The Jasmine Star Show

The Content Strategy That Built a 7-Figure Business with Tallene & Sirak from PCOS Weight Loss

• Jasmine Star

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Content creation can feel overwhelming—like a never-ending to-do list that doesn’t always deliver results. But here’s the truth: when you align your content with a clear strategy and a strong purpose, it becomes your most powerful business tool.

In today’s episode, I’m thrilled to introduce you to Tallene and Sirak—two brilliant entrepreneurs who turned their passion for helping the PCOS community into a thriving business. They’ve mastered the art of showing up consistently, overcoming self-doubt, and creating systems that make content feel effortless (and effective).

We’re breaking it all down: from the mindset shifts that made the biggest impact to the nitty-gritty of their content strategy. This conversation is packed with actionable tips and insights to help you create content that connects, converts, and grows your business.

Click play to hear all of this and:

(01:39) Meet Tallene and Sirak—a powerhouse duo in content creation and business

(03:13) What does relatable content really mean and how to turn it into a thriving community

(05:15) The game-changing power of video content

(06:27) Overcoming self-doubt and leaning into authenticity

(08:30) How the pandemic reshaped their business and sparked new opportunities

(10:21) Making a bold career leap to go all in on the business

(14:03) Why batching content is THE ultimate efficiency hack

(17:01) Organizing content ideas into buckets to streamline your strategy

(19:08) Recording 12 pieces of content in a day? Yes, it’s possible

(22:29) How to stay agile as algorithms evolve

(29:00) Content that grows your business versus content that grows your brand

(30:05) Navigating the highs and lows of creating content with your partner

(36:47) Mastering the first three seconds: how to hook your audience instantly

(43:30) The ROI of content creation and why it’s always worth the effort

(44:38) Connection over followers: what truly drives conversions

Listen to Related Episodes:

Connect With Tallene & Sirak:

Join me for my free (no pitch!) 3-part live class series Scaling Accelerator for 7-Figure Business Owners - I’ll break down the exact systems, marketing frameworks, and time management processes to grow your business, get in front of your ideal client, and ensure you are operating at the highest level. Sign up for free at JasmineStar.com/scaling — and learn how to scale to 8-figures.

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If you’re ready to build a website that works FOR you—and not against you—head to JasmineStar.com/showit for a 14-day free trial + first month free when you subscribe!

Jasmine Star 00:00:00  Welcome to the Jasmine Star Show, where we talk about business marketing, and today we are getting really granular, nerdy, and also fabulous about content. I couldn't be more excited to introduce to you to Lean and Ciroc brand new friends, podcast guests, and we're neighbors. Here's the crazy thing. As the team and I were getting to know to Lean and Ciroc preparing to come on the podcast, she said, Jasmine, I actually saw you leaving a 5:00 workout and I was working out at 6 a.m. and I was like, oh yeah, we're here. I'm like, fangirl! Oh my gosh. Not at.

Tallene Hacatoryan 00:00:29  All. Not at all. I was like, should I say something? No.

Jasmine Star 00:00:31  You should. You should have. You should have. Although I'm very like focused. So I probably just like walked in and walked outside. Okay. Anyway, we're already talking. This is the idea of what this conversation is going to be about. What I wanted to do, and this is the goal and the intention of the podcast is I deeply understand that creating content can be a struggle, and it can also be an opportunity.

Jasmine Star 00:00:52  It's just what label do we want to apply to it? And one of the things that I've been so impressed by telling Interac is their ability to say, yes, it's work, but it's an opportunity. And so what I want to do today is I actually wanted to get into the nitty gritty about creating content. Now what you're going to hear are two separate businesses. I actually don't know their approach. I know what is on the outside and people can look at my content and they know what's on the outside, but people don't actually know how the sausage is made. So today we are going to be talking about granular components of creating content. What's similar, what's different. And then at the end of it, my goal is to be able to distill action items for listeners to take and say, listen, you might not be doing it in this same frequency, but can you do some things in your own way for your business to grow and market? So welcome to the show, to the Shallow.

Jasmine Star 00:01:39  Welcome to the show. I really am happy you guys are here.

Sirak 00:01:41  Thank you. Thank you for having us.

Tallene Hacatoryan 00:01:42  Okay. We're so excited.

Sirak 00:01:43  We were mentioning earlier before the podcast started, but being on here is like full circle for us because when we first got started back in 2020, 2021, like your podcast was one of the very few we were listening to to learn about business, content creation, everything. So it's an honor to be here.

Jasmine Star 00:01:58  You know, when I heard it. And so my reaction now is because that's the second time I'm hearing it. And so my first reaction was like, no, tell me, are you serious? Because it was just so exciting because I look at nobody would ever look at your content. You're following the size of what you guys have done. And Bill, and think that 2020, 2021 was the inception of it. And so this is a testament. And so let me just get through the braggadocious components of what it is they do. And then people who are watching and listening can figure out, hey, if it's resonant or not.

Jasmine Star 00:02:25  So millions of followers on TikTok, hundreds of thousands on Instagram. Fine. But that would just be that they can create content. But what they have on the back end is a legitimate business supporting the PCOS community as well as an app. And so we're talking about memberships, we're talking about business, we're talking about content. And while we may or may not be touching on the components of it, what I want to talk about is the front end component of content and how it pushes for business growth, because in a lot of circles that I run in, the biggest question is it takes so much time, it takes so much energy. What is the direct ROI? And so I've never tried to convince anybody the importance of it. You guys somehow saw it and said, this is how we're going to be using it for the business. So tell me business first, then content, or did you just start creating content that led to the business? What does that look like to set the stage for a lot of people who are getting introduced to you today?

Tallene Hacatoryan 00:03:13  It's definitely content first.

Tallene Hacatoryan 00:03:15  Like it does. It was not business first. It was absolutely content first. Creating content that's relatable. I have PCOS myself and I've been able to reverse it, so I just wanted to help people figure out how to reverse it themselves. And then when we saw these amazing comments of people with their minds blown about, like tips that I'm giving, I was just like, okay, well, we can roll with this and continue.

Jasmine Star 00:03:36  So when you start creating your content, you're not saying, oh, I'm going to do this for a community and for millions of followers. You're doing this because I have a problem. Yes. I have found a successful way to overcome it. You start sharing it. But what are you doing at this time? Like, what is your job? What is both of your lives look like? Because at this time, you guys are together, right? Yeah. Okay.

Tallene Hacatoryan 00:03:55  Okay, so I was a registered dietitian, and I had an office. I was doing one on one coaching for women with PCOS, so that was going really well.

Tallene Hacatoryan 00:04:02  And I was making social media content, and I was getting more one on one clients and I was able to help people.

Sirak 00:04:07  I think at this point you had about like 10,000 followers. You were getting close to 10,000 followers on Instagram, and I wasn't working with her at the time. I was at the time I was an engineer and Tanya was like, started the whole thing herself and had her own practice. Yes.

Tallene Hacatoryan 00:04:20  So once 2020, like the pandemic hit and, you know, content creation started to become more popular, TikTok came around. Yeah, TikTok.

Sirak 00:04:30  Came out right around that time. And then I was starting to help time with filming because even though, like, I wasn't really involved, I would keep telling Talion, like, video is king. We got to make more. You got to make more video content. You got to go live. You got to do like stories. And to be honest, if you remember time, you were a little bit like hesitant to go like to do a lot of stories or to do a lot of lives because it was very new at the time.

Tallene Hacatoryan 00:04:50  Exactly. It was new at the time, I was self-conscious. I didn't know what to show on stories or how to tell a story. Yeah. Pause, pause.

Jasmine Star 00:04:57  So question number one is what made you think? Like video is this you have to do that. And then secondly can we talk about what you were self-conscious about. Because before we get into logistics I need people who are watching and listening to be like, where do I fall on this spectrum? And how like, how, how, how probable is this for me to do what somebody else has done? So I'm just trying to set the stage.

Sirak 00:05:15  Oh, yeah, that's a great question. Well, I think like content is king back then and still now because like without content, like content is literally your, your free marketing. Like it's how you market to your audience as.

Jasmine Star 00:05:26  An engineer, what is making you say this because you're consuming the content as a consumer or.

