Cómo Ganar Tanto Dinero en 2026 que parezca Ilegal: 7 Claves para Empezar Hoy

It is increasingly difficult to capture a person's attention so that they listen to you. What are you seeing in terms of data regarding this loss of attention? The topic of attention is becoming more complicated because there is more and more content and more and more people on social media. Algorithms have become intelligent, but what we are seeing more and more with data is that this advice you just gave, I swear it's worth gold, huh? How can an algorithm know you perfectly? Isabel Romero is the Global Head of Marketing at Metricool and an international speaker. She has been involved in digital marketing, social media, and SEO positioning for over 20 years, which is knowing how to touch the audience's pain point well. it is the pain point you have related to a topic, then it may be that you have oily hair. If you tell me how to eliminate oily hair definitively and feel more confident, it is the first point of contact with the people you want [music] to follow you. And what does the data say, this out of curiosity, how many reels on average do you need points of contact with an [music] account to start following it? What social networks would you recommend to someone who wants to make money as quickly as possible with social networks? Let's see, the social networks [music] where you can grow fastest are the accounts that stand out from the rest when we do the study of networks, right? And and we interview them. They are accounts that have we can start with the audit now. That's it. Who will you focus on first? You guys. I mean, I have a plan. I have. Well, tell us, tell us what you've researched. Well, let's get to it. Let's get to it. Come on. Ugh! We're scared. Isabel, today is one of those podcasts we love to do. It's a podcast where we're going to talk, yes, about marketing, we're going to talk above all about virality. She's going to teach us how to not only grow on social media but understand the psychology of attention. We are in a market where probably the most valuable resource that exists is attention. It is scarce because we only have a few minutes a day and there is more and more competition. Therefore, the person who manages to position themselves in this ocean of sharks is the person who has the power, the one who will be able to sell their company, their service, sell themselves as a reference, and that will open doors not only, of course, to more income, but to a better brand. And for that, and Sergio, before, I wanted the 100 people who have come, they have analyzed our brand, they have seen what mistakes we have made, so stay because here we are going to talk about personal branding and everything, and we are not. We are going to analyze other personal brands. They are going to talk to us about our competition, so there will be drama. We are going to talk about the best social networks to make money. And now, yes, for that we have brought Isabel. Welcome, Isabel. What's up? Thanks, guys. Very well. Happy to be here. Is it a good time to start on social media? Yes, yes, yes. We are in a great moment. It's true that there's a lot of competition. That is to say, it wasn't like a few years ago when you started on Facebook or another social network, and there's a lot of competition, there are many social networks. You have to choose very well where you are. YouTube is standing out a lot. If you've just started, it's very easy to grow on YouTube right now, but there are other networks that are not so much, like LinkedIn, for example. Instagram is also rewarding people who are starting out a lot. Each social network has its own life, so you have to analyze that too. And you also have to know very well where you want to be, where your audience is, what resources you have, and of course, you have to record video. Yes or yes? Which, well, we'll talk about this last point later, that often the key is to take that step of publishing and start being consistent. Uh, but to define it in parts, what I like about bringing you, Isabel, is that you, and I say you because we'll talk about Metricool, you base everything on data, and I love it because often it's hard for me, and it happens to me, that I have instincts, right? Juan tells me, "Damn, we should, for example, in the podcast, we should protocolize how we think of a title, how we think of a thumbnail." And I say, "Yes, it's still hard for me to understand why my head says this title is better than that one, or why it's better to make a carousel this way, or why to make a story this way." It's hard for me to put my instinct into words and data, right? So, what's cool is that you've based everything on data. This is curious, right? Correct. But you should never lose that instinct because we analyze data and we see how you are performing. If you are average, we can help you decide based on the content you publish that works best for you, how to repeat it, but that intuition is also what makes you distinct, it's what makes you different. So, you shouldn't lose that because otherwise you would be Sergio doing the same thing as everyone else, okay? What the data says. Exactly. And mind you, the data helps us a lot, especially if you're just starting out too, which networks are working best? What pain points are you touching? What cover are you using? Uh, what's the copy? All of this will help you find patterns, but then the patterns end, and then it may be that you protocolize something and it works, but in a month it won't work. And that instinct, that intuition that you say, "I think this will work," you shouldn't lose it because you have to try it because maybe this starts a pattern and it's not based on something you've done before. That's why it's important to balance the data and intuition. Totally. What you said about pain points is great. I want you to explain it in detail because it sounds like we're going to be manipulating or doing strange things, which is knowing how to touch the audience's pain point well. Well, I'll give a clear example here, because we think when we see a video of "your knee hurts," I don't know why this knee thing came to mind, but or "would you like to run a half marathon in less than X." I used to share that content and it was like, "I'm not interested." Hey, Isabel has started running. Isabel now, I mean, Instagram is all about strength exercises for runners, how to run a half marathon, but all very focused on pain points. Does your knee hurt? What are the first symptoms of such and such? What shoes to choose? Are you going to take a gel? Is it your first such and such? So they touch on pain points. Pain point doesn't mean, as such, "you're dying in misery," no. it's the pain point you have related to a topic, uh, or a field. So, it may be that you have oily hair, and for you, that's a pain point, that you say, "What a silly pain point." Well, yes, but it bothers me, right? That I have to wash my hair every day. If you tell me how to eliminate oily hair definitively and feel more confident, maybe if you don't have oily hair, you'll obviously skip that, but touching pain points generates attraction, it's what will make it, it's the first point of contact with the people you want to follow you, and then you'll move them. In marketing, which we like to talk a lot about funnels, pain points help you a lot to capture attention and attract people to follow you, so it would be the top of the funnel. The pain point, without that pain point, it will be very difficult for people to follow you or empathize with you or think that what you have is for them. Then come other things like them liking what you do, feeling identified with you, because in the end you follow people you'd like to be. or people you think are on your team, right? I mean, if you see someone wearing a soccer team's jersey, and you're also a fan of that soccer team, just for that fact, you'll like that person because you have something in common. So, what makes them generate a community that stays is when they get to know you, your story, the storytelling, then those people will follow you, they'll watch your stories, they'll want to know more about you, they'll want to know your day-to-day, but the first thing is that you make an impact by touching a pain point. In English marketing, they call this the tofu, right, the top of the funnel, in the middle part, which is nurturing, the mofu, and then the bofu, the bottom of the funnel, and then the business funnel begins. Of course, because we often forget. Now you have this person captured, they are at the bottom of the funnel, they are going to convert, and now the business begins. What do you want to do with this person? Where are you going to move them? Etc. Yes. Mm. Something that strikes me a lot is that we have less and less attention. So, it's increasingly difficult to capture a person's attention so that they listen to you, whether it's in a reel or a YouTube video. What are you seeing in terms of data regarding this loss of attention? Before, it was important to make, for example, the first minute of YouTube in a very viral way, but now it turns out to be 30 seconds, and tomorrow it will be 8 seconds, and you say, "My God, I don't have space to say what I'm going to say in the video in 8 seconds." What's happening? Uh, well, obviously what's happening is that brands, what are already consolidated brands or consolidated personal brands, are what generate the community. So, in the end, people no longer choose you because the first few seconds capture their attention, but because they've seen you elsewhere, they've had different points of contact with you, and they go to YouTube to consume your content. In the case of YouTube, right? In the end, content creators are the ones who get the lion's share because a person you already follow releases a video, and you go and watch it. So, in the end, the YouTube metric, which is retention, right? That you watch the video until the end works. The issue of attention is becoming more and more complicated because there is more and more content and more and more people on social media. Algorithms have become intelligent. Algorithms are how social networks work. Nobody knows how algorithms work 100%, except. It's true that Instagram, Moseri, who is the CEO of Instagram, does tell us a bit more, but TikTok, for example, is a total mystery. But what we are seeing more and more with data is that the algorithm no longer shows everything to everyone; it has become much more effective and knows much better what Juan is looking for, what you are looking for, and what I am looking for. And it also knows what type of content I consume. That is, if I like a carousel more, you like a reel more, and you like an image, they will show you more of that type of content. So, it's what I say, of course, here