Post funny, relatable personal content, not just product posts

David BarnardYeah.

Nancy Anderson… my audience is so engaged that they want to come watch stories. If my story views are 50,000 views, they're all my followers. Very rarely am I getting non-followers that are viewing my stories, but my story numbers are high, and that's where a lot of the intimate interactions happen where maybe you wouldn't even see it on the outside. I'm in DMs every day, chatting with people. My coaches, customer service are in, business manager chatting with people and connecting with them. I think a lot of it happens there. So even if they don't see my post on the feed, they're seeing my stories and they're engaging with me in DMs. But also, I try to... For me, I don't always just post about products. Because I notice when you post only about product, you don't perform well on the outcome.

Nancy AndersonAnd then you have to try to achieve the system, which I just can't get behind the excessive Manychat stuff. I just can't get behind that. It just feels so inauthentic to me. Or having this Instagram groups where you're like... They had label on different things like, "I fit club. Join my fit club." And then you have 20,000 in your fit club. So when every time you post, you send it there and you're like, "Go comment, and then I'll send you $500, one winner." I just can't get behind that. You know what I mean? I just try to keep it authentic, and one thing that I do personally is I post content that I know is relatable and funny and engaging or entertaining to my target audience, which is going to be my following, but also it could be other people that aren't following me.

Nancy AndersonSo I'll post some viral ideas that I know moms will be able to relate to. Something funny happened in motherhood where I'm like, "I think people will get a laugh out of this. I'm going to share it." Or my husband will do something stupid, I'm like, "I'm going to clip this from our home cameras and put it up," because I think it's relatable. It lets people get to know me, the founder. My whole strategy is founder-led growth, so I want them to get to know me. I want them to feel safe with me and like I'm one of their friends. And I think if you read through our comment sections, you get that vibe too. They talk to me like I'm their friend and I talk to them like they're my friend, because they are in a parasocial relationship.

Nancy AndersonSo I think that's one way to kind of navigate it is like don't only post about your product. You don't have to be so business. You're allowed to have a voice, and you're allowed to have personality, and you're allowed to be vulnerable with your audience. It doesn't have to be this professional living in this box and I only talk about expert-led things. I want to connect with them, and that connection goes far beyond fitness. So I think that's …