Latest / Mini Scroll / How The YouTube Beauty Review Became Irrelevant (And Will it Ever Make a Comeback?)

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How The YouTube Beauty Review Became Irrelevant (And Will it Ever Make a Comeback?) · Mini Scroll

• 0:00
  With summer coming up, we're entering my favorite season of
• 0:03
  all, Margarita season. I love a classic, refreshing
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  Margarita on a hot summer's day to enjoy at barbecues, picnics,
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  or on weekend getaways. For the perfect marg, I use Jose
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  Cuervo, the world's number one tequila brand.
• 0:17
  A big thank you to Jose Cuervo for continuing to support the
• 0:20
  pod and helping us to produce content for all of you.
• 0:23
  Time to embrace Margarita season with Jose Cuervo and remember to
• 0:27
  drink responsibly. The year is 20 16.
• 0:30
  The colorful cut crease is all the rage.
• 0:33
  Tripping with Tart sends influencers to Bora Bora for the
• 0:36
  first time. Jeffrey Star publishes his first
• 0:39
  makeup tutorial. Jaclyn Hill collaborates with
• 0:41
  Becca Cosmetics on the Champagne face palette.
• 0:44
  James Charles joins YouTube at the age of 16, and the YouTube
• 0:48
  Beauty Review is one of the most popular types of content on the
• 0:52
  Internet. Now today we're going to be
• 0:55
  trying out some $35 Dior Rouge lipsticks.
• 1:00
  Going to be reviewing Lancome's newest product.
• 1:02
  Today's going to be a review and demo on the new Cut Shadows
• 1:06
  palette by Kylie Cosmetics. I'm going to be.
• 1:07
  Doing a review slash swatches demo and kind of a first
• 1:13
  impression ask on the new Kylie Cosmetics and Kim Kardashian W
• 1:17
  collection. Hey.
• 1:19
  With millions of subscribers who trusted their every word, a
• 1:22
  review from one of YouTube's top beauty creators was once the
• 1:26
  most powerful stamp of approval for a beauty brand and its new
• 1:30
  product launches. Less than a decade later,
• 1:32
  however, interest in this content has waned.
• 1:36
  Though consumers are still buying makeup, we no longer rely
• 1:39
  on YouTube or beauty reviews to inform our purchasing decisions
• 1:43
  like we once did. Beauty YouTube reviews feel
• 1:46
  almost irrelevant in today's ecosystem, and as a result, many
• 1:50
  of the vertical's biggest creators have stopped creating
• 1:53
  this type of content altogether. So what happened?
• 1:56
  How did the beauty YouTube review lose so much influence in
• 2:00
  just a few short years? And despite its declining views
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  and dwindling audience, how can this type of content make a
• 2:07
  valuable comeback from Centennial world?
• 2:10
  I'm Lauren Meisner and this is Infinite Scroll, a podcast about
• 2:14
  Internet culture, the creator economy, and how social media is
• 2:17
  shaping Gen. Z Welcome back to Infinite
• 2:20
  Scroll, everyone. We're taking it back to the
• 2:22
  Centennial beauty days. Today we are going to be
• 2:25
  exploring the Ogs, the beauty Youtubers, the bread and butter
• 2:30
  of my entire brand. If you listened to the Q&A then
• 2:34
  you will know the Centennial lore.
• 2:36
  But we started as Centennial Beauty instead of Centennial
• 2:39
  World because our entire brand for about the first year was
• 2:42
  covering beauty Youtubers and that entire niche.
• 2:46
  And of course with the pandemic and so many different things
• 2:49
  that happened like the rise of TikTok and all of that, what
• 2:52
  qualified as Internet culture and the biggest creators on the
• 2:57
  Internet. All of that changed like with
• 3:00
  within a few months and we eventually had to rebrand.
• 3:03
  But today I am very excited to be taking it back to my roots
• 3:08
  beauty YouTube. That is like where my love of
• 3:11
  Internet culture and all things online started.
• 3:14
  And I hope you guys like this episode.
• 3:16
  But before we get in to it, Please remember to rate, review
• 3:19
  and subscribe. Please sign up to our
• 3:21
  newsletter, which is also called infinite scroll On Fridays, we
• 3:25
  round up the five biggest thing pieces on the Internet from that
• 3:27
  week. OK and I have a couple of
• 3:29
  reviews to for you guys stars Twinkle says I can't believe
• 3:32
  this only has 6.3 K Subs. I watch you daily and love the
• 3:36
  quality content. Thank you.
• 3:38
  We are growing though You know the 1st 10,000 well it's the
• 3:41
  first thousand subscribers takes a long time when you're starting
• 3:45
  a new YouTube channel. I've obviously started YouTube
• 3:48
  channels before so I know this grind and then it goes 1000 to
• 3:51
  10,000 also takes a while. But then once you get past that
• 3:54
  10,000, then the next like 5010 thousand from there, it just
• 3:59
  goes up so much faster. So you know, we're on that
• 4:01
  grind, but our goal is to hit 10,000 by the end of the year.
