Latest / She's On The Money / Deinfluencing

Transcript

Deinfluencing · She's On The Money

• 0:00
  Speaker 1: Hello.
• 0:01
  Speaker 2: My name's Santasha Nabananga Bamblet. I'm a proud yr the
• 0:05
  Speaker 2: Order KERNI Whoalbury and a waddery woman. And before we
• 0:08
  Speaker 2: get started on She's on the Money podcast, I would
• 0:11
  Speaker 2: like to acknowledge the traditional custodians of the land of
• 0:14
  Speaker 2: which this podcast is recorded on a wondery country, acknowledging
• 0:18
  Speaker 2: the elders, the ancestors and the next generation coming through
• 0:23
  Speaker 2: as this podcast is about connecting, empowering, knowledge sharing and
• 0:27
  Speaker 2: the storytelling of you to make a difference for today
• 0:31
  Speaker 2: and lasting impact for tomorrow.
• 0:33
  Speaker 1: Let's get into it.
• 0:34
  Speaker 3: She's on the Money. She's on the Money.
• 0:57
  Speaker 4: Hello and welcomed. She's on the Money. The podcast for
• 1:00
  Speaker 4: people who want to be deinfluenced out of impulse buying
• 1:04
  Speaker 4: some trending product. My name is Beckside and with me
• 1:07
  Speaker 4: is Victoria Devine.
• 1:08
  Speaker 1: Hello, my friend. Hello. If mixed up the intro, I
• 1:12
  Speaker 1: like it.
• 1:12
  Speaker 4: I think it's quite inclusive.
• 1:14
  Speaker 1: It is quite inclusive, but I know we all want
• 1:16
  Speaker 1: to be de influenced. We want to be doing It's
• 1:18
  Speaker 1: all over TikTok, it's all over Instagram, It's everywhere. This
• 1:22
  Speaker 1: trend or this concept of de influencing, and I'm here
• 1:25
  Speaker 1: for it, like I want to ruin absolutely everything for everybody.
• 1:29
  Speaker 1: So like ten out of ten, let's go.
• 1:30
  Speaker 4: It's very hard word to say, de influencing, de influencing.
• 1:33
  Speaker 4: I'm going to say that the episode.
• 1:35
  Speaker 1: I don't know if there's a right or wrong. I
• 1:37
  Speaker 1: think it's a made up word.
• 1:38
  Speaker 4: So you can do whatever you want with us sick, yeah,
• 1:40
  Speaker 4: greatly anything and hopefully everyone can follow.
• 1:43
  Speaker 1: All right, carry on.
• 1:44
  Speaker 4: For anyone that's opened a social media app in the
• 1:46
  Speaker 4: past twelve months, you would have seen the de influencing trend.
• 1:49
  Speaker 4: And for anyone who hasn't seen it or still doesn't
• 1:52
  Speaker 4: really understand it, kind of like me, what is de influencing?
• 1:55
  Speaker 1: So it's like the opposite of influencing, which kind of
• 1:58
  Speaker 1: makes sense because it says d front of influencing, so
• 2:01
  Speaker 1: it's kind of self descriptive. But we all know the
• 2:05
  Speaker 1: quote influencers, right, So that's the term used for people
• 2:08
  Speaker 1: predominantly on social media who use their platforms to sell
• 2:11
  Speaker 1: products or influence their audience to purchase them, which usually
• 2:15
  Speaker 1: results in monetary compensation for the influencer. Now, it would
• 2:19
  Speaker 1: be amiss of me to not admit, right, here that
• 2:22
  Speaker 1: I am an influencer. Hello, I'm not the biggest influencer.
• 2:25
  Speaker 1: In fact, I'm a really terrible influencer. Half the time,
• 2:28
  Speaker 1: I am deinfluencing on my platform just because it's obviously
• 2:32
  Speaker 1: not one hundred percent of what I do. But I
• 2:34
  Speaker 1: do have a number of partnerships, which is why I
• 2:37
  Speaker 1: feel so passionate about this space. I suppose because I'm
• 2:41
  Speaker 1: so aggressive on what I will and won't accept, because
• 2:44
  Speaker 1: I feel such a level of I guess responsibility to
• 2:48
  Speaker 1: my audience that I'm like, well, if I don't use
• 2:50
  Speaker 1: that product, and I've never used that product, I'm not
• 2:52
  Speaker 1: just going to get it in and try it and
• 2:54
  Speaker 1: then be like, beck, you should buy it, because to me,
• 2:56
  Speaker 1: that's a massive responsibility, but also the fact that people
• 2:59
  Speaker 1: trust my opinion like, oh, it's terrifying. It's a lot
• 3:02
  Speaker 1: of responsibility exactly. So deinfluencing is the exact opposite of that.
• 3:07
  Speaker 1: So rather than telling you to purchase a product, it's
• 3:09
  Speaker 1: where people are influencing you not to buy something and saying, hey,
• 3:14
  Speaker 1: here's all the reasons why you probably don't need the
• 3:16
  Speaker 1: new XYZ. So it actually originated on TikTok to combat
• 3:21
  Speaker 1: over consumption, but it's now formed different branches where you
• 3:25
  Speaker 1: might see someone really breaking down like a viral product
• 3:28
  Speaker 1: or something, on why they tried it and why they
• 3:30
  Speaker 1: would never buy it again, or at times deinfluencing you
• 3:34
  Speaker 1: not to buy a certain type of thing but buy
• 3:37
  Speaker 1: something else instead, so they might go, hey, cool, so
• 3:39
  Speaker 1: this is trending, but here's the five dollar version ten
• 3:42
  Speaker 1: out of ten. Why bother getting the branded one. You're
• 3:46
  Speaker 1: just going to ruin it anyway.
