Latest / Omni Talk Retail / American Eagle Scales Micro-Influencers | Fast Five Shorts

Transcript

American Eagle Scales Micro-Influencers | Fast Five Shorts · Omni Talk Retail

• 0:00
  American
• 0:00
  Eagle
• 0:00
  has
• 0:01
  launched
• 0:01
  the
• 0:01
  AE
• 0:02
  Creator
• 0:03
  Community,
• 0:03
  a
• 0:03
  nationwide
• 0:04
  ambassador
• 0:04
  program
• 0:05
  with
• 0:05
  rewards
• 0:06
  based
• 0:06
  systems
• 0:07
  for
• 0:07
  content
• 0:08
  creators.
• 0:09
  According
• 0:09
  to
• 0:09
  Marketing
• 0:10
  Dive,
• 0:10
  creators
• 0:10
  can
• 0:10
  earn
• 0:11
  points
• 0:11
  by
• 0:11
  completing
• 0:12
  weekly
• 0:12
  and
• 0:12
  monthly
• 0:13
  challenges
• 0:13
  such
• 0:13
  as
• 0:14
  posting
• 0:14
  styling
• 0:15
  videos
• 0:15
  and
• 0:15
  redeem
• 0:16
  accrued
• 0:16
  points
• 0:16
  for
• 0:17
  products,
• 0:17
  gift
• 0:17
  cards
• 0:17
  and
• 0:17
  other
• 0:18
  rewards.
• 0:18
  Points
• 0:19
  are
• 0:19
  valued
• 0:19
  at
• 0:19
  $1
• 0:20
  for
• 0:20
  every
• 0:20
  1,000
• 0:21
  accumulated
• 0:22
  and
• 0:22
  creators
• 0:22
  can
• 0:22
  earn
• 0:23
  them
• 0:23
  through
• 0:23
  challenges
• 0:24
  like
• 0:24
  posting
• 0:24
  TikTok
• 0:25
  videos
• 0:25
  or
• 0:25
  Instagram
• 0:26
  stories
• 0:26
  featuring
• 0:26
  American
• 0:27
  Eagle
• 0:27
  products.
• 0:28
  The
• 0:28
  program
• 0:28
  is
• 0:29
  open
• 0:29
  to
• 0:29
  US
• 0:29
  consumers
• 0:30
  18
• 0:30
  years
• 0:31
  and
• 0:31
  older
• 0:31
  who
• 0:31
  have
• 0:32
  at
• 0:32
  least
• 0:32
  1,000
• 0:32
  followers
• 0:33
  on
• 0:33
  one
• 0:34
  social
• 0:34
  platform.
• 0:34
  The
• 0:35
  goal
• 0:35
  is
• 0:35
  to
• 0:35
  amass
• 0:36
  a
• 0:36
  large
• 0:36
  number
• 0:36
  of
• 0:37
  micro
• 0:37
  influencers
• 0:38
  versus
• 0:38
  a
• 0:38
  smaller
• 0:39
  number
• 0:39
  of
• 0:39
  macro
• 0:40
  influencers.
• 0:40
  Since
• 0:41
  launching
• 0:41
  on
• 0:41
  February
• 0:42
  2,
• 0:43
  911,
• 0:44
  I
• 0:44
  believe
• 0:44
  that's
• 0:45
  an
• 0:45
  exact
• 0:45
  number.
• 0:46
  911
• 0:47
  creators
• 0:47
  signed
• 0:48
  up
• 0:48
  to
• 0:48
  participate
• 0:48
  with
• 0:49
  over
• 0:49
  200
• 0:49
  migrating
• 0:50
  from
• 0:50
  American
• 0:50
  Eagle's
• 0:51
  previous
• 0:52
  Live
• 0:52
  youe
• 0:52
  Life
• 0:53
  affiliate
• 0:53
  program.
• 0:54
  Jen,
• 0:54
  I
• 0:55
  know
• 0:55
  this
• 0:55
  one
• 0:55
  is
• 0:55
  of
• 0:56
  interest
• 0:56
  to
• 0:56
  you.
• 0:56
  At
• 0:57
  least
• 0:57
  that's
• 0:57
  my
• 0:57
  hunch.
• 0:58
  How
• 0:59
  unique
• 0:59
  is
• 0:59
  American
• 1:00
  Eagle's
• 1:00
  approach
• 1:00
  to
• 1:01
  micro
• 1:01
  influencing?
• 1:02
  And
• 1:02
  now,
• 1:03
  now,
• 1:04
  have
• 1:04
  you
• 1:04
  seen
• 1:04
  other
• 1:05
  companies
• 1:05
  try
• 1:06
  to
• 1:06
  organize
• 1:06
  themselves
• 1:07
  structurally
• 1:07
  around
• 1:08
  this
• 1:08
  influencer
• 1:09
  trend
• 1:09
  or
• 1:09
  how
• 1:09
  have
• 1:09
  you
• 1:10
  seen
• 1:10
  them
• 1:10
  try
• 1:10
  to
• 1:10
  do
• 1:10
  that?
