WEBVTT - Deinfluencing 0:00:00.680 --> 0:00:01.000 Hello. 0:00:01.560 --> 0:00:05.040 My name's Santasha Nabananga Bamblet. I'm a proud yr the 0:00:05.160 --> 0:00:08.760 Order KERNI Whoalbury and a waddery woman. And before we 0:00:08.800 --> 0:00:11.440 get started on She's on the Money podcast, I would 0:00:11.520 --> 0:00:14.520 like to acknowledge the traditional custodians of the land of 0:00:14.560 --> 0:00:18.680 which this podcast is recorded on a wondery country, acknowledging 0:00:18.680 --> 0:00:22.560 the elders, the ancestors and the next generation coming through 0:00:23.040 --> 0:00:27.159 as this podcast is about connecting, empowering, knowledge sharing and 0:00:27.240 --> 0:00:30.600 the storytelling of you to make a difference for today 0:00:31.040 --> 0:00:32.640 and lasting impact for tomorrow. 0:00:33.320 --> 0:00:34.120 Let's get into it. 0:00:34.800 --> 0:00:54.080 She's on the Money. She's on the Money. 0:00:57.680 --> 0:01:00.520 Hello and welcomed. She's on the Money. The podcast for 0:01:00.640 --> 0:01:04.200 people who want to be deinfluenced out of impulse buying 0:01:04.280 --> 0:01:07.160 some trending product. My name is Beckside and with me 0:01:07.360 --> 0:01:08.520 is Victoria Devine. 0:01:08.560 --> 0:01:12.200 Hello, my friend. Hello. If mixed up the intro, I 0:01:12.319 --> 0:01:12.640 like it. 0:01:12.840 --> 0:01:14.119 I think it's quite inclusive. 0:01:14.240 --> 0:01:16.600 It is quite inclusive, but I know we all want 0:01:16.640 --> 0:01:18.800 to be de influenced. We want to be doing It's 0:01:18.840 --> 0:01:22.240 all over TikTok, it's all over Instagram, It's everywhere. This 0:01:22.680 --> 0:01:25.840 trend or this concept of de influencing, and I'm here 0:01:25.880 --> 0:01:29.240 for it, like I want to ruin absolutely everything for everybody. 0:01:29.319 --> 0:01:30.679 So like ten out of ten, let's go. 0:01:30.920 --> 0:01:33.720 It's very hard word to say, de influencing, de influencing. 0:01:33.760 --> 0:01:35.600 I'm going to say that the episode. 0:01:35.680 --> 0:01:37.080 I don't know if there's a right or wrong. I 0:01:37.080 --> 0:01:38.000 think it's a made up word. 0:01:38.040 --> 0:01:39.960 So you can do whatever you want with us sick, yeah, 0:01:40.000 --> 0:01:42.960 greatly anything and hopefully everyone can follow. 0:01:43.040 --> 0:01:43.760 All right, carry on. 0:01:44.560 --> 0:01:46.560 For anyone that's opened a social media app in the 0:01:46.600 --> 0:01:49.600 past twelve months, you would have seen the de influencing trend. 0:01:49.880 --> 0:01:52.200 And for anyone who hasn't seen it or still doesn't 0:01:52.200 --> 0:01:55.320 really understand it, kind of like me, what is de influencing? 0:01:55.520 --> 0:01:58.280 So it's like the opposite of influencing, which kind of 0:01:58.360 --> 0:02:01.440 makes sense because it says d front of influencing, so 0:02:01.720 --> 0:02:04.960 it's kind of self descriptive. But we all know the 0:02:05.240 --> 0:02:08.079 quote influencers, right, So that's the term used for people 0:02:08.120 --> 0:02:11.679 predominantly on social media who use their platforms to sell 0:02:11.720 --> 0:02:15.239 products or influence their audience to purchase them, which usually 0:02:15.320 --> 0:02:19.880 results in monetary compensation for the influencer. Now, it would 0:02:19.919 --> 0:02:22.240 be amiss of me to not admit, right, here that 0:02:22.320 --> 0:02:25.760 I am an influencer. Hello, I'm not the biggest influencer. 