Podcast Summary: The Breakfast Club Featuring Nicky Saunders on Black Tech Green Money
Episode Details:
- Title: Black Tech Green Money: Nicky Saunders, Content Strategist at Deeper Than The Brand
- Host/Author: iHeartPodcasts (with Charlamagne Tha God and DJ Envy)
- Release Date: January 27, 2025
Introduction In this episode of The Breakfast Club, Charlamagne Tha God engages in an insightful conversation with Nicky Saunders, a renowned content strategist and founder of Deeper Than The Brand. Saunders shares her expertise on navigating the complexities of social media, building authentic online communities, and transforming followers into loyal customers. The discussion delves into the evolving landscape of digital content, the importance of authenticity, and effective strategies for content creators and entrepreneurs.
Social Media Engagement and Content Performance Charlamagne opens the dialogue by addressing the frustration many content creators face when their posts underperform:
Charlamagne Tha God [03:44]: "What goes wrong when I believe I have a post that's fire and I post it and it goes flat and nothing happens. Nobody likes it. Like what, what's. What happens? Nikki, help me out."
Nicky responds by outlining potential factors affecting post engagement:
Nicky Saunders [03:44]: "It could be a few things like timing, the right hook, the algorithm... I always look at, when I post and it goes flat, I look at me first. Visually, how does it look? What was the first three seconds? Did I keep their attention?"
She emphasizes the multifaceted nature of content performance, highlighting that both creator introspection and platform algorithms play crucial roles.
Enhancing Instagram Engagement The conversation shifts to Instagram strategies, where Charlamagne questions the effectiveness of traditional photo posts:
Charlamagne Tha God [05:01]: "Are our pictures on Instagram dead?"
Nicky offers actionable tips to revitalize Instagram content:
Nicky Saunders [05:01]: "Put extra love into your posts—add music, turn images into carousels, use rich captions. For example, instead of a single sentence, elaborate to engage your audience more deeply."
She underscores the importance of utilizing Instagram's evolving features to maintain and enhance content reach.
The Shift from Highlight Reels to Authentic Storytelling Charlamagne introduces a pivotal topic on the prevalence of highlight reels in entrepreneurial content:
Charlamagne Tha God [07:35]: "How do we solve for the problem where entrepreneurs only post the highlight reel and not the struggle?"
Nicky advocates for transparency and vulnerability:
Nicky Saunders [08:30]: "Gen Z and Alpha are showcasing both the highs and lows. It builds community and relatability. People want to feel connected and understand that they're not alone in their struggles."
She highlights that sharing both successes and challenges fosters a more authentic and engaged audience.
Developing Day-in-the-Life Content Outside Major Cities Charlamagne poses a question about creating engaging day-in-the-life content from less glamorous locations:
Charlamagne Tha God [11:07]: "How do you develop that day in the life content when your life doesn't feel like that?"
Nicky encourages authenticity and creative documentation:
Nicky Saunders [11:40]: "Document what you do. Even if it seems mundane, others find value in it. Share routines, small activities, and personal experiences to connect with your audience."
She emphasizes that relatability often trumps exotic settings, making everyday moments resonate with viewers.
Building Trust and Expertise Through Storytelling The discussion transitions to the importance of storytelling in establishing brand authority:
Nicky Saunders [15:05]: "Storytelling is the key part of any brand. Turn a problem into a relatable story. It's not about the space you have but the story you tell."
Nicky explains that brands like Nike and Apple succeed because they excel at narrating compelling stories that go beyond their products, creating emotional connections with their audience.
YouTube Growth Strategies and Thumbnail Optimization Charlamagne inquires about Nicky's rapid growth on YouTube:
Charlamagne Tha God [43:30]: "You made a goal of hitting 10,000 subscribers on YouTube by the end of September and you did it much earlier. Congratulations. What did you learn about that experience?"
Nicky attributes her success to strategic thumbnail and title optimization:
Nicky Saunders [43:56]: "Thumbnails and titles are crucial. I focused on A/B testing different thumbnails to see which ones garnered more clicks. Even if I personally liked a thumbnail, I prioritized what the audience responded to."
She advises investing in professional graphic design for thumbnails to enhance visual appeal and attract more clicks, reinforcing that first impressions significantly impact viewership.
Consistency vs. Production Quality in Content Creation Charlamagne questions the current relevance of production quality:
Charlamagne Tha God [38:10]: "Does production quality matter anymore?"
Nicky balances the importance of consistency with production quality:
Nicky Saunders [38:13]: "Consistency is paramount. Quality matters when you're aiming to be taken seriously, but overproduced content can alienate your community. Balance is key."
She cites Keith Lee as an example of maintaining authenticity while gradually increasing production quality, demonstrating that both elements can coexist to grow a brand.
Transforming Followers into Customers Charlamagne seeks advice on converting engaged followers into paying customers:
Charlamagne Tha God [40:34]: "How do we turn them into customers?"
Nicky outlines a two-pronged approach:
-
Addressing Pain Points:
"Identify and address your audience's pain points through content that resonates with their experiences and offers solutions."
-
Leveraging User-Generated Content and Testimonials:
"Showcase other people using your product or service creatively. User-generated content and testimonials build trust and demonstrate real-life applications."
She emphasizes the importance of creating content that not only attracts views but also fosters engagement and conversions by meeting the audience's needs and desires.
Authenticity and Vulnerability in Content Sharing Charlamagne highlights the challenge of maintaining authenticity while being vulnerable online:
Charlamagne Tha God [28:35]: "There's real vulnerability with being authentic. How do people get over that and share themselves publicly?"
Nicky advises setting personal boundaries while embracing selective vulnerability:
Nicky Saunders [29:16]: "Set boundaries that protect your personal life while allowing authentic moments to surface. Share selectively based on your comfort and the value it brings to your audience."
She points out that controlled vulnerability can strengthen connections without compromising personal privacy, enabling creators to remain genuine without oversharing.
Building in Public and Community Engagement Charlamagne invites Nikki to elaborate on building in public:
Charlamagne Tha God [49:56]: "Say more about learning and growing in public."
Nicky explains the benefits of building in public:
Nicky Saunders [49:56]: "Building in public fosters transparency and accountability. It allows your community to witness your journey, providing support and feedback that can guide your growth."
She shares examples of successful public projects and the positive impact of engaging openly with the audience, reinforcing the idea that transparency builds trust and fosters a loyal community.
Conclusion Throughout the episode, Nicky Saunders provides a comprehensive roadmap for content creators and entrepreneurs aiming to enhance their digital presence. From optimizing engagement through strategic content creation to fostering authentic connections and converting followers into customers, Saunders' insights are invaluable for navigating the dynamic world of social media and digital branding.
Notable Quotes:
- Nicky Saunders [03:44]: "Visually, how does it look? What was the first three seconds? Did I keep their attention?"
- Nicky Saunders [05:01]: "Add extra love into your posts—music, carousels, rich captions."
- Nicky Saunders [08:30]: "Gen Z and Alpha are showcasing both the highs and lows. It builds community and relatability."
- Nicky Saunders [15:05]: "Storytelling is the key part of any brand."
- Nicky Saunders [38:13]: "Consistency is paramount. Balance is key."
- Nicky Saunders [43:56]: "Thumbnails and titles are crucial. I prioritized what the audience responded to."
- Nicky Saunders [49:56]: "Building in public fosters transparency and accountability."
Final Thoughts Nicky Saunders provides actionable strategies and profound insights into effective content strategy, emphasizing the significance of authenticity, consistency, and audience engagement. Her expertise offers a valuable guide for anyone looking to elevate their digital presence and build a meaningful, impactful online brand.