• 3:47
  Speaker 4: Right, Wow, that's really like doing God's work. I love that.
• 3:51
  Speaker 1: I think it's so important because at the moment, like
• 3:53
  Speaker 1: they're something obviously this is not going to sit well
• 3:55
  Speaker 1: with a couple of people, but I don't care being
• 3:59
  Speaker 1: in this influence space right, Like, I get sent a
• 4:01
  Speaker 1: lot of email pictures from people being like, hey, here's
• 4:05
  Speaker 1: this client that has this brand. If you would like
• 4:08
  Speaker 1: to work with them, let us know and we can
• 4:10
  Speaker 1: send some more information out right, ninety nine percent of
• 4:13
  Speaker 1: the time I'm like no, thanks. So I get to
• 4:15
  Speaker 1: see all these different brands. It might be like, you know,
• 4:18
  Speaker 1: furniture companies, it might be clothing companies. It might be
• 4:20
  Speaker 1: restaurants that are opening that say hey, like we'd love
• 4:23
  Speaker 1: to work with influencers. Rah rah. At the moment, Regulation
• 4:27
  Speaker 1: as it Should Be says that any time you accept
• 4:30
  Speaker 1: a gifted product, even if you don't get payment, you
• 4:32
  Speaker 1: need to disclose that. And because I see all of
• 4:35
  Speaker 1: these pictures and I go, oh, okay, restaurant A is
• 4:39
  Speaker 1: going to be, you know, giving away a free dinner
• 4:42
  Speaker 1: for four people to you know, promote their new business,
• 4:45
  Speaker 1: which is genius, Like it's quite smart strategy, Like influencer
• 4:49
  Speaker 1: marketing is very powerful. Right at the end of the day.
• 4:52
  Speaker 1: I don't think we're saying, oh, influencers shouldn't exist rarah. No,
• 4:55
  Speaker 1: absolutely not, because I kind of like the market as
• 5:00
  Speaker 1: much as like it's very biased because I'm in it.
• 5:02
  Speaker 1: I really like it because Becky, if I adore you
• 5:05
  Speaker 1: and then I get to see you posting particular products,
• 5:08
  Speaker 1: I'm like, well, if beck likes it, I'm sure I
• 5:09
  Speaker 1: will like it. H Do you know what I mean?
• 5:10
  Speaker 1: Totally smart for brands, smart for them, like everybody is happy.
• 5:15
  Speaker 1: But do you know how many times over the last
• 5:17
  Speaker 1: few months I've seen companies that I either have worked
• 5:20
  Speaker 1: with or are going to work with, or have seen
• 5:23
  Speaker 1: their pictures of and these influencers are not tagging it,
• 5:27
  Speaker 1: not branding it. They're just like I'm at the restaurant
• 5:30
  Speaker 1: and you're like, can you please put your hashtag gifted
• 5:32
  Speaker 1: or like the paid partnership thing on, or they're like, hey,
• 5:35
  Speaker 1: I got these products, you know, and they're just styling
• 5:37
  Speaker 1: it in their home or whatever, and I go, yeah,
• 5:39
  Speaker 1: but like, I know it was free, so if you
• 5:41
  Speaker 1: could just let your community know that, that would be great. Yes,
• 5:45
  Speaker 1: I cannot tell you how many of these things are happening,
• 5:49
  Speaker 1: Like I just it grinds my gears because I look
• 5:52
  Speaker 1: at it and I go, that's so unfair for them
• 5:54
  Speaker 1: not to disclose that they're, you know, gifted a product.
• 5:57
  Speaker 1: Make if I get gifted a product. I'm always on
• 5:59
  Speaker 1: my Instagram being like, look at this free thing I got, guys. Yeah,
• 6:02
  Speaker 1: Like I got sent a baby bounce out and a
• 6:04
  Speaker 1: baby carrier recently, and I was like, guys, look at
• 6:07
  Speaker 1: this baby Beyon send me their cool baby carrier. Here's
• 6:11
  Speaker 1: my cat in it. That's all my stories right now.
• 6:14
  Speaker 1: Obviously not well the episode maybe not anymore. I'll save
• 6:18
  Speaker 1: it in the highlights or something. But like, I'm so
• 6:20
  Speaker 1: stoked when brands are like, hey, we think you'd love
• 6:22
  Speaker 1: our product, and I'm like, actually, that was all my
• 6:24
  Speaker 1: list of things to buy. I would love that, Like
• 6:26
  Speaker 1: how picked exactly? Money win, Yes, but like, shouldn't we
• 6:30
  Speaker 1: be proud of the partnerships we have? Why are you?
• 6:32
  Speaker 1: Why are you being a little bit sneaky?
• 6:34
  Speaker 4: It's gone on here.
• 6:35
  Speaker 1: I can't trust you can't trust it. So always feel
• 6:38
  Speaker 1: like if somebody is posting something, You're like, is that paid?
• 6:41
  Speaker 1: Ask Yeah, They're like, hey is this gifted? Oh my gosh,
• 6:46
  Speaker 1: they'll probably block you, so probably do that. Honestly.
• 6:49
  Speaker 4: Is it kind of a new term deinfluencing?
• 6:53
  Speaker 1: No, I don't think so. Like, if we consider deinfluencing,
• 6:56
  Speaker 1: it's obviously encouraging you not to buy certain products. I
• 6:59
  Speaker 1: wouldn't say that that concept is new, but the terminology
• 7:03
  Speaker 1: around it is. Gotcha, So hashtag d influencing. Looked it
• 7:07
  Speaker 1: up before over eight hundred and eighty million views on
• 7:11
  Speaker 1: TikTok in the past eighteen months. Before that, it just
• 7:15
  Speaker 1: had two million views, which is obviously a lot of views,
• 7:17
  Speaker 1: but like not nearly as many as eight hundred and
• 7:19
  Speaker 1: eighty million.
