Kiki and Emma return to co-host with Yo – yay – to talk about The Influencer Industry by Emily Hund, so we get a multi-generational perspective about the book. Together we explore some of the risks and benefits of being an influencer plus we talk some recent scandals. Emma brings a particular perspective as a book IG influencer.
We hope you’ll enjoy the listen!
The 3 Episode "Take Aways":
- There can be a downside when influencers monetize their brand which can lead to loss of authenticity and becoming more “corporatized”.
- “Making tons of money” as a new influencer may be an illusion for most.
- We can learn from Millennials and Gen Zers when it comes to shaking off negative comments – they can helps us growing a thicker skin.
As mentioned in the episode:
The Influencer Industry by Emily Hund
Emma’s Book IG: @leatherboundgremlin
Books Recommendation: @schizophrenicreads (Nathan Shuherk)
Vanderpump Rules (Scandavol) on Bravo/You Tube TV
Ep 57 “Lashlighting” – Authenticity in Internet Culture
Black Pink Girl Group
Ways to reach us:
Our website:
You can send a message or voicemail there. We’d love to hear from you!
email:
emilyfcanny@gmail.com (Emma)
kjcanny@gmail.com (Kiki)
yo@yocanny.com (Yo)
FB group: Girl, Take the Lead
https://www.facebook.com/groups/272025931481748/?ref=share
IG:
yocanny (Yo)
leatherboundgremlin (Emma)
keeks.ters (Kiki)
LinkedIn:
https://www.linkedin.com/in/yocanny/
https://www.linkedin.com/in/emmacanny/
https://www.linkedin.com/in/kikicanny/
00:00:09
Welcome to episode 75 of girl, take the lead for each week.
00:00:12
We explore Womanhood and Leadership and I'm your host.
00:00:15
Yo, Kenny a mccanney and Kiki candy are in the house.
00:00:22
So they'll bring a millennial and gen Z perspective to our
00:00:25
discussion. Today about the book, The
00:00:28
influencer Astri by Emily hunt, Emma had recommended the book
00:00:33
and we'll discuss the gems. We found particularly around
00:00:37
authenticity, you may remember episode 57 we did together about
00:00:43
lash lighting or lash gate, which was a discussion about the
00:00:47
influencer Michaela Guerra and the Scandal she experienced when
00:00:52
she was accused of using false eyelashes, in a sponsored post
00:00:57
to promote L'Oreal mascara, You will hear mention of Michaela
00:01:03
and the Scandal again in this episode we hope you enjoy the
00:01:07
listen. Here you go tansy and Millennial
00:01:14
in the house. We're here.
00:01:18
So excited today to have Emma and Kiki to help us understand
00:01:24
the influencer industry. And so am I do you want to
00:01:27
introduce yourself to the listeners?
00:01:29
Who may not know you? You.
00:01:31
Hi, I'm Emma. I'm the millennial that does
00:01:34
come on from time to time and I also have a book Instagram
00:01:42
account called leather-bound Gremlin where I talk about my
00:01:47
favorite books and do book reviews.
00:01:48
And so I'm part of personally, part of the influencer microcosm
00:01:53
that we're going to talk about today.
00:01:55
Good. And how about you key?
00:01:57
Hey, I'm Kiki. I'm the resident, Jen's ear, the
00:02:00
Zoomer. And and knows a lot about
00:02:04
influencing. So we're going to call on her
00:02:07
insights into some of this too. So let's start first with what?
00:02:11
We think the definition of an influencer is okay and in this
00:02:15
book that Emma had recommended by Emily hund.
00:02:21
Yeah, I mean it's so also extra context on the book.
00:02:25
I actually got this recommendation from
00:02:26
schizophrenic reads on Instagram, so to them they have
00:02:30
an amazing. I'm amazing nonfiction
00:02:34
recommendations. Give them a follow on Instagram
00:02:37
and tag truck kind of getting back to your question.
00:02:39
I think there is kind of like the political scientifically,
00:02:43
correct definition of an influencer but I think it's
00:02:46
anybody who for monetary gain has a social media account,
00:02:52
curating a certain brand of or image depending on their Niche.
