instagram.
00:32:11 00:32:15 So what I mean by that is content that is,
00:32:15 00:32:19 sometimes a graphic, so maybe like partially a gif
00:32:19 00:32:22 with like a funny, you know, caption on top of it
00:32:22 00:32:25 or a video clip from like a TV show
00:32:25 00:32:26 with some text popping up
00:32:26 00:32:29 that sort of makes a joke about it,
00:32:29 00:32:30 like in the context of your niche.
00:32:30 00:32:34 So in general culture references,
00:32:34 00:32:37 content that's really shareable or funny or relatable,
00:32:37 00:32:40 can be really effective,
00:32:40 00:32:42 and the great news for social media managers
00:32:42 00:32:46 is that this kind of thing can be so quick and fun to make,
00:32:46 00:32:48 it doesn't require all the effort and time
00:32:48 00:32:50 that say like filming a reel
00:32:50 00:32:53 or like shooting your own photos would take,
00:32:53 00:32:56 but I think that the catch here is it so important
00:32:56 00:33:00 to have a really clear idea of who your ideal audience is,
00:33:00 00:33:03 so that you know what kind of pop culture references
00:33:03 00:33:04 might be relevant for them.
00:33:04 00:33:05 Because if you miss the mark on that,
00:33:05 00:33:06 it's not gonna be effective,
00:33:06 00:33:08 you need to make sure that you're referencing
00:33:08 00:33:10 something that they'll actually understand,
00:33:10 00:33:13 but when you do, I feel like it can be so effective
00:33:13 00:33:15 because it's funny,
00:33:15 00:33:16 so like you get lots of great comments,
00:33:16 00:33:18 but you also get people sharing it to their stories,
00:33:18 00:33:21 which can help with your organic reach.
00:33:21 00:33:23 - Fascinatingly enough we have not covered memes
00:33:23 00:33:25 very often on this podcast that I can recall.
00:33:27 00:33:29 What do we need to know when we're sharing memes
00:33:29 00:33:33 on like a, you know, a professional or business account
00:33:33 00:33:35 or whatever they call it on an Instagram?
00:33:35 00:33:38 I mean, any thoughts that we need to know about
00:33:38 00:33:42 like using images that might include famous people
00:33:42 00:33:45 or anything like that, like what's your thoughts on that?
00:33:45 00:33:46 - Yeah, so I think that,
00:33:46 00:33:50 especially if you're pulling content from say,
00:33:50 00:33:51 like the gif library
00:33:51 00:33:56 that you can find in Instagram stories, that sort of thing,
00:33:56 00:33:59 like you can feel pretty confident about sharing that,
00:34:00 00:34:03 and certainly I'm no like legal expert
00:34:03 00:34:06 when it comes to copywriter, all of that stuff,
00:34:06 00:34:09 but what I do know is what the industry standards are,
00:34:09 00:34:10 and there's many, you know,
00:34:10 00:34:14 business accounts sharing this type of content, you know?
00:34:14 00:34:16 So it definitely is part of the culture on Instagram,
00:34:16 00:34:18 and I think everybody has to decide
00:34:18 00:34:21 what makes sense for your own business,
00:34:21 00:34:23 it feels appropriate to make pop culture references or not,
00:34:23 00:34:27 it's totally up to you in what your audience is expecting,
00:34:27 00:34:30 but definitely like Instagram gives us access to,
00:34:30 00:34:31 you know, gifs of celebrities or whatever,
00:34:31 00:34:33 right inside Instagram stories.
00:34:33 00:34:35 - Well, and while you were toking, I looked this up,
00:34:35 00:34:39 Facebook did buy GIPHY in 2020 for $315 million,
00:34:39 00:34:42 so my guess is,
00:34:42 00:34:44 Facebook's not gonna care if you use
00:34:44 00:34:47 images that are sourced from GIPHY.
00:34:47 00:34:48 - Yeah.
00:34:48 00:34:50 - Just because they paid the money, you know what I mean,
00:34:50 00:34:51 to have it on the platform.