• 7:20
  Speaker 4: Yes, jeez, that's heaps. Okay, So it's really exploded this year,
• 7:25
  Speaker 4: and I don't really understand why we need someone online
• 7:27
  Speaker 4: to tell us, you know, not to buy it something.
• 7:28
  Speaker 4: I guess it makes sense if you're being fed all
• 7:30
  Speaker 4: this information, all these ads and all this kind of stuff.
• 7:33
  Speaker 4: I guess you do need it. But is there a
• 7:35
  Speaker 4: reason that it's been such a big conversation and white
• 7:38
  Speaker 4: so relevant right now?
• 7:39
  Speaker 1: I think there are a few reasons. I mean, first
• 7:41
  Speaker 1: things first, I do disagree with you a little bit,
• 7:44
  Speaker 1: like I think we need it, yeah, because social media
• 7:47
  Speaker 1: is just becoming a sales platform if we don't have
• 7:49
  Speaker 1: people like this or people who want to be just
• 7:52
  Speaker 1: pushing their organic content. Like please, don't get me wrong,
• 7:55
  Speaker 1: I keep referencing myself and I don't mean to. It's
• 7:57
  Speaker 1: not because I'm egotistic or it's just because I live
• 8:00
  Speaker 1: in I guess this sphere. But my favorite people that
• 8:03
  Speaker 1: I follow aren't pushing products. They're just posting pictures of
• 8:06
  Speaker 1: their kids, pictures of their cats, like what they get
• 8:08
  Speaker 1: up to on the weekends. And I feel like there's
• 8:10
  Speaker 1: actually a push towards an expectation that influences are more
• 8:15
  Speaker 1: organic than they have ever been. Like do you follow
• 8:18
  Speaker 1: someone back nowadays because they have a beautifully curated Instagram
• 8:22
  Speaker 1: feed or do you follow them because they're real and
• 8:24
  Speaker 1: kind of funny, like real.
• 8:26
  Speaker 4: And kind of funny, exactly like whatever.
• 8:28
  Speaker 1: I feel like we're moving away from these carefully crafted
• 8:31
  Speaker 1: Instagram feeds and like beautifully styled TikTok videos to just
• 8:35
  Speaker 1: people who are relatable because we're over that sales pitch
• 8:38
  Speaker 1: and I think having come out of COVID, everybody's feeling
• 8:41
  Speaker 1: the pressure of the cost of living crisis. But then
• 8:44
  Speaker 1: over consumption is a massive thing, and I think it's
• 8:46
  Speaker 1: pretty sexy when people are kind of calling you out,
• 8:48
  Speaker 1: being like, Beck, you don't need twelve new tops just
• 8:51
  Speaker 1: because you saw them on TikTok, And like that's a
• 8:54
  Speaker 1: bit rich because how many times do I come on
• 8:55
  Speaker 1: this pot I'm like, Ah, this brand new thing that
• 8:58
  Speaker 1: I've bought I got on Dick. You're just like Victoria,
• 9:02
  Speaker 1: but I am a marketer's dream. Like you want me
• 9:06
  Speaker 1: in your like marketing pool because I'll buy it, Like
• 9:10
  Speaker 1: I'll be convinced three am. I'm like, oh, squishy Toyah.
• 9:14
  Speaker 4: I need this thing that I'll never be.
• 9:16
  Speaker 1: Uge my life. I'm going to be a better human
• 9:18
  Speaker 1: because of it. So I think it's a huge problem
• 9:21
  Speaker 1: because there are a lot of people like me. We're
• 9:24
  Speaker 1: also way more aware these days of who makes our
• 9:26
  Speaker 1: clothes and where our clothes come from and how many
• 9:29
  Speaker 1: where are we going to be getting from each purchase.
• 9:31
  Speaker 1: Recently we talked about girl math, and one of the
• 9:34
  Speaker 1: main things on that, I guess girl math trend was
• 9:37
  Speaker 1: really justifying your purchases and going, well, how many wars
• 9:41
  Speaker 1: am I going to get out of this? Can I
• 9:42
  Speaker 1: girl math this beautiful T shirt away? Like, oh, it's
• 9:45
  Speaker 1: one hundred dollars, but I'm definitely going to get a
• 9:46
  Speaker 1: hundred wars out of this, So now that T shirt
• 9:48
  Speaker 1: is a dollar. So obviously I don't like the concept
• 9:51
  Speaker 1: of girl math, but obviously we are trying harder to
• 9:54
  Speaker 1: justify our purchases now and after you've done an online
• 9:58
  Speaker 1: shopping hall, Like, let's be honest, you you might wear
• 10:00
  Speaker 1: an item one or two times and then think you're
• 10:02
  Speaker 1: doing the right thing by taking it to the op
• 10:04
  Speaker 1: shop because smart genius. Yes, but fifty seven percent of
• 10:09
  Speaker 1: our discarded clothes actually end up in landfill because they
• 10:12
  Speaker 1: don't get sold at the op shop. Oh that's a lot.
• 10:16
  Speaker 1: That's a lot. It's more than half back production of clothes.
• 10:20
  Speaker 1: You know, we actually did a whole episode on fast fashion,
• 10:22
  Speaker 1: so go back to that for obviously and even deeper
• 10:25
  Speaker 1: dive on that. But it's something that she's on the
• 10:27
  Speaker 1: money is really passionate about. But production of clothes contributes
• 10:30
  Speaker 1: to around eight to ten percent of the world's carbon emissions.
