Witchcraft Content Creator
From A former Publicist to being a full-time Content Creator of Witchcraft. What has changed?
According to my profile on (practically everywhere) I, Elhoim Leafar, am a "Former Publicist turned into Content Creator", those who follow my work on Twitter or my stories on Instagram know that I occasionally write the odd post about it, obviously trying to to keep it basic and easy to understand, because my posts are not focused on attracting publicists (they don't buy my witchcraft books or attend my classes, so, they are not my target), my posts are entirely focused on my readers and followers del Craft, so from time to time I throw some hints of my work, being now a part-time publicist, because my work as a massage therapist is a thousand times more important to me, it produces more money and requires much less waste of hours promoting my clients they arrive directly at my table by appointment and I don't have to spend hours organizing a boring campaign for "another brand of ketchup" pretending to be the new ketchup, or other a brand of "organic" shampoo (which ends up being usually made from the same stuff as everyone else).
According to my boss (her) I "should" look for some kind of intersection between both things and dedicate myself to marketing full-time because I am better at it, or at least that is what my colleagues agree, however, it is a job that requires too much patience, 50% of your clients are entrepreneurs without skills for socials and networking, another 45% are "influencers" who do not have the real capital to put any product on the market - although everyone sits at the table waiting to be treated like Kim Kardashian - and finally, another 5% are clients with the capital, time, dedication, and good ideas to promote from a Dominican shampoo brand to a line of false nails or handmade soaps and creams.
Studying marketing was not even my idea, it was a close friend from back then (Luisa) who advised me to put my creativity into something productive, and five years later (2010) I would end up receiving my degree in 'Advertising and Digital Marketing' from the "Instituto de Nuevas Profesiones" (Institute of new professions, IUNP Venezuela). And two years later (2012) a second degree in digital marketing and conscious advertising from ISUM (historically the first university institute in Venezuela to offer Marketing and Advertising degrees before any other).
Although sitting down with creatives to plan a campaign around any product and service is always fun, from idealizing what the marketing will be like and working hand in hand with a designer out of the country to get the best budget (the best designers are mostly located in Brazil, Russia, Japan, and Canada), until choosing one by one the social media platforms that the brand will need (exactly, you cannot put all brands on all platforms).
That is where my share of work generally comes in, I leave distribution and design to people with more time available, while social media management and creation is my area of work, whether the client wants to be trained in it personally by me, or that you want me to manage your account - which explains why I carry three phones with me, since you should only have a maximum of ten Instagram accounts or ten brands on each device.
Except for those who have never seen a Coca-Cola commercial or billboard in their life... We all know that marketing plays an unprecedented role in every brand and company, and in the, way the public perceives them: Santa Claus, Pepsi, Dolce&Gabbana, FIFA, Reebok, Penguin House, Centrum, Gucci, Simon & Schuster, Loccitane, Britney Spears, Jennifer Lopez, Lady Gaga, etc...
The biggest drawback with social media is not reflecting the transparency of the brand in a highly competitive market, the biggest drawback is usually working hand in hand with the client, since everyone wants and expects to see results after only a couple of months, and That is why the agencies always sign you for a minimum period of six months, since any product that you are positioning on the market require at least six months to find your site, and in less than that period. of time, the product is only being sold randomly among the curious and those close to the brand (friends and family of the creative team), after a semester you know exactly who your brand's target audience is and who or how you are going to focus it on getting better results now.
For example:
You arrive at the agency looking to promote this perfume, the detail is, you have just launched this perfume on the market, the agency was not there to create the name, design, color selection, markets, or launch planning, the client (you) just parachuted in hoping to see results.
The process consists of signing the client to a six-month contract and then working with your brand and product, not posting over and over "buy this product", but using a variety of platforms to measure the results (in exact numbers) of the campaign and know who is reacting best to the product and why.
It doesn't matter if the client says "I know my audience is women over 50" or "I'm sure my target is men between 30-40". Nly not, those are not real numbers, it's just an assumption you have, and that kind of mistake can cost you (in the case of the perfume bottle) thousands of units that stop selling because the customer simply assumes that their perfume is will sell better among these, obviously important factors that will affect the customer's purchase decision and the fact that they choose your product among thousands of other similar products, such as:
- City or Country of Residence
- Sexual preference and identity (this is vital)
- Political affiliations
- Religious preferences (especially if you promote books, music, and perfumes)
- Ethnicity and Race, as well as language
- Type of work they do and level of income.
