Meet the Man Who Solved the Instagram Algorithm (Brock Johnson interview)

00:55:02
https://www.youtube.com/watch?v=N1ozk6TTdwU

Summary

TLDRThe video is an insightful interview with Brock Johnson, a prominent social media strategist and Instagram expert with 735,000 followers. Throughout the discussion, Johnson shares his expert frameworks and strategies essential for not only growing an Instagram account but effectively converting these followers into sales and committed customers. Brock underscores the importance of viewing Instagram growth through the lens of a business owner rather than just a content creator. He shares how his entrepreneurial journey began unexpectedly with a Snapchat course, eventually pivoting to Instagram as Snapchat declined. The conversation shifts to leveraging Instagram stories not as a method for growth but as a tool for engagement and conversion, emphasizing that stories should be casual, direct, and created within Instagram to foster genuine connections. Johnson also discusses the importance of DM automation tools to streamline engagement with followers, turning interactions into sales opportunities. However, he denounces practices like purchasing followers, which might give a semblance of popularity but severely disrupts genuine engagement necessary for long-term growth. The video covers the importance of developing a content strategy tailored to specific goals, including engagement, growth, or sales, and contrasts effective content types like 'share-worthy' posts that naturally drive engagement versus generic content. Building authentic content rooted in one’s unique personality and interests, while also being strategic about posting frequency and content type, are crucial takeaways from Johnson's insights. This exchange is invaluable for anyone looking to refine their approach to Instagram marketing, focusing on crafting content that not only garners attention but also fosters trust and nurtures genuine customer relationships.

Takeaways

  • 📈 Instagram growth requires a strategic approach focusing on both followers and conversion into customers.
  • 🚀 Brock Johnson suggests using Instagram stories for engagement, not direct growth.
  • 📤 Share-worthy content is critical for organic reach and viral potential.
  • 🤝 DM automation is a powerful tool for converting engagement into sales.
  • 🎯 Each content type on Instagram should serve a distinct purpose: growth, engagement, or sales.
  • ❌ Buying followers can harm long-term engagement and authenticity.
  • 📝 Consistent, quality posting is more valuable than sporadic high-effort content.
  • 🎥 Content should reflect genuine personality and be rooted in personal interests.
  • 🔍 Always align Instagram strategies with business goals for optimized outcomes.
  • 💡 Educational content can be infused with entertainment for better engagement.

Timeline

  • 00:00:00 - 00:05:00

    The video begins with the host introducing Brock Johnson, a social media expert with a considerable Instagram following. The host expresses excitement about the upcoming discussion on content creation and its impact on business growth, emphasizing the potential value for viewers struggling with ineffective content strategies.

  • 00:05:00 - 00:10:00

    Brock Johnson introduces himself as an entrepreneur more than a content creator and shares his journey towards becoming a social media coach. He emphasizes his role in educating business owners and content creators about growing their social media presence, particularly on Instagram. He highlights his full-time dedication to understanding algorithms and helping others grow their accounts.

  • 00:10:00 - 00:15:00

    Brock recounts his entrepreneurial journey that began in college, where he created a course to teach parents about Snapchat for income. His initial success transitioned into teaching Snapchat marketing before pivoting to Instagram as the platform gained popularity. Despite challenges, such as NCAA regulations, he successfully transitioned his business from Snapchat to Instagram, focusing initially on Instagram stories.

  • 00:15:00 - 00:20:00

    Brock continues discussing the importance of Instagram stories for businesses, highlighting their role in building trust and generating sales, rather than growth. He elaborates on how stories can reflect personal interests that might not align with one's niche, helping create authentic connections that facilitate business opportunities through direct messages.

  • 00:20:00 - 00:25:00

    The conversation shifts to specific strategies for leveraging Instagram stories for business, like sharing personal snippets to engage followers. Brock emphasizes direct message automation as a tool for capturing leads through strategic interactions prompted in stories, making use of platforms like ManyChat to streamline DM engagements for business growth.

  • 00:25:00 - 00:30:00

    The host shifts focus to a broader Instagram content strategy. Brock outlines different strategies for growth, engagement, and sales, noting that goals determine the approach. For growth, frequent posting is essential, while sales strategies require quality content. He suggests businesses use DM automation in feed posts to foster leads directly from engagement.

  • 00:30:00 - 00:35:00

    Brock addresses the pitfalls of buying followers, based on the host's experience with such tactics. He explains how inorganic strategies affect engagement rates and authentic growth. Brock outlines conditions that might necessitate starting a new account, focusing on authentic and consistent engagement to drive true follower growth.

  • 00:35:00 - 00:40:00

    A comparison is drawn regarding how inorganic followers impacted Brock's TikTok experience negatively. He discusses the importance of ensuring niche-related content in the feed to avoid attracting disinterested followers, which can hurt engagement and lead generation. He shares insights on generating authentic engagement consistent with strategic business goals.

  • 00:40:00 - 00:45:00

    Brock explains the value of share-worthy content, citing Instagram's algorithm preference for shares as a way to bypass typical feed limitations. He identifies categories of share-worthy content like motivational posts, relatable content, and controversial opinions, which naturally increase organic reach beyond standard algorithmic distribution.

  • 00:45:00 - 00:50:00

    The discussion touches on Alex Hormozi's insights regarding maintaining niche consistency over alternative content that might drive views but not business value. Brock shares his five categories of share-worthy content that thrive on relatability, controversy, calls to action, and timely culture references, creating content that resonates and spreads organically.

  • 00:50:00 - 00:55:02

    Brock discusses the role of AI video creation in content production, acknowledging potential and limitations. He notes AI's increasing capability but emphasizes the importance of human creativity in guiding AI tools effectively. He believes content creators using AI will surpass those who don't, underscoring AI's role in scaling and efficiency without replacing core creative roles.

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Mind Map

Video Q&A

  • Who is Brock Johnson?

    Brock Johnson is a social media expert with 735,000 Instagram followers who focuses on teaching others how to grow on social media.

  • What is Brock Johnson known for?

    He is known for his expertise in social media growth, especially on Instagram, and turning followers into customers.

  • How did Brock Johnson start his career?

    He started as a college student creating a course on internet safety for kids on Snapchat, eventually transitioning to Instagram coaching.

  • How important are Instagram stories for growth?

    Instagram stories are essential for building trust and making sales, though they do not help with follower growth.

  • Why shouldn't you use Canva for Instagram stories?

    Brock Johnson suggests not using tools like Canva because Instagram stories should be informal, in-the-moment, and documentary-style, created directly in the Instagram app.

  • What is DM automation and why is it important?

    DM automation helps automatically respond to certain keywords, helping turn interactions into sales or leads easily.

  • Why did Brock Johnson switch from Snapchat to Instagram?

    He switched due to Snapchat's decline in popularity as Instagram became more dominant with its introduction of Instagram stories.

  • What are the key themes Brock emphasizes for Instagram success?

    Brock emphasizes consistency, quality posts, and utilizing stories and DMs effectively for growth and sales.

  • What mistake did the interviewer make with Instagram growth?

    The interviewer bought fake followers trying to reach 10,000 which hurt engagement as these followers weren't genuinely interested in the content.

  • What are the risks of buying Instagram followers?

    Buying followers can decrease engagement since they aren't a genuine audience and may harm your content's reach.