00:02:57
Very popular ones are like Beauty and Fashion influencers.
00:03:01
They come in all shapes and sizes.
00:03:03
I know there's a knitting influencer community on Tick
00:03:06
Tock and it's wild. So it really comes in all shapes
00:03:10
and sizes. Yeah.
00:03:12
And I think book has the focus of it being about bloggers.
00:03:17
Well, black is also kind of like, I feel like in this book
00:03:20
is kind of like a, you can swap it out for influencers.
00:03:24
Bloggers was kind of more like I think traditionally, it was like
00:03:27
a hobby if you just kind of had it, there wasn't really like a
00:03:30
monetary aspect to it. It like I think about food
00:03:32
bloggers that, just have like, they have like recipes and
00:03:35
sometimes they're sponsored with like certain ingredients.
00:03:37
But like, for the most part, it's just like they're posting
00:03:39
recipes for add space or whatever, it's not.
00:03:43
It's kind of like, a different format.
00:03:44
I feel like, yeah, well, I think that a lot of her examples in
00:03:48
the book were definitely blogging examples, of
00:03:52
influencers. And so, today in our episode
00:03:55
that we might work in a little bit more about podcasting and
00:03:58
about other types of influencers, That are out there.
00:04:02
But I think your point about it being for social and economic
00:04:06
reward is definitely fitting within her.
00:04:08
Definition of what she had indicated to be the definition
00:04:14
of an influencer. And I think the other point she
00:04:16
makes is about the size of the industry and how it big it is.
00:04:21
Yeah, it's huge. You know, multi-billion.
00:04:25
That's what the b as in boy, dollar industrial machine.
00:04:29
Is what she described it as and the impact that that's had on
00:04:33
our culture and our Technologies and the way in which we see
00:04:38
things as been enormous. But there's the downside of it
00:04:41
that she talked about to. She had a quote from Tavi
00:04:45
gevinson, who first made a name for herself in the late 2000s as
00:04:51
a preteen style blogger, wrote an essay for New York Magazine
00:04:57
and said quote somewhere along the line.
00:05:00
I think I came See my shareable self as the authentic one and
00:05:06
buried my and buried any tendencies that might threaten
00:05:10
her likability. So deep down, I forgot they even
00:05:14
existed. She said this about Instagram,
00:05:18
quote, most unnerving are the ways in which it has led me to
00:05:22
de-stress myself. I think I'm a writer and an
00:05:26
actor and an artist, but I haven't believed the purity of
00:05:30
my own intentions are ever since I became my own salesperson.
00:05:38
That was that hit me like yeah the sales aspect of when you
00:05:43
start having been a marketer for so many years you couldn't be
00:05:48
dishonest and you're selling you know you had to have grounded
00:05:53
claims you couldn't over-promised.
00:05:55
I mean so much of it has been cleaned up but it's like the
00:06:00
Wild West in influencer Industry of what people say and what they
00:06:06
get away. It's and and there's been these
00:06:09
little steps, right? Like you guys have mentioned
00:06:11
that some of the laws that have gone into effect that you have
00:06:15
to call out when you're talking about a sponsor or your
00:06:18
advertising hashtag but is it hashtag sponsor personal guard
00:06:23
hashtag. Yeah.
00:06:25
Anything more to say about that. Emma.
00:06:27
Anything come to mind for you? I think that the introduction
00:06:29
kind of like to me would really like how the books starts.
00:06:33
It's kind of like portraying the influencer industry of Like, you
00:06:37
really could like make a lot of money from like the comfort of
00:06:40
your own home, which, like, to me, kind of like a delusions to
00:06:44
like the American dream concept of, like, if you like work hard
00:06:48
enough, you'll be able to make millions and like, you know, I
00:06:52
think influence because everybody has access to social
00:06:54
media in line for the most part. Social media is free to have so
00:06:58
like, there's no entry cost. So like you're like all right
00:07:01
cool I'm all ready, whatever I make.
