100 | Establishing Influence As An Authority | Content Strategy For High-Quality Engagement | Brittany Michalchuk

Today we’ll be talking with a very special guest, Brittany Michalchuk. Brittany is an expert at growing online brands and establishing influence as an authority in their niche. She realized how to hack the Instagram algorithm and created create currency content, which results in a lot of success. After realizing others wanted to do the same thing as well. She started helping them out and scale from there, she experienced a massive amount of success and exploded her marketing consulting business, while developing a proven approach to build momentum, and conversions while growing other brands to high-quality engagement. Now, she aims to help millions dominate their space through effective marketing, and field testing strategies, tactics, and techniques.


Welcome, Brittany.


Awesome. Thanks for having me on.


All right, great. So tell us about your journey on Instagram. You know, we chatted a little bit before this interview, and you said you were on Instagram very early on when they started. So from there to now where you know, you have a significant following on Instagram. Tell us how you did it?


Yeah, so I mean, it’s, it took a lot of time and effort. And there are lots of different ways to grow your social media. And I think the most important thing that is going to really help you is is creating high-quality content. Because if you can figure out who your target demographic is, be able to provide solutions to their biggest pain points as you can really understand the psychology of your target demographic and figure out what keeps them up at night. What, what is it that that they desire, and then create content around that you’re going to be able to build a tribe and be able to offer viable solutions while impacting the world in a big way and making money doing it.


Awesome. And in your case, what did you realize? What kind of target demographic did you go after? What kind of pain points did you realise they had?


Yeah, so I work with a lot of entrepreneurs and coaches. So I have a mastermind that helps people grow their social media online. And then I do one on one marketing consulting. So a lot of my clients are entrepreneurs or thought leaders, authors, people that want to make an impact, want to be able to build their brand, and powerfully online. And so I create content around that I create how to how to become a powerful public speaker and get on more stages, how to hack the new Instagram algorithm, how to master copywriting. So there are lots of different things that these people want, and then I create content around it. So my point is that you got to work backward. It’s not always what do you want to do to help these entrepreneurs, like my passion, is more of the mindset stuff, empowerment, confidence building, but what they want is practical steps on how to make more revenue using online tactics. So that’s where I work backward. And I create all this content for my mastermind members and for social media and work on fulfilling their needs. In that sense.


That’s good. And so Was there an inflection point? You said, like, you know, the journey without its, you’ve been on Instagram for several years? So was there an actual point in your journey when sort of things started to click? And you just took off after that?


Yeah, I mean, I think it’s a, it’s been, it’s been a very interesting journey in the sense that you, my target demographic has also changed. So again, I see more of the empowerment stuff. And now I do more marketing and branding. So I think it kind of evolves as you evolve.


Yeah. And one thing I you know, this may be a controversial question, but a lot of people who look at influencers, especially on Instagram, they have this, you know, tendency to think that maybe this this is not real, this life that they’re showing portraying on Instagram is not real. And it’s sort of a made-up thing for Instagram followers. So what are your views? I mean, you’re obviously, you know, a growing brand yourself, you’re an influencer? So is this real? What you portray? Is this not really? What are your views on other influencers as well? in general? Like, how, how real is this? And? And how should? How much should we believe it?


