Katie Mastropieri, Lifestyle + Wellness Partnerships at Instagram

Katie shares her own entrepreneurial journey (that landed her on late night national tv!) to finding her dream job at Instagram working with Lifestyle and Wellness Partnerships and Creators. We talk about content creation, building a brand online, and insight tips to make your content stand out. Such a fun episode!

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00:02 Hi everyone, welcome back to a new episode of emerging brands with kelly Bennett podcast. I recently updated the name because I wanted to really talk to people who are behind the scenes building industry leading brands. 00:18 And today I am interviewing someone really special that I've been so excited to talk with. I think they have the coolest job in the world. 00:29 Katie, she is the creator partner at Instagram for the lifestyle and wellness team. 00:38 Hi Katie, how are you? Hey, good. How are you doing? I'm doing so good. I was just saying I think that you have the coolest job in the world. 00:49 Like, you're doing so nice. You're welcome. And I follow your Instagram. I see the events that you're doing, the brand activations that you're working on. 01:00 We were just saying as far as lifestyle brands and what you bring to life is just so cool. And I'm just really stoked to talk with you today. 01:12 Oh, and I'm so happy to be here and chat with you as well. I love your podcast, first of all. 01:17 And second of all, I'm so happy, like, so nice to hear obviously that your job is amazing. And, but I'm like, that's Instagram doing its job. 01:24 Absolutely. And I found you on Instagram. So there we go. It's very little circle. So to kick things off, I would love to hear a little bit more about your background. 01:36 Where did you do before this? How did you land in creative partnerships, lifestyle, wellness, like, I would love to just hear your story. 01:47 Sure. Thanks. And to preface this, I just want to say, I can't wait to hear more also on your background of family history and the radio space. 01:55 Oh, yes. And I think it's awesome. Yeah. How you're hosting this, because it's really inspiring to hear what everyone else is doing and how they got there. 02:03 That makes me really happy. Yeah. So I was thinking, I mean, I can start with like, after college posts, a quick little resume. 02:11 Yeah. But I worked in an ad agency for a while in Chicago called the Oprah net. And then after that, and I will say, while I was there, they also, I don't even know what the right word is. 02:24 But basically you can apply to second city classes with when you're an intern and when you're full time. And they pay for 75%. 02:32 So I also said, I did the one year improv program at second city Chicago. And that helps tremendously with just icebreakers. 02:41 Absolutely. Oh my gosh, I love that. And so that's a really amazing improv. I mean, they're just incredible over there because they also set you up like once you, I don't know, I did like a through E. 02:54 That's when I classes you have and then. And once you finish that they're the kind of just evaluate like, Oh, are you more interested in video or writing. 03:03 So I did do viral video writing with Scott D****** who founded the onion. And that is actually what set me up for how much I love content because I intern as a social media intern for a while in college, but then it wasn't until then that I realized I was like, I love the behind the scenes like. 03:20 And that's such a cool path to content. I have not heard that one. That is really interesting. Okay. I thought it was so fun too because if you take a class, I mean, doesn't hurt. 03:32 And I thought that in the class, I'd me want to do something more like film writing or. But that kind of made me realize how much I enjoy working with clients, but I also enjoy the creative aspect of it more. 03:43 So I wouldn't like it was such a long road to get to where I am now, but now it's kind of been like I had that idea from that day and like 2015 that I realized I was like, I want to be helping people create content more because it's not necessarily like posting it's more. 03:58 How do you hook them? So that was the start. And then I worked at probably four startups after that. And the most recent before meta was my show and it was like basically a COVID job, full time COVID job of like zoom meeting after zoom meeting, which sounds exhausting because it kind of was. 04:20 Right. But I think everyone was doing that in COVID, but they do all the in stream services of concerts and conferences. 04:28 So yeah, and that gave me a huge advantage. It was like I moved from New York to LA and I took a pay cut, but it was so worth it in the end because I realized I was like managing one on one with like most at the rich dead mouse and the opportunity to work with clients that I love and I love music. 04:45 Wow. Yeah. So I think that that taking a risk to work at a startup usually it's a 50 bucks chance of what I'm going to do to the next thing. 04:55 I think you're in a dream position working for yourself. Well thank you. Yeah, I tried to work for myself twice and it's really hard. 05:02 It's hard to sustain unless you have the chops. So I feel like I'd love to hear more about how you did that full leap to but that got me to meta and I finally found a referral. 05:13 And he referred me and then finally got the job after like two months of interviewing and it's been great since I feel like I've evolved a lot from it but still have so much to learn obviously because. 