First things first! Signature Brand Story launches today, October 1, 2018!

What is the current landscape of social media? If you’ve ever wanted a “State of the Social Media Platforms Address,” then Episode 95 of the Bright Planning Marketing Podcast is for you! In a nutshell, social media is still worth your time. It’s where people learn to trust you and get to know you. Here are a couple of factoids:

Did you know that 64 percent of online shoppers say that a video on social media helped them decide which product to purchase?

When it comes to Twitter, “the online water cooler,” acknowledgement is key: 77 percent of Twitter users appreciate a brand more when their tweets receive a response. On average, it takes businesses about 10 hours to respond to a tweet, but customers want a response within four hours. By the way, we talk about how Twitter is where people tend to get their news.

In this episode, we also discuss the ages and percentages of Instagram users. We discuss the new way to post for Flash Sales and Instagram Stories. You can learn the total number of monthly active Instagram users. And we talk about hashtags and whether they matter for engagement.

During Episode 95, we also let you know how much time people are spending on Facebook. And we talk about selling directly to those in specific lifestyle groups. Learn more about creating events on Facebook (and how to promote them). We even discuss Pinterest and cat videos … naturally. Join us to hear more!

Listen Now:


Continue on to read the transcript:

Catherine: I am your host, Catherine Campbell, and I’m joined by my amazing co-host and producer, Natalie Pyles. Hey, Natalie.

Natalie: Hey, good morning, Catherine.

C: How are you doing?

N: Amazing. How are you?

C: I am drinking coffee, and I am doing fantastic, because by the time our listeners hear this, I’ll be hitched.

N: I know! I know! So you’ll be on your honeymoon. You’ll be gallivanting across New England or something fabulous.

C: Sure. Yes, across the exotic, romantic locale of New England. New Hampshire, to be specific. [laughing] That is not our honeymoon, fortunately. So, we don’t know where we’re going to go on our honeymoon.

N: Maybe listeners should write in with suggestions, because sometimes people will find great little vacation spots that they kind of stumble upon. They should tell us.

C: Yeah. That’s a great idea. Listen up, everyone. My fiancé Brandon and I have no clue where we want to go on our honeymoon, and we’re in no rush, so if you have a suggestion for where we should go to enjoy wedded bliss, write in to and put “honeymoon” in the subject line. [laughing] And I would love to hear your suggestions.

N: Yeah. Me, too. I would love to hear what people say.

C: Yeah, so definitely write in with some ideas, because we have no clue, and that would be very helpful for us. In the meantime, we’re going to help you today by talking about everybody’s favorite subject when you’re a business owner, social media.

N: Yay!

C: Yay! [laughing] There’s such a love-hate relationship with social media. People either love, love, love it, and they’ve got a natural talent for it, they embrace it, they have 5 different people on their team who are social media marketing all day long for their brand. And sometimes, you can have someone who is handling one platform each, and just taking it and rocking it out with just the oversight of a marketing director. And then you have the smaller business owners or the business owners that have smaller teams and limited time, and gosh, social media is such a burden for them for the most part. Because it’s a time suck. It’s such a, I mean, let’s face it, it’s a time suck.

N: Yeah, it adds up.

C: Yeah, exactly. And I think it’s really hard, too, when you’re not seeing an immediate return on social media to stay in love with it, because it is a long-term content marketing tool that really just keeps the conversation going. I think that it’s, unless you’re doing a ton of social advertising in which you’re strategically advertising and getting people to click back to something—honestly, only 43% of online stores actually receive significant traffic from their social media pages. Only 43%, so less than half of all of you right now are even receiving traffic from your social media pages in a meaningful way. And that doesn’t even mean the people who are coming to your site are going to buy. That’s a harsh truth, and I think a lot of people are like, “Well, what’s the point?”