the issue becomes much more complicated because you want to capture attention, but you are also playing with the fact that you have to capture attention in different formats, right? So, I mean, that's why data now more than ever is very important to know what you have to do to capture that attention, to find those patterns we were talking about. So, of course, the system has become much more complicated, and before we said that there was a direct relationship between publication frequency and your account or follower count growing. Frequency means that you say, "I'm going to publish on social media Monday, Wednesday, Friday, three times, five times, but be consistent." This is something that is true. It's important to be consistent for various reasons, because if I see your face more often, we activate the principle of familiarity. The principle of familiarity is that even if I don't know you, you sound familiar. Ah, I see. And in the end, it's like "come have lentils at my house on Sunday," okay? And that's what we want because we want to build a community. So, if you publish very little, people won't remember you because there will be more faces than yours. So, that consistency is important, but before we thought that the more you published, the more followers you had or the more engagement increased, which is how much people like me, right? To put it in a way. Totally. Uh, but now we've seen that it's no longer enough to publish a lot. You have to, I mean, have a publication frequency and be consistent, but also your content has to be interesting, grab attention. Uh, if you publish potatoes, you'll get potatoes, okay? I mean, that's how it is. So, you have to work on the content, and specifically, you have to work on what my client likes, and data can give you that. And you also have different techniques because you might want to grow your account, grow your account. You've just started and you say, "I want to capture attention, I want new followers to know me." So, there are pain points, uh, and reels. If we talk about Instagram, for example, right? Uh, then TikTok is also a good network for capturing attention because there are networks that help you grow if you're smaller. LinkedIn is not a good network to start from scratch because you'll be in the desert for a good while until you grow. Once you grow, it works quite well, but LinkedIn doesn't boost growth much. Instagram with reels, pain points. TikTok too. The good thing is that you can reuse content. Many people will say, "Yes, but it's not the same to be on TikTok, right? It's not the same network as another, but if you make good content, reuse it." I mean, that's what most brands do, we do it. We do it. Well, you have a pending assignment. Yes, now she'll tell us. Let's see, now she'll tell us about it. I'm going to talk about, to emphasize what she just said, which is true, that in my experience, what I used to do in Reels, for example, the same strategy no longer works, or at least something is changing in the algorithm. Before, for example, I would upload a reel reused from, I don't know, from a YouTube video of mine, I'd take a snippet and it worked well. And now, however, I have to put more effort into the scripts, into what I say, into how I start to get views, because Instagram doesn't care as much about the followers you have, and maybe a normal video of mine, if I don't put effort into it, might get 10,000, when before that was unthinkable. Before, any video of mine had 40,000, it wasn't the average or 50,000. However, now either you put in the effort, or it doesn't matter if you have a million followers or 2 million, it will give you 2,000 views, 5,000, 10,000. I mean, it's become a place where followers no longer matter. And in fact, well, they've released test reels, I don't know if you've seen them, which are supposed to also reach people you don't know, where you can publish on your profile and also publish test reels to try to see how they work or publish a reel you've published in the past that worked well and publish it as a test. They are experimenting. In the end, social networks are also businesses. Each social network is based on another social network. Instagram started as the photo social network. Instagram, it's true, copied TikTok's format. Well, and they've been copying each other. I heard that it wants to go back. The other day I was in a meeting with a guy from a marketing agency, and he told me that, well, he had contact with someone at Instagram, and they are recommending posts so much because they want to go back a bit to the essence of photos. If you look now, I mean, I have 30,000 followers, and recently I published a post, and it got 350,000 views. They are recommending carousels and photos a lot. It's true that last year reels went down in the study because we're about to release it in December. Last year, reels went down in terms of reach. Reach is how many people you reach, right? New people, so to speak. All of this to provide context. What is this? A study you do annually or what? Yes, every year we analyze all the data from Metricool's professional accounts, meaning we have over 3 million users. Uh, so, of course, data has power. Thanks to that data, we divide it into sizes. That is, if someone has 0 to 5,000 followers, they can compare and say, "Look, this is what's working. This is what you need to do to move up a rank, right? Or to go up or what they use most." Uh, and then you can also see the next level when you publish. So you say, "Ah, okay, well, let's start increasing the publication frequency, which is how many times you publish per week." Correct. It's a way to look at yourself and compare yourself to what's happening. And in that study, we don't stop there, but we say, "Okay, but let's see which accounts perform above average." I mean, because this is the average, which is fine, but I want to know what those who are killing it are doing, I mean, those who, I mean, this is a bit of a challenge, right? Of course. So, we try to extract those tips so that people can also apply them. Of course. So, and then in this study, where did you see that reels went down last year? Last year, reels went down in terms of reach, which is the metric that measures how many people you reach, uh, but they were still the format that worked best within the social network. But also the carousel, as images also increased the previous year, right? We also saw that the carousel had gone up quite a bit, that accounts published many more stories, but it's true that stories didn't have, I mean, let's see, stories compared to metrics, we can't see much either, but what we do know is that stories are where conversion happens. What do we mean by this? You attract people, you say, "Pain point, uh, this is my problem, right?" In a reel, you say, "In a, okay?" You capture attention. So, let's talk with the running example, which you put earlier and it seems perfect. Running example, perfect. In fact, I am, I mean, I'm following everything I've done, applied. They're falling into the trap, right? I'm falling into my own trap, but knowingly. Uh, I'll start with the running topic. There's a guy named Carlos, I don't remember his last name now, who talks about running, about running your first marathon, about what shoes, I mean, Carlos Rojo. Correct. Uh, I start watching him, and he starts appearing to me. Why? Because I stop, and because he talks about knees, knee pain while running, such and such, and I say, "Oh, yes, my knee is starting to hurt, it's me." E and then I stop. I had to watch three or four reels to start following him. I've already started following him. And what does the data say? This out of curiosity, how many reels on average or how much content do people watch? You need seven points of contact with an account to start following it. That's why personal branding or personal branding within the company, seeing the same faces, is also very important. I mean, we as a brand have it more complicated because, of course, we are Metricool, okay? Metricool, what do we do? This, click, but what we try is that we ourselves create the reels, and that it's more or less always the same person who identifies that face because otherwise it's more complicated. That's good and bad. Of course, I imagine the founder will say, "Damn, now my brand depends on this person's face, right?" No, well, in that sense, there's no problem. Uh, what happens is that, of course, that person might stop working with us in the future, but it's okay, what we try is that they see the face. This is interesting. There are many people who watch us who are entrepreneurs and people with businesses who think, "But I don't want to appear." Of course, but they have to take into account that the person they choose, ideally or at least most optimally for these points of contact, is that they repeat. Of course. That they are the visible face of the brand during the period. Precisely because of this, because of the issue of generating familiarity. Let's see, they can also hire UGC content, hire a creator who does it very well, hey, and who generates that content representing your brand. In other countries, when we open markets in other countries, we often resort to this. Well, and influencers who talk about us to generate precisely that familiarity or authority. If you go hand in hand with someone and an influencer talks about you, better than a boss. We have to discuss that later. Many things are coming up. Let's take it step by step. What is clear, Isabel, is that in the end, this is psychology. If the person spends time with you, they end up trusting you, and if they trust you, they end up buying from you. We, something we have analyzed, uh, when we open enrollment for the Personal Branding Institute, we analyze where each person comes from, where each lead comes from, okay? Instagram, to give you an idea, in the previous enrollment, it brought in 4,000 people, and YouTube 2,500, so interested people signed up. That's leads, okay? Organic, organic, all organic, but then you analyze the students, and most of the students are brought in by YouTube. So, there, Instagram is very impulsive, it brings in a lot of people, but what really generates trust and makes them end up buying is YouTube. Why? Because YouTube, an average video, for example, "Tengo un plan," is 35 minutes long, meaning they spend 35 minutes with us, they go from not knowing Isabel to falling in love with Isabel. So, in the end, if you want to do that with reels, you have to watch a lot of reels to spend 35 minutes with you. So, people who don't go crazy are the people, the audience spends time with you, they end up buying from you. But probably many of your YouTube followers also come from Instagram. Yes, surely. Damn, that's curious, huh? Of course, because in the end, I discovered