Is this why you're stuck?

If you stop posting to Instagram, you'll actually grow your business.

What? This is Useful Not Famous. I'm Amara Andrew.

I'm Jeff Sarris.

And this is the show where we teach you how and why to create video content to help build your brand.

Brand of what? Make more money.

Brand of skulls.

But yeah, so most people get their funnel, their marketing funnel wrong, like organic content marketing. So, that's what we're talking about today. We're talking about interest graph versus social graph, which we've talked about before, but we are diving in, in a little more detail.

I'm setting the timer right now because I almost forgot.

The useless timer that we never adhere to.

There you go. We have 5 minutes. 5 minutes on the clock for the first segment today.

We're going to do it. We're doing 5 minutes on, yeah, interest/social. So, first, what are the platforms that we're talking about?

Well, I was even going to say, I want to break down the funnel a little bit. So, it's top of funnel, middle of funnel, bottom of funnel. Top of funnel is where you're going to reach people first, so it's like lead capture, essentially.

I forget, I have a better way to say it.

Well, yeah. Top of funnel is where you find new people.

Yeah, and then middle of funnel is when people already kind of know you and then they're like, "Oh, okay. I fuck with this person." I probably shouldn't even be swearing yet. Going to get demonetized.

We're demonetized!

Not on this platform. And then at the bottom of funnel, it's where people already know, like, and trust you, so then it's like, "That's for sure. Like, I'm ready to buy or work with this person." So, that's the funnel that we're looking at.

So, for right now, tell me things.

Yeah, so top of funnel would be how we organically – we're talking about organic content marketing – how we organically reach people. So, top of funnel would be how we can have new people discover us. Why are you laughing at me?

I'm sorry, I was just thinking when I look back at this to make clips, I'm like, "I look like a little kid." 'Cause I'm just like, "Hi!"

You're silly.

Anyway.

But yeah, we're talking about top of funnel, we're talking about organic content marketing, specifically video.

Specifically.

Specifically video is what we do.

Specificallys. Yes.

Okay, so what are the four platforms we're talking about today?

So, we're going to talk about – I thought you were going to say food groups, I was like, " carrot cake." I just made carrot cake, that's why. Instagram, Facebook, TikTok, and YouTube. And they're very different platforms with very different purposes, and like how you teased in the hook, so many people – so, like we primarily work with real estate agents, so that's kind of going to be our focus group for everything that we talk about.

We see so many people post to Instagram and Facebook only, which is a big mistake for your business.

Well, yeah. So, Instagram and Facebook are social graph. That means the people who know you, the people who you know, predominantly are the only ones that'll see your stuff.

But what we want is where we have our, so we have HYFE. It's, it's sort of the framework for what we do, and we're going to be fleshing that out on this show more and more moving forward. But that's sort of level two of HYFE.

You've already leveled up past the first level of the game, but level one, we want to get you going to the interest graph, the place where it's a search engine, where people will find you organically. And level one, the interest graph, would be TikTok and YouTube.

So, TikTok. So, the thing is, so what we would want, even though she is laughing and she doesn't want to agree, but you actually do want to agree with this. So, I'm reigning it back in, I'm sorry, 'cause we're, we're on track.

We're doing well. We're 2 and a half minutes.

Oh, shit.

But I know you're hesitant to say, "Don't post on Instagram."

Only because everything that we do is so search-based, and it's answering sort of FAQs, but like hidden FAQs. Like we go, we go pretty deep with some of the things that we ask people, and it's on purpose. And 'cause we make video content with realtors, blah, blah, blah, blah, blah.

Mayven.com, what is mayven.com? And so something that I focus on a lot is like answering those FAQs, as I know you know because you've built a bunch of businesses on it, blah, blah, blah. So, I don't want to totally ignore Instagram because it does show up in search results, like pretty high up.

But to your point, like I search for peop- I search for things on TikTok or YouTube, primarily, because Instagram to me isn't – they haven't quite figured it out yet. Like you said it, because it's a social graph. It's not an interest graph, so it's not there to get people to find new things.

It kind of has that component with the, the feed that you can scroll through, but it sort of doesn't. Like it doesn't give you things that are below a certain view count, like count, because it's very geared toward, "Oh, this is really popular. Everybody's going to like it," because they want to keep people engaged.

It's like, it's a whole different ballgame versus TikTok and YouTube. Like, yeah, there are certain things like that, but it also pushes things higher up for search results.

Well, yeah. And you can think about it just naturally how you've found people on Instagram. More than likely you've found them elsewhere.

You've found them on TikTok. You've found them on YouTube. You've found, maybe their podcast, because they were interviewed on someone else's podcast.

