Why Your Social Media Isn't Growing

0:00Copying what someone else is doing on social media is not a strategy. Probably what you're doing right now that's not working is your focusing on the wrong metrics. If your current strategy is like go hard when you're motivated and then burn out, you are just going to unfortunately be adding to the noise. Don't be afraid to have a **** personality. No shit, you're not growing at the rate that you want to. No shit, you're not making more money. No shit, it's not working. Just an ounce of personality is going to be more than the 30 other accounts that are all offering the same service as you. Give us something. We want to know more about you. Give us something. Welcome back to the oil list. Talk podcast. I'm Kate and I'm Gemma space for no BS conversation for the women who want more. We are coming back with part two of our social media series. And we're really excited to jump straight back into the conversation today because we have a lot to catch up on. Yeah, we do. And my brain is firing at a million miles per hour right now. Today's episode is probably going to be a little bit more savage,

1:00but we kind of want to get into what you're probably doing wrong when it comes to your social media, your content creation, and what you could probably start almost immediately focusing on to fix. Yeah, we're going to give you what you need to hear. Not going to just beat around the bush. We want to kind of give you that conversation that you probably need to have and you're avoiding, especially around some of the things you might be focusing on that don't matter. And then also some of the things that you do need to focus on that might sound hard. I'll start off. Yeah. I think the first thing that I'm going to mention is consistency. And yes, consistency is not a business strategy, whatever, but at the end of the day, consistency really, really matters on social media. If you have any goals to grow your account, grow your business or start monetising your social media, you need to be consistent. If we think about the sheer amount of volume that people consume every single day, and if I was to ask you listening right now, what were the five reels that you listened to three minutes ago?

2:03You probably couldn't even tell me. So we are consuming so much content, which means if you are inconsistent or you are not focusing on increasing your consistency with posting content and getting good at it, you are going to fall behind and you are simply just going to get scrollpast because people don't have that time to actually connect with you and build any kind of relationship or even remember you if you're inconsistent and you're chopping and changing. Something I want to say on the point of consistency is I think that it's really good to just think the opposite way of like, yes, you're posting. But think about the point of view of the consumer of your content, whether that be someone that you want to buy from you or whether it just be someone that you want to be engaged in your community. Think about the experience of following someone and they post 10 stories a day and then you're like, yep, cool, really good. And then they drop off for three weeks and then they start that process up again. If I was following someone like that, it kind of feels really jolty

3:04because it's kind of like we're in, we're out and it's just like disconnected. And I'm not saying like you need to post every single day for the rest of your life. Like I understand, but if your current strategy is like, go hard when you're motivated and then burn out, it's like, think about how that's going to be perceived. It's better to have more of a sustainable strategy where you can commit to a post-use schedule and a frequency that you can actually see yourself doing for the rest of the year. And that is what your actual audience is going to be familiar with. And it's just nice. So like again, thinking of the people that you follow, like you have this consistent connection, this consistent, you know, update or at least education, whatever value it is that they provide that you follow them for. And think about how you consume because that is, is what you need to also try to replicate if you're trying to grow your account 100%. The second point I want to get into with probably what you're doing right now that's not working is you're focusing on the wrong metrics. You are doing lots of top of funnel content where you are pushing out relatable content that is going to get lots of visibility, lots of eyes,

4:07aka trending content with trending hooks. And you're not focusing on middle of funnel or bottom of funnel content where you can actually start building more of that connection. And then ultimately converting people if you own a business and you're using that like social media for that purpose, converting people into buying your product or offer your service. And I think it's really easy when we get into content creation to chase the thing that strokes our ego, you know, when you post something, it goes viral. We're like, oh my God, my phone's popping off my notifications. And it makes us feel really, really good versus when we post something and it doesn't go as viral or it doesn't pop off, what are we start doing? We start getting emotional. We start saying that it's not worth our time. It's fake. It's the worst fucking energy. It's this. It's that's whatever we stop being consistent. And ultimately we don't move closer to what our goal. So when I think about creating content, yes, the visibility top of funnel content is good. We need to do that. I'm not saying don't do that because we do want new eyes and new audience all the time on our content. But if that's the only type of content that you are producing, no shit,

