A (0:00)

Welcome to Shiny New Clients, the marketing podcast that helps you attract shiny new clients to your business. We'll talk about social media, what makes people buy, how to go viral, and marketing psychology all in 20 minutes or less. Whether you're a coach, a stylist, or a wedding planner, if you've got a service based business to sell, this is the show you need to fill your calendar. I'm Jenna Warner, your new marketing coach and this is Shiny New New Clients. Time has proven that it is the businesses that keep their finger on the pulse and get with the times who thrive on social media. It is the people who aren't afraid to try new things, to change, to adapt, to tap buttons you've never tapped before who come out on top. And that doesn't need to be hard. It does not need to be hard to keep up with this stuff, really. I think it's just a practice. So with that said, let's talk about what might come to Instagram in 2025. Let's talk about some predictions and where the trends are going for social media as it pertains to businesses in the new year. Last year I did this for 2024 and I went back and reviewed that episode to see how right I was or wrong. And I think that I maybe played it too safe. And honestly, I might play it a little bit safe today. So I'm also going to invite some experts in to give you their predictions. So you're not just hearing from me, but you're also hearing from some other. So for 2024, one of the things that I said is that gamification will continue to grow and I don't think this took off in the way that I thought it would, but it did continue to grow and I definitely leaned in. You know how on Instagram you'll get a notification that's like, you got way more views on this reel than your last reel. Here's a badge. They started giving us badges and stickers and that's a marketing tactic called gamification to make you get like a ton of dopamine when you do something a company wants you to do. And I loved getting those badges. I had a little competition with one my influencer friends. It was fun and it just gave us like a little something extra to do, a little bit of friendly competition. I am the least competitive person you will ever listen to in your life, but that was fun because of the game. The other thing I talked about last year on this show was authenticity and messy bun content and just jumping on camera as you are. And I think that we can all agree that vulnerability and authenticity and being very real in the moment thrived online this year, bar none. And as AI, here's prediction number one. As AI continues to grow, your uniqueness and your authenticity are going to be your superpower more than ever before. Just think about that. One of my predictions was that AI would thrive and AI would grow. And we saw that a lot. How many people do you know that had ChatGPT writing their content for them? And then people like me arguing that it's not good enough, it's not good at writing copy. I would have people come to my program and submit content that ChatGPT wrote. And I can tell in a heartbeat. Even the content scheduling software that I use, later.com has a button you can press to have later write your caption for you right inside the app when you're scheduling your content. So that definitely came true and it is going to continue to grow. But let me tell you, ChatGPT is not writing the best content on the Internet, right? It might write some content, it might sometimes sound like you, it might write you a good sales email now and then. And it is probably going to continue to improve. I think I would be naive to say it's not going to continue to improve, but it is not writing the best content on the Internet. We still need humans for that. We still need your you ness, your unice. That works way better in writing instead of saying it out loud. But we need you injected in your content. That is still the magic ingredient. We also saw this year short form videos of talking on camera really shining. And that was one of my predictions. I thought we were going to go more into that. Instagram about halfway through the year changed the rules so that content will only be shown to strangers if it's under 60 seconds. Whereas before we could talk for like 90 seconds on camera. But now if you're talking for 90 seconds on camera camera, it's likely being shown to your followers, not to strangers. So that tells me they want to see the shorter stuff. And I think that will continue to be true. So that's a bit of a recap on last year and teasing some of my thoughts on 2025. Let's get into the 2025 predictions. Right now it is December 29, 2024. Is TikTok going to be banned in the States? I don't know, Maybe, maybe not. It's supposed to be, but the rumor mill is rumoring. But if that happens, there will be a mass flood of Creators to Instagram. And that has pros and cons. Pros, way more people on this platform. Cons, potentially more competition for airspace. But way more people here means Instagram has more money, means they can improve the platform, Means people are scrolling on this. Like, think about all the hours spent in America, America of Americans scrolling on TikTok. If all that scrolling time comes over to Instagram, there is so much opportunity to be had with all those new eyeballs. And I have said for a long time, Instagram is way better for converting people. The direct messaging on TikTok, not that good. Not that good at all. Really easy to get lost. Really easy to lose people. You can't send links, there's lag. It's weird. Versus Instagram, it's way easier to have a direct message conversation with somebody, which means you can voice memo them. You can actually have a sales conversation. You can feel like you're a real human talking to a real human. You can drop the conversation and come back to it later. You can send links to them and be like, here, here's an episode, here's a, you know, here's a freebie, here's a mini offer, here's the link to book my services. Way better on Instagram. And Instagram now is adding more and more features. They're actively doing this to sort your messages to make them even easier. And we know that community and communication has been a priority of theirs in the past years. So I think that's