VMP 310: Arielle Putter Teaches Veterinary Practices How To Grow With Social Media

Brandon 00:00:04  It's harder than ever to stand out on social media. And that's why we have today's guest. It's Arielle Putter from AGP strategy. And we're talking about how to stand out and what to do in your practice to really stand out for social marketing when it comes to the current market. And I think a lot of the future trends that are coming. AI is a big topic, probably in all of the episodes that we do here in the future. It's going to consistently be a big and important topic, but you've probably noticed that there's more content than ever. An AI allows you to create just massive volume of content, but that doesn't mean that the quality is better, or that you're using it to actually create a noticeable difference in your practice. And in today's episode, she really simply breaks down her exact formula and strategy that's helped and helped her get over 2 billion views across social channels. Arielle is 100%. The person when it comes to social investment. In my opinion, her work speaks for itself and everybody I know who works with her is really, really happy.

Brandon 00:01:13  So this is just so full of, I think, really valuable information, especially when it comes to social. And I think with all of the changes that are coming and the way that social is impacting CO2, this episode is incredibly powerful. So I hope that you enjoy it. Without further ado, here is my interview with Arielle Putter. So thank you so much, Arielle for being on the podcast. I really appreciate every time you talk the third time on the podcast. Yeah. so for people who haven't heard your previous two episodes, which I think are great, can you just tell us who you are and how you got started in web?

Arielle 00:01:56  Yeah. Well, first of all, thanks for having me again. I love coming on. and, you know, social media is changing so much so it's nice to watch the progression of our conversations, over the years. But yeah. My name is Putter. I founded AJP strategy, which is a boutique digital marketing agency specifically for the veterinary pet care and animal health industry.

Arielle 00:02:19  I specialize in social media strategy, but as we'll talk about today, social media is so ingrained in your entire digital presence that I really do specialize also in just general digital marketing strategy for the veterinary pet care animal health industry. I got my start in this industry. My uncle is a veterinarian. I worked at his practice. I blew their social media up and realized, you know, I could I can do this for more people. And so now, today, I work with influencers. I work with clinics. I work with brands all about bringing their business goals to life through social media.

Brandon 00:03:00  That's awesome. And how many total views do you have across? Like have you added them up? Is like 4 billion now or something.

Arielle 00:03:07  Oh gosh. Yeah. It's like 2 billion actually across all of my clients. yeah, I, I know how to make your stuff go viral, but more importantly, know how to actually attract loyal followers and clients. And we'll get all into that. But yes, it's in the billions.

Brandon 00:03:27  It's amazing. It's ridiculous, I think. Yeah, you're definitely the most effective social media person I've seen across like it's not just the vet industry, but like consistently you can make things work, which is amazing. So I think it's pretty awesome. So the last time we talked, I think the biggest kind of, changes in general, like there's I'm sure lots of changes on the granular level at social, but, it seems like the inevitability of everything marketing and actually taking over everything in life is like AI. So I wanted to ask you a lot of questions specifically around AI in particular. So I think social is one of the unique channels that is going to be less impacted by AI than other channels, like specifically SEO and then also paid ads. I think those have like tremendous amounts of AI impact. And there's like a lot of, I think, uncertainty around those. But I think having the skill of being able to make social work is just incredibly invaluable. Like, there's so much value to it.

Brandon 00:04:44  what has been the biggest impact that AI has had on social, in your opinion right now?

Arielle 00:04:51  Yeah, I mean, there is a lot we can talk about about this, but everything I'm saying, I want to preface, I'm talking about our industry. Okay. I'm going to be talking about the veterinary industry, pet care, animal health. Social AI is having impact on social. I think a lot more in other industries than it is ours. Just because so much of our industry is medicine and it's trust and it's people and pets in a way that AI can't really replicate as of right now. So I think I'll start off by saying where it's not impacting it is actual video content creation and editing by way of anything to do with the pets and the medicine. I think right now there's no tool that I have found yet that can take what's going on behind your seat, behind the scenes in your clinic, and make it into a video that's actually going to resonate with the average pet owner. I don't think it can do that yet.

Arielle 00:05:57  I'm not saying it's not going to happen, but as right now it's not. I think where it is really impacting it is are things like carousel creation. So stock posts, photos, graphics, carousels. I think that is great right now. Actually, I think as long as you feed it the information that's medically sound, that's sound to your practice and you say, hey, here, here are photos from my practice. Turn this into a carousel post about we're. For example, we're filming this right before the 4th of July about tips, safety tips before the 4th of July. Make it so that it looks exactly like my branding and my practice, and native to these platforms that I think it's doing well at. I think it's great for transcribing videos. So if you as a veterinarian are going to sit down and you want to talk to the camera again, I'll use safety tips for the 4th of July just as a relevant example right now, the odds that you actually talk for 45 seconds, which is probably the ideal length you want to post, are pretty low, understandably.

Arielle 00:06:59  So. How are you going to fit all of the things you want to say in 45 seconds? So a lot of times you'll find yourself with a four minute long video. You don't know what to do with it. I think plugging it into some of these tools to transcribe it all for you so that you can much, much quicker than in the past, go through and say, okay, here are the parts I want to keep. Here are the parts I don't want to keep so that you don't have to keep watching four minute long video over and over. So yeah, those are two, two big parts. And then lastly I'll say things like developing hooks for your videos. It's very helpful. titles that are going to be optimized for like we're talking about SEO captions, things like that. And I'll talk about also a word to the wise about things like that. But for right now, to answer your question, I think those are the places it's disrupting the most.

Brandon 00:07:50  I agreed. I think it's really helpful as a tool, but if you're letting it run strategy, what I'm seeing.

Brandon 00:07:55  Like I'd say 85% of practices doing, it's just like having it run. If they're posting regularly, it's like here's posts about like generic crap. And yeah, in my opinion, it's like there's no benefit of having ChatGPT like you're proving not that you know a lot about what you're talking about, what you do, but you're just saying, like, ChatGPT knows what you should do for 4th of July. So like, yeah, it's not.