• 4:05
  On YouTube specifically, we have more Subs than that on our RSS
• 4:09
  feed, like on the pod. But yeah, for YouTube
• 4:11
  specifically, we do want to reach 10,000 Subs by the end of
• 4:15
  the year. I don't know if that's ambitious
• 4:16
  or not. We'll see.
• 4:18
  And then L noon said ending my Sunday with a mini scroll is all
• 4:22
  I needed. Heart.
• 4:23
  I love you guys. You're so sweet.
• 4:25
  I'm so happy I can bring you guys content basically every
• 4:29
  single day. Before diving into how and why
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  beauty YouTube review content fell from grace, it's worth
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  looking back at the dawn of online reviews.
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  In general, online reviews, whether from an anonymous
• 4:47
  commenter on a website or an influencer that you follow, is a
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  form of social proof. Social proof is a long studied
• 4:53
  psychological phenomenon that essentially states human beings
• 4:56
  make decisions based on the actions and opinions of others.
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  According to Gartner Digital Markets, the foundation of
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  social proof lies in three aspects #1 conformity, people
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  want to fit in and follow the crowd to be accepted #2
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  belonging people are more likely to take action if it aligns with
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  their values and beliefs and #3 trust.
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  People trust the opinions of others while making decisions,
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  especially in uncertain situations.
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  Essentially, social proof builds trust and credibility and helps
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  consumers overcome doubt and skepticism.
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  Those pillars have been foundational to marketing
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  strategies for decades and have played a huge role in why online
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  reviews became so powerful in consumer decisions.
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  Before the Internet, we relied on word of mouth,
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  recommendations and the media. But from the 90s onwards, online
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  reviews have reigned supreme. The first online reviews popped
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  up around 1999. Initially, these reviews were
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  mostly on seller sites like eBay, but three websites focus
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  solely on reviews quickly emerged as big players in this
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  space. Epinions rate it all in Deja.
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  These platforms were initially independently owned and hosted
• 6:07
  over a million reviews on everything from products to
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  movies. By 2001, Yellow Pages and
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  Citysearch added online reviews to their business listings.
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  This allowed people to scope out of business before even setting
• 6:19
  foot in the door, a foreign concept back then.
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  But it was in 2002, when Google bought Deja's Usenet search
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  technology, that online reviews were really cemented as a
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  powerful consumer tool. This gave Google ownership over
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  all of Deja's online discussion groups, where people discussed
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  different businesses. The original Deja site shut down
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  and Google renamed it groups.google.com, transforming
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  it into a hub for shoppers to check out businesses, compare
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  products, and leave their own reviews.
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  The influence of online reviews kept growing through the mid
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  2000s, and by 2007, two companies, Raid It All and Must
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  Storm teamed up to create widgets for websites.
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  Widgets were revolutionary for the review sector, enabling
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  businesses to display their reviews directly on their
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  website so consumers didn't have to go digging through the
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  Internet to find them. Over time, 5 sites rose to the
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  top Yelp, Amazon, Google, Facebook, and TripAdvisor.
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  Though Google quickly became the number one platform for
• 7:18
  consumers to read and post reviews, it was actually Yelp
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  that arguably made the biggest impact on the future of online
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  review culture. Yelp launched in 2004 thanks to
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  two former PayPal employees, Russell Simmons and Jeremy
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  Stoppelman. The idea came when Stoppelman,
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  stuck at home with the flu, struggled to find reviews for
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  local doctors. Originally, Yelp was meant to
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  share referrals via e-mail, but users quickly gravitated to the
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  real review section to leave anonymous comments.
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  After a redesign in 2005, Yelp's popularity skyrocketed, and by
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  2009, it had over 4.5 million reviews.
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  It was this same year that Yelp made a groundbreaking decision
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  that would permanently change the industry.
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  They let businesses respond to reviews.
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  This was a chance for businesses to clear things up, fix issues,
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  or add their side of the story. Some reviewers loved the chance
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  to engage directly, others felt like it was a bit intrusive.
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  But this change marked the beginning of a more dynamic two
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  way conversation and online reviews that would pave the way
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  for the rise of social media and influencer LED review content.
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  Yelp's progressive approach to reviews change the expectation
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  of how businesses and companies should interact with consumers
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  online. This expectation was further
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  cemented with the growing popularity of social media
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  platforms and subsequently the rise of digital influencer
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  content. From the late 2000s to the mid
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  twenty 10s, creator generated review content dominated social
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  media. During this era, the YouTube
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  subscriptions tab was a sea of beauty gurus, tech reviewers,
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  and lifestyle creators, each eager to share their opinions on
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  any and everything they purchased.
