We recently connected with Katie Goebel and have shared our conversation below.

Katie, looking forward to hearing all of your stories today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Yes, whether we like it or not, social media seems to attract tribalism & polarizing viewpoints. However, brands should not shy away from that. Instead they can use these top 5 trends I am seeing right now in the short form video industry to lean into their values more than ever & use their products & services to genuinely connect & serve the world

The biggest trend I’m seeing across Instagram, TikTok, and other platforms isn’t just about chasing viral moments—it’s about shifting from broadcasting & constant promotion to conversation.

The Trend? Social Media Is Prioritizing Engagement Over Views

The head honchos at Meta, Youtube, TikTok all repeat this over & over. For them of course, it’s all about attracting more users & getting them to stay on their platform. But for business owners & creatives on these platforms, it’s all about the connection & conversation you can generate.

That’s why platforms are rewarding content that creates conversations. We’re seeing this shift in a few ways:
✅ More emphasis on comments, saves, and shares over just likes and views.
✅ Features like Instagram’s Broadcast Channels giving creators a direct line to their audience.
✅ AI-powered recommendations that emphasize interactive content

In short, your content doesn’t need to be seen by millions (what a relief!)—it just needs to spark real conversations with the right people.

Where’s the Opportunity here? Leaning Into Conversational & Story-Driven Content

This shift presents a massive opportunity for business owners and creators who are willing to adapt. Instead of obsessing over the algorithm, I tell my clients to focus on creating content that naturally invites interaction.

Here’s what that looks like in action:
🔹 B-Roll & Talking Head Videos with Conversational Hooks – Think of your videos like a two-way conversation. Instead of “Here’s why you need this,” try “Have you ever noticed how…?” or even “How I get 30g of protein in every meal” like you are sharing recommendations with a friend
🔹 Polls & ‘This or That’ Posts – Engagement hacks that don’t just boost reach but also provide audience insights & market research. One of my favorite ways to do this with Reels is “You can only pick one… A. B. or C” This generates great engagement AND insights.
🔹 Strategic Carousels – Letterboards and meme-style posts with strong hooks are getting saved and shared at higher rates than ever before.

The Concern: More Content, More Noise
With this trend comes one challenge: the volume of content is higher than ever. That means generic, surface-level content will get lost. If you’re not creating standout messaging and testing strong hooks, your posts will blend into the scroll.

That’s why I’ve been diving deep into high-converting hook frameworks. I’m testing what works, refining, and applying these formulas to short-form content that not only grabs attention but keeps people engaged.

The Bottom Line: Conversations Convert
The brands and creators thriving in 2025 aren’t just putting out content; they’re starting conversations. This shift opens up huge possibilities for businesses that lean into engagement, storytelling, and content that actually connects.

If you’ve been struggling with reach or conversions, it’s not about working harder—it’s about working smarter. Instead of chasing views, ask yourself:

💡 Is my content inviting conversation?
💡 Am I using hooks that make people stop, think, and respond?
💡 How can I turn my audience engagement into real business growth?

This is the future of social media. And the best part? It’s not about playing the algorithm (thank goodness! No one has time for that stress!)—it’s about playing the long game.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Katie Goebel, a social media strategist and content expert specializing in short-form video and strategic messaging. I help course creators, authors, podcasters, and industry experts get seen, grow their audience, and increase sales—without spending all day online. My clients affectionately call me the “Queen of Visibility”.

My journey into this industry started with a deep love for storytelling and a knack for spotting what makes content click with an audience. As a natural big-picture thinker, I’ve always been able to take someone’s expertise and distill it into compelling marketing that sells without feeling “salesy.” Over the years, I’ve worked with high-level entrepreneurs to refine their messaging, optimize their social media presence, and turn casual viewers into paying customers.

From a background in youth ministry of all places, in 2017-2018 I was looking for ways to use my communication & social media skills to help businesses that truly had a purpose-driven mission.

In 2019, I officially started my business Katie Goebel LLC as a way to generate income for our family as I also was home raising our 6 month old, 3 year old & 5 year old.

Since then, the mission of Katie Goebel LLC has evolved now into the mission to “Make Marketing More Human” meaning that I help mission-driven businesses with a true message to serve the world get the visibility they deserve. I truly believe that good things happen when good people make good money.

That is why I have loved helping my clients nail their messaging & marketing strategy & achieve results like this
– Increasing their course sales by 15X
– Generating $50k in their first 12 months in business as an ecommerce shop out of their home
– Generating multiple 6 figures in revenue from the messaging foundations we set from the beginning
– Increasing their TikTok following from 30k to 60k in 90 days
– Streamline their content strategy & execution so they can run on a leaner, more effective team
– Exceed their fundraising goals by 250%

I help my clients achieve these results through a mix of strategy, content creation, and marketing coaching to help my clients master visibility and conversions. My main services and products include:

✅ The Quick Vids Trend Report – A weekly report covering the latest trends on Instagram Reels and TikTok, helping business owners stay ahead with strategic, plug-and-play video ideas.

