Church social media strategies that DIED in 2024

Today on the show we've got a list of 15 Today on the show we've got a list of 15 things that everyone thinks are things that everyone thinks are things that everyone thinks are important on social media. The truth is important on social media. The truth is important on social media. The truth is a bunch of them don't even matter at a bunch of them don't even matter at a bunch of them don't even matter at all. So we'll be putting these items all. So we'll be putting these items all. So we'll be putting these items into categories: necessary, nice to into categories: necessary, nice to into categories: necessary, nice to have, or nonsense. And by the end of have, or nonsense. And by the end of have, or nonsense. And by the end of this episode your church will know this episode your church will know this episode your church will know what's actually worth your time on what's actually worth your time on what's actually worth your time on social and what's there just to waste social and what's there just to waste social and what's there just to waste your time. your time. your time. Let's dive in. Let's dive in. Let's dive in. Well, Well, Well, hey there and welcome to the Pro Church hey there and welcome to the Pro Church hey there and welcome to the Pro Church Tools Show. We're here to help you and Tools Show. We're here to help you and Tools Show. We're here to help you and your church navigate the biggest your church navigate the biggest your church navigate the biggest communication shift in 500 years. I'm communication shift in 500 years. I'm communication shift in 500 years. I'm Brady Shearer, your host. I'm joined as Brady Shearer, your host. I'm joined as Brady Shearer, your host. I'm joined as always by my co-host, it's Reverend always by my co-host, it's Reverend always by my co-host, it's Reverend Randomizer, Alexander Mills. Randomizer, Alexander Mills. Randomizer, Alexander Mills. Hello, hello. Hello, hello. Hello, hello. And today we're introducing a brand new And today we're introducing a brand new And today we're introducing a brand new format of show. It's called nonsense, format of show. It's called nonsense, format of show. It's called nonsense, nice to have, or necessary. Where we nice to have, or necessary. Where we nice to have, or necessary. Where we have compiled a a a big old list of have compiled a a a big old list of have compiled a a a big old list of social media building blocks. social media building blocks. social media building blocks. And we're going to categorize them based And we're going to categorize them based And we're going to categorize them based on those three categories. And so Alex on those three categories. And so Alex on those three categories. And so Alex has the list and he has the list and he has the list and he true to his name has randomized them. true to his name has randomized them. true to his name has randomized them. I've randomized it.

I've randomized it. I've randomized it. know what order these are coming. I have know what order these are coming. I have know what order these are coming. I have seen the list ahead of time. seen the list ahead of time. seen the list ahead of time. And so we're going to kick it off Alex And so we're going to kick it off Alex And so we're going to kick it off Alex right away. Take us away with the first. right away. Take us away with the first. right away. Take us away with the first. So there's 15 of these. So starting at So there's 15 of these. So starting at So there's 15 of these. So starting at the top, we're we're like you mentioned, the top, we're we're like you mentioned, the top, we're we're like you mentioned, we're putting them into categories: not we're putting them into categories: not we're putting them into categories: not nonsense, nice to have, or necessary. nonsense, nice to have, or necessary. nonsense, nice to have, or necessary. Oh, with a bonus Oh, with a bonus Oh, with a bonus nuance. nuance. nuance. Which You can't be using that too often. Which You can't be using that too often. Which You can't be using that too often. no, no, no. We're not going to do the it no, no, no. We're not going to do the it no, no, no. We're not going to do the it depends on every single answer. depends on every single answer. depends on every single answer. Uh so first and foremost, the Uh so first and foremost, the Uh so first and foremost, the randomizer's coming out of the gate with randomizer's coming out of the gate with randomizer's coming out of the gate with personality on social media. personality on social media. personality on social media. Personality on social media. Okay, so Personality on social media. Okay, so Personality on social media. Okay, so the head of Instagram came out not too the head of Instagram came out not too the head of Instagram came out not too long ago as he tends to do. long ago as he tends to do. long ago as he tends to do. Yeah. Yeah. Yeah. Adam Mosseri. And he explained that Adam Mosseri. And he explained that Adam Mosseri. And he explained that different parts of Instagram actually different parts of Instagram actually different parts of Instagram actually have different algorithms. And for many have different algorithms. And for many have different algorithms. And for many this was an aha moment. So for instance, this was an aha moment. So for instance, this was an aha moment. So for instance, he said, you know, in the Reels section he said, you know, in the Reels section he said, you know, in the Reels section of Instagram, we're going to have a lot of Instagram, we're going to have a lot of Instagram, we're going to have a lot of discovery happening there. He's like, of discovery happening there. He's like, of discovery happening there. He's like, in the stories section of Instagram, the in the stories section of Instagram, the in the stories section of Instagram, the signals, and that's the term that signals, and that's the term that signals, and that's the term that Instagram uses, the signals that we look Instagram uses, the signals that we look Instagram uses, the signals that we look for to determine distribution have a lot for to determine distribution have a lot for to determine distribution have a lot to do with who you recognize, friends to do with who you recognize, friends to do with who you recognize, friends and family, for stories. And and so this and family, for stories. And and so this and family, for stories. And and so this got me thinking about the got me thinking about the got me thinking about the the quality of personality, but also the quality of personality, but also the quality of personality, but also just like having a human face um on your just like having a human face um on your just like having a human face um on your church's social account. Church just church's social account. Church just church's social account. Church just asked, hey, what do we do with the asked, hey, what do we do with the asked, hey, what do we do with the pastor versus the church's social pastor versus the church's social pastor versus the church's social account? And so I'm going to put this in account? And so I'm going to put this in account? And so I'm going to put this in the category of nice to have. Because the category of nice to have. Because the category of nice to have. Because the reality is that not every church is

the reality is that not every church is the reality is that not every church is going to have the ability to have their going to have the ability to have their going to have the ability to have their pastor be this big, you know, present pastor be this big, you know, present pastor be this big, you know, present face uh and present personality on face uh and present personality on face uh and present personality on social media. But there's another social media. But there's another social media. But there's another component to the personality quotient, component to the personality quotient, component to the personality quotient, and that would be just are you a really and that would be just are you a really and that would be just are you a really like static, sterile like static, sterile like static, sterile presence on social media? Are are you presence on social media? Are are you presence on social media? Are are you okay having a little bit of fun? Uh you okay having a little bit of fun? Uh you okay having a little bit of fun? Uh you know, even something as simple as having know, even something as simple as having know, even something as simple as having the happy birthday to the pastor post the happy birthday to the pastor post the happy birthday to the pastor post every single year shows a little bit of every single year shows a little bit of every single year shows a little bit of personality. It shows a little bit of personality. It shows a little bit of personality. It shows a little bit of humanity. We ran a YouTube video a humanity. We ran a YouTube video a humanity. We ran a YouTube video a couple of weeks ago and an Instagram couple of weeks ago and an Instagram couple of weeks ago and an Instagram carousel carousel carousel highlighting Pastor Levi Lusko's, in my highlighting Pastor Levi Lusko's, in my highlighting Pastor Levi Lusko's, in my opinion, best social media post ever. opinion, best social media post ever. opinion, best social media post ever. And what he had done was was this And what he had done was was this And what he had done was was this carousel post, and the very first carousel post, and the very first carousel post, and the very first carousel was this candid photo of him carousel was this candid photo of him carousel was this candid photo of him and his wife Jenny at his father's and his wife Jenny at his father's and his wife Jenny at his father's funeral. His father tragically passed funeral. His father tragically passed funeral. His father tragically passed away from pancreatic cancer after a long away from pancreatic cancer after a long away from pancreatic cancer after a long battle with the disease about a year battle with the disease about a year battle with the disease about a year earlier. Uh Pastor Levi had posted about earlier. Uh Pastor Levi had posted about earlier. Uh Pastor Levi had posted about it. And so he had been sharing, uh it. And so he had been sharing, uh it. And so he had been sharing, uh surely with permission, his father's surely with permission, his father's surely with permission, his father's journey with this. And so he had invited journey with this. And so he had invited journey with this. And so he had invited people into like his life in that way.

people into like his life in that way. people into like his life in that way. What was really cool about this carousel What was really cool about this carousel What was really cool about this carousel was that if you swiped through all 14, was that if you swiped through all 14, was that if you swiped through all 14, 15 photos, and for those asking, like, 15 photos, and for those asking, like, 15 photos, and for those asking, like, aren't carousels limited to 10? Some aren't carousels limited to 10? Some aren't carousels limited to 10? Some accounts have accounts have accounts have been experimenting with more. Pastor been experimenting with more. Pastor been experimenting with more. Pastor Levi's surely one of them. You scroll Levi's surely one of them. You scroll Levi's surely one of them. You scroll through, and it wasn't all like dad through, and it wasn't all like dad through, and it wasn't all like dad stuff, um like away dad's stuff, funeral stuff, um like away dad's stuff, funeral stuff, um like away dad's stuff, funeral stuff. It was, "Oh, kids went to tennis stuff. It was, "Oh, kids went to tennis stuff. It was, "Oh, kids went to tennis practice. Uh, work trip taking photos practice. Uh, work trip taking photos practice. Uh, work trip taking photos with people at a conference. Family um, with people at a conference. Family um, with people at a conference. Family um, at like a hot tub and they're all just at like a hot tub and they're all just at like a hot tub and they're all just like dancing around." And it was all like dancing around." And it was all like dancing around." And it was all these candid shots, phone Some of them these candid shots, phone Some of them these candid shots, phone Some of them were blurry, they were all low were blurry, they were all low were blurry, they were all low resolution relative to like a resolution relative to like a resolution relative to like a professional photo that was taken. professional photo that was taken. professional photo that was taken. And And And I posted about it because it was this I posted about it because it was this I posted about it because it was this insanely transparent moment. Right? Like insanely transparent moment. Right? Like insanely transparent moment. Right? Like it would have been perfectly it would have been perfectly it would have been perfectly understandable if Pastor Levi was like, understandable if Pastor Levi was like, understandable if Pastor Levi was like, "This is too much. I got to keep this "This is too much. I got to keep this "This is too much. I got to keep this private." Right? Um, but he was willing private." Right? Um, but he was willing private." Right? Um, but he was willing enough to open up his own heart and say, enough to open up his own heart and say, enough to open up his own heart and say, "Hey, this is what I'm going through." "Hey, this is what I'm going through." "Hey, this is what I'm going through." And guess what? Like here's the whole And guess what? Like here's the whole And guess what? Like here's the whole life experience. And his caption um, in life experience. And his caption um, in life experience. And his caption um, in caption uh, caption uh, caption uh, encapsulated it perfectly. He's like, encapsulated it perfectly. He's like, encapsulated it perfectly. He's like, "This is life lately, you know, joy and "This is life lately, you know, joy and "This is life lately, you know, joy and sorrow, you know, grief um, and and and sorrow, you know, grief um, and and and sorrow, you know, grief um, and and and and happiness." Like just like the full and happiness." Like just like the full and happiness." Like just like the full spectrum. That is personality. That's a spectrum. That is personality. That's a spectrum. That is personality. That's a willingness to be genuine and authentic.

willingness to be genuine and authentic. willingness to be genuine and authentic. And personality doesn't mean being like And personality doesn't mean being like And personality doesn't mean being like another pastor you see. You go, "Oh, another pastor you see. You go, "Oh, another pastor you see. You go, "Oh, that pastor's like really outgoing or that pastor's like really outgoing or that pastor's like really outgoing or that pastor is really transparent or that pastor is really transparent or that pastor is really transparent or that person that person that person it can be a real part of your it can be a real part of your it can be a real part of your personality and that genuineness it's personality and that genuineness it's personality and that genuineness it's it's it's nice to have um, because you it's it's nice to have um, because you it's it's nice to have um, because you can still have a pretty good social can still have a pretty good social can still have a pretty good social presence, I think, without it. But you presence, I think, without it. But you presence, I think, without it. But you unlock something different when you unlock something different when you unlock something different when you engage in that. engage in that. engage in that. No, and you're so right about that. It No, and you're so right about that. It No, and you're so right about that. It isn't a necessity because like you said, isn't a necessity because like you said, isn't a necessity because like you said, there are plenty of brands and even there are plenty of brands and even there are plenty of brands and even churches and even pastors uh, churches and even pastors uh, churches and even pastors uh, especially larger pastors on social who especially larger pastors on social who especially larger pastors on social who have by many metrics uh, successful have by many metrics uh, successful have by many metrics uh, successful social accounts without having a whole social accounts without having a whole social accounts without having a whole lot of personality to them. But it is lot of personality to them. But it is lot of personality to them. But it is certainly nice to have. I just had this certainly nice to have. I just had this certainly nice to have. I just had this conversation with my sister-in-law this conversation with my sister-in-law this conversation with my sister-in-law this weekend. So, she's 10 years older than weekend. So, she's 10 years older than weekend. So, she's 10 years older than me. Uh, so she is an elder millennial me. Uh, so she is an elder millennial me. Uh, so she is an elder millennial like just right on that right on the the like just right on that right on the the like just right on that right on the the the the the border of not being a the the the border of not being a the the the border of not being a millennial. And she is um, she's got millennial. And she is um, she's got millennial. And she is um, she's got teenage kids. So, she's working through teenage kids. So, she's working through teenage kids. So, she's working through like learning about the apps that like learning about the apps that like learning about the apps that they're on and interested in while not they're on and interested in while not they're on and interested in while not being interested in but needing to know being interested in but needing to know being interested in but needing to know like the social landscape. But the the like the social landscape. But the the like the social landscape. But the the plot twist is she just wrote a book, plot twist is she just wrote a book, plot twist is she just wrote a book, a children's book. And so now she's a children's book. And so now she's a children's book. And so now she's actually building her own brand as an actually building her own brand as an actually building her own brand as an author online.

author online. author online. And when it comes to Instagram, she's And when it comes to Instagram, she's And when it comes to Instagram, she's familiar enough with the feed, but she familiar enough with the feed, but she familiar enough with the feed, but she said to me on Sunday, she goes, said to me on Sunday, she goes, said to me on Sunday, she goes, "Alexander, like "Alexander, like "Alexander, like what are stories?" what are stories?" what are stories?" And so I was able to like grab her phone And so I was able to like grab her phone And so I was able to like grab her phone and show her them and and she knew and show her them and and she knew and show her them and and she knew enough to know that they expire. I said, enough to know that they expire. I said, enough to know that they expire. I said, "Yeah." So I explained stories to her "Yeah." So I explained stories to her "Yeah." So I explained stories to her and I and what I said to her about I and I and what I said to her about I and I and what I said to her about I showed her how to use them and I said, showed her how to use them and I said, showed her how to use them and I said, "The way you should use them is to show "The way you should use them is to show "The way you should use them is to show like just really quick behind the scenes like just really quick behind the scenes like just really quick behind the scenes daily life personal stuff." So she was daily life personal stuff." So she was daily life personal stuff." So she was on the back porch and she was grading on the back porch and she was grading on the back porch and she was grading some papers and I said, "Just snapping a some papers and I said, "Just snapping a some papers and I said, "Just snapping a photo of this what you're doing right photo of this what you're doing right photo of this what you're doing right now and say like Sunday afternoon." Like now and say like Sunday afternoon." Like now and say like Sunday afternoon." Like that's such a great way to use stories. that's such a great way to use stories. that's such a great way to use stories. And isn't that how we all use the story And isn't that how we all use the story And isn't that how we all use the story feature on primarily Instagram, but some feature on primarily Instagram, but some feature on primarily Instagram, but some folks are using it on Facebook is to folks are using it on Facebook is to folks are using it on Facebook is to connect with people personally. It's why connect with people personally. It's why connect with people personally. It's why when I log on to Instagram, I'm not when I log on to Instagram, I'm not when I log on to Instagram, I'm not swiping uh vertically to go through my swiping uh vertically to go through my swiping uh vertically to go through my feed, I'm swiping horizontally through feed, I'm swiping horizontally through feed, I'm swiping horizontally through the stories because it's the personal the stories because it's the personal the stories because it's the personal connection that draws me to that app connection that draws me to that app connection that draws me to that app right now and I'm really only finding right now and I'm really only finding right now and I'm really only finding that in stories. So it is really really that in stories. So it is really really that in stories. So it is really really nice to have if you want to take your nice to have if you want to take your nice to have if you want to take your social account from one level of social account from one level of social account from one level of relationship, if you will, with the relationship, if you will, with the relationship, if you will, with the folks who follow you to the next.

folks who follow you to the next. folks who follow you to the next. All right. All right. All right. Let's stay in the uh Instagram box, if Let's stay in the uh Instagram box, if Let's stay in the uh Instagram box, if you will, and let's talk about hashtags. you will, and let's talk about hashtags. you will, and let's talk about hashtags. Hashtags are nonsense. Hashtags are nonsense. Hashtags are nonsense. And I'm tired of it. Okay. And I'm tired of it. Okay. And I'm tired of it. Okay. Believe it or not, hashtags were what Believe it or not, hashtags were what Believe it or not, hashtags were what prompted this entire episode. prompted this entire episode. prompted this entire episode. Amazing. Amazing. Amazing. Just a way for me to talk about the Just a way for me to talk about the Just a way for me to talk about the non-importance of hashtags. Again, non-importance of hashtags. Again, non-importance of hashtags. Again, Mosseri came out recently on Instagram. Mosseri came out recently on Instagram. Mosseri came out recently on Instagram. People ask, "Is hashtags a big deal?" People ask, "Is hashtags a big deal?" People ask, "Is hashtags a big deal?" And he was like, "Listen, it's not going And he was like, "Listen, it's not going And he was like, "Listen, it's not going to make a difference in distribution, to make a difference in distribution, to make a difference in distribution, but if you want to use them, go ahead." but if you want to use them, go ahead." but if you want to use them, go ahead." a tweet the other day that's like, a tweet the other day that's like, a tweet the other day that's like, "Isn't it so great that the platform "Isn't it so great that the platform "Isn't it so great that the platform that invented hashtags, basically, which that invented hashtags, basically, which that invented hashtags, basically, which is Twitter, like they're just not used is Twitter, like they're just not used is Twitter, like they're just not used there anymore at all?" there anymore at all?" there anymore at all?" Why is that? Well, when Twitter came Why is that? Well, when Twitter came Why is that? Well, when Twitter came around around around and it was, you know, 2010 basically. and it was, you know, 2010 basically. and it was, you know, 2010 basically. Hashtags were a way to categorize Hashtags were a way to categorize Hashtags were a way to categorize content so that discovery was possible. content so that discovery was possible. content so that discovery was possible. Hey, I'm a brand new creator and I like Hey, I'm a brand new creator and I like Hey, I'm a brand new creator and I like to talk about to talk about to talk about hashtag you know, church culture, let's hashtag you know, church culture, let's hashtag you know, church culture, let's say. I remember back in the day there say. I remember back in the day there say. I remember back in the day there was a hashtag called #ChSocM. was a hashtag called #ChSocM. was a hashtag called #ChSocM. I will give you $100 right now if you I will give you $100 right now if you I will give you $100 right now if you can figure out what ChSocM is an acronym can figure out what ChSocM is an acronym can figure out what ChSocM is an acronym for.