• 10:34
  Speaker 1: So by having de influencers encourage us to buy less
• 10:37
  Speaker 1: or shop well mindfully, it's actually helping with over consumption
• 10:40
  Speaker 1: and that's a good thing. That's a good thing, honestly,
• 10:43
  Speaker 1: pretty sexy. Back to me being absolutely influenced by everybody always.
• 10:48
  Speaker 1: The hashtag TikTok made Me buy It has more than
• 10:54
  Speaker 1: seventy one billion views. People share things they've impulse bought. Now,
• 11:00
  Speaker 1: I've never made a video like that. If I had
• 11:03
  Speaker 1: started making videos like that, i'd double those views for
• 11:05
  Speaker 1: them because there's just so many things that I have
• 11:08
  Speaker 1: been influenced to buy that's not good, that is terrible.
• 11:11
  Speaker 1: This is why I need the de influencers. Like I'm
• 11:14
  Speaker 1: all about it, So I said a few things. Another
• 11:17
  Speaker 1: thing that I have thought of is reviews, So you
• 11:19
  Speaker 1: might see influencers telling you what they wouldn't buy again,
• 11:22
  Speaker 1: and it's often a product that went viral on social media.
• 11:26
  Speaker 1: That's a money win because you get a review of
• 11:28
  Speaker 1: a product without ever using it or spending your money
• 11:30
  Speaker 1: on it. Now, making this about me again, I use
• 11:34
  Speaker 1: TikTok all the time to do research, like I wonder
• 11:37
  Speaker 1: if other people are the same as this, because you know,
• 11:40
  Speaker 1: it's no secret. Now I'm having a baby and I'm
• 11:44
  Speaker 1: looking for a pram and there are in Australia. I
• 11:46
  Speaker 1: did not realize this. Beck it's like a cult like
• 11:50
  Speaker 1: the Mummy like circuit, right, Like there are like two
• 11:53
  Speaker 1: prams they like and that's it. Oh, Like I didn't
• 11:55
  Speaker 1: realize they're really expensive, Like they're like the fancy prams
• 11:59
  Speaker 1: and you when you're like, are these things actually that
• 12:01
  Speaker 1: good or are they just expensive?
• 12:03
  Speaker 4: Because surely surely it's wheels.
• 12:05
  Speaker 1: It's a little thing exactly. You see every baby shop
• 12:09
  Speaker 1: and they've got like tens of tens of prams lined
• 12:12
  Speaker 1: up and you're like, surely anyway, So no, going on
• 12:16
  Speaker 1: TikTok has helped me realize I don't want either of
• 12:18
  Speaker 1: those prams because they might have cult status, but they
• 12:22
  Speaker 1: actually don't have the functionalities I want. So those reviews
• 12:25
  Speaker 1: have really helped and I feel like historically we went
• 12:28
  Speaker 1: to YouTube, but that's really long form content, whereas I
• 12:32
  Speaker 1: can watch like five or ten different two or three
• 12:34
  Speaker 1: minute videos and be like, all right, I know I
• 12:37
  Speaker 1: don't want that now because it's like different mums who
• 12:39
  Speaker 1: have done it, like whatever it is, and I'm sure
• 12:41
  Speaker 1: you could do that with a million different things. Prams
• 12:43
  Speaker 1: is just what I have been looking at at the
• 12:45
  Speaker 1: moment there. I don't know who I've become, Like, I'm embarrassed,
• 12:48
  Speaker 1: I'm scared. What is the next This is a really
• 12:51
  Speaker 1: slippery slope, like, am I gonna cut all my hair off? Like,
• 12:54
  Speaker 1: we don't know.
• 12:55
  Speaker 4: I think you'd legally have to.
• 12:57
  Speaker 1: I think I need the mum bob.
• 12:59
  Speaker 4: I think you'd leave have to have a mumbob. I
• 13:01
  Speaker 4: soon have to give birth. Maybe you could be de
• 13:04
  Speaker 4: influenced out of the mumbob because you have been de
• 13:07
  Speaker 4: influenced out of the PRAM situation. So I that seems
• 13:10
  Speaker 4: like a really good thing on TikTok reasons not to
• 13:13
  Speaker 4: cut my hair all right, Moving back to the story
• 13:16
  Speaker 4: that we are curating here, a recent study from Meta
• 13:19
  Speaker 4: so they're the people who own Instagram and Facebook.
• 13:22
  Speaker 1: They showed after seeing a product advertised on social media
• 13:25
  Speaker 1: by an influencer. Get this, eighty seven percent of people
• 13:29
  Speaker 1: surveyed either followed the brand on socials, visited their website,
• 13:34
  Speaker 1: or made a purchase.
• 13:35
  Speaker 2: Wow.
• 13:35
  Speaker 4: Very effective.
• 13:36
  Speaker 1: That is the power of influencing. That is why it
• 13:39
  Speaker 1: is so important for brands now to be dabbling in
• 13:42
  Speaker 1: this space. And I feel like if you go back
• 13:44
  Speaker 1: five or ten years, people would say influencing is dead.