05:24 So walk us through too because I know that you also worked in wellness right. Yes. So I have that piece of the chapter. 05:33 Yeah. So I used to this is so funny. My I'll start with I was a D1 athlete so I played lacrosse and I realized how much mental health matters when I was a junior in college because I got a concussion and my family is not a family that it's very old school like no one's seeing a therapist. 05:51 They were kind of like oh you don't have anything wrong like why don't you see a therapist and I had that moment of like learning more about that in college through a sports nutritionist who is telling me hey you know like it's just to reach a better version of yourself. 06:07 And it's so true if you want to be the best version yourself talking to a third party who doesn't know anything about I mean basically your dissecting thing is it opens your eyes to oh I'm actually thinking about this in the wrong perspective or whatever. 06:21 So anyway the concussion led me to learn more about therapy and that would piqued my interest of just like okay overall mental health I didn't know that much about it before. 06:31 And then after I think it was two years after I was working at Leoparnet so skip a few years ahead. 06:37 I had this idea of I want to do a gag gift I worked at the Entrepreneur Center when I was in college, how can I start like a little company and just see how it goes on Kickstarter. 06:48 So I did something called the hangover home it and tell me more. I should I should have worn it or like brought it, but it's a trapper style hat with ice packs in it and. 07:02 I raised 12,000 on Kickstarter and I actually had so much fun making that video and it was fun launch party and then I did that for about a year and a half and so we we raised it and then I met with manufacturers through Alibaba. 07:19 And then I realized I was like oh I can't make holistic gel packs through Alibaba. So I had to make the help that hats in China and find ice pack manufacturers in the US and then I worked like a patent lawyer a trademark lawyer and so much work and I wish I done if I had known better I would have had 07:37 a co founder. Because I really highly recommend that for anyone who's creating a product. I think that if you if you are not inventing the product it might be fine to do it one on one with just you and like working with dropshipping or someone but that was a huge learning curve for me because I was 07:54 sober and out from it in the end when it was still a fun concept but. Sure that's a lot to be in development and then patenting and trademark and all of that that's a lot to all be doing by yourself. 08:07 It was a lot. I also after Chicago I left home and like moved home to Maryland to start it just because I realized it was going to take more time and just cost more so I was like I'm going to move home so it's 26 when I moved home which is kind of a ego. 08:23 I'm going to go to the blood of your ego if anyone else has done that which I think it's more common now. 08:27 Yeah I'm done like quite a few times into my 30s to have been like hey I'm just going to pop by for a little bit I'm kind of like working on a new thing. 08:38 I love that. Okay yeah. Yeah and you you have siblings you said. I do. I have a younger sister and actually in the last time I was living with my mom for like a few months my ex girlfriend happened to also be staying with my mom so it was like modern. 09:10 I was like okay. Yeah. It was a way in a situation where I was like this is the most ridiculous scenario I was doing 36 and living with like my mom my ex girlfriend five dogs in Vegas and like well if there was one comedy act that this is never going to happen again but I'm just going to go with it 09:29 that was before I moved back to New York this last time so I'm all for like a random situation. I also think that's iconic because I'm like you should write a sitcom that is the good comedy skip that your sister needs or whoever's doing it. 09:44 Yes, no, my sister is the actor. I remember calling her I'm like Kate I got a show. Yeah. I think I got it. 09:52 You're like we're going to be a millionaire. This is it. I think I live in the ticket. I think this is the thing. 09:59 So yeah, that could be my side project. But yeah, so like I can empathize with like moving in back and just kind of like redirecting what you want to be doing. 10:09 Yes, also I need your hesitation because the fact that you just said 36 I'm like you everyone's going to be shook by that you look at me. 10:16 I really was like Kelly must be younger than me. No, I'm 38. I turned 38 this year. So thank you so much. 10:24 Thank you. So I'm also in my 30s 31. But I was thinking I was like this is so funny because skin care is more than ever been such a hot topic. 10:32 Billy actually is an incredible place. They are so good at skincare and I've been following along Billy Black. Many one is in following them on Instagram, known them for a very long time and sharing the best skincare advice. 10:45 So I actually use one of their cleanser that they recommended. So I'll share. Yeah. Yeah. Oh, I can't wait. So yeah, I think even now that we can talk about that too is going back to the living at home period. 11:00 Sometimes I just tempting. I'm like, maybe I should just move back home for a little bit because you can get so relaxed and more creative. 