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  Is Kylie's new lip kit Jeffree Star approved?
• 9:05
  Does I just seen think the new Apple Watch is worth the price
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  tag? Does Ryan's world rate the
• 9:10
  latest Thomas and Friends train set?
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  The rise in product review content also coincided with the
• 9:15
  digital media boom, where newage.com publications like
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  Allure, BuzzFeed, and Gizmodo found immense success in tapping
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  into this space, whether via first person review articles and
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  listicles on their websites or video review content on their
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  company owned YouTube channels. While review content spanned
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  every niche imaginable, there's no denying that the beauty
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  community was at the forefront of this craze, and we have one
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  creator to thank for that, Michelle Phan.
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  Credited as the world's first influencer by The Cut, Michelle
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  Phan started her digital career in 2005 with a lifestyle and
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  beauty blog. She joined YouTube in 2007 after
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  her followers began requesting tutorial style content that
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  would be easier to show on. Michelle was the blueprint
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  beauty guru. Her early videos included
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  tutorials for natural looking makeup, DIY recipes for things
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  like scrubs and masks, and of course, skin care and makeup
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  product reviews. In 2010, BuzzFeed covered 2 of
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  Michelle's makeup tutorials about achieving Lady Gaga eyes.
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  Not only did this exposure help with her channel growth, but
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  these articles also helped trigger the boom of beauty
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  content on YouTube. Soon beauty creators were
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  finding immense success with review content like Marlena
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  Stelle and Jackie Ina who both joined YouTube in 2009, Tati
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  Westbrook who joined in 2010 and Jaclyn Hill who joined in 2011.
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  According to research by Statista, beauty related views
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  on YouTube saw on average a 50% increase year on year from 2008
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  to 2014. But it was 2014 to 2018,
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  commonly referred to as the Golden Age of Beauty YouTube,
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  where we really saw a boom in interest for this type of
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  content. And as a result, we saw the true
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  impact of online influencer reviews.
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  Over the course of these four years, views on beauty related
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  YouTube content skyrocketed from 25 billion per year to 169
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  billion per year. In turn, beauty gurus became
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  some of the most famous creators in the online space.
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  Though gaming and tech verticals were likely pulling in more
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  views overall, the personalities behind these beauty channels
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  were starting to penetrate the mainstream pop culture zeitge.
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  For the first time in the history of digital creators,
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  these creators were getting invited to the Met Gala, they
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  were landing feature interviews in major magazines, and their
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  brand collaborations were getting covered by notable
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  industry outlets like The Business of Fashion and WWD.
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  This not only brought more eyeballs to their content, but
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  it also gave their reviews more legitimacy.
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  These creators were seen as a trustworthy best friend with the
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  power to influence millions. They were the social proof that
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  every brand and aspires to attain.
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  But during the golden age of beauty YouTube, something else
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  started to happen. Beauty brands started pumping
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  out new product releases like they were going out of business.
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  To keep up with consumer interest in beauty content and
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  to stay relevant to beauty Youtubers, many brands took a
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  page out of the fast fashion book and upped their product
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  launches from one or two a year to some launching upwards of 10
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  new products in a year. This phenomenon became known as
• 12:29
  Fast Beauty. As Rosanna Watts writes for
• 12:31
  fashion journal quote, supporters of fast beauty claim
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  that the traditional process of getting cosmetics from
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  conception to shelves is gruelingly long.
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  Fast beauty startup be for Beauty's Co founder Colette
• 12:42
  Newberry told WWD the world has gotten a hell of a lot smaller.
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  Consumers want more for less. They want it now.
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  And trends move at lightning speed.
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  And she's not wrong. But we wouldn't be able to stay
• 12:54
  on top of all these trends, or possibly wouldn't want to, if it
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  wasn't for our fave beauty and influencers.
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  And this churn of product launches greatly benefited these
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  influencers, who largely rely on affiliate links and brand deals
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  to make a living. More product launches meant more
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  content that they could post and more opportunities to
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  collaborate with brands, thus more money they could make.
• 13:16
  Now, it's unclear whether Fast Beauty was in response to the
• 13:19
  rise in interest in beauty YouTube content or if Fast
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  Beauty happened in correlation with it.
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  It's likely a little bit of both.
• 13:27
  But regardless of how it happened, beauty reviews were
• 13:30
  some of the most powerful content online at this time,
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  generating millions of dollars for brands every single product
• 13:36
  launch and millions of dollars for its creators, too.
• 13:40
  While influencer review content was once considered gospel,
• 13:43
  sentiment has shifted. Today, audiences are much more
• 13:47
  skeptical to influencer reviews, and subsequently, review content
• 13:51
  is far less popular than it was during its golden era of the
• 13:54
  2000 tens. Now, much has been said about
• 13:57
  why early YouTube content, including beauty content,
• 14:01
  resonated with viewers. For a lot of us, it was our
• 14:03
  first introduction to the concept of parasocial
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  relationships. Early YouTube content was low
• 14:08
  production and had no strings attached, as the concept of an
• 14:12
  influencer really wasn't a thing yet and there were very limited
• 14:16
  monetization opportunities for creators posting on YouTube.
