Kaitlyn Lackey: Hey guys, Dr. Katie here with Making strides for animal Chiropractic. Thank you so much for joining me for the podcast that's catered to the clinical and business needs of practicing amul chiropractor. I'm super thankful to have Molly Cahill here today. She is an amazing resource and I guess I'm to call you my Instagram coach. Yeah, that's great. ⁓ I personally have been experimenting with ⁓ social media and trying to increase my reach online, ⁓ listening to your podcasts and we've had an ongoing relationship
Molly: Yeah, that's great. That's great. That works.
Kaitlyn Lackey: the past couple years just reaching out here or there. I had a really great audit with you of my account. I got so many amazing ideas. I think I had like seven pages of notes afterwards of things I needed to do. ⁓ I just wanted to share you with my audience. Like, selfishly, I felt like more animal chiropractors need to know that you exist. So for people that aren't aware of who you are, Molly, could you give them a little bit more of information of who you are, what you do, and how you help alternative care providers?
Molly: Yeah, absolutely. So, yeah, I've been helping. Mostly chiropractors. I just say any brick and mortar health professional, but it's really mostly chiropractors for about the past seven years with their Instagram marketing a lot of email as well. ⁓ We have an Instagram management agency of over 30 clients that we run. So I always tell people that because it's not like I'm like doing this in theory. You know what I mean? It's not like, ⁓ I went viral one time. And so now I'm going to share all of my my viral formula for you. You know what mean? Like this is something we're like actively doing. We don't work with a ton of ⁓ animal chiropractors who like just do animal. Most of our clients, we have several clients who also do animal like they just people and animals. ⁓ But the animal posts are always the like, I mean, I feel like you're in such a great niche because who doesn't love animals like any like, you know what I mean? Like anytime I'm having a bad day, I'm like, well, who doesn't want to go watch like funny cat videos, right? Like that's just like the way to go. So yeah, I came into the holistic health world like many people did by being really frustrated with conventional medicine and not getting a lot of answers. And my background is in marketing. My chiropractor and I became friends and... quit my job in corporate when I had my daughter and my husband was military and he was gone and it was just like this whole thing and she's like, hey, do you want to help me with my Instagram? Like that could be something you could do on the side. And I was like, I guess I could figure that out. And the proverbial rest is history. Here we are, like I said, well almost like nine years later at this point. was seven years since I had like official business. So yeah.
Kaitlyn Lackey: Thanks for sharing that background information because I think it's really helpful to know where you started and like where you're going. Cause like as a person that makes you more real, I feel like there's been a lot of, we don't have to go down this button rabbit trail, but there's been a lack of real people on the internet with the invention of AI. Anyway, I won't go down that rabbit hole. And I call them the robots, you know, I'm like, I'm not on team robot yet.
Molly: You see my eyes get big I can't handle it I'm like UGH
Kaitlyn Lackey: You know, I'm very tentatively sparingly using AI where I can but anyway that being said like you're a real person and I find it really valuable because a lot of your type of marketing caters to real people Right because I think we forget like because we're in we've done all this school and we know all these things like sometimes it's really hard for us to like titrate that down into what is someone actually care about like who is my ideal customer and what do they care about so maybe we could go there first and
Molly: Yeah. Yeah.
Kaitlyn Lackey: Like what is probably the biggest mistake you see from people who are starting fresh and are posting on Instagram? Like what is the thing that they are doing wrong when they are starting their Instagram?
Molly: Okay, this is my absolute favorite quote. We could just spend the whole episode on this, even if you want to say that. But the thing that they are the most thing I see doing wrong is A, like you don't want to be using any in 2026 and beyond. Like you don't want to be using any stock imagery of any sort. Like I don't care if it's a stock photo of a cute dog fetching a frisbee that like I know that that's not you. And that doesn't make me want to book you because You just said it about whole AI ⁓ people. I don't know if you've heard this, Katie, but they are saying that we're in a trust recession. And there's no faster way to break trust than to someone come to your website, to your Instagram page, and there'll be zero photos of you actually working with animals. Because I don't trust you. I'm like. You say you address dogs, but I don't see you doing it, so my brain automatically is skeptical. I'm already making, even if they're subconscious, I'm already making assumptions that I'm not sure about this. So that's the one thing is like you have to just figure it out. Get comfortable. a tripod. a, Clint, they even make these little, you know what, I need to look it up. They even make these little like video things that aren't phones. Like if you don't want to use your phone, like have something that's like a visual cue to be recording video, photos, whatever in your office, you can get consent from your patients. ⁓ And it's so common nowadays. Like I have, and I have so many clients that don't have a problem getting photo or videos. If you do find that it's just like the type of know practice that you're working in or like maybe you're like out going to a horse or something like that and it's harder to get that footage, one thing I always recommend is at least once every 18 months or so is hiring a professional photographer and the beauty of that is most people have I would be I don't know if you have like fluorescent lights in their office and it's really hard even with like the nicest iPhone to get a good photo in fluorescent light. So I always say hire a photographer, but that is like a vetting question. You ask them, can I see examples of your photography in fluorescent lighting? Some of them are like natural light only type people. And that gives you almost like, you don't have a choice. You can have like quote models, you know, like you can have all your friends, dogs or whatever, come, it can be your patients, it could be friends, whatever. ⁓ Come be your models. And while that photographer is shooting like still photos, then you can set up a tripod and a camera to be like just running video that you can use for reels. So that's, you know, like I said, that's kind of all wrapped into one. It's like one mistake is you just absolutely have to be showing that you're actually working with animals. So and then I would say the second biggest overarching thing I see is a lack of Let's call it specificity or like meeting people where they are. So my dog, I have a Yorkie poo, so they have that, what is it called, where they're...
Kaitlyn Lackey: Luxe eating patella.
Molly: Yeah, yes, yes, like. If you had that on your content, like I don't know what that is, like I don't know what a lux editing patella is, right? So your content, the hook, which is like the thing that stops people scroll, right? Needs to be the thing that like your ideal patients or dog parents are thinking, right? They're like, or horses or whatever, where they're like, ⁓ my God, I've noticed, ⁓ have you noticed that sometimes after your dog, know, even you can get breed specific if you want. Dog jumps off the thing and then limps for however, like I can't, think of a specific example but you know what I'm saying when you can get super specific and it's like when I'm scrolling I'm like oh my god that happens to my dog versus like does your dog have a luxating patella I'm like what I don't know if that is you know so um just being like super duper specific and meeting them where they are so if you want to give me some like main things that people bring in their animals for I can probably pinpoint that a little more with more specific example
Kaitlyn Lackey: Yeah, so reeling that back in, something that was super helpful when we went over my audit that you suggested is go over your last five lead intakes or new patients. And like I have a blank place where, are you seeking care? Right. And they'll just like write in what they're noticing. God bless you. ⁓ So they'll write in like, my dog's been limping or struggling to get in the car or maybe you could riff on this a little bit.
Molly: Yeah.
Kaitlyn Lackey: People aren't reaching out to me because their dog usually has a diagnosis. And that's what's hard because I think a lot of times in doctor land we think, okay, I help with this and this this diagnoses. But our real people that are coming into our office, they aren't looking for that unless they're like on Google at 2 a.m. and they're the helicopter parent, right? So the most common things I would say that people reach out to me for is behavior change, limping, ⁓ you know, just not quite right. Dog seems to be getting less my this is my favorite my life's just getting older and I'm like, what does that mean? My dog's 12 and played with a frisbee today, know, it's just age is just a number to me But when I say getting older that usually means they're more stiff are more, know challenged when they're getting around the house So there's some of more common things that people are reaching out to me for I also have performance loss because I see some ⁓ Athletic dogs, but anyway, I hope that gives you enough to riff on ⁓ What what are people looking for?
Molly: Absolutely.
Kaitlyn Lackey: us to put on our Instagram because they don't want conditions apparently and that's kind of what I used to do, right?
Molly: Yeah. Yeah, if you're scrolling, literally the hook would be, it doesn't have to say geriatric, I'm just trying to be even more specific. Is your geriatric dog, or does your geriatric dog, or you know what actually would make the hook even better that we're seeing work now? This is how my brain, goes into like, it just starts going into like hook mode. I feel like that's like 90 % of my day is coming up with scroll stopping hooks. what we're seeing work really well now, which is so wild, because this is against all, this goes against all of my like formal marketing training, We were always taught to never use like I, we, my. And now, because of this trust recession that we're in, people don't want to hear like this is what you should do for your dog, which is so weird, because like five years ago I would have taught you to use the words you and your. But now, so for example, this was a hook I gave my ⁓ agency team this morning to use for our clients. And I'll. I'll tweak it to fit the example you just gave me. If my best friend's geriatric dog stopped being able to jump in the car on their own, here's what I would tell them. And then it's either a carousel where you explain maybe three things you would do, or if it's a reel with like, shows you working with a dog, maybe in the caption you can explain the three things or whatever you would do. And it's something about that, if my best friend's dog, it's like, ⁓ Kate, if I were to call you and you'd like, ⁓ here's what you do, right? Like for whatever reason, that just gives people this like sense of like, ⁓ you're a real human and like, ⁓ I can trust you. It just makes you feel so much more approachable. So feel free to steal that hook. Or it could be like, If my best friends, or if my dog stopped being, you can even say my best friend, but that just happened to be the hook we used this morning. ⁓ If my dog stopped being able to jump up on the bed at night, here's the first three things I would do. And then you could even put as like a subhead, you could put like as an animal chiropractor of 15 years or something like that. And then you would give your recommendations. So that's kind what we're seeing. And you know what? I just did a whole podcast episode on this on my own podcast is the beauty of being that specific in your hook is you will never run out of post ideas ever again. Because people are always like, I can't pick which which thing do I pick? I'm like, well, you just keep going. You can you could post the same exact. You could do that same exact hook five days a week if you wanted to. ⁓ Yes.
Kaitlyn Lackey: What? Let's go into repurposing because burnout on social media is real. Excuse the pun, it is real, R-E-A-L, because ⁓ for me, making reels is real hard. Sitting there thinking, what do I post? What do people want to know? And it was super validating listening to one of your posts. like, I just said the same thing. I just changed the pictures on the carousel. I was like, what? You can do that? You don't have to make new stuff?
