I Haven’t Emailed My Community in Two Years- Let’s Talk About That
Why I stopped emailing, what’s changed, and what you can expect from me now—no noise, just real insights and honest connection.
Two years ago, I sent my last email to this list. I didn’t know it would be the last. There was no grand pause, no thoughtful goodbye—just the slow fade-out that happens when something stops feeling aligned, and you can’t quite explain why.
So when the “renew your email platform” notification popped up last month, I had a weird moment.
Was I really going to keep paying for something I wasn’t even using?
Turns out, yes.
Because I’ve finally figured out why I stopped.
It Wasn’t Just the Niche. It Was the Noise.
For years, I lived in the rhythm of wine marketing. Email blasts. Instagram tips. Classes, webinars. Helping tasting rooms build loyal followings through social media. Writing for publications like the North Bay Business Journal. I loved it. I was my own brand, selling services, classes, PDF guides, and sending emails monthly—sometimes more. People replied. People cared.
Then life shifted since my last email…
I moved from the Bay Area to Sacramento.
I went from project to project to working consistently with one agency focused on CRE, hospitality, and placemaking.
I stopped trying to keep up with short-form video trends I didn’t believe in anymore.
I started writing longer, more thoughtful pieces on Substack.
And after cancer, a pandemic, and a career that’s evolved across industries, my perspective changed.
I didn’t stop marketing.
I just stopped performing.
Marketing Shouldn’t Feel Like a Performance
I used to teach workshops on how to show up online. And I believed in what I taught. But over time, it started to feel hollow—not because it wasn’t true, but because the why behind it felt thinner.
I wrote about it a bit ago: If your social media strategy feels like it’s just filling space, it probably is.
The best brands don’t post just to post. They test, listen, adjust.
They communicate with purpose.
And that goes for emails, too.
So Why Email Again Now?
Because this list isn’t just “audience.”
It’s clients. Colleagues. Friends. People I’ve worked with, taught, collaborated with—and genuinely care about.
And even though I don’t send PDFs, run courses, or teach Instagram anymore… I still care deeply about:
How stories shape perception.
How strategy turns attention into action.
How brands can build communities instead of just chasing clicks.
So no, this isn’t a funnel.
I’m not launching a course.
There’s no “3 Hacks to Fix Your Engagement” download.
Marketing Is (Still) About People
This is just me, showing up again with something to say.
Occasional insights on brand strategy and content that actually works
Honest takes on marketing, storytelling, and pop culture
Links to Substack essays when they hit a nerve
Whether I’m helping a winery, a hotel, or a mixed-use development, the fundamentals haven’t changed. Because at the end of the day, good marketing isn’t about the platform—it’s about the people. This is true whether you’re selling bottles of Syrah or booking rooms at a boutique hotel.
If this all sounds good, I’d love to keep you in the loop.
If you’ve moved on, that’s okay too.
But if you’ve been here through the shift—thank you.
Truly.
It means more than you know.
Let’s get back to it.
5 Reasons that Branding Matters in Social Media Marketing
Five reasons why branding matters when it comes to social media marketing. Your brand is how you connect with your community.
Picture this: It’s a fog-kissed morning l. You head to your favorite local café—the one where the aroma of freshly roasted beans mingles with groups of people talking and laughing. The barista flashes a knowing smile and starts crafting your usual order without a word. There’s a comforting rhythm here, a sense of belonging that goes beyond the taste of a perfectly brewed cup.
But what is it that draws you back to this spot time and time again? It’s not just the coffee; it’s the connection, the story, the brand that feels like an extension of your own community.
In a region full of artisanal everything, standing out isn’t just about what you offer—it’s about who you are and how you resonate with the people you serve. Here your social media presence is more than a marketing tool; it’s the heartbeat of your brand’s story.
So, let’s explore five reasons why your brand matters on social media:
1. Authenticity Creates Connection
In a world saturated with polished ads and stock images, authenticity shines like a lighthouse in the fog. Your customers crave real stories about real people.