I don't even know where to begin. The I don't even know where to begin. The only thing I can think about is like only thing I can think about is like only thing I can think about is like Rock'em Sock'em Rock'em Sock'em Rock'em Sock'em um action figures. um action figures. um action figures. I feel like if I gave you enough time I feel like if I gave you enough time I feel like if I gave you enough time you could figure it out. It's it's it's you could figure it out. It's it's it's you could figure it out. It's it's it's in the CHMS in the CHMS in the CHMS type of so ch for church, soc for social type of so ch for church, soc for social type of so ch for church, soc for social and m for media. and m for media. and m for media. Yikes. Yikes. Yikes. #ChSocM was a big part of early Twitter #ChSocM was a big part of early Twitter #ChSocM was a big part of early Twitter where we would all talk about churches where we would all talk about churches where we would all talk about churches on social media. It worked because it on social media. It worked because it on social media. It worked because it grouped content. It categorized it so grouped content. It categorized it so grouped content. It categorized it so you could click on that hashtag and find you could click on that hashtag and find you could click on that hashtag and find people like-minded that cared about the people like-minded that cared about the people like-minded that cared about the same things that you did. same things that you did. same things that you did. That's really uh That's really uh That's really uh elementary way of discovery and grouping elementary way of discovery and grouping elementary way of discovery and grouping of content, right? Back in the day when of content, right? Back in the day when of content, right? Back in the day when we got our very first we got our very first we got our very first company URL for a product we had. We did company URL for a product we had. We did company URL for a product we had. We did video announcements for churches. I video announcements for churches. I video announcements for churches. I bought the URL bought the URL bought the URL provideoannouncements.com. provideoannouncements.com. provideoannouncements.com. Within about 6 months we were like a top Within about 6 months we were like a top Within about 6 months we were like a top three result in Google. Why? Cuz Google three result in Google. Why? Cuz Google three result in Google. Why? Cuz Google was like, "Video announcements, like was like, "Video announcements, like was like, "Video announcements, like what should we rank? Oh, I know, a URL what should we rank? Oh, I know, a URL what should we rank? Oh, I know, a URL with that word in it. That's probably with that word in it. That's probably with that word in it. That's probably related to the search term." related to the search term." related to the search term." That's how simple search used to be on That's how simple search used to be on That's how simple search used to be on social platforms, on SEO platforms, on social platforms, on SEO platforms, on social platforms, on SEO platforms, on search engines. And then these little search engines. And then these little search engines. And then these little robots and these algorithms became a lot robots and these algorithms became a lot robots and these algorithms became a lot more sophisticated and the need for more sophisticated and the need for more sophisticated and the need for hashtags and grouping content by that hashtags and grouping content by that hashtags and grouping content by that didn't matter anymore. Why? Not because didn't matter anymore. Why? Not because didn't matter anymore. Why? Not because the content in your posts isn't what the content in your posts isn't what the content in your posts isn't what matters for discovery, but now every matters for discovery, but now every matters for discovery, but now every post is being mined in the caption.

post is being mined in the caption. post is being mined in the caption. Every video is being transcribed whether Every video is being transcribed whether Every video is being transcribed whether you do it or not. And so the platforms you do it or not. And so the platforms you do it or not. And so the platforms know who needs to see your content even know who needs to see your content even know who needs to see your content even if you don't include hashtags. The if you don't include hashtags. The if you don't include hashtags. The algorithms and the social platforms are algorithms and the social platforms are algorithms and the social platforms are so much smarter. So, do you do we so much smarter. So, do you do we so much smarter. So, do you do we include them for all of our clients at include them for all of our clients at include them for all of our clients at socialserums.com? Yes, why? Because socialserums.com? Yes, why? Because socialserums.com? Yes, why? Because churches care and it feels like oh, this churches care and it feels like oh, this churches care and it feels like oh, this is going to matter. We have done the is going to matter. We have done the is going to matter. We have done the tests. The best posts with the best tests. The best posts with the best tests. The best posts with the best hashtags, I'll look and it'll say it hashtags, I'll look and it'll say it hashtags, I'll look and it'll say it made a 1% difference in distribution. made a 1% difference in distribution. made a 1% difference in distribution. It's not moving the needle whatsoever. It's not moving the needle whatsoever. It's not moving the needle whatsoever. We're going to talk at some point, We're going to talk at some point, We're going to talk at some point, Reverend Randomizer, about things that Reverend Randomizer, about things that Reverend Randomizer, about things that churches overlook that like really churches overlook that like really churches overlook that like really really matter. And hashtags are the really matter. And hashtags are the really matter. And hashtags are the inverse. Churches stress over them. What inverse. Churches stress over them. What inverse. Churches stress over them. What hashtag should I use? What volume of and hashtag should I use? What volume of and hashtag should I use? What volume of and and and maybe because you've heard my and and maybe because you've heard my and and maybe because you've heard my content years ago and you're like Brady content years ago and you're like Brady content years ago and you're like Brady used to talk about hashtags, right? used to talk about hashtags, right? used to talk about hashtags, right? strategies, yeah. strategies, yeah. strategies, yeah. So social platforms are a lot smarter. So social platforms are a lot smarter. So social platforms are a lot smarter. They don't need us to be like this is They don't need us to be like this is They don't need us to be like this is for this person. for this person. for this person. Right. Right. Right. And so don't stress about them. They are And so don't stress about them. They are And so don't stress about them. They are nonsense. They won't make a difference. nonsense. They won't make a difference. nonsense. They won't make a difference. In fact, it'd be much better if you took In fact, it'd be much better if you took In fact, it'd be much better if you took that energy and you put it elsewhere. that energy and you put it elsewhere. that energy and you put it elsewhere. Now, if you look at some of my posts and Now, if you look at some of my posts and Now, if you look at some of my posts and you see that they have hashtags, it's you see that they have hashtags, it's you see that they have hashtags, it's I'm just copying over and pasting it I'm just copying over and pasting it I'm just copying over and pasting it from previous ones. Like they're not from previous ones. Like they're not from previous ones. Like they're not going to hurt. They will almost going to hurt. They will almost going to hurt. They will almost certainly not help either. Nonsense.

certainly not help either. Nonsense. certainly not help either. Nonsense. Oh, and also if you're like remember on Oh, and also if you're like remember on Oh, and also if you're like remember on Instagram oh, I'm going to put the Instagram oh, I'm going to put the Instagram oh, I'm going to put the hashtags in the first comments. hashtags in the first comments. hashtags in the first comments. Yeah, yeah, yeah. Yeah, yeah, yeah. Yeah, yeah, yeah. Again, not a thing. It's not a thing Again, not a thing. It's not a thing Again, not a thing. It's not a thing anymore. Doesn't matter. We can move on. anymore. Doesn't matter. We can move on. anymore. Doesn't matter. We can move on. I agree with this so much that um just I agree with this so much that um just I agree with this so much that um just in the last few months I actually in the last few months I actually in the last few months I actually deleted my entire like hashtag research deleted my entire like hashtag research deleted my entire like hashtag research notes folder. Yes. I had I had all these notes folder. Yes. I had I had all these notes folder. Yes. I had I had all these groups of hashtags that I was like back groups of hashtags that I was like back groups of hashtags that I was like back in you know, the early days of Instagram in you know, the early days of Instagram in you know, the early days of Instagram I was working those hashtags and I I was working those hashtags and I I was working those hashtags and I deleted them. They're gone. So uh it's deleted them. They're gone. So uh it's deleted them. They're gone. So uh it's nonsense. nonsense. nonsense. Hashtag chikafum Hashtag chikafum Hashtag chikafum which is about church coffee. which is about church coffee. which is about church coffee. Mogul. Mogul. Mogul. Okay, Okay, Okay, moving on. Um using a social media moving on. Um using a social media moving on. Um using a social media scheduler. You know what? My hot take is that this You know what? My hot take is that this is also nonsense. is also nonsense. is also nonsense. Wow, wow, wow, wow, wow. Wow, wow, wow, wow, wow. Wow, wow, wow, wow, wow. I do not use a scheduler. I do not use a scheduler. I do not use a scheduler. Do I use a scheduler for all of our Do I use a scheduler for all of our Do I use a scheduler for all of our social sermons clients? Again, yes. Most social sermons clients? Again, yes. Most social sermons clients? Again, yes. Most churches that we work with and we're churches that we work with and we're churches that we work with and we're working with about like 168 churches working with about like 168 churches working with about like 168 churches every single week. Um most of them use every single week. Um most of them use every single week. Um most of them use our scheduler. Now, we use Vista Social our scheduler. Now, we use Vista Social our scheduler. Now, we use Vista Social as our scheduler because it's great for as our scheduler because it's great for as our scheduler because it's great for collaboration. So, we can queue up a collaboration. So, we can queue up a collaboration. So, we can queue up a post for a church and then assign it to post for a church and then assign it to post for a church and then assign it to them and then they will review it. If them and then they will review it. If them and then they will review it. If there's revisions needed, they can click there's revisions needed, they can click there's revisions needed, they can click the button, those revisions go directly the button, those revisions go directly the button, those revisions go directly to their editor and then those revisions to their editor and then those revisions to their editor and then those revisions get made, they queue up a new post, they get made, they queue up a new post, they get made, they queue up a new post, they can collaborate. It's also great for can collaborate. It's also great for can collaborate. It's also great for when you're working with clients and when you're working with clients and when you're working with clients and they're working with folks like us, they they're working with folks like us, they they're working with folks like us, they don't have to give us their like admin don't have to give us their like admin don't have to give us their like admin logins, they just queue up their logins, they just queue up their logins, they just queue up their profiles in the scheduler and then we profiles in the scheduler and then we profiles in the scheduler and then we both have accounts and then we can post both have accounts and then we can post both have accounts and then we can post on their behalf. But, if they move on on their behalf. But, if they move on on their behalf. But, if they move on or, you know, if you're working with or, you know, if you're working with or, you know, if you're working with someone else and like, "Oh, something someone else and like, "Oh, something someone else and like, "Oh, something goes wrong. They have access They're an

goes wrong. They have access They're an goes wrong. They have access They're an admin on our account." Like, no, you can admin on our account." Like, no, you can admin on our account." Like, no, you can just like remove your profile from the just like remove your profile from the just like remove your profile from the scheduler account and then they would scheduler account and then they would scheduler account and then they would lose access to it. So, there are reasons lose access to it. So, there are reasons lose access to it. So, there are reasons why it's good, but why it's good, but why it's good, but as someone that works with this many as someone that works with this many as someone that works with this many churches every single week, we encounter churches every single week, we encounter churches every single week, we encounter so many issues with these APIs and it's so many issues with these APIs and it's so many issues with these APIs and it's not the scheduler's fault, it's always not the scheduler's fault, it's always not the scheduler's fault, it's always Meta or it's YouTube or it's Twitter, Meta or it's YouTube or it's Twitter, Meta or it's YouTube or it's Twitter, but it's almost always Meta. And it's but it's almost always Meta. And it's but it's almost always Meta. And it's Meta had an outage where this, you know, Meta had an outage where this, you know, Meta had an outage where this, you know, we we had a church last week who they're we we had a church last week who they're we we had a church last week who they're like, "Oh, like my account got locked like, "Oh, like my account got locked like, "Oh, like my account got locked because TikTok was like they said I because TikTok was like they said I because TikTok was like they said I posted something wrong." We looked at posted something wrong." We looked at posted something wrong." We looked at the content and we're like, "What what?" the content and we're like, "What what?" the content and we're like, "What what?" It's like, "No, it's just the API. It's like, "No, it's just the API. It's like, "No, it's just the API. TikTok's um filters are even more TikTok's um filters are even more TikTok's um filters are even more aggressive than other platforms." They aggressive than other platforms." They aggressive than other platforms." They And the reason is because these And the reason is because these And the reason is because these platforms want you to post natively. And platforms want you to post natively. And platforms want you to post natively. And this is the thing that we don't have a this is the thing that we don't have a this is the thing that we don't have a way to quantify, but there are a couple way to quantify, but there are a couple way to quantify, but there are a couple of reasons why I don't use a scheduler. of reasons why I don't use a scheduler. of reasons why I don't use a scheduler. One, it can cause secondary compression, One, it can cause secondary compression, One, it can cause secondary compression, meaning you can have a post like a video meaning you can have a post like a video meaning you can have a post like a video and it gets exported and it's been and it gets exported and it's been and it gets exported and it's been compressed and then you upload it to the compressed and then you upload it to the compressed and then you upload it to the scheduler and then they compress it scheduler and then they compress it scheduler and then they compress it again before delivering it to the uh again before delivering it to the uh again before delivering it to the uh social platform just to save bandwidth social platform just to save bandwidth social platform just to save bandwidth and to make things easier, but it and to make things easier, but it and to make things easier, but it translates The result is your photo your translates The result is your photo your translates The result is your photo your video doesn't look as great. So, I don't video doesn't look as great. So, I don't video doesn't look as great. So, I don't like that. And then the other part is like that. And then the other part is like that. And then the other part is is distribution as good when you post is distribution as good when you post is distribution as good when you post natively versus posting with a natively versus posting with a natively versus posting with a scheduler? Like I I scheduler? Like I I scheduler? Like I I I wouldn't be surprised if we found out I wouldn't be surprised if we found out I wouldn't be surprised if we found out that posting natively mattered more. And that posting natively mattered more. And that posting natively mattered more. And so it's like I'm just not going to mess so it's like I'm just not going to mess so it's like I'm just not going to mess around with that.

around with that. around with that. That being said, and remind me when we That being said, and remind me when we That being said, and remind me when we get to this thing, there is one thing on get to this thing, there is one thing on get to this thing, there is one thing on this list, one item, that I would say this list, one item, that I would say this list, one item, that I would say matters more than any other, and you can matters more than any other, and you can matters more than any other, and you can make a good argument that using a make a good argument that using a make a good argument that using a scheduler is for many churches necessary scheduler is for many churches necessary scheduler is for many churches necessary to to to affording that specific building block affording that specific building block affording that specific building block on social. on social. on social. Okay. Okay. Okay. I can do it without it, but it's a I can do it without it, but it's a I can do it without it, but it's a challenge. So if you need to use a challenge. So if you need to use a challenge. So if you need to use a scheduler to, again, succeed, excel in scheduler to, again, succeed, excel in scheduler to, again, succeed, excel in this specific part of social, which this specific part of social, which this specific part of social, which we'll get to, then I think it's worth we'll get to, then I think it's worth we'll get to, then I think it's worth using the scheduler. using the scheduler. using the scheduler. Um but nonsense Yeah, a nonsense. I Um but nonsense Yeah, a nonsense. I Um but nonsense Yeah, a nonsense. I think you could put it in nonsense with think you could put it in nonsense with think you could put it in nonsense with like hashtag with not a hashtag asterisk like hashtag with not a hashtag asterisk like hashtag with not a hashtag asterisk with a nuance. Hashtags are dead, with a nuance. Hashtags are dead, with a nuance. Hashtags are dead, remember? remember? remember? With a nuanced asterisk. But for me, With a nuanced asterisk. But for me, With a nuanced asterisk. But for me, like just like just like just bad. Bad, no good. bad. Bad, no good. bad. Bad, no good. You talked about third-party platforms You talked about third-party platforms You talked about third-party platforms and API. What about Meta Business Suite? and API. What about Meta Business Suite? and API. What about Meta Business Suite? Because most churches, if they're active Because most churches, if they're active Because most churches, if they're active on social, are active on Meta platforms, on social, are active on Meta platforms, on social, are active on Meta platforms, Facebook and Instagram. So that wouldn't Facebook and Instagram. So that wouldn't Facebook and Instagram. So that wouldn't be third-party. That's a scheduler baked be third-party. That's a scheduler baked be third-party. That's a scheduler baked right into the platform, which, you right into the platform, which, you right into the platform, which, you know, just just know, just just know, just just not as far back as a few years ago, like not as far back as a few years ago, like not as far back as a few years ago, like wasn't a thing. Any scheduler we were wasn't a thing. Any scheduler we were wasn't a thing. Any scheduler we were using was third-party. What about the using was third-party. What about the using was third-party. What about the Meta Business Suite?

Meta Business Suite? Meta Business Suite? So every time I try to log into Meta So every time I try to log into Meta So every time I try to log into Meta Business Suite, it says you don't exist. Business Suite, it says you don't exist. Business Suite, it says you don't exist. And I'm like, I'm logged in. They're And I'm like, I'm logged in. They're And I'm like, I'm logged in. They're like, "Log in to Facebook." And then I like, "Log in to Facebook." And then I like, "Log in to Facebook." And then I log in to Facebook, and then it gives me log in to Facebook, and then it gives me log in to Facebook, and then it gives me this endless loop of it doesn't let me this endless loop of it doesn't let me this endless loop of it doesn't let me like log in. like log in. like log in. So I stopped using it for that reason, So I stopped using it for that reason, So I stopped using it for that reason, and I just post directly from my phone. and I just post directly from my phone. and I just post directly from my phone. Um we had a church yesterday, and Um we had a church yesterday, and Um we had a church yesterday, and they're like, "Hey, you sent me a post, they're like, "Hey, you sent me a post, they're like, "Hey, you sent me a post, and I tried to publish it, but like Meta and I tried to publish it, but like Meta and I tried to publish it, but like Meta Business Suite doesn't like it." Business Suite doesn't like it." Business Suite doesn't like it." Mhm. Mhm. Mhm. And I was like, "I've never heard of And I was like, "I've never heard of And I was like, "I've never heard of this." And they sent me a screenshot. this." And they sent me a screenshot. this." And they sent me a screenshot. And Meta was like, "No." And Meta was like, "No." And Meta was like, "No." But if you post natively, it's all good. But if you post natively, it's all good. But if you post natively, it's all good. Yeah. Yeah. So again, like just these Yeah. Yeah. So again, like just these Yeah. Yeah. So again, like just these tools complicate things. Meta Business tools complicate things. Meta Business tools complicate things. Meta Business Suite is famously the worst platform on Suite is famously the worst platform on Suite is famously the worst platform on planet Earth. planet Earth. planet Earth. So I try to keep it as simple as So I try to keep it as simple as So I try to keep it as simple as possible, because surely if things are possible, because surely if things are possible, because surely if things are difficult for you as a user, there's got difficult for you as a user, there's got difficult for you as a user, there's got to be something on the other side with to be something on the other side with to be something on the other side with distribution, with delivery, with distribution, with delivery, with distribution, with delivery, with discovery. Like, you're just adding one discovery. Like, you're just adding one discovery. Like, you're just adding one more potential kink in the process. And more potential kink in the process. And more potential kink in the process. And you work so hard on a post, you work so hard on a post, you work so hard on a post, and I just don't want anything to come and I just don't want anything to come and I just don't want anything to come in between it. And maybe that's just in between it. And maybe that's just in between it. And maybe that's just conspiracy Brady putting his tin foil conspiracy Brady putting his tin foil conspiracy Brady putting his tin foil hat on. You know, adding hashtags, it's hat on. You know, adding hashtags, it's hat on. You know, adding hashtags, it's not going to hurt your stuff. You might not going to hurt your stuff. You might not going to hurt your stuff. You might You might be doing a little bit more You might be doing a little bit more You might be doing a little bit more than you need to, but it won't hurt. I than you need to, but it won't hurt. I than you need to, but it won't hurt. I think that there's like reason to think that there's like reason to think that there's like reason to believe that using schedulers believe that using schedulers believe that using schedulers it it There's enough reason to believe it it There's enough reason to believe it it There's enough reason to believe that there's something there that I just that there's something there that I just that there's something there that I just I want to make sure that that's off the I want to make sure that that's off the I want to make sure that that's off the table. Social is so complex. There are table. Social is so complex. There are table. Social is so complex. There are so many different variables that so many different variables that so many different variables that contribute to whether a post excels or contribute to whether a post excels or contribute to whether a post excels or doesn't. I want to remove as many of doesn't. I want to remove as many of doesn't. I want to remove as many of those variables as possible.

those variables as possible. those variables as possible. Okay. Okay. Okay. Okay, we're through three. We're fishing Okay, we're through three. We're fishing Okay, we're through three. We're fishing for a necessity here. We haven't hit a for a necessity here. We haven't hit a for a necessity here. We haven't hit a necessity yet. necessity yet. necessity yet. Really? Really? Really? Yeah. Yeah. Yeah. Oh, okay. Oh, okay. Oh, okay. four. What about vertical video? four. What about vertical video? four. What about vertical video? Vertical video. Okay, I will say that Vertical video. Okay, I will say that Vertical video. Okay, I will say that this is necessary. this is necessary. this is necessary. And the reason for that is vertical And the reason for that is vertical And the reason for that is vertical video is really the video is really the video is really the format that you're going to see format that you're going to see format that you're going to see discovery on these days. It's still for discovery on these days. It's still for discovery on these days. It's still for the last It's been like this way for the last It's been like this way for the last It's been like this way for about few few years. I don't see it about few few years. I don't see it about few few years. I don't see it really changing anytime soon because really changing anytime soon because really changing anytime soon because social platforms have pivoted entirely social platforms have pivoted entirely social platforms have pivoted entirely to having this big discovery element. to having this big discovery element. to having this big discovery element. And really the best way to illustrate And really the best way to illustrate And really the best way to illustrate this is just to think about how this is just to think about how this is just to think about how you scroll through your feed. you scroll through your feed. you scroll through your feed. Think about the number of creators that Think about the number of creators that Think about the number of creators that you see on your feed that you recognize. you see on your feed that you recognize. you see on your feed that you recognize. It's probably less than half. It's probably less than half. It's probably less than half. Oh, yeah. Oh, yeah. Oh, yeah. Where in the previous era of social, it Where in the previous era of social, it Where in the previous era of social, it would have been virtually everyone. would have been virtually everyone. would have been virtually everyone. Literally everyone. Now for users, maybe Literally everyone. Now for users, maybe Literally everyone. Now for users, maybe that means the experience is not as that means the experience is not as that means the experience is not as great for us as it used to be. But for great for us as it used to be. But for great for us as it used to be. But for creators, that means that every single creators, that means that every single creators, that means that every single one of us has like all of this real one of us has like all of this real one of us has like all of this real estate where you can show up and be estate where you can show up and be estate where you can show up and be introduced to them for the very first introduced to them for the very first introduced to them for the very first time. It's almost always happening via time. It's almost always happening via time. It's almost always happening via vertical video. It's not having through vertical video. It's not having through vertical video. It's not having through stories. It can happen with carousels.