Molly: Yeah, yeah, yeah. Someone messaged me this morning. She was like, I love your real idea you gave today, but I don't have time to film new video. Can I use a video I've used before? I'm like, what? Like to me that the fact that that's even a question in y'all's minds is like, ⁓ I understand why this feels so hard for everyone now because I mean, we read stuff all the time. Do you really think there's police out there being like, Caitlin, April 15th, you use this video. I saw it like that's not that's not how it works. You know, and then to if you really look at like one thing I like to do is like study, right? Just like you study your field. I study my marketing. I'm like almost like, ⁓ And I just started following this. Do you know what Qigong is like the you know, like it's like a it's not Tai Chi, but it's like a you know, Chinese medicine exercise. Anyway, it's the exercise thing. And so now my algorithm knows I like Qigong and it keeps sending me all these Qigong videos, which is great. But there's this one guy whose videos have been showing up in my feed day after day after day. It is the exact same like it's a different video, but he's ⁓ like at some like peer doing Qigong every day that's all it is and he just changes the hook slightly to like did my Qigong today and then it'll be like have you done your Qigong today and like it's literally the same video And this dude is blowing up. he's, he said, once you find something, you just rinse and repeat, right? So marketing, my friend Mia says it beautifully. She used to be, I think it was at Maybelline or Revlon, I don't remember. She used to be high up in one of the two. She'd say marketing isn't saying 100 different things, it's saying the same thing 100 times. So you really have my full permission, I'm not kidding you. You could take that one hook I gave you and you could just do that every single day until you get comfortable with a different symptom, condition, whatever. Like if my dog was having trouble jumping in the bed, here's the first, or whatever you wanted to say, just started having trouble jumping up in the bed at night. Here's three things I would tell you to do. And then parentheses, from an animal chiropractor 15 years. And then the next day, you just change the first part. And then the next day, and just do it again. And you'd be shocked. Like people, it also sends a little bit of a trust signal, because they're like, ⁓ like this is what I can expect from this account. Like now I'm going to start paying attention.
Kaitlyn Lackey: I was hoping you'd chat a little bit about like always chasing being viral and followers and how like hopefully this kind of relates to the conversation we're just having. like for me with you know perfectionism problems, I feel like a lot of your people have the same issue. I feel like I'm not doing a good enough job with my posts if they're not going viral or if I don't have over 1500 views or if I'm not getting
Molly: Mmm.
Kaitlyn Lackey: getting followers and like I was listening to your podcast about a lactation consultant I think and they had a mom that was awake at 3 a.m. and like one of their reels was about if your baby's having trouble with colic and you can't sleep book an ⁓ appointment with us today and they immediately got a client off of it even though they didn't have lots of followers so maybe could you redirect people's expectations on it's not about followers or being viral it's about talking to your person and getting them to book.
Molly: Yeah, the thing, I don't want to say this is a hard and fast rule because there are none. The majority of the time our clients get actual booked patients from Instagram. It's usually not from a post that took off because usually the ones that take off and go viral are like either funnier or. ⁓ Which we all talk about that next. We don't only like my content ecosystem that I told you about. so there is, you should work those posts into your content because they complement each other, right? So I'll talk about that next. But I saw a stat that said 90 % of active Instagram users were what they dubbed silent lurkers. So. I mean think about how all of you, not just like you, Katie, but like all of you listening, like when was the last time you were scrolling, you stopped, and you left a comment on something? Like seriously, tell me. Probably, you'll probably be like, ooh, yeah. Yeah, yeah, yeah.
Kaitlyn Lackey: Calling people out on that, know, this review.
Molly: You know what I mean? So it's like, just don't understand why you think that the majority of other humans are different than you. Like they're just, they're getting on. And again, let me just go back to the beauty of your niche. Like you get to post animal content. Like how cool is that? So we'll talk about how to optimize that in a more viral way, like I said, next. But I just want to hammer home like, ⁓ we were in a content meeting with a very long time client and she's like, hey, can we do that Torda Collis post again? And I was like, this one? I went back, was like, which one is she talking about? Because it was very unremarkable. ⁓ And I went back and found it in her feed and it got seven likes and zero comments. And she's like, well, that got people calling because it was so specific to something like you said, that parent was facing right then that... That was the thing, like I that was the thing that actually got them booking an appointment. If you're posting content that's like three reasons you need it, your dog needs chiropractic. you will maybe get three likes. Because why? You're scrolling? I don't see three reasons. I don't feel like looking at the rest of them. This doesn't speak to me. You keep scrolling. That's how long, you have no time. Listen, that's a whole other conversation for another day is how our attention spans are terrible, but I can't solve that problem. What I can solve is the attention span that you do get from people. That's why you have to like, call out that problem right away. It's just like old school newspapers, right? When they were on a newsstand and someone was walking down the street, if that newspaper headline didn't grab someone's attention, they didn't buy the paper. So it's the same thing with your Reels hooks, right? So that's why, like I said, like three reasons your horse should get adjusted. People are like, meh. I don't see anything that suits me. So you have any questions? Yeah.
Kaitlyn Lackey: So let's talk about the content ecosystem. Let's go there because for me, I'm always like, okay, I have this list of ideas that I've literally pulled out of my bum to come up with a real, right? And I just have an open note on my iPhone where I go back to it and I say, ⁓ this is kind of like a half-baked idea. Let's go with that one, right? But I really loved having the conversation with you about this content ecosystem because it makes it fun.
Molly: Yeah.
Kaitlyn Lackey: It's different and it's something that I don't have to feel like, you know, I have this content pillar where I have to talk about this today. So maybe could you share a little bit more about your unique version of how can you come up with things to post? Make me a bun.
Molly: Yeah. Yeah. My content ecosystem, I've dubbed it, was born out of the fact that no, I took so many courses. Let me tell you, so many courses. on Instagram marketing when I first started and none of the way that people taught to rotate content made sense to me. It was like, have to pick five content pillars and you cannot deviate from those. I was like, I don't like that. Or you've probably heard like reach content, nurture content, conversion content. That makes a little more sense in my brain, but it's still, was like, what does that look like, right? know, or like inspire, entertain. I just felt like for some people, if that makes sense to you, then like go for it. But for me, It never really made sense. So like I said, I call it my content ecosystem. And one of the pieces of that ecosystem is, yes, the educational that I was just talking about, like the harder hitting, kind of it's like a little authority building. It's not going to be super sexy. It's not going to go viral. Whatever. But another type of content that I always recommend you mix in are ⁓ what I call my engaging category. to me, looks like, I mean, we have a couple different things, but I'll just talk about two. One is super simple. It's more of like the funny trending stuff that you see going around, like funny ⁓ viral videos that you can kind of replicate in trends or whatever. The second, and this is so easy, is what I call conversation starter content. And so it's literally like, ⁓ this is the example I gave you, know when we did our call. It's a real on screen, maybe it's like eight, seven seconds of video with a dog or whatever. And there's text box over the screen that says, obviously blank, like you literally put a blank there. Obviously blank is the best dog breed. And then what's gonna happen is like everyone in the comments is gonna be like, Golden Retriever, Yorkie, like everyone's gonna be, like everyone has to, or I call it sometimes can't help myself content, like people can't. help themselves, they have to weigh in. like, you know, could, people always have like funny names for their pets. Like what's the weirdest dog name you've ever heard? Or like what's the weirdest horse name you've ever heard? Or something like that. Like I said, people can't help it and they have to play along. So that type of content is a really good way to get lots of reach. Meaning like lots of views, lots of comments. It might not necessarily lead to booked appointments, but say you follow it up the next with a like harder hitting like case study or educational video, they're more likely to see it because you're writing the momentum of the engaging post.
Kaitlyn Lackey: you One I really enjoyed ⁓ just riffing off of that is how many dog names does your dog have? That is not their name. I'm going to make that one for my dogs because I have a dog that has 10,000 different names. And then we came up with two other ones for us is guess how old that dog is because we have some really senior dogs in our office, but they're still very vibrant because of their animal care, practic care. ⁓ And then who ate their post adjustment
Molly: ⁓ yes, yes, yes! ⁓ huh. ⁓ huh. I love that.
Kaitlyn Lackey: the best and they're like three different dogs and you know vote for this dog with this emoji or something in the comments. Yeah, so just kind of something fun but it's not like it's playful it's not like okay I have to come up with something you know and it's easy to film right?
Molly: ⁓ Yeah. That is adorable. Those are great ideas. Yes. Yes. Yeah, and it can be, don't get like philosophical here. This cannot be a hard to answer question. Like, you know, it needs to be like a quick like ABC or like, you know what I mean? Like a quick, it doesn't necessarily have to be a poll, but like something very easy to choose from.
Kaitlyn Lackey: I was hoping you could also talk a little bit more about how hashtags are dead. This killed me when you, like I totally deflated when you're like, you know how you have 30 hashtags? Get rid of all of those. Okay. Five now. Okay. Why is that?
Molly: Well, no, they're not dead. They're not dead. It's just you, yeah, you only use five now. You shouldn't be able to use 30. ⁓ I honestly think, so I'm gonna redirect the question to something that's gonna be more useful, I think, to everybody because, well, you shouldn't even be able to use 30 anymore. If you tried to put more than five on your account, could you?
Kaitlyn Lackey: could still, I think in the first comment, it's very strange because some people can't, but I think my account is the best.