Consider Four Barrel Coffee, a local favorite that doesn’t just post artfully arranged lattes. They share tales of the farmers who cultivate their beans and snapshots of the team members who greet regulars by name. Their authenticity fosters a community that feels personal and genuine.
Try this: Share a candid moment from your day—a behind-the-scenes peek at your kitchen, a team member’s story, or the inspiration behind a new dish. Let your audience see the people and passion fueling your business.
2. Emotion Drives Loyalty
Your brand is more than a logo or a catchy tagline; it’s the feelings you evoke in your customers.
Take Philz Coffee. They don’t just make coffee; they craft personalized experiences with each cup, making every customer feel valued. Their social media reflects this ethos, focusing on individual stories and moments that matter.
Try this: Tell the story behind your signature dish or the local artist who painted your café’s mural. Sharing these narratives builds emotional bridges with your audience.
3. Consistency Builds Trust
Trust is the foundation of any lasting relationship, and consistency is key to building it.
Imagine if your favorite winery changed its entire vibe every other week. You’d wonder what happened to the place you loved. The same goes for your social media presence. Consistent visuals, tone, and messaging help your audience recognize and trust your brand across all platforms.
Try this: Develop a simple brand guide for your social media. Define your color palette, choose fonts that reflect your personality, and establish a voice that’s unmistakably yours.
4. Engagement Encourages Community
Social media isn’t a one-way street; it’s a conversation waiting to happen.
Look at Ritual Coffee Roasters. They don’t just broadcast; they engage. They respond to comments, ask questions, and participate in local events. They’re not just in the community—they’re part of it.
Try this: Next time you post, invite your followers to share their thoughts. Ask about their favorite menu items or what they’d like to see more of. And when they respond, keep the conversation going.
5. Differentiation Sets You Apart
In the bustling Bay Area scene, what makes your establishment unique?
Maybe it’s a family recipe passed down through generations, a commitment to sustainable practices, or a fusion of flavors found nowhere else. Your unique qualities are your strongest assets.
Try this: Highlight what makes you different. Share the story of your journey, the challenges you’ve overcome, or the mission that drives you. Let your distinctiveness shine through.
Bringing It All Together
Your brand is the story people tell about you when you’re not in the room. In the crowded landscape of Bay Area hospitality, it’s the thread that weaves customers into the fabric of your narrative.
By embracing authenticity, evoking emotion, maintaining consistency, fostering engagement, and highlighting what makes you unique, your social media presence becomes a powerful extension of your brand.
Ready to Share Your Story?
Don’t wait for the perfect moment—start now. Be genuine, be consistent, and most importantly, be yourself. Your audience is out there, eager to connect with the real you.
8 proven steps to take one idea and turn it into ten social media posts
Being able to quickly take your most important ideas and turn them into content is important for any social media marketer. Especially those looking for content creation for beginners, or small business owners who have a lack of time, or resources (I understand because that's me also).
Who else FEELS like social media is getting harder?!
I'm not sure if it's just me, but it feels like social media takes more work than it used to. I've been creating content for myself and for clients for over 14 years, and I remember when social media was truly about connections. (You know, being SOCIAL.)
Now, it seems like there's so much pressure to be perfect, to have the most likes and followers, that it's just not enjoyable anymore.
Maybe I'm getting old(er), but I miss the days when social media was about sharing your life with friends and family—even for brands looking to use social media platforms to sell something.
Nowadays, it feels like social media is changing every few weeks. New features, new trends, new algorithms, new competition. It's becoming more difficult to stand out from the crowd and get your content seen by your target audience.
There are so many different platforms to choose from, and each one has its own algorithm that dictates what content is shown to users. Trying to keep up can be overwhelming, and it's easy to get discouraged when your hard work isn't paying off.
Help with social media burnout
Don't get me wrong, I still think social media has a lot of benefits.
And even though it may be more challenging than ever before, I still believe that social media can be a powerful tool for businesses and individuals alike. If you're willing to put in the time and effort, you can still find success on social media.
You just have to be strategic about how you approach social media marketing.