Sirak 00:05:30  What? Like I've always had a great way of like watching content and being able to connect to it and seeing like the in between, like, like what's so good about the content and what people are like, resonate from it.

Sirak 00:05:40  Yeah. And what I really thought, I've always thought this was give as much free content as possible, because I feel like a lot of people are afraid of, like if you give too much content, people won't look at your website or your product. And I completely disagree with that. I think give as much free content as possible and people will, like, trust you more and will be willing to try your membership or your supplements or etc. and that's been our motto since day one. As much free content as possible.

Jasmine Star 00:06:05  Because when I hear rock talk, I hear an engineer. But he looked at something and said, what are the pieces and how does it work? And let me just reverse engineer. And I'm like, oh, very logical. Highly. Okay. So you could see this from a strategy. I understand it. And even though I'm not at the time a creator of it, I can understand why it works. And he turns to you, he says you have this ability and then what comes up for you?

Tallene Hacatoryan 00:06:27  So he's like texting me from work.

Tallene Hacatoryan 00:06:29  He's like, you post stories today.

Sirak 00:06:30  Stories today. How come there's no story? Story? Yes.

Tallene Hacatoryan 00:06:33  Yes, yes. And like at this point I, I'm creating a course like I'm actually I'm listening to your podcast, I'm doing stuff and I'm making like static posts. Back then it wasn't video yet. So I'm like hiding behind the camera, not showing my face as much on stories. I'm afraid to make videos. But then some of the pain points, like some of the things that I was scared of, was like, what are people going to think? Like what? What is my family going to think or like? What are the people I know thinking of me behind the scenes, you know, are they judging me? I'm showing my house. Maybe the things I'm cooking, they don't like it or it's weird. Or like maybe my hair doesn't look good today. Or like all kinds of limiting beliefs to tell you that. Like, I shouldn't post, but honestly, good thing I like overcame that because everyone wants to see something relatable.

Tallene Hacatoryan 00:07:19  Like people don't want the fake. You like putting on a show on stories. They just want you to be yourself. Like, even if sometimes I post without makeup, I have dark circles around my eyes like I'm Middle Eastern. Like this is what it is. And people DM me and they're like, thanks for being like, authentic. Like I have the same thing. And I'm like, okay, yeah, like I don't care. Kim K has dark circles too. Like I'm not going to be self-conscious. So it actually built my confidence and like encouraged me to be able to like put myself out there and help more people at the end of the day, like people are being helped.

Jasmine Star 00:07:52  So action was the thing to help you overcome the insecurity. Yeah.

Sirak 00:07:56  Just doing it. Just do it. Like how? Nike says it. Just do it. Okay. What's the worst that could happen?

Tallene Hacatoryan 00:08:00  It's hard. But just do it anyways and see what the positive results that come from it. And, like, let that feed you.

Jasmine Star 00:08:06  Okay. Now let's make the jump. Because somebody is like, well, maybe kind of sort of I by what they're kind of sort of saying you at the time you have a practice, you're doing one on one for PCOS and then now we're in the pandemic. You're probably not meeting one on one with people so much, right? And so you begin to make more content to work on overcoming by taking action. And then what in the content journey made a light bulb go off for you to say, okay, we can structure the business differently.

Tallene Hacatoryan 00:08:30  I think when TikTok came around, we were like, we need to change this up and start making videos. Does that answer your question? Yeah, absolutely.

Jasmine Star 00:08:37  Like no.

Tallene Hacatoryan 00:08:37  Way.

Jasmine Star 00:08:38  Well, something must have happened for you to say, okay, I have a business that looks like this. My partner is an engineer. And then. But no, it's. I'm pretty sure TikTok really plays into this. At what point do you take a step back and say that business model no longer serves us.

Jasmine Star 00:08:51  We're going to try to do something. Was that content forward, or was that like a response to hey, we can't handle the volume now, so we have to change the business because of how effective the content was.

Tallene Hacatoryan 00:09:01  I would say not only did the pandemic make us go towards doing a membership, but also the price point, because the membership isn't as expensive as one on one coaching, and you can serve more people that way, and people can gain this knowledge that, you know, after a certain point, like you're kind of repeating yourself when you're one on one coaching. Of course, you're like giving curated advice to somebody, but you could also put it in a nice, beautiful, informative package and teach people in a more affordable way, like what you're doing. And then you help so many more people with PCOS. I want to.

Jasmine Star 00:09:35  Put it, I want to put a pin there because something that you had said, that was one of the things I found the most appealing about you is the level, because before people come to the podcast, I like to do a very deep, deep, deep dive if I don't know them personally.

Jasmine Star 00:09:45  So we were introduced by way of a mutual friend, and then when we were chatting via email, you'd said, oh, I saw you working out at the gym. And I was like, okay, so we must have been having similar orbits that have intersected. But then I go deep, deep, deep way down the rabbit hole. And I think to myself, one of the things I found the most appealing, and I say this in the highest regard, is you guys are saying the consistent message, the consistent message, the consistent message. And so I think to myself, you had said when I do my one on ones, it's a consistent message. So we could repackage this. And so I think to myself, okay, the very thing that changed the business model was the very thing that works effective on content. But we'll put a pin in that. So were you going to continue on that iteration from the business, like at what point from engineer are you entering in the membership when she says, okay, we're changing.

Sirak 00:10:21  I mean, it was because Covid happened, so we're spending a lot more time home. So I started helping time with actual filming and I started forcing her. I'm like, okay, we're gonna film today. We're gonna film some videos, and then they start going like more viral and more viral. We're talking about like millions of views. And then it comes to a certain point where, like, obviously the membership is growing. We're able to serve more people, give them a more affordable option because not everyone can afford, you know, thousands of dollars with one on one. So with the more affordable option and like the video is doing well, we looked at each other and said, okay, this business is growing. We're helping so many people. This community is growing. Are we going to go full force? Like we asked each other, like, how serious are we by working together? And at that point, we loved working together. We still do. And it was, like a very clear decision.

Sirak 00:11:01  I'm going to quit my job as an engineer. It took me ten years to become a nuclear engineer. But like I basically said, I find this to be way more passionate, way more. I'm way more into helping people versus, like, just doing boring stuff on the computer, which is what I found it to be. So I quit my job and joined her full time. And that really just what year snowballed. Everything. 2021. Right. Wow. Exactly. 2020. Yeah. Yeah. Like six months after the pandemic started, I quit my job as an engineer. Like a stable job with everything. Because, again, it was way more fulfilling that.

Tallene Hacatoryan 00:11:31  And then we were like, people must think we're crazy. You're quitting your job in the middle of the pandemic to be a social media person. And back then it wasn't like this popular either. So people thought we were crazy.

Sirak 00:11:41  Yeah, my brothers.

Sirak 00:11:42  Were like, are you sure about this? Like, maybe just go, like, have.

Tallene Hacatoryan 00:11:45  To stop.

Sirak 00:11:46  Us. Like, yeah.

Sirak 00:11:47  My coworkers were like, we'll always have a place for you here when you decide to come back. I was like, I'm not coming back. Like, I never had a single like. I had no doubt, like 0% doubt that we were going to make it full force. So when in like all, like all, all guns up, you know.

Jasmine Star 00:12:01  Okay, so we're at this point in the story and we don't have to get into the businesses necessarily. Although this podcast about the business of business. But I want to focus a lot of our attention in the how. What were you doing then when you first started? Because there's a lot of people on their journey who may not have a track, right? They might not. So let's go back a little bit before, like to lean. You're making your own content. How often are you showing up then and how long is it taking you? So right now at the time of this recording, video is still queen.

Jasmine Star 00:12:29  Yeah, it just is unrivaled. So as we think about that, let's go back to the version of Tallinn who is stepping away from the still photos being more in front of camera and on video, and you're doing it solo. Let's go to that person right now. Okay. How many pieces of content were you making at that time? How many? How many times were you posting in a week?

Tallene Hacatoryan 00:12:45  I was posting three times a day. I was doing static posts three times a.

Sirak 00:12:49  Day back then. Right back. Yes, yes.