Yeah, that is such a good question. I’m happy you asked that because it’s a crucial question that we really do need to talk about, because I think that a lot of people are grown these insecurities because they don’t have this perfect Instagram body, this perfect Instagram relationship, this perfect Instagram lifestyle, success and money in cars. When in reality, a lot of people that show that success lifestyle, that Lamborghini lifestyle, it’s not always true. This is the thing. There’s two different types of people on Instagram. There’s the phoneys, there’s the scammers, there’s exactly what you talked about, to a tee, they’re out there, it is a naive for us not to think that they’re out there, you’ll get it in any industry. And then there’s really, really good, genuine, big heart honest, and take real people on Instagram. And it just depends on what circles you decided to get involved with. The Instagram algorithm also tracks you. So if you’re used to like liking all these flashy cars in this lifestyle, yes, some of it is real. Some of it is for sure real, there’s very wealthy people in this world. And Instagram is is a platform to showcase your life. But there are a lot of people that are bullshitting on Instagram. And so what’s really, really, really important is, number one, be in integrity, be yourself hold yourself to a specific level of standards, morals, values, and integrity. And number two, is, is be careful of the information you consume, because it’s not always real. And when you consume all this information, you internalise it. And we see a shift in our society right now, where people are, are internalising this, and they’re fostering this, like, sense of worthiness, like not being good enough, because they’re comparing themselves to these fake lives on Instagram. And it really boils down to the component of self love, and being like, you know what, no matter what’s going on on Instagram, no matter what’s going on externally, I need to focus on being confident in who I am, I need to focus on doing what’s what, what I was put here on earth to do, and kind of blocking out that noise and not allowing all of the glitz and the glam and the flash to affect you internally.


Yeah, that’s so very well said. Yeah, I mean, self love, self awareness is critical. Now, you know, I just want to mention that, actually, in this case, you reached out to me, like, you know, I have, like an insignificant following on Instagram. So you reached out to me, and that shows like, you know, it’s not that everybody is fake. And, you know, there are some good people on Instagram as well. Yeah. Now, you know, content on Instagram and any other social media social platform. So that was a little bit about what your strategy is to create really compelling content.


So there’s, that’s a loaded question. I have like a 32-hour course on this. I mean, I would start from the beginning, the most important thing is what content are you going to create in the first five seconds. So when you create something on video on Instagram, or you create something on red, because those are the only two ways to communicate on Instagram right now is video and text, you have to grab your attention of the audience in the first five seconds. So either having some people call it a clickbait title, a way of being able to, to attract them. The second most important part is to speak the language of your target demographic. So you really want to figure out what words are they use it, if you’re talking to kids, it’s going to be much more informal, much more like excitement. And if you’re talking to a mature grown adult on LinkedIn, you’re going to be more articulate, you’re going to use possibly bigger words that maybe the other demographics wouldn’t understand. Maybe you’re talking to males, and maybe your your tone of your copywriting is very aggressive and masculine, maybe the top maybe you want to talk to females, maybe your tone is very sensitive and nurturing. And you use specific words, there’s like, you can use adjectives power words, you can use a simile, there are so many different things that you can add into your writing to be able to create powerful content that moves people. But again, you want to have the title, you want to figure out the tone of the message. And then you really want to figure out the value add. And this is where most people go wrong, is they create content that they want, and not the content that their target demographic and their audience needs to hear, to either tell a storey these are the things that you want to do tell a story, entertain, inform, engage, or tell story to inform, educate. So you want to do those different things with your content. And each one of those things is a value add. And so the most important thing they have to remember in your content is what is the value add that your reader is going to get from listening to your content or engaging with your content?


I see. Now, this is a very valid point, you need to work backwards and understand what your audience wants. But I think it’s it’s, it’s harder than it sort of sounds. So what is the process to actually understand your target audience? First of all, you know, how do you even narrow it down? And then once you have, once you have narrowed it down to sell it entrepreneurs or our startup founders or coaches? How do you then figure out what exactly are they looking for? What do you mean, exactly? So, you know, as you said, like, you know, they’re looking for certain content, they’re looking for strategies, which they can implement in their business. So how do you discover that and then use it to build the content that they’re looking for?