If you are a small business owner or marketer like me, you understand that it takes a lot of time and creative energy to produce ongoing content for social media marketing. I'm here to help make it a little bit easier.
Back in June, I taught a class for Outshinery about how to take one idea and turn it into ten different pieces of content. This helps YOU (a small business owner or social media marketer) to save both time and energy so you can focus on other aspects of your business.
Getting started with creating content with one idea: answer your customers’ questions
One of the best ways to get started with something both informative and interesting is to answer your customers’ questions.
You know, those questions that you get over and over (...and over) again.
Really dive into the frequently asked questions about your products. Look at what people ask in the tasting room, online, through social media, or even through events you participate in.
1 - Start with frequently asked questions from your customers.
If you don't have customers yet, or are drawing a blank, here are some to get you started:
How does your product work?
What are the benefits of using your product?
How can your product improve my life?
Is your product safe to use?
What are some tips for using your product?
Can you tell me more about your company’s philosophy?
Where do you source your ingredients/products from?
Write all of these questions down or any others that pertain to you.
2 - Circle the top questions
These are the questions that come up the most (or honestly, the ones you get the most excited about). Try to start off with between five and ten.
3 - Now answer each circled question
Ideally in one sentence. If you don't have the answers, ask people at your company who do. Don’t feel bad about not knowing.
Ask the people closest to the products, or those who talk to customers the most. Bonus points if you talk to both and possibly notice differences in how they answer the questions.
Come to an agreement with your team on the best answers. (KEY!)
4 - Create a shared Document for the FAQ
Take the questions and answers and create a Google Doc with all of them. Share it with every employee.
In addition to being a launching point for content, this serves as a great place for keeping FAQs for all employees, new and old, to refer back to when customers ask these questions. That way, everyone can be on the same page.
5 - Dive deeper into each answer.
Take each answer and break it down into three different types of content you could create: educational, inspirational, and entertaining. The most popular content on social media falls into one of these three categories, so if engagement is your goal, you should try to adhere to one of them.
Educational content teaches something new; inspirational content motivates people to reach their goals; entertaining content engages people and keeps them coming back for more.
When it comes to educational content, people are always looking to learn new things, whether it's through a tutorial on how to do something or an informative article on a topic they're interested in. If you can teach your audience something thought-provoking, you're sure to get some great engagement.
This can include blog posts, infographics, and articles that provide information on a variety of topics. This type of content can be helpful for people who are looking to learn more about a certain subject or who want to stay up-to-date on current events.
Examples of educational content:
Go into detail: Provide step-by-step tips for your customers, or you could have an employee make a behind-the-scenes video of the wine-making process.
Live stream: Host a live video on Facebook, Instagram, or YouTube and invite everyone, or go in-depth with wine club members on a Zoom wine tasting specifically centered on one FAQ.
Repurpose content: Create long-form videos for YouTube, and then break them down into smaller chunks for Instagram Reels. This allows you to tell stories with more nuance than strictly short-form content permits, and it provides viewers with an opportunity to dive deeper into any specifics that they're passionate about.
Inspirational content is all about motivating people to reach their goals. We all have things we want to achieve in life, and sometimes we need a little push to get there. That's where inspirational content comes in.
When you're authentic with your audience, it builds a deeper connection with them. Telling the stories behind your business can help customers feel like they really know you and appreciate what you do. Being genuine is always the best policy!
Examples of inspirational content:
Connect on a personal level: Create a video of employees talking about why a certain topic matters to them personally. Why did they become involved in the company? What keeps them motivated day in and day out?
Tell a story: Find stories that relate to your FAQs. These can be about overcoming adversity, how you started your business, details about why you make the products you do, talking about your values, or other uplifting content.
Create an inspirational quote: Take quotes from employees or customer testimonials to create inspirational quote images (and encourage customers to share).
Finally, entertaining content is what keeps people coming back for more. If you can make your social media posts fun and engaging, then your audience is going to stick around.