• 13:47
  Speaker 1: It's going to be a dying like you know, marketing stream,
• 13:50
  Speaker 1: it's not going to stand up. I think it's just
• 13:52
  Speaker 1: becoming more and more lucrative. But what people are expecting
• 13:56
  Speaker 1: from their influencers now isn't just them to parade around
• 13:59
  Speaker 1: in a really cupercini, right. I feel like that was
• 14:02
  Speaker 1: what Instagram was ten years ago. Now they're like, we
• 14:05
  Speaker 1: want people with substance who have real opinions on things,
• 14:08
  Speaker 1: and we follow them, but they also sell product. So
• 14:11
  Speaker 1: I feel like now we have different expectations, but the
• 14:14
  Speaker 1: influencer space is not going anywhere from my perspective. So
• 14:19
  Speaker 1: what we've learned from Meta is basically that we need
• 14:22
  Speaker 1: dinny influencers, beck Like, we desperately need them, and we
• 14:26
  Speaker 1: need them to make sure that we're not in pols
• 14:27
  Speaker 1: purchasing absolutely everything we see on social media, because obviously
• 14:31
  Speaker 1: that's what's going on.
• 14:33
  Speaker 4: Yes, okay, all right.
• 14:35
  Speaker 1: So the third thing I've come up with is pseudo authenticity,
• 14:39
  Speaker 1: which is obviously meaning fake authenticity, but pseudosocial relationships come
• 14:45
  Speaker 1: into this as well. So when influencers are super organic
• 14:51
  Speaker 1: on social media and they share basically everything about their life,
• 14:54
  Speaker 1: you immediately go, oh, my friend beck Wait, no, they're
• 14:58
  Speaker 1: not my friend. I just follow them on Instagram, Like,
• 15:00
  Speaker 1: you create what's called a pseudosocial relationship with them, which
• 15:03
  Speaker 1: means you trust them inherently more than anybody else that
• 15:08
  Speaker 1: you see online. Obviously, this is where it's not coming
• 15:12
  Speaker 1: from a good place because what you have created. It's
• 15:15
  Speaker 1: like when I don't know if you've done this back,
• 15:17
  Speaker 1: but like, you download a dating app. This hasn't happened
• 15:19
  Speaker 1: to me in ten plus years, don't worry. You download
• 15:22
  Speaker 1: a dating app and then you start talking to someone
• 15:24
  Speaker 1: and you're like, this person is the one, Like they
• 15:27
  Speaker 1: are so nice because you know what you've done. You've
• 15:30
  Speaker 1: taken their words and you've put your own tone on
• 15:32
  Speaker 1: top of it, and so you've decided what tone that's
• 15:35
  Speaker 1: coming from like if they say, oh, I'm having a
• 15:38
  Speaker 1: good day, You're like, oh my gosh, that's so nice
• 15:40
  Speaker 1: of him to say that I was having a good day.
• 15:43
  Speaker 1: Like you've just decided in your head what the meaning
• 15:46
  Speaker 1: of all these things are? Yes, And that's really dangerous.
• 15:50
  Speaker 1: It's a slippery slope because you trust them even more.
• 15:52
  Speaker 1: Then you know what the worst part is You then
• 15:54
  Speaker 1: go on a date and you're like, who is this
• 15:56
  Speaker 1: I are? So obviously that pseudo social situation means that
• 16:00
  Speaker 1: you're more likely to jump on the bandwagon without questioning
• 16:03
  Speaker 1: it too much. But the other thing with this, Beck
• 16:06
  Speaker 1: is pseudo authenticity. So I said, you've got this pseudo
• 16:09
  Speaker 1: relationship with your influencer, and that makes sense. But then
• 16:12
  Speaker 1: pseudo authenticity because do you know what marketing departments in
• 16:17
  Speaker 1: big retail companies, they spend millions each year. They know
• 16:20
  Speaker 1: about this de influencing like trend or whatever we're going
• 16:24
  Speaker 1: to call it, And essentially it might actually be marketing
• 16:28
  Speaker 1: companies going, hey, Beck, we went you to make a
• 16:31
  Speaker 1: video about why you wouldn't buy this product and then
• 16:34
  Speaker 1: recommend our product as a as a good alternative. Right,
• 16:38
  Speaker 1: So instead it could actually be a brand jumping on
• 16:41
  Speaker 1: the trend of de influencing by masking something as de
• 16:44
  Speaker 1: influencing when actually it's not so. For example, they might
• 16:47
  Speaker 1: tell you not to buy certain products, as I explained before,
• 16:49
  Speaker 1: but then go, oh, why don't you buy ours instead?
• 16:51
  Speaker 1: Ha ha ha way better. So similarly, they might hire
• 16:55
  Speaker 1: someone with a social media following to do that for them,
• 16:59
  Speaker 1: Like they might hire me or someone and be like, hey,
• 17:02
  Speaker 1: and I never would accept this. Let's be honest, I'm
• 17:04
  Speaker 1: such a pest. No one wants to work with me.
• 17:06
  Speaker 1: It makes sense. But they might hire someone like me
• 17:10
  Speaker 1: and go of a like, this is the style of
• 17:12
  Speaker 1: video that we would like you to make, because the
• 17:14
  Speaker 1: way content happens is they don't just go all right, well,
• 17:17
  Speaker 1: let's pretend it's coffee. They don't just send you the coffee, Beck,
• 17:20
  Speaker 1: and they go all right, here have this coffee. Sell
• 17:22
  Speaker 1: it to your audience. They go, hey, Beck, a few
• 17:24
  Speaker 1: weeks before the video comes out, we're going to send
• 17:26
  Speaker 1: you the coffee. Here's a brief. This is kind of
• 17:29
  Speaker 1: the video we want you to make. Here are all
• 17:31
  Speaker 1: the additional points that we need you to hit in
• 17:33
  Speaker 1: this video. So could you talk about it's color? Could
• 17:36
  Speaker 1: you talk about the cup it comes in and how
• 17:38
  Speaker 1: comfy the cup is to hold. Could you, you know,
• 17:40
  Speaker 1: do all these other things. Then I would make my
• 17:42
  Speaker 1: video and I would send it back and be like, hey, Beck,
• 17:45
  Speaker 1: he's the video that I made. Do you like it?
