Latest / The Karel Show / Are Influencers Dying? Why Brands Are Spending Billions on the New Creator Economy

Transcript

Are Influencers Dying? Why Brands Are Spending Billions on the New Creator Economy · The Karel Show

0:01
Speaker 1: No time to fear.
0:02
Speaker 2: Corelle is so near because Showtime is here.
0:05
Speaker 3: So on with the show.
0:07
Speaker 1: Let's give it a go.
0:09
Speaker 2: Corelle is the one that you need to know.
0:14
Speaker 1: Now it's Showtime.
0:29
Speaker 3: It is the first Wednesday in September and we are
0:31
Speaker 3: going to talk about influencers. I know a lot of
0:34
Speaker 3: you hate them, but they really do impact your lives
0:37
Speaker 3: and the products you buy. So we're going to talk
0:39
Speaker 3: about it today on the show with two very great guests.
0:42
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0:50
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0:53
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0:54
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0:57
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1:00
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1:05
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1:07
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1:46
Speaker 3: had to tape one of the interviews because of the
1:48
Speaker 3: time difference. But that's, you know, that's okay. That's why
1:53
Speaker 3: you'll see me in a different shirt. You might even
1:55
Speaker 3: see me in two different shirts because I think during
2:00
Speaker 3: the interview, I think I spilled. Amber was on my lap. Anyway,
2:08
Speaker 3: so there are other news stories today, and now we're
2:11
Speaker 3: already in September. The midterms are approaching very, very rapidly.
2:15
Speaker 3: I don't think any changes are going to be made
2:17
Speaker 3: to mail-in ballots because of the new suits that have
2:20
Speaker 3: been filed, and it's so close to people getting their
2:23
Speaker 3: ballots today. I think we might be safe in that department.
2:25
Speaker 3: I don't know how he's going to try to interrupt,
2:27
Speaker 3: but he is. All right. I have never liked influencers. Okay.
2:31
Speaker 3: I just, I need to say that up front. But
2:34
Speaker 3: I've been one. Meaning when Andrew and I were on
2:37
Speaker 3: KFI Radio, we had endorsement deals and we endorsed products
2:41
Speaker 3: so people would buy them because they thought we liked them.
2:43
Speaker 3: And we always did. We didn't ever endorse. And to
2:46
Speaker 3: this day, whether it was on KGO or wherever, I
2:49
Speaker 3: have never endorsed a product that I do not believe in. Ever, ever, ever, ever.
2:54
Speaker 3: Never taken money for a product to endorse it or
2:57
Speaker 3: never taken a free product to endorse it if I
3:00
Speaker 3: did not believe in that product. And all of my reviews,
3:03
Speaker 3: whether the items were provided to me free or not,
3:06
Speaker 3: were all honest and the way that I feel about
3:08
Speaker 3: the products. But when social media, which we now know
3:12
Speaker 3: is addictive, thanks to the lawsuit settlement of $ 17 billion,
3:16
Speaker 3: when social media first started really happening, we had these influencers.
3:21
Speaker 3: And these were people who would, you know, go on
3:25
Speaker 3: yachts or open Birkin bags or just live great lives
3:29
Speaker 3: or be stay-at-home moms. And suddenly people are following them
3:34
Speaker 3: for tips about how to be a good stay-at-home mom.
3:38
Speaker 3: I mean, you guys know. You have followed an influencer,
3:41
Speaker 3: a beauty influencer or just a funny comic or whatever
3:45
Speaker 3: it might be. However, that is changing. And I read
3:48
Speaker 3: an article, is the era of the influencer over? And
3:51
Speaker 3: that's because of the economy. You know, we don't want
3:54
Speaker 3: to see rich people doing rich things right now because
3:56
Speaker 3: we can't. So we don't want to see some 20-year-old
3:59
Speaker 3: opening a $ 50, 000 Birkin bag and acting like everybody should
4:03
Speaker 3: have one. But the economy, the influencer economy, is still
4:09
Speaker 3: a billion-dollar economy. And influencers can directly affect business locally,
4:17
Speaker 3: local restaurants and the like, and nationally. And they can
4:22
Speaker 3: make products really hard to get. There is a protein
4:27
Speaker 3: craze in this country right now where everything is going
4:30
Speaker 3: high protein. Why? Influencers. It started on TikTok. Everybody's saying
4:36
Speaker 3: you needed more protein. Looks maxing is a thing. So
4:40
Speaker 3: much so that I've heard three car commercials talk about
4:43
Speaker 3: looks maxing and other kinds of maxing. So maxing is
4:47
Speaker 3: a thing. You've probably heard the term. Where did it
4:49
Speaker 3: come from? Influencers.
4:52
Speaker 4: Okay?
4:53
Speaker 3: So you may not think influencers have any bearing on
4:57
Speaker 3: your life or on your economy. But they do. Whether
5:01
Speaker 3: you know it or not. So we're going to talk
5:03
Speaker 3: about their origins with Andrew Selipak and another great guest.
5:09
Speaker 3: She's in Massachusetts. He's in Florida. We're going to talk
5:12
Speaker 3: about different viewpoints of the influencer economy, how it is changing,
5:18
Speaker 3: how it affects you. Could you become one? You know,
5:22
Speaker 3: could you actually end up making money on social media?
5:26
Speaker 5: Yeah.
5:28
Speaker 3: I have a follower who has goats at her house.
5:31
Speaker 3: Maybe she could be the goat mama. And suddenly she'd
5:34
Speaker 3: get 100,000 followers and she'd make money. So when we
5:37
Speaker 3: come back, is the era of the influencer over or changing?
5:40
Speaker 3: We've got two great guests for you. And that's what
5:43
Speaker 3: we're talking about today. No big news stories. No nothing.
5:46
Speaker 3: Just that.
5:48
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6:01
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6:22
Speaker 2: Showtime is here. No time to fear. Carell is so
6:26
Speaker 2: near because.
6:27
Speaker 8: Showtime is here. So on with the show. Let's give
6:32
Speaker 8: it a go. Carell is the one that you need
6:35
Speaker 8: to know.
6:38
Speaker 3: All right, we are back. You know, you all know
6:42
Speaker 3: that I have a love-hate relationship with online and social
6:46
Speaker 3: media people. I come from an era where journalists were
6:49
Speaker 3: trained and you went to journalism school and, you know,
6:52
Speaker 3: not everybody could be a broadcaster. Not everybody could be
6:55
Speaker 3: a journalist. Not everybody should be. And I've had to
7:00
Speaker 3: change my opinions as social media has come into vogue. Nowadays,
7:06
Speaker 3: we have people calling themselves journalists who have never taken
7:08
Speaker 3: and wouldn't know an inverted pyramid if it bit them
7:10
Speaker 3: in the ass. And if you guys don't know what
7:13
Speaker 3: that is, go look it up. because no one does
7:16
Speaker 3: it anymore, by the way. Inverted pyramid means you put
7:18
Speaker 3: the most important thing at the top of the story
7:20
Speaker 3: and then you trickle down because editors used to edit
7:22
Speaker 3: from the bottom. Nowadays, to get you to scroll and
7:26
Speaker 3: to read, if the headline says new blood test can
7:29
Speaker 3: tell you if you have Alzheimer's, they don't talk about
7:31
Speaker 3: it until paragraph eight. which is not inverted pyramid. But journalists, influencers,
7:38
Speaker 3: what are they? Well, I read an article that said
7:40
Speaker 3: the era of the influencer is over. Many of you
7:44
Speaker 3: wasn't even aware we're in the era of the influencer,
7:46
Speaker 3: but we are. And I wanted to talk about that
7:49
Speaker 3: because I think the answer is more nuanced than that.
7:52
Speaker 3: So I wanted to get an expert. Andrew Selipak is
7:54
Speaker 3: an assistant instructional professor in the Department of Media Production
7:57
Speaker 3: Management and Technology at the University of Florida. He has
8:01
Speaker 3: more degrees than I have fingers. He is also the
8:04
Speaker 3: program coordinator of a Master of Arts in Mass Communication,
8:07
Speaker 3: and he specializes in social media. His credentials are much
8:11
Speaker 3: longer than that. Just take it from me. He is very,
8:13
Speaker 3: very learned on this topic. In fact, there's so many
8:16
Speaker 3: topics he's learned it on. I'd like to have him
8:18
Speaker 3: on to discuss other things, particularly about how watching television
8:23
Speaker 3: dramas influences us when it comes to our interactions with police,
8:28
Speaker 3: our views on race and racism, because the same goes
8:32
Speaker 3: with medical. You all watch TV and you think that
8:34
Speaker 3: when someone's heart stops and they do CPR, that they
8:37
Speaker 3: always come back to life. That only happens in about
8:39
Speaker 3: six to eight percent of the cases that 92% die.
8:43
Speaker 3: But on TV, almost 100 come back to life. And
8:46
Speaker 3: that's just not real life. Proof that TV is not
8:49
Speaker 3: real life. So that'd be another topic he and I
8:51
Speaker 3: could talk about. But let's go to Andrew Selipak, who
8:54
Speaker 3: is in Florida where they're having their afternoon thunderstorms. Welcome, Andrew. Now,
9:01
Speaker 3: what is an influencer?
9:04
Speaker 7: Before we get there, I just want to make a
9:07
Speaker 7: brief statement. I do actually teach the inverted pyramid in
9:11
Speaker 7: my classes.
9:11
Speaker 3: Oh, no one pays attention.
9:16
Speaker 7: I do. I actually, I have a picture of it
9:19
Speaker 7: up there. I actually explained the history of why we
9:23
Speaker 7: have the inverted pyramid going back to the telegraph early newspapers. So,
9:28
Speaker 7: it is still being taught now whether or not it's consistent.
9:31
Speaker 3: Yeah, because you edited from the bottom. The editors would
9:34
Speaker 3: edit from the bottom. And so you put your least
9:37
Speaker 3: important stuff down at the bottom. That way, if you
9:40
Speaker 3: lost it for space consideration before online, where you could
9:44
Speaker 3: just blather on forever, you know, when you had 500
9:47
Speaker 3: words and that meant 500, you know, you edited from
9:52
Speaker 3: the bottom. Also, the other thing, since we're talking things
9:55
Speaker 3: that drive me fucking crazy you spell out 1 through
9:59
Speaker 3: 9 10 and above you use the number I saw
10:02
Speaker 3: the New York Times with the number 2 in their
10:05
Speaker 3: headline and I wanted to drive to New York and
10:07
Speaker 3: smack the shit out of their editors just really pissed
10:10
Speaker 3: me off you spell everything under 9 10 and above
10:14
Speaker 3: you write it out I'm sorry you use the number.
10:19
Speaker 7: We could talk about that, too. I taught broadcast news writing,
10:23
Speaker 7: and it's a little bit different compared to print in
10:26
Speaker 7: the way that you write out the numbers. So there's
10:29
Speaker 7: just a lot of rules for a lot of people,
10:31
Speaker 7: and it makes it really confusing for everyone.
10:33
Speaker 3: Yeah, well, now they don't follow any of them. The
10:36
Speaker 3: only rule nowadays is there are none. So let's talk
10:40
Speaker 3: about influencers. I did get pissed early on.
10:43
Speaker 1: Because, to me, I.
10:45
Speaker 3: Have a wall over here. You can't see it. But
10:48
Speaker 3: all of my media badges are on this wall. And
10:51
Speaker 3: there are thousands. I mean it. There's Grammy, Oscar, Emmy,
10:57
Speaker 3: every concert, award show, everything where you get a laminate.
11:00
Speaker 3: I saved them since I was 16 years old. And
11:03
Speaker 3: getting those laminates used to be really hard. You had
11:06
Speaker 3: to show what publications you were with, prove your readership.
11:10
Speaker 3: There were registries later on that had your publication and
11:14
Speaker 3: all the readership and everything so you couldn't lie about it.
11:17
Speaker 3: There were organizations you could be members of. Nowadays, they
11:20
Speaker 3: go by followers or engagement or hits or whatever, and
11:24
Speaker 3: you don't even have to be a real quote-unquote journalist
11:28
Speaker 3: to end up in a media pool or on a
11:31
Speaker 3: carpet or somewhere where there are real journalists, and you're just...
11:36
Speaker 3: You know, someone from TikTok that has two million followers.
11:39
Speaker 3: You've never taken a journalism class or whatever. And here
11:42
Speaker 3: you are out there with people who have degrees such
11:44
Speaker 3: as yourself. So it bothered me at first. But then
11:47
Speaker 3: I just realized you're upset at something that's not going
11:50
Speaker 3: to change. This is the genies out of this bottle,
11:53
Speaker 3: you know, and this is the way it's going to be. Yeah.
11:57
Speaker 3: How did the influencers come to be? Companies learned early on,
12:01
Speaker 3: I guess, that if they aligned themselves with popular online figures,
12:06
Speaker 3: they could get exposure for their brands. But influencers used
12:12
Speaker 3: to be, and I think this is where the story
12:14
Speaker 3: is a little not as nuanced as it could be,
12:18
Speaker 3: They used to be people living the good life. Here
12:20
Speaker 3: I am drinking expensive champagne or unpacking my Birkin bag
12:23
Speaker 3: or on this yacht or whatever. And as economy has changed,
12:28
Speaker 3: political views have changed, divisions have happened, those sorts of
12:33
Speaker 3: influencers are waning. And there's a new breed, which are
12:38
Speaker 3: either outrageous individuals who just say all kinds of weird
12:41
Speaker 3: shit like a Joe Rogan or an Andrew Tate, who
12:43
Speaker 3: we mentioned earlier, or myself. I guess I'm outrageous. Or
12:47
Speaker 3: people that teach people something. Here's how to make vegan
12:50
Speaker 3: lunch or here's how to apply makeup or what. So
12:53
Speaker 3: those are kind of the new breed, either the outrageous
12:57
Speaker 3: or the teaching. And the influencers that were just out
13:02
Speaker 3: traveling the world and showing everybody how fabulous their life are,
13:06
Speaker 3: those are sort of fading. But how did they come
13:09
Speaker 3: to be? What is an influencer and how did it
13:11
Speaker 3: come to get such prominence both online and with corporate America?
13:17
Speaker 7: Well, that goes back to a little bit of the
13:19
Speaker 7: conversation we were having earlier, a little behind the scenes
13:22
Speaker 7: aspect of, you know, celebrities versus influencers. And if you
13:27
Speaker 7: look at sort of the old school celebrities, if we
13:30
Speaker 7: go back to Frank Sinatra's, you know, Cary Grant type
13:33
Speaker 7: of things, they were famous for having a talent, for
13:37
Speaker 7: having a skill. They had a marketable ability. They were
13:40
Speaker 7: famous athletes, famous actors, famous musicians.
13:44
Speaker 3: By the way, that's not his microphone. It's his afternoon thunderstorm.
13:47
Speaker 3: You're actually hearing Florida thunder there. So if you hear
13:50
Speaker 3: the noise, there's nothing either of us can do about it.
13:53
Speaker 3: It's the sky. So complain to God.
13:56
Speaker 7: It is. People who are not familiar with Florida probably
13:59
Speaker 7: don't know the, hey, it's summer. It's going to rain
14:02
Speaker 7: every day and the thunder and lightning is going to
14:04
Speaker 7: hit for about 10 minutes and then it's gone and
14:07
Speaker 7: blue skies again. Yep. But that's sort of the thing.
14:10
Speaker 7: We used to have these celebrities who had a marketable skill,
14:15
Speaker 7: and they were also a lot more handled by PR.
14:18
Speaker 7: We didn't necessarily have much access to them. Johnny Carson,
14:22
Speaker 7: red carpets, that was about it. And at the same time,
14:26
Speaker 7: a lot of those celebrities didn't actually do any sort
14:30
Speaker 7: of marketing for products, for brands. You didn't see Jimmy
14:34
Speaker 7: Stewart Hawking Ford's. You didn't see.
14:38
Speaker 3: Well, they got paid a shit ton of money and
14:40
Speaker 3: some of them did and they got paid a lot
14:42
Speaker 3: of money for it. But it was rare. It was
14:44
Speaker 3: it was rare.
14:45
Speaker 7: It was often athletes. We would see athletes do it
14:48
Speaker 7: a lot more. And part of that was, you know,
14:51
Speaker 7: baseball cards kind of being connected to bubble gum and
14:53
Speaker 7: selling it and see. You know, John Wayne do some
14:57
Speaker 7: tobacco ads and, you know, when you had sponsorship for
15:00
Speaker 7: TV shows, you have Lucy and Ricky, you know, Hawkeye.
15:04
Speaker 3: Well, I think that was because two reasons. And they
15:06
Speaker 3: often did it in other countries. It amazes me. You'll
15:09
Speaker 3: see ads from the 80s or 90s with these huge
15:12
Speaker 3: celebrities selling stuff. But we never saw the ads in America.
15:15
Speaker 3: They were only in other countries. And I think that
15:17
Speaker 3: was because, and I'm all for this because I'm old,
15:20
Speaker 3: they didn't want to cheapen their brand. They didn't want
15:24
Speaker 3: their big famous star to seem like a salesperson. You know,
15:28
Speaker 3: they didn't want Marilyn Monroe to seem like she was
15:31
Speaker 3: selling L'Oreal makeup. There were fur ads, black glamour. You
15:37
Speaker 3: probably don't recall these, but I grew up, I'm also
15:40
Speaker 3: a photographer, and some of the world's greatest photographers took
15:44
Speaker 3: these black glamour ads and it said, what becomes a
15:46
Speaker 3: legend most? And that was all the ad was. It
15:49
Speaker 3: was a black and white photo of a gorgeous celebrity
15:52
Speaker 3: in a black glamour fur, and it said, what becomes
15:55
Speaker 3: a legend most? And there was every huge star in
15:59
Speaker 3: the world. But this was a $ 20, 000 fur coat in
16:03
Speaker 3: the 70s. So it didn't cheapen their brand. You expect
16:07
Speaker 3: a celebrity, you expected Judy Garland to be wrapped in
16:10
Speaker 3: a sable. So it didn't cheapen the brand. But most
16:14
Speaker 3: celebrities did not go out and do endorsements for that
16:17
Speaker 3: very reason. They wanted to keep the line between sales
16:21
Speaker 3: and talent very firm.
16:24
Speaker 7: And it also kind of helped that you want to
16:27
Speaker 7: see a actor in the role, not the actor themselves.
16:31
Speaker 7: And once you start putting them in advertising, you start
16:34
Speaker 7: seeing the actor as the individual, not the role that
16:37
Speaker 7: they're playing, which is also different than what we have now,
16:40
Speaker 7: where we have a lot of actors and actresses who
16:42
Speaker 7: are very outspoken on social media, take to social media,
16:45
Speaker 7: tell us about themselves, what they're doing. It's a very
16:48
Speaker 7: different environment for our celebrities who were seen and not
16:53
Speaker 7: heard in the past.
16:55
Speaker 3: And I don't like it, by the way. I don't
16:56
Speaker 3: like it. I used to love Friday when Rona Barrett's
16:59
Speaker 3: magazine would come out so I could see if Barbara made...
17:00
Speaker 3: Barbara Streisand, I'm gay, hello. So I wanted to see,
17:04
Speaker 3: you know, what was Barbara doing? I don't like that
17:07
Speaker 3: we now are so close to these people. I liked
17:13
Speaker 3: a bit of mystery between us and them. It made
17:17
Speaker 3: them seem... Bigger, brighter, better, more of a celebrity. Not
17:25
Speaker 3: on our plane, you know. They weren't here on Earth
17:28
Speaker 3: with us. They were up in celebrity, you know, stratosphere. Now,
17:34
Speaker 3: you know, they all but show us themselves going to
17:35
Speaker 3: the bathroom. And it's like, you know, thanks, we didn't
17:37
Speaker 3: need that. But so I like the space between public spaces.
17:44
Speaker 3: and celebrity. It's gone now, but I like it. Some
17:47
Speaker 3: still keep it. Some celebrities don't even have social media.
17:50
Speaker 3: A lot of the big ones don't. Streisand does, Diana
17:54
Speaker 3: Ross does, but they don't post. Their people post, and
17:57
Speaker 3: that's just it. So celebrities, so influencers, they, because when
18:03
Speaker 3: I think of an influencer, I do think of a journalist,
18:07
Speaker 3: Walter Cronkite, when he took off his glasses, you know,
18:11
Speaker 3: and wiped his eye I mean, I know what moment,
18:15
Speaker 3: you know what moment I'm talking about. You know, when
18:18
Speaker 3: Walter Cronkite, when JFK was assassinated and he removed his
18:23
Speaker 3: glasses and had a tear, a nation cried with him.
18:26
Speaker 3: You know, I mean, oh my God, Walter is moved.
18:29
Speaker 3: You know, Walter is taking off his glasses. So he influenced,
18:34
Speaker 3: you know, and when Walter Cronkite turned against the Vietnam War,
18:38
Speaker 3: when he suddenly became anti-war and questioning the war, suddenly
18:44
Speaker 3: America started to turn. So people could influence us, but
18:48
Speaker 3: it was different. It was Walter Cronkite influencing us, or
18:52
Speaker 3: it was... Edward R. Murrow influencing us, or it was
18:56
Speaker 3: a big celebrity influencing us. If we saw Joan Crawford
19:00
Speaker 3: getting on Pan Am Airlines with a wire hanger, we
19:05
Speaker 3: knew that, oh, she flies Pan Am. Maybe I should
19:07
Speaker 3: fly Pan Am because Joan Crawford takes Pan Am. So
19:11
Speaker 3: they did influence us, just not directly or blatantly.
19:16
Speaker 7: I would say you could look at that and say
19:18
Speaker 7: they were influential people. but not influencers. You could look
19:22
Speaker 7: at Muhammad Ali during the Vietnam War and say the
19:25
Speaker 7: same thing, or Jane Fonda during the Vietnam War. They
19:28
Speaker 7: were influential, but that was not, again, their primary thing.
19:33
Speaker 7: Muhammad Ali was still a boxer. Jane Fonda, before the
19:37
Speaker 7: workout tapes, was still an actress. So you had people
19:41
Speaker 7: who had these skills, these abilities. What social media has
19:44
Speaker 7: done is it opened up this new frame where it
19:49
Speaker 7: wasn't about ability It wasn't about skill. It was about availability.
19:52
Speaker 7: Like you've mentioned, people gained a following. They gained attention,
19:56
Speaker 7: not because they could sing, they could dance, they could
19:59
Speaker 7: throw a ball. They were just always online. They were
20:02
Speaker 7: just always available. They were showing us what they eat,
20:05
Speaker 7: what they slept, what they did, you know, and, people
20:09
Speaker 7: kind of connected to that 24-7, big brother, always-on type
20:16
Speaker 7: of availability. And that really led to, as you were saying,
20:20
Speaker 7: that these celebrities who, again, you go back in the past,
20:24
Speaker 7: if you really wanted to know what was going on
20:27
Speaker 7: with any type of famous celebrity, maybe they would show
20:31
Speaker 7: up in a magazine every couple months. Maybe they would
20:34
Speaker 7: show up on Johnny Carson every couple months. Now you
20:38
Speaker 7: have kind of a, it's sort of the oddity when
20:40
Speaker 7: there's a celebrity who's not on social media and is
20:43
Speaker 7: not telling us all these things about them. And to
20:45
Speaker 7: a large extent, I think it has hurt their brand
20:48
Speaker 7: because there's a lot of actors now that we associate
20:51
Speaker 7: with their political stances, what they're saying on social media,
20:55
Speaker 7: not necessarily the roles that they are acting in. And it, again,
21:00
Speaker 7: kind of hurts that believability of them in the character
21:03
Speaker 7: when you see the actor as themselves and not as
21:07
Speaker 7: the character in the role.
21:09
Speaker 3: Well, I don't know what, I don't have a clue
21:11
Speaker 3: what Katherine Heigl has been in recently, but I'll tell
21:13
Speaker 3: you this, she makes dog and sells dog food because
21:15
Speaker 3: she is all over the dog, you know, I follow
21:17
Speaker 3: all that. All right, Andrew Sovak is my guest. We
21:19
Speaker 3: are talking about influencers. Is their age over? Some of
21:22
Speaker 3: you are going, please let it be over. But we're
21:24
Speaker 3: going to talk about how it's evolving and changing in
21:26
Speaker 3: the 21st century. When we come back, don't go anywhere,
21:29
Speaker 3: this is Carell's show. You, of course, can go to youtube.com
21:32
Speaker 3: forward slash reallycarell if you want to. You could go there.
21:35
Speaker 3: Or my social media, Corelle Official on Instagram.
21:38
Speaker 4: Patreon is the way to show you care. Subscribe today
21:43
Speaker 4: if you dare. Keep the show on there.
21:48
Speaker 7: Patreon is the way.
21:52
Speaker 2: You have to be proud with hatred.
21:57
Speaker 1: Hey everyone, it's Carell.
21:58
Speaker 3: You know, Pride Month was rough this year. We had
22:01
Speaker 3: a lot of hate heaped upon us from Trump, from MAGA,
22:04
Speaker 3: and from other governments around the world. And if you
22:07
Speaker 3: are a trans person, you are really going through a
22:10
Speaker 3: particular type of hell right now. That's why when I
22:13
Speaker 3: was thinking of my next single in June, I sat
22:15
Speaker 3: down and I wrote, you have to be proud. You
22:19
Speaker 3: have to be proud with anger so loud. Streaming everywhere.
22:24
Speaker 3: Keep fighting. Keep singing. Keep dancing. We're going to win.