you on Instagram, but then I want to know more about you. Of course. So, then I can go to your YouTube channel to spend more time with you, to consume you on television. I mean, it's incredible. I don't have the data, but the other day we were, well, since we are social media partners, we were with a person from YouTube, and they told us that it has increased enormously. Yes, yes. It surpasses the computer and the tablet and is below mobile. I don't have the precise data, but I think it was around 30%. Uh, we have 30, 35. Yes, yes. It also depends on the channel, right? If it's a channel, I don't know, more for kids, then more mobile, but for example, ours, which is the podcast, I think it's 30, 35. But why? It's normal, you watch television, I don't watch television at home, I watch YouTube, and I have a button on top that says YouTube. I don't even have an antenna cable on the television. You don't need it. Yes, yes, yes. It's wonderful. And this is to provide context and not bore you, because later I wanted to talk about UGC content for companies, which came from your example of Carlos Rojo, as the journey a person takes until they convert in stories. Of course, I arrive, and then I say, "Well, I'll follow him," and then I start watching his stories too, and then, uh, he just touches on the half marathon. I'm going to run a half marathon, and I'm super interested, so I'm going to do a live stream in the stories. And I say, "I already know this." And there's also a surprise in the live stream. So, there I was on Thursday watching the live stream, walking, listening to the live stream, because in the end, he was also giving a personalized session with him to make a plan, pa pa pa pa. And it was great. I mean, because in the end, the live stream is a pain point, it touches your pain point, it divides it into three parts, leaves something for the end, all that we know, the theory, but when it has to do with you and us as consumers, it works, it's like that. Totally. So, Carlos, what he does, he captures attention with reels, and then the stories, what does he use them for? To build loyalty, or what does he do? And to show his day-to-day life and to lead you to the live stream. I mean, in the end, in stories, what you do is you enter his house. Hey, today I just had an audit with a guy who went from running a 5k to I don't know what, to such and such, to such and such. He appears talking, so that creates closeness, and he takes the opportunity to sell. And normally, sales through stories don't have to be a story with a sales link, but rather they are serialized stories. This is also something we get from the study. Serialized stories work much better. Tell us a bit more about that. That is, don't come and say, "Hey, sign up for a live stream on Thursday," but tell me what it's going to be about. Touch on the pain point of what the live stream will be about. Uh, what time is it? What will be my benefit, and then put the link? Or a brand, the same, a brand instead. Maybe we've been talking about the topic of hair, the dry hair we mentioned, right? It was greasy, right? Greasy hair sounds awful. Oily hair was better. E, so if I go in and see a product of such and such, I'm not going to buy it directly if I see it in the feed. But I can follow advice, hey, advice for such and such hair, well, there's this, this, and this, but then in stories, you tell me again, I mean, don't sell me the product, but you have to wash your hair every one or two days, this is you in the morning with your hair like this, and then sell me the product. Mm, that's telling a story through the. The fact that you had four reels to start following and then seven points of contact really catches my attention. It has been seen that it converts more followers, for example, in this case from Instagram, if reels, carousels, if live streams, what converts better, or especially talking about carousels driving much more, are these air that Instagram is putting in the form of traffic, or really when Juan sees those 350,000 impressions with his publication is because 350,000 people are really seeing it. To what extent is this air that Instagram is putting there with the algorithm to boost it? Uh, when social networks release a new format, the advice is, use the new format every time they release it, because if they release a new format, it means they want to try it, they want to test it, it may not go anywhere later, but you try it. Because, for example, when they released reels, whoever started using reels, it was crazy, a flood of views, huh? It was crazy. Then everything stabilizes. So, if you are on social media, if something new comes out, try it. If it doesn't work later, it's okay. the new little format they've released. Well, everyone is trying it. We don't know what its trajectory will be, but in principle, hey, try it, let's see what happens. Yes. Uh, the carousel topic might be that they are also pushing carousels more, but it's true that carousels have an impact if your carousel works. I mean, the first two slides of the carousel are super important. If you can put a video in the second one, better, but also that it captures a lot of attention because the algorithm, first, it will show the first image of the carousel, it also looks at attention, and then it shows it to a sample. It's like it's opening doors, right? It works, huh, so many people have seen it, it has worked well. Now we open the floodgates, more people come in, and now we open them a lot. But it also shows if the second image works, I mean, it shows you the first image of the carousel and also the second. So, if you use a video, you also have a double opportunity to impact people who like the video, people who like the image, but within a carousel. Well, I mean, how to grab attention. The three of us know what it means to grab attention, to capture attention, but if we had a novice person on social media, how would you explain to them that they have to capture attention and that person also has the potential to do it? Because normally, when we explain this to someone, they say, "But I, what do I have to capture attention? I, I'm not viral. I, I don't know what to do. How would you explain it?" Well, there are many factors here, but one is authenticity. It's increasingly in a world where AI has a lot of importance, let's not forget that AI is a tool, okay? It helps us, but I don't know if it happens to you on LinkedIn, I spend more time on LinkedIn, I see content and I say, "It's all the same, you know?" So, in a world where AI seems to be in control, right?, where we are all playing and publishing, when you see something very authentic, it grabs your attention. Someone who doesn't seem to be reading a script, uh, which doesn't mean they don't have a script behind it. So, authenticity and being yourself. And sometimes it's difficult because you get lost, because you see what others are doing, because you feel smaller, because yes, because we all look at others, but if we were able to truly show the essence we have, that is the biggest advantage, authenticity on social media. Then you have to know how to edit a minimum, the minimums. Don't leave silences. I mean, silences on social media are your enemies, especially at the beginning of a video. If there's a silence, a long pause, you've lost me. I'm just a finger away from saying goodbye. So, those first few seconds are very important. E and get to the point. If we're going to touch on pain points, ask me the question. I mean, don't beat around the bush, because this isn't YouTube either. On YouTube, you can do it much longer, also touch on the pain point and do an intro of what it will be about, right? I mean, here get straight to the point because you have little time because we're talking about a short video, I mean, it's tiny. So, editing is important. Also use. Don't just stay with the same image, you have to edit a bit, pop an image, create a sound, but of course, don't overdo it either, because if it seems too edited, it's off-putting because it sounds like advertising. There's a lot to do, but well, if you're starting out, get rid of silences, I mean, avoid silences, get to the point, don't ramble, and think of something that will truly provide value to your audience. I mean, it's like that. It's like if I saw this, would I stop or not? Because sometimes, maybe we ourselves record a video and say, "I did this just for the sake of it." Yes, I did it for the sake of it. Well, then don't publish anything you'd do just for the sake of it, you know? That you don't think because, of course, we say, it's important to publish three times a week, four times, and that's the issue. But if this week you're going to publish three because the fourth is a dud, it's better to publish only three, it will work better. Uh, is LinkedIn still a work social network, or has it become a general social network, because there are more and more users? LinkedIn is LinkedIn is Instagram, meaning you no longer post without a photo. E I've put a lot of effort into video, but it's true that now it seems like they've taken away some of its importance. Uh, no, I mean, LinkedIn is not what it used to be. LinkedIn is a social network like any other. It's true that the topics or what you deal with are related to your work life, but there's also a lot of personal growth. How does personal growth influence work? We are no longer gentlemen and ladies in suits and ties, which LinkedIn seemed to be a bit like that. Now it's very lifestyle, huh, very lifestyle, and people talking about what they do in their day-to-day, but because in the end, you are the same person at work as outside of work. So, this is becoming very normalized, and company CEOs are showing that closeness on LinkedIn too. It's cool. I like the change it has taken. Some people don't, they say, "No, this looks like Instagram, this looks like Twitter X, etc.," but I like it. I don't know. Yes. Who would you recommend use LinkedIn? Well, it serves us to give a more serious professional image. It really serves us. For example, the talks we've given, uh, several have contacted us through LinkedIn, but for example, for other things, like the academy, right? But it works terribly. But terribly, it's terrible. Very few leads, uh, very few sales too. It's like people don't like sales on LinkedIn, right? Even though many people are selling, they sell in a different way. Also, advertising on LinkedIn is very expensive. I mean, if you advertise on LinkedIn, it's because you have a high-ticket product, because otherwise it's very expensive, it's costly. Direct sales put you off. I mean, normally on LinkedIn, sales are much more like "I follow you, I commented, and then I'll write to you, you give me your email." I mean, the sales funnel or the time it takes to sell is much longer, but there