stories. It can happen with carousels. stories. It can happen with carousels. We're seeing Instagram pivot a bit and We're seeing Instagram pivot a bit and We're seeing Instagram pivot a bit and more and more carousels. I can look at more and more carousels. I can look at more and more carousels. I can look at my insights and see it used to be like my insights and see it used to be like my insights and see it used to be like when you look at the ratio between who when you look at the ratio between who when you look at the ratio between who saw this post, followers versus saw this post, followers versus saw this post, followers versus non-followers, for carousels and still non-followers, for carousels and still non-followers, for carousels and still posts, it was almost always like 90% posts, it was almost always like 90% posts, it was almost always like 90% plus followers, but I'm starting to see plus followers, but I'm starting to see plus followers, but I'm starting to see the uptick of non-followers on the uptick of non-followers on the uptick of non-followers on carousels. And Instagram has talked carousels. And Instagram has talked carousels. And Instagram has talked about experimentation with carousels about experimentation with carousels about experimentation with carousels even showing up in the Reels feed. And even showing up in the Reels feed. And even showing up in the Reels feed. And that's what TikTok has done. TikTok has that's what TikTok has done. TikTok has that's what TikTok has done. TikTok has started having still posts in the Reels started having still posts in the Reels started having still posts in the Reels feed. And so, feed. And so, feed. And so, or in the main feed, which was or in the main feed, which was or in the main feed, which was historically only vertical video. So, we historically only vertical video. So, we historically only vertical video. So, we might get to the point where we're might get to the point where we're might get to the point where we're actually seeing more discovery via uh actually seeing more discovery via uh actually seeing more discovery via uh still posts and carousels. Right now, still posts and carousels. Right now, still posts and carousels. Right now, it's still the vertical video. And so, it's still the vertical video. And so, it's still the vertical video. And so, for churches wanting to reach new for churches wanting to reach new for churches wanting to reach new people, if you're not doing vertical people, if you're not doing vertical people, if you're not doing vertical video, and this is why I would contend video, and this is why I would contend video, and this is why I would contend that it's necessary, you're basically that it's necessary, you're basically that it's necessary, you're basically cutting off the clear number one way to cutting off the clear number one way to cutting off the clear number one way to reach new people. And it's like, well, reach new people. And it's like, well, reach new people. And it's like, well, that's really the biggest opportunity on that's really the biggest opportunity on that's really the biggest opportunity on social right now. Like, there's never social right now. Like, there's never social right now. Like, there's never been a better time to be doing social been a better time to be doing social been a better time to be doing social ministry. You know, back in the day, ministry. You know, back in the day, ministry. You know, back in the day, you'd publish content and your folks you'd publish content and your folks you'd publish content and your folks would see it. That's it. Now, it's very would see it. That's it. Now, it's very would see it. That's it. Now, it's very realistic to reach new people. And those realistic to reach new people. And those realistic to reach new people. And those new people are very likely to be new people are very likely to be new people are very likely to be disproportionately local to you relative disproportionately local to you relative disproportionately local to you relative to far away.

to far away. to far away. Huge reason, but if you don't use Huge reason, but if you don't use Huge reason, but if you don't use vertical video, you don't get access to vertical video, you don't get access to vertical video, you don't get access to it. it. it. Necessary. Necessary. Necessary. Necessary. Necessary. Necessary. So good. So good. So good. All right. What about this next one? A All right. What about this next one? A All right. What about this next one? A little bit of a hot topic. Deleting little bit of a hot topic. Deleting little bit of a hot topic. Deleting posts. posts. posts. Deleting posts. Deleting posts. Deleting posts. Nonsense. You don't need to do it. You Nonsense. You don't need to do it. You Nonsense. You don't need to do it. You don't need to do it. Now, if there's a don't need to do it. Now, if there's a don't need to do it. Now, if there's a post and it's generating a ton of hate post and it's generating a ton of hate post and it's generating a ton of hate and it's not like worth it, you can and it's not like worth it, you can and it's not like worth it, you can delete it. I did this the other day with delete it. I did this the other day with delete it. I did this the other day with one of our Elevation posts. one of our Elevation posts. one of our Elevation posts. And somebody asked us about it. And somebody asked us about it. And somebody asked us about it. Yes. And for context on this, so I had a Yes. And for context on this, so I had a Yes. And for context on this, so I had a carousel carousel carousel and it was on uh and this speaks to kind and it was on uh and this speaks to kind and it was on uh and this speaks to kind of the distribution element. I published of the distribution element. I published of the distribution element. I published that carousel to that carousel to that carousel to um um um Instagram and to TikTok. And then I took Instagram and to TikTok. And then I took Instagram and to TikTok. And then I took the first slide of that carousel the first slide of that carousel the first slide of that carousel and I published it as an image post on and I published it as an image post on and I published it as an image post on Twitter and Facebook with the remainder Twitter and Facebook with the remainder Twitter and Facebook with the remainder of the carousel as text in the caption. of the carousel as text in the caption. of the carousel as text in the caption. Cool. Cool. Cool. And I kept it on Instagram, but I And I kept it on Instagram, but I And I kept it on Instagram, but I archived it temporarily because it was archived it temporarily because it was archived it temporarily because it was making Instagram unusable and it had making Instagram unusable and it had making Instagram unusable and it had reached beyond our audience, you know, reached beyond our audience, you know, reached beyond our audience, you know, it was beyond my control. This was kind it was beyond my control. This was kind it was beyond my control. This was kind of like this and this never happened to of like this and this never happened to of like this and this never happened to me before. This is the first time it's me before. This is the first time it's me before. This is the first time it's ever happened.

ever happened. ever happened. On TikTok, Twitter, and Facebook, I On TikTok, Twitter, and Facebook, I On TikTok, Twitter, and Facebook, I deleted it because it was like not my deleted it because it was like not my deleted it because it was like not my audience at all. It had just gone like audience at all. It had just gone like audience at all. It had just gone like it had nuclear and it wasn't creating it had nuclear and it wasn't creating it had nuclear and it wasn't creating anything positive. anything positive. anything positive. Right. Right. Right. What you'll typically see What you'll typically see What you'll typically see is a mix. is a mix. is a mix. So, you'll have I I I spoke with a So, you'll have I I I spoke with a So, you'll have I I I spoke with a church this week and they had a real church this week and they had a real church this week and they had a real blow-up and blow-up and blow-up and they asked me, "What should I do with they asked me, "What should I do with they asked me, "What should I do with the comments?" And I said, "Well, what's the comments?" And I said, "Well, what's the comments?" And I said, "Well, what's the reel?" And he sent it over to me and the reel?" And he sent it over to me and the reel?" And he sent it over to me and it again, social continues to blow my it again, social continues to blow my it again, social continues to blow my mind. The reel was a pastor talking mind. The reel was a pastor talking mind. The reel was a pastor talking about the opening of Disney World and about the opening of Disney World and about the opening of Disney World and how, you know, Walt Disney never got to how, you know, Walt Disney never got to how, you know, Walt Disney never got to see Disney World open um because uh see Disney World open um because uh see Disney World open um because uh Disney World opened after he died. And Disney World opened after he died. And Disney World opened after he died. And that was, you know, a pivot to talking that was, you know, a pivot to talking that was, you know, a pivot to talking about how, "Hey, you know, we sow seeds about how, "Hey, you know, we sow seeds about how, "Hey, you know, we sow seeds in this Christian life and it doesn't in this Christian life and it doesn't in this Christian life and it doesn't mean that we'll always get to see what's mean that we'll always get to see what's mean that we'll always get to see what's on the other side." And I was like, on the other side." And I was like, on the other side." And I was like, "Oh, okay. It's about as harmless as it "Oh, okay. It's about as harmless as it "Oh, okay. It's about as harmless as it gets." People were losing their minds. gets." People were losing their minds. gets." People were losing their minds. They had lots to say about Walt Disney. They had lots to say about Walt Disney. They had lots to say about Walt Disney. Land actually was open before he died." Land actually was open before he died." Land actually was open before he died." I was like, "Well, I was like, "Well, I was like, "Well, I think we're talking about Disney I think we're talking about Disney I think we're talking about Disney World. Uh pedophile pedophile pedophile World. Uh pedophile pedophile pedophile World. Uh pedophile pedophile pedophile pedophile." I was like, "Oh my god, like pedophile." I was like, "Oh my god, like pedophile." I was like, "Oh my god, like I did not anticipate this." And so I I did not anticipate this." And so I I did not anticipate this." And so I said, "Look, okay, this is clearly said, "Look, okay, this is clearly said, "Look, okay, this is clearly unhinged. Turn off the comments." And he unhinged. Turn off the comments." And he unhinged. Turn off the comments." And he showed me what turning off the comments showed me what turning off the comments showed me what turning off the comments looked like and sometimes when someone's looked like and sometimes when someone's looked like and sometimes when someone's turned off the comments in different turned off the comments in different turned off the comments in different UIs, it's really obvious and you start UIs, it's really obvious and you start UIs, it's really obvious and you start to think to yourself, "Huh, I wonder why to think to yourself, "Huh, I wonder why to think to yourself, "Huh, I wonder why they turned off those comments." But for they turned off those comments." But for they turned off those comments." But for whatever reason on Instagram, it doesn't whatever reason on Instagram, it doesn't whatever reason on Instagram, it doesn't look like that and it didn't take away look like that and it didn't take away look like that and it didn't take away from the post and I was like, "Yeah, from the post and I was like, "Yeah, from the post and I was like, "Yeah, just turn off the comments and like just turn off the comments and like just turn off the comments and like bring them back in like bring them back in like bring them back in like 6 weeks and just remove all the ones 6 weeks and just remove all the ones 6 weeks and just remove all the ones that are just uh that are just uh that are just uh you know, gross um and or contributing you know, gross um and or contributing you know, gross um and or contributing nothing. Doesn't mean you can you don't nothing. Doesn't mean you can you don't nothing. Doesn't mean you can you don't want to if someone disagrees, like,

want to if someone disagrees, like, want to if someone disagrees, like, "Hey, maybe have a dialogue." But then "Hey, maybe have a dialogue." But then "Hey, maybe have a dialogue." But then some people are just not there to have some people are just not there to have some people are just not there to have um honest conversations. um honest conversations. um honest conversations. So, So, So, deleting posts, um sometimes churches deleting posts, um sometimes churches deleting posts, um sometimes churches also will do this to like clean up the also will do this to like clean up the also will do this to like clean up the grid. grid. grid. Um and and you just uh Um and and you just uh Um and and you just uh you might look at a post. I did this the you might look at a post. I did this the you might look at a post. I did this the other day. I had archived a post. And other day. I had archived a post. And other day. I had archived a post. And it's because it performed like half as it's because it performed like half as it's because it performed like half as good as all my others. And I was like, good as all my others. And I was like, good as all my others. And I was like, "Oh, people just didn't resonate with "Oh, people just didn't resonate with "Oh, people just didn't resonate with this. It's kind of embarrassing. Like this. It's kind of embarrassing. Like this. It's kind of embarrassing. Like this one has like a third of the likes this one has like a third of the likes this one has like a third of the likes of as as as like most and like 1/10 of of as as as like most and like 1/10 of of as as as like most and like 1/10 of the likes of my best." And I archived the likes of my best." And I archived the likes of my best." And I archived it. And then I went back the next day it. And then I went back the next day it. And then I went back the next day and I was like, "This is dumb. Like this and I was like, "This is dumb. Like this and I was like, "This is dumb. Like this still has this many likes. It got viewed still has this many likes. It got viewed still has this many likes. It got viewed this many times. I know this is good this many times. I know this is good this many times. I know this is good good stuff. Just because people didn't good stuff. Just because people didn't good stuff. Just because people didn't resonate with it, someone's going to resonate with it, someone's going to resonate with it, someone's going to come across this, you know, months from come across this, you know, months from come across this, you know, months from now and they're going to see it and it's now and they're going to see it and it's now and they're going to see it and it's going to bless them. So, we'll leave it going to bless them. So, we'll leave it going to bless them. So, we'll leave it there." And so, deleting posts there." And so, deleting posts there." And so, deleting posts um that you don't need to do it. It's um that you don't need to do it. It's um that you don't need to do it. It's nonsense. Don't get too hung up on it. nonsense. Don't get too hung up on it. nonsense. Don't get too hung up on it. Um the only time it might be useful is Um the only time it might be useful is Um the only time it might be useful is if you are going to if you are going to if you are going to publish the exact same thing again. publish the exact same thing again. publish the exact same thing again. Right. Right. Right. So, if you published something and this So, if you published something and this So, if you published something and this is I don't know if this is still so much is I don't know if this is still so much is I don't know if this is still so much of a thing. It was definitely a thing a of a thing. It was definitely a thing a of a thing. It was definitely a thing a few years ago. few years ago. few years ago. This is similar, I think, to hashtags This is similar, I think, to hashtags This is similar, I think, to hashtags where like platforms have probably where like platforms have probably where like platforms have probably become more intelligent about this. But become more intelligent about this. But become more intelligent about this. But the way that algorithms work is when you the way that algorithms work is when you the way that algorithms work is when you publish a piece of content, it gets publish a piece of content, it gets publish a piece of content, it gets distributed to a small group of people.

distributed to a small group of people. distributed to a small group of people. And depending on how they respond And depending on how they respond And depending on how they respond dictates how much distribution you get dictates how much distribution you get dictates how much distribution you get from there. And then repeat the process from there. And then repeat the process from there. And then repeat the process with bigger and bigger groups of people. with bigger and bigger groups of people. with bigger and bigger groups of people. It's possible that you just got like a It's possible that you just got like a It's possible that you just got like a bad luck of the draw. And this used to bad luck of the draw. And this used to bad luck of the draw. And this used to be a thing on TikTok where people would be a thing on TikTok where people would be a thing on TikTok where people would publish my Oh, I got, you know, 1,000 publish my Oh, I got, you know, 1,000 publish my Oh, I got, you know, 1,000 views. I published again and I got a views. I published again and I got a views. I published again and I got a million. And it's like, oh, wow. Like if million. And it's like, oh, wow. Like if million. And it's like, oh, wow. Like if you have a piece of content and you you have a piece of content and you you have a piece of content and you really really believe in it and you're really really believe in it and you're really really believe in it and you're like, "It should have done better than like, "It should have done better than like, "It should have done better than this." It might be worth deleting it and this." It might be worth deleting it and this." It might be worth deleting it and republishing just to see. But that's a republishing just to see. But that's a republishing just to see. But that's a unique case. The the pattern of churches unique case. The the pattern of churches unique case. The the pattern of churches being like, "We're going to clear out being like, "We're going to clear out being like, "We're going to clear out our Instagram to like promote a new our Instagram to like promote a new our Instagram to like promote a new sermon series." And you're going to sermon series." And you're going to sermon series." And you're going to delete every post. You're going to delete every post. You're going to delete every post. You're going to archive every post just to bring them archive every post just to bring them archive every post just to bring them back. It's like I mean back. It's like I mean back. It's like I mean Sure. I'm sure sure there are edge cases Sure. I'm sure sure there are edge cases Sure. I'm sure sure there are edge cases where that's that's fine. But where that's that's fine. But where that's that's fine. But Maybe hey, maybe if you post on TikTok Maybe hey, maybe if you post on TikTok Maybe hey, maybe if you post on TikTok or Instagram and you don't get a whole or Instagram and you don't get a whole or Instagram and you don't get a whole lot of views and then you post the same lot of views and then you post the same lot of views and then you post the same content again and you get a bunch of content again and you get a bunch of content again and you get a bunch of views, maybe it was just you posted at views, maybe it was just you posted at views, maybe it was just you posted at the wrong time. And so, our next one. the wrong time. And so, our next one. the wrong time. And so, our next one. What about post timing? What about post timing? What about post timing? Post timing Post timing Post timing is nonsense. is nonsense. is nonsense. Everything's nonsense except vertical Everything's nonsense except vertical Everything's nonsense except vertical video. video. video. Is that the only one we've got so far? Is that the only one we've got so far? Is that the only one we've got so far? No, we had a nice to have personality.

No, we had a nice to have personality. No, we had a nice to have personality. Out of the gate with personality, nice Out of the gate with personality, nice Out of the gate with personality, nice to have. to have. to have. Hey, oh you got personality? Good for Hey, oh you got personality? Good for Hey, oh you got personality? Good for you. That's That's nice to have. So, you. That's That's nice to have. So, you. That's That's nice to have. So, yeah, nonsense. Again, this is like hashtags. Again, this is like hashtags. Yeah. Yeah. Yeah. I don't understand this. Now, I don't understand this. Now, I don't understand this. Now, there's an old saying in content there's an old saying in content there's an old saying in content creation, you know, one for them, one creation, you know, one for them, one creation, you know, one for them, one for you. And the idea is if you want to for you. And the idea is if you want to for you. And the idea is if you want to serve an audience well, you can't simply serve an audience well, you can't simply serve an audience well, you can't simply get on your soapbox and and and only get on your soapbox and and and only get on your soapbox and and and only publish what interests you. You need to publish what interests you. You need to publish what interests you. You need to understand their needs and publish understand their needs and publish understand their needs and publish content, create content, teaching content, create content, teaching content, create content, teaching education that serves them well. Which education that serves them well. Which education that serves them well. Which is why every quarter I release a new is why every quarter I release a new is why every quarter I release a new carousel. Best times to post for carousel. Best times to post for carousel. Best times to post for churches. And we basically run some churches. And we basically run some churches. And we basically run some reports with the churches that we work reports with the churches that we work reports with the churches that we work with across all their accounts. And with across all their accounts. And with across all their accounts. And usually there's like, you know, 700 usually there's like, you know, 700 usually there's like, you know, 700 social accounts. And we run reports on social accounts. And we run reports on social accounts. And we run reports on the ideal publishing times. And we talk the ideal publishing times. And we talk the ideal publishing times. And we talk about them. And in every single about them. And in every single about them. And in every single carousel, I get to the fourth slide and carousel, I get to the fourth slide and carousel, I get to the fourth slide and I'm like, "And just so you know, this I'm like, "And just so you know, this I'm like, "And just so you know, this doesn't matter." doesn't matter." doesn't matter." Yeah. Yeah. Yeah. And every time that post gets like twice And every time that post gets like twice And every time that post gets like twice as many likes as everything else that we as many likes as everything else that we as many likes as everything else that we do. do. do. And because I think there's an element And because I think there's an element And because I think there's an element of of of um certainty that comes with it, right? um certainty that comes with it, right? um certainty that comes with it, right? Social media just feels like shot in the Social media just feels like shot in the Social media just feels like shot in the dark. I don't know what. It's so dark. I don't know what. It's so dark. I don't know what. It's so confounding and confusing.