Jasmine Star 00:12:51  So we're talking about videos.

Tallene Hacatoryan 00:12:52  Okay. Static posts. Three times a day.

Sirak 00:12:54  Three times.

Sirak 00:12:54  A day. That was so much back then.

Tallene Hacatoryan 00:12:56  I would sit there and I would batch prepare them. I would say hyper focus batch preparing, static.

Jasmine Star 00:13:01  Static post taking you to create.

Tallene Hacatoryan 00:13:02  It took me like 40 minutes per post. Okay. And I would sit there for like an entire Tuesday cranking them out. Okay.

Sirak 00:13:10  Okay.

Jasmine Star 00:13:10  Then video and then calling you or texting you from work and be like, get on video, get on video when you start making videos for stories and or TikTok.

Jasmine Star 00:13:19  Because TikTok was predates when we started using reels. So you guys got on and you guys were getting trained. Yeah. When you start doing stories and when you started doing TikToks, how long are they taking you to create a TikTok?

Tallene Hacatoryan 00:13:31  An hour each, maybe minimum, right?

Sirak 00:13:33  For a video, for a video.

Sirak 00:13:34  Sometimes faster, depending on sometimes faster.

Sirak 00:13:36  So back in.

Jasmine Star 00:13:37  The day, when she.

Tallene Hacatoryan 00:13:38  First started, it was hard. We were the editing was weird. It was hard.

Sirak 00:13:41  Yeah. So it was like a process. So initially what we did was we would basically just record a random TikTok every single day. And after doing that for a couple of weeks a month, it was like very disorganized. It wasn't working out. So we decided, okay, we're going to pick one day out of the week and film that day. To this day, that's still Wednesdays, which is okay today. But we can.

Jasmine Star 00:13:59  Do I have a more. I'm throwing off your schedule. Thank you so much.

Jasmine Star 00:14:03  Hey, I'm here for I don't care. I make no apologies. Yes. Okay, so at the time, how long were you creating your daily TikToks before you said this is not going to work? Like, are we talking about a couple months? Are we talking about a couple of weeks? Because what I want to do is I want people to be in the front row seat to be like, yeah, I'm recording a TikTok a day, or I'm recording a reel a day and it's just so disorganized. How long did you guys hit the point where you said, okay, now we're going to have to batch and some kind of I.

Sirak 00:14:26  Remember maybe like.

Sirak 00:14:27  A couple of weeks to a month and we're like, okay, this is not.

Sirak 00:14:30  Efficient. This isn't working. Yeah.

Sirak 00:14:31  And then at that point we literally made like, I would highly recommend this to everybody. Like make it organize a schedule for everything like Monday, Monday through Friday. Each day should be specific themed like Tuesdays or meeting days.

Sirak 00:14:42  Wednesdays are content filming days and other days, you know, fill it in as like, works for you. But that's what worked for us after then. And what really helped also is like organizing what you're going to film, not just like going into it and being like, okay, what am I going to film today? What are we filming today? And just trying to find some random ideas instead of what I would do back then. Is one thing I highly recommend. You got to watch TikTok or Instagram or your preferred social platform all the time. Like meaning, go through content like watch it. Actually absorb it as the person who uses that platform. And then from doing that, you're going to find content that resonates with you. I'm not talking about finding stuff and copying it. I'm talking about finding people you like. Like people like Jasmine, who makes great content, but also finding people in the health field or whatever your field is and seeing what works for them, and try to see how you can make it work for you and then make like categories, you know, like we had at the time, like 5 or 6 different categories of different topics, for example, like weight loss or insulin resistance, things that resonate with PCOS.

Sirak 00:15:41  And then we would put different content ideas into each bucket. And then when we got to filming that day.

Sirak 00:15:47  Okay, wait wait, wait.

Jasmine Star 00:15:48  I'm so sorry. Yeah.

Sirak 00:15:48  Sorry. A little.

Sirak 00:15:49  Bit advanced. Yeah.

Jasmine Star 00:15:49  No no no no. So no, it's not advanced. That's the conversation we're having. I'm going to slow down okay. And I'm going to break it down into pieces right now okay. So you are recording one a day. You realize after a few weeks not effective we're going to begin to batch. So when you say we're going to begin to batch to clean, what is the conversation that you are having with each other to say, this is how we get organized, because how organization works for me is probably different than how it works for you. Or maybe not, I don't know, what are you saying? What are we getting organized? What, like literally put yourself back in that and, like, what are we organizing right now?

Tallene Hacatoryan 00:16:22  Yeah, that's a good question because it feels like a tornado and you don't even know, like what you're organizing.

Tallene Hacatoryan 00:16:27  You don't know what your categories are like. What are we doing? It's just a mess I'm consuming. Or like, am I consuming too much? Am I not creating enough? Like, there's this like mental battle. So what I, what we did together is like, really understand what pain points people want to learn something about and create like a list of those.

Jasmine Star 00:16:46  Okay. Pause, y'all. Do we just hear what happened? They did not go from we need to make content. I'm going to consume content. It's we need to make content. But what are we about? Like what is what? What are we talking about? That's the hardest thing. And that's where you started. Okay. Bravo.

Tallene Hacatoryan 00:17:01  You have to, like, look within. Like, who are you trying to help? What are you trying to say to people? Like, what is your thing? Like, what are you doing? Right?

Sirak 00:17:09  What are they asking? What are the common questions?

Sirak 00:17:11  Exactly.

Tallene Hacatoryan 00:17:12  So we sit down, we think like these are the pain points.

Tallene Hacatoryan 00:17:16  People with PCOS have insulin resistance. People with PCOS have a bad experience at the doctor's office. This is something people want. Those videos about the doctor's office tend to do really well, so we should make more about that. So we created the buckets.

Jasmine Star 00:17:30  Okay. How many buckets did you have? I mean loosely.

Tallene Hacatoryan 00:17:32  Were you like ten right. I don't.

Sirak 00:17:33  Know ten like.

Sirak 00:17:34  6 to 8. Yeah.

Sirak 00:17:35  6 to 8.

Tallene Hacatoryan 00:17:36  Yeah. Okay. No more than ten. Okay. Yeah.

Jasmine Star 00:17:38  So this is really helpful. You guys get to planning out the content, you have somewhere between 6 and 10 buckets, and then you say, Next Wednesday is our day. Right. But when you say, here's our buckets, what's the lily pad from? Here's our buckets. Next Wednesday we record. Then what? What's in that middle part here?

Sirak 00:17:55  So every one of us would be in charge of basically organizing what we're going to film that day. So it's usually me because like, we have different roles, like she does all of the static posts and I'll usually plan out the videos.

Sirak 00:18:05  So what I would do is like Wednesday morning, I look at the list of 6 to 8 categories, and then I would pick the ones that were going to film that day, maybe 1 or 2 from each, and then that way everything is ready to go. And there's no like, oh, what do we do? Like, you know, everything's just like, ready to get filming at 12:00 pm.

Jasmine Star 00:18:20  Now, when you say, I have everything and I told you I'm going to get super granular because people hear this and they're like, okay, but what do I have? Do I have an inspiration link? Do I have the copy already done? Do I have like, what do I do? I know where I'm filming it in the house. Like what? What's on? What is what looks like your organization for each piece of video? Yeah.

Sirak 00:18:37  So they'd be like, imagine an Excel sheet with different columns. There's going to be one with a link of an inspirational post, like a post that inspired us that could be like, oh, we can make this.

Sirak 00:18:46  We can change this around to make it about PCOS and about what we want, the topic we want to talk about. So we put the inspirational link and underneath it would be a script or essentially what we want to say bullet points. Because a lot of times after a while you don't have to read a script, you just know the information off the top of your head. So kind of like either short bullet points to give our interpretation of that post. And yeah, basically going from there.

Sirak 00:19:07  Yeah. Beautiful.

Jasmine Star 00:19:08  So TVLine It's Wednesday and you have how many pieces of content you have your 6 to 10 buckets. But on a given Wednesday, not now, but then. How many pieces of content were you recording in that day?

Sirak 00:19:19  So much. So much.

Sirak 00:19:21  11 or 12.

Sirak 00:19:22  Yeah. Like 12.

