Rosie (00:59)
Hi friends, welcome back to the reboot of the Badass Empires podcast where we now have our beautiful co-host Jenny. Hello! Who has a wealth of experience in content strategy, content production, agency, brand growth and works for Badass Empires now. We're very, very lucky. And...
We're testing out a new format because you're always testing, always trying new things. Please send us a message and let us know what you think because we're chatting and we're answering your questions and we are involving you more than ever and we hope you like it.
Jenny (01:37)
Yes, and we really would love this to be a bit more of like a three-way conversation, shall we say, rather than just us talking at you. So please do let us know what you think. And also, if you're new to this format, we will be answering your questions at the end of the episode. So if you want to have your question answered, then you can submit it. You can send us a DM on Instagram.
You can send us a voice note because we would love to actually hear your voice and answer your question like you're part of the podcast with us. So that's an option too. Let us know your question and hopefully you'll be able to talk to you live on the podcast.
Rosie (02:18)
Yeah, and keep you moving, keep that momentum nice and high. And today we are talking about something we get a lot of questions about. Algorithm, our mortal enemy.
Jenny (02:25)
Yes.
Yes, the algorithm
promise is not out to get you, but it does sometimes feel that way. We get a lot of questions both in the community and on social media about how do we win on social and what the heck do we have to do now? Like there's always things changing. There's always some new rules like do we use hashtags? Do we not use hashtags? Do we use reels? Do we not do some carousels work again? Like it's just crazy out there. And so
There are like, it's impossible to constantly, like it's impossible to get ahead. It's impossible to predict that, but we have some really like foundational ground rules that we believe in that we subscribe to no matter what. That is kind of helps, I guess, weatherproof you against any storm that comes your
Rosie (03:19)
Yeah, and I think between Jenny and I, mean, I've had like 180,000 subscribers on YouTube, same on Instagram, we've built TikTok, LinkedIn, been LinkedIn Top Voice, got a community of like 30,000 people over there. ⁓ Jenny's done YouTube, podcasts, Substack, Instagram, like between the two of us, we've had our fair share of exposure.
Jenny (03:42)
We've been we've been there. We've been around the block. We've tried it all and For me every single platform. I start anytime I start an account on something. It's basically for experimentation to find out like what what's working now and what what do we see as being really important for essentially like evergreen principles and
Rosie (04:05)
We always end up being able to grow our communities. And I think that's what's interesting is that the things that were growing our communities six years ago, five years ago, two years ago, one year ago, you always have to sharpen, evolve, drop what's not working, double down on what is working.
You know, never believe someone who says they have the answer and the roadmap to social media growth because three months later it may not be the case anymore. But I think what would be really useful for you all to take part in in terms of our conversation today is just chatting about the fundamental principles of the algorithm, as well as of course the shifts in human behavior and social media and content consumption that we're seeing at the moment.
So that you can keep testing and trying out new formats because we are, we have just been a week together talking about how we're going to completely be burning some things down, trying some, lot of brand new things for us. So you've got to commit to constant evolution, but the principles often stay relatively stable.
Jenny (05:12)
Yeah, yeah, the core of what makes something successful. There is definitely a common thread, no matter who you are, what channel you're using, where you decide to start out or how successful you are. And actually it's really interesting because I mean, I have this idea of what this common thread is and Rosie, I'll be so interested to see if you agree with me on this, but what I've really noticed across all my years and before I started working at Bad Assing Pies, I was a
social strategist at one of the big four advertising agencies working with enterprise level brands. And what I see constantly that's missing and why I think it's getting harder on Instagram or why I think people are finding it quite hard at the moment. Cause we see big accounts, like accounts with like 600,000 followers who just are not performing. Like their content is just not performing and
The biggest shift and this core principle that I believe is what will allow you to find success on any platform is focusing on building your community, like really loving on your community and being in a conversation with your community and involving them in the story. So no matter, and that applies no matter what you do. It's sort of like, we talked about this in the last episode as well about how if you've got 50 people who are prepared to pay you,
$2,000 you've got a really successful business. So maybe your contents not performing you maybe not going viral or like having huge numbers of engagement, but actually That's not really the six. I know this is we always say our followers don't matter but truly like that's not the most important success metric You might have a hundred followers who love your shit so much and will buy anything that you sell
And so focusing, in my opinion, no matter what channel you're on, on talking to them and letting them see that you are hearing them, you're making content for them, like you're in conversation with them, that will really, really almost guarantee or like future-proof your channels for success. But that's my take on it as like a corporate, ex-corporate girly. And I'm really keen, Rosie, you've had different experiences. I'd love to hear your thoughts on that.