0:02:25.800 --> 0:02:28.400 In fact, I'm a really terrible influencer. Half the time, 0:02:28.440 --> 0:02:32.600 I am deinfluencing on my platform just because it's obviously 0:02:32.639 --> 0:02:34.280 not one hundred percent of what I do. But I 0:02:34.320 --> 0:02:37.720 do have a number of partnerships, which is why I 0:02:37.760 --> 0:02:40.959 feel so passionate about this space. I suppose because I'm 0:02:41.040 --> 0:02:44.919 so aggressive on what I will and won't accept, because 0:02:44.960 --> 0:02:48.400 I feel such a level of I guess responsibility to 0:02:48.440 --> 0:02:50.560 my audience that I'm like, well, if I don't use 0:02:50.560 --> 0:02:52.480 that product, and I've never used that product, I'm not 0:02:52.520 --> 0:02:54.080 just going to get it in and try it and 0:02:54.120 --> 0:02:56.440 then be like, beck, you should buy it, because to me, 0:02:56.600 --> 0:02:59.640 that's a massive responsibility, but also the fact that people 0:02:59.720 --> 0:03:02.760 trust my opinion like, oh, it's terrifying. It's a lot 0:03:02.760 --> 0:03:07.160 of responsibility exactly. So deinfluencing is the exact opposite of that. 0:03:07.280 --> 0:03:09.840 So rather than telling you to purchase a product, it's 0:03:09.840 --> 0:03:14.000 where people are influencing you not to buy something and saying, hey, 0:03:14.040 --> 0:03:16.200 here's all the reasons why you probably don't need the 0:03:16.280 --> 0:03:21.119 new XYZ. So it actually originated on TikTok to combat 0:03:21.200 --> 0:03:24.920 over consumption, but it's now formed different branches where you 0:03:25.040 --> 0:03:27.960 might see someone really breaking down like a viral product 0:03:28.040 --> 0:03:30.800 or something, on why they tried it and why they 0:03:30.840 --> 0:03:34.360 would never buy it again, or at times deinfluencing you 0:03:34.520 --> 0:03:37.280 not to buy a certain type of thing but buy 0:03:37.400 --> 0:03:39.720 something else instead, so they might go, hey, cool, so 0:03:39.800 --> 0:03:42.600 this is trending, but here's the five dollar version ten 0:03:42.680 --> 0:03:46.600 out of ten. Why bother getting the branded one. You're 0:03:46.640 --> 0:03:47.760 just going to ruin it anyway. 0:03:47.920 --> 0:03:51.000 Right, Wow, that's really like doing God's work. I love that. 0:03:51.080 --> 0:03:53.520 I think it's so important because at the moment, like 0:03:53.560 --> 0:03:55.760 they're something obviously this is not going to sit well 0:03:55.800 --> 0:03:58.560 with a couple of people, but I don't care being 0:03:59.080 --> 0:04:01.680 in this influence space right, Like, I get sent a 0:04:01.720 --> 0:04:05.680 lot of email pictures from people being like, hey, here's 0:04:05.760 --> 0:04:08.680 this client that has this brand. If you would like 0:04:08.760 --> 0:04:10.320 to work with them, let us know and we can 0:04:10.360 --> 0:04:13.400 send some more information out right, ninety nine percent of 0:04:13.400 --> 0:04:15.760 the time I'm like no, thanks. So I get to 0:04:15.800 --> 0:04:18.120 see all these different brands. It might be like, you know, 0:04:18.160 --> 0:04:20.880 furniture companies, it might be clothing companies. It might be 0:04:20.960 --> 0:04:23.320 restaurants that are opening that say hey, like we'd love 0:04:23.360 --> 0:04:27.240 to work with influencers. Rah rah. At the moment, Regulation 0:04:27.480 --> 0:04:30.440 as it Should Be says that any time you accept 0:04:30.440 --> 0:04:32.919 a gifted product, even if you don't get payment, you 0:04:32.960 --> 0:04:35.880 need to disclose that. And because I see all of 0:04:35.920 --> 0:04:39.440 these pictures and I go, oh, okay, restaurant A is 0:04:39.480 --> 0:04:41.960 going to be, you know, giving away a free dinner 0:04:42.000 --> 0:04:45.240 for four people to you know, promote their new business, 0:04:45.240 --> 0:04:49.080 which is genius, Like it's quite smart strategy, Like influencer 0:04:49.160 --> 0:04:52.400 marketing is very powerful. Right at the end of the day. 0:04:52.480 --> 0:04:55.440 I don't think we're saying, oh, influencers shouldn't exist rarah. No, 0:04:55.560 --> 0:05:00.240 absolutely not, because I kind of like the market as 0:05:00.320 --> 0:05:02.680 much as like it's very biased because I'm in it. 0:05:02.800 --> 0:05:04.839 I really like it because Becky, if I adore you 0:05:05.040 --> 0:05:08.080 and then I get to see you posting particular products, 0:05:08.080 --> 0:05:09.520 I'm like, well, if beck likes it, I'm sure I 0:05:09.520 --> 0:05:10.840 will like it. H Do you know what I mean? 0:05:10.960 --> 0:05:14.960 Totally smart for brands, smart for them, like everybody is happy. 