All language subtitles for 23 Business - Social Media.mp4

Now that we've discussed marketing.

I want to dive further into social
media.

Social media is one of the most
important facets of my entire business.

Not only does it help me gain
notoriety, but it's also helped me book jobs.

Every single day, I consciously think
about the type of content I want to

create for social media.

Whether I'm shooting or not.

I want to build up a surplus or a
supply of content that I can post

today, the next day, or the following
week.

Sometimes even the following month.

As you know, there's many different
social media channels.

So as you can imagine, it's important
that you build up this content and you

have that supply to post unique content
to each one of those channels.

So now let me talk about these seven
different types of content that I

always try to capture or post to social
media.

So as a photographer, I love to see
behind the scene setups, and I love to

see what other people are doing.

So I think behind the Scenes are a
great way to share what I do day in and

day out with behind the Scenes.

You want to make sure that you shoot
wide.

I always want to see this set.

I want to see the lights.

I want to see me shooting.

I want to see the models and the
styling.

So if you go wide with everything, that
provides a nice look into the entire

set, compared to something that's
creative, such as an over the shoulder

or something that's close to the model,

shoot the entire set, and you'd be
surprised.

The general public loves behind the
Scenes.

As you know, on DVDs, there's always
those behind the Scenes features.

There's a whole section that's
dedicated to behind the Scenes.

Also on TV and in movies and films,
there's always that precursor behind

the Scenes, because the general public
loves to see what goes into creating

that final product.

Now I could just step that back and
take a photo of the set itself.

But I think it's important that you,
the photographer, are actually in the

photo, working the set.

So in order to do that, I would simply
ask my assistant to take a shot on our

smartphone, or I could set a camera on
a tripod and do it that way.

Another behind the Scenes technique is
what's called a pull back.

That's when you zoom your lens out, or
you attach a wide angle zoom to your

camera and take a shot with the
lighting setup.

So we can still see how our model, or
our subject is lit, but now we see the

lighting and how it was done.

A lot of photographers really love this
style of behind the Scenes.

The second form of content is something
I like to call comedic value.

Comedic value is something that's super
digestible, it's funny and it's going

to make my audience laugh.

This could be something such as a
bloopper and outtake.

I remember this one time, hunter and I
purposely went to Walmart.

We wrote around in one of those
motorized scooter carts.

I put my feet up on the top of the
motorized cart

and then took a shot, posted that to
Facebook and Instagram and said, it's

my birthday.

I'll do what I want.

It got a ton of engagement.

It was a super successful post.

So the whole reason we traveled to Wal
mart that day was to capture this

specific shot.

So that just shows you how much time
and effort I'm putting into my social

media and this content.

The next form of content is a selfie.

It might seem ridiculous, but this is
actually a great way to gain some

engagement on social media.

The key with selfie is that you want to
do it very rarely.

I see a lot of people posting selfies
once an hour, then you know how

obnoxious that can be.

So I try to keep myself down to once a
month.

And it's always a very strategic style
of post.

So I just don't want this selfie to be
about me.

I wanted to be more about the
experience I'm having, whether it's

shared with other people or whether
it's in a unique place.

So as people, we all go through trials
and tribulations in life.

So the next style of content is
something with emotional connection.

You want to make a personal post.

This could include an accomplishment or
a failure.

Something that's going to provide an
emotional connection, or a personal

connection to your audience.

For example, I recently climbed mount
kilmanjarro,

and once I reach the summit, I made
sure to have a photo taken of me.

It wasn't a selfie or, it wasn't behind
the Scenes.

It was a style of content that was
going to provide a personal connection

and an emotional story.

I tag that and captioned that with a
very detailed story that provided an

emotional connection to my audience.

So not only is the photo interesting on
its own, but the context and the story

behind it adds a little bit more of
that emotional interest.

Next up, we have a team photo.

With every project I work on, I'm
constantly collaborating with a team.

So a lot of this content could be
considered self centered.

So it's a team photo is a great way to
show appreciation for all the hard work

this team has put in.

Another great aspect of a team photo is
that on Facebook I'm able to tag each

one of these team members, and that
photo will show up on their individual

news feeds.

So imagine I'm working with a notable
model.

If I have this tag on her Facebook, and
this photo is on her Facebook, you

never know who's going to look at that
photo and possibly look at my

photography.