11:07 That is the huge benefit for anyone who's considering it was worth it because I ended up doing hangover helmet and then through that I started while in this company called Field of Remedy LLC. 11:19 Oh, I love that name. And that's very LA of me actually, but I was still living in Maryland, but I started that was foreshadowing of blood. 11:27 Yeah. Yeah. So it's so field of remedy. I still have hangover helmets on Amazon, but I'm actually taking them down as we speak just to sell and wine shops because it's more of a funny gift. 11:39 It's a white elephant gift every year. I love that. Yeah. And so now I'm just hoping to do since I work a lot in wellness and mental health through Instagram and meta. 11:48 I'm hoping to start a podcast that's talking more about people. Because why I'm also so honored to be on yours. 11:56 I know. I could use your tips because I want to talk about more people's like who are doing these things, such as yourself and people who are going out on a limb to take a risk on themselves and start a business. 12:07 What is their mental health? Like what is the break and how do you get over it? Because I think we've all had one and it's just something that everyone needs to normalize. 12:16 It's so. I'm quite a few. So when you're ready to record that episode, I have. I have quite a few stories that I'm more than happy to share because I really think it's so important to show the behind the scenes. 12:31 I've always been someone of like, let me get through it and then I could share about it. That's been like my boundary of storytelling. 12:39 But now that I've come really to the other side of it. Yeah, so I have a whole. Segment of all different chapters. 12:48 Yeah, so let me know I'm so down. I actually can't wait to hear yours too because I mean, you are so put together. 12:58 So I can't wait to just you'll definitely inspire so many people because it is interesting. Like, I don't know if you've seen a therapist or you're seeing one out or you've switched service. 13:07 But like, I just switched from a man to a woman recently. And just because I kind of had a moment where I was like, I think I'm just ready for change. 13:15 And she made me realize just like the things that you start. I'm starting when I'm not going through any issues right now. 13:22 I'm not going with. And she was saying that's the best time to start, which. Yes. I totally I love that. 13:29 No, I I've done a lot of different modalities and going to therapy, even through COVID. That was like a big leap. 13:36 And how I started the business I have now was I was going through therapy for really the first time like more intensive therapy and building a business. 13:45 So I was going to at the same time. And I couldn't have done one without the other. So I always tell people like going to therapy was probably one of the biggest things that impacted me building a business. 13:58 The one that I have today that has good boundaries, good communication, one that I'm able to show up fully and not burnt out because I went to therapy to work on the stuff that I didn't want to repeat again. 14:10 So I do. I'm a big advocate for that. Wow, congrats also. I'm like that's like setting boundaries and starting a company go hand in hand. 14:20 But it's so really they really do. It was all in one. So you have that wellness company and then though at the same time or in the middle of that time you're like, but I do want to work with either bigger brands or was it that you also wanted to supplement or not necessarily do entrepreneurship all 14:40 the time. But what about like for you. Yeah, no, that's a great question because I think it more so was that since I did get a little burnt out from it. 14:49 Like I had this peak where I went on Jimmy Kimmel's Christmas guide his holiday gift guide and wow. And so I handed him to hang over helmets and he took them and was like, wow, thank you and so nice and genuine just like a funny like I've never had a celebrity moment like that. 15:21 And so I was like, yep, Jimmy Fallon's show is going to be the one that gets attention like nothing happened from that show. 15:27 But then to be later it happened on Jimmy Kimmel and I sent him one package and I didn't think it was going to go through and it happened so I was like, okay, that was wow. 15:35 Yeah, but I'm sure you're familiar with this. I think any entrepreneur who's okay to be so scrappy and just here goes nothing is going to work just like the timeline is never going to work in your favor, be like yep. 15:49 I'm going to take at least double the time. Yeah, double the money. Exactly. So you're okay. You're okay. Now we gave that part but what a cool story. 16:00 So you had that moment. Yeah. And then what was that deciding of like was it okay, I could like go all in on this or I could keep going with this or it was like, well, that was kind of the moment and maybe I'm done with it. 16:16 Like what would that look like? I was really like, I actually was I would love I would have loved to go all in and do it full time, but I just moved to New York and it was so expensive and I was just starting a new job at Uber as actually Uber eats partnerships. 