Tallene Hacatoryan 00:19:23  I think it was like our goal.

Sirak 00:19:24  We would take the TikTok content. What we would do is we would post on TikTok and if it did well, we'd post it on Instagram. Even though there was no reels back then, you can still post a video.

Sirak 00:19:33  As a post.

Sirak 00:19:34  So we did that loophole.

Jasmine Star 00:19:35  Oh you guys, that's gangster. Oh, that's what it was.

Sirak 00:19:39  One of the reasons why our Instagram like blew up back then. It still blows up now, but like we kind of got like.

Sirak 00:19:43  A jump in there.

Sirak 00:19:44  Jump started there before the official reels came out.

Sirak 00:19:47  Oh yeah, we made a lot.

Tallene Hacatoryan 00:19:49  We were posting like 2 or 3 videos a day.

Sirak 00:19:51  No. Oh, yeah. On TikTok. TikTok? Yeah. Yeah.

Sirak 00:19:54  We were post three times a day on TikTok. And then the good ones, like the ones I would do, ones. We would move that to Instagram. So TikTok was kind of like an experimental ground. It still is. Like we still treat TikTok as a okay post there. First. If it does well post it on Instagram and.

Jasmine Star 00:20:08  Then okay, I'm jumping ahead. I'm jumping ahead, I'm jumping ahead. What do you guys experience now? Like, do you still feel like TikTok is a good, fertile ground of testing? Or have you feel like the audiences have shifted and become a little bit more distinct in that? People on TikTok want it to look and feel a certain way, and people on Instagram want it to feel a certain way.

Jasmine Star 00:20:24  Or do you feel like the clean testing ground has also parlayed over? Oh, it did well on TikTok. It's probably overindex to do well on Instagram. Do you feel that it's still the same thing?

Tallene Hacatoryan 00:20:33  Not always though. It's not always like it did well on TikTok, so it'll do well on Instagram sometimes it doesn't do well on TikTok and it does well on Instagram. So I see what you're saying. It's like cooking videos, for example. Like sometimes or I don't know, some of the videos like think.

Sirak 00:20:47  More personal.

Sirak 00:20:47  Things. Yeah.

Sirak 00:20:48  Personal Instagram people like the personality of the person posting more so if they see like I like a certain post that won't do good on TikTok is something of Italian sharing her day in her life, but with more detail. If we put that on Instagram, it'll do much better. Exactly.

Sirak 00:21:04  Yeah, and.

Sirak 00:21:05  It still resonates like from back then until now, it consistently is that TikTok we feel isn't as close community as Instagram is. I don't know what that is.

Sirak 00:21:15  Maybe because people scroll way more. People just like binge through content a lot more. Yes. Less. Less followers. More. Just views. Yes. I think that translates to, you know, not as much of a close community there.

Jasmine Star 00:21:26  Beautiful. Okay, so now we're going back. You guys are experimenting with this batching one day a week, and you guys are doing 12 pieces of content. How long are you doing that? And at that frequency, is that something you guys have kept up since? Is it lessened? What does it look like now in regards to creating content? Four and a half, five years later?

Tallene Hacatoryan 00:21:44  Well, I think we did that for three years, right?

Sirak 00:21:46  Yeah. Like about 2.

Sirak 00:21:47  Or 3 years. Yeah.

Tallene Hacatoryan 00:21:48  Yeah. And then we lowered it to two posts a day for like.

Sirak 00:21:51  A year on TikTok, on.

Tallene Hacatoryan 00:21:52  Instagram, on TikTok.

Sirak 00:21:53  Oh, wait. No. Oh. I'm sorry.

Tallene Hacatoryan 00:21:54  Sorry. Do you want to know TikTok or Instagram?

Jasmine Star 00:21:56  Let's talk about both.

Jasmine Star 00:21:57  So how about we contextualize for the watcher and for the listener prior? Like 2020? 2021 three times on TikTok a day and on Instagram, a static post and then whatever videos did well. So we would generally say 2 to 3 times a day on Instagram. And then two years into it, you decrease on TikTok from 3 to 2 a day. Yeah. And on Instagram, two a day.

Tallene Hacatoryan 00:22:17  No, we stayed at three. Okay.

Jasmine Star 00:22:19  Okay.

Tallene Hacatoryan 00:22:19  Static post for a while.

Jasmine Star 00:22:21  Okay. Okay. And so then at what point are you at now? What is your cadence and frequency look like. Because the algorithms have changed so much.

Sirak 00:22:29  In four years.

Sirak 00:22:30  About 18 months ago, we decided to only post once a day on Instagram, either a real or a static post, and even just overall like the weekly content, maybe 6 to 7 pieces of content a week. So that like on Instagram. Yeah, on Instagram, before it was like 12 to 15 a week. Okay. And the reason why is to what you were saying before, like the algorithm has changed.

Sirak 00:22:51  And I also think once an account gets much larger, you don't need to be posting like three times a day because that starts to become a little bit spammy. or maybe not as much value because it's just like a lot of volume.

Sirak 00:23:02  Yeah.

Jasmine Star 00:23:02  So pause here for somebody who has maybe the same or on the same size, write for somebody who has somewhere between 3000 and 8000. Would you still suggest only posting once a day or three times a day for that size account?

Sirak 00:23:14  I would say three times.

Tallene Hacatoryan 00:23:15  I would say three.

Sirak 00:23:16  Really?

Jasmine Star 00:23:17  So why do you guys say that?

Sirak 00:23:18  I mean, I think at that.

Sirak 00:23:20  Size and I think, I still think 3 to 8000 followers is still very good, but you want to just put as much out there as possible because that content is the only way you're going to grow, like doing once a day is good too. But I think at that point you need three times a day to get as much mini eyes on you as possible and to help you grow as big as possible.

Tallene Hacatoryan 00:23:38  It also gives you an opportunity to express what you're trying to say better. You're posting three times a day. You can say it three different ways. See which one does well, you know. Okay, so.

Jasmine Star 00:23:48  When you guys are posting three times a day on Instagram, how many of those posts a day were video on Instagram?

Tallene Hacatoryan 00:23:56  Two. Two at first.

Sirak 00:23:57  Yeah, two and then one static.

Jasmine Star 00:23:59  So if I do the math correctly and you guys are recording 12 videos on one Wednesday and you're posting two videos on Instagram, there's still a gap there, right? Because it's 12 pieces of content and theoretically it would be 14. Am I a mathematician or what are.

Sirak 00:24:13  You doing here? I mean, we have some.

Sirak 00:24:15  Nuances, like like Sundays with no posts.

Sirak 00:24:17  Sundays, and then.

Sirak 00:24:18  Saturday would be just one just.

Sirak 00:24:20  Because of like. No, I love this.

Jasmine Star 00:24:22  No, I love it.

Sirak 00:24:23  No.

Jasmine Star 00:24:23  Listen, listen, I already think about the YouTube comments like the math ain't math thing.

Jasmine Star 00:24:26  I'm just asking all the questions. Of course I do the same thing. I actually, I don't normally I post once on a weekend. So sometimes it's Saturday, sometimes on a Sunday. But yes I agree. Okay.

Tallene Hacatoryan 00:24:35  We need a boundary. Yes.

Jasmine Star 00:24:36  Absolutely. So you guys still have your Wednesday batch days? Yes. Has anything changed from the way that you prepare in the past then you have now?

Sirak 00:24:45  Yeah, I would say, like, for one thing, we've gone through some pain points in the last year, which is, you know, at some point you're making this same content over and over again. Yeah.

Jasmine Star 00:24:53  So can you explain that though? Like when people say that, what do you really mean? Like when you say you're making the same content. Explain to me like I'm five. What do you mean?

Sirak 00:25:01  Well, I was gonna say like. Because a lot of times we're answering the same questions over and over again. And sometimes you may feel like, okay, I'm answering the same question, and the person is watching the same answer over and over again, and they're getting bored.

Sirak 00:25:11  But in reality, you have new followers every single day, every single week that wants to hear the same information you talked about a week ago because they weren't following you a week ago. So like, for example, let's say you keep on answering how to lose weight with PCOS. That's something we answer almost every single week, and after a while it's repetitive because there's no like new magical steps.

