[00:00:00] Speaker A: All the viral content creators, they are consuming up all of the placements, right? And so in order for you to compete, you have got to get some placements, which means you do have to go viral. And so there is like a time where you should have a relentless focus on learning the mechanics of going viral. But if you just stay there, then you never build anything of substance. You weren't born to sit in traffic, work for approval, or wait for Fridays. You were built to be free. Welcome to Rich and Remote, the show for the ones who dare to do life differently. Here we talk about building businesses that give you choices where you work, how you live and what you create. This is for the entrepreneurs who crave freedom, financial freedom, location freedom, and freedom from everyone else's expectations. If you're ready to design a life on your own terms, you're in the right place. Rich and Remote, hosted by Alex and Carla Booth. [00:01:12] Speaker B: Hey, guys. Good morning and welcome to Rich and Remote. Today is very special. This week, actually we are celebrating social media day. That is specifically today, but this entire week I will be posting a lot of new guides, new things. I'm gonna have my 2026 version of how to go viral on Facebook. I did an experiment this June, actually this whole month, if I could get to a million organic impressions, and I did. Yay. So I'm still in the game. I still got it. And I'm so excited to share everything that I found out because Facebook is my playground. But actually I know someone who's had social media as her playground for a very, very long time. She's our guest today, one of my besties, Kate Buck Jr. She is one of the social media OGs. If you asked a lot of eight figure brands, you know, the hush hush behind the scenes, who has helped them, who has worked with them one to one, and who has given them specific insight and really good advice when it comes to social media. Kate published her book, her famous book. Was it let's get social first course? [00:02:27] Speaker A: Yeah. In 2010. [00:02:29] Speaker B: 2010, you guys like, I didn't even have boobs then. I still don't have boobs right now. [00:02:37] Speaker A: Yeah. Most of you listening. We're still in junior high, but yeah. [00:02:42] Speaker B: Oh, gosh, that's crazy. So Kate, how are you today? [00:02:45] Speaker A: I'm good. Thank you for inviting me to come and celebrate social media day with you. Since we're talking about social media day and how old I am. Just in case you guys didn't know and you haven't been on the Internet for a decade and a half, the very. We celebrated the very first Social media Day in 2010 as well. If you're not familiar with the blog Mashable, they. It was their brainchild and they came up with the idea of Social Media Day. So we had the very first one in 2010, and actually I was a big part of that. Mashable reached out to a company that I had started with a friend back then called Tech Karaoke. And we threw these big karaoke parties for nerds. You know, people on Twitter would get together and sing karaoke and we would live stream it. And then we would also have like a screen where the tweets were being streamed so you could see what people were tweeting and people could by following along with a hashtag. So Social Media Day is very near and dear to my heart. I have celebrated it almost every year since, either by speaking in somebody else's conference or for the last six or so years, my company, Social Media Pro, has hosted a virtual summit celebration, educational training day. And so this year I'm taking a break from doing that. Social Media Pro is not participating, but thankfully I have the bestest friends and in the entire world. And Carla is taking the reins this year and celebrating. So I appreciate you inviting me to come and take part of something that's kind of like a bit of a birthday for me, like a career birthday, career anniversary, if we will. Because honestly, actually, Social Media Pro launched in June 2010 and Social Media Day launched in June 2010. So I had already been on the Internet for a few years before that. I was already a big deal. But anyways, Social Media Day is near and dear to my heart. So thanks, Carla, for running with it this year. [00:04:56] Speaker B: Oh, for sure. And as you also know, like, in a way, we met through social media. We have started to kind of get to know before we even met in person. Irl. We kind of like followed each other on social media, you know, liked each other's posts, comment on each other's posts. Before we. We had our IRL meetup where she forced me to eat vegan food. But that's a story for another day. [00:05:19] Speaker A: Another. Can I just tell you that this little orb right here is just driving me bananas. And so I had, like, moved my. There we go. See, it's just coming in and out of my head. [00:05:31] Speaker B: So weird. [00:05:31] Speaker A: Yeah, there's some. I don't know what's happening there, but if you see me moving around and being weird, it's because I'm trying to cover that up, so it's not annoying. To you some. [00:05:42] Speaker B: Some social media expert here. Yeah. Trying to avoid an orb behind her, but yeah. So also, also Kate's. You. You check out her courses, Social Media Pro. Um, it's the only course that I let my managers use when I hire social media managers. My company, proximity outsourcing it. We follow what she teaches. It's been really effective for our clients, for me. And I'm going to share surprise. What is. What has surprised me about what my clients are doing. So you guys are actually going to get like the behind the scenes on what people are paying for right now in terms of social media. What. What is effective for a lot of like personal brands also specifically. And. But very quickly, you know, I know Kate, social media is a big part of your life. Social as it is a big part of my life and my business. So can you share with me very quickly or in a nutshell, what is the biggest benefit of being a big deal on social media or having the right people follow you on social media? [00:06:47] Speaker A: Yeah. So I still like, for instance, I've had a couple people come to me recently, clients recently. And everybody knows that they should be active on social. But then they're not. Like I, a lot of us, even though I work on social media, you know, I understand the downsides of it and I'm not all. I don't always want to be there myself either. Right. And so what happens is that what I think happens is that like the biggest benefit or the biggest reason is like it's one of the main ways or if not the. The main and only, only way to really reach people, especially without paying for it. Right. So there's three ways to reach people. So people become aware of you and the pro and the products and services that you provide, you either build it, which is organic social media, and there's so many opportunities to do that, from YouTube to Instagram to TikTok, Twitter, I mean LinkedIn. Each of these platforms are thriving and growing. And so why would you not want to take advantage of that? The second is to borrow, which also includes social media, because that is collabing with people, something like this. Carla and I are posting this. We're tagging each other. My audience is learning about Carla. They know who she is, but you guys know