• 1:11
  I'm
• 1:11
  the
• 1:11
  furthest
• 1:12
  from
• 1:12
  an
• 1:12
  influencer,
• 1:13
  just
• 1:13
  to
• 1:13
  be
• 1:13
  clear
• 1:14
  here.
• 1:15
  However,
• 1:15
  we
• 1:15
  do
• 1:15
  hire
• 1:16
  marketing
• 1:16
  professionals
• 1:17
  for,
• 1:18
  for
• 1:18
  these
• 1:18
  brands
• 1:18
  and
• 1:19
  so
• 1:19
  we
• 1:19
  need
• 1:19
  to
• 1:19
  know
• 1:20
  enough
• 1:20
  about
• 1:21
  what
• 1:21
  they
• 1:21
  might
• 1:21
  need
• 1:22
  to
• 1:22
  know
• 1:22
  if
• 1:22
  they're
• 1:22
  coming
• 1:22
  in
• 1:23
  and
• 1:23
  affiliate
• 1:23
  programs
• 1:24
  are
• 1:24
  part
• 1:24
  of
• 1:24
  the
• 1:24
  plan.
• 1:26
  So
• 1:26
  this
• 1:26
  reminds
• 1:26
  me
• 1:27
  of
• 1:27
  Rep
• 1:27
  Nation.
• 1:28
  Do
• 1:28
  you
• 1:28
  guys
• 1:28
  know
• 1:28
  what
• 1:28
  Rep
• 1:29
  Nation
• 1:29
  is?
• 1:30
  It's
• 1:30
  this
• 1:31
  like
• 1:32
  college
• 1:32
  rep
• 1:32
  College
• 1:33
  ambassador
• 1:34
  program
• 1:34
  that
• 1:34
  used
• 1:34
  to
• 1:35
  be
• 1:35
  big.
• 1:36
  And
• 1:36
  when
• 1:36
  I
• 1:36
  was
• 1:36
  in
• 1:37
  college
• 1:37
  at
• 1:37
  the
• 1:37
  greatest
• 1:38
  university
• 1:38
  there
• 1:38
  ever
• 1:39
  was,
• 1:39
  Michigan
• 1:40
  State
• 1:40
  University,
• 1:41
  I
• 1:42
  was
• 1:42
  a
• 1:42
  Rep
• 1:42
  Nation
• 1:43
  brand
• 1:43
  ambassador
• 1:44
  for
• 1:44
  Ford
• 1:44
  Motor
• 1:45
  Company
• 1:45
  and,
• 1:45
  and
• 1:45
  it
• 1:46
  was
• 1:46
  set
• 1:46
  up
• 1:46
  very
• 1:46
  similar
• 1:47
  to
• 1:47
  this.
• 1:48
  So
• 1:48
  the
• 1:49
  pay
• 1:49
  wasn't
• 1:49
  huge,
• 1:50
  but
• 1:50
  it
• 1:50
  was
• 1:50
  fun.
• 1:51
  It
• 1:51
  was
• 1:51
  gamified.
• 1:52
  I
• 1:52
  was
• 1:52
  earning
• 1:53
  points.
• 1:54
  There
• 1:54
  were
• 1:54
  competitions
• 1:55
  between
• 1:55
  college
• 1:55
  campuses
• 1:56
  and
• 1:57
  you
• 1:57
  know,
• 1:57
  who
• 1:57
  knows
• 1:58
  what
• 1:58
  we
• 1:58
  won.
• 1:58
  But
• 1:58
  something
• 1:58
  I
• 1:59
  was
• 1:59
  really
• 1:59
  excited
• 1:59
  about
• 2:00
  at
• 2:00
  18,
• 2:00
  19
• 2:00
  years
• 2:01
  old,
• 2:01
  right?
• 2:02
  So
• 2:02
  I
• 2:02
  like
• 2:02
  what
• 2:03
  they're
• 2:03
  doing
• 2:03
  with
• 2:04
  this
• 2:04
  program
• 2:04
  because
• 2:04
  I
• 2:04
  think
• 2:05
  that's,
• 2:05
  that's
• 2:06
  what
• 2:06
  they're
• 2:06
  adding.
• 2:06
  I
• 2:06
  don't
• 2:06
  think
• 2:07
  it's
• 2:07
  wildly
• 2:07
  different
• 2:08
  than
• 2:08
  other
• 2:08
  influencer
• 2:09
  programs,
• 2:09
  but
• 2:09
  they're
• 2:10
  gamifying
• 2:10
  it.
• 2:10
  They're
• 2:11
  adding
• 2:11
  the
• 2:11
  point
• 2:11
  system.
• 2:13
  Who
• 2:13
  knows
• 2:13
  what
• 2:13
  they
• 2:14
  could
• 2:14
  earn.
• 2:14
  But
• 2:14
  maybe
• 2:15
  it's
• 2:15
  even
• 2:15
  a
• 2:15
  trip
• 2:16
  to
• 2:16
  Florida,
• 2:17
  right?
