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The Wellness Creator Podcast is your go-to source for expert insights and actionable tips in the evolving world of health, wellness, and spiritual-based business. Join us as we explore proven online growth strategies, chat about current trends, and interview fellow wellness creators who’ve managed to turn passion into profit by helping people live better, healthier lives.
Jeni (00:01)
Hello and welcome to the Wellness Creator Podcast. In this episode, we are going to talk about our observations regarding what's working on social media in 2025.
Marvelous (00:13)
Yes, I think these are always our most popular episodes about marketing and specifically around Instagram and then obviously TikTok. So you found somebody who is killing it on TikTok and we've kind of analyzed her account and we're going to go through sort of six ⁓ teachings from her or six observations of ours so that you can apply them to your own accounts, wherever that may be.
Jeni (00:39)
Yes, so we are talking about the Daily Victorian and she has also a huge Instagram following. So I think some of you will know of her and some of you won't because she's not like only in the wellness space. She's also kind of a poet and some other things that we'll talk about. But looking at her ⁓ through this lens of sort of like what's working now and what is working now online for wellness creators.
obviously is always changing. There certain things that have stayed the same over the last decade or so, but other things evolve. And I think as short form video has really taken over and as AI content has started to infiltrate social, the strategy needs to shift. And so we just think that this woman, Victoria, is doing everything right. And you can tell because she's extremely successful and we just...
We obviously study what a lot of folks in the wellness space do, so we wanna give you our insight on why we think her strategy is working so well for her.
Marvelous (01:43)
Yeah. And just to put numbers to it. So on TikTok, she has 1.3 million followers, which is a lot. And then on Instagram was about half. said Jenny, I didn't look her up, but which is, yeah, which is, think. TikTok is like her thing is like where she generates everything. And then she kind of spins it off onto other platforms. I believe she used to have YouTube, but she's not doing that at all. She hasn't posted for more than a year, which is, which is interesting. ⁓ anyway, let's go through.
Jeni (01:52)
Yeah, it's like half a million ish. Still pretty darn good. Yeah.
Mm-hmm.
Marvelous (02:12)
Point number one, do you wanna start with that one?
Jeni (02:14)
Yeah, so she's really good at kind of showing up as a storyteller. And she, I think her posts that like pop off the most are her like kind of listicles or life advice posts. But she's just so good at like captivating you and drawing you into what she's sharing. And it's not traditional storytelling, right? It's not like, I'm good, like let's sit down and talk to the camera and sit in my car face to camera and just tell you a story like.
She's drawing you into something that's much more of an experience.
Marvelous (02:46)
Yeah. And I don't know if we said this, but she is specifically like a yoga influencer. So she's telling you these stories as, or while she is moving, which you said is kind of impressive to be able to, so, so it's, it's really cool to watch her move on her mat in her little apartment and talk at the same time of these super beautiful poetic little lessons, monologues. Like it's, it's really, really
Jeni (02:50)
Yeah.
Mm-hmm.
Marvelous (03:15)
gorgeous in an artistic kind of way.
Jeni (03:17)
Yeah,
yeah, I would say that's a great way of describing it. It's experiential art. And she, I think, has been known before as the handstand poet, or maybe she uses that title still for herself. But she's doing really physically challenging movement while she's talking. And she's clearly mic'd up. ⁓ She's very...
Marvelous (03:22)
Hmm.
Jeni (03:43)
effective and good with her video quality and her sound quality. I think all of those things also come into play, but you feel like you're just sort of dropping into someone's life as she's going through her morning yoga routine and sharing these huge wisdom bombs as she does it.
Marvelous (04:02)
Yeah, yeah.
And one thing about the mic or the audio quality, like she does have a little thing clipped onto her shirt or her little sports bra thing. And when she does like a forward bend, her mouth does get very close to the mic. So it does kind of like sound a little muffly and loud. So it's not perfect. And I just want to point that out. And it's like...
Jeni (04:24)
Yeah, yeah, it's not perfect.