Molly: Weird. Okay. Okay, yeah. So Instagram made a pretty wide sweeping change maybe six-ish months ago. Time, what is time? don't even know. It could have been a year ago for all I know. ⁓ Where they changed the hashtags from 30 to five. And the reason they did that is because... Back in the Instagram days of yore, there used to be, it was not keyworded. So you go to Google and you type in whatever and you know, Google finds it for you. Instagram used to be the only way you could find content of a specific topic grouped together was by a hashtag. That was literally, there was no key wording at all. So if you wanted to look up like, you know, clean dog food brands, like you would have to literally type in the hashtag of like non-typing toxic dog toys or something like that or whatever you know you were looking for and you would kind of have to hope that the person who posted it used that hashtag for you to be able to find the content. It was like the only way stuff was cataloged. Well, starting, it's been a while. I want to say at least six years ago, Instagram slowly started rolling out ⁓ like key wording things just like Google. So you can now type something in the Instagram search bar without the hashtag symbol and find what you're looking for. So you could look up like holistic pet care on the Instagram search bar and see what comes up. Like that could be a really good exercise for you just to kind of see. ⁓ You could look up. ⁓ even like the luxating patella stuff. Like you could look up anything and just see like see what videos are coming up, right? Like you could look up like geriatric dog or whatever. And like I said, see what comes up. So that's why you don't need 30 hashtags anymore. And even I've had somebody like, ⁓ I can still use 30. Is it advantageous for me to keep stuffing more in there? It's like, well, no, because the reason they as a company, they changed it to five. just, you know, I can't remember the number of ⁓ active Instagram users there are, but there's a lot. So it takes a while for them to make the widespread changes across all the accounts. So... Even if you have the ability to use more than five, I would just leave it to five. ⁓ And so how we're using them now is you really want to think about using keywords and hashtags together. Honestly, if I were to tell you like, is there a huge difference between the two? I'm surprised they didn't just take them away altogether just because everything is so keyworded now. So you could type in ⁓ Dallas animal chiropractor into the Instagram search bar with no hashtag and like normal spacing like you wouldn't Google. and that's what would come up. Or you could type in hashtag Dallas Animal Chiropractor all together and see what comes up that way. And it might be different. It's kind of weird. Like I said, I know this is people are probably like, what is she talking about? But the main thing I want you to hear from any of this is, is that you need to be using keywords just like you would in your website, right? So ⁓ like. limping, geriatric dog, performance dog, I thought you know any of those words like make sure you're weaving those into your captions. ⁓ There's also Instagram can read the text over your graphics in your reels. So ⁓ you could even say like did you know that there is an animal crack cracker. Did you know that there's an animal chiropractor in Cincinnati, Ohio who can help your geriatric dogs limping without surgery or something like that? putting that city and state over the video or over the graphic is also really good for keyword purposes to make sure that people are finding it. And what we're seeing is for the really niche stuff, sometimes those pieces of content are actually ranking on Google. Now, we're not seeing it with like, you know, chiropractic. Like you ain't ranking Google with a real. It has to be like super duper niche. ⁓ Like I don't know, do you have like lasers or red lights or anything like that?
Kaitlyn Lackey: We do, but I mean the primary thing is I have chiropractic at the forefront, so... Yeah, we do.
Molly: I mean, but I'm just saying, do you do any of those things? So those really niche services are great to highlight with tech server reels because you have the opportunity to rank because it's more of a really specific thing that someone is searching for.
Kaitlyn Lackey: Mm-hmm.
Molly: So if you are choosing your five hashtags, here's how I would break it down. I would do at least two, if not three of the five of your location. So, ⁓ you know, hashtag Dallas, Texas, hashtag. ⁓ You could do like Dallas, there might be something with animals. You can just type in the Instagram search bar and find something. Hashtag, and then like I know Dallas is huge, so let's say like there's like a neighborhood in Dallas, like that's where you are. Like you could type that in. If you're in a really small town, you're not gonna need all three, I would probably just say two or better for your local hashtag. So for me, I'm in a suburb of Cincinnati, so I'm in Westchester. So I'd do like Westchester, Ohio, hashtag Cincinnati. Ohio ⁓ to kind of like anchor it and then the other two or three depending if you use three local tags or two You want at least one to be specific to what the post was about so if it's about like You know geriatric dogs like hashtag geriatric dogs and and then you want the other one to be overarching of your whole niche like hashtag animal chiropractic So, like I said, local, post-specific, overarching niche. That's how you pick your five hashtags. You also don't want them in the first comment. You want them in the caption itself because the first comment is not scanned by, I don't know what the word is, keyword finders. Instagram's algorithm, I guess, is the right word to say. ⁓ It has to be included either in the caption or like over the video or the graphic for it to be like, I guess, indexed is the right word as a keyword.
Kaitlyn Lackey: So I'm wondering if your suggestions would change like obviously I'm brick-and-mortar which is actually kind of unusual for animal chiropractors So someone that's mobile How would your recommendations change for like hashtags or even like maybe we could go down the conversation of their bio? Because I know you recommend having in your bio your location. So how would you recommend someone that's mobile? ⁓ Change their settings or their hashtags for that
Molly: Okay. I really wouldn't recommend you change it all that much because I would imagine you're not driving more than a couple hours. I mean, maybe I'm wrong. I would... If you're driving a really long way, I mean, I do know some destination photographers and they'll sometimes use like their top three cities of destinations where they do photography. So I would use the hashtag of like, you know, I'm not too far from Lexington, right? So like if I'm working on horses in Lexington, but I don't actually live in Lexington or maybe I have horses all over the Lexington area, I still think it'd be safe to use like a Lexington hashtag. I don't want people to get too bogged down in that because the more that you continue posting different, you don't have to use the same ones every time, right? Maybe you use a couple cities in one and a couple cities in another. Over time with consistency, the algorithm is going to learn where you are located and know, ⁓ show this. Basically, this is the best way to think about it. all hashtags and keywords, this is how you pick them. Pretend I'm the algorithm and I'm like, hey, who do you want me to show your post to and what's it about? And you're just like answering that question for me.
Kaitlyn Lackey: That was really great tip is like, who do you want me to show this to? Because I think I was using the hashtag in stride and you're like, you just threw away a hashtag because you wanted to have your business name on there. I was like, ⁓ okay. Didn't know that. So for someone who is just starting out and wants to like get found, and I know like we're talking a lot about Instagram. That's Molly's unique niche. helps people with Instagram. ⁓ I feel like my ideal client is on Instagram.
Molly: Yeah. Yeah.
Kaitlyn Lackey: Some other people are like my person's on Facebook or God forbid TikTok. I feel like the younger crowds on TikTok. I don't want those people in my office even though I have a presence on TikTok. I don't really emphasize it. ⁓ But for someone who is wanting to like they know their ideal clients on Instagram. They're wanting to get started. Like what are like the quick things that you would be like one, two, three, I would need you to do these things. I need you to do them correctly. So that way you can have the biggest impact.
Molly: So very first thing is getting your bio dialed in, which I know you wanted to talk about. Here's what I'll do, because this is probably, this is like a very visual thing. I can send you a hyperlink of a carousel where I walk through like the anatomy of a searchable bio step by step, and we can link that in the show notes. But the main thing to know is that when you tap, don't try to do this on the computer on Meta Business Suite. It will not let you do what you want it to do. But from your, actual Instagram profile on your profile, you'll see edit profile. And when you tap that, you'll see a field that says username and a field that says name and a field that says bio. Your username is your at handle. So like at making strides, you know, or whatever. And then the name line is... is searchable along with your username. So you wouldn't want to be like, ⁓ my username is Making Strides for Animal Chiropractic and then my name line is Making Strides for Animal Chiropractic because you're missing out on searchable real estate. So you ideally want those two fields as keyword packed as possible. You don't really want to go changing your username a whole lot because that changes a lot of different things. Instagram URL. ⁓ So if you can keep that the same I would encourage doing that. But ⁓ let's say like what's the name of your clinic? Instride. So I thought okay I was like I knew I had the stride in it. So if your username is instrideanimalchiropractic then you would want your name line to be something like Dr. Caitlin Lackey
Kaitlyn Lackey: in stride chiropractic.
Molly: And then you put your city animal chiropractor. So the four things that I like to try to have. Now, just yesterday I was helping one of my holistic marketing hub students with her bio, and there's three doctors in the office. We can't fit three doctors' names. ⁓ You get 60 characters in that name field? Listen, if you've listened. Don't go too far. Do not do this. Don't mess around with this on the Instagram app because if you change it, what is it, twice? You can only change it twice in 14 days. Yeah. So I use a free, I just Google free character calendar and I play around in that. 60 characters or less. And like I said, you want it to be business name. So if your username's your business name, cool, check your name because people might not refer you by business name, right? If I'm talking to my friend, I'm like, ⁓ you should go see Dr. Lackey or whatever. Like I might not say you should go to Instride. So your name and then like I said your city and then your niche. Those are kind of the four things. It's like I said if you're like what is she saying? Then we'll link you a post like it's very visual and shows you the back end. The actual bio portion you get 150 extra characters and that's where I always advise that you get as specific as possible. We kind of want to avoid really flowery like helping your best friend live their best life type thing. If we can get really specific, like for you, think we said like sporting, what was it?
Kaitlyn Lackey: You actually have me emphasize that I have a bazillion Google reviews. You thought that was important. So I'm super blessed that I have over 150, I think 170 now Google reviews. Um, so I have my mission statement is we help pets get back to their active lifestyle. Um, and then I have over 170 Google reviews and then we have like a get started now with a link below it. I think that's what we changed it to after speaking with you.
Molly: Yeah. Yeah. Yeah, so you want to also add, I'm glad you mentioned that about the Google reviews. I love a good authority statement. like, helping ⁓ Cincinnati dogs and horses since, you know. since 2008 or something like that. If you can show, like ⁓ we've done for our clients before, we've done thousands of Raleigh families served as the first line of their bio, because that immediately gives you some credibility. So with you, it was all those reviews you had, which are amazing. It's like 170 plus five star reviews, and then you can go into some really specific things in your bio. ⁓ And then the second thing I would have you do, and I have some templates for you here. if you were like, if you hired me, you're like, take over my account. This is what I do. First thing I do is dial in your bio. The second thing I would do is create your pinned posts. If you just go to mollykhill.com slash pinned and Cahill is C-A-H-I-L-L. I people always think it's a K. ⁓ There's free Canva templates that will you'll get if you go to that link. And Instagram allows you to pin, like, you know, P-I-N, up to three posts at the top of your profile. So if you're already like super booked and busy and you're just kind of want Instagram to be just like a little extra and you're like, I'm probably only going to have time to post like once a week or something. Dialing in your pin posts is great because it makes your Instagram like a mini website, essentially. It's like when people find you, they can kind of peruse your pin posts, get a feel what you're about. And they're like, oh, OK. So those pen post templates, like I said, will walk you through exactly what needs to be on your pen post. Kind of like what to expect. Like I know for you, you have to have a vet referral first. Like you can walk people through all of those different steps. I like to highlight some of your reviews on those pen posts. I like to have... ⁓ if you are a brick and mortar, like a photo, like a very like, because you notice people drive by, like you could live somewhere your whole life. And you're like, I've been driving by there, I never knew what it was. You know what I mean? Like it's like, oh, it kind of has that recognition. You know, obviously a photo of you. So like I said, I walked through that in all of the templates. That would be like the first two things that I would do first. And then. The very first actual reel I would post ⁓ would be, this is so easy, this is like keep in your back pocket, post this once a week for all I care. ⁓ Would you say, do you call them patients? You could say, you could say, dogs on my, you could even say dogs on my schedule this week. Alright, dogs we, what did one of our clients say? Dogs we had the pleasure of taking care of this week at our animal chiropractic practice in city state. That's very wordy, so you might have to condense that. And then you just list out like three or four, like. specific things that you saw in your office that week, like geriatric hunting dog who stopped being able to blank. This, you know, can't even be like a puppy or something. I'm sure you see all kinds of different things. And that, you know, people on our schedule this week, real is one to always have in your back pocket because it helps people again see themselves reflected in your practice. They're like, oh, man, she sees a wide variety of stuff. So that would be like, that's my one, two, three.