The beautiful thing about social media, and for those of you who haven’t listened to some of our way, way, way early younger podcast episodes where I talked about the 4 types of media that you can produce—one is shared media, which is social media, because social media is shared media, it’s shared with someone else. It’s shared with a community and it allows people to share your media with their own groups. So there’s shared media. There’s paid media. So all of your advertising, Facebook ads, Instagram ads, LinkedIn ads, Google ads, banner ads (please don’t do banner ads), remarketing campaigns, all those fun things that you’re spending money on. That earns you, that’s a specific type of media that earns you a specific type of traffic. Then you have earned media, which is public relations and media coverage, publicity outreach, that kind of thing. So coverage that you earn from media outlets is earned media. That can also be stuff like guest blogging, article writing, when people share articles, that kind of thing. There’s a nice overlap between shared media and earned media. Then there’s owned media. Owned media is exactly what it sounds like, the media that you own. So for example, the blog on your website. That is not something that exists on another platform. It exists on your platform. So that is an example of owned media. If you have videos, that is an example of owned media. Those are your videos, not someone else’s that you’re repurposing for your marketing.

So you have to have shared media. You have to have a way for people to continue the conversation around your brand, and you need to keep having that conversation, but in a really meaningful, intentional way. It’s not just tweeting something funny over and over and over again and not actually responding to the comments that result from that. It’s a back-and-forth situation. Wouldn’t you agree, Natalie?

N: Yeah, like you have to do it daily.

C: Yeah, exactly. It’s like taking a multivitamin. You should be doing it a little bit every day.

N: Right.

C: But not too much. Too many multivitamins is not good for you. [laughing]

N: Yeah. And then it’s really cool if people are commenting, and then you’re writing back, and they start to comment to each other. That’s really exciting, and it will probably start to get fun, and you build up momentum. It will get easier.

C: Yes. It does get easier once you get in the swing of things. This is for the startups and the small businesses. For those of you who haven’t really gotten into social media marketing, or maybe you had a Facebook page back in the day, and then once Facebook did that thing with their algorithm where your Facebook page became so insignificant that nobody saw it, except by 1% of your audience on the regular, maybe you just kind of stepped away from social and you felt really burned and betrayed by it. But the fact of the matter is that these platforms exist because they’re making their own money in a specific way, and they are providing a service to you, which is connecting you with your target audience. That’s all that social is. It is a way for you to be able to find and connect with audiences that you would not have been able to connect with otherwise before the internet existed. That’s what social media is. It’s a beautiful thing in many ways.

From a personal usage standpoint, I wish I could step away from it a little bit more, but you know, it’s part of my job every day to continue the conversation on behalf of brands. So I’m there. I see it. I see how beautifully it can work for certain companies, and then how it can become a nightmare for others. So today, we want to talk about the current state of social media, what’s really happening right now, and just kind of give you a rundown of some statistics, and then give you a couple of tips for each of the major platforms so that you can be using social media to the best of your ability.

But again, this is a service that another company—Facebook is a company, and it’s providing a service to you, your company, and that service is that you’re able to connect with a specific target audience using their platform. Right?

N: Mm-hmm.

C: So you’ve been using the freemium model, so to speak. You’ve been using the free model up until now, and now Facebook is saying, “Hey, you know what, if you want to continue using our service, and you want to really use the advanced version of our service, you have to start paying.” You know, you have to start paying in the form of advertising dollars. So that’s what we’re looking at right now. That’s what we’re looking at right now. There are a few workarounds around that. Like you don’t have to have a huge Facebook ads budget, but you need to recognize that you need to be building social media advertising into your current marketing budgets. We did a 3-part series on different marketing budget thresholds to be working with, so if you have $100 a month, $1,000 a month, or $10,000 a month, we did a 3-part podcast series on that, so we’ll link to that in the show notes so you can go back and listen to that and think about what you should be doing with your money.

In the meantime, we want to help you succeed in just using the platform for the right people. And we want to make sure you’re using the right platforms, because Natalie, should businesses be on every social media platform?

N: No, Catherine. They should not.

C: Why is that?

N: Because you need to find out where your customers are and just focus on being there. Is that right?

C: That is correct.

N: Yay!