Great question, you have to be speaking to your target demographic, not inferring what you think they want, but asking them directly. And so some practical ways that you can ask your target demographic, what content they want to see is go to the stories on your Instagram and ask them like, I used to post a lot of pictures of my food. I’m really, really, really passionate about cooking. However, my target demographic didn’t want to see that information. And so I’d asked them I had story polls, I’d be like, do you want to see more social media growth or more content creation? Do you want to see? Do you do mind seeing pictures of the food that I write that I make? And everyone’s like, No, we don’t want to see pictures of the food. So my point is, I asked for feedback. You can also do the in your store, you can do a little question box, and you can ask them, what type of content Do you want to see, most importantly, and this is what it really boils down to this is what you want to do is you want to ask your target demographic, what are your biggest pain points? What are you struggling with? And then, and then what you want to do is create formulas, create steps, create ideologies creates diff, create a different mindset, create different PDFs, webinars, Word documents, I create things that are able to assist what they need. And again, that’s done through communication, testing, analytics, you can go the analytics on your Instagram, if you have a business page, you can easily change your Instagram into a business page. And then what you can do is you can check and see how many retargeting rabbits males, females from what country in, you can figure out what time to post as well, which is also extremely crucial is when to post but essentially, you just you want to talk to them. That’s why I do I do a tonne of free webinars. And at the end of every single leg zoom call. And by the way, guys, feel free to add me on social media, my social media is Brittany, Michael, Chuck BRITTANYMICHALCHUCK, and you’ll see everything that we’re talking about here today, I really practice what I preach. But my point is I do free webinars all the time and just give away so much value. This is also a very important concept that I hope we can dive into afterward, is giving away free content before you ask for anything. But what I do is I have at least three different ways again, Mo and then at the end of them, I asked them, What was your favorite part about depression presentation? What do you want to see more of what do you struggling with? Like in my mastermind after every single call? I’m like, What do you guys struggling with? And then I create content around that.


That’s great. That’s great. Now, there’s also a huge amount of debate on all the social media platforms. So you know, there’s Instagram, there’s Facebook, Twitter, tick-tock is coming up. So here, so what what are your views about you know, is there a certain demographic? Is there a certain sort of type of person who lives on each of these platforms? Or they’re sort of equal? In terms of the region and demographics?


Great question, I’m definitely not equal in terms of reaching demographics, Instagram is the largest growing platform right now. I like Instagram the best as well, because Facebook is a pay to play environment. So the algorithm has really, really done a lot of people over. And because they’re just not going to show your content everywhere. But Instagram is, is, is amazing, because you can grow your platform to millions of followers like I think I’m at 230,000 followers right now. Whereas on Facebook, I can only have 5000 followers, and or 5000 friends until you started page. But again, the page is it’s hard to grow unless you to pay to play. So unless you run ads and pay them, because Facebook and Instagram are publicly traded companies. So how they make money is through ads. So they want you to be paying for more ads. And so they make it really hard for your posts to be visible right now, unless you’re paying them. Instagram demographic is more a little bit younger, it’s more 15 to about 35. Facebook is definitely a lot older because it’s it’s an older platform. So Instagram was newer, so the newer age range God on their LinkedIn is definitely a little bit older. I’d say Facebook and LinkedIn are probably like 2530 ish to 45 is probably where they have the most people. Tick Tock is very young demographic, Snapchat is in a very good business platform like I don’t close tonnes of sales on Snapchat. But yeah, it depends on it depends on what you’re selling. I mean, LinkedIn is awesome as well to be able to target people little bit harder to grow, Instagram is definitely a little bit easier to grow, because you can create quality content on there.


Got it? That’s great. And what about it? Let’s talk about the algorithm now. So you know, there’s there’s a lot of sort of moving pieces into figuring out what is working. And hashtags seem to be one of the key things and the algorithm. Now will first of all, do you agree with that, like hashtags are very important, or there is something else?