Brandon 00:08:20  That's what.

Arielle 00:08:21  ChatGPT is telling every single one of your other competitors and every single other person what to say and do as well. So it's not like you're producing anything unique because of it. yeah. I could not agree more. And it's also so identifiable. Right? Like you can easily tell when it's being used. So I mean, the common advice you're going to get with AI across any industry is make sure it's just supporting Humans, so always have the final person eye on it. But I would say even more than that. Do not just copy and paste something.

Arielle 00:08:59  It's saying, please don't. It's so easily identifiable.

Brandon 00:09:04  Yep, 100% is. I think it's really interesting to see. I have, a few clients that I'm working with, and I've seen them really embrace AI specifically for like, I'm thinking of a few clients who are just like, AI is the best thing ever. And I think it's really good, but it's good for data analysis, in my opinion, because I see their strategy. It's just so generic now. And so we've seen massive drop offs on specifically sales from, organic content. And like engagement isn't doing great. It's not. And it's just it's really interesting. I think it's more of like an emperor has no clothes. Like no matter what you tell it, it's gonna be like, that's the best idea. Here's the great campaign for that. And then, next thing you know, it's just like kind of confirming that bias of like, it wasn't really a great hook or idea in general, and the strategy just isn't there.

Brandon 00:10:01  So, yeah, it's great for.

Arielle 00:10:04  After you have developed your own unique strategy and learned what's working for you to then expand on that. I'll use it. A couple of my clients really like it for okay. We have developed our strategy together. We know what's sticking, what's working to bring in your bring in new clients or retain yours, but also reach the internet. Well, like, you know, getting your views. Here's what we figured out. Okay? AI help us create more based on what is working. That is a great use case for it, but not it can't be that first thing you're doing, especially in this industry where the whole point of being on social media as a veterinary clinic is to establish trust. Right. We could talk about all the other things it can do, but it's trust. At the end of the day, it's building a personal and emotional connection before they've even come in, or it's after they've come in and then it's helping you retain that client. The quickest way to get rid of someone's trust these days, when it comes to medicine, is a clear use of AI.

Arielle 00:11:09  I'm not going to trust my veterinarian. Why would I trust my veterinarian? I'm just then going to go to AI if they're doing it right, and we do not want pet owners going to AI, we want them going to their veterinarians. So yeah.

Brandon 00:11:21  Definitely. Definitely. So for I think the problem is that they don't necessarily know the questions to be asking around how to develop. Like you just don't know what you don't know. So like going to ChatGPT and saying make me a social calendar for my bed hospital, right. So when when practices are using AI, what are some of the things that you think they should learn so that they can like direct like they wouldn't employee per se, because I think it just kind of gets offloaded either they like put it on somebody, they're like, oh, you're young in the practice. You know what to do because you're young or they just rely on on AI in general.

Arielle 00:12:02  Yes. Those are the it used to be just here's someone young at the practice go do this or tech or, you know, client service coordinator.

Arielle 00:12:10  That used to be the number one thing that was happening. Now we're seeing AI in conjunction with that. The problem with both of those one is you're going to watch your, you're going to watch team members burnout quickly. Burnout is already an issue in this industry. We all know it. You're adding another thing onto their plate. They're going to burn out fast. And just because they're young does not mean that they know necessarily, but definitely know the kind of content that's going to do well. And it will look modern, but it doesn't necessarily mean it's the kind of content that's actually going to bring in a client. Right. And then if you rely just on AI, it's everything we just talked about. So my advice is start. Start with these guidelines. Don't let AI tell you about these guidelines. I'm about to say. And then and then help it feed feed off of after you're testing what's working for you. So I want everyone I want every practice owner, manager, every practice. I want you on TikTok, and I want you on Instagram and Facebook, and I want both of Instagram and Facebook to be connected to each other.

Arielle 00:13:14  Meta is annoying, but once they're connected, one thing you post on one is going to automatically post, the other saves you so much time. And then I want. But I want you to start with TikTok. I want you to edit within that app, and I want you to post it there. And then once you post it there, it's going to save to your device without the watermark. And I want you to put the same thing on Instagram. And then it's going to post to Facebook. You're doing one thing and it's hitting all three platforms. We can we can get more advanced from there. But just to start, that is the easiest use of your time. From there, I want you doing that two times a week, 2 to 3 times a week if possible. I know it's hard and I want the two of those things to be video. Okay. I want you to lead with short form video and then build some longer educational things around that, but lead with short form video, video, video, and then add in every once in a while a carousel or maybe a cute photo of a pet.

Arielle 00:14:14  I think you see a lot of practice owners and practices. You're pretty much the whole feed will be just like photos of pets or cute pets. And unfortunately, that just isn't how you reach people anymore. videos how you reach people. And so photos are great to keep your feed looking cute and nice, and I think they're important, but I want you to develop the habit that when you get your phone out to take a photo, take a video instead. and then the content itself. This is where you start experimenting. And then once you find what works, have AI help you from there. So content that's works for for you. Just generally show your team. Show your team as much as you can. Show your team interacting with patients. and then show yourself or or any veterinarian at the practice being educational. Building that credibility test works for you. Really think about who you are as a practice. What is unique to you, really what is unique to you, not just fear free, you know? Who are you and who are your ideal clients? and what are they interested in? And then see what's working on the platforms themself and then AI and to help you develop further from there.

Brandon 00:15:33  That's that's really good advice. I have a question that's following up on that because one one thing that I see happen pretty regularly, which is kind of interesting, is that practices will have a TikTok, but they won't post to Facebook and Instagram from their TikTok content. The TikTok content typically does really well. And, it it just they're like, oh, it doesn't it doesn't match the feel of Instagram. so I'm like, there's really no downside in posting the stuff that does well on TikTok to your Instagram. It's not like it's inappropriate or anything, but like it's just is typically more fun focused, like it does really well, but they just don't want to post across there. Like it's not the right content for Instagram and Facebook because it does well on TikTok, which does make sense to me. What's your take on just frequency of posting and then the fear of something not not working?