C: Because that’s where social media becomes a time suck, is when you’re not spending the time and the energy on the right platforms. For example, if you see one of your competitors on Twitter, and they’ve been on there since 2012, they’re just really working the platform really well, they have a built up following, and with Twitter’s algorithm, the more you interact with a specific profile, the more they show up in your feed. So they already have an established brand presence there. You might feel a little discouraged, or think, “Well, you know, should I even bother to go there?” Yes, you should. There’s plenty of audience to go around. So don’t think that just because you see one of your competitors, or two of your competitors, or three of your competitors dominating a specific social media platform, don’t let that get you down, and don’t duplicate aesthetically or campaign-wise exactly what they’re doing. Try to go in the opposite direction. Play with it. Do something different, or else you’re just contributing to the noise.

N: I like that. I like that you said there’s plenty of audience to go around because I sometimes feel like we tend to default to scarcity mode. But it’s true, there’s an abundance of audience out there to listen and buy, so that’s a good reminder.

C: Yeah, exactly. Actually, let’s go ahead and break down some of these numbers so that the listeners are aware of exactly how many people are out there waiting to hear from your brand.

So let’s talk about Instagram first, because I think Instagram is the big one right now. Everybody is on it, everybody is using it, everybody wants to learn how to use it, and everybody is questioning whether or not their company should be on it and starting it right now. So there are currently 800 million active Instagram users every month. That’s a lot of people.

N: Yeah.

C: Yeah. So remember that scarcity mindset that we were talking about? You can just throw that out the window.

N: 800 million? Oh my gosh.

C: 800 million monthly active Instagram users. That’s a lot of people, and the majority of them are female identifying.

N: Mm, okay.

C: Yep. And so what’s interesting though, and I think this is fascinating. 80% of Instagram users come from outside of the US.

N: What?

C: Yep. Only 20% of these Instagram users are in the US. I’m not kidding.

N: Wow.

C: I know, it seems like there should be more, but Instagram has a huge global usage. So if you’re a global brand, by the way, there are so many ways in which you can be using Instagram with specific targets. You can be creating sub-accounts for your brand, and each one targeting specific countries in which your users are particularly active, and doing native language ads and postings, and all of that stuff too. So just throwing that out there.

N: Mm, awesome.

C: I know. So 20% are in the US, so what’s really interesting, too, is the way that people are now using Instagram. For example, there are like, let’s see, so there’s 800 million people who are using it every month. The majority are female identifying. 20% of those are in the US, and the majority are between the ages of 18-30. And then you’ve got the 30-45 year old range.

N: Okay.

C: And what they’re doing is they’re looking at a lot of photos, but now they’re showing the Instagram video, and of course as many of you have noticed with the introduction of Instagram Stories, and IGTV, which some of us were kind of shaky on, whether or not that was going to really take off, because it was a little slow to start figuring out how to really leverage it for businesses, but Instagram videos actually are getting 2x the amount of engagement than any other social media platform right now. For example, Instagram videos are getting twice the amount of engagement than any other social media platform, so think people who are watching videos on LinkedIn posts, Facebook posts, Twitter posts, those kinds of things, people are actually interacting with Instagram videos more, and by interacting we mean they’re liking, they’re commenting, they are maybe tagging a friend or something in the comments, that kind of thing. They’re just using it a lot more, and I think the reason why is because Instagram is really pushing video front and center like how Facebook was doing two years ago. So they’re kind of bringing in that second wave of video engagement now.

N: Oh my gosh. I had no idea.

C: Yeah, I know. Remember when Facebook Live launched, and everybody was doing a, like everybody just got on Facebook Live for the heck of it, and were like, “Hey, I’m going to do a live video on Facebook of me brushing my cat, like grooming my cats or something.”

N: It was a sad time for the country.

C: It was a little bit of a, it was a little challenging creatively.

N: I lost a lot of friends that year.

C: [laughing] But you know, another thing was that right around that same time was when Facebook was also really doubling down on hiding away business pages for ads, and so businesses were realizing that one of the best ways for them to gain access to their audience again for free was by using Facebook Live videos, because any time a brand or a business owner would go live on Facebook, all of their friends would get a notification that they were live, so then they could go on and even announce a new product launch, or a new program, or something else, and it was the best way for them to advertise at the time without actually shelling out the ad dollars.