• 2:17
  And
• 2:18
  that's
• 2:18
  still
• 2:19
  a
• 2:19
  whole
• 2:19
  lot
• 2:19
  less
• 2:19
  than
• 2:20
  American
• 2:20
  Eagle
• 2:20
  was
• 2:21
  paying
• 2:21
  a
• 2:22
  major
• 2:22
  influencer.
• 2:24
  But
• 2:24
  these
• 2:24
  micro
• 2:24
  influencers
• 2:25
  are
• 2:25
  feeling
• 2:26
  like
• 2:26
  they're
• 2:26
  at
• 2:26
  the
• 2:27
  top
• 2:27
  of
• 2:27
  the
• 2:28
  world,
• 2:28
  right?
• 2:28
  Like
• 2:29
  they're
• 2:29
  being
• 2:29
  flown
• 2:29
  off
• 2:29
  to
• 2:30
  Florida
• 2:30
  for
• 2:30
  this
• 2:31
  Experience,
• 2:32
  so
• 2:32
  I
• 2:33
  think
• 2:33
  it's
• 2:33
  smart.
• 2:34
  There
• 2:34
  are
• 2:34
  certainly
• 2:35
  other
• 2:35
  micro
• 2:35
  influencer
• 2:36
  programs
• 2:37
  out
• 2:37
  there.
• 2:37
  I
• 2:37
  haven't
• 2:38
  seen
• 2:38
  one
• 2:38
  as
• 2:38
  specific
• 2:39
  as
• 2:39
  this.
• 2:39
  Points
• 2:40
  based
• 2:40
  and
• 2:40
  sort
• 2:41
  of
• 2:41
  gamified.
• 2:42
  You
• 2:42
  know,
• 2:42
  the
• 2:43
  younger
• 2:43
  generation,
• 2:43
  they
• 2:43
  don't
• 2:44
  want
• 2:44
  to
• 2:44
  screw
• 2:44
  up
• 2:45
  their
• 2:45
  streak.
• 2:46
  So
• 2:46
  think
• 2:46
  of
• 2:46
  Snapchat
• 2:47
  like
• 2:47
  they've
• 2:47
  got
• 2:47
  these
• 2:47
  streaks
• 2:48
  with
• 2:48
  people,
• 2:49
  right?
• 2:49
  And
• 2:50
  my
• 2:50
  workout
• 2:50
  app,
• 2:50
  I
• 2:51
  have
• 2:51
  a
• 2:51
  streak
• 2:51
  now.
• 2:52
  Just,
• 2:52
  just
• 2:53
  so
• 2:53
  you
• 2:53
  know,
• 2:53
  I'm
• 2:53
  totally
• 2:54
  in.
• 2:54
  I
• 2:54
  always
• 2:54
  thought
• 2:55
  they
• 2:55
  were
• 2:55
  crazy
• 2:55
  with
• 2:56
  their
• 2:56
  Snapchat
• 2:56
  streaks,
• 2:57
  but
• 2:57
  I
• 2:58
  am
• 2:58
  motivated
• 2:58
  by
• 2:58
  that
• 2:59
  streak
• 2:59
  and
• 2:59
  I
• 2:59
  think
• 3:00
  that's
• 3:00
  what
• 3:00
  American
• 3:01
  Eagle
• 3:01
  is
• 3:01
  trying
• 3:01
  to
• 3:02
  do
• 3:02
  here.
• 3:02
  Right?
• 3:02
  They're
• 3:02
  trying
• 3:03
  to
• 3:03
  say,
• 3:03
  hey,
• 3:03
  keep
• 3:03
  your
• 3:03
  streak
• 3:04
  alive.
• 3:04
  Like,
• 3:04
  keep
• 3:05
  sharing
• 3:05
  the
• 3:05
  genes.
• 3:05
  Share
• 3:06
  something
• 3:06
  this
• 3:06
  month.
• 3:06
  That's
• 3:07
  more
• 3:07
  fall.
• 3:07
  Share
• 3:08
  something
• 3:08
  this
• 3:08
  month.