00:07:04
It's kind of like I'm making a profit and The model of it I
00:07:07
think is very enticing because of that especially like, you
00:07:11
know, considering and like hunt goes into more detail about this
00:07:15
in the book but like, considering like the economic,
00:07:19
the economic timeline of as of late is, has been kind of crazy.
00:07:23
So people kind of see it, as kind of like, well worst-case
00:07:26
scenario, I'll just like, put all my time into social media
00:07:29
and become an influencer and get sponsored by companies and like,
00:07:33
you know, whatever there probably was a time when You
00:07:36
could make a lot of money, like I think of it, like when I see
00:07:41
people do right, like on YouTube, people are
00:07:43
millionaires, like, look with an M, like maybe even billion.
00:07:48
It's mostly from like the businesses that offshoot off of
00:07:51
like their main Channel. And so, you know, there is like,
00:07:55
there is proof, like there is like empirical proof that you
00:07:59
can make money. You can make a lot of money,
00:08:01
yeah, off of it but that's like one person if Eva In like 1% of
00:08:08
actually people who are influencing, you know, like for
00:08:12
my books are G. I am not under the notion that I
00:08:15
could make like millions of dollars because we cannot books
00:08:17
but because of like my social platforms, I had I can get
00:08:21
better access to what are called, Advanced reader copies
00:08:24
of books there. So those are they're all.
00:08:27
They're also called arcs books that I have not come out yet
00:08:32
that I get a free copy of on my Kindle or relevant up.
00:08:37
But I in exchange of that I post a review before it's published
00:08:40
and usually get a couple months in advance sometimes even more
00:08:43
than that. But your authenticity isn't
00:08:46
challenged with that. You're in fact, it is because
00:08:49
I'm getting something for I'm getting like a benefit of it and
00:08:52
like this publisher can choose not like and it's happened.
00:08:55
A publisher, could choose not to work with me again.
00:08:58
If I don't post something, that's like relatively positive
00:09:01
and there's morning of an incentive because there's some
00:09:04
sometimes there are people who are out there were getting I
00:09:06
paid to review things. Yeah, you know in other ways
00:09:09
shapes or forms inclusive of like the ark and there it's
00:09:14
really hard to kind of be like, hey this is like my like
00:09:18
unbiased opinion, you know, you kind of you kind of take them at
00:09:22
their word because like you're not you kind of hope for the
00:09:25
best. Yeah I think sometimes with with
00:09:28
my research that I do for the podcast, you know like on a with
00:09:31
a book or two that all use I'm not pretending to know.
00:09:37
Would be an expert in the subject.
00:09:38
So my authenticity shows up like this is what I've done.
00:09:42
This is what I've looked into. This is how I made this
00:09:45
conclusion based on on what I've gotten to know.
00:09:49
I think that's pretty authentic from the way you're talking
00:09:51
about it and what you're doing him.
00:09:53
I mean, it's nice because I can pick and choose for the most
00:09:56
part because I'm not making a lot of money.
00:09:59
But at the same time, I'm kind of like, it, incentivizes me to
00:10:03
get a lot of followers, so if I gain more followers, I'll get
00:10:06
him. Higher level arcs, you know?
00:10:09
And I might even get free free books that, you know, just just,
00:10:13
I don't need to review and that's like the ticketing for a
00:10:16
books to grammar book talker or whatever.
00:10:19
But those are people that with, like, hundreds of thousands of
00:10:23
followers, I have like maybe 2000.
00:10:27
I don't think I think some little bit under that number but
00:10:31
it's hard because it's like you want to make yourself look good.
00:10:34
So that companies will work with you And you'll get some maybe
00:10:38
some cash or some benefit. A lot of the arcs are what are
00:10:42
things that I would normally read?
00:10:43
Anyway, I'm kind of like, making money in a sense, it's an
00:10:47
incentive, it's as down to whether you would be willing to
00:10:52
your values, will allow you how your ethics.
00:10:55
We saw in episode, 57 about the called at last gate or lash
00:11:01
lighting, brought up, whether she was being inauthentic by
00:11:06
Swearing some false lashes while she was supposed to be trying on
00:11:10
some mascara, so the results look rather good on the mascara.