Rosie (07:36)
Yeah, I mean, it absolutely makes sense to that. The focus is more and more and more on community. But I think what's interesting is like the reasons why when, even when I was starting out, like on Instagram five, six years ago, I mean, Reels hadn't even launched them. Um, and it used to be, you know, survival of the fittest used to be who can post the most. So it was like, like people were using scheduling platforms and they were posting three times a day because it was easy to, cause it was just a graphic or a photo of you.
with a caption and so you could pump that out then you know reels came out we have to learn how to edit we have to like it takes longer and longer and longer to create these content pieces but even then we don't really know what we're doing with it we're like dancing pointy and I feel like the the conversation has been so obsessed with the format of content and you know is it post is it carousels is it reels all this kind of stuff I just want to zoom out for a second before I answer your question because I think
whether it's Instagram, LinkedIn, YouTube, podcast, I don't care. You can grow any platform and the algorithm of all of these platforms wants you to succeed because it wants people to stay on their platform and enjoy content being produced on their platform. And so,
Jenny (08:51)
Good for business.
Rosie (08:56)
They are very, very interested in content creators who are producing content that is very relevant to people, makes them feel very seen and heard because that elicits connection and emotion and loyalty. And it's also the content itself, so it's hyper specific to certain people.
I think gone are the days where you can post a cute quote where it's like, believe you can and you will. It's like now it has to be like POV, that feeling when you're an Audi HD and you're trying to like clean, spring clean your closet while like whatever, like designing your like five year business. Like that kind of stuff is gonna do a lot better. So it's like hyper specific. People can see very quickly based on.
The visual hook, text hook, whatever it is, the verbal hook, like, okay, this is for me, this is tailored to me. And then the content is so relevant and so good and keeps people engaged that they spend time with you. They've got that watch time up. And that's why we're talking a lot about storytelling and because stories, human brains love stories. so, you know, activates these senses of the brain that enhances memory and it enhances oxytocin and connection when we hear a story. And so,
At the end of the day though, it boils down to that it's relevant to people and they want to keep watching. They want to see what happens next in that series, watch time, like anything that helps people to stay with you longer and enjoy your content or binge your content longer is gonna work. So back to the feeling of like communities front and center at the moment, absolutely because we used to be able to put so much content out there that
you know, if you're, if you're going to fire 5,000 shots, you know, maybe a thousand of them are going to work kind of thing. Whereas the algorithm now is very conscious, much more conscious about quality. They would rather you post less, but it like not be sort of junk food for the, for the platform almost. So it's like, I feel like community it's hitting those two things.
When you have a sense of your community and who's in your community and the community you're building, you can make it very relevant. You can say, hey friends, you know how we're all a little bit true crime obsessed? Hey friends, you know how we're all giving that Capricorn energy? Hey friends, you know how, like if you're able to speak to your people like, my gosh, that relatability that like, we know how it is, or like around here, we believe in this, like the values, the belief systems of your community, the character traits you share, the quirks you share,
makes you weird those funny little insider jokes the more you can hone that the more people will see that it's relevant because if you can imagine you're guiding through a carousel and it's like like let's take something like an example from your account like the like 10 book recommendations for who for example what would be something that you would post
Jenny (11:53)
if you don't like non-fiction like 10 book recommendations if you quote-unquote don't like non-fiction.
Rosie (11:59)
Yeah, and it's like actually I'm gonna turn you it's like so as you're talking to them You're like I knew you keep telling me that you don't like nonfiction I know you say that you don't touch it Let me convince you otherwise and then they give it a read and they're like, my gosh, you're so right. So it's like You know that they're resistant to nonfiction for example. So it's like these little character traits or it could be ⁓ It could be you know, you know ten book book recommendations for ⁓ The like
what could it be like ⁓ war crimes obsessed girly inside all of us or like whatever it is like it's sort of like speaking to someone and they're like this is so for me this is right up my alley so when you have that sense of community it's more relevant then watch time when people get that dose of like I like this I feel seen I feel heard this made me laugh this made me react this made me feel
in our busy lives where scrolling on social media can feel so draining, exhausting, when people find their space, and I think in general, like there's been socially...