are many people selling, but of course, high-priced products, because also the time it will take you is more consultants and things like that. Yes, yes, yes. I would say more that type of service, but for example, for the podcast, to reach people, are you guys or do you want to be the number one podcast in personal growth worldwide? I think it's a great fit. Ah, of course, to find guests. We can start with the audit now. That's it. Who will you focus on first? Isabel, you have three profiles. No, I don't know. But with you guys, with you guys, I mean, talking about this, I don't know if the analysis is of Juan and me separately, of the whole project, it's more about you guys. I mean, I have a plan. I have. Tell us, tell us what you've researched, because, well, Isabel has arrived at the studio. I mean, I only knew my parents' names a little. Well, you have to investigate, I mean, if you go somewhere, I'm very curious. I'm like you guys. In fact, I think curiosity is what helps you grow, I mean, it's, I don't know, totally asking, learning. Uh, I've achieved a lot of things in my job, honestly, thanks to talking to a lot of people, and LinkedIn has opened many doors for me. Yes, yes. I mean, I've met with the CMO of Lego, the marketing director of IKEA, but being humble because we were planning the restructuring of the marketing team at Metricool. Well, I'm getting off topic now. No, but don't worry, don't worry, go ahead. And honestly, you connect with people, and you write to them and say, "Hey, look, I'm working on this. I'd like to see how you guys did it." I mean, being yourself, I mean, being nice, I mean, I don't think they ask those people that much. Uh, of course, but everyone thinks the same, "I'm not going to contact them," nobody does the silly thing of "hello," "excuse me, such and such." Yes, it's like they seem a bit inaccessible, and LinkedIn opens that door a lot for you to be able to talk to people you admire because, in the end, hey, I think admiration. Well, let's get to it, let's get to it. Come on. Ugh! We're scared, Isabel. No, no. Uh, well, first of all, congratulations. Very good. [ __ ] what you've done is incredible, I mean, not because she's sitting here, but it's true. I mean, I've researched you guys a lot, and honestly, hats off to me. You guys are also a cause for admiration, honestly. Thanks. Uh, now, there are always things we can do better. Do you know what they say? No. That if you add a "but," it cancels out the previous statement. Yes, that's true. Let's remove the "but." [laughter] There are things you can do better. Especially because you want to be referents at a Spanish-speaking level, the number one podcast, personal growth. And of course, we've realized that you're not on Facebook, and Facebook is an incredible door. E Facebook is a social network that is used a lot in Latin America, much more than in Spain. We'll note that down. So, of course, there you have a brutal growth option, and you just have to reuse the content that you're already using on other platforms, because Facebook reels also work very well. Is there long-form content on Facebook too, or is it just reel-style content? It's more reels, well, also images, but reels can give you a lot of reach, I mean, reach people you don't know, and Latin America also listens to you. So, I think it would be very beneficial for you and that you can reuse it. So, apart from that, we've also compared you with personal growth podcasts worldwide, right? No, only, of course, because in the end, it's good to compare yourself with everyone, with the best, with the best. Uh, what happens with you guys? I mean, the amount of reel content you publish is impressive. I mean, you are the second highest content publishers.

Regarding Rits from the world of those we have compared them with. Yes, yes, yes, yes. And you have the You are uh well, I don't know if it was the one from Diary of, I think he published more. How annoying. How annoying. Yes. And in fact, he has reels changing very similar reels, but only changing the cover, which has surprised me. And he uploads this out of curiosity. It's true, because they don't upload these things to their own account, they upload them, they upload them, no, no, to other accounts that that Of course, but he has his personal account, but then he has the podcast account. Of course, so there, on the podcast account, the tests. Yes, yes, if you see it, there are reels that have different covers, but it's the same reel. Wow, you know that that But well, then publication frequency then, good or bad, what to do. In terms of publication level, you are doing very well. What happens? That the more you publish, the harder it is to have more interaction. You are, compared to the rest, people comment a little less, okay? They comment, but you have publications that if you base them on data, you can replicate, like for example, when you brought Pablo Motos, you made a teaser and created, I don't know if it was an image where you pixelated his face. Yes, that's it. It worked very well. It worked very well. It's true, but I don't even remember anymore. It's true, it worked great. It's true, we are accumulating all this. There is a team accumulating these. Look if you have any juniors. It's true, kid. Let's have a coffee from time to time and that's it. Totally. No, but that's very interesting, right? In fact, they showed it to me recently on LinkedIn. People are going so fast on social media that they repost the same post they've seen. But I swear to you, a guy showed me his most viral post, 2 million. He reposts it, 1.7 million. He reposts it again. Isabel and without deleting the other one. Without deleting it, 1.7 million. He reposts it again. 900,000. God, this seems like a joke, huh? Yes, yes, of course. But because in the end, it seems that someone who enters your account seems to be watching your account to see what you've published, right? I mean, you've impressed me, I've entered your account and I'm going to see from now on what you publish. You guys, who also have impressive content, can see what has worked better. Imagine, you are going to start with Facebook Reels now. Look at what content has worked better and start by republishing that content, because your content doesn't go out of style. I mean, an interview you did a year ago is as valuable now as it was a year ago, because it's content that's useful to me, so there, okay, look at what content has worked better to generate more comments and that was one that worked very well for you. A question, in Metricular, you offer, I suppose, a tool to see the outliers, right? Those of the content I've uploaded in terms of metrics, can I see the ones that have stood out? For example, that data you just got from Palomotos, you'll find it somehow, right? Of course, because you can group and you can say, "Okay, let's look at all the content or all my reels and you can group by metric, because of course, you might want to generate more community, you might want to generate more interactions, that people save, etc., so you can say, "Okay, I'm going to see which content has been saved the most or which has received the most comments." And then suddenly you get a classification by the metric you've set. Correct. Of course, this saves you a lot of time. That's good. Of course, this doesn't mean we go crazy and let our curiosity, our intuition, lead us to publish other content. You have to keep testing to find what works, not just stick to what works for you. No, but Isabel, but focused creativity expands much more. That is, if you show me five publications that have worked, even if they are different formats, I try to understand why and I say, "Okay, let's try this variation," and that's how you innovate, right? Innovation doesn't come from me staring blankly and saying, "Wow, let's pixelate the face." No, you'll have seen something that generated mystery and you'll have said, "Okay, so I'll pixelate the face or whatever." Of course. And I want to play. You're on social media and in the end, on social media, we are the protagonists of our lives. We want to interact, we want to generate interaction. If you ask me for something, I'll do it. Just like when you say, "Leave this word and we'll send you X," okay? All of this also generates more comments. So you can also use it more often, by the way, if you can give them something of value, I don't know, when you give an audit, I don't know what, whatever it is, but when you ask them to leave something, it also works. Of course, we mainly do this because when you put a link on Instagram, it caps your reach in stories. So, there are tools like, well, menichar, these things where you put a word and it sends you a link, and that's great. But the act of asking them to put that word also generates a feedback loop. Of course, it feeds. Okay, so quite a few publications, few comments. Well, not few comments, you have many comments. But we can incentivize more. Comparatively, you can incentivize it more. Okay, cool. Isabel, if we had the capacity to publish five posts a day or 10 posts a day, would you recommend us to do that? If they have sufficient quality, or are you doing it for a particular reason because you want to do a campaign and have a lot of reach and gain a lot of followers, that's okay, but what five publications are you going to do a day? Will they be focused on pain points? So, in the end, with strategy. But if we had strategy and quality, more is better, right? If the quality is maintained. The quality is maintained, yes. So you could achieve results faster. Totally. Yes, yes. That makes sense to me, huh? Yes, yes, yes, totally, yes, but always as long as the quality is good, otherwise it's better to skip that and focus on quality and generating community. It's also true that the more, the less, I mean, if you publish more, you might have fewer comments or less interaction because you're generating a lot or it's more spread out. Of course, but it doesn't matter. I mean, in the end, we are comparing ourselves with your competitors too. Okay, you started, and I read a phrase somewhere that I really liked, as if we were a child playing football, right? As if you want to maintain that essence, and that's so cool. You have to tell it more and show more of your personal brand in the podcast too, because you give a lot of value to the interviewees, which is great. Yes, because a good interviewer who constantly interrupts the interviewee is annoying. You let it flow, which is great, but you are also protagonists, you are the protagonists, and people want to see you almost all the time. I mean, when you go to see a reel, the capture, what you put in front. Can you believe that I can't find the word now, the the the cover. Ah, yes, yes, the cover. Of course, yes, the uh almost always it's the guests. Totally, in American podcasts that already have a strong brand, they appear more. Give me an example, let's see if we can see it. Well, Steven's, yes. And Steven doesn't upload clips, right? Jordi Wild, for example, also appears much more than the guests, which is good. I'm just saying to play with both because otherwise people will stick with Mónica Naranjo, which is great. Because you have very powerful guests and they are great, but you, Oye, and try, I was thinking now, try to do shared posts, meaning, if for example, Juan and I, to increase our brands, in all the reels, we ask the team to repost them on our accounts, of course, because there you are seeing, you are uploading clips that you could only upload to the podcast account, you are uploading them to his account, surely out of interest, he has 4 million followers, for a reason, it's not because he creates organic content. Of course, here it depends on your objective, if you want to boost your personal brands. No, of course, that's crazy because surely from a psychological point of view, I think, "Okay, it's true that they've seen a reel that caught their attention, that I'm not in it, or that I'm listening, but it's true that there will be a small percentage of that filter who will start to be curious. They'll say, "Oh, look, these are the guys who do the podcast. Oh, look, you know what." And you associate a publication, suddenly you see that Juan likes motorcycles and you do too. Ah, [ __ ] he likes motorcycles. Of course, yes. And now you can hide the reels, so we have to do it now. That way people would also connect much more with your personal stories. That's it. Yes, yes, yes. You have to do it now. Of course, whether you like it or not, in the end, you are. Tell us more strategies to be able to increase them. And now with the lips, you'd have to say, "Well, if you pay me this much, I'll tell you [laughs] we haven't come to play." But one thing, you can all do this yourselves too, you know? Metricool. I mean, I wanted to ask you especially about the part of what is reality. Our biggest pain point is our authority, that is, we are very good at giving you authority, for example, right? By asking you questions, by building you up, what comes to mind? What can we do? This advice has already been noted. What else do you think we could do? Well, within Instagram, I understand the book, but, uh, right now in your bio, there's only the link to the book, only that. It's true. Look, I mean, why don't you use a link that leads to more places where videos are, and you? I don't know, where I can go to YouTube. Of course, it makes a lot of sense because if they discover us on Bolor, they say, "I want to use more than 8." Maybe now it makes sense because you want to promote the book, but you can use Metricool's SmartLink or send where you can put different, I mean, all this that we are Metricool clients, that we have it, we use it only for scheduling, we are a bit clueless, but for scheduling, it's great, yes, with the calendar and the rest, of course. Look, because in the end, it's like everything, you have to dedicate time to it, I mean, and I understand that you have a lot of work with your businesses, etc., but it is true that the accounts that stand out from the rest when we do the social media study, right? And we interview them, are accounts that have short measurement cycles, that is, every week or every 15 days they stop for an hour and analyze the metrics, what has worked, what's up, what's not, and based on that, they schedule. So, of course, it takes time too, the book thing, huh, good point, more things. [ __ ] I'm already seeing a lot of changes. It also occurs to me, for example, that we could do more publications about the book, content from the book, snippets. Yes, but that's more time in the end. Of course, but but it's true that there we could contribute value because since the content of the book is ours, it's a way we can do it. Something we are doing now are masterclasses, which are podcasts where Sergio is here, I am there, and that also gives more authority. Hm. And carousels, for example, you didn't publish much before, I've seen that now you've started publishing too, in each episode, and there's no carousel. And maybe we would also try with, I mean, it would be cool if you also tried with some meme, with some humor. We are very serious, right? It's true, I put humor. And I don't know why you are so serious, I mean, you are not so serious. You are not so serious, really, you know? And laugh. No, but memes don't distort the root. Humor is the best way to connect. It also sparks something, you know? And on top of that, the carousels we're doing now are still quotes from the guests, which we could do our own quotes, things we've analyzed, or things we've seen, or also learnings you've gotten from a guest. The behind-the-scenes is cool. That's very cool too, that no, I mean, I'll go watch the podcast later and I'll watch it, but what do you guys take away? I sometimes see you super invested and sometimes I say, what do we take away? I mean, seriously, all that they listen to, of course, you know, in the end, that also boosts your personal brand or for your personal brands. Now we are also going to start doing blogs with almost super cool mini-documentaries, which I think will also boost it a lot. Well, for example, but on Instagram, yes, it's like a move, we're at home here in the community. People will see this again as something new. We're going to do a blog, for example, measuring our testosterone, to see how we have it and then how to increase testosterone, okay? Then we're going to do another blog, which is 30 days without a phone, with a feature phone. So, we'll test our brains before starting the challenge. Juan will do the challenge and I'll accompany him as a friend and spectator. With the phone. I say, "Juo, you'll definitely do the challenge well. I don't know if I will." I don't know if I find the topic of challenges very attractive. And I think in the end, these are conclusions that an expert has told us something, okay, but let's go, for example, four days of fasting, Sergio and I, let's see what happens to our bodies. Uf! I can't go without breakfast, [laughs] in fact, but but good. I love it, I love it. I mean, it's like, because they tell you so many things. Of course, that there are things that I listen to and I completely agree with, and others that I say, well, I don't know if I agree so much, and you guys always seem so, so it's great that you try it. I think it's a great idea. It's true, we don't just have to have discussions to comment on what we think, since carousels can be made, posts can be made on Facebook or even on your own social media. In the end, your personal brand is also this. [ __ ] you learn a lot of things, surely. You know that that I don't know? Okay, more things. Uh, let's see, we have to, that. Well, that you also break away a bit, that all podcasts do the same type of content with reels, the the subtitles. Innovate a bit in this too, I mean, put a meme, something different, fun. Of course, reason. Um, and well, that's it, the Facebook thing, reinforce your personal brand and then let's see what you have, you have an impressive community, and that's very difficult to achieve, you know. So, I don't know, even, it's true that we, for example, we haven't forced this either, what I mean is, what tips can we give people to build a better community? Authenticity plays a very important role. That's what I was telling you, what has caught my attention about you is your personal stories, but also, okay, we want to be the number one podcast for personal growth, but we want to continue being the kids who played football, meaning, having fun working. That's so difficult to generate a community, you have to be very clear about your values, be very true to who you are. That's why the community follows you. I mean, I say, [ __ ] these two young guys with things so clear, how cool. And also, you are curious, you learn, you are accessible, that whole part, I don't think it should be lost, because sometimes it's, okay, I have a podcast that is gaining, [ __ ] a lot of importance, we can bring more important people, whatever, but don't lose that. Be those kids who have fun playing football, it's difficult. It's true that we, just as we haven't made an effort to create a community, it hasn't cost us to talk about ourselves either. I think that's also the key, that people know us as complete human beings, we talk about when we do things wrong, we show ourselves in different contexts, not just, for example, we made a joke, Isabel, which you think is a good idea, hopefully, is that with so many nutrition podcasts, suddenly one day, Juan and I go out recording how we make macaroni and cheese, you know, because we love it from our mother's time and all that, eh? So, of course, we say, "Today, no, no, we're not following the diets, the nutrition advice, and we're making macaroni and cheese," and the stories get a ton of interaction. It's crazy. But because that's where you show your most human side, that vulnerable side too, which in the end is that, in the end, we are all either children playing ball or I don't know, eh, and that part connects a lot with nostalgia, which is also something that is played with a lot on social media, but when it's authentic, it truly reaches you, I mean, the theme of nostalgia, I don't know, well, when you see a Bubbaloo bubblegum or things that each person has lived in their childhood. It's true. And that's cool, and everyone can do it. I was thinking about people who have businesses, entrepreneurs, freelancers, even, for example, the typical profile that might follow us, right? A guy who is a physiotherapist and says, "Okay, but how do you start?" What I see is that they become rigid, rigid in communication, in videos, in memes, in humor, showing their lives, flexibility. I mean, often being silly doesn't take away your authority, which I think people are very afraid of with the word authority, that because they don't use technical words, because they don't command respect in the sector, if they make a joke, people will no longer hire them, they won't take them seriously, when in reality, I think the key to listening to your opinion is that people truly know you. Of course. Yes, yes. What happens is that you go on social media and start seeing what one is doing, what another is doing, and you feel small. Even talking about how you feel small is also part of that vulnerability, or I don't know, thanking. Well, [ __ ] I've gotten this far. I really like it when I see people with large accounts and they thank them and say, "Hey, I perfectly remember where we came from." I don't know, I connect a lot with that. It's true that it depends on the audience you want to attract. There