who she is. And Carla's audience is learning about me. So collaboration, joint ventures are a way to grow your audience by getting exposure to somebody else's audience. And there's so many ways to do that as well. And then the third way is to buy it. And this is running ads. And where better to run ads than on social media? So there are plenty of other ways to acquire new customers. There. There's SEO, so people finding you organically in search and LLM. But honestly, more and more of those signals every single day are tied into social media because it is the number one place when people wake up and look at their phone, the first thing they're doing is seeing their notifications and going to social media. For the most part, I don't think that's the healthiest thing in the world to do, but that is what most of the world is doing. So if that's the case and that's where people are hanging out, that's where, you know, eyeballs are, why would you not center that as part of your business and make that the focal point? The last thing I'll say about that is I have worked with some of the biggest influencers and recently I've worked with big influencers who are in that same resistance that I talked about at the beginning. And what's happened is there are people who have come and surpassed them, right? And you get a little edge about that. Like you get a little resentful or something that like some new kid on the block. Look at someone like Cody Sanchez. I remember in 2020, 2021, Cody Sanchez came to speak at a conference for one of my clients and no one knew who she was at all. And look at her now, she's on the Forbes top 10 most influential influencers of 2026 or whatever. So if you look at that and then you could go, wait, I, I, you know, anybody can do, can do that. So the people who resist social media, content marketing, creating content, teaching, sharing, blah, blah, blah, because they want to focus on their business, they want to focus on other things, they're missing the boat and other people are taking advantage of it, of the opportunity and growing beyond. And this stuff, you guys, I don't know if you've noticed, but like this is crossing over into huge brand deals. I saw something this week, just this past week, where the Hermosis just signed a deal with a huge LA talent agency and it's for, probably for a reality TV show or something like that is in the works. Why? Because their audience and their reach is further than some of the celebrities. You know, they have more influence, more reach, more influence than. I know, I said that word a few times than people who are very well known. So if, if you, and these eyeballs are what if you can control or whatever, right? This is where you can Direct them to your products, blah, blah, blah, and your offers. So becoming a thought leader, becoming Internet famous, becoming an influencer, it's, I think it's pretty unavoidable these days if you're trying to sell anything. [00:11:31] Speaker B: Yeah. If you have an online business, it's definitely going to give you a huge advantage if you are investing a lot of time and you master a particular social media platform. And I believe I always say there's something for everyone. Like I've had people. I met someone actually recently who I was not very impressed by her at first. She was introduced to me and I wasn't very impressed because I, I was like, oh, you know, she doesn't seem very smart or. And then I looked at her socials and she didn't have a lot of following. But then my friend was like, no, she's a very smart girl. She has like a huge following. I was like, where? Where? Turns out she has 42,000 subscriber paid subscribers on substack and they pay like seven bucks a month or something. Insane, right? 42,000. And I'm like, oh my gosh, that is insane. And so there's something for everyone. When we say, when Kate and I say like post on social media, it doesn't mean you're dancing on TikTok or posting long form or you're fighting people on X. There's many, many ways. Like Rachel Peterson, you know, she, she blew up on TikTok and then we, we have some friends are really good at like Pinterest or you know, like one thing, one other thing like Facebook. Yeah. [00:12:48] Speaker A: And honestly, micro influencers, sometimes like you're saying like in 42,000, I mean, you know, it's like I just mentioned the Hermosis and Cody Sanchez. Right. These are huge things. But you can make a really good living online with a small audience. A thousand subscribers, 2,000 subscribers even. I was just talking yesterday to someone who really only has like 10 to 20,000 followers or subscribers on YouTube and she's getting like $30,000 brand deals. Why? Because actually micro influencers, the percent engagement, like no offense Carla, but you know what I mean, Like I consider you a niche, like a micro influencer. Like you have a very focused following. You're not, I mean in my world you're a celebrity, but you know what I'm saying? But you're, but you're, but your engagement is really, really high. The bigger you get, that engagement drops. And so brands really love working with micro influencers. And so if you become really well known in Your niche. You can have a small following and you can have it on any platform. Like she's saying it can be on substack. Every time I hear somebody doing something like, oh, they're just monetizing their twitch or whatever, like it's. I'm doing the Internet wrong maybe because there's so many places, there's so many corners. There's so many. I have somebody who's doing really well. They have a discord community. Right. And they're like, our discord community is so active. And it's like there's just a buffet of choices when it comes to what we're called, you know, what's. What is called social media these days that you can find the one that kind of fits your personality. Because a lot of times we are. If you're, especially if you're a subject matter expert like me, you taught yourself something, you learned something and you transformed and now you're teaching it. So you kind of are your formerly the old you is your new client. Right. So if it fits for you, then likely that audience is going to like it as well. So just find a place where you can get some traction. [00:14:59] Speaker B: Yeah. [00:14:59] Speaker A: And grow from there. [00:15:00] Speaker B: Yeah. Follow your curiosity. Like, what are the. What are the. You know, don't make it feel like a job because it can be. Actually, it can be really fun. Like, I'm experimenting on a few things right now. I can't wait to share with you also, Kate, that I haven't told you because we haven't talked in a while. You've been so busy. But yeah, let's talk about trends and what's coming in 2026. Kate and I are going to share our predictions as if we're that important and then we're going to share our insights as people who've done social media for a very long time and people who run other people's social media as well. So what's top of your mind, Kate? What are you seeing that's standing out in 2026? [00:15:43] Speaker A: So I was talking about this. Even in 2025, there's a bit of like a renaissance to long form happening. I think I know that there is. I have even have friends that never really like appreciated or they don't really have a taste or a preference, I guess is the right word or for short form video