Brandon 00:16:32  Yeah, well, I could talk.

Arielle 00:16:33  About this all day. So that is maybe it was true four years ago, but it's not true anymore.

Arielle 00:16:41  And from. Think about it just from the perspective of Instagram, of meta like from the CEO of Meta's perspective. They want people on their platforms and they know TikTok is taking people away from their platforms. So they are continuously optimizing their platforms to make sure that whatever's doing well on TikTok is going to do well and bring people over to meta. And so, in fact, one of the biggest indicators that something is going to do well on Instagram is if it has done well on TikTok already, nine times out of ten, if it's doing well on TikTok, it will also do well on Instagram and Facebook. So there are definitely times. But I would say once a month really what you're realistically posting once a month, there's a time like, okay, I'm not going to bring this video over to Instagram. Maybe if it's super silly, like really, really weird and like an audio that's only trending and doing well on TikTok. Fine. You don't have to bring that over to Instagram, but it's so rare that that's actually happening.

Arielle 00:17:46  So please, you are doing yourself a disservice not just posting across all. and I promise you the same audiences, pretty much the same audiences are on both anyway. And if it really bothers you, you can press, you can toggle something on where it says, don't show it on my main grid, just show it on my reels. If it really bothers you that much, you can at least do that.

Brandon 00:18:12  Okay. Got it. I think there's no downside in general. And do you see that the algorithms don't, like, penalize you for having something that doesn't work? Is it just content specific or is it like channel specific. So like if you get consistently winners and then you post something that's bad or just doesn't do well, right, it doesn't hurt your future posts or what are you seeing?

Arielle 00:18:37  Of course not. In fact, I think the algorithm rewards those that post consistently regardless if they're not doing well or not. I really think that that's a huge part of it actually, that you're not just giving up because something's not doing well.

Arielle 00:18:50  Consistency is consistency, no matter if it's doing well right now at the time. Like start with being consistent. Keep pushing at least 2 to 3 times a week and it will reward you. And being consistent is also it's serving another purpose, which it's helping you learn what's doing well or not. Or you're learning how to edit properly. You're learning what's working, so it's only helping you in the end. But no, it's not going to penalize you at all. And these algorithms are pretty finicky. There's times where things just it's for example, we just went through a whole big ownership shift on TikTok and I as their retraining the algorithm to be more, you know, an American algorithm. I saw a lot of my top, top performing clients just all of a sudden not do well. I'm not going to just stop posting because of it. They'll notice that the algorithm will pick up on that. So yeah, no, it will not penalize you, I promise you that.

Brandon 00:19:47  And do you think that, specifically like meta and TikTok, do they have the same type of interest graph so that like YouTube does? So for example, like with YouTube long form, you kind of have to have content buckets that are relatively similar because it will know the audience to push your videos to.

Brandon 00:20:10  And like long form YouTube I think is really, really difficult to grow comparatively, organically. But like within TikTok you need to have like three content buckets. So like one that's about this type of dogs or dogs in general and then subsub niche like categories there. And then if you all of a sudden post about an iguana that came in like, it's not not going to serve it to the right audience because it's used to the audience that it typically serves to you. Does that make sense?

Arielle 00:20:39  Yes, that makes sense. I think that I think about it a little less niche than maybe like a type of pet and more of the emotion you're bringing out of the audience. I'm thinking them as you're gonna you're going to make them laugh a lot. A pet's being really funny, or your team members being really funny. It's gonna feed it to that sort of group or it's really emotional. A pet has just woken up from anesthesia and they're so disoriented. But your team members holding them and carrying them, or a pet owner has, has come into the hospital back because they're their pets in quarantine, and the pet can finally eat again because of it.

Arielle 00:21:22  So these like, these super emotional things are these super funny things that I think that's always going to serve you. And then where you can get really niche is, I think, educating safety tips in your local market. So as specific as you can get. If you are in Austin, Texas, as specific as you can get about summer safety tips but specific to this area or you know, there's screw worms right now, they're that's a whole that's a hot topic. So really specific educational content I think is is one bucket and then emotional and silly are the other two.

Brandon 00:22:04  Okay. And is there any other emotional buckets that you go for just like super entertaining, funny or emotional? Like you're trying to get them to feel something? Are you ever trying to tap into like, anger or things like that, or you don't want angry people that commenting?

Brandon 00:22:21  So that's actually.

Arielle 00:22:22  A pretty relevant, for anger right now. I'm not I'm definitely not seeking that out. But I think that is a good segue into talking about the market right now about independent versus corporate clinics.

Arielle 00:22:38  I think there is a lot of anger on both sides about that. So I think independent practice owners, you have a huge opportunity right now to not necessarily make people angry about corporate or however you feel about that, but to tap into whatever this pet owner is already feeling about that and why you you feel that you are the solution to something like that and vice versa. If for you know more more of your corporate or multi practice owners that aren't independently owned talking about, you know, or connecting more with like local communities, using people's anger about it, that people are going to comment what they want to comment on things like that. And so how can you redirect anger like that? So yeah, I'm never seeking anger out. But if there is a time that you could use anger that's already online. I think that's a good example of it.

Brandon 00:23:34  Okay. Got it. And I think that's that's really interesting. Right. You're just trying to tap into people who already believe what you're basically trying to convey rather than trying to convince them something.

Brandon 00:23:45  And I think that's always from like paid ads perspective. You're always just trying to find people who already think they need, like the service, rather than trying to convince them that they do. So that that makes a lot of sense when it comes to posting frequency. You said 2 to 3 times a week. Do you think that's enough? Because, I mean, just the velocity, which content is being created now? It seems like there's just an explosion of content, and I don't think it's going to slow down. And so do you think that more is better and like, is there any downside to more or it's just trying to get them to basically start and and do something rather than like having to do like 20 posts.