16:32 So I was in the four hours. Yeah, I loved it. That was such a, I don't know if you've ever worked in sales, but I worked in the sales partnership for Uber eats and you had to hit like a cult. 16:44 I was like, cold outreach, cold calling time each day. And I think it was 90 minutes a day, which doesn't sound that hard because you know, the fact really hard. 16:54 I'm really sorry. And so it was just I realized then I'm I mean, I was like, I don't know if I'm good off for sales because I was calling mom and pop shops and they would be like, do you think they will offset the cost and I was like, probably not. 17:08 I don't think should sign up. I'm like the time that's going to make you go for. I didn't say that, but I just felt bad for them. 17:15 And I realized I was like, I'm not the person to be pushing sales on this mom and pop shop. And I could say from a restaurant partner side. 17:21 Yeah, you're not wrong. Yeah. The tablet was not always helping companies especially on pop. Yeah, you would know. So I basically realize I have to say incorporate to like, I just didn't have the resources at the time to decide or like lean on a co founder. 17:41 So I think that in retrospect, similar to what you said just like needed time to learn how to set boundaries. 17:49 Also, I go out like crazy. And so I've, I've limited that since my 20s, but I used to go out like every night. 17:56 So I especially living in New York. Anyone can relate to that. I mean, it's probably similar in Vegas. But I think that's just like learning my boundaries as well. 18:05 So now I think I would have a different approach to entrepreneurship, even than I like even then. And I've enjoying my current job. 18:11 So I can't imagine doing entrepreneurship yet, but I know in the future I want to again. Well, what you're learning now to building your corporate resume could be leveraged in so many different ways. 18:24 And your skill set is just the future of how you build and activate brands. Like that's also what I really admire about what you're doing. 18:33 I'm like, this is the future of like how we're bringing brands to life. So I would love to hear more about what is it look like behind the scenes and like what if someone who's listening. 18:44 Oh, that is the coolest job title. Like can you give us a little bit more of like what that looks like on a date of days. 18:52 Oh, yeah. Like and to give you more color to I will say my favorite part of the job is working with emerging entrepreneurs and people who are hungry to get just new content out. 19:03 If you're like, this isn't working. Oh, maybe they're sick of seeing me on the camera. That's not it. I'm like the algorithms constantly changing. 19:10 So thank you. I'm going to save this clip. Send it to clients. Be like listen to Katie. I'm telling you. 19:18 Yeah, I won't have that anytime because thank you actually just had a client yesterday say, Hey, my story views. It used to be 30,000 now I'm down to a thousand. 19:28 What is happening? Are they sick of me? Like does not happening? I think there's so many different obviously there's so many different ways that you can change that. 19:37 But posting every day just being consistent is a challenge, but that's number one just helping yourself. Like get more engagement is just posting every day, even if it's stories or it's probably unrealistic to post a real every single day, unless you're a full time creator or if you can outsource it 19:54 . I think that that's probably the first pre-rec that I should share with everyone is a lot of these full time creators are actually hired, like they're hiring even a part time assistant or someone because you just can't do it all. 20:09 Making content. I think people who aren't content creators think, oh, that's so creative and cute that they're doing. Like it's so hard work. 20:18 It's so much work. So when people are full time creators, I have so much respect for them and like my favorite part of working with people is hearing like their pain points because oftentimes there's always a solution. 20:28 It's just figuring out what is it for that person. So I think that right now my favorite creator that I'm working with is starting a fitness. 20:36 She's doing a fitness line of clothing. I'm not that I pick favorites, but I'm just so I admire that she's doing this because she's also studying for the LSAT and. 20:48 So I was like, oh, you need outsource. Like this is actually an easy fix. You can't just myself. So I think it's just that's where your entrepreneurship totally comes in hand. 20:58 Are you seeing that more and more from the creator side of a creator one leveraging for paid content, but also parling their platform for creating a business and just creating different streams of revenue because I've been seeing that trend too. 21:15 So I'm curious from your perspective. I almost think it's necessary unless your content is it depends. Like if you're a comedy creator, that is your bread and butter. 21:25 You don't really need to create anything else. Sometimes t shirts toe bags like that can be fun. But I do think that with TikTok, it's just made people realize, wow, I could just go live and sell out on the gloss or something like that. 21:39 So I think that a lot of creators are feeling the pressure. And I don't think everyone needs to fall into it, depending on their niche. 21:46 Like if you're a food creator, I think there's you don't need to do that. Like there's certain people who would obviously gain so much from it, but it is. 21:55 I think it's a lot of pressure to be a creator. So I'm never, never like, I want to be a creator. 21:59 I love helping people do it because I think it's just a lot of work. And I think it's not one size fits all and entrepreneurship isn't for everyone too, because that is a different take on being a creator, right? 22:12 Yes. It takes a different skill set and just a different approach to things. And I think also what we've been seeing similar, not exactly, but just using say celebrities as an example, who used to be that influencer right before there was this creator space and market. 