22:40
Speaker 3: All right, we are back. I am so glad we're
22:42
Speaker 3: not in Florida right now. Amber would be trembling, my
22:43
Speaker 3: little service dog. She just hates thunder. Um, we're talking
22:47
Speaker 3: with Andrew Selipak. He is the assistant instructional professor at
22:51
Speaker 3: the department of media production management and technology at the
22:53
Speaker 3: university of Florida. Uh, don't hold him being in Florida
22:57
Speaker 3: against him. People. They're not all crazy from there. Uh,
23:00
Speaker 3: and we are talking about the era of the influencer
23:03
Speaker 3: and how it is changing. The story said it's over. I,
23:06
Speaker 3: it's not over. I disagreed with that headline of the story. Uh,
23:10
Speaker 3: but I will say it has changed. Uh, and we're
23:13
Speaker 3: going to talk about that more with him. Um, um,
23:16
Speaker 3: You know, people, I've sold a lot of products. I've
23:18
Speaker 3: sold a lot of motorcycles, Aprilia Mana 850s, Paggio MP3s.
23:25
Speaker 3: I've sold a lot of different things, but only because
23:28
Speaker 3: on my radio shows on ABC or CBS back when
23:31
Speaker 3: I did them and even here on the podcast, I
23:33
Speaker 3: talk about my life. And when I do, I mention
23:36
Speaker 3: brands that used to drive my program directors crazy at
23:39
Speaker 3: KFI because we weren't being paid to mention the brand.
23:42
Speaker 3: But I always said, oh, I even have an apple
23:44
Speaker 3: tattoo on my arm that Steve Jobs and I talked about. Well,
23:47
Speaker 3: he said the rainbow is in the wrong order. I said, no,
23:49
Speaker 3: it's in the gay pride order. And he said, well,
23:51
Speaker 3: that's not that's not our logo that. And I said, well,
23:53
Speaker 3: it's my arm. And we became friends after.
23:57
Speaker 7: That, actually.
23:58
Speaker 3: So I have sold a lot of products just because
24:01
Speaker 3: I would say, oh, yeah, I ride this motorcycle or
24:04
Speaker 3: I travel a lot and bring people with me on
24:07
Speaker 3: the show, meaning I bring the show to a location
24:10
Speaker 3: like Ireland. And so people want to go to Ireland
24:13
Speaker 3: to see where I've been and to see the things
24:15
Speaker 3: that I saw. Basically, what happened with social media is
24:19
Speaker 3: you didn't need ABC, CBS, or a podcast to do that.
24:24
Speaker 3: You could just do it right there live on your
24:26
Speaker 3: stream and whoever wanted to see could see. And people
24:32
Speaker 3: who didn't have really interesting lives suddenly did and everybody
24:37
Speaker 3: wanted to watch them. And so their lives got more
24:39
Speaker 3: interesting because brands wanted their followers. They didn't really care
24:43
Speaker 3: about who it was. And I think that's the thing too.
24:47
Speaker 3: Would you agree that brands don't go after influencers? They
24:53
Speaker 3: go after their audiences?
24:55
Speaker 7: Yeah. I mean, what they're looking at is, again, Celebrities,
25:00
Speaker 7: they are starting to do more advertising. You know, we
25:02
Speaker 7: see them with perfume ads. We see them doing a
25:05
Speaker 7: lot of voiceovers in particular. You and I, I haven't mentioned,
25:09
Speaker 7: I worked in radio for a while myself. I think
25:11
Speaker 7: you and I probably have a pretty good ear to
25:13
Speaker 7: pick up on celebrity voices. You can hear Bryan Cranston,
25:17
Speaker 7: John Cena do a lot.
25:18
Speaker 3: Morgan Freeman is everywhere.
25:20
Speaker 7: Yeah. So they're doing those now. But one of the
25:24
Speaker 7: things is that with these influencers, The audience that they
25:28
Speaker 7: have is loyal to them, their thoughts and recommendations, whereas
25:32
Speaker 7: with a celebrity, the assumption is sort of, well, you're
25:35
Speaker 7: being paid to sell this. You're being paid to tell
25:38
Speaker 7: us this. John Cena and Bryan Cranston are multi, multi, multimillionaires.
25:44
Speaker 7: They're not driving around in F-150s. You know, they're driving
25:47
Speaker 7: around in million dollar vehicles.
25:49
Speaker 3: They ain't driving.
25:51
Speaker 7: Yeah, they're probably not driving.
25:53
Speaker 3: Right.
25:53
Speaker 7: So what you have, no offense to them.
25:56
Speaker 3: No, but you know, I don't see Oprah behind the
25:58
Speaker 3: wheel of a VW. I mean, that's not happening.
26:01
Speaker 7: So what I think is that they look at these influencers,
26:04
Speaker 7: especially a couple of years ago and thought, well, the
26:06
Speaker 7: audience that they have, they trust and believe them. And
26:10
Speaker 7: if I can work with this influencer, and there's all
26:12
Speaker 7: sorts of websites that you can go to and see
26:14
Speaker 7: who their audience is and be able to match your
26:17
Speaker 7: target audience to an influencer's target audience. And, you know,
26:21
Speaker 7: you can pay a fraction of the cost to reach
26:25
Speaker 7: out to one of these influencers and say, hey, will
26:27
Speaker 7: you basically... promote my product.
26:30
Speaker 3: Well, that was at first because now, like when my
26:35
Speaker 3: friend was hiring influencers to go to Coachella last year
26:39
Speaker 3: to promote this fan. Um, literally they wanted not only
26:45
Speaker 3: first class accommodations everywhere in VIP tickets, but like $ 20, 000
26:50
Speaker 3: a post, like for one post. And I'm like, you
26:54
Speaker 3: could buy a full page ad in the New York
26:56
Speaker 3: times for $ 20, 000. Uh, and Hannah's like, yeah, we don't,
27:00
Speaker 3: we're not paying as much as we used to pay anymore.
27:03
Speaker 3: So when this first started, brand started throwing crazy money
27:07
Speaker 3: at these people, just crazy money. They've sort of stopped that,
27:10
Speaker 3: haven't they? They've scaled that back.
27:13
Speaker 7: Yes, and so that's what I was saying. Originally, that's
27:16
Speaker 7: what you'd see. And I think one of the big
27:18
Speaker 7: moments where we saw where this failed, if you remember
27:20
Speaker 7: the Fyre Festival.
27:21
Speaker 3: Yeah, well, no one remembers it. It didn't happen.
27:25
Speaker 7: It happened. People got bologna sandwiches in a styrofoam container.
27:30
Speaker 7: But that was, I think, that sort of watershed moment
27:33
Speaker 7: where you had these brands and audiences go, Yeah, these influencers,
27:38
Speaker 7: because it was Kardashians and Bella Hadid, and it wasn't
27:41
Speaker 7: the sort of, again, the celebrities known for being an athlete,
27:45
Speaker 7: being a musician, being an actor. You had influencers, and
27:48
Speaker 7: people kind of realized, yeah, you're being paid for this
27:52
Speaker 7: as well. You're just not being paid for this.
27:54
Speaker 3: Well, you mentioned Kardashians. The sister there, Khloe, I think,
27:57
Speaker 3: she's now got a billion-dollar cosmetics company that she just
28:00
Speaker 3: started online. She just started hawking it online, and then
28:05
Speaker 3: it just... you know, blew up.
28:07
Speaker 7: Well, I mean, they're great at marketing.
28:09
Speaker 3: Oh, well, hello. Come on. They turned a sex tape
28:12
Speaker 3: into a billion-dollar empire.
28:14
Speaker 7: Multi-billion.
28:15
Speaker 3: Yeah, I mean, I recorded a sex tape. The only
28:17
Speaker 3: one that wanted it was National Geographic. So I was like, no,
28:20
Speaker 3: I'm not having it on National Geographic. There's just no
28:23
Speaker 3: way about that. So, yeah, no, it didn't go well
28:25
Speaker 3: for me as it did for the Kardashians. Although, you know,
28:29
Speaker 3: if I could get, what's his name, Attenborough to narrate it,
28:33
Speaker 3: Sir Attenborough, and now Carell is removing his underwear. But anyway.
28:38
Speaker 7: Well, you know, with AI, you could do that.
28:40
Speaker 3: Oh, yeah, no, yeah. Oh, yeah, no, that's a whole
28:42
Speaker 3: other scary topic. And that might change, you know, the
28:46
Speaker 3: influencer culture. We'll see how that works. So there was
28:49
Speaker 3: a backlash. They became really famous. millions of followers and
28:55
Speaker 3: suddenly they're opening Birkin bags and they might have started
28:59
Speaker 3: by promoting products that we all could afford and then
29:02
Speaker 3: suddenly as their fame increased so did the amount of
29:05
Speaker 3: dollars worth of their product and suddenly they're open Birkin
29:09
Speaker 3: bags or they're at Prada or they're on a yacht
29:12
Speaker 3: and as our economy kind of went south people's interest
29:17
Speaker 3: in that kind of stuff waned and I think that's
29:19
Speaker 3: where this article gets it right, but I don't think
29:24
Speaker 3: that means that their era is over. Just because we
29:28
Speaker 3: are changing as a culture and we no longer want
29:30
Speaker 3: to watch people that are extraordinarily wealthy rub it in
29:33
Speaker 3: our faces, it doesn't mean that influencers are over.
29:37
Speaker 5: No.
29:40
Speaker 7: This is where i think we've gotten into a new
29:42
Speaker 7: phase um yeah i'd kind of look at this as
29:45
Speaker 7: which has been around for the past few years now
29:48
Speaker 7: where we're looking at what are kind of deemed micro
29:51
Speaker 7: influencers so people that have 10 000 to 100 000
29:54
Speaker 7: followers And brands are reaching out to them because they
29:59
Speaker 7: know that their fans are very loyal. Because when you have,
30:03
Speaker 7: you don't have millions, but you have tens of thousands.
30:06
Speaker 7: there's much more likely of a chance that you have
30:08
Speaker 7: actually interacted with your fans. You've responded to their comments.
30:11
Speaker 3: Well, and when we come back, we'll explain a little
30:14
Speaker 3: bit about a formula just so my listeners understand and
30:17
Speaker 3: my viewers understand that it's not just about the followers
30:20
Speaker 3: you have. They don't just look at that. They look
30:22
Speaker 3: at engagement, comments, all of that. We'll be right back.
30:43
Speaker 6: You're listening to the corral cast driving you home or
30:47
Speaker 6: driving you crazy it's.
30:49
Speaker 5: Broadcasting from a completely different point of view yours listen
30:56
Speaker 5: daily to the corral cast on your favorite streaming.
30:59
Speaker 1: Service You're listening to the Corelcast.
31:09
Speaker 6: Driving you home or driving you crazy.
31:13
Speaker 3: Stream I Dance Because on all services. The song is very,
31:17
Speaker 3: very personal to me, and the video now is very
31:21
Speaker 3: touching to me. I cried the first time. Well, I
31:23
Speaker 3: cry all the time. But I cried the first time
31:25
Speaker 3: I saw it. We all have somebody, whether it's someone
31:28
Speaker 3: that's passed from AIDS or some other thing, we all
31:31
Speaker 3: have people that we danced with, and that's why we dance.
31:34
Speaker 3: Stream I Dance Because on all services.
31:38
Speaker 7: Now it's your turn.
31:45
Speaker 3: All right, we are back. For those of you that
31:47
Speaker 3: watch the show regularly, you know what I'm doing. You
31:49
Speaker 3: know that my nest is trying to kill me by
31:52
Speaker 3: thinking I'm not home because I haven't walked in front
31:54
Speaker 3: of the damn thermostat, and it's 106 outside, and it
31:56
Speaker 3: wants it to be 80 in here, and I don't.
31:59
Speaker 3: All right, my little rectangle of doom, as I call
32:01
Speaker 3: this thing. And it's this rectangle of doom that has
32:05
Speaker 3: fostered a whole new economy, and it's the economy that
32:07
Speaker 3: Andrew Selipak and I are speaking of, the influencer economy.
32:13
Speaker 3: Just to give my... Listeners and viewers a little bit
32:16
Speaker 3: of an idea here. We're not just talking about we're
32:19
Speaker 3: talking about a billion dollar economy the influencer economy, correct
32:25
Speaker 3: the these influencers they get paid you know, but all
32:30
Speaker 3: of them combined get paid billions of dollars and they
32:33
Speaker 3: generate millions and billions of dollars in sales, revenues, and viewership.
32:39
Speaker 3: So this is a big thing, influencer culture. It is
32:42
Speaker 3: not just like, oh, that's social media. No, this is
32:46
Speaker 3: a big thing. This is companies are now, they have divisions.
32:50
Speaker 3: They have people that specifically work with influencers. This is
32:54
Speaker 3: not just the sort of flash in the pan thing.
32:56
Speaker 3: This is now A viable way of marketing and connecting, correct?
33:01
Speaker 7: Who might work with small clothing brands. Hey, wear my clothes,
33:05
Speaker 7: make a couple posts, keep the clothes. So it's something
33:08
Speaker 7: where it is everything from major brands. I also have
33:12
Speaker 7: former students who do this with Xbox, Taco Bell and,
33:15
Speaker 7: you know, Domino's. That's sort of where this has gotten to, where, again,
33:22
Speaker 7: it's not celebrities. It's not these major sort of social
33:27
Speaker 7: media influencers, the Paul brothers. I think you've already mentioned
33:31
Speaker 7: Andrew Tate. It's looking at these people who have a
33:35
Speaker 7: smaller audience. But again, you can see who that audience is.