content. I actually was a late comer to the short form content trend because it's just, I like to go. I like to go deeper on stuff rather than wide. So I'd rather even like skim through a YouTube video, a long form YouTube video and get more information. I do like shorts, the enjoyable, funny ones. We, you should see our Insta DM with what I'm saying. You would be like, you don't watch short form. I mostly watch the short form that Carla sends me. [00:16:40] Speaker B: Because it's curated. [00:16:41] Speaker A: Because it's curated just for me. Exactly. Carla is my algorithm. But anyways, it's just a renaissance, I think, to long form content and good long form content. I think, I think there are people who are readers and who are long form content consumers. Like my, my, my business partner Wednesday. She was never really got into short form. She is a reader. She has had a book club for like 20 years or something like that. You know, she is a book club type person. And so now with AI, blogs are back, which is great. So there's long form readership, long form YouTube videos, people grabbing the transcripts or whatever. So one of the things that I see and have seen for a little bit more than a year or so now is this. I'm calling it a renaissance. Like where people are going back to like what I like real content. Not that short form isn't real content, but you know, this snackable, digestible, like twitch inducing, you know, doom scroll short form, I think it still is thriving. I can't say that it's not, but I do see that there is a swing towards people consuming meatier, juicier, deeper even like TV shows and stuff getting produced on YouTube. Like people are just. I think anyway, for myself I'm craving depth. [00:18:07] Speaker B: Yeah. [00:18:08] Speaker A: And I think other people are too. [00:18:11] Speaker B: I definitely feel that as well. Once again, I may also have a bias because I'm a reader, but my latest obsession actually is I signed up for the New Yorker, which is a really, really good like magazine platform and they have just like real journalism. It brought me back to the time when I was younger and I was reading Reader's Digest like all the time. And there's just this abundance of really good stories. I've been reading this story now about like super yachts and how it reflects like the sale of super yachts and how it reflects like the wealth gap. And I've been reading this article for I think four days now. It's a very long article. I would, yeah, I would read it like before I go to sleep. The last big article I read was a 12,000 word report on Andrew Tate and his rise in social media and blah, blah, blah, blah, blah. So it was so fascinating. But I can definitely feel what you're saying about like people are craving depth and connection and stories. We're looking for stories that really resonate with us because of the AI slop and the short form exhaustion. I think people are looking for like calmer content that are more that they can maybe watch to like regulate their nervous system. If that makes sense. If that makes sense. Yeah. And I can see it now. Like literally this month, June 2026, we have hired probably 10 video editors for our clients. I'm not kidding. One of our clients hired two full time video editors this month. Like everyone is really investing in to YouTube or in any form of like long form production podcasts. Long podcasts are definitely still in. It has never been out in my opinion but it's a good way to. I always say this sounds bad when I say it out loud, but one of the best ways to make money from your audience is to build a parasocial relationship with them. Right. And and I think the long form content is, is definitely the best way to do that. [00:20:23] Speaker A: One last point on, on this before we, we move on is I think one thing that people miss, like where I'm saying there's this swing back to readers is that actually the most affluent clients kind of always were and true there is a there there. You know, I'm not, I'm not trying to put anybody down if you're into to shorts but if you think about if you' CEOs, wealthy individuals, you know, high level executives in a company, I mean trying to figure out where do they hang out on social. It's not that like everybody doesn't have a little TikTok addiction or a little short form like guilty pleasure doom scrolling on a. Whatever you, you can reach people there and you do reach people there. But more and more I'll make one more point about this. Our, our mutual friend and my former client Keala posted something the other day and he and I had had a conversation about it. Where this is kind of funny thing to say in, in this context is that at some point in time social media will be known as the smoking of our generation. And there actually is some data behind that because recently Instagram was sued by a woman whose daughter developed a an eating disorder that was caused by being exposed to Instagram at a young age. And through the process of that court case Instagram was found liable. And I made a bunch of jokes about that. But then he pointed out to me that I didn't read far enough into the article because I was aware of this happening was that they were actually found liable with malice, which means they knew that it was bad and they didn't do things for people, for humans and they didn't do anything to stop it. Which is the same thing that the cigarette companies were found liable with malice intent for the way that they were producing and marketing cigarettes. So the reality is, is that this social media consumption you really have to be your own moderator and your own regulator. And there are a lot of people who have, you know, very intellect, you know, and smart, wealthy, whatever intellectual individuals who have figured this out that it is more of an energy suck than it, than using it or they've figured out how to use it constructively AKA where I come in or you come in where they hire outsourcers and teams to help their business and their products be on social without them actually being the ones, you know, to be there. So I just point that out to say that this, this, this thing that we're talking about, about long form content, about slower paced content, about deeper, richer content is, is not going to, this isn't like a fad or we're not making this up, you know, or whatever. It's that as people get smarter and they realize they want to be the creators of their lives and not consumers is that they are, you know, these types of people are the ones that are moving towards this content. And for sure like you're saying with the age of AI, short form content, gimmicky content, clickbaity content is just going to get worse because it's so much easier to create. Is that in order to stand out you are going to have to demonstrate your expertise. You are going to have to back your sources with data. You are going to have to. Right. Like, like this, like, like this is not something that's going to, to change. So I just wanted to kind of put a nail. [00:24:13] Speaker B: Yeah. [00:24:13] Speaker A: In that one is that you know, you have to be here and you should be using it but at the same time like know that you know. Yeah. Like it's a. And it is a commitment and long form is here. But especially if you want to reach wealthier, more affluent audiences, you gonna have to try harder