22:30 When now they're coming out with product lines and it just feels unauthentic and just kind of feel could feel a little cheesy and like, well, where the hell did this come from, right? 22:41 So I think it's now similar to creatives. It's something that they talk about or products that they use and it feels natural and organic. 22:49 I think that is a good play to even test and experiment to see how your community is feeling about you selling a certain product. 22:58 But I think that just making it feel authentic is a big piece of the puzzle too. Yes, I actually love the Selena Gomez rare beauty and mental health piece. 23:09 I think that is something. I think she's doing a great job. Yeah, me too. And I think that could have gone around, but the fact that she's been through so much and then shares this story picks ambassadors. 23:21 I think it's so. I think that was already talking about mental health, talking about their own health journey. And then, you know, was able to bring in a product line, but then bring that storyline full circle. 23:39 That makes sense. And she also has great products. So then the products also just spoke for themselves too, which I think you need both 1000%. 23:48 I actually was funny. I just got my first rare beauty product recently. I was kind of shocked. I hadn't gotten one sooner, but like, I mean, I'm sure you watch all these skincare. 24:00 It's already on the X4 page, whether I like it or not. I feel like now I'm just trying everything. I guess my question for you too is like, how much have you seen like a viewer felt pressure because obviously you're doing a podcast and you're helping so many brands. 24:16 I'm like, do you ever feel pressure to do more? I used to put a lot of pressure on myself to create more more so as far as like books. 24:26 I was getting a lot of requests like, oh, do you have a book? And it was also to help build credibility because a lot of people who say have a podcast or in that like personal brand space, many people have books. 24:39 So I did have this pressure on myself and also I'm dyslexic and like the idea of writing a book just felt so daunting, right? 24:50 So last year though, what I did was transcribe all the classes and all my consulting calls from like year plus and was able to create more of a workbook guide, like nine method. 25:04 Yeah, and so now I could say like I have the book, I did it and I want to rework it a little bit and then relaunch it sold out which was really cool. 25:13 It's really good. I didn't all myself. I self published. I, I'm a girlfriend help me like pack everything and the post office. 25:22 It was really such a moment. It was cool. But I had that it was interesting. I had that storyline. I was like, I cannot complete this year until I have a book. 25:36 And that was like something really important to me. And then once I did it, I'm like, okay, I let that pressure go and now I'm really seeing, okay, what do I want to bring back in because I feel like I check the box that I had just always put that pressure on myself. 25:50 Yeah. And so now I'm looking at it again, editing it, reworking it a bit. Yeah, but I used to have that storyline. 26:00 Yeah. Well, really long time. It's also really incredible that you're not burnt out and you're already reworking it and you're like, I'm going to keep that means that if you're enjoying the process, which I am. 26:10 And that was something to that really helped me through my own mental health journey and recently even taking anxiety medication has really helped me. 26:22 Yeah. And journaling and taking time for myself and like actually going and re engaging with people to and finding that balance. 26:29 And finding the joy again and like the creative process, which feels really nice to be on the other side of not just feeling burnt out anymore, but like, oh, this is good. 26:42 I just want to edit it a little bit more before I put it back out there. Which is not intersection again. 26:49 And that's kind of a good before you also just like edited your your feelings of like, oh, maybe I need to adjust my anxiety because I do so important recognize that you even noticed you have anxiety because so many creatives work with high functioning anxiety and don't even know it, which. 27:06 I actually, I feel like I'm not taking anything for anxiety, but I do have if I don't work out or like walk I'm like, I you never know and I that's also why I'm staying at their best because you you never know there's so many holistic therapists that way by the way, which I'm sure you're aware. 27:22 Yes, we don't do medicine. Like, well, we aren't in two, 23. So, a little bit of both are. I think that's a really good point because I used to think that my anxiety like made me creative because I was always doing stuff and especially when I was a partner of a restaurant, we had two locations and I 27:42 was the creative director, I was the marketing, I was PR, I was social media, I was events like I wore so many hats. 27:51 Yeah. And in St. Amount of hats, I pretty much threw an event every single day at one point. And so, I was just always thinking of content and creating an event and curating and building community, all the stuff. 28:06 So, I was able to function at such a high level, but it was so in dry anxiety driven. So, now I actually ironically moved back to New York to like chill out. 28:18 I feel my anxiety, which doesn't make sense everybody, but it's working for me. I also love New York. The state. 