Sirak 00:25:32  It's always it's the same thing. You know, it's always.

Sirak 00:25:34  The first five steps are very similar. So after a while you become not bored of the content. It's just you feel like you're not serving the community as much because you keep doing the same thing over and over again. But in reality, you're actually still serving the community. Yeah, it's just.

Sirak 00:25:49  That it's new people. New people.

Tallene Hacatoryan 00:25:50  Yeah, exactly. Like there's this one bucket that we have, which is a woman with PCOS. Her experience at the doctor's office, typically when you go to the doctor, when you have PCOS, you're just handed birth control.

Tallene Hacatoryan 00:26:02  They don't explain anything. It's a very disappointing experience. So we found that making content around that is really popular on TikTok and Instagram, because so many new people who are diagnosed are typing PCOS, and when they see that, they're like, oh my God, that literally happened yesterday. And that's why I'm on Instagram looking for answers. Wow, what a great way to like, get someone's attention. But after five years of making the same video, saying that same message, you're like, am I still like, are we still saying this? Like, are people still entertained by this piece of content. But the truth is, like you said, like they are because they're new people, it is still relatable. And what you're doing is like something that someone is understanding and relating to, and that's making them. Want to read more of your content, watch more of your content.

Jasmine Star 00:26:48  So if I if I might add another layer to everything you just said, because I think that what happens is somebody comes up and they hear, well, you have new followers.

Jasmine Star 00:26:55  And for the person who says, no, actually, no, I don't I don't have new followers in a week. Right. That's a lot of people who, you know, they gain like 7 to 10 and then they lose 8 or 9. So they're saying, I don't get new followers. But what I would say in addition to you will be gaining followers because whoever you lost, I had already seen your message, but whoever's new has not. In addition to that, only a small percentage of your followers, somewhere between 2 to 2.5% are actually seeing your content. Yes. So to lean is sitting here talking about how to the top five things to do to lose weight with PCOS. And only 2% of a million people actually saw it. So she has to say it again and again and again and again. If her followership doesn't even grow, she Just to say it a bunch of times. And so this is like the thing that I really want to like here again.

Sirak 00:27:35  Yes.

Jasmine Star 00:27:36  We have to say the same thing again and again and again.

Jasmine Star 00:27:40  So TVLine what do you tell yourself? Because I feel the same thing. I was like, I don't know how else to say it. And I've said it and I like you feel. I just feel like I'm the same broken violin on one string, you know? I'm like, I just what do you tell yourself in those moments of feeling like I've said it?

Tallene Hacatoryan 00:27:56  I tell myself if it was easy, then everyone would do it. Like, you have to put in the reps, like you have to put in the work. And you know, I it is hard. And I'm not like trying to compare like one to the other, but like our parents are immigrants and like their life was so hard, you know, and like what they had to do to become successful was like unimaginable. And if I have to say like the same thing over and over and make this piece of content a million times, it's nothing compared to that. So we just keep pushing like it's, you know, you just push it down and keep going, you know.

Jasmine Star 00:28:30  So talk to me about the content. What do you think? Because there's. I don't know about you guys, but I'll just, like, be real. I know that there's content that will grow the business, and then there's content that will grow my brand. And sometimes there's a crossover. Oftentimes there's not. Some people just want to hear from me from like a brand perspective. And then some people want to invest to go deeper. Is there a particular bucket or a piece of content that you see like, oh man, this really moves the needle for the business? Or are you just saying it's just dependent? Like what moves the needle or is there a commonality of content to business growth?

Tallene Hacatoryan 00:29:00  I think some pieces of content, you know, you don't show that the app you don't show like exactly what you are, you know, show like, for example, if I'm cooking, I'm going to show myself, like scrolling through the app and looking for a recipe. Maybe that will make someone think, that's interesting.

Tallene Hacatoryan 00:29:16  Let me go download that app. But then there might be another piece of content where you don't show that, but you don't talk about like what you're selling or anything on the business side. And it's just like relatable content. You know, there's like two different types.

Jasmine Star 00:29:28  Got it. Okay. So if I, if I might ask if you guys are okay talking about it. My husband and I work together, but we do not create content together. But there have been times where sometimes I feel like he just doesn't understand. Like what I go through creating content, which sounds. I come from an immigrant family too. So it sounds very like you don't get what it's like to be in front of the phone. Yeah. It's hard. Right. And so talk to me about the relationship of creating content. Now there's 99.9 of the people who are watching, listening are not creating content with their partner. Okay. So let's talk about somebody who's creating content alone. I'll get to Leon's perspective prior to you being an on hand partner.

Jasmine Star 00:30:05  And then the conversation between you and a co co collaborator I have a co collaborator now creating content. So that relationship that's going to talk to me and anybody else who has like a marketing team or wants to build with that. So I'm going to ask this same question but from two different perspectives. Singular. What are the hard parts? The things that suck. The things you don't want to talk about? Yeah. And then what is it? Working with a partner when it comes to creating content to lean.

Tallene Hacatoryan 00:30:27  Okay. Singular. The parts that are hard is like, if you don't want to show your face, you can kind of not like you can. You can back out. Right. And you can kind of. Just that day I was tired. But when you have a partner and you're committed to something, you have to show up. There's no I'm tired, like, you're both committed and everyone's going to put their best foot forward no matter what. So there's that extra pressure, which I think is a good thing, honestly.

Jasmine Star 00:30:55  And when it comes to creating the static posts, are you when I talk about singular, because I now am thinking about the person who doesn't have a partner to create, and so have you found that the static post, do they perform as well or is they have effective? Are you still creating them in the same frequency as you were then? When you're posting twice or 2 or 3 times on Instagram, are they still mixed or where are we at now?

Tallene Hacatoryan 00:31:16  Back then I remember they would get like thousands of like thousands and thousands of likes because the static videos weren't. Yeah, the static post videos weren't as popular back then. It was like, no, new. But now they're not, like, as popular as they used to be. But I still think they are very important because they can teach something that's really complicated in a very concise way, and someone could bookmark it and save it, and it could be really helpful forever. That's good.

Jasmine Star 00:31:40  That's really good. I mean, I'm taking notes in my mind.

Jasmine Star 00:31:42  I'm just like, I'm gonna go back to some static carousels. Right. So what about when you're co-creating with the partner? What's like an example? A story of, like, we're not seeing eye to eye. We're bumping heads. What do we do? Because, like, we're life partners or business partners with my co-creator. We're not life partners. But yeah, we've we've bumped heads. Yeah.

Sirak 00:32:00  Oh, yeah. I mean, we have to I mean, it's there's it's not always like, just perfect. There's pros and cons. And when you work together, there's sometimes two different mindsets to creating that piece of content.

Sirak 00:32:09  So it's interesting a.

Sirak 00:32:11  Lot of times, for example, like I'll have an idea for a video and I'll mention it to Tallinn. But of course, she's not seeing what I'm seeing in my brain. So then she'll like, I'll be recording, I'll set the camera up and I'm like, all right, go ahead. And then she'll do it and it'll be like, completely different.

Sirak 00:32:25  And I'll be like.

Sirak 00:32:26  All right. What the hell was that? You know, and, like.

Sirak 00:32:30  Or sometimes it's just, maybe there's a mistake. And, of course, like, it takes sometimes several, you know, tries to get something right. And sometimes after, like, 4 or 5 times, I might get frustrated or she might get frustrated at me being really picky because I can be really picky, too. Like, it's both ways.

Sirak 00:32:44  Yeah.

Sirak 00:32:44  So it's honestly finding common ground and learning about each other's like, strengths and weaknesses. Like, she knows that I'm really picky. And I also know that sometimes I can be very picky too. So I have to kind of, like, listen to her. And if she tells me I think this shot is good, I have to just be like sometimes push down what I think and be like, okay, this shot is good. It's like not everything is going to be the deciding factor. You know, it's yeah, what you have is good enough.

Sirak 00:33:07  Just move on.

Sirak 00:33:08  Can I ask a.

Jasmine Star 00:33:08  Very highly logistical question, as I would say, would you guys agree that timeline is what we would call a talent like the Frontward facing.