• 14:19
  However, as the years went on, this obviously changed.
• 14:23
  In 2019, a global survey conducted by The Harris Poll and
• 14:27
  Lego found that 30% of kids aged 8 to 12 listed YouTube as their
• 14:32
  top career choice. There are also YouTube Camps to
• 14:35
  help young people learn about the craft of content creation
• 14:38
  and influencer marketing. Becoming a YouTube is not only a
• 14:41
  viable career now, but a lucrative one if successful.
• 14:45
  So what happened? How did the YouTube Beauty
• 14:48
  review lose so much trust and relevance in just a few short
• 14:51
  years? Well, initially the average
• 14:53
  Internet user wasn't entirely aware of the inner workings of
• 14:57
  the creator economy. But as we came to understand the
• 15:00
  landscape and become more familiar with what went on
• 15:02
  behind the scenes of the influencer industry, things
• 15:06
  started to get murky. This first blow came amid the
• 15:09
  golden era of beauty YouTube, when channels which would now be
• 15:13
  called drama channels, started popping up with the intention to
• 15:16
  help educate audiences about influencer marketing practices.
• 15:19
  Here for the Tea, for example, played a big role in helping
• 15:22
  educate the general public about affiliate links during this
• 15:25
  time. Soon, creators like Zoella Nikki
• 15:28
  Tutorials and Jaclyn Hill faced repeated criticism for failing
• 15:32
  to disclose affiliate links, being unclear about sponsored
• 15:35
  content, and releasing collaborations with brands that
• 15:38
  were poor quality. In August 2018, OG beauty guru
• 15:42
  and Makeup Geek founder Marlen Estelle added fuel to the fire
• 15:45
  when she revealed that some of the industry's top influencers
• 15:48
  command up to $60,000 per product review.
• 15:52
  This, in turn, started to erode many viewers trust in their
• 15:56
  favorite influencers, leaving them uncertain about whether a
• 15:59
  review was genuine or not. This distrust has been amplified
• 16:02
  over the years. By 2020, Influencer Intelligence
• 16:05
  found that 44% of people surveyed from the UK and the US
• 16:09
  reported that their greatest concern about influencer
• 16:12
  marketing is whether a creator's content is authentic.
• 16:15
  Similarly, a 2022 report from influence.co found that only 6%
• 16:21
  of respondents believed that influencers actually use the
• 16:24
  products they promote or review. When it comes to the beauty
• 16:27
  community specifically, 2018 and shattered the illusion of many
• 16:31
  of our favorite creators. We have covered the drama within
• 16:34
  the beauty YouTube community countless times on this podcast,
• 16:38
  so I won't go into specifics, but very public scandals like
• 16:42
  the Dramageddon's by Sister and Lipstick Gate that spanned from
• 16:45
  2018 to 2021 broke down our parasocial relationships with
• 16:50
  the industry's top creators even more.
• 16:52
  This surge in drama coincided with the onset of the pandemic,
• 16:55
  an event that was both good and bad for online review culture,
• 16:59
  as reported by review trackers and online reputation management
• 17:02
  software, consumer interaction with reviews is up 50% from pre
• 17:07
  pandemic levels. Quote.
• 17:09
  It's one of the many signs demonstrating consumers
• 17:11
  heightened sensitivity about where to go, what to purchase,
• 17:14
  and which businesses to support in the wake of the pandemic, the
• 17:17
  company reports on his blog. On the other hand, the pandemic
• 17:21
  contributed greatly to influencer fatigue, highlighting
• 17:24
  a stark disparity between creators and their audiences.
• 17:27
  Many viewers started presenting influencers as they flaunted
• 17:30
  their privileged lifestyles and the opportunities afforded to
• 17:33
  them, especially during such a sensitive time.
• 17:36
  As a result, users were less inclined to listen to a
• 17:39
  creator's opinion, even on something as uncontroversial as
• 17:42
  a mascara or a foundation. From a practical standpoint,
• 17:46
  people were also wearing less makeup during this time and due
• 17:49
  to supply chain issues created by the pandemic, brands were
• 17:52
  also unable to pump out product releases as quickly as before.
• 17:56
  The industry slowed down and though beauty related content
• 17:59
  and reviews were still massively popular in the scheme of overall
• 18:03
  YouTube views, the interest in this type of content started to
• 18:08
  wane. As audiences moved away from
• 18:10
  influencer reviews, many Internet users turned to crowd
• 18:14
  sourced information for the rundown on different products.
• 18:17
  This of course, