Anastasia Shtompel’s Instagram is a hub of professional insights on brand strategy and content creation. She breaks down complex concepts into digestible, engaging content that speaks directly to entrepreneurs and marketers. From empowering entrepreneurs to sharing her insights on brand building, Anastasia has carved out a space on social media where her content not only resonates but goes viral. Since starting her journey, Anastasia’s profile has become a go-to resource for those looking to elevate their brand presence.
In this interview, Anastasia shares how her experiences have influenced her approach to social media and content creation, the secrets behind her viral posts, and what it takes to build a brand that truly stands out online.
Anastasia, how has your journey influenced your approach to social media and content creation?
My journey with social media started by managing it for different clients and my own business. I put a lot of effort into making social media work for business. In social media, authenticity and emotional connection with your audience are crucial, but it’s harder to achieve for businesses compared to personal accounts. After many tries and failures, I quickly learned the value of being open, sharing behind the scenes, and letting go of the need to create a perfectly polished image while building trust with your audience. So I think this was the main thing that shaped the approach to my personal social media profile – giving up the aspiration to always seem perfect, being open about your journey, and remembering that followers are not just numbers, but real people you need to build a relationship with.
Photo Courtesy: Anastasia Shtompel’s photo archive
You’ve had many videos go viral—what’s your secret to creating content that resonates so widely?
For me, going viral isn’t about chasing trends or making cringe videos. I don’t have a goal of going viral just for the sake of it. If you know anything about social media, you know that virality doesn’t necessarily lead to followers or sales. For example, I have two videos that went viral with almost the same views, but one gained 1000% more followers. So, in the constant chase for trends, you need to understand what your video will achieve if it goes viral. Will people follow you or buy from you, or will it just get views? Are the followers you attract with a trendy video even your target audience? Otherwise, you might do more harm than good to your account. Of course, relevance and timing are elements of virality, but they’re not everything. My algorithm for virality is keeping videos short, relevant to your target audience, and with an element of a controversial trigger that provokes people to share it. And when you find a format that works for you, don’t hesitate to create as many similar videos as possible. Don’t be afraid to repeat yourself.
Photo Courtesy: Anastasia Shtompel’s photo archive
You’ve helped many brands stand out, what advice would you give to entrepreneurs looking to leverage social media for their brand?
Today, user-generated content (UGC) is a game-changer for brands. It’s all about building a wide net of micro-influencers who love your product and want to share it with others, creating a FOMO effect. Take the hair care brand Gisou, for example. Their strategy is heavily based on UGC, and it has driven millions in sales. In a world of photoshopped pictures and AI-generated reality, people have become especially sensitive to authenticity. They only trust real people sharing their real experiences. Rare Beauty by Selena Gomez does this brilliantly too; they encourage followers to share their makeup looks, building a strong, loyal community around their brand values. The key is to make your audience feel like they’re part of something bigger, turning them into brand ambassadors without even realizing it. UGC builds trust and relatability, which is priceless in today’s market.
What’s a common misconception people have about building a brand online?
Oh, I love this question! I work a lot with business owners, and the common misconception they have is an obsession with polished visuals. It’s only natural because they want to present their product in the premier light. But what they don’t realize is that perfect visuals don’t build trust in a brand. The fastest-growing brands today are those that have the courage to be open about the ups and downs of their journey, show behind the scenes, and put a face to the brand. Human psychology works in a way that people trust people and their stories. If you don’t want to show your own face, show your team. It’s crucial to give an inside look at what you’re doing and gather people around common values and a mission.
Photo Courtesy: Anastasia Shtompel’s photo archive
What has been the rewarding experience for you in working with entrepreneurs on their brands’ online presence?
I think the rewarding part is seeing the excitement when business owners witness their brand’s potential unraveling before their eyes. These businesses are often their lifelong dreams. They invest all their time and money to give it a chance, but young entrepreneurs often lack the knowledge and experience, which leads to disappointments. I hear a lot about struggles with social media marketing. And it’s normal because business owners aren’t social media experts. But when they get the help they need, they start believing again in their business’s potential to leave a legacy. And it is priceless. It’s more than just about the money; it’s about their self-realization. And I really love helping them achieve their financial freedom and build a brand they’re proud of!
Published by: Khy Talara