Jenny (13:03)
Training.
Rosie (13:14)
more of a driver towards people claiming who they are more than ever over the last 10 years. Even just like from my personal lived experience like the raise rise in ADHD diagnosis for women and things like that like we're getting more and more aware of who we are what we stand for our identity being able to have those conversations that's quite quite new and so like finding your place well then you're going to get loyal and you're going to you're going to listen to the
fewer people but you're gonna have your favorites that you go back to and check their stories and check if they posted for example on Instagram and I think yes it's community as the vehicle but those principles have always been there in terms of is it relevant to someone and are they gonna stay engaged the way we get people to stay engaged changes and we always have new challenges in terms of yeah trying different techniques and storytelling or or meme culture like there are always different things to try to
to keep people hooked and engaged and coming back. But at the end of the day, it boils down to that beautiful principle of like, do you know your person? And are you making them feel seen and heard? are you making them, are you giving them value, not just in terms of education, but- ⁓
Jenny (14:31)
Why should they care?
Rosie (14:32)
Yeah,
why should they care? Is it a little, have you made them, have you made them laugh? Have you made them cry? Have you made them think? Have you made them reflect? Have you given them a message today that you know they needed to hear and you know they needed to hear it because you know them, you know them intimately. And I think Algrove that is still the same principles, they're just getting pickier in that.
the content creators, you've got to know your community, you've got to want to build a community and you've got to want to love on them and reply to them and reply to their comments and reply to the DMs and that kind of thing.
Jenny (15:08)
There's so
much competition now. Like if they're not getting it from you, then there is so much freaking content out there that they will choose instead.
Rosie (15:17)
So you can't go like vanilla. You can't go as just boring beige mainstream. Surface level. Yeah, and I really do wonder if we're gonna see the depth of that classic influencer that doesn't have much more to give other than, pretty sharp. gosh, I've got cute yoga pants and a cute beige house.
because people are getting a little bit jaded with like the, well I've seen that before so what? People are finding their corners, the nooks and crannies. I actually think it's like quite an exciting time to have small to medium sized communities that are like...
Jenny (15:54)
Hi.
Rosie (15:54)
hyper
tight like tight engaged like because as you were saying like look around a lot of the bigger accounts it's like sometimes they have 600,000 followers and they're getting and they're very successful like don't get me wrong they're getting like 900 likes and you're like wow that is a
Jenny (16:10)
very yeah the ratio is is low and it's like well it's it is it's a really exciting time i think it's i love that time in a new account where there's no rules there's no expectations like you're not known for anything yet or like you haven't been pigeonholed into anything and you can just be brave and try stuff and i think if things aren't working try something else like and don't be scared to
to be a bit brave and to take a bit of a risk and try something that you, maybe nobody else is doing it, but that's actually a really good thing. If no one else is doing it, then maybe that opens an opportunity for you to carve your own space and be really known for something.
Rosie (16:55)
And I feel like there's this interesting, I always tell people when...
They say, you know, when do I go all in on my business? I just quit my job and go all in? I always say like no because I'm like, look, start this thing as a side hustle or if you're or get to a place where you have some buffer, you have some savings, you have some like, it's not like, oh my gosh, this has to work next week. Otherwise I'm not going to be able to pay my bills. Why? Because the best thing you can do for your business, yes, of course you can be super strategic, have the back end looking beautifully, like be ready to succeed, go for it.
and then when you press play on content though if you can test if you can connect if you can take the time to talk to every single person that follows you and send them a voice note and say hey tell me your story
That's the stuff that pays dividends. And if you can do that in a way that feels enjoyable and less like people will feel the pressure coming through. If you're like, you know, been posting for two weeks and then you're like, join my masterclass and enrol in my program. It's just like, yeah. Versus if you can take time to honestly not sell anything, just like sort of build your list, you know, promote your freebie for sure. Like, but like get you get the backend building, but actually just and maybe like sell.
you know behind the scenes and the DMs and stuff but like community building forward-facing if you can take you know several months you know two three four months just to genuinely connect with people and build your community you'll be golden
Jenny (18:41)
100%.