basically than just short form AI slop stuff. [00:24:36] Speaker B: Yeah, no, I, for me I, I limit my AI use in, in the processes in for me in like producing and multiplying my content. You know, like what you teach the, you know, multiplying like one video content, multiplying the output from that. But I don't think I will ever. I actually paid a company to do like an AI avatar They produce AI reels for me. They were pretty good, but I didn't like it. And to be honest, because of what I learned also from our friend Ryan McGinn, who is one of, you know, one of the best experts in short form, is that it doesn't really take a lot to make one real anyway. Like I tried doing it. I, you know, it takes me like less than 10 minutes to make one. So if I'm going to have to prompt my AI avatar and then load the script in 11 labs and then put it, tie it all together, if that whole process is going to take me 10 minutes, I'd rather create the human version. It's, you know, it's, it's much, much easier. [00:25:41] Speaker A: So that really pointing to point number two, which is. Yeah, exactly, you're right there. Which is in addition that human LED content is a differentiator. Now that's not to say because I follow Onyx Sengal, who is a colleague of ours, another mutual contact who's an expert in the space, and Alicia Little, a few other people who are leading in teaching AI clone and creation. And Anik has a video with over 10 million views by his clone. He's done 100 million views total with his clone kind of thing. You know, I totally, I totally get and understand where he's coming from with that. And I'm not saying that that's not the right answer for certain people. Again, I'm just, I'm just reminding us that there is like a pocket of people who can, you know, detect that it's an AI really quickly and that it's an automatic turn off. It's kind of like again, this idea of a renaissance or like a resistance is that, that, you know, some of us don't want to be on social media to talk to, to watch content or to consume content from a bot or, or a clone from an AI. So I do think that like really authentic content. It's not like you said, it's not that I'm saying that you don't use AI in the process. I use AI every day. I'm forcing myself to use AI in everything that I do. I like automations and workflows, but these things for me work as inspiration. They work as magnification of what I'm doing, validation, sometimes research all of these pieces. But it is not end to end. I did, I spent a lot of time this week doing a podcast strategy for a client and I was really trying to take my former SOPs and just literally give it to AI and what it came up with was I was. There was just this little nagging thing at me where it just. It was not right. It wasn't. There was something. It wasn't right, and I didn't like it. And so I did keep pushing forward with AI and pushing back on it until I did get something. And finally at the end, it's like, let's go with your instinct. And I'm like, yes, because you are a prediction engine just as much as I am. But I also, you know, I feel like this is on point as a place to start. So I do think that human, the human instinct, the human gut, the human intelligence, the human brain, the human heart, the human voice, it's so much warmer and inviting and gives people something to connect with. And I am one of those people that's really afraid that we're going to live in the metaverse with all of our AI avatars talking to each other. And, I mean, maybe that means then we can all go meditate with the trees all day long and not have to work anymore. But I don't know. The future is interesting. I want to watch content from my fellow humans. I don't like watching AI content for sure. [00:28:55] Speaker B: And I think that's why, I think also you want to be intentional with your content, and you want it. You, your content has an effect on the. The viewer or the audience. And I always say, this is your content worth their time, the resource that they can't get back. Right? So I always think about that. Like, yes, I post a lot, but every single piece I post, I, I. It is a reflection of me. It is something that when I pass this earth, you know, like, I'm proud that it's out there, Right? Maybe some of them weren't, but that's why I go on my Facebook memories and delete my embarrassing posts from 2010. But you know what I mean? Like, I think that I don't delete [00:29:37] Speaker A: mine, so I definitely know what you mean. There have been at least four Kates since then, and those things are gonna live forever on the Internet. Luckily, no one will be looking for them. [00:29:47] Speaker B: So, yeah, I meaningfully, like, clean up my, you know, I clean up my tracks. But, yeah, another thing I'm noticing from my clients is there are certain things that they don't want to, that they want to keep human. And actually, a lot of people are surprised to hear how companies like mine, like outsourcing companies, they've always thought that we are the ones that AI is going to, you know, kill or something. But Actually, we've never been busier because first we don't really hire like low level people, assistant type people. We hire smart managers. And so now the output is more. But another thing in the workplace is people still want to work with humans. People still want to work with other humans. People enjoy being with other humans. You know, when my, my co workers and I meet up in real life or when we have, we have this monthly, we call it Sip and Sink in our team where we just, we don't talk about work, we just hang out on Zoom. And then our HR prepares like some prompts that are like more, you know, more human, like share your favorite childhood memory or who was your first crush. And we just like laugh at each other and we love it. We always look forward to that session. So I think that once again, because of the AI slob, right, because of the exhaustion, really, I think that people are just craving that human connection and we are going to follow more creators or more social media influencers that are more human. And last thing if you guys have noticed, Mr. Beast, right, one of the biggest social media influencers out there, if you look at his content now, he's moving into doing reality type shows. So he used to do like these high dopamine, high effect sound effect, you know, bombshell videos, but now he's doing more stories, more human stories. I think he's doing some sort of a dating slash survivor show. [00:31:49] Speaker A: Yeah, exactly. I actually think he is the biggest influencer on, on Earth. And speaking back to the Forbes list, although interestingly enough, the hormozies were not on there, which I thought was, you [00:32:04] Speaker B: know, some people pay Forbes to not be on the list, so maybe, yes, [00:32:10] Speaker A: that sounds like something Hermosi would do. Not that I'm trying to make this a thing, but. But yeah, I mean, I mean Mr. Beast has, I don't know how, I do know how I know this, but can't. You know, it's got food in retail stores and yeah, moving into the entertainment industry with reality TV shows and, and all that stuff. I even really thought about how like on Netflix, the trend for a documentary is three episodes now versus like one one hour thing. It's like people want more, more depth with the stories and to understand the nuances