Marvelous (04:27)
Right?
Like, but it's so cool because she's in a forward bend telling you some life poetry or something and you're like, wow.
Jeni (04:30)
Yeah. Yeah. And you're like, how
are you physically talking right now when your lungs are that compressed? That's very impressive.
Marvelous (04:35)
Yeah.
Yeah. Yeah, exactly. Exactly.
Yeah. So for all of you, we just encourage to tell those stories, to tell that heartfelt, whatever it is you're feeling that day, like share that it doesn't have to, obviously it doesn't have to be like while moving, like Victoria does, but it's such an interesting combo. And where can you find your own unique combo with what you teach or with, ⁓ what you coach on?
Jeni (05:07)
Yeah, and I think that that kind of like leads into the next thing that she does really well, which is like very purposeful posting. And it's not every day, right? It's a lower frequency. And I think when you see one of her videos, one of her TikToks, or I think she posts the same thing on Instagram, like when you see one of her pieces of content, you're like, I'm gonna stop and pay attention, because it's gonna be worth my time. And I think that this is another thing that like in this like mad dash to...
like be everywhere and be like omnipresent and post all the time and like, oh gosh, AI is giving us all of this, all of this ability to like make so much more content. Like I think she is showing the other side of that, which is being more thoughtful and prepared. You can tell like she's put work into what she's doing. Like not only are the words.
meaningful that she's sharing. She's also memorized it, right? Like, I don't think she's stopping and reading something. Like, I would be so curious to see her process, but I think she took time to memorize that stuff. And that is like, yeah, they are her own words, but like, they're sometimes lists, like 30 lists long of things. And I'm so curious. I mean, she's a former lawyer. And so maybe she's...
Marvelous (06:11)
Yeah, I mean, it are her own words, right? So she.
long passages. Yeah. Yeah.
Jeni (06:25)
you know, that skill is coming to bear where she's like had to kind of memorize an opening statement or something, know, closing statements or different things. So that kind of does come to play in that career.
Marvelous (06:35)
Yeah.
And, and the posting frequency is once a week, just so you all know that I, and I kind of love that because there's such a, push to like quantity, quantity, like go every day. And as you said, it's so easy to generate ideas for social, but here's like a step back of like, no, I'm going to post once a week and it's going to be beautiful and thoughtful and purposeful. Right? So I think that's.
Jeni (06:39)
Yeah.
Mm-hmm.
Marvelous (07:02)
Just a reminder that's available to all of you, of course, right? Like don't feel the need to like follow the trends and what's going viral and I'm going to go do that, right? This works so well because she's so different than everybody else and it's so refreshing.
Jeni (07:16)
Yeah.
Yeah, I mean, it's also sort of like, I don't want to muddle this too much, but if you think about like maybe the most like top five most famous and successful YouTubers, like they're also like this. And you think about someone like Casey Neistat and like, if you don't know who he is, him up. like it's what those YouTubers produce is like a professional TV show or like
work of art like a production and it doesn't need it's not like you don't need a lot of money to do this like she's literally like you said in her house or her apartment like doing her awesome a practice and she's sharing her poetry and her ideas right and her lessons learned in her life so far like you there's like we all have the tools anyone listening to this podcast like you have the resources to do things like this but like she's choosing to put thought
and creativity and to care about beauty. And I think that that in the age especially of AI matters so much because like kind of like diamond dozen crappy content is like you're not gonna get anywhere. Someone else is gonna hire more robots than you're gonna hire.
Marvelous (08:30)
work.
Mm hmm. Yeah. Yeah, absolutely. Okay, the third point is, find your like unique fusion. So in Victoria's case, it's like movement, asana practice, plus poetry plus self growth, right? So she's really blended this so beautifully. So what is it that
you can teach and blend that nobody. And I think we've said this for years, that all of the teachers that we've met throughout the years, the yoga teachers always have an and, right? They're never just pure yoga and that's all I've ever done is pure yoga. There's always something else, whether it's nutrition and cooking or it's, I don't know, spiritual or skincare or whatever, right? Like there's always something else. So what is your something else?