These mentioned above are only six of the boxes to fill, out of more than thirty to know which public to focus your product on, and all of them cost time and money, from interacting one by one with all the accounts that react to a simple post of the product, to verify reviews of it and who made to analyze the behavior patterns of a client. A publicist will never simply tell you "your audience is women over 50" or "we send that to an influencer who puts it in their stories and that's it".
Not a white Christian Republican woman is going to buy your Dominican shampoo or your soap made in Brazil, nor is any trans / bipoc person going to buy your book just because your friend who is a conservative Christian rapper posts it in his stories. What for you at this time as a reader seem like extremist examples, are objective facts of real conversations that happen day after day at a work table.
What does all this have to do with being a Content Creator?
Being a content creator or an "influencer" (from micro-influencers to macro-influencers) requires creativity, disposition, time, and money, yes; money. Whether it's to be able to sit comfortably creating content for hours or buy a decent camera to the right software to create content, edit photos, correct errors, analyze algorithms, check distribution numbers, and bot recognition (for when accounts arrive similar to yours that happen to be just a bunch of bots).
But being a content creator also means being authentic and faithful to your brand or image, staying true to your principles, and not changing your style and work format just because the trend is changing.
Make no mistake, I am not saying that a content Creator cannot change their style or renew themselves, but there is a dividing line that must be respected around the flexibility of your work, for example, someone who refuses to create reels for Instagram because they do not It's his style, it's not something to criticize, your posts can be just photos with text, and if you create enough engagement with the public, that's more than enough, you're proving your point.
Neither Instagram is a photo platform, nor is Instagram a video platform, it is a creative content platform, although the algorithm favors short videos, you can continue sharing photos and screenshots of a document and they can continue receiving likes, always and when followers and readers of your content find it interesting.
Fidelity, a simple example
I could just take three days off to create content, lots of candles and incense on every post, a selfie every 48 hours, 12-14 hashtags, schedule posts with a second support app, and gain about 2k followers in just two weeks. . But is that what I'm looking for? definitely not. A content creator with 3k followers who earns between 60-100 likes per post is more reliable than a content creator who owns six or seven Instagram platforms, with an average of 40k-60k followers on each one, and who only does about 180 likes per post, about 200 views per stories, and about 70 viewers in each live.
The difference is not in the number of followers, nor even in the number of interactions - especially nowadays that you can buy likes and followers on more than 100 different websites - the difference is true engagement, and engagement is something you can't buy. Engagement is basically:
I am sharing this post recommending my readers to purchase this book, the post receives only 30 likes.... BUT HEY... The book sells 28-30 copies. Your engagement is literally over 90%. While larger #Bookstagram accounts promote a book, they get about 300 likes, about 60 comments, and only drive about 11 copies sold. An account with such low engagement is simply an account full of bots.
Witchcraft Content Creator
I am not going to make a long list of accounts to follow because we would not finish today, and I would be quite biased because several of these accounts belong to friends of mine. Out there over +250 large Witchcraft accounts much larger than mine that I invite you to search for, accounts that regardless of the number of followers, have high engagement and show different styles of work, from individuals who only occasionally write about witchcraft, to individuals who only post about witchcraft or witchcraft books full time. If you check them you will notice that:
- Regardless of your number of followers.
- Regardless of your likes
- Regardless of whether or not they use hashtags
These accounts highly engage with their content, which the public appreciates and therefore consumes. Please don't be one of those "community managers" whose only job is to manage 20 similar accounts and all they do is post the same photo with the same text (or even sometimes no text) on all 20 accounts at the same time. Serious error, because the algorithm will detect what you are doing and will not bring new followers to the page, it will literally show 20 similar posts to 11% of your followers who have interacted with your account in the last two weeks, So you'll end up having 20 equal posts on 20 pages with only about 5-12 likes per post from the same people, easily planning something with more dedication and attracting more follow-up and engagement.
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