Brandon 00:24:32  Or.

Brandon 00:24:32  Something like that.

Arielle 00:24:33  It more has to do with just being consistent in the first place. And I don't think consistency can be anything less than two a week in terms of training the algorithm and and having the algorithm find out where your audience is from there. If you have good content, please.

Arielle 00:24:53  3 to 4 works great and I don't think you're over flooding it if it's good content, because I think what is being flooded is not really great content. So if you have good stuff, it's going to differentiate itself regardless. But when I say 2 to 3 and with 2 to 3 meaning two videos, and the third being a carousel or a static and or maybe a video if you can, that's just to help train this algorithm and get it up and running and get your own process up and running. And I also understand that for a lot of practices, you know, you can't you're not necessarily hiring someone specifically for this, so it's what you can feasibly do. And so if you're going to actually set the time and dedicate yourself to this engine that is organic social media, you can't really do less than two a week consistently.

Brandon 00:25:41  Yeah.

Brandon 00:25:42  What's your take on doing like consistent content formats. So like having either frameworks or like even a series I see in other industries. Like there's really popular videos.

Brandon 00:25:55  That's like a series of like they do this video format and it works. It's interesting, unique content each time, but it's like the same format and it consistently does really, really well. Do you think? And I don't see too many practices doing that. But when it comes to developing like a strategy, do you think that there's value in building like an actual content show? Like for lack of a better term, that is, they're consistently doing something. Or do you see any opportunities that are like that right now? That would be kind of similar.

Arielle 00:26:30  That's a good question, because generally I don't apply a lot of the rules that do well in other industries to this industry. I think that like the classic standard content creator, like individual content creators and influencers, that is, it doesn't really want for one compared to a practice at all. so I'll start with saying that, but I do think there are things that we can learn, and bring over. I just don't want I don't want you to pigeonhole yourselves and just use this one framework and then and not really experiment outside of the box from there, you know.

Arielle 00:27:14  So I would say, and you and you'll notice when a series is like, okay, it's time to cut this off. So I think you can develop educational series that follow pretty similar framework, which I would say is hold the phone or put the phone down in front of you rather than have someone film you. So to try and capture a little bit more of that, like of what natively does well in the platforms, which is just everyday creators holding their phones, I always want you to think about the fact that these platforms are always going to prioritize what is native to them already, and what does well, and what's native to these platforms are people or not. They're not brands. So think about what people are doing whenever you can. So holding the phone is a good framework for when you're as a doctor talking to them. I would say a more like bring a pet into the video, something that's engaging, and then the framework can be hook. And so when I say hook, I don't mean like come hi.

Arielle 00:28:10  Like my name is doctor. And today I'm going to be talking about this. It's like hook about the topic immediately and then have your the so hook then it's hi I'm Doctor so-and-so from so-and-so clinic. Today we're going to be talking about this and then the body. So I think that's a good framework for something like an educational video. That's the only time really that you can mimic creators like content creators online. And then I would say from there, trends is an easy framework as well. Right. Like getting your team involved in trends. But that's a little bit harder. and then everything else from there should should be what has happened in the clinic this week. Things you cannot predict. I want you recording everything that is humanly possible for your your your bandwidth as a team. I want you recording it and you will be shocked. The ideas and the things that you can come up from that. Pets are hilarious. They're adorable. Your team interacting with them is amazing every day. Little behind the scenes interactions that are already happening.

Arielle 00:29:15  If you can just get that on camera, that is 70% of your strategy and you're done, that's you don't need to think about what to do from there for sure.

Brandon 00:29:23  That makes total sense. Every other industry wishes they could have pets in it. Correct?

Arielle 00:29:27  It's true. Think about every ad trying to bring in a dog that may like that makes no sense. Why is there a dog in this ad? It's just.

Brandon 00:29:34  Exactly.

Arielle 00:29:35  Right.

Brandon 00:29:35  Yep, yep. Exactly.

Arielle 00:29:37  Yeah. We have a gold line there, so use it. Lead with the pet, lead with your team. The rest will follow.

Brandon 00:29:45  And logistically, do you have any good tips for capturing content or just like everybody have their phones or like. From logistics standpoint, do you have any really solid ways to get content off of people's devices easily?

Arielle 00:29:59  Yes. So it definitely is. It all comes back to the culture of your of your team, right? So I mean, you want to build a nice culture regardless. Of course, social media is not the reason to build a nice culture, but if you have a good culture, it's very easy to make this a habit of of like capturing content behind the scenes.

Arielle 00:30:22  So definitely get every team member into one single chat. It doesn't have to be an iPhone chat. Maybe it's there's there's apps to do this. There's slack, there's telegram, there's Google Drive, get everywhere, everyone logged into one place and make that where you are sending content back and forth and make sure. And so it can be people just capturing it on their own phones. You know, we all have our phones out anyway. Or you can have your clinic phone and people are grabbing that a clinic iPhone, stuff like that. but yeah, put everyone in one chat and have that serve. Its only purpose is to send photos back and forth. I promise you, I talk, you know, I talk to support staff all the time. They are taking these photos and videos regardless. It's just about making it so that there's one central location and people feed off of their team members. If their friend is doing this a lot. They're going to start doing it. And then it becomes this really nice cycle of.

Arielle 00:31:25  And then they're seeing this stuff too. Well online. And it they're they care about you and it's, it's making you happy. And so it just really feeds this engine. so yeah logistically put everyone in one chat, and have that be the place where you're sending things back and forth.

Brandon 00:31:43  Got it. And do you have any clients that are using YouTube shorts or any of the YouTube platform also? Are you not seeing that much?