Instagram and Facebook are social. That is one tier beyond where you're starting. If you're starting out, yeah, one tier down your face.

Instagram and Facebook are social. That's one tier beyond where you're starting out. So, if you are going to try to build your business and grow and reach new people, if Instagram is taking you away from creating on YouTube and TikTok,

Ooh, almost there.

If Instagram is taking you away from creating on YouTube and TikTok, stop posting on Instagram, because YouTube and TikTok are the two platforms where you're going to grow. You're going to find new people. You're going to be in front of a new audience, because the way that those platforms work is that they show new audiences to new people, and the way that Instagram and Facebook work is that they show you what your friends are doing.

It's just a different platform. It doesn't mean it's not good. Like, we'll talk about it later, not today, but on another episode, when you introduce Instagram and Facebook into our, our HYFE, our model for doing this.

Yeah, it's a totally different group of people and it's still, it's still very good to have, but, and I would even take it a step further. If you're even choosing between TikTok and, YouTube, I would actually go YouTube. I know it sort of depends on what the video content is, but no, it actually really doesn't.

As I was saying that, I was like, "I don't even fucking know if I believe that or agree with that." YouTube

Do you, do you believe you would split though? 'Cause I feel like anything you do, period, you can just post on both.

You can, but if somebody is, 'cause like TikTok, I don't think you can schedule yet. I think that's something that they're rolling out is a scheduler, or I think it's already rolled out. I haven't quite messed with it yet, but because you can schedule ahead of time with YouTube, that helps with consistency so much.

Like that, being able to do that, I don't know. I love YouTube. I love its discoverability.

I still have things pop up in search from like five or six years ago. Like I'm fully

Meaning your content, like you've created.

My content, my personal content. And even when I search for the people that we work with to see like, "Okay, where do they rank? Where do they, where do they show up?

Blah, blah, blah." Like it, I fully believe in YouTube. I love TikTok, 'cause that's where I, I sowed my seeds, but that sounds gross.

But also, you have the most fun there.

Oh, yeah, 'cause it's, it's just more of like a fun sort of thing, but YouTube is where people go to actually learn something and grow. I do the same thing with TikTok if I'm looking for specific things, but I don't know, there's more, there's just something about YouTube that I'll always go for over everything, but TikTok obviously, I just love.

It's like one of my favorites, my favorite.

Yeah. So, those are the reasons why you should ditch Instagram and go to TikTok and YouTube or even just YouTube, but ideally both.

And it's only temporary. It's only temporary.

Well, yeah. And we'll explain when you would introduce it in another episode. But 5 minutes on the clock.

We're on to the "What We're Up To" section where we're off to this week, and then after that, we will go into exactly how to start posting on those platforms now. 5 minutes on the clock, here we go. So, how's your week been?

How's my week been? I was actually thinking, where are we going this week? 'Cause this will be a fun week.

Oh! I was like, "Where are we going?" We are going to a conference, which will be fun. We're going to San Antonio, which I've never been, have you?

Yeah.

Oh, you've been?

-huh.

Oh, what the fuck? I didn't know that. Have you done the River Walk and everything?

So, you said, you told me how long the River Walk is. I have not done the River Walk. I've like stepped onto it.

It's like 85 fucking miles. It's like the whole state of San Antonio.

And the country of Texas. You're like, "Did he hear it? I'm in a dead panic." But, yeah, so we're doing that.

It's REVVE B, Real Estate Video Blueprint. We go to conferences. Like we've talked about in previous episodes, we go to conferences not to learn.

We really, when it comes to that stuff, like we're not there to

Not to sound like a snob.

No, no, no, no, but this is what we do and what we've done for a very, very long time.

We would go to other sort of things to learn.

YouTube.

What? Oh, yeah. Metaphorically go to YouTube.

Yes. Not physically, there you go.

Digitally. But I'm very excited for all the history to San Antonio. I've been reading a shit ton of things, because

Well, let me explain why we're going then. No. But we don't go to conferences, like real estate conferences to learn.

We're not learning about video, we're not learning about social media. We're going there to, like we talked about in a previous episode, be the oddballs, the remarkable people there, because we're not meant to be, everyone else is a realtor. They're all learning about video.

We literally provide the service that they're learning about.

Yes.

And this is what we say when you need to be in the right rooms. This works for you as a realtor, for any local service provider, anything. You want to be in the room where your potential customers are.

So, that's why we go to conferences. We make a bunch of friends. We, sometimes, find friends who become clients and Top Bananas, as we call them, but that's why we go to these events.

It's a lot of fun. We like meeting people, hanging out, and maybe we'll actually meet a future Top Banana.

It'll be fun, and learn all the history.

