Hello, welcome to or welcome back to Try Not To Care.
If you're new here, my name's Ashley and I'm so happy that you decided to click on today's episode and hang out with me today.
So this week...
Four years ago something really incredible happened and that was trying not to care took off and started charting like crazy on every streaming platform number one on spotify number one apple podcast
It seriously felt like something out of a fever dream.
It felt so surreal.
To this day, it feels insane that that happened.
I still look back at screenshots and I reminisce on that time and I can't believe it happened.
And I just can't express my gratitude for all of you who listen and to those of you who have stuck around from the beginning.
Thank you like i seriously could not thank you enough but over the past four years i've gotten so many questions asking me how i started a podcast and how i gained a following and how
Do you make a successful podcast when there's so many podcasts out there?
And I want to dabble in that today.
Obviously, I can do a much more detailed episode or video on this and like a step by step guide on how to create a podcast and all the equipment you need and all of that.
But today I want to talk about how I became my own boss.
How I grew on social media, how I grew my podcast.
For any of you who are interested or want to do it yourself, whether that be social media or a podcast or even a business, just how to do it.
Social media as a job has blown up and it's definitely taken much more seriously than it was even a couple years ago.
People are finally realizing that you can make social media a job and you can make really good money off of it.
So if you're interested in learning more about my journey and also how you can become your own boss, keep listening.
Let's get into it.
I'm not going to bore you with all of the details because I've told the story so many times, but I've always wanted to do something involving social media.
I've always had interest in creating content and YouTube.
In middle school, I was making music videos and then in college I was doing makeup tutorials and challenges and vlogs.
But the thing was, I would create these videos and then I would always private them or delete them before anything even had the chance to take off.
I would post a video, it wouldn't do well, I would delete it.
I'd post a video, I'd be made fun of for it, I would delete it.
But like many people, my mindset definitely changed in 2019, 2020 when COVID happened and we were all forced to stay home.
To me, with everyone staying home, not only did it seem like everyone was posting online, especially with TikTok blowing up, but it felt like less of a risk not having to face people at work or see people at parties and be made fun of for posting silly videos on TikTok.
It just felt like I got this reset and it felt like, oh my God, this is my chance.
If I don't take it now, I'm never going to do it.
So over the next two years, I would post consistently on TikTok and then here and there on YouTube.
But it was a lot different back then.
The focus was more on your personal like fashion and style and dancing and coffee and just talking to the camera.
So that's what I did.
I did it all.
It wasn't until 2021 where I learned about brand deals and I figured out you can make money through social media.
So as I built more of an audience, the more I wanted to post because I realized I don't have to stay at my job that I don't love.
I could do what I love and also make it my job.
I think also
The realization that i want to do this so bad but i don't have enough time to do the job that i'm doing that i'm not making enough money at that
I feel so burnt out at while also trying to create content and also make this my job
I just had so many ideas that i wanted to do but i didn't have the time to do it
I was working a job like i said that i didn't want to stay i didn't love i
I didn't have much room to move up or make more money there.
And I just wasn't happy.
I hated reporting to someone else.
I wanted more financial freedom.
I wanted more creative freedom.
I wanted to increase my income.
And I also wanted to feel like I had a purpose.
You know, I went to school for psychology.
And yes, I was using that.
To a degree with the job I was doing.
I was helping people, but not in the way that I anticipated that I would.
During the summer of 2021 is when I really got into listening to podcasts.
And by the end of that year, I had decided I wanted to make my own.
So during Christmas break of that year, I put my two weeks in and I just started brainstorming ideas for my own podcast.
What I call it, what I talk about, what my mission would be.
And by January 2022, I launched Train It To Care and...
I said, peace out to my job.
But I started with the bare minimum.
I bought this little pink headset that has a mic on it that Michaela J from Mindset Magic and Manifestation had recommended.
I recorded and edited everything on GarageBand, which honestly I still do.
If it's not broken, don't fix it.
I made a separate Instagram account.
I changed my second TikTok account into my podcast account.
And I just started posting.
What I wish I knew sooner, and I mean years sooner, you know, me in middle school.