00:34:52 00:34:55 Any dos or don'ts on memes?
00:34:55 00:34:57 'Cause I would imagine like
00:34:57 00:35:00 I don't know how many of my audience has done this before,
00:35:00 00:35:02 like do you have any tips on how to create good ones
00:35:02 00:35:03 or what to avoid or whatever?
00:35:03 00:35:07 - Yeah I think that, you know, it really is an art form,
00:35:07 00:35:09 like it's something that takes
00:35:09 00:35:10 a lot of practike to understand,
00:35:10 00:35:13 just like any kind of comedy to understand like
00:35:13 00:35:15 the timing or like how long
00:35:15 00:35:16 you want each of your captions to be.
00:35:16 00:35:18 So I think the best thing that you can do
00:35:18 00:35:21 is start by finding pages in your niche
00:35:21 00:35:23 that are sharing that kind of content
00:35:23 00:35:27 and sort of see just like consume a ton of examples
00:35:27 00:35:28 'cause that'll kind of start to give you
00:35:28 00:35:30 a sense of how people format them,
00:35:30 00:35:32 and then I think that paired
00:35:32 00:35:34 with a really really deep understanding
00:35:34 00:35:35 of who you're speaking to,
00:35:35 00:35:36 like who your audience is,
00:35:36 00:35:39 that's gonna be that magical combination
00:35:39 00:35:42 to figure out what will work well when it comes to memes.
00:35:42 00:35:42 And I think the other thing too
00:35:42 00:35:44 is you can be created with them, you don't have to feel like
00:35:44 00:35:47 you need to make pop culture references.
00:35:47 00:35:48 For some of my clients,
00:35:48 00:35:50 we've actually used images of like
00:35:50 00:35:52 the founder of the small business and then like
00:35:52 00:35:54 added little funny captions to that.
00:35:54 00:35:56 So you can make a meme out of yourself as well,
00:35:56 00:35:58 it doesn't have to be, you know,
00:35:58 00:36:00 an image of a celebrity or whatever.
00:36:00 00:36:02 So there's lots of different creative ways
00:36:02 00:36:06 that you can use this format to create something fun
00:36:06 00:36:09 and shareable for your audience.
00:36:09 00:36:10 - I don't know if you have any more,
00:36:10 00:36:11 but I know we toked about reels,
00:36:11 00:36:13 we toked about carousels and we toked about memes,
00:36:13 00:36:15 you got more in there, Katie?
00:36:15 00:36:18 - Yes I do, I've got two and I'll try to of keep them quick.
00:36:18 00:36:21 So the first is it's kind of a variation on memes,
00:36:21 00:36:23 but tweet graphics.
00:36:23 00:36:25 So we've probably all seen,
00:36:25 00:36:27 this is kind of like taken over Instagram
00:36:27 00:36:30 over the past couple years and that is basically
00:36:31 00:36:33 a quick witty, like maybe a hot take,
00:36:33 00:36:35 something that's short and sweet
00:36:35 00:36:36 and it's formatted as if it looks like
00:36:36 00:36:38 it's a screenshot of a tweet.
00:36:38 00:36:39 Sometimes it actually is,
00:36:39 00:36:42 but there's also all kinds of like Canva templates
00:36:42 00:36:45 that you can find that make it look like it's a tweet,
00:36:45 00:36:47 and this is just a really shareable format
00:36:47 00:36:49 because it's so short, consumable,
00:36:49 00:36:51 easy to throw up on your Instagram story,
00:36:51 00:36:54 that's something that you connect with and agree with.
00:36:54 00:36:56 So that can be a really great way to share
00:36:56 00:36:58 even like a quote from a podcast
00:36:58 00:37:00 or just a thought that you have about your industry
00:37:00 00:37:02 that might be relatable to your audience.
00:37:02 00:37:05 So tweet graphics in general
00:37:05 00:37:08 can be really really effective when they're done right.