00:11:14
There's decisions that I guess we all make in the process on
00:11:19
how far we're going to go with being authentic, or being
00:11:22
inauthentic, you know, what is really us and what is the brand
00:11:26
you're trying to promote? There's hazards and there's big
00:11:29
potential. I can see it in podcasting to
00:11:32
where, you know, I took a class lot of us.
00:11:36
Went into that class hearing that there was just this
00:11:39
enormous economic potential, and it's damn hard to achieve.
00:11:49
All of us are like still working on it, you know, and all of the
00:11:52
things you've got to do to develop the brand today is so
00:11:57
different than it was even five years ago.
00:12:01
You know, ten years ago because of where the where the growth
00:12:05
curve has been for the industry. Still got a lot of potential
00:12:10
like they're still going to be more podcast coming but You
00:12:15
know, it's not it's not at a point where you're going to make
00:12:18
a lot of money just going into it and just doing it.
00:12:21
Do you think we covered the authenticity?
00:12:24
Yeah. I was thinking that I, you know,
00:12:26
thought of when it comes to like authentic city is you know as
00:12:30
the public I think we really spot inauthenticity or weakness
00:12:35
almost which is a very fascinating thing like It's
00:12:40
interesting in my generation, I think we spot that a lot.
00:12:43
Thank you. Do quite a bit and you know, I
00:12:46
think my generation is a very compassionate and forgiving one
00:12:49
just based on all the injustices that we've seen in life, you
00:12:53
know, growing up, but I think some people some of the public
00:12:57
can be pretty unforgiving when they these when they see someone
00:13:01
not being authentic or when they see someone who might be You
00:13:07
know, deceiving yes, and I think for the same reasons as like,
00:13:11
we've just seen so much that it's like, our tolerance for it
00:13:14
is like very low. So I kind of feel for like, you
00:13:19
know, I think a lot of influencers and, you know,
00:13:23
regardless of their following needs to be aware of their
00:13:26
mental health. And, you know, needs to take
00:13:30
care of themselves because I really think it's not an easy
00:13:33
environment, and I think it can be especially Really unforgiving
00:13:37
if you mess up, you know, it's not only one where you can
00:13:43
jeopardize your reputation, I think.
00:13:46
Yeah. That's a big thing in our
00:13:49
generation that I think is pretty unique.
00:13:52
So, have you seen any scandals other scandals, besides
00:13:57
Michaela's, that we mentioned before and that episode in so
00:14:02
many? I can't, I can't remember.
00:14:04
So why she faked her own death?
00:14:23
She faked her own death. I like, it's out there if you
00:14:28
search it, it's there. But she basically faked her own
00:14:31
death to get better like Austria - Like Book Sales.
00:14:36
Oh no. Yeah, and then she decided like,
00:14:39
hey, I'm going to come back from the dead and going to read more
00:14:41
books because they was very successful because she was
00:14:44
people felt that like you don't feel terrible and so that's
00:14:49
awful. Yeah.
00:14:50
I mean there's also always the kind of people are saying like
00:14:54
very bigoted things like especially like I feel like I'm
00:14:58
very lucky because I feel like my community of book of book,
00:15:01
influencers, kind of skews. Like more women.
00:15:06
So like when I like usually when it's usually men in some cases
00:15:12
will make like a bad take about books like people they will
00:15:16
defend an author who's not great or whatever, for the most part
00:15:21
and the women in the community or just kind of like not having
00:15:25
it. And I, it's like a scandal.
00:15:28
Every every other couple days, but I read makes me very
00:15:31
important. About Yuki you seen some.
00:15:39
So the only big Scandal that I'm following it, or I guess, the a
00:15:43
scandal, right? So, I'm really into a show
00:15:46
called Vanderpump Rules right now.
00:15:49
And there's a huge Scandal about, you know, and of all skin
00:15:54
skin Duvall. So there's this beautiful woman
00:15:57
named Ariana who has been married to a guy named Tom
00:16:00
Sandoval for about 9 years, I think, and he ended up having an
00:16:05
affair. For summer months with Ariana's
00:16:08
best friend and they're all on the show so that that show is
00:16:13
that a TV show or what. So it's it's on Bravo Bravo.