We've got a few questions on this topic. So let's get into those now. Our first one is from Maria. Maria says, I'm posting but not getting engagement. I don't know if I'm doing it wrong or if it's just the algorithm.
Rosie (18:47)
Who has sent us a question?
Hmm.
Okay, so again, let's just always, because the algorithm friends is outside of our control. Whatever's happening with the algorithm, you know, by the way, it's not just an algorithm. Like hundred and thousand different signals and algorithms working in unison at any one time. So anyone who claims that they have mastered the algorithm or knows what the algorithm is doing, you know, but again, that's why we boil it down to these principles that are tried and true as irrelevant. Are you keeping people around? Anyways. ⁓
when you say or is it just the algorithm the algorithm can be such a scapegoat and I just want to address that I feel like when we put our power into things we can't control like the algorithm hates me we lose ownership of doing and trying all the I myself am constantly reinventing my my content strategy to try new things try new things try new things all the time I would never I'm six years into this shit and I would never ever say have the audacity to
I've tried it all never there are a hundred things I can think of right now that I still want to try across different platforms.
Jenny (20:07)
Whatever you did try
them all, by the time you had, there'd be new shit to try.
Rosie (20:11)
Exactly. So.
I will never outsource my power and be like, ⁓ woe is me. The algorithm doesn't like me. It's got a vendetta against me and therefore it's not going to work for me because even if it's not working now, what could you try? What could you test? What could you put out there that could change the game for you? You might be one video, one carousel, one story away from something clicking into place and it giving you an idea for a tweak in direction. You just don't know. So firstly, I want to say,
The algorithm isn't making an enemy of you. You're not being shadow banned unless you're being violent abusive or pornographic online like like no, it's not out to get you However, sorry. What was the first part of the question? I'm getting engagement. Yeah, so I just wanted to address that let's put the algorithm blame to the side for a second because it removes our ownership of Trying and just keep them going it doing whatever it takes
Jenny (20:58)
Posting but not getting a gay
Rosie (21:12)
until the algorithm loves you. So, probably not getting engagement. I love your thoughts on this, Juni, because I'm gonna validate this. I think that globally, it's not the algorithm, like consumer behavior, people engage, they're pickier with what they engage with.
I think that things that could have earned a like easily, like a basic simple piece of content that might have earned easily a like and a comment previously, people are less generous with giving away likes and comments. feel like what all those things we were talking about, they need to feel that much, cause they're to be much more activated in order to engage. What do you think about that?
Jenny (22:00)
My take on it, we sort of talked about it too around how much content, especially let's say in the context of the online coaching or online education industry, right? Five years ago in 2020, getting engagement was considerably easier on a piece of educational content, no matter what it was, right? I mean, I used to post just a static image with like a chart and like that would go really well. I'd get like 70 comments or something.
Unless if you if you're thinking from the perspective of a person scrolling, maybe they know you already maybe they don't maybe you've shown up as a recommendation in their feed Even if you're teaching them something What are they how are they supposed to engage with that like? Literally like how what how do you expect them to interact with your post? Is it just to like it because to your point that's not really how we engage anymore engaging now is more like
if something's funny, relatable, or triggers you in terms of like causing a reaction, we'll comment, or we'll send it to a friend, or we'll share it to our stories. People don't really just like a post, and actually that's been reflected, just to talk about the algorithm and how it's always changing, because of the changes in user behavior, likes aren't as important to a post's performance as...
a comment or a share or a save now. So I think I'd be asking yourself like, how are you expecting them to engage? Are you just thinking, I hope they like it.
Rosie (23:40)
Exactly. So this is exactly where I wanted to get to the core of this. The algorithm adapts constantly to human behavior and patterns and data. They have billions of bytes of information from real human beings and how they consume media. And exactly to your point, think about when Instagram would have just started as an app. You posted a filtered picture of your coffee and that got hundreds of likes.
Jenny (24:10)
with like hashtag mood.
Rosie (24:11)
Yeah,
exactly. Would that... Good old days. That's just not gonna happen. Obviously, that's just not gonna happen. People are online, they're getting their news, they're hearing about human travesties happening all around the world. They are being activated, they're being stimulated, they are being... And so they're not...
