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0:00The fact is , people have changed the

0:02way they consume content and have also

0:04changed how they choose which profiles

0:06to follow . We need to embrace these

0:09changes and update our content strategy

0:11so you can gain followers and attract

0:13clients . So , let me show you how

0:16you’re going to do it to be the

0:18chosen profile and generate clients for

0:20your service . Look , point one , people

0:23are more selective when it comes to

0:24choosing which profiles they will

0:26follow . And maybe you can observe this

0:28in your own behavior . This happens due

0:31to a number of factors . There's AI ,

0:33which already delivers information

0:34piece by piece . There’s the fact that

0:36people are becoming very much like

0:38copies of each other because of AI . So ,

0:40when following someone , people want to

0:42be sure it will be worth it , that it

0:43will be interesting in some way .

0:46Knowing this , there are two points we

0:48must bring into the content strategy :

0:50working on your credibility and your

0:52differentiation . Why work on

0:55credibility ? So that the attention we

0:58generate with your content makes people

1:01look at you and see that you can solve

1:03what they want to solve . You can be the

1:07person who brings what they are longing

1:08for . Otherwise , you will have followers

1:10, but you won't have clients . And here ,

1:12we want both : followers who will turn

1:14into clients . So , that's why I’ll

1:16show you how we work on your

1:17credibility , and differentiation comes

1:19in because if you look like one of the

1:2110 other profiles they already follow ,

1:23it’s unlikely they’ll want to

1:25follow you . Sometimes people come to me

1:28and say : " Wow , Sandy , I even have reach

1:29, people even watch my content , but it

1:30doesn't convert into followers . "

1:33Perhaps what's missing is working on

1:35your credibility and your

1:36differentiation . To achieve these two

1:39points , I will show you three things we

1:42can do . For this first step , I want to

1:45show you a practical example so you can

1:48start visualizing how you will do it

1:50too , okay ? This first point that helps

1:53both with credibility and

1:55differentiation was done very well by

1:58this guy here named Aslin de Lanogari .

2:01I think that's his last name ; I always

2:03get confused . And this point here , I'm

2:05going to tell you what it is right now .

2:07He did it very well to grow . He is a

2:09psychologist and has over 1 million

2:11followers . His name carries credibility

2:14, and he is seen as something different

2:16in the market . I watched a class of his

2:20where he said that he attributes his

2:22success in growing to this first point .

2:26And he said that if he had to start

2:28from scratch today , he would also work

2:30very hard on this first point . And what

2:33point is that ? I'll tell you what it is

2:35and give you a practical example of how

2:36he did it . So , this point is about

2:38working your content , bringing your

2:41journeys into your content , the

2:43journeys you are living , the journeys

2:46you are going through , like Wesley did

2:49and how you will do it too , right ?

2:51There was a phase where he was running ,

2:54for example , and even training for a

2:57triathlon , I think ; in his content , he

3:00showed his process of preparing for the

3:03race , sleep routine , diet , everything ,

3:06this whole journey . This here was like

3:09a mini-project of his . After this phase

3:12, he moved to the bodybuilding phase ,

3:14that is , more focused on weight

3:16training . And what's cool about this

3:19part of the journey he was doing ? He

3:22always showed himself as , " I'm starting

3:24out , I'm at zero , I've never done this

3:26discipline before . " " I don't know the

3:28training frequency , I don't know how I

3:30should rest , I don't know how to eat . "

3:33And he kept showing this whole journey

3:36of preparing for a marathon , as well as

3:38totally switching disciplines , how he

3:41handles his diet and routine . And now

3:44he is on another journey , right ? He is

3:47more in his phase of practicing

3:49jiu-jitsu . But what is the detail ? Look

3:52how interesting . In these two phases

3:55here , he showed his routine more ,

3:57everything he was doing and

3:58experiencing , he showed the journey

4:00more . Now that he has over 1 million

4:04followers , he does still share that

4:05he's doing jiu-jitsu ; he's entering

4:07this world where he puts it out there

4:09that he's a white belt , still evolving .