Jeni (09:03)
Yeah.
or feminism or
mom life or like, and usually it's more than two things, right? Like we're all multi-dimensional. Our other, our old podcast was called and she spoke and our, like our whole coaching business. Like there's the, the and is really important here. Like really think about your and. ⁓ I would also say,
Marvelous (09:27)
Mm-hmm.
Jeni (09:48)
this is the only way you stand out anymore. Like, you know, when we were preparing for this episode, Sandy, you just were telling me that you were looking at a lot of the other big kind of yoga and fitness accounts on TikTok and they're just doing poses. And like, that's been my experience too. And like, I think early on in the internet, like that was very unique.
Marvelous (10:12)
Yeah, they started earlier. ⁓
Jeni (10:15)
to
see people doing handstands on the beach. And like, wow, that's not a thing I see all the time. Like that's not in the New York Times. that's not, I, that's not, my bloggers that I read don't do that. But now, like, mm, kind of common.
Marvelous (10:18)
Mm-hmm.
I use chat GPT to find the biggest yoga influencers on Tik TOK and it gave me a list of five. And she was like, I think she was there, but she was not top, but the other ones were simple like poses and you know, to be very blunt, it isn't engaging and it isn't interesting. And I'm sure that they started years and years ago and got that headstart with that, with that crowd, but you can't do that today. I don't think.
Jeni (10:42)
Mm-hmm.
Yeah. Yeah.
No, no, absolutely not. I would get like, I would consider her much more successful. Like she has a much, she has a chance at a much bigger business than anyone that's just doing physical movement. Like that is there like, there's just nothing unique about that. I get, ⁓ you know, in person, there is just like an energetic gelling that happens between teacher and student or coach and client. And
Marvelous (11:07)
Yeah, which we'll talk about. Yeah.
Jeni (11:28)
⁓ That is harder to replicate on the internet and I would say like now that there's just so much competition there and that energy I think something is lost in that translation online, especially on a platform like social media That's a broadcast platform and not an engagement platform primarily so I just think like you've got to be interesting and different and Your people will find you and we've said this for years and years and years as you said Sandy I mean we taught an entire program called visible
which is available as a self-study like on this, which is like, how do you figure out your kind of niche and your unique ⁓ genius to create content around in an authentic way? And like, she fits into that mold perfectly. Like she's so aligned with everything we've taught for a decade.
Marvelous (11:58)
Thank
Yeah,
exactly. Okay. Fourth point is trust and expertise. Now, as you said, she is a lawyer and she's a lawyer turned Yogi and who's added poetry, right? So she is trustworthy and she's so because she shares so much authentically and ⁓ you do trust her, right? And I think that
your credentials or your experience do matter. And I know a lot of women have a lot of hangups about they don't have enough credentials and who am I and imposter syndrome and all that. But I would just say like, I would just pull that out. Like I would be talking about it or not every video, like get them people to know that you've got these credentials or you specialize in this, this, and this, or maybe you don't have any other credentials, but you've been
teaching yoga for 20 plus years, like you know a thing or two, like throw that around. There is ⁓ this skin, this like makeup, skincare influencer, ⁓ Kitty Jane Hughes, who I love and follow as you know. And she always says, I've got 20 years as a professional makeup artist, I know a thing or two. And then you're just like, okay, what are you going to teach me? Right. And I think that that's
Jeni (13:08)
Yeah. Yeah.
Marvelous (13:29)
something we all need to kind of embrace. Like we've been doing business coaching for 10 plus years. Like we do know some stuff and I think that play up that expertise.
Jeni (13:39)
Mm-hmm. Yeah, I mean, I think this is like you said one of the things that women like women and our clients struggle with and we have struggled with this as well like our own credentials ⁓ and I think this is one of those This is one of those things where I this is why I love what we taught in our visible program going back to that which is like really leaning into your expertise like credentials play into it but like
Marvelous (13:47)
Yeah, sure.
