Alright – so today we’ve got the honor of introducing you to Kaia Hofmeister. We think you’ll enjoy our conversation, we’ve shared it below.

Kaia, looking forward to hearing all of your stories today. What’s something you believe that most people in your industry (or in general) disagree with?

At KHofmeist Media, I do a variety of things for clients, including photography, small-scale videography (music videos, commercials and short documentaries), and I run social media for businesses. One of the biggest things I get is, “people really hire you to run their social media?” And the answer, simply, is yes!

Social media is more than a place to post things, its a marketing strategy and, when used effectively, can broaden your audience, boost your search engine optimization and can significantly impact your brand’s overall success. As the owner of KHofmeist Media, my role in running social media for businesses goes beyond merely “posting things.” It involves developing a comprehensive social media marketing strategy tailored to each client’s unique needs and goals.

First and foremost, social media allows businesses to connect with their target audience on a personal level. By curating engaging and relevant content, I ensure that my clients’ social media channels become platforms for meaningful interactions. This interaction not only helps in building a loyal customer base but also facilitates valuable feedback and insights into consumer preferences.

Another crucial aspect of my social media management services is maintaining a consistent brand voice and identity across all platforms. Consistency is vital for establishing brand recognition and creating a cohesive image that resonates with the audience. By crafting a consistent narrative and visual aesthetic, I help clients reinforce their brand message and create lasting impressions for their followers.

Kaia, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I created KHofmeist Media in April of 2021, but I had been creating videos and doing photography long before establishing my business with that name. Social media was added in about a year ago after I did some studies at Colorado Mesa University, where I studied applied media strategies. I had always created content for my personal pages, but hadn’t really done it for businesses until opportunity came knocking at my door.

So let’s bring it back to the beginning. When I first began doing photography, it was shortly after I took a class in college that had a two week crash course on running a professional camera. I fell in love with it instantly. After doing the few assignments, my professor told me I had a knack for using the camera. So I told my family about it, and they gifted me with a camera for my birthday. That was three or so years ago. I continued studying Mass Communications and Applied Media Strategies, and began taking video production classes. With this class, I realized that it came natural to me. Putting together videos is storytelling, and so I began taking that more seriously. This spring, 2023, I began broadening my brand to small-scale videography, and have produced several commercials for businesses across Western Colorado.

As for running social media, I found passion for it in the fall of 2023 as electives for my degree. I was creating a commercial for the Reckless Roadhouse, a smokehouse/saloon style bar that features local music artists on the weekends located in De Beque, Colorado. When wrapping up some work one day, my client, Russell Klase, asked if running the social media for his establishment was something I would be interested in. I told him that I was still a work in progress, still learning, studying and growing, but was eager to give it a go if he was willing to take a chance on me. Klase was my first client, and he really gave me a chance to come out of my shell, push my boundaries, and test the norm for his business. It’s been great working for Klase, and I really have to thank him for helping me lift my business off the ground.

In terms of work that I do today, I still do photography, videography and social media. I specialize more in social media management and strategy work, but definitely still enjoy my time behind the lens as well. In addition to content creation, I also have studied design, which include posters, brochures and business cards, to name a few. Additional information and as well as previous work can be found on my website (khofmeistmedia.com)

What else should we know about how you took your side hustle and scaled it up into what it is today?

Honestly, I owe a lot of my creative journey to my professors and my family. I’ve had several that have really believed in me even when I didn’t. One of my professors, Rhema Zlaten, was the one who told me I had an eye for photography. She even helped me get a gig with a local magazine recently. Another professor, Elaine Venter, totally let me go unbelievably unhinged in content creation in several of her Media Studies class. She made me realize that some people actually love that stuff, and being myself through my content is actually a brilliant way to build the followers I want and the clientele that I desire to work for. People hire those that they “vibe” with, and that’s been a great lesson learned — to be unapologetically authentic. These professors, as well as Greg Mikolai (my video production professor) gave me feedback that really helped boost my content creation and videography skills. All of my professors helped me perfect my craft, which I will still say is far from perfect, but certainly a work in progress that has already come so far.

My family has been an incredible support system from day one. I moved to Colorado from South Dakota back in 2015, and although they are almost a thousand miles away, they still provide feedback, answer questions, and pep talk me on the difficult days. I wouldn’t have had the courage to really start my business if it weren’t for them, in fact, they’re the ones that taught me about getting an LLC, tracking miles, and all the other things that small business owners and entrepreneurs should know about. They’re never more than a phone call away, and I really appreciate them for that. 

With the incredible support from my family and my professors, I really pushed to turn this side hustle into a full-time career opportunity. While I’m still studying at Colorado Mesa University (in my final semester, wahoo!), it’s been a great way for me to earn income on my own schedule.

Hi there! I hope it isn’t too late to submit some changes, mainly I just wanted to give a bigger shoutout to my family, but I added some to the final question as well. Everything else looks great, thanks so much for this opportunity!

Have any books or other resources had a big impact on you?

Besides my college education, there are quite a few resources that have been helpful in educating myself and building my brand. On top of my college studies, I try to keep up with relevant social media accounts that keep me on top of trends and up-to-date with what I should be doing or looking for. One of my favorite newsletters and YouTube videos come from Alma Bradford, (@almajbradford). Another great practice is keeping up with marketing companies such as Later (@latermedia), Hootsuite, Hubspot, and other relevant media platforms on social media.

A book that resonated with me and really made me think about how I represent my own brand is “The Laws of Brand Storytelling: Win -and Keep- Your Customers’ Hearts and Minds” by Ekaterina Walter & Jessica Gioglio.

That being said, the media is always changing. What works for me and resonates with me now may not work for me in a year. There is no “formula” for success. You can’t read a book, or follow specific accounts and expect to find the answers you need. Media evolves, and will continue to, just like businesses do. Don’t be afraid to try new things, get cringy and be yourself. Keep scrolling, building and bouncing ideas, and the right media marketing will come to you. One of the biggest things I’ve learned from running my own business is to just trust the process.

Contact Info:

• Website: www.khofmeistmedia.com
• Instagram: KHofmeist Media (@khofmeistmedia)
• Facebook: www.facebook.com/khofmeistmedia
• Linkedin: www.linkedin.com/in/kaia-hofmeister-5a0726287/
• Youtube: KHofmeist Media (@khofmeistmedia)

Image Credits
KHofmeist Media