Arielle 00:31:52  It's definitely not as much, but I do see it. and right now I'm seeing it more as an engine to feed like other paid efforts than I am seeing it as just wanting it as it's own organic, you know, platform. I definitely think it's a little bit harder organically to reach people beyond just really funny or cute short form things. Yeah, I don't see it really as a platform that you can build trust as much as you can build on these other platforms. But if you want to just throw a really cute, short, quick clips on there that that is working, but definitely don't put all your eggs in that basket.

Brandon 00:32:35  I agreed. There's some really interesting functionality that they just built out. If you have your Google business profile connected to your YouTube channel, if you tag the place in the video, then inside of your Google Business profile, those videos will populate below it. which is pretty cool, but I think that changes the strategy because it's like it can't be the same social fun content that would probably do well. And then also YouTube doesn't have the local like tilts to it for sure. Like TikTok shows local content to you based on location and stuff. And so I think it's definitely a different, different strategy. But I was curious. I think It's just hard. YouTube is hard because it's just.

Arielle 00:33:18  You scale.

Brandon 00:33:19  And it's not like for local business. And I mean, it helps for sure with, with ranking, from like an SEO perspective that there's like secondary benefits, but it's just not the same. It's I don't think it's social media. It's just like.

Arielle 00:33:34  I don't think so.

Brandon 00:33:35  Distributed media, basically it's like replacement of cable TV.

Arielle 00:33:39  So I am going to look into that tagging though. That's interesting.

Brandon 00:33:43  It's pretty cool. Yeah. It automatically pulls it into your Google business profile. and so it'll show videos and help take up more space within the, the content, bar there within the Google Business profile listing. So that's really cool.

Arielle 00:33:58  That is very.

Brandon 00:33:59  Cool. The other thing that I think is really, really impactful is getting people to talk about your business and so like comment and things like that, especially with language models and SEO around that. Right. Like social actually has a tremendously massive impact. so when when you're creating content, are you looking for engagement or views or what's like the primary metric that you're trying to go for, or does it change based on the content piece?

Arielle 00:34:28  Yeah, definitely. Engagement rate, which is all of the engagements on the post, meaning comments like share saves divided by the views themselves. So I and then also follows from a video. Those are the two main things I'm always looking at.

Arielle 00:34:48  and that's actually another great use case for AI to pull analytics for you to help, analyze the analytics from your meta business suite for the last month, because a lot of times you'll be really surprised that maybe you have a video that's gone viral, but it doesn't really have any true tie to your local market, to your business. You're going to see there's not a ton of follows from maybe just like a fun pet video, but then you'll see a video that maybe only had 10,000 views, but it's really local. It's your it's educational. You're going to see so many followers from that. And if you just a lot of people just look at okay views, I've looked at this view count that has going to determine my success. And you do not dig much further beyond that. And so a lot of times I'm not actually optimizing for virality. I'm optimizing for is this going to connect with a local pet owner and is it going to make people follow. So I'm always I'm looking at engagement rate. I don't care if it's in the millions.

Arielle 00:35:49  If nobody thinks the video is cool and is commenting and is saving it and is sharing it, shares guys look for shares. That's the biggest social metric right now. Shares has blown comments out of the water. just that's what I see time and time and again. Now your the share rate is so much higher on a really good video than comments are. Think about how much. Like, just think about the way you use social media. You know, we're just like scrolling, scrolling, scrolling, sometimes commenting like, takes work, whereas sharing it quickly with with someone, a friend, a family member. Like that's the easiest thing that you can do. so yeah, shares is a big one, but overall engagement rate and then fall count per per video.

Brandon 00:36:34  Got it. Got it, got it. So you and I, as you're talking about that, it used to be like people would comment and tag friends and stuff, but like that takes a lot more work. And so now just share is like the tagging of of friends in a video basically.

Brandon 00:36:48  Exactly. You can also do it privately to you so you don't have to like especially. Yeah, I think that that totally makes sense. Do you so out of out of all of the actions that can happen on a video, it's going to be shares first and then saves or just likes. Like, do you find that trying to create content especially like educational. Would you say that you're like, target is. Is saved or anything like that or there's not really.

Arielle 00:37:15  Yeah. For an educational video I like I like a save for maybe if it's, you know, summer tips like save this so you have them. Yeah. Or hiking tips, things like that. I would say education is save and I would say pretty much everything else is share. Okay. yeah, I would say those are my, my biggest engagement metrics.

Brandon 00:37:38  And then when it comes to calls to action and like profile links and things like that, are you seeing any good ways to get people to, like, actually take action? And then what what are your favorite methods? Are you still sending people to Instagram from TikTok, or is that? I feel like TikTok has really matured a lot in.

Brandon 00:37:56  So it kind of I don't I don't know what what is your take on that?

Arielle 00:38:00  Yeah. So I think this is one of the biggest topics to cover in organic social media because unlike paid it's it's much harder to track actual conversion. And that's a lot of people's issue with organic social media is they don't feel like they can actually track. Is this working for me? What is working beyond like the views and the followers? Like, am I actually getting new clients? Am I retaining clients? And first I'll say, if you want to commit to organic social media, you need to commit to a little bit of that uncertainty. You need to trust that it's an engine that's feeding every single other part of your online presence, and that it's also serving, as we're talking a lot about, you know, reach. But I want you to also think about social media as another website that people are going to after they've seen something else even, or if they've even driven past you, they're going to. Most people are going to look you up on social media, and they're going to scroll around and they're gonna build trust from that.

Arielle 00:39:05  So viewing it as not just an engine for search, but actually as sort of a landing page and then as it pertains to tracking. Well, sorry, now I'm getting now I'm getting off topic. Remind me, remind me the original.

Brandon 00:39:21  Which what calls to action are you are you sending TikTok to Instagram and Instagram to TikTok? Are you sending them to the website or what? What do you think about that?

