Instagram's Most Important Metric Revealed

on June 10th the head of Instagram said on June 10th the head of Instagram said this about a specific metric blank this about a specific metric blank this about a specific metric blank matters most across the board what was matters most across the board what was matters most across the board what was it likes comments watch time saves none it likes comments watch time saves none it likes comments watch time saves none of the above in fact and so today on the of the above in fact and so today on the of the above in fact and so today on the show we're talking about the most show we're talking about the most show we're talking about the most important metric on Instagram a metric important metric on Instagram a metric important metric on Instagram a metric that you're going to have to really dig that you're going to have to really dig that you're going to have to really dig for if you even want to find it let's for if you even want to find it let's for if you even want to find it let's dive dive dive in well hey there and welcome to the pro in well hey there and welcome to the pro in well hey there and welcome to the pro Church tool show we're here to help you Church tool show we're here to help you Church tool show we're here to help you and your church navigate the biggest and your church navigate the biggest and 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 your host I'm joined as always by Brady your host I'm joined as always by Brady your host I'm joined as always by my co-host we call him Senor souro it's my co-host we call him Senor souro it's my co-host we call him Senor souro it's Alexander Mills hello hello and today we Alexander Mills hello hello and today we Alexander Mills hello hello and today we are giving our first response and are giving our first response and are giving our first response and reactions to some of the what I would reactions to some of the what I would reactions to some of the what I would label as pretty groundbreaking things label as pretty groundbreaking things label as pretty groundbreaking things that the head of Instagram Adam misseri that the head of Instagram Adam misseri that the head of Instagram Adam misseri discussed on a recent episode appearance discussed on a recent episode appearance discussed on a recent episode appearance of his on the Colin and Samir show of his on the Colin and Samir show of his on the Colin and Samir show before we get into that a recent before we get into that a recent before we get into that a recent question we got on one of the mailbag question we got on one of the mailbag question we got on one of the mailbag editions bro Church tools um folks were editions bro Church tools um folks were editions bro Church tools um folks were asking us hey are you going to do any asking us hey are you going to do any asking us hey are you going to do any YouTube videos where you're doing some YouTube videos where you're doing some YouTube videos where you're doing some more like personality content alongside more like personality content alongside more like personality content alongside the teaching and as of yesterday the teaching and as of yesterday the teaching and as of yesterday presuming it went according to presuming it went according to presuming it went according to plan the debut episode of a brand new plan the debut episode of a brand new plan the debut episode of a brand new series called Pro Church tools inc went series called Pro Church tools inc went series called Pro Church tools inc went live on my YouTube channel Brady sheerer live on my YouTube channel Brady sheerer live on my YouTube channel Brady sheerer and this has been something that we have and this has been something that we have and this has been something that we have wanted to do for a very long time you wanted to do for a very long time you wanted to do for a very long time you know we have been doing the YouTube know we have been doing the YouTube know we have been doing the YouTube channel for 10 years and the company is channel for 10 years and the company is channel for 10 years and the company is 10 years old and we're in this brand new 10 years old and we're in this brand new 10 years old and we're in this brand new decade the first month of a new decade decade the first month of a new decade decade the first month of a new decade of our company and instead of just doing of our company and instead of just doing of our company and instead of just doing the talking head read from a

the talking head read from a the talking head read from a teleprompter kind of videos which teleprompter kind of videos which teleprompter kind of videos which frankly I've gotten a little bit frankly I've gotten a little bit frankly I've gotten a little bit disillusioned with because I've done 700 disillusioned with because I've done 700 disillusioned with because I've done 700 of them yeah not because there's a of them yeah not because there's a of them yeah not because there's a problem with them was hey you know problem with them was hey you know problem with them was hey you know something fresh and I we had something fresh and I we had something fresh and I we had contemplated like we said doing this contemplated like we said doing this contemplated like we said doing this before and we just kind of hit a before and we just kind of hit a before and we just kind of hit a roadblock every single time and and this roadblock every single time and and this roadblock every single time and and this time felt like got the release from the time felt like got the release from the time felt like got the release from the Lord be like no no I'm not going to say Lord be like no no I'm not going to say Lord be like no no I'm not going to say not yet this time go for it and so the not yet this time go for it and so the not yet this time go for it and so the first episode went live as of yesterday first episode went live as of yesterday first episode went live as of yesterday we'd love for you to go watch it love to we'd love for you to go watch it love to we'd love for you to go watch it love to get your feedback as we kind of learn get your feedback as we kind of learn get your feedback as we kind of learn the new rhythm and Cadence of these kind the new rhythm and Cadence of these kind the new rhythm and Cadence of these kind of videos because they're different from of videos because they're different from of videos because they're different from everything that we've ever done we want everything that we've ever done we want everything that we've ever done we want to continue what we've always done on to continue what we've always done on to continue what we've always done on the channel helping churches navigate the channel helping churches navigate the channel helping churches navigate the biggest communication shift in 500 the biggest communication shift in 500 the biggest communication shift in 500 years but we also want to pull back the years but we also want to pull back the years but we also want to pull back the curtain on what we've been doing for the curtain on what we've been doing for the curtain on what we've been doing for the last not 500 last 10 years yeah building last not 500 last 10 years yeah building last not 500 last 10 years yeah building and running a company yeah and we have and running a company yeah and we have and running a company yeah and we have we have a great story to tell uh through we have a great story to tell uh through we have a great story to tell uh through this series we're telling a very this series we're telling a very this series we're telling a very specific story and something that's specific story and something that's specific story and something that's unfolding happening here in this office unfolding happening here in this office unfolding happening here in this office in the Pro Church tools office in real in the Pro Church tools office in real in the Pro Church tools office in real time this thing that we're trying to time this thing that we're trying to time this thing that we're trying to accomplish this uh delusional uh accomplish this uh delusional uh accomplish this uh delusional uh um kind of Target if you will uh you um kind of Target if you will uh you um kind of Target if you will uh you have to tune into to that show to see have to tune into to that show to see have to tune into to that show to see kind of what we're talking about but kind of what we're talking about but kind of what we're talking about but we're telling a story in real time it's we're telling a story in real time it's we're telling a story in real time it's happening in real time and that's kind happening in real time and that's kind happening in real time and that's kind of that that brings in like this element of that that brings in like this element of that that brings in like this element of for me at least like excitement like of for me at least like excitement like of for me at least like excitement like um that we're documenting this journey um that we're documenting this journey um that we're documenting this journey that we're on and these are the types of that we're on and these are the types of that we're on and these are the types of videos we've talked about this that that videos we've talked about this that that videos we've talked about this that that we like to look back on uh in the future we like to look back on uh in the future we like to look back on uh in the future our future s to look back on and and to our future s to look back on and and to our future s to look back on and and to reminisce on those times and so to be reminisce on those times and so to be reminisce on those times and so to be able to to record and and have this able to to record and and have this able to to record and and have this record of of what we're trying to record of of what we're trying to record of of what we're trying to accomplish here at approach Church tools accomplish here at approach Church tools accomplish here at approach Church tools right now it's going to be really right now it's going to be really right now it's going to be really special at Pro Church tools inc all

special at Pro Church tools inc all special at Pro Church tools inc all right let's get into the big takeaways right let's get into the big takeaways right let's get into the big takeaways from the Adam misseri appearance on the from the Adam misseri appearance on the from the Adam misseri appearance on the Colin and Samir show so very beginning Colin and Samir show so very beginning Colin and Samir show so very beginning of the episode misseri comes in hot and of the episode misseri comes in hot and of the episode misseri comes in hot and he says that sends per reach are one of he says that sends per reach are one of he says that sends per reach are one of the most important things to look at in the most important things to look at in the most important things to look at in fact he says quote in general sends fact he says quote in general sends fact he says quote in general sends matter most across the board now let's matter most across the board now let's matter most across the board now let's be clear I thought this was called be clear I thought this was called be clear I thought this was called shares so did I he used a few like uh shares so did I he used a few like uh shares so did I he used a few like uh phrases throughout his interview that phrases throughout his interview that phrases throughout his interview that were like oh I've been using I've been were like oh I've been using I've been were like oh I've been using I've been calling this something different and calling this something different and calling this something different and what I love about Adam is whenever he's what I love about Adam is whenever he's what I love about Adam is whenever he's interviewed and he seems to do these interviewed and he seems to do these interviewed and he seems to do these interviews like pretty often he's he interviews like pretty often he's he interviews like pretty often he's he seems to be a pretty like open book he seems to be a pretty like open book he seems to be a pretty like open book he talks pretty explicitly about the talks pretty explicitly about the talks pretty explicitly about the algorithm and like phrases and and algorithm and like phrases and and algorithm and like phrases and and nomenclature that the Instagram team The nomenclature that the Instagram team The nomenclature that the Instagram team The Meta team uses behind closed doors and Meta team uses behind closed doors and Meta team uses behind closed doors and he he really lets you in and he let us he he really lets you in and he let us he he really lets you in and he let us into something pretty uh pretty into something pretty uh pretty into something pretty uh pretty embarrassing here that they're called embarrassing here that they're called embarrassing here that they're called send and not shares yeah so if you're send and not shares yeah so if you're send and not shares yeah so if you're curious where curious where curious where where these exist or what they look like where these exist or what they look like where these exist or what they look like this is the little paper airplane icon this is the little paper airplane icon this is the little paper airplane icon sends so this is when someone is sends so this is when someone is sends so this is when someone is enjoying a piece of content and feels so enjoying a piece of content and feels so enjoying a piece of content and feels so compelled by it that they want to of compelled by it that they want to of compelled by it that they want to of course share it right in this case send course share it right in this case send course share it right in this case send it to someone in the DMS and what he it to someone in the DMS and what he it to someone in the DMS and what he goes on to say is that a huge part of goes on to say is that a huge part of goes on to say is that a huge part of what's going on in Instagram is folks what's going on in Instagram is folks what's going on in Instagram is folks enjoying content or I guess also maybe enjoying content or I guess also maybe enjoying content or I guess also maybe really not enjoying content and then really not enjoying content and then really not enjoying content and then sending it to friends and family and sending it to friends and family and sending it to friends and family and this is why these types of interviews this is why these types of interviews this is why these types of interviews become so valuable for folks like us

become so valuable for folks like us become so valuable for folks like us that are doing Social Ministry because that are doing Social Ministry because that are doing Social Ministry because there's what you can visibly see on there's what you can visibly see on there's what you can visibly see on Instagram and then there's what's Instagram and then there's what's Instagram and then there's what's happening behind the scenes that you happening behind the scenes that you happening behind the scenes that you cannot see and what he says repeatedly cannot see and what he says repeatedly cannot see and what he says repeatedly is that what's going on behind the is that what's going on behind the is that what's going on behind the scenes that the public cannot see is scenes that the public cannot see is scenes that the public cannot see is actually dramatically more significant actually dramatically more significant actually dramatically more significant than what's happening visibly yes and than what's happening visibly yes and than what's happening visibly yes and that's why sometimes the decisions that that's why sometimes the decisions that that's why sometimes the decisions that Instagram is making may seem misaligned Instagram is making may seem misaligned Instagram is making may seem misaligned from our perception of what in is or from our perception of what in is or from our perception of what in is or should be because he's like yeah like should be because he's like yeah like should be because he's like yeah like this is what you guys say you want and this is what you guys say you want and this is what you guys say you want and this is what's happening but like if I this is what's happening but like if I this is what's happening but like if I told you what was happening behind the told you what was happening behind the told you what was happening behind the scenes and how much more activity is scenes and how much more activity is scenes and how much more activity is there you'd maybe understand why we're there you'd maybe understand why we're there you'd maybe understand why we're doing what we're doing he said it so doing what we're doing he said it so doing what we're doing he said it so many times throughout this interview he many times throughout this interview he many times throughout this interview he he referen this the prioritization of ss he referen this the prioritization of ss he referen this the prioritization of ss and then he followed It Up by saying and then he followed It Up by saying and then he followed It Up by saying like Instagram the best version of like Instagram the best version of like Instagram the best version of Instagram and the best types of posts on Instagram and the best types of posts on Instagram and the best types of posts on Instagram Inspire conversation between Instagram Inspire conversation between Instagram Inspire conversation between friends I I don't know how many times he friends I I don't know how many times he friends I I don't know how many times he referenced that but but it seemed to be referenced that but but it seemed to be referenced that but but it seemed to be like the ethos of the platform which is like the ethos of the platform which is like the ethos of the platform which is pieces of content yes that are pieces of content yes that are pieces of content yes that are entertaining but but the best pieces of entertaining but but the best pieces of entertaining but but the best pieces of content on the platform are being sent content on the platform are being sent content on the platform are being sent being shared um through the DMS a lot being shared um through the DMS a lot being shared um through the DMS a lot but through text messages and what have but through text messages and what have but through text messages and what have you to start or continue conversations you to start or continue conversations you to start or continue conversations between friends between peers and it's between friends between peers and it's between friends between peers and it's that content that Instagram is like that content that Instagram is like that content that Instagram is like really prioritizing in the really prioritizing in the really prioritizing in the explorative um types of feeds in in the explorative um types of feeds in in the explorative um types of feeds in in the platform so whether it's you're actually platform so whether it's you're actually platform so whether it's you're actually on the explore page or in the reals tab on the explore page or in the reals tab on the explore page or in the reals tab it's like they're showing you content

