Sawaram Suthar / January 21, 2023 | 14 Mins Read
Updated: February 15, 2023
Today my guest is Joarra Solis. She is an influencer and Vice President of Social Media Marketing at Cyberbacker. With her expertise, Solis has grown her company’s Tik Tok to 176.6K followers with over 20.6M views. Indeed, she has millions of followers on her personal TikTok profile.
She is known for creating content strategies for their 3000+ client across the United States.
In today’s episode, Joarra will talk about his company, what they are doing, and the process of how they create unique content, distribute content and achieve great success. She is going to talk about some of the best hacks to create awesome content.
But let's hear from her more.
Sam Suthar
Alright, so welcome to the Show, Joarra. Let's get started with an introduction about you as well as your company, and then we'll jump on a lot of other things as well.
Joarra Solis:
All right? Okay. So I am, I'm currently the vice president of the social media marketing division here at Cyber Backer. Okay. So I've been with Cyber Backer since 2018, since the beginning of the company. I'm one of the pioneers. I can still remember that we are only what, 45 people at the time. And then the company grew over time. Obviously we are currently at around 3,000 plus already.
Ok. So right off the bat, when I started in the company, I've already worked on the company's social media platforms, so it wasn't still established at that time. We only have one channel, which is Facebook. So fast forward to today, we have several platform servicing locally and also in the us Currently on my team I am managing data, five individuals under me. We have a lot of social media managers, content planners. Our creative team is also under my care. We also have our Google support team and also some media planners. Also a lot of content writers and blockers handling on my team. So it's a big team. So I'm handling all of those. Yeah.
Sam Suthar:
Okay, great. So what I understand is you have your own social platform. Do you have a scheduling platform or you are using a different platform to share content?
Joarra Solis:
We used to purchase one before we kind of experimented on what social media scheduler we can use over time. But then, over a few periods of a year, we found out that it's really best for us to just schedule and post directly on the platforms themselves. For example, the creator studio for Facebook and then the direct posting on each platform like Instagram, TikTok and everything. So we find it more organized when we deal with it individually than just having one platform where everybody can just log in there. Cause sometimes we did experience a lot of hassles with scheduled posts not pushing through because of the probably many challenges with the platform themselves. So that cost us a lot of money, so we're not going back at it anymore.
Sam Suthar:
Wow, that's interesting. So most of the cases you have the big team and they're doing it manually, right? Yes. They don't believe in the scheduling of social media posts or schedulers.
Joarra Solis:
We did that for I think two years straight. Never worked for that. Never worked for us because a lot of the content that pushes out its really a lot, we do it locally and also in the US, so we spread it out a lot of times and then it's not working for us at the moment, but we're not giving up on it though. Yeah, of course. That's okay for it in the future. I
Sam Suthar:
Personally, yeah, I personally felt that when I like working with my startup, so I'm not a big fan of the social media scheduler because many times the token expired and they don't send the content, and yes, even you cannot customize at that level.
Right? Yeah, I know its time consuming to said post manually because you need a person or resources to schedule everything because anyhow, you have to create content. So the time will take for that, it's okay. But the scheduling is, it's really, so I first then started scheduling posts maybe I take some time, but doing everything manually that we LinkedIn, so I generally post on LinkedIn and then Twitter. I don't do anything on Facebook. I don't know if it'll be, I don't remember when I logged in last time on Facebook. No. Cause people don't do that right now. Maybe it depends on the industry. Right.
Okay great. So let's start with how do you get started with or maybe social media marketers can you start with creating scheduling content? What are the few questions, the tip that you have in mind? Can you just explain those?
Joarra Solis:
Sure, sure. So currently our top priority is we have three we go by the rules. So number one is you have to identify what your goals are whenever want to, what do you want to achieve if ever you do publish this content and who's your online target audience at the moment, whenever you make sure you create your content, publish this content or your target audience. And then the last one would be, do you currently have the right audience for the content that you're doing? Because that's two different things you have different on your head when you're doing your content strategies, you're building it out, who do you want to see your content for? Who do you want the people to engage your content with? But is it aligned with the current audience that you have on your platform? Right.
Sam Suthar:
Okay. Got it. Yeah, that's the biggest problem that most people fash. They just post anything that comes across. But that's not useful at all. Yeah,
Joarra Solis:
Yeah, that's true.