• 3:09
  I
• 3:10
  think
• 3:10
  it's
• 3:10
  cool
• 3:10
  for
• 3:11
  that
• 3:11
  college
• 3:11
  age,
• 3:12
  it
• 3:12
  looks
• 3:13
  like
• 3:13
  you
• 3:13
  have
• 3:13
  to
• 3:13
  have
• 3:13
  a
• 3:13
  thousand
• 3:14
  followers,
• 3:14
  but
• 3:14
  I
• 3:14
  feel
• 3:15
  like
• 3:15
  most
• 3:15
  young
• 3:16
  people
• 3:16
  can
• 3:17
  get
• 3:17
  to
• 3:17
  that
• 3:17
  number
• 3:18
  and
• 3:18
  they
• 3:18
  have
• 3:18
  it
• 3:18
  structured
• 3:19
  in
• 3:19
  a
• 3:19
  way
• 3:19
  that
• 3:19
  it's
• 3:19
  easy
• 3:20
  to
• 3:20
  get
• 3:20
  started
• 3:21
  and
• 3:21
  then
• 3:21
  they'll
• 3:21
  see
• 3:21
  that
• 3:22
  customer
• 3:22
  lifetime
• 3:23
  value,
• 3:23
  or
• 3:23
  I
• 3:23
  should
• 3:23
  say
• 3:23
  influencer
• 3:24
  lifetime
• 3:25
  value
• 3:26
  increase
• 3:27
  if
• 3:27
  these
• 3:27
  people
• 3:27
  stick
• 3:28
  around,
• 3:29
  could
• 3:29
  also
• 3:29
  be
• 3:29
  cool
• 3:30
  for,
• 3:30
  let's
• 3:30
  say
• 3:30
  a
• 3:30
  stay
• 3:30
  at
• 3:31
  home
• 3:31
  parent
• 3:31
  that
• 3:32
  has
• 3:32
  a
• 3:32
  little
• 3:32
  bit
• 3:32
  of
• 3:32
  time
• 3:33
  on
• 3:33
  their
• 3:33
  hands
• 3:33
  and
• 3:34
  wants
• 3:34
  to
• 3:34
  get
• 3:34
  involved
• 3:35
  but
• 3:35
  couldn't
• 3:35
  be
• 3:35
  that
• 3:36
  major
• 3:36
  influencer.
• 3:37
  I
• 3:37
  think
• 3:37
  I,
• 3:38
  I
• 3:38
  trust
• 3:39
  my
• 3:39
  neighbor
• 3:40
  down
• 3:40
  the
• 3:40
  street
• 3:40
  to
• 3:40
  talk
• 3:41
  to
• 3:41
  me
• 3:41
  about
• 3:41
  her
• 3:41
  jeans
• 3:42
  and
• 3:42
  her
• 3:42
  American
• 3:42
  Eagle
• 3:43
  products
• 3:43
  a
• 3:44
  whole
• 3:44
  lot
• 3:44
  more
• 3:44
  than
• 3:45
  Gwen
• 3:46
  Stefani
• 3:46
  or
• 3:46
  I
• 3:47
  don't
• 3:47
  know
• 3:47
  who
• 3:47
  might
• 3:47
  be
• 3:47
  out
• 3:48
  there
• 3:48
  that
• 3:48
  might
• 3:48
  be
• 3:48
  a
• 3:48
  major
• 3:49
  influencer.
• 3:49
  Right.
• 3:49
  The
• 3:50
  trust
• 3:50
  level
• 3:50
  is
• 3:50
  there.
• 3:52
  Good
• 3:52
  to
• 3:52
  know
• 3:52
  you
• 3:53
  don't
• 3:53
  trust
• 3:53
  Gwen
• 3:53
  Stefani.
• 3:54
  I
• 3:54
  mean,
• 3:54
  I
• 3:54
  didn't
• 3:54
  mean
• 3:55
  to
• 3:55
  do
• 3:55
  that
• 3:55
  to
• 3:55
  you,
• 3:55
  Gwen.
• 3:55
  I
• 3:56
  probably
• 3:56
  trust
• 3:56
  you
• 3:57
  with
• 3:57
  anything
• 3:57
  but.
• 3:58
  Shots
• 3:58
  fired.
• 3:58
  Shots
• 3:59
  fired.
• 3:59
  She
• 3:59
  came
• 4:00
  to
• 4:00
  mind.
• 4:00
  She
• 4:00
  came
• 4:00
  to
• 4:01
  mind.
• 4:01
  No,
• 4:02
  but
• 4:02
  you're
• 4:02
  bringing
• 4:02
  up
• 4:02
  a
• 4:02
  great
• 4:02
  point,
• 4:03
  Jen.
• 4:03
  I
• 4:03
  mean,
• 4:03
  it's,
• 4:03
  it's
• 4:03
  kind
• 4:04
  of
• 4:04
  why
• 4:04
  the
• 4:04
  long
• 4:04
  tail
• 4:05
  of,
• 4:05
  you
• 4:05
  know,
• 4:05
  E
• 4:06
  Commerce
• 4:06
  works
• 4:06
  in
• 4:06
  the
• 4:07
  way
• 4:07
  that
• 4:07
  it
• 4:07
  does.
• 4:07
  And
• 4:08
  also
• 4:08
  I
• 4:08
  do
• 4:09
  want
• 4:09
  to
• 4:09
  point
• 4:09
  out
• 4:09
  that
• 4:09
  it
• 4:09
  hurts
• 4:10
  me
• 4:10
  every
• 4:10
  time
• 4:11
  you.
• 4:11
  Michigan,
• 4:11
  you
• 4:12
  mentioned
• 4:12
  Michigan
• 4:12
  State
• 4:12
  to
• 4:13
  me
• 4:13
  because
• 4:13
  it
• 4:13
  brings
• 4:13
  back
• 4:14
  the,
• 4:14
  the
• 4:14
  horrible
• 4:15
  memories
• 4:15
  of
• 4:15
  the
• 4:15
  Rose
• 4:16
  bowl
• 4:16
  when
• 4:16
  you
• 4:16
  defeated
• 4:17
  my
• 4:17
  beloved
• 4:17
  Stanford
• 4:18
  Cardinal.