it's like they're showing you content it's like they're showing you content that you are likely to have shared that you are likely to have shared that you are likely to have shared interest to have an interest in at all interest to have an interest in at all interest to have an interest in at all but also have shared interest with your but also have shared interest with your but also have shared interest with your peers on the app so that you can send it peers on the app so that you can send it peers on the app so that you can send it to them and start a conversation which to them and start a conversation which to them and start a conversation which like you said and you're talking about like you said and you're talking about like you said and you're talking about all of this activity that's happening on all of this activity that's happening on all of this activity that's happening on the app away from like the public eye the app away from like the public eye the app away from like the public eye all happening in the DMS and that's why all happening in the DMS and that's why all happening in the DMS and that's why shares and sends are uh like you said shares and sends are uh like you said shares and sends are uh like you said they're most important metric that they're most important metric that they're most important metric that they're following right and I was they're following right and I was they're following right and I was curious he's curious he's curious he's saying rarely would you hear a platform saying rarely would you hear a platform saying rarely would you hear a platform come out and definitively say this come out and definitively say this come out and definitively say this metric is the one that matters most metric is the one that matters most metric is the one that matters most which why we titled this podcast which why we titled this podcast which why we titled this podcast Instagram's most important metric Instagram's most important metric Instagram's most important metric revealed because it was a revelation revealed because it was a revelation revealed because it was a revelation when I was hearing him discuss this when I was hearing him discuss this when I was hearing him discuss this because what you would typically hear is because what you would typically hear is because what you would typically hear is a corporation being like hey you know a corporation being like hey you know a corporation being like hey you know what we look at a lot of different what we look at a lot of different what we look at a lot of different signals and we are weighing a lot of signals and we are weighing a lot of signals and we are weighing a lot of different variables and it's a complex different variables and it's a complex different variables and it's a complex tapestry of different weighted variables tapestry of different weighted variables tapestry of different weighted variables that determine whether or not your that determine whether or not your that determine whether or not your content reaches a than for saying a lot content reaches a than for saying a lot content reaches a than for saying a lot of nothing but honestly that like one of nothing but honestly that like one of nothing but honestly that like one that's corporate speak that means that's corporate speak that means that's corporate speak that means nothing but also like I can't imagine nothing but also like I can't imagine nothing but also like I can't imagine many algorithms like yeah we care about many algorithms like yeah we care about many algorithms like yeah we care about one thing yeah by the way that one thing one thing yeah by the way that one thing one thing yeah by the way that one thing we care about we don't even show it to we care about we don't even show it to we care about we don't even show it to you unless you really really go looking you unless you really really go looking you unless you really really go looking for it and so the I was curious like why for it and so the I was curious like why for it and so the I was curious like why why is this the most important metric why is this the most important metric why is this the most important metric and what misseri says is it drives the and what misseri says is it drives the and what misseri says is it drives the most value for the overall community so most value for the overall community so most value for the overall community so they care about SS they care about SS they care about SS and you know the byproduct of that is and you know the byproduct of that is and you know the byproduct of that is that we should care about s why because that we should care about s why because that we should care about s why because they interpret S as that's the most

they interpret S as that's the most they interpret S as that's the most valuable thing that this community as a valuable thing that this community as a valuable thing that this community as a whole can enjoy you can open up your DMs whole can enjoy you can open up your DMs whole can enjoy you can open up your DMs and someone sent you something that you and someone sent you something that you and someone sent you something that you might like you know your wife is in my might like you know your wife is in my might like you know your wife is in my DMs a lot of course and she's always DMs a lot of course and she's always DMs a lot of course and she's always sending me things that she thinks that I sending me things that she thinks that I sending me things that she thinks that I would like and Adam aseri perhaps in would like and Adam aseri perhaps in would like and Adam aseri perhaps in disagreement with me believes that this disagreement with me believes that this disagreement with me believes that this is valuable to the is valuable to the is valuable to the community but does it does inspire community but does it does inspire community but does it does inspire conversation which is like which is how conversation which is like which is how conversation which is like which is how someone like you or me I mean your someone like you or me I mean your someone like you or me I mean your platform on Instagram is bigger than platform on Instagram is bigger than platform on Instagram is bigger than mine so maybe you're not having too many mine so maybe you're not having too many mine so maybe you're not having too many conversations on Instagram but like conversations on Instagram but like conversations on Instagram but like that's the I'm having a lot of that's the I'm having a lot of that's the I'm having a lot of conversations it's like the strength of conversations it's like the strength of conversations it's like the strength of the platform uh to me whereas and he the platform uh to me whereas and he the platform uh to me whereas and he says it in in the interview he says it in in the interview he says it in in the interview he references well Colin Samir asked him references well Colin Samir asked him references well Colin Samir asked him about Tik Tok and he had he had very about Tik Tok and he had he had very about Tik Tok and he had he had very complimentary things to say about Tik complimentary things to say about Tik complimentary things to say about Tik Tok and he says what Tik Tok does really Tok and he says what Tik Tok does really Tok and he says what Tik Tok does really well is like any time you open the app well is like any time you open the app well is like any time you open the app you know you're going to have a good you know you're going to have a good you know you're going to have a good time and so he's like their strength is time and so he's like their strength is time and so he's like their strength is entertainment but the way I use Tik Tok entertainment but the way I use Tik Tok entertainment but the way I use Tik Tok if if I'm if I'm sending something to if if I'm if I'm sending something to if if I'm if I'm sending something to someone from Tik Tok I'm not doing it in someone from Tik Tok I'm not doing it in someone from Tik Tok I'm not doing it in the app I'm taking it out of the app the app I'm taking it out of the app the app I'm taking it out of the app into a text message which is not true on into a text message which is not true on into a text message which is not true on Instagram if I'm if I'm sending Instagram if I'm if I'm sending Instagram if I'm if I'm sending something or sharing something from something or sharing something from something or sharing something from Instagram it's very likely for me to Instagram it's very likely for me to Instagram it's very likely for me to happen in the platform itself so then happen in the platform itself so then happen in the platform itself so then let's reverse engineer this and apply it let's reverse engineer this and apply it let's reverse engineer this and apply it to the church context if you know that to the church context if you know that to the church context if you know that sends are the most valuable metric to sends are the most valuable metric to sends are the most valuable metric to Instagram that would mean that any type Instagram that would mean that any type Instagram that would mean that any type of content you can produce that results of content you can produce that results of content you can produce that results in uh large amount of ss in uh large amount of ss in uh large amount of ss proportionately would be the type of proportionately would be the type of proportionately would be the type of content that reaches a wide audience and content that reaches a wide audience and content that reaches a wide audience and if it's valuable to people on Instagram if it's valuable to people on Instagram if it's valuable to people on Instagram what I love about this is that it also

what I love about this is that it also what I love about this is that it also probably means it's valuable to people probably means it's valuable to people probably means it's valuable to people that are in your church and this is that are in your church and this is that are in your church and this is really the tricky thing about really the tricky thing about really the tricky thing about Effectiveness um I was listening to one Effectiveness um I was listening to one Effectiveness um I was listening to one of the podcasts that I I frequent of the podcasts that I I frequent of the podcasts that I I frequent regularly and one of the pastors on it regularly and one of the pastors on it regularly and one of the pastors on it was saying he's like our mission as was saying he's like our mission as was saying he's like our mission as churches is not to see more butts and churches is not to see more butts and churches is not to see more butts and seats it's just to be faith seats it's just to be faith seats it's just to be faith to what the Bible calls us to and I was to what the Bible calls us to and I was to what the Bible calls us to and I was like that's a profound statement you like that's a profound statement you like that's a profound statement you know it's nice to detach yourself from know it's nice to detach yourself from know it's nice to detach yourself from results he's like it's not about results results he's like it's not about results results he's like it's not about results it's about faithfulness to the gospel it's about faithfulness to the gospel it's about faithfulness to the gospel and then I was trying to like parse this and then I was trying to like parse this and then I was trying to like parse this out in my mind and I was like okay what out in my mind and I was like okay what out in my mind and I was like okay what do I always say is the motivation behind do I always say is the motivation behind do I always say is the motivation behind what we do the Great Commission to go what we do the Great Commission to go what we do the Great Commission to go out to all the world and make disciples out to all the world and make disciples out to all the world and make disciples which is like is that not a results which is like is that not a results which is like is that not a results based commission right like you would if based commission right like you would if based commission right like you would if you were going to be faithful to that you were going to be faithful to that you were going to be faithful to that text you would have to say did I make a text you would have to say did I make a text you would have to say did I make a disciple or not which would be a result disciple or not which would be a result disciple or not which would be a result in some way the reason I bring this up in some way the reason I bring this up in some way the reason I bring this up is because sometimes we can do things on is because sometimes we can do things on is because sometimes we can do things on social because we know that they work social because we know that they work social because we know that they work but they could be misaligned with being but they could be misaligned with being but they could be misaligned with being faithful to the mission of the Gospel faithful to the mission of the Gospel faithful to the mission of the Gospel right for example in an alternate right for example in an alternate right for example in an alternate universe misseri comes out and he says universe misseri comes out and he says universe misseri comes out and he says you know what the most important thing you know what the most important thing you know what the most important thing is likes it's like okay we can do a lot is likes it's like okay we can do a lot is likes it's like okay we can do a lot of things to get likes on social that of things to get likes on social that of things to get likes on social that might be by Nature kind of shallow might might be by Nature kind of shallow might might be by Nature kind of shallow might be by Nature not especially substantive be by Nature not especially substantive be by Nature not especially substantive and we can be effective on social based and we can be effective on social based and we can be effective on social based on what social wants but does that align on what social wants but does that align on what social wants but does that align with what we want to do as churches I with what we want to do as churches I with what we want to do as churches I think this is the perfect intersection think this is the perfect intersection think this is the perfect intersection of both and this is what's always ideal