5:10you can't convert. No shit, you don't know how to speak to your ideal client. No shit, you don't know how to market to these people or build any kind of audience that actually feels connected with you. I was saying in the previous episode that I'm really proud of the fact that I have a really engaged audience that know me. I know lots of them now through social media. And that's not from just chasing viral hooks, chasing viral content, going, you know, like posting lots of trial reels just to grow viral all of the time. It's actually about listening to my audience, understanding where they're struggling, where they are, what they need help with, what they are wanting to achieve. And then producing content that provides value for that, educates them, connects to them, showcases that, you know, my own story, what I've achieved, what I'm struggling with being vulnerable and then ultimately converting people if that is the end goal. Yeah, I think it's also like, like you said, like you don't want to be selfish with your content. Like if you are really focused because it's like an ego thing, like, let's just say you really want to grow your following, but you're doing that only by posting

6:15like a particular thing that doesn't have like any thing that you're giving back to your community, you're probably going to find that harder. Like as in the thing that I think you'd probably enjoy your account more doing would be building genuine connection and actually doing something that feels a bit more rewarding. And everyone's got different goals, but that's just my opinion that like if you're just putting stuff out to the ether, you're not responding to comments, you're not actually building that connection. And then you're just kind of like talking to the abyss and not like having a two way street. I think it will be harder versus I think that if you like Kate said, you're thinking like what does my audience benefit from? And this can be anything like if you're a fashion creator, it could be like listening to what your audience is saying they want to see more of it. Again, fitness is going to be like, what are people struggling with business? What do you people struggling with? Like I think that also is just an extension of your knowledge and what you know. And then as a side step from that, like Kate said, there's different styles of content. I think it's about having like a well-balanced strategy about what you can post.

7:15Like when I think of what I want to post every week or I try my best, it's like, I want to show what I do as a job. Like so people know if you're new to my account, you know, I help women with health and fitness and body recon, but all of that stuff. And I want to show proof of that. So social proof experiences, which is just adds to the credibility. And then I want to highlight like my dogs and my life and like the things that make me interested, whether it be like gardening, like the stuff that I like. And then the in between stuff is all of that reoccurring content relevant to the podcast or health and fitness. That balance is what we're going for. If I only posted my dogs, no one's going to know that I do fitness coaching. So it's the same thing. It's about finding that balance. I think the other thing that a lot of people fall victim to or get trapped into is just copying whatever else is doing. And it is so easy when you are in social media and you have the goal to grow and start posting consistently to get caught in what is almost like an echo chamber, where say you're in a particular industry, let's just say fitness industry.

8:16You look at every other fitness coach as the gold standard for what kind of content you should be posting. Instead of looking at could I actually leverage more of who I am, my authentic self lean into my personal brand instead of just looking at whatever else is doing and copying that kind of content. Because what ends up happening then is you become scrollable. If you are not having an opinion, standing for something, storytelling, showcasing who you are, building connection, educating and providing value and you're just copying whatever other fitness coach is doing, whatever other fashion creator is doing, whatever other personal brand coach is doing, whatever other social media creator is doing, you are just going to unfortunately be adding to the noise. It is going to be really hard for people to find your account, want to follow you and ultimately actually want to engage with you. If it is just regurgitated, shit that everyone else is doing.

9:17And I think a couple of episodes ago, I don't even know, maybe five, six episodes ago, I was talking, we were talking about how we mute people and we do that in as intentionally on social media. And it's not to mute people because we hate them and there's tea and there's gossip. Ew, it's not about that. It's about staying in our own lane because we don't want to subconsciously be watching content and then subconsciously regurgitating that content because of what we've seen. So we're very intentionally curating our own social media content for what we're consuming to make sure that it is not crossing the boundary of us potentially just quote unquote unintentionally copying somebody else's content, which then doesn't allow you to stand out because you're not leaning into the things we mentioned before. I just think it's boring. Oh, it's so boring. It is. We're just copying the other like what makes you special, but do you know what blows my mind? I'm so sorry. I caught you off and I hate that. But you know what blows my mind? It's like in what world do we think the best strategy is doing what

