Latest / Success Story with Scott Clary / Lessons - How She Turned One Instagram Page Into a Full Social Media Empire | Theresa Depasquale - CEO of Capture Social Group

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Lessons - How She Turned One Instagram Page Into a Full Social Media Empire | Theresa Depasquale - CEO of Capture Social Group · Success Story with Scott Clary

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  In this lessons episode, explore how social media can become a long-term growth engine when
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  used with strategy and intention. Discover why short-form video remains essential for building awareness,
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  understand how authenticity creates stronger audience trust and deeper engagement,
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  and uncover how using platform features strategically can turn everyday conversations into lasting
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  conversions. One thing that you mentioned that if you find the right audience, this is the
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  this they will convert and that's really the objective of a business putting out content
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  obviously. I also find that TikTok is brand awareness but there's like a trust factor that I
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  feel isn't built on TikTok for some reason. I feel like TikTok is a very low trust building platform
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  with your audience. That's because anybody a house mom from New Jersey can all of the sudden
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  be come and expert on you know what I'm saying? Yeah it's like they people don't carry over like
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  you look at it. Anybody can be famous. Exactly so you have somebody with 5 million followers on
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  TikTok they have like nothing anywhere else. The audience isn't carry and it shouldn't be about
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  audience but it's a it's a leading indicator that your audience doesn't trust your care about you
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  that much. If your audience only sees you on TikTok and then doesn't go anywhere else and you look
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  at YouTube for example you every YouTuber where you're talking to somebody for 10, 20 an hour long
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  they have a big audience their audience cares about them their audience follows them other places.
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  Instagram, Facebook, correct email list. Yeah yeah yeah okay so without without doing a full
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  full strategy because other things I want to talk to you about outside of just Instagram.
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  What are some what are some things that you want to leave a business owner entrepreneur with that
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  are just things to think about for Instagram right now in 2023? Okay that's a load of question.
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  I know it is you have to pick the things that are top of mind. I know it's a load of questions.
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  Yeah I think you know I think this might sound funny to you because you're doing it but like if
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  you're not leaning into the shore from video trend you've got to start and you can really do it
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  to what makes sense with your brand and like your personality it doesn't have to be silly you know
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  whenever trending real with like lip-sinking audios. I think a lot of extra brands get like really
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  intimidated by reels but if you're not on the Instagram or even TikTok or whatever even YouTube
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  shorts now like some kind of short-term video that should be part of your strategy it doesn't
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  need to be a whole thing but like if you're not leaning into it you really need to start like just
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  leaning into more video content and like learning the nuances of it there's so much nuance with
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  video content like the editing the lengths the scripting like there's a lot that goes into it.
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  That would be number one. Number two is like really not being cavalier with it because it's
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  such a powerful tool organic social media like I was talking about it can benefit your business in
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  so many ways. Long-term look it as a long-term play it's not a short-term play it's a long-term
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  play so like really getting Siri doubling down on it because what I've learned is like say I'm
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  doing Facebook ads you could be crushing it and this has happened to me personally with my ex-husband
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  business. We were literally crushing crushing crushing from Facebook we owned Regina medicine clinics
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  and they changed they basically de-platformed us off of Google overnight so we couldn't advertise
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  Regina medicine because it's scientifically unsound they changed the Facebook insights it became
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  very oversaturated and so like in a matter of months our entire eight-figure business almost dried up
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  and the lesson that was learned from that a couple years ago was don't have all your excellent
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  basking and so as a business owner like this will you organic social is owned media it's never
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  going to go away so like you could you know I'm saying like yes the platform could close down you
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  should be getting people on your email list things like that but I'm saying it's your content you
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  can save the post it's content you create and it's such a good long-term play to support all these
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  other things and God forbid one of them goes away at least you have this foundation built.
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  Yeah you're like de-risking yourself one level further than just paid because yeah it's very smart
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  very very smart and you have that audience again to always tap into.
