72. The Shine Framework: The Key to Social Media Growth in 2023
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If you’ve been following me for a bit, you probably know that I've been undergoing a major rebrand for our fifth business birthday, which is coming up in January! Where does the time go?
Because of this stupendous occasion—and big-time rebrand—I want to give you all an inside look into my signature Shine Framework for boosting your social media growth. But before we get into that, I want to give you some backstory…
The Beginning
When I first started my business five years ago, I did a little bit of everything. I took my public relations, digital marketing, and online journalism experience and ran with it, and I quickly started noticing where I could take those skills and begin building my business.
While I could have gone in several different directions, I ended up really loving social media management for small businesses, and I especially loved Instagram content management, particular when it came to implementing more of a holistic strategy and encouraging my clients to include a little bit more video in their content plans in order to support their social media growth. So as I transitioned my business into educational courses, the biggest pivot that I made happened a few years back, which was when I created my personal brand: Shine with Natasha, as you know it today.
Essentially, I looked at the way I worked with my social media management clients and my consulting clients inside my courses, and I took that framework and applied it to my group programs, which have now been slightly revamped and rebranded. So my signature program is the Video Content Camp, and then my mastermind is the Online Authority Mastermind.
Essentially, the Framework is peppered throughout the curriculum in both programs and the major updates that they're taking into the 2023 year. Because of that, I’m going to be sharing a lot more behind the scenes today…
Behind the Scenes
If you're already following me on Instagram, you've seen this, but right when I got back from my wedding last quarter, I absolutely dove into taking that signature framework and revamping it into an even better version with the help of my coach.
My goal with the Shine Framework is to help small business owners just like you achieve three different things when it comes to social media growth. The first is community growth and engagement wherever they're choosing to use social media and marketing. The second is sales and conversions, which basically translate into results for your small business. And the third thing is consistency, ensuring that you're consistently and confidently using video strategy to help with your marketing without being overwhelmed or tumbling into burnout.
These three priorities for social media growth are where the four core parts of the Shine framework came to be: strategy, systems, skills, and sustainability. (I am so proud that not only does the framework start with an S, but every single part of it starts with an S. Alliteration for the win.)
If you came to me looking for advice on social media growth and you said, “Hey, I want more growth within my community. I want to experience growth in my sales. I want to grow my confidence in using video content,” these four factors are what I would recommend custom for you.
Strategy
First, let's dive into the strategy aspect of driving social media growth. The result of focusing on your strategy first and foremost before we even get into content is that it provides you with purpose and intentionality; before we even get into posting videos, building a strategy will help you know exactly what to post.
If you’ve ever felt like you're just posting just to post, jumping all over the content map because you aren’t sure what you should be doing or saying to promote yourself and your business, this is going to help. It’s going to help you attract your ideal follower versus just posting for literally everyone under the sun; when you’re posting generic, one-size-fits-all content, it will result in social media growth, but it will also result in you not attracting all the right people.
Why is this a problem? Isn’t all social media growth good growth? Honestly, not really. You could literally go viral overnight and still not get the results you’re hoping to see in your business, because you're not creating intentionally to attract the people who actually click with your offers.
Ultimately, building out a strategy will help you identify your why behind using video content, whether it's building brand awareness, community growth, sales, or whatever else you’re looking to expand. Your strategy for social media growth is the foundation to getting you to that goal. It is your roadmap towards that goal; without a clear strategy, all the effort you're going to put into those videos will not get you closer to where you want to be.
Inside the camp, one of the first things we do is get very clear on those goals for social media growth and what we want to focus on when building out your video strategy. We then talk about content pillars, which is one of my favorite topics; if you aren’t familiar, content pillars are the core of your video content strategy. They’re the topics and themes that you should be talking about to attract that ideal follower.
And most importantly, we’ll be taking your profile and your content and creating an enthralling experience for the three different parts of the follower journey that someone's going to go through when they stumble across your platform. Those three parts are discovering you, actually becoming part of your community, then becoming a warm lead that’s ready to convert.