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  • 00:00:00
    I just interviewed Brock Johnson he has
  • 00:00:03
    735,000
  • 00:00:05
    Instagram followers and this guy knows
  • 00:00:09
    how to grow on social media I can't wait
  • 00:00:12
    to share with you what we talked about
  • 00:00:16
    he dropped some insane Frameworks about
  • 00:00:19
    how to create content that not only
  • 00:00:22
    helps you grow your Instagram account
  • 00:00:25
    but also to actually turn those
  • 00:00:28
    followers into Sal and customers for
  • 00:00:31
    your business I was taking a ton of
  • 00:00:33
    notes this is an absolute Master Class
  • 00:00:35
    not just about Instagram but about
  • 00:00:38
    content creation as a whole if you're
  • 00:00:40
    someone who's been creating content but
  • 00:00:43
    it's just not performing that well this
  • 00:00:45
    is an episode you're going to want to
  • 00:00:47
    grab a notepad for because Brock does
  • 00:00:49
    not hold back without further Ado let's
  • 00:00:52
    get into it what is up Brock welcome to
  • 00:00:55
    the show thank you so much for having me
  • 00:00:56
    I'm excited to be here yeah I'm really
  • 00:00:58
    excited to have you and grateful but we
  • 00:01:01
    connected you know I went over your bio
  • 00:01:03
    a little bit in the
  • 00:01:05
    introduction um is there anything beyond
  • 00:01:08
    like the bullet points the highlight
  • 00:01:09
    reels that you want to share or tell
  • 00:01:12
    people before we dive in sure I I think
  • 00:01:16
    you know I I appreciate you having me
  • 00:01:17
    and I appreciate you know the fancy
  • 00:01:19
    introduction that that always is is
  • 00:01:21
    granted but um I I want to make sure as
  • 00:01:23
    we get started today that I acknowledge
  • 00:01:26
    that I first and foremost see myself as
  • 00:01:28
    an entrepreneur a business owner more
  • 00:01:30
    than a content creator um and I just am
  • 00:01:33
    in a unique position where my job as a
  • 00:01:36
    business owner is to teach other
  • 00:01:37
    business owners and content creators how
  • 00:01:39
    to grow on social media so I definitely
  • 00:01:41
    don't have this all uh figured out I
  • 00:01:44
    don't have every answer um so I'm just
  • 00:01:46
    kind of figuring things out as I go and
  • 00:01:48
    as I learn new things as we try new
  • 00:01:50
    things as new you know studies come out
  • 00:01:53
    I'm just reporting on my findings as I
  • 00:01:55
    test new things and I learn new things
  • 00:01:56
    about my own account I report on those
  • 00:01:59
    um to everyone in my community and
  • 00:02:00
    everyone who follows me um and I do this
  • 00:02:03
    full-time so like my full-time job is
  • 00:02:05
    dedicated to learning about the
  • 00:02:07
    algorithm and learning about Instagram
  • 00:02:09
    and we have um about 5,000 people in our
  • 00:02:12
    Instagram coaching membership so I'm
  • 00:02:14
    able to pull them and network with them
  • 00:02:16
    and ask them questions and help them
  • 00:02:18
    grow their accounts as well um so I
  • 00:02:21
    think that's another one last thing I I
  • 00:02:22
    want to say is I haven't just grown my
  • 00:02:24
    own account we've helped you know
  • 00:02:25
    thousands of people grow their as well
  • 00:02:27
    so just excited to you know get to
  • 00:02:29
    answer some questions stay and help
  • 00:02:31
    everyone figure out the Beast that is
  • 00:02:33
    Instagram yeah well I think a good place
  • 00:02:36
    to start would be like I'm curious how
  • 00:02:40
    you got into Instagram coaching like did
  • 00:02:44
    you start out doing more General
  • 00:02:46
    marketing and sales then Instagram
  • 00:02:48
    started blowing up and you were like oh
  • 00:02:50
    my God this is a thing maybe I could
  • 00:02:51
    teach this like tell us how you came to
  • 00:02:55
    do what you do now yes so I think it's
  • 00:02:58
    actually a pretty interesting story so
  • 00:02:59
    so my freshman year of college I needed
  • 00:03:02
    a way to provide for myself I was a
  • 00:03:04
    student athlete so I couldn't work like
  • 00:03:06
    a typical 9 to-5 job um so I knew
  • 00:03:09
    especially with my like family growing
  • 00:03:11
    up in an entrepreneurial family I knew
  • 00:03:13
    that the only real option for me was to
  • 00:03:16
    start my own business to sell something
  • 00:03:18
    online because I knew I wouldn't be able
  • 00:03:19
    to you know work that that nine-to-five
  • 00:03:21
    job I didn't have the time the energy to
  • 00:03:23
    do it um and so when I was about 19
  • 00:03:26
    years old freshman in college I created
  • 00:03:28
    a course and at the time the course and
  • 00:03:30
    people always laugh when I say this and
  • 00:03:32
    it is funny um the course was teaching
  • 00:03:34
    moms how to keep their kids safe on
  • 00:03:37
    Snapchat so totally different than what
  • 00:03:39
    I'm doing today um I I like to joke that
  • 00:03:42
    I was a paid snitch snitching out on all
  • 00:03:44
    my friends and all my um you know my
  • 00:03:47
    sister and her friends because she she
  • 00:03:48
    was younger than me um that was my first
  • 00:03:50
    quote unquote business my first real
  • 00:03:52
    business um and that was the first time
  • 00:03:54
    I sold something online in in a
  • 00:03:56
    legitimate sense I had had you know the
  • 00:03:59
    little odd oddballs side hustles as a
  • 00:04:02
    kid but nothing that lasted more than a
  • 00:04:03
    month or so but so that was my first
  • 00:04:04
    real business um and after a few months
  • 00:04:07
    of doing that I had built a customer
  • 00:04:10
    base a clientele um who all the sudden
  • 00:04:13
    knew how to use social media this new
  • 00:04:15
    social media they had already been on
  • 00:04:17
    Facebook and Instagram but now they knew
  • 00:04:18
    how to use Snapchat um and a lot of them
  • 00:04:21
    were in network marketing or a lot of
  • 00:04:22
    them had their own side hustles and they
  • 00:04:24
    saw me growing my side hustle on
  • 00:04:27
    Snapchat and so I started getting a lot
  • 00:04:29
    of questions questions about how do you
  • 00:04:31
    use Snapchat for marketing and really
  • 00:04:33
    back in the day Snapchat marketing was
  • 00:04:35
    all about your Snapchat story people
  • 00:04:37
    were ask me how do you use your snap
  • 00:04:39
    story to sell things and to promote and
  • 00:04:41
    affiliate stuff um because I was doing
  • 00:04:43
    all of that and so I was like hey if I
  • 00:04:46
    have this expertise and I've learned a
  • 00:04:48
    lot about this and there's clearly a
  • 00:04:50
    market because so many people are asking
  • 00:04:51
    me about it um I should create a course
  • 00:04:54
    for that and so my second course um was
  • 00:04:57
    still in the realm of Snapchat but it
  • 00:04:59
    was Snapchat instead of for moms it was
  • 00:05:01
    Snapchat for business so I was teaching
  • 00:05:04
    people how to um you know grow and
  • 00:05:06
    market and make sales on Snapchat and
  • 00:05:09
    then uh there was this kind of Fate type
  • 00:05:13
    of moment where uh everything looked
  • 00:05:16
    really Bleak and bad timing wise but it
  • 00:05:18
    ended up working out for the best and
  • 00:05:20
    what happened was I was again like I
  • 00:05:22
    said a college student athlete and this
  • 00:05:24
    was before the days of nil where now
  • 00:05:26
    student athletes can make all the money
  • 00:05:28
    they want doing whatever they want um
  • 00:05:30
    back just a few years ago you couldn't
  • 00:05:32
    um and so long story short the NCAA was
  • 00:05:35
    like whoa whoa whoa what is going on
  • 00:05:37
    here you know is is your business a real
  • 00:05:39
    business or is it just a way for donors
  • 00:05:42
    to give you money um under the guise of
  • 00:05:45
    a fake business and so for about six to
  • 00:05:47
    eight months I had to put my whole
  • 00:05:49
    business on pause had to shut everything
  • 00:05:51
    down take everything off the internet
  • 00:05:53
    you know stop promoting um I could still
  • 00:05:55
    post on social media but I wasn't able
  • 00:05:56
    to sell or anything like that um and
  • 00:05:59
    eventually the NCA cleared my name they
  • 00:06:01
    saidou good to go this is a legit
  • 00:06:03
    business you can resume operations but
  • 00:06:05
    when I resumed operations there was no
  • 00:06:07
    one left on Snapchat everyone had left
  • 00:06:10
    because Kylie Jenner and a bunch of
  • 00:06:13
    other celebrities and influencers were
  • 00:06:14
    like goodbye Snapchat we're done with
  • 00:06:17
    SNAP and they were all going back to
  • 00:06:18
    Instagram because this was right when
  • 00:06:20
    Instagram released Instagram stories and
  • 00:06:22
    so everyone was like screw Snapchat
  • 00:06:24
    we're done with Snapchat stories we're
  • 00:06:25
    not going to split our time and
  • 00:06:26
    attention we're all going to go back to
  • 00:06:28
    Instagram and use Instagram stor
  • 00:06:30
    um and so I said that you know it looked
  • 00:06:32
    Bleak at first because my business was
  • 00:06:33
    shut down and then I got my business
  • 00:06:35
    back but no one was on Snapchat but it
  • 00:06:37
    ended up working out for the best
  • 00:06:38
    because when I was able to resume
  • 00:06:40
    operations it was very organic and easy
  • 00:06:43
    for me to Pivot and instead of resuming
  • 00:06:45
    operations on Snapchat I just resumed
  • 00:06:47
    operations on Instagram and I
  • 00:06:48
    transitioned everything that I learned
  • 00:06:50
    about Snapchat stories over to Instagram
  • 00:06:52
    stories and so really my first initial
  • 00:06:55
    Niche if you will within Instagram
  • 00:06:57
    coaching was I was helping people grow
  • 00:06:59
    and market and make sales through
  • 00:07:01
    Instagram stories um and I've been doing
  • 00:07:04
    that for the last seven years so it's
  • 00:07:05
    just kind of grown from there and now I
  • 00:07:07
    kind of teach all-encompassing
  • 00:07:08
    everything you need to know about all
  • 00:07:10
    the different areas of Instagram um but
  • 00:07:12
    that's kind of where how we got to where
  • 00:07:13
    we are today wow I like that story for a
  • 00:07:17
    lot of reasons one is just highlights
  • 00:07:19
    the finding your Niche is always a
  • 00:07:22
    process of just moving forward despite
  • 00:07:25
    the uncertainty a lot of people are on
  • 00:07:26
    the sidelines cuz they like what's my
  • 00:07:28
    perfect Niche going to be but you really
  • 00:07:30
    don't find it like here I'm eight years
  • 00:07:33
    into the coaching space and just one
  • 00:07:35
    year into helping people publish books
  • 00:07:36
    it's like you really just have to move
  • 00:07:39
    forward and it kind of finds you um so
  • 00:07:42
    you started out as a someone who helped
  • 00:07:45
    with Instagram stories that's something
  • 00:07:47
    I'm curious
  • 00:07:48