They're not necessarily engaging less, but you have to adapt your content strategy to create a feeling of engagement and it's not gonna work how it used to. So as Jenny was saying, you used to have lots of likes and comments being like, thank you so much for this. If it were like three resume tips, so valuable.
Jenny (24:57)
So valuable.
Rosie (25:00)
Now you've got to think about it. Look, we've got a lot of info out there. We've got chat GPT. We've got lots of AI powered tools to help you write your... So that information may not be as helpful or novel necessarily as it once felt like, for example. So it's very, very interesting therefore in terms of your question, like what are doing to get the engagement? Expecting to put something out there and it get liked, that's actually...
quite high expectations. Have you?
entertained or inspired them some way if it's an educational content piece don't get me wrong that's all super valid but like have you entertained them have you told a story were you relatable in some way were you was there something was there an analogy that you used that could be fresh that could be exciting that could be novel that could get people reacting you know if you're putting out a question out there are you talking about you or are you talking about them and are you saying what do you think what would you share what would you it's like are you making about them are you answering
Are you getting them to take?
Jenny (26:24)
Alright, let's finish this one. Yes. Okay, so where were you?
Rosie (26:28)
Yeah,
I know where I was I think. yeah, okay asking for likes like that's actually a really high expectation When you think about it and you think about the behaviors that's happening People aren't sharing to stories as much they're sharing and the DMs are sharing to their group chats with their friends They're doing things like that. So
Are you willing to be so spiky and polarizing, for example, in your content, or so relatable to a particular group of people that they're like, my gosh, that's so us. An old school algorithm and consumer behavior might've been like, at my friend, hey, this is us. Now it's getting shared and sent into WhatsApp groups, into messenger chats, into group chats or things. So think about how you live your life. Think about how you consume, where you
when you chat about things with your friends, how you send links to people, all that kind of thing. This is why memes work so well. This is why, because it's like, that's how we, that's our love language now between our friends is we're like, like we send reels privately to each other in the DM. Sometimes I don't speak to my friends properly for like weeks and we're just sending videos to each other. I think all of these things are very interesting because
It's often not what you're saying. It's more so your approach as to like, how are you making it exciting? How are you making it engaging? And how are you making it super relatable, super relevant, super in group, super like, this is so us. And are you choosing topics?
that are like the A grade top of mind topics for them right now? Or are you choosing things that like, yeah, they'll generally be interested in this, I guess, looking at like old content that used to perform. It's sort of like, if I'm on the algorithm right now, what's gonna get me, like, I will see a cute cat video, I'm not gonna give it my like necessarily.
Jenny (28:26)
I might laugh at it and enjoy it and show my partner, like I'm not gonna engage it.
Rosie (28:33)
versus
something way more deep cut for me that speaks to Yeah, real problems. I have going on Making light of things that are going on in my life right now So it's like it always comes back to the same thing like push yourself. How can I make this more relevant more relatable? How can I get this shared in the group chat? How can I make this? ⁓
something that's going to be, yeah, sent around and circulated and like maybe, you know, less publicly and you'd be, it's fascinating in this way. If you, I mean, even looking at my own Instagram account, when I'm, you know, I had my, biggest launch I've ever had in business earlier in the year. was a $500,000 launch. was absolutely insane. Like it was, you know, life-changing and confidence cracking. It was just insane.
My content leading up to that was getting like 12 likes, 18 likes, but because I'm sort of like a master in launching and business and that kind of stuff, I know that that's gonna happen. I know it's not likable content, because I'm calling people out. It's actually sometimes quite hard to hear, or it's like, hey, are you gonna change your fucking life today? Or like, hey, you
Do you hate your job? Like, if you're thinking about polarizing topics like that, people aren't gonna publicly like that and comment on that because what if their colleagues see it? And so you've gotta think about that in some ways. Like, behind the scenes, like public facing, I have phases of business intentionally where I have my lowest liked content pieces of all because I'm selling, I'm in a sales phase. And then vice versa, if I don't need to sell but I want to grow my community, I might go more mean, funny, relatable, et cetera. I think...
