86. A powerful social media rethink with Xanthe Appleyard

If you've ever found yourself posting on Instagram, hearing crickets, questioning your entire social media strategy and then disappearing for the next few weeks, this episode is for you. I'm joined by Xanthe Appelyard, the creative mind behind Oh Sierra and a leisure-first online leadership strategist who's built a thriving online community while intentionally making room for life beyond her business. We're exploring something I've personally struggled with for years: how do you create content that genuinely connects with people without social media becoming another exhausting obligation? Xanthe shares her refreshingly intentional approach to social media, including why every piece of content should have one clear engagement goal, how she uses audience reactions to guide what she creates next, and why chasing trends isn't necessarily the best way to build a recognisable online presence. We also go behind the scenes of her surprisingly simple content creation routines, how she captures everyday moments without documenting every second of her life, and why real community is about so much more than the number of followers on your Instagram account. Curious about the video messaging tool Xanthe and I explore: Get 15% off the life of your Bonjoro play with my affiliate link! **What we cover:** - Why posting more isn't necessarily the answer to better social media engagement - How to build a positive feedback loop between your content and your community - Why every social media post should have one clear engagement goal - Why Xanthe treats trends as teachers rather than blueprints - How to simplify your content creation process without sacrificing creativity - The daily writing and marketing habits that help Xanthe show up consistently **Connect with Xanthe:** Website: https://www.ohsierra.ca Social Life Program: https://www.ohsierra.ca/social-life Instagram: https://www.instagram.com/xanthe.appleyard **View the episode transcript** here**.** **Where to from here?** Grab the State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. **Join Retention Lab🧪,** the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. **😍 Love the show?** Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). **Leave a positive review to help the show get found by more small business owners just like you. To leave a review:** 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.