• 4:18
  So,
• 4:19
  so
• 4:19
  yeah.
• 4:19
  So
• 4:20
  I'm
• 4:20
  so
• 4:20
  thank
• 4:20
  you
• 4:20
  for
• 4:21
  that.
• 4:21
  I'm
• 4:21
  going
• 4:21
  to
• 4:21
  take
• 4:21
  a
• 4:21
  step
• 4:22
  back,
• 4:22
  give
• 4:22
  and
• 4:22
  the
• 4:23
  floor
• 4:23
  here
• 4:23
  now
• 4:23
  to
• 4:23
  see
• 4:24
  what
• 4:24
  she
• 4:24
  thinks
• 4:24
  as
• 4:24
  I
• 4:24
  recollect
• 4:25
  myself.
• 4:27
  Well,
• 4:27
  I
• 4:27
  think
• 4:27
  there's
• 4:28
  a
• 4:28
  great.
• 4:28
  I
• 4:28
  would
• 4:29
  point
• 4:29
  our
• 4:29
  audience
• 4:30
  to
• 4:30
  a
• 4:30
  really
• 4:30
  great
• 4:31
  study
• 4:31
  that
• 4:31
  business
• 4:31
  of
• 4:32
  fashion
• 4:32
  just
• 4:32
  put
• 4:33
  out.
• 4:33
  Diana
• 4:33
  Pearl,
• 4:34
  one
• 4:34
  of
• 4:35
  the
• 4:35
  editors
• 4:36
  there,
• 4:36
  talked
• 4:37
  explicitly
• 4:37
  about
• 4:38
  this
• 4:38
  new
• 4:39
  creator
• 4:39
  Marketplace
• 4:40
  and
• 4:40
  what
• 4:40
  this
• 4:40
  looks
• 4:41
  like
• 4:41
  and
• 4:41
  why
• 4:41
  brands
• 4:42
  are
• 4:42
  going
• 4:42
  directly
• 4:43
  to
• 4:43
  these
• 4:44
  micro
• 4:44
  influencers
• 4:45
  versus
• 4:45
  putting
• 4:46
  a
• 4:46
  huge
• 4:46
  focus
• 4:47
  on
• 4:47
  the
• 4:47
  macro
• 4:47
  influencers
• 4:48
  that
• 4:48
  we've
• 4:49
  seen
• 4:49
  for
• 4:49
  years
• 4:49
  and
• 4:49
  years.
• 4:50
  And
• 4:50
  one
• 4:50
  of
• 4:50
  the
• 4:50
  best
• 4:50
  things
• 4:51
  that
• 4:51
  Diana
• 4:51
  said
• 4:52
  in
• 4:52
  that
• 4:52
  report,
• 4:52
  or
• 4:52
  at
• 4:52
  least
• 4:53
  one
• 4:53
  that
• 4:53
  stuck
• 4:53
  with
• 4:54
  me,
• 4:54
  is
• 4:54
  that
• 4:55
  you
• 4:55
  get
• 4:55
  more
• 4:56
  quality
• 4:56
  engagement
• 4:57
  and
• 4:57
  reach
• 4:57
  with
• 4:57
  somebody
• 4:58
  who
• 4:58
  has
• 4:58
  10,000
• 4:59
  followers
• 5:00
  than
• 5:00
  you
• 5:00
  do
• 5:00
  a
• 5:01
  celebrity
• 5:01
  or
• 5:01
  influencer
• 5:02
  with
• 5:03
  millions
• 5:03
  of
• 5:03
  followers.
• 5:04
  And
• 5:04
  the
• 5:04
  way
• 5:04
  to
• 5:04
  think
• 5:04
  about
• 5:05
  that
• 5:05
  is
• 5:05
  the
• 5:06
  difference
• 5:06
  between
• 5:07
  getting
• 5:07
  engagement
• 5:08
  from
• 5:08
  purchasing
• 5:09
  a
• 5:09
  very
• 5:09
  expensive
• 5:10
  super
• 5:10
  bowl
• 5:10
  spot
• 5:11
  and
• 5:11
  having
• 5:12
  a
• 5:12
  lot
• 5:12
  of
• 5:12
  awareness
• 5:12
  but
• 5:13
  not
• 5:13
  a
• 5:13
  lot
• 5:13
  of
• 5:14
  actual
• 5:14
  purchasing
• 5:15
  happening
• 5:16
  versus
• 5:16
  looking
• 5:17
  at
• 5:17
  that
• 5:17
  10,000
• 5:18
  follower
• 5:19
  creator
• 5:19
  who
• 5:20
  you
• 5:20
  see
• 5:20
  real
• 5:21
  results,
• 5:21
  you
• 5:22
  have,
• 5:22
  you
• 5:23
  know,
• 5:23
  orders
• 5:23
  coming
• 5:24
  in
• 5:24
  from
• 5:24
  that
• 5:24
  person
• 5:25
  because
• 5:25
  it
• 5:25
  is
• 5:25
  the
• 5:26
  more
• 5:27
  authentic
• 5:27
  and
• 5:29
  reputable
• 5:30
  person
• 5:30
  like
• 5:31
  Jen
• 5:31
  just
• 5:31
  talked
• 5:31
  about
• 5:32
  down
• 5:32
  the
• 5:32
  street
• 5:32
  who
• 5:32
  she'd
• 5:33
  rather
• 5:33
  get,
• 5:34
  gain
• 5:34
  confidence
• 5:35
  in
• 5:35
  her
• 5:35
  purchase
• 5:35
  from.