Sirak 00:33:15  For the most part.

Jasmine Star 00:33:16  For the most part, right? I mean, I was like, well, you can use industry standards, like, this is just what it is. It's like, right? I mean, here's the thing. It's uncomfortable to say that, but at the end of the day, it's what it is like. Sometimes I joke and I'm like, I tell JD. I'm like, sometimes I feel like Seabiscuit. Like, it's like it's time for her to race. Let's go get the horse ready. And but here's the thing. It's like, gosh, I can talk to you guys about it because it's a thing that very few people can do. And sometimes when you're in that like workhorse, when you are the talent mentality, do you ever feel like you don't understand what it is to be on this side or to run at this? And then at what point, what kind of conversations are you guys having for? It's frontward facing and it's mostly me.

Jasmine Star 00:33:53  Does one supersede the other or does he say, okay, no problem, but it's you. So let's go.

Sirak 00:33:58  It's like 5050.

Sirak 00:33:59  I would say.

Sirak 00:33:59  Right.

Sirak 00:33:59  Yeah, yeah. Because like sometimes I'm the front facing talent too.

Sirak 00:34:03  Like you do.

Sirak 00:34:04  Instagram Live.

Sirak 00:34:05  To do.

Tallene Hacatoryan 00:34:05  Like something fun for TikTok. We do lives together. Our podcast is together. So I, I don't really like. Do you mean like, do I ever turn around and say, like, you don't know what it feels like? This is kind of useful. What happens, especially with cooking content? It's exhausting. Like having to cook and record and edit and make sure it's your vision, blah blah blah. Those pieces of content are very time consuming. So I get frustrated, you know. And so.

Jasmine Star 00:34:31  I'm sorry. Please. Do you have anything to add to that?

Sirak 00:34:34  I forgot I'm sorry. Okay. No problem.

Jasmine Star 00:34:35  I saw you prep up for it and I was just like, yes. No.

Jasmine Star 00:34:38  so let's go back to when you said to edit it. Who's editing?

Sirak 00:34:41  Oh, one of us. One of.

Sirak 00:34:43  Us? It depends. It depends. So how do you do?

Jasmine Star 00:34:45  How do you break that up?

Sirak 00:34:46  Yeah. Like, so.

Sirak 00:34:46  For example, we have like, a combination of, like, what we call really quick and easy TikToks, where it's like trendy sounds, where you just like, stand in front of the camera and do it really quickly. You know, like five, you know, like 5 to 7 seconds of, like, quick TikTok videos.

Sirak 00:34:59  Okay.

Jasmine Star 00:34:59  But explain this for somebody who's. So we're native, right? So I'm like, I got you guys like right. So when someone's like, what do you mean the native thing? Are we talking about the trending sounds, talking over the trending music, the five day okay.

Sirak 00:35:10  So yeah.

Sirak 00:35:10  So for example, like imagine the videos where there's like just like only words on screen and it's a five second video where you're supposed to read the words on screen.

Sirak 00:35:18  Those are really quick and easy ones where it takes like less than a minute to record. So those ones we can like get them done, like within 30 minutes, get like four or 3 to 4 done. And I'll usually edit those. And then sometimes Tanya will be doing cooking videos, which are a lot more extensive, where she'll have like multiple different scenes, multiple different cuts, and she'll be editing those. But sometimes it takes too long for her to like, it'll be like an hour to edit one video, at which point we'll like, kind of like have a mini argument about, yeah, we need to delegate this to an editor. You have somebody.

Sirak 00:35:46  Else working on.

Tallene Hacatoryan 00:35:47  It. So even though the editor edited it, I didn't like it. So then I sent.

Jasmine Star 00:35:51  That, oh girl, I've been there.

Tallene Hacatoryan 00:35:52  She's like, what are you doing? It's 5:00. And then I posted it and then it didn't do well. And then I was like, okay, whatever. Like I did my best.

Tallene Hacatoryan 00:35:59  I'll post it on Instagram at least. It's like genuine content that I liked. I'm going to move on from it. And then he'll be like, well, you could have done the intro like this, and then I'll be like, oh, how could you say that?

Sirak 00:36:11  That's the hard part is like when she works, right?

Tallene Hacatoryan 00:36:13  Like when you think about it, you're like, oh, that's it, right?

Sirak 00:36:16  Yeah.

Tallene Hacatoryan 00:36:16  Right. Next time.

Sirak 00:36:17  Right. It's one of the.

Sirak 00:36:18  Hardest parts is when she works really long and like hard on something. And then I don't even want to review it at this point because I'm like, because I don't want to hurt her feelings because it's a she's worked really hard on it and it's really good. But sometimes it's like that one minor modification to the intro that makes the biggest.

Sirak 00:36:32  Change, because.

Sirak 00:36:33  The intro is the first three seconds is super important. So if you don't give the the person watching, like what they're looking for in the first three seconds, the rest of the video unfortunately doesn't matter.

Sirak 00:36:42  I hate that about like short form content, but it's just the truth.

Sirak 00:36:46  So what are your tips?

Jasmine Star 00:36:47  What are your tips for the first three seconds? Based on all of your lessons, you guys have created a freaking ton of content. What? What advice do you have?

Tallene Hacatoryan 00:36:55  Well, I make the intro three seconds where I show like let's say what I eat in a day. Like that's one of the videos I'm working on, trying to like, streamline and make it good and like, understand how to make it so that it's a successful post. Right now. I don't think it's there yet. Okay, but the beginning needs to be three seconds and people need to see like one of the meals. It needs to be a simple meal that's appealing and something that the audience understands what it is just by looking at the plate. Not like a mishmash of something confusing, right? Like something they're like, oh, I know what that kind of is. So that's kind of relatable. And then they'll be like, I wonder how she makes it.

Tallene Hacatoryan 00:37:31  So then they'll continue watching it. And now you hook them. And then for example, the last video I did, I spent too much time, I don't know, like showing other cuts before I got to the point. And I think I just like lost them in the intro. So note to self next time. Cut to the chase. Don't show this and that. Go right into the breakfast and like what they want to see in the first place.

Jasmine Star 00:37:54  Okay. So I'm going to repeat back what I heard. And then maybe you can correct me. Yeah. So when it comes to intros that are three seconds, you want to keep the main point. The main point. So you're starting up with the main thing. And how do you convey the main point through simplicity an engaging visual and intrigue. What does she eat on a day? Yeah. Okay. So do you have anything to add?

Sirak 00:38:13  Yeah. I think it's also like something that everybody should get good at with. Making content is like a powerful hook, a powerful, like statement to get the person interested.

Jasmine Star 00:38:21  Give me examples of a powerful hook and then a powerful statement.

Sirak 00:38:24  Yeah. So for example, instead of saying breakfast for PCOS, you should say something that kind of touches on what the person is looking for. So 30 minute quick breakfast for PCOS weight loss. It hits different points. It hits 30 minutes because most people want to make breakfast really quickly. It hits PCOS, weight loss, which is a big pain point for women with PCOS. And then it's essentially like in breakfast being the first meal of the day.

Tallene Hacatoryan 00:38:47  Quick and easy or 30 minutes, something like that, or like.

Sirak 00:38:52  A video that we've done in the world in the past that's done really well is the four habits to help you lose weight with PCOS or.

Tallene Hacatoryan 00:38:58  Yeah, that's like one of the ones that we redo over and over in different ways. Like for habits to lose weight with PCOS or for habits that you can stack to lose weight with PCOS. Is there a reason for four? That's a good point. We we try not to be like 20.

Tallene Hacatoryan 00:39:11  Right. You want to do something digestible? I'm like okay, three.

Jasmine Star 00:39:15  Three, five. Like, is there a number that you feel like somebody's like, oh, this is too much information or just for happened to be the case. You guys are.

Sirak 00:39:20  Usually like five. Is the max five exactly?

Jasmine Star 00:39:22  Yeah, I agree, I agree. Okay. This is very this is very helpful and super informative. So as we're here and we're looking at the balanced structure between the two of them, and I'm understanding that if you are editing content that could if you're doing how many cooking pieces of content are you doing in a week?