Systems
Your strategy for social media growth will lean easily into the next part of the framework, which is systems. I know “systems” is very much a buzzword right now in business, but systems really are crucial to optimizing your social media presence and boosting your social media growth.
Essentially, the goal of these systems is to save time and optimize your energy when creating your video content. These systems will make it so you can not only be posting your strategic videos, but also so you can continue to do so consistently. When you’re committing to your video content for the long haul, that is what's going to help you climb closer and closer to those social media growth results you’re seeking.
Inside the camp, when it comes to the lessons for this specific part of the framework, we essentially just nerd out together. We talk about batching, we talk about systems and habits and how they all relate to your social media growth goal, and then we break down the individual elements you want to have as part of your systems. These could be production tools, a content calendar, or even new skills you're going to start implementing, such as repurposing, outlining, or idea generation.
Skills
My personal favorite part of the framework is when we get to talk about skills. Learning new skills will help you feel more confident, whether that confidence relates to the tactile process of creating your videos or if it’s more on the mindset side of things.
The result of focusing more on skills when you're actually creating your video content is that you'll know exactly how to produce videos, whether it's the filming or editing side that you struggle with, and you'll essentially be able to develop the skills to develop original content.
Obviously you can use this on a platform like Instagram, but they can extend to other platforms, as well. I’ve been mainly focused on Instagram for years, but when I really focused on developing the foundational skills for creating video content, it allowed me to add other platforms such as YouTube and TikTok. Social media growth doesn’t have to be restricted to just one platform!
Improving your skills will allow you to grow your content ecosystem over time, but most importantly, it’ll allow you to create impactful content that will connect with your ideal followers. So it'll take all that strategy and all those systems and turn those things into really great videos.
Inside the camp, you won’t only learn what you should be doing in terms of how to familiarize yourself with a new platform via social sandboxing, what type of footage you should be capturing with stock content, what the best practices and tactics are for creating short-form videos or stories or lives, but I also show you how to do it.
In the camp, I’m going to show you how I do my stock content, how I map out my story series, how I film and edit, and my entire process for taking my strategy, my systems, and my skills, and putting them into action. That way, you're seeing it in real time versus just hearing how to do it.
Sustainability
Last but not least, we tackle sustainability. This part of the camp is when we take everything you've learned about social media growth and use it to create a video content ecosystem that you can sustain in a healthy way.
We don't want overwhelm, we don't want burnout. We want to be able to have fun showing up in your video content. We don’t want it to feel like a chore, because that's really where the magic happens in terms of being able to connect even deeper with your people and transform followers into a truly engaged community.
Without this factor of social media growth, you can easily fall into a place of burnout. This is where you get the unhealthy relationship with social media, where you don't have the best boundaries in place or you even begin feeling hatred and resentment toward the apps you're on.
I know we've all felt this kind of resentment surrounding the necessity of being present on social media, but we need to shift that mindset; instead, we should focus on the fact that we get to use these platforms to build a community, and we really can commit to social media growth sustainably. It can just be a small part of how we grow and market our businesses. It doesn't have to be everything.
So in this lesson, we focus on pulling everything else you’ve already learned about social media growth together as well as covering a lot of the mindset things, whether that’s setting social media boundaries, improving video confidence, or just learning how to show up imperfectly in your content, which I know a lot of entrepreneurs struggle with.
Take the Video Confidence Challenge!
There you have it: the four-part Shine Framework for improving your social media growth! If this all sounds amazing to you and you want to take it for a test ride, I highly recommend you join my five-day video confidence challenge. And if you're listening in real time to this, I'll be doing a free coaching call all about stock content on January 12th, 2023, at 12:00 PM Eastern. (There’s going to be replay access as well if you're missing it.)
I hope it really inspired you to explore all the ways you can implement video to support the growth of your community, confidence, and sales. If this sounds like something you need to get closer to your goals for 2023, I highly recommend you join us inside the Video Content Camp: https://shinewithnatasha.com/accelerator
Create your video growth plan for 2023 during a 60-minute live webinar on January 26th at 12:00 PM EST: https://shinewithnatasha.com/webinar
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