Arielle 00:39:30  Right. So as. As actual just call to action for the accounts themselves as simple Lincoln bio for all accounts. Don't you don't need to be sending across platforms anymore. I actually think that these platforms do not like that anymore. so simple link in bio. That is the easiest way to track. but I think the most important trackable thing is your. How did you hear about us form? I know that that's always been for no matter so before social media ever was what it was. That was that's important to practices. But that really is one of the biggest ways to actually be able to tie it back to social media.

Arielle 00:40:10  but yeah, Lincoln bio, it can be the website that has a, you know, a trackable link. It can be a specific blog post that you want to push people to. But yes, Lincoln Bio for each platform. And then Facebook is a little unique. And I don't think people are taking advantage of this as much because Facebook is still relevant. not as relevant, but it is still relevant is you can comment links links directly in your comment section. You cannot comment links on Instagram and TikTok, so you can track things a lot better with, you know, your your CMS, stuff like that on on Facebook. So I would, I would use that for Facebook a lot more if something like if you really want those conversion metrics. Yeah, that's a big one.

Brandon 00:40:57  And on Facebook, I know you can message directly from people who comment on there. can you do that within TikTok or Instagram? I'm not sure.

Arielle 00:41:10  You can on Meta Business Suite for Instagram and Facebook, but you can't.

Arielle 00:41:14  You can't do that on TikTok now.

Brandon 00:41:16  Okay. Got it. Something something that was kind of interesting. We built out some quizzes I haven't done, like I don't I don't do social for for clients and things, but we built out some quizzes that are like around the content. Right. So it's like kind of still in the nature of it's fun and slightly educational, but like what is your, you know, like it's just quiz focused links that help to build, email lists out of people that are engaging with social. So like relevant to the types of content that they post. It has a fun hook to it. And then we get their email address and maybe their phone number, which is kind of cool. And I see that that working pretty well right now. There's one other thing that's working really well right now. I'll tell you privately, it's working so good. I'm kind of keeping it close to the chest for existing clients. That's cool. I'm sorry. I probably shouldn't have mentioned it right now, but it's really cool because it's tropical and it's like crazy how good it's working.

Brandon 00:42:17  so if anybody listening is interested, I'll. If you send me an email, I'll tell you what it is. But I kind of want to keep this one, because I know that a lot of other agencies listen to the podcast to see content that is copied from it. So, yeah, I was keeping that one secret. but it's works really good. so that's that's really, really interesting.

Arielle 00:42:38  yeah.

Brandon 00:42:39  Totally. and then a quick question about existing content. Right. Like, do you see value in reposting existing content that did well. Oh, yeah. What's the lifecycle of a piece of content?

Arielle 00:42:53  Good question. First of all, the life cycle of content these days are so long I have like eight, nine, 10 million type views. videos that from two years ago that every day I'm still seeing more likes and comments and shares from. So content lifecycle these days are is very long. So when you have a winner it is going to pay dividends for a long time. Okay. Yes to reposting but no, not on TikTok, Instagram and Facebook handles reposting very well I think.

Arielle 00:43:28  Do it. Do it strategically so that you know it's not a month later, but maybe six months to a year later. Yes, reposting on Facebook and Instagram is huge, but again, I do not do it on Facebook. I mean, sorry, on TikTok it does not work. but unless it's an old TikTok of yours, TikTok just is very there. there monitors for like content guidelines are really strong, a lot stronger than the other platforms in my opinion of it constantly thinks you're stealing work, even if it's your own work.

Brandon 00:44:00  So it's interesting.

Arielle 00:44:01  That one is. It's. Facebook and Instagram are not like that as much. But for example, I think a classic one to repeat is around the new year. People do. I find this works every year around the new year. Doing like. Here's what did best on my account. Like your favorite viral videos from the year and they'll go viral again. I've had a I have a video that when I post it for the first time, it had like 9 million.

Arielle 00:44:24  And I posted it again at the end of the year for a clinic. And then it was at 17 million, the second one. And it's the same video. And it's funny to watch user behavior too, because I'm getting some of the same comments. and so it's doing well and it's just reaching new people that I clearly had it in the first place. So yeah, I do like reposting just just for those two platforms though.

Brandon 00:44:45  Got it. That makes total sense. And then when it comes to specifically like around editing and and things, how much editing do you think people should do. I think there's two ways to go about it. Like, I see the content that is highly, highly edited. And I think there's definitely pushback on on long form to like doing the heavy Mr. Beast edits. Like, I think people are getting tired of that, like constantly punched in the face by a new hook every like 20s. but with shorts, like, I either see it's it does really well because it's extremely well produced.

Brandon 00:45:27  Not like professional production company, but like they're you can tell they're, they're spending time editing and like creating like the same amount of work for a long form that they would on short form. Right. Or it's just like the really unpolished video. There's not like a middle ground, like when I see people using the, the templates that exist within, I can't think of the name of the app that's like the native. Yeah. Cap cut. When people use cap cut templates like almost never does well is what I see. I'm thinking of some people in particular. I'm not going to mention them because they'd be offended. but what's what's your take on on edits? Do you think it should be polished? Should it be super edited? Do we need to add, like, meme culture into it? Like what? What do you think? Like what? Where's your take on it?

Arielle 00:46:16  This goes hand in hand with what I'm talking about. Where? Where content that works for other people in other industries.

Arielle 00:46:23  It does not translate to this industry. I hate templates for this industry. I hate super edited things. I hate super polished things. No flash transitions. No, none of that. It does not. Unless you are a professional editor and you have been hired to work at a clinic. I'm just I'm talking to like the average person using their phone. Like, do not play around with flash cuts and these templates. It doesn't work for this industry specifically. And that's why when I was talking about before of like AI content creation or editing in this industry isn't really working because it's all optimized around those types of, of like, you know, clickbait content that write the stuff that works for YouTube shorts. It's not going to work for a pet owner. It's just not. So when I'm this whole time when I'm talking about editing, I mean literally just putting clips together, that's all I mean. And TikTok natively has a great platform to do it. I think it rewards people who edit within the app anyway and post within the app, not usually using scheduling platforms.