    about um like I mean I we we can dig
  • 00:07:52
    into my Instagram history today a little
  • 00:07:55
    bit because it's embarrassingly bad and
  • 00:07:57
    you can give me lots of [ __ ]
  • 00:08:00
    um like one thing I don't do is post
  • 00:08:02
    stories ever you know I mean I'm not
  • 00:08:04
    really focused on Instagram but uh I am
  • 00:08:07
    curious like how important are Instagram
  • 00:08:11
    stories for someone who has like a coach
  • 00:08:15
    or Creator business and let's say they
  • 00:08:17
    want to sell a course or a book or a
  • 00:08:19
    coaching program how important are
  • 00:08:22
    Instagram stories to achieving that goal
  • 00:08:25
    totally So Stories I can start by saying
  • 00:08:28
    this they do not help you grow so if
  • 00:08:30
    anyone's goal is growth let's say they
  • 00:08:32
    just started a new account or they have
  • 00:08:34
    a relatively low amount of followers
  • 00:08:36
    they want more eyeballs and attention
  • 00:08:38
    don't you don't have to worry about
  • 00:08:39
    stories I'm not going to tell you to not
  • 00:08:41
    post stories but I'm going to tell you
  • 00:08:42
    you don't have to worry about stories
  • 00:08:44
    because they don't reach non-followers
  • 00:08:46
    and so by the by that same thought they
  • 00:08:49
    don't help you grow right if they're not
  • 00:08:50
    reaching new people then no new people
  • 00:08:52
    are seeing them so no one's going to
  • 00:08:53
    follow you from stories but stories are
  • 00:08:55
    really essential for making sales and
  • 00:08:58
    customer acquisition lead generation um
  • 00:09:02
    and it's because of a few things number
  • 00:09:04
    one stories are meant to be a a place
  • 00:09:07
    that is very informal a place that is
  • 00:09:09
    very behind the scenes it's very
  • 00:09:11
    documentary it's very in the moment it's
  • 00:09:14
    not supposed to be a place that is
  • 00:09:15
    highly produced or edited in fact I like
  • 00:09:18
    to tell people that if they're using
  • 00:09:19
    canva to create graphics for their
  • 00:09:22
    stories or they're ever opening like a
  • 00:09:24
    video editing app to edit a video for
  • 00:09:26
    their stories stop all you need for your
  • 00:09:29
    Instagram stories is just the in
  • 00:09:31
    Instagram stories camera like that's
  • 00:09:33
    where all of your stories should be
  • 00:09:34
    created just right there on Instagram
  • 00:09:36
    because it's meant to be quick and easy
  • 00:09:37
    in documentary that's their purpose and
  • 00:09:40
    because they're quick and easy and
  • 00:09:42
    documentary they show behind the scenes
  • 00:09:44
    they show kind of like a window into
  • 00:09:45
    your life your feed should be Niche
  • 00:09:49
    related and as we've talked about the
  • 00:09:50
    word Niche you know the things that
  • 00:09:52
    you're posting the reals the photos the
  • 00:09:54
    videos you're posting to your grid to
  • 00:09:56
    your profile to your feed those things
  • 00:09:58
    should be nich related but your stories
  • 00:10:01
    don't have to be because your stories
  • 00:10:03
    are for the viewers who have already
  • 00:10:04
    followed you they already know your
  • 00:10:06
    Niche they already know what you provide
  • 00:10:07
    they've already made the decision to
  • 00:10:09
    follow you now they're going to your
  • 00:10:11
    stories because they want to get to know
  • 00:10:12
    you better they want to learn what makes
  • 00:10:14
    you tick they want to learn what makes
  • 00:10:15
    you unique they want to trust you they
  • 00:10:18
    want to learn to like you and maybe even
  • 00:10:19
    love you that's why people go to your
  • 00:10:21
    stories um and obviously all of those
  • 00:10:23
    things help in sales because so many of
  • 00:10:25
    us are doing what other people do or we
  • 00:10:27
    offer the same sorts of things that
  • 00:10:29
    other people offer and so the way we
  • 00:10:31
    differentiate ourselves and the way we
  • 00:10:33
    say hey you should work with me instead
  • 00:10:35
    of working for any working with anyone
  • 00:10:37
    else is through that no likeing trust
  • 00:10:40
    through that personal relationship that
  • 00:10:41
    can be built on Instagram stories um and
  • 00:10:44
    the final thing I'll say about Instagram
  • 00:10:46
    stories is sales go down in the DMS that
  • 00:10:49
    is where sales on Instagram take place
  • 00:10:52
    yes like there is the link in BIO and
  • 00:10:55
    yes you can put a link on your stories
  • 00:10:57
    but for the most part sales are going to
  • 00:10:59
    happen in the direct messages or people
  • 00:11:01
    are going to get into like they're going
  • 00:11:03
    to become a lead they're going to get on
  • 00:11:05
    your email list through your DMs and
  • 00:11:07
    then maybe they're sold off of Instagram
  • 00:11:09
    but all of that happens in the DMS and
  • 00:11:11
    the easiest way to get someone into your
  • 00:11:13
    DMs is by first watching your stories
  • 00:11:16
    because when they're watching your
  • 00:11:17
    stories there's that little reply bar at
  • 00:11:19
    the bottom of the screen and when
  • 00:11:20
    someone replies down there it goes into
  • 00:11:22
    your DMs boom you're having a one-on-one
  • 00:11:24
    conversation and that's the first step
  • 00:11:26
    in making a sale so again to kind of
  • 00:11:28
    summarize all this stories don't help
  • 00:11:30
    you grow but they are essential uh for
  • 00:11:32
    building trust in your audience and for
  • 00:11:33
    making sales wow that's really
  • 00:11:36
    interesting because you know everyone
  • 00:11:38
    says like to build a personal brand you
  • 00:11:42
    have to uh like show parts of your
  • 00:11:45
    personality you know the weird stuff the
  • 00:11:47
    quirky things that are your interests
  • 00:11:49
    and your hobbies I've always struggled
  • 00:11:51
    to necessarily weave that into my Niche
  • 00:11:55
    content if I'm writing a post about how
  • 00:11:57
    to write a book to get clients or
  • 00:11:58
    whatever I'm like yeah how do I factor
  • 00:12:00
    in snowboarding into this let them know
  • 00:12:02
    you know um it's almost like you're
  • 00:12:05
    saying you don't really have to worry
  • 00:12:06
    about that I don't know if you're saying
  • 00:12:08
    that
  • 00:12:09
    but no exactly no you hit the nail on
  • 00:12:11
    the head like I can use snowboarding
  • 00:12:13
    myself as an example there has been one
  • 00:12:17
    snowboarding post that I have made on my
  • 00:12:19
    feed in the last probably two or three
  • 00:12:22
    years one single post I snowboarded 65
  • 00:12:26
    days last year it is a huge part of my
  • 00:12:28
    life stayed up I usually have like a
  • 00:12:30
    strict bedtime of like 9:30 I'm lights
  • 00:12:33
    out I'm going to read mean a couple
  • 00:12:34
    chapters of my book go to bed last night
  • 00:12:36
    I stayed up till like 11:30 which for me
  • 00:12:38
    is late because I was like researching
  • 00:12:41
    snowboarding stuff so I say all that to
  • 00:12:43
    say I geek out over snowboarding you do
  • 00:12:45
    not see it on my feed because that's not
  • 00:12:47
    why someone's going to follow me no
  • 00:12:48
    one's going to follow me because I like
  • 00:12:51
    snowboarding I'm not a professional
  • 00:12:52
    snowboard I don't sell anything relating
  • 00:12:54
    to snowboarding so no one's going to
  • 00:12:56
    follow me for that they're going to
  • 00:12:57
    follow me to learn how to grow on in
  • 00:12:59
    and then if they're like you maybe you
  • 00:13:01
    followed me to learn how to grow on
  • 00:13:02
    Instagram but then you watch my stories
  • 00:13:04
    and you see a clip of me snowboarding
  • 00:13:06
    you're like gosh I like this guy even
  • 00:13:08
    more because we have the same interest
  • 00:13:10
    and that is really the the Difference
  • 00:13:12
    Maker there so yeah no you were
  • 00:13:14
    absolutely right okay that's really
  • 00:13:17
    powerful and I'm gonna I'm inspired to
  • 00:13:19
    start sharing more stories right after
  • 00:13:22
    this um I guess one final question about
  • 00:13:25
    that is so if I'm kind of you know
  • 00:13:29
    documenting like I I recorded a YouTube
  • 00:13:31
    video before uh we hopped on here and
  • 00:13:34
    I'm thinking I could have gotten my
  • 00:13:36
    phone and said hey this is my little
  • 00:13:40
    YouTube setup you know it's nothing much
  • 00:13:43
    I'm about to record a YouTube video kind
  • 00:13:45
    of thing like a little
  • 00:13:47
    b-roll um how do you is there is there
  • 00:13:51
    something that you do to actually
  • 00:13:53
    initiate DMS so you're not just sharing
  • 00:13:57
    behind the scenes behind the scenes how
  • 00:13:58
    do you
  • 00:13:59
    of that corner to try and encourage
  • 00:14:02
    someone in the stories to reply so you
  • 00:14:05
    can start that
  • 00:14:06
    conversation yeah so I think initially
  • 00:14:10
    um it's going to feel uncomfortable to
  • 00:14:12
    be yourself and to post about all those
  • 00:14:14
    like things that make you you I'll give
  • 00:14:16
    you but over time you'll improve and
  • 00:14:18
    over time you'll get more natural and
  • 00:14:20
    over time you'll get more um bold in how
  • 00:14:22
    you talk about those things it's very
  • 00:14:24
    much like a relationship with with like
  • 00:14:26
    a friend you make a new friend the first
  • 00:14:28
    couple times you hang out out it's
  • 00:14:29
    vanilla right like you're not really
  • 00:14:31
    getting that deep you're not talking
  • 00:14:32
    about the stuff that makes you tick like
  • 00:14:34
    you could hang out with someone five 10
  • 00:14:36
    times and you're still like I don't
  • 00:14:38
    really know like their background I
  • 00:14:40
    don't really know like their beliefs and
  • 00:14:41
    where they stand on things it's not till
  • 00:14:44
    you know a few months go by that you
  • 00:14:47
    really unpack all of the layers of that
  • 00:14:49
    onion and the same is true on your story
  • 00:14:51
    so um I'll give you an example that I
  • 00:14:53
    posted the other day I posted this story
  • 00:14:55
    and I I kind of funny hook at the
  • 00:14:57
    beginning of the story I said listen you
  • 00:14:59
    can unfollow me for this opinion if you
  • 00:15:02
    want to which of course makes everyone
  • 00:15:04
    like perk up and I said but I fully
  • 00:15:07
    support having your Halloween
  • 00:15:08
    decorations up on September 1st and I
  • 00:15:11
    fully support having your Christmas
  • 00:15:12
    decorations up on November 1st like
  • 00:15:14
    that's the kind of guy I am you know
  • 00:15:16
    shoot me if you don't like it but you
  • 00:15:18
    know that's who I am um and that is
  • 00:15:21
    something that is a little bit more bold
  • 00:15:23
    of a way to say it um rather than just
  • 00:15:25
    being like CU my original thought was I
  • 00:15:28
    saw someone with like a jack Lantern on
  • 00:15:29