Sam Suthar:
Okay. So what is your procedure at your company? Let's say I wanted to get started with you, I have my startup and so what is the process, the best process to get started? Because I don't want to get in a different direction, but I just wanted to know, my audience really wanted to know that, let's say if they wanted to either try your service or they wanted to start themself. So what would be the best way to get started?
Joarra Solis:
I think regardless of if your weather starting it out for a company that you're working for or individually, let's say you're building your own brand, especially for me, outside cyber background, also an influencer locally. So what I do best whenever I schedule my content or work on my content is to really just identify what the goals are because the clearer you are, the it's going to be easier for you to do everything else after that. So for me, I really like to visualize this as the goal that I want and then this goal should be achieved within this timeline.
So what's the goal and then what's the plan, the timeline that I wanna achieve? Then everything else, it seems to be easy for my team and for me to work with. And then always make sure to plan your content. I always make sure to plan my content one to three months in advance.
So whenever they hear that three months are you crazy, a lot of time. But for me, for my team, and for the company also, it works really well because, in Cyber Backer, we plan some of our content per quarter. It gives us the whole overview of the content we will push out for the next quarter. Let's say for next year, we're talking about January, February, and March. So it gives us ample time to prepare for a lot of the content that we're going to push out, produce all of those content, and make sure it's well executed. And then there's still wiggle room and flexibility in chances that we might be able to do some filler content. So meaning if there's seasonal content, there's a milestone that we've hit on for the company, those things are still can be adjusted and manageable.
And then the next would be identifying which content will push out on platforms. Cuz one of the mistakes that I can see businesses make online is that they have so many platforms. They have Facebook, TikTok, Instagram, and every social media platform. I honestly do believe that online presence for a brand is crucial on all platforms, but that doesn't mean that you're serving them the same content every other time on the same social media platform. So what I advise also to our franchisees in the US and also to our clients in the US is just to make sure you have hero type of content that can only be seen on specific platforms. You have special content on YouTube special content. And so by doing that you have your own audience that they look forward to seeing that type of content only on that specific platform. And we cannot always say that we have the same type of audience on all of those platforms.
So for me, really crucial. And then also of course, always make sure you take note of the results once you're, you get started on publishing those contents. For us in Cyber Backer, it's really crucial for us to look at the first seven days. It would help us identify which contents can go viral and then the next time timeline to look at would be the 30 days. So it would allow us to look at which contents are good, which ones are bad, which ones can be used next month, and which ones are not going on on the next cycle of content creation and scheduling. And it's really, really crucial for us to know what's trending right on it within the next 24 hours. It's really crucial. We find it hard to do that globally, though, because when there's global content that's trending, sometimes we have to adapt it locally and vice versa. So if local content is trending, we think it will also trend globally. And if there's a global content trending, do we think it's going to work locally? So there's a lot of trial and error, I believe, when doing content scheduling, right?
Sam Suthar:
Right. That's correct. Yeah, because I know scheduling for three months is really great and that's good. I think sometimes it works, but as many times it requires on-demand or ad-hoc content or trending content, let's say what's happening in 24 hours or maybe if some news is coming out, maybe we have to post something on it, we have to get them or maybe creating some visuals and contents and then post on it so that can get good traction. Right. Let's say many times Elon Musk, he is going to have scheduling posts, so what he is doing is, okay, whatever comes to mind, just do it.
So yeah, maybe I generally prefer 50%:50%. 50% will be a hundred, scheduling everything in advance. The rest 50% is something that is on-demand; whatever things come across, we just post it. Okay, yes. So the next person is really, as you said, that we optimize <inaudible>, but how do you optimize those and what are the metrics that you look at it when you optimize for the best result?
Joarra Solis:
Right. So what we've always done in cyber is to really try to identify the different posting times of each day. I think that's the that's a most crucial part of optimizing the content schedules that you have. Because when you do that, you're always going to be like, of course, on a trial and error stage until you get enough data that would tell you that which times are the best for posting, which days are the best for posting with us, it took a lot of time really, I've been here since 2018, and we started doing a lot of experiment with content posting on a 30, 60, 90-day campaign. So I try to do that on all of our organic content as well as our paid content and it kind of evolves over time. So let's say, for example, we're going to be doing a lot of our content buckets for the next 30, 60 and 90 days.