00:37:08 00:37:11 And then my last piece of content suggestion
00:37:11 00:37:13 is photos with longer captions,
00:37:13 00:37:15 which might be a surprise to some
00:37:15 00:37:17 because I feel like some people feel like
00:37:17 00:37:19 photos are dead on Instagram,
00:37:19 00:37:22 but that's definitely not been my experience
00:37:22 00:37:25 with my content over the past couple months,
00:37:25 00:37:29 sharing photo carousel, share for a personal brand.
00:37:29 00:37:31 So for me, it's like sharing photos of myself
00:37:31 00:37:34 with a longer caption that is more,
00:37:34 00:37:35 a little bit more vulnerable,
00:37:35 00:37:37 a little bit more personal
00:37:37 00:37:38 that can really connect with your audience,
00:37:38 00:37:42 I've found too also be an effective format.
00:37:42 00:37:45 - Yeah I'm curious about this because I do see, for example,
00:37:45 00:37:47 in my feed, Billy Jean,
00:37:47 00:37:50 who is a marketer who happens to be a local marketer
00:37:50 00:37:53 here in San Diego, but he is pretty well known.
00:37:53 00:37:56 He tends to share all sorts of pictures of his daughter
00:37:56 00:37:59 when she was a baby saying, you know,
00:37:59 00:38:00 the entrepreneurial life, you know,
00:38:00 00:38:03 and the don't want to your kids to grow up too fast
00:38:03 00:38:05 and just all these kind of things, right,
00:38:05 00:38:08 where it almost looks like it's not a marketing post,
00:38:08 00:38:10 but he advertises in that way as ads.
00:38:10 00:38:11 You know what I mean?
00:38:11 00:38:13 And you almost like don't realize
00:38:13 00:38:15 that you're not just reading someone's update.
00:38:17 00:38:18 That seems to be pretty powerful,
00:38:18 00:38:22 and it seems to be hearkening back to earlier
00:38:22 00:38:24 where we toked about like if you're really good
00:38:24 00:38:26 at writing captions and telling stories,
00:38:26 00:38:27 this can be very powerful, right?
00:38:27 00:38:29 Why does this work?
00:38:29 00:38:32 Why being vulnerable with your content?
00:38:32 00:38:33 Why is this potentially a strategy
00:38:33 00:38:36 that actually seems to have an impact?
00:38:36 00:38:38 - Yeah and it is so effective,
00:38:38 00:38:41 and I really think that it comes down to the fact
00:38:41 00:38:43 that you are building trust with your audience.
00:38:43 00:38:46 You know, like it can feel obviously scary
00:38:46 00:38:48 to share something that's sort of personal
00:38:48 00:38:50 or maybe you're insecure about or you don't, you know,
00:38:50 00:38:52 normally want to share with the public or whatever,
00:38:52 00:38:55 and I think that audiences can really sense that,
00:38:55 00:38:57 they sense that it is something
00:38:57 00:38:59 that is maybe difficult to tok about or, you know,
00:38:59 00:39:01 it's personal to you and people appreciate
00:39:01 00:39:04 that openness and that vulnerability,
00:39:04 00:39:05 and it allows you to share
00:39:05 00:39:09 a little bit more of your personality and yeah,
00:39:09 00:39:10 really build up that sense of connection
00:39:10 00:39:12 and trust with your audience,
00:39:12 00:39:14 so then when you share other types of formats,
00:39:14 00:39:17 like for example, you know, reels or other, you know,
00:39:17 00:39:19 you show up on stories or whatever,
00:39:19 00:39:21 they feel more connected with you because
00:39:21 00:39:22 they've seen that photo of your face
00:39:22 00:39:25 with something that feels quite personal, that they've read.
00:39:25 00:39:26 So it really just builds up
00:39:26 00:39:29 that personal connection and trust.
00:39:29 00:39:30 - Okay so up to this point,
00:39:30 00:39:33 we've toked about creating content that you love,
00:39:33 00:39:34 and then we've toked about
00:39:34 00:39:37 creating content that performs well, right,
00:39:37 00:39:38 which is what we've just been toking about
00:39:38 00:39:41 with reels and carousels and memes and tweet graphics
00:39:41 00:39:43 and photos with longer captions
00:39:43 00:39:45 that may or may not be vulnerable.