00:16:18
Okay, this is kind of a real YouTube TV.
00:16:22
Check it out. Yeah.
00:16:23
You watch on YouTube TV but you know people have been so skating
00:16:28
on social media that it. Yeah.
00:16:31
I mean the only comment I've gotten - on YouTube where You
00:16:36
like and it was hard for me to shake it off.
00:16:39
It was like about the way I sounded and I just it was I
00:16:45
thought oh my god I've got to get a thicker skin.
00:16:48
This is like you can't you can't just go into this and get you're
00:16:56
going to get bounced around. You know, if there's anything
00:17:00
that like miggy's generation has learned in this day and age is
00:17:03
that no matter how you frame it, someone's going to.
00:17:06
I have a problem with you existing as a concept so you
00:17:10
just kind of like you can't do anything about that.
00:17:12
That they're, they're kind of having their own because they
00:17:15
know, since I've had, I've had me nasty comments to it.
00:17:18
I'm just like, I mean, Even if I try to be your bestie by kill
00:17:22
someone else will hate me for a different reason and at the end
00:17:25
of the day they just hate you because you exist and they're
00:17:27
like you're like in there for front but that's also like
00:17:30
that's like influencer. Like that's part of like the
00:17:32
influencer mental health thing, but Kiki mentioned right?
00:17:35
Like I know many like Jenna Marbles is a great example.
00:17:40
She quit YouTube. She was like one of the most
00:17:42
successful Youtubers of all time and she quit YouTube because she
00:17:44
was like I I'm done I've done I've done it all.
00:17:50
I'm just warming with burnout it can burn out doing anything
00:17:53
right? Including influencing?
00:17:56
I would imagine but I think it was kind of talking about right?
00:18:00
Like because there's no sort of either by tech companies or by
00:18:06
government. There's not really like a good
00:18:09
met Or like, burnout influencers.
00:18:14
And I don't know, necessarily from what I saw in the book, she
00:18:16
really demands, that's where to change.
00:18:18
But she like, she's gone attention to the fact that like,
00:18:22
influencers are kind of becoming a commodity and less like their
00:18:26
own individual people. Yeah, I think she calls it,
00:18:30
corporate sizing of the individual.
00:18:33
Yeah. And I saw that too, as something
00:18:36
like, if we look at her influencers as Personal
00:18:41
branding. they can shift though, if you become the corporate
00:18:49
spokesperson for someone else, then you're no longer a personal
00:18:56
brand that I thought was very interesting because she said as
00:19:01
individuals and advertising Brands endeavored to engage in
00:19:05
the influencer marketplace, they adjusted their identities and
00:19:09
means of expression to suit each other and the audiences Deemed
00:19:14
desirable. Yeah.
00:19:16
So it seems longer about them. It's about who they're trying to
00:19:21
write write. And and I as a podcaster, I kind
00:19:27
of just rely on organic growth. Like you may hear the podcast
00:19:32
and you tell a friend about it and then tell a friend and I'm
00:19:36
not going out and buying an audience.
00:19:39
I'm not selecting my audience. Sometimes I have Have men.
00:19:44
That listen sometime, I have all women sometime.
00:19:46
I have combination of the two but I'm not intentionally
00:19:51
Shifting. The content to attract a certain
00:19:56
demographic. And I think that's what they,
00:19:59
what she's pointing out in this corporate sizing concept.
00:20:03
That there are people out there who will begin to shift who they
00:20:07
are. And for example, that example,
00:20:10
the example we gave of tevye early on how she lost herself in
00:20:14
that process so easy I could just see it happening.