are also techniques of people who become, well, different, or where vulnerability is not what they show because they have a different brand archetype, the outlaw, and so what's cool is being outside the law and I don't care about this, and it attracts another type of person. Really, for the entrepreneur who is listening and says, "Damn, social media is very important, I have to get into it." What system would you set up or what employees would you hire to be able to do their social media? Because the reality is that getting into your social media is a full-time job and you have to be thinking of ideas, you have to be recording. How could someone who is an entrepreneur who knows it will benefit them do it? Of course, look, social media benefits everyone nowadays because social media has also become where we go to look if we're going to eat somewhere or not. I mean, we don't even search on Google anymore, we look at Instagram, we see the dishes. Yes. So, it's true that entrepreneurs have to understand that social media won't bring you direct returns, I mean, you through social media, maybe even us through social media, it's not the channel that brings us the most registrations, but it's also difficult to measure social media because you see something and you might not act on it at that moment, but then you'll go and enter through another channel. So, everyone has to understand that social media is not about "I'm going to be on social media now to get a direct return" of "they're going to buy from me, they're going to do this, right?" So let's break that idea, but yes, you will generate a brand community and authority. I mean, there are bakeries, there's a girl, a client of ours, who has a bakery in Cata Roja, which is incredible, and she generates content talking about how she makes her cakes, etc., and she has become super well-known and super viral, so much so that people who then go to Valencia pass by to eat or to buy the cake just by recording how she makes it. Just by recording how she makes it, and well, she tells her day-to-day. She does it very much like a content creator, but she is the owner of the Here you are giving a super good idea for anyone who doesn't know how to create content. I mean, we're bringing the luxury expert, César Val, to the podcast, a guy who talks about all luxury marketing, how to elevate your brand, and one of the keys that luxury brands use to justify, at the end of the day, they don't have to justify the prices of their products, is telling the story. That is, if that cake tells you how she made it, the care she has, the story she has with her grandmother with that cake, and then she charges double the price of a normal cake, you say, "Damn, I understand the story, it seems fine to me to pay double the value." This, at a brand level, if you don't have to tell every customer who enters the bakery about the cake, but if you do it with social media, when they arrive in person and see the price, besides having just discovered you through social media, they are already prepared that the price is not what I'm here to compete on, I'm here for this story. Of course, in fact, on social media, you don't tell me your price either, but I want to be there, you know? I want to eat that too. To start with, there's the whole thing about serialized content in stories, but also serialized content of, I don't know, day 50 building my house, day 500 without washing my hair. All this type of content is not just 30 days like you're going to do, right? 30 days without a phone, day one, day two, etc., but also living it in the moment. I mean, you're building your company, how did I build my company? Day one, which can be day one or it can be by hours, it can be solar panels. How to install solar panels in 24 hours? In fact, I'm seeing guys, I love coffee, okay? It's one of my hobbies, and they are literally telling how to set up a coffee shop from scratch. Of course, physical, the problem they have is they don't have clients, and they say it, and it's very cool because you connect a lot. And here it's also very cool to put day one doing this, because it might be that day 50 pops up for me. I follow a guy who, I don't know how many days he's been building a house in the middle of a forest, but I discovered him, I don't know, on day 50, but this thing he does, you go to the account and say, "Let's see, how was it on day one?" This, of course, makes people stop, do you want to see the end? And then you say, "I'll follow it." Exactly, exactly. It's a good hook. You can also do this with challenges. I've already noted it down for the challenges. Of course. Yes, yes. Very good. It would be very cool. Hey, and what do you think about putting advertising on social media? Man, of course, depending on your objective, I mean, to gain new followers, to e give diffusion, of course, in the end, it's a loudspeaker. That thing they say that it affects the algorithm after your account, right? Nothing, no, the opposite. It's like giving your account a boost. Look, for example, we really like to create content from what has worked best organically, so promote it. I mean, you test first. Imagine you do something you want to reach a new audience. Test it first with your audience to see if it works well organically. That is, you haven't invested in advertising and people like it, comment, share, pa pa pa, and then you do the ad or e promote that publication. That's good, of course. Yes, because people also think that it's just about advertising, but no. If you are a good content creator, of course, it's much better because you will be advertising that captures much more attention. So, when advertising, don't create advertising like you are on your account. Yes, because of course, because what smells like advertising puts you off. Of course. Yes. So try to make it as organic as possible. This also happens on TikTok when you enter and see an ad, you say, "Now that we're talking about Instagram, you have a tool that you put your Instagram in and it tells you like it does an analysis, right? Of your engagement and all that. How does it work? Or explain to us what it gives you and so on. Of course. Look, this is simple. If you want to test how your account is doing, then you enter, put your account name @ and what it does is analyze and tell you, "Okay, you are among the accounts that have the highest performance," I don't want to use English words, yes, performance. Performance. I really hate this. It seems like But but in the company, we talk a lot in English. I'm sorry, really. Well, performance and and then it compares you with accounts based on the studies we do annually and tells you what other accounts are doing and what you can do, what you can apply. It's super useful, huh? Yes. Look, it's like an appetizer for you to see it, and no, but in the end, something that happens to us in Spain is that we keep information to ourselves a lot and don't share, and in the end, this is sharing data. This, you know what the neighbor is doing, whether they tell you or not. Of course. No, no. And and that's cool. Yes, of course, because you can enter accounts that are not yours. Exactly, exactly, exactly. It's crazy. Very good. And what else do you offer within Metricul to make life easier for those who want to improve their social media presence? Well, what they can find from when they create their account, for example, they enter the link in the description that we will leave, right? Uh, they open their account, pay the subscription, etc. What things will they be able to start creating? What tools might catch their attention? What can we comment on? Okay, it's a journey. Well, look, Metricul has its paid plans, but it has a free plan. When we created Metricul from the beginning, our mission was, [ __ ] to try to make everyone able to use social media professionally. And it was something like Juanpa said, "We will always have this, a free account that is not for our ideal client because normally it's people who don't have several clients, who don't have so many needs, but well, hey, you have it there, use it for free, it can help you a lot." You create your account and you have a journey. You can start by analyzing competitors. I would start there. I'm going to analyze competitors. When you analyze competitors, don't just analyze competitors who do the same thing. Also analyze content creators who are in your field. I don't know, for example, travel agency, which is simpler, okay? So you put in the competing travel agencies, but also put in the content creators who travel. That's good, because you can learn a lot from them, I mean, of course, but sometimes brands seem like, "No, I'm a brand, so I'm not a creator." No, the good thing is that you try to imitate creators too, they are the ones who are succeeding on social media. That advice you just gave, I swear it's worth gold, huh? No, no, people get into social media and think they have to invent the wheel from scratch, and no, no, start by modeling, start by seeing what works for people, what they've tried before. And that about analyzing competitors, what does it tell you afterwards? It gives you a kind of report, a list with all the competitors appears, and you can enter and see more about that competitor, you enter and also analyze which publications have worked better for my competitor, okay? And the same by metric, you can group by metric, but you also see all the competitors in a list and you can also group by metric. Meaning, let's see, by publication, how much do they publish? By publication frequency. Now I'm going to see by engagement, the metric of love, now by interaction. And then you group and see who is first. And then you say, "Ah, so if this one is first, let's see, I'll enter and analyze in more detail." And then you analyze and you can see the reels, see them by metric, all of this in the entire tool. Of course. So I would start there because it's cool because you analyze what your competition is doing. This is like marketing, like doing a market study. Totally. Of course. And then you compare yourself and you also put yourself on the competitor list to see your position and also to see how you are moving up positions, which is also cool or what you can learn. So, I would start by doing a small study, seeing what works and noting down, hey, pain points, etc., this is cool and see if you can apply it. Then you have the tool to plan as if it were a social network, but you have all social networks at once. So, you can plan your content from there, instead of entering one social network, switching to another. And you can also publish on several social networks at the same time. I mean, if you're going to publish the same thing on TikTok, Facebook, Reilk, you do it with just one button and you have all the functionalities. You can see your best