Yes, hashtags are extremely, extremely, extremely important. Right now, the reason why hashtags are so important is because you need to be seen on more visible again, the algorithm has made it really, really, really hard to grow right now. So you need to be seen in more in front of more people in order to get a follow. So back in the day to get a follow was much easier. Now it’s much more challenging to get a follow. And so it’s almost like a currency, it’s almost like a currency, where in order to get somebody to click that blue button, you have to have a value exchange, people just aren’t following random people anymore. They’re following people to add substance adds good content. They’re either inspired, entertain, informed, educated, or they’re just interested in learning about their storey. And so it’s very hard to gain followers. And so one of the ways that you can do that, though, is through hashtags be as people will look up these hashtags, but you want to make sure the hashtag pertains to that specific photo. Because if it doesn’t, then Instagram will penalise you,


I see I see. And the other The key thing to sort of gain the following engagement with your content as well, right. So you can use all that good hashtags, you can create all the, you know, awesome content, but if there’s no engagement, people, people do not see it. And you know, from what I understand, an algorithm is also not going to push that content. So how do you increase that engagement?


It depends. I mean, the biggest thing that’s going to increase your engagement, is you engaging with people back, it’s like at the mall, imagine if somebody came up to you. And they’re like, oh, great pants, I love those pants, those looks super awesome. And then you literally just like looked at them and walked away, do you think they’re going to be much more inclined to compliment you again? No, they’re going to be like, Oh, this person’s rude. They’re not even like engaging with me back. And so one of the most important things that you want to do is you want to, you want to be a to tell people like look like I care about you. Like, you’re, you’re an important person. And so I value you engaging with me and, and showing some love. It’s called social media karma. Oh, when people comment on your stuff, when people like your stuff, when people engage with you. What’s so important is to be like, thank you, I appreciate you. Because you engage with me when to engage with you back. And you can, you can show them that. Like for example, I respond to 99% of my comments. If you go to my Instagram again, guys, please add me on social media operating Michael chalk will put in the show notes as well. But you’ll see, because you guys will learn a lot from the way that I just work on social media, like the way that I show up on social media. But you’ll see that that like I respond back to all comments like if you guys send me a message, please feel free to send me a message from this interview and just be like, Hey, I heard about this podcast, I’m going to engage with you back. If you guys take a screenshot of this podcast and throw it up on your social media on your Instagram stories, I’m going to repost that. And so it’s like it’s building a tribe, it’s building a community people don’t. This is people’s biggest mistake is people are looking for a tribe to obsess over them. And they’re not willing to obsess over their tribe. And so that’s where people go wrong. I mean, you got to show your people some love and make them feel valued, or else they’re gonna follow you. And once somebody’s on follows you, they’re not going to really follow you.


Yeah,that’s great. Now let’s talk about your, your entrepreneurial journey. So you went from an influencer to a business coach and an entrepreneur. So tell us about that transition. How did that happen?


Well, I’ve always been an entrepreneur, suppose like, boy, I’ve loved entrepreneurship. And yeah, so I started off there. And then I started, I had a couple different companies. And I just, I was like, You know what, I don’t have $100,000. When I was like, 20 to 22 years old, to sponsor a ad in the Yellow Pages, I didn’t have 10 K, to advertise on TV. And so I was like, Well, how am I going to do this, and I was bootstrapping where I was like, Okay, I guess I gotta start the grassroots at the bottom of the social media, and get clients from there. And then I start getting all these clients from social media. And I’m like, Oh, my gosh, like, if Wait, so if I learn all the social media stuff, copywriting, if I learned how to have call to actions, marketing, like the thing, I like deep diving, and this is why I love studying. And this is like, the biggest component of my mastermind, is consumer marketing psychology. Like if you can really understand your target demographic, and be able to have products or services and a funnel, like an like, how is it that people are going to get engaged with you? And then how is it that they’re going to take out their wallet and pay you. And so when you can master that journey, and that process, you can create an enormous amount of success in your business. So that’s really what I started to study. And I started creating a massive amount of success in my businesses through marketing on social media. And then from there, everyone’s like, Brittany, how did you do this? How did you grow your following? How do you get so many clients from social media? And I’m like, Well, I guess I’ll teach you. And so that’s where it kind of evolved into the one on one coaching, and the mastermind and all that fun stuff. And then yeah, I just, I absolutely love what I do. And I love social media, I think it’s a really amazing, amazing gift, and an amazing tool to be able to grow your brand and grow your business. And like you said, In the beginning, though, there’s it’s also a double edged sword. So you got to be cautious and conscious of what you are doing on there. But I mean, if used properly, you can, you can change the world impact a lot of lives, and leave a legacy.