Well, now, they kinda have cracked down on that a little bit, but still, Facebook Live and Instagram Videos, and IGTV, and Insta-Stories are still some of the best free ways for you to reach your customers without having to shell out dollars for boosted posts.

N: That’s pretty cool.

C: Yeah, so if you haven’t been using video, or if you’re really camera shy, you don’t know what to do with a video strategy, and you’re like, “I don’t know what we should be talking about,” we actually have a great blog post on different social media ideas that you can come up with, and we’ll go ahead and post that in the show notes as well.

So Instagram is the biggie right now. It’s the biggest social media platform. That’s because it’s gaining the most traction really fast. Everybody’s on there, and the reason why is because people are visual. They will be scrolling through those feeds. And unfortunately, Instagram, like Twitter, like LinkedIn and Facebook, they have a non-chronological algorithm in place, so unfortunately you can’t just post something and then hope that everyone in your audience is going to see it immediately. So if you’re posting something like a flash sale as a post in the feed, you actually might be better off posting a flash sale in the Instagram Stories section, because that will automatically com up into the person’s Instagram Stories feed, and kind of be bumped up to the front of their Instagram Stories queue, and it’s live for 24 hours, so that’s a great time to do a flash sale video, to make sure it’s seen by everybody, versus posting it in the feed itself, the regular feed.

N: Oh, okay.

C: You could do both, and make sure you get coverage for both, because what’s interesting is there are a lot of people who don’t, who still, especially that older group, the 30-45, it took them a little bit to understand what Instagram Stories were and why people were using them. I myself actually ignored Instagram Stories for the first 6 months it was on. I was like, “I don’t know what this is, and I don’t really care.” Then I realized, “Holy crap, this is a goldmine of information. It’s just amazing.” It’s just so beautiful for business owners right now to use it.

Okay, let’s move on to Facebook, because Facebook is Instagram’s older brother. Facebook’s total number of monthly active users is just a little over 2 billion people. [laughing] I know.

N: [laughing]

C: There’s no scarcity here, folks. It’s ridiculous.

N: Oh my gosh.

C: I know. Again, it’s almost nearly 50-50 female and male identifying users, so you’ve got 53% female, and 40% male. So you don’t have to worry about, “Is Facebook becoming a male-dominated platform.” No, it’s not. It’s run by a bunch of Silicon Valley bros, but it’s actually not a male-dominated platform. And Facebook, again, 2 billion people are using Facebook. Why are they using Facebook?

One, they want to stay connected with their families. It’s a lot easier than emailing and sending photos and letters anymore. This is our new way of communicating with our families, right?

N: Mm-hmm.

C: The messenger app. It’s consistently ranking in the most popular used apps for iPhones.

N: Oh, really?

C: Mm-hmm. People use it to message all the time. So if they’re not using WhatsApp they’re using Facebook Messenger.

N: Yeah. I use it a lot.

C: Yeah. It gets such high engagement.

N: I wish more people would use it, actually.

C: Another big thing is that’s how people get the word out about events now. People just post to Facebook events. It’s like the big thing. If you’re having an event, the norm now is you have to post a Facebook event as well to get people RSVPd and ongoing with that. And of course, the Pages are now kind of shifting more, we’re seeing an eclipse of business groups that are sort of complimenting and being used to drive traffic more than a business page. So businesses are starting to form their own groups and invite potential customers and existing customers into those groups, and creating almost like lifestyle groups surrounding their products and their brand. So they can just sell directly in that conversation within the group to people.

N: Oh, yeah. Okay, I have noticed that, but I didn’t even realize that’s what they were doing.

C: Yeah.

N: I like it.

C: And what’s interesting, too, is that Facebook isn’t your grandma’s platform. Yes, your grandma’s on there, and it is what it is, but you still have almost 90% of the online users are 18-30 on Facebook.

N: Hmm, okay.