Kaitlyn Lackey: That post is super helpful. I've done that one actually a couple of times. ⁓ Pets we saw in our, and I use SEO words too, in our North Dallas animal chiropractic office this week. ⁓ So that's pretty fun. And those posts usually do pretty well. ⁓ I did another one too, or here's what ⁓ Dallas dog moms are saying about our office. And I just had different videos ⁓ with a overlay of a Google review on it. That one actually had some pretty good engagement. That's more authority based.
Molly: Good. Yeah.
Kaitlyn Lackey: But yeah, it was a really fun post to make because I didn't have to come up with anything else. I just shared B-roll, which maybe you could talk about real quick what B-roll is. Instead of having to talk to the camera, which is very daunting to me, I just had B-roll and then I put a picture over it and I'm like, done. So I think we're always so focused on making something perfect or having a skit or something prepared, but it doesn't have to be like that.
Molly: Right? Yeah, right.
Kaitlyn Lackey: Real quick, for someone who's wanting to put together a reel and they're not sure where to start, what is B-roll? How can they quickly and easily put together a real quick like, okay, here's a puppy, here's me adjusting it, here's a hook, and what are the bare mechanics here of a reel for someone who's like, I don't know what a hook is, and you said hook six times already. So what are the mechanics of a reel for our listeners who are wanting to get started with that?
Molly: That's a great question. So all of these terms Instagram influencers like to think they've invented, but I'm a journalism major and these are just all old school journalism terms. It's all marketing foundations. Nothing has changed. Just the medium has changed. B-roll means secondary footage. It's not the A. footage, right? So the A, have you ever been watching, I mean, I don't know who watches the news anymore, but let's just assume back in 10 years ago when you were watching the news, ⁓ there was an anchor or a reporter, let's say, because I used to live in Pensacola Beach, okay? So there's a reporter and they're interviewing her on the beach and she's like, there was a shark attack on Pensacola Beach. That is the A footage of like the... camera looking at her as she's talking. Well then you'll continue to hear her talk, but what do you see? The camera starts panning the beach. That's b-roll. ⁓ The openings of shows a lot of times, like I watch a lot of like HGTV, so they'll open up the show and they'll be like, ⁓ they'll show a train going by or like a butterfly flying away from a bush. That's b-roll. So I would highly recommend you have a folder, don't do what I do, which is like, ⁓ I'll remember where that video is and then, I mean. I have like 24,000 photos on my camera roll. Like why do I think I'm gonna know where this video is, right? Make it, if you hear nothing else, make a folder. Make a folder that's like videos or B-roll, whatever. And five to seven seconds is about what you want. If you have a longer video, you can like chop it up, right? And when I'm saying hook, that's literally the same thing. It's like a newspaper headline. It's what grabs someone's attention. a really strong hook over five to seven seconds of video. You can use the caption to do a little more keyword rich explaining and you're off to the races. I had a lovely new student in my program and she was like, she posted a B-roll reel and she was like, this took me four hours. And I was like, ⁓ we need to talk. Why did this take you four hours? And she's like, well. It was like 30 minutes of footage and then I like uploaded it to this AI thing and told the AI to find me the best clips and then I did this and then I'm like, okay, there's a reason I teach none of that in my program because that's not what we're trying to do, right? Like you just grab five, five to seven seconds, put the hook over it and you're, you're good to go because What's really cool is like the super polished content isn't even performing well anymore anyway, because people are so over it and people are so craving like real human. You mentioned TikTok. I'm not on TikTok, but I have a theory that that's why TikTok took off and surpassed Instagram for the longest time is because no one over there was worried about what their videos looked like. It was just kind of like off the cuff. You know, I mean, right now I'm wearing a ball cap and in my, you know, messy. My daughter's craft area is back here. This is why it's blur. It's like a disaster. know people are like ⁓ Instagram was like this perfect beautiful place and it started making everybody feel like crap because they're like I could never I'm not worthy, you know, whereas TikTok was more like raw, unscripted, uncurated. And we've seen that now move to Instagram, which like makes my job a lot easier. Right. So that's, that's my, if you're getting, if like you're find yourself having these perfect perfectionist tendencies, just remember that every time you let perfectionism win, you are depriving an animal in your community from your care. And that is a gut punch.
Kaitlyn Lackey: It is a gut punch. It's also like a big gut punch too. had an event I did with some colleagues where there's a Ammo Chiro who's really big on media and ⁓ was chatting with him ⁓ my podcast about this and I said, you you freaking out over having a perfect video, having a perfect patient, ⁓ know, writing the right caption while there's ⁓ guy in Germany who is literally, don't even, he calls it animal chiropractic but it looks like he is like MMA wrestling these animals ⁓ and he's posting left and right and is like viral and he's doing that while you're you know trying to figure out what to post you know so like at the end of the day we're doing a disservice if we're not trying at least to put ourselves out there online you know
Molly: Do you know, I just, I'm up to episode 170. How many, I don't know who you are, you're a podcast.
Kaitlyn Lackey: I think I'm a little over 100. I've been doing this for a couple years now. It is a lot of work. I don't think anyone appreciates it to be honest to you. Yeah. Yeah. Yeah.
Molly: Yeah, it's a lot of work, right? ⁓ this isn't what I was gonna say, but you'll get a kick out of this. I would say it's like the laundry. Like my editor will be like, hey, where's your episode for next week? And I'm like, I just did one. It's like, well, that's how it works. It's a new week, and so you have to do it again. I'm like, ugh. Yeah, it's like the laundry and dishes. It just keeps coming back, but I do love it.
Kaitlyn Lackey: Yeah. Yeah. Yep. Yeah.
Molly: I just recorded my podcast. literally took my laptop and my microphone outside because I live in Cincinnati and it's one of the first beautiful days we've had today. And I'm like, I am not missing the sunshine. I was in one of those ⁓ zero gravity reclining chairs on my deck recording my podcast. You know what I mean? You can't take it too seriously.
Kaitlyn Lackey: I appreciate that about you because I feel like I sit in front of my computer and I like try and will it out of me. I'm like, come on, come on. Like there's something in there. I know it, you know, and then you're like listening to it back and editing it and you're like, Oh, I should probably rerecord. And you're like, God, got to do it all over again.
Molly: ⁓ yeah, I get that. I do feel that.
Kaitlyn Lackey: Yeah. Anyway, so I had a really great audit with Molly for my own account and I wanted to share her with my listeners today as like a kind of a... candid chat, but we covered a lot of stuff and I feel like there's even more depth to this conversation that still needs to happen. And that being said, Malia has very graciously accepted my invitation to do an in-depth master class on basically Instagram for dummies for animal chiropractors who are wanting to get started with this. If you're wanting hands-on help with someone to sit down with you, help you figure out how to write this bio or how to do your first reel or those pinned posts, we're to have a dedicated time to do that. Selfishly, you know, I did this for myself and it really helped. I feel like it just clicked something in my head like, ⁓ that's what people want to hear from me instead of this is what I want to talk about because I think there's so much knowledge up here that I just can't, like, I was talking to my friend about this. was like, aren't people asking about intervertebral dysdisease? And she's like, they don't even know what that is, Kayden.
Molly: Nope.
Kaitlyn Lackey: What? So like it just didn't, it did not compute because like that's anyways, I think in conditions versus, you know, what a normal pet parent, you know, is, is there's.
Molly: Yeah, the more vitalistic chiropractic crew. ⁓ I ruffled some feathers when I came on the scene seven years ago, right? Because they're like, ⁓ don't talk about symptoms. Chiropractic is way more than symptom-chasing. And I'm like, girl, I get you. But would you like to get chiropractic numbers past the, what is it, like 9 % of the population that it's been at for years? Well,
Kaitlyn Lackey: Thank Yeah.
Molly: You can't you can't talk about it in theory. It has to be what is keeping them up at night. What are they Googling? What are they worrying about? Then once they come in, you can explain the beauty of how chiropractic works and how don't please don't just bring me your dog when they're limping so badly that they can hardly like come see me like that's when you could have those. And you can you can sprinkle in some of that content in your feed, too. I'm not saying you can't. But yeah, you can kind of make that more.
Kaitlyn Lackey: Yeah.
Molly: bridge that gap when they get there, guess is what I'm trying to say.
Kaitlyn Lackey: Yeah, I like to tell of it ⁓ is this is the appetizer and they're going to get the main course when they come to you. So hopefully this gave people a lot of stuff to think about. We're going to be doing our master class here in June with Molly on the 15th at one o'clock central time. I'll be putting together a landing page for the interested docs. And yes, there will be a replay before you ask me. I will make sure there's a replay. But for those docs wanting to get ⁓ hands on help, ⁓
Molly: Yeah. Yeah.
Kaitlyn Lackey: a little bit more information about this Instagram material I want to get started. Molly's going to make herself available for you guys. So thank you so much for joining me having this chat today. I already learned something new, which is super exciting. ⁓ But yeah, I'm looking forward to helping reach more patients in my own practice because I don't just podcast for the hell of it. Like that's not my full daytime job. don't I think people forget that I actually am a practicing chiropractor myself. So like I actually have patients. So this is why I
Molly: wait. ⁓ yay! Mm-hmm.
Kaitlyn Lackey: I look for experts to help me in my own practice, hence talking to Molly. But anyway, thank you so much for your time. Is there any other resources or places they can find you if they want to learn more?
Molly: Yeah, just come, I would highly recommend, like I said, download those pen post templates and at least get started, right? It feels so good to just get started and take some action. And then come over and follow me, I'm at Molly A. Cahill, C-A-H-I-L-L on Instagram. DM me, let me know you heard me on here. I love chatting.
Kaitlyn Lackey: She also has an awesome podcast herself. I am a stalker. don't want to let you know, I've listened to the past couple podcasts and it's super like actionable. And I'm very thankful for you sitting outside in your anti-grabbing chair and recording yourself.
Molly: Thank you. Yay! I'm sure you're saying that. Yeah. I know, I look ridiculous.