Awesome, that’s great. And now, you know, we earlier touched upon this mindset, because anything you want to do big, you really need a positive mindset, and you need to push through a lot of obstacles, a lot of things that don’t go your way. So tell us about that. You know, did you always have a positive mindset? Did you have to work on yourself and, and share with us like, what kind of mindset people need to have to be able to gain the kind of success they want?


I love that. I mean, no. I, when I was about 20 years old, I had a very troubled past. And so I, it was, it was Yeah, it was not, um, I was on a really bad trajectory. And so I realized that like, I need to, I need to change my life, I need to change my mindset, I need to become more positive, I need to start working hard, I need to start disciplining my mindset, I need to start treating my health with a lot more respect. And so I was like, I need to, I need to change things around like I was, I was in a lot of pain when I was younger. And so I rebelled from it. I had amazing parents, I had amazing, amazing parents, luckily. But I just had a really hard time when I was a kid, I was very, very bullied by the school system. by other peers, they were awful to me, they would like blue, when I came into class, they would beat me up all the time, they would sign petitions to get me kicked out of the school, they would chant, I used to have a uni Brown, so they would chant want to and they point at me when they pointed me they do one side one eyebrow, and then we probably themselves, they do too, because they had to take a one to one to whenever I would come on the bus. And so it was just traumatic for me. Like I just remember feeling very alone. And that’s also one of the biggest reasons why I love building tribe and community right now because I don’t think that anyone ever deserves to feel alone in life. And so it was just it resulted in me not not doing the things that I needed to do to become the woman that I knew was possible. And so I just switched my life around, I started involving in personal development, I started working on things internally. And now we’re here today where where I’ve never been happier, and I’m just a matter no matter really good spot. But it didn’t. It wasn’t always like this, there was a time period when I was 20 or 30 pounds heavier. with not a lot going on and independence, My life was very different. And I just I had to really work on myself and and clarify my goals and get some good mentors, join some some good groups. And I actually hired my own coach. And that’s how I turned my life around.


That’s great. Yeah, I mean, you know, I’ve had similar experiences, God had a tough childhood. And so I know how difficult it can be to overcome these challenges. And first of all, just to recognise that you know, you need a different path, because a lot of people cannot see past their own sort of thought process, whatever is going on in their head, right? Yeah. Yeah. So So can you share with us like, you hired a coach? Other than that, did you? Did you do anything specific, that helped you get over these, these issues, these stigmas?


It’s all mindset. I mean, the world doesn’t happen to us, the world happens, how we perceive it. And so I just had to really get a good grasp and understand that everything is just a perspective. And once I did the work to be able to learn how to control my perspective, life changed, things changed drastically. And and I started putting myself into the driver’s seat, I started taking control of my life, I started empowering myself, I started building the confidence that I needed to create success and happiness in my life. But it’s not easy at all. It’s very, very, very challenging. But all I gotta say is if you’re willing to put in the work, invest in yourself and read the right books and go to the right courses and and get around the right people get in the right rooms. It’s totally possible.


That’s awesome. Now, there are a lot of aspiring entrepreneurs or existing entrepreneurs and professionals in our audience. So can you give any advice to them in terms of if they are starting the journey? Or if they’re running into issues where you know, they’re not able to overcome any challenges? What can I advice you can give them in their own journeys that they can apply today?