00:39:47 00:39:49 The last part is time.
00:39:49 00:39:51 But before we go to how do we make time,
00:39:53 00:39:55 the overarching theme of this
00:39:55 00:39:57 is to create content that last right?
00:39:57 00:39:59 Sustainable content.
00:39:59 00:40:01 Is the sustainable part of this,
00:40:01 00:40:03 what we're about to tok about next
00:40:03 00:40:07 or is it, help me understand, like before we,
00:40:07 00:40:08 like, where does the sustainable thread
00:40:08 00:40:10 fit into all of this?
00:40:10 00:40:13 - Exactly, so really, I would say that
00:40:13 00:40:14 the first bit that we toked about,
00:40:14 00:40:17 about what you love and then also making time for content
00:40:17 00:40:19 is what makes it sustainable.
00:40:19 00:40:21 So when I say a sustainable Instagram strategy,
00:40:21 00:40:25 I mean a strategy that you can plan now and put in place
00:40:25 00:40:29 and continue to repeat and execute for weeks,
00:40:29 00:40:31 months, potentially years to come,
00:40:31 00:40:34 because I really believe that Instagram growth
00:40:34 00:40:37 is about a slow and steady organic approach.
00:40:37 00:40:40 I mean, sure some people blow up overnight with,
00:40:40 00:40:42 you know, a viral reel or something,
00:40:42 00:40:44 but the reality for most of us is that
00:40:44 00:40:47 we're gonna plug away creating high value content
00:40:47 00:40:50 for our audiences for quite a while before we, you know,
00:40:50 00:40:52 see that organic growth start to snowball
00:40:52 00:40:54 and we get a larger audience.
00:40:54 00:40:55 So at the end of the day,
00:40:55 00:40:58 if you really truly want to see growth for your account,
00:40:58 00:41:00 you're going to need to make a plan
00:41:00 00:41:04 and continue to execute on that plan over the long term.
00:41:04 00:41:06 I really believe that growing on Instagram
00:41:06 00:41:08 is about being consistent and persistent.
00:41:08 00:41:11 You can't give up when you don't see, you know,
00:41:11 00:41:14 immediate, crazy results, you've gotta keep pushing forward.
00:41:14 00:41:17 And so that's what's so important to find a strategy
00:41:17 00:41:20 where you enjoy creating that type of content,
00:41:20 00:41:22 you know that it's getting you those results,
00:41:22 00:41:24 even if it's slow and steady results,
00:41:24 00:41:25 and then you know it's something that
00:41:25 00:41:27 you actually have time for because it means
00:41:27 00:41:29 that you will actually continue to do it.
00:41:29 00:41:32 'Cause I feel like so many people, you know,
00:41:32 00:41:34 they kind of flirt with the latest trends,
00:41:34 00:41:35 try this out, try that out,
00:41:35 00:41:39 and then over time that's not gonna amount significant,
00:41:39 00:41:41 but if you can put together an effective strategy,
00:41:41 00:41:44 that is also something that you can sustainably commit to
00:41:44 00:41:46 and continue executing on over time,
00:41:46 00:41:48 that's where you're gonna see real growth.
00:41:48 00:41:50 So that's what sustainability on Instagram
00:41:50 00:41:52 is all about to me. - Do you have any tips
00:41:52 00:41:55 on how we can make time to create content?
00:41:55 00:41:59 Because obviously I know the word make time
00:41:59 00:42:01 is kind of an oxymoron,
00:42:01 00:42:03 you can't really make time, but, you know,
00:42:03 00:42:05 how can we be better with our time
00:42:05 00:42:07 so that we have time to make content?
00:42:07 00:42:08 - Exactly, yeah,
00:42:08 00:42:11 I am all about time management, time blocking
00:42:11 00:42:13 and figuring out how you can make it fit.