    their porch and I was going to take a
  • 00:15:30
    picture and be like love this that's
  • 00:15:32
    kind of vanilla right like saying oh
  • 00:15:34
    this is cool I love this that's that's
  • 00:15:35
    not that cool but me saying hey that's
  • 00:15:37
    the kind of person I am I I love having
  • 00:15:38
    your decorations up early that sort of
  • 00:15:40
    thing um I got a ton of replies from
  • 00:15:42
    that and that's a ton of just organic
  • 00:15:44
    relationships and connections but
  • 00:15:47
    strategically speaking now especially
  • 00:15:48
    for business owners the best way to get
  • 00:15:50
    people into your DMs especially a DM
  • 00:15:54
    that's actually going to make a sale
  • 00:15:55
    like someone replying to my story about
  • 00:15:56
    the Halloween decorations and being like
  • 00:15:58
    Oh my gosh me to or oh my gosh I I put
  • 00:16:01
    my Christmas decorations up in July
  • 00:16:02
    that's not going to be a sale right then
  • 00:16:04
    and there but if I want to make a sale
  • 00:16:06
    right then and there and I don't want to
  • 00:16:07
    get too lost in the sauce and the
  • 00:16:09
    technical terms here right now but I
  • 00:16:12
    would recommend using a tool called DM
  • 00:16:15
    direct message automation DM automation
  • 00:16:18
    which is essentially you can tell people
  • 00:16:21
    a specific word to reply with and then
  • 00:16:24
    when they type that word they
  • 00:16:26
    automatically get a response that you
  • 00:16:28
    have typed out yourself in you know
  • 00:16:30
    whatever copywriting or sales lingo you
  • 00:16:32
    want to use and it's delivering the link
  • 00:16:35
    for them so I do this all the time I did
  • 00:16:37
    this on my story just yesterday someone
  • 00:16:39
    said hey I struggle with hooks and I
  • 00:16:40
    said okay DM me the word hook I put this
  • 00:16:44
    on my story DM me the word hook and I'll
  • 00:16:46
    send you 25 viral hook ideas then I get
  • 00:16:50
    thousands of people replying to that
  • 00:16:51
    story with the word hook and when they
  • 00:16:53
    reply with the word hook they
  • 00:16:55
    automatically get the link to the free
  • 00:16:57
    download they're getting on my email
  • 00:16:59
    list and what's really cool about that
  • 00:17:01
    is two final things I'll say before I
  • 00:17:03
    stop my app in is number one because
  • 00:17:07
    that link is in the DMS they're able to
  • 00:17:09
    go back to it I don't know about you
  • 00:17:11
    Brian but there have been so many times
  • 00:17:13
    where I've like clicked on a link on
  • 00:17:14
    someone's story and I've gotten
  • 00:17:16
    distracted or I've tried to like open it
  • 00:17:17
    in another browser or I've gotten a
  • 00:17:20
    phone call whatever I've lost the link
  • 00:17:22
    now the link is gone like I have to go
  • 00:17:23
    back and find that person's story what
  • 00:17:25
    if the story expired like it's tough to
  • 00:17:27
    navigate and then that's the perspective
  • 00:17:29
    of the consumer so it's easier that way
  • 00:17:31
    but from my perspective as the business
  • 00:17:34
    owner I would much rather have someone
  • 00:17:35
    in the DMS because then I can see who is
  • 00:17:38
    interested I can see who wanted the link
  • 00:17:40
    when they reply to the story that's a
  • 00:17:42
    positive form of Engagement now my story
  • 00:17:44
    is going to be shown to more people so
  • 00:17:45
    I'm going to get more views if someone
  • 00:17:48
    requested the link they received it but
  • 00:17:50
    then they didn't actually purchase or
  • 00:17:51
    they didn't actually even click on the
  • 00:17:52
    link I can follow up and ask additional
  • 00:17:54
    questions and just serve them better um
  • 00:17:57
    and so DM automation is a tool that I
  • 00:17:59
    think every single business owner every
  • 00:18:01
    single Creator every single person who's
  • 00:18:03
    trying to promote or sell something on
  • 00:18:04
    Instagram DM automation is a tool that
  • 00:18:06
    they should be using um and the the
  • 00:18:09
    platform that I use for my DM automation
  • 00:18:11
    it's the number one like most trusted
  • 00:18:13
    it's the one I recommend is called many
  • 00:18:15
    chat m n y c h a t um but that's
  • 00:18:19
    definitely like in my opinion if there's
  • 00:18:21
    any tool that you need in your tool belt
  • 00:18:23
    as a content creator or business owner
  • 00:18:24
    on Instagram it's that nice nice so in
  • 00:18:29
    don't be afraid to post slightly
  • 00:18:32
    polarizing content that states your
  • 00:18:34
    opinion and then drop like a free lead
  • 00:18:38
    Magnet say reply with the word and then
  • 00:18:40
    you set up that automated software and
  • 00:18:42
    then it's just like just that's pretty
  • 00:18:45
    powerful man um I want to like so we've
  • 00:18:49
    highlighted how
  • 00:18:51
    to nurture the relationship with your
  • 00:18:54
    existing audience via stories and turn
  • 00:18:57
    those into leads for your stuff let's
  • 00:19:01
    zoom out for a second and uh because I I
  • 00:19:05
    remember one of the one of your reals
  • 00:19:08
    said posting reals is not a Content
  • 00:19:10
    strategy or something like that that
  • 00:19:12
    resonated with me I was like oh like
  • 00:19:14
    there's more strategy to this than that
  • 00:19:16
    you know like could you could you give
  • 00:19:19
    us the high level overview of what is
  • 00:19:23
    like the content strategy for Instagram
  • 00:19:25
    you know as far as growth and nurturing
  • 00:19:28
    along making sales can you kind of lay
  • 00:19:30
    out the framework for us yeah absolutely
  • 00:19:33
    and I always tell people your uh
  • 00:19:36
    strategy that you use is going to differ
  • 00:19:38
    based off the goals that you have um and
  • 00:19:40
    unfortunately a lot of times we are
  • 00:19:43
    going to want to achieve all these goals
  • 00:19:44
    at the same time but the strategies
  • 00:19:47
    required are almost opposite for example
  • 00:19:49
    if your strategy is to make more sales
  • 00:19:51
    uh you're going to use a different
  • 00:19:53
    strategy and a different posting style
  • 00:19:55
    than if your strategy is or if your goal
  • 00:19:57
    I should say is to up right like if you
  • 00:20:00
    just want more followers and more
  • 00:20:01
    eyeballs I'm going to recommend
  • 00:20:02
    different things to you than if you're
  • 00:20:03
    like hey I don't need any more followers
  • 00:20:05
    right now Brock I need people to start
  • 00:20:07
    buying my stuff and both of those are
  • 00:20:09
    going to be a different strategy than if
  • 00:20:11
    you tell me your goal is engagement like
  • 00:20:13
    if you're like hey I I don't need more
  • 00:20:14
    followers I'm not in a launch or a sale
  • 00:20:16
    right now I just need people to pay
  • 00:20:18
    attention to what I'm posting three
  • 00:20:19
    different strategies for each of those
  • 00:20:21
    different goals um what I can tell you
  • 00:20:23
    very simply is if your goal is to grow
  • 00:20:27
    the simplest answer I can give you you
  • 00:20:29
    is the more you post the more you grow
  • 00:20:32
    now of course that's an
  • 00:20:33
    oversimplification um if you burn out
  • 00:20:36
    because you're posting more you're not
  • 00:20:37
    going to grow if you can't maintain that
  • 00:20:39
    consistency you're not going to grow if
  • 00:20:41
    the quality level of your post
  • 00:20:43
    significantly declines because you're
  • 00:20:45
    trying to up that quantity you're not
  • 00:20:47
    going to grow but as long as you can
  • 00:20:49
    maintain a consistent level of quality
  • 00:20:51
    the more you dial up the quantity the
  • 00:20:54
    more you will grow because it's more at
  • 00:20:56
    bats it's more reps it's more opportun
  • 00:20:58
    unities to reach new people and to grow
  • 00:21:00
    and so really the the biggest secret of
  • 00:21:03
    my growth is not consistency it's hyper
  • 00:21:07
    consistency posting three or four times
  • 00:21:10
    a day every single day for now like
  • 00:21:13
    three four years straight um and that's
  • 00:21:15
    that's really where the growth comes
  • 00:21:17
    from that's where the results come from
  • 00:21:19
    of course that's not sustainable for
  • 00:21:20
    everyone um and so that's why I never
  • 00:21:22
    give like a blanket statement number of
  • 00:21:24
    you need to post three a day or you need
  • 00:21:25
    to post twice a day or you need to post
  • 00:21:27
    once a week because everyone's different
  • 00:21:28
    and everyone's in different seasons with
  • 00:21:30
    different goals but the facts are the
  • 00:21:32
    facts and the facts are that the more
  • 00:21:33
    you post the more you grow if your goal
  • 00:21:36
    um is more sales oriented then it's
  • 00:21:38
    going to you know the strategy that
  • 00:21:39
    you're using is probably going to be
  • 00:21:41
    less overall posts and instead making
  • 00:21:43
    sure each of those posts is a higher
  • 00:21:45
    quality of post and still using that
  • 00:21:48
    thing that we talked about earlier DM
  • 00:21:49
    automation because you can use that on
  • 00:21:52
    your feed posts just like you would use
  • 00:21:53
    it in your stories um to generate leads
  • 00:21:56
    directly from the comments on your post
  • 00:21:59
    oh cool so it can tell if someone
  • 00:22:01
    commented a word on a post or in a story
  • 00:22:04
    and it'll DM them y cool and what's the
  • 00:22:10
    you said there's kind of three purposes
  • 00:22:11
    growth engagement and sales what would
  • 00:22:14
    be the purpose of having an engagement
  • 00:22:17
    strategy yeah the engagement strategy is
  • 00:22:20
    I'm working with a client right now who
  • 00:22:22
    she's got a massive following but she
  • 00:22:25
    doesn't really want to make sales right
  • 00:22:26
    now like she gets brand deals and
  • 00:22:28
    partners ships but she's not um like a
  • 00:22:30
    business owner per se and she also
  • 00:22:32
    doesn't want to grow because she's
  • 00:22:33
    already at like over a million followers
  • 00:22:35
    so her whole thing is engagement she
  • 00:22:37
    wants a community of engaged followers
  • 00:22:40
    some people just want that Community
  • 00:22:41
    because they want that space for for
  • 00:22:43
    people like them to be able to come
  • 00:22:45
    together some people want to re-engage
  • 00:22:47
    an audience in the short term so that in
  • 00:22:49
    the long term they can sell to that
  • 00:22:51
    audience or they can you know use that
  • 00:22:54
    audience to kind of launch a new product
  • 00:22:56
    or a new service software whatever um if
  • 00:22:58
    your goal is engagement it is definitely
  • 00:23:01
    quality of posts that matters more than
  • 00:23:03
    quantity of posts um but getting into
  • 00:23:06
    the quality of posts that that make
  • 00:23:08
    engagement and that bring engagement
  • 00:23:10