• 5:36
  But
• 5:36
  I
• 5:36
  think
• 5:37
  these
• 5:37
  brands
• 5:38
  are
• 5:38
  very
• 5:39
  smart
• 5:39
  in
• 5:39
  how
• 5:40
  they're
• 5:40
  approaching
• 5:40
  this
• 5:41
  because
• 5:41
  all
• 5:42
  they
• 5:42
  have
• 5:42
  to
• 5:42
  do
• 5:42
  is
• 5:43
  put
• 5:43
  these
• 5:43
  challenges
• 5:44
  out.
• 5:44
  That
• 5:45
  costs
• 5:45
  them
• 5:45
  nothing
• 5:46
  to
• 5:46
  put
• 5:46
  together
• 5:47
  these
• 5:47
  challenges
• 5:47
  and
• 5:48
  look
• 5:48
  at
• 5:48
  all
• 5:48
  the
• 5:49
  content
• 5:49
  that
• 5:49
  they're
• 5:49
  getting
• 5:50
  and
• 5:50
  they
• 5:50
  only
• 5:51
  in
• 5:51
  some
• 5:51
  cases
• 5:52
  are
• 5:52
  having
• 5:53
  to
• 5:53
  pay
• 5:53
  for
• 5:53
  that
• 5:53
  content
• 5:54
  when
• 5:54
  a
• 5:54
  sale
• 5:54
  is
• 5:55
  made.
• 5:55
  Because
• 5:55
  all
• 5:55
  of
• 5:55
  these
• 5:56
  are
• 5:56
  set
• 5:56
  up
• 5:56
  in
• 5:56
  a
• 5:56
  variety
• 5:57
  of
• 5:57
  different
• 5:57
  affiliate
• 5:59
  manners
• 5:59
  that
• 6:00
  really,
• 6:00
  you
• 6:00
  know,
• 6:01
  all
• 6:01
  they're,
• 6:01
  all
• 6:01
  they're
• 6:02
  getting
• 6:02
  is
• 6:02
  the
• 6:02
  upside
• 6:03
  of
• 6:03
  this.
• 6:03
  They
• 6:03
  have
• 6:04
  tons
• 6:04
  of
• 6:04
  content
• 6:04
  being
• 6:05
  put
• 6:05
  out
• 6:05
  so
• 6:05
  that
• 6:05
  they're
• 6:06
  discoverable
• 6:07
  on
• 6:07
  any
• 6:07
  platform
• 6:08
  from
• 6:08
  Google
• 6:09
  to
• 6:09
  the
• 6:09
  LLM
• 6:10
  search
• 6:10
  that
• 6:10
  we
• 6:11
  were
• 6:11
  just
• 6:11
  talking
• 6:11
  about.
• 6:12
  And
• 6:12
  all
• 6:13
  they
• 6:13
  have
• 6:13
  to
• 6:13
  do
• 6:13
  is
• 6:14
  put
• 6:14
  these
• 6:14
  challenges
• 6:14
  out
• 6:15
  there
• 6:15
  and
• 6:15
  see
• 6:15
  what
• 6:15
  comes
• 6:16
  to
• 6:16
  them.
• 6:16
  My
• 6:17
  only
• 6:17
  question
• 6:18
  is
• 6:18
  how
• 6:19
  long
• 6:19
  this
• 6:19
  trend
• 6:19
  will
• 6:20
  last.
• 6:20
  Because
• 6:20
  I
• 6:20
  do,
• 6:21
  I
• 6:21
  mean
• 6:21
  like
• 6:21
  we
• 6:22
  just
• 6:22
  talked
• 6:22
  about,
• 6:23
  we
• 6:23
  were
• 6:23
  all
• 6:23
  in
• 6:24
  on
• 6:24
  Kim
• 6:24
  K
• 6:25
  and
• 6:25
  all
• 6:25
  the
• 6:25
  macro
• 6:26
  influencers.
• 6:27
  Now
• 6:27
  we're
• 6:27
  going
• 6:27
  micro.
• 6:28
  What
• 6:28
  does
• 6:28
  this
• 6:29
  platform
• 6:29
  look
• 6:29
  like?