and, and all of that. So I definitely think that you should show up for your content. I mean, I don't want to buy from somebody that's too busy to create content. [00:32:59] Speaker B: Right. [00:32:59] Speaker A: For me. But I know I'm a judgy bee about social media, right? Because. Because I work here. And that's not necessarily true of your audience. So you can't take what I'm saying. You've got to go do your own, you know, your own research. But I. I hear you. I think it was even potentially Cody who also posted and kind of confirmed what you're saying is that I think right now people are in such AI, like, overwhelm. Like, there's so many tools and they all do kind of the same thing but different things. And if. If you don't really know how to get what you want specifically out of AI, you could spend a lot of time, if not even the same amount of time, if not more time, then it would have taken you to do something on your own. And I do think that that points to that. And this preference for, like, having a human. Now there is a whole world of, of course, our geeky techie friends who just want to talk to their Hermes or whatever. It's not Hermes, which, you know, I can't think about you every time I see it. But, like, they're Herm. Whatever. In. [00:34:06] Speaker B: Yeah. They make it sound like herpes, but [00:34:08] Speaker A: with an M. Yeah, Hermes or whatever. In. In. In there. What's it called? Telegram and instructing and blah, blah, blah. Like I having their little her, you know, or like Justin Brooke, a friend of mine, he's got a whole marketing team and he just instructs with them what to do with his little thing. That's fine, but like, I would love to have some of that so that I can augment my team. But I love mentoring. I love coaching. I love. I love being. I love being a leader on my team. And I like having people that are empowered by AI, But I still want a human brain signing off, doing the qa. Like, feeling with their heart. Does this feel like it's the right thing to do? Making those judgment calls? And like, AI doesn't have that. That lifeline heartbeat. That is not to say because I'm sitting here, Travis is, you know, right behind me, and he's clotting 24 7. So I think he would maybe disagree with some of my points here. But. But I. I do think that. Yeah. And what I saw in that post, or what she said, which made a lot of sense, is that. Is that the amount of time that people are spending sort of like onboarding and figuring themselves out, if you're not like a data nerd prompting techno, blah, blah, blah person, is that you're actually spending more time. And so you'd rather just find an offshore outsource versus taking those jobs away from outsourcing and giving them to AI. And I could totally see that as well. So, yeah. [00:35:45] Speaker B: One thing I would share as someone who hires AI, AI fluent people, AI fluent managers. I always, I. We test them mostly for two things. It's critical thinking and abstract reasoning. I think those are the two skills that are really needed with AI. I tell most of my clients that the people who are AI experts or call themselves AI experts, they're just early adapters, but they may rank higher in like critical thinking and abstract reasoning. And if you guys look what these two things are and what they. When you test for them, what, what, what the importance of that is, if you have those two intelligences, you're going to be an easy AI expert. You can learn anything in an afternoon, let me tell you. Because that's how smart AI is. Like, you can tell it with what you know, what you want, but if you can communicate intelligently and ask intelligent questions, if you have high abstract reasoning, meaning you can see patterns, you can figure out a problem without, like fast, even if you've never done it before. Like, that's the simplest way I could, could do. I could explain abstract reasoning, then it's not gonna be that hard, you know? Yeah, it's not really gonna be that hard. [00:36:58] Speaker A: So, so well said, Carla. Yeah, so well said. She's way smarter than me, so. [00:37:04] Speaker B: No, I just. [00:37:04] Speaker A: Both of those two, those words actually before. [00:37:07] Speaker B: No, I'm just kidding. [00:37:08] Speaker A: Oh, did you, did you chat GPT that. Yeah, exactly. [00:37:11] Speaker B: Okay, how do I sound smart in this podcast? [00:37:15] Speaker A: That's really funny. Last night we were talking about, we said some, we were doing this turn thing and then there's the thing about like centrifugal force and centripetal force. And one of them is a word, but it's made up. It's not actually true. The idea that you feel like you're being pulled outside of a circle when the reality is you're actually being pulled. You're. You're traveling in a straight line and then when you make a turn, you're actually being pulled to the inside, but you feel, your body feels like it's outside. Anyways, I can't remember centripetal or. I think centripetal is the real. Is what people say. But it's centrifugal or vice versa. Anyways, but anyways, I tried to do like one of those little trivia things where I brought that up, like, oh, that's the made up one. And the real one is this. That's just. And then Travis actually kept asking me questions about it and I was like, wait a minute, I didn't, I don't, I, I just. [00:38:10] Speaker B: You need more tokens, bro. [00:38:11] Speaker A: Yeah, exactly. Yeah, you have, you have run out of tokens here. Cannot answer until 4:00am you know, like next answer coming at 4:00am no more prompting. I'm like, wait, no. I just wanted this to be a cute thing where I knew something smart and then I couldn't actually give the facts without looking. The other funny thing is while we're on this note of just like funny AI stuff is like the other thing I think about is like do you remember when we were kids and you had a question like that about something and you just had to wonder. Yeah, like even pre Google, like what did we. Yeah, you just had to like be curious and have an open ended question that you had no way to find out the answer to. I think about that all the time. I'm like, wow, that I don't even remember those days really anymore. They're so long ago where you just had to wonder what's the answer? Or ask someone else. [00:39:03] Speaker B: Interesting. [00:39:04] Speaker A: So archaic to wonder. [00:39:05] Speaker B: I think, I think that's why a lot of people have such high anxiety because they can't sit with wonder comfortably. You know, I think depression and anxiety is high right now. I don't know, maybe we're just doing more about it because of social media. But before we were just comfortable. [00:39:26] Speaker A: No, social media, it were not just because of, because of social media. It was what I was saying earlier is they are purposefully fucking with the algorithm. I'm not saying this as a conspiracy theorist anymore. Like literally has been proven in a court of law that they are fucking with us. So 100% for sure. [00:39:48] Speaker B: And I think that also leads to this other point that come up with our research which is a lot of people invest a lot of time in virality, me included in terms of experimenting with content and top of funnel eyeballs. But the huge thing that's really, that has never really failed in building businesses through social media