    there's so many little factors that we
  • 00:23:12
    can look at and so many little nuanced
  • 00:23:14
    things um and so for most people they're
  • 00:23:17
    going to benefit from increasing the
  • 00:23:20
    quantity first because it's through that
  • 00:23:22
    increase of quantity that you can learn
  • 00:23:25
    what makes quality it's basically like
  • 00:23:27
    practice makes Improvement right
  • 00:23:28
    practice makes progress um as you're
  • 00:23:31
    posting more these aren't just posts
  • 00:23:34
    that are in and of themselves and
  • 00:23:35
    products these are posts that are
  • 00:23:37
    opportunities to learn posts that are
  • 00:23:39
    are data points posts that are
  • 00:23:41
    opportunities to improve your skills um
  • 00:23:43
    because oftentimes people are like well
  • 00:23:45
    I don't even know what makes a good post
  • 00:23:46
    I don't even know how to make a good
  • 00:23:47
    post and I tell them you need to make
  • 00:23:49
    300 shitty posts before you make your
  • 00:23:51
    first good post but the cool thing is by
  • 00:23:54
    the time you make that 301st post the
  • 00:23:56
    post that is finally a good one people
  • 00:23:59
    will then start showing up they won't be
  • 00:24:01
    around for the 300 shitty ones they
  • 00:24:02
    won't see it anyway so it's kind of like
  • 00:24:03
    there's no pressure right no one's going
  • 00:24:05
    to see it by the time you make that
  • 00:24:06
    301st one the one that's finally good
  • 00:24:08
    enough uh then the people will show
  • 00:24:10
    up that's really good I want to
  • 00:24:15
    um talk about one one really dumb thing
  • 00:24:18
    I did with Instagram that you're going
  • 00:24:20
    to rail me for years ago and uh get your
  • 00:24:24
    advice on what I should do for my
  • 00:24:25
    account because it's probably going to
  • 00:24:26
    be similar for for a lot of people so I
  • 00:24:29
    had a th000 followers or something and I
  • 00:24:32
    bought a course uh where the guy was
  • 00:24:35
    like you know you have to get to 10,000
  • 00:24:38
    followers because people will take you
  • 00:24:40
    seriously and you'll unlock the swipe up
  • 00:24:42
    feature which didn't you remember that
  • 00:24:44
    when you used to have to in order to get
  • 00:24:47
    someone to go to a link and so in the
  • 00:24:50
    course and this was Lou Louie how or
  • 00:24:52
    Lewis how you know huge Guru like he's
  • 00:24:55
    like he's what he's like what you need
  • 00:24:56
    to do um is actually talk to my guy who
  • 00:25:00
    can get you followers you you pay I paid
  • 00:25:04
    $33,000 and I got entered into some
  • 00:25:07
    sweep stakes and all these people from
  • 00:25:10
    other countries followed me and I and I
  • 00:25:13
    I I got up to 12,000 or something like
  • 00:25:16
    that this was years ago and uh basically
  • 00:25:21
    like it killed my account because you
  • 00:25:23
    know my engagement was Zero cuz all
  • 00:25:25
    these people just followed me to
  • 00:25:28
    hopefully win a MacBook Pro or whatever
  • 00:25:30
    and so ever since then like my
  • 00:25:32
    followings has been going down and I've
  • 00:25:34
    been posting stuff like just just
  • 00:25:36
    writing but um yeah like and I actually
  • 00:25:41
    saw your post on threads a couple days
  • 00:25:43
    ago that was like in 2024 I'm still
  • 00:25:46
    having to tell people not to buy
  • 00:25:48
    followers I did that but I was like
  • 00:25:51
    could you speak on that for a second
  • 00:25:53
    yeah absolutely so buying followers is
  • 00:25:55
    like the biggest no no of all time lot
  • 00:25:58
    of people know that now but not a lot of
  • 00:25:59
    people knew that just 5 10 years ago and
  • 00:26:01
    it used to be very common practice to
  • 00:26:03
    buy followers especially like you
  • 00:26:05
    mentioned uh some people might remember
  • 00:26:07
    might not even know but back in the day
  • 00:26:09
    you needed 10K in order to unlock the
  • 00:26:12
    swipe up feature on your stories which
  • 00:26:14
    is where someone could view your story
  • 00:26:15
    and then they could like swipe up to get
  • 00:26:17
    to the link that you were promoting and
  • 00:26:19
    it was weird that Instagram even like
  • 00:26:20
    put that behind like a 10K follower
  • 00:26:23
    amount like why couldn't everyone just
  • 00:26:24
    have that um so people were buying
  • 00:26:27
    followers and so
  • 00:26:29
    buying followers has unfortunately
  • 00:26:31
    plagued so many accounts and you're kind
  • 00:26:33
    of digging yourself into a hole it's
  • 00:26:36
    weird because you think oh well I have
  • 00:26:37
    10,000 followers so I'm kind of like
  • 00:26:39
    boosting myself off ground zero but
  • 00:26:41
    instead what you're actually doing is
  • 00:26:42
    digging yourself deeper into the hole so
  • 00:26:44
    actually posted a story just yesterday
  • 00:26:46
    um where I put I think it was 10 things
  • 00:26:49
    listed out and I said if you check off
  • 00:26:51
    five or more of these
  • 00:26:53
    boxes you might want to consider
  • 00:26:55
    starting a new account so I'll walk you
  • 00:26:57
    through what those 10 those 10 steps on
  • 00:26:59
    that checklist are okay number one uh
  • 00:27:01
    you have more fake followers than real
  • 00:27:04
    followers I don't know how many you know
  • 00:27:07
    fake followers came from that giveaway
  • 00:27:09
    sweep Stakes that you were in um and I
  • 00:27:11
    know you they might be like real people
  • 00:27:13
    but for all intens of purposes they're
  • 00:27:14
    fake they're not following you
  • 00:27:16
    organically they're not following you um
  • 00:27:18
    because they're interested in what you
  • 00:27:19
    can do for them you know they're
  • 00:27:21
    following you because they wanted to win
  • 00:27:22
    a Macbook seven years ago um so more
  • 00:27:25
    fake than real that's the first one the
  • 00:27:26
    second one completely change Niche so in
  • 00:27:29
    your case I don't know if you had the
  • 00:27:30
    same Instagram as you pivoted what you
  • 00:27:33
    do a few times but if you've had the
  • 00:27:35
    same Instagram since back in the real
  • 00:27:36
    estate days as you do now that would be
  • 00:27:39
    You' check off that box um third one is
  • 00:27:42
    your account is four or more years old
  • 00:27:45
    that in and of itself is not a reason to
  • 00:27:47
    start over I mean my account is like 12
  • 00:27:49
    years old but the problem with the older
  • 00:27:51
    our accounts get is just over the course
  • 00:27:54
    of time you know if your C if your
  • 00:27:56
    account is four years old let's say
  • 00:27:58
    someone followed you four years ago
  • 00:28:00
    probably quite a few people followed you
  • 00:28:01
    four years ago maybe they're not on
  • 00:28:03
    Instagram maybe they lost the login for
  • 00:28:05
    that account maybe they they aren't even
  • 00:28:08
    alive anymore like there are so many
  • 00:28:09
    things that could cause that person to
  • 00:28:11
    be just an inactive follower and the
  • 00:28:13
    more inactive followers you have the
  • 00:28:15
    tougher it's going to be to grow in the
  • 00:28:16
    future because Instagram is always going
  • 00:28:18
    to prioritize showing your content to
  • 00:28:21
    your followers so if it's showing it on
  • 00:28:23
    the feed of someone who hasn't logged in
  • 00:28:24
    in 3 months or who isn't even alive
  • 00:28:27
    anymore then obviously that person is
  • 00:28:28
    not going to engage it's going to hurt
  • 00:28:30
    your engagement rate it's going to hurt
  • 00:28:31
    your growth so that was the third one
  • 00:28:33
    count as three plus years old number
  • 00:28:35
    four is engagement rate below
  • 00:28:38
    1% so less than 1% of people who see
  • 00:28:40
    your posts are interacting uh number
  • 00:28:43
    four engagement rate is or number five
  • 00:28:45
    excuse me engagement rate is declining
  • 00:28:47
    so if month over month you see your
  • 00:28:48
    engagement rate going lower and lower
  • 00:28:50
    number six you've been consistent for at
  • 00:28:53
    least six months and this one is huge
  • 00:28:55
    because so many people are like yeah
  • 00:28:56
    Brock I checked off all those box say my
  • 00:28:58
    account's few years old my engagement is
  • 00:29:00
    super low I can't grow my following and
  • 00:29:02
    I say okay how long have you been
  • 00:29:03
    consistent and they say the last 3 weeks
  • 00:29:06
    for the last month or even last two
  • 00:29:07
    months last 90 days it's not long enough
  • 00:29:10
    to start seeing results it takes time to
  • 00:29:12
    grow yes you can grow faster on
  • 00:29:14
    Instagram than you can on um a lot of
  • 00:29:16
    other areas of your life right you can
  • 00:29:18
    become a proficient instagrammer um in a
  • 00:29:21
    lot shorter amount of time that it takes
  • 00:29:22
    to become a proficient like basketball
  • 00:29:24
    player um but it's still going to take
  • 00:29:26
    time so you need to be consistent for at
  • 00:29:28
    at least six months um I don't know what
  • 00:29:30
    check number we're at now but I think
  • 00:29:31
    this is like number seven or something
  • 00:29:33
    yep your content is high quality and not
  • 00:29:36
    forced this is one where you know it's
  • 00:29:39
    going to be a little bit subjective
  • 00:29:41
    you're going to have to look in the
  • 00:29:41
    mirror and be like does my content look
  • 00:29:46
    like sound like um is it the level of
  • 00:29:49
    quality of other people in my field
  • 00:29:51
    other people in my Niche who are growing
  • 00:29:53
    and who are seeing results and really
  • 00:29:55
    you know be be a harsh critic of your
  • 00:29:57
    own stuff there because if it's not if
  • 00:29:59
    it's below average if it's content
  • 00:30:00
    that's kind of just forced and produced
  • 00:30:03
    because you had to make it um well then
  • 00:30:05
    obviously it's going to be really tough
  • 00:30:06
    to grow with that sort of content uh
  • 00:30:09
    number seven I think we're on or maybe
  • 00:30:10
    no number eight now is um you've used
  • 00:30:13
    inorganic growth strategies in the past
  • 00:30:15
    so that is one that you would definitely
  • 00:30:16
    check off um you know paid giveaways
  • 00:30:19
    where you're a part of this big sweep
  • 00:30:20
    Stakes with 40 other accounts uh follow
  • 00:30:23
    unfollow engagement groups purchasing
  • 00:30:26
    followers which is something that a lot
  • 00:30:27
    of people dabble in um anything like
  • 00:30:30
    that would be an inorganic form of
  • 00:30:32
    growth um so that would be a checkbox
  • 00:30:34
    number nine multiple Community
  • 00:30:36
    guidelines violations so if you've had
  • 00:30:38
    multiple posts that have been taken down
  • 00:30:41
    um for whatever violations that
  • 00:30:43
    Instagram claims you have made that
  • 00:30:44
    could be a reason to start over and then
  • 00:30:46