There's so many different flavors of content, so many different flavors of engagement. It depends on your business goals and the algorithm doesn't hate you. There's always something else you can try. Is there anything else that you'd love to add to that,
Jenny (30:32)
I was thinking too, like if you think about how you yourself, what kinds of content you are commenting on or sharing, I mean, for me, I don't know if this is true for you as well, but I actually comment more now on social than I used to, but I will comment to support people and brands that I love because I feel connected to them. So in my little book community that I have, I want to hype the shit out of my.
new online friends because I think they're awesome and I love to see what they're doing which again speaks to like how important it is to focus on building genuine connections with people because if people if you have that genuine connection with people who already follow you and they're really loyal and engaged you want them to be championing you and they will champion you because they believe in you and they see you as a friend and so
If you're getting no engagement at all, then I would be going back to basics of like, evaluating your content and also, you like, is there a two way conversation happening between you and your followers?
Rosie (31:46)
Like, will someone see your content piece and be like, oh my gosh, this is for me. Yeah. I'm going to join. I'm going to come along for the ride because.
Jenny (31:52)
I found my person. I found my place, my community.
Rosie (31:56)
Yeah, I feel connected to you. So it's like, go back to the basics. Who is this for? How am I connecting with them? Is it a more relatable piece? Is it a more, hey, let's have a tough conversation piece? it like, how are you connecting to them as a visceral human level? It's like, again,
there's always things that you can be doing to go further and up that engagement. Engagement doesn't always look like it used to, but that doesn't mean that the algorithm's screwed and it's over for us as business owners. It means that behavior has changed, different types of engagement might mean different things. And also, as I said, you never know what's going on behind the scenes in terms of
Jenny (32:27)
Behaviours changed.
Rosie (32:39)
maybe your topic is sensitive and you know you're getting no likes but did you get two dms today with people reaching out to you so make sure you're looking globally at how people are behaving with your content as well and honestly overall just don't be afraid to go there to say the thing to say the brave thing or get the exactly because vanilla
Jenny (32:58)
Stand for something.
Rosie (33:01)
Ain't it? It's like not this. We've got more than enough of that content on the internet. Like you've to be you and you've got to be fresh.
Jenny (33:10)
Our next question is more platform specific and it's from Crystal. She says, should I focus on one platform or try to grow both Instagram and LinkedIn? LinkedIn's giving me leads, but I don't like the vibe there.
Rosie (33:24)
Yeah, so my general recommendation in terms of platforms is that the more you try to be everywhere, the more you're going to be nowhere. It takes, it could be a full-time job mastering LinkedIn. Honestly, like getting amazing at one platform is a lot of work. I don't care. Like I believe that anyone can build a million dollar business on any platform. Genuinely, it could be LinkedIn.
I've had a career coaching client, she was making 600k a year and she has 21,000 followers on LinkedIn, full stop. Full stop. So it's like, there's no excuses, it's not one's better than the other. Pick a place and go with it. What I would say though, generally, is that what I recommend is that people start with a short form platform. Why? I think it's a good content school.
to get good at content creation because you can test and put out lots of micro bits of content and hone your storytelling skills, your writing skills in shorter, if you can be forced to create good content in short formats, you're going to be fine, long form. I do think over time, when I'm talking like you could be three years in and have a team member by this point, I'm not saying straight away, it's nice to have a short form and a long form. So the question is, should I do LinkedIn and Instagram? I'd honestly say no because LinkedIn,
short form or Instagram is your short form. I would rather you... if it's working on LinkedIn and you're getting leads on LinkedIn I'd rather you...
Change your perspective and be like I don't like the vibe. How can you make it a vibe? How can you make it a fucking vibe for you for your people? How can you if they're if you're sick of the dusty old like cringy old LinkedIn careers Don't do that. But use LinkedIn. You're getting leads. Hello, go hard like like make like own that algorithm be the freshest coolest thing that LinkedIn's ever seen What if you changed the vibe of LinkedIn? What if you were a trailblazer on how cool LinkedIn could feel?