I wish that I knew that if you want to succeed, you need to be okay with failure.
You need to enjoy the journey just as much, if not more than your potential to succeed.
Otherwise, you will not make it because you will give up before things actually work out for you.
I posted a podcast episode every Monday starting January 2022.
In April of 2022, my two friends who had over a million followers on TikTok, who were always going viral, had asked me, how is the podcast going?
And I...
Felt so ashamed to tell them like, you know, it's going fine because no one was listening.
I was embarrassed to tell them how many listeners I had because if I told them, I knew they would look at me sideways because...
It just wasn't a lot and they were getting these millions of views.
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In June of 2022, I was debating giving up and quitting the podcast because my ego is bruised.
And I was like, no one's listening.
I'm putting in all this hard work.
No one cares.
And then August of 2022, I posted a video promoting the podcast.
The video went crazy viral.
I started charting.
I gained followers on social media and networks started to show interest in me.
But that wouldn't have happened if I had given up two months earlier.
Influencing or having a podcast.
In itself is not harder than working a typical nine to five.
Try being an influencer for a day.
It's not harder than being a nurse or being a teacher or even working in customer service.
It's not harder than that.
But the thing that is a little taxing or a little different than those jobs is you don't have a set time of clocking out and you don't have a higher up giving you feedback or praising you for a job well done.
The reality of turning social media into a job or even just being your own boss is that you are creating consistently, but you aren't always being noticed for the time or energy that you put into it.
And you have to be okay with that.
You have to be okay with not getting instant gratification.
You have to be okay with projects flopping.
You have to be okay with negative feedback.
And you have to be okay with feeling lost or realizing that you have to pivot.
You can have the best idea, post an extremely well thought out video that's edited to perfection, post the most aesthetic curated photo dump, and still not be noticed for your work.
There will be rejection, and it is absolutely normal and most likely going to happen that you have slow growth.
But you need to remember that slow growth is always better than no growth.
Just because someone's engagement is doing better than you or their business is doing better in size or in money does not mean that you have to abandon your ideas and follow theirs.
The most important asset in whatever you do
Is always you.
The one thing that is unique to you and your business is you.
No one does you better than you.
So there's no point in comparing yourself to others or changing to become more like them.
Another thing that's different than working for someone else is
Is income is not consistent and it's not promised.
I knew when I quit my job, I was making a huge gamble, but I was in a position where I could do that because thankfully Josh was willing to look after me and look after our bills if things went south.
But I knew quitting my job and throwing away consistent income, even though it was low, it was still consistent, meant I at least had a chance at making more.
I knew I had to decide between the low amount of money I was making
Be okay with settling, you know, stay and know I'm getting consistent pay, but it's not the pay that I want, or try really freaking hard to make a living doing what I wanted and make the same amount, if not more.
From January until August, I picked up as many brand deals as I could.
And at this time, brands were not paying what they are now.
So I was taking four, five, six brand deals a month that paid $50 or if I got lucky, paid $200.
And I was doing these sound promos where you would submit your idea for an audio on TikTok to make it a trend.
And if they picked you for your idea, they pay you, I think like the most $400.
That happened, I think twice for me.
I was also doing this thing where I took a playlist that I had made that went viral.
It was a manifestation playlist and I submitted it to this site.
It was so long ago, I don't even know what the site was called.
But based on streaming, how many people were listening to this playlist, they would pay me X amount monthly for that.
So I was making money from that.
I was selling clothes on Depop.
I was working Instacart.
And I even picked up hours during the summer at my old job just to make extra money because I wasn't making any money from podcasting and influencing just wasn't enough.
Those few months alone taught me extremely quick, you cannot rely on one stream of income.
I think that applies to everyone.
Even if you have a set job, it's always better to have other avenues to make money.
But especially when you're working for yourself, you need more than one way.
I think there's this misconception when it comes to influencing that influencers only make money from the videos they post and that platforms like TikTok will pay you per post.
And that couldn't be further from the truth.