The next form of content I like to post
is something that's going to promote my

upcoming projects.

And the best way I found to do that is
through teasers or screenshots.

A teaser consists of maybe your laptop
with a camera next to it.

And you're showing maybe an image that
you shot onset.

Or it could be the actual screenshot
of, say, capture one or Photoshop.

And also it could be video.

It could be a ten to fifteen second
trailer of that upcoming project from

the temple.

We get into the final thing I like to
post, which is your actual photography.

In many cases, all of this content is
leading up to this final product that

you're going to share.

So just like the selfie, if you just
post the final product, it can get

boring.

And that's why I have such a variety of
content on my social media, because

we're posting and we're creating a
story, which leads to the final

product.

Now that you know the types of content
I like to create for my social media,

we need to give them context.

To do that, we're going to write titles
and captions to tell a story.

Now there's a ton of things that we can
write in these captions, but it's very

important that we remain humble.

One way I like to do that is to give
thanks to my team, that includes my

stylist, my models, my hair and my
makeup.

Social media in general can come across
like you're bragging.

But by giving thanks, it becomes more
about people.

It becomes more about your team and the
project than about you.

Another direction you can go is the
construction, or the creation of how

that image was produced.

Like a how, too.

Let's say you share a photo of a meal
that you prepared.

It's pretty uninteresting, as is, we've
seen it all before.

But if you put a caption under that
with a recipe suddenly becomes that

much more interesting.

I like to do the same thing with my
photography,

with every behind the Scenes photo I do
post, I like to provide a little bit

more information

in the caption below.

Next on the list is successes and
failures.

Take my mount killmanjarro story, for
example, I made a post that I summitted

mount killmanjarro,

but I also had in that post that I
failed to paraglide off the mountain.

And so by including both my success and
my failure,

I was able to come across and tell a
story without sounding too boastful.

In the last direction, I like to go
with my titles and captions it's to

provide some inspiration.

I post a lot of captions to try to
inspire people.

But here's something I posted recently.

We all strive to be happy to live out
our dreams, but an excuse is the first

step to failure and a method to
diminish our fear.

I try to post these inspirational words
a lot.

That both inspires me and maybe will
inspire my audience as well.

Now that I've explained the types of
content to share and the captions to

put under them.

The takeaway here is that you need to
provide variety, something that your

audience can really sink their teeth
into.

And I think the worst thing that I
could do is create a stream of photos

where people mindlessly scroll through
and never engage that content.

Over the years, on social media, I've
seen some of my posts have some wildly

successful engagement, while others
haven't done well at all.

But by posting over and over and over
again, I developed some insight in how

to improve my social media and
hopefully improve yours.

So I'm going to freely talk about some
of this insight I've learned over the

years.

One, it's important to be a social
media maniac.

You have to live and breathe social
media.

Take for example, someone like Casey
kneistad, who develops YouTube content

day in day out.

That is his job.

That is how he makes money.

But he lives in breathe social media.

He lives and breathes his audience.

I believe that the reason why Casey
nice that's YouTube channel so

successful is he is putting out content
every single day consistently.

So while I can't make a video, every
single day what I can do is make one

single post on every single social
media channel every single day.

This content that I post to my social
media channels every single day has to

provide value.

Think of it as a give and take process.

So if you post a photo of your dog,

it's going to get some sort of
engagement.

But if you post a photo of how to train
your dog, that's going to provide

value, and it's going to gain a lot
more likes, shares and engagement.

So this is the give and take process.

The more you give value to your social
media audience, the more you can take

back those likes and those comments and
those shares.

So if you give value, you can take
engagement.

So remember to provide value to your
audience, and you're going to get a lot

more engagement that way.

Next up is you want to post manually.

You don't want to use any sort of these
automatic bots to post to your social

media.

You want to make sure that each social
media channel has its own unique

content.

This keeps the whole experience a
little bit more organic and a little

less robotic.

Another important insight is that you
represent you.

You are your brand.

So if you post anything that's
polarizing or controversial, or maybe

even political.

You might gain a lot of engagement, but
it's not the engagement you want.

You might paint yourself in a negative
light, and you're going to immediately

alienate some of your audience.

So what I like to do is keep positive
provide motivation.

I like to kill people with kindness.

And if people start a fight, that I'm
not going to engage it.

And with that, keep in mind that
everyone is watching.

It's important to have proper grammar.