0:05:15.160 --> 0:05:17.320 But do you know how many times over the last 0:05:17.360 --> 0:05:20.279 few months I've seen companies that I either have worked 0:05:20.320 --> 0:05:23.520 with or are going to work with, or have seen 0:05:23.560 --> 0:05:27.240 their pictures of and these influencers are not tagging it, 0:05:27.360 --> 0:05:30.240 not branding it. They're just like I'm at the restaurant 0:05:30.320 --> 0:05:32.480 and you're like, can you please put your hashtag gifted 0:05:32.640 --> 0:05:34.960 or like the paid partnership thing on, or they're like, hey, 0:05:35.040 --> 0:05:37.320 I got these products, you know, and they're just styling 0:05:37.360 --> 0:05:39.120 it in their home or whatever, and I go, yeah, 0:05:39.160 --> 0:05:41.080 but like, I know it was free, so if you 0:05:41.120 --> 0:05:45.240 could just let your community know that, that would be great. Yes, 0:05:45.360 --> 0:05:48.719 I cannot tell you how many of these things are happening, 0:05:49.160 --> 0:05:52.360 Like I just it grinds my gears because I look 0:05:52.360 --> 0:05:54.479 at it and I go, that's so unfair for them 0:05:54.520 --> 0:05:57.520 not to disclose that they're, you know, gifted a product. 0:05:57.880 --> 0:05:59.520 Make if I get gifted a product. I'm always on 0:05:59.520 --> 0:06:02.839 my Instagram being like, look at this free thing I got, guys. Yeah, 0:06:02.880 --> 0:06:04.520 Like I got sent a baby bounce out and a 0:06:04.560 --> 0:06:07.560 baby carrier recently, and I was like, guys, look at 0:06:07.560 --> 0:06:11.799 this baby Beyon send me their cool baby carrier. Here's 0:06:11.839 --> 0:06:14.560 my cat in it. That's all my stories right now. 0:06:14.640 --> 0:06:18.400 Obviously not well the episode maybe not anymore. I'll save 0:06:18.440 --> 0:06:20.520 it in the highlights or something. But like, I'm so 0:06:20.560 --> 0:06:22.880 stoked when brands are like, hey, we think you'd love 0:06:22.920 --> 0:06:24.479 our product, and I'm like, actually, that was all my 0:06:24.520 --> 0:06:26.320 list of things to buy. I would love that, Like 0:06:26.400 --> 0:06:30.440 how picked exactly? Money win, Yes, but like, shouldn't we 0:06:30.520 --> 0:06:32.360 be proud of the partnerships we have? Why are you? 0:06:32.880 --> 0:06:34.280 Why are you being a little bit sneaky? 0:06:34.360 --> 0:06:35.400 It's gone on here. 0:06:35.800 --> 0:06:38.839 I can't trust you can't trust it. So always feel 0:06:38.880 --> 0:06:41.599 like if somebody is posting something, You're like, is that paid? 0:06:41.680 --> 0:06:45.599 Ask Yeah, They're like, hey is this gifted? Oh my gosh, 0:06:46.000 --> 0:06:48.880 they'll probably block you, so probably do that. Honestly. 0:06:49.360 --> 0:06:52.359 Is it kind of a new term deinfluencing? 0:06:53.040 --> 0:06:56.680 No, I don't think so. Like, if we consider deinfluencing, 0:06:56.760 --> 0:06:59.360 it's obviously encouraging you not to buy certain products. I 0:06:59.360 --> 0:07:03.400 wouldn't say that that concept is new, but the terminology 0:07:03.520 --> 0:07:07.240 around it is. Gotcha, So hashtag d influencing. Looked it 0:07:07.320 --> 0:07:10.920 up before over eight hundred and eighty million views on 0:07:11.000 --> 0:07:15.040 TikTok in the past eighteen months. Before that, it just 0:07:15.080 --> 0:07:17.360 had two million views, which is obviously a lot of views, 0:07:17.360 --> 0:07:19.840 but like not nearly as many as eight hundred and 0:07:19.880 --> 0:07:20.520 eighty million. 0:07:20.720 --> 0:07:25.000 Yes, jeez, that's heaps. Okay, So it's really exploded this year, 0:07:25.040 --> 0:07:27.040 and I don't really understand why we need someone online 0:07:27.080 --> 0:07:28.840 to tell us, you know, not to buy it something. 0:07:28.880 --> 0:07:30.720 I guess it makes sense if you're being fed all 0:07:30.760 --> 0:07:33.520 this information, all these ads and all this kind of stuff. 