-huh. Well, this is the fun part, 'cause this one is even more of a trip, it feels like. Not, not vacation, but we, we plan on doing so much more outside of the conference this year.

Well, yeah, 'cause we're not in Orlando. Oh, my god. That's her favorite city in the country of San Antonio.

Whatever, yes. But, yeah, yeah, you're not a fan of Orlando, but

Yeah. They split it. Oh, we still have a shit ton of time left.

Yeah, we're doing. No, but what's the plan for us when we're there?

Well, I'm really excited. So, I'm trying to get all my I keep looking at the camera again. Hello.

I'm going to have to do a supercut at one point, just where I keep being like keep like looking at it, flirting with the camera. Hey, hey. My boyfriend's here, don't look.

I've been getting a lot of I feel like, too, that would be my flirt eyes, like "Shy, notes, real." It's horrifying for those that are listening. Anyway, I am getting all my things ready because I need to record – I don't need to record, but I'd like to record history content. Like because we get to travel all over the country, I want to start doing that more and take advantage of that, not only to like go see people and work with people, but then for my own content, because there's fucking history everywhere.

And you just enjoy it.

You can quote me. We'll put that on a shirt.

Yeah. No, that'll be a button. That'll be on a button.

That's my merch. Oh, we need to make our buttons. Oh, buttons!

But, yes, I'm very excited – I thought that was your parents. I was like, "They're early." I am very excited for all the history. Like, I was learning about the Alamo this morning, I not the car rental place, the actual historic monument.

I don't know, I dove deep into all the things, but that's what

Well, and you've gotten back into creating your history content, which that's part of the yeah, the fun and the experimenting, which we were just looking at view counts, which we don't really worry about, but your view counts on them is silly.

And it's always been pretty high, 'cause, I don't know, it's just inherently interesting stuff, but I've been reworking how I talk about things because of all the I've made 10,000 fucking videos or just 4,000 alone last year. So, like, I've learned a couple things how to reframe a video, and it works. Like, it is working, for vanity metrics.

We'll see whatever it turns into, but

Well, yeah. That's not, that's more just for fun and experimenting with different things.

It is fun. I like talking about history. If you like history, let's talk.

If you're at REVVE B and you like history, I'm a big nerd.

But, yeah, I mean the number of videos, you have almost a million views on one, you have like 30,000 on others, like several others, and you just started posting again what, two weeks ago?

I think literally two weeks to the day.

Yeah. It's just interesting how it goes. So, it's just been fun.

That's one of the other fun things, and now on the trips, you're going to be doing a little more history content.

Well, yeah, and it's more fun to be it's so different, not to go down a fucking rabbit hole. I'm going to keep it very tight, tight. It's tight, like what?

Like my yes.

It's like, "I don't want to say it." We have all our inside things that no one knows about.

Nope, but they'll see our psychosis. Anyway, I there's something so different about being in person somewhere versus like I wish I had been starting again when we went to Italy last year. Oh, this time last year we were in Italy.

I wish I had done that, because there's obviously fucking history everywhere. It's history. It's history land!

But I, I don't know, I forgot what the fuck I was saying, but it's so different being in the in the vicinity of a historic something, whether it's like an object, a building, a person, whatever it is. It's so different. Like, you do get an energy vibe, and

Well, that sort of leads into our "How". So, let's put 5 minutes on the clock.

How do you do?

And, so the "How" for this week, how you should get on YouTube and TikTok. So, sort of our, our top level of our HYFE is

I just had an idea. You can't go topless.

Yeah, there you go. Yeah, people are, people are going topless on Instagram. Oh my, which Instagram are you?

But sort of our first level, where you begin, is with talking head shorts and faceless out and abouts.

Yes.

Because that's where it's easy. It's, it's not as scary. It's, you can record yourself explaining something you know, and you can also have your phone and walk through a, your favorite restaurant, your favorite store.

Like, your face won't be in it. This isn't, this isn't growth and brand building, this is building your habit for creating social media.

Yeah, which is fine. Like, it's a great place to start, but then we'll start like you should then start progressing a little bit to different things, which I won't, I won't break the barrier. I won't get into it yet.

Break the barrier. Well, yeah, and that'll be throughout the weeks, we'll talk more about our whole approach, but starting with talking heads, yeah.

So, talking heads, well, I sort of teased it in our first part, which is answering not just FAQs, but so something that I recommend to people, specifically realtors, because like I said, we deal with a lot of real estate agents, keep a document on your phone, whether it's in Google Docs, your Notes app, whatever the hell, written on fucking parchment for all I care, keep a document of some sort where you have FAQs from clients that you've worked with, because if one person's wondering it – this is what I learned teaching.