gonna probably continue as well. We want your leads on Instagram so that you can slide into their DMs and they can slide into your DMs and you can have sales conversations with them. A ton of the clients that come into my business start with a relationship in direct messages. I may be even direct messaging. You people are always like, Jenna, I can't believe you're actually talking to me here. Yeah, man. Until I can't. Until I really physically can't respond to all my DMs, I will be there responding to my DMs. This one is Instagram adjacent. But Threads is paying creators now. They're not paying me because I'm Canadian, so sorry, Canadians. We can't get paid. But they are paying some people. There are some parameters, like you need to have a certain amount of followers, I think it's a thousand, and not break their guidelines, stuff like that. It's an invite only program. But Threads is basically the direct competition of X or Twitter. And Twitter basically makes you paid to be there versus Threads that's paying you to create there. Also, my scheduling software later just made it so that you can schedule content on Threads. This is not even so much a prediction for the new year as much as it is an update on what's going on right now. Threads is growing rapidly. It was like, I think it, it broke records for being the fastest social media platform to ever grow. They're paying their creators. You can schedule your content. There's a really fun community over there. So I think Threads is going to grow and grow and grow into 20. Okay, you knew it was coming. Let's talk about AI visually. So not the AI that's writing bad captions, but the visual AI that is creating graphics and videos. Adam Masseri, the head of Instagram, teased this just a few days ago and he showed a clip of himself in this AI universe and it looked very real and from what I could see it looked like it was very easy to use. So I think think AI visual augmentation, like making you look like you're standing on a mountaintop or making you look like you're someone else. Kind of think of it like FaceTime or Snapchat filters. When you are on a call with someone and suddenly they have bunny ears or when you're on a Microsoft Teams call and somebody puts like a really convincing background behind them, I think it's going to be as easy to click those buttons and do those silly things as it is to make it look like you are in an entirely new, very convincing reality throughout 2025 that will either continue to advance and continue to get really, really believable and freaky and like everything you're watching is a cartoon and nothing is real. Or we will completely fight against it and by the end of the year we will be making gritty, hyper grounded, realistic content. We'll see usually a big swing one way and a big swing the opposite direction in terms of trends wouldn't happen that. But because AI is progressing so quickly, I'm wondering if it will. I'm wondering if we go really full send AI and then we pull back immediately and then the public pulls back really, really quickly and defies against it. We'll see. Let's get into some other people's predictions. Firstly, ChatGPT themselves. I asked ChatGPT what its predictions were and they were all pretty. I mean, kind of what you would expect, what I would expect. But one thing that it said that I hadn' thought of was hybrid formats and new content types. This is cool because usually Instagram will copy whatever TikTok has done and make that their thing. But even just like think about swiping through a carousel, which means a bunch of graphics on Instagram. You know when you swipe, swipe to the left on your screen and like go through graphics, we rarely see videos inserted there. So maybe more of that graphic video. Graphic video. Maybe there's new content formats and ways to mix media and mix graphics and video in ways we haven't even thought of yet. Now he's not here, but I also have a prediction from Gary Vee. Gary Vee, if you're listening, how many times I gotta invite you on this podcast before you come? Secondly, Gary Vee has been talking all over the Internet about live shopping experiences. So think the shopping channel. Back in the day when you watch TV late at night and buy items off of shopping channels, except live shopping for all the stores you love, instead of walking into the store, you're going to be watching almost a performance of someone live online and you are maybe pressing pound on your keyboard to purchase something, I don't know, making it really easy to buy from live video. Now one of the things I haven't heard Gary talk about, I'm sure he knows this though, is that this is how a lot of multi level marketing companies got their fame. Really popular multi level marketing companies like Lularoe for instance, leaned in years ago to selling on Facebook lives. Facebook lives aren't even that old. I remember it would be like what, maybe six, seven years. Those have been around and MLMs have encouraged going live to sell on social media for many years. And a lot of them, that's their main game. So I think he's definitely onto something there. We've seen it throughout history and now that there are all these tools and tech is as advanced as it is, there's no reason we shouldn't revitalize that industry. Make it cool, make it fun, make it easy, and then have those selling experiences right inside social media in the palm of your client's hand. What do you think is going to happen with paid ads? I'm an organic expert. I talk about all organic content. But I really wanted to know what is going to happen with paid ads in 2025 with meta ads, with paid media. So I called in my friend Kaylee Dimmock. Kayleigh is a marketing strategist, a business coach, and most importantly right now, an ads expert. And we can trust her. She's managed over $10 million in ad spend over the past 10 years and has a current average return on ad spend of 11x for her clients. She has spoken about meta ads on ST pages across North America. I'm so excited to hear what she has to say, honestly. And she actually also has a Facebook and Instagram ads group coaching program that I think is sold out right now. So she's very in demand. Let's hear what Kaylee has to say about 2025.