0:07:33.560 --> 0:07:35.360 I guess you do need it. But is there a 0:07:35.400 --> 0:07:38.200 reason that it's been such a big conversation and white 0:07:38.280 --> 0:07:39.320 so relevant right now? 0:07:39.400 --> 0:07:41.040 I think there are a few reasons. I mean, first 0:07:41.080 --> 0:07:44.560 things first, I do disagree with you a little bit, 0:07:44.640 --> 0:07:47.040 like I think we need it, yeah, because social media 0:07:47.160 --> 0:07:49.720 is just becoming a sales platform if we don't have 0:07:49.760 --> 0:07:52.600 people like this or people who want to be just 0:07:52.800 --> 0:07:55.680 pushing their organic content. Like please, don't get me wrong, 0:07:55.720 --> 0:07:57.920 I keep referencing myself and I don't mean to. It's 0:07:57.960 --> 0:08:00.440 not because I'm egotistic or it's just because I live 0:08:00.440 --> 0:08:03.160 in I guess this sphere. But my favorite people that 0:08:03.200 --> 0:08:06.000 I follow aren't pushing products. They're just posting pictures of 0:08:06.040 --> 0:08:08.200 their kids, pictures of their cats, like what they get 0:08:08.280 --> 0:08:10.480 up to on the weekends. And I feel like there's 0:08:10.560 --> 0:08:15.440 actually a push towards an expectation that influences are more 0:08:15.560 --> 0:08:18.520 organic than they have ever been. Like do you follow 0:08:18.560 --> 0:08:22.520 someone back nowadays because they have a beautifully curated Instagram 0:08:22.560 --> 0:08:24.520 feed or do you follow them because they're real and 0:08:24.600 --> 0:08:26.200 kind of funny, like real. 0:08:26.000 --> 0:08:28.280 And kind of funny, exactly like whatever. 0:08:28.520 --> 0:08:31.600 I feel like we're moving away from these carefully crafted 0:08:31.640 --> 0:08:35.080 Instagram feeds and like beautifully styled TikTok videos to just 0:08:35.120 --> 0:08:38.200 people who are relatable because we're over that sales pitch 0:08:38.679 --> 0:08:41.600 and I think having come out of COVID, everybody's feeling 0:08:41.640 --> 0:08:44.000 the pressure of the cost of living crisis. But then 0:08:44.440 --> 0:08:46.800 over consumption is a massive thing, and I think it's 0:08:46.800 --> 0:08:48.760 pretty sexy when people are kind of calling you out, 0:08:48.800 --> 0:08:51.960 being like, Beck, you don't need twelve new tops just 0:08:51.960 --> 0:08:54.280 because you saw them on TikTok, And like that's a 0:08:54.280 --> 0:08:55.920 bit rich because how many times do I come on 0:08:55.960 --> 0:08:58.520 this pot I'm like, Ah, this brand new thing that 0:08:58.559 --> 0:09:02.000 I've bought I got on Dick. You're just like Victoria, 0:09:02.200 --> 0:09:05.920 but I am a marketer's dream. Like you want me 0:09:06.360 --> 0:09:10.400 in your like marketing pool because I'll buy it, Like 0:09:10.480 --> 0:09:15.520 I'll be convinced three am. I'm like, oh, squishy Toyah. 0:09:14.960 --> 0:09:16.559 I need this thing that I'll never be. 0:09:16.600 --> 0:09:18.640 Uge my life. I'm going to be a better human 0:09:18.679 --> 0:09:21.520 because of it. So I think it's a huge problem 0:09:21.679 --> 0:09:24.040 because there are a lot of people like me. We're 0:09:24.080 --> 0:09:26.920 also way more aware these days of who makes our 0:09:26.960 --> 0:09:29.320 clothes and where our clothes come from and how many 0:09:29.320 --> 0:09:31.199 where are we going to be getting from each purchase. 