Tallene Hacatoryan 00:39:37  One right now.

Jasmine Star 00:39:40  so what how much time are you spending editing per week?

Tallene Hacatoryan 00:39:43  Well, on that probably an hour, because I give it to the editor. And I know.

Jasmine Star 00:39:48  For that one piece of content. But are you editing any other content besides your cooking ones?

Tallene Hacatoryan 00:39:53  Typically, he's the one editing after we record. Okay. Like we can record on my phone as well and then I'll edit it.

Tallene Hacatoryan 00:40:00  We kind of like switch off, but it's mainly him that does the editing, and we'll sit down and kind of brainstorm some words together, but he'll work on it.

Jasmine Star 00:40:07  And so how many hours are you spending a week editing.

Sirak 00:40:10  Say like 3 to 4 hours. Which which.

Sirak 00:40:14  Is.

Sirak 00:40:15  Too much, but.

Jasmine Star 00:40:16  Well, in a week. Well, I don't know, in a week. I feel like that's a pretty good ROI. If you're going to spend 3 or 4 hours of editing and have millions of followers, I'll do that.

Sirak 00:40:25  Easy.

Tallene Hacatoryan 00:40:26  Oh, yeah. Yeah, yeah. I think at this point we need some assistance when it comes to editing. So I think that's what you mean by like too much.

Sirak 00:40:32  Oh yeah. Because like, sometimes it's it becomes like as we go throughout our day creating content. We want to make it the most important thing, but it feels like there's so many other layers to focus on first, especially with our community. Our members like making sure everybody's questions are answered.

Sirak 00:40:46  And then you're like, okay, now I have to make this content for Instagram, but I'm so tired. I have no energy. Or for TikTok, I mean, like a new piece of content. We're too tired.

Jasmine Star 00:41:00  Can I push back on that just because this is this is us talking about businesses and content. So in order for you to find an editor who's good they have to create more than you create. You guys are the best at what you do.

Tallene Hacatoryan 00:41:15  Oh I see what.

Jasmine Star 00:41:15  You're not going to find that. You're not going to find. Well, that person exists. But whether or not that person wants to be hired and whether or not it fits with your financial reasonability or feasibility, because an editor like the thing that I discovered, quite honestly, is that the person who can actually capture the content the way it should be is somebody who is part of the ideation process. Somebody who gets what you are and what you do, and somebody who's actually there filming it. Like there's so many pieces around the filming and be like, oh, there's so many nuances to that, that even if you were to give the editor the best of whatever the four takes were just to make it easier for him or her, they still don't get it.

Jasmine Star 00:41:46  No. And then you guys have been avid consumers of what it is that you do. So my pushback just something for you to consider your $0.02, throw it away is keep it, keep the thing that drains you. But you guys are magical. It's your freaking superpower. And then when you go in, you're like, how are we serving the community? It's like those streamlined questions can absolutely. When you train and give a system to a community manager or a couple people in there, they know how to respond. Yes, but your community needs to know that you see them, hear them and care for them, but they don't need to hear every answer directly from you. And so when you have like a group of people supporting people in a layered, streamlined way, the content which is your superpower, it should remain your superpower. And then when you're less in the community, but you guys are still there. Absolutely. Still they're leading the community. People see you. But to go through and make sure everybody is served well, we can bring support in for that.

Jasmine Star 00:42:32  But then you guys are in your power play. Unless you guys find somebody who is creating at your level, at your consistency and who understands what it is you do. Because even if you had somebody who is editing viral car content, it's different than cooking. It just is. Absolutely. It just is. Oh my gosh. So we're totally geeking out about this. But this is like completely next level. But for somebody who's watching, we're going to get into the pointing of the business part of all the millions of followers community. What does that parlay into? Like people will often say, like, does it make sense for me to continue to push if you know it's a 2% conversion, I don't know what your conversion is. It doesn't actually matter. But people get very frustrated that if they don't have the millions and, you know, 2 or 3% of a following to buy from somebody is different when you have 8000 followers versus 800,000 followers. So what are you saying to the person who what does the conversion look like? How is this ROI? How is this worth it for you? For you guys to be spending this much time to be creating content that points to to the business.

Tallene Hacatoryan 00:43:30  I think if someone is producing content and, you know, feels like this is exhausting, this is draining and like how many people are, is it worth me doing this? I think if you get the feedback from your audience where they're loving what you're creating, you're helping people, then maybe if you work on like some of the content you're creating, adjust it a little bit to improve your growth and your, like, strategy and everything. Then maybe you'll be able to get more people to have eyes on you. Let me ask a more pointed question.

Jasmine Star 00:44:01  I asked a broad question and I got a broad answer. It was a perfect answer. It was a broad question. When did you actually start seeing content move into the membership? Because when you guys started creating the content, you didn't have the membership. Then you create the membership and now you guys start measuring content. What is actually moving the needle is most of your conversion mechanism Instagram or TikTok to the membership, or is it Instagram to TikTok to a sales vehicle of some sort? A challenge, a webinar.

Jasmine Star 00:44:30  What is that? And then over into the the membership. Is it straight social membership or is there an in-between.

Sirak 00:44:38  There's an.

Sirak 00:44:38  In-between. Yeah. And one thing I want to talk about too as well. We feel that like no matter how many followers you have, whether you have like a million, 2 million or 10,000, like.

Jasmine Star 00:44:47  Oh, what about the person who has 2000? Talk to me about the person who's 2000.

Sirak 00:44:50  Okay.

Sirak 00:44:50  Like, we've like we feel the conversion doesn't matter or not. Doesn't matter. What I mean is, just because you have more followers doesn't mean your.

Sirak 00:44:57  Conversion is better.

Sirak 00:44:57  I agree. We know so many people like influencers who just have millions of followers, but they don't really have any plans and they just.

Sirak 00:45:04  Build a business.

Jasmine Star 00:45:04  I get that. Yes. Thank you.

Sirak 00:45:06  So I really think like people who have like a lot less, you'd be surprised. Maybe you're a lot more successful than somebody that you follow who has a lot much bigger followers.

Sirak 00:45:13  I agree, like it.

Sirak 00:45:14  Happens in so many cases and I think in our case. So what we do is we usually have like our content, the ones that really do well that convert to the membership, for example, or the meal plan ones or the cooking ones or the recipe videos. People tend to really like the those kinds of videos because it translates to what's on the app. Now, the ones that are more community focused, for example, the pain points being at the doctor's office, things like that. We look at the data and they don't usually correlate with membership signups or like clicks, but we don't really care too much about that in terms of that piece of content, because we want to also build the community, build the trust, let the yeah, let the people, our followers know that this is just meant for you to relate to. We don't want to sell something to you all the time. Not not that we just sell, sell, sell. But you know, we have a membership and it's not like the forefront.

Sirak 00:45:59  Got it. This is what you should do. Yeah. And like we have a quiz so we don't go like straight from Instagram to sign up to the membership. Right. We want to give someone or people watching some places get started with. So we have a quiz completely free and they take it. It's about a one minute quiz and helps them find out what their PCOS type could be, and this gives them the next steps as well. Because what we want to do is we want to give someone maybe they just found us, give them a kickstart that they haven't got from anybody else, maybe at the doctor's office, or they've been looking for so long and they don't have any like three steps to go. So once they take the quiz, they get an email with three steps to get started, some actionable steps. And we feel that's more important than just sending an email, being like, sign up and get this and that, because we want to really help the person generally, and we feel that's what really translates to like long term return on investment, not.

Sirak 00:46:46  Like.

Tallene Hacatoryan 00:46:47  And following following that quiz and then understanding what their PCOS type is in the tips they go through, like a our nurture sequence, which is essentially like emails that I've written that are genuinely from me, my experience with PCOS and just, you know, relating to them and almost like your friend is emailing you, right, like twice a week for almost six months. And so you just you go through the sequence and it's just you feel like you're part of something. And you're not alone anymore with PCOS.