If one person's wondering it, at least 400 others, which if you're teaching a class that big, woah! But like if somebody has that question, 9 times out of 10, other people have it. At least one other person has it.

So, you should answer that question. Now, granted, this content isn't going to get you a shit ton of views, and it really shouldn't. You can make it a little bit more salacious when you talk about like money and mortgages and things like that, but so many agents are so scared to talk about finances and things like that, which I find really interesting because that's the main thing that people think about when they think about a real estate agent is like, "Okay, how are you going to save me money on either side, whether you're a buyer, seller, investor, whatever?" Which is a buyer, anyway.

But that's what people really want to know and that's what you should sort of be going for, but also answering the questions that people are like, "Okay, I've no idea where to start. Tell me everything I need to know," essentially. I just went on a whole tangent.

Well, no, that's perfect. So, what would be two examples, like off the top of your head, that people, like someone could make this week this week if they were doing two talking heads?

So, one really easy one that I like to start with for someone that's not So, talking about where you live is so easy because you live there, you know a lot about it, and hopefully you've lived there, if you're an agent, for a little over a year, but if not, that's fine. But something I really like to do with people when we start is, what are three or you can even chop it down to like two disadvantages of living in X?

'Cause people want to know, "Okay, this place seems fine and dandy, but what sucks?" Like, people want to know what the bad parts are, and if you don't have any disadvantages, you can even flip it and be like, "Ugh, it's too beautiful. Ugh, the weather's too perfect. Ugh, the people are too nice," and like flip it like that so it's sort of like tongue-in-cheek.

But that's one of the main questions that I always ask people. And then, what would be another one? Yeah, for sellers specifically, I would do Yeah, the first is mostly a buyers one, and we've talked about this before, we'll talk about it again, but you have your buyers, you have your sellers, and you have realtors.

Like, who are your clients? So, we're focused solely on buyers and sellers.

Right. Yeah, sellers, I'd have to look at my notes, actually. Put me on the spot.

No, we'll start with the one. How about this? So, that's one talking head.

Now, what about an out and about, a faceless out and about?

So, I would always say go to a coffee shop as the first thing, because it's super chill, it's very it's a very transient sort of place. If you start recording in a restaurant, A, people don't want to be recorded while they're shoving their face. And B, did I start with letters or numbers?

Huh, well, we'll find out in the post. And Q! No, not Q.

And B, two? Whatever. It feels weird recording in a restaurant, which is why when people do faceless content, they want to just pretend sort of like it's less weird if you're walking through, just like recording on your phone, versus if you're like, "Hey, I'm here at Joe DiMaggio's restaurant," whatever the fuck, like Be like, "Oh, he has a restaurant." so I always say start with coffee shops, just because then it's pretty easy to do.

Restaurants are a little bit trickier, A, because you want to eat at the actual place – I know I started with A this time. You should typically try to eat at the place or at least have B-roll of what the place offers, 'cause if you talk about a place and you don't have the food,

Well, the B-roll is getting sort of beyond even what we'd have them do.

Yeah, no, I know, but, I'm going down a whole fucking rabbit hole, but I would say start with a coffee shop, because then that's just the easiest thing to start with, because it is a transient space, and then it's easier to talk about and highlight. And if you don't like coffee, that's fine. Most places have tea.

You could even just say that. So, like someone we work with, she does not like coffee, so she'll get a hot chocolate, she'll get a lemonade, like whatever, and then just highlight that or highlight the food or whatever the hell. So, that's what I would recommend.

Yeah, so this week, that's two things that you can do to start with your, your level one of building your content, getting more customers, getting more leads, and being found organically.

Yeah, so that's two or three disadvantages of living in your space

And that's a 1-minute or less talking head video where you're just talking right to your phone.

Yes, and then the next one is go to your local coffee shop, film it, do your voiceover afterward, or I'd prefer you be in it, at least for the intro.

Well, for this one, because this is faceless out and abouts, this is level one, this is

I know, but even just like a little, just like, "I love this coffee shop!"

But when we break it down in the context of our whole plan

Well, yeah, then just faceless out and about.

That's fine, 'cause this is really yeah, this is just habit. Habit forming. So, yeah, you walk in, you hold your phone, you walk through, less than a minute of walking and recording, then you just order whatever you're doing, and you can do a voiceover later to explain why you like it.

Yeah, easy-peasy, so you can do it.

Yeah, and then if you want one more, go to myhyfe.com. That's where we have our content ideas for realtors.

Maybe we'll give a seller one.

Yeah, so that's it for this week. So, yeah, get off Instagram, get on YouTube and TikTok if you want to build a business.

Yeah, don't be stupid. Just kidding, I love you.

And we'll talk more about the rest of the HYFE of doing things later.

Bye.

Bye.