33:39
Speaker 7: What are the demographics? What are the psychographics, geographics, behavioral
33:43
Speaker 7: data associated with them? You can also look and see
33:45
Speaker 7: like how much do they normally charge? What's the conversion
33:48
Speaker 7: rate on the.
33:49
Speaker 3: And that's better for brands because a brand, television or
33:53
Speaker 3: print advertising traditionally was sort of like throwing a net
33:57
Speaker 3: out into the ocean and then catching what you caught
34:00
Speaker 3: because- Yes, you chose, if you were advertising something musical,
34:07
Speaker 3: you'd put it in an entertainment magazine. You wouldn't put
34:10
Speaker 3: it in Scientific American. But still, you wouldn't be advertising
34:16
Speaker 3: to every person reading that magazine wasn't a fan of
34:18
Speaker 3: Taylor Swift's. So if you're taking out a Taylor Swift ad,
34:22
Speaker 3: you're going to reach some people and others are just
34:24
Speaker 3: going to page right by it. With influencers, they can
34:27
Speaker 3: really hone their market. They know what their audience likes
34:32
Speaker 3: and what they don't like. And so it's not such
34:35
Speaker 3: like a spaghetti against the wall sort of thing for
34:37
Speaker 3: these brands now. They can really hone in based on
34:42
Speaker 3: who the influencer's audience and the demo of that audience
34:45
Speaker 3: and the product. You know, Hasan Piker comes to mind.
34:48
Speaker 3: That was a guy who just twitched his life 24-7,
34:51
Speaker 3: and now he's a huge political... figure, getting lots of
34:55
Speaker 3: money and doing endorsements and all of that. So how
34:58
Speaker 3: is it changing? How in the 21st century is the
35:02
Speaker 3: influencer culture changing?
35:05
Speaker 7: Well, again, it's now looking at not the Paul brothers, Tate's, Piker's,
35:11
Speaker 7: sort of the, if you want to look at the
35:13
Speaker 7: bizarro opposite Hasan Piker, Osman Gold, You know, that's one
35:18
Speaker 7: of those things where instead what we're looking at is, again,
35:21
Speaker 7: them reaching out to these people who have smaller followings,
35:25
Speaker 7: the hundred thousand and less, because of the fact that
35:29
Speaker 7: their followers are going to trust them. One of the
35:33
Speaker 7: things that we kind of look at with social media
35:36
Speaker 7: and that we found is that people are going to
35:39
Speaker 7: trust people more than brands. You know, that's that's what
35:42
Speaker 7: public relations.
35:43
Speaker 3: Well, we'll talk about this when we come back. But
35:46
Speaker 3: that's partially true. But nowadays, I think that influencers are
35:50
Speaker 3: being almost seen as celebrities and and people have wised
35:53
Speaker 3: up that they're being paid to promote this. So they
35:56
Speaker 3: may or may not believe in it. They might just be,
35:59
Speaker 3: you know, but we'll talk about that in a minute
36:01
Speaker 3: because Carter cooking with Carter. is this kid from the
36:05
Speaker 3: UK who I'm obsessed with. He's a wonderful kid and
36:07
Speaker 3: a wonderful parent. And now he's getting deals, huge deals.
36:11
Speaker 3: But I trust Carter. I believe Carter. If you're not.
36:14
Speaker 6: Visiting reallycarell.com daily, you're missing out. Get the podcast videos
36:20
Speaker 6: and the blog, including recipes at reallycarell.com.
36:23
Speaker 1: That's reallycarell.com.
36:27
Speaker 7: You have to be proud.
36:32
Speaker 3: Hey everyone, it's Carell, and I want to invite you
36:34
Speaker 3: to stream my new single, You Have to Be Proud,
36:36
Speaker 3: on Swishcraft Music. You Have to Be Proud, by Carell.
36:41
Speaker 3: Go stream it, go march to it, go wave your
36:44
Speaker 3: rainbow flags and piss off MAGA to it. Do whatever
36:47
Speaker 3: you need to do to remind yourself and others, we
36:51
Speaker 3: are stronger than ever, and they can't have our pride.
36:59
Speaker 7: You have to be strong.
37:02
Speaker 1: Showtime is here. No time to fear.
37:06
Speaker 2: Corral is so near because Showtime is here.
37:09
Speaker 8: So on with the show. Let's give it a go.
37:13
Speaker 2: Corral is the one that you need to know.
37:18
Speaker 3: And by the way, apologies on the last segment. I
37:20
Speaker 3: know that when we started, you didn't hear Andrew for
37:23
Speaker 3: a quick moment because I hadn't switched the camera to
37:25
Speaker 3: the two-stack thing. My automation is failing me today, but
37:28
Speaker 3: oh well, that's life. So I mentioned Carter. There is
37:31
Speaker 3: this kid, he's probably like eight years old or less.
37:35
Speaker 3: He's from the UK, and he always starts everything with, today!
37:40
Speaker 3: And he cooks, and I love it. And he is
37:44
Speaker 3: just so joyful and cute, and his parents are wonderful parents.
37:48
Speaker 3: I just love him. And now, Carter was just on
37:53
Speaker 3: a Royal Caribbean cruise where he cooked in their kitchens,
37:55
Speaker 3: and he had his little Royal Caribbean chef coat on.
37:58
Speaker 3: Ninja has sent him things to make ninja smoothies and
38:03
Speaker 3: all this other stuff. And so Carter is rolling in it. But,
38:07
Speaker 3: and it's specific to cooking. The dad isn't having him endorse,
38:12
Speaker 3: you know, things that aren't both kid-friendly and cooking. And
38:18
Speaker 3: Carter has a hugely engaged following, mostly women, moms. I mean,
38:24
Speaker 3: he's just, he's an adorable little child. Is it harder
38:29
Speaker 3: now to, To be, quote unquote, an influencer, because, you know,
38:33
Speaker 3: four years ago they did a survey of school age
38:35
Speaker 3: children and they asked them what they want to be
38:38
Speaker 3: when they grow up. I'm sure you saw this study.
38:40
Speaker 3: You're a teacher. And one of the number one or
38:43
Speaker 3: number two things was a YouTube influencer. And that just
38:46
Speaker 3: broke my heart that that was actually like a thing
38:49
Speaker 3: they wanted to be. You know, they wanted to be
38:52
Speaker 3: an influencer. Can they be? I mean, has becoming an
38:56
Speaker 3: influencer become as hard as becoming a celebrity? You know,
39:01
Speaker 3: it's hard to do. Trust me, I know. You know,
39:04
Speaker 3: so is it as hard now or can you still
39:08
Speaker 3: gather a following and become an influencer if that's something
39:11
Speaker 3: you really want to do?
39:12
Speaker 4: Yes.
39:16
Speaker 7: I mean, but it's sort of, yes, but it's a yes.
39:21
Speaker 3: Don't go all Keanu Reeves on me. I've interviewed Keanu
39:24
Speaker 3: Reeves and that man loves one word answers. I literally
39:28
Speaker 3: shook him by the shoulders and said, you're being interviewed
39:31
Speaker 3: for the love of God. You know, but so, yeah,
39:35
Speaker 3: I guess you still can. And we see that like
39:36
Speaker 3: with Carter. I mean, he's only been doing it a
39:38
Speaker 3: year because he's only seven years old or eight years old. So,
39:43
Speaker 3: I mean, but is it. The rules are different now, though.
39:46
Speaker 7: Well, in a lot of ways. One is that, you know,
39:49
Speaker 7: the U.S. government does require that people to indicate in
39:53
Speaker 7: a post this post was sponsored. Therefore, they're receiving some
39:56
Speaker 7: sort of compensation for it. So in the past, it's
40:00
Speaker 7: not always necessarily been very well enforced. We now see
40:02
Speaker 7: the platforms doing a little bit better job enforcing it
40:06
Speaker 7: maybe than the government itself. But that sort of kind
40:09
Speaker 7: of alleviates some of the idea that these people are
40:12
Speaker 7: not being compensated where you can see, hey, this is sponsored.
40:15
Speaker 7: It's not just a random hashtag buried in of like
40:18
Speaker 7: hashtag SP. So that's part of it. But in terms
40:22
Speaker 7: of becoming an influencer, people are doing it all the time. And,
40:26
Speaker 7: you know, it's easier for some than others. Some people
40:30
Speaker 7: are naturally more funny. Some people are actually more good looking.
40:34
Speaker 7: All the characteristics that we would see that would come
40:37
Speaker 7: from basic marketing of why we trust some over others,
40:41
Speaker 7: the physical characteristics that lead us to be attracted to
40:44
Speaker 7: some people more than others, trust people more than others,
40:48
Speaker 7: those characteristics are still playing out on social media that
40:51
Speaker 7: leads to people having more of a following. I mean,
40:54
Speaker 7: you've now been staring at me for probably 45 minutes.
40:58
Speaker 7: You're probably not going, Yeah, I bet that guy could
41:01
Speaker 7: probably get a really good following. I am not good
41:03
Speaker 7: looking enough to get a high number, thousands of followers.
41:07
Speaker 3: Well, you'll excuse me as a gay man if I
41:09
Speaker 3: tell you you are very handsome. So just get that
41:13
Speaker 3: out of your mind.
41:14
Speaker 7: You just made my day.
41:16
Speaker 3: Completely gorgeous. I thought that earlier. I thought, oh my goodness,
41:20
Speaker 3: he's also cute.
41:22
Speaker 7: Now, maybe I should become an influencer.
41:24
Speaker 3: Well, yeah. Hello.
41:25
Speaker 7: I've been targeting the wrong market.
41:27
Speaker 3: Yeah. Do some sort of beard product or something, you know.
41:32
Speaker 7: So it is still possible. But I think what we're
41:36
Speaker 7: seeing is that there are so many people who are
41:38
Speaker 7: trying to do that.
41:39
Speaker 3: Yeah.
41:40
Speaker 7: You know, because you have this younger generation that has
41:44
Speaker 7: grown up on social media. you know, you have this
41:47
Speaker 7: younger generation that's just been there from day one.
41:50
Speaker 3: But it's still lightning in a bottle. There's, I mean, yeah,
41:54
Speaker 3: I'm teaching college.
41:55
Speaker 7: Students right now who are 18 years old. So if
41:58
Speaker 7: you think about being 18 years old, you are younger
42:01
Speaker 7: than Facebook. Oh, Facebook has always been. So you have
42:05
Speaker 7: grown up. Your parents were taking pictures and posts of
42:08
Speaker 7: you in diapers on social media. And you're now in college. Um,
42:13
Speaker 7: that sort of constant online, um, means that there's this
42:16
Speaker 7: huge influx of people who are always sort of accustomed
42:20
Speaker 7: to it, and they're all trying to do it. Whereas
42:23
Speaker 7: you go back enough years, there weren't as many people who,
42:26
Speaker 7: there were plenty of people, you and I probably, I'm
42:29
Speaker 7: sure others would agree with us, who thought it was
42:32
Speaker 7: weird to tell everybody what we were doing every single morning.
42:35
Speaker 3: Oh my God, I have a whole comedy routine about this.
42:37
Speaker 3: You know, my mother told me not to get in
42:39
Speaker 3: cars with strangers. Now we call strangers to our house
42:41
Speaker 3: to get into their cars. You know, and if someone
42:44
Speaker 3: followed you, they were called a stalker. And now they're
42:46
Speaker 3: called a follower. Oh, no, no. Yeah. The illusion of
42:50
Speaker 3: privacy is gone. I don't want anyone tries to even
42:53
Speaker 3: act like there's privacy these days with flock cameras every
42:56
Speaker 3: 12 seconds. You know, privacy is it's a thing of
43:00
Speaker 3: the past. Maybe a good thing, maybe a bad thing.
43:04
Speaker 3: That doesn't matter. It is a it's the way that
43:06
Speaker 3: it is now. You can't. You can't undo that. The
43:10
Speaker 3: lightning has already struck. You can't take it away. Now,
43:14
Speaker 3: let me ask you, has influencer advertising, I don't want
43:19
Speaker 3: to say replaced, but Is it harder to get traditional ad?
43:24
Speaker 3: It seems like television and print ads are taking a
43:27
Speaker 3: backseat now to influencer advertising because they can target it
43:33
Speaker 3: more easily. It's oftentimes cheaper. They get a bigger bang
43:37
Speaker 3: for their buck. So if you're someone out there trying
43:41
Speaker 3: to run a newspaper or a magazine or a traditional
43:43
Speaker 3: television network, is this cutting into your revenue?