is community. Right. So I think that the, it's. I think that a lot of creators have only been chasing like virality and not like build purposeful communities. And because of that they, they are always scrambling for their next round of buyers. [00:40:33] Speaker A: Well, you think about the idea virality is about reach to new people and going, you know, viral to communities that you never have versus community building is about, it's kind of like the next step, like what happens after that, like virality is great to meet new eyeballs, but if you're constantly focused on that, then you're not. And not about indoctrinating those people and creating a community. Once people do know about you, then it's just like, it's just like our, some of our former colleagues who are constantly focused on bringing and getting a new lead. New leads, new leads, new leads, new leads. But then they don't care about people after the opt in or after the sale, right? They don't deliver good products, they don't take care of their customers. Then you're constantly looking for, you're paying, spending, spending money on ads or creating, creating new content to bring new people in. When it's like if you just gave a crap about the people that you already had. You know, Jay Abraham's three by three by three is like three times as many customers, but it's also getting them to spend three times as much money when they make a purchase and getting them to purchase three times as often with you. Which means we're talking about repeat customers, we're talking about people who appreciate your product. So like community building the experience that people have once they do know about you, you know, you know, everybody's heard, know like and trust and I call it grow, engage, invite. In the world of social and so growing your audience. Going viral is actually probably one of the things that I think some creators think negatively on business owners, subject matter experts, right? They're like, oh, I would rather quality than blah blah, blah. And so they have this other like kind of flipped of what we're saying right now. And I actually have to teach them that like no, if you want new people to come and learn from you, you have to go viral. That's the algorithm, that's how you meet new people. You have to have more non followers watching your content than followers. But then there's this, you know, then nurture them, then teach them, then give them the content, then help them, then support them, then guide them, then engage with them, then you know all of that stuff. So they get to know you and they like you and they trust you because then ask questions. They'll be the ones asking you if you have a product for them or if you have a program for them or if you can get on a call with them or you know, they'll go searching for your content. But then there's this the, in the, in the other world, especially in the influencer world that we talk about where like they don't have a product, they're not business Owners, they're just content creators. And that's all that they're focused on, is they just keep focusing on this viral, viral, viral, viral, viral. And then there's no stuff, substance, right? And unfortunately, and actually what I teach in my Content Manager Pro program is the fact that these are the people that you are competing with as a business owner, as someone who has something of value to give, you are competing with these people who are masters of going viral. They are consuming all of the space in the algorithm, all of the timeline space. You're not, Carla. You don't compete on social media against another outsourcing agency that is not your competitor when it comes to social media. It is every other person who's creating content that you're. That your audience wants to see. These are the relationship experts and the joke people and the meme people and the news people and blah, blah, blah, all the viral content creators, they are consuming up all of the placements, right? And so in order for you to compete, you have got to get some placements, which means you do have to go viral. And so there is like a time where you should have a relentless focus on learning mechanics of going viral. But if you just stay there, then you never build anything of substance. You have to move down the funnel into the next place, which is. Okay. Of this huge top of funnel. 10,000 people or whatever, 10, 10, 100 people. However, a thousand people see my video, who are the two or three people in there that are, or the 10 people, 10% of those people going to say, stay, join my community, listen, care what I have to say, blah, blah, blah. And of those 10 or whatever, 10 or 15, 20, whatever it is, 1 to 5 of those people are actually going to become a lead, become a client, blah, blah, blah, blah, blah. So, you know, unfortunately, we have to be doing all of these things at the same time. You should be releasing content that, that is intended to go viral. You need to be releasing content that is intended to nurture, to indoctrinate, whatever. And you have to be releasing content to give calls to action and invite people into your community. So, you know, as long as your content is focused on one of those three things, it's like what we're talking about here is not getting stuck in one. And actually, sorry, Ryan, if you're listening to this, you know, Ryan, that's something that he struggled with in the beginning for his own content is he's really good at short form. He's masterful at it. He created the game, but he didn't know what else to do beyond that. And he's made some shifts more recently as he's building his brand to finally do some more long form, do some depth and give people a reason to follow him other than just to, you know, just because he was, he's masterful at making these viral videos. So it's easy to kind of get stuck in that, in that loop if you don't understand that all three things, growth and virality need to exist. Depth and nurturing and engagement need to exist. And invitations need to exist. The best videos and the ones that you see people using over and over and over again, they do all three at the same time. They go viral, they reach new people, they make them feel welcome and indoctrinated and they potentially push them to a product or service that's kind of like the holy Grail. [00:46:53] Speaker B: Exactly. Yeah. For me my, my small formula is attention and then proof and connection, right? Because like if you really have new people now, you got them curious and then you know, if you get them to trust you with proof and then you, they feel connected with you, you versus you know, the differentiator, you versus another outsourcing company, you versus another social media consultant and then that makes them want to buy. And of course if your offers make sense and if your offer is, is designed in a very good way, you really don't, you don't need a lot to, to make like seven figures a year really. Kevin Kelly, right, taught the famous 1000 true fans concept. And even for me for my business, my average ticket is 1500amonth. I only really need 60 people paying me that money to get like seven a month to get to seven figures a year. Right? So of course there's nuances, there's nuances in you know, like how about your attrition, how about this and that and you know, like paying your affiliates, of