C: Yeah. And then you’ve got 48% of people who are 18-35, they check Facebook first thing when they wake up.

N: Yeah. Guilty.

C: So just FYI, when you’re actually trying to figure out how to time your posts, both Facebook and Twitter now have the option—well Facebook has always had the option for you to either look at your preferred or your most popular items in your feed versus your newest-oldest timeline, like a chronological timeline. And now Twitter just came back and announced that they are allowing users to go into their settings in their profiles, and you can toggle back to a chronological timeline now, if you want to do that, as opposed to seeing the algorithm driven timeline.

N: Cool.

C: Yeah, which is really exciting, because so many of us have been wanting to get a chronological timeline back because it was one of the few places on the internet that was still going in a chronological timeline, and then that disappeared for a few years. Well, Jack and the team are bringing it back. So that could help with businesses in the way they approach Twitter in the near future. So we’ll talk about that more in another podcast.

N: Yeah, that’s big.

C: Yeah, it’s really big. You’ve got 2 billion people talking every day on Facebook, and not only that, but they’re spending an average of 20 minutes on there at a time, per session. So you’ve got a lot of scrolling. And again, video and sharing, like shareable graphics are the two big pieces of media that people engage with the most. They’re looking for those funny cat videos, people, so if you own a brand and you have cats, take some videos of cats and post your brand on there, and post it from your business page. It’ll get shared. [laughing] That’s like my only tip for you on Facebook.

N: Furiously taking notes right now.

C: Oh, I know. We’re getting really advanced tactics here, people.

Okay, so speaking of Twitter, let’s move on to Twitter really quickly. So Twitter, again, total number of monthly active users on Twitter: only 330 million. Only 330 million people.

N: Oh my gosh.

C: I know. You have a chunk of those Twitter users that are between the ages of 18 and 30 again, and then 25%, so a whole quarter of those 330 million people are between the 30-50 age range. So again, this one’s skewing a little bit older because it is a news platform. Where do people get their breaking news? On Twitter. Where do people engage in political conversation and get up-to-the-minute updates about the political situation? Twitter. Where do people drop jokes and make weird statements and build up crazy-popular platforms for themselves? On Twitter. It has really thriving subgroups, so for example publishing and the literary scene, and this is because I’m deeply familiar with the literary scene. That’s where a lot of literary people have their community, is on Twitter, because the conversation happens fast. It’s a great place to be.

So Twitter is like a water cooler situation. And that’s exactly what you should use it for. Although Twitter ad engagements were up 91% year over year, I mean, first off, Twitter ads are insanely cheap. If you’re going to have an event, or try to practice with target audiences on Twitter, and you know that your audience is on Twitter, you could try experimenting with some ad campaigns, but for the most part, I think ads feel more intrusive the way they’re displayed in the Twitter feed, so you want to go about it pretty delicately.

N: Okay, that’s a good tip.

C: Yeah, I see most of that engagement really with Super Bowl commercials, event related commercials, and then of course TV shows and movie premieres and movie trailers, those kinds of things. The entertainment industry can rock out Twitter ads and get a high amount of engagement. But for actual businesses and product driven brands, I don’t see as much engagement happening there across the board as I do with the entertainment industry.

N: And is Twitter slightly more male then, would you estimate?

C: I’m going to assume so, but I don’t have that information in front of me.

N: Yeah, it kind of feels that way, huh?

C: Oh, it definitely does. [laughing] Natalie and I are feeling it. We’re feeling the male domination of Twitter.

N: Jason loves Twitter. He’s on it all the time.

C: Yeah, it’s fantastic. I love it. But it does get a little tiring after a while. Because it’s just a constant water cooler. It is a chat. Like Twitter is a chatty platform. That’s what it is. And it’s just tons of people talking, so if you think about that, if it was manifested into actual voices in the room, it would be so loud. I think that’s why a lot of people have kind of abandoned Twitter over the years, because they want something quieter, and I think that Instagram in some ways, because it’s visual, and it’s not as intrusive with a ton of voices and a ton of Twitter threads and conversations and those kinds of things going on, Instagram feels more like a museum of conversation. Like you can go and choose which conversations you want to participate in, versus Twitter, where the conversations are being thrown at you throughout the feed at all times.