43:46
Speaker 7: Oh, it has for well over a decade. That's why
43:50
Speaker 7: newspapers have disappeared because not, I mean, more than influencers,
43:54
Speaker 7: but just the online world in general has completely destroyed
43:58
Speaker 7: the revenue model for newspapers. And it's doing a lot
44:02
Speaker 7: of the same for television. Also, because if you think
44:05
Speaker 7: about television, it's mostly sort of older people who are
44:09
Speaker 7: watching television. So if you are a hit brand, if
44:12
Speaker 7: you're trying to target young people, you're not advertising on
44:16
Speaker 7: one of the 24-hour news networks. You're not advertising on
44:21
Speaker 7: a lot of the cable channels because the audience for
44:24
Speaker 7: that is 55 and above, 65 and above. If you
44:29
Speaker 7: look at some of the most popular shows on TV,
44:31
Speaker 7: it's mostly seniors that are watching it. So as a brand,
44:36
Speaker 7: I'm trying to target young people. I want those lifetime
44:39
Speaker 7: customers and I'm not finding them on traditional media. I'm
44:42
Speaker 7: finding them on social digital media, and I'm finding them
44:46
Speaker 7: often with influencers, not by an ad somewhere in their timeline.
44:52
Speaker 7: I think even young people are media literate enough to
44:54
Speaker 7: kind of go, not ad, scroll past. But when it
44:58
Speaker 7: comes from content you would otherwise consume, if I follow
45:02
Speaker 7: person X and I follow them because I like the
45:04
Speaker 7: things they do, maybe they're a young kid in the
45:07
Speaker 7: UK who makes cooking videos. I'm going to watch their content,
45:11
Speaker 7: and if an ad gets kind of slipped in there,
45:14
Speaker 7: I'm going to keep watching because I watch their content.
45:16
Speaker 3: You know you're going to go follow Cooking with Carter.
45:19
Speaker 3: You know you are. I'm going to.
45:20
Speaker 7: Go check it out. I feel as though I'm a
45:24
Speaker 7: little hesitant that he lives in the UK. You mentioned
45:28
Speaker 7: Ireland before. I'm guessing you've probably had British food as
45:32
Speaker 7: well as I have.
45:32
Speaker 3: I have. But Carter cooks everything.
45:38
Speaker 7: Okay, okay. I personally, I'm Irish. The last name doesn't
45:43
Speaker 7: sound that way, but Irish citizen.
45:46
Speaker 3: I have been there over 25 times. Everyone tells me
45:49
Speaker 3: to move there. I have friends there. I'm a pretty
45:52
Speaker 3: big star there. When I go over there, I'm always
45:54
Speaker 3: on their television and I'd love to have a show
45:56
Speaker 3: on their news talk. And I told Rosie O'Donnell, please
45:59
Speaker 3: take me with you. Adopt me. You've got 12 other kids.
46:03
Speaker 3: Why not me? You know, whatever. So my thing is,
46:08
Speaker 3: when we talk about the era of the influencer being
46:11
Speaker 3: over in this article that I read, I think what
46:14
Speaker 3: they were talking about was the era of pretense being over.
46:20
Speaker 3: I think now, because influencers got pretty damn pretentious. They're
46:24
Speaker 3: out there in their Lamborghinis and they're on the beach
46:28
Speaker 3: in Bali and everything else. And you're like, well, I'm
46:30
Speaker 3: never going to fucking be able to afford to go
46:32
Speaker 3: to Bali. Why do I care if this person's in Bali? Nowadays,
46:36
Speaker 3: they have changed. Now they're putting on beauty products and
46:39
Speaker 3: they're showing you which beauty products they're using and what
46:42
Speaker 3: they do. And now they're using various things that you
46:46
Speaker 3: might need around the house or they're going places that
46:48
Speaker 3: are more realistic. Here I am in New York or
46:51
Speaker 3: Las Vegas. I see a lot of influencers here. You
46:54
Speaker 3: can't even go out to eat without tripping over one
46:56
Speaker 3: in the restaurant. Photographing their food. It's like, sit down
46:59
Speaker 3: and fucking eat. But they got to stand up and photograph.
47:04
Speaker 3: And they do expect their perks. Well, I'm reviewing you.
47:06
Speaker 3: You should give me this meal for free. And the
47:08
Speaker 3: owners are like, no. I have seen a lot of
47:11
Speaker 3: that kind of clamping down. Where do you think this
47:13
Speaker 3: is going? Where... Where are we headed? We know where
47:18
Speaker 3: we've been. We started with people that had large followings,
47:21
Speaker 3: just started living large and brands lavishing them with money
47:25
Speaker 3: and with products. And then the brand scaled back and
47:29
Speaker 3: the influencers had to change their content. Where are we headed?
47:34
Speaker 7: Well, that gets into a bit of the million-dollar question.
47:38
Speaker 7: And part of that's because of the technology that's coming.
47:41
Speaker 7: And you alluded to it a little bit earlier with AI.
47:44
Speaker 7: AI is going to have a big impact on this
47:46
Speaker 7: because just as we were talking at the beginning of
47:50
Speaker 7: these celebrities from yesteryear, if I can incorporate those celebrities in,
47:55
Speaker 7: you know, dead celebrities into AI ads, it's going to
48:00
Speaker 7: be digital because digital has the metrics and the analytics
48:02
Speaker 7: and that's going to always be traditional.
48:04
Speaker 3: Well, and can't AI replace the actual influencer? Meaning there
48:08
Speaker 3: could be fully AI generated influencers.
48:11
Speaker 7: And there are.
48:12
Speaker 3: Who look like people and talk like people, but they're
48:15
Speaker 3: not real.
48:16
Speaker 7: And that's already happening. And we're seeing, you know, the
48:19
Speaker 7: AI slop era where, you know, there's so much content
48:23
Speaker 7: right now, it goes into what's called dead internet theory,
48:26
Speaker 7: where most of what you see on the internet is,
48:28
Speaker 7: you know, bot automated, AI generated, we're not even seeing
48:31
Speaker 7: human content.
48:32
Speaker 9: But you have AI influencers, you have AI, you know,
48:39
Speaker 9: let's just AI only fans models, you know, and this
48:42
Speaker 9: is the type of thing where.
48:44
Speaker 3: I know it's, it's, So not only can I not
48:47
Speaker 3: get laid in real life, but if I go pay
48:50
Speaker 3: someone to arouse me, they might not even be real either. Correct. Great.
48:54
Speaker 7: Yeah. That's sort of the digital world that we've entered.
48:59
Speaker 1: Yeah.
49:00
Speaker 7: You know, luckily, I think virtual reality is still this
49:02
Speaker 7: thing that's very far off. As much money as they've
49:05
Speaker 7: put into it, I think they've kind of put a halt.
49:07
Speaker 3: To it for now. So what do you teach then?
49:09
Speaker 3: This is very interesting. No, I'm really curious. And I'll
49:12
Speaker 3: even take this into the final segment. I don't normally
49:15
Speaker 3: keep people three, four segments, but you're a teacher.
49:18
Speaker 5: And.
49:21
Speaker 3: When you study history, it doesn't change. History is history.
49:25
Speaker 3: You know, when you study economics, yeah, there's some changes,
49:28
Speaker 3: but there's tried and true formulas. And you pretty much
49:31
Speaker 3: know how to gauge the markets and all that. Teaching
49:34
Speaker 3: what you teach, it changes. I don't want to sound
49:38
Speaker 3: most fucking weakly, but it changes so fast. that what
49:42
Speaker 3: you were teaching two years ago is not even relevant now.
49:45
Speaker 3: So how do you teach kids about media and about
49:50
Speaker 3: social media and about how to navigate this landscape if
49:54
Speaker 3: the landscape is like on the San Andreas Fault? It's
49:57
Speaker 3: constantly moving.
50:01
Speaker 7: And we're going into commercial or do you want me to?
50:04
Speaker 3: Well, we have about two minutes.
50:06
Speaker 7: Well, so that's the big thing. I usually end the
50:09
Speaker 7: semester with a kind of, let's look at the future,
50:11
Speaker 7: what's coming. And, you know, people make a lot of
50:14
Speaker 7: predictions short term, long term, you know, in between. I
50:17
Speaker 7: think the big thing that we're really looking at is
50:20
Speaker 7: that AI is sort of this thing. We don't know
50:23
Speaker 7: just how much of an influence it's going to have.
50:25
Speaker 7: It's already had some. We've been using AI for years. Yeah,
50:28
Speaker 7: we continue to use it more. But the big thing
50:31
Speaker 7: that we're probably going to be looking at, at least
50:34
Speaker 7: in the next five years, as 6G, not just the
50:38
Speaker 7: 5G we have now, but 6G rolls out. is that
50:41
Speaker 7: there's going to be a lot more free time for
50:44
Speaker 7: people because there's going to be a lot of AI
50:47
Speaker 7: taking jobs.
50:48
Speaker 3: Yeah, broke people.
50:52
Speaker 7: And also reducing the work that people have at jobs.
50:54
Speaker 7: From a marketing perspective, you're going to be able to
50:57
Speaker 7: use AI much faster to create content, to make videos, photos, graphics.
51:02
Speaker 3: Oh, no shame in my game. I am a singer-songwriter
51:06
Speaker 3: as well, and AI has made my music videos so
51:10
Speaker 3: much easier. I just did a video for You Have
51:15
Speaker 3: to Be Proud, and I needed the confrontations of the
51:19
Speaker 3: haters at the gay pride festivals to license that footage
51:23
Speaker 3: was $ 300, $ 400 per minute. I created four minutes of
51:27
Speaker 3: it in AI for under $ 200. And then I have
51:32
Speaker 3: the footage of the gay pride participants meeting. the protesters and,
51:39
Speaker 3: you know, it didn't, and I only needed, you know,
51:41
Speaker 3: 30 seconds here, 10 seconds there. It has changed my
51:44
Speaker 3: musical life. I also will feed lyrics into Suno. It
51:48
Speaker 3: will give me a top line, which is the melody.
51:51
Speaker 3: I then give that to a human producer and tell
51:53
Speaker 3: him to make a song out of it. So I
51:55
Speaker 3: don't use AI for music, but I do use it
51:59
Speaker 3: for ideas for a melody. And I'm not alone in this.
52:03
Speaker 3: I'm in Grammy and I vote on Grammy and It
52:06
Speaker 3: is one of the biggest things we are discussing in
52:08
Speaker 3: Grammy right now because Logic and Pro Tools and the
52:12
Speaker 3: tools that people are using haven't built right in. We'll
52:14
Speaker 3: finish up with Andrew. I'm keeping him for the last segment.
52:16
Speaker 3: Whether you like it or not, I'm keeping him. He's mine.
52:33
Speaker 3: Now remember, the word is F-U-N-K, funk, honey. Do you
52:38
Speaker 3: wanna funk?
52:39
Speaker 4: Do you wanna funk, baby? Do you, do you, do you?
52:47
Speaker 4: Do you, do you, do you? Do you, do you,
52:53
Speaker 4: do you?
52:55
Speaker 3: Hey, it's Carell. Go stream Do You Wanna Funk? My
52:58
Speaker 3: tribute to Sylvester. Everywhere you get your music. Carell, do
53:01
Speaker 3: you wanna funk?
53:03
Speaker 7: Now it's showtime. All right.
53:10
Speaker 3: Andrew Selipak has been my guest and he's been so
53:12
Speaker 3: kind to put up with me as my late husband
53:15
Speaker 3: used to say that. I'm very kind to put up
53:19
Speaker 3: with you. He's the Assistant Instructional Professor in Department of
53:22
Speaker 3: Media Production Management and Technology. Possibly one of the hardest
53:27
Speaker 3: things to teach right now because of the landscape. Everything
53:30
Speaker 3: you teach is changing from journalism, media production, all of that.
53:34
Speaker 3: Social media, it's all changing. I will say, let me
53:37
Speaker 3: ask you this though, Andrew. You mentioned AI slop. That's
53:40
Speaker 3: a very popular term. And young people, remarkably, this is
53:46
Speaker 3: astounding me for the good actually, Young people are rebelling
53:51
Speaker 3: against AI. They don't like a lot of the AI
53:54
Speaker 3: crap that's out there, the AI-generated photos and the AI-generated videos.
53:59
Speaker 3: They're calling it AI slop, hashtag AI slop, and they're
54:04
Speaker 3: not liking it. So it's really odd. The people that
54:06
Speaker 3: are using it the most in some ways don't like it.
54:11
Speaker 3: But I think that's kind of a good thing. I
54:12
Speaker 3: don't want them to love it so much that they're
54:14
Speaker 3: okay with it being everywhere.
54:16
Speaker 7: Yes, but they're able to recognize it, whereas older people
54:21
Speaker 7: aren't able to recognize it and then fall for it. Yeah.
54:24
Speaker 3: I just saw a political ad here in Nevada and
54:27
Speaker 3: I was watching the ad and I said, this entire
54:29
Speaker 3: ad is AI. Those people are not real. This is AI.
54:32
Speaker 3: And I looked it up and I was right. The
54:34
Speaker 3: entire political ad is AI. Which....
54:38
Speaker 7: Leads us into what's called the liar's dividend where anything
54:41
Speaker 7: can be AI. No, that was not me committing that crime.
54:44
Speaker 7: That was AI. No, that was not me who said
54:47
Speaker 7: that thing as a politician. That was AI. So we're
54:50
Speaker 7: living in this sort of environment where anything and nothing.
54:54
Speaker 3: You mean Donald Trump was not having dinner with George
54:57
Speaker 3: Washington in a ballroom signing the Declaration of Independence? I'm shocked.