course. But if you also are able to, if you hit a winner, offer a winning offer and you know how to go viral, how to get that connection, how to post proof, it's, it's going to be very hard to fail especially if you have like this next point that I want to share which is like authority over aesthetics. So which I think is huge for service based businesses because like what you shared earlier Kate, people are thinking again, people are reading again, people are, are more discrimin, discriminating with the content that they consume. Plus all of these people talking to about you know, social media, dysregulate, nervous system dysregulation, when you consume so much social Media, so people are more choosy with the content that they're consuming. So it's not really just about having a massive following, but if you deliver authority, clarity, consistent visibility, I think that's. It's going to be very hard to fail once again. You're. You're going to win, like, for sure. [00:49:03] Speaker A: I agree. And one of the things that is important right now is, you know, content is still fairly like the feeds move very quickly still. And so. And also I think people are a bit influx. The point that I really want to make here is, is that I get clients that get stuck in production and it takes them a long time and they spend a lot of money producing a piece of content that we don't even know if that, you know, I predict and I put a plan together and there's keyword research on it or whatever, but you're learning and optimizing as you go. And it. The time and energy that you should put in, into producing of a piece of content that, that is aesthetically perfect, you know, that has a high level of production quality is one. It should be one that, you know, works, right? Like, everything is. The Internet is so finicky these days, so you need to think about most of your content that you're putting out as a bit like disposable, like Kleenex, right? Like, but then when you find one that hits and works, that's when you want to. Or like a theme or a trend or a, a structure or something that is working for you. Like, not only that, it's kind of like that holy grail one, right? Like, when I find a piece of content that is, is helping me get new audiences, or it's doing really good at driving people to my landing page, okay? This is a piece of content that I want to now go deep with and really invest in the production of and you know, is worthy of time and energy. Otherwise, content production is Groundhog's Day. Every single day, you gotta wake up, you gotta have content out, at least for your team, right? Even if you're, as the founder, batching content. It's Groundhog's Day. It's Groundhog's Week. You put it on a podcast, you put out your YouTube video, you put out the shorts that promote it, you put out some other engaging content, blah, blah, guess what happens next Monday morning. You got to put out your podcast, you got to put out, you know what I mean? Or whatever production schedule that you're on. So people that get caught up in the aesthetics, that every little thing has to be perfect. My little orb over here. If I was like, oh, Carla, you can't post this because I'm dealing with this, this stupid orb, or the fact that I don't really like how my head is shaved over on this spot or whatever, by the. By the way the thing is going, then you, it's like paralysis. Like, first of all, it takes you too long to put content out. You never put it out, it's really expensive. And ultimately you're headed for a place where you are going to decide. And I can tell say this definitively because I have been in this space and I've worked with every client type on the face of the planet. Definitively, you will start telling me that this doesn't work. And it's like, well, it doesn't work because we can't produce content fast enough. It's like the Ryan's speed to post. It really doesn't take all that long for me to explain to somebody what a yap is and that you literally just pick up your phone, record yourself saying something and post it and it takes five minutes or less. It's like, no, everyone thinks that I have to research, I have to use AI, I have to get a studio, I have to have a perfect microphone. I mean, yes, at some point those things, all these things do matter. But until you have found something that you know is working, then it's worth investing in because it's going to be a more long term, like content vehicle for you. But you're every day posting your podcast, your whatever, until it's working, until it hits, you are in testing mode. And then speed to post, speed to execute is, is the key because you want to test as many things as you possibly can so that you can get to that thing. The, the title that works, the playlist that works, the pillar that works, the keywords that work, the theme that works, whatever it is. And you won't know that until you get, you need views, you need impressions. You've got to hit like a critical threshold of that before you haven't. So you have enough data to make decisions. Most of you are pulling the plug on something and you've done three episodes of your podcast and it's cost you 100 bucks an episode or whatever. And you're like, this isn't and. And four hours of your time and you're like, didn't get any leads from it. And you're like, this isn't sustainable. And you quit. It's like, no, get in here, record 10 episodes, make them Ugly. Put them out there and see if people like what you are doing. Get the data, do 10 more, optimize it. Oh, okay, now we're doing stuff. Okay, great. Now, you know, let's move this into a studio. Let's invest in this stuff. So I just think from a speed to execution thing, you know, I'm working with an ads agency, my friend Kurt Molly, and I know he works with a few other companies and it's like the ones that are where the client is the pickiest about. It's my face, it's my name, it's my brand, it's my whatever. And I don't like this content that you're using to test. It's like 2.6 people saw that content. You know, that's, that's how many people saw this. So we're testing messaging. When it matters, we will make sure that it's really, you know, exactly what you want. But when you're in testing mode, when you're in growth and learning, you really have to let go of the aesthetic. Nobody looks at a perfectly crafted Instagram timeline anymore. You know, it's just, I mean, I still appreciate one, but it's. I live here, I work here, this is my job. I don't even know if anybody goes to timelines, you know, and stuff anymore. So yeah, to your point, definitely execution over aesthetics. And, and you. Oh, to your point was also authority. So what you have to say and what you have to teach and what you have to share, aesthetics do matter, but they matter less than that depth and that quality of what you are talking about. So when it comes to aesthetics, I think it slows people down and I think they focused like you're saying too much on that versus the substance of what you're teaching. So knock it off. [00:55:24] Speaker B: Absolutely. And to add to that, like if you have been like doing this thing for a while and you have that authority and people know that you are an authority and a voice in that industry. There is a shift on how people are using social media now and where they're also using social search with answer engine