So after the 90 days campaign, what we'll do is check out all of the reach and pressure on engagement, every kind of metric that we can find. But we don't actually stop there because of all of the content that we need to push out, the goal for us is to drive traffic to the website. And we do that organically, not just through pay it. So we have to measure not just the SOC standard social media engagement, we also measure website traffic and everything else to make sure to pinpoint really what type of content really works for us. So by the end of the 90 day campaign trial, we evaluate through those metrics which ones are really effective, that would give us the result that we want at the end of the day. And after that cycle, whatever the results are, we try to do it again in a separate new campaign with different ad targetings demographics and everything. So it's kind of what 13 is since 2018. Fast forward to today. And then I do believe that coming ending the year 2022 and going into 2023, we're very clear already on what contents are really effective compared to the previous years that were really, we don't know, we dunno, is it really worth it to post this? By this time we've already have a clear understanding on what contents are strong, specifically on local market and also in the US market.
Sam Suthar:
Okay. And the general question is, which platform do you see like it's going fast in terms of social media because I'm sure Facebook is not going anywhere? not but what the top three platforms that you see that your client maybe irrespective of industries, because sometimes, you know, let's say you have patient industry, you have entertainment industries, so definitely they'll focus on the TikTok. So yeah, maybe depending on the industries, but on average, what would be the best top three platforms or consumer content platforms
Joarra Solis:
For, well our hero platform still is Facebook, Instagram, and TikTok, currently for would be huge YouTube. So we focused on all of those four platforms, but we have secondary platforms too, Twitter printers and other things. So for locally, what works best is TikTok for our US markets is actually Facebook and Instagram still cuz it's real estate. So a lot of people buying into the real estate market, they like to look at photos and also it's very, very traditional. Not a lot of people in our industry knows how TikTok works yet, but I honestly believe that TikTok has a lot of potential specifically on the market that we're servicing. It's just that right now it's difficult to push it more for the industry that we're servicing. So going into 2030, definitely our team will be pushing more on TikTok and creating more content towards to serve that industry. And we believe that there's so much opportunity there that haven't been discovered.
Sam Suthar:
Okay, okay. I'm sure you are in the social industry and you'll have you working on TikTok. So are you also focusing on your personal brand on TikTok or maybe something else? Because many times what happened, I've seen many companies working on the national media and everything, but they don't have their own account, right? So Oh yeah. Are you?
Joarra Solis:
Yes, yes. Yeah. As I've mentioned earlier, outside the company, I'm also an influencer since before going into Cyber Backer, I've worked with several advertising agencies, and it's always been a dream for me to become one influencer because I know how to work with one. So when I got a chance, I started my own mom vlogs. So I actually have a YouTube channel, I have about 40,000 subscribers there and then with TikTok, I have about 92,000 followers. So it's really fun for me to build my own brand because I get to do a lot of things, talk about a lot of things, and obviously help people cuz my channel and my technical house are mostly about helping feed people find jobs online. So it's kind of the niche that I have right now, and it's really an experience for me because I get to inspire a lot of people and help out people locally. And I also get to see how that kind of snitch in the industry evolves on the US side because it's not happening fast as much in the Philippines versus in us.
Sam Suthar:
Yeah, got it. Okay. And after this turnover Twitter, its zigzag after what happened is, so do you see the number of people who are interested in creating content and promoting on Twitter is downsized or are they still the same? They wanted to do everything on Twitter because many advertisers had already pulled off their ads. Yeah. So if the same for Organic as well, the way that you're doing
Joarra Solis:
Well, for organic organizations, it's really a scary moment when we heard everything that's happening to Twitter because we are investing money in ads on it locally and internationally for us, we don't have a Twitter account yet, but we are actually launching one next year. We do still see the value, honestly, because we get leads out of Twitter. So both locally and in the US, we still do get leads. I think it's just that people like what I can see locally here, people love Twitter so much in the Philippines it's not even an issue at all. But the challenge really is engaging with our Twitter audience and market in the US because it's not as strong as what we wanted to see. So the challenge, just the challenge there, is to see if it's still really worth our time to invest in Twitter for the next year. We have a budget for it, I allotted a budget on it for the first six months of next year, but not as much as what I've used to before. With the announcement of the Elon Musk game and all of the changes that it's happening, I'm hoping Twitter will do well still in the coming year. I'm still hopeful that they won't close; they won't close. We get a lot of interaction and engagement on that platform. So I'm just hoping for the best for Twitter,
Sam Suthar:
Yeah, of course, they will not close because of money. <laugh> million. Yeah. Yeah. Great. That's great. That's great. Yeah. And what about this, the new things, they launch it, they wanted to launch the Blue, but somehow there was no maybe you can start something, but before that, you need to create a policy practice and everything in place and then only you'll be able to get right.