55:01
Speaker 7: Wait, the video I saw, you were there with them.
55:03
Speaker 3: So was that not real? I was the thorn in
55:05
Speaker 3: his side. Oh, I hate that man, but whatever. That's
55:09
Speaker 3: real hatred. That's not AI. But I hated him. For
55:12
Speaker 3: the record, I interviewed him during The Apprentice. Didn't like
55:15
Speaker 3: him then, so this has nothing to do with his presidency.
55:18
Speaker 3: I thought he was an asshole back then. When we
55:22
Speaker 3: talk about influencers and where they're going to go, a
55:26
Speaker 3: lot of them are saying, and I'm hearing them complain,
55:30
Speaker 3: that the algorithm isn't helping them anymore, that the brands
55:35
Speaker 3: aren't wanting to pay what they used to pay. Now
55:38
Speaker 3: the brands want much more control over what they post,
55:42
Speaker 3: the amount of posts that they do, the amount of
55:45
Speaker 3: photos that they do. The brand wants to own the
55:48
Speaker 3: content and have... them film everything and post it. And
55:51
Speaker 3: then the brand wants those assets. And they're like, they're
55:55
Speaker 3: not paying me enough for that. They shouldn't get my video.
55:57
Speaker 3: They shouldn't. How do I say this? But, you know,
56:02
Speaker 3: Hustle and Flow, the movie, they said it's hard out
56:05
Speaker 3: here for a pimp. It's getting hard for influencers to
56:10
Speaker 3: adequately manage their brand.
56:15
Speaker 7: You know, without, I know this is the last segment,
56:17
Speaker 7: but so without diving too deep, I think one of
56:20
Speaker 7: the other things we're seeing there is the influence maybe
56:22
Speaker 7: of private equity where so many of these companies are
56:24
Speaker 7: bought up by private equity instead of being independent companies
56:29
Speaker 7: that might be a little bit more relaxed with how
56:33
Speaker 7: they're dealing with these influencers. If I'm a mom and
56:35
Speaker 7: pop shop, I don't have the ability to manage massage
56:38
Speaker 7: and everything else, what you're doing. I give you some money.
56:41
Speaker 7: Please talk nice about us. Give me a look at
56:43
Speaker 7: it before you post it. Now, I'm not scripting it out.
56:46
Speaker 7: I'm not doing all these other things. Once you start
56:48
Speaker 7: looking at these giant corporations owned by even bigger corporations,
56:53
Speaker 7: that's where you have all those people who are now
56:56
Speaker 7: managing everything that is going to be in these influencer content.
57:01
Speaker 7: So I think that's an aspect of it as well,
57:04
Speaker 7: where we just see these giant corporations that are doing that.
57:07
Speaker 7: But I think still on that smaller scale. And again,
57:10
Speaker 7: you're in Vegas. I'm in a college town. I think
57:12
Speaker 7: on a smaller scale, you still see people who can
57:15
Speaker 7: do these things and they don't necessarily have as much
57:20
Speaker 7: of this sort of influence by the brand itself into
57:23
Speaker 7: what they're doing.
57:24
Speaker 3: Oh, well, there was just a Mexican bakery here. She
57:26
Speaker 3: fills her conch shells with cream, and some influencer discovered
57:30
Speaker 3: it and just did a post about it. She sells
57:32
Speaker 3: out every day now. Now, we know that's not going
57:35
Speaker 3: to last because people move on quickly, but she's very
57:39
Speaker 3: happy right now. And this wasn't a huge influencer. They're
57:44
Speaker 3: big here in Vegas. Vegas Starfish is their name. In fact...
57:49
Speaker 3: I know we only have four minutes, but there's a
57:52
Speaker 3: hotel here named Oyo, O-Y-O, and they are taking out
57:56
Speaker 3: deceptive ads that show AI photos of a better hotel.
58:02
Speaker 3: And people are booking it and getting there, and it
58:05
Speaker 3: even has a different name. And they get there, and
58:09
Speaker 3: it's the Oyo, and it's a crappy hotel. That story
58:12
Speaker 3: was actually broken by a Vegas influencer named Vegas Starfish,
58:16
Speaker 3: and now it's national news. Because she found out that
58:20
Speaker 3: this hotel was using AI to generate fake lobby, fake name,
58:25
Speaker 3: fake everything. Then you book it. You get there. It's
58:28
Speaker 3: the OYO, and it's a piece of crap. And it
58:30
Speaker 3: was a local influencer, Vegas Starfish, who actually broke that
58:34
Speaker 3: international story now. And now people know that this hotel
58:37
Speaker 3: is doing that. So they do have power, even the
58:43
Speaker 3: smaller market influencers, to reach out to other areas.
58:48
Speaker 7: Because everything on social media can go viral.
58:51
Speaker 3: Absolutely. I recently, you know, my posts sometimes normally get two, three, four,
58:55
Speaker 3: 500 views. The last five weeks I've been getting 20,000, 100,000, 50,000, 70,000.
59:01
Speaker 3: I'm like, what the hell? Well, okay, great. You know,
59:03
Speaker 3: but I'm saying some stuff that people don't like, obviously,
59:07
Speaker 3: which is fine. Now I wanna, want you to look
59:10
Speaker 3: into your crystal ball. And as social media changes, and
59:17
Speaker 3: it's changing and there's more rules being applied, is it
59:20
Speaker 3: going to be harder or about the same to be
59:22
Speaker 3: an influencer as we move forward? Because there's lawsuits and there's,
59:26
Speaker 3: you know, oh, the algorithm's addicting my child and, you know,
59:29
Speaker 3: and all this other stuff. So as social media changes,
59:33
Speaker 3: how will influencers adapt?
59:36
Speaker 7: There's always going to be people who are going to
59:38
Speaker 7: want to do this because it looks like a easy
59:42
Speaker 7: way to make a lot of money without having to
59:44
Speaker 7: do a lot of work. And that type of sort
59:48
Speaker 7: of goal dream is literally part of the American dream.
59:51
Speaker 7: You can think about You know, the miners running out
59:54
Speaker 7: to California to pan for gold.
59:56
Speaker 3: Yeah, but as a teacher, you know, that's not true. Influencers,
59:59
Speaker 3: I'll give them this. They do work. They have to
1:00:02
Speaker 3: edit video. They have to, you know, shoot things. It's
1:00:06
Speaker 3: not like it's no work at all. They do work.
1:00:10
Speaker 7: Yes, but considering it's not the nine-to-five job, it's obviously
1:00:15
Speaker 7: not the factory job, it's not the desk job, you
1:00:17
Speaker 7: get to make your own hours, it can pay really well,
1:00:20
Speaker 7: it's not working back-breaking work. It's basically something that can
1:00:26
Speaker 7: pay really well that's not that difficult to do.
1:00:29
Speaker 3: Is this giving young kids– I'm sorry to rush. I
1:00:32
Speaker 3: won't have a minute. Is this giving young people fake hope?
1:00:36
Speaker 3: In other words, are they thinking, oh, well, I don't
1:00:39
Speaker 3: really have to learn much. I can just grow up
1:00:40
Speaker 3: being an influencer and make a ton of money. When
1:00:42
Speaker 3: that's not the reality, it's still one in a million
1:00:45
Speaker 3: that ends up hitting like that.
1:00:47
Speaker 7: It's the same way we look at professional athletes. Like, well,
1:00:50
Speaker 7: I can play in the NFL and, you know, most
1:00:52
Speaker 7: people can't.
1:00:53
Speaker 3: No, you can't. All right, we're done. I'm going to
1:00:57
Speaker 3: switch this.
1:00:57
Speaker 10: Hold on.
1:00:58
Speaker 3: Everyone don't go anywhere.
1:01:00
Speaker 1: I'm turning this off.
1:01:02
Speaker 3: We don't need to see me and the dog. There
1:01:05
Speaker 3: we go. I ultimately have the power over the show.
1:01:08
Speaker 3: I can stop the commercials. Because that's an important thing.
1:01:13
Speaker 3: We saw with youth in the survey that one of
1:01:16
Speaker 3: the things they want to be more than an astronaut
1:01:19
Speaker 3: or a fireman or whatever, more than a doctor, more
1:01:21
Speaker 3: than a nurse, they want to be an influencer because
1:01:24
Speaker 3: they think it's easy money. But that is unrealistic. You know,
1:01:29
Speaker 3: one in 10,000 will get fame and money and 9,999
1:01:35
Speaker 3: will not. So do you prepare your students for the
1:01:40
Speaker 3: realities that media is still hard and being a success
1:01:45
Speaker 3: in any media, whether it's social media or print journalism
1:01:48
Speaker 3: or TV media, it's still difficult. It's not something that's
1:01:52
Speaker 3: easy to do. Oh, 100%.
1:01:54
Speaker 7: 100%. Now, I will say that in the past, I've
1:01:59
Speaker 7: been teaching at the University of Florida. I was in
1:02:02
Speaker 7: grad school and have been there. In the past, you did,
1:02:05
Speaker 7: I think, have to really kind of be a bit
1:02:08
Speaker 7: of a Debbie Downer and be like, look, the chances
1:02:10
Speaker 7: of this happening for you are really, really small. I think,
1:02:14
Speaker 7: interestingly enough, millennials compared to Gen Z, Gen Z, who've
1:02:17
Speaker 7: had a much different life experience than millennials, are a
1:02:20
Speaker 7: little bit more realistic. And instead of having to kind
1:02:25
Speaker 7: of push down these grandiose hopes, you do have to
1:02:27
Speaker 7: kind of encourage them a little bit more of like, hey,
1:02:30
Speaker 7: get the skills, get the opportunities, get these different experiences,
1:02:36
Speaker 7: and you might have a chance. So we're looking at
1:02:40
Speaker 7: a generational shift, and we'll have Gen Alpha in college
1:02:43
Speaker 7: soon as well, and that's going to be completely different.
1:02:45
Speaker 7: But I think this is one of those things where
1:02:49
Speaker 7: What I'm dealing with, and I can't say for every
1:02:51
Speaker 7: high school, every college, but what I see is that
1:02:54
Speaker 7: a lot of students are very, very realistic about what
1:02:57
Speaker 7: that looks like. And they recognize that they don't even
1:03:01
Speaker 7: necessarily want it. It might seem cool. The money would
1:03:04
Speaker 7: be great and so forth. But they're more happy doing
1:03:08
Speaker 7: the kind of jobs that I would say most people
1:03:12
Speaker 7: are going to wind up having.
1:03:14
Speaker 3: Well, you know, it's funny because we have seen a
1:03:17
Speaker 3: surge in the trade jobs again because they're AI proof.
1:03:23
Speaker 3: In other words, until there are functioning robots and that's
1:03:25
Speaker 3: still 10, 15 years off, you're going to need a plumber.
1:03:28
Speaker 3: You're going to need a cable repairman. You're going to
1:03:31
Speaker 3: need a nurse. You're going to need... a car mechanic
1:03:33
Speaker 3: you're going to need. So these trades are actually surging
1:03:36
Speaker 3: now with young people. They're paying them 100 grand a
1:03:39
Speaker 3: year now to do certain trades, plumbers, electricians, that sort
1:03:44
Speaker 3: of thing. And they're sort of AI proof.
1:03:47
Speaker 7: And I was seeing where I was watching, I think
1:03:51
Speaker 7: it was on Bill Maher's show, where they were saying
1:03:53
Speaker 7: about for every five of people who work in a
1:03:56
Speaker 7: skilled trade that retire, only two are taking their place. Yeah.
1:04:00
Speaker 7: And that means that those wages are only going to
1:04:03
Speaker 7: continue to go up. And it also means that for
1:04:05
Speaker 7: those of us who don't have the plumbing, welding, construction skills,
1:04:09
Speaker 7: it's going to be that much harder to get somebody
1:04:11
Speaker 7: to come to your house to do it. And it's
1:04:13
Speaker 7: going to cost that much more for them to do it.
1:04:15
Speaker 7: So it might be good for all of us to
1:04:17
Speaker 7: kind of get some of those skills.
1:04:19
Speaker 3: Well, I maintain we need a national farming. People are
1:04:24
Speaker 3: just falling out of farming. And it's like, where do
1:04:26
Speaker 3: you think our food comes from, people? Farmers. And no
1:04:29
Speaker 3: one wants to go be a farmer. And I'm like, well,
1:04:31
Speaker 3: then who's going to– we don't have robots yet to
1:04:33
Speaker 3: do it, so who's going to grow our food?
1:04:35
Speaker 6: Yeah. All right.
1:04:36
Speaker 3: I could talk to you a lot about a lot
1:04:37
Speaker 3: because there's a lot of topics that you cover. But
1:04:40
Speaker 3: next time we'll talk about police dramas impacting our view
1:04:43
Speaker 3: on race and crime, because I've always said that Hollywood
1:04:47
Speaker 3: is not real. If you watch all the dramas, you
1:04:50
Speaker 3: would believe that blacks commit every crime and that, you know,
1:04:53
Speaker 3: I mean, every. girl 25 or younger is a hooker and,
1:04:57
Speaker 3: you know, I mean, all this other stuff. And it's
1:05:00
Speaker 3: just not true, but it makes for good television. I
1:05:02
Speaker 3: always tell everybody boring stories don't make for good television.