optimization. And our behavior is we just go on TikTok to like search recipes or, you know, the other day I was searching Instagram, I was using Instagram to search like this American Idol, like person to, to look at who they are and whatever. And YouTube, how to videos, you know, if there's something we can't figure out, we just go on YouTube. How to add another platform plugin on WordPress, you know, like, and. And that's how we find content now. And so I think that that's another way to be optimistic about creating depth, creating authority on social media. Because every, every piece really matters. And like you said, we don't need to obsess about it being perfect, but if it sends the right message about our brand, then you know, that's good enough. Just collect the data. [00:56:31] Speaker A: You're hitting on such a key point which is that authority content also is searchable and discoverable. Right? There's two ways that your content gets found. It's via search and via browsing. And so AKA recommendations. Right? So like even when you create this meaty, depthy long form, this rent, this long form stuff that we're talking about where you, you're, you're focused on credibility, authority, really teaching, nurturing, you know, engagement, all this stuff that, that, that is kind of like the antithesis of quote unquote going viral, which we're, I'm not saying you don't need viral content, just a reminder. But that is searchable content. That, that, that is, that will be found either when someone is intently looking for it using search or by recommendation because they follow somebody else. The algorithm will recommend your content because you have to give the algorithm, it has to understand and be able to know who to show your content to and who other people on the, and the graph of other creators, who you're, who you're like, so that they'll see it. Like for instance, if you follow Carla, you know the likelihood that you will then see my content at some point in the future as a recommendation, if I do all of these things correctly will happen. Why? Because if you follow Carla and you like Carla, the algorithm should know that then you will probably certain group of Carla's followers will also like me and vice versa. Right? Like there are, there, there, there are some of my followers who might not know. I'm just kidding, but you know what I'm saying? Like so, so you have to think about those two things when you're creating content. And that's why authority content matters and this like depth of content matters that we've been talking about is because you need to be able to feed enough words, enough topic, enough, enough depth. Really. I don't mean to be like repetitive with my words, but to the algorithm so that it knows who you are and what your content topics are about, so it knows who to feed them to. It knows how to show up in search and it knows who to tie you to that's also a creator so that it can recommend your Content which by the way on YouTube actually the recommendation or aka browse on YouTube, right you guys is actually the primary way that content is discovered on YouTube intent. Which is crazy because we, everyone has heard the thing that YouTube is the second largest search engine on the Internet after Google, which is true. And so you would always create your content around search. Like Carla's saying, I'm looking for a recipe, I'm looking for something. But interestingly enough in recent years, thank you. TikTok really has changed where all the platforms are trying to figure out how to be a discovery platform and in order to do that right they have to recommend content to people. So this is the home feed. This is when you're scrolling you don't, you're playing a little, a little doom scroll roulette. You don't know who's going to show up next. But the algorithm is, has done this very high level calculations on, on meta, it's called edge rank on like thousands of factors that give every piece of content an edge rank. And what's coming up next next for you is what it has predicted is the, is something that you would like to watch. So you have to give it enough data to know where to put you and, and, and that it should be showing you and where it should be showing you and all that. So yeah, if you're a one trick pony on this virality stuff then and you're not building authority and credibility and doing the depth and all that, then you're not giving that, those are the signals that you're giving giving it, you're not giving it the hey, if somebody's on LinkedIn and they're searching for content around you know, whatever, whatever they're searching, building a brand or building a business or blah blah blah like hey by the way, show my content. When people are, are looking for that on LinkedIn because you're just constantly doing like clickbaity engagement stuff, then that's kind of like that's on you. [01:00:42] Speaker B: So yeah, yeah, the algorithm knows guys. And so to close that all idea off that is the reason why you see your ex and your ex's ex and your boyfriend's ex and the people you may know it's because you all have the same type, you're all in [01:01:02] Speaker A: the same social graph really. Yeah, exactly. And you're all posting about each other and when you do your vague booking, when you do your vague booking you [01:01:13] Speaker B: actually recently on social media, if you see your, your boyfriend's ex on people you may know very likely they've looked you up, and now the algorithm thinks, oh, you may know this girl because they searched you. But no, they don't. They were just stalking you. So. All right, well, I think that was a lot of media discussion about social media. If you guys want to check out Kate's courses and certification, Social Media Pro, I will share them in the show notes. And of course, Kate, how can people find you? How can people follow the best of the best of Kate Buck Jr. Well, [01:01:54] Speaker A: definitely click through from Carla's link over to Social Media Pro. It's probably in the description of the show notes like she said, or somewhere around this video. And then if not, I'm just. I'm Kate Buck Jr. On any channel. And interestingly enough, I'm the only one on planet Earth. So if you just look for Kate Buck Jr. With that name. Yeah, exactly. There are other. There are other Kate Bucks, I think, but not a Kate Buck Jr. So you'll find me on all the platforms. [01:02:25] Speaker B: Kate Buck, Jr. All right, thank you so much, Kate, and happy social media day. [01:02:30] Speaker A: Happy social media day, Carla. Thanks for doing this, and thanks everybody for watching. [01:02:35] Speaker B: All right, thanks, guys. Bye. Bye. Thanks for listening to Rich and Ramon, where freedom isn't a dream, it's a decision. This is Carla, this is Alex Booth, and this is our journey to our dream rich and remote life. If this episode inspired you, share with a friend who's ready to live life differently too. This is perfect for entrepreneurs who crave financial freedom, location freedom, and freedom from [01:03:05] Speaker A: the opinions of others. [01:03:07] Speaker B: And don't forget to leave a quick review. It helps more freedom seekers find this show. Big thanks to our sponsors, Huckleberry Consulting, getcsm and proximity Outsourcing. See you in the next episode and check out our online hangout spot, richandremote. Com.