0:09:31.559 --> 0:09:34.360 Recently we talked about girl math, and one of the 0:09:34.400 --> 0:09:37.480 main things on that, I guess girl math trend was 0:09:37.480 --> 0:09:41.040 really justifying your purchases and going, well, how many wars 0:09:41.080 --> 0:09:42.440 am I going to get out of this? Can I 0:09:42.480 --> 0:09:45.160 girl math this beautiful T shirt away? Like, oh, it's 0:09:45.160 --> 0:09:46.839 one hundred dollars, but I'm definitely going to get a 0:09:46.920 --> 0:09:48.600 hundred wars out of this, So now that T shirt 0:09:48.640 --> 0:09:51.720 is a dollar. So obviously I don't like the concept 0:09:51.720 --> 0:09:54.600 of girl math, but obviously we are trying harder to 0:09:54.800 --> 0:09:58.160 justify our purchases now and after you've done an online 0:09:58.200 --> 0:10:00.520 shopping hall, Like, let's be honest, you you might wear 0:10:00.559 --> 0:10:02.600 an item one or two times and then think you're 0:10:02.640 --> 0:10:04.640 doing the right thing by taking it to the op 0:10:04.760 --> 0:10:09.520 shop because smart genius. Yes, but fifty seven percent of 0:10:09.520 --> 0:10:12.679 our discarded clothes actually end up in landfill because they 0:10:12.679 --> 0:10:16.640 don't get sold at the op shop. Oh that's a lot. 0:10:16.840 --> 0:10:20.240 That's a lot. It's more than half back production of clothes. 0:10:20.400 --> 0:10:22.800 You know, we actually did a whole episode on fast fashion, 0:10:22.880 --> 0:10:25.360 so go back to that for obviously and even deeper 0:10:25.400 --> 0:10:27.040 dive on that. But it's something that she's on the 0:10:27.040 --> 0:10:30.400 money is really passionate about. But production of clothes contributes 0:10:30.440 --> 0:10:33.920 to around eight to ten percent of the world's carbon emissions. 0:10:34.240 --> 0:10:37.080 So by having de influencers encourage us to buy less 0:10:37.160 --> 0:10:40.520 or shop well mindfully, it's actually helping with over consumption 0:10:40.880 --> 0:10:43.120 and that's a good thing. That's a good thing, honestly, 0:10:43.480 --> 0:10:48.520 pretty sexy. Back to me being absolutely influenced by everybody always. 0:10:48.840 --> 0:10:53.720 The hashtag TikTok made Me buy It has more than 0:10:54.200 --> 0:11:00.200 seventy one billion views. People share things they've impulse bought. Now, 0:11:00.200 --> 0:11:03.400 I've never made a video like that. If I had 0:11:03.480 --> 0:11:05.880 started making videos like that, i'd double those views for 0:11:05.920 --> 0:11:08.240 them because there's just so many things that I have 0:11:08.320 --> 0:11:11.560 been influenced to buy that's not good, that is terrible. 0:11:11.600 --> 0:11:14.440 This is why I need the de influencers. Like I'm 0:11:14.480 --> 0:11:17.760 all about it, So I said a few things. Another 0:11:17.800 --> 0:11:19.640 thing that I have thought of is reviews, So you 0:11:19.720 --> 0:11:22.160 might see influencers telling you what they wouldn't buy again, 0:11:22.240 --> 0:11:25.680 and it's often a product that went viral on social media. 0:11:26.400 --> 0:11:28.480 That's a money win because you get a review of 0:11:28.520 --> 0:11:30.960 a product without ever using it or spending your money 0:11:30.960 --> 0:11:34.600 on it. Now, making this about me again, I use 0:11:34.679 --> 0:11:37.080 TikTok all the time to do research, like I wonder 0:11:37.120 --> 0:11:40.440 if other people are the same as this, because you know, 0:11:40.960 --> 0:11:43.959 it's no secret. Now I'm having a baby and I'm 0:11:44.000 --> 0:11:46.840 looking for a pram and there are in Australia. I 0:11:46.880 --> 0:11:50.000 did not realize this. Beck it's like a cult like 0:11:50.320 --> 0:11:53.440 the Mummy like circuit, right, Like there are like two 0:11:53.480 --> 0:11:55.839 prams they like and that's it. Oh, Like I didn't 0:11:55.840 --> 0:11:58.880 realize they're really expensive, Like they're like the fancy prams 0:11:59.240 --> 0:12:01.560 and you when you're like, are these things actually that 0:12:01.640 --> 0:12:03.079 good or are they just expensive? 0:12:03.240 --> 0:12:05.520 Because surely surely it's wheels. 