This could include funny memes and videos or interesting articles and quizzes—anything that is designed to make people laugh or smile. This type of content is often shared widely and can brighten people's days.
Examples of entertaining content:
Have fun: Even if you are educating or inspiring customers, have fun with your content. If you are having fun, people will want to stick around and watch more.
Create shareable content: Brainstorm ideas for creating relatable and funny quote images related to your FAQs (make sure to keep them on-brand!).
Don’t take yourself too seriously: Think about the customer experience on social media like someone coming into your wine tasting room for the first time. The experience is really all about connecting with people. It's not all about the vineyards or the flavor profiles. Instead, it's about creating a rapport; this means being personable and engaging, and really listening to what they have to say.
6 - Now it's time to create content.
When it comes to content creation, even the best-laid plans often go out the window. But if you take a step back and focus on creating quality content around these eight core ideas, you'll be miles ahead of your competition who is aimlessly churning out content without a strategy.
One way to ensure you're consistently creating quality content is to utilize a content calendar.
A calendar allows you to sit down and plan out your content in advance so that you can focus on creating captions and ideas for your images and videos. It also allows you to track your progress and see how your posts are performing over time.
I have a 12-month content calendar spreadsheet for sale on my website that is specifically designed for businesses that have multiple people collaborating on social media. It breaks the year down into quarters so you can plan ahead, and it also has space for FAQs and brainstorming. This calendar will help your team stay organized and on track with content creation goals.
Block off time each week to sit down and brainstorm ideas and captions for social media. By utilizing just your FAQs and posting once a week, you’ll have a few months' worth of consistent content (assuming you only post once a week, which I don’t recommend). And since FAQs are designed to provide answers to common questions people have, they make for great evergreen posts that will continue to drive traffic and engagement long after they're published.
7 - Take a look at your analytics.
Pay attention to which posts are being most well-received. What gets the most comments, shares, or clicks? These metrics can give you some insight into what resonates with your audience.
Looking at the data can help you make decisions about what you want to create for social media in the future. If you see that posts about a certain topic tend to perform well, or that there's a type of post that isn't getting much attention, you can tailor your plan accordingly.
8 - Take actionable steps with your data.
Take this info, go back to the first tip, and start over by brainstorming new ideas or different ways to share your current FAQs! You can find new ways of talking about the same FAQ, or look at new ways to answer your customer’s most asked questions. Remember - your FAQ are a living document and as your business and the world changes - so do the questions from your customers.
… A lot of information about creating content for social media.
I know this blog post has a lot of info about creating content for your digital marketing efforts, so my recommendation is to save it somewhere and come back to it when you are ready to get started on your brainstorming.
Oh, and I will be creating several videos on my Instagram page about this, breaking down each step! :) Because the whole idea is helping YOU efficiently create content that connects with your audience so you can see your marketing efforts rewarded, even in today’s social media landscape.
Build Confidence With Creating Social Media Videos
Creating videos for social media marketing can be a daunting task, especially if you lack confidence in getting in front of the camera and coming up with ideas to create videos on a regular basis. This blog post will provide tips on how to increase your confidence with creating social media videos.
In the past few years, we have seen the shift within the social media platforms to everyday people watching more videos on Facebook, Instagram, Twitter, and of course, YouTube and now TikTok. With the growth of these platforms, RIGHT NOW, one of the best ways to engage with your audience is through video content.
This is great news for those of us who want to use video marketing as a way to connect with our audience and promote our products or services!
However, creating videos for social media marketing can be a daunting task, especially if you lack confidence in getting in front of the camera and coming up with ideas to create videos on a regular basis.
Trust me - I have been here… And even though, I am feeling more confident, it’s an ongoing process and some days I feel more confident than others…
Luckily, there are some things you can do to increase your confidence and make sure that your videos are relevant to your audience. With a bit of planning and effort, anyone can create engaging and creative videos that can even help you promote your products or services! I promise…
Here are a few tips to help you boost your confidence with creating social media marketing videos:
1. One way to find confidence with creating social media videos is to have a clear idea of what you want to achieve with your content. What are your goals? Who is your target audience? What kind of message do you want to communicate? Once you know the answers to these questions, it will be much easier to plan and execute your video strategy. (more details on goal planning here). Plus, it can also help to build up a bank of ideas so that you're never stuck for something new to post.