confounding and confusing. confounding and confusing. All the variables. All the variables. All the variables. But But But person said that this is the right time person said that this is the right time person said that this is the right time to post. So, at the very least I know to post. So, at the very least I know to post. So, at the very least I know I'm publishing at the right time. I'm publishing at the right time. I'm publishing at the right time. Yeah. Yeah. Yeah. Now, Now, Now, what is the nuance here? If you publish what is the nuance here? If you publish what is the nuance here? If you publish in the middle of the night where you in the middle of the night where you in the middle of the night where you live, that's not ideal. But if you live, that's not ideal. But if you live, that's not ideal. But if you publish during the general waking hours, publish during the general waking hours, publish during the general waking hours, like this morning, I normally publish like this morning, I normally publish like this morning, I normally publish and we'll get to why there actually is and we'll get to why there actually is and we'll get to why there actually is an important thing on this list about an important thing on this list about an important thing on this list about post timing kind of, but this is not it. post timing kind of, but this is not it. post timing kind of, but this is not it. Oh, 8:45 versus 9:45. Like normally I Oh, 8:45 versus 9:45. Like normally I Oh, 8:45 versus 9:45. Like normally I publish at 9:00 a.m. publish at 9:00 a.m. publish at 9:00 a.m. Yeah. Yeah. Yeah. I finish my writing for the morning. I'm I finish my writing for the morning. I'm I finish my writing for the morning. I'm doing creative work from, you know, 5:00 doing creative work from, you know, 5:00 doing creative work from, you know, 5:00 until 9:00. I get to the end of that. I until 9:00. I get to the end of that. I until 9:00. I get to the end of that. I drop the kids off at school. I come drop the kids off at school. I come drop the kids off at school. I come back. I sit down at my computer desk. I back. I sit down at my computer desk. I back. I sit down at my computer desk. I publish my post. Today I just wanted to publish my post. Today I just wanted to publish my post. Today I just wanted to get it done before I took the kids to get it done before I took the kids to get it done before I took the kids to school. And so I published it like 8:15. school. And so I published it like 8:15. school. And so I published it like 8:15. Guess what? That does not make a Guess what? That does not make a Guess what? That does not make a difference at all in terms of difference at all in terms of difference at all in terms of performance on my posts. If I published performance on my posts. If I published performance on my posts. If I published it at 12:45 p.m. after lunch and I it at 12:45 p.m. after lunch and I it at 12:45 p.m. after lunch and I forgot, would not make a difference. It forgot, would not make a difference. It forgot, would not make a difference. It might not perform as well that day might not perform as well that day might not perform as well that day because there are fewer hours for people because there are fewer hours for people because there are fewer hours for people to see it, but this is not like the to see it, but this is not like the to see it, but this is not like the previous era of social where you publish previous era of social where you publish previous era of social where you publish a piece of content and within 45 you a piece of content and within 45 you a piece of content and within 45 you know hours, 48 hours it has gone and know hours, 48 hours it has gone and know hours, 48 hours it has gone and disappeared.

disappeared. disappeared. Good content will be seen by people Good content will be seen by people Good content will be seen by people weeks and months after it was first weeks and months after it was first weeks and months after it was first published. So obsessing over like 8:45 published. So obsessing over like 8:45 published. So obsessing over like 8:45 versus 9:12, this scheduler or this versus 9:12, this scheduler or this versus 9:12, this scheduler or this report said that these or I don't know report said that these or I don't know report said that these or I don't know that's that's not sense. that's that's not sense. that's that's not sense. Well, and it's some of the things that Well, and it's some of the things that Well, and it's some of the things that we've called nonsense in this list in a we've called nonsense in this list in a we've called nonsense in this list in a former time were not nonsense. Like in a former time were not nonsense. Like in a former time were not nonsense. Like in a in a chronological feed it was actually in a chronological feed it was actually in a chronological feed it was actually really important what time you posted really important what time you posted really important what time you posted because if folks didn't see it if folks because if folks didn't see it if folks because if folks didn't see it if folks weren't online when you posted it and weren't online when you posted it and weren't online when you posted it and they didn't see it then it would depend they didn't see it then it would depend they didn't see it then it would depend on them having to scroll through their on them having to scroll through their on them having to scroll through their feed far enough for it actually come up. feed far enough for it actually come up. feed far enough for it actually come up. And we just know that that's not the And we just know that that's not the And we just know that that's not the world we live in anymore. On Instagram world we live in anymore. On Instagram world we live in anymore. On Instagram and TikTok TikTok famously popularized and TikTok TikTok famously popularized and TikTok TikTok famously popularized this. They won't even show you the date this. They won't even show you the date this. They won't even show you the date or time that the video was posted. Like or time that the video was posted. Like or time that the video was posted. Like you just don't even know. you just don't even know. you just don't even know. What do you do? What do you do? What do you do? You open the comments and you look at You open the comments and you look at You open the comments and you look at when the when the when the comments are to figure out when it was comments are to figure out when it was comments are to figure out when it was posted. It's just because timing doesn't posted. It's just because timing doesn't posted. It's just because timing doesn't matter anymore. With the caveat that of matter anymore. With the caveat that of matter anymore. With the caveat that of course if you're posting in the middle course if you're posting in the middle course if you're posting in the middle of the night in the Eastern time zone of the night in the Eastern time zone of the night in the Eastern time zone and most of your followers are in the and most of your followers are in the and most of your followers are in the Eastern time zone that's not going to Eastern time zone that's not going to Eastern time zone that's not going to work for you. But generally if if people work for you. But generally if if people work for you. But generally if if people are awake, people are on their phones.

are awake, people are on their phones. are awake, people are on their phones. People are going to see your post if People are going to see your post if People are going to see your post if it's great content. it's great content. it's great content. I was using I was using I was using I was day cuz it does does let me log I was day cuz it does does let me log I was day cuz it does does let me log in. Yeah. in. Yeah. in. Yeah. it. Yeah, it's great. it. Yeah, it's great. it. Yeah, it's great. And I just I kind of chuckled out loud And I just I kind of chuckled out loud And I just I kind of chuckled out loud because it when you go to post schedule because it when you go to post schedule because it when you go to post schedule post for Facebook or Instagram they give post for Facebook or Instagram they give post for Facebook or Instagram they give you an option for active times and they you an option for active times and they you an option for active times and they suggest suggest suggest a time that your users are active and a time that your users are active and a time that your users are active and it's like it's always 10:00 a.m. It's it's like it's always 10:00 a.m. It's it's like it's always 10:00 a.m. It's like okay. like okay. like okay. When do you normally post? When do you normally post? When do you normally post? Well, so I've been using it for posting Well, so I've been using it for posting Well, so I've been using it for posting for church. We just recently started for church. We just recently started for church. We just recently started posting again. posting again. posting again. And so I I I'm the same as you. I And so I I I'm the same as you. I And so I I I'm the same as you. I usually post at like 8:00 or 9:00 a.m. usually post at like 8:00 or 9:00 a.m. usually post at like 8:00 or 9:00 a.m. regardless of regardless of regardless of how your how your how your audience is active when you post. audience is active when you post. audience is active when you post. Right. Right. Right. That's insightful. That's insightful. That's insightful. Yes. Yes. Yes. Oh my gosh, when I Beehive does this Oh my gosh, when I Beehive does this Oh my gosh, when I Beehive does this with our newsletter. Wow, people really with our newsletter. Wow, people really with our newsletter. Wow, people really respond. They're your your readers are respond. They're your your readers are respond. They're your your readers are active around 9:00 a.m. active around 9:00 a.m. active around 9:00 a.m. When I when I publish the newsletter When I when I publish the newsletter When I when I publish the newsletter every Thursday? every Thursday? every Thursday? Yeah. Yeah. Yeah. Oh, thanks. Oh, thanks. Oh, thanks. No, no, send this off to the engineers. No, no, send this off to the engineers. No, no, send this off to the engineers. Give them a tip. Give them a tip. Give them a tip. Right? Like kudos to the engineers.

Right? Like kudos to the engineers. Right? Like kudos to the engineers. Yeah. This timing is nonsense. Yeah. This timing is nonsense. Yeah. This timing is nonsense. Okay, moving on. Okay, moving on. Okay, moving on. What about trending sounds? What about trending sounds? What about trending sounds? It's nonsense. It's nonsense. It's nonsense. But it wasn't. But it wasn't. But it wasn't. It wasn't. It wasn't. It wasn't. But it is. But it is. But it is. Okay, I'm going to ask you a question. I Okay, I'm going to ask you a question. I Okay, I'm going to ask you a question. I need I need you to Okay, so need I need you to Okay, so need I need you to Okay, so I do a lot of calls with churches. I do a lot of calls with churches. I do a lot of calls with churches. Yeah. Yeah. Yeah. And something I hear pretty frequently And something I hear pretty frequently And something I hear pretty frequently is, you know, it's just so hard to keep is, you know, it's just so hard to keep is, you know, it's just so hard to keep up with the changes. up with the changes. up with the changes. And I I I'm always like And I I I'm always like And I I I'm always like confused when I hear that. I'm still not confused when I hear that. I'm still not confused when I hear that. I'm still not used to hearing it because in my mind used to hearing it because in my mind used to hearing it because in my mind I'm like, look, there was a distinct era I'm like, look, there was a distinct era I'm like, look, there was a distinct era of social. of social. of social. Yeah. Yeah. Yeah. And like now we're in a new distinct era And like now we're in a new distinct era And like now we're in a new distinct era of social. Like, you know, it's like of social. Like, you know, it's like of social. Like, you know, it's like every week something's changing. I was every week something's changing. I was every week something's changing. I was like, I'm I'm talking about the same like, I'm I'm talking about the same like, I'm I'm talking about the same thing for like 4 years now. Like, the thing for like 4 years now. Like, the thing for like 4 years now. Like, the big things that matter have been the big things that matter have been the big things that matter have been the same for years, like a half decade. And same for years, like a half decade. And same for years, like a half decade. And yet it still feels like this constant yet it still feels like this constant yet it still feels like this constant change. Why do you think that is? Like, change. Why do you think that is? Like, change. Why do you think that is? Like, why does it feel that way to folks? why does it feel that way to folks? why does it feel that way to folks? I don't know I don't know I don't know what that is. I And I think the reason what that is. I And I think the reason what that is. I And I think the reason that you and I struggle to that you and I struggle to that you and I struggle to grasp what that is is because it's grasp what that is is because it's grasp what that is is because it's possible that you and I have a different possible that you and I have a different possible that you and I have a different perspective because we work in this day perspective because we work in this day perspective because we work in this day and day out. Because the conversation and day out. Because the conversation and day out. Because the conversation that you just made example of reminds me that you just made example of reminds me that you just made example of reminds me of the conversations I have with my of the conversations I have with my of the conversations I have with my older sister. She's only 10 years older older sister. She's only 10 years older older sister. She's only 10 years older than me. She is still a millennial. But than me. She is still a millennial. But than me. She is still a millennial. But she has the same um perspective of like she has the same um perspective of like she has the same um perspective of like the digital world. And there's just this the digital world. And there's just this the digital world. And there's just this there's like this this divide between me there's like this this divide between me there's like this this divide between me and her only by 10 years. But I I'm a and her only by 10 years. But I I'm a and her only by 10 years. But I I'm a digital native through and through, and digital native through and through, and digital native through and through, and she's just not quite like they didn't she's just not quite like they didn't she's just not quite like they didn't have smartphones in high school.

have smartphones in high school. have smartphones in high school. Mhm. Mhm. Mhm. And they were the last generation to not And they were the last generation to not And they were the last generation to not have smartphones in high school. And so have smartphones in high school. And so have smartphones in high school. And so I just don't I can't exactly put my I just don't I can't exactly put my I just don't I can't exactly put my finger on it, but I I see it in the finger on it, but I I see it in the finger on it, but I I see it in the generational divide where the generational divide where the generational divide where the perspective on the digital landscape and perspective on the digital landscape and perspective on the digital landscape and and in the context of this conversation and in the context of this conversation and in the context of this conversation the social landscape these social apps the social landscape these social apps the social landscape these social apps for folks who are just like one more for folks who are just like one more for folks who are just like one more step removed than you and I, it's like step removed than you and I, it's like step removed than you and I, it's like it's a such a disorienting it's a such a disorienting it's a such a disorienting unfamiliar world that's hard for them to unfamiliar world that's hard for them to unfamiliar world that's hard for them to grasp but for you and I it's like second grasp but for you and I it's like second grasp but for you and I it's like second nature and I think that just has a lot nature and I think that just has a lot nature and I think that just has a lot to do with like to do with like to do with like the access we had to these platforms, the access we had to these platforms, the access we had to these platforms, these algorithms and these devices at an these algorithms and these devices at an these algorithms and these devices at an earlier time in our lives. earlier time in our lives. earlier time in our lives. Yeah, I think I think Yeah, I think I think Yeah, I think I think cuz I think cuz the easy thing to say is cuz I think cuz the easy thing to say is cuz I think cuz the easy thing to say is well you work in it so you see it all well you work in it so you see it all well you work in it so you see it all the time but like the time but like the time but like I don't think it's that but what you're I don't think it's that but what you're I don't think it's that but what you're describing does does make sense. describing does does make sense. describing does does make sense. Yeah. Yeah. Yeah. What's nonsense? I know everything's What's nonsense? I know everything's What's nonsense? I know everything's nonsense so far. nonsense so far. nonsense so far. Yeah, trending sounds. It is currently Yeah, trending sounds. It is currently Yeah, trending sounds. It is currently nonsense. nonsense. nonsense. Yeah, it's nonsense. Yeah, it's nonsense. Yeah, it's nonsense. Yeah. Yeah. Yeah. Um in fact like I don't use them at all Um in fact like I don't use them at all Um in fact like I don't use them at all Mhm. Mhm. Mhm. and I see that I I've seen this so much and I see that I I've seen this so much and I see that I I've seen this so much more. Like just recently I think it's more. Like just recently I think it's more. Like just recently I think it's Universal Universal Universal pulled all their music.

pulled all their music. pulled all their music. From TikTok. From TikTok. From TikTok. you know the whole Drake and Kendrick you know the whole Drake and Kendrick you know the whole Drake and Kendrick back and forth on TikTok what you have back and forth on TikTok what you have back and forth on TikTok what you have to do and all the Taylor songs are the to do and all the Taylor songs are the to do and all the Taylor songs are the same is you have to pitch shift it to same is you have to pitch shift it to same is you have to pitch shift it to use it because that's a way that it use it because that's a way that it use it because that's a way that it somehow you'd think again platforms somehow you'd think again platforms somehow you'd think again platforms would be smarter than this and oh would be smarter than this and oh would be smarter than this and oh Drake's singing a bit lower can't be Drake's singing a bit lower can't be Drake's singing a bit lower can't be him. him. him. Uh you just pitch it down like an octave Uh you just pitch it down like an octave Uh you just pitch it down like an octave and not an octave a step and now you can and not an octave a step and now you can and not an octave a step and now you can play it without the filters detecting play it without the filters detecting play it without the filters detecting that this is copyright. that this is copyright. that this is copyright. Mhm. Mhm. Mhm. If you use a sound If you use a sound If you use a sound in your post that then gets removed the in your post that then gets removed the in your post that then gets removed the entire sound entire sound entire sound of your post is removed including your of your post is removed including your of your post is removed including your voice including anything else that you voice including anything else that you voice including anything else that you add and I've seen this a lot lately add and I've seen this a lot lately add and I've seen this a lot lately where you go through a post and they where you go through a post and they where you go through a post and they won't put it on the feed because they won't put it on the feed because they won't put it on the feed because they will not serve in discovery a post that will not serve in discovery a post that will not serve in discovery a post that has no sound. The platforms have has no sound. The platforms have has no sound. The platforms have smartened up. They used to serve them smartened up. They used to serve them smartened up. They used to serve them with sound and they quickly fixed that. with sound and they quickly fixed that. with sound and they quickly fixed that. So I'll go to a creator and I'll be like So I'll go to a creator and I'll be like So I'll go to a creator and I'll be like oh look this post has like a lot of oh look this post has like a lot of oh look this post has like a lot of views it must be one of their most views it must be one of their most views it must be one of their most popular. I want to learn from it and popular. I want to learn from it and popular. I want to learn from it and then it's silenced. then it's silenced. then it's silenced. And it's crazy I'm thinking And it's crazy I'm thinking And it's crazy I'm thinking that was their most viewed post ever and that was their most viewed post ever and that was their most viewed post ever and it was silenced. You know, it happened it was silenced. You know, it happened it was silenced. You know, it happened to mine. My most viewed post ever on to mine. My most viewed post ever on to mine. My most viewed post ever on TikTok has Please hold.

Please hold. Okay. Okay. Okay. Looking it up. Looking it up. Looking it up. Because I had noticed this the other Because I had noticed this the other Because I had noticed this the other day. My most viewed TikTok 1.6 um day. My most viewed TikTok 1.6 um day. My most viewed TikTok 1.6 um million views. million views. million views. Let's take a listen. Let's take a listen. Let's take a listen. I was just going to say you're turning I was just going to say you're turning I was just going to say you're turning your volume all the way up. your volume all the way up. your volume all the way up. Wow. Wow. Wow. And it's silent. Now luckily I have And it's silent. Now luckily I have And it's silent. Now luckily I have captions on captions on captions on Yeah. Yeah. Yeah. but not through the whole thing. but not through the whole thing. but not through the whole thing. Yeah. Yeah. Yeah. silent. 126.9 silent. 126.9 silent. 126.9 thousand likes. thousand likes. thousand likes. And it's a it's a it's a tutorial on And it's a it's a it's a tutorial on And it's a it's a it's a tutorial on DaVinci Resolve. DaVinci Resolve. DaVinci Resolve. And it's a pinned vi- video which I And it's a pinned vi- video which I And it's a pinned vi- video which I should really unpin. should really unpin. should really unpin. Yeah, you got some work to do. Yeah, you got some work to do. Yeah, you got some work to do. Because I just unpinned it. Because like Because I just unpinned it. Because like Because I just unpinned it. Because like Can you see when you posted that? Can you see when you posted that? Can you see when you posted that? Uh like 4 years ago. Uh like 4 years ago. Uh like 4 years ago. Right. So again, like leveraging back in Right. So again, like leveraging back in Right. So again, like leveraging back in a in a This is why I said it's nonsense a in a This is why I said it's nonsense a in a This is why I said it's nonsense now and it wasn't nonsense in a previous now and it wasn't nonsense in a previous now and it wasn't nonsense in a previous era. era. era. But if you used a Taylor song 4 weeks But if you used a Taylor song 4 weeks But if you used a Taylor song 4 weeks ago and then Universal pulled it. ago and then Universal pulled it. ago and then Universal pulled it. Yeah. Yeah. Yeah. You'd like and Universal has like so You'd like and Universal has like so You'd like and Universal has like so much music. much music. much music. It's crazy. It's crazy. It's crazy. And maybe it'll come back once they and And maybe it'll come back once they and And maybe it'll come back once they and Meta and/or TikTok like work through Meta and/or TikTok like work through Meta and/or TikTok like work through their differences or maybe not. And this their differences or maybe not. And this their differences or maybe not. And this is why when you use a trending sound one is why when you use a trending sound one is why when you use a trending sound one it doesn't distribute and dis- like in it doesn't distribute and dis- like in it doesn't distribute and dis- like in contribute to discovery anymore. Like contribute to discovery anymore. Like contribute to discovery anymore. Like like in a small way maybe more than like in a small way maybe more than like in a small way maybe more than hashtags but it's very similar to hashtags but it's very similar to hashtags but it's very similar to hashtags. Like if you make good content hashtags. Like if you make good content hashtags. Like if you make good content it's going to be found. It's not like it's going to be found. It's not like it's going to be found. It's not like you use that one you use that one you use that one Now okay, you know, here that's not Now okay, you know, here that's not Now okay, you know, here that's not entirely true. Okay, there's been this entirely true. Okay, there's been this entirely true. Okay, there's been this trending post trending post trending post where people do the trust fall. Have you where people do the trust fall. Have you where people do the trust fall. Have you seen this? So someone does a trust fall seen this? So someone does a trust fall seen this? So someone does a trust fall and then at the last second the person and then at the last second the person and then at the last second the person that's supposed to catch them lets them that's supposed to catch them lets them that's supposed to catch them lets them fall and goes fall and goes fall and goes "You know, don't rely on man. Rely on "You know, don't rely on man. Rely on "You know, don't rely on man. Rely on God. We'll see at church this Sunday."