    finally you had a viral post that's is
  • 00:30:48
    not related to your Niche if you have
  • 00:30:50
    something that reaches millions of
  • 00:30:51
    people that has nothing to do with what
  • 00:30:53
    you're selling that's a huge problem um
  • 00:30:57
    and that usually brings in hundreds if
  • 00:30:58
    not thousands of followers who might be
  • 00:31:01
    real they might be potentially engaged
  • 00:31:04
    but they have no interest in what you're
  • 00:31:05
    selling and so they're not going to
  • 00:31:06
    stick around and they're not actually
  • 00:31:08
    going to be engaged so anyways that was
  • 00:31:10
    I think 10 or 11 on that list um and if
  • 00:31:12
    you check off five or more then it might
  • 00:31:15
    be wise to start over Okay that was
  • 00:31:17
    super valuable man thank you so much so
  • 00:31:20
    of course is that why you mentioned that
  • 00:31:23
    the feed content should be Niche related
  • 00:31:26
    is because you have the risk of of like
  • 00:31:28
    getting people in who aren't going to
  • 00:31:31
    support your future post cuz they just
  • 00:31:33
    liked your real about you were in Bali
  • 00:31:37
    overlooking the beach or something like
  • 00:31:39
    that yeah no literally um a personal
  • 00:31:42
    example of this is this is what happened
  • 00:31:43
    to me on Tik Tok so I got on Tik Tok
  • 00:31:46
    very early on in like
  • 00:31:48
    2018 um and for the first year or two of
  • 00:31:51
    Tik Tok being around it was very dance
  • 00:31:53
    heavy and I'm someone who likes to you
  • 00:31:55
    know be goofy and enthusiastic and dance
  • 00:31:57
    around this was also still while I was a
  • 00:31:59
    while I was a college football player
  • 00:32:01
    and so you marry the fact that I like to
  • 00:32:04
    dance and twerk and I have no like shame
  • 00:32:06
    in in being myself with also I'm in like
  • 00:32:09
    the most masculine environment possible
  • 00:32:11
    being an American college football
  • 00:32:13
    player um that was like the recipe for
  • 00:32:16
    virality and so I had I think over 10
  • 00:32:20
    videos in 2019 that hit a million plus
  • 00:32:23
    views on Tik Tok some of them reaching
  • 00:32:25
    like up to like 10 million 15 million
  • 00:32:27
    views on Tik Tok and so I had 300,000
  • 00:32:30
    followers on TiK ToK by the beginning of
  • 00:32:33
    2020 which is when most people just
  • 00:32:34
    found out about Tik Tok which sounds
  • 00:32:37
    great and it's cool that I can like put
  • 00:32:38
    on my resume 300,000 followers on Tik
  • 00:32:41
    Tok here's the truth those followers did
  • 00:32:44
    not care about my business those
  • 00:32:46
    followers had no interest in listening
  • 00:32:48
    to my podcasts those followers had no
  • 00:32:50
    interest in becoming customers of mine
  • 00:32:52
    because those followers only wanted me
  • 00:32:54
    to dance in my football pads they did
  • 00:32:56
    not care for anything else m and so now
  • 00:32:58
    fast forward to 2024 I've started over
  • 00:33:00
    now I have a brand new Tik Tok account
  • 00:33:02
    that does not have 300,000 followers it
  • 00:33:04
    has like 8,000 followers and that
  • 00:33:06
    account while much smaller while the
  • 00:33:08
    views on average are lower that account
  • 00:33:11
    is ultimately going to be much better
  • 00:33:12
    for my business it's going to be much
  • 00:33:14
    better for uh my lead generation than
  • 00:33:17
    the 300K account that just had people
  • 00:33:20
    who want me to dance um and so yeah
  • 00:33:22
    that's why I tell people your feed posts
  • 00:33:24
    should be pretty exclusively Niche
  • 00:33:26
    related it should be
  • 00:33:28
    maybe 5% of the time 10% at most that
  • 00:33:31
    are not Niche
  • 00:33:33
    related that's great did you see the uh
  • 00:33:36
    video or post that Alex wosi made like
  • 00:33:40
    sometime this year as the beginning of
  • 00:33:43
    the year I think you know how fast he's
  • 00:33:45
    blown up on like social media YouTube he
  • 00:33:49
    analyzed all the posts and found that
  • 00:33:52
    the posts that weren't about business
  • 00:33:55
    like didn't really help like it created
  • 00:33:58
    vanity
  • 00:33:59
    metrics but it wasn't actually driving
  • 00:34:02
    leads for acquisition. comom and so they
  • 00:34:06
    he and you know the dude spends 70 grand
  • 00:34:08
    a month on his organic content system
  • 00:34:11
    he's got tons of insight on what works
  • 00:34:13
    and their their pivot the beginning of
  • 00:34:16
    2024 was we're going to go back to
  • 00:34:19
    making only business content we're going
  • 00:34:22
    to stop making content about Alex's
  • 00:34:24
    workout or his meal plan or you know
  • 00:34:26
    Alex and Lila's
  • 00:34:28
    relationship advice or whatever and he's
  • 00:34:31
    like you're he's like they're going to
  • 00:34:33
    get less views but we're actually GNA he
  • 00:34:36
    he makes more money off YouTube AdSense
  • 00:34:38
    interestingly and then more uh a lot
  • 00:34:41
    more leads for his
  • 00:34:43
    business yeah I haven't I haven't seen
  • 00:34:45
    that post but that 1,00% tracks and that
  • 00:34:48
    makes sense yeah so one thing you
  • 00:34:51
    brought up uh before we started
  • 00:34:53
    recording was um the idea of share
  • 00:34:56
    worthy content and that's something
  • 00:34:58
    that's been useful for your clients
  • 00:35:01
    lately could you talk about what that is
  • 00:35:03
    how to create it yeah totally so let's
  • 00:35:06
    start with like the why Shares are the
  • 00:35:08
    best form of Engagement I've been saying
  • 00:35:10
    it for the last few years Instagram CEO
  • 00:35:13
    recently has begun saying it himself and
  • 00:35:15
    confirming it and it makes sense when we
  • 00:35:17
    think about it uh because everyone's
  • 00:35:19
    trying to figure out the algorithm and
  • 00:35:21
    keep up to date with the algorithm and
  • 00:35:23
    that's because it's the algorithm's job
  • 00:35:25
    to show our posts to people right the
  • 00:35:28
    algorithm's job is to determine who
  • 00:35:29
    would be interested in this and then to
  • 00:35:31
    serve up our content to the interested
  • 00:35:34
    parties however the algorithm is always
  • 00:35:37
    changing it's futile it's hard to grasp
  • 00:35:40
    um and sometimes even a post that you
  • 00:35:42
    know your ideal audience would love to
  • 00:35:44
    see it just doesn't hit with the
  • 00:35:45
    algorithm for some reason shares
  • 00:35:48
    override the algorithm because shares
  • 00:35:50
    give they give the middle finger to the
  • 00:35:51
    algorithm and they say I don't care who
  • 00:35:54
    you think should see this I as a human
  • 00:35:56
    being I'm going to send this person to
  • 00:35:58
    the person who should see this I'm going
  • 00:35:59
    to send this post to the person who
  • 00:36:01
    should see this for example if I see a
  • 00:36:03
    post on Instagram and I'm like I it's
  • 00:36:06
    about me and my wife like I find it
  • 00:36:08
    super relatable and I send it to my wife
  • 00:36:11
    the algorithm didn't have to do anything
  • 00:36:13
    to show it to her I showed it to her now
  • 00:36:15
    that post is getting one extra View and
  • 00:36:17
    it's getting that one extra view from a
  • 00:36:19
    perfectly ideal viewer like the intended
  • 00:36:23
    audience is seeing that post um and on
  • 00:36:26
    average that might be just one view on
  • 00:36:28
    average on Instagram one share equals
  • 00:36:30
    400 additional views so you do the math
  • 00:36:33
    there if you get three shares you're all
  • 00:36:35
    of a sudden plus a thousand views and
  • 00:36:38
    then think about this think about how
  • 00:36:39
    this could like snowball if only just
  • 00:36:42
    three out of those thousand people three
  • 00:36:44
    out of the Thousand so 3% of the viewers
  • 00:36:48
    then share it themselves now you've got
  • 00:36:50
    an additional 1200 viewers so there
  • 00:36:53
    that's kind of how like sharew worthy
  • 00:36:54
    posts can can snowball and that's how
  • 00:36:56
    they can go viral and that's why I'm
  • 00:36:58
    such a fan of share worthy content um
  • 00:37:01
    also sharew worthy content is generally
  • 00:37:03
    the content that is is entertaining it's
  • 00:37:05
    the content that gives dopamine and uh
  • 00:37:08
    you know while I know a lot of people
  • 00:37:09
    who create educational content myself
  • 00:37:11
    included by the way I create a ton of
  • 00:37:13
    educational content um can be frustrated
  • 00:37:15
    to hear that because we wish people
  • 00:37:17
    would just want to consume our knowledge
  • 00:37:19
    and want to consume our value at the end
  • 00:37:21
    of the day um value is best delivered
  • 00:37:24
    it's best best consumed knowledge is
  • 00:37:27
    best gained and acquired when it's
  • 00:37:30
    wrapped up in a nice entertaining bow
  • 00:37:32
    right because that's it's kind of the uh
  • 00:37:34
    there's this uh analogy of the the
  • 00:37:36
    chocolate covered carrot you got to lure
  • 00:37:38
    people in with with the entertainment
  • 00:37:40
    with the dopamine with the thing that
  • 00:37:41
    they think they want in order to
  • 00:37:43
    ultimately feed them what you know they
  • 00:37:45
    need which is that carrot in order to
  • 00:37:47
    ultimately serve them with what you know
  • 00:37:49
    will provide the most results for them
  • 00:37:51
    um so that's that's why sharew worthy
  • 00:37:53
    content and if you want we can kind of
  • 00:37:54
    get into my five different categories of
  • 00:37:58
    what is share worthy and and what will
  • 00:38:00
    make a post um highly share worthy I can
  • 00:38:03
    I can share those if you want yeah first
  • 00:38:06
    question before you do that so it
  • 00:38:08
    everyone I guess knows that some
  • 00:38:10
    something goes viral because the
  • 00:38:12
    algorithm pushes it out to a wide group
  • 00:38:15
    of people but is the algorithm only
  • 00:38:19
    pushing that piece of content because
  • 00:38:21
    it's getting shared is that like the
  • 00:38:24
    real like steroids for a post viral is
  • 00:38:28
    it about shares it's kind of that's it's
  • 00:38:30
    a little bit of like a what comes first
  • 00:38:32
    the chicken or the egg conversation with
  • 00:38:34
    that because on one hand when the post
  • 00:38:35
    starts reaching more people it will get
  • 00:38:37
    more shares but also because it's
  • 00:38:39
    getting more shares it will reach more
  • 00:38:41
    people right um what I can tell you is
  • 00:38:43
    that algorithmically speaking the kind
  • 00:38:46
    of Engagement that the algorithm
  • 00:38:48
    prioritizes the most is shares so yes if
  • 00:38:52
    you get more shares let's say you get
  • 00:38:54
    you know you have a thousand viewers and
  • 00:38:56
    800 of those people people crazy high
  • 00:38:58
    number 800 out of a thousand share your
  • 00:39:00
    post even if they all share your post