Jasmine Star 00:47:13  That's amazing. I love absolutely hearing this. So as we kind of come around and I want to recap on what we covered, and that was the origin story, how this started solo to lean. And you worked over the inhibitions by way of action, the things that were stopping you, the mindset blocks by way of action. And then you come along and Saraca comes in and puts gasoline on a fire that already existed. Right. And so not many of us are fortunate to have a partner in this capacity, but we talked about the division of what it is you do.

Jasmine Star 00:47:44  And so what I take from this, not with somebody who is co-creating with my life partner and my business partner, but this is for me to understand. I need to get very organized on the front end. And so there's people who are listening and they hear your system, and I just want to take a second to go through my system and cross compare the two. If I understood it correctly, you guys are recording still once a week. Okay, I am recording, but But I am recording once or twice a month. And on those days we are recording somewhere between 12 and 15 TikTok reel style content. But then on the podcast, I am getting 1 to 2 pieces of short form video that is going on in there. And then I will do a personal post, and that's usually hitting me around the six post per week. Now my bucket is very similar. You guys are our systems are very similar. The buckets.

Tallene Hacatoryan 00:48:38  I've been listening to your podcast. Okay, so tell me my buckets.

Jasmine Star 00:48:41  I'm just kidding. I'm just kidding. But like most people are going to know business marketing, personal development and a little bit. And here's the thing that's kind of rubbed me the wrong way. But I'm like, listen, if this is what people tell you, then you have to own it. Like, people are just like, I just feel very motivated. And for me, to me, I've never been one for motivation because motivation is fleeting. And I'm more of like action. But if people say no, I'm motivated, then I'm like, you know what? I'm going to step into that. Like if you feel motivated or you feel inspired to take action, I don't care. I'm going to start creating more of that content. I think that that's been resonating really well. And so in terms of planning out the content, just like you, we have an inspiration link to actually say, how do we make this our own? Yes, we will also include the the clothes that I need to wear.

Jasmine Star 00:49:19  Is this like casual attire or is this professional attire? We'll also have any other trending sounds. We also have all of the copy already done. So basically very, very, very close to what you guys are doing. I believe that you guys are doubling the amount of content that is straight from camera than what we're doing, which is the weekly frequency versus my 1 to 2 times a month. But I wanted the listener to to say, if you are in the content game, this is the level of organization and consistency that it will require.

Sirak 00:49:46  Yeah, 100%. Organization plays a sensor key in everything.

Jasmine Star 00:49:49  And so for somebody who hears this and they say, okay, maybe I can't post 2 or 3 times a day and maybe they're closer to maybe not like me once a day, but this is a person who's posting three times a week. I always just say, do as much as you can, do as you. So if they say there's three times a week, right? How much time are you guys saying they should be setting aside a month? So a total of nine posts.

Jasmine Star 00:50:12  Three posts each week. Okay, well, post in a month. How much time are they putting aside a day to create this content? If 12 pieces of TikToks are reals.

Tallene Hacatoryan 00:50:24  I think a TikTok would take at least like 20 30 minutes. Okay, so to record it. Yeah. And then.

Jasmine Star 00:50:29  How long to edit.

Tallene Hacatoryan 00:50:30  It? Well it wouldn't. It would take 20 30 minutes to record and edit it if it was an easy one. Don't you think. Yeah.

Sirak 00:50:36  It's. Yeah.

Sirak 00:50:37  It depends too. So, like, if you say your goal is to create 12 pieces of content for the entire month, you should be spending at least like two hours, 2 to 3 hours a week making, like each weekly portion of that content. I would imagine that includes like scripting, getting it ready, like what you're going to say, where you're going to do the filming, and then the actual editing. The last two steps will be much easier and faster if you do the script and all the preparation beforehand.

Sirak 00:51:02  Yeah.

Sirak 00:51:03  And just doing the research too. Because if you look at other accounts, other pieces of content that relate to yours, it's much easier. Like you have to keep doing research and not trying to reinvent the wheel, even looking at your own posts. Sorting by popular what has done the best for us in the last five years? We look at that and we say, okay, how can we reword this post? Or just change a title and say some different information?

Tallene Hacatoryan 00:51:25  Yeah, you're looking at what people want from you. Like, what do people want me to post? Well, let's see what's popular. What's trending on your own account?

Sirak 00:51:32  Yeah, exactly. And if you use hashtag.

Tallene Hacatoryan 00:51:35  Yeah.

Sirak 00:51:35  And if you're brand new to it, you just go to any other account. Like, maybe, for example, you're a personal trainer. Find another personal trainer that you like and sort their content by the most popular and see what topics have done really well for them. And then. And I want to be clear.

Sirak 00:51:49  Don't copy their content. I'm saying find what topics do well and create your own version of it. That's right. And go from there.

Jasmine Star 00:51:55  That's right. I feel like I very rarely, if at all on this podcast had the ability to really go deep. My goal is to serve people across the spectrum, the people who are just trying to get started, but as well as the people who are like, I'm getting serious about my content game. So I recently opened the doors to my mastermind, and it's for seven figure founders. And the thing that I have seen is that these people have built the most incredible businesses, and they so deeply struggle with their content. And I look at them, and the one thing I beg of them is like, listen to everybody who has a hammer. Everything looks like a nail. So everybody's like, of course Jasmine's going to say content. And I'm like, right? But as I serve as an advisor to other businesses and as I even go into business that are so outside of my realm and I'm like, content will change everything.

Jasmine Star 00:52:37  And they're asking me questions that I thought to myself, you know what I need to do? I need to create a podcast around another content creator, because for me, it sounds like that's a you thing who can organize it in that way, who can spend that much time, who can justify it. And so to be able to sit at literally at a table with people who are doing the dang thing and we're doing it in very similar ways, it makes me feel very honored and very humbled. I want to say thank you, guys. Thank you for doing the work. Thank you for inspiring other people. It's so impressive. I feel like invigorated to look at my content game like very differently. But again, $0.02 you didn't deserve. Keep your superpower, the superpower. What you have is very magical.

Sirak 00:53:11  It really is so much. I took a lot.

Sirak 00:53:13  Away from what you said too, about how you create content like once a month, and I think maybe we can move to doing it once.

Sirak 00:53:19  Or maybe we should. We're actually.

Tallene Hacatoryan 00:53:21  Like, planning out our year still. You know, it's like January. Yes yes, yes. So we definitely were thinking about batch preparing and like not doing it every single week. Okay.

Jasmine Star 00:53:29  I have to tell you I have to tell you it is like with my co-creator. We ended a batch content day yesterday and she said, Jasmine, if there was a content Olympics, she's like, let's go, let's go.

Tallene Hacatoryan 00:53:41  Nobody can keep up. And I will say we've built.

Jasmine Star 00:53:43  Up that resistance. So I will say, dude, I freaking love it. Do it twice in a month. At the end of that day, just make sure that you already have like meal prep done because I'm like, after that day and I'm like, I don't even have any words. I have no words. I have the knack for organizing all of my clothes, organizing all of the props, having everything in a notion super organized. But I'm telling you guys, it feels so good to be like, okay, this whole week, I'm not touching content.

Jasmine Star 00:54:08  I have it ready to go. I'm pulling it out. So that's a big push. So you guys have pushed me. I'm very happy to hear that too. It's like very exciting. But where do people go to just start checking out? Take the quiz. Where? Where are we sending people to?

Tallene Hacatoryan 00:54:18  Yeah. Head over to our website, PCOS Weight-loss and you can take the quiz and discover what your PCOS type is. And that'll help you get started with managing PCOS. And a.

Jasmine Star 00:54:28  Shout out on TikTok and Instagram because people want to.

Sirak 00:54:30  Creep in. Oh yeah, if you.

Sirak 00:54:31  Want to go to Instagram or TikTok, it's the same username all throughout PCOS weight loss. We're also on YouTube, we are on Pinterest, we're on any platform. We're basically on it. You can absorb all the content you want.

Jasmine Star 00:54:43  Yeah, yeah, I said they were gangsters. Okay. I mean, we just talked about two of all of the platforms they're on. What an honor and a privilege.

Jasmine Star 00:54:50  Thank you guys so much. Thank you for watching and listening to The Jasmine Show. If you have taken anything away from this content creation, be sure to tag on Instagram. We would love to hear from you. Thank you. A thousand times over.