of both and this is what's always ideal of both and this is what's always ideal we talk about this in fashion trends you we talk about this in fashion trends you we talk about this in fashion trends you know there are a million fashion trends know there are a million fashion trends know there are a million fashion trends every single year don't try to do them every single year don't try to do them every single year don't try to do them all if you care about this type of thing all if you care about this type of thing all if you care about this type of thing because most of them won't actually work because most of them won't actually work because most of them won't actually work for your existing style your body type for your existing style your body type for your existing style your body type your personality sure but every year your personality sure but every year your personality sure but every year there will be a small select number and there will be a small select number and there will be a small select number and when you can identify when you can identify when you can identify those you put them on and one you look those you put them on and one you look those you put them on and one you look on trend it's like oh wow he's really on trend it's like oh wow he's really on trend it's like oh wow he's really putting that on but also it's like wow putting that on but also it's like wow putting that on but also it's like wow he's really putting that on because it he's really putting that on because it he's really putting that on because it works for him so in this case if Shares works for him so in this case if Shares works for him so in this case if Shares are the most valuable content a share is are the most valuable content a share is are the most valuable content a share is driven by something piece of content driven by something piece of content driven by something piece of content that's so valuable and so useful and so that's so valuable and so useful and so that's so valuable and so useful and so compelling that you're like I can't hold compelling that you're like I can't hold compelling that you're like I can't hold this in I got to tell somebody else this in I got to tell somebody else this in I got to tell somebody else about it yeah that aligns perfectly with about it yeah that aligns perfectly with about it yeah that aligns perfectly with what we would want our content to be what we would want our content to be what we would want our content to be inspiring in people that follow us but inspiring in people that follow us but inspiring in people that follow us but also people that don't follow us right also people that don't follow us right also people that don't follow us right totally and you know what's so unique totally and you know what's so unique totally and you know what's so unique about s is and or I guess any Insight about s is and or I guess any Insight about s is and or I guess any Insight that we look at when we create a really that we look at when we create a really that we look at when we create a really good piece of content that that we like good piece of content that that we like good piece of content that that we like that we believe in that we believe uh is that we believe in that we believe uh is that we believe in that we believe uh is faithful to the gospel and we post it faithful to the gospel and we post it faithful to the gospel and we post it when we look at those insights to see when we look at those insights to see when we look at those insights to see how our community online responds to it how our community online responds to it how our community online responds to it there we all put our own weight and there we all put our own weight and there we all put our own weight and value on all those metrics you know value on all those metrics you know value on all those metrics you know there's likes there's comments there's there's likes there's comments there's there's likes there's comments there's sends what I previously thought were sends what I previously thought were sends what I previously thought were shares and saves shares and saves shares and saves and actually those are sorry those are and actually those are sorry those are and actually those are sorry those are actually called actually called actually called secures yeah what Adam those are called secures yeah what Adam those are called secures yeah what Adam those are called file away for lers yes exactly what Adam file away for lers yes exactly what Adam file away for lers yes exactly what Adam says in this interview is that when says in this interview is that when says in this interview is that when folks Um send a post they're actually folks Um send a post they're actually folks Um send a post they're actually much less likely to like it interesting

much less likely to like it interesting much less likely to like it interesting it is interesting and when he said that it is interesting and when he said that it is interesting and when he said that and I kind of took stock of like my own and I kind of took stock of like my own and I kind of took stock of like my own behavior on social I realize like yeah behavior on social I realize like yeah behavior on social I realize like yeah of course like if I see something on my of course like if I see something on my of course like if I see something on my feed that is really valuable to me and feed that is really valuable to me and feed that is really valuable to me and I'm either going to if it's a meme and I'm either going to if it's a meme and I'm either going to if it's a meme and I'm going to send it to Brady or if it's I'm going to send it to Brady or if it's I'm going to send it to Brady or if it's like uh you know uh or uh maybe a new like uh you know uh or uh maybe a new like uh you know uh or uh maybe a new baking technique and I'm going to send baking technique and I'm going to send baking technique and I'm going to send it to Brady or if it's a parenting thing it to Brady or if it's a parenting thing it to Brady or if it's a parenting thing I'm going to send it to my wife I'm not I'm going to send it to my wife I'm not I'm going to send it to my wife I'm not going back to like like the post and so going back to like like the post and so going back to like like the post and so sometimes when we post stuff on social sometimes when we post stuff on social sometimes when we post stuff on social we on our church Pages we see all those we on our church Pages we see all those we on our church Pages we see all those likes be like yeah this post was was likes be like yeah this post was was likes be like yeah this post was was great but that on the inverse is kind of great but that on the inverse is kind of great but that on the inverse is kind of an indication that like well maybe it an indication that like well maybe it an indication that like well maybe it was good enough for like a quick little was good enough for like a quick little was good enough for like a quick little oh yeah this made me feel good for uh oh yeah this made me feel good for uh oh yeah this made me feel good for uh you know 0.3 seconds but it's it's the you know 0.3 seconds but it's it's the you know 0.3 seconds but it's it's the posts that get sent um that are posts that get sent um that are posts that get sent um that are inspiring these conversations that are inspiring these conversations that are inspiring these conversations that are happening outside of our purview we happening outside of our purview we happening outside of our purview we can't see who these where folks are are can't see who these where folks are are can't see who these where folks are are sending or sharing our post we can't see sending or sharing our post we can't see sending or sharing our post we can't see who they're sending it to and what kind who they're sending it to and what kind who they're sending it to and what kind of conversations they Inspire but those of conversations they Inspire but those of conversations they Inspire but those insights into the the sends the shares insights into the the sends the shares insights into the the sends the shares of these posts is so much more valuable of these posts is so much more valuable of these posts is so much more valuable than just a like and this also matters than just a like and this also matters than just a like and this also matters because what is visible tends to be what because what is visible tends to be what because what is visible tends to be what is valued and what is visible on social is valued and what is visible on social is valued and what is visible on social the likes it's the most visible thing the likes it's the most visible thing the likes it's the most visible thing and so what that has done over the many and so what that has done over the many and so what that has done over the many years is it has trained us to to believe years is it has trained us to to believe years is it has trained us to to believe that more likes must mean more success that more likes must mean more success that more likes must mean more success of a post and this is where Instagram of a post and this is where Instagram of a post and this is where Instagram has some room to improve if you're has some room to improve if you're has some room to improve if you're claiming that the most valuable metric claiming that the most valuable metric claiming that the most valuable metric is is is sends why is it only accessible when I sends why is it only accessible when I sends why is it only accessible when I go back to a post click view insights

go back to a post click view insights go back to a post click view insights and then I can see it yeah where likes and then I can see it yeah where likes and then I can see it yeah where likes are you could hover over a post on the are you could hover over a post on the are you could hover over a post on the grid and see all of them obviously grid and see all of them obviously grid and see all of them obviously unless you choose to hide them they are unless you choose to hide them they are unless you choose to hide them they are the only metric where you can like see the only metric where you can like see the only metric where you can like see the actual like number right there it's the actual like number right there it's the actual like number right there it's first and so this requires us to retrain first and so this requires us to retrain first and so this requires us to retrain ourselves because when something is the ourselves because when something is the ourselves because when something is the most visible we then interpret it as the most visible we then interpret it as the most visible we then interpret it as the most valuable but it's actually not and most valuable but it's actually not and most valuable but it's actually not and so what can we do to prioritize content so what can we do to prioritize content so what can we do to prioritize content that does Drive sense yes and so one of that does Drive sense yes and so one of that does Drive sense yes and so one of the first things that you can do is the first things that you can do is the first things that you can do is identify the send percentage for the identify the send percentage for the identify the send percentage for the content that you make y you can do this content that you make y you can do this content that you make y you can do this for as much of the content as possible for as much of the content as possible for as much of the content as possible the nice thing about insights on the nice thing about insights on the nice thing about insights on Instagram is that you can go back on Instagram is that you can go back on Instagram is that you can go back on your grid and just like go back as far your grid and just like go back as far your grid and just like go back as far as you want and generate insights you as you want and generate insights you as you want and generate insights you click on a post click view insights and click on a post click view insights and click on a post click view insights and then you'll be presented with the four then you'll be presented with the four then you'll be presented with the four different big metrics at the top you're different big metrics at the top you're different big metrics at the top you're going to see likes on the left comments going to see likes on the left comments going to see likes on the left comments on the center left sends on the center on the center left sends on the center on the center left sends on the center right and then saves or as I like to right and then saves or as I like to right and then saves or as I like to call them I'm definitely going to return call them I'm definitely going to return call them I'm definitely going to return to this but I never will ever again yes to this but I never will ever again yes to this but I never will ever again yes on the far right so then what you would on the far right so then what you would on the far right so then what you would do is take the number of sends on a post do is take the number of sends on a post do is take the number of sends on a post and divide it by the number of accounts and divide it by the number of accounts and divide it by the number of accounts that were reached total so on this one that were reached total so on this one that were reached total so on this one example I'm looking at this post had 83 example I'm looking at this post had 83 example I'm looking at this post had 83 cents and it reached cents and it reached cents and it reached 23613 23613 23613 people for an overall percentage of people for an overall percentage of people for an overall percentage of 3.5% the post after it had a lot bigger 3.5% the post after it had a lot bigger 3.5% the post after it had a lot bigger numbers the post I published the next

numbers the post I published the next numbers the post I published the next day had day had day had 2,289 overall sends but it reached 2,289 overall sends but it reached 2,289 overall sends but it reached 52380 accounts so instead of 52380 accounts so instead of 52380 accounts so instead of 3.5% on the S percentage it had 4.4% on 3.5% on the S percentage it had 4.4% on 3.5% on the S percentage it had 4.4% on the S percent the S percent the S percent so one that second post did reach a lot so one that second post did reach a lot so one that second post did reach a lot more people overall but what it also did more people overall but what it also did more people overall but what it also did was despite having way more volume was despite having way more volume was despite having way more volume proportionately it still had a higher proportionately it still had a higher proportionately it still had a higher send percentage so then I could look at send percentage so then I could look at send percentage so then I could look at those two posts and one post versus one those two posts and one post versus one those two posts and one post versus one is not going to give you a ton of is not going to give you a ton of is not going to give you a ton of meaningful data the sample size is going meaningful data the sample size is going meaningful data the sample size is going to be too small but if you do this over to be too small but if you do this over to be too small but if you do this over the past 30 60 90 days do it for 50 the past 30 60 90 days do it for 50 the past 30 60 90 days do it for 50 posts minimum I know it's going to be a posts minimum I know it's going to be a posts minimum I know it's going to be a lot of work if you feel stuck at all on lot of work if you feel stuck at all on lot of work if you feel stuck at all on social if you do this practice the social if you do this practice the social if you do this practice the insights that you gain from it will be insights that you gain from it will be insights that you gain from it will be so valuable what do we say repeat the so valuable what do we say repeat the so valuable what do we say repeat the best forget the rest continue to test best forget the rest continue to test best forget the rest continue to test and then we'll say quality is what and then we'll say quality is what and then we'll say quality is what matters and folks ask what what is matters and folks ask what what is matters and folks ask what what is quality though well really only your quality though well really only your quality though well really only your audience gets to determine that yes in audience gets to determine that yes in audience gets to determine that yes in this case we have an actual equation this case we have an actual equation this case we have an actual equation that you can run do the last 50 posts at that you can run do the last 50 posts at that you can run do the last 50 posts at least to get a reasonable sample size least to get a reasonable sample size least to get a reasonable sample size create a spreadsheet where you can see create a spreadsheet where you can see create a spreadsheet where you can see the send percentage for all of them rank the send percentage for all of them rank the send percentage for all of them rank the top 10 look at them repeat the best the top 10 look at them repeat the best the top 10 look at them repeat the best look at the top or the bottom 10 for for look at the top or the bottom 10 for for look at the top or the bottom 10 for for get the rest and then continue to test get the rest and then continue to test get the rest and then continue to test because you never know what different because you never know what different because you never know what different format you're going to experiment with format you're going to experiment with format you're going to experiment with and suddenly that s percentage has gone and suddenly that s percentage has gone and suddenly that s percentage has gone up and what you just said is so up and what you just said is so up and what you just said is so important that our audience is the one important that our audience is the one important that our audience is the one that determines what the quality content that determines what the quality content that determines what the quality content is because a lot of the folks who are is because a lot of the folks who are is because a lot of the folks who are listening to the show and and folks who listening to the show and and folks who listening to the show and and folks who are responsible for the social Min