times, so it's quick, it's simpler. Um, okay. Then, there's all this part, and then there's the analytical part, which I love because I love data. So here you can see when you publish and say, "Okay, now I'm going to see what has worked best." The thing is, I'm going to dedicate time to see if I find patterns, I'm going to see if I find any pattern of "this is working well for me," if I use this image, it works better, carousels have more views, you analyze and try to find the pattern to replicate it. So you say, "Okay, so next week I'm going to follow this pattern, I'm going to publish again with this pain point, but something different." And then you see and follow the pattern until it stops working. Um, then you can also do advertising directly, I mean, if you're not very agile at doing advertising with Meta, you can promote directly. I mean, you have everything you can do on social media, but in one place. So, in the end, you can do that whole social media journey, but with data. That's good. And then you can also create reports, "Okay, I'm going to create a report to pass it on to my team, to pass it on to my client, because of course, in the end, this is a pain point for our clients, who are social media managers, community managers, totally, creating a report takes them a lot of time. So, for us, this is also something that they value a lot. How cool. What social network would you recommend to someone who wants to make money as quickly as possible with social media? They say, "Isabel, I want to make money with social media. What social network do you recommend?" What product do they have or what do they sell? It's serious. Imagine a physiotherapist, what step-by-step would you tell a physiotherapist? But of course, with the physiotherapist, we also have a physical location. I mean, what interests us, well, look, I would say, create a Google Business Profile. First, the Google Business profile to appear on Google, it costs you nothing and keep it updated. And look, the social networks where you can grow faster are TikTok and Instagram, but of course, they also require you to generate video content, right? So, of course, here you also have a small handicap because you have to start generating video content, but they are the networks that if you are small and starting from scratch, will give you more visibility. You would also have to use, I would try to geolocate all the time, I mean, I would try because in the end, a physiotherapist, you have a business here in this city, so the most logical thing is that they find you there. And how do you geolocate? By saying it in the script. Of course. And you can also put location, I mean, you can put location. It's true. Of course. So, you can put the location. And then it works great, so when we are in Latin America. Of course. And then focus on the problems. What happens is that it will take you a while, it won't be from 0 to 100, I mean, clients won't start arriving from 0 to 100. What you can't do is create an account where the only thing you do is post photos or introduce your team with static photos. Of course, you have to create video. And you have to create video talking about pain points, or if you are a specialist in sports, then talk about sports, what people are looking for, they are already looking on social media. The good thing is that right now, differentiating yourself is just pressing record. That is, there are so few people who want to record themselves and are embarrassed, that fears that you can differentiate yourself from your competition just by recording. We are all embarrassed, the first video, I don't know, I have videos from when we started on TikTok that I recorded TikToks and I see them and I say, "My God, Isabel," but well, it's okay, that's me, and surely you guys see yourselves and the first podcast, and initially we already had experience in social media when we started doing the first podcast, it's lamentable, lamentable, lamentable, I said, well, people who are listening to this, we invite them to scroll down and click on the oldest filter, it took a second to look, but and it's okay, it's okay. Because the next one will come out better, and it's okay, naturalness. And maybe at first no one sees you, but you have to keep going. You have to keep going and then you deepen, you learn, you download CapCut, I don't know, you start editing. If I had time, I would love to create a TikTok account. TikTok. And not or YouTube? I don't know, but I don't have time. Okay, on TikTok, the audience might be younger, which might not be of interest to your business, or is that no longer the case? No longer the case. What? No, it's true that when it started, it was mainly the audience, yes, mainly a very young audience, but now it's not, there's everything. And it's fast to grow on TikTok, it's one of the social networks that, like, it's fast to grow. Mm. When we talk about these profiles, now we're going to do an exercise where we've taken two accounts from the community to analyze them and with those examples to help us to apply them to our own businesses. There's a doubt I have, and it is, when a person wants to start on social media, but doesn't have the knowledge or even the time because they already have a business or provide a service, that physiotherapist has to provide the service and won't have time to think about social media. Of course, how do you set up a team? How do you find that social media manager? How do you equip them with the tools? That is, if we had to give an entrepreneur a roadmap to open a social media department, because it's already clear from this conversation that they will be clear that they have to be there and that it's not a short-term thing, because it's not like investing in advertising, it's "I'm here and I'm developing a kind of nest that grows," right? Correct. Uh, how do I create that social media department? First, by having a budget. We can't believe that social media, that the issue of the "sobrinity manager" still happens, that no, but it's true. Good one, kid. You get a few hundred a month. Of course. From, well, this is taken care of by, or by the son of, I don't know who. No, no, no. There are social media professionals, and in fact, I'll stand up for them because, honestly, just as there are professions that are a bit denigrated, sometimes the profession of social media manager is a bit denigrated because it's "they don't manage my social media," no. They do a brutal job, there's more and more content to generate, they do strategy, and they have to know how to edit video. It's very heavy how this profile evolves. So, you have to have money to invest and to hire a social media manager. I mean, we're not talking about, there are several roles. There's the Community Manager, who is supposed to manage the community, respond to messages, etc., and then there's the Social Media Manager, who is the one who creates the strategy, etc., and can also manage the community. You, as an entrepreneur, have to do your homework before starting on social media. Uh, well, I think everyone at a company level, you need to know what your brand is like, if you can identify your brand archetype, the better, em, how your brand speaks, I mean, do an exercise of stopping and saying, "Okay, what are my brand's values? Uh, how does my brand speak? What type of brand is it?" and and what do I want to achieve, what type of people do I want to attract, who is my ideal client profile or clients. And if you already have clients, even if you identify those

Questions that they usually ask you, the 10, 15, 20, the physio, ask your client, "Hey, you, why have you come? What is it that hurts you? How would you look for it?" Because you are already extracting content there that you can generate on social media about how your client will look for you, you know? Like, my knee hurts, it hurts here. How can I get better from this quickly? Of course. And all of that starts to generate content. Returning to Carlos, uh, the one who is, what is his last name? Carlos Rojo from Running. Carlos Rojo will have to give me a free consultation. Totally. Uh, he talks a lot about how you search, like, for knee pain of I don't know what. My right knee hurts. Every time I searched for something about this, it appeared. He is incredible. So, if you are capable of extracting all of this, well, the person can start, I mean, they won't hire a social media manager and say, "Come on, yes, I'll manage your networks." No, they will also ask you this. And in fact, it can be a good filter too. If you want to hire a professional social media manager, the first thing they will ask you is this. Hey, who is your client? How does your brand speak? And if not, the starting point will be, let's work on this first. But it is very important and there are easy exercises that can also be done about how you are seen, if you already have clients, how your clients see you, if you don't know what your brand archetype is, you can do a brand archetype psychometric test by June, okay? But as a brand, you have to stop for a moment and analyze that. And after having analyzed that, uh, one person would be enough to start. I think so. I mean, if we are talking about the physio, whom we haven't given a name to, then I think that to start it would be good, I mean, it could be one person seeing how it evolves. Totally. And then all they would have to do is meet once a week to think about what they are going to record and record it, and that's it. And that person would be in charge of publishing it and that's it, right? Of course, you have to think about the strategy, what you want, what you are looking for, who the clients are, and then alternate. So, maybe the first thing I would do with that strategy would also be, okay, those typical questions that your client asks you, let's also think of a list, of course, let's extract what people search for most on social media related to there are tools that tell you what people search for most, just like on Google when you do SEO, of course. So, extract those keywords because there are keywords that are directly related to your business and that you might not know. So, create content for this too. Also, for people in the service sector, one of the biggest mistakes is that they don't niche, meaning they are not very specific niches, so you start as a general physio. Correct. Of course. And this also helps the algorithm so that you can look for, for example, a sports physio or a physio specialized in the shoulder, of course, or in the ankle, foot. And this will make you stand out. If so. Look, if you are a general physiotherapist, well, go for it, okay? But if not, of course, specialize. Yes, yes. I mean, people, when they are looking, if you have a problem, you want to look for the best at something. Totally. Yes, yes. That's why. And they