There was a good amount of time in 2023 2024 maybe not maybe just 2023 where tick tock was paying their creators really well i was having three thousand dollar months but with so many people
A part of these programs
Tiktok got selfish and they didn't want to pay their creators so they lowered the amount you earned
Or if you're a part of the creator program they lower your views so they don't have to pay you as much
So creators went from making three thousand to ten thousand dollars a month to
Twenty dollars if you're lucky
There's so many ways that you can make money through influencing from platforms themselves like tick tock and meta
That's usually on the lower side like i just said
There's brand deals where you work with a brand and they pay you for the video itself
There's licensing there's boosting there's exclusivity
That's where most of the money comes from
There's affiliate marketing where you post links and earn commission if someone buys from your link.
And then there's UGC where you create videos for the brand itself, but you don't have to post a video on your platforms.
Or if you decide to create a podcast, it's kind of the same thing where you work with brands directly.
And they'll pay you to promote their products per episode.
I'm signed to Audioboom for my podcast.
So they do the outreach for me, but they take a percentage to do that.
And the same thing applies to influencing.
When you get to a point where you think you can't handle doing everything on your own, creating, editing, doing outreach, you can sign to a management and they'll email brands and book those partnerships for you.
But typically they'll take 20% of your earnings.
I love being with Audioboom.
They were who I originally signed with when networks started reaching out to me in 2022.
And then I had transitioned to Dear Media and I wasn't really happy there.
So I went back to Audioboom.
But the reason I like being here is there's this
These clear established boundaries between me and our team.
We have set roles and I don't feel like I'm giving up anything to be where I am.
Whereas with social media management, I felt the complete opposite and I just wasn't happy.
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I wish I knew sooner that having management isn't everything.
I think there's this idea that you're going to make a lot more money if you're signed to management.
And there's also this feeling of I made it if you're signed because people take you more seriously.
But I found that I was losing sight of who I am and why I decided to create content in the first place.
By being with management.
And maybe that might change in the future if I find different management.
But through all of the managements that I've been with, that was the consistent feeling that I had.
I was saying yes to deals when I didn't love the brand or I didn't want to work with the
My management was making me feel bad about saying no or making me feel like I wasn't appreciative of their help.
I was being pushed to create more beauty content, to push product for the management, to get more deals, which felt inauthentic to me.
Before you signed me, you saw what kind of content I create.
So why now that I'm signed, do you want me to pivot and be someone that I'm not?
And then also I constantly felt bad about
The content I was creating because if my engagement was low, I felt like a failure and all of these eyes were on me and I was letting people down.
Like I was saying before, it is so important that you stick to what you do best and what is important to you.
Do not switch up because something is working for others or because you think people want something different from you.
You are the most important asset.
Authenticity is so important when it comes to your personal brand.
Do not jeopardize that to make others happier for a quick buck.
If you're doing influencing,
Do not say yes to every deal that comes your way.
That's what I was doing in those months where income wasn't consistent.
I was taking any deal that came my way because I needed the money.
Do
Not trade your truth for money.
It will come back and bite you in the ass.
Your audience wants to trust you.
That is the most important part of any personal branding.
Not just that the product works or that the message lands,
But that the consumer trusts the person who's selling the product or pushing the narrative because once that's lost, so is that consumer.
Another mistake that I made with content creation was undercharging.
I was doing a million ads to make ends meet because the budget was so low so I needed to produce more.
You don't need a million followers to make good money on social media.
You do need good content, good branding, and good engagement.
And your focus doesn't have to be on getting a brand to pay a large amount of money for let's say one deliverable, one TikTok.
More than likely, they're not going to pay you $4,000 for you to post a video.
That doesn't mean that you have to take that off the table and not ask.
You just need to negotiate and add more.
Bundle your content.
Instead of one video, you include one TikTok, cross promoted to Instagram, and also three Instagram stories.
And you also add usage rights, which means the brand can use your content to promote on their site to generate sales for them.
And you can even throw in exclusivity.
They'll pay you to not work with any competing brands for 30 days, three months, a year.
And that's what pays well.
And that's what the brand wants.
They want more of you.
So give them more, but for a price.
Don't sell yourself short.
It's always better to ask for more and negotiate than to ask for less and get low-balled.
Another mistake that I made throughout the years was waiting for things to be perfect.