✅ VIP Marketing Intensives – A deep-dive, 1:1 strategy session where I help entrepreneurs clarify their messaging, develop a high-converting content plan, and build a 90-day marketing roadmap that includes social media, email, and publicity efforts.

✅ Short-Form Video Scripting & Consulting – A premium done-with-you service where I craft viral-worthy scripts, optimize their social strategy, and ensure their content is built to attract, nurture, and convert.

What Sets Me Apart?
There are plenty of social media coaches, but here’s what makes my approach different:

🔹 I keep it strategic, simple, and doable. My clients don’t have hours to spend creating content. That’s why I develop efficient, high-impact strategies that actually fit into their busy lives.

🔹 I blend creativity with data-driven marketing. I’m constantly studying what works, refining content formulas, and testing high-converting hooks. My process isn’t just about “going viral”—it’s about turning visibility into revenue.

🔹 I teach the ‘3 Take Rule’ for stress-free content. Life happens, and I get it—especially as a mom of three. My 3 Take Rule ensures that even on the busiest days, my clients can create content that works without perfectionism getting in the way.

What I’m Most Proud Of

I’ve helped countless business owners increase their audience, boost engagement, and generate real revenue from their content. Seeing my clients finally feel confident in their marketing—knowing exactly what to post, how to sell, and how to stay visible without burnout—is what drives me. In fact, one of my favorite client reviews was one she told me I help her “feel sane on social.” Ha! Love it!

More than anything, I want people to know that marketing doesn’t have to feel overwhelming. With the right strategy, you can show up, grow your audience, and make more sales—without feeling like a content-creating machine. Remember, good things happen when good people make good money. The world needs your life-changing message & I want to help you get it out here.

If you’re ready to get strategic about your visibility, I’d love to help!

Can you share one of your favorite marketing or sales stories?

Every entrepreneur knows Black Friday is typically the best sales season of the year!

Well, I was only 2 years into business & had started my subscription the Quick Vids Trend Report.

But… I was home full time with 3 littles under 7 & my husband was away on work trips on back to back weekends right before Black Friday!

But, man, I reallllly wanted to do a Black Friday sale & see if I could get a piece of that Black Friday revenue pie.

Now, with selling an online subscription, I needed to create a sales page, a fulfillment page, an email sequence, a checkout, an abandoned cart sequence, a course platform for delivery….. Fortunately, I had recently completed the Funnel Gorgeous Master Marketer Certification but all that tech & copy was still quite daunting.

But, in my determination, I let the kids hang out with a little more Youtube than they were used to (don’t worry, we mixed it up with Brain Break Youtube videos so we still all got our daily steps in) & a few more chicken nugget dinners than we usually had to build out my full funnel.

The next issue then was getting the traffic to the funnel.

And like a wide-eyed, intrepid entrepreneur, I set up my email campaign to land in inboxes on Black Friday morning, excited to see the sales roll in.

But when I woke up on Black Friday, I wasn’t expecting the onslaught of emails in my inbox & I got nervous that my audience was experiencing the same.

In fact, 2 days into the campaign with no sales had me thinking I needed to shake things up to stand out.

So I quickly added a behind the scenes livestream on Sunday night, 72 hours into the sale & my people loved it!

It gave me a chance to stand out, break through the noise of Black Friday & finally generate the sales I was hoping for & the subscribers I was ready for!

From that initial Black Friday sale, I have planned my Black Friday sale to run 1 week before the traditional Black Friday, because I have discovered that my audience does value their time with family & away from their phones & it gives me a chance to not have to fight through so much Black Friday noisy competition.

I have also leaned into the livestream behind the scenes many other times with other launches & products & it has served me well every time.

Any insights you can share with us about how you built up your social media presence?

People will tell you that they built their social media audience by posting 3x a day & using hashtags & hacking the algorithm. But in my experience, the people that see the best growth from social media are the ones who are real & the ones who speak to their people.

For me, the best way to grow my audience has been through collaborations. I mean, if we consider social media as basically the internet form of word of mouth, then the next best way to grow on social media is when a friend introduces me to another friend.

Here are a few ways you can do that on each platform:

On Instagram, you can
– go live with up to 4 accounts & you all gain followers from that
– “collaborate” on a feed post that shows up on your grid & theirs
– leave high value comments on the posts of leaders in your industry sharing your insights

On TikTok, one of the most popular ways to collaborate is going live together OR stitching a video where you share your thoughts on the video of another creator.

On Youtube, you can take your previous livestreams from other platforms, upload them to Youtube & then place your links & any affiliate links for your collaborators offers in the description.

Plus, people on Youtube love it when they see people from 1 channel join another channel, like the famous collaboration between Mr Beast & Cristiano Ronaldo.

Contact Info:

• Website: https://katiegoebel.com
• Instagram: https://www.instagram.com/katiegoebelonline/
• Facebook: https://www.facebook.com/katie.goebel518/
• Linkedin: https://www.linkedin.com/in/k-goebel/
• Youtube: https://www.youtube.com/@katiegoebelonline

Image Credits

Credit Jessica McIntosh, Katie Goebel