00:20:18
Yeah what do we think are some good things that have come from
00:20:22
influencers? Well from like book influence
00:20:26
from a book influencer perspective, Specifically, I
00:20:30
have heard of like, some amazing books, but I would not hear
00:20:35
anywhere else. And I specially cuz like, my
00:20:38
book influence, our hobby, like many others has come out of the
00:20:42
pandemic. When like, I like, didn't even
00:20:46
see my friends, like, having like a book club online is like,
00:20:51
was like amazing. And so, I kind of had that sort
00:20:54
of parasocial relationship with people and I kind of Like, you
00:20:58
know, kept me sort of stimulated in other in other words like you
00:21:04
know, during the pandemic. So that's what that was like one
00:21:07
of the things like during the pandemic, becoming pretty saying
00:21:09
it kept me pretty stable because it's a anybody who tries to gain
00:21:14
followers or traction on social media knows you have to post
00:21:17
very regularly at the same time and at a certain Cadence you're
00:21:21
like okay but now I've made some stable You know, some stable
00:21:25
growth and it kept me on a schedule which during the
00:21:29
pandemic was a crucial for my mental health.
00:21:32
Yeah. And I think too just like seeing
00:21:35
recommendations of books especially because I think
00:21:39
what's great about if you are due in, I'm going to do this
00:21:43
with like the asterisk of like if I didn't.
00:21:45
If in my opinion, you're doing it correctly.
00:21:49
If you are searching out and following a diverse group of
00:21:54
people from different backgrounds, different tastes
00:21:57
whatever. Like I barely read nonfiction,
00:22:00
but like I follow schizophrenic reads because he's just a
00:22:04
fantastic guy and like, you know, he they gave out Goodreads
00:22:08
and it's fantastic but like, you know, not everybody does that.
00:22:12
So they kind of Saddle off. But, you know, if you're doing,
00:22:15
if you're doing it that way, you get access to books. these, but
00:22:19
I would not have heard any other wise and you learn about some
00:22:22
cool stuff and some things that are hurting the book Community,
00:22:25
like it especially like in the time of book bands and book
00:22:28
burnings, you know, it's good to kind of keep like, you know, the
00:22:31
momentum alive about Yuki I think influencers have provided
00:22:36
a lot of inspiration for things like I think I wouldn't be able
00:22:43
to cook like half the things that I've learned to really
00:22:46
enjoy cooking if it wasn't for Food bloggers or like Instagram
00:22:50
chefs, and people like that. So I think a lot of inspiration,
00:22:54
a lot of exposure to things even with Michaela noguera.
00:22:59
You know I think she has introduced some products in my
00:23:02
life that I really like some of that kind of sucked.
00:23:05
And I was like, how does she like this?
00:23:06
But you know I think that's the positive thing to come from
00:23:11
them. A lot of exposure to new ideas,
00:23:14
just inspiration in general. I guess I would say that I think
00:23:21
influencers have brought more voices, then we typically would
00:23:28
have about things, so Beauty items points of view on things.
00:23:36
And as my good friend, Mary tells me at breakfast every now
00:23:40
and then and I have with her she'll say you always make me
00:23:44
think about something when I listen to To your podcast, the
00:23:48
hand thought about before. So I think that's pretty cool.
00:23:52
You know that we're kind of getting inspired and as you said
00:23:56
from all different kinds of people, and I think that they're
00:24:01
like, people who are regular people they're not models per
00:24:07
se, you know, they might look beautiful or whatever but I'm
00:24:12
not listening for that. I'm not looking for that.
00:24:15
I'm I'll let the beauty companies do all the whole model
00:24:20
thing but regular people which makes it more appealing.
00:24:25
Maybe that's maybe that's the good that's come from this
00:24:28
industry as well. I guess the last question that
00:24:31
we could ask ourselves is what do we think about?
00:24:36
Sponsorship and promotion and what's our viewpoint on that as
00:24:42
podcasters, where influencers per se, we're not picky money,
00:24:48
we have no sponsorship and I try and do as much promotion as I
00:24:54
can on social media. But you know, what do we think
00:24:57
about that? One thing I was thinking is I,
00:25:00
you know, for sponsorship. So I think it's very important
00:25:02
to work with a brand whose values align with yours to kind
00:25:05
of maintain that. That trust with your audience.