I love that question. You are so good at interviewing, take a moment to appreciate you, you are so insightful with your questions there. Honestly, it boils down to self love you guys. It really boils down to self love. Because when you have confidence, and you have passion, and you have fire, and you have conviction, backing you up, and you understand that, that no matter what happens, you can do anything. And when you have this rock-solid belief in yourself, and you treat yourself with compassion and kindness, that gives you the confidence to be able to go out there and do big things in the world and create greatness and happiness and the success that you desire and that you deserve. But all boils down to the self worth component and the self love component. And just respecting yourself and understanding that we say meaner things to ourselves than we do our worst enemies. And so we need to stop being our own biggest critics and start becoming our own biggest cheerleaders. And when you start looking at life without perspective, that you can do anything and you can be anything as cliche as that sounds. you empower yourself to start stepping up and living your life in a big, powerful way.


That’s awesome. That’s great. And being a devil’s advocate, what about any mistakes, anything that you may want to avoid, like, anything that you that you can share for our audience that that they need to be aware of, and they should avoid?


I mean, I think one of the biggest thing is, avoid listening to other people. I mean, when you when you become a successful, you attract more jealousy, and you attract more people that never saw that in themselves, they don’t think it’s possible for them. So your goals and dreams scare them. And so when you’re sharing your your future plans with the wrong people, people will poke holes in what you’re doing. And so what’s so important is to make sure that you don’t listen to other people, you you follow your intuition, you work hard, you put your head down, you do the things that you need to do today, to create the life that you want tomorrow. And when you can discipline yourself to be able to show up and do the things that you need to do to create that you’re going to be able to achieve your goals and you’re going to be one step closer to the life that you’ve always dreamed of.


That’s powerful. Thank you so much. Well, this has been a great and enlightening conversation about social media and entrepreneurship. Thank you so much for being with us and sharing all your knowledge and wisdom with us. Now, before I let you go, you already mentioned where we can find you on social media. But can you repeat that? And if there’s any other way we can people can reach out to you?


Yeah, thank you, I’d love to follow me on social media at BRITTANYMICHALCHUK. And check out my website, if you would be so kind thrown in the show notes. That would be amazing. But it’s Brittany Michael chuck.ca. And they can check out my mastermind and anyone that listens to this podcast. If you guys are interested in joining up and signing up for the mastermind, I’m going to do something super crazy and give your audience 80% off. So if they go to Brittanymichalchuck.ca, and they use promo code  80OFF, they’ll get 80% off. So instead of 499 US dollars a month is only $99 a month, and they get access to to the VIP vault, which is my master class, it’s $1,497 value. So it’s 12 master class sessions, all about everything we talked about today plus so much more greatness, they’ll also get a free call with our head coach, they will also get access to our in-person meetups. And they will join the community we have a tribe on Instagram and Facebook of people and and my my passion for starting that was that people don’t have to do this alone. They can connect with with like-minded ambitious entrepreneurs. So yeah, we’d love to have them on board. If they’re interested more details about the mastermind, they can send me a message on Instagram or if they’re ready to take action. They can go sign up. But I would love to share this message with the world I love I love empowering people and helping them grow their brand, powerfully online. So it would be an honour to to serve them and serve your community. And hopefully, yeah, we meet a couple of them.


Awesome. That’s great. Well, thank you for generosity of all and thank you for being with us today. Thank you.


Of course. Thank you for having me. And thank you for being so awesome. I love your podcast. I love it your dedication towards humanity and just how passionate you are about helping people and leaving a legacy and your heart is really in the right place. And and you live with such integrity. So thank you for for being amazing. And thank you for being awesome. And I look forward to growing a friendship and a business relationship with you.


Great, thank you for your kind words. Thanks.


Links And Mentions From This Episode: 


Brittany’s Social Media Handles:

o Instagram:  @brittanymichalchuk

o Facebook: https://www.facebook.com/brittany.michalchuk/

o Twitter: @brittanymichalc

Brittany’s Website:  https://brittanymichalchuk.ca

TetraNoodle consulting services: www.bootstrapping.group

TetraNoodle professional training: https://courses.tetranoodle.com

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