28:27 Yeah, I was just an energy. It's great. Yeah, as I say, I actually think that if you've already done it and you've lived away, you're probably like, oh, I missed that buzz and energy. 28:35 It is. It fills me up. It fills me up. Yeah. And so this time around, I was like, okay, I want to feel calmer and I want to feel more grounded and I'm building back up what I want to add back into my schedule. 28:47 I kind of like clear the d*** and being intentional when I'm adding back on and I'm actually now feeling like, okay, I could add more things on. 28:56 Yeah. So I think that's what I want to do because I'm from a much more calm, grounded place and I'm more organized. 29:03 So again, that intersection. I'm so happy that you're going. I can't wait for your podcast because you're not out on it. 29:10 No, I totally they totally work together. Yeah. And I think everything happens for a reason because I actually, I had to apply. 29:18 Like I had to tell work. Hey, I want to work on this podcast for clients because you can't like do it during work hours and whatnot. 29:26 I'm trying to depend so you take piece. Yo, or you do it in the weekends or something or after work hours. 29:31 So I just got that approved. So I'm kind of like, are you. So this is our good launch. Congratulations. So you'll have to open time after it. 29:41 Yeah. I can be happy to do that. And in the original, original location or did you change neighborhoods. I went back to the same neighborhood. 29:51 Oh, yeah. So I had a hopeful circle moment of coming back to the city. And again, just connecting all the dots of my entrepreneurial journey. 30:02 And just also my mental health and wellness journey. Like everything came full circle. So yeah, I'll talk all about on your podcast too. 30:12 Thank you. So for, I want to just talk a little bit more about what you're doing at Instagram. Because again, it's so cool. 30:23 What you just want to be tangent. No, I love it. This is going to be a good episode. There's so many like part two's we could do. 30:31 But I would love to hear of just from your side. Any other trends, like you said, like working with emerging brands. 30:38 And also established brands, working with creators. Anything else or maybe even if you were to say like give advice to emerging brands, that's like, oh my gosh, I would one day love to be in an activation with Instagram or with meta. 30:55 Or I would love to find a way to work in partnerships or something like that. Oh, hold on. Okay, there you are. 31:10 So what are we saying was, can you hear me? No, wait. Your audio. Oh, just unmute yourself. Oh, oops. Okay, now we're perfect. 31:21 Good. Welcome back. We're live TV today. I love it. But what I was just saying is any advice you would share with an emerging brand founder, someone who, you know, maybe he's a little bit apprehensive or nervous of like how to even approach someone like you or put their brand out there through an activation 31:41 or seeing how they could even work with bigger brands, like any advice you would share on that side of it. 31:48 Yeah. Okay. I would say I would start with if you have an idea of what kind of content you can create or you're interested in creating, I would make a content calendar because it is so important just to have a consistent schedule, which I think it's funny because like anyone who is creative is usually 32:07 like battling with the shared consistent. Literally my calls all week. And same. I mean, even. Yes. And I have to answer your question earlier too, but like my daily, what like a day and a life of my job is also talking to creators every day and kind of learning like what's what's your struggle, what 32:28 they're doing well with and like everyone's different, but I will say like the consistency thing is I can, I mean everyone is dealing with different, I don't know different levels of that like if they're consistent with stories, they might not be consistent with reels and it's nice because like Fridays 32:45 are day of no meetings, but we can like send emails and recaps. So, oh, I love that. Yeah, it is nice that they do the no meeting Friday rule because it gives us all break and like recharge. 32:57 Totally. And I will say I'm like, I definitely didn't do a full face makeup today and I'm a little bit regretting that because you're making it all. 33:04 But I was thinking I was like, anyone wants to get into content? I think that starting small with a creator, like creator calendar or content calendar or just baby goals of like, hey, this is who I look up to and seeing what kind of content they're creating or like, let's say I'm following you and I 33:23 find that you're talking about a topic that I'm interested in. I would immediately DM you just like be a little more outgoing because most people on social media want to hear from you. 33:33 Is there already for their content out and they're excited about what they're producing then they'll want to, I would love to collaborate with someone like that's why I love this podcast because it does spark new ideas. 33:43 It really does. That makes me happy to hear and I totally agree and also like I started following you and I was like, hey, like I love what you're doing. 33:51 I would love to interview you. That's a nice, that's an example I think also of just like reaching out to people that you admire what they're doing and I think for so long I'm even like a pretty relatively shy like more introverted person but content. 