1:05:06
Speaker 3: So they're going to, you know, exaggerate. the stories. And
1:05:10
Speaker 3: that's a very interesting thing that we could talk about
1:05:12
Speaker 3: at some point too. All right. Thank you so much,
1:05:15
Speaker 3: Andrew Selipak in Florida, where he had a lovely storm.
1:05:17
Speaker 3: You should have heard it during the break. It really
1:05:19
Speaker 3: got wild there. And for talking with us about influencer
1:05:23
Speaker 3: and influencer culture. Look, I'd love to be, I've been
1:05:27
Speaker 3: one my whole life. I always talk about brands. I
1:05:29
Speaker 3: always talk about everything. I just never figured out how
1:05:31
Speaker 3: to get paid for it. But the same with sex, actually. Well,
1:05:35
Speaker 3: I did start an OnlyFans account, and I made a
1:05:37
Speaker 3: little money because they paid me. I started it naked,
1:05:40
Speaker 3: and they paid me to put my clothing back on.
1:05:42
Speaker 3: So they were like, $ 50 if you put the pants on,
1:05:45
Speaker 3: $ 100 for the shirt. So I call it reverse stripping.
1:05:48
Speaker 3: You walk in naked, and they pay you to put
1:05:50
Speaker 3: it back on. So that's my bit of social media.
1:05:55
Speaker 3: Thank you for joining me.
1:05:55
Speaker 7: And now you can get AI to do it of
1:05:57
Speaker 7: you instead.
1:05:57
Speaker 3: Yeah, exactly. Well, I'd have it take off a few
1:06:00
Speaker 3: pounds without the GLP-1s. which I refuse to use even
1:06:03
Speaker 3: though they've offered them to me. And I might take
1:06:05
Speaker 3: one day, but that's a whole other topic. See, I
1:06:09
Speaker 3: have this trouble with new, brand, brand new, untested stuff.
1:06:13
Speaker 3: I'm an early adopter with a lot of stuff, but
1:06:15
Speaker 3: then with other stuff, I like to wait and see
1:06:17
Speaker 3: just a minute. The GLP ones, I'm like, let's wait
1:06:19
Speaker 3: to see if in five or seven years their arms
1:06:22
Speaker 3: fall off or something and then adapt. And the same
1:06:25
Speaker 3: with social media. I use it for work and for
1:06:28
Speaker 3: the show and everything else, but... The notion that I
1:06:31
Speaker 3: would just sit there and scroll all day, to me,
1:06:37
Speaker 3: that seems like a monumental waste of time. But it's
1:06:41
Speaker 3: geared to suck you in. It really is. And now
1:06:45
Speaker 3: the lawsuits against Meta saying you made this purposely addicted.
1:06:49
Speaker 3: And I'm like, you're blaming a drug pusher because they
1:06:52
Speaker 3: made their drug addictive? I mean, that's the whole point
1:06:54
Speaker 3: of pushing drugs, isn't it?
1:06:55
Speaker 5: Yeah.
1:06:56
Speaker 3: All right, thank you so much for joining us. Andrew Selipak,
1:06:59
Speaker 3: he is an assistant instructional professor in the Department of
1:07:03
Speaker 3: Media Productions Management and Technology at the University of Florida
1:07:07
Speaker 3: for helping us understand influencer culture and where it is
1:07:10
Speaker 3: and is not going in the future.
1:07:21
Speaker 5: You have to be proud with hatred.
1:07:25
Speaker 3: Hey everyone, it's Carell. Stream You Have To Be Proud
1:07:28
Speaker 3: wherever you get your music and let it fill you
1:07:31
Speaker 3: with the pride it filled me in doing it. You
1:07:37
Speaker 3: have to be proud.
1:07:41
Speaker 1: Showtime is here. No time to fear.
1:07:44
Speaker 2: Corral is so near because Showtime is here.
1:07:48
Speaker 8: So on with the show. Let's give it a go.
1:07:52
Speaker 8: Corral is the one that you.
1:07:54
Speaker 7: Need to know.
1:07:57
Speaker 3: All right, welcome back. We're talking about the era of
1:08:01
Speaker 3: the influencer. Is it over? Has it changed? Is it evolving?
1:08:05
Speaker 3: And we heard from a professor at the University of
1:08:08
Speaker 3: Florida about what he teaches his kids, but we want
1:08:10
Speaker 3: to talk to someone else as well to get sort
1:08:12
Speaker 3: of a different opinion. And I could think of no
1:08:14
Speaker 3: one better than Alison Maloney. She is the founder of
1:08:17
Speaker 3: Alison May Communications, specializing in personal branding, media training, and
1:08:22
Speaker 3: strategic communications. a former news anchor, and you'll see why
1:08:26
Speaker 3: in a moment. She's gorgeous. And reporter and current media contributor.
1:08:30
Speaker 3: She uses more than two decades, well, she had to
1:08:32
Speaker 3: start when she was five, of media experience to help
1:08:36
Speaker 3: founders and executives build visible and become trusted authorities. She's
1:08:40
Speaker 3: also a keynote speaker. She's the host of Unscripted with
1:08:43
Speaker 3: Alison Maloney. You can go subscribe to that podcast, please.
1:08:47
Speaker 3: Unscripted with Alison Maloney. Go now, subscribe. And bestselling author
1:08:51
Speaker 3: of two books, because one bestseller wasn't enough, includes Breaking
1:08:56
Speaker 3: in the News, Build Buzz for Your Brand. Or Breaking
1:08:58
Speaker 3: in the News, Build Buzz for Your Brand. for Your Brand.
1:09:00
Speaker 3: She's the proud mother of three daughters, which would sound exhausting,
1:09:05
Speaker 3: lives in my mother's home state of Massachusetts, and just
1:09:09
Speaker 3: last week we had another guest from Massachusetts, from Fall River,
1:09:12
Speaker 3: from the Lizzie Borden House. So we are Massachusetts-centric this week. Now,
1:09:17
Speaker 3: I need to do something real fast here, and that
1:09:20
Speaker 3: is I need to assign her, and none of you
1:09:22
Speaker 3: know what I'm talking about, but trust me, as you
1:09:25
Speaker 3: all know, I've been having so many issues with my,
1:09:31
Speaker 3: whatever we call this thing, program. There, now she's assigned,
1:09:35
Speaker 3: and let's get her up. Here she is. Welcome, Allison Maloney.
1:09:39
Speaker 3: See what I mean, everyone? She's gorgeous. Look at her.
1:09:41
Speaker 3: Thank you so much. And she's a mother of three.
1:09:43
Speaker 3: Do you have a nanny?
1:09:46
Speaker 10: No, it's me. It's me. But my girls are great.
1:09:49
Speaker 10: Where's your mom from in Massachusetts?
1:09:51
Speaker 3: North Adams. She was born in North Adams.
1:09:53
Speaker 7: Oh, my gosh.
1:09:54
Speaker 10: Because I'm not far from there. I'm in the Springfield area.
1:09:58
Speaker 3: She talked of Springfield often.
1:10:00
Speaker 6: Yeah.
1:10:01
Speaker 3: And I even know how to pronounce Worcester because she
1:10:04
Speaker 3: used to talk of Worcester.
1:10:05
Speaker 1: You got it.
1:10:06
Speaker 3: Everyone says, oh, you mean Worcester? Nope, it's Worcester.
1:10:09
Speaker 7: Yeah.
1:10:10
Speaker 3: So let's talk about, you know, I read a story,
1:10:13
Speaker 3: I guess it was in Newsweek, and it said, is
1:10:15
Speaker 3: the era of the influencer over? But then it went
1:10:18
Speaker 3: to explain that when influencers first started on social media,
1:10:23
Speaker 3: a lot of them got famous for doing nothing, basically
1:10:25
Speaker 3: opening Birkin bags and being on yachts with champagne and
1:10:30
Speaker 3: having really great lives that none of us could have.
1:10:34
Speaker 3: And they got really famous because people wanted to see
1:10:36
Speaker 3: them having this fun. But now, as the economy has changed,
1:10:41
Speaker 3: people have grown older. They don't want the same things
1:10:46
Speaker 3: from the influencers. I hate the term. I made that
1:10:51
Speaker 3: clear with my other guest. I'm a real journalist. You're
1:10:53
Speaker 3: a real journalist. You studied. You worked in media and
1:10:56
Speaker 3: television and print. I've been an editor at Billboard and
1:11:00
Speaker 3: Advocate and Rolling Stone and worked at ABC and CBS
1:11:04
Speaker 3: and NBC, you know, the legacy networks. So I take
1:11:08
Speaker 3: issue with people who think a camera and a microphone
1:11:10
Speaker 3: actually give you the qualifications to be somebody, but it's
1:11:14
Speaker 3: the democratization of media that allows many people to have
1:11:17
Speaker 3: a voice. So Is the era of the old influencer over?
1:11:28
Speaker 3: And if it is, what is it morphing into?
1:11:31
Speaker 10: I think it is.
1:11:32
Speaker 1: You're right.
1:11:33
Speaker 10: I don't know why we weren't on those yachts and
1:11:35
Speaker 10: getting the Birkin bags. But we were doing our real
1:11:38
Speaker 10: journalism duties, you know, pounding the pavement and doing all
1:11:42
Speaker 10: that we did. But, you know, there was a time
1:11:45
Speaker 10: where everyone was watching the Kardashians and everyone wanted to
1:11:48
Speaker 10: buy what they had in the makeup lines. And And
1:11:52
Speaker 10: that's somewhat faded to then because people want real people.
1:11:56
Speaker 10: They want authentic people. They're getting tired of scrolling through
1:12:00
Speaker 10: Instagram and TikTok and seeing all these famous rich people
1:12:03
Speaker 10: talk about products that we all know now they're getting
1:12:06
Speaker 10: paid to talk about. So do they even use the product?
1:12:09
Speaker 10: So that's evolved. I would say in the last, I
1:12:12
Speaker 10: would say maybe two years, gone away from the big
1:12:15
Speaker 10: influencers to micro influencers, which are the people like you
1:12:19
Speaker 10: and me, where we're the real people and we're talking
1:12:22
Speaker 10: about a day in our lives, we're taking people through
1:12:25
Speaker 10: our journeys of putting on shows like this, of what
1:12:29
Speaker 10: it's like walking down the streets and the things that
1:12:31
Speaker 10: people are really interested in because a lot of, like
1:12:34
Speaker 10: you and I can relate to real normal people.
1:12:37
Speaker 3: Right. When I was on KFI, a lot of my
1:12:41
Speaker 3: friends say, well, you're kind of an original influencer. When
1:12:43
Speaker 3: me and my husband, we were part of the first
1:12:45
Speaker 3: gay couple in history to ever have a drive time
1:12:47
Speaker 3: radio show. And we were on the number one station
1:12:48
Speaker 3: in the country. And I tend to talk about brands.
1:12:52
Speaker 3: I just always have it. My program director used to laugh.
1:12:56
Speaker 3: He would say, you can't just say you have a stereo.
1:12:58
Speaker 3: You have to say you have a Bose radio. And
1:13:00
Speaker 3: you can't just say you ride a motorcycle. You ride
1:13:02
Speaker 3: an Aprilia. You put a brand on everything. I've sold
1:13:06
Speaker 3: a lot of products for a lot of companies that
1:13:08
Speaker 3: I've never been paid a dollar for. I know countless
1:13:12
Speaker 3: people who've walked up to me and said, oh, I
1:13:14
Speaker 3: bought an Aprilia Mana 850, which is a motorcycle, because
1:13:17
Speaker 3: you loved yours and you always talked about riding yours.
1:13:19
Speaker 3: Or a Paggio MP3 or I love my pressure cooker
1:13:23
Speaker 3: because you love your pressure cooker. And I would just
1:13:25
Speaker 3: talk about, oh, I made, I'm a vegan. And oh,
1:13:27
Speaker 3: I made, you know, lentils in the pressure cooker. And
1:13:29
Speaker 3: I love my Cuisinart pressure cooker. And so they would
1:13:32
Speaker 3: go out and buy a Cuisinart pressure cooker. And I
1:13:35
Speaker 3: think you're right. I think that, but I think part
1:13:38
Speaker 3: of that has to do, Alison Maloney, with the economy.
1:13:44
Speaker 3: I think And this happened during the Great Depression. Rich
1:13:49
Speaker 3: people learned not to flaunt their wealth because it pissed
1:13:54
Speaker 3: off people who didn't have the money. And I think
1:13:57
Speaker 3: as people now are finding it I know that there
1:14:01
Speaker 3: are people getting rich in today's world, but still only
1:14:04
Speaker 3: 18% of America has more than a million dollars. So
1:14:07
Speaker 3: there's 82% of America that does not have more than
1:14:11
Speaker 3: a million dollars. And I think that 82% has grown
1:14:13
Speaker 3: weary of watching the 18% that do.