4:13He shows himself getting beat up ,

4:15struggling to learn the sport , but he

4:17doesn't show it as much as those other

4:19phases , because he's already in a

4:21bigger place , he's already comfortable

4:23in his growth here . But the fact is

4:26that he shows all these stages as a

4:28journey . But I know you might be acting

4:31silly and thinking , " Sandy , but wait a

4:33minute , I only have time for my work , I

4:35can't have an athlete's routine like

4:37that , or I don't want to expose myself

4:39that much , how am I going to do these

4:41journeys ? " Nonsense . Oh my God , breathe

4:45. Why ? Another thing Wesley did , which

4:48you can do too , is that he really

4:50brought the work journey into it . Do

4:54you agree with me that it’s called a

4:56work journey ? You start at one time and

4:58finish at another ? So what Wesley did ,

5:00for example , whenever he was reading an

5:02article he found very interesting , he

5:03would share it . Look at this article I

5:05just read . See , he showed his

5:08knowledge-building journey , because at

5:09every moment we are on this

5:11knowledge-building journey , right ? So

5:14you can bring that into your content ,

5:16and every decision you make at work can

5:18turn into journey content . Because look

5:22here , I want you to see this . This ,

5:24this is us talking more about work ,

5:26okay ? Actually , I'll even put it right

5:28here on the side . This here is more

5:29about work . We can show how you arrived

5:32at a certain conclusion or a specific

5:35answer in your work . So , at first ,

5:38something came up , something happened ,

5:41so there was a context in your day , be

5:44it a client question , a demand , there

5:46was a context , and you needed , on the

5:49other side , a solution , an idea , an

5:52insight to get past that . This process ,

5:56from the context to your solution and

5:59insight , even if it took only minutes ,

6:01you went through a decision process .

6:06What was your line of reasoning to make

6:07that decision ? This can be journey

6:10content , which is a practical example .

6:12Let’s say you are an architect and

6:14you’re choosing flooring for a client

6:17. When choosing that floor , you had

6:19several options . Why did you choose

6:21that one ? This can be journey content .

6:24And so , what do I want you to stay

6:25alert about ? It’s very automatic for

6:27us to look at the solution today , to

6:29kind of know the right answer , because

6:31we are already experts in what we do .

6:34But I want you to start paying

6:36attention to what you think about when

6:39making that decision . And this thinking

6:42can even be what you remember . Do you

6:44remember a time you did it and it went

6:45really well ? Do you remember a time you

6:47did it and it went wrong ? Do you

6:48remember that the price was good ? What

6:50comes to mind for you to make that

6:51decision ? So , remembering your memories

6:55and what you felt to arrive at that ?

6:59Was it desperation ? Did you feel you

7:01needed to be fast ? Did you feel the

7:03client wouldn't want it ? This makes

7:06your journey truly more interesting ,

7:08making your decision and your criteria

7:11for choice feel more human . Because we

7:14have to be careful that the selection

7:16process doesn't become something like :

7:18the person asked me about posting every

7:20day and I told them : " Look , you can

7:22post five times a day , " without telling

7:24them why I thought that . Because what

7:27did I think ? Because the journey is

7:29precisely in the process . That's why

7:31simple actions in your day-to-day can

7:34become this journey content . And not to

7:37mention the other journeys you might be

7:39experiencing on both your professional

7:41and personal sides that can become

7:42content . If you are renovating your

7:44office , it's a journey . If you are

7:46planning a trip , it's a journey . All

7:48these journeys are worth bringing into

7:50your content strategy to differentiate

7:53yourself . Bringing credibility , because

7:55when you show your journey , people see

7:57you in the place , wow , they are in the

7:59process , you know ? You leave that place

8:01of perfection that people are getting

8:03tired of . Another point we are going to

8:06work on , and this second point here ,

8:08people actually do it , what happens is

8:10that the way we bring this point into

8:13the content strategy has changed , it

8:15has evolved . What is this point and

8:17what was this evolution ? The second

8:19thing we are going to do to work on

8:21your credibility and differentiation is

8:23to bring your values into content

8:25creation . But be careful , when bringing

8:29in values , people used to make a reel

8:32or a carousel and list their values

8:35like : " My value is family , I love cats ,

8:38I adore travel . " Okay , you made a list ,

8:41that's not enough today , not anymore .

8:45You have to take that list that you

8:47know are your values and spread it

8:49throughout your content , repeat it in

8:51your content so that the person sees

8:53you saying it several times and starts

8:55to associate it with your name . So , if

8:58your value is family , for example , when

9:01making content , you have to tell a

9:03story related to family or you have to

9:05show a photo , an image related to

9:07family , because it's no use having your

9:09value under your arm and not

9:11communicating it . The point is , there

9:13are several interesting things that

9:15already happen in your day and aren't

9:16being communicated , and we have to

9:17bring that into the content strategy .

9:20So , these values have to be spread

9:21throughout your content and sometimes

9:23it's about citing it , repeating it , you

9:25know ? Because then , look , what is the

9:27process ? A person arrives at your

9:29content , for example , through some

9:31journey you shared . Let's say here ,

9:33look , Wesley , he's talking more about

9:35jiu-jitsu now . The interest-based

9:37algorithm will show this content to

9:39people who are interested in jiu-jitsu .

9:42Then they will arrive at Wesley's

9:43profile . When these people start seeing

9:46other content , they will see your

9:48values . And if these values make sense

9:51to this person here , they will want to

9:53follow . If it doesn't make sense , they

9:56will leave . These values are even good

10:00for differentiating yourself and

10:02building an audience of people you like

10:04to be around . Because did you know

10:07there are people who have a bunch of

10:09followers and hate their followers ?