N: Mm, okay. That makes sense.

C: And then Pinterest, aw Pinterest. So people don’t realize how powerful Pinterest is. They’re like, “Aw, that’s like the old ladies’ craft site, right?” And I’m like, “No. No, it’s really not.” It is a powerhouse of referral traffic, people. It is amazing how much engagement Pinterest has been getting, and will continue to get. The total number of monthly active Pinterest users is only 175 million. Which of course, that’s a ton of people, but when you’re comparing it to the other social media platforms, Instagram is 800 million, Facebook has 2 billion, Twitter has 330 million, then Pinterest, you know, their 175 million seems like small potatoes, right?

But it’s not. I mean, they are a dedicated and fiercely engaged group of users. So you’ve got 75 million Pinterest users from the US alone, so that’s 75 million people, and they’re saving shopping pins on their boards. Of course, this is an overwhelmingly large female population here, so 81% of Pinterest users are female identifying. But 72% of Pinterest users use Pinterest to decide what they’re going to buy offline or on another platform. They use Pinterest as their inspiration and as their trusted source to find things to buy. So if you are a product brand, or if you’re a service brand, and especially if you’re a lifestyle brand, Pinterest is the place where you need to be. And we’ve talked about Pinterest at length, we dedicated a whole episode to Pinterest earlier. It’s called The Ballad of Pinterest, and we will link to it in the show notes. But over 5% of all referral traffic to all websites on the internet, over 5%—this is a lot when you think about it—all of that referral traffic comes from Pinterest. It is a huge traffic driver, and people are using it on mobile most of the time, so make sure that your descriptions in your photos and everything else look really good on mobile. But yeah, it is big. Especially if you have a female oriented brand, you have to be here. There’s no excuse for you not to be on Pinterest.

N: Okay.

C: Yeah. All right, and then moving on to LinkedIn really quickly, LinkedIn has more users than Pinterest if you can believe it or not, because LinkedIn is sort of like the redheaded stepchild of social media. It’s just kind of like, people need it but they don’t necessarily want it.

N: [laughing]

C: It’s true. I mean, right?

N: Yes.

C: Do you even, are you even on LinkedIn?

N: It just kind of sneaked in as a social media platform altogether. Everyone was like, “Oh, that’s the annoying thing where you have to network with people you used to work with,” and no all of a sudden, it’s like, “Oh, wait, actually this is kind of the same as the other social media platforms.”

C: I know. There are 500 million people on there. 250 million are active every month, and 40% of all users use LinkedIn on a daily basis. Here’s how people are using LinkedIn: one, they are updating their career status and showing people that they’re on the market for a new job. Two, they’re new graduates that are looking for jobs, and looking to impress people, and the higher ups, and trying to figure out how to network and kind of get their foot in the door. And three, B2B business deals are made every day on LinkedIn.

N: Really?

C: Yeah.

N: Oh, I didn’t know that.

C: LinkedIn is a fountain, it is a wellspring of B2B business relationships. This is where so many B2B business relationships get started. It starts with a simple, “Connect with me on LinkedIn.” And then it goes to a message on LinkedIn, and then it goes to a, “Let’s set up a coffee meeting, or a virtual meeting, or a phone call,” on LinkedIn. Because it’s almost replacing cold calling with a way that is warmer and trusted, because you can physically see a person’s face in their profile.

N: Mm, right.

C: Yeah. So I can’t tell you the number of almost like sales pitches that I’ve gotten through LinkedIn, and I typically ignore those, but the best relationships that have started have been—and I’ve seen his done before, and I’ve gotten deals like this done for clients as well—is through that slow building of messaging through LinkedIn, which seems to be more open in terms of building a business, like an explicitly-business relationship on LinkedIn versus any other social media platform, like Twitter, or Instagram, or Facebook. You can’t just message another business on Instagram and say, “Hey, would you like to have coffee?” That doesn’t necessarily work the same as LinkedIn, because everybody knows that LinkedIn is for business. It’s a network that talks about money and the economy and jobs, and we’re all comfortable having that conversation there.