• 17:46
  Speaker 1: They may go, oh, cut out this bit in this bit,
• 17:48
  Speaker 1: and can you do a voiceover of this? Also, can
• 17:51
  Speaker 1: you make the caption of this content this? You go, yeah,
• 17:54
  Speaker 1: no worries, and then they select a date that it
• 17:56
  Speaker 1: goes live on your platform. So it might feel super authentic.
• 17:59
  Speaker 1: And if you're working with genuine, super authentic I guess influencers,
• 18:03
  Speaker 1: they might go, n don't like your brief, get that
• 18:05
  Speaker 1: in the bin like it's a grace. Though that is
• 18:08
  Speaker 1: not available to many because if you're in a situation
• 18:12
  Speaker 1: where you're a full time influencer and is your full
• 18:14
  Speaker 1: time income. If someone comes to you and says, hey,
• 18:17
  Speaker 1: Beck will give you three thousand dollars to make a video,
• 18:20
  Speaker 1: are you gonna then argue with them over the scripting?
• 18:22
  Speaker 4: Probably not.
• 18:23
  Speaker 1: Yeah, So I think it's really important to remember that
• 18:27
  Speaker 1: these things do happen and how it works, and maybe
• 18:30
  Speaker 1: we'll do a whole episode. I think people would be
• 18:32
  Speaker 1: so pervy how to influencers make money. Like, I'll just
• 18:35
  Speaker 1: break it down and be like, all right, here's my
• 18:37
  Speaker 1: media kit. Here's what we do. Here's how it works.
• 18:39
  Speaker 1: This is what you know on average and influencer charges
• 18:42
  Speaker 1: for an Instagram post if they have this many followers.
• 18:44
  Speaker 1: Here's what they charge for a video. Here's what they
• 18:46
  Speaker 1: charge for a TikTok. This is the process, so that
• 18:49
  Speaker 1: you kind of understand the background of that, because I
• 18:52
  Speaker 1: think it's important for you to be completely across it.
• 18:54
  Speaker 1: And that's probably why, going back to the start of
• 18:56
  Speaker 1: this episode, I'm so aggressively passionate about disclosure. Yeah, because
• 19:01
  Speaker 1: I'm like, if I've been gifted it, you will know
• 19:02
  Speaker 1: I've been gifted it. And the amount of times I
• 19:04
  Speaker 1: post something that people are like, oh, you didn't say
• 19:06
  Speaker 1: that was gifted, I'm like, no, no, no, that's because
• 19:08
  Speaker 1: I bought it with my cold hard cash, Like I
• 19:10
  Speaker 1: bought that myself. So sometimes you'll actually see my posts
• 19:14
  Speaker 1: not sponsored, just good because I want to share it. Yeah,
• 19:17
  Speaker 1: because I'm like, I love this. I have ADHD, I
• 19:19
  Speaker 1: live on the internet and I'm a psycho, Like it's
• 19:22
  Speaker 1: really fun. But I think it's so important to understand
• 19:26
  Speaker 1: why things are done how they're done, And it feels
• 19:29
  Speaker 1: a little bit reminiscent this whole. I guess pseudo authenticity
• 19:34
  Speaker 1: of that green washing episode we did recently or not recently.
• 19:37
  Speaker 1: It feels recently, but it would have been twelve months
• 19:39
  Speaker 1: ago about the investment world, about how they greenwash you know,
• 19:43
  Speaker 1: their product to make it a little bit more attractive
• 19:46
  Speaker 1: to you so that you think it fits your ethics
• 19:48
  Speaker 1: and values. And I think we'll actually start to see
• 19:50
  Speaker 1: a rise in pseudo authentic posts of this kind, which
• 19:54
  Speaker 1: is why we have to be so careful about being
• 19:55
  Speaker 1: able to identify them.
• 19:57
  Speaker 4: Okay, complex, complex, but her be right, like, who doesn't
• 20:02
  Speaker 4: want to know what the influence is making? Yeah, this
• 20:04
  Speaker 4: is juicy. I'm loving this episode. I think let's go
• 20:07
  Speaker 4: to a quick break and when we come back, we'll
• 20:08
  Speaker 4: talk about if we can or cannot trust d influencers. BB.
• 20:19
  Speaker 4: We are back, and you do get me on board.
• 20:22
  Speaker 4: In the first half, they're.
• 20:23
  Speaker 1: Lad because you said I'm not sure we need this,
• 20:25
  Speaker 1: and I was like, sit down, Becker Roe, we do.
• 20:27
  Speaker 4: I think we do. But also then you mentioned that
• 20:30
  Speaker 4: some de influencers are being told to de influence so
• 20:33
  Speaker 4: that they can, So how do we know? Like, how
• 20:36
  Speaker 4: do we know?
• 20:37
  Speaker 1: Well, because earlier we learned the stats that quote TikTok
• 20:40
  Speaker 1: made me buy it has over seventy one billion views.