2. Another tip for creating great social media videos is to keep things simple. You don't need fancy equipment or editing software - a smartphone and some basic editing skills will suffice. It's important to focus on quality over quantity. This means that you shouldn't try to pump out as many videos as possible without taking the time to ensure that they're well-made and interesting.
Keep your videos short, sweet, and to the point; no one wants to watch a ten-minute commercial masquerading as a social media post! UNLESS - that ten-minute video is detailed in helping your target audience with a pain point they are suffering from - and that you can help them with.
Consistently means something different for everyone. You DON"T have to be creating videos every day. If you want to start slow, and create one video a week for Instagram Reels - go for it.
3. Don't try to do everything yourself - enlist the help of friends or family members if you're feeling nervous about being in front of the camera. They can help you set up your shots, hit record, and even provide moral support! You can always book a 45-minute one-on-one session with me to help brainstorm ideas so you can feel confident in your ideas.
4. Make sure that you're creating videos for social media that are relevant to your target audience. There's no use in making videos that nobody will want to watch, so take the time to figure out what kinds of things your audience is interested in. Use trending audio (I wrote a long blog post on how to find trending audio on Instagram Reels), and make sure to make your videos relevant to your niche!
If you aren't sure where to start - ask yourself what kind of content you would want to see from someone in your industry. What types of videos do you find yourself watching for longer, or find yourself wishing you could create. Also - if you aren't your own target audience, ASK them what they want to see from you. The more unique your videos are, the more likely people are to remember them (and share them with their friends).
5. Don't be afraid to experiment with different types of social media videos until you find what works best for you and your brand. There are all sorts of possibilities out there - from educational “how-to” style videos, funny clips featuring behind-the-scenes footage, customer testimonials, or even just short snippets highlighting your products or services.
If you don't want to show your face - don't. Find someone at your business who would like to be the "face" of the brand, or share behind-the-scenes clips of your work life.
The important thing is that you put yourself out there and have fun with it; social media should be about connecting with others, not selling them something (the selling comes from building relationships and getting your connections to know, like, and trust you - and video is one of the best ways to show off your personality and build on that trust - ultimately selling your product or service).
6. Ask for feedback and check your analytics. Once you've started putting out regular video content, it's important to get feedback from your audience so that you can continue improving. Ask people what they think of your videos in comments or surveys, and use this information to inform future productions. Checking out your analytics within the apps also helps tell you what type of content is doing the best. Look once a month to see if there are any trends and if those trends change.
7. Check in with yourself once you start getting into a routine of creating and posting content. If you enjoy creating content, it will make it a lot easier to keep building on your confidence to create even more social media videos throughout the week. Keep track of your wins and when you feel the most confident when you create. Maybe it's after you get all dolled up and are feeling gorgeous. Maybe it's a time of day when you are feeling energetic. Create content during the times when it makes sense for you!
Now that you've seen how simple it is to create videos, try making one in the next few days! And remember - everyone starts somewhere - you don't need to have Hollywood-level production values or million-dollar equipment to create great content. Just start with what you have and work on improving your confidence, and your videos over time.
4 Steps to Create Social Media Captions that Capture Attention & Build Trust
When creating social media captions, it's important to keep four things in mind: a hook (get to the point), a description or story, a sentence on why it matters, and end your post with a call to action.
If you're looking to improve your social media game, one of the best places to start is with your captions. A great caption (with a hook) can mean the difference between someone scrolling past your post and someone stopping to read and maybe even engaging with what you have to say.
But creating social media captions can be the most time-consuming part of social media marketing. Not everyone is a copywriter. And this often trips people up to the point they don't want to share anything.
Whether you're sharing a photo, video, or article, your caption is an important part of your post. A great caption will help draw people in, keep them engaged with your content, and can build trust with your audience (which helps YOU sell your product/service).
Think about the last time you read a social media post that really captivated you… Chances are, it was because the story was well told and it drew you in from the very beginning. And kept you wanting to read more because you were invested.
Use this same principle when crafting your social media captions and see how much more engagement and interaction you get from your posts.
In the most basic terms, here are the 4 steps to creating social media captions:
Point:
Description:
Why it matters:
CTA:
Much of my own posts for my Instagram pages, LinkedIn, Twitter, and even blog posts have elements of these four steps for social media captions.
In more detail, here are the 4 steps to creating social media captions:
1. The point is a hook to capture attention: Tell your audience what the point of your post is right away. Honestly, this is one of the most important things to remember because oftentimes the first line is all that shows up under your video or image, usually with a line to “click more” to read the entire caption. If this first line doesn’t capture attention and make your audience want to read more -- well, nothing else matters.
This could be a headline or question. Something super simple and right to the point of what your post is all about.
2. A description or short story: Once you've caught your reader's attention with a strong first sentence, it's time to give them more information. This story should be a few sentences, just a paragraph or two where you get into the nitty-gritty of what you're sharing.
If you're sharing a story, this is where you tell it. If you're promoting a cause, this is where you explain how people can get involved. Share an anecdote about how you got started or what inspired you to create your product or service. Not only will this make for an interesting read, but it will also give people a better understanding of who you are as a brand.
And remember - Most people skim social media captions, so you need to make sure your captions tell the story without all the unnecessary details. Providing a short story that educates or entertains your audience will not only make your posts more enjoyable to read, but it will also give your connections a better sense of who you are and what you're all about.
Pro tip: If you're struggling to come up with the perfect words for your next social media post, try using your phone's dictation feature and the notes app so you can literally vocalize your story in your own words. Then edit it down to be a few sentences.
Use your social media captions to show the human side of your business and give people a glimpse into what goes on behind the scenes.
3. Say why this matters: in one sentence explain why your readers should care about the topic you're discussing, aka what’s in it for them.
If you're trying to promote your product or raise awareness about an important issue - simply stating what it is isn't enough. You need to explain why people should care and what THEY stand to gain by purchasing or getting involved. So next time you're crafting a post with the intention of getting people to purchase your product or service, remember to include that key piece of persuasion: why your audience should care about what you're saying! We buy with emotions, not necessarily logic...
4. Include a call-to-action (CTA): Every social media post should have some kind of CTA, whether that's encouraging your readers to like, comment, or share your post, or telling them to visit your website or donate to a cause.
Your CTA could be as simple as "like if you agree!" or "click the link in my bio for more information." Whatever it is, make sure it's something that will encourage engagement and further discussion around your original idea/photo/story/video/etc.
I’ll share a few examples of how I have used these 4 steps to create my own social media content. Specifically how I created this blog post with these steps aching as a mini-outline at the top of my Google Doc as I wrote out this blog post.
Point: There are only 4-steps needed to create a well-crafted social media post.
Description: When creating social media captions, it's important to keep four things in mind: a hook (get to the point), a description or story, a sentence on why it matters, and end your post with a call to action.
Why it matters: Captions create connections and help build trust with your audience.
CTA: Check out my 12-month calendar to make sure you utilize these steps in all your social media posts.
For a recent blog post on showing up in your social media videos, my headline was “Build Confidence With Creating Social Media Videos”. In the body of the post (the description), I provided additional information on each of the tips and why they were effective in helping people build confidence to create more Instagram Reels (explaining why it matters). I also included links to resources where people could find out more information or sign up for my email newsletter (the CTA at the end).
On Twitter, I often share news articles or blog posts using two of the four-step format described above. For example, when sharing an article on Tips On How To Write Engaging FAQ Answers Your Target Audience Will Love, my tweet said “Writing engaging FAQs for social media posts: What Businesses Need To Know https://bit.ly/3v3GR69 #contentcreation #socialmediamarketing ”. This gave people enough information so they could decide whether they wanted to click through and read the article themselves.