10:20everyone else is doing? Like that does it actually logically doesn't make sense. And I think about this with hair beauty and like lash extension industry. If you go into any hair beauty makeup lash account, I can guarantee you all it is. This photos of eyebrows, photos of eyelashes. The only accounts that are doing incredibly well are the ones that showcase the person who is the owner of the company. I want to know your name. I want to know what you do on the weekend. Like I want to feel connected to you, not just see your work all of the time. And don't get me wrong. You still need to showcase your work. But it's like you guys just all look at each other's accounts and you just do all the same shit. Why do you think that's going to work? Yeah, 100%. I just think like don't be afraid to have a personality and also think about how boring it is if everyone is doing the same thing. Like we are very intentional with the fact that we try not to consume the content of other people because it is really easy. One, you compare and feel like you're not doing good enough to you subconsciously think with like you're looking at what they're doing and then you replicate it.

11:21We don't want that. And I think it is really boring. And also for your enjoyment of socials, it's like make it something that is something that you want to do and isn't just copying and regurgitating. It's not a strategy of copying what someone else is doing on social media. It's not a strategy. What is a strategy is leveraging your personality. And again, don't be afraid to have a fucking personality. Like the things that are you like the weird little things that you like. Like someone else is going to like that. And even just you showing just an ounce of personality is going to be more than the 30 other accounts that are all offering the same services you. Like if our services are the same, what keeps us and stands us apart. It's you like you're the product. You're the person. It's fine. You're the product like you're the person that is actually going to be able to connect and and do the things you're trying to do. So I just think like lean into that. Don't avoid it and think about. Sorry, I forgot my point now. Just lean into that. I agree. 100%.

12:21I think, yeah, if you're regurgitating and copying other people's content, no shit contents, fucking hard. No sheet. You're not growing at the rate that you want to. No sheet. You're not growing your client base. No sheet. You're not making more money. No shit. It's not working is because you're building something that has a lot of friction. It's like if I tried to be Gemma and do everything that Gemma does on social media, I'm not going to enjoy that because that's not authentically me. If Gemma tries to do everything I do on social media, she's not going to enjoy that. And ultimately, she's building a place where she's going to resent or a business that she doesn't love. And I agree. I think focusing on authentic content that comes naturally to you where you can showcase your expertise, you can provide value, we can do the top middle, bottom of final content is going to help you and stop chasing those metrics that don't really matter anymore, which is things like virality, things like regurgitating content and start leaning into, you know, the long-term vision, the long-term consistency and more authenticity.

13:23Give us something. We want to know more about you. Give us something. Tell me your weird tips. I want to hear about your hot sauce collection and maybe the fact that you collect coins on the weekend. I don't know something. Tell me some weird shit that you do. Yeah. I want to know that's interesting to me. Yeah. I'm bored. It also brings, it builds brand association guys. So when you think about being the fitness coach, I'm sorry, I'm using you guys an example and I say this passionately because I used to be this person too, but we're the fucking worst for it. We just copy everyone. It builds association, meaning that when somebody goes out, for example, I love Japanese food, right? I posted about loving Japanese food so much so that random people on Instagram would message me and say, oh my God, I'm eating Japanese. I thought of you, you need to try this restaurant. It's a brand association. Does that mean that person's ever going to buy my product offer and service? Who actually knows? But they fucking remember me so much so that they're out with their boyfriend and

14:25they're messaging me on Instagram being like, you need to try this Japanese restaurant. We've never spoken before, but this is really cool, meaning they're thinking of me. They're remembering me and it builds a brand association. And as soon as someone has that association with your brand, you become front of mind. When you become front of mind, you are the person that they will buy from, share your content, feel more connected to and ultimately help you grow on socials. And that's why you need to be consistent. If you're not consistent, you're not going to be memorable. Exactly. Do you? And that wraps up today's episode. Do I? What? That's it. Do you want to wrap it up? Do you want to wrap it up? Thank you so much for listening. Next week, we have our third installment of the social media episodes. If you are loving this series, let us know in the comments. YouTube, like, comment, subscribe, Spotify, rate the 45 stars. Follow us on Spotify. There is a follow button if you guys didn't know if you've been living under a rock. And we love you so much. Bye.