0:12:05.559 --> 0:12:09.160 It's a little thing exactly. You see every baby shop 0:12:09.160 --> 0:12:12.320 and they've got like tens of tens of prams lined 0:12:12.400 --> 0:12:16.320 up and you're like, surely anyway, So no, going on 0:12:16.360 --> 0:12:18.800 TikTok has helped me realize I don't want either of 0:12:18.800 --> 0:12:22.400 those prams because they might have cult status, but they 0:12:22.480 --> 0:12:25.360 actually don't have the functionalities I want. So those reviews 0:12:25.360 --> 0:12:28.679 have really helped and I feel like historically we went 0:12:28.720 --> 0:12:32.240 to YouTube, but that's really long form content, whereas I 0:12:32.280 --> 0:12:34.840 can watch like five or ten different two or three 0:12:34.840 --> 0:12:37.000 minute videos and be like, all right, I know I 0:12:37.040 --> 0:12:39.280 don't want that now because it's like different mums who 0:12:39.320 --> 0:12:41.640 have done it, like whatever it is, and I'm sure 0:12:41.679 --> 0:12:43.560 you could do that with a million different things. Prams 0:12:43.640 --> 0:12:45.480 is just what I have been looking at at the 0:12:45.559 --> 0:12:48.640 moment there. I don't know who I've become, Like, I'm embarrassed, 0:12:48.679 --> 0:12:51.200 I'm scared. What is the next This is a really 0:12:51.240 --> 0:12:54.720 slippery slope, like, am I gonna cut all my hair off? Like, 0:12:54.840 --> 0:12:55.400 we don't know. 0:12:55.720 --> 0:12:57.600 I think you'd legally have to. 0:12:57.840 --> 0:12:59.079 I think I need the mum bob. 0:12:59.200 --> 0:13:01.360 I think you'd leave have to have a mumbob. I 0:13:01.559 --> 0:13:04.000 soon have to give birth. Maybe you could be de 0:13:04.240 --> 0:13:06.959 influenced out of the mumbob because you have been de 0:13:07.120 --> 0:13:10.200 influenced out of the PRAM situation. So I that seems 0:13:10.200 --> 0:13:13.840 like a really good thing on TikTok reasons not to 0:13:13.840 --> 0:13:16.959 cut my hair all right, Moving back to the story 0:13:16.960 --> 0:13:19.800 that we are curating here, a recent study from Meta 0:13:19.880 --> 0:13:22.080 so they're the people who own Instagram and Facebook. 0:13:22.240 --> 0:13:25.400 They showed after seeing a product advertised on social media 0:13:25.440 --> 0:13:29.480 by an influencer. Get this, eighty seven percent of people 0:13:29.640 --> 0:13:34.000 surveyed either followed the brand on socials, visited their website, 0:13:34.200 --> 0:13:35.240 or made a purchase. 0:13:35.360 --> 0:13:35.600 Wow. 0:13:35.720 --> 0:13:36.360 Very effective. 0:13:36.440 --> 0:13:39.400 That is the power of influencing. That is why it 0:13:39.480 --> 0:13:42.440 is so important for brands now to be dabbling in 0:13:42.480 --> 0:13:44.679 this space. And I feel like if you go back 0:13:44.720 --> 0:13:47.840 five or ten years, people would say influencing is dead. 0:13:47.880 --> 0:13:50.319 It's going to be a dying like you know, marketing stream, 0:13:50.360 --> 0:13:52.320 it's not going to stand up. I think it's just 0:13:52.360 --> 0:13:56.000 becoming more and more lucrative. But what people are expecting 0:13:56.040 --> 0:13:59.520 from their influencers now isn't just them to parade around 0:13:59.600 --> 0:14:02.120 in a really cupercini, right. I feel like that was 0:14:02.160 --> 0:14:05.439 what Instagram was ten years ago. Now they're like, we 0:14:05.480 --> 0:14:08.160 want people with substance who have real opinions on things, 0:14:08.240 --> 0:14:11.600 and we follow them, but they also sell product. So 0:14:11.760 --> 0:14:14.920 I feel like now we have different expectations, but the 0:14:14.960 --> 0:14:19.120 influencer space is not going anywhere from my perspective. So 0:14:19.240 --> 0:14:22.320 what we've learned from Meta is basically that we need 0:14:22.440 --> 0:14:26.120 dinny influencers, beck Like, we desperately need them, and we 0:14:26.240 --> 0:14:27.920 need them to make sure that we're not in pols 0:14:27.960 --> 0:14:31.720 purchasing absolutely everything we see on social media, because obviously 0:14:31.920 --> 0:14:32.880 that's what's going on. 0:14:33.720 --> 0:14:35.000 Yes, okay, all right. 