• 6:29
  And
• 6:30
  how
• 6:30
  long
• 6:30
  is
• 6:31
  this
• 6:31
  side
• 6:31
  hustle
• 6:32
  kind
• 6:32
  of
• 6:32
  sustainable
• 6:33
  for
• 6:34
  the
• 6:34
  brands
• 6:34
  and
• 6:34
  how,
• 6:35
  like,
• 6:35
  what
• 6:35
  should
• 6:35
  their
• 6:35
  strategy
• 6:36
  be
• 6:36
  on
• 6:37
  how
• 6:37
  much
• 6:37
  they
• 6:37
  invest
• 6:38
  in
• 6:38
  this
• 6:38
  micro
• 6:39
  influencer
• 6:39
  trend?
• 6:40
  But
• 6:40
  Chris,
• 6:40
  what,
• 6:41
  where
• 6:41
  do
• 6:41
  you
• 6:41
  land
• 6:42
  here?
• 6:42
  Where
• 6:42
  would
• 6:42
  you
• 6:43
  add
• 6:43
  on
• 6:43
  to?
• 6:44
  Well,
• 6:45
  I
• 6:45
  think
• 6:45
  to
• 6:45
  your
• 6:45
  last
• 6:45
  point,
• 6:46
  I
• 6:46
  think,
• 6:46
  I
• 6:46
  don't
• 6:46
  think
• 6:46
  this
• 6:47
  trend
• 6:47
  is
• 6:47
  going
• 6:47
  anywhere.
• 6:47
  In
• 6:48
  fact,
• 6:48
  I
• 6:48
  wrote
• 6:48
  about
• 6:48
  it
• 6:48
  as
• 6:48
  one
• 6:49
  of
• 6:49
  my
• 6:49
  big
• 6:49
  takeaways
• 6:49
  from
• 6:49
  the
• 6:50
  super
• 6:50
  bowl
• 6:50
  commercials.
• 6:50
  I
• 6:50
  couldn't
• 6:51
  believe
• 6:51
  the
• 6:51
  amount
• 6:52
  of
• 6:52
  technology
• 6:52
  companies
• 6:53
  that
• 6:53
  were
• 6:53
  advertising
• 6:54
  basically
• 6:54
  to
• 6:55
  this
• 6:55
  community.
• 6:55
  Like,
• 6:56
  like,
• 6:56
  come
• 6:57
  start
• 6:57
  your
• 6:57
  website
• 6:58
  with
• 6:58
  us
• 6:58
  Wix
• 6:59
  and
• 6:59
  you
• 6:59
  know,
• 6:59
  Squarespace.
• 7:00
  Everybody
• 7:01
  was
• 7:01
  like
• 7:01
  all
• 7:02
  in
• 7:02
  on
• 7:02
  that.
• 7:02
  So
• 7:02
  I
• 7:02
  don't
• 7:03
  think
• 7:03
  this
• 7:03
  is
• 7:03
  going
• 7:03
  anywhere.
• 7:03
  And
• 7:04
  I
• 7:04
  is
• 7:04
  just
• 7:04
  going
• 7:04
  to
• 7:04
  only
• 7:05
  make
• 7:05
  it
• 7:05
  easier
• 7:05
  because
• 7:05
  it
• 7:06
  enables
• 7:06
  you
• 7:06
  to
• 7:07
  not
• 7:07
  have
• 7:07
  the
• 7:07
  startup
• 7:08
  costs
• 7:08
  to
• 7:08
  do
• 7:08
  it
• 7:08
  anymore.
• 7:09
  Like,
• 7:09
  you
• 7:09
  can
• 7:09
  build
• 7:09
  your
• 7:10
  brand
• 7:10
  with
• 7:10
  imagery
• 7:11
  and
• 7:11
  everything
• 7:11
  at
• 7:11
  no
• 7:12
  cost,
• 7:12
  where
• 7:12
  before
• 7:12
  that
• 7:13
  used
• 7:13
  to
• 7:13
  cost
• 7:13
  you
• 7:13
  thousands
• 7:14
  of
• 7:14
  dollars.
• 7:14
  So
• 7:15
  I
• 7:15
  don't
• 7:15
  think
• 7:15
  it's.
• 7:16
  I
• 7:16
  don't
• 7:16
  think
• 7:16
  it's
• 7:16
  slowing.
• 7:17
  Going
• 7:17
  to
• 7:17
  slow
• 7:17
  down,
• 7:18
  you
• 7:18
  know,
• 7:18
  one
• 7:18
  bit.