Kaitlyn Lackey: Yeah, that's fine. No one has to see you. It's a podcast, right? ⁓ So thank you so much for your time, Molly. ⁓ For anyone who is interested in growing their animal chiropractic business from the ground up, I am a DC myself, a practicing animal chiropractor, and I have lots of materials specific to you. If you want to start your business as an animal chiro, you can find me on MakingStridesForAnimalChiropractic.com. Until next time, talk soon. Bye, guys.
Molly: Yeah, that's great. That's great. That works.
Kaitlyn Lackey: the past couple years just reaching out here or there. I had a really great audit with you of my account. I got so many amazing ideas. I think I had like seven pages of notes afterwards of things I needed to do. ⁓ I just wanted to share you with my audience. Like, selfishly, I felt like more animal chiropractors need to know that you exist. So for people that aren't aware of who you are, Molly, could you give them a little bit more of information of who you are, what you do, and how you help alternative care providers?
Molly: Yeah, absolutely. So, yeah, I've been helping. Mostly chiropractors. I just say any brick and mortar health professional, but it's really mostly chiropractors for about the past seven years with their Instagram marketing a lot of email as well. ⁓ We have an Instagram management agency of over 30 clients that we run. So I always tell people that because it's not like I'm like doing this in theory. You know what I mean? It's not like, ⁓ I went viral one time. And so now I'm going to share all of my my viral formula for you. You know what mean? Like this is something we're like actively doing. We don't work with a ton of ⁓ animal chiropractors who like just do animal. Most of our clients, we have several clients who also do animal like they just people and animals. ⁓ But the animal posts are always the like, I mean, I feel like you're in such a great niche because who doesn't love animals like any like, you know what I mean? Like anytime I'm having a bad day, I'm like, well, who doesn't want to go watch like funny cat videos, right? Like that's just like the way to go. So yeah, I came into the holistic health world like many people did by being really frustrated with conventional medicine and not getting a lot of answers. And my background is in marketing. My chiropractor and I became friends and... quit my job in corporate when I had my daughter and my husband was military and he was gone and it was just like this whole thing and she's like, hey, do you want to help me with my Instagram? Like that could be something you could do on the side. And I was like, I guess I could figure that out. And the proverbial rest is history. Here we are, like I said, well almost like nine years later at this point. was seven years since I had like official business. So yeah.
Kaitlyn Lackey: Thanks for sharing that background information because I think it's really helpful to know where you started and like where you're going. Cause like as a person that makes you more real, I feel like there's been a lot of, we don't have to go down this button rabbit trail, but there's been a lack of real people on the internet with the invention of AI. Anyway, I won't go down that rabbit hole. And I call them the robots, you know, I'm like, I'm not on team robot yet.
Molly: You see my eyes get big I can't handle it I'm like UGH
Kaitlyn Lackey: You know, I'm very tentatively sparingly using AI where I can but anyway that being said like you're a real person and I find it really valuable because a lot of your type of marketing caters to real people Right because I think we forget like because we're in we've done all this school and we know all these things like sometimes it's really hard for us to like titrate that down into what is someone actually care about like who is my ideal customer and what do they care about so maybe we could go there first and
Molly: Yeah. Yeah.
Kaitlyn Lackey: Like what is probably the biggest mistake you see from people who are starting fresh and are posting on Instagram? Like what is the thing that they are doing wrong when they are starting their Instagram?
Molly: Okay, this is my absolute favorite quote. We could just spend the whole episode on this, even if you want to say that. But the thing that they are the most thing I see doing wrong is A, like you don't want to be using any in 2026 and beyond. Like you don't want to be using any stock imagery of any sort. Like I don't care if it's a stock photo of a cute dog fetching a frisbee that like I know that that's not you. And that doesn't make me want to book you because You just said it about whole AI ⁓ people. I don't know if you've heard this, Katie, but they are saying that we're in a trust recession. And there's no faster way to break trust than to someone come to your website, to your Instagram page, and there'll be zero photos of you actually working with animals. Because I don't trust you. I'm like. You say you address dogs, but I don't see you doing it, so my brain automatically is skeptical. I'm already making, even if they're subconscious, I'm already making assumptions that I'm not sure about this. So that's the one thing is like you have to just figure it out. Get comfortable. a tripod. a, Clint, they even make these little, you know what, I need to look it up. They even make these little like video things that aren't phones. Like if you don't want to use your phone, like have something that's like a visual cue to be recording video, photos, whatever in your office, you can get consent from your patients. ⁓ And it's so common nowadays. Like I have, and I have so many clients that don't have a problem getting photo or videos. If you do find that it's just like the type of know practice that you're working in or like maybe you're like out going to a horse or something like that and it's harder to get that footage, one thing I always recommend is at least once every 18 months or so is hiring a professional photographer and the beauty of that is most people have I would be I don't know if you have like fluorescent lights in their office and it's really hard even with like the nicest iPhone to get a good photo in fluorescent light. So I always say hire a photographer, but that is like a vetting question. You ask them, can I see examples of your photography in fluorescent lighting? Some of them are like natural light only type people. And that gives you almost like, you don't have a choice. You can have like quote models, you know, like you can have all your friends, dogs or whatever, come, it can be your patients, it could be friends, whatever. ⁓ Come be your models. And while that photographer is shooting like still photos, then you can set up a tripod and a camera to be like just running video that you can use for reels. So that's, you know, like I said, that's kind of all wrapped into one. It's like one mistake is you just absolutely have to be showing that you're actually working with animals. So and then I would say the second biggest overarching thing I see is a lack of Let's call it specificity or like meeting people where they are. So my dog, I have a Yorkie poo, so they have that, what is it called, where they're...
Kaitlyn Lackey: Luxe eating patella.
Molly: Yeah, yes, yes, like. If you had that on your content, like I don't know what that is, like I don't know what a lux editing patella is, right? So your content, the hook, which is like the thing that stops people scroll, right? Needs to be the thing that like your ideal patients or dog parents are thinking, right? They're like, or horses or whatever, where they're like, ⁓ my God, I've noticed, ⁓ have you noticed that sometimes after your dog, know, even you can get breed specific if you want. Dog jumps off the thing and then limps for however, like I can't, think of a specific example but you know what I'm saying when you can get super specific and it's like when I'm scrolling I'm like oh my god that happens to my dog versus like does your dog have a luxating patella I'm like what I don't know if that is you know so um just being like super duper specific and meeting them where they are so if you want to give me some like main things that people bring in their animals for I can probably pinpoint that a little more with more specific example
Kaitlyn Lackey: Yeah, so reeling that back in, something that was super helpful when we went over my audit that you suggested is go over your last five lead intakes or new patients. And like I have a blank place where, are you seeking care? Right. And they'll just like write in what they're noticing. God bless you. ⁓ So they'll write in like, my dog's been limping or struggling to get in the car or maybe you could riff on this a little bit.
Molly: Yeah.
Kaitlyn Lackey: People aren't reaching out to me because their dog usually has a diagnosis. And that's what's hard because I think a lot of times in doctor land we think, okay, I help with this and this this diagnoses. But our real people that are coming into our office, they aren't looking for that unless they're like on Google at 2 a.m. and they're the helicopter parent, right? So the most common things I would say that people reach out to me for is behavior change, limping, ⁓ you know, just not quite right. Dog seems to be getting less my this is my favorite my life's just getting older and I'm like, what does that mean? My dog's 12 and played with a frisbee today, know, it's just age is just a number to me But when I say getting older that usually means they're more stiff are more, know challenged when they're getting around the house So there's some of more common things that people are reaching out to me for I also have performance loss because I see some ⁓ Athletic dogs, but anyway, I hope that gives you enough to riff on ⁓ What what are people looking for?
Molly: Absolutely.
Kaitlyn Lackey: us to put on our Instagram because they don't want conditions apparently and that's kind of what I used to do, right?
Molly: Yeah. Yeah, if you're scrolling, literally the hook would be, it doesn't have to say geriatric, I'm just trying to be even more specific. Is your geriatric dog, or does your geriatric dog, or you know what actually would make the hook even better that we're seeing work now? This is how my brain, goes into like, it just starts going into like hook mode. I feel like that's like 90 % of my day is coming up with scroll stopping hooks. what we're seeing work really well now, which is so wild, because this is against all, this goes against all of my like formal marketing training, We were always taught to never use like I, we, my. And now, because of this trust recession that we're in, people don't want to hear like this is what you should do for your dog, which is so weird, because like five years ago I would have taught you to use the words you and your. But now, so for example, this was a hook I gave my ⁓ agency team this morning to use for our clients. And I'll. I'll tweak it to fit the example you just gave me. If my best friend's geriatric dog stopped being able to jump in the car on their own, here's what I would tell them. And then it's either a carousel where you explain maybe three things you would do, or if it's a reel with like, shows you working with a dog, maybe in the caption you can explain the three things or whatever you would do. And it's something about that, if my best friend's dog, it's like, ⁓ Kate, if I were to call you and you'd like, ⁓ here's what you do, right? Like for whatever reason, that just gives people this like sense of like, ⁓ you're a real human and like, ⁓ I can trust you. It just makes you feel so much more approachable. So feel free to steal that hook. Or it could be like, If my best friends, or if my dog stopped being, you can even say my best friend, but that just happened to be the hook we used this morning. ⁓ If my dog stopped being able to jump up on the bed at night, here's the first three things I would do. And then you could even put as like a subhead, you could put like as an animal chiropractor of 15 years or something like that. And then you would give your recommendations. So that's kind what we're seeing. And you know what? I just did a whole podcast episode on this on my own podcast is the beauty of being that specific in your hook is you will never run out of post ideas ever again. Because people are always like, I can't pick which which thing do I pick? I'm like, well, you just keep going. You can you could post the same exact. You could do that same exact hook five days a week if you wanted to. ⁓ Yes.
Kaitlyn Lackey: What? Let's go into repurposing because burnout on social media is real. Excuse the pun, it is real, R-E-A-L, because ⁓ for me, making reels is real hard. Sitting there thinking, what do I post? What do people want to know? And it was super validating listening to one of your posts. like, I just said the same thing. I just changed the pictures on the carousel. I was like, what? You can do that? You don't have to make new stuff?