• 20:43
  Speaker 1: Like obviously the marketing companies they're going to spend some
• 20:47
  Speaker 1: money on understanding these trends and if they realize that
• 20:50
  Speaker 1: de influencing is a good one, and they're going to
• 20:51
  Speaker 1: be like, how do we integrate this strategy into our
• 20:53
  Speaker 1: marketing plan? Like have you seen how many businesses are
• 20:57
  Speaker 1: now on TikTok actually creating funny content? Actually, do you
• 21:00
  Speaker 1: know who my favorite person to follow or favorite? Is
• 21:03
  Speaker 1: it a group or a company? You'll be able to
• 21:05
  Speaker 1: tell me in a hot second. I love following New
• 21:08
  Speaker 1: South Wales police on TikTok. Oh following Oh my gosh,
• 21:13
  Speaker 1: they're the best. They are savage day. I'll show you
• 21:16
  Speaker 1: more videos later. But we do need to talk about
• 21:19
  Speaker 1: whether we can trust d influencers or not. Yes, I
• 21:22
  Speaker 1: mean I don't think de influencing is that different to influencing.
• 21:26
  Speaker 1: They're still trying to sway your purchase decisions. I guess
• 21:29
  Speaker 1: take the same care as you would when you consume
• 21:32
  Speaker 1: any type of influencer content. Importantly ask yourself the question
• 21:37
  Speaker 1: does it feel authentic? Are you feeling the need to
• 21:39
  Speaker 1: impulse purchase something because of this video? Or if they
• 21:42
  Speaker 1: actually just like absolutely sacrifice to product and then you're like,
• 21:46
  Speaker 1: where do I go from here? And you don't know,
• 21:48
  Speaker 1: they're probably genuinely being a dear influencer in that situation
• 21:51
  Speaker 1: if they've not given an alternative. And then people online
• 21:54
  Speaker 1: are holding brands accountable nowadays, which I think is important, yes,
• 21:58
  Speaker 1: and can spread the world to the masses. It's giving
• 22:01
  Speaker 1: consumers back the power. I think, like, how many times
• 22:04
  Speaker 1: have you seen videos pop up on your feed where
• 22:06
  Speaker 1: they're like, Hey, here's some terrible customer service I got
• 22:09
  Speaker 1: from a brand. Here are all the email replies that
• 22:12
  Speaker 1: I got and I'm still not happy. So I'm making
• 22:14
  Speaker 1: a TikTok and you just go far out Brussels Sprout
• 22:17
  Speaker 1: like this is going wild. It also really allows you
• 22:21
  Speaker 1: to reconsider an impulse purchase. How many times on this
• 22:24
  Speaker 1: podcast Beck maybe with the original de influences us, you're me,
• 22:29
  Speaker 1: how many times have I said put twenty four hours
• 22:31
  Speaker 1: between when you're spending, Like you don't like that, we
• 22:34
  Speaker 1: don't have to say no, we just go how about tomorrow.
• 22:37
  Speaker 1: So put some time between the purchase that you're making
• 22:41
  Speaker 1: and allow yourself to reconsider an impulse purchase. Obviously, if
• 22:44
  Speaker 1: you listen to the first half of this episode, no
• 22:45
  Speaker 1: you didn't. I'm definitely someone who puts twenty four hours
• 22:49
  Speaker 1: between me and my spending. But it may make scrolling
• 22:52
  Speaker 1: on your phone a much cheaper experience. If eighty seven
• 22:56
  Speaker 1: percent of people start following a round on socials or
• 22:59
  Speaker 1: visit the webs, all make a purchase, the mindless act
• 23:02
  Speaker 1: of scrolling and watching videos actually becomes a really expensive habit.
• 23:06
  Speaker 1: AP's free, but how much is it costing you?
• 23:08
  Speaker 4: Oh, that's a good way to frame it.
• 23:10
  Speaker 1: Deinfluencing in its truest form helps break up the content
• 23:15
  Speaker 1: getting you to impulse by And importantly, I don't think
• 23:18
  Speaker 1: that you should feel guilty if you impulse purchase from
• 23:20
  Speaker 1: time to time. It's not your fault. Sometimes we really
• 23:23
  Speaker 1: do need that weird cat brush. Exactly how many random
• 23:27
  Speaker 1: things I've purchased and they actually spark joy in my life.
• 23:30
  Speaker 1: It's terrifying.
• 23:32
  Speaker 4: My friend brought me this little duck that you push
• 23:34
  Speaker 4: its head down, it brings you a toothpick, and it's
• 23:36
  Speaker 4: the best thing.
• 23:37
  Speaker 1: That I actually bought you something from TikTok the other day,
• 23:40
  Speaker 1: and I've given jess her one, but I haven't given
• 23:42
  Speaker 1: you yours, and I meant to bring it in today.
• 23:44
  Speaker 1: But yeah, that was a TikTok purchase. But I know
• 23:47
  Speaker 1: you're gonna love it.
• 23:48
  Speaker 4: I'm really really excited. Thank you so much. You don't
• 23:50
  Speaker 4: even know what it is, but I know I'm gonna
• 23:52
  Speaker 4: love it whatever it is. As someone with a social
• 23:55
  Speaker 4: media following and you have a level of influence, do
• 23:57
  Speaker 4: you think this new trend kind of undermines the role
• 24:01
  Speaker 4: of an influencer.
• 24:02
  Speaker 1: No, I think it holds it more accountable. Yeah, at
• 24:04
  Speaker 1: the end of the day, like, I think content should
• 24:07
  Speaker 1: be organic. I feel very uncomfortable with the idea that
• 24:09
  Speaker 1: people exist solely on social media to sell products. Yea,
• 24:13
  Speaker 1: And that comes from the very entitled position of not
• 24:16
  Speaker 1: being in that position as a quote influencer. Like I
• 24:19
  Speaker 1: hate the term influencer, Like it makes me so ick.
• 24:23
  Speaker 1: Like if people like, what do you do for work?
• 24:24
  Speaker 1: Honest to god, I'll always be like, oh, I just
• 24:26
  Speaker 1: work in finance. I don't want to talk about it.