00:25:07
I think to totally okay for influencers and people to take
00:25:12
sponsorships, I think as a Jen's ear every time I see an ad or
00:25:16
sponsorship though. I don't really trust it as much
00:25:21
even if they say like, oh, I love this brand.
00:25:23
You know, I'm so happy to partner with them and all this
00:25:25
stuff it's like a part of before and I'm not really sure if it's
00:25:27
like authentic or real butt. I think it's totally okay.
00:25:33
Even, you know, it's interesting to, I was watching when my
00:25:36
favorite like, skincare YouTubers and he was doing a
00:25:41
full face of glow. Recipe skin care.
00:25:44
It was not sponsored but even then, I thought it was weird
00:25:49
because I think it's a John Deere.
00:25:50
I'm always used to just like are you sure?
00:25:53
And I absolutely trust that it was not sponsored because he's
00:25:57
very transparent and actually comment or this commentary about
00:26:00
a lot of other creators that, you know, don't have this don't
00:26:05
disclose their heads because I think if you do disclose your
00:26:08
ad, you kind of have to be open to your audience, not really
00:26:13
being as trusting of what you have to say.
00:26:16
So I think, as long as the brand, you know, like aligns
00:26:21
with your values, of course, it's like the biggest thing, but
00:26:23
even then, you have to be prepared for your audience,
00:26:25
depending on me, be their generation to have to take it
00:26:29
with a grain of salt. And I think brands are aware of
00:26:32
that as well, but they're still doing it.
00:26:33
So it must be successful for them and in some regard.
00:26:37
But I also think of this influencers like black paint who
00:26:40
I love, I don't care. I will buy anything from like
00:26:45
celebrity. Celebrities to, you know.
00:26:48
So there's always there's also like the celebrity cult with the
00:26:51
influence as well like celebrity marketing.
00:26:55
That's what a lot of these influencers get to write this.
00:26:59
It's very similar to the way in which we would have used
00:27:02
celebrities and marketing. You have to you know be cautious
00:27:06
because it can go down as much as it can go up in terms of your
00:27:12
engagement with your audience. If something if a scandal Pops
00:27:17
up, then, you know, that, take the down with it, in addition to
00:27:21
the app, but I was going to say, like, I feel like to Kiki's
00:27:24
point it just reminded me, you know?
00:27:26
Like, I sometimes I have to watch, like, what books I read
00:27:29
and promote, or, like, review because authors are very
00:27:35
hit-or-miss what authors and what are writing these books
00:27:39
and, like my dad a little bit about their background, right?
00:27:42
Because your, your brand isn't Just the book, The Brand is the
00:27:48
author. Yeah, exactly.
00:27:50
It's like saying, like, one of my episodes is the brand, but it
00:27:54
isn't my podcast. The whole podcast is my brand.
00:27:58
Yeah. Because you would you because
00:27:59
like in essence at its core book, reviewers on social media,
00:28:04
tend to give out reviews for free.
00:28:06
That's freely ever that were contributing to this authors
00:28:10
success, right? And in a way that's like a
00:28:13
supportive measure, right? Like, it's kind of like you're
00:28:15
condoning, it like there is one author who was so popular.
00:28:18
I am not going to name names because they're they're that
00:28:21
popular. And I'm not, you know, I'm not
00:28:23
messing with their families, I have read their books, I
00:28:26
realized after reading their books, that that author used
00:28:30
Brianna Taylor's murder to promote their books.
00:28:33
So I'm kind of like okay like it's weird because I think
00:28:37
sometimes like depending on the audience, like some people can
00:28:43
Overlook that and some people have and others have not And
00:28:48
it's hard like kids. Like, for me, I've made a moral
00:28:50
stance after I've read, they read the books that I ended up
00:28:53
kind of liking. I'm like, I'm not going to
00:28:55
promote them anymore. It's whatever there are other
00:28:58
books to read. I have plenty, yeah, you can't
00:29:00
see it. But my viewers and listeners.
00:29:03
But I have a huge one of like 10 bookshelves and the background
00:29:07
of my screen. Yeah, you really just have to.
00:29:10
You have to be careful about what you post on there.
00:29:12
Like yeah, definitely. Well, it takes a long time.
00:29:16
Although we were surprised by Michaela's recovery.
00:29:19
I mean, she didn't seem to take it too badly, that she had the
00:29:23
Scandal and seem to be recovered pretty quickly, who knows, maybe
00:29:31
it as fast as attitudes form. You know, you can get yourself
00:29:37
out of a mess in a fast way to, you know, I don't know.
00:29:41
Hopefully, I won't have anything.
00:29:46
Don't think so much. That's interesting because I
00:29:50
think like him Michaela, for example, didn't even acknowledge
00:29:52
it, really. I think that's probably the
00:29:56
upcoming strategy for a lot of influencers.
00:29:58
When it comes to scandals, to not really address it too much
00:30:05
in the past, you know, influencer influencers used to
00:30:08
make apology videos and you know, monetize that as well.
00:30:11
But I think, as fast as the public will ridicule some One.
00:30:17
They'll move on to the next thing.
00:30:19
Yeah, it's quite a fast pace kind of like judgmental
00:30:23
environment which I think that's why so many it hurts.
00:30:25
A lot of people you know, and a lot of people will be like, you
00:30:29
know, kids are culture isn't good because it's just really
00:30:31
Relentless, I think well good, anything else we want to say
00:30:36
about this? Nope, it's poop and Grand and I
00:30:41
thank you for bringing us this book.
00:30:44
It's been great. I enjoyed It it, it, it made me
00:30:47
think like, it would be a great textbook actually for marketing
00:30:52
class and social media know for sure.
00:30:55
Because especially, I don't know if you looked at the author tab
00:30:58
on the book, but there are calm. This was like a thesis for their
00:31:02
comms. Yeah, very cool, thanks.
00:31:05
Thank you, Nathan, for good name, this book and I'm glad I
00:31:09
made it onto my timeline. I was a great read.
00:31:11
Okay. And yes, it was a great.
00:31:13
We thank you for because I read it too.
00:31:17
All right, ladies, thank you for being here.
00:31:20
Can't wait to have you back. Take care.
00:31:22
Thanks for listening. Bye.
00:31:25
Bye bye. Thank you for listening today
00:31:30
and we sure hope you enjoyed this episode.
00:31:32
And if you did please leave a comment wherever you listen to
00:31:35
your podcast. Join our public Facebook group,
00:31:38
girl, take the lead or visit our website girl, Take the Lead
00:31:41
pod.com. We also have a YouTube channel
00:31:45
where your subscription would be Appreciated, once you're on
00:31:48
YouTube, search at girl, Take the Lead.
00:31:51
So the three takeaways from this episode were one, there can be a
00:31:56
downside when influencers monetize their brand which can
00:32:00
lead to loss of authenticity and becoming more corporate ties to
00:32:06
making tons of money. As a new influencer may be an
00:32:11
illusion for most of us and three, we can learn from
00:32:15
Millennials and gen. Sears.
00:32:17
When it comes to shaking off negative comments, they can help
00:32:21
us grow a thicker skin. Next week, we've got an episode
00:32:26
about emotional intelligence and episode 72, with Andrea main
00:32:30
DeWitt. I said I really wanted to
00:32:32
tackle. What's behind the comment?
00:32:36
Don't take it. So personally, and she thought
00:32:39
it had to do with emotional intelligence.
00:32:42
So I'm digging into the topic. I found the original Pioneer in
00:32:46
the The field. Daniel goleman who wrote the
00:32:50
book? Emotional intelligence.
00:32:53
Why it can matter more than IQ? So we'll start there and there's
00:32:58
a couple other authors I think can help us.
00:33:01
Susan, David's book, emotional agility, get unstuck Embrace
00:33:06
change and thrive in work and life.
00:33:10
And Melody Wilding who wrote? Trust yourself, stop
00:33:15
overthinking and channel your emotions for Success at work.
00:33:19
These should be amazing books to talk about.
00:33:22
Thanks for being here and talk to you soon.
00:33:25
Bye.
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