empathize more with you and you don't mind paying whatever it takes, and you can charge more. Correct. Uh, I have UGC noted here. This topic is interesting, right? For those people who don't want to expose themselves, what does this UGC content creator thing consist of and how can a person with a project or with the desire to do this social media project use it to their advantage? Well, they are people who know well how to edit, who show their face on social media, who speak well, and who will be part of your team. They will record certain content that you give them, and you can use their image on your account, okay? So, I mean, you kill two birds with one stone, you don't like recording. Imagine that you, as the owner of your business, have very clear what you do and what you want and what people ask you, but you don't want to record yourself, okay? Then hire a UGC creator and tell them, "Look, I want to create 20 pieces of content on this topic," and then that person generates the content. Do the acronyms mean anything specific? UGC, what does it mean? Yes, uh, user content generator. [ __ ] well, it could be. Is that right? The other way around. User generator content. Yes, yes, it could be. [ __ ] well, it's very cool, huh? It's curious because they are not famous accounts, so they are people who have 300 followers, but they have the most important thing, which is that they know how to record. Of course. And that they speak well to the camera, that they know how to [ __ ] the front camera of the phone and speak without stumbling, without being nervous, right? Exactly. We have worked with UGC creators and it's been very good. Where are they found? On some freelancer platform or Surely yes. In our case, it was because we contacted someone we knew, who we saw was creating videos and we said, "Hey," but there must be platforms. I don't have any in mind, but surely. I would like us to talk about reference creators. If possible from Spain, even better, because they will know us more. I know you consume more English-speaking content, so if not, it's okay. No, no, in the end I'll end up, you see? That you only speak English and with slang, right? It's true. I also consume content. But if we could analyze different creators from Spain, who are references or who have something to highlight about them to see what we can learn. Wow, well, look, I really like Nil Ojeda. I consume him a lot because I also like his evolution, also the entrepreneurial aspect, he has a very entrepreneurial part, very into marketing, you know, like he's also leaning a lot towards explaining how he creates businesses, I don't know, that creative part he has when they release a drop on Mi Shape. You know, something Neil uses, for example, is that he has 100 channels, I mean, he has a channel that he does just for making videos without editing, it's called 1000 XY XYZ. Then he has another channel which is OGT, OJT where he uploads random stuff. Then he has his main channel. [ __ ] it's curious how he separates channels by type of content. Some people separate channels by avatars. Yes. Look, it's also because YouTube, in the last while, has given new creators a lot of momentum, and I think there are also people who had very large accounts, but they have also created other accounts specializing in Yes, in the end, I think when there is brand association, even if it's a small account, you see in this case Neil, whom you already know, and YouTube starts to have a snowball effect and ends up recommending him to everyone who knows him. I think it's one of the mistakes, we who already talk to many people who are starting out who want to create content like Neil. Yes, of course, but to get there, Neil, this young man, started with a scooter and now he's famous all over Spain, meaning he uploads an unedited video with a nonsensical title and gets views anyway. What have I missed in Neil? More closeness. I mean, I really like everything he does, that creative part, I don't know what, but he's not seen much. It's true, you know? Totally. And I like what he does a lot. It's curious because he has a community that seems like hooligans. He goes out on the street and they come out, well, children come out, people come out everywhere. Yes. And when they do the 21 days and stuff, yes, yes, but Ibai does it more. Yes, it's true. Uh, I point out. In fact, Ibai, he shares more of a vulnerable side of himself or Plex. Or Plex, you know? Plex talks about his screw-ups. In the end, he has no other choice because if he uploads a video a day showing a summary of his day, yes, yes. In the world tours, he has no, I mean, he has no room to hide, you know? It's nice, I mean, he has that more vulnerable side, and I don't see it in Neil. Hey, it's okay. I mean, I really value that part. But well, here talking a bit more about personal stuff, huh? Yes, yes, yes, yes. Totally. Then, uh, look, I know two girls named Carlota Marañón and Sofía Jamela, who, well, I know them through me. The first one sounds familiar to me from clothing, right? But they have a YouTube channel and I love them too for their naturalness, I mean, because you say, "Man, it feels like I'm in your living room." I like that, but because that naturalness also attracts me a lot. Totally. Well, there is an English one, by the way, taking advantage of English creators. I didn't say it, huh? It was you, right? No. Emma Emma Chamberlain, for example, is a spectacular case of no filter, I mean, super super unkempt, with coffee right after waking up. And that is precisely, look, what ends up being her strength. Correct. Probably if she did a super polished documentary that looked like King Car. But who are you? You know? Exactly. Curious, huh, look, Carlos Marañán, right? I knew. Wow. From the profile picture, she already conveys closeness. It's crazy. But she has her videos and she's like painting herself, like, "Hi, friend." And she tells everything, I mean, without a filter. So, that's also what in the description it says I tell you my life. It's all absolute coherence, huh? So, I really value that naturalness. I think it's what we were talking about before, in a world where AI dominates the world, naturalness is also valued much more. Very good. There's a leap there, and then there are accounts, I don't know, for example, I really like, I always use it as an example, The Washington Post is in English, but it's okay. It's a newspaper on TikTok that does it really well. I mean, there's a creator who tells you the news. Of course, the topic of news too, people who buy newspapers, this has been a brutal change in how we consume too, right? Through networks, and they do it superbly, I mean, you watch it and it's great, but because it also generates that closeness of telling news, there's no longer a barrier of a newspaper where you don't participate, but where you can leave comments and they tell you serious news, I mean, but very cool. And then a profile to talk about our sector, which Juan and I are always amazed by how good he is at asking questions and the show he has. It's Jordi Wild. Yes, of course. In the end, talking about podcasts in Spain, talking about Jordi Wild, who basically generated the trend, is a crime, right? From what you've analyzed of his profile, what are the keys to his success? Uff! I wouldn't know what to tell you because what I've done is a comparison, really, with you guys, but Jordi Wild, of course, he was also one of the first to arrive, and this also sets a precedent. It's just that when he started, he was already super famous, like, it's as if Auron Play started a very big channel then, and then the personality he has, but he also promotes his personal brand, his personality, okay? And it's curious because in the end he has more followers on his personal account, I think, than on The Wild Project, if not. Absolutely. Of course, because he's super famous, you know? So, I think maybe, well, in his case it was different from yours because your personal brands, well, no, you were there before the podcast, Sergio. Yes, but I was a niche personal brand. I talked about entrepreneurship, personal development, I mean, the takeoff came with the podcast. Of course, of course. Yes, in fact, the podcast is the most mainstream. Yes, yes, yes, yes. No, but Jordi's thing is crazy. He puts a title, Jordi opines about I don't know what. Exactly. We put that. Serge opines about I don't know what, Ojón opines about I don't know what, and we get 1000 views. Well, you'll have to start trying it too because you're not the podcast you started with, I mean, brands grow, and it doesn't mean it's worse as long as you maintain that. But even his name is better than ours. What you are, man. Of course, Jordi isn't his real name, you know. He's not called that. One day, if you look it up, I don't remember. I looked it up one day to see if it was real and the No, it's on Wikipedia, he's called Jordi. Besides, the name is funny, huh? Do you have Wikipedia? Look, Carrillo de Alborn. Jorge Carrillo de de Albornot Torres. That's what it says on Wikipedia, maybe they put it as a joke, huh? I don't know, man. No, no. It's serious, it's serious. No, do you have a wiki page yourselves? A question. Are we on Wikipedia? Can you do it? I mean, we are on Metricul, which in fact yesterday, yesterday I was watching a monologue by Leo Harlem and look at his personal brand. He called himself Leo from Leonardo from a town in Valladolid, and the bar where he started doing monologues was called El Harlem, it was like the typical village bar, and he said, "Look, I'll be Leo Harlem." Everything suits that guy, huh? It's crazy. He has a great time. But yes, I think you have to start thinking too that you are no longer that little podcast you started with, that it's okay because the essence is still there, and you also have to promote who you are, I mean, you are Sergio and Juan. Mm, got it. Yes, yes, yes. Isabel, thank you very much. It has been an incredible masterclass, I was going to say just for entrepreneurs, but really for all people who are in this world, on this planet Earth in 2025, who have to take advantage of social media, who have to get their act together, and many people have left with data that will allow them to start and even scale their businesses much faster. How cool. Well, yes, we've helped, that's great. And nothing, time has flown by, guys. Yes, yes, yes, we will leave everything about Metricul in the description, all so that you can start already. We don't even know what plan we have, but we use it a lot, and it's a tool that is very useful for not only scheduling your content but also for analyzing your strategy as content on social media and being able to see which content works best, see all the metrics and all that. So, we really recommend it and we'll leave it in the description. Co? Goodbye.