The easiest way to diminish your
reputation or your brand is to use

improper grammar.

So it's really important to take the
time to look up the word, to use spell

check and to really double check what
you're saying.

But after all of this insight we've
talked about, I would still say that

consistency is key.

It's so important that you don't skip
over a week or skip over a month.

Keep posting as much as possible every
single day.

Now that I've explained the content I
like to post

and the insight I've learned over the
years, I want to talk a little bit

about the four main social media sites
that I use.

Let's first start with Facebook.

And with Facebook, you need to first
understand the social engagement

algorithm.

The way this algorithm works is that
when you post a Facebook and someone

comments on that post it's then more
likely to show up in their news feed in

the future.

And then if they're to like that post
as well, then it's going to show up

even more in their news feed.

And the same goes for likes as well.

If someone is to like your content,
then it's more likely to show up in

their news feed in the future.

As you can see, this is an exponential
game here.

The more popular posts that we have,
the more reach will have for future

posts.

Now you're probably familiar with the
standard Facebook personal profile.

That is what everyone has.

But I also have a public page or a
business page.

And I use both of these in conjunction
to post slightly different things.

For example, on my personal profile, I
might post something about my personal

life, or my life experiences.

That's not something I necessarily
would share on my public page.

So on my page that's where you're going
to see a lot of the behind the Scenes

content and a lot of my final photos.

Keep in mind though that this isn't a
standard formula.

There are times where I get a little
bit more personal on my Facebook page.

And then sometimes i'll talk about my
photography on my personal profile.

So I mix the two, and I try to switch
it up as much as possible.

Something to consider here is that,
because now you have a Facebook

profile, on a Facebook page, you're
going to have to post twice to Facebook

almost every single day.

I started using Facebook in 2004.

And throughout that time, I found that
the best days to post is going to be

during the week.

Not necessarily on Monday, but keep it
to Tuesday, Wednesday, Thursday and

maybe Friday.

Right during the week is when people
are going to be most active on Facebook.

And with that, I found that the best
times are going to be in the morning.

So wherever you live, the best time is
going to be in the morning and at some

point during the night.

So in my case, I love to post at eleven
a m, eastern standard time in the

United States.

And then I like to post at nine pm,
eastern standard time in the United States.

There's a lot of debate on the time of
day to post social media.

Some of my friends post in the middle
of the night.

But you need to figure out what time
works best for you.

So come up with a plan, do some test
and figure it out.

The next Facebook tip I have is about
tagging.

So you want to have patience with your
tags.

So when you're working with big teams,

it's important to remember that you
have the ability to tag each one of

those team members one at a time, once
a day.

And then you want to space that out
over a number of days.

So you could tag the makeup artist on
Tuesday, tag the hairstylus on

Wednesday, tag the stylist on Thursday,
and then tag the model on Friday.

And every day that photo is getting
pumped up in people's news feeds.

Then you can also untag those people
and re tag them.

Now I get it, this might seem really
annoying, but if you just ask for some

permission, people will completely
understand.

I also tag myself and do the same
method with my own personal profile.

So I will tag myself, wait a few days,
and then retag myself, and that photo

is just going to get kicked up in
people's news feeds.

Again, on the topic of tags, it's
important that you have tag approval

turned on.

There's nothing worse than waking up in
the morning and seeing a bunch of

photos of you at the bar the previous
night all over Facebook.

So by turning on tag approvals, you
will have to approve each one of those

photos that somebody else uploads to
Facebook and then tags.

You keep in mind that you represent
you.

You are the face of your brand.

So if you have photos of you at the bar
the previous night doing something real

crazy, it's not a good representation

of that brand.

And then finally, the most important
facet of all of Facebook is that you

always want to comment back.

You want to be patient with your
comments and wait to comment back,

because that's going to kick that back
up in people's news feeds.

So be patient with your comments, but
always reply.

Build that base, build the audience and
always respond.

If you want a lot of comments on your
post,

you can't just like someone's comment
and expect that to be enough.

You have to join that conversation.

On your Facebook profile,

you can turn on the option to have
followers, so that whenever someone

sends you a friend request, they
immediately follow you.

You don't have to accept that friend
request for your post to show up in

their news feed, just by them sending a
friend request, they immediately follow

you.

But you have to turn that option on.

If you start receiving a lot of friend
requests, and you accept them all, you

will max out at 5000 friends and then
you'll have to start removing friends

in order to add new friends.