Molly: Yeah, yeah, yeah. Someone messaged me this morning. She was like, I love your real idea you gave today, but I don't have time to film new video. Can I use a video I've used before? I'm like, what? Like to me that the fact that that's even a question in y'all's minds is like, ⁓ I understand why this feels so hard for everyone now because I mean, we read stuff all the time. Do you really think there's police out there being like, Caitlin, April 15th, you use this video. I saw it like that's not that's not how it works. You know, and then to if you really look at like one thing I like to do is like study, right? Just like you study your field. I study my marketing. I'm like almost like, ⁓ And I just started following this. Do you know what Qigong is like the you know, like it's like a it's not Tai Chi, but it's like a you know, Chinese medicine exercise. Anyway, it's the exercise thing. And so now my algorithm knows I like Qigong and it keeps sending me all these Qigong videos, which is great. But there's this one guy whose videos have been showing up in my feed day after day after day. It is the exact same like it's a different video, but he's ⁓ like at some like peer doing Qigong every day that's all it is and he just changes the hook slightly to like did my Qigong today and then it'll be like have you done your Qigong today and like it's literally the same video And this dude is blowing up. he's, he said, once you find something, you just rinse and repeat, right? So marketing, my friend Mia says it beautifully. She used to be, I think it was at Maybelline or Revlon, I don't remember. She used to be high up in one of the two. She'd say marketing isn't saying 100 different things, it's saying the same thing 100 times. So you really have my full permission, I'm not kidding you. You could take that one hook I gave you and you could just do that every single day until you get comfortable with a different symptom, condition, whatever. Like if my dog was having trouble jumping in the bed, here's the first, or whatever you wanted to say, just started having trouble jumping up in the bed at night. Here's three things I would tell you to do. And then parentheses, from an animal chiropractor 15 years. And then the next day, you just change the first part. And then the next day, and just do it again. And you'd be shocked. Like people, it also sends a little bit of a trust signal, because they're like, ⁓ like this is what I can expect from this account. Like now I'm going to start paying attention.
Kaitlyn Lackey: I was hoping you'd chat a little bit about like always chasing being viral and followers and how like hopefully this kind of relates to the conversation we're just having. like for me with you know perfectionism problems, I feel like a lot of your people have the same issue. I feel like I'm not doing a good enough job with my posts if they're not going viral or if I don't have over 1500 views or if I'm not getting
Molly: Mmm.
Kaitlyn Lackey: getting followers and like I was listening to your podcast about a lactation consultant I think and they had a mom that was awake at 3 a.m. and like one of their reels was about if your baby's having trouble with colic and you can't sleep book an ⁓ appointment with us today and they immediately got a client off of it even though they didn't have lots of followers so maybe could you redirect people's expectations on it's not about followers or being viral it's about talking to your person and getting them to book.
Molly: Yeah, the thing, I don't want to say this is a hard and fast rule because there are none. The majority of the time our clients get actual booked patients from Instagram. It's usually not from a post that took off because usually the ones that take off and go viral are like either funnier or. ⁓ Which we all talk about that next. We don't only like my content ecosystem that I told you about. so there is, you should work those posts into your content because they complement each other, right? So I'll talk about that next. But I saw a stat that said 90 % of active Instagram users were what they dubbed silent lurkers. So. I mean think about how all of you, not just like you, Katie, but like all of you listening, like when was the last time you were scrolling, you stopped, and you left a comment on something? Like seriously, tell me. Probably, you'll probably be like, ooh, yeah. Yeah, yeah, yeah.
Kaitlyn Lackey: Calling people out on that, know, this review.
Molly: You know what I mean? So it's like, just don't understand why you think that the majority of other humans are different than you. Like they're just, they're getting on. And again, let me just go back to the beauty of your niche. Like you get to post animal content. Like how cool is that? So we'll talk about how to optimize that in a more viral way, like I said, next. But I just want to hammer home like, ⁓ we were in a content meeting with a very long time client and she's like, hey, can we do that Torda Collis post again? And I was like, this one? I went back, was like, which one is she talking about? Because it was very unremarkable. ⁓ And I went back and found it in her feed and it got seven likes and zero comments. And she's like, well, that got people calling because it was so specific to something like you said, that parent was facing right then that... That was the thing, like I that was the thing that actually got them booking an appointment. If you're posting content that's like three reasons you need it, your dog needs chiropractic. you will maybe get three likes. Because why? You're scrolling? I don't see three reasons. I don't feel like looking at the rest of them. This doesn't speak to me. You keep scrolling. That's how long, you have no time. Listen, that's a whole other conversation for another day is how our attention spans are terrible, but I can't solve that problem. What I can solve is the attention span that you do get from people. That's why you have to like, call out that problem right away. It's just like old school newspapers, right? When they were on a newsstand and someone was walking down the street, if that newspaper headline didn't grab someone's attention, they didn't buy the paper. So it's the same thing with your Reels hooks, right? So that's why, like I said, like three reasons your horse should get adjusted. People are like, meh. I don't see anything that suits me. So you have any questions? Yeah.
Kaitlyn Lackey: So let's talk about the content ecosystem. Let's go there because for me, I'm always like, okay, I have this list of ideas that I've literally pulled out of my bum to come up with a real, right? And I just have an open note on my iPhone where I go back to it and I say, ⁓ this is kind of like a half-baked idea. Let's go with that one, right? But I really loved having the conversation with you about this content ecosystem because it makes it fun.
Molly: Yeah.
Kaitlyn Lackey: It's different and it's something that I don't have to feel like, you know, I have this content pillar where I have to talk about this today. So maybe could you share a little bit more about your unique version of how can you come up with things to post? Make me a bun.
Molly: Yeah. Yeah. My content ecosystem, I've dubbed it, was born out of the fact that no, I took so many courses. Let me tell you, so many courses. on Instagram marketing when I first started and none of the way that people taught to rotate content made sense to me. It was like, have to pick five content pillars and you cannot deviate from those. I was like, I don't like that. Or you've probably heard like reach content, nurture content, conversion content. That makes a little more sense in my brain, but it's still, was like, what does that look like, right? know, or like inspire, entertain. I just felt like for some people, if that makes sense to you, then like go for it. But for me, It never really made sense. So like I said, I call it my content ecosystem. And one of the pieces of that ecosystem is, yes, the educational that I was just talking about, like the harder hitting, kind of it's like a little authority building. It's not going to be super sexy. It's not going to go viral. Whatever. But another type of content that I always recommend you mix in are ⁓ what I call my engaging category. to me, looks like, I mean, we have a couple different things, but I'll just talk about two. One is super simple. It's more of like the funny trending stuff that you see going around, like funny ⁓ viral videos that you can kind of replicate in trends or whatever. The second, and this is so easy, is what I call conversation starter content. And so it's literally like, ⁓ this is the example I gave you, know when we did our call. It's a real on screen, maybe it's like eight, seven seconds of video with a dog or whatever. And there's text box over the screen that says, obviously blank, like you literally put a blank there. Obviously blank is the best dog breed. And then what's gonna happen is like everyone in the comments is gonna be like, Golden Retriever, Yorkie, like everyone's gonna be, like everyone has to, or I call it sometimes can't help myself content, like people can't. help themselves, they have to weigh in. like, you know, could, people always have like funny names for their pets. Like what's the weirdest dog name you've ever heard? Or like what's the weirdest horse name you've ever heard? Or something like that. Like I said, people can't help it and they have to play along. So that type of content is a really good way to get lots of reach. Meaning like lots of views, lots of comments. It might not necessarily lead to booked appointments, but say you follow it up the next with a like harder hitting like case study or educational video, they're more likely to see it because you're writing the momentum of the engaging post.
Kaitlyn Lackey: you One I really enjoyed ⁓ just riffing off of that is how many dog names does your dog have? That is not their name. I'm going to make that one for my dogs because I have a dog that has 10,000 different names. And then we came up with two other ones for us is guess how old that dog is because we have some really senior dogs in our office, but they're still very vibrant because of their animal care, practic care. ⁓ And then who ate their post adjustment
Molly: ⁓ yes, yes, yes! ⁓ huh. ⁓ huh. I love that.
Kaitlyn Lackey: the best and they're like three different dogs and you know vote for this dog with this emoji or something in the comments. Yeah, so just kind of something fun but it's not like it's playful it's not like okay I have to come up with something you know and it's easy to film right?
Molly: ⁓ Yeah. That is adorable. Those are great ideas. Yes. Yes. Yeah, and it can be, don't get like philosophical here. This cannot be a hard to answer question. Like, you know, it needs to be like a quick like ABC or like, you know what I mean? Like a quick, it doesn't necessarily have to be a poll, but like something very easy to choose from.
Kaitlyn Lackey: I was hoping you could also talk a little bit more about how hashtags are dead. This killed me when you, like I totally deflated when you're like, you know how you have 30 hashtags? Get rid of all of those. Okay. Five now. Okay. Why is that?
Molly: Well, no, they're not dead. They're not dead. It's just you, yeah, you only use five now. You shouldn't be able to use 30. ⁓ I honestly think, so I'm gonna redirect the question to something that's gonna be more useful, I think, to everybody because, well, you shouldn't even be able to use 30 anymore. If you tried to put more than five on your account, could you?
Kaitlyn Lackey: could still, I think in the first comment, it's very strange because some people can't, but I think my account is the best.
Molly: Weird. Okay. Okay, yeah. So Instagram made a pretty wide sweeping change maybe six-ish months ago. Time, what is time? don't even know. It could have been a year ago for all I know. ⁓ Where they changed the hashtags from 30 to five. And the reason they did that is because... Back in the Instagram days of yore, there used to be, it was not keyworded. So you go to Google and you type in whatever and you know, Google finds it for you. Instagram used to be the only way you could find content of a specific topic grouped together was by a hashtag. That was literally, there was no key wording at all. So if you wanted to look up like, you know, clean dog food brands, like you would have to literally type in the hashtag of like non-typing toxic dog toys or something like that or whatever you know you were looking for and you would kind of have to hope that the person who posted it used that hashtag for you to be able to find the content. It was like the only way stuff was cataloged. Well, starting, it's been a while. I want to say at least six years ago, Instagram slowly started rolling out ⁓ like key wording things just like Google. So you can now type something in the Instagram search bar without the hashtag symbol and find what you're looking for. So you could look up like holistic pet care on the Instagram search bar and see what comes up. Like that could be a really good exercise for you just to kind of see. ⁓ You could look up. ⁓ even like the luxating patella stuff. Like you could look up anything and just see like see what videos are coming up, right? Like you could look up like geriatric dog or whatever. And like I said, see what comes up. So that's why you don't need 30 hashtags anymore. And even I've had somebody like, ⁓ I can still use 30. Is it advantageous for me to keep stuffing more in there? It's like, well, no, because the reason they as a company, they changed it to five. just, you know, I can't remember the number of ⁓ active Instagram users there are, but there's a lot. So it takes a while for them to make the widespread changes across all the accounts. So... Even if you have the ability to use more than five, I would just leave it to five. ⁓ And so how we're using them now is you really want to think about using keywords and hashtags together. Honestly, if I were to tell you like, is there a huge difference between the two? I'm surprised they didn't just take them away altogether just because everything is so keyworded now. So you could type in ⁓ Dallas animal chiropractor into the Instagram search bar with no hashtag and like normal spacing like you wouldn't Google. and that's what would come up. Or you could type in hashtag Dallas Animal Chiropractor all together and see what comes up that way. And it might be different. It's kind of weird. Like I said, I know this is people are probably like, what is she talking about? But the main thing I want you to hear from any of this is, is that you need to be using keywords just like you would in your website, right? So ⁓ like. limping, geriatric dog, performance dog, I thought you know any of those words like make sure you're weaving those into your captions. ⁓ There's also Instagram can read the text over your graphics in your reels. So ⁓ you could even say like did you know that there is an animal crack cracker. Did you know that there's an animal chiropractor in Cincinnati, Ohio who can help your geriatric dogs limping without surgery or something like that? putting that city and state over the video or over the graphic is also really good for keyword purposes to make sure that people are finding it. And what we're seeing is for the really niche stuff, sometimes those pieces of content are actually ranking on Google. Now, we're not seeing it with like, you know, chiropractic. Like you ain't ranking Google with a real. It has to be like super duper niche. ⁓ Like I don't know, do you have like lasers or red lights or anything like that?