are responsible for the social Min are responsible for the social Min Ministry at their church are creatives Ministry at their church are creatives Ministry at their church are creatives by nature and so for someone like that by nature and so for someone like that by nature and so for someone like that someone like me someone like you we take someone like me someone like you we take someone like me someone like you we take a lot of pride in our creative output in a lot of pride in our creative output in a lot of pride in our creative output in the work that we're creating and putting the work that we're creating and putting the work that we're creating and putting on to our our our social channels and on to our our our social channels and on to our our our social channels and and so for creatives we often feel like and so for creatives we often feel like and so for creatives we often feel like the arbitrators of what is quality and the arbitrators of what is quality and the arbitrators of what is quality and what is not and we get really um proud what is not and we get really um proud what is not and we get really um proud not in like a not in a in a negative way not in like a not in a in a negative way not in like a not in a in a negative way but just like proud of of the stuff that but just like proud of of the stuff that but just like proud of of the stuff that we create and put out there in the world we create and put out there in the world we create and put out there in the world but it take it does take a lot of but it take it does take a lot of but it take it does take a lot of humility to sit back and do kind of a a humility to sit back and do kind of a a humility to sit back and do kind of a a a state of the union like this and say a state of the union like this and say a state of the union like this and say like okay although I may be proud of a like okay although I may be proud of a like okay although I may be proud of a lot of these posts or a certain type of lot of these posts or a certain type of lot of these posts or a certain type of post what is my audience saying is the post what is my audience saying is the post what is my audience saying is the type of content that resonates with them type of content that resonates with them type of content that resonates with them and that's where in doing this this and that's where in doing this this and that's where in doing this this practice taking 50 posts looking at the practice taking 50 posts looking at the practice taking 50 posts looking at the insights and and determining what is the insights and and determining what is the insights and and determining what is the content that our audience is responding content that our audience is responding content that our audience is responding to that's where we have to kind of lay to that's where we have to kind of lay to that's where we have to kind of lay aside our own our own preference for aside our own our own preference for aside our own our own preference for Creative expression and say okay these Creative expression and say okay these Creative expression and say okay these are and may maybe they'll line up but are and may maybe they'll line up but are and may maybe they'll line up but more often than not and I know this in more often than not and I know this in more often than not and I know this in my experience I'm often surprised by the my experience I'm often surprised by the my experience I'm often surprised by the posts because I always look at the posts because I always look at the posts because I always look at the insights of our post to see to do this a insights of our post to see to do this a insights of our post to see to do this a post at a time um I'm always surprised post at a time um I'm always surprised post at a time um I'm always surprised at the post that like that folks are at the post that like that folks are at the post that like that folks are really sharing amongst each other really sharing amongst each other really sharing amongst each other because they're very rarely the ones because they're very rarely the ones because they're very rarely the ones that I expect to go off and so I just that I expect to go off and so I just that I expect to go off and so I just have to kind of set my creative ego have to kind of set my creative ego have to kind of set my creative ego aside in that circumstance and and in a aside in that circumstance and and in a aside in that circumstance and and in a in a humble way as a as a minister on in a humble way as a as a minister on in a humble way as a as a minister on social create more of that type of social create more of that type of social create more of that type of content because it's the audience that's content because it's the audience that's content because it's the audience that's saying hey this is the type of content

saying hey this is the type of content saying hey this is the type of content that I really want to send to someone that I really want to send to someone that I really want to send to someone it's really valuable that is sparking it's really valuable that is sparking it's really valuable that is sparking conversations uh so we have to pay conversations uh so we have to pay conversations uh so we have to pay attention to that and kind of set aside attention to that and kind of set aside attention to that and kind of set aside our cre get another creative Outlet to our cre get another creative Outlet to our cre get another creative Outlet to to massage your um your creative uh ego to massage your um your creative uh ego to massage your um your creative uh ego not the church social page and you might not the church social page and you might not the church social page and you might discover that the content that folks are discover that the content that folks are discover that the content that folks are really resonating with is like oh really really resonating with is like oh really really resonating with is like oh really this yeah it's always okay uh to explore this yeah it's always okay uh to explore this yeah it's always okay uh to explore the one for you one for them approach the one for you one for them approach the one for you one for them approach but what you can't do is completely but what you can't do is completely but what you can't do is completely neglect the preferences of your audience neglect the preferences of your audience neglect the preferences of your audience because eventually you will just have no because eventually you will just have no because eventually you will just have no audience to reach because if you audience to reach because if you audience to reach because if you continually indefinitely publish content continually indefinitely publish content continually indefinitely publish content that they've already kind of opted out that they've already kind of opted out that they've already kind of opted out of based on their attention uh well then of based on their attention uh well then of based on their attention uh well then you're just going to continually neglect you're just going to continually neglect you're just going to continually neglect them to the point where the feed is not them to the point where the feed is not them to the point where the feed is not Distributing your content anymore one Distributing your content anymore one Distributing your content anymore one for you one for them is is is for you one for them is is is for you one for them is is is potentially a way that you can thread potentially a way that you can thread potentially a way that you can thread that needle ideally you're just making that needle ideally you're just making that needle ideally you're just making content that one aligns with your content that one aligns with your content that one aligns with your Church's Mission and beliefs but also is Church's Mission and beliefs but also is Church's Mission and beliefs but also is valuable to the audience if I'm just valuable to the audience if I'm just valuable to the audience if I'm just spitballing here Imagining the type of spitballing here Imagining the type of spitballing here Imagining the type of content that would Inspire s in the you content that would Inspire s in the you content that would Inspire s in the you know Church space I can imagine um know Church space I can imagine um know Church space I can imagine um strong theological takes in a sermon strong theological takes in a sermon strong theological takes in a sermon clip so if you have a sermon clip and clip so if you have a sermon clip and clip so if you have a sermon clip and you're like hey this is what the Bible you're like hey this is what the Bible you're like hey this is what the Bible says about this and it's very emphatic I says about this and it's very emphatic I says about this and it's very emphatic I could imagine that compelling people to could imagine that compelling people to could imagine that compelling people to then share that with other people yep I then share that with other people yep I then share that with other people yep I could imagine something that was really could imagine something that was really could imagine something that was really inspirational or something inspirational or something inspirational or something that drives emotion in people and we had

that drives emotion in people and we had that drives emotion in people and we had a recent episode with Danielle Davis a recent episode with Danielle Davis a recent episode with Danielle Davis where she talked about this really where she talked about this really where she talked about this really amazing post where this small girl was amazing post where this small girl was amazing post where this small girl was getting baptized and the post was just getting baptized and the post was just getting baptized and the post was just this like video of the girl sharing her this like video of the girl sharing her this like video of the girl sharing her testimony in the baptism tank before testimony in the baptism tank before testimony in the baptism tank before being baptized I could imagine that that being baptized I could imagine that that being baptized I could imagine that that would inspire a ton of ss as it's like would inspire a ton of ss as it's like would inspire a ton of ss as it's like oh man this is awesome like someone's oh man this is awesome like someone's oh man this is awesome like someone's testimony being shared um but it could testimony being shared um but it could testimony being shared um but it could also just be like an encouragement like also just be like an encouragement like also just be like an encouragement like oh I'm going to send this to someone oh I'm going to send this to someone oh I'm going to send this to someone that's going through like a difficult that's going through like a difficult that's going through like a difficult time I felt really encouraged by this time I felt really encouraged by this time I felt really encouraged by this perhaps they'll feel encouraged by this perhaps they'll feel encouraged by this perhaps they'll feel encouraged by this uh any others that kind of jump to your uh any others that kind of jump to your uh any others that kind of jump to your mind yeah that's the the last one you mind yeah that's the the last one you mind yeah that's the the last one you hit there um kind of like an encouraging hit there um kind of like an encouraging hit there um kind of like an encouraging word that seems to be one that gets word that seems to be one that gets word that seems to be one that gets shared for us a lot um like a quote post shared for us a lot um like a quote post shared for us a lot um like a quote post a simple design you know like a flat a simple design you know like a flat a simple design you know like a flat background with like big text and this background with like big text and this background with like big text and this that's on Trend right now um looking at that's on Trend right now um looking at that's on Trend right now um looking at your Instagram the um at Brady Shear your Instagram the um at Brady Shear your Instagram the um at Brady Shear Instagram like a lot of that the the Instagram like a lot of that the the Instagram like a lot of that the the carousel post not the reals are just carousel post not the reals are just carousel post not the reals are just like flat background big text and so like flat background big text and so like flat background big text and so they're post similar to that that are they're post similar to that that are they're post similar to that that are either quotes from like authors or either quotes from like authors or either quotes from like authors or fathers or mothers of the faith or fathers or mothers of the faith or fathers or mothers of the faith or quotes from something that has quotes from something that has quotes from something that has organically happened in our community organically happened in our community organically happened in our community whether it's a sermon quote or something whether it's a sermon quote or something whether it's a sermon quote or something um those seem to get sent a lot and I um those seem to get sent a lot and I um those seem to get sent a lot and I think it's for that reason it's like think it's for that reason it's like think it's for that reason it's like either you want to share share this to either you want to share share this to either you want to share share this to your story to just like encourage the your story to just like encourage the your story to just like encourage the folks that follow you or like make a folks that follow you or like make a folks that follow you or like make a statement or like you said you know statement or like you said you know statement or like you said you know somebody you know is going through a somebody you know is going through a somebody you know is going through a hard time and they just like need an hard time and they just like need an hard time and they just like need an encouraging word somebody comes to your encouraging word somebody comes to your encouraging word somebody comes to your mind when you see that quote you send it mind when you see that quote you send it mind when you see that quote you send it that way and then the other one that that way and then the other one that that way and then the other one that gets sent um more than any other post gets sent um more than any other post gets sent um more than any other post for us is the reals um you know I'll

for us is the reals um you know I'll for us is the reals um you know I'll keep talking about that that video about keep talking about that that video about keep talking about that that video about the bees which there's another one the bees which there's another one the bees which there's another one coming actually by now will have already coming actually by now will have already coming actually by now will have already been posted um but it's stories about been posted um but it's stories about been posted um but it's stories about stuff that's going on in our community stuff that's going on in our community stuff that's going on in our community and those are getting sent or shared a and those are getting sent or shared a and those are getting sent or shared a lot to the stories of folks in our lot to the stories of folks in our lot to the stories of folks in our community because they see themselves community because they see themselves community because they see themselves represented in those videos it's like oh represented in those videos it's like oh represented in those videos it's like oh yeah this is my community this is what's yeah this is my community this is what's yeah this is my community this is what's going on here and they're excited to going on here and they're excited to going on here and they're excited to share that to their story to share it in share that to their story to share it in share that to their story to share it in a way to their Instagram Community for a way to their Instagram Community for a way to their Instagram Community for folks who don't belong to our church is folks who don't belong to our church is folks who don't belong to our church is like oh yeah this is part of my life like oh yeah this is part of my life like oh yeah this is part of my life this is what I do on Sundays you may not this is what I do on Sundays you may not this is what I do on Sundays you may not come to our church you may not see this come to our church you may not see this come to our church you may not see this so I'm excited to share this here so you so I'm excited to share this here so you so I'm excited to share this here so you can see and that is an element of s that can see and that is an element of s that can see and that is an element of s that we haven't discussed yet we've talked we haven't discussed yet we've talked we haven't discussed yet we've talked about S as One to One MH I send this about S as One to One MH I send this about S as One to One MH I send this post to Alex but what you can also see post to Alex but what you can also see post to Alex but what you can also see is folks that are sharing your post to is folks that are sharing your post to is folks that are sharing your post to their public Instagram feed yeah and their public Instagram feed yeah and their public Instagram feed yeah and that is a way to dramatically increase that is a way to dramatically increase that is a way to dramatically increase the reach misseri talked about this he's the reach misseri talked about this he's the reach misseri talked about this he's like you know if you go into your like you know if you go into your like you know if you go into your insights and you look at your posts insights and you look at your posts insights and you look at your posts metrics and it will say accounts metrics and it will say accounts metrics and it will say accounts following that you reached and accounts following that you reached and accounts following that you reached and accounts not following that you reached people not following that you reached people not following that you reached people interpret that as oh Instagram really interpret that as oh Instagram really interpret that as oh Instagram really decided to share my post with people decided to share my post with people decided to share my post with people that don't follow me he says perhaps that don't follow me he says perhaps that don't follow me he says perhaps he's like but one very that is often he's like but one very that is often he's like but one very that is often overlooked are people that follow you overlooked are people that follow you overlooked are people that follow you that shared the post to their story that shared the post to their story that shared the post to their story which then Amplified your posts reach to which then Amplified your posts reach to which then Amplified your posts reach to a ton of people that don't follow you a ton of people that don't follow you a ton of people that don't follow you that wasn't initiated by us that was that wasn't initiated by us that was that wasn't initiated by us that was initiated by your followers that initiated by your followers that initiated by your followers that happened to me for the first time a happened to me for the first time a happened to me for the first time a couple weeks ago um I get like on an couple weeks ago um I get like on an couple weeks ago um I get like on an average day a thousand people watch my