In conclusion, following these four steps when creating social media captions can help you produce more engaging and successful posts that will resonate with your audience. Give it a try next time you sit down to write something for your blog or social media channels!
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To help more, check out this 12-month social media content calendar & brainstorm game plan which can help small business owners and marketers save time creating content (and yes, it does have info about the 4-step captions within it also
On Social Media: Don't share content that isn't yours (without getting permission)
When it comes to social media, one of the cardinal rules is not to share content that isn't yours. This includes things like photos, videos, and quotes. Not only is it plagiarism, but it can also be a violation of copyright law. If you're sharing someone else's content without asking them first, you can get into a lot of trouble and have to pay fines or even have your account taken away for violating social media community guidelines.
Seems pretty simple: On social media platforms, don't share content that isn't yours (without getting permission).
Right?!
Well, I guess it isn't that obvious. Especially when you have famous people activity doing it AND promoting stealing content as a way to “grow on Instagram” at big social media conferences.
Recently, I was scrolling through my Twitter feed and came across a video that had been tweeted by a popular celebrity. The video was hilarious, and I wanted to share it with my followers. Normally, I would have just retweeted it, but this time I decided to take a closer look at the account that originally posted the video. To my surprise, the account only had about 125 followers.
I thought to myself, "How is this possible? This video has been viewed over 2 million times and shared by some of the biggest names in social media."
The reason is simple: content theft. The original poster had stolen the video from another account without giving credit or obtaining permission first. Unfortunately, this happens all too often on social media platforms like Twitter, Facebook, and Instagram.
While it may be tempting to steal or "borrow" someone else's content in order to grow your own following quickly, it's important to remember that not only is this practice unethical, but it could also lead to serious legal consequences.
Social Media: So much content!
Social Media is one of the best ways to discover new and amazing content. Whether it's an inspiring quote, a recipe for a new and interesting dish, or a cute animal photo, the interwebs is a one-stop shop for all things entertaining & educational.
When it comes to social media, one of the cardinal rules is not to share content that isn't yours. This includes things like photos, videos, and quotes. Not only is it plagiarism, but it can also be a violation of copyright law. If you're sharing someone else's content without asking them first, you can get into a lot of trouble and have to pay fines or even have your account taken away for violating social media community guidelines.
A screenshot of what NOT to do to grow on Instagram:
This screenshot is from a session I attended at #SMMW22 all about Growth on Instagram. The already famous mother/son duo literally told hundreds of marketers to share viral content from other people, that they would be "honored" to have you share their content.
I left shortly after that because I knew that:
A. It’s against community guidelines to share content that you haven’t received written permission to share.
B. Content creators are not honored when you steal their content (share without asking) just to boost your page. Even if you give them credit for taking the picture/video. Most of the time it does nothing for their brand when you share that content on your page.
.... Note: reshares to stories or remixes of Instagram Reels is a whole different story. That content directly goes back to the original content creator and this is okay to do without asking.
If you want people to follow you on social media, or even just take you seriously, it's important that you stick to this rule - Share your own original content or stuff that you have been given explicit permission to share.
Otherwise, you may be called out - or worse - have to pay a fine or have your account taken away for not adhering to community guidelines.
Here is a longer post I wrote about using user generated content without asking for the North Bay Business Journal. (Ignore the title. I didn’t do that)
I have ALWAYS said: If you are a brand - even a brick & mortar brand, simply ask people who share pictures or videos of your products/location if you can share. Here, I will give you my go-to request (save it and use it again and again):
"Thank you so much for coming by. I love this photo! Could we please share it on social media and give you credit?"
It's pretty simple, and it also creates a relationship with that person and they usually feel pretty damn good about your brand because you complimented them.
When it comes to sharing content on social media:
Ask and wait for them to answer. When in doubt, don't share it! It's better to err on the side of caution than risk violating someone's copyright or breaking social media etiquette.
Note: this post was inspired by Your Social Team (they have some damn good Canva Pro templates you can customize with your own branding to create social media content for Instagram).