The only way that you learn is by doing.
The thing that held me back from having success and building an audience previously was being so focused on creating the perfect video and having a large amount of engagement and a huge following that comes from that video.
I was so set on perfection that ideas would sit in a Word document, sit in my notes, and it would just end there.
Or I would record the video, not like it, and then delete it.
Or I'd post the video, get no views, get no likes.
I'd get embarrassed and I'd delete it.
The one thing that I did differently with my podcast that led to the success that I have
Was not being so meticulous about it being perfect, it being worded right, it having the best audio, it needing to chart and blow up.
I would create, I would edit, I would post, I would promote and repeat.
I was consistent and I didn't let the fear of it not being received correctly or it not being a major success stop me from continuing to post.
I mean, I almost did.
I had those thoughts.
But I knew that if I gave up, I definitely wasn't going to have the success that I wanted.
The most important part of creating anything is the creative process.
If you get so stuck on how it needs to be done or how it needs to perform, it's never going to just be.
I saw this video on TikTok by the creator Austin Georges.
I might be pronouncing that wrong, but it puts this into perspective.
In the video, he says, Frank Sinatra has 1200 songs, but only 209 hits.
That's a 17% success rate.
Pablo Picasso, Pablo Picasso, okay, created 150,000 pieces, but only had 1,170 hits.
That is a 0.7% success rate.
Those are low rates.
But the truth is you need to create and create and create and not focus on the outcome in order to have success.
The more you create, the higher chance you have of blowing up on social media, growing an audience, having your product go viral, selling out that product.
The need for perfection or the need to have the most views or the most likes or the biggest audience will ruin that for you.
Now, when it comes to growing on social media and going from having no one listen to the podcast to charting number one, there were a couple of things that I did that helped me along the way.
The first thing that I'm honestly still trying to figure out when it comes to my social media is having personal branding and finding your niche.
You need to stick to some type of theme or branding and not gravitate too far away from it.
That's not to say that you have to only post about one specific thing and you can't go outside of that.
But you have to have more content that involves your niche than not.
And the reason for this is your audience needs to know what they're looking at, who they're watching, what they're buying, and what to expect.
Because when you don't know what to expect...
Your interest is lost.
People want to log onto your site or walk into your store or click on your profile and immediately know what's being sold to them, what they're about to learn about or what they're about to consume.
So the reason that I say that I'm still trying to figure out my niche on social media is because I've been posting for so many years that I've tried out so many different types of content.
I never nailed down one niche and I've never nailed down one niche and made something that's like, that's what I'm known for.
But when it comes to my podcast, I've never switched up what I talk about.
It is very clear when you click on my profile, whether it's Spotify, Apple, Audioboom or you go to my social media for my podcast.
It's clear that I'm going to talk about something relating to self-improvement.
But that doesn't mean that I only talk about that.
I also talk about my wedding.
I also talk about what's going on in my life.
And that's what I mean by you don't always have to post about your niche.
You can go outside of it, but the majority has to be about what you typically post about, what you typically sell or who you are.
You don't want to confuse your audience because think about it.
If someone finds your profile or they read a book of yours or they buy a product from you and they really like it, they want to come back for more.
But if you're posting a makeup video one day that they really like and then they go to your profile looking for more and see that you don't ever post beauty and you actually only post about food, they're less likely to stay and to follow you and engage in your content because they're interested in beauty, not food.
Right now I'm trying to lock down my social media and
Get to the core of my personal branding.
I think that I'm going to stick to what I do with my podcast where I am a self-improvement creator.
I talk about mental health.
I give advice, but I might also give advice while I'm doing my makeup or give advice while I'm getting a coffee.
I might also post about my wedding, but I want the majority of my content to be self-help and
And a place for women who are navigating life that are a little confused and need some big sister advice to be able to go to.
Another thing that I did to grow my podcast and keep the growth consistent is forming a connection with my listeners.
You want to build community, not just a following.
Think about someone that you follow that you're super locked in on their content or whenever they drop an album, you listen or whenever they put out a product, you buy it.
More than likely, you have created some type of connection with this person.