Arielle 00:47:30  So when I say edit, I just mean clipping things so that it's fast paced. It's interesting. you know, it's getting to the point. That's what I mean by editing. Please don't go crazy. it really it doesn't build that credibility and it creates more effort for you. I would say just make sure that if it's really high quality, like update your phones, get a new phone. Honestly, I know that sucks, but it's the truth. My the phone I use for work versus my personal phone and it's just like a couple different Apple models. The camera really is better if you just had really good camera and it's bright and that's it. That's really all it is.

Brandon 00:48:13  Okay.

Brandon 00:48:14  And then. Like, should you incorporate sounds on all of the videos to you? Like, is that always something. Is there any downside to not like obviously you don't want to be louder volume than if you're talking makes it hard to listen to you. But, what's your thoughts on sound edits to you?

Arielle 00:48:34  Good question.

Arielle 00:48:34  I'm actually finding more and more recently that not adding audio really helps. with for this again for like behind the scenes stuff, I'm, I'm finding myself a lot like just less and less just adding on an audio just to add an audio thinking it's going to increase reach because it's a popular audio. Just keeping like the regular sounds of a veterinary clinic is very interesting to people. I'm always talking about using social media as a way to sort of pull back the layers, show behind the scenes, just show it's happening back there. And so actually using the audio and, real, of course, make sure that nothing insane is being said or crazy things are happening. But I find using natural audio is really working well, even especially on an educational video. Don't feel like you need to just add like an ambient sound in the background. Like you don't need to do that. Use it if you want to influence the the vibe of the video, right? Like if you want to make this, if you want people to find this a little funnier or cuter than what it actually is.

Arielle 00:49:36  Use music in the way that you use music in your life to to influence the vibe of the video, but if it's if you don't need to be doing that, I don't think you need to add it. but I think I always my advice always is cycle through like evenly cycle through types of content. So when I'm talking about like 2 to 3 posts a week, maybe the maybe your guideline is one of them is a sit down educational video. One of them is a short form video with a fun audio on it. Right. And don't do 2 in 1 and use a lot of the same. Make that feed balanced. so yeah, I don't always assume you need a super trendy audio. The other thing is why I recommend using TikTok. To start, TikTok should just be your start and then bring everything else from there for multiple reasons. TikTok is so good about suggesting suggesting audio. They have that down. Meta is terrible. It's actually shocking how bad meta is about finding audio. It's so bad.

Arielle 00:50:36  So TikTok is really good at recommending audios. It's really good about being able to just pull and save audios from there. So that's why I recommend starting from there. and then moving over to the other platforms.

Brandon 00:50:48  Totally makes sense.

Brandon 00:50:49  Do you think that practices should buy mix or no.

Brandon 00:50:52  Like, Yes and no.

Arielle 00:50:55  I don't think it can hurt you, but I don't think. I don't think it's necessary, but it's. I mean, it's a cheap thing that you can do. especially if you do want to keep if you want to take my advice and keep the natural sounds of the audio in the background, it would be nice to have, you know, a singular voice being held. I also am finding this is working for some of my clients recently, for educational videos, purposefully sat down in a place where there's a lot of things going on in the background, like a dental is happening. you know, vaccines, things are happening in the background. I think that's been very interesting and working really well.

Arielle 00:51:31  It's a pretty dynamic piece of content. So for something like that, have a mic for sure. I think that helps.

Brandon 00:51:37  Do you find that any type of medical content is not acceptable to guidelines that you consistently get, like when people are dogs under anesthesia? Like we can't use any of that for ad content, because it's It was considered, exploitative. so the is there something that's like not a good category to go after with the social content?

Arielle 00:52:01  Well, you know, that's where you you really do think about your brands. Like, are you do you want more like urgent cases, emergency urgent cases? If so, then you could so target a community online that finds more graphic medical content really interesting. Always do a trigger warning and don't make it the first line blood or anything like that. But that's really where you start talking about like your brand pillars and who you are as a brand. so there is a section of the internet that that works very well for, but if you know you want, you're attracting more primary care or just general wellness, you know, clients, I don't think you really need to, bridge into anything like that.

Arielle 00:52:42  But it's funny you mentioned anesthesia. If I could give one, like, secret tip to everyone, it's post more pets waking up from anesthesia. the everyone loves that. That can consistently does well online. I know it's probably not the same thing as literally being under anesthesia, but yeah, there's some things that pet owners just don't want to even know about. They don't even want to know that your pet is, you know, that they're their child's. You don't want to see that, right?

Brandon 00:53:08  Yeah. Swing their dog tongue off to the side and down its throat. It's not great. I really love showing the dentals. It's like during it I understand, but like, that's not what the pet owners want to see.

Arielle 00:53:20  Yeah. Yeah. No. So kind of it's boring to them. You know that's not that's not what they're really interested in.

Brandon 00:53:30  I agree 100%. Well tell, tell me from the clients that you see, like, I know a lot of the clients that you work with, but typically, what are the clients that you work with, what are they after and what are they looking for? Is it more engagement? Do they want to develop a brand? At what point do they typically reach out to you?

Arielle 00:53:52  Yeah.

Arielle 00:53:53  The clients that reach out to me already see the value in social media, right? I'm not really working with anyone that needs to be convinced that organic social media is important. I don't think they're reaching out to me. Otherwise, I'm not here to convince you of that. I know it is. So the clients that I am working with have already said, okay, organic social media is important. I either do not have the time to do it consistently, so I just need I already. I don't care about the metrics or anything like that. I just know it's important and I don't have the time to do it consistently. So please do it consistently for me. And then of course the benefit will be I will get you new clients because of it and help you retain your clients. Or it's you know, we have a team starting to do it. It's but I'm not seeing any return. I don't know how to track clients. I don't know how to know that I'm retaining clients I need help making sure that AI is feeding and scraping our videos, and it's impacting when a pet owner is going to go to chat and say like, what is the best veterinarian near me? You know, they need help with more of that specific strategy.