34:09 So many people don't believe me my girlfriend. I wonder if she hears me. She's in the other room. She'll laugh. 34:16 But I come from a super outgoing family. So I was saying before like I have more family who works in entertainment or standup comedy radio podcasting than any other profession. 34:27 So I'm seen as like a quiet person. But content actually helps me build that confidence because I'm able to put it out there right. 34:37 It's on my own terms. It's when I'm feeling energetic and when I'm feeling creative and then it also gives me a talking point and a touch point for someone to like know who I am and like add a value. 34:50 So I'm able to reach out to people and say I would love to interview you. So that's an organic way of building relationship but I'm bringing something also to the table. 34:58 And for me that feels really nice that I'm able to be like I would love to have you on this platform that I'm building and share your story right. 35:06 Like yes. That's just a really nice way of leveraging content but cultivating relationships which at the end of the day we all want to be doing. 35:15 Yes. Okay. That is so perfectly stated too because I think that I don't know if you ever listen to any Calm App or Meditation App or anything. 35:24 This is not a plug but one of my co-workers told me about Insight Timer and there was this amazing, they have like courses and challenges and this I did this 21 day challenge. 35:34 I think his name is Lewis Paus. Yes. Okay. And he did one on confidence because I was kind of like huh I wonder what this is going to be like because I feel like a lot of people who produce content you would imagine that they are so confident. 35:48 But you'll be surprised on so many of my calls people are like oh I just like don't want to do that if I don't like I don't want to go live like what if people say like well the one that is cute taking of going live is that yes there are like always going to be haters and I think that luckily there 36:03 are tools on Instagram that you can limit the comments and things but yes it is nerve wracking like I don't doubt it when people go live I'm like I don't play you but I do think that using tools and resources like that are so helpful too. 36:16 And that one was a great example and that also make me think of like we did this whole exercise on how creators actually block off days so if let's say you're like you're like I'm feeling really energetic you should make that day a content day so you should film and write or whatever you can do whatever 36:34 you have capacity for and like you might have I don't know might not say limited bandwidth but maybe like two days later you're just so tired you're already going to have that content films and I think that that I'm sure that's what you're doing because like you already got to find out some Fridays 36:49 and Fridays usually like an energizing day hold on I think that's just a good tip for creators who are just starting because I think they imagine people are getting dressed and doing a full face and makeup every day and that's not the case no super not the case I look like a feral cat just yesterday 37:05 like I needed to take a shower I needed to wash my hair I had no makeup on I had sweatpants my girlfriend's hoodie on like I look like a girl used to her head like I look like a feral cat and so I I always tell people too like if it's a day I put on my eyebrows like I'm gonna make the most out of that 37:26 day the eyebrows are looking fabulous so like that's when the day when I just pay attention to my eyebrows I'm like okay I'm either recording a podcast I have client calls and I'm gonna create content and I only take calls on Tuesdays and Thursdays oh that's amazing yeah and then on Fridays I say for 37:44 my podcast so even just really I make sure I have that break in between so I can like do no makeup days like yeah like a feral cat but on the days that I know I'm gonna you know be live if you will I'll also be like okay I'm gonna I'll create some content because I'm already in the flow I'm already 38:03 talking about the things I'll just change my shirt really that's like difference but I'll bank some content when I'm already in the vibe yeah so when I'm on those other days I'm like I can't I'm not on camera like no our nose the voiceover or yeah yeah that's just for the archives yeah like no we're 38:23 we're not going live today I was actually wondering if you had like a podcast shirt if you had like an outfit that oh I I usually have like my denim and this is I just like throw over to like look like I kind of got dressed but yeah so I do things like that totally yeah to kind of get dressed I think 38:44 that's good I also I showed you earlier but I had such a year pants on but I feel the same on Fridays I'm usually like I'm just gonna wear a little hoodie yeah and and that's also too I purposely scheduled my podcast to record on Fridays because I noticed that other people who are creators and building 39:03 something cool usually Fridays is that day that they can like take a pause and not take on as many meetings they kind of have like that processing day that are like okay this is what I'm working on and like just is a bit more of a reflective day too I find yeah like reviewing your week so I'm like this 39:21 is probably a day that I could catch people who have really busy schedules during the week a Friday is just an easier day for them to be like actually yeah I could add that on and share what I'm doing and I find that just