All that to say, if you're on a short form platform and it's actually working relatively well, I'd keep going hard on LinkedIn. And then my next challenge would be...
once you feel like you're in a place where you've got leads, you've got clients, things that you've got money and maybe you can start therefore paying for a bit of outsourcing, maybe outsourcing some editing and stuff, then I would add a longer form content platform in. I'm talking about a YouTube, a podcast, a sub stack. I'm talking about rich, long and deep media. That's what we call middle of funnel content, which means it's more around relationship and nurturing and trust rather than the sort of exposure and
visibility of the short form world. I mean they're both doing both but just to simplify. make LinkedIn a vibe double down on one short form platform not two in my personal opinion because again mastering one platform is a solo pre-nure.
you're done. that's a like like like I I all alone I could not be on two platforms there's just no way in hell. ⁓ Even doing two platforms with a team of four people is a lot of work a lot of work so I would just say go hard feel comfy feel streamlined feel fun like on one short form sounds like LinkedIn you're getting leads I just make it a vibe then the next boss isn't adding Instagram it's adding a long form platform for you.
Jenny (36:54)
Controversial, I also think like as a second or third platform, I recommend people try and find a way to build their own list because if you've got a primary platform like LinkedIn or Instagram or whatever, and then I know this is, we're talking about the algorithm and how the algorithm is not everything. But say you've been having a shitload of success and all of a sudden Mr. Algorithm decides now we want a more pay to play.
way of working where we're trying to encourage people to boost their posts so you don't get as much organic reach, suddenly your business might be screwed. Or, as happens a lot with Meta, you might just get your account shut down for no freaking reason and then be unable to get it back and you may not have done anything wrong. So the only thing I would be thinking is like, if you have a decent following on a platform or it's going well for you,
start considering how you can, I guess, ensure that. ⁓
Rosie (37:59)
⁓
We do that in Empire Era. So just for context, like in Empire Era in my program, whatever platform, we start you usually on a short form platform, but in parallel from day one, like you cannot in that program start creating content until your email list, building mechanism and funnel is set up and ready to go because...
every time you post content it should be a chance that someone becomes a lead on your email list. again, solopreneurial side hustlers, are you going to be doing anything with that list? Are you going to be sending them weekly newsletters and best practice? No, you probably won't have the time but that's fine. The point is building that asset, you can do something exciting with it later on.
Jenny (38:37)
could even
like, it could just literally be sub stack where you can build your own list and then eventually export it. And you might just be cross posting to sub stack for a while, but it's important to start thinking about that because you might think, ⁓ it's probably not gonna happen. I don't like, you know, nothing bad is gonna happen. Things are going well for me on this channel and I don't have the time, but.
I would encourage you to make the fucking time to build your list because I have seen businesses ruined overnight and they didn't have a backstop because they didn't own, they didn't have any kind of way to tell people where to find them.
Rosie (39:17)
or the quote unquote algorithm changes, aka consumer behavior changes. And you know, maybe on LinkedIn traditionally, at the core of it, it has been great for writers. If you can write a great text post, if you can pull together a nice carousel or a visual infographic for writers and educators, LinkedIn has been it. And as much as they're like, my gosh, we're modernizing and we're pushing video, video's still not the main format on LinkedIn. what if, it becomes so, what if LinkedIn, who knows, in the future, five years from now, is a video feed?
as a content creator you're not a video person that's just not your vibe and you're like you know what I want to be on sub stack for example like you also don't have to shape and adjust your like there's always gonna be a home for you or maybe you want to go on threads or maybe you want to whatever like maybe you want to go elsewhere that stuff can happen and being able to email that list and say hey find me over here it's very powerful
Jenny (40:15)
I agree. If you would like your question answered, you can send us a DM over on Instagram or you can send us an email on hello at badassempires.com. Otherwise, thank you so much for tuning in. I hope that this was helpful for you in our ongoing quest to conquer the big bad algorithm.
Rosie (40:38)
And you know what, if it's of any...
any ⁓ relief. I'm six years in and I'm still learning and testing and trying things every single day. And I know that might seem really scary, but it's actually really freeing because you know what? You can't fuck this up. Whatever you do now is kind of changing anyway. It's okay. You know, day. Yeah, it's not that deep. We'll all move on, get going, sharpen that skillset because once you learn how to write and create content, you can do it anywhere and adapt yourself to whatever behavior is happening in the market.
Jenny (40:58)
It's.
And don't forget that this is supposed to be fun. Yeah, it should be fun. Content is fucking fun. And so don't be afraid to have a bit of fun with it.
Rosie (41:18)
We're about
to have fun. We're gonna go have some chicken cut. So bye.
Jenny (41:21)
Very excited. Bye!