Arielle 00:54:59  and so yeah, those are sort of the two types or, you know, I do work with some brands that need to sell things, and that is, you know, that's more about like a client acquisition side of things. It's selling a product. So yeah, that's typically who I'm seeing. but the most yeah.

Brandon 00:55:16  I know you're working with practices that have single doctors and then also multi doctors too. Oh yeah I think like which I, I was going to say which one do you think. See more benefit. But I, I, I've seen the work that you do around specifically like even established practices or a new build. It's really really interesting to see the startup practices that have intentional social going into it. It's just night and day difference.

Arielle 00:55:44  it really is.

Brandon 00:55:45  So I think that's that's really interesting. And that's the other thing that's interesting too. The thing that I like about seeing the way that you do content is like you're not just removing the content workload off their plate per se.

Brandon 00:56:01  Like you're not just saying, like, I'm going to make everything and post it for you. because like, you're actually having stuff in the practice that's being recorded in practice, and you obviously can't be in multiple practices at the same time. But like, you make it so that it's doable and then also really, really effective because I see the social companies out there that are just posting on behalf. Right. And it's just total garbage. No offense, but it just doesn't get any engagement. It's like almost better not to post in my opinion. just because it is like a ghost town on their socials, you're like, this is not really compelling at all. and so I think really personal.

Arielle 00:56:39  Yeah.

Brandon 00:56:40  Yeah, totally. And, Typically when when you're working with a client, how how much impact are they seeing? I'd like to get your take on it, because I know what I see behind the scenes too. But how how much do you think it affects a practice in general?

Arielle 00:57:00  So much it is organic.

Arielle 00:57:03  Social media feeds everything you know. It's your Google business profile, AI, your reviews, retention. Just share a voice in the market. It it feeds everything. And I really want you. I really want people to view it sort of in three different ways where, yes, you can get reach and you can get new clients and you can bring new clients in. I see that happening all the time where you see people, oh, I saw you on social media from just that. But then I want you to also think about it as sort of your second website, almost where every other effort that you're, doing every ad you're putting out there, every every local event you're going to, every review you get everything. They are going to look you up on social media after they are going to. And if they can scroll your feed and see these really, you know, personal, not ChatGPT videos and photos of your team, of you and your team interacting with people's pets. That is going to just be one of the strongest indicators of okay, I am, I am going to book an appointment.

Arielle 00:58:18  Just being able to see that. so yeah, I see it for I see it impacting my clients for getting new clients for sure, but a lot with retention. Because do you know how much people love seeing their pet online after they've been at an appointment? They love it. Half of your clients have an Instagram for their pets, right? That they're going to comment and and tag. So it helps retain It helps and helps feed really, really personal reviews. And as we know, a really personal review is going to impact so much of that decision making as well. So just view it as one of the most important pieces to to everything on your organic or sorry, your internet presence. And then also when you want to step into more paid advertising, organic is just is this great foundation to build off of where my clients see a lot of success, like taking like a win that I've had on organic and making it into paid. And so then you're able to really target your local community even more with the video that's already resonated and done really well.

Arielle 00:59:22  So for a relatively low budget, it's one of the only things you can do that can do all these things simultaneously. Again, with a pretty much a low budget, it costs nothing to post. Yeah, you know, it costs exactly.

Brandon 00:59:35  And that's 100%. I mean, if it works well organically and it has a direct tie in to some service, like it's going to do well on the paid side for sure. There's no doubt the performance between. It's like free testing on your your ad creative because when you're posting like just directly for ads or you create a campaign, you have to go through learning and see which creative works and which hook works. And so then it just eliminates the guesswork on if it's going to be a successful ad or not. So I think that is 100% true. And, I know that you have like a you don't have an unlimited capacity. So I think I 100% recommend you to everybody. I talk to you, but if somebody wants to work with you, how do they.

Brandon 01:00:22  And I was interested to see what you were going to say. But I know that the people that work with you, they are holding on to you because you work so well with them. So, how do people get in touch with you? How can they get started?

Arielle 01:00:36  yeah. You can. You can email me directly. Aerial a RIELLEA strategy. You can go to my website. Com. We I do, you know. Free one on one consults in the beginning to just figure out how we would work best together. If it would work best together. but I will say I do. I am at limited capacity for, you know, that full service content creation and social media strategy that works best with my clients. But I do offer a lot of consultation. where maybe you're ready, you're ready to post yourself, or you have a team member that can post themselves, and you just need some of that strategic guidance. I really work a lot with my clients of how do you differentiate yourselves online, developing those brand pillars, those content types, these repeatable things that can work, that we can test, working with that.

Arielle 01:01:32  So yeah, full service social media management as well as consulting. And then I do work with better influencers now. So I do brand partnerships management, veterinary influencers. and so yeah, managing that as well. You can all get and get in touch with me on my website or email. And I appreciate Brendan. I send everyone back to you too.

Brandon 01:01:53  Okay. Thanks bunch. But I would still, even if you didn't. So, it's really, really good stuff. I appreciate it so much. So much value. Hope everybody reaches out to you quickly so that they can snack it up for sure.

Brandon 01:02:08  So thank you.

Brandon 01:02:09  Don't don't let any of these people hire you full time. I know that they try to. So I know one of them is probably listening today, right now. And he's probably upset that I said that. But anyways, I really appreciate you, Arielle, and, have a great time. Thank you so much for being on here. Everybody go and set up a consult with Arielle and it'll be worth the time for sure.

Brandon 01:02:31  So thank you so much.

Arielle 01:02:33  I really.

Brandon 01:02:34  Appreciate it.

Brandon 01:02:35  Of course.