  • 00:39:03
    with someone who doesn't have an
  • 00:39:05
    Instagram and that you know the person
  • 00:39:07
    they shared it with never actually views
  • 00:39:08
    it so it's just the share that took
  • 00:39:10
    place there was no um views that came
  • 00:39:13
    from those shares the algorithm will
  • 00:39:14
    still reward you for that the algorithm
  • 00:39:16
    will still push you out Simply for the
  • 00:39:18
    fact that people are sharing it um and
  • 00:39:20
    if you think about it from like
  • 00:39:21
    Instagram's perspective a share brings
  • 00:39:24
    someone onto Instagram a share connects
  • 00:39:26
    people over Instagram a share engages
  • 00:39:28
    people with Instagram so of course
  • 00:39:30
    that's what Instagram wants got it got
  • 00:39:32
    it and yeah I'd love to wrap up by
  • 00:39:35
    getting your uh your framework for
  • 00:39:37
    creating a sharew worthy piece of
  • 00:39:38
    content that would be awesome cool yeah
  • 00:39:41
    so I'll try to run through this there's
  • 00:39:42
    there's five categories of share withy
  • 00:39:44
    content the first one is what I like to
  • 00:39:46
    call the needed this content um and a
  • 00:39:49
    lot of the titles that I've come up with
  • 00:39:51
    for these sharew worthy things um is
  • 00:39:53
    like the kind of things that someone
  • 00:39:54
    would say when they see it so what's the
  • 00:39:56
    kind of post that you would see and you
  • 00:39:59
    would say oh I needed this I needed to
  • 00:40:01
    see this this was so good it's usually
  • 00:40:03
    something that's motivational or
  • 00:40:05
    inspirational so that first category of
  • 00:40:06
    sharew worthiness is the the content
  • 00:40:09
    that is inspiring others it's motivating
  • 00:40:11
    others it's the powerful quotes it's the
  • 00:40:14
    story of Triumph it's the you know
  • 00:40:17
    recovery from failure those things
  • 00:40:19
    highly highly sharew worthy second
  • 00:40:21
    category um is a call to Arms a call to
  • 00:40:25
    Arms I wish there was like a single word
  • 00:40:27
    that could encapsulate this I've asked
  • 00:40:29
    chat GPT and they haven't been very
  • 00:40:31
    helpful um but a call to Arms is
  • 00:40:33
    essentially like the Rosie the Riveter
  • 00:40:35
    it's a We're All in This Together We all
  • 00:40:37
    need to help each other out it could
  • 00:40:38
    also be called a call for help um the
  • 00:40:41
    most famous example of this is like the
  • 00:40:42
    ALS Ice Bucket Challenge back in 2013
  • 00:40:46
    that was like Hey we're all in this
  • 00:40:47
    together let's all help each other out
  • 00:40:50
    um it was even part of the challenge
  • 00:40:51
    that you were going to tag AKA share the
  • 00:40:55
    challenge with someone else you were
  • 00:40:56
    going to invite someone else to do it um
  • 00:40:58
    there's so many examples of this where
  • 00:40:59
    it's like hey we we got a band together
  • 00:41:01
    we need to help each other out we need
  • 00:41:02
    to help spread this message help spread
  • 00:41:04
    the word help spread awareness um so a
  • 00:41:07
    call to Arms the third category is
  • 00:41:10
    that's me content that's me content is
  • 00:41:14
    the relatable stuff it's the stuff I was
  • 00:41:15
    talking about earlier uh where it's like
  • 00:41:17
    oh my gosh I can relate to this so hard
  • 00:41:19
    uh an example that I posted just a few
  • 00:41:21
    weeks ago was um it was this like
  • 00:41:24
    snippet from Seinfeld where Jerry was
  • 00:41:27
    saying like you know what are we doing
  • 00:41:28
    what is this life like what are we doing
  • 00:41:31
    here um and I put a caption a title if
  • 00:41:34
    you will above the video that said every
  • 00:41:37
    entrepreneur in 2024 who is being forced
  • 00:41:40
    to become a content creator so it's like
  • 00:41:42
    a super relatable feeling that so many
  • 00:41:44
    business owners have where it's like hey
  • 00:41:46
    suddenly now I have to not just run a
  • 00:41:48
    business I have to make videos online
  • 00:41:50
    super relatable that post got I believe
  • 00:41:53
    it was last I checked like a 100,000
  • 00:41:55
    likes but it got like
  • 00:41:58
    120,000 shares so more people shared it
  • 00:42:02
    than even liked it that post is now at
  • 00:42:05
    like I think seven or eight million
  • 00:42:06
    views in just a matter of a few days um
  • 00:42:09
    and so it went viral and it did so well
  • 00:42:11
    because it's relatable so many people
  • 00:42:13
    still as we're talking right now are
  • 00:42:15
    sharing it to their story they're
  • 00:42:16
    sending it to their friends they're like
  • 00:42:18
    this is so me I can so relate so the
  • 00:42:21
    that's me stuff relatable content super
  • 00:42:23
    share worthy that's number three number
  • 00:42:24
    four is what I like to call FEA ruffling
  • 00:42:28
    um also known as controversial content
  • 00:42:31
    contrarian content if you will um it's
  • 00:42:34
    not saying mean things and calling
  • 00:42:36
    people names and posting your political
  • 00:42:39
    beliefs just for the sake of doing so it
  • 00:42:42
    is talking about things that relate to
  • 00:42:44
    your Niche that might be unpopular that
  • 00:42:47
    might not be common practice um an
  • 00:42:49
    example that I have is hashtags I'm not
  • 00:42:53
    a fan of hashtags I think that they're
  • 00:42:55
    uh really over valued within the
  • 00:42:58
    Instagram Community people put way too
  • 00:43:00
    much importance on their hashtags
  • 00:43:03
    ultimately your hashtags like you can
  • 00:43:04
    use them but they're not going to make
  • 00:43:06
    or break your post they're not going to
  • 00:43:07
    make or break your account they're not
  • 00:43:09
    as effective today as they were 5 10
  • 00:43:11
    years ago um and so whenever I post
  • 00:43:14
    about that it gets a lot of shares
  • 00:43:16
    because people either agree or they
  • 00:43:18
    didn't know about this they're like wait
  • 00:43:20
    I had no idea or they disagree and when
  • 00:43:23
    they disagree they're going to let me
  • 00:43:24
    know and they're going to comment
  • 00:43:25
    they're going to argue and all of that
  • 00:43:27
    is just extra engagement so I I want
  • 00:43:29
    people to always think about like what
  • 00:43:30
    is an unpopular opinion in my industry
  • 00:43:33
    what is something in my Niche that is
  • 00:43:36
    unpopular or maybe controversial or
  • 00:43:37
    maybe where I disagree with um the
  • 00:43:40
    majority and so those sorts of things
  • 00:43:41
    highly share worthy and then the final
  • 00:43:43
    category of sharew worthy content um is
  • 00:43:46
    the in the no content um the in the no
  • 00:43:49
    content is breaking news in some cases
  • 00:43:53
    but I understand you know not every
  • 00:43:54
    industry has breaking news or has
  • 00:43:57
    headline news that a lot of people would
  • 00:43:58
    be aware of that relates um but it's
  • 00:44:01
    just using pop culture and memes like
  • 00:44:04
    today at the the time we're recording
  • 00:44:06
    this it's it's day one of the NFL season
  • 00:44:09
    it's Thursday Night Football tonight
  • 00:44:10
    with Chiefs Ravens and it's funny
  • 00:44:12
    because people will hear this episode
  • 00:44:13
    after the uh the game one is happens but
  • 00:44:17
    I I would bet I don't know where she is
  • 00:44:19
    I don't track her that that well but I
  • 00:44:21
    would bet Taylor Swift is going to be
  • 00:44:22
    there and I bet if she's there there
  • 00:44:25
    will be memes that come out there will
  • 00:44:28
    be some funny face she makes or there
  • 00:44:29
    will be some moment where there's
  • 00:44:32
    popcorn flying in the air or she's like
  • 00:44:33
    disgusted and the person next to her is
  • 00:44:35
    cheering there will be some mem worthy
  • 00:44:37
    moment and the people who can use that
  • 00:44:40
    the fastest are the people who are going
  • 00:44:42
    to get a lot of shares because they're
  • 00:44:44
    in the no seven days later when it's the
  • 00:44:48
    next Thursday and some big Corporation
  • 00:44:51
    is still using that Taylor Swift meme
  • 00:44:53
    they're not in the no they miss the
  • 00:44:54
    trend they miss the pop culture moment
  • 00:44:56
    and so it's no longer that sharew worthy
  • 00:44:58
    um but when they take that moment that
  • 00:45:00
    pop culture that breaking news and they
  • 00:45:02
    relate it to their Niche um especially
  • 00:45:05
    the more timely they can do it highly
  • 00:45:07
    highly sharew worthy dude you just gave
  • 00:45:10
    a master class on post ideas there I my
  • 00:45:13
    head has been spinning the whole time
  • 00:45:14
    I'm like this this should be my posts
  • 00:45:16
    for threads for LinkedIn for YouTube
  • 00:45:19
    like this is all going to work better
  • 00:45:20
    than what I've been doing um because
  • 00:45:23
    it's more like attention grabbing and
  • 00:45:26
    like you it's more sharew worthy the
  • 00:45:28
    question the follow-up question I have
  • 00:45:30
    is um you know I always think about like
  • 00:45:34
    teaching people something in my content
  • 00:45:36
    like I'm going to teach them a tip about
  • 00:45:37
    growing their coaching business or using
  • 00:45:39
    a book to get clients or whatever um how
  • 00:45:43
    do you weave that into those five
  • 00:45:47
    categories that you just laid out or do
  • 00:45:50
    you actually see educational content as
  • 00:45:53
    separate I think you can I think it's
  • 00:45:56
    definitely creative Challenge and a
  • 00:45:58
    skill that can be acquired over time of
  • 00:46:00
    weaving in the valuable knowledge-based
  • 00:46:02
    posts into the five categories that I
  • 00:46:05
    just listed kind of in the example of um
  • 00:46:07
    like the controversial stuff there was
  • 00:46:09
    some value in there right like I'm
  • 00:46:10
    teaching about hashtags but it's still a
  • 00:46:13
    controversial opinion um maybe you're
  • 00:46:15
    going to use a Taylor Swift meme and
  • 00:46:17
    you're going to relate that um to you
  • 00:46:20
    know getting clients through a book and
  • 00:46:24
    that's going to be the meme so it's
  • 00:46:25
    going to be sharew worthy it's going to
  • 00:46:26
    be funny but but then the caption you're
  • 00:46:28
    going to give some tips you're going to
  • 00:46:29
    give some value um but I also think
  • 00:46:31
    there's time and place for posts that
  • 00:46:33
    aren't educational posts that aren't
  • 00:46:36
    traditionally valuable as we think of
  • 00:46:38
    that word um that are just purely for
  • 00:46:40
    the sake of Engagement and giving people
  • 00:46:42
    an opportunity to come together and to
  • 00:46:44
    laugh and to relate to something and to
  • 00:46:46
    be entertained um you know there's it's
  • 00:46:49
    just the unfortunate reality that if you
  • 00:46:51
    are someone I had someone asked me this
  • 00:46:52