0:14:35.080 --> 0:14:39.520 So the third thing I've come up with is pseudo authenticity, 0:14:39.760 --> 0:14:45.560 which is obviously meaning fake authenticity, but pseudosocial relationships come 0:14:45.640 --> 0:14:50.680 into this as well. So when influencers are super organic 0:14:51.000 --> 0:14:54.560 on social media and they share basically everything about their life, 0:14:54.720 --> 0:14:58.120 you immediately go, oh, my friend beck Wait, no, they're 0:14:58.120 --> 0:15:00.280 not my friend. I just follow them on Instagram, Like, 0:15:00.400 --> 0:15:03.720 you create what's called a pseudosocial relationship with them, which 0:15:03.760 --> 0:15:08.000 means you trust them inherently more than anybody else that 0:15:08.080 --> 0:15:12.240 you see online. Obviously, this is where it's not coming 0:15:12.280 --> 0:15:15.400 from a good place because what you have created. It's 0:15:15.440 --> 0:15:17.040 like when I don't know if you've done this back, 0:15:17.040 --> 0:15:19.920 but like, you download a dating app. This hasn't happened 0:15:19.960 --> 0:15:22.120 to me in ten plus years, don't worry. You download 0:15:22.160 --> 0:15:24.680 a dating app and then you start talking to someone 0:15:24.680 --> 0:15:27.320 and you're like, this person is the one, Like they 0:15:27.360 --> 0:15:30.080 are so nice because you know what you've done. You've 0:15:30.080 --> 0:15:32.440 taken their words and you've put your own tone on 0:15:32.480 --> 0:15:35.800 top of it, and so you've decided what tone that's 0:15:35.840 --> 0:15:38.000 coming from like if they say, oh, I'm having a 0:15:38.000 --> 0:15:40.640 good day, You're like, oh my gosh, that's so nice 0:15:40.640 --> 0:15:42.800 of him to say that I was having a good day. 0:15:43.240 --> 0:15:46.400 Like you've just decided in your head what the meaning 0:15:46.560 --> 0:15:50.160 of all these things are? Yes, And that's really dangerous. 0:15:50.160 --> 0:15:52.600 It's a slippery slope because you trust them even more. 0:15:52.760 --> 0:15:54.200 Then you know what the worst part is You then 0:15:54.240 --> 0:15:55.880 go on a date and you're like, who is this 0:15:56.040 --> 0:16:00.680 I are? So obviously that pseudo social situation means that 0:16:00.680 --> 0:16:03.720 you're more likely to jump on the bandwagon without questioning 0:16:03.760 --> 0:16:06.320 it too much. But the other thing with this, Beck 0:16:06.600 --> 0:16:09.480 is pseudo authenticity. So I said, you've got this pseudo 0:16:09.560 --> 0:16:12.800 relationship with your influencer, and that makes sense. But then 0:16:12.880 --> 0:16:17.360 pseudo authenticity because do you know what marketing departments in 0:16:17.520 --> 0:16:20.600 big retail companies, they spend millions each year. They know 0:16:20.720 --> 0:16:24.120 about this de influencing like trend or whatever we're going 0:16:24.200 --> 0:16:28.920 to call it, And essentially it might actually be marketing 0:16:28.960 --> 0:16:31.840 companies going, hey, Beck, we went you to make a 0:16:31.920 --> 0:16:34.440 video about why you wouldn't buy this product and then 0:16:34.480 --> 0:16:38.520 recommend our product as a as a good alternative. Right, 0:16:38.840 --> 0:16:41.240 So instead it could actually be a brand jumping on 0:16:41.280 --> 0:16:44.240 the trend of de influencing by masking something as de 0:16:44.360 --> 0:16:47.240 influencing when actually it's not so. For example, they might 0:16:47.240 --> 0:16:49.680 tell you not to buy certain products, as I explained before, 0:16:49.760 --> 0:16:51.800 but then go, oh, why don't you buy ours instead? 0:16:51.880 --> 0:16:55.640 Ha ha ha way better. So similarly, they might hire 0:16:55.680 --> 0:16:59.400 someone with a social media following to do that for them, 0:16:59.800 --> 0:17:01.960 Like they might hire me or someone and be like, hey, 0:17:02.080 --> 0:17:04.240 and I never would accept this. Let's be honest, I'm 0:17:04.400 --> 0:17:06.080 such a pest. No one wants to work with me. 0:17:06.160 --> 0:17:10.040 It makes sense. But they might hire someone like me 0:17:10.119 --> 0:17:12.040 and go of a like, this is the style of 0:17:12.200 --> 0:17:14.720 video that we would like you to make, because the 0:17:14.760 --> 