N: And, it’s appropriate for work, which is fun.

C: Yes, and it’s appropriate for work. [laughing] So just a few things before we wrap up today’s episode, because I think it was just really important to talk about what’s going on with social media today, and so far, all of you have heard a few tips for how people are using the social media platforms, and how you can use them. But I also wanted to put on there that, for example, almost 80% of Twitter users appreciate a brand more when their tweet is responded to. Even though customers typically want a response from a brand within 4 hours, it typically takes about 10 hours on average for a business to respond to a tweet unless you’re a really big brand, and you’re using Twitter or Facebook or Instagram or something as a customer service hub, and you have someone dedicated solely to just triaging and answering those messages. Which, you should if you’re driving a lot of your customer service through that.

But for the most part, I would suggest one, you need to have somebody in-house or hire an agency to start handling your social media platforms and to continue driving those conversations. I know it’s really hard for a lot of business owners to let go of handling their social media platforms, because they’re afraid their brand voice is going to get skewed if someone else comes on board, but you just have to train your people Just train your people to do that, and then also train them on how to handle social media as a customer service platform as well, so if that ever comes up, they know how to handle it. Or that kind of gets moved back up to you as the owner of your business to work with that.

But no matter what, I think it’s really important to note that social media is a place that requires a lot of time, a lot of energy. It’s not going to pay off in sales overnight. It drives traffic, but it’s still at the top of your marketing funnel. It’s a place where you’re going to just need to dedicate the time to it, because it’s a place where people learn how to trust you. They’re not going to trust you right away. It’s where they learn to get to know you, and to trust your brand, and then they’ll eventually buy from you.

So if you go into social media knowing that, and you outsource that time and that energy to someone else on your team to manage that for you, you’re going to be that much more successful.

N: Awesome. Thanks, Catherine.

C: Yeah, it’s my pleasure. So that is going to wrap it up for today’s episode. For those of you who are also wondering, “Hey, what happened to Signature Brand Story? You’ve been talking about it for the last 5 weeks.” Signature Brand Story launches today, and so if you go to, then you’ll be able to check that out. I’ve been talking about this nonstop for the last several weeks, and I’m so excited about it. But Signature Brand Story opens today. It closes in 2 weeks. And we kick off the course at that point, so if you want to get in, get in now. Go to and it’s an online course that will teach you how to craft an unforgettable brand story and a 6-month marketing plan to put that brand story in place in an easy, manageable way.

N: Cool. I can’t wait to hear what you guys come up with there. I’m sure you’re going to make some amazing campaigns.

C: Oh, we’re so, so excited for this course. I think it’s going to be fantastic. So go to and in the meantime, Natalie, if everyone liked this episode, which I hope they did, what should they do?

N: Yeah, that would be so awesome if you guys could go over to Apple Podcasts and leave us a rating and review, and share why you listen and love this podcast, and also share it with a friend so that they can get Catherine’s good tips, too.

C: Yes, and thank you so much to those of you who have left us reviews recently, and ratings. It’s so heartwarming to get these new ratings in, and we just, we really appreciate you.

N: Yeah, we love our listeners. In fact, I met one of our listeners, actually.

C: What?

N: Yeah. He was like, “Hey, yeah, I listen to Bright Planning.” And I was like, “You do?” And he was like, “Yeah, of course, because I heard Catherine as a guest on Movie Podcast Weekly, and I’ve been listening ever since.”

C: Oh my gosh, that’s so great! Yay!

N: Yeah. Yep.

C: I love it.

N: So we love our listeners.

C: Yes, we do. Thank you again. All right, that’s going to do it for this week. We’re going to be back next week for Episode 96, and we’re going to be discussing Medium, which, if you haven’t heard of it yet, is a content publishing platform, and we’re going to talk about why it’s a great idea to use Medium in your marketing strategy. So thank you all so much for tuning in. Market better, be better. We’ll be back next week with Episode 96.