God. We'll see at church this Sunday." God. We'll see at church this Sunday." Yeah. Yeah. Yeah. And And And It's hilarious. It's hilarious. It's hilarious. A lot of churches have published this A lot of churches have published this A lot of churches have published this and guess why? and guess why? and guess why? Because it probably is their best Because it probably is their best Because it probably is their best performing post. And it got to the point performing post. And it got to the point performing post. And it got to the point where I've already seen people being where I've already seen people being where I've already seen people being like enough. I don't want to see any like enough. I don't want to see any like enough. I don't want to see any more churches inviting me to their more churches inviting me to their more churches inviting me to their church because why? I get like I get church because why? I get like I get church because why? I get like I get it's crazy. Churches are still like use it's crazy. Churches are still like use it's crazy. Churches are still like use Anyway. It's all nonsense. It's all nonsense. It's It's this is the equivalent of It's It's this is the equivalent of It's It's this is the equivalent of Facebook ads that are like, "Come to Facebook ads that are like, "Come to Facebook ads that are like, "Come to Easter Church, Louisville, Kentucky." I Easter Church, Louisville, Kentucky." I Easter Church, Louisville, Kentucky." I mean, I I live in Canada. mean, I I live in Canada. mean, I I live in Canada. Yeah. Yeah. Yeah. Because people are like, "We'll see you Because people are like, "We'll see you Because people are like, "We'll see you in New Orleans." And I'm like, I don't in New Orleans." And I'm like, I don't in New Orleans." And I'm like, I don't like 200,000 likes. You're like, "Okay, like 200,000 likes. You're like, "Okay, like 200,000 likes. You're like, "Okay, like this surpassed local distribution." like this surpassed local distribution." like this surpassed local distribution." Hopefully it got a ton of local Hopefully it got a ton of local Hopefully it got a ton of local distribution as well, but it's gone well distribution as well, but it's gone well distribution as well, but it's gone well beyond that. Um so, you can see beyond that. Um so, you can see beyond that. Um so, you can see distribution by jumping on trending distribution by jumping on trending distribution by jumping on trending sounds like that. So, if you're sounds like that. So, if you're sounds like that. So, if you're following a specific trend, that's this following a specific trend, that's this following a specific trend, that's this summer's trend. Last summer was the Wes summer's trend. Last summer was the Wes summer's trend. Last summer was the Wes Anderson one. Like, if you're doing that Anderson one. Like, if you're doing that Anderson one. Like, if you're doing that very specific viral trend, sure. very specific viral trend, sure. very specific viral trend, sure. Yeah. Yeah. Yeah. If you're taking a sound just to add as If you're taking a sound just to add as If you're taking a sound just to add as your backing track, just be careful your backing track, just be careful your backing track, just be careful because there's a potential that it gets because there's a potential that it gets because there's a potential that it gets banned. I still do it on TikTok um banned. I still do it on TikTok um banned. I still do it on TikTok um because I post carousels, and so they'll because I post carousels, and so they'll because I post carousels, and so they'll make you add a sound to a carousel, um make you add a sound to a carousel, um make you add a sound to a carousel, um and you won't want it to be silent.

and you won't want it to be silent. and you won't want it to be silent. Guess what? If they silence my carousel, Guess what? If they silence my carousel, Guess what? If they silence my carousel, That's fine. It doesn't matter. That's fine. It doesn't matter. That's fine. It doesn't matter. it's all text, so they can still read it's all text, so they can still read it's all text, so they can still read it. I don't add sound on carousels to it. I don't add sound on carousels to it. I don't add sound on carousels to Instagram because I hate scrolling Instagram because I hate scrolling Instagram because I hate scrolling through and seeing a carousel and have through and seeing a carousel and have through and seeing a carousel and have my audio on, and then suddenly it's my audio on, and then suddenly it's my audio on, and then suddenly it's like, you know, like, you know, like, you know, really loud music. really loud music. really loud music. Yeah. Yeah. Yeah. Uh so, nonsense. Man, I'm I'm getting a Uh so, nonsense. Man, I'm I'm getting a Uh so, nonsense. Man, I'm I'm getting a Sorry. Sorry. Sorry. This is what happens when you randomize This is what happens when you randomize This is what happens when you randomize the order. the order. the order. I know. Well, that's interesting, right? I know. Well, that's interesting, right? I know. Well, that's interesting, right? Like, cuz there's there's trending Like, cuz there's there's trending Like, cuz there's there's trending sounds as a category, which is like, sounds as a category, which is like, sounds as a category, which is like, this sound is super hot, whether it's a this sound is super hot, whether it's a this sound is super hot, whether it's a meme or whatever it is. But then there's meme or whatever it is. But then there's meme or whatever it is. But then there's also like just your standard post that also like just your standard post that also like just your standard post that you want to post, whether maybe it's a you want to post, whether maybe it's a you want to post, whether maybe it's a sermon clip. But you want to put some sermon clip. But you want to put some sermon clip. But you want to put some nice backing music. nice backing music. nice backing music. Don't do it. Don't do it. Don't do it. There is risk inherent with using any There is risk inherent with using any There is risk inherent with using any sound built into the app that's even not sound built into the app that's even not sound built into the app that's even not a trending sound. And so, like, do you a trending sound. And so, like, do you a trending sound. And so, like, do you have a recommendation have a recommendation have a recommendation if churches want backing music? Should if churches want backing music? Should if churches want backing music? Should they Should they be editing adding it they Should they be editing adding it they Should they be editing adding it baking it into their video before they baking it into their video before they baking it into their video before they upload it to TikTok? upload it to TikTok? upload it to TikTok? Oh, you really Oh, you really Oh, you really Is that nonsense? Is that nonsense? Is that nonsense? I mean, I mean, I mean, I just don't don't add a sound. I just don't don't add a sound. I just don't don't add a sound. Right, you don't need it. It doesn't add Right, you don't need it. It doesn't add Right, you don't need it. It doesn't add anything, right? anything, right? anything, right? No, and if we've talked about this No, and if we've talked about this No, and if we've talked about this before, the the value that churches have before, the the value that churches have before, the the value that churches have with their recorded sermons is a real with their recorded sermons is a real with their recorded sermons is a real live event where a pastor is preaching live event where a pastor is preaching live event where a pastor is preaching to a group of real people. It is not to a group of real people. It is not to a group of real people. It is not staged. It is not scripted. And so it staged. It is not scripted. And so it staged. It is not scripted. And so it breaks down people's barriers when they breaks down people's barriers when they breaks down people's barriers when they see it because they are confident, they see it because they are confident, they see it because they are confident, they believe that you're not trying to sell believe that you're not trying to sell believe that you're not trying to sell them something. Like, this was a real them something. Like, this was a real them something. Like, this was a real thing that happened. I can like let my thing that happened. I can like let my thing that happened. I can like let my guard down for a moment and just watch guard down for a moment and just watch guard down for a moment and just watch this. Whereas like when we all scroll on this. Whereas like when we all scroll on this. Whereas like when we all scroll on social now, we all have to have our social now, we all have to have our social now, we all have to have our guard up. It's like, "Okay, what's this guard up. It's like, "Okay, what's this guard up. It's like, "Okay, what's this really about? What are you trying to really about? What are you trying to really about? What are you trying to say?" Like, okay, like we we take

say?" Like, okay, like we we take say?" Like, okay, like we we take everything with a grain of salt and everything with a grain of salt and everything with a grain of salt and we've learned to filter it that way. And we've learned to filter it that way. And we've learned to filter it that way. And this is one way to bypass that filter. this is one way to bypass that filter. this is one way to bypass that filter. Unless you dress up that post. And Unless you dress up that post. And Unless you dress up that post. And adding music back into it removes this adding music back into it removes this adding music back into it removes this component of a church's sermon that is component of a church's sermon that is component of a church's sermon that is like it's best part. like it's best part. like it's best part. And now you're undoing that ability to And now you're undoing that ability to And now you're undoing that ability to get past people's filters because you're get past people's filters because you're get past people's filters because you're adding this music that people will adding this music that people will adding this music that people will perceive as, "Okay, you're trying to perceive as, "Okay, you're trying to perceive as, "Okay, you're trying to create and elicit something." And this create and elicit something." And this create and elicit something." And this is all happening subconsciously. It's is all happening subconsciously. It's is all happening subconsciously. It's not like people are like, "I have not like people are like, "I have not like people are like, "I have recognized this." recognized this." recognized this." And the same as when you like add a And the same as when you like add a And the same as when you like add a bunch of like, you know, fancy filters bunch of like, you know, fancy filters bunch of like, you know, fancy filters and grids to it. Just just just just and grids to it. Just just just just and grids to it. Just just just just just post it as it is. Yes, it's not as just post it as it is. Yes, it's not as just post it as it is. Yes, it's not as glossy. That's working to your glossy. That's working to your glossy. That's working to your advantage, not to your disadvantage. The advantage, not to your disadvantage. The advantage, not to your disadvantage. The bigger problem, and this is the biggest bigger problem, and this is the biggest bigger problem, and this is the biggest problem we actually have, is when the problem we actually have, is when the problem we actually have, is when the best part of the sermon is during a time best part of the sermon is during a time best part of the sermon is during a time when the pastor has said, "Have the when the pastor has said, "Have the when the pastor has said, "Have the worship band worship band worship band Please come to the stage." And we're Please come to the stage." And we're Please come to the stage." And we're trying to cut together a sermon and trying to cut together a sermon and trying to cut together a sermon and there's just this pad going the whole there's just this pad going the whole there's just this pad going the whole time. And you can't chop it up. Like, "Okay, And you can't chop it up. Like, "Okay, well, I guess we can't chop this up at well, I guess we can't chop this up at well, I guess we can't chop this up at all." So.

all." So. all." So. Okay, so don't experiment with trending Okay, so don't experiment with trending Okay, so don't experiment with trending sounds. Maybe don't experiment with sounds. Maybe don't experiment with sounds. Maybe don't experiment with sounds at all. What about this one? sounds at all. What about this one? sounds at all. What about this one? Experimenting with uh new posts. Experimenting with uh new posts. Experimenting with uh new posts. Necessary. Necessary. Necessary. There we go. There we go. There we go. So, our axiom for this has been and will So, our axiom for this has been and will So, our axiom for this has been and will be be be repeat the best, repeat the best, repeat the best, forget the rest, continue to test. forget the rest, continue to test. forget the rest, continue to test. Continue to test is such an important Continue to test is such an important Continue to test is such an important part of that principle on social. part of that principle on social. part of that principle on social. If you go to my Instagram, you will see If you go to my Instagram, you will see If you go to my Instagram, you will see high contrast carousel posts. high contrast carousel posts. high contrast carousel posts. Mhm. Mhm. Mhm. Big, huge hooks. Big, huge hooks. Big, huge hooks. Same three, four color combinations over Same three, four color combinations over Same three, four color combinations over and over again. Same designs over and and over again. Same designs over and and over again. Same designs over and over again. Why? over again. Why? over again. Why? I'm I'm just repeating the best. I'm I'm just repeating the best. I'm I'm just repeating the best. Yeah. Yeah. Yeah. Folks love this type of content. It's Folks love this type of content. It's Folks love this type of content. It's our best performing. I've been doing it our best performing. I've been doing it our best performing. I've been doing it for a year now. It's showing no signs of for a year now. It's showing no signs of for a year now. It's showing no signs of slowing down. It keeps accelerating. So, slowing down. It keeps accelerating. So, slowing down. It keeps accelerating. So, as long as it does that, I am going to as long as it does that, I am going to as long as it does that, I am going to forget the rest. I have experimented forget the rest. I have experimented forget the rest. I have experimented with other kinds of posts that have been with other kinds of posts that have been with other kinds of posts that have been flops. And I'm not going to force that flops. And I'm not going to force that flops. And I'm not going to force that when I have a winning formula. I am when I have a winning formula. I am when I have a winning formula. I am going to continue to test because there going to continue to test because there going to continue to test because there was a time about a year ago was a time about a year ago was a time about a year ago where you weren't doing these carousel where you weren't doing these carousel where you weren't doing these carousel posts.

posts. posts. And I was precisely. And so, you never And I was precisely. And so, you never And I was precisely. And so, you never know when the next thing you try, you're know when the next thing you try, you're know when the next thing you try, you're going to stumble upon something great. going to stumble upon something great. going to stumble upon something great. Now, it doesn't need to be a huge Now, it doesn't need to be a huge Now, it doesn't need to be a huge percentage of the content that you make. percentage of the content that you make. percentage of the content that you make. You know, 10% maybe. Trying something You know, 10% maybe. Trying something You know, 10% maybe. Trying something new here and there. And it also doesn't new here and there. And it also doesn't new here and there. And it also doesn't have to be an entirely new post format. have to be an entirely new post format. have to be an entirely new post format. You can experiment with a change, an You can experiment with a change, an You can experiment with a change, an augmentation to an already winning augmentation to an already winning augmentation to an already winning formula. This is like the classic AB formula. This is like the classic AB formula. This is like the classic AB test. You know, sometimes test. You know, sometimes test. You know, sometimes we will have posts that are just most of we will have posts that are just most of we will have posts that are just most of the time those covers of the carousel, the time those covers of the carousel, the time those covers of the carousel, just text and a plain background. just text and a plain background. just text and a plain background. Sometimes I'll be like, let's try to add Sometimes I'll be like, let's try to add Sometimes I'll be like, let's try to add an image. Does this hurt or does it an image. Does this hurt or does it an image. Does this hurt or does it help? And then, if that's the only help? And then, if that's the only help? And then, if that's the only change that we make, you know, it's not change that we make, you know, it's not change that we make, you know, it's not a perfect test because every post is its a perfect test because every post is its a perfect test because every post is its own its own thing, but we can say, own its own thing, but we can say, own its own thing, but we can say, "Okay, we continue to test. We we tried "Okay, we continue to test. We we tried "Okay, we continue to test. We we tried this slight differentiation." this slight differentiation." this slight differentiation." You know, I always have an end slide. You know, I always have an end slide. You know, I always have an end slide. It's like, you know, um well, hey there. It's like, you know, um well, hey there. It's like, you know, um well, hey there. I'm Brady. Save this post if you liked I'm Brady. Save this post if you liked I'm Brady. Save this post if you liked it. Like it. Share it with your friends. it. Like it. Share it with your friends. it. Like it. Share it with your friends. Is that a throwaway thing? I do it on Is that a throwaway thing? I do it on Is that a throwaway thing? I do it on every post. Is it necessary? So, we'll every post. Is it necessary? So, we'll every post. Is it necessary? So, we'll try one without that and then we'll look try one without that and then we'll look try one without that and then we'll look at the number of saves. It's like, "Oh, at the number of saves. It's like, "Oh, at the number of saves. It's like, "Oh, yeah, when I tell people to save it, yeah, when I tell people to save it, yeah, when I tell people to save it, they do it."

they do it." they do it." 50% more save it. So, let's keep 50% more save it. So, let's keep 50% more save it. So, let's keep reserving an entire 10% of this post reserving an entire 10% of this post reserving an entire 10% of this post this carousel cuz I only have 10 slides this carousel cuz I only have 10 slides this carousel cuz I only have 10 slides right now for that invitation because it right now for that invitation because it right now for that invitation because it makes a big difference. So, repeat the makes a big difference. So, repeat the makes a big difference. So, repeat the best, forget the rest, continue to test. best, forget the rest, continue to test. best, forget the rest, continue to test. Necessary. Necessary. Necessary. Great. Feeling good. That we kind of Great. Feeling good. That we kind of Great. Feeling good. That we kind of climbed out of that dark hole we were climbed out of that dark hole we were climbed out of that dark hole we were in. in. in. Go for now. Go for now. Go for now. Uh experimenting with new post post Uh experimenting with new post post Uh experimenting with new post post formats is necessary. What about comment formats is necessary. What about comment formats is necessary. What about comment moderation? moderation? moderation? It's necessary. It's necessary. It's necessary. Yes. Yes. Yes. It is necessary. A couple elements to It is necessary. A couple elements to It is necessary. A couple elements to this. this. this. This would include responding to This would include responding to This would include responding to comments. Yeah. So just like being comments. Yeah. So just like being comments. Yeah. So just like being active in the comments. That is going to active in the comments. That is going to active in the comments. That is going to be a positive signal for the algorithms. be a positive signal for the algorithms. be a positive signal for the algorithms. A positive signal is what platforms like A positive signal is what platforms like A positive signal is what platforms like Instagram um the word that they use to Instagram um the word that they use to Instagram um the word that they use to describe the elements that contribute to describe the elements that contribute to describe the elements that contribute to distribution. distribution. distribution. Mhm. Mhm. Mhm. So the more positive signals, the more So the more positive signals, the more So the more positive signals, the more likely your content is going to be likely your content is going to be likely your content is going to be distributed to more people and be distributed to more people and be distributed to more people and be discovered by more people. A person discovered by more people. A person discovered by more people. A person commenting on your post is a positive commenting on your post is a positive commenting on your post is a positive signal. You replying to them in a timely signal. You replying to them in a timely signal. You replying to them in a timely manner is a positive signal. manner is a positive signal. manner is a positive signal. just an emoji, please. More than just a just an emoji, please. More than just a just an emoji, please. More than just a single emoji.

single emoji. single emoji. Exactly. I like to choose and and this Exactly. I like to choose and and this Exactly. I like to choose and and this might not be relevant for every single might not be relevant for every single might not be relevant for every single person, but as comments come in in the person, but as comments come in in the person, but as comments come in in the first hour, I keep uh really close watch first hour, I keep uh really close watch first hour, I keep uh really close watch on them. I'm liking them and I'll always on them. I'm liking them and I'll always on them. I'm liking them and I'll always pick one or two to respond to when I pick one or two to respond to when I pick one or two to respond to when I know I can add value. And then when I go know I can add value. And then when I go know I can add value. And then when I go back later, it always turns out that back later, it always turns out that back later, it always turns out that that post is the one highest in the that post is the one highest in the that post is the one highest in the comments that are being ranked because comments that are being ranked because comments that are being ranked because people found value in my reply or they people found value in my reply or they people found value in my reply or they found value in the person's original found value in the person's original found value in the person's original comment. I'll pin comments that I think comment. I'll pin comments that I think comment. I'll pin comments that I think are really valuable from people. I'll are really valuable from people. I'll are really valuable from people. I'll pin criticisms of the post and then give pin criticisms of the post and then give pin criticisms of the post and then give a very um a very um a very um candid but not at all cruel reply so candid but not at all cruel reply so candid but not at all cruel reply so that people can say when and that I love that people can say when and that I love that people can say when and that I love this. Like I'm so glad they post that. this. Like I'm so glad they post that. this. Like I'm so glad they post that. People read through something. Clearly People read through something. Clearly People read through something. Clearly there was an objection that I didn't there was an objection that I didn't there was an objection that I didn't address preemptively in the post. And so address preemptively in the post. And so address preemptively in the post. And so somebody said, "What what about this? somebody said, "What what about this? somebody said, "What what about this? This is a bad idea because of this." And This is a bad idea because of this." And This is a bad idea because of this." And then I respond. I'm responding for that then I respond. I'm responding for that then I respond. I'm responding for that person mhm kind of. I'm really person mhm kind of. I'm really person mhm kind of. I'm really responding for the thousand people that responding for the thousand people that responding for the thousand people that will read that. You know, for the one will read that. You know, for the one will read that. You know, for the one person that commented that there's going person that commented that there's going person that commented that there's going to be a hundred X more people that to be a hundred X more people that to be a hundred X more people that actually read your response. So they get actually read your response. So they get actually read your response. So they get to see what would a church say to see what would a church say to see what would a church say when a person said this to them? How when a person said this to them? How when a person said this to them? How would they respond when someone said would they respond when someone said would they respond when someone said this to them?

this to them? this to them? The other side of this is that The other side of this is that The other side of this is that you used to just be able to like hide you used to just be able to like hide you used to just be able to like hide comments or just leave them up. You got comments or just leave them up. You got comments or just leave them up. You got to be a lot more active when posts start to be a lot more active when posts start to be a lot more active when posts start reaching new people, especially in the reaching new people, especially in the reaching new people, especially in the church world. You know, you could say church world. You know, you could say church world. You know, you could say Mickey Mouse is a mouse Mickey Mouse is a mouse Mickey Mouse is a mouse and people would say you're a pedophile. and people would say you're a pedophile. and people would say you're a pedophile. Yeah, let me tell you about Disneyland. Yeah, let me tell you about Disneyland. Yeah, let me tell you about Disneyland. It's like, oh, wow, okay. Like the most It's like, oh, wow, okay. Like the most It's like, oh, wow, okay. Like the most innocuous things will still rile people innocuous things will still rile people innocuous things will still rile people up. So that means blocking people, it up. So that means blocking people, it up. So that means blocking people, it means deleting stuff. You don't want means deleting stuff. You don't want means deleting stuff. You don't want your comment section to devolve into your comment section to devolve into your comment section to devolve into chaos because what will happen then is chaos because what will happen then is chaos because what will happen then is it's not going to be a positive signal. it's not going to be a positive signal. it's not going to be a positive signal. People aren't even watching your People aren't even watching your People aren't even watching your content. They're really just like content. They're really just like content. They're really just like looking at the outrage, grabbing the looking at the outrage, grabbing the looking at the outrage, grabbing the popcorn bucket, and enjoying the comment popcorn bucket, and enjoying the comment popcorn bucket, and enjoying the comment section, which isn't edifying to them, section, which isn't edifying to them, section, which isn't edifying to them, it's not edifying to you, it's not it's not edifying to you, it's not it's not edifying to you, it's not useful to the social presence that useful to the social presence that useful to the social presence that you're trying to create. So sometimes you're trying to create. So sometimes you're trying to create. So sometimes you need to moderate those comments you need to moderate those comments you need to moderate those comments even if it means fewer positive signals. even if it means fewer positive signals. even if it means fewer positive signals. Some people would say never delete a Some people would say never delete a Some people would say never delete a comment. comment. comment. For churches, I'm of the belief when it For churches, I'm of the belief when it For churches, I'm of the belief when it gets cruel, when it gets nasty, and and gets cruel, when it gets nasty, and and gets cruel, when it gets nasty, and and and and other creators in the secular and and other creators in the secular and and other creators in the secular world that used to be like, all news is world that used to be like, all news is world that used to be like, all news is good news, have been like, okay, well, good news, have been like, okay, well, good news, have been like, okay, well, that's not true. Clearly there's some that's not true. Clearly there's some that's not true. Clearly there's some things.

