Our latest interview features Betsabé Yona, an inspiring entrepreneur who’s created a career in social media, communications and photography in order to pursue her passion. After several years of living and traveling in countries across the globe, Betsabé built up an impressive portfolio of work and founded Lusz Studios. Carlota Pico spoke with her about the importance of telling your brand’s story, standing up for your values and using social media to unlock your potential.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Betsabé’s business is about empowering people to share the best version of themselves, whether through social media consulting, content creation or photography. 
  • Social media is a democratic medium that allows you to encounter new people with different experiences, and to build authentic connections with both individuals and brands all over the world.
  • Today we live in the “unfollow” era, which means we have to bring value to our followers. Track engagement like saves and shares to ensure that your content is valuable—ask yourself what your audience wants, and if you don’t know, ask them.
  • Micro- and nano-influencers are increasingly important, as they have a deeper bond with their audience than larger influencers. They reply to messages and build close relationships with their followers, which engenders trust.
  • Now more than ever, it’s essential to uphold your brand’s values and stand up for what matters. The brands that stay silent and stand for nothing are the ones that people will start distrusting.

Brands that remain resilient and sustainable, adapt to the new needs of the market and have the guts to reinvent themselves are the ones that will survive and thrive.

Rapid-fire recs

What’s an app or tool that you can’t work without?

Instagram, LinkedIn, VSCO, TikTok and Calm.

Also check out: Top 10 apps for content and marketing professionals

A marketing influencer who you follow?

Jay Shetty is a life coach who creates mindful and highly shareable quality content. Right now I’m doing the coaching sessions with his Genius Coaching Group. I also love Gary Vaynerchuk’s tips on social media, and his YouTube channel is #nextlevel. 

Also check out: 8 inspiring content and marketing influencers to follow

A valuable resource, event or group?

HON (Her Online Network), which is a professional network for women in Sweden.

Connect with Betsabé and Carlota on LinkedIn. Follow @betseyph and @luszstudios on Instagram.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into the latest trends in resilience and reinvention in social media marketing, check out:

Provide value on social media – Bianca Spada, social media manager at Red Bull

Make your social media sing – Ayaz Aftab Hussain, solopreneur extraordinaire

Overcoming creative blocks – Kavitha Das, global social media manager at BBC StoryWorks

To see the full transcript, click on page number 2 below.