10:11Because they are people who don't align

10:13with what they believe ? I don't want

10:14that to be your situation . So that's

10:17why , yes , we list your values , but we

10:18don't leave them in a list format in

10:20your content , no . We spread them

10:22throughout your entire content

10:24production . But here , a problem might

10:27arise . I'll even put Wesley and this

10:29process here , but up there . When

10:33choosing your values , the following

10:35doubt may arise : " But , Sandy , I always

10:38have trouble choosing my values ,

10:40because one moment I believe in

10:42something , and then I change my mind . " "

10:45For me , it's not a problem to change my

10:47mind , so how do I do it ? " " How am I

10:49going to be consistent with just one

10:51value ? " And here there are two cool

10:53things . One , if you changed your

10:55opinion about something , that is a

10:57journey . You can show what you used to

11:00see , what happened to you , and why you

11:01changed your mind . A second thing : if

11:04you see it as a flaw of yours , that you

11:07change your mind a lot and therefore

11:09have difficulty choosing values , I am

11:12sure you are not the only person with

11:15this flaw . You can take this , which is

11:18a flaw of yours , and bring it into your

11:20content so that other people like you

11:22can identify with it . And then , do you

11:24know what we can do ? Let's say this is

11:26your flaw . Any flaw , okay ? You change

11:28your mind all the time , so it's kind of

11:30hard for you to choose those values .

11:33Let's give a name to this thing you're

11:35experiencing , this flaw of yours , so we

11:36can talk about this name frequently .

11:40And this name will be the point that

11:41people will look at , relate to , or even

11:43think : " Finally , someone gave a name to

11:46something I'm feeling . " Like , let's say

11:48you change your mind all the time . You

11:51could say : " Guys , I'm an idea nomad . " "

11:53Every day I have a new one . " And play

11:55with that in your content , make stories

11:57, reels , bring that into your

11:59communication . But notice the process

12:01we went through here : we embraced

12:03something that is yours . If it's a flaw

12:06, we embrace it . If you're comfortable ,

12:09of course , we embrace this trait of

12:11yours , name it so it's easy for people

12:14to identify and even easy for you to

12:16remember to repeat it within your

12:18content . So , stay alert because all of

12:21this is content strategy , okay ? So ,

12:24regarding values , there’s already

12:25that observation . Third point here that

12:27we’re going to update in your content

12:29strategy to work on your credibility

12:31and differentiation , because it's no

12:33use if your content is just good . We

12:36have to hit these three points for it

12:38to work on Instagram nowadays . Yeah ,

12:42the third point is to bring your point

12:44of view on things , which could be about

12:47your field or things happening in the

12:50world , because you have opinions on

12:52things , right ? So we can definitely

12:56bring in those opinions of yours . Let

12:57me give you an example . I made a recent

13:00reel saying that I believe people who

13:03love what they do should bring all that

13:06passion and drive into their content .

13:10Because when we go to hire someone's

13:12service , it increases the chances of us

13:14wanting the person who shows they like

13:16what they do . For example , you're

13:19looking for a tattoo artist and you see

13:21one who shows , wow , they do that with

13:23such joy , passion , pleasure . Would you

13:26want them or the one who seems super

13:27unenthusiastic ? You’ll probably want

13:29the person who seems happier doing

13:31their job . So that’s a point of view

13:33of mine . I think that if you like what

13:36you do , you can use that to your

13:38advantage . Because I believe there are

13:42several points we can work on in your

13:44content strategy to bring out as your

13:46strengths , and even your flaws can be

13:48brought in to humanize you , just like

13:50the example I gave here regarding

13:52values . But the fact is that bringing

13:56in this point of view helps with that

13:58differentiation and even with that

14:00credibility , you know ? Because you stop

14:03being someone who’s just passing on

14:05information , and you start being an

14:07actual person who has opinions on

14:09things , which can sometimes be wrong ,

14:11and sometimes right . It becomes easier

14:15to believe you’re real , and people

14:17are tired of this perfection . That’s

14:20why , in your content strategy today , I

14:22recommend that you do have this journey

14:24, speaking about your values , spreading

14:26them in your content , and bringing your

14:28point of view on things . Now , if you

14:30turn to me and say , " But Sandy , what is

14:32the plan I should follow to bring this

14:35into my day-to-day , to generate desire

14:37even for my service ? " I’ll leave a

14:39recommendation here for a video where I

14:41show the plan I follow to have this

14:43engaging content . I’ll leave it here

14:46for you to see this whole step-by-step

14:47process . I’ll even see you in that

14:49other video , because here I’ve

14:51already shown you that to work on your

14:53credibility and differentiation , we can

14:55bring these three points into your

14:57content strategy , and the journey one ,

14:59Wesley did very well , and he even said

15:00that if he were to start from scratch ,

15:02he would do it all over again . So , what

15:05journey are you going to start bringing

15:07into your content , then ?