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  One thing that you you mentioned you mentioned this a few times is being very
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  purposeful about the type of content you put out which is understood but then you also
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  mentioned authenticity and I think authenticity is key to your strategy but it's also a buzzword
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  that's really thrown around a lot that I think loses value because people don't understand what
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  it really means like does it mean I'm Gary Vee and I'm swearing all over my my Instagram or what
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  does it actually mean in terms of like content creation. So for me when I would like coach
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  somebody I'm being authentic it would be more of like when I'm looking at a personal brand there's
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  like the business side of the personal brand which is like my master content my expertise but then
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  I'm also a person right so like one one of the things I teach about personal branding is like
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  you are a person in your business is one thing that you do so you should also be sharing with
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  your audience like things about your personal life and like that's where the authenticity comes
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  in because like who are you and what do you do you don't have to try to be anything just be yourself
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  like I've had so many doctors that are like you know I'm afraid to let not a professional like
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  they're doing all this really cool like dancing or like whatever and I'm like put it out there
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  like let's show your audience they're so scared that when they do it like the audience loves it
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  because it's just like that's who they really are and so I think a lot of experts are worried
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  about not liking professional or whatever and it's like showing people who you are and being
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  authentic isn't gonna you know sway people away and at the end of the day if it does they're not
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  your people anyways they're never gonna buy your stuff not everyone's gonna like you in social media
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  so like just don't be afraid to be yourself I think is what that means to me. I love that and
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  and that's just I feel like I notice is sometimes when I even do podcasts it's like when people
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  are recording something they like a different person comes on it's like the person that comes on
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  when you're in front of a mic in the camera it's like it's like this alternate ego persona whatever
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  and then the second the camera shuts off then the person becomes real and the person actually is
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  like a human being and then the conversation you have when somebody you want to have the conversation
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  on social that you would normally have off camera for most people that's what you were trying
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  at a coffee shop that's always something cool stop writing like you're writing a dissertation and
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  write yeah it's like there's real value in your brain it's so fucking talk about it and don't
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  just think you need like this like manicured perfect no because it's but you know you you see it
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  I'm sure you see this oh my gosh yeah I mean I think that people are so tired of that they don't
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  want fake perfect people they won't reel that's why oh my gosh look at so many of the Facebook ads
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  it's literally people taking their cell phone out and they're like putting it up you can see them
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  pushing the button in the ad they don't even edit that out anymore because it's like they want
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  that unpolished like they're just hanging out with a friend feel that's what people want is authentic
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  okay let's talk about let's just do like rapid fire of other social things that I'm interested
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  in your opinion and and only because I was complaining about features on social and you're like
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  no Scott you're an idiot there's not a stupid fucking feature this is actually a very useful
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  feature I'm like okay whatever we'll talk about it so I I was just curious about your your
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  view on a couple different things so let's just go through the list you already mentioned tiktok
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  you don't necessarily double down on it do you have any opinions about tiktok in terms of like
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  data privacy do you have any care about that do you think it's going to stick around do you
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  concerns interesting too because if you're going to put out all this work and effort into a platform
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  that's so volatile like it's yeah it's banned in a couple of other countries so like we don't
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  know what's going to happen here so that there is that chance who knows it could be totally
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  not existing but yeah I mean I won't worry too much about it but that's definitely something
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  to think about and consider um meta metaverse virtual anything do you care about that at all
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  you know I know I should because it's coming and I'm trying I actually have one of our clients
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  he's one of my good friends she's like one of the biggest experts in crypto NFT space and so I'm
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  learning a lot from her name is Lee Richter I know Lee oh that I know Lee yeah yeah I know Lee
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  we have a couple mutual friends yeah um I'm trying I'm learning so much from her but it just like
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  I had not resonating with it yet like the whole virtual reality metaverse like it doesn't do it
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  for me personally but I'm learning because I don't want to be behind the curve you know like I'm
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  trying to learn more about all these things and like like she's we we do her social but I believe
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  she's one of the best people teaching people like breaking it down to make it understandable like
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  she's the only person that I've understood it from because I read it and I'm like that's like Chinese
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  yeah but she's doing a really good job of like breaking down all this stuff and making it like
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  also like how to apply that to your business and branding so like using NFTs and smart contracts
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  for your business and like really cool things that people are doing so like I'm learning a lot