average day a thousand people watch my average day a thousand people watch my story on a good day like two or three story on a good day like two or three story on a good day like two or three thousand people watch my story um I had thousand people watch my story um I had thousand people watch my story um I had a story that I tagged a Creator who has a story that I tagged a Creator who has a story that I tagged a Creator who has like a million followers uh on Instagram like a million followers uh on Instagram like a million followers uh on Instagram she's in the coffee space and she she's in the coffee space and she she's in the coffee space and she reposted it and I was just looking reposted it and I was just looking reposted it and I was just looking through my stories and it's like you through my stories and it's like you through my stories and it's like you know 700 views 1,200 views and then that know 700 views 1,200 views and then that know 700 views 1,200 views and then that one popped up and it had like it had one popped up and it had like it had one popped up and it had like it had reached like 20,000 accounts and that reached like 20,000 accounts and that reached like 20,000 accounts and that was the first time I was like I made was the first time I was like I made was the first time I was like I made that connection it's like oh right this that connection it's like oh right this that connection it's like oh right this wasn't like explore reach or like wasn't like explore reach or like wasn't like explore reach or like Discovery algorithm reach this is just Discovery algorithm reach this is just Discovery algorithm reach this is just like she shared it to her story and she like she shared it to her story and she like she shared it to her story and she has a bigger audience than me and it's has a bigger audience than me and it's has a bigger audience than me and it's showing me that in my insight so that showing me that in my insight so that showing me that in my insight so that was the first time that that I'd ever was the first time that that I'd ever was the first time that that I'd ever taken note of that that just happened to taken note of that that just happened to taken note of that that just happened to me a couple weeks ago one of the things me a couple weeks ago one of the things me a couple weeks ago one of the things I'll do is when I publish a post and I'll do is when I publish a post and I'll do is when I publish a post and this isn't exactly scientific but on this isn't exactly scientific but on this isn't exactly scientific but on Instagram I publish a post and at the Instagram I publish a post and at the Instagram I publish a post and at the very top of your notifications you'll very top of your notifications you'll very top of your notifications you'll have stories about you it's kind of have stories about you it's kind of have stories about you it's kind of newer and when I see like blank stories newer and when I see like blank stories newer and when I see like blank stories mention you the higher that number is mention you the higher that number is mention you the higher that number is after I publish a post is almost always after I publish a post is almost always after I publish a post is almost always correlated right with the overall correlated right with the overall correlated right with the overall performance of the post so if that performance of the post so if that performance of the post so if that number is higher than normal I'm like number is higher than normal I'm like number is higher than normal I'm like this post is really taking off where this post is really taking off where this post is really taking off where back in the day I would go like how many back in the day I would go like how many back in the day I would go like how many likes does this post have now and this likes does this post have now and this likes does this post have now and this is where Instagram is doing a good job is where Instagram is doing a good job is where Instagram is doing a good job before I even see the likes of a post before I even see the likes of a post before I even see the likes of a post because now I have to actually go to the because now I have to actually go to the because now I have to actually go to the post and refresh it to see its total post and refresh it to see its total post and refresh it to see its total number of likes the first thing it's number of likes the first thing it's number of likes the first thing it's telling me is stories about you and that telling me is stories about you and that telling me is stories about you and that metric is people that like your post so metric is people that like your post so metric is people that like your post so much they feel compelled to share it to much they feel compelled to share it to much they feel compelled to share it to their story my whole Community needs to their story my whole Community needs to their story my whole Community needs to hear about this and the ones that do the

hear about this and the ones that do the hear about this and the ones that do the best for me there are not the best for me there are not the best for me there are not the educational ones they're always the educational ones they're always the educational ones they're always the emphatic opinion ones that are like emphatic opinion ones that are like emphatic opinion ones that are like making a statement where I'm like making a statement where I'm like making a statement where I'm like you need to X about the Lord because of you need to X about the Lord because of you need to X about the Lord because of why and everyone's like louder for the why and everyone's like louder for the why and everyone's like louder for the people in the back exactly and I'm like people in the back exactly and I'm like people in the back exactly and I'm like okay like they want to share that okay like they want to share that okay like they want to share that because they're like I vehemently agree because they're like I vehemently agree because they're like I vehemently agree with this opinion and I want to share it with this opinion and I want to share it with this opinion and I want to share it with the world and so that's Insight with the world and so that's Insight with the world and so that's Insight from my audiences that may not be from my audiences that may not be from my audiences that may not be exactly true for yours but human exactly true for yours but human exactly true for yours but human psychology is human psychology and psychology is human psychology and psychology is human psychology and certainly there are things that we can certainly there are things that we can certainly there are things that we can learn there okay let's talk about some learn there okay let's talk about some learn there okay let's talk about some of the other things that misseri talked of the other things that misseri talked of the other things that misseri talked about on the show unrelated to s SL about on the show unrelated to s SL about on the show unrelated to s SL shares the first was this in feed and shares the first was this in feed and shares the first was this in feed and again this is like can we just call it again this is like can we just call it again this is like can we just call it the feed he's like no in feed like okay the feed he's like no in feed like okay the feed he's like no in feed like okay it's a proper noun I don't know in feed it's a proper noun I don't know in feed it's a proper noun I don't know in feed Instagram tries to heavily preference Instagram tries to heavily preference Instagram tries to heavily preference accounts that you follow and accounts accounts that you follow and accounts accounts that you follow and accounts where you have mutual follows example if where you have mutual follows example if where you have mutual follows example if you and another person both follow each you and another person both follow each you and another person both follow each other Instagram interprets that as other Instagram interprets that as other Instagram interprets that as meaning you're likely friends in real meaning you're likely friends in real meaning you're likely friends in real life and will more heavily wait that so life and will more heavily wait that so life and will more heavily wait that so this is going to get really into the this is going to get really into the this is going to get really into the weeds here mhm and this may not be weeds here mhm and this may not be weeds here mhm and this may not be applicable for every church but when I applicable for every church but when I applicable for every church but when I heard that I was like oh my gosh I have heard that I was like oh my gosh I have heard that I was like oh my gosh I have been making a terrible terrible mistake been making a terrible terrible mistake been making a terrible terrible mistake on Instagram here's what I mean my on Instagram here's what I mean my on Instagram here's what I mean my Instagram feed is my personal Instagram Instagram feed is my personal Instagram Instagram feed is my personal Instagram feed right my Instagram profile which is

feed right my Instagram profile which is feed right my Instagram profile which is where the feed is located yes is my where the feed is located yes is my where the feed is located yes is my professional Instagram but my personal professional Instagram but my personal professional Instagram but my personal feed is not my professional Instagram feed is not my professional Instagram feed is not my professional Instagram exactly my personal feed is food and exactly my personal feed is food and exactly my personal feed is food and fashion and fitness and very little fashion and fitness and very little fashion and fitness and very little church in the past couple church in the past couple church in the past couple years highly influential figures in the years highly influential figures in the years highly influential figures in the Christian space have begun to follow me Christian space have begun to follow me Christian space have begun to follow me and I'm always grateful but I never and I'm always grateful but I never and I'm always grateful but I never follow back CU I'm like well I it's not follow back CU I'm like well I it's not follow back CU I'm like well I it's not that I don't care about their work it's that I don't care about their work it's that I don't care about their work it's said my Instagram is for this specific said my Instagram is for this specific said my Instagram is for this specific thing yes and I don't really need to see thing yes and I don't really need to see thing yes and I don't really need to see their content because I don't use their content because I don't use their content because I don't use Instagram for that I use other things Instagram for that I use other things Instagram for that I use other things for that well that was a big mistake I for that well that was a big mistake I for that well that was a big mistake I know you and me both because Instagram know you and me both because Instagram know you and me both because Instagram misser said he's like if you follow misser said he's like if you follow misser said he's like if you follow someone and they follow you you must be someone and they follow you you must be someone and they follow you you must be friends in real life I'm like wait a friends in real life I'm like wait a friends in real life I'm like wait a minute yeah so wait if big name Pastor minute yeah so wait if big name Pastor minute yeah so wait if big name Pastor follows me and I follow them back you follows me and I follow them back you follows me and I follow them back you think that we're friends in real life think that we're friends in real life think that we're friends in real life he's like yes and I was like what what he's like yes and I was like what what he's like yes and I was like what what what might be the outcome of that what might be the outcome of that what might be the outcome of that they're going to see a lot more stuff on they're going to see a lot more stuff on they're going to see a lot more stuff on your feet I'm like here's the thing your feet I'm like here's the thing your feet I'm like here's the thing selfishly that's going to be beneficial selfishly that's going to be beneficial selfishly that's going to be beneficial for my account and so what I did was I for my account and so what I did was I for my account and so what I did was I went back and I looked through some of went back and I looked through some of went back and I looked through some of the in my verified section there's now a the in my verified section there's now a the in my verified section there's now a section says verif section says verif section says verif I went through all the verifi and there I went through all the verifi and there I went through all the verifi and there was like was like Oho Church like you was like was like Oho Church like you was like was like Oho Church like you know the church they they follow me I I know the church they they follow me I I know the church they they follow me I I should probably follow back like oh Levi should probably follow back like oh Levi should probably follow back like oh Levi let's go follow me I should follow him let's go follow me I should follow him let's go follow me I should follow him back you know this pastor follow me I back you know this pastor follow me I back you know this pastor follow me I should follow them back and you were should follow them back and you were should follow them back and you were already following JD from Hill song already following JD from Hill song already following JD from Hill song follow him back I wasn't until he DM me follow him back I wasn't until he DM me follow him back I wasn't until he DM me I was like oh follow him back and this I was like oh follow him back and this I was like oh follow him back and this has happened like a number of times and has happened like a number of times and has happened like a number of times and I did follow J I want to see what ises

I did follow J I want to see what ises I did follow J I want to see what ises he up to um the reason is if you go into he up to um the reason is if you go into he up to um the reason is if you go into your notifications as well what happens your notifications as well what happens your notifications as well what happens in notifications at the very top it's in notifications at the very top it's in notifications at the very top it's like the verified notifications and so like the verified notifications and so like the verified notifications and so what this means is I should also be what this means is I should also be what this means is I should also be liking these people's content because liking these people's content because liking these people's content because when I like it it's going to show up as when I like it it's going to show up as when I like it it's going to show up as Brady Shear like their post at the very Brady Shear like their post at the very Brady Shear like their post at the very top of their notifications which means top of their notifications which means top of their notifications which means they're more likely to see my content they're more likely to see my content they're more likely to see my content and reciprocate and they're more likely and reciprocate and they're more likely and reciprocate and they're more likely to see my content because we both follow to see my content because we both follow to see my content because we both follow each other mutually and guess what each other mutually and guess what each other mutually and guess what happens they're more likely than to happens they're more likely than to happens they're more likely than to share my content like the oh there that share my content like the oh there that share my content like the oh there that was another good example um Scott was another good example um Scott was another good example um Scott legerwood M on his stories hey love legerwood M on his stories hey love legerwood M on his stories hey love Brady's work and I was like oh should Brady's work and I was like oh should Brady's work and I was like oh should follow Scott so I did I'm picking it up follow Scott so I did I'm picking it up follow Scott so I did I'm picking it up I'm starting to learn and it's funny I'm starting to learn and it's funny I'm starting to learn and it's funny because years ago we did a podcast and because years ago we did a podcast and because years ago we did a podcast and we were like hey you know what you we were like hey you know what you we were like hey you know what you should do just go and like people's should do just go and like people's should do just go and like people's posts you know comment under people's posts you know comment under people's posts you know comment under people's posts and that like no longer was a posts and that like no longer was a posts and that like no longer was a thing yeah and now it's a thing again thing yeah and now it's a thing again thing yeah and now it's a thing again okay so I've been making this the same okay so I've been making this the same okay so I've been making this the same mistake on my personal profile for the mistake on my personal profile for the mistake on my personal profile for the same reasons it's like on who I am on same reasons it's like on who I am on same reasons it's like on who I am on Instagram is not how I use Instagram Instagram is not how I use Instagram Instagram is not how I use Instagram right like I'm I'm a a public figure of right like I'm I'm a a public figure of right like I'm I'm a a public figure of sorts I'm a content creator but my feed sorts I'm a content creator but my feed sorts I'm a content creator but my feed is like my friends and family and I is like my friends and family and I is like my friends and family and I don't want it filled up with and so I've don't want it filled up with and so I've don't want it filled up with and so I've been making the same mistake but the been making the same mistake but the been making the same mistake but the question then is like for churches question then is like for churches question then is like for churches because we actually hit on this just because we actually hit on this just because we actually hit on this just recently maybe in a mailbag episode recently maybe in a mailbag episode recently maybe in a mailbag episode someone was asking about like who should someone was asking about like who should someone was asking about like who should my church follow or not follow and I my church follow or not follow and I my church follow or not follow and I guess that's the question is like okay guess that's the question is like okay guess that's the question is like okay for Brady and Alex that's that's one