things. things. Um Um Um one of the comments that I get on most one of the comments that I get on most one of the comments that I get on most posts um in the first hour is someone posts um in the first hour is someone posts um in the first hour is someone saying that they're contemplating saying that they're contemplating saying that they're contemplating suicide. It's not real. It's a bot. I suicide. It's not real. It's a bot. I suicide. It's not real. It's a bot. I delete it every single time. Um you delete it every single time. Um you delete it every single time. Um you know, you can make the case, well, know, you can make the case, well, know, you can make the case, well, that's one extra comment, that's one that's one extra comment, that's one that's one extra comment, that's one more positive signal. It's like, no, more positive signal. It's like, no, more positive signal. It's like, no, that's a negative signal, and even if it that's a negative signal, and even if it that's a negative signal, and even if it wasn't a bot, when someone gets cruel, wasn't a bot, when someone gets cruel, wasn't a bot, when someone gets cruel, when someone gets harsh, when someone um when someone gets harsh, when someone um when someone gets harsh, when someone um is just, you know, out of pocket, you is just, you know, out of pocket, you is just, you know, out of pocket, you know, profanity, cursing, whatever it know, profanity, cursing, whatever it know, profanity, cursing, whatever it might be, blaspheming, it's just delete. might be, blaspheming, it's just delete. might be, blaspheming, it's just delete. And I'm it's worth losing that positive And I'm it's worth losing that positive And I'm it's worth losing that positive signal to keep the comment section signal to keep the comment section signal to keep the comment section non-chaotic. Think about it this way. non-chaotic. Think about it this way. non-chaotic. Think about it this way. Your comment section Your comment section Your comment section is your living room, okay? Your your is your living room, okay? Your your is your living room, okay? Your your social pro- profile is your house. Your social pro- profile is your house. Your social pro- profile is your house. Your comment section is your living room. If comment section is your living room. If comment section is your living room. If someone's going to come in and tear the someone's going to come in and tear the someone's going to come in and tear the living room apart and start throwing living room apart and start throwing living room apart and start throwing stuff and tearing down the TV and stuff and tearing down the TV and stuff and tearing down the TV and smashing the walls and you know, smashing the walls and you know, smashing the walls and you know, urinating on the on the cushions. urinating on the on the cushions. urinating on the on the cushions. I'm going to say get out because no one I'm going to say get out because no one I'm going to say get out because no one else is able to enjoy themselves here. else is able to enjoy themselves here. else is able to enjoy themselves here. Now, if you want to have discourse, Now, if you want to have discourse, Now, if you want to have discourse, that's perfectly fine. that's perfectly fine. that's perfectly fine. This is not censorship, though it's also This is not censorship, though it's also This is not censorship, though it's also my house. So, if I wanted to censor your my house. So, if I wanted to censor your my house. So, if I wanted to censor your opinion, I could. Leave my house. That's opinion, I could. Leave my house. That's opinion, I could. Leave my house. That's the whole point. Go to your house. So, the whole point. Go to your house. So, the whole point. Go to your house. So, comment moderation being active and also comment moderation being active and also comment moderation being active and also making sure that other people can find making sure that other people can find making sure that other people can find value in the comments. Don't let it value in the comments. Don't let it value in the comments. Don't let it devolve into people grabbing the popcorn devolve into people grabbing the popcorn devolve into people grabbing the popcorn and just like feeding the negative parts and just like feeding the negative parts and just like feeding the negative parts of us that just want to see people of us that just want to see people of us that just want to see people fight.

fight. fight. That we don't want a church to That we don't want a church to That we don't want a church to contribute to that part of online contribute to that part of online contribute to that part of online culture. culture. culture. Well, this is the pastoral element of Well, this is the pastoral element of Well, this is the pastoral element of it, right? And we've been we've been it, right? And we've been we've been it, right? And we've been we've been advocates of this for a long time using advocates of this for a long time using advocates of this for a long time using social media as a means for ministry. social media as a means for ministry. social media as a means for ministry. Not just to to push more content into Not just to to push more content into Not just to to push more content into the world and just set it and forget it, the world and just set it and forget it, the world and just set it and forget it, but like to have real people very likely but like to have real people very likely but like to have real people very likely real pastors on the other end of these real pastors on the other end of these real pastors on the other end of these social accounts, whether it's senior social accounts, whether it's senior social accounts, whether it's senior pastor, associate pastor, youth pastor, pastor, associate pastor, youth pastor, pastor, associate pastor, youth pastor, on the other end of these social on the other end of these social on the other end of these social accounts both in the DMs and in the accounts both in the DMs and in the accounts both in the DMs and in the comment sections, responding to real comment sections, responding to real comment sections, responding to real people, responding to folks the way that people, responding to folks the way that people, responding to folks the way that we would if they were in our our we would if they were in our our we would if they were in our our sanctuary, the living room of our sanctuary, the living room of our sanctuary, the living room of our church, right? And so, it it takes a for church, right? And so, it it takes a for church, right? And so, it it takes a for some it takes a little bit of a a some it takes a little bit of a a some it takes a little bit of a a perspective shift just to approach perspective shift just to approach perspective shift just to approach social in that way as a as a means for social in that way as a as a means for social in that way as a as a means for ministry, but we just believe that's the ministry, but we just believe that's the ministry, but we just believe that's the best expression of using social in a best expression of using social in a best expression of using social in a church context is using it for actual church context is using it for actual church context is using it for actual ministry, which looks like sometimes ministry, which looks like sometimes ministry, which looks like sometimes pastoral care in the comments, whether pastoral care in the comments, whether pastoral care in the comments, whether that's responding or deleting, that's responding or deleting, that's responding or deleting, moderating. That's what it takes to to moderating. That's what it takes to to moderating. That's what it takes to to lead people into health and wholeness lead people into health and wholeness lead people into health and wholeness into their next steps with Jesus. So, into their next steps with Jesus. So, into their next steps with Jesus. So, that's what that is all about. This next that's what that is all about. This next that's what that is all about. This next one. one. one. What number are we on?

What number are we on? What number are we on? We're coming into number 10. We're coming into number 10. We're coming into number 10. Okay. Okay. Okay. I'm excited to talk about this one. I'm excited to talk about this one. I'm excited to talk about this one. Because you've been using this one for a Because you've been using this one for a Because you've been using this one for a while, encouraged me to use it, while, encouraged me to use it, while, encouraged me to use it, and I gave it a shot couple weeks ago. and I gave it a shot couple weeks ago. and I gave it a shot couple weeks ago. Okay. Okay. Okay. great success with DM auto replies. great success with DM auto replies. great success with DM auto replies. OH, this is a nice to have, a nice to OH, this is a nice to have, a nice to OH, this is a nice to have, a nice to have. Now, this is also have. Now, this is also have. Now, this is also a thing that I could see in 12 months a thing that I could see in 12 months a thing that I could see in 12 months just not being a thing anymore. It just not being a thing anymore. It just not being a thing anymore. It really does feel like a oh wow, this is really does feel like a oh wow, this is really does feel like a oh wow, this is different. It is going to be extremely different. It is going to be extremely different. It is going to be extremely effective for a short period of time. DM effective for a short period of time. DM effective for a short period of time. DM automation is when you make an automation is when you make an automation is when you make an invitation to folks either in the invitation to folks either in the invitation to folks either in the caption or in the post itself to comment caption or in the post itself to comment caption or in the post itself to comment a keyword and a DM will be sent to that a keyword and a DM will be sent to that a keyword and a DM will be sent to that person automatically. So how did you use person automatically. So how did you use person automatically. So how did you use it? it? it? So the app I use is called ManyChat, the So the app I use is called ManyChat, the So the app I use is called ManyChat, the one you use as well. one you use as well. one you use as well. m a n y m a n y m a n y chat.com so like lots of chats, chat.com so like lots of chats, chat.com so like lots of chats, ManyChat. And it has this direct API ManyChat. And it has this direct API ManyChat. And it has this direct API with Meta and so it's not like it's not with Meta and so it's not like it's not with Meta and so it's not like it's not janky, it's like it feels really good to janky, it's like it feels really good to janky, it's like it feels really good to use. use. use. an approved partner. an approved partner. an approved partner. Yeah. And one of my most popular pieces Yeah. And one of my most popular pieces Yeah. And one of my most popular pieces of content on on Instagram and on my of content on on Instagram and on my of content on on Instagram and on my coffee blog is how to clean your coffee coffee blog is how to clean your coffee coffee blog is how to clean your coffee grinder.

grinder. grinder. Uh anytime I post a story, I usually do Uh anytime I post a story, I usually do Uh anytime I post a story, I usually do it on a Saturday morning just says, it on a Saturday morning just says, it on a Saturday morning just says, "Hey, this is your reminder to clean "Hey, this is your reminder to clean "Hey, this is your reminder to clean your coffee grinder." your coffee grinder." your coffee grinder." Yeah, I don't like getting DM's. Yeah, I don't like getting DM's. Yeah, I don't like getting DM's. Everyone responds. They're like, "Yeah, Everyone responds. They're like, "Yeah, Everyone responds. They're like, "Yeah, you know what? I've been neglecting it. you know what? I've been neglecting it. you know what? I've been neglecting it. This is the sign I needed." So I've got This is the sign I needed." So I've got This is the sign I needed." So I've got a guide on my website how to clean your a guide on my website how to clean your a guide on my website how to clean your coffee grinder. So I did that post on coffee grinder. So I did that post on coffee grinder. So I did that post on the feed. I said, "Hey, this is your the feed. I said, "Hey, this is your the feed. I said, "Hey, this is your reminder. It's time to clean your coffee reminder. It's time to clean your coffee reminder. It's time to clean your coffee grinder and if you want to learn how, grinder and if you want to learn how, grinder and if you want to learn how, just comment clean in the comment just comment clean in the comment just comment clean in the comment section and I'll send it to you." And so section and I'll send it to you." And so section and I'll send it to you." And so I got a bunch of comments, I got a bunch of comments, I got a bunch of comments, uh sent out a bunch of DM's uh uh sent out a bunch of DM's uh uh sent out a bunch of DM's uh automatically. I didn't have to do automatically. I didn't have to do automatically. I didn't have to do anything. Setting up the automation in anything. Setting up the automation in anything. Setting up the automation in ManyChat was really like easy and ManyChat was really like easy and ManyChat was really like easy and intuitive. intuitive. intuitive. And so not only did I equip a bunch of And so not only did I equip a bunch of And so not only did I equip a bunch of people with that resource, people with that resource, people with that resource, um which led more traffic to my blog, um which led more traffic to my blog, um which led more traffic to my blog, which is sweet, but it opens up uh a which is sweet, but it opens up uh a which is sweet, but it opens up uh a door in a DM conversation with plenty of door in a DM conversation with plenty of door in a DM conversation with plenty of folks that I've never actually talked to folks that I've never actually talked to folks that I've never actually talked to in the DM's. Um so my experience with in the DM's. Um so my experience with in the DM's. Um so my experience with ManyChat was awesome. ManyChat was awesome. ManyChat was awesome. I think you can have a thousand contacts I think you can have a thousand contacts I think you can have a thousand contacts for free or 500 contacts for free. So my for free or 500 contacts for free. So my for free or 500 contacts for free. So my first I've only used it the one time, first I've only used it the one time, first I've only used it the one time, but it was completely free. I didn't but it was completely free. I didn't but it was completely free. I didn't have to pay for it or anything. Uh so have to pay for it or anything. Uh so have to pay for it or anything. Uh so that's how I used it and it it just felt that's how I used it and it it just felt that's how I used it and it it just felt really like it felt really cool and it really like it felt really cool and it really like it felt really cool and it felt good to me because leading people felt good to me because leading people felt good to me because leading people to next steps through the Instagram feed to next steps through the Instagram feed to next steps through the Instagram feed is notoriously challenging.

is notoriously challenging. is notoriously challenging. Um cuz you can't post links. You can Um cuz you can't post links. You can Um cuz you can't post links. You can tell people to do stuff. tell people to do stuff. tell people to do stuff. Um, but unless they go out of their way Um, but unless they go out of their way Um, but unless they go out of their way to actually do it by like go open to actually do it by like go open to actually do it by like go open leaving the app, going to Safari, leaving the app, going to Safari, leaving the app, going to Safari, searching my coffee blog, they're just searching my coffee blog, they're just searching my coffee blog, they're just not going to do it. It's different from not going to do it. It's different from not going to do it. It's different from the stories where I can include a link the stories where I can include a link the stories where I can include a link and they can just click on it. Um, so and they can just click on it. Um, so and they can just click on it. Um, so being able to send them my site um, being able to send them my site um, being able to send them my site um, from just a simple comment on the post, from just a simple comment on the post, from just a simple comment on the post, that felt really awesome to me. And I that felt really awesome to me. And I that felt really awesome to me. And I can see how that would be really useful can see how that would be really useful can see how that would be really useful for churches. Because if you're going to for churches. Because if you're going to for churches. Because if you're going to have if you're going to be posting have if you're going to be posting have if you're going to be posting short-form sermon content to your short-form sermon content to your short-form sermon content to your Instagram feed, to your reels, and the Instagram feed, to your reels, and the Instagram feed, to your reels, and the discovery algorithm is going to pick discovery algorithm is going to pick discovery algorithm is going to pick these up and some of these sermons are these up and some of these sermons are these up and some of these sermons are going to go off. They're going to reach going to go off. They're going to reach going to go off. They're going to reach a lot of people. You want to be leading a lot of people. You want to be leading a lot of people. You want to be leading people to a next step. So whether it's people to a next step. So whether it's people to a next step. So whether it's watching the rest of the sermon or watching the rest of the sermon or watching the rest of the sermon or downloading your church's guide to how downloading your church's guide to how downloading your church's guide to how to be uh, wise with money or whatever it to be uh, wise with money or whatever it to be uh, wise with money or whatever it is, to be able to have is, to be able to have is, to be able to have uh, to to be able to remove a hurdle for uh, to to be able to remove a hurdle for uh, to to be able to remove a hurdle for them to take their next step with Jesus them to take their next step with Jesus them to take their next step with Jesus from that piece of content, uh, I could from that piece of content, uh, I could from that piece of content, uh, I could just see this tool being really useful just see this tool being really useful just see this tool being really useful for churches. Um, with with the caveat for churches. Um, with with the caveat for churches. Um, with with the caveat of course that it does continue to be of course that it does continue to be of course that it does continue to be useful and doesn't fizzle out over the useful and doesn't fizzle out over the useful and doesn't fizzle out over the next uh, year or so like you have next uh, year or so like you have next uh, year or so like you have hypothesized.

hypothesized. hypothesized. Yeah, you got me thinking about ideas Yeah, you got me thinking about ideas Yeah, you got me thinking about ideas now. I'm going to write them down. now. I'm going to write them down. now. I'm going to write them down. Okay, okay. Um, so I did a post today Okay, okay. Um, so I did a post today Okay, okay. Um, so I did a post today and the title of this post is free and the title of this post is free and the title of this post is free church mini movies. This is what's church mini movies. This is what's church mini movies. This is what's interesting. So the whole point of this interesting. So the whole point of this interesting. So the whole point of this uh, post is to highlight recent guest on uh, post is to highlight recent guest on uh, post is to highlight recent guest on the show, Benjamin Suter's nonprofit, the show, Benjamin Suter's nonprofit, the show, Benjamin Suter's nonprofit, uh, where they give away free church uh, where they give away free church uh, where they give away free church mini movies that are awesome. mini movies that are awesome. mini movies that are awesome. The URL for this is bravingbird.com. The URL for this is bravingbird.com. The URL for this is bravingbird.com. I put that URL in I put that URL in I put that URL in the video. I say it out loud. I put it the video. I say it out loud. I put it the video. I say it out loud. I put it in the caption. I tagged in the caption. I tagged in the caption. I tagged bravingbird. bravingbird. bravingbird. As of now, there's already 400 comments. As of now, there's already 400 comments. As of now, there's already 400 comments. People cuz at the end I go, "Just People cuz at the end I go, "Just People cuz at the end I go, "Just comment video and I'll DM you the link." comment video and I'll DM you the link." comment video and I'll DM you the link." 400 people already. 400 people already. 400 people already. They chose to do that instead of the They chose to do that instead of the They chose to do that instead of the other thing, which is go to Safari type other thing, which is go to Safari type other thing, which is go to Safari type in in in yes. Yeah, right. Go to brave and we're yes. Yeah, right. Go to brave and we're yes. Yeah, right. Go to brave and we're there tagged right here. It's right there tagged right here. It's right there tagged right here. It's right there. You can see you don't have to there. You can see you don't have to there. You can see you don't have to like go to it's just right there or type like go to it's just right there or type like go to it's just right there or type in the URL in the URL in the URL you're going to go to your DMs and then you're going to go to your DMs and then you're going to go to your DMs and then click it like it click it like it click it like it It seems like it wouldn't work this well It seems like it wouldn't work this well It seems like it wouldn't work this well is what I'm getting at and yet is what I'm getting at and yet is what I'm getting at and yet people seem to like this. Now sometimes people seem to like this. Now sometimes people seem to like this. Now sometimes with people will do it where they'll with people will do it where they'll with people will do it where they'll only give you the link if you comment only give you the link if you comment only give you the link if you comment and I don't like that. Right. Like and I don't like that. Right. Like and I don't like that. Right. Like sometimes on a cooking recipe people sometimes on a cooking recipe people sometimes on a cooking recipe people will be like comment a recipe and I'll will be like comment a recipe and I'll will be like comment a recipe and I'll send this. I'm like well just tell me send this. I'm like well just tell me send this. I'm like well just tell me where it is. I'm not going to freaking where it is. I'm not going to freaking where it is. I'm not going to freaking comment recipe. Other times they'll say comment recipe. Other times they'll say comment recipe. Other times they'll say hey you can find the link to the recipe hey you can find the link to the recipe hey you can find the link to the recipe in my bio or comment recipe and I'll in my bio or comment recipe and I'll in my bio or comment recipe and I'll send it. I'm like great. So then you send it. I'm like great. So then you send it. I'm like great. So then you have the option either way.

have the option either way. have the option either way. like gatekeeping. like gatekeeping. like gatekeeping. It's just surprising how many people It's just surprising how many people It's just surprising how many people choose to use this because they're choose to use this because they're choose to use this because they're probably commenting publicly and they're probably commenting publicly and they're probably commenting publicly and they're getting that link and it again it's getting that link and it again it's getting that link and it again it's working awesome. So this is a nice to working awesome. So this is a nice to working awesome. So this is a nice to have. You can add this. Um it does cost have. You can add this. Um it does cost have. You can add this. Um it does cost money but there's also a free plan so money but there's also a free plan so money but there's also a free plan so depending on how you want to use it you depending on how you want to use it you depending on how you want to use it you know with the paid plan you can select know with the paid plan you can select know with the paid plan you can select the trigger be the next post I publish. the trigger be the next post I publish. the trigger be the next post I publish. Whereas on the free plan you have to Whereas on the free plan you have to Whereas on the free plan you have to choose from an existing post. So that's choose from an existing post. So that's choose from an existing post. So that's like one little barrier where you have like one little barrier where you have like one little barrier where you have to publish and then go turn on the to publish and then go turn on the to publish and then go turn on the automation. You know for most accounts automation. You know for most accounts automation. You know for most accounts that's not going to matter probably like that's not going to matter probably like that's not going to matter probably like as long as you get it done in 30 seconds as long as you get it done in 30 seconds as long as you get it done in 30 seconds like people won't be finished watching like people won't be finished watching like people won't be finished watching the video or reading the post before the video or reading the post before the video or reading the post before they get that. they get that. they get that. Um but that is one nice part of the paid Um but that is one nice part of the paid Um but that is one nice part of the paid plan. plan. plan. Uh so yeah nice to have for sure. Though Uh so yeah nice to have for sure. Though Uh so yeah nice to have for sure. Though I will say again I will say again I will say again you know if we had the crystal ball for you know if we had the crystal ball for you know if we had the crystal ball for 24 months from now and we're like 24 months from now and we're like 24 months from now and we're like remember DM automation? I I wouldn't be remember DM automation? I I wouldn't be remember DM automation? I I wouldn't be surprised. surprised. surprised. Okay so that one's nice to have. This Okay so that one's nice to have. This Okay so that one's nice to have. This next one is nonsense. It's the grid next one is nonsense. It's the grid next one is nonsense. It's the grid aesthetic. I got a DM yesterday about this.