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  from her so I'm trying but I have it and I haven't done anything with it yet you know it's
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  funny her whole business is about making it more accessible that's that's her whole like the whole
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  NFT pay businesses about making it like super accessible to everyone she's she's very we had dinner
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  like a month ago that's so cool yeah she's one of our very good friends yeah yeah um what about
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  influencer like what about badges paid badges on Twitter paid badges on Instagram we don't know
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  what's gonna happen with that I mean as someone that's verified that earn my verification it's a
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  little frustrating for me yeah um I got it because I'm like a published author that actually
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  a serious book you know what I mean so I got verification that way um I think that it's great what
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  they're doing but I'm hoping we don't know because they haven't commented on it but I'm hoping
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  maybe the people that have verification will have a different color or something to signify
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  something different like I think it's great what they're doing because you know anyone should have
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  I do think on social media you should have some kind of verification anyways it should be like
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  the initial step um but I'm curious to see how this works when they roll out on Instagram like if
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  if people like me are gonna have a different color or we don't know yet we have no idea or or if
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  because what's happening on Twitter right now is Elon's actually getting rid of legacy verification so
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  even if you were legacy verified and notable unless your government or or there's maybe there's
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  some categories he's just making it so if you don't pay for Twitter blue you're not verified
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  which is silly I mean like that means like personally I mean it's like Kanye or you know
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  Kim or whatever wouldn't be verified unless they're paying for Twitter blue interesting whatever
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  yeah it is interesting um useful features new features I I was completely what's that feature
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  in Instagram was complaining about you put it mostly like this picture so stupid I don't get it
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  so so I don't understand it so the reason I said it's useful is because one of the main things
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  that you do about Instagram is like engagement is a currency of Instagram if you want to go
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  organically so you've got to have engagement in your content the more you can get people engaging
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  the more that's assigned Instagram that you're keeping people on the platform and they like that
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  because it's a business they want to sell ads to people on the platform right so it's like that's
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  the signal engagement metrics signals that algorithm that they should be pushing your content
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  to more people so anything that is a new feature that could foster engagement is good so like
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  notes if you use it smart people will DM you and reply to the note do you see them saying so you
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  can put things in there to foster DMs which is engagement so that's like a smart thing if you
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  learn how to use it right and and that would potentially help engagement across your entire account
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  your entire profile mm-hmm okay that's not much of a hard sell to be honest that that'll get me
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  to do it for sure but it's not like you have to put up things that are going to foster engagement
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  don't just put up like I love my dog well I see people I see people just putting the city that they're
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  in a lot people use it differently I mean but like that's where I'm saying like for me it's a
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  strat everything is strategic for me I don't think it's a given example like give it like what would
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  be a good I can probably try and think of some but like what have you I don't know the last
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  one I replied to that I was laughing is my friend Elizabeth went to South Beach and she put
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  each almost killed me and so I messaged her sort of and I put a lamio it got me a lot I laughed
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  because I was like yeah I know South Beach will kill you well spring break too so yeah for sure yeah
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  so I'm I'm here and I don't even go down there I don't even I don't even I don't think I've been to
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  South Beach once in the past two years I've been in Florida so like that right like that
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  residue with me because it's almost killing me also so like thinking about your ideal audience
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  what would resonate with them to get them to reply to you do you see them saying like what little
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  comments like if there's like a controversial timely thing happening ask them a question
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  Trump and that's a good remark that is a smart thing to think about just like the the new
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  features coming up on social like use them like find a way to use them and explore them because
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  that's obviously what they want all about and building a relationship and like a dialogue with
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  your audience I always say conversations lead to conversions so the more you connect with them the more
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  that it will work um niche social sites like be real good reads weird stuff like that that I
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  haven't really used but I know they exist you see them having no okay I know that people use them
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  I don't know who I my girlfriend has all these like she's obsessed she reads more than anybody
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  have ever met my entire life so she has actually it's a really cool news app it's not social but it's
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  kind of like a Facebook for news have you seen it's like hang on the new one that Instagram
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  wants no it's called it's an app that has like a news feed but it's like news that you can pick
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  and like show in your feed the news that you want oh I don't know this no like yeah social media for
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  news it's cool I don't see that stuff I don't I just don't my thing I spend so much time on
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  Instagram and social media that I can't I need to turn my brain off thanks for tuning in if you
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  the full episode see you in the next one