for Brady and Alex that's that's one for Brady and Alex that's that's one thing but like what about a church who thing but like what about a church who thing but like what about a church who what's best practice like what should what's best practice like what should what's best practice like what should Church who should Church account be Church who should Church account be Church who should Church account be following to not leave some reach on the following to not leave some reach on the following to not leave some reach on the table here two thoughts number one this table here two thoughts number one this table here two thoughts number one this type of tactic is really going to be type of tactic is really going to be type of tactic is really going to be according to taste and I I like to according to taste and I I like to according to taste and I I like to categorize myself as the almost categorize myself as the almost categorize myself as the almost perfectly even balance of creative and perfectly even balance of creative and perfectly even balance of creative and like business mind so the business mind like business mind so the business mind like business mind so the business mind is like is like is like analytical and the creative mind is very analytical and the creative mind is very analytical and the creative mind is very abstract and you know woo and sometimes abstract and you know woo and sometimes abstract and you know woo and sometimes they are at odds with each other and the they are at odds with each other and the they are at odds with each other and the analytical mind is like you know what analytical mind is like you know what analytical mind is like you know what you should do is you should follow back you should do is you should follow back you should do is you should follow back every verified person that follows you every verified person that follows you every verified person that follows you because that would be the way to because that would be the way to because that would be the way to maximize Effectiveness and my creative maximize Effectiveness and my creative maximize Effectiveness and my creative mind is like you know what this used to mind is like you know what this used to mind is like you know what this used to be about the content this used to be be about the content this used to be be about the content this used to be about writing remember when you were a about writing remember when you were a about writing remember when you were a writer you have forsaken your once true writer you have forsaken your once true writer you have forsaken your once true identity and embraced something you identity and embraced something you identity and embraced something you become the villain that you said you become the villain that you said you become the villain that you said you never would become wow so for me I I I never would become wow so for me I I I never would become wow so for me I I I don't follow back every verified account don't follow back every verified account don't follow back every verified account or every big account like I'm like do I or every big account like I'm like do I or every big account like I'm like do I know know know you do I recognize you do we have mutual you do I recognize you do we have mutual you do I recognize you do we have mutual interests maybe like do I go to your interests maybe like do I go to your interests maybe like do I go to your account and I go hey wow that's pretty account and I go hey wow that's pretty account and I go hey wow that's pretty cool so I'm still not cool so I'm still not cool so I'm still not like optimizing to the nth degree so to like optimizing to the nth degree so to like optimizing to the nth degree so to taste is something to consider here we taste is something to consider here we taste is something to consider here we talked about Effectiveness versus like talked about Effectiveness versus like talked about Effectiveness versus like Mission like you know do you do Mission like you know do you do Mission like you know do you do something just because it's effective if something just because it's effective if something just because it's effective if it feels like this isn't really true to it feels like this isn't really true to it feels like this isn't really true to me that's your call here's where I think me that's your call here's where I think me that's your call here's where I think every church can Embrace this type of

every church can Embrace this type of every church can Embrace this type of technique back seven years ago when we technique back seven years ago when we technique back seven years ago when we would talk about this approach we would would talk about this approach we would would talk about this approach we would say if you are a church don't follow say if you are a church don't follow say if you are a church don't follow random people it's kind of strange right random people it's kind of strange right random people it's kind of strange right if someone that you know attends your if someone that you know attends your if someone that you know attends your church follows you feel free to follow church follows you feel free to follow church follows you feel free to follow them back don't preemptively follow them back don't preemptively follow them back don't preemptively follow someone from your church even if you someone from your church even if you someone from your church even if you know them just don't do it what you can know them just don't do it what you can know them just don't do it what you can do is preemptively follow other do is preemptively follow other do is preemptively follow other establishments in the community where establishments in the community where establishments in the community where you serve so imagine there's the Mexican you serve so imagine there's the Mexican you serve so imagine there's the Mexican place down the street and everyone loves place down the street and everyone loves place down the street and everyone loves the Mexican place you can follow them the Mexican place you can follow them the Mexican place you can follow them mhm and I would suggest that your church mhm and I would suggest that your church mhm and I would suggest that your church signs up for a verified account if signs up for a verified account if signs up for a verified account if you're willing to budget that in and you're willing to budget that in and you're willing to budget that in and then I would suggest liking the posts then I would suggest liking the posts then I would suggest liking the posts from the establishments that you are from the establishments that you are from the establishments that you are proud to have in your city so hey you proud to have in your city so hey you proud to have in your city so hey you know what there's this real estate know what there's this real estate know what there's this real estate company this real estate agent and this company this real estate agent and this company this real estate agent and this um business and this dentist and this um business and this dentist and this um business and this dentist and this lawyer and this nonprofit like I we are lawyer and this nonprofit like I we are lawyer and this nonprofit like I we are so proud that they're part of this city so proud that they're part of this city so proud that they're part of this city and region that we serve in so you and region that we serve in so you and region that we serve in so you already support them now you can already support them now you can already support them now you can actually support them on Instagram and actually support them on Instagram and actually support them on Instagram and as a verified account what's going to as a verified account what's going to as a verified account what's going to happen your content is going to show up happen your content is going to show up happen your content is going to show up at the top of their notifications and at the top of their notifications and at the top of their notifications and they're going to become more aware of they're going to become more aware of they're going to become more aware of you and eventually that will translate you and eventually that will translate you and eventually that will translate to something happening in person yeah to something happening in person yeah to something happening in person yeah they're awareness of you and it crosses they're awareness of you and it crosses they're awareness of you and it crosses over we talk about crossover events this over we talk about crossover events this over we talk about crossover events this crosses over to in person and crosses over to in person and crosses over to in person and unfortunately there's no way to pinpoint unfortunately there's no way to pinpoint unfortunately there's no way to pinpoint oh it was exactly this that led to this oh it was exactly this that led to this oh it was exactly this that led to this but what also might happen that would be

but what also might happen that would be but what also might happen that would be clearly attributable to this is one day clearly attributable to this is one day clearly attributable to this is one day maybe it's next summer after you've been maybe it's next summer after you've been maybe it's next summer after you've been doing this for about a year you post doing this for about a year you post doing this for about a year you post your VBS oh we have a free um kids camp your VBS oh we have a free um kids camp your VBS oh we have a free um kids camp at our church this summer and the at our church this summer and the at our church this summer and the Mexican place that has checked out your Mexican place that has checked out your Mexican place that has checked out your account because they're like oh who's account because they're like oh who's account because they're like oh who's this church that keeps following us and this church that keeps following us and this church that keeps following us and liking us oh they're pretty cool oh we liking us oh they're pretty cool oh we liking us oh they're pretty cool oh we followed back they saw their your story followed back they saw their your story followed back they saw their your story and they're like you know what this is and they're like you know what this is and they're like you know what this is what a great value to the community what a great value to the community what a great value to the community we're going to share this and suddenly we're going to share this and suddenly we're going to share this and suddenly through the compelling content that you through the compelling content that you through the compelling content that you created through the existing Ministry created through the existing Ministry created through the existing Ministry this annual event that your church has this annual event that your church has this annual event that your church has always done and the work that did on always done and the work that did on always done and the work that did on social to support others is now being social to support others is now being social to support others is now being reciprocated to the point where that reciprocated to the point where that reciprocated to the point where that Mexican restaurant that let's say is way Mexican restaurant that let's say is way Mexican restaurant that let's say is way more well-known than your church is in more well-known than your church is in more well-known than your church is in the city is broadcasting your Church's the city is broadcasting your Church's the city is broadcasting your Church's Ministry on its own like Goodwill that Ministry on its own like Goodwill that Ministry on its own like Goodwill that you've earned to people that don't yet you've earned to people that don't yet you've earned to people that don't yet follow your church okay so you mentioned follow your church okay so you mentioned follow your church okay so you mentioned it so let's talk about it um we haven't it so let's talk about it um we haven't it so let's talk about it um we haven't talked about it in quite some time meta talked about it in quite some time meta talked about it in quite some time meta verified um how much of a monthly verified um how much of a monthly verified um how much of a monthly investment are we talking about on investment are we talking about on investment are we talking about on average and what other benefits do you average and what other benefits do you average and what other benefits do you see besides what we just talked about see besides what we just talked about see besides what we just talked about which is like you kind of guarantee which is like you kind of guarantee which is like you kind of guarantee yourself a top spot in the notification yourself a top spot in the notification yourself a top spot in the notification so for a church small Church like mine so for a church small Church like mine so for a church small Church like mine if I go and follow for holes the local if I go and follow for holes the local if I go and follow for holes the local Mexican restaurant um that notification Mexican restaurant um that notification Mexican restaurant um that notification they may not see it at all but if they they may not see it at all but if they they may not see it at all but if they do maybe it doesn't stand out because it do maybe it doesn't stand out because it do maybe it doesn't stand out because it doesn't have that blue badge and so all doesn't have that blue badge and so all doesn't have that blue badge and so all of the benefits that you just kind of of the benefits that you just kind of of the benefits that you just kind of alluded to these possible benefits that alluded to these possible benefits that alluded to these possible benefits that could happen um maybe get lost in the could happen um maybe get lost in the could happen um maybe get lost in the weeds there because I didn't have the weeds there because I didn't have the weeds there because I didn't have the visibility that a verified account might visibility that a verified account might visibility that a verified account might have so besides that what other

have so besides that what other have so besides that what other advantages do you do you see to Church advantages do you do you see to Church advantages do you do you see to Church um investing in a metav verified account um investing in a metav verified account um investing in a metav verified account you know on that monthly you know on that monthly you know on that monthly basis in terms of cost it's like 10 basis in terms of cost it's like 10 basis in terms of cost it's like 10 bucks a month okay um per platform so I bucks a month okay um per platform so I bucks a month okay um per platform so I think if you want like the verified think if you want like the verified think if you want like the verified badge on Instagram and Facebook it might badge on Instagram and Facebook it might badge on Instagram and Facebook it might be 20 which is kind of annoying double be 20 which is kind of annoying double be 20 which is kind of annoying double dipping nice classic Facebook the dipping nice classic Facebook the dipping nice classic Facebook the verified badge we pay for but is not verified badge we pay for but is not verified badge we pay for but is not especially useful to US based on our especially useful to US based on our especially useful to US based on our audience but the Instagram one is huge audience but the Instagram one is huge audience but the Instagram one is huge there is also this intangible unknown there is also this intangible unknown there is also this intangible unknown element of distribution you know my element of distribution you know my element of distribution you know my Instagram content really started taking Instagram content really started taking Instagram content really started taking off once I got that verifi badge is that off once I got that verifi badge is that off once I got that verifi badge is that a coincidence or was that just because a coincidence or was that just because a coincidence or was that just because of my content changes because I also of my content changes because I also of my content changes because I also made a very clear change in content made a very clear change in content made a very clear change in content around that time I don't know is a around that time I don't know is a around that time I don't know is a little bit of column A Plus column B little bit of column A Plus column B little bit of column A Plus column B guess we'll never know I was speaking at guess we'll never know I was speaking at guess we'll never know I was speaking at a conference the other day woman comes a conference the other day woman comes a conference the other day woman comes up to me afterwards and she runs the up to me afterwards and she runs the up to me afterwards and she runs the social for this denomination as a whole social for this denomination as a whole social for this denomination as a whole and she said in a very somber tone our and she said in a very somber tone our and she said in a very somber tone our social accounts are getting bombarded social accounts are getting bombarded social accounts are getting bombarded with illicit material from Bots Andor with illicit material from Bots Andor with illicit material from Bots Andor Bad actors that obviously know that we Bad actors that obviously know that we Bad actors that obviously know that we are a church and are doing everything are a church and are doing everything are a church and are doing everything that they can to like bother us and she that they can to like bother us and she that they can to like bother us and she was talking about what was happening and was talking about what was happening and was talking about what was happening and they don't have an audience the size of they don't have an audience the size of they don't have an audience the size of mine but I've never seen anything like mine but I've never seen anything like mine but I've never seen anything like this no and I was like cuz there's not this no and I was like cuz there's not this no and I was like cuz there's not Church in my name but there is church in Church in my name but there is church in Church in my name but there is church in your your your name and churches see this in the name and churches see this in the name and churches see this in the comments when they publish something