I got a DM yesterday about this. And if this person is listening And if this person is listening And if this person is listening I apologize. I apologize. I apologize. Because I gave I wrote out a response of Because I gave I wrote out a response of Because I gave I wrote out a response of like grids are dumb. like grids are dumb. like grids are dumb. And then I wrote back back and I was And then I wrote back back and I was And then I wrote back back and I was like here here cuz they were asking my like here here cuz they were asking my like here here cuz they were asking my they're like hey I have a really good they're like hey I have a really good they're like hey I have a really good grid pattern. grid pattern. grid pattern. You know, he's like, "It's in the shape You know, he's like, "It's in the shape You know, he's like, "It's in the shape of a cross." of a cross." of a cross." Yeah. Yeah. Yeah. It's been great. But I'm kind of bored It's been great. But I'm kind of bored It's been great. But I'm kind of bored of this grid pattern. of this grid pattern. of this grid pattern. And so I'd like to create a new one. And so I'd like to create a new one. And so I'd like to create a new one. How do you make a break from the old How do you make a break from the old How do you make a break from the old grid pattern and get a new one? grid pattern and get a new one? grid pattern and get a new one? And I again, I went on my soapbox. I And I again, I went on my soapbox. I And I again, I went on my soapbox. I wrote like a million things about like, wrote like a million things about like, wrote like a million things about like, "What are you talking about?" "What are you talking about?" "What are you talking about?" And then I just deleted it and I said, And then I just deleted it and I said, And then I just deleted it and I said, "I would do three kind of like pallet "I would do three kind of like pallet "I would do three kind of like pallet cleansing posts." So a straight line and cleansing posts." So a straight line and cleansing posts." So a straight line and then you start a new one. then you start a new one. then you start a new one. There you go. Do your grid. There you go. Do your grid. There you go. Do your grid. And I was thinking I was like, "This guy And I was thinking I was like, "This guy And I was thinking I was like, "This guy is thinking so much about his grid is thinking so much about his grid is thinking so much about his grid aesthetic." aesthetic." aesthetic." Yeah. Yeah. Yeah. How much energy is going into like the How much energy is going into like the How much energy is going into like the posts because the grid aesthetic is posts because the grid aesthetic is posts because the grid aesthetic is becoming the number one motivator for becoming the number one motivator for becoming the number one motivator for this post design. And you know, be this post design. And you know, be this post design. And you know, be darned the post design's performance and darned the post design's performance and darned the post design's performance and whether or not folks are whether or not folks are whether or not folks are responding to it, whether it's stopping responding to it, whether it's stopping responding to it, whether it's stopping the scroll, so long as it, you know, the scroll, so long as it, you know, the scroll, so long as it, you know, affords the grid aesthetic that I'm affords the grid aesthetic that I'm affords the grid aesthetic that I'm trying to accomplish, it's worth it.

trying to accomplish, it's worth it. trying to accomplish, it's worth it. It's like, "No, like that is so It's like, "No, like that is so It's like, "No, like that is so backwards. That's so upside down." You backwards. That's so upside down." You backwards. That's so upside down." You know, I know, I know, I unless and and here is the important unless and and here is the important unless and and here is the important thing to consider. thing to consider. thing to consider. I probably neglected I probably neglected I probably neglected the look of my grid the look of my grid the look of my grid longer than I should have because it was longer than I should have because it was longer than I should have because it was a principle that I held. Here's what I a principle that I held. Here's what I a principle that I held. Here's what I mean by that. If you go to my grid, I do mean by that. If you go to my grid, I do mean by that. If you go to my grid, I do not publish a reel without a very nice not publish a reel without a very nice not publish a reel without a very nice cover that I've designed. All the cover that I've designed. All the cover that I've designed. All the Instagram carousels are of course really Instagram carousels are of course really Instagram carousels are of course really nice design covers already. So, it's nice design covers already. So, it's nice design covers already. So, it's clearly my branding, my face, it looks clearly my branding, my face, it looks clearly my branding, my face, it looks pristine. I don't have a pattern, right, pristine. I don't have a pattern, right, pristine. I don't have a pattern, right, but it looks nice. but it looks nice. but it looks nice. Yeah. Yeah. Yeah. Although my team did Although my team did Although my team did My team pointed out that uh the My team pointed out that uh the My team pointed out that uh the carousels are usually a color and then carousels are usually a color and then carousels are usually a color and then the reels are me in the studio and you the reels are me in the studio and you the reels are me in the studio and you know, by the grace of God, know, by the grace of God, know, by the grace of God, it had created a cross. it had created a cross. it had created a cross. Thanks be to God, yeah. Thanks be to God, yeah. Thanks be to God, yeah. Jokes on you. That was intentional. Jokes on you. That was intentional. Jokes on you. That was intentional. Uh Uh Uh maybe he saw my cross and he was maybe he saw my cross and he was maybe he saw my cross and he was Yeah, he's like, "How do I do this, Yeah, he's like, "How do I do this, Yeah, he's like, "How do I do this, Brady?" Brady?" Brady?" So, uh So, uh So, uh what were we talking about? The what were we talking about? The what were we talking about? The You neglected it for too long.

You neglected it for too long. You neglected it for too long. Right. Right. Right. Yeah. Yeah. Yeah. If your audience is primarily creative If your audience is primarily creative If your audience is primarily creative people, the grid will matter to that. people, the grid will matter to that. people, the grid will matter to that. Right. So, it will matter to your Right. So, it will matter to your Right. So, it will matter to your audience, and so it's worth doing that audience, and so it's worth doing that audience, and so it's worth doing that because it's one of those nonverbal because it's one of those nonverbal because it's one of those nonverbal signals where if they see that you have signals where if they see that you have signals where if they see that you have a sloppy grid, they're going to be like, a sloppy grid, they're going to be like, a sloppy grid, they're going to be like, "Oh, you know, that's not really how we "Oh, you know, that's not really how we "Oh, you know, that's not really how we do it in this community." do it in this community." do it in this community." Yeah. Yeah. Yeah. So, So, So, for me, I probably should have had a for me, I probably should have had a for me, I probably should have had a nicer grid because it it potentially, nicer grid because it it potentially, nicer grid because it it potentially, you know, we're talking about things on you know, we're talking about things on you know, we're talking about things on the margins here, could have turned the margins here, could have turned the margins here, could have turned people off when they visited my account. people off when they visited my account. people off when they visited my account. They're like, "Oh, this grid isn't so They're like, "Oh, this grid isn't so They're like, "Oh, this grid isn't so nice. I'm a church creative. Like, I nice. I'm a church creative. Like, I nice. I'm a church creative. Like, I would expect things to look a little bit would expect things to look a little bit would expect things to look a little bit better." better." better." For churches and their congregations, For churches and their congregations, For churches and their congregations, nobody cares about this. nobody cares about this. nobody cares about this. Mhm. Mhm. Mhm. It It It It It There are no reasons to care about It It There are no reasons to care about It It There are no reasons to care about how your grid looks or the pattern how your grid looks or the pattern how your grid looks or the pattern within the grid. If you're a youth within the grid. If you're a youth within the grid. If you're a youth ministry, you can make the case for it. ministry, you can make the case for it. ministry, you can make the case for it. But, if you are a church, 99% of people But, if you are a church, 99% of people But, if you are a church, 99% of people in your audience, let's be conservative, in your audience, let's be conservative, in your audience, let's be conservative, 90% are not folks that care about social 90% are not folks that care about social 90% are not folks that care about social media. They are people like Alex's media. They are people like Alex's media. They are people like Alex's sister that he's talking about.

sister that he's talking about. sister that he's talking about. Like, Alex's sister is not registering Like, Alex's sister is not registering Like, Alex's sister is not registering like grid aesthetic. like grid aesthetic. like grid aesthetic. Right. Right. Right. She's just being She's just being She's just being Oh, I stopped the scroll because this Oh, I stopped the scroll because this Oh, I stopped the scroll because this was a bright color. It It still was a bright color. It It still was a bright color. It It still surprises me how often I go to YouTube surprises me how often I go to YouTube surprises me how often I go to YouTube and I see these highly successful and I see these highly successful and I see these highly successful channels, and I'm like, "This is a channels, and I'm like, "This is a channels, and I'm like, "This is a design. That's a choice. That's That's a design. That's a choice. That's That's a design. That's a choice. That's That's a choice." I'm not the audience for that. choice." I'm not the audience for that. choice." I'm not the audience for that. And I'm in this small small like circle And I'm in this small small like circle And I'm in this small small like circle of like, "This is how things are of like, "This is how things are of like, "This is how things are supposed to look." But, for most supposed to look." But, for most supposed to look." But, for most churches, your audiences churches, your audiences churches, your audiences will not care. will not care. will not care. Mhm. Mhm. Mhm. So, there's two reasons why this is So, there's two reasons why this is So, there's two reasons why this is nonsense. One, churches get hung up on nonsense. One, churches get hung up on nonsense. One, churches get hung up on it. You're spending mental energy and it. You're spending mental energy and it. You're spending mental energy and creative energy trying to improve creative energy trying to improve creative energy trying to improve something that does not impact something that does not impact something that does not impact performance. performance. performance. Right. Right. Right. And then, secondly, I had a secondly. I had a secondly. Mhm. Mhm. Mhm. My answer is nonsense now. My answer is nonsense now. My answer is nonsense now. I mean, this is just so much nonsense I mean, this is just so much nonsense I mean, this is just so much nonsense that the second answer is just It's just that the second answer is just It's just that the second answer is just It's just because it is. It's just nonsense. because it is. It's just nonsense. because it is. It's just nonsense. Yeah. Yeah. Yeah. I mean, either way, you're wasting I mean, either way, you're wasting I mean, either way, you're wasting the one reason. We'll go with the one the one reason. We'll go with the one the one reason. We'll go with the one reason. You're wasting time and and reason. You're wasting time and and reason. You're wasting time and and energy creating it, um and you're energy creating it, um and you're energy creating it, um and you're getting distracted from what matters. getting distracted from what matters. getting distracted from what matters. Yeah. Yeah. Yeah. All right.

All right. All right. Moving on. What about having the same Moving on. What about having the same Moving on. What about having the same handle across all social platforms? handle across all social platforms? handle across all social platforms? It's nonsense. It's nonsense. It's nonsense. Not even nice to have? Not even nice to have? Not even nice to have? Not even nice to have. Because here's Not even nice to have. Because here's Not even nice to have. Because here's the thing. the thing. the thing. This used to matter so much because it This used to matter so much because it This used to matter so much because it was, again, older days of searches on on was, again, older days of searches on on was, again, older days of searches on on social. If you didn't have the exact social. If you didn't have the exact social. If you didn't have the exact handle, it was hard to find handle, it was hard to find handle, it was hard to find What? What? What? what you were looking for. what you were looking for. what you were looking for. Yeah. Yeah. Yeah. And and nowadays And and nowadays And and nowadays you can just find things so much easier. you can just find things so much easier. you can just find things so much easier. Yeah. Yeah. Yeah. And so these handles, like we don't we And so these handles, like we don't we And so these handles, like we don't we don't really use handles anymore. don't really use handles anymore. don't really use handles anymore. Um they don't really matter in tracking Um they don't really matter in tracking Um they don't really matter in tracking people down. And and the reason I say people down. And and the reason I say people down. And and the reason I say it's nonsense is because it's almost it's nonsense is because it's almost it's nonsense is because it's almost impossible now to find good ones that impossible now to find good ones that impossible now to find good ones that are the same across every platform. So, are the same across every platform. So, are the same across every platform. So, if I said nice to have, people listening if I said nice to have, people listening if I said nice to have, people listening would say, "Okay, it's nice to have." would say, "Okay, it's nice to have." would say, "Okay, it's nice to have." And they had they're like me and you. And they had they're like me and you. And they had they're like me and you. They're like, "Nice to have." I'm the They're like, "Nice to have." I'm the They're like, "Nice to have." I'm the type of person that has Nice to have for type of person that has Nice to have for type of person that has Nice to have for me is necessary, right? And I don't want me is necessary, right? And I don't want me is necessary, right? And I don't want people to feel that way because social people to feel that way because social people to feel that way because social is so big now, um it's almost is so big now, um it's almost is so big now, um it's almost impossible. impossible. impossible. Yeah. Yeah. Yeah. Like we were setting up a new instance Like we were setting up a new instance Like we were setting up a new instance of Bee Hive, which is our newsletter for of Bee Hive, which is our newsletter for of Bee Hive, which is our newsletter for for Nucleus here this week. And they're for Nucleus here this week. And they're for Nucleus here this week. And they're like, "Oh, what do you want your like, "Oh, what do you want your like, "Oh, what do you want your subdomain to be?" And I was like, subdomain to be?" And I was like, subdomain to be?" And I was like, "nucleus.beehive.com."

"nucleus.beehive.com." "nucleus.beehive.com." They're like, "You wish." They're like, "You wish." They're like, "You wish." I was like, I was like, I was like, "Who created a newsletter for Nucleus?" "Who created a newsletter for Nucleus?" "Who created a newsletter for Nucleus?" It was like some other company there. I It was like some other company there. I It was like some other company there. I was like, "Wow, okay." So even platforms was like, "Wow, okay." So even platforms was like, "Wow, okay." So even platforms like that are saturated. Like Nucleus like that are saturated. Like Nucleus like that are saturated. Like Nucleus was a really tough one. We have Nucleus was a really tough one. We have Nucleus was a really tough one. We have Nucleus websites, we have nucleus.ch I was like, websites, we have nucleus.ch I was like, websites, we have nucleus.ch I was like, "Okay, nucleus.church across all "Okay, nucleus.church across all "Okay, nucleus.church across all platforms." NOT AVAILABLE. WHAT? SOMEBODY'S OUT THERE mining all of our SOMEBODY'S OUT THERE mining all of our usernames. usernames. usernames. Right. Right. Right. Perhaps. Perhaps. And so I was like, Perhaps. Perhaps. And so I was like, Perhaps. Perhaps. And so I was like, "Okay, this this this is not worth the "Okay, this this this is not worth the "Okay, this this this is not worth the grief." grief." grief." Yeah. Yeah. Yeah. Um again, you get hung up on it. You're Um again, you get hung up on it. You're Um again, you get hung up on it. You're like, "Oh, I'm going to we'll change like, "Oh, I'm going to we'll change like, "Oh, I'm going to we'll change it." What tends to happen is it." What tends to happen is it." What tends to happen is you, for the sake of uniformity, go with you, for the sake of uniformity, go with you, for the sake of uniformity, go with a worse overall handle so that you can a worse overall handle so that you can a worse overall handle so that you can You can it everywhere. And it's like, You can it everywhere. And it's like, You can it everywhere. And it's like, "Okay, like that that wasn't worth it. "Okay, like that that wasn't worth it. "Okay, like that that wasn't worth it. So so nonsense. So so nonsense. So so nonsense. Yeah. Don't stress. Yeah. Don't stress. Yeah. Don't stress. All right. What about reusing content? All right. What about reusing content? All right. What about reusing content? We've talked about this a little bit We've talked about this a little bit We've talked about this a little bit already. already. already. I'm going to say necessary. I'm going to say necessary. I'm going to say necessary. Okay. Okay. Okay. I'm going to say necessary in the I'm going to say necessary in the I'm going to say necessary in the discovery era because we have talked in discovery era because we have talked in discovery era because we have talked in the past about the importance of your the past about the importance of your the past about the importance of your content emergency fund. content emergency fund. content emergency fund. Mhm. Mhm. Mhm. Which is the idea that there will be Which is the idea that there will be Which is the idea that there will be days and weeks where you are not feeling days and weeks where you are not feeling days and weeks where you are not feeling especially creative or you just don't especially creative or you just don't especially creative or you just don't have the time to come up with new have the time to come up with new have the time to come up with new content. If you are publishing content. If you are publishing content. If you are publishing consistently though, consistently though, consistently though, you will surely be able to look through you will surely be able to look through you will surely be able to look through your content in the past and be like, your content in the past and be like, your content in the past and be like, "Okay, here is the top 10% of "Okay, here is the top 10% of "Okay, here is the top 10% of performers."

performers." performers." Mhm. Mhm. Mhm. Once it's been 6 months, and that's kind Once it's been 6 months, and that's kind Once it's been 6 months, and that's kind of my timeline for this for me, once of my timeline for this for me, once of my timeline for this for me, once it's been 6 months, I'm okay publishing it's been 6 months, I'm okay publishing it's been 6 months, I'm okay publishing again. Great example of this, this again. Great example of this, this again. Great example of this, this morning. I sat down and I had to write morning. I sat down and I had to write morning. I sat down and I had to write four carousels and I just was not in four carousels and I just was not in four carousels and I just was not in that creative mood because Alex had that creative mood because Alex had that creative mood because Alex had already DM'd me and he had me do all already DM'd me and he had me do all already DM'd me and he had me do all these things for him. these things for him. these things for him. I'm so sorry. I'm so sorry. I'm so sorry. They were newsletter related. And then I They were newsletter related. And then I They were newsletter related. And then I tried to create a newsletter and it tried to create a newsletter and it tried to create a newsletter and it said, "Oh, your username's already said, "Oh, your username's already said, "Oh, your username's already taken." And I was like, "This sucks." taken." And I was like, "This sucks." taken." And I was like, "This sucks." And I just didn't have the energy so I And I just didn't have the energy so I And I just didn't have the energy so I went through to my Instagram and I went went through to my Instagram and I went went through to my Instagram and I went back 6 months and I was like, "Okay, back 6 months and I was like, "Okay, back 6 months and I was like, "Okay, what of these can I repurpose?" And we what of these can I repurpose?" And we what of these can I repurpose?" And we were using old branding colors then and were using old branding colors then and were using old branding colors then and so I'm going to redesign them but I used so I'm going to redesign them but I used so I'm going to redesign them but I used the identical wording. And 6 months from the identical wording. And 6 months from the identical wording. And 6 months from now, I wouldn't be surprised if I now, I wouldn't be surprised if I now, I wouldn't be surprised if I literally published the identical post literally published the identical post literally published the identical post again because again because again because discovery algorithms mean you're always discovery algorithms mean you're always discovery algorithms mean you're always reaching new people. That potential reaching new people. That potential reaching new people. That potential exists. exists. exists. The sad part, you're always not reaching The sad part, you're always not reaching The sad part, you're always not reaching people that follow you. people that follow you. people that follow you. The likelihood that people see every The likelihood that people see every The likelihood that people see every single post you publish is zero. The you single post you publish is zero. The you single post you publish is zero. The you know, your most know, your most know, your most your most ardent followers.