the energy for recording on Fridays has been working totally and thank you I also 39:41 like I'm just a Friday too and I just realized too like the thing that you and I definitely share in common especially is going back to that podcast which is why I was sharing it but like the one about the inside timer is the guy Lewis house and like it was one of like day 16 or 17 I can't remember 39:58 but he said why are you doing this is it to inspire or to love or like sharing people and I think that you and I both probably love inspiring people because that is what I love about my job now is like yes if I'm seeing someone kill it with reels I'm like hey you should do a collaboration with someone 40:14 that's not in your network or get a different audience perspective because that's also how you can build following and like I'm definitely obviously loyal to Instagram but I also encourage everyone to go on every platform because that's gonna take more effort in time but it does help your exposure especially 40:30 since the YA you they're all in TikTok so it's kind of why not do the most if you're already creating the content do you see that when people are creating say just short form video that it's I think it depends like I definitely use my Instagram more as like showcasing what I'm working on and I don't 40:59 currently go on TikTok but I do think that like when I was going on TikTok before I started here I think I was going for more laughs and just watching for the funny content so I think they're like it's funny I actually had to get a allergist appointment recently and they like take a camera scope all 41:17 the way down your nose and they were like this would kill it on TikTok the allergist said that the assistant she was like 22 and she was like this would be a really funny TikTok because I had commentary while they were doing it and I was thinking about that would probably perform very well on TikTok 41:34 but I would personally never be able to be like hey like everyone would have got one of the pills like I would have gotten my on Instagram totally that's a really no that's totally a really good example of understanding the nuance of the platform but also understanding you as say like the branch right 41:56 if it's a personal brand or if it's a product based brand or service based brand understanding the nuance of your story and then what platform that would perform well on which takes some time and practice and I'm I even myself like I've been creating content for 14 years but TikTok for whatever reason 42:15 was just still feeling so daunting that I'm just starting to kind of find my groove with it. I'm an elder millennial I'm like okay like I need to I need to step it up I need to win it but I remember when like getting on Twitter was like a major deal I remember when that was like a big deal to get a 42:37 brand on Twitter like it was part of my job back in the day and now it's like that plus you know everything else so that's that's really great advice anything else that you would recommend to someone who's just like starting out. 42:53 Okay we've tapped on a few things like yeah yeah I think also besides outreach collaboration content calendar probably just like be confident with trying different like I'm I'm kind of maybe like be kind of with trying different reels templates or things that are part of Instagram because oftentimes 43:14 if you use the tools that are in there you'll get more exposure like I know a lot of people complain be like the reels templates are challenging because it won't use like the point five seconds I want and it does take more time to create that versus using like a editing app like CapCut or Vixer. 43:31 But I do think it pays off to use it real template every so often so challenge yourself with that and I also think that using engagement tools in your stories are so helpful like polls that ask me anything's I feel like people are always like what why would anyone want to hear about me but if you're 43:48 already putting yourself out there people and people are watching they will have questions I think I personally love asking anything's when people need to yeah like a little shout out Joey Zalzig he doesn't really funny asking anything he does a lot of skincare and confidence and self empowerment and 44:05 his so funny so I feel like anyone who needs a little inspiration always someone who you like but doesn't ask me anything yeah I love that Katie this has been such a fun interview I love chatting with you we talk about we can literally talk for hours I want to thank you again for coming on and for sharing 44:26 your story and really sharing the transparency behind your journey and how you found your way I didn't even know about the entrepreneurship and yeah and how cool that was and you testing and trying and experimenting and also your own journey of wellness of mental health and how you've crafted a career 44:47 around that now and how you are now helping others do that too and that's such an impactful story and I just thank you so much for sharing it here thank you thank you for hosting and letting me share my stories so nice and I love to interview you yes yeah let me know I love the new podcast and since 45:05 it goes live I'll share it and all the things thank you everyone for listening I hope that you found some really great gems I'll put the transcripts on my blog with KellyBennett.com and all the notes and all the links so thank you again Katie and thank you everyone for listening I'll see you next week 45:25 bye