comments when they publish something comments when they publish something they're like you know what is good they're like you know what is good they're like you know what is good hope and people in the comments are like hope and people in the comments are like hope and people in the comments are like you you you sickos what what can I say that won't sickos what what can I say that won't sickos what what can I say that won't upset you and what meta verified gives upset you and what meta verified gives upset you and what meta verified gives you is a direct access to support surely you is a direct access to support surely you is a direct access to support surely we have seen this in Facebook groups or we have seen this in Facebook groups or we have seen this in Facebook groups or in Threads before it's like does anyone in Threads before it's like does anyone in Threads before it's like does anyone have a a contact at meta yeah because I have a a contact at meta yeah because I have a a contact at meta yeah because I posted a puppy and my 15-year account posted a puppy and my 15-year account posted a puppy and my 15-year account got banned yeah it's like no sorry like got banned yeah it's like no sorry like got banned yeah it's like no sorry like that was an overaggressive filter that that was an overaggressive filter that that was an overaggressive filter that got you but there's no way of like got you but there's no way of like got you but there's no way of like getting contact with a real person that getting contact with a real person that getting contact with a real person that can it for you even if you could get can it for you even if you could get can it for you even if you could get contact with the real person with the contact with the real person with the contact with the real person with the Contex that we have at meta it's not Contex that we have at meta it's not Contex that we have at meta it's not like they can do anything meta is a like they can do anything meta is a like they can do anything meta is a giant company verified gives you access giant company verified gives you access giant company verified gives you access what I told this person was I was like what I told this person was I was like what I told this person was I was like have you considered like different um have you considered like different um have you considered like different um restrictions and different privacy s we restrictions and different privacy s we restrictions and different privacy s we have them all I was like okay get meta have them all I was like okay get meta have them all I was like okay get meta verified for just a month M get a verified for just a month M get a verified for just a month M get a contact with a real person and see if contact with a real person and see if contact with a real person and see if that you can work it work it through and that you can work it work it through and that you can work it work it through and hopefully that's one step in the right hopefully that's one step in the right hopefully that's one step in the right direction if you have another church direction if you have another church direction if you have another church impersonating you and by church it's not impersonating you and by church it's not impersonating you and by church it's not an actual church it's again a bad faith an actual church it's again a bad faith an actual church it's again a bad faith actor that's trying to useful for us we haven't really seen useful for us we haven't really seen that in the last year once we signed up that in the last year once we signed up that in the last year once we signed up for that uh so there are a myriad of for that uh so there are a myriad of for that uh so there are a myriad of benefits and then there's also the benefits and then there's also the benefits and then there's also the intangible of like you think like our intangible of like you think like our intangible of like you think like our reach will go up a bunch maybe Instagram reach will go up a bunch maybe Instagram reach will go up a bunch maybe Instagram says it won't but final big uh item that says it won't but final big uh item that says it won't but final big uh item that I wrote down from this interview is I wrote down from this interview is I wrote down from this interview is misseri saying that Instagram's focus is

misseri saying that Instagram's focus is misseri saying that Instagram's focus is on creators and not Publishers and the on creators and not Publishers and the on creators and not Publishers and the distinction there was a Creator is an distinction there was a Creator is an distinction there was a Creator is an individual and a publisher is an individual and a publisher is an individual and a publisher is an institution or an organization and as institution or an organization and as institution or an organization and as soon as I heard that ding ding ding in soon as I heard that ding ding ding in soon as I heard that ding ding ding in my head okay that has big ramifications my head okay that has big ramifications my head okay that has big ramifications for pastor accounts versus Church for pastor accounts versus Church for pastor accounts versus Church accounts and head of Instagram goes on accounts and head of Instagram goes on accounts and head of Instagram goes on to say hey we have seen a really big to say hey we have seen a really big to say hey we have seen a really big shift in the past decade or so from the shift in the past decade or so from the shift in the past decade or so from the power of Institutions to communicate to power of Institutions to communicate to power of Institutions to communicate to the power of individuals to communicate the power of individuals to communicate the power of individuals to communicate what social has done is it has what social has done is it has what social has done is it has made athletes more popular than the made athletes more popular than the made athletes more popular than the teams they play for yeah yeah it has teams they play for yeah yeah it has teams they play for yeah yeah it has made made made individual um actors that's probably a individual um actors that's probably a individual um actors that's probably a bad example because actors have always bad example because actors have always bad example because actors have always been famous athletes one is the one he been famous athletes one is the one he been famous athletes one is the one he used and probably the best one since used and probably the best one since used and probably the best one since when would a single uh player been more when would a single uh player been more when would a single uh player been more like followed than the team yeah sure like followed than the team yeah sure like followed than the team yeah sure Michael Jordan who transcended the sport Michael Jordan who transcended the sport Michael Jordan who transcended the sport but like would lamelo ball you know the but like would lamelo ball you know the but like would lamelo ball you know the first round draft pick of the Charlotte first round draft pick of the Charlotte first round draft pick of the Charlotte Hornets from like four years ago have Hornets from like four years ago have Hornets from like four years ago have more following on Instagram by like a more following on Instagram by like a more following on Instagram by like a massive amount than the Charlotte horns massive amount than the Charlotte horns massive amount than the Charlotte horns to the basketball team in the previous to the basketball team in the previous to the basketball team in the previous world no because lamelo lamelo ball world no because lamelo lamelo ball world no because lamelo lamelo ball couldn't directly interact with his couldn't directly interact with his couldn't directly interact with his audience in that way but now he can so audience in that way but now he can so audience in that way but now he can so this obviously just means okay I don't this obviously just means okay I don't this obviously just means okay I don't know how we figure this out missionally know how we figure this out missionally know how we figure this out missionally at our church but if our pastor is at our church but if our pastor is at our church but if our pastor is active on social or if our account

active on social or if our account active on social or if our account efforts are put into a person that is efforts are put into a person that is efforts are put into a person that is going to produce better fruit in our going to produce better fruit in our going to produce better fruit in our Social Ministry likely than a faceless Social Ministry likely than a faceless Social Ministry likely than a faceless brand account you know we made the brand account you know we made the brand account you know we made the decision five years ago with Pro Church decision five years ago with Pro Church decision five years ago with Pro Church tools Brady sheerer was going to be the tools Brady sheerer was going to be the tools Brady sheerer was going to be the face of all of our accounts we weren't face of all of our accounts we weren't face of all of our accounts we weren't going to use Pro Church tools we weren't going to use Pro Church tools we weren't going to use Pro Church tools we weren't going to use our logo it was going to be going to use our logo it was going to be going to use our logo it was going to be Brady's name and Brady's face because Brady's name and Brady's face because Brady's name and Brady's face because people connect with people and what people connect with people and what people connect with people and what misseri is emphasizing even more than misseri is emphasizing even more than misseri is emphasizing even more than that is that it's not just human that is that it's not just human that is that it's not just human psychology that's been around for 2,000 psychology that's been around for 2,000 psychology that's been around for 2,000 years what we've seen in the past 10 years what we've seen in the past 10 years what we've seen in the past 10 years and the 10 so the this 20 year years and the 10 so the this 20 year years and the 10 so the this 20 year period that we're in right now is the period that we're in right now is the period that we're in right now is the continued shift from power being with continued shift from power being with continued shift from power being with institutions oh with with Vice um as an institutions oh with with Vice um as an institutions oh with with Vice um as an online publisher or with BuzzFeed or online publisher or with BuzzFeed or online publisher or with BuzzFeed or with you know Vox it's shifting from with you know Vox it's shifting from with you know Vox it's shifting from that to individual creators Mr Beast uh that to individual creators Mr Beast uh that to individual creators Mr Beast uh you know um streamers they have more you know um streamers they have more you know um streamers they have more power as folks than these on powerful power as folks than these on powerful power as folks than these on powerful institutions and Instagram they're institutions and Instagram they're institutions and Instagram they're actually like playing a complicit role actually like playing a complicit role actually like playing a complicit role in that or they're even powering that I in that or they're even powering that I in that or they're even powering that I don't really know where that line is are don't really know where that line is are don't really know where that line is are they just kind of riding the wave or are they just kind of riding the wave or are they just kind of riding the wave or are they saying hey we see this wave let's they saying hey we see this wave let's they saying hey we see this wave let's put a lot more emphasis and and power put a lot more emphasis and and power put a lot more emphasis and and power behind it yeah you know we talked to Ron behind it yeah you know we talked to Ron behind it yeah you know we talked to Ron who is formerly from Transformation who is formerly from Transformation who is formerly from Transformation Church Mike Todd's church and for a Church Mike Todd's church and for a Church Mike Todd's church and for a large Church like that you know he large Church like that you know he large Church like that you know he talked about their social strategy and talked about their social strategy and talked about their social strategy and he said like yeah it was the social team he said like yeah it was the social team he said like yeah it was the social team at at transformation who's like he said at at transformation who's like he said at at transformation who's like he said you know Mike Plays a big role in his you know Mike Plays a big role in his you know Mike Plays a big role in his social but like there's a big social social but like there's a big social social but like there's a big social team responsible for posting to the team responsible for posting to the team responsible for posting to the Transformation Church Instagram and also Transformation Church Instagram and also Transformation Church Instagram and also to Pastor Mike Todd's Instagram

to Pastor Mike Todd's Instagram to Pastor Mike Todd's Instagram um so like maybe speak to the small the um so like maybe speak to the small the um so like maybe speak to the small the midsize Church who hears this and is midsize Church who hears this and is midsize Church who hears this and is compelled like okay I hear that that a compelled like okay I hear that that a compelled like okay I hear that that a personal account is going to perform personal account is going to perform personal account is going to perform better than an organizational account better than an organizational account better than an organizational account but like we don't have a team to but like we don't have a team to but like we don't have a team to generate content for our church account generate content for our church account generate content for our church account and our pastor's account and our pastor and our pastor's account and our pastor and our pastor's account and our pastor like wants to keep his account for his like wants to keep his account for his like wants to keep his account for his friends and family he doesn't he doesn't friends and family he doesn't he doesn't friends and family he doesn't he doesn't have the bandwidth to do ministry he have the bandwidth to do ministry he have the bandwidth to do ministry he doesn't have to the bandwidth to be a doesn't have to the bandwidth to be a doesn't have to the bandwidth to be a pastor on social like what are the pastor on social like what are the pastor on social like what are the implications for small to midsize implications for small to midsize implications for small to midsize churches in light of of learning that churches in light of of learning that churches in light of of learning that from Adamas from Adamas from Adamas well certainly if you have an older well certainly if you have an older well certainly if you have an older Pastor I I just don't know if you can Pastor I I just don't know if you can Pastor I I just don't know if you can compel them to engage in Social if compel them to engage in Social if compel them to engage in Social if they're not the ones that are driving they're not the ones that are driving they're not the ones that are driving that yeah you know we asked Carrie that yeah you know we asked Carrie that yeah you know we asked Carrie newoff about this when he was here in newoff about this when he was here in newoff about this when he was here in person and I was like you know person and I was like you know person and I was like you know Carrie no offense you're an older person Carrie no offense you're an older person Carrie no offense you're an older person than me right and I said you've done a than me right and I said you've done a than me right and I said you've done a really good job of embracing digital really good job of embracing digital really good job of embracing digital clearly you've prioritized that so clearly you've prioritized that so clearly you've prioritized that so that's proof that like if someone cares that's proof that like if someone cares that's proof that like if someone cares they can learn you know we we there's they can learn you know we we there's they can learn you know we we there's there's no point in time where a person there's no point in time where a person there's no point in time where a person but much less a leader should stop but much less a leader should stop but much less a leader should stop learning sure so hopefully I'm still learning sure so hopefully I'm still learning sure so hopefully I'm still learning new skills at the age of 50 and learning new skills at the age of 50 and learning new skills at the age of 50 and 60 but pastors are often resistant to 60 but pastors are often resistant to 60 but pastors are often resistant to embracing social and I understand why in embracing social and I understand why in embracing social and I understand why in that case I just don't know if you can that case I just don't know if you can that case I just don't know if you can gain the system enough right unless you gain the system enough right unless you gain the system enough right unless you had their express permission to do it had their express permission to do it had their express permission to do it and how you could do that thread that and how you could do that thread that and how you could do that thread that needle is well you probably have an needle is well you probably have an needle is well you probably have an archive of many many many sermons so