1:14:19
Speaker 10: Oh, absolutely. And again, like, you know, you catch yourself
1:14:22
Speaker 10: scrolling through social media and then you almost get upset
1:14:25
Speaker 10: because you're not on that yacht of those people that
1:14:27
Speaker 10: you follow. And I've even seen with, you know, these
1:14:30
Speaker 10: micro influencers or it's not about the Birkin bag. It's
1:14:33
Speaker 10: about how can I find a dupe or what's that
1:14:35
Speaker 10: target or what's at Walmart? Because, again, it's affordable prices.
1:14:38
Speaker 10: And I'm even seeing now a lot of founders and
1:14:42
Speaker 10: CEOs become their own content creators and influencers for their
1:14:46
Speaker 10: own brand. And I love seeing that because people want
1:14:49
Speaker 10: to hear from the real people. They want to hear
1:14:51
Speaker 10: from not even the CEOs and founders, but the people
1:14:53
Speaker 10: who work for the company. And I think that's where...
1:14:56
Speaker 10: People really, you know, the brands are doing really well
1:14:59
Speaker 10: when they involve their employees and their team because we're
1:15:01
Speaker 10: so tired of hearing from, you know, the rich CEO
1:15:05
Speaker 10: who's on the yacht. We want to hear from the
1:15:06
Speaker 10: real people. And I think there's a lot of people that,
1:15:10
Speaker 10: you know, are micro influencers. that are showing up real.
1:15:15
Speaker 10: Some of them are crying. They're taking people through the
1:15:18
Speaker 10: journey and they just lost their job. You know, I
1:15:20
Speaker 10: remember when I first started doing, you know, video tips
1:15:23
Speaker 10: and I would do it in my car and I
1:15:25
Speaker 10: was like.
1:15:25
Speaker 7: I need my makeup.
1:15:26
Speaker 10: I have to look like I'm on TV. And then
1:15:28
Speaker 10: I kind of stopped doing that. And it was scary,
1:15:31
Speaker 10: but I just started showing up with my hair in
1:15:34
Speaker 10: a bun like everyone else. And more people related to
1:15:36
Speaker 10: me because they're like, oh, wow, you look normal like us.
1:15:39
Speaker 10: I'm like, yeah, no, no.
1:15:41
Speaker 3: I used to dress for the show like I'd be Carell,
1:15:44
Speaker 3: you know. And then I realized, you ain't got to
1:15:46
Speaker 3: do all that, child. You can just sit down and
1:15:49
Speaker 3: talk to the people. Now, Alison Maloney, founder of Alison
1:15:52
Speaker 3: May Communications, and you're going to subscribe to Unscripted with
1:15:55
Speaker 3: Alison Maloney. The megabucks has changed. Influencers were making millions,
1:16:03
Speaker 3: some of them. And now companies are not throwing that
1:16:07
Speaker 3: much money at them. But they're still needed, correct? Because television, ABC, CBS, NBC, CNN, MSNOW,
1:16:15
Speaker 3: that's an old person's game. It skews 55 and above
1:16:18
Speaker 3: if you're watching linear television. Even streaming tends to be
1:16:23
Speaker 3: somewhat skewing older, Netflix and that. So to reach the
1:16:28
Speaker 3: young people, these companies still need association with influencers, correct?
1:16:33
Speaker 9: Yeah.
1:16:33
Speaker 1: Oh, yeah.
1:16:34
Speaker 10: I every I was just telling my husband today, 90
1:16:37
Speaker 10: percent of what I buy is from my phone because
1:16:40
Speaker 10: of people I follow. Where is that shirt from? There's
1:16:43
Speaker 10: there's this group of two sisters. And you may know
1:16:47
Speaker 10: they're called Sister Snacking and they're just foodies and they
1:16:50
Speaker 10: go throughout there. They're from Connecticut, but they've gone to,
1:16:53
Speaker 10: you know, all over the place and they just go
1:16:55
Speaker 10: and they rate the food. And they've taken off so
1:16:57
Speaker 10: well that there was this little local bakery in Connecticut that,
1:17:01
Speaker 10: you know, people knew about. But the second they went there,
1:17:04
Speaker 10: there was a line out the door. My friends and
1:17:05
Speaker 10: I joke, we're like, stop going to all these places
1:17:07
Speaker 10: because now there's a line out the door. But the impact,
1:17:12
Speaker 10: because people trust them, because they're honest, they'll say this
1:17:15
Speaker 10: is good now and this isn't worth your money. But
1:17:18
Speaker 10: small companies, even, you know, bigger companies depend on these
1:17:22
Speaker 10: influencers because if they're being honest, people really they're going
1:17:25
Speaker 10: to show up because they want to have that croissant
1:17:27
Speaker 10: or they want to buy that sweater or that sweatshirt.
1:17:30
Speaker 3: That happened here in Vegas. One of the Vegas influencers,
1:17:33
Speaker 3: Vegas Starfish, she went to a bakery that serves stuffed
1:17:36
Speaker 3: conch shells and no one really knew the bakery, just
1:17:39
Speaker 3: a little Hispanic bakery. And she flipped about them. And
1:17:43
Speaker 3: now there's a line around the building to get the
1:17:46
Speaker 3: stuffed conch shells. So as this changes, AI is entering
1:17:52
Speaker 3: the picture. Do you think there's already AI influencers, totally
1:17:56
Speaker 3: fake people, you know, hawking things? Do you think people
1:18:00
Speaker 3: are going to accept that or are they still going
1:18:03
Speaker 3: to want an authentic human?
1:18:05
Speaker 10: I think they're still going to want an authentic human.
1:18:07
Speaker 10: I think AI is great. I love ChatGPT and Cloud
1:18:09
Speaker 10: for so many things, but I think I can even
1:18:12
Speaker 10: recognize the graphics. I have a lot of graphic designers
1:18:14
Speaker 10: and they're like, oh my gosh, this is horrible. You
1:18:16
Speaker 10: can tell AI did it, but I get it. Look,
1:18:18
Speaker 10: if you're on a budget and you have a business
1:18:19
Speaker 10: and you need to get a graphic done, you got
1:18:21
Speaker 10: to do it, right?
1:18:22
Speaker 3: I record music and I put out music videos and
1:18:26
Speaker 3: stock footage is hundreds and hundreds of dollars for just
1:18:30
Speaker 3: like one minute of footage. I can generate 30 seconds
1:18:34
Speaker 3: for almost nothing. So I do.
1:18:37
Speaker 10: Yeah, I think people still want the real people. And
1:18:39
Speaker 10: that's why I always tell people, start building your brand
1:18:43
Speaker 10: now and get the following so people will know who
1:18:46
Speaker 10: you are versus trying to go in when all of
1:18:48
Speaker 10: this AI is happening. Because again, everybody wants authenticity where
1:18:52
Speaker 10: AI is great, but they want to hear from real people.
1:18:55
Speaker 3: We talk about micro. A micro-influencer, for my listeners or
1:18:58
Speaker 3: viewers who don't really realize, that's someone with about 10,000
1:19:01
Speaker 3: to 100,000 followers, correct? Yes. So anything above 100K and you're...
1:19:08
Speaker 3: you know, you're an influencer, but 10K to, it's so
1:19:13
Speaker 3: funny because I wiped out my Instagram account. I got
1:19:16
Speaker 3: really mad at social media and I just deleted everything.
1:19:19
Speaker 3: And then I started from scratch. And I just started
1:19:22
Speaker 3: from scratch about five weeks ago. And I'm up to 3,000
1:19:26
Speaker 3: followers now. I get about 100 a day. But it's
1:19:30
Speaker 3: growing very quickly. And now the algorithm has found me again.
1:19:33
Speaker 3: And so now some of my videos are getting 70,000, 80,000, 20,000,
1:19:37
Speaker 3: you know, that sort of thing. But it took it
1:19:40
Speaker 3: a minute to refine me. Because I have a love-hate
1:19:43
Speaker 3: relationship with social media. As a gay man with a lisp,
1:19:47
Speaker 3: I will tell you that when I post things... People
1:19:50
Speaker 3: today feel so entitled to say such hurtful things to
1:19:54
Speaker 3: people they do not know.
1:19:55
Speaker 4: I agree.
1:19:57
Speaker 3: And Oprah turned off her comments for that very reason. Yeah.
1:20:01
Speaker 3: But you really need the comments on for engagement. You do.
1:20:05
Speaker 10: And I feel the same way. You need to be
1:20:08
Speaker 10: on there because you're trying to build your brand. You
1:20:10
Speaker 10: want people to watch your show. But then you do
1:20:13
Speaker 10: and you see that. And you could have 100 people.
1:20:15
Speaker 10: Wonderful comments. And that one comment from that person that's
1:20:20
Speaker 10: never met you, that is upset with their own lives,
1:20:23
Speaker 10: is the only reason why they're going to be mean
1:20:26
Speaker 10: and bully, that affects you. And you try, right? You've
1:20:30
Speaker 10: been in this business. You try and have thick skin,
1:20:32
Speaker 10: but you can't help it. But be affected by that.
1:20:37
Speaker 10: And yeah, I don't understand why people are like that,
1:20:39
Speaker 10: but they can hide behind their computer.
1:20:41
Speaker 3: Because they're sad and lonely and living in their mother's basement. Yeah, yeah.
1:20:46
Speaker 3: Where do you think we're going with all of this?
1:20:48
Speaker 3: I mean, MySpace is coming back, believe it or not,
1:20:50
Speaker 3: but the two brothers that own it say they're bringing
1:20:53
Speaker 3: it back. But it was once the big thing. It
1:20:56
Speaker 3: went away. Facebook was once the big thing. Now Zuckerberg's
1:20:59
Speaker 3: in front of Congress trying to explain why he created
1:21:01
Speaker 3: something that harms children. And Facebook is not a big thing.
1:21:05
Speaker 3: Now it's Instagram and TikTok. Do you think those are
1:21:09
Speaker 3: going to be the two for a while, or do
1:21:11
Speaker 3: you think something new is going to come along?
1:21:13
Speaker 10: I think they're going to be the two for a while.
1:21:16
Speaker 10: I also know YouTube. And I don't do a really
1:21:18
Speaker 10: good job with YouTube. But YouTube, everyone says, is like
1:21:21
Speaker 10: the place to be, the YouTube videos. It's funny because
1:21:25
Speaker 10: I was talking to my daughters. And granted, my oldest,
1:21:27
Speaker 10: she's going to be 21. But she said, you know,
1:21:29
Speaker 10: her and her friends talk. And they said how when
1:21:31
Speaker 10: they get older, they don't want their kids at all
1:21:33
Speaker 10: to have phones. And they don't want their kids to
1:21:35
Speaker 10: have social media at all because they've seen it.
1:21:39
Speaker 1: This is the.
1:21:39
Speaker 10: Generation, the early 20s, that have grown up with it.
1:21:43
Speaker 10: And they don't like it. So I wonder where it's
1:21:46
Speaker 10: going to evolve if, you know, as these kids get
1:21:48
Speaker 10: older and they start having families. And if they're the
1:21:50
Speaker 10: ones that are typically consuming the content.
1:21:53
Speaker 3: Where it's going to go. Well, I saw a comic
1:21:55
Speaker 3: called this The Rectangle of Doom. And now that's what
1:21:57
Speaker 3: I call my phone, The Rectangle of Doom. And a
1:22:01
Speaker 3: professor that I spoke with, Andrew Salapakis, said, from Florida,
1:22:06
Speaker 3: he said he's seeing the same thing in his college students,
1:22:09
Speaker 3: that they're now 18, 19, 20 years old. And they
1:22:13
Speaker 3: like AI, but at the same time, they don't like
1:22:15
Speaker 3: AI slop. They're not liking this, you know, they don't
1:22:19
Speaker 3: like something if it's too AI. They want, and I
1:22:23
Speaker 3: think it's what you were saying, Alison Maloney is my guest,
1:22:27
Speaker 3: They grew up with it, and I think they've seen
1:22:31
Speaker 3: that it can be harmful, and they want a balance.
1:22:35
Speaker 3: And that's encouraging. All right. Her podcast is Unscripted with
1:22:40
Speaker 3: Alison Maloney. You need to go subscribe to it. Thank
1:22:43
Speaker 3: you so much for joining me today, and thank you
1:22:45
Speaker 3: for waiting for the Ukraine bombing. Thank you for that.
1:22:48
Speaker 8: Thank you so much.
1:22:49
Speaker 10: It was great to be with you.
1:22:51
Speaker 3: I want to watch your podcast. You're a delight. You're gorgeous.
1:22:53
Speaker 3: I'm a gay man. I have no fish in that water.
1:22:56
Speaker 5: It's broadcasting from a completely different point of view.
1:23:00
Speaker 3: Yours.
1:23:01
Speaker 6: Listen daily to the Corelcast on your favorite streaming service.
1:23:13
Speaker 6: You're listening to the Corelcast. Driving you home or driving
1:23:18
Speaker 6: you crazy.
1:23:20
Speaker 5: It's broadcasting from a completely different point of view.
1:23:24
Speaker 3: Yours.
1:23:26
Speaker 1: Listen daily to
1:23:27
Speaker 6: The Corelcast on your favorite streaming service.