Jeni (14:07)
What is the thing that you know and you do better or different than anyone else? And so it doesn't have to be a formal credential. doesn't have to be, know, like it can be your life experience. If you've traveled to a hundred countries, that is some damn expertise, right? Like you've navigated a lot to be able to do that. think about the things and like your expertise is also your credentials. So if you have them, don't shy away from talking about them.
Marvelous (14:35)
Great.
Jeni (14:36)
It doesn't mean that you're just like playing to your ego. Like people want to know, are you somebody that they should lean on for advice? And that helps them make an informed decision.
Marvelous (14:46)
Yep, absolutely. Okay. The fifth point is around community. And I got to say, she does this so, so well. One of the biggest questions we got when we were coaching was like, how do I get engaged in my computer community? Nobody's saying anything. And what she does so well is she creates opportunities for real conversation in her comments. So instead of just
Jeni (14:53)
Mm-hmm.
Marvelous (15:12)
waiting for someone to comment, she'll say, she'll share, share something, you know, some great life advice. And then she'll say, tell me your struggle or tell me your transformation or tell me where you had a breakthrough or whatever is relevant to what she's teaching. And so the quality of those comments are like no other.
Jeni (15:33)
Yeah, there's specificity and I think that that's one of the easy ways to bring engagement in. So if you are coming across as someone who is worth paying attention to, worth engaging with, and then you are asking a specific question, you are telling something specific about you or your experience or your program or whatever it is you're talking about, your practice, then you ask people a specific question as well as a way to build engagement. I think that that works super well.
And it didn't, again, this is one of those things that has changed. you didn't used to have to do this. Like you could sort of be vague and ask vague questions or prompt people like, how are you feeling today? Whatever. And like, I remember a Facebook group strategy like Circa 2016, like all of that worked really well. That does not work any, anymore. Like I would, I would say like really at all. Like people are so overloaded with
I don't even, like I considered harassment by people on the internet. Like there's just so much coming at us all the time, people wanting our attention so ⁓ dramatically, like compared to what it was a decade ago or even five years ago. And so you've just got to be like, hey, here's who I am. Here's what I offer. This is a lesson or this is like a way to work with me or whatever it is. Here's a specific question for you. That's how you're going to get engagement.
Marvelous (17:00)
Yep. Simple formula. Okay. Last point, ⁓ isn't really like a how to, but I think it's more of like what could happen. Right. And I think, with Victoria, she was able to write a book, got published because of what she did in on Tik TOK and Instagram. She's got brand partnerships. She's got a thriving business. Right. And I just,
Jeni (17:02)
Mm-hmm.
Marvelous (17:26)
I wanted, know you and I were kind of like, we talk about this or not talk about this? And I think it's important to, to think about what is possible when you really apply yourself online and create that, ⁓ that audience, know, build that audience, build your list. And then the whole world opens up for you for partnerships, for other revenue streams, for book writing, for bigger podcasts, whatever it may be.
And I just, want to say like things are still working. People are still making money as yoga teachers online.
Jeni (17:58)
yeah, and I would just say too, like part of this point and why I feel like it does make sense to add it in is like part of your success and happiness with your business is like also saying no to things. So it's like saying yes to the right things. Like once you reach this kind of level of success, and we experienced this a lot during the pandemic, especially the early part of the pandemic, like we just had opportunities flying at us.
the two of us and like our business is and like there's like a level of discernment that I think is really important to bring. when you have a profile as large as hers or any real level of business success or success as a creator, like you're gonna be overloaded with people wanting to partner with you or giving you quote unquote opportunities. And I think like part of the work then is being discerning because
you decide to work with or like what side projects you take on is all like a message to your audience too about your values and like what is important to you and so I would just say like that that is like a big piece of it and I also believe in having goals and manifesting and kind of all of the things and so like be thinking about what it is what what you're going to agree to like when those opportunities come up like do you want a book deal do you want to be like
a top 25 YouTuber? Like, do you want a Netflix series? Like, what are the things that, like, do you want to call him in Forbes? Like, what are the things that you would say yes to? Like, hell yes to. I know you do, Sandy.