It's more than just consuming their projects.
For example, people really love Taylor Swift.
And to someone who doesn't like Taylor Swift, they don't really understand it.
But what separates Taylor Swift from a lot of artists is not only did she grow up with so many of us, you know, I started listening to her when I was in middle school, but she's really let her guard down and allowed her audience into her life, into her mind.
Literally into her house.
And I'm not saying that you have to invite strangers into your home like she did.
She would do these private sessions for super fans where they'd come in and listen to her releases early.
But she really formed a strong connection with her fans.
People are more likely to engage in what you're posting or what you're selling if you're willing to show them who you actually are.
You need to let your guard down and be willing to be vulnerable and let people into your life and into your mind.
I give you guys advice and I talk about certain topics, but I also give real life examples and tell you about my life just like I would if I was sitting down with one of my close personal friends.
Being open and honest with your audience, whether that be in a podcast form or a video where you're sitting down and doing your makeup and talking about what you did last night,
Or in a book where you detail your personal experiences, is a way to connect with an audience and for them to relate to you and want to follow you because they see themselves in you.
I was having lunch with my sister-in-law the other day.
And she was telling me about how she found this creator online who was sharing her experience with going through a divorce.
And her story really resonated with my sister-in-law because she had gone through something similar.
And because of that, now she's following her.
Now she's going to read her book.
And she also purchased a few pieces of merch from her store.
That creator could have easily just posted advice for women going through divorce, which is great.
But she took it a step further and she said, this is what I'm going through.
She documented her day-to-day life and she let her guard down, which allowed my sister-in-law and I'm sure other women to see themselves in her and want to follow along because they're like, wow, I've been there.
I am there right now and I don't know how to get through this and she's going to help me.
That is how you build a loyal following that's going to keep coming back for more because they're not just there for content or for the product, they're there for you.
The next thing that helped me grow was consistency.
And I know this sounds obvious, like, yeah, obviously I have to post,
But this is something that so many people lack, even myself, again, when it comes to my social media.
I've cracked the code when it comes to my podcast, but I'm still working on it when it comes to my TikTok and my Instagram.
If you want consistent growth or if you want consistent sales, you have to be consistently creating and releasing.
For example, I post a podcast episode every Monday and by having a set day that I post, it holds me accountable to actually get an episode uploaded.
It's giving yourself a deadline and saying, hey, you need to get this done by this day because people are expecting this from you.
And then also people are more likely to keep up with you because they can expect something from you.
When I was listening to Makayla J's podcast in 2021, I binge listened to all of her episodes to the point where I was caught up in present time.
And I knew every Friday she'd release an episode.
And when she wouldn't, I'd be like, where is it?
I would go searching on social media to see if she had posted a statement or let us know why she wasn't posting because I expected a podcast to drop.
Even now when I don't post an episode, I get DMs saying, hey.
Hey girl, where's today's episode?
Why aren't you posting?
Is everything okay?
Are you still posting episodes?
Are you done with the podcast?
Consistency keeps people interested in wanting more from you.
It's the same thing with having a niche.
People want to know what to expect and when to expect it.
When they can expect something, they'll come back for it if it's something they're interested in.
And then the last thing that helped me grow was learning business skills, not just how to create content.
Creating is the most important part.
I'm not going to argue that.
You know, if you don't create, then there's nothing to go off of.
But it shouldn't just stop there.
It is so important that you are reviewing your analytics and understanding who your audience is, what your audience likes, and what has performed best for you.
For me, I know that my audience is 90% female.
They're ages 18 to 30 years old, and my audience is interested in self-improvement.
But taking it a step further, I still have to look at what has performed well and what hasn't performed well for my podcast episodes and for the content that I post online.
Because I can post about self-improvement, but that doesn't mean that it's going to translate and that my audience is going to like it and it's going to perform well.
I posted a video the other day talking about how to get over your summer fling, which went with the podcast episode I put out and it flopped.
That doesn't mean that I have to stop making content like that or that I have to delete that video.
It just means I have to review my analytics, see what's
What went well, what didn't go well, when people stop engaging and watching the video, what other types of videos do people like for me, what videos of mine have gone viral.