Kaitlyn Lackey: We do, but I mean the primary thing is I have chiropractic at the forefront, so... Yeah, we do.
Molly: I mean, but I'm just saying, do you do any of those things? So those really niche services are great to highlight with tech server reels because you have the opportunity to rank because it's more of a really specific thing that someone is searching for.
Kaitlyn Lackey: Mm-hmm.
Molly: So if you are choosing your five hashtags, here's how I would break it down. I would do at least two, if not three of the five of your location. So, ⁓ you know, hashtag Dallas, Texas, hashtag. ⁓ You could do like Dallas, there might be something with animals. You can just type in the Instagram search bar and find something. Hashtag, and then like I know Dallas is huge, so let's say like there's like a neighborhood in Dallas, like that's where you are. Like you could type that in. If you're in a really small town, you're not gonna need all three, I would probably just say two or better for your local hashtag. So for me, I'm in a suburb of Cincinnati, so I'm in Westchester. So I'd do like Westchester, Ohio, hashtag Cincinnati. Ohio ⁓ to kind of like anchor it and then the other two or three depending if you use three local tags or two You want at least one to be specific to what the post was about so if it's about like You know geriatric dogs like hashtag geriatric dogs and and then you want the other one to be overarching of your whole niche like hashtag animal chiropractic So, like I said, local, post-specific, overarching niche. That's how you pick your five hashtags. You also don't want them in the first comment. You want them in the caption itself because the first comment is not scanned by, I don't know what the word is, keyword finders. Instagram's algorithm, I guess, is the right word to say. ⁓ It has to be included either in the caption or like over the video or the graphic for it to be like, I guess, indexed is the right word as a keyword.
Kaitlyn Lackey: So I'm wondering if your suggestions would change like obviously I'm brick-and-mortar which is actually kind of unusual for animal chiropractors So someone that's mobile How would your recommendations change for like hashtags or even like maybe we could go down the conversation of their bio? Because I know you recommend having in your bio your location. So how would you recommend someone that's mobile? ⁓ Change their settings or their hashtags for that
Molly: Okay. I really wouldn't recommend you change it all that much because I would imagine you're not driving more than a couple hours. I mean, maybe I'm wrong. I would... If you're driving a really long way, I mean, I do know some destination photographers and they'll sometimes use like their top three cities of destinations where they do photography. So I would use the hashtag of like, you know, I'm not too far from Lexington, right? So like if I'm working on horses in Lexington, but I don't actually live in Lexington or maybe I have horses all over the Lexington area, I still think it'd be safe to use like a Lexington hashtag. I don't want people to get too bogged down in that because the more that you continue posting different, you don't have to use the same ones every time, right? Maybe you use a couple cities in one and a couple cities in another. Over time with consistency, the algorithm is going to learn where you are located and know, ⁓ show this. Basically, this is the best way to think about it. all hashtags and keywords, this is how you pick them. Pretend I'm the algorithm and I'm like, hey, who do you want me to show your post to and what's it about? And you're just like answering that question for me.
Kaitlyn Lackey: That was really great tip is like, who do you want me to show this to? Because I think I was using the hashtag in stride and you're like, you just threw away a hashtag because you wanted to have your business name on there. I was like, ⁓ okay. Didn't know that. So for someone who is just starting out and wants to like get found, and I know like we're talking a lot about Instagram. That's Molly's unique niche. helps people with Instagram. ⁓ I feel like my ideal client is on Instagram.
Molly: Yeah. Yeah.
Kaitlyn Lackey: Some other people are like my person's on Facebook or God forbid TikTok. I feel like the younger crowds on TikTok. I don't want those people in my office even though I have a presence on TikTok. I don't really emphasize it. ⁓ But for someone who is wanting to like they know their ideal clients on Instagram. They're wanting to get started. Like what are like the quick things that you would be like one, two, three, I would need you to do these things. I need you to do them correctly. So that way you can have the biggest impact.
Molly: So very first thing is getting your bio dialed in, which I know you wanted to talk about. Here's what I'll do, because this is probably, this is like a very visual thing. I can send you a hyperlink of a carousel where I walk through like the anatomy of a searchable bio step by step, and we can link that in the show notes. But the main thing to know is that when you tap, don't try to do this on the computer on Meta Business Suite. It will not let you do what you want it to do. But from your, actual Instagram profile on your profile, you'll see edit profile. And when you tap that, you'll see a field that says username and a field that says name and a field that says bio. Your username is your at handle. So like at making strides, you know, or whatever. And then the name line is... is searchable along with your username. So you wouldn't want to be like, ⁓ my username is Making Strides for Animal Chiropractic and then my name line is Making Strides for Animal Chiropractic because you're missing out on searchable real estate. So you ideally want those two fields as keyword packed as possible. You don't really want to go changing your username a whole lot because that changes a lot of different things. Instagram URL. ⁓ So if you can keep that the same I would encourage doing that. But ⁓ let's say like what's the name of your clinic? Instride. So I thought okay I was like I knew I had the stride in it. So if your username is instrideanimalchiropractic then you would want your name line to be something like Dr. Caitlin Lackey
Kaitlyn Lackey: in stride chiropractic.
Molly: And then you put your city animal chiropractor. So the four things that I like to try to have. Now, just yesterday I was helping one of my holistic marketing hub students with her bio, and there's three doctors in the office. We can't fit three doctors' names. ⁓ You get 60 characters in that name field? Listen, if you've listened. Don't go too far. Do not do this. Don't mess around with this on the Instagram app because if you change it, what is it, twice? You can only change it twice in 14 days. Yeah. So I use a free, I just Google free character calendar and I play around in that. 60 characters or less. And like I said, you want it to be business name. So if your username's your business name, cool, check your name because people might not refer you by business name, right? If I'm talking to my friend, I'm like, ⁓ you should go see Dr. Lackey or whatever. Like I might not say you should go to Instride. So your name and then like I said your city and then your niche. Those are kind of the four things. It's like I said if you're like what is she saying? Then we'll link you a post like it's very visual and shows you the back end. The actual bio portion you get 150 extra characters and that's where I always advise that you get as specific as possible. We kind of want to avoid really flowery like helping your best friend live their best life type thing. If we can get really specific, like for you, think we said like sporting, what was it?
Kaitlyn Lackey: You actually have me emphasize that I have a bazillion Google reviews. You thought that was important. So I'm super blessed that I have over 150, I think 170 now Google reviews. Um, so I have my mission statement is we help pets get back to their active lifestyle. Um, and then I have over 170 Google reviews and then we have like a get started now with a link below it. I think that's what we changed it to after speaking with you.
Molly: Yeah. Yeah. Yeah, so you want to also add, I'm glad you mentioned that about the Google reviews. I love a good authority statement. like, helping ⁓ Cincinnati dogs and horses since, you know. since 2008 or something like that. If you can show, like ⁓ we've done for our clients before, we've done thousands of Raleigh families served as the first line of their bio, because that immediately gives you some credibility. So with you, it was all those reviews you had, which are amazing. It's like 170 plus five star reviews, and then you can go into some really specific things in your bio. ⁓ And then the second thing I would have you do, and I have some templates for you here. if you were like, if you hired me, you're like, take over my account. This is what I do. First thing I do is dial in your bio. The second thing I would do is create your pinned posts. If you just go to mollykhill.com slash pinned and Cahill is C-A-H-I-L-L. I people always think it's a K. ⁓ There's free Canva templates that will you'll get if you go to that link. And Instagram allows you to pin, like, you know, P-I-N, up to three posts at the top of your profile. So if you're already like super booked and busy and you're just kind of want Instagram to be just like a little extra and you're like, I'm probably only going to have time to post like once a week or something. Dialing in your pin posts is great because it makes your Instagram like a mini website, essentially. It's like when people find you, they can kind of peruse your pin posts, get a feel what you're about. And they're like, oh, OK. So those pen post templates, like I said, will walk you through exactly what needs to be on your pen post. Kind of like what to expect. Like I know for you, you have to have a vet referral first. Like you can walk people through all of those different steps. I like to highlight some of your reviews on those pen posts. I like to have... ⁓ if you are a brick and mortar, like a photo, like a very like, because you notice people drive by, like you could live somewhere your whole life. And you're like, I've been driving by there, I never knew what it was. You know what I mean? Like it's like, oh, it kind of has that recognition. You know, obviously a photo of you. So like I said, I walked through that in all of the templates. That would be like the first two things that I would do first. And then. The very first actual reel I would post ⁓ would be, this is so easy, this is like keep in your back pocket, post this once a week for all I care. ⁓ Would you say, do you call them patients? You could say, you could say, dogs on my, you could even say dogs on my schedule this week. Alright, dogs we, what did one of our clients say? Dogs we had the pleasure of taking care of this week at our animal chiropractic practice in city state. That's very wordy, so you might have to condense that. And then you just list out like three or four, like. specific things that you saw in your office that week, like geriatric hunting dog who stopped being able to blank. This, you know, can't even be like a puppy or something. I'm sure you see all kinds of different things. And that, you know, people on our schedule this week, real is one to always have in your back pocket because it helps people again see themselves reflected in your practice. They're like, oh, man, she sees a wide variety of stuff. So that would be like, that's my one, two, three.