Marvelous (19:37)
I want a Netflix series, but I also,
there was one other point Jenny that you brought up one in preparation for this, I think we should mention and that is the concept of like dropping in mid conversation. Do you want to explain that?
Jeni (19:51)
Yeah,
yeah. So I mean, I think this is kind of beyond her as an example, but what I have seen working really well kind of across any short form video, so whether it's YouTube shorts or Instagram Reels or TikTok lately, is just this idea of like you're sort of like dropping in like mid conversation or mid experience to what someone is doing. And because ⁓
I again think AI is playing into this because like it's so easy to have AI create sort of like freaking fake people at this point talking. We know about this. Like just face to camera like with a message. Like if you are out living your life or you are in your house and your camera is kind of a little bit far away, but you your mic so your video can hear what you're saying. Like, like you're sort of living your life and doing your thing.
and then you make a video of that and you drop that onto one of these social platforms, that's really captivating. You feel like ⁓ you're not being fed something on a platter by a marketer. You feel like you're getting a backstage pass into someone's lived experience. So that's just more of a creative way of filmmaking to think about. How can you position your camera and how can you sort of start?
in the middle? Like how can you cut out all the empty kind of millennial pause filler material that a lot of us do at the beginning of a post?
Marvelous (21:27)
There's also a lot of TikTokers who will say a hook and then they'll be like, I'm so-and-so with 20 years experience in the field and then go on to teach the or whatever, finish the video. Right. And so I think what you're saying is drop all that and just like jump in and start talking so that we'll feel like they've just literally been dropped at a kitchen in the mid conversation.
Jeni (21:45)
Mm-hmm.
Yeah.
Yeah. Yeah.
Marvelous (21:56)
Like what's happening, what's going on, as opposed to like all the internal. ⁓
Jeni (22:00)
Yeah, like, so I have something I wanna share with you today. Like that stuff, like get rid of that. Like we obviously do this, this is a podcast. ⁓
You're listening to this as like a video clip or an audio feed or like a full video feed. It's like, this is a podcast, so we're gonna do an intro. But like for social media, I would experiment with dropping that stuff if you're used to it. I mean, you can still record it, cause like.
We all need whatever we need, like little hand holding to take the step to hit record, but like edit it out. You know, just like think about maybe being more creative with your editing then to sort of edit out that intro filler. And you really don't have that many seconds to have somebody's attention on you.
Marvelous (22:40)
The other thing is
I've seen people speed it up so that they're talking very fast. ⁓ and so that there's no pauses there and it's like unnatural, but like I can follow it. Like I don't want to sit through the pause and the, ⁓ and you know, I've been very well trained to want things instantly and I don't want to wait even for an, ⁓ so, but I think it's, I think it's really compelling and interesting when people do kind of squish it and just like speed up the replay audio or the video and just like, go, go, go, go, go, go.
Jeni (22:54)
Mm-hmm. Yeah.
Yeah, yeah, I like that too. And I also will say like long like longer videos also work on these platforms if you're really good at storytelling. That's just like a bonus. We're not going to go into some of those creators like maybe we can do that in another and another podcast because they're not typically in the wellness space that people who really get away with much longer videos, but there's like people to follow who as like if you're thinking about okay, I want to like take a more artistic
Marvelous (23:10)
So another way.
Right, right.
Jeni (23:39)
Approach to my content creation like it also behooves you to start paying attention to people outside of your niche So Yeah
Marvelous (23:46)
yes, absolutely. All
right, we got it. So if you want to follow it is at The Daily Victorian. I would absolutely check her out. Just watch, observe, especially those comments. I think that's she just is so good at that. And let us know what you think.
Jeni (24:03)
Alright folks, we'll see you next time.
Marvelous (24:05)
Bye.