When content creation is creative expression & works because of that, not despite of it
Making socials a space for connection, community and finding your people
“I’ll be a little woo woo here”, one of the speakers on the panel said, “It was my energy in that reel that made it go viral, not the content itself.” That was the moment when I could finally breathe. Okay, I am not the only one.
One week ago, I found myself in an elevator in SoHo with 10 other creatives, content creators and digital marketing specialists, all on the way to the same event. Everyone “spoke” social media and everyone — surprise, surprise! — had questions about the algorithm. Which made me feel a lot less alone, because, truth be told, even after ten years of using social media, I still have questions about the algorithm. A lot, in fact.
So, when I saw the event pop up on my Luma app, I knew that was exactly the plan for a Friday evening that I’d want to sign up for. And that’s how I made it into said elevator.
Networking doesn’t have to be awkward.
Networking sounds so rigid, strict and overwhelming until you remember it’s really just about getting to ask someone you haven’t met before some questions. It doesn’t have to be a super sophisticated business question, sometimes “How did you find about the event?” is enough.
It reminded me of the many, many times before when I had gone to an event and didn’t know anybody. Which is super awkward but also super awesome, because you’ll have to talk to people! There’s just no way around. It gets better remembering that so many feel the same way and once you dare to break the awkwardness, it actually gets fun and feels like a normal conversation.
For all business owners — you don’t need to have the perfect pitch ready. I mean, it helps to know how to present yourself in a few words, before telling a five-minute long story when someone asks you what you do. But also, don’t put so much pressure on you thinking it has to the flawless elevator pitch. It really doesn’t have to.
If your business grew out of an experience you had, then you won’t have to force yourself to come up with “storytelling”. It’ll more sound like the reason for why you do what you do, and why you care so much about it. Which, honestly, is the whole point of storytelling — it’ll be an advantage for you, just caring deeply about what you do.
So, does the data matter? (Yes, but not only.)
The first part was focusing a lot on the data — how to read it, how to apply it. When to post what, how the algorithm favors what on which platform, and how to navigate the challenges that each content format brings.
I will be honest, I didn’t fully identify with the first part, because my approach to Instagram is a little different. I always encourage wrapping your head around the data — definitely!! — but you cannot rely on it. There is much more at play than what, apparently, is the best time to post.
Social Media starts to feel empty if it’s all about the numbers and not about the connection, I think. I wouldn’t want to post for a hundred bots to comment and then call that “success on social media”. I think the message from someone who says: “What you just posted spoke to me” is much more valuable.
If the data doesn’t matter so much, what else does then?
Yes and here is where it gets so interesting. The second panel consisted purely of content creators and their experience with growing an algorithm and community online. The question was whether to create content that performs or content that connects — everyone agreed that it would be content that connects.
And ultimately, the content that connects is also the content that converts. But you don’t post it only with that intention. You share it with the intention to express yourself creatively. Yes, you’re catching ideas and you’re speaking from the heart. That’s it. Isn’t that cool?
Again, it helps to know what you’re talking about and why. It helps to take time to go over your personal brand and your content pillars. But at the end of the day, what matters most, is to spend time with yourself, and with your ideas, and share something that is authentic. Because that is the base of connecting with people, genuinely. In social media language, that means: creating a community.
So, if you’ve been wondering if you should kick out the templates …
I think you can. No, let me correct that. I DEFINITELY think you can. And you’re not the only one who gets bored by asking an AI-agent to come up with a content plan for the next 30 days. Really not. There are so many creative women out there who create something they are passionate about and they are ALL TIRED of following the blueprint. It’s just that we hear so much about “this is what you should do” and “this is what you cannot do”, that we start believing it. But the true, genuine, How To, that’s the one that comes from the heart. Or instinct. Or, I don’t know … the land where ideas live.
And that’s honestly one of the many reasons why I love social media. I, too, have my moments of wanting to delete it all and disappear (I mean, I deleted my 3k account two years ago and I still regret it …) but then I remember how many amazing people I got to meet thanks to social media and I keep creating.
It’s not about the vanity metrics. In fact, in both panels, that was mentioned, too. Even if you get brands deal, nowadays, brands want to know your engagement rate, not only your follower count. And they pay, based on that. (Isn’t that cool?)
So, you can have a super small audience but so many genuine comments. You can have no matter how many followers and sell or not sell. Both ways. The huge accounts are maybe just huge because of a few viral videos that were entirely out of their focus topics and niche. And a smaller one may have a beautifully small amount of comments and sell one offer after another just because they stayed loyal to their message and put a lot into creating their community with care, love and passion.
Do things you’re obsessed with and genuinely care about.
… you read right, that was the conclusion of the panelists in the second half. I wanted to jump of joy. It hits different when you’re in the audience and can identity with everyone on the panel. It’s so encouraging and so empowering.
I spent — wasted ?! — so much time thinking too much about social media and if what I posted was right or wrong, or could be improved or whatever else came around. I think we all know these self-doubts around creating content and I just want to encourage you to put them into a mental box and trash them all. They’re not helpful. They can sit on the mental couch and have a mental coffee, but if they get too noisy then you just show them the door …
You have to learn how to believe in yourself so fiercely that nothing can tell you: “Oh but, actually, you really shouldn’t believe in your dreams.” Imagine you could move clouds and as soon as a rainy cloud comes your way, you’d just move it so you can see the sunshine again. (Okay, not the best example maybe, but you know what I mean.)
If you want to be successful on social media, then just go for a walk or a coffee and listen to your own ideas.
I am using “successful” with caution. Because I really don’t mean successful in the sense of “Only a large amount of followers will bring you 10 k after three reels.” I mean successful as in whatever makes most sense for you, feels most authentic, genuine and supportive to your dreams. And your business goals, of course, but these go hand in hand.
The question, then, maybe really is as simple as this: What do you genuinely care about? Why do you do what you do? What do you love talking about?
Go create that.
Keep creating!!
So much love, Ariane
The Journal of a Healer
www.thejournalofahealer.com