your most ardent followers. your most ardent followers. How how many of your posts do they see? How how many of your posts do they see? How how many of your posts do they see? Depends, like probably there are some Depends, like probably there are some Depends, like probably there are some that see every one of them but it's such that see every one of them but it's such that see every one of them but it's such a small fraction. And so you think a small fraction. And so you think a small fraction. And so you think people have already seen this. One, they people have already seen this. One, they people have already seen this. One, they haven't seen it. Two, they forgot it. haven't seen it. Two, they forgot it. haven't seen it. Two, they forgot it. It was 6 months ago. It was 6 months ago. It was 6 months ago. Well, that's it. With the the amount of Well, that's it. With the the amount of Well, that's it. With the the amount of information that we intake nowadays and information that we intake nowadays and information that we intake nowadays and the amount of advertisements that we're the amount of advertisements that we're the amount of advertisements that we're bombarded with, even if all of your bombarded with, even if all of your bombarded with, even if all of your followers saw that post 6 months ago, followers saw that post 6 months ago, followers saw that post 6 months ago, surely they will not recall that they surely they will not recall that they surely they will not recall that they saw that post when it comes across your saw that post when it comes across your saw that post when it comes across your feed again, especially if it looks feed again, especially if it looks feed again, especially if it looks differently. And I know this to be very differently. And I know this to be very differently. And I know this to be very true in the discipline of like true in the discipline of like true in the discipline of like preaching. Sometimes you preach like a preaching. Sometimes you preach like a preaching. Sometimes you preach like a really good sermon, and you just feel really good sermon, and you just feel really good sermon, and you just feel like, "Oh man, I wish I could preach like, "Oh man, I wish I could preach like, "Oh man, I wish I could preach that again." And it's like, "Well, you that again." And it's like, "Well, you that again." And it's like, "Well, you can because can because can because people need, especially in the con- people need, especially in the con- people need, especially in the con- We're talking to churches using social We're talking to churches using social We're talking to churches using social media. People need to hear and receive media. People need to hear and receive media. People need to hear and receive the things that we're posting about over the things that we're posting about over the things that we're posting about over and over and over again because it is by and over and over again because it is by and over and over again because it is by nature spiritually formative. So, if you nature spiritually formative. So, if you nature spiritually formative. So, if you posted a really good post about the posted a really good post about the posted a really good post about the three secrets to fervent prayer 6 months three secrets to fervent prayer 6 months three secrets to fervent prayer 6 months ago, post it again. And you redesign it ago, post it again. And you redesign it ago, post it again. And you redesign it if you want, or don't because it really if you want, or don't because it really if you want, or don't because it really doesn't matter. But you can you have the doesn't matter. But you can you have the doesn't matter. But you can you have the freedom, the liberation to post it again freedom, the liberation to post it again freedom, the liberation to post it again because the content is is good. You've because the content is is good. You've because the content is is good. You've proven that by the metrics. You've gone proven that by the metrics. You've gone proven that by the metrics. You've gone back and said, "Okay, you know, this back and said, "Okay, you know, this back and said, "Okay, you know, this post really went off." The content is post really went off." The content is post really went off." The content is good, but it's important for our the good, but it's important for our the good, but it's important for our the folks who are following our our folks who are following our our folks who are following our our accounts, who are being discipled accounts, who are being discipled accounts, who are being discipled through our social ministry, to be through our social ministry, to be through our social ministry, to be spiritually formed in these areas. So, spiritually formed in these areas. So, spiritually formed in these areas. So, remind them. Yeah, we talked 6 months remind them. Yeah, we talked 6 months remind them. Yeah, we talked 6 months ago about prayer, but remind them. It's ago about prayer, but remind them. It's ago about prayer, but remind them. It's it's okay to to remind them again. Yeah,

it's okay to to remind them again. Yeah, it's okay to to remind them again. Yeah, these are the three tips to to fervent these are the three tips to to fervent these are the three tips to to fervent prayer, and and folks will receive that prayer, and and folks will receive that prayer, and and folks will receive that again and again and again. again and again and again. again and again and again. And if it was one of your top And if it was one of your top And if it was one of your top performers, it's probably one of those performers, it's probably one of those performers, it's probably one of those things that when people see it again, things that when people see it again, things that when people see it again, they're like, "Yeah, this is still they're like, "Yeah, this is still they're like, "Yeah, this is still true." Like a lot of my top performers true." Like a lot of my top performers true." Like a lot of my top performers are like more emotional-based, where are like more emotional-based, where are like more emotional-based, where it's like, "Hey, your church is doing a it's like, "Hey, your church is doing a it's like, "Hey, your church is doing a good job. Keep going." good job. Keep going." good job. Keep going." Yeah, people need to hear that. Yeah, people need to hear that. Yeah, people need to hear that. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. They They probably should post it every They They probably should post it every They They probably should post it every 3 months, honestly. 3 months, honestly. 3 months, honestly. Yeah. Yeah. Yeah. All right. We're coming coming to the All right. We're coming coming to the All right. We're coming coming to the end here. We got two left. end here. We got two left. end here. We got two left. And we still haven't And we still haven't And we still haven't said the most important one. said the most important one. said the most important one. Right. Right. Right. Until now? Until now? Until now? And no nuance. And no nuance. And no nuance. Uh one one nuance? That's good that you Uh one one nuance? That's good that you Uh one one nuance? That's good that you don't have nuance. don't have nuance. don't have nuance. For for For for For for I think for people to take action, I think for people to take action, I think for people to take action, nuance makes it a harder for them. nuance makes it a harder for them. nuance makes it a harder for them. What about no weeks off? What about no weeks off? What about no weeks off? Let's go! Necessary. Necessary. More necessary than any other item on More necessary than any other item on More necessary than any other item on this list. So much so that I wish the this list. So much so that I wish the this list. So much so that I wish the randomizer had made it the last one. randomizer had made it the last one. randomizer had made it the last one. That would have That would have That would have close. It was pretty close. close. It was pretty close. close. It was pretty close. This is how you know we really used a This is how you know we really used a This is how you know we really used a randomizer.

randomizer. randomizer. Who would put it second to last? Who would put it second to last? Who would put it second to last? I talked about post timing being I talked about post timing being I talked about post timing being nonsense. nonsense. nonsense. And that was in relation to 8:45 a.m. And that was in relation to 8:45 a.m. And that was in relation to 8:45 a.m. versus 12:45 p.m. versus 12:45 p.m. versus 12:45 p.m. Right. If you post in the waking hours, Right. If you post in the waking hours, Right. If you post in the waking hours, you're fine. you're fine. you're fine. What does matter is a consistent What does matter is a consistent What does matter is a consistent publishing calendar. AKA no weeks off. publishing calendar. AKA no weeks off. publishing calendar. AKA no weeks off. Showing up every single week and making Showing up every single week and making Showing up every single week and making sure you've got content going out. sure you've got content going out. sure you've got content going out. So that meaning it's okay if you So that meaning it's okay if you So that meaning it's okay if you compromise on some of the other positive compromise on some of the other positive compromise on some of the other positive signals if you ensure that no weeks off signals if you ensure that no weeks off signals if you ensure that no weeks off stays maintained. This should be the stays maintained. This should be the stays maintained. This should be the ultimate North Star, the ultimate ultimate North Star, the ultimate ultimate North Star, the ultimate objective before anything else. The way objective before anything else. The way objective before anything else. The way that we do it on a platform like that we do it on a platform like that we do it on a platform like Instagram right now is hey, two Instagram right now is hey, two Instagram right now is hey, two carousels and two reels per week. carousels and two reels per week. carousels and two reels per week. They're typically getting published They're typically getting published They're typically getting published Monday, Tuesday, Wednesday, Thursday or Monday, Tuesday, Wednesday, Thursday or Monday, Tuesday, Wednesday, Thursday or Tuesday, Wednesday, Thursday, Friday. Tuesday, Wednesday, Thursday, Friday. Tuesday, Wednesday, Thursday, Friday. Because churches work Tuesday, Because churches work Tuesday, Because churches work Tuesday, Wednesday, Thursday and everyone's got Wednesday, Thursday and everyone's got Wednesday, Thursday and everyone's got either a day off on Monday or a day off either a day off on Monday or a day off either a day off on Monday or a day off on Friday most of the time. And so we on Friday most of the time. And so we on Friday most of the time. And so we are publishing during the waking and are publishing during the waking and are publishing during the waking and working hours of the community that we working hours of the community that we working hours of the community that we are trying to reach.

are trying to reach. are trying to reach. We do that every single week. We do that every single week. We do that every single week. And so people And so people And so people see our content and then we publish next see our content and then we publish next see our content and then we publish next week at a similar time and the week at a similar time and the week at a similar time and the algorithm's like, "This person liked algorithm's like, "This person liked algorithm's like, "This person liked this person's post last week at this this person's post last week at this this person's post last week at this time. Let's show them this person's post time. Let's show them this person's post time. Let's show them this person's post this time of this week." this time of this week." this time of this week." If you take weeks off, you lose that If you take weeks off, you lose that If you take weeks off, you lose that momentum and all of these other things momentum and all of these other things momentum and all of these other things become secondary because you haven't become secondary because you haven't become secondary because you haven't been able to achieve the core level, been able to achieve the core level, been able to achieve the core level, like the first thing. It's like, "Hey, like the first thing. It's like, "Hey, like the first thing. It's like, "Hey, before we can actually start writing before we can actually start writing before we can actually start writing sentences, we need to learn how to read. sentences, we need to learn how to read. sentences, we need to learn how to read. You cannot skip this introductory step." You cannot skip this introductory step." You cannot skip this introductory step." And unlike a skill like reading that you And unlike a skill like reading that you And unlike a skill like reading that you acquire once or riding a bike and you acquire once or riding a bike and you acquire once or riding a bike and you have it for the rest of your life, this have it for the rest of your life, this have it for the rest of your life, this is rent that's due every single week. is rent that's due every single week. is rent that's due every single week. You're not an influencer, you don't need You're not an influencer, you don't need You're not an influencer, you don't need to go to brands and say this is how many to go to brands and say this is how many to go to brands and say this is how many impressions we can get you, this is how impressions we can get you, this is how impressions we can get you, this is how many many many views that we can get you. And so views that we can get you. And so views that we can get you. And so publishing three times a day, ultimate publishing three times a day, ultimate publishing three times a day, ultimate quantity just for the sake of it, does quantity just for the sake of it, does quantity just for the sake of it, does not matter. not matter. not matter. But showing up every single week does. But showing up every single week does. But showing up every single week does. Bare minimum, twice per week. If you can Bare minimum, twice per week. If you can Bare minimum, twice per week. If you can get up to five, six, seven times per get up to five, six, seven times per get up to five, six, seven times per week, even more, go for it. But week, even more, go for it. But week, even more, go for it. But remember, once you get past kind of two remember, once you get past kind of two remember, once you get past kind of two per week, you don't want to drop quality per week, you don't want to drop quality per week, you don't want to drop quality just to post more.

just to post more. just to post more. Right. Right. Right. And this is the really tricky thing. And this is the really tricky thing. And this is the really tricky thing. What does quality mean, Brady? Well, What does quality mean, Brady? Well, What does quality mean, Brady? Well, it's purposely ambiguous. You know, your it's purposely ambiguous. You know, your it's purposely ambiguous. You know, your view of quality today will be different view of quality today will be different view of quality today will be different than your view of quality in a year from than your view of quality in a year from than your view of quality in a year from now. And your view of quality today is now. And your view of quality today is now. And your view of quality today is almost certainly different from my view almost certainly different from my view almost certainly different from my view of quality. Um I would like to publish of quality. Um I would like to publish of quality. Um I would like to publish more than four times a week on more than four times a week on more than four times a week on Instagram. And perhaps in a year or two Instagram. And perhaps in a year or two Instagram. And perhaps in a year or two we'll be able to get there, but right we'll be able to get there, but right we'll be able to get there, but right now this is kind of all that we can now this is kind of all that we can now this is kind of all that we can output while maintaining the level of output while maintaining the level of output while maintaining the level of quality that I want. But no weeks off, quality that I want. But no weeks off, quality that I want. But no weeks off, necessary, more necessary than anything necessary, more necessary than anything necessary, more necessary than anything else we've talked about. else we've talked about. else we've talked about. And that sounds like a tall task to And that sounds like a tall task to And that sounds like a tall task to some, especially for folks who aren't some, especially for folks who aren't some, especially for folks who aren't accustomed to that type of rhythm. But accustomed to that type of rhythm. But accustomed to that type of rhythm. But this is where that emergency fund that this is where that emergency fund that this is where that emergency fund that you just briefly alluded to, that's this you just briefly alluded to, that's this you just briefly alluded to, that's this is where this this comes in where if is where this this comes in where if is where this this comes in where if something is happening at your church, something is happening at your church, something is happening at your church, maybe maybe there's an illness or maybe maybe there's an illness or maybe maybe there's an illness or vacation or something occurs where you vacation or something occurs where you vacation or something occurs where you are looking ahead at the week and you're are looking ahead at the week and you're are looking ahead at the week and you're realizing, oh, like I we just don't have realizing, oh, like I we just don't have realizing, oh, like I we just don't have the bandwidth to like the bandwidth to like the bandwidth to like to create great content this week. It to create great content this week. It to create great content this week. It looks like we're going to fall off the looks like we're going to fall off the looks like we're going to fall off the wagon here. Well, that's when you reach wagon here. Well, that's when you reach wagon here. Well, that's when you reach into your emergency fund, which is into your emergency fund, which is into your emergency fund, which is either some posts that you've created either some posts that you've created either some posts that you've created that you just never posted and are are that you just never posted and are are that you just never posted and are are kind of like an kind of like an kind of like an the way you put away money for like an the way you put away money for like an the way you put away money for like an emergency fund for when your roof emergency fund for when your roof emergency fund for when your roof inevitably goes or whatever. Or you inevitably goes or whatever. Or you inevitably goes or whatever. Or you reach deeper into the bag for one of reach deeper into the bag for one of reach deeper into the bag for one of those posts from three, six, nine months those posts from three, six, nine months those posts from three, six, nine months ago that did really well. You just ago that did really well. You just ago that did really well. You just refactor it and repost it. Um so that's refactor it and repost it. Um so that's refactor it and repost it. Um so that's where reusing content fits in there as where reusing content fits in there as where reusing content fits in there as well.

well. well. Number 15. Number 15. Number 15. We made it. We made it. We made it. Kind of a downer because number 14 was Kind of a downer because number 14 was Kind of a downer because number 14 was really what we were building up to, but really what we were building up to, but really what we were building up to, but thanks to the list randomizer the thanks to the list randomizer the thanks to the list randomizer the Listen, this it's the randomizer's world Listen, this it's the randomizer's world Listen, this it's the randomizer's world we're just living in it. What about DM we're just living in it. What about DM we're just living in it. What about DM automations? automations? automations? We did this one. We did this one. We did this one. Well, we had DM auto replies and this Well, we had DM auto replies and this Well, we had DM auto replies and this one says DM automations. one says DM automations. one says DM automations. Oh, Oh, Oh, I answered DM auto reply as DM I answered DM auto reply as DM I answered DM auto reply as DM automations. automations. automations. Okay. Okay. Okay. DM automations, DM automations, DM automations, nice to have. DM auto replies complete nice to have. DM auto replies complete nice to have. DM auto replies complete not. not. not. That's okay. That's okay. That's okay. do that one now. do that one now. do that one now. Okay, DM auto replies. Okay, DM auto replies. Okay, DM auto replies. DM auto reply. DM auto reply. DM auto reply. Right. Right. Right. Hopefully that wasn't confusing to Hopefully that wasn't confusing to Hopefully that wasn't confusing to folks. DM auto reply folks. DM auto reply folks. DM auto reply This is so funny. This is so funny. This is so funny. The number of times that people respond The number of times that people respond The number of times that people respond to my posts to my posts to my posts Yeah. Yeah. Yeah. where I have DM automation activated. where I have DM automation activated. where I have DM automation activated. So, for instance, comment video and I'll So, for instance, comment video and I'll So, for instance, comment video and I'll send you the link. They comment video. I send you the link. They comment video. I send you the link. They comment video. I send them the link automa- automatically send them the link automa- automatically send them the link automa- automatically with my DM. with my DM. with my DM. Mhm. Mhm. Mhm. They then reply to me, "Thanks for your They then reply to me, "Thanks for your They then reply to me, "Thanks for your message. We'll get back to it later." message. We'll get back to it later." message. We'll get back to it later." Oh, no, this is a DM auto reply. All Oh, no, this is a DM auto reply. All Oh, no, this is a DM auto reply. All right.

right. right. Nonsense. Nonsense. Nonsense. Absolutely not. What's worse than Absolutely not. What's worse than Absolutely not. What's worse than nonsense? Stop it with this. nonsense? Stop it with this. nonsense? Stop it with this. Yeah, Yeah, Yeah, this does not help anyone. this does not help anyone. this does not help anyone. Yeah. Yeah. Yeah. I understand I I understand the I understand I I understand the I understand I I understand the motivation. motivation. motivation. Um the problem is it it's so frequently Um the problem is it it's so frequently Um the problem is it it's so frequently doesn't work how it's intended. The way doesn't work how it's intended. The way doesn't work how it's intended. The way that it's intended is when someone that it's intended is when someone that it's intended is when someone reaches out, you you want to let them reaches out, you you want to let them reaches out, you you want to let them know, "Hey, we've got this and we will know, "Hey, we've got this and we will know, "Hey, we've got this and we will get back to you. Hold tight." get back to you. Hold tight." get back to you. Hold tight." Right. Right. Right. But it in the real world, it ends up But it in the real world, it ends up But it in the real world, it ends up firing at inopportuned times and then it firing at inopportuned times and then it firing at inopportuned times and then it removes the human element that should be removes the human element that should be removes the human element that should be present in the DMs. And so, it actually present in the DMs. And so, it actually present in the DMs. And so, it actually creates reason for skepticism. It creates reason for skepticism. It creates reason for skepticism. It creates reason for people to be a bit creates reason for people to be a bit creates reason for people to be a bit more stand-offish in the DMs and just more stand-offish in the DMs and just more stand-offish in the DMs and just assume, "Is this a real person? Is this assume, "Is this a real person? Is this assume, "Is this a real person? Is this not?" Because you're giving them reason not?" Because you're giving them reason not?" Because you're giving them reason to believe it's not a real person. And to believe it's not a real person. And to believe it's not a real person. And as the AI chatbots become more and more as the AI chatbots become more and more as the AI chatbots become more and more prolific, this is the type of thing that prolific, this is the type of thing that prolific, this is the type of thing that people are just going to assume. And so people are just going to assume. And so people are just going to assume. And so if you give them reason to believe it, if you give them reason to believe it, if you give them reason to believe it, like you're you've already kind of like you're you've already kind of like you're you've already kind of removed that human element. In the DMs removed that human element. In the DMs removed that human element. In the DMs is where pastoral care should be is where pastoral care should be is where pastoral care should be happening. If you're introducing these happening. If you're introducing these happening. If you're introducing these kind of like robotic replies and auto kind of like robotic replies and auto kind of like robotic replies and auto replies, you're kind of stripping away replies, you're kind of stripping away replies, you're kind of stripping away that possibility to begin with.

that possibility to begin with. that possibility to begin with. Yeah. Nonsense. Agreed. Yeah. Nonsense. Agreed. Yeah. Nonsense. Agreed. Nonsense. Nonsense. Nonsense. We made it. 15. We made it. 15. We made it. 15. Mostly nonsense. Mostly nonsense. Mostly nonsense. Randomized and rated. Randomized and rated. Randomized and rated. Let us know if you liked this format of Let us know if you liked this format of Let us know if you liked this format of episode. episode. episode. Necessary, nice to have, nonsense. Necessary, nice to have, nonsense. Necessary, nice to have, nonsense. I don't even know what's I don't even know what's I don't even know what's sprinkled in. Uh we can certainly apply sprinkled in. Uh we can certainly apply sprinkled in. Uh we can certainly apply it to, you know, video, to website, to it to, you know, video, to website, to it to, you know, video, to website, to comms, to really any comms, to really any comms, to really any I can't wait to apply it to websites. I can't wait to apply it to websites. I can't wait to apply it to websites. We're doing that episode regardless of We're doing that episode regardless of We're doing that episode regardless of what the people say. We we're doing that what the people say. We we're doing that what the people say. We we're doing that one. one. one. Well, thanks as always for your time, Well, thanks as always for your time, Well, thanks as always for your time, attention, and trust, uh but not your attention, and trust, uh but not your attention, and trust, uh but not your opinions, apparently. And we'll talk to opinions, apparently. And we'll talk to opinions, apparently. And we'll talk to you next Wednesday. you next Wednesday. you next Wednesday. You don't use Safari on your phone? You don't use Safari on your phone? You don't use Safari on your phone? I do, but I hate it, and I hate Chrome. I do, but I hate it, and I hate Chrome. I do, but I hate it, and I hate Chrome. Everything I hate everything. Everything I hate everything. Everything I hate everything. Every Every Every Well, most things don't work when you Well, most things don't work when you Well, most things don't work when you need them to work. need them to work. need them to work. Why does nothing work? What do I like? I Why does nothing work? What do I like? I Why does nothing work? What do I like? I want to be positive today. want to be positive today. want to be positive today. Spotify is pretty good. Spotify is pretty good. Spotify is pretty good. I can't I can't get I can't I can't get I can't I can't get Okay.