00:42:13 00:42:17 So I think the first thing to do is to look at your calendar
00:42:17 00:42:20 and do a little bit of self-reflection.
00:42:20 00:42:23 Figure out where you're spending time
00:42:23 00:42:25 when it comes to your Instagram content.
00:42:25 00:42:29 Might even be effective to use a time tracker app
00:42:29 00:42:31 and kind of log your, you know,
00:42:31 00:42:33 content creation time for maybe a week or whatever,
00:42:33 00:42:35 as an experiment to see how long
00:42:35 00:42:37 it takes you to do certain things.
00:42:37 00:42:39 Because ultimately after we've gone through
00:42:39 00:42:40 our kind of past two steps
00:42:40 00:42:43 of figuring out what we like to make and what performs well,
00:42:43 00:42:45 we might have all kinds of ideas of stuff
00:42:45 00:42:46 that we wanna add to the list
00:42:46 00:42:48 of things that we're gonna create for Instagram,
00:42:48 00:42:50 but you need to figure out
00:42:50 00:42:52 before you start adding to the list,
00:42:52 00:42:54 you know, what takes time right now?
00:42:54 00:42:55 What can you add?
00:42:55 00:42:58 What do you have to eliminate in order to make that time
00:42:58 00:43:01 for adding in this new piece to your strategy?
00:43:01 00:43:03 Because you have to remember all this stuff
00:43:03 00:43:05 really does take time, like making a reel
00:43:05 00:43:08 or designing a graphic carousel, all of this adds up,
00:43:08 00:43:12 so it's important to create a plan and a schedule
00:43:12 00:43:14 before you just tack them onto your strategy,
00:43:14 00:43:17 because that is gonna be a total enemy to consistency.
00:43:17 00:43:18 If you tell yourself, oh yeah,
00:43:18 00:43:20 I'm gonna make like five reels this week,
00:43:20 00:43:22 well, that might not actually be reasonable.
00:43:22 00:43:22 So it's important
00:43:22 00:43:25 to look through your schedule first of all,
00:43:25 00:43:27 figure out where you're currently spending time,
00:43:27 00:43:29 and then you could kind of go from there
00:43:29 00:43:30 in terms of making a plan.
00:43:31 00:43:32 - Awesome.
00:43:32 00:43:36 Katie, if people want to make time,
00:43:37 00:43:39 set aside time to connect with you
00:43:39 00:43:41 and to discover more about all the great stuff
00:43:41 00:43:43 that you've got going on, you see what I did there,
00:43:43 00:43:44 and by the way, we thank everyone
00:43:44 00:43:46 for the time that they spent with us today,
00:43:46 00:43:49 but I know some people are gonna wanna go deeper,
00:43:49 00:43:51 I know some people are gonna wanna reach out to you,
00:43:51 00:43:53 where do you wanna send them if they wanna discover more?
00:43:53 00:43:55 - Yeah, so I've actually compiled
00:43:55 00:43:57 a bunch of resources for your listeners,
00:43:57 00:44:00 including some extra bonus tips about
00:44:00 00:44:02 how to hone it on your specific strategy,
00:44:02 00:44:04 plus my own content creation routine
00:44:04 00:44:07 and how I build habits around Instagram content creation
00:44:07 00:44:08 that can help you with your time management,
00:44:08 00:44:12 to make a real sustainable Instagram strategy.
00:44:12 00:44:14 So you can find all of that great stuff,
00:44:14 00:44:19 totally for free on my website at katiesteckly.com/sme.
00:44:19 00:44:22 So you can find it all there,
00:44:22 00:44:24 and I'm really really excited to share it with you all.
00:44:24 00:44:26 - Cool and why don't you spell Steckly
00:44:26 00:44:28 just so everybody knows how to spell that.
00:44:28 00:44:33 - Yep, so it is spelled S-T-E-C-K-L-Y.
00:44:34 00:44:35 - Katie Steckly, thank you so much for coming on
00:44:35 00:44:38 and sharing your wisdom with us, I really appreciate it.
00:44:38 00:44:40 - Thanks so much for having me.

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