I like to look at my podcast analytics to see which episodes have the most listens, which episodes have the longest play time, and then I create more of that type of episode.
You guys really like when I talk about friendships.
You guys really like when I talk about confidence.
Again, that doesn't mean that I have to stick to those two categories, but to increase engagement, to increase sales, you can focus on those categories to boost it.
Another business skill that I had to learn and implement was promoting, promoting my podcast, promoting my social media, promoting my products.
I think people think that just because you post, that means you've done the work and you just let it be.
There are so many different social media platforms.
Just because your content doesn't perform well on, let's say, Instagram, doesn't mean that it's not gonna do well on YouTube Shorts or on TikTok.
You can't just stick to one platform or one group of people.
You also have to understand that you might have the best content, the best song, the best product, but if people aren't seeing it, hearing it, they don't know that it exists,
You're not going to have the success that you want.
Visibility is so important.
And that's what really changed for me and for my podcast in August of 2022.
That's when I decided, hey, maybe I should start promoting my podcast on social media and try to drive traffic to my podcast.
So I posted a video saying, here's a really good podcast to listen to on your hot girl walk.
This is a podcast to listen to if you're going through a friendship breakup.
Those videos went viral and that's how I got traction to my podcast.
People do the same thing for their YouTube videos.
Sometimes the algorithm isn't going to push you out on YouTube and you might have a really good YouTube video, but if no one's seeing it, no one's seeing it.
So people will post a video on TikTok, a quick montage of their YouTube video with the caption, here's my audition to be your new comfort YouTube creator.
It doesn't have to be this crazy promotion.
You just want people to see, hey, here's my video.
Here's my podcast.
Here's my product.
When you're first starting off, it might feel embarrassing or cringy to post something like that.
It might feel weird to promote yourself.
You don't want people thinking, oh, who does she think she is?
She thinks she's going to go viral?
Yeah.
Yeah, I do think I'm going to go viral.
You have to remember that if you're not willing to support yourself, no one's going to do it for you.
You have to be the first person to believe in yourself.
You have to believe that what you're doing is great and deserves to be seen.
No one famous or successful got to where they are by hiding or minimizing themselves.
If you want your content, your projects, your products to be seen I hate to break it to you you have to show them.
I want to leave you guys with a little bit of advice to wrap up this episode.
If you want to be your own boss or if you want to grow a following on social media, you need to start before you're ready.
Brainstorm and create and figure out what it is that you want to do and then do it.
I will say though, passion is really important.
You need to have a reason for why you're doing what you're doing.
It's not enough to decide, well, I want to work for myself and I want to make a lot of money.
You need to have a why, whether that's you want to have a creative outlet for you, you want to solve a problem, you want to help people in some way.
Focus on helping people rather than going viral.
Because if your only driving factor is external validation, you're not going to have fun.
You're going to feel burnt out and you're not going to be as successful as you could be if you actually cared about what you were doing.
Also, don't lose sight of why you started in the first place.
Once you get started, don't get wrapped up in comparing yourself to what other people are posting or what other products people are putting out or what's working for them.
Don't get so wrapped up in, oh, well, this didn't perform well.
This flopped.
It must be a failure.
Remember why you're doing what you're doing and let that move you forward.
That's where I'm going to close out today's episode.
I'm sure that you all have more questions regarding social media and growing a business.
So if you have more questions, just leave them in the Spotify comments.
You can also ask me on Instagram.
My Instagram and my TikTok are linked in the show notes.
Also, just to let you know now, but I will also remind you next week, I won't be releasing episodes the last Monday of August or the first Monday of September because I will be on my honeymoon.
So if you're wondering why I don't post for two weeks, I haven't quit.
I'm not gone.
Well, I am gone.
I'll be in Italy, but...
I will be back.
But that is it for this week's episode.
I hope you enjoyed it.
If you did, make sure to rate Trended to Care on Spotify and Apple.
It helped me out so much and I appreciate it so much.
Make sure to follow me on social media.
That is everything.
Thank you so much for listening and hanging out with me today.
I will talk to you next Monday.
Goodbye.
I love you.