    yesterday they called themselves a
  • 00:46:54
    purely educational Creator if you see
  • 00:46:57
    yourself as a purely educational Creator
  • 00:46:59
    someone who is not going to dip your toe
  • 00:47:02
    in entertainment or anything besides
  • 00:47:05
    value and education and tips and best
  • 00:47:07
    practices um then you just need to be
  • 00:47:10
    realistic about the results that can be
  • 00:47:12
    expected um and the real realistic truth
  • 00:47:14
    is that for most people most audiences
  • 00:47:17
    pure education is never going to perform
  • 00:47:19
    as well um as mixing in some edutainment
  • 00:47:22
    into your education yeah I love that
  • 00:47:25
    it's really yeah it's it's more
  • 00:47:27
    interesting it's more entertaining
  • 00:47:28
    there's more it reminds me of like you
  • 00:47:31
    know like I like mixed martial arts and
  • 00:47:33
    I like to watch the fights but my
  • 00:47:35
    brother and I always say like we're only
  • 00:47:37
    into the fights that have like a
  • 00:47:39
    backstory where there's drama in the
  • 00:47:41
    buildup to it you know it's like Conor
  • 00:47:45
    McGregor is fighting this guy and he
  • 00:47:46
    chucked a water bottle and at the press
  • 00:47:48
    conference pinged off his head and you
  • 00:47:50
    know we got to see what's going to
  • 00:47:51
    happen they both said they're going to
  • 00:47:52
    kill each other everybody buys that one
  • 00:47:55
    you know and it's still a fight at the
  • 00:47:57
    end of the day which a purist is going
  • 00:47:59
    to appreciate just like someone might
  • 00:48:02
    appreciate education at the end of the
  • 00:48:04
    day that's probably why they show up on
  • 00:48:06
    YouTube or Instagram or whatever but
  • 00:48:09
    it's this expert weaving of story
  • 00:48:13
    actually Seinfeld apparently does that
  • 00:48:16
    really well like they weave in all these
  • 00:48:18
    different story lines to like really rub
  • 00:48:21
    you in is there a um Cadence that you
  • 00:48:24
    recommend of like okay if I'm going to
  • 00:48:27
    post on Instagram three times a day like
  • 00:48:30
    how many of the pieces should be like a
  • 00:48:33
    pure education piece versus more of a
  • 00:48:35
    sharew worthy piece what's your like
  • 00:48:37
    postf frequency
  • 00:48:38
    recommendation yeah I think of course it
  • 00:48:41
    it's going to depend on your goals so
  • 00:48:43
    the more followers you want to grow the
  • 00:48:45
    the faster you want to grow um the more
  • 00:48:48
    sharew worthy content I would recommend
  • 00:48:50
    if you're in a season where you're
  • 00:48:52
    trying to provide
  • 00:48:53
    value nurture leads to become customers
  • 00:48:57
    that's when I would you know lean more
  • 00:48:59
    heavily into the educational content um
  • 00:49:02
    because you're not trying to reach new
  • 00:49:03
    people you're just trying to make sure
  • 00:49:04
    the people who are already there are um
  • 00:49:07
    you know seeing you as as a thought
  • 00:49:09
    leader or someone who can provide that
  • 00:49:11
    value but I also think there are ways
  • 00:49:13
    that you can use the valuable
  • 00:49:14
    educational stuff and use really strong
  • 00:49:16
    hooks that speak to people's desires and
  • 00:49:19
    their problems and their pain points and
  • 00:49:22
    uh you know creatively incorporate
  • 00:49:24
    storytelling into your post so that even
  • 00:49:26
    the educ tional posts are still
  • 00:49:28
    entertaining they might not be funny or
  • 00:49:30
    relatable but they're at least
  • 00:49:31
    entertaining they're captivating they're
  • 00:49:33
    going to have someone stick around um
  • 00:49:35
    and I think there you know of course
  • 00:49:37
    it's a skill it takes time to to learn
  • 00:49:38
    how to do that creatively um but it's
  • 00:49:41
    possible awesome awesome I have to ask
  • 00:49:44
    you one more question I'm just dying um
  • 00:49:47
    and then we'll wrap up uh I wonder what
  • 00:49:50
    you think about AI video creation
  • 00:49:53
    because I know for I know there's like
  • 00:49:56
    obvious downsides to this like the lack
  • 00:49:59
    of being genuine and authentic but I
  • 00:50:02
    know also that everybody you know
  • 00:50:05
    struggles to record and edit a real and
  • 00:50:09
    post it multiple times a day and copy
  • 00:50:12
    pying 150 words into something that made
  • 00:50:16
    like would theoretically be a lot faster
  • 00:50:18
    I actually made a video Avatar of myself
  • 00:50:20
    I'll show it to you um like the other
  • 00:50:24
    day wow and
  • 00:50:30
    you probably that's 100% AI generated
  • 00:50:32
    yeah I I never recorded this um this is
  • 00:50:34
    wow that's wild yeah and it's like
  • 00:50:36
    slightly off like it has me like looking
  • 00:50:39
    like I'm in deep thought when I'm just
  • 00:50:40
    saying click the button down below but
  • 00:50:44
    I'm thinking it won't be long before it
  • 00:50:47
    will be actually will be
  • 00:50:49
    indistinguishable uh what are what's
  • 00:50:51
    your stance on all
  • 00:50:53
    that yeah I think it's it's such a broad
  • 00:50:55
    conversation like we could do an hour
  • 00:50:57
    and a half just on AI and content
  • 00:50:59
    creation um you know there's so many
  • 00:51:02
    negatives that you know we don't need to
  • 00:51:03
    get into um there's also a huge upside
  • 00:51:06
    what I will say is this um I don't think
  • 00:51:09
    at least not in the near future that AI
  • 00:51:11
    will replace any content creators or any
  • 00:51:14
    business owners but I think that content
  • 00:51:16
    creators and business owners who are
  • 00:51:17
    using AI will replace the content
  • 00:51:20
    creators and entrepreneurs who are not
  • 00:51:23
    um you know like in that video that you
  • 00:51:24
    just showed um while yeah right now you
  • 00:51:27
    probably wouldn't post that because it's
  • 00:51:29
    distinguishable like people can notice
  • 00:51:30
    it's AI there's like weird little things
  • 00:51:33
    um I don't know if you've seen the side
  • 00:51:34
    by side there's like uh this famous
  • 00:51:36
    viral side by side of Will Smith uh
  • 00:51:38
    eating spaghetti and there was an AI
  • 00:51:41
    video of him eating spaghetti from a
  • 00:51:42
    year ago and it's the most weird
  • 00:51:46
    dystopian like dream like thing that
  • 00:51:49
    like it's like his the fork is becoming
  • 00:51:51
    the spaghetti and there's like a third
  • 00:51:53
    eye and like his skin keeps Chang it
  • 00:51:55
    looks so weird weird and there's a video
  • 00:51:58
    that was created within the last few
  • 00:52:00
    months and it looks real it looks like
  • 00:52:02
    it was filmed on his phone like
  • 00:52:04
    literally people are like is this is
  • 00:52:06
    this actually a video you took eating
  • 00:52:08
    spaghetti or is this Ai and so that's in
  • 00:52:10
    a year um so you can imagine another
  • 00:52:12
    year from now or even a couple years
  • 00:52:14
    from now how good the AI is going to be
  • 00:52:16
    it's going to be indistinguishable
  • 00:52:19
    indistinguishable um however the thing
  • 00:52:21
    with AI is it needs prompts it needs us
  • 00:52:25
    to tell it what to to create um I know
  • 00:52:28
    there are AI that can create things for
  • 00:52:30
    us but ultimately there is still some
  • 00:52:32
    user input needed um and so I think
  • 00:52:35
    being a prompt engineer or knowing the
  • 00:52:37
    prompts that are going to deliver the
  • 00:52:39
    best results is going to be an essential
  • 00:52:42
    skill if not an entire role within teams
  • 00:52:44
    and companies um in the near future I
  • 00:52:47
    know we already have an AI engineer
  • 00:52:48
    who's working on our team and helping us
  • 00:52:50
    develop um some of our products that we
  • 00:52:52
    deliver for our customers um so I think
  • 00:52:55
    that you know the future change is
  • 00:52:57
    inevitable um and I think that people
  • 00:52:59
    who are rejecting that change are the
  • 00:53:01
    ones who are going to be left behind
  • 00:53:03
    unfortunately yeah yeah I agree I I
  • 00:53:06
    always say the one thing uh AI does
  • 00:53:08
    can't have is a story because it hasn't
  • 00:53:12
    lived a life so you know it's still on
  • 00:53:15
    us as creators to go out and do epic
  • 00:53:17
    [ __ ] that then we can then come tell
  • 00:53:20
    people about on social media and maybe
  • 00:53:23
    we don't have to be the maybe our job
  • 00:53:26
    isn't to actually be behind the camera
  • 00:53:29
    if AI can do a good enough job of that
  • 00:53:31
    so we can be out doing more cool stuff
  • 00:53:33
    changing the world like you working with
  • 00:53:35
    your 5,000 clients you know that's a
  • 00:53:37
    real world and then maybe you can spit
  • 00:53:41
    out 10 times the reals a day because
  • 00:53:43
    you've got like you know an AI Avatar
  • 00:53:46
    that can share things faster than you
  • 00:53:48
    ever could it's it's pretty exciting and
  • 00:53:51
    yeah I I don't want people to get left
  • 00:53:53
    behind that don't use it um but at the
  • 00:53:56
    same same time yeah it's yeah I I don't
  • 00:53:58
    know what to think about it so I wanted
  • 00:54:00
    to get your thoughts yeah yeah cool man
  • 00:54:04
    um I'm going to put your Instagram in
  • 00:54:06
    the uh show notes so people can follow
  • 00:54:08
    you uh where else would you like people
  • 00:54:10
    to go to check out your stuff that's the
  • 00:54:14
    best place honestly Instagram following
  • 00:54:15
    me there they'll get a ton of free value
  • 00:54:17
    and tips every single day I'm posting
  • 00:54:19
    multiple times a day with tips and
  • 00:54:21
    recommendations and ideas um and then if
  • 00:54:23
    anyone wants to learn more about like
  • 00:54:25
    any of the free stuff that I have free
  • 00:54:26
    guides and downloads um they're all in
  • 00:54:28
    my highlights so if they click on those
  • 00:54:30
    little bubbles on my profile they can
  • 00:54:32
    learn more about you know our hook guide
  • 00:54:34
    or um you know story ideas real ideas
  • 00:54:38
    content calendars um then if anyone
  • 00:54:40
    wants to learn more about like actually
  • 00:54:42
    working with me or or becoming a a
  • 00:54:43
    member of our club uh just shoot me a
  • 00:54:45
    direct message and I answer every single
  • 00:54:47
    DM so they'll get a response if they if
  • 00:54:50
    they shoot one my way awesome this has
  • 00:54:53
    been a Super Value packed episode man I
  • 00:54:55
    really appreciate you taking the time to
  • 00:54:57
    be on today of course Brian thank you so
  • 00:54:59
    much for having me all right see you
  • 00:55:01
    later
Tags
  • Instagram growth
  • social media strategies
  • content creation
  • engagement tactics
  • conversion
  • digital marketing
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  • storytelling
  • online business
  • entrepreneurship