archive of many many many sermons so archive of many many many sermons so unlike an older leader in a different unlike an older leader in a different unlike an older leader in a different industry who wouldn't have that backlog industry who wouldn't have that backlog industry who wouldn't have that backlog of content in the church you could of content in the church you could of content in the church you could repurpose that on social and that might repurpose that on social and that might repurpose that on social and that might be a way of making it work yeah what I be a way of making it work yeah what I be a way of making it work yeah what I think we're going to begin to see more think we're going to begin to see more think we're going to begin to see more of is pastors that grew up on social of is pastors that grew up on social of is pastors that grew up on social like let's say we're in our getting like let's say we're in our getting like let's say we're in our getting close to mid-30s early 30s you know um close to mid-30s early 30s you know um close to mid-30s early 30s you know um let's imagine that we you know are let's imagine that we you know are let's imagine that we you know are pastoring let's say Alex wants to become pastoring let's say Alex wants to become pastoring let's say Alex wants to become a full-time pastor at a different Church a full-time pastor at a different Church a full-time pastor at a different Church which are two things that I could never which are two things that I could never which are two things that I could never see happen one leaving me two leaving see happen one leaving me two leaving see happen one leaving me two leaving his church yeah um but let's say wow he his church yeah um but let's say wow he his church yeah um but let's say wow he goes to pastor at a at a new church goes to pastor at a at a new church goes to pastor at a at a new church family well he has an existing social family well he has an existing social family well he has an existing social media presence and he's going to bring media presence and he's going to bring media presence and he's going to bring that what he's built to the next church that what he's built to the next church that what he's built to the next church as well that's kind of an interesting as well that's kind of an interesting as well that's kind of an interesting new dynamic in the previous era of new dynamic in the previous era of new dynamic in the previous era of ministry before social you would have ministry before social you would have ministry before social you would have pastors that Pastor for a season in one pastors that Pastor for a season in one pastors that Pastor for a season in one context and then move to another season context and then move to another season context and then move to another season and what do they do they take their and what do they do they take their and what do they do they take their lessons with them they take their lessons with them they take their lessons with them they take their experience with them they are often experience with them they are often experience with them they are often preaching very similar sermons because preaching very similar sermons because preaching very similar sermons because hey this is my life experience and this hey this is my life experience and this hey this is my life experience and this is what I have to say and how I read the is what I have to say and how I read the is what I have to say and how I read the wisdom of scripture and share it with wisdom of scripture and share it with wisdom of scripture and share it with others and they were kind of bringing others and they were kind of bringing others and they were kind of bringing that with them as they went well now that with them as they went well now that with them as they went well now there's going to be like a different there's going to be like a different there's going to be like a different element perhaps where they're like still element perhaps where they're like still element perhaps where they're like still bringing some of the audience with them bringing some of the audience with them bringing some of the audience with them digitally it's like oh I'm serving in a digitally it's like oh I'm serving in a digitally it's like oh I'm serving in a different context oh yeah who's that on different context oh yeah who's that on different context oh yeah who's that on your Instagram parishioner of a church your Instagram parishioner of a church your Instagram parishioner of a church oh that was our previous Pastor he's at oh that was our previous Pastor he's at oh that was our previous Pastor he's at this new church but I still like to this new church but I still like to this new church but I still like to follow him he I still like to follow her

follow him he I still like to follow her follow him he I still like to follow her she has really good so that's kind of she has really good so that's kind of she has really good so that's kind of interesting this might also be one of interesting this might also be one of interesting this might also be one of those things where you're like I don't those things where you're like I don't those things where you're like I don't care if it's more effective yes I don't care if it's more effective yes I don't care if it's more effective yes I don't like it yeah and so we're not going to like it yeah and so we're not going to like it yeah and so we're not going to do it yeah you don't have to do do it yeah you don't have to do do it yeah you don't have to do everything and we talked about that everything and we talked about that everything and we talked about that maybe this is the style of Gene you're maybe this is the style of Gene you're maybe this is the style of Gene you're like look yeah I can't go that loose I like look yeah I can't go that loose I like look yeah I can't go that loose I just that's so relaxed I mean like how just that's so relaxed I mean like how just that's so relaxed I mean like how are they even fitting around your waist are they even fitting around your waist are they even fitting around your waist like how do you how do you connect them like how do you how do you connect them like how do you how do you connect them that's too relaxed you know you know that's too relaxed you know you know that's too relaxed you know you know there was a photo of Drake the other day there was a photo of Drake the other day there was a photo of Drake the other day on Instagram stories and he was like no on Instagram stories and he was like no on Instagram stories and he was like no too relax Drake you gone too far too relax Drake you gone too far too relax Drake you gone too far bring it back in and so this might be bring it back in and so this might be bring it back in and so this might be where like this doesn't really apply to where like this doesn't really apply to where like this doesn't really apply to me but other folks other churches might me but other folks other churches might me but other folks other churches might be like yeah like our pastor really be like yeah like our pastor really be like yeah like our pastor really cares about social and so this is cares about social and so this is cares about social and so this is actually a trend that really works for actually a trend that really works for actually a trend that really works for us and so we're going to lean into it us and so we're going to lean into it us and so we're going to lean into it and that's how I like to do it when and that's how I like to do it when and that's how I like to do it when Trends come along that I know work well Trends come along that I know work well Trends come along that I know work well for me I lean into them because not for me I lean into them because not for me I lean into them because not every trend is for me I don't want to every trend is for me I don't want to every trend is for me I don't want to lean in equally to all Trends because lean in equally to all Trends because lean in equally to all Trends because then I'll have like one thing that works then I'll have like one thing that works then I'll have like one thing that works and then the rest of it'll look sloppy and then the rest of it'll look sloppy and then the rest of it'll look sloppy but if there's one specific Trend that but if there's one specific Trend that but if there's one specific Trend that works for me oh my type of content works for me oh my type of content works for me oh my type of content people really like to share on Instagram people really like to share on Instagram people really like to share on Instagram interesting that's probably going to interesting that's probably going to interesting that's probably going to work in my favor I'm going to lean into work in my favor I'm going to lean into work in my favor I'm going to lean into that and double down on that to if I can that and double down on that to if I can that and double down on that to if I can use this word exploit that part of the use this word exploit that part of the use this word exploit that part of the platform as much as possible because it platform as much as possible because it platform as much as possible because it aligns with my mission it aligns with aligns with my mission it aligns with aligns with my mission it aligns with who I am and it aligns with best who I am and it aligns with best who I am and it aligns with best practices yeah and there is there's practices yeah and there is there's practices yeah and there is there's possibly for small to midsize churches I possibly for small to midsize churches I possibly for small to midsize churches I I think there's a hybrid approach that I think there's a hybrid approach that I think there's a hybrid approach that that could end up bearing some more that could end up bearing some more that could end up bearing some more fruit than your accounts currently are fruit than your accounts currently are fruit than your accounts currently are without doing like without turning your without doing like without turning your without doing like without turning your pastor's personal account into like a pastor's personal account into like a pastor's personal account into like a pastoral Persona account knowing that

pastoral Persona account knowing that pastoral Persona account knowing that Instagram as a platform is focusing Instagram as a platform is focusing Instagram as a platform is focusing creators and not Publishers but also creators and not Publishers but also creators and not Publishers but also knowing that like aside from that the knowing that like aside from that the knowing that like aside from that the type of content that resonates with type of content that resonates with type of content that resonates with audiences is like the personal content audiences is like the personal content audiences is like the personal content and so what the hybrid approach that I'm and so what the hybrid approach that I'm and so what the hybrid approach that I'm thinking about would be to bring the thinking about would be to bring the thinking about would be to bring the type of content that you would imagine type of content that you would imagine type of content that you would imagine on a pastoral account bring it onto your on a pastoral account bring it onto your on a pastoral account bring it onto your Church's page so like more lowii selfie Church's page so like more lowii selfie Church's page so like more lowii selfie Style videos from your pastor or people Style videos from your pastor or people Style videos from your pastor or people in your community because we know aside in your community because we know aside in your community because we know aside from how Instagram is going to from how Instagram is going to from how Instagram is going to prioritize the accounts we know that prioritize the accounts we know that prioritize the accounts we know that folks resonate um our audience resonates folks resonate um our audience resonates folks resonate um our audience resonates with that content more than just a quote with that content more than just a quote with that content more than just a quote post or a text post and so prioritizing post or a text post and so prioritizing post or a text post and so prioritizing content on your Church's page that is content on your Church's page that is content on your Church's page that is more personal in nature could be the more personal in nature could be the more personal in nature could be the hybrid approach that like that sees some hybrid approach that like that sees some hybrid approach that like that sees some more results without you know kind of more results without you know kind of more results without you know kind of partitioning the two and investing a lot partitioning the two and investing a lot partitioning the two and investing a lot of resources in in an area where maybe of resources in in an area where maybe of resources in in an area where maybe you don't have resources to invest you don't have resources to invest you don't have resources to invest hybrid approach love it there are a lot hybrid approach love it there are a lot hybrid approach love it there are a lot of changes and Trends on social that we of changes and Trends on social that we of changes and Trends on social that we want to talk about and so in next week's want to talk about and so in next week's want to talk about and so in next week's episode we're going to do our quarterly episode we're going to do our quarterly episode we're going to do our quarterly social media trends report we're going social media trends report we're going social media trends report we're going to talk about Trend to your Timeless to talk about Trend to your Timeless to talk about Trend to your Timeless we're going to look at the predictions we're going to look at the predictions we're going to look at the predictions that we made last quarter about social that we made last quarter about social that we made last quarter about social see how right and or wrong that we were see how right and or wrong that we were see how right and or wrong that we were make our predictions for this next cycle make our predictions for this next cycle make our predictions for this next cycle this episode we wanted to get to you this episode we wanted to get to you this episode we wanted to get to you right away because this Instagram right away because this Instagram right away because this Instagram knowledge was like hey this is brand new knowledge was like hey this is brand new knowledge was like hey this is brand new let's get it out as soon as we can let's get it out as soon as we can let's get it out as soon as we can there's a lot more happening on social there's a lot more happening on social there's a lot more happening on social more broadly Beyond just Instagram that more broadly Beyond just Instagram that more broadly Beyond just Instagram that we want to discuss that's going to be on

we want to discuss that's going to be on we want to discuss that's going to be on next week's episode make sure to check next week's episode make sure to check next week's episode make sure to check out Pro Church tools out Pro Church tools out Pro Church tools inc on The Brady sheerer YouTube channel inc on The Brady sheerer YouTube channel inc on The Brady sheerer YouTube channel connect with me personally as a person connect with me personally as a person connect with me personally as a person we're going to talk we're going to show we're going to talk we're going to show we're going to talk we're going to show a lot more personal you want to see more a lot more personal you want to see more a lot more personal you want to see more Alex maybe too much you want to see Alex Alex maybe too much you want to see Alex Alex maybe too much you want to see Alex and I beyond this show actually doing and I beyond this show actually doing and I beyond this show actually doing things yeah you want to see all of our things yeah you want to see all of our things yeah you want to see all of our legs wow not just like exactly that is legs wow not just like exactly that is legs wow not just like exactly that is going to be on the Channel check out the going to be on the Channel check out the going to be on the Channel check out the debut yesterday we're going to do three debut yesterday we're going to do three debut yesterday we're going to do three episodes in the first month then take a episodes in the first month then take a episodes in the first month then take a week off recalibrate okay what went good week off recalibrate okay what went good week off recalibrate okay what went good what went wrong how might we want to what went wrong how might we want to what went wrong how might we want to change and stay tuned for next week's change and stay tuned for next week's change and stay tuned for next week's summer 2024 social media trends report summer 2024 social media trends report summer 2024 social media trends report thanks as always for your time attention thanks as always for your time attention thanks as always for your time attention and Trust we'll talk to you next and Trust we'll talk to you next and Trust we'll talk to you next Wednesday can I call you sister sourdo Wednesday can I call you sister sourdo Wednesday can I call you sister sourdo yep you yep you yep you can no good what do you mean you call can no good what do you mean you call can no good what do you mean you call him sister him sister him sister just trying to have some fun man yeah