And that's why this follow feature is
so important.

Because you can only have 5000 friends,
but you can have unlimited followers.

And this is why I have both a Facebook
profile and a Facebook page.

Because I can have unlimited followers
on my Facebook page as well.

Years ago, Facebook was such a valuable
resource, because if we had 5000

followers, we knew that every one of
those 5000 followers would see our

content.

Now Facebook will show that post to
only a small percentage of your

followers.

The only way that post is going to
reach more of your followers is if you

receive a lot of engagement on that
post.

So this is why it's so important that
we post quality content as much as

possible.

So after Facebook, along came Instagram.

And Instagram is a platform that I use
every day as well.

So a lot of the same Rules applied
Instagram, that applied to Facebook.

I still post as much as possible almost
every single day to Instagram.

And I want to stay engaged with my
followers.

I want to comment back and reply back
to each one of those comments as much

as possible.

The one thing that's different about
Instagram is that you can see all the

content at once.

So I think it's important to have
continuity between all your images,

so that everything flows together, just
like Facebook.

I definitely consider the time of day.

When I post to Instagram it's eleven a
m, three pm and nine pm, eastern

standard time.

You might be wondering, do I link my
Instagram to my Facebook?

That is the one thing I would highly
recommend you do not do.

Because you want unique content on
every social media channel.

There may be people that follow you
both on Facebook and Instagram, and

they don't want to see that same
content.

Twice.

Instagram is a great resource, but
they've gone down that same path as

Facebook.

They've introduced this social
engagement algorithm, and so now you're

not reaching your full audience.

And this has pushed people into a
totally new form of social media, and

that is Snapchat.

When it comes to Facebook or Instagram,
that content can feel staged.

It can feel like content that's been
produced to promote a product or a

brand.

But with Snapchat

it's a new way of consuming that
content that's real, that's fun and

that's personal.

The way Snapchat works is that you
upload ten second videos or a photo to

your story, and your story gets seen
like a journal.

And so these stories are seen as
journals of all these people's lives

from morning to night.

And it can be something that's really
fun to watch some tips with Snapchat,

to have a really great story.

And it all starts with number one,
having fun.

You want to relate to your audience and
provide some entertainment value, in

the form of comedic value to your
audience.

Secondly, you want to change it up.

So you want to switch from shooting
photos to video and keep it

interesting, and thirdly, keep it
personal.

People can see your adventures and your
journeys on Facebook and Instagram as

well.

So Snapchat has to be something that's
unique and unique to you, and more of

an insight into your daily life.

And lastly, it's all about control.

Make sure that when you're posting the
Snapchat,

you're not overbearing, you're not
blasting people with an insane amount

of content.

Your content is controlled.

It's great and it's entertaining.

With Snapchat, you don't have to worry
about the time of day, of post, because

as long as they're your friend, they'll
be able to see your story throughout

the day.

Keep in mind that your Snapchat story
will disappear in 24 hours.

So it's got to be entertaining, and
it's got to be fun.

Finally, let's talk about Twitter.

I consider Twitter to be the text form
of Snapchat.

Even though your Tweets won't
disappear, it's basically the same,

easy, consumable content.

So it's important to post a lot to
Twitter.

It's more about quantity over quality.

As you know, with Twitter, you're
limited to 150 characters, which is a

couple of sentences.

I tend to post about three to six times
a day on Twitter, which is the same as

I post to Snapchat.

I like to post easily digestible
content on Twitter.

For example, the other day here in
Charlestown, I posted about a great

meal I had at the macentage, which is
off king street.

I consider Twitter to be a text version
of Snapchat.

It doesn't have to be serious.

It can be random thoughts or random
blurbs of what you're going through in

your daily life.

Again, the key with Twitter is to be
consistent.

You don't have to have the great
quality content that you need on

Facebook or Instagram.

You just need to be consistent.

Now that we've covered all four of the
major social media platforms, I do want

to want to quickly talk about sharing
other people's content.

It may be tempting to share that funny
video or share somebody else's photo,

but I suggest that you don't, because
you want to be the content creator.

By sharing other people's content,
you're just adding to the noise of this

already noisy platform.

Just remember that the goal for social
media is not waste time, but enhance

our business and brand.

If you want a larger audience, then
it's important that you are the content

creator, and you're sharing your own
content