Hand up if networking events make you sweat Reader 🙋

A new life coach friend was telling me about his latest offer: a men's retreat in the Colorado mountains.

Me: "Are you using social videos in your pre-launch?"

Him: "I'll get my son/daughter/child/nibling to do it. They're young + get TikTok."

Me:

Sometimes I get caught off guard when a fellow business owner nonchalantly disregards social media + content ✨strategy✨

Here are some of my favorite eye-twitching misconceptions about social media from peers, video edition:

1. Video on social media = lip syncing + copying other people.

My personal opinion: trends + duets/stitches/remixes are a super cool way to participate in a world-scale conversation with smart people you probably wouldn't meet otherwise. They're opportunities to add your voice to a timely conversation relevant to our ideal clients.

And trends aren't the only way to connect with video. The trick (+ one of my favorite things about my work) is figuring out how social video best fits into your content strategy without draining your energy.

2. I can save money by using AI to repurpose longer videos into shorts, reels + TikToks.

Heck yes to this half misconception! My clients + I use awesome AI tools like Opus Clip (aff link) + Descript to intelligently choose + caption clips from longer videos like podcast recordings or hot seat sessions.

While it's comfy cozy to have a library of ready-to-post short videos, Opus + Descript can't tell you when or where to share your videos in relation to your sales, or what action it's coaching in your viewers. Your content strategy does that.

3. I can find TikTok/Reels trends on my own.

Also true. Even if I manage to not get distracted thumbing through videos, my Pomodoro timer almost always goes off before I find a trending audio that relates to my specific audience (+ doesn't include a dance 💃 ).

Is looking for a trend the best use of your time Reader?

4. Social media videos don't equal sales.

It's hard to argue with this one at face value. Social media sales just aren't as easy as it used to be. We can't blame it on the algo - rithm. That's only catering to FAR more discerning clients. Clients who might have invested in programs + teachers who promised more than they can deliver in the past.

That's why social videos (+ all social media, imho) is only one arm of an energy-efficient content strategy that doesn't burn you out like a sparkler on July 4th in the Small Town, USA.

The way to burnout-proof your content strategy and boost sales across the board, including social media?

Slow down + cultivate bone-deep empathy for your customers.

👉 Actively listen to their stories of life + business.

👉 Speak directly to the hopes, dreams + challenges they share with you. Including the ones they don't say outright.

When your content -- videos + social media included -- is fueled by empathy, Likes matter less. T

rends can turn into meaningful connections.

And a smart, discerning viewer will know they can trust you. (We both know they totally can!)

Thanks a bunch for listening, Reader! I hope one of these made you chuckle instead of twitch your eye, too!

#fangirlallday,
Mary

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