So the gap that you see when they launched Twitter blue in the past, and then they stopped it because there was some gap, I think there was something that missing out because somebody just tweeted that now we can say, oh you can get insulin. So that was the biggest blaster in the industry where a lot of people of companies lost their money. So because you cannot buy just poor money, right? Because you cannot do illegal things and just buy them. Right? So that's true. Yeah.
So what is your view on this? Do you think that keeping just paid version is sufficient, or is it something that requires a premium version where there would be a number of limitations, their number of, let's say, only a few people can do it, or there could be they don't see any advertisement on their blue account or something like that? Yeah. Because I personally see something different, but maybe, I'm not sure because since you are an influencer in the industry, how do you see yourself?
Joarra Solis:
Great. So honestly, even before it happened, I do see the value of a verified having that blue, blue badge, everything on social. We wanted that for our company, I wanted that for myself. But ever since that announcement it kind of gave devalued the purpose of of having one. Why would I? So you mean to say I can just pay for it and just get one for myself. I feel like people will not work for hard on it because that blue badge, it kind of like a status symbol that you work hard you for your brand to establish your online presence on Twitter and then all of a sudden you can just buy it now. So it's like I don't see the value of it anymore and I don't think we're pushing for it anymore for Twitter.
Sam Suthar:
Okay. Okay. That's good. Alright, and last question. Okay, so what are the best tips and practices which you can provide to create the content?
Joarra Solis:
Okay, so again, going back, it's always identify your goals, plan your content on a 30, 60, 90 day campaign. At least that's what we do and we know it's effective for us. Identify which platform is really important, what are your thought three for your businesses. Next is take note of your results. Always measure your data on the next seven days and also the next 30 days. And of course know what's trending and get on it right away.
Sam Suthar:
Okay. Okay, that's good. I just wanted to repeat <laugh>, whatever has been covered. Okay. Okay. Alright. Now we have very quick questions, which are something, it's just one line, and then you need to answer it. So the person that or maybe the company will inspire you most
Joarra Solis:
Can, I definitely stay the president of her company, miss she let me and clearly Gaby, she's been one health and inspiration in me. I see a lot of myself on her and of course I wanted to be her on the next <laugh> probably a few years when I can. Yeah, yeah, he's a big inspiration next to our C e o Craig. Good lift.
Sam Suthar:
Wow, that's great. Okay. And how do you celebrate your success at the company?
Joarra Solis:
How do I celebrate my success? I go out with my family and my team members.
Sam Suthar:
Okay, okay. Nice, nice. And when you're not at office, what do you do?
Joarra Solis:
I blog <laugh>. So when I'm not working I just blog.
Sam Suthar:
Okay, okay. And what are your best social or maybe social media tools that you feel it's really good, maybe one or two tools that you feel that should be there?
Joarra Solis:
I'd say insights. It's very, very good. I don't have a second one. Yeah, okay. Just the insights and metrics. Yeah.
Sam Suthar:
Alright, great. Alright, fine. And what is the best way to connect with you? If somebody wants to connect?
Joarra Solis:
Everybody can just look at me on Google, and they can find me and connect with me anytime.
Sam Suthar:
Ah, you influencer, I'm looking
Joarra Solis:
<laugh>.
Sam Suthar:
Alright, fine, fine. Alright, so thanks for joining us today.
Joarra Solis:
Thank you so much. Be nice to
Sam Suthar:
Meet to you.
Joarra Solis:
Nice to meet you too. Thank you so much for working on this.
Sam Suthar:
Thank you so much. Bye-Bye.