• 24:29
  Speaker 1: It's so weird. And then when you do follow me
• 24:31
  Speaker 1: and you actually know me. Please don't bring up the
• 24:33
  Speaker 1: videos that I post on Internet, like, oh so awkward.
• 24:37
  Speaker 1: They're like, oh, I saw that video you did for
• 24:38
  Speaker 1: Nivia the other day, and I'm like, yeah, it was
• 24:40
  Speaker 1: a really good video. But now can we just talk
• 24:41
  Speaker 1: about how I put my skincare on? Because I do
• 24:43
  Speaker 1: like that product, but now it feels weird that we're
• 24:45
  Speaker 1: talking about it.
• 24:46
  Speaker 4: I can't imagine what that feels like. But hey, listen,
• 24:49
  Speaker 4: you'll get that linked.
• 24:50
  Speaker 1: Oh I want all your unsolicited recommendations, like do you
• 24:55
  Speaker 1: know why Friday Drinks bex Broke tips goes off because
• 24:59
  Speaker 1: everybody wants you advice. They're like, oh, Beck, this is
• 25:01
  Speaker 1: a legit tip.
• 25:03
  Speaker 4: That is so nice. It all. Mostly I'm not saying
• 25:05
  Speaker 4: that people are write in but my ones are usually useless.
• 25:08
  Speaker 4: But I'm very, very crazy.
• 25:09
  Speaker 1: They're not.
• 25:09
  Speaker 4: You've taught me a lot.
• 25:10
  Speaker 1: You've taught me a lot.
• 25:11
  Speaker 4: That's nice. So V At the end of the day,
• 25:14
  Speaker 4: what would you like people to take away from this episode?
• 25:17
  Speaker 1: Impulse purchasing can happen anywhere, not just on social media.
• 25:21
  Speaker 1: Like the other day, I nearly bought an inflatable spar
• 25:23
  Speaker 1: from Bunnings because it was right there on the way out.
• 25:26
  Speaker 1: I didn't buy it, though, so that's pretty good for me.
• 25:28
  Speaker 1: I'm proud of you, thank you, But I will be
• 25:30
  Speaker 1: buying an inflatable spir at some point. It just feels
• 25:32
  Speaker 1: like something I need in my life. You need it, Yeah,
• 25:34
  Speaker 1: you totally. I'm over and going my inflatable spa. I
• 25:37
  Speaker 1: got it.
• 25:37
  Speaker 4: Not proud, Actually, I'm disappointed that you didn't buy smart.
• 25:40
  Speaker 1: I wanted to do more research. If I'm being honest.
• 25:43
  Speaker 4: Oh okay, then proud again, Thank.
• 25:45
  Speaker 1: You, thank you. But I think we all should be
• 25:48
  Speaker 1: taking a moment before making any type of purchase anyway,
• 25:51
  Speaker 1: and obviously putting twenty four hours between you and your
• 25:54
  Speaker 1: spending and consider if you actually need it. Stick to
• 25:56
  Speaker 1: your budget. That's really sexy. Sometimes it doesn't feel that way,
• 25:59
  Speaker 1: but I promise budgeting is sexy, and don't punish yourself
• 26:03
  Speaker 1: too much if you actually do do it.
• 26:05
  Speaker 4: Yeap, who cares?
• 26:06
  Speaker 1: Move on? Yep, Absolutely no point sacrificing ourselves right now
• 26:10
  Speaker 1: when it was a mistake we made. Ages go doesn't matter.
• 26:14
  Speaker 1: So I think just being aware of the world as
• 26:16
  Speaker 1: well is quite important. So like the people we follow
• 26:19
  Speaker 1: online do influence the way that we think and feel
• 26:21
  Speaker 1: and act and behave, And I think that it's really
• 26:23
  Speaker 1: important to reflect on that and go, well, other people
• 26:26
  Speaker 1: I'm following actually adding value? Or every time I go
• 26:29
  Speaker 1: on social media, do I feel a little bit trash
• 26:32
  Speaker 1: about the decisions that I'm making? Like at that point,
• 26:34
  Speaker 1: I go, it's probably time to unfollow, Like you don't
• 26:37
  Speaker 1: necessarily need to be following someone all the time, Like
• 26:41
  Speaker 1: they might have changed their content and you now don't
• 26:44
  Speaker 1: like it anymore. They might have gone too commercial. Like,
• 26:47
  Speaker 1: don't feel bad if you unfollow someone, because I think
• 26:50
  Speaker 1: making sure that your feeds are really authentic to you
• 26:53
  Speaker 1: is also really important because how many times do we
• 26:55
  Speaker 1: get swept up in peer pressure go, oh my gosh,
• 26:57
  Speaker 1: I must eed the iPhone fifteen, I must everybody else
• 27:01
  Speaker 1: just getting it. I don't need it. My phone works
• 27:04
  Speaker 1: ten out ten. Yeah, so I think it's just really
• 27:06
  Speaker 1: important to take a moment. Again, don't punish yourself if
• 27:10
  Speaker 1: you're doing it, it doesn't matter.
• 27:11
  Speaker 4: Yeah, I agree with that, great advice for you. I
• 27:13
  Speaker 4: think it's a really good place to leave it.
• 27:14
  Speaker 1: I think it's the best place to leave it. Let's go.
• 27:17
  Speaker 1: I hope you guys have the best weekend. We'll see
• 27:18
  Speaker 1: you on Friday for a Friday drinks, but till then,
• 27:21
  Speaker 1: love you, Bye, bye, guys.
• 27:29
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• 27:31
  Speaker 5: in nature and does not consider your individual circumstances. She's
• 27:35
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• 27:39
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• 27:42
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