Kaitlyn Lackey: That post is super helpful. I've done that one actually a couple of times. ⁓ Pets we saw in our, and I use SEO words too, in our North Dallas animal chiropractic office this week. ⁓ So that's pretty fun. And those posts usually do pretty well. ⁓ I did another one too, or here's what ⁓ Dallas dog moms are saying about our office. And I just had different videos ⁓ with a overlay of a Google review on it. That one actually had some pretty good engagement. That's more authority based.
Molly: Good. Yeah.
Kaitlyn Lackey: But yeah, it was a really fun post to make because I didn't have to come up with anything else. I just shared B-roll, which maybe you could talk about real quick what B-roll is. Instead of having to talk to the camera, which is very daunting to me, I just had B-roll and then I put a picture over it and I'm like, done. So I think we're always so focused on making something perfect or having a skit or something prepared, but it doesn't have to be like that.
Molly: Right? Yeah, right.
Kaitlyn Lackey: Real quick, for someone who's wanting to put together a reel and they're not sure where to start, what is B-roll? How can they quickly and easily put together a real quick like, okay, here's a puppy, here's me adjusting it, here's a hook, and what are the bare mechanics here of a reel for someone who's like, I don't know what a hook is, and you said hook six times already. So what are the mechanics of a reel for our listeners who are wanting to get started with that?
Molly: That's a great question. So all of these terms Instagram influencers like to think they've invented, but I'm a journalism major and these are just all old school journalism terms. It's all marketing foundations. Nothing has changed. Just the medium has changed. B-roll means secondary footage. It's not the A. footage, right? So the A, have you ever been watching, I mean, I don't know who watches the news anymore, but let's just assume back in 10 years ago when you were watching the news, ⁓ there was an anchor or a reporter, let's say, because I used to live in Pensacola Beach, okay? So there's a reporter and they're interviewing her on the beach and she's like, there was a shark attack on Pensacola Beach. That is the A footage of like the... camera looking at her as she's talking. Well then you'll continue to hear her talk, but what do you see? The camera starts panning the beach. That's b-roll. ⁓ The openings of shows a lot of times, like I watch a lot of like HGTV, so they'll open up the show and they'll be like, ⁓ they'll show a train going by or like a butterfly flying away from a bush. That's b-roll. So I would highly recommend you have a folder, don't do what I do, which is like, ⁓ I'll remember where that video is and then, I mean. I have like 24,000 photos on my camera roll. Like why do I think I'm gonna know where this video is, right? Make it, if you hear nothing else, make a folder. Make a folder that's like videos or B-roll, whatever. And five to seven seconds is about what you want. If you have a longer video, you can like chop it up, right? And when I'm saying hook, that's literally the same thing. It's like a newspaper headline. It's what grabs someone's attention. a really strong hook over five to seven seconds of video. You can use the caption to do a little more keyword rich explaining and you're off to the races. I had a lovely new student in my program and she was like, she posted a B-roll reel and she was like, this took me four hours. And I was like, ⁓ we need to talk. Why did this take you four hours? And she's like, well. It was like 30 minutes of footage and then I like uploaded it to this AI thing and told the AI to find me the best clips and then I did this and then I'm like, okay, there's a reason I teach none of that in my program because that's not what we're trying to do, right? Like you just grab five, five to seven seconds, put the hook over it and you're, you're good to go because What's really cool is like the super polished content isn't even performing well anymore anyway, because people are so over it and people are so craving like real human. You mentioned TikTok. I'm not on TikTok, but I have a theory that that's why TikTok took off and surpassed Instagram for the longest time is because no one over there was worried about what their videos looked like. It was just kind of like off the cuff. You know, I mean, right now I'm wearing a ball cap and in my, you know, messy. My daughter's craft area is back here. This is why it's blur. It's like a disaster. know people are like ⁓ Instagram was like this perfect beautiful place and it started making everybody feel like crap because they're like I could never I'm not worthy, you know, whereas TikTok was more like raw, unscripted, uncurated. And we've seen that now move to Instagram, which like makes my job a lot easier. Right. So that's, that's my, if you're getting, if like you're find yourself having these perfect perfectionist tendencies, just remember that every time you let perfectionism win, you are depriving an animal in your community from your care. And that is a gut punch.
Kaitlyn Lackey: It is a gut punch. It's also like a big gut punch too. had an event I did with some colleagues where there's a Ammo Chiro who's really big on media and ⁓ was chatting with him ⁓ my podcast about this and I said, you you freaking out over having a perfect video, having a perfect patient, ⁓ know, writing the right caption while there's ⁓ guy in Germany who is literally, don't even, he calls it animal chiropractic but it looks like he is like MMA wrestling these animals ⁓ and he's posting left and right and is like viral and he's doing that while you're you know trying to figure out what to post you know so like at the end of the day we're doing a disservice if we're not trying at least to put ourselves out there online you know
Molly: Do you know, I just, I'm up to episode 170. How many, I don't know who you are, you're a podcast.
Kaitlyn Lackey: I think I'm a little over 100. I've been doing this for a couple years now. It is a lot of work. I don't think anyone appreciates it to be honest to you. Yeah. Yeah. Yeah.
Molly: Yeah, it's a lot of work, right? ⁓ this isn't what I was gonna say, but you'll get a kick out of this. I would say it's like the laundry. Like my editor will be like, hey, where's your episode for next week? And I'm like, I just did one. It's like, well, that's how it works. It's a new week, and so you have to do it again. I'm like, ugh. Yeah, it's like the laundry and dishes. It just keeps coming back, but I do love it.
Kaitlyn Lackey: Yeah. Yeah. Yep. Yeah.
Molly: I just recorded my podcast. literally took my laptop and my microphone outside because I live in Cincinnati and it's one of the first beautiful days we've had today. And I'm like, I am not missing the sunshine. I was in one of those ⁓ zero gravity reclining chairs on my deck recording my podcast. You know what I mean? You can't take it too seriously.
Kaitlyn Lackey: I appreciate that about you because I feel like I sit in front of my computer and I like try and will it out of me. I'm like, come on, come on. Like there's something in there. I know it, you know, and then you're like listening to it back and editing it and you're like, Oh, I should probably rerecord. And you're like, God, got to do it all over again.
Molly: ⁓ yeah, I get that. I do feel that.
Kaitlyn Lackey: Yeah. Anyway, so I had a really great audit with Molly for my own account and I wanted to share her with my listeners today as like a kind of a... candid chat, but we covered a lot of stuff and I feel like there's even more depth to this conversation that still needs to happen. And that being said, Malia has very graciously accepted my invitation to do an in-depth master class on basically Instagram for dummies for animal chiropractors who are wanting to get started with this. If you're wanting hands-on help with someone to sit down with you, help you figure out how to write this bio or how to do your first reel or those pinned posts, we're to have a dedicated time to do that. Selfishly, you know, I did this for myself and it really helped. I feel like it just clicked something in my head like, ⁓ that's what people want to hear from me instead of this is what I want to talk about because I think there's so much knowledge up here that I just can't, like, I was talking to my friend about this. was like, aren't people asking about intervertebral dysdisease? And she's like, they don't even know what that is, Kayden.
Molly: Nope.
Kaitlyn Lackey: What? So like it just didn't, it did not compute because like that's anyways, I think in conditions versus, you know, what a normal pet parent, you know, is, is there's.
Molly: Yeah, the more vitalistic chiropractic crew. ⁓ I ruffled some feathers when I came on the scene seven years ago, right? Because they're like, ⁓ don't talk about symptoms. Chiropractic is way more than symptom-chasing. And I'm like, girl, I get you. But would you like to get chiropractic numbers past the, what is it, like 9 % of the population that it's been at for years? Well,
Kaitlyn Lackey: Thank Yeah.
Molly: You can't you can't talk about it in theory. It has to be what is keeping them up at night. What are they Googling? What are they worrying about? Then once they come in, you can explain the beauty of how chiropractic works and how don't please don't just bring me your dog when they're limping so badly that they can hardly like come see me like that's when you could have those. And you can you can sprinkle in some of that content in your feed, too. I'm not saying you can't. But yeah, you can kind of make that more.
Kaitlyn Lackey: Yeah.
Molly: bridge that gap when they get there, guess is what I'm trying to say.
Kaitlyn Lackey: Yeah, I like to tell of it ⁓ is this is the appetizer and they're going to get the main course when they come to you. So hopefully this gave people a lot of stuff to think about. We're going to be doing our master class here in June with Molly on the 15th at one o'clock central time. I'll be putting together a landing page for the interested docs. And yes, there will be a replay before you ask me. I will make sure there's a replay. But for those docs wanting to get ⁓ hands on help, ⁓
Molly: Yeah. Yeah.
Kaitlyn Lackey: a little bit more information about this Instagram material I want to get started. Molly's going to make herself available for you guys. So thank you so much for joining me having this chat today. I already learned something new, which is super exciting. ⁓ But yeah, I'm looking forward to helping reach more patients in my own practice because I don't just podcast for the hell of it. Like that's not my full daytime job. don't I think people forget that I actually am a practicing chiropractor myself. So like I actually have patients. So this is why I
Molly: wait. ⁓ yay! Mm-hmm.
Kaitlyn Lackey: I look for experts to help me in my own practice, hence talking to Molly. But anyway, thank you so much for your time. Is there any other resources or places they can find you if they want to learn more?
Molly: Yeah, just come, I would highly recommend, like I said, download those pen post templates and at least get started, right? It feels so good to just get started and take some action. And then come over and follow me, I'm at Molly A. Cahill, C-A-H-I-L-L on Instagram. DM me, let me know you heard me on here. I love chatting.
Kaitlyn Lackey: She also has an awesome podcast herself. I am a stalker. don't want to let you know, I've listened to the past couple podcasts and it's super like actionable. And I'm very thankful for you sitting outside in your anti-grabbing chair and recording yourself.
Molly: Thank you. Yay! I'm sure you're saying that. Yeah. I know, I look ridiculous.
Kaitlyn Lackey: Yeah, that's fine. No one has to see you. It's a podcast, right? ⁓ So thank you so much for your time, Molly. ⁓ For anyone who is interested in growing their animal chiropractic business from the ground up, I am a DC myself, a practicing animal chiropractor, and I have lots of materials specific to you. If you want to start your business as an animal chiro, you can find me on MakingStridesForAnimalChiropractic.com. Until next time, talk soon. Bye, guys.