0:17:17.240 way content happens is they don't just go all right, well, 0:17:17.320 --> 0:17:20.240 let's pretend it's coffee. They don't just send you the coffee, Beck, 0:17:20.640 --> 0:17:22.720 and they go all right, here have this coffee. Sell 0:17:22.720 --> 0:17:24.920 it to your audience. They go, hey, Beck, a few 0:17:24.920 --> 0:17:26.960 weeks before the video comes out, we're going to send 0:17:26.960 --> 0:17:29.040 you the coffee. Here's a brief. This is kind of 0:17:29.040 --> 0:17:31.080 the video we want you to make. Here are all 0:17:31.119 --> 0:17:33.679 the additional points that we need you to hit in 0:17:33.760 --> 0:17:36.400 this video. So could you talk about it's color? Could 0:17:36.400 --> 0:17:38.080 you talk about the cup it comes in and how 0:17:38.119 --> 0:17:40.159 comfy the cup is to hold. Could you, you know, 0:17:40.280 --> 0:17:42.600 do all these other things. Then I would make my 0:17:42.720 --> 0:17:45.000 video and I would send it back and be like, hey, Beck, 0:17:45.040 --> 0:17:46.800 he's the video that I made. Do you like it? 0:17:46.840 --> 0:17:48.719 They may go, oh, cut out this bit in this bit, 0:17:48.760 --> 0:17:51.040 and can you do a voiceover of this? Also, can 0:17:51.080 --> 0:17:54.120 you make the caption of this content this? You go, yeah, 0:17:54.200 --> 0:17:55.960 no worries, and then they select a date that it 0:17:56.000 --> 0:17:58.800 goes live on your platform. So it might feel super authentic. 0:17:59.119 --> 0:18:03.040 And if you're working with genuine, super authentic I guess influencers, 0:18:03.080 --> 0:18:05.320 they might go, n don't like your brief, get that 0:18:05.400 --> 0:18:08.840 in the bin like it's a grace. Though that is 0:18:08.920 --> 0:18:12.080 not available to many because if you're in a situation 0:18:12.160 --> 0:18:14.600 where you're a full time influencer and is your full 0:18:14.640 --> 0:18:17.840 time income. If someone comes to you and says, hey, 0:18:17.840 --> 0:18:20.000 Beck will give you three thousand dollars to make a video, 0:18:20.359 --> 0:18:22.680 are you gonna then argue with them over the scripting? 0:18:22.920 --> 0:18:23.399 Probably not. 0:18:23.760 --> 0:18:26.879 Yeah, So I think it's really important to remember that 0:18:27.800 --> 0:18:30.000 these things do happen and how it works, and maybe 0:18:30.119 --> 0:18:32.119 we'll do a whole episode. I think people would be 0:18:32.160 --> 0:18:35.560 so pervy how to influencers make money. Like, I'll just 0:18:35.560 --> 0:18:37.040 break it down and be like, all right, here's my 0:18:37.119 --> 0:18:39.679 media kit. Here's what we do. Here's how it works. 0:18:39.720 --> 0:18:42.080 This is what you know on average and influencer charges 0:18:42.080 --> 0:18:44.440 for an Instagram post if they have this many followers. 0:18:44.480 --> 0:18:46.679 Here's what they charge for a video. Here's what they 0:18:46.720 --> 0:18:49.320 charge for a TikTok. This is the process, so that 0:18:49.480 --> 0:18:52.240 you kind of understand the background of that, because I 0:18:52.280 --> 0:18:54.760 think it's important for you to be completely across it. 0:18:54.800 --> 0:18:56.919 And that's probably why, going back to the start of 0:18:56.920 --> 0:19:00.960 this episode, I'm so aggressively passionate about disclosure. Yeah, because 0:19:01.000 --> 0:19:02.439 I'm like, if I've been gifted it, you will know 0:19:02.520 --> 0:19:04.639 I've been gifted it. And the amount of times I 0:19:04.720 --> 0:19:06.560 post something that people are like, oh, you didn't say 0:19:06.560 --> 0:19:08.480 that was gifted, I'm like, no, no, no, that's because 0:19:08.480 --> 0:19:10.520 I bought it with my cold hard cash, Like I 0:19:10.640 --> 0:19:14.400 bought that myself. So sometimes you'll actually see my posts 0:19:14.520 --> 0:19:17.320 not sponsored, just good because I want to share it. Yeah, 0:19:17.320 --> 0:19:19.520 because I'm like, I love this. I have ADHD, I 0:19:19.560 --> 0:19:22.000