• 7:19
  The
• 7:19
  other
• 7:19
  point
• 7:19
  that
• 7:20
  you
• 7:20
  guys
• 7:20
  both
• 7:20
  brought
• 7:21
  up
• 7:21
  to
• 7:21
  me,
• 7:21
  which
• 7:21
  I
• 7:21
  hadn't
• 7:21
  thought
• 7:22
  about
• 7:22
  before
• 7:22
  this
• 7:22
  conversation,
• 7:23
  which
• 7:23
  is
• 7:23
  why
• 7:23
  I
• 7:23
  love
• 7:23
  doing
• 7:23
  the
• 7:24
  show,
• 7:24
  is
• 7:24
  I
• 7:24
  remember
• 7:24
  back
• 7:24
  in
• 7:25
  my
• 7:25
  days,
• 7:25
  you
• 7:25
  know,
• 7:26
  heading
• 7:26
  up
• 7:26
  home
• 7:27
  furnishings
• 7:27
  for
• 7:27
  target
• 7:28
  for
• 7:28
  target.com
• 7:29
  and,
• 7:30
  you
• 7:30
  know,
• 7:30
  just
• 7:30
  remembering
• 7:31
  the
• 7:31
  huge
• 7:31
  licensing
• 7:32
  fees
• 7:32
  we
• 7:32
  would
• 7:32
  pay
• 7:33
  to
• 7:33
  these
• 7:33
  celebrities
• 7:34
  to
• 7:34
  have
• 7:34
  them
• 7:34
  endorse
• 7:35
  our
• 7:35
  towels,
• 7:36
  for
• 7:36
  example,
• 7:36
  you
• 7:37
  know,
• 7:37
  and
• 7:37
  you
• 7:37
  get
• 7:37
  a
• 7:38
  lot
• 7:38
  of
• 7:38
  fanfare
• 7:38
  from
• 7:38
  it
• 7:38
  in
• 7:39
  the
• 7:39
  beginning,
• 7:39
  and
• 7:39
  then
• 7:39
  after
• 7:39
  a
• 7:39
  couple
• 7:40
  years,
• 7:40
  you'd
• 7:40
  be
• 7:40
  like,
• 7:41
  jesus,
• 7:41
  why
• 7:41
  are
• 7:41
  we
• 7:41
  paying
• 7:42
  these
• 7:42
  royalty
• 7:42
  commissions
• 7:43
  to
• 7:43
  these
• 7:43
  guys?
• 7:44
  Like,
• 7:44
  how
• 7:44
  much
• 7:44
  is
• 7:44
  it
• 7:44
  really
• 7:45
  worth
• 7:45
  to
• 7:45
  us?
• 7:45
  So,
• 7:46
  you
• 7:46
  know,
• 7:46
  I
• 7:46
  think
• 7:47
  this
• 7:47
  helps
• 7:47
  ameliorate
• 7:48
  you
• 7:49
  falling
• 7:49
  into
• 7:49
  that
• 7:50
  trap
• 7:50
  or
• 7:50
  into
• 7:50
  that
• 7:51
  position.
• 7:51
  And
• 7:51
  so
• 7:51
  my
• 7:52
  only
• 7:52
  question
• 7:52
  to
• 7:52
  this
• 7:53
  from
• 7:53
  an
• 7:53
  executive
• 7:53
  standpoint
• 7:54
  is,
• 7:55
  you
• 7:55
  know,
• 7:55
  the
• 7:56
  more
• 7:56
  people
• 7:56
  you
• 7:56
  bring
• 7:56
  into
• 7:57
  anything,
• 7:57
  the
• 7:57
  harder
• 7:57
  it
• 7:58
  becomes
• 7:58
  to
• 7:58
  manage.
• 7:58
  But
• 7:59
  I
• 7:59
  think
• 7:59
  the
• 7:59
  way
• 8:00
  E
• 8:00
  Commerce
• 8:00
  works,
• 8:01
  technology
• 8:01
  can
• 8:01
  make
• 8:02
  that
• 8:02
  pretty
• 8:02
  easy.
• 8:03
  So
• 8:03
  for
• 8:03
  me,
• 8:03
  from
• 8:03
  an
• 8:03
  executive
• 8:04
  standpoint,
• 8:04
  it
• 8:04
  comes
• 8:04
  down
• 8:05
  to
• 8:05
  three
• 8:05
  things.
• 8:05
  You
• 8:06
  got
• 8:06
  to
• 8:06
  make
• 8:06
  somebody
• 8:07
  accountable
• 8:07
  for
• 8:07
  the
• 8:07
  program.
• 8:09
  Number
• 8:09
  two,
• 8:09
  you
• 8:10
  have
• 8:10
  to
• 8:10
  assess
• 8:10
  the
• 8:10
  roi,
• 8:11
  and
• 8:11
  then
• 8:12
  three,
• 8:12
  commit
• 8:12
  the
• 8:12
  right
• 8:13
  amount
• 8:13
  of
• 8:13
  resources
• 8:14
  to
• 8:14
  it
• 8:14
  over
• 8:14
  time.
• 8:15
  And
• 8:15
  if
• 8:15
  you
• 8:15
  do
• 8:15
  that
• 8:16
  and
• 8:16
  you
• 8:16
  do
• 8:16
  that
• 8:16
  effectively,
• 8:17
  I
• 8:18
  think
• 8:18
  it's
• 8:18
  an
• 8:18
  idea
• 8:19
  that
• 8:19
  many,
• 8:19
  many,
• 8:20
  many
• 8:20
  more
• 8:20
  retailers
• 8:21
  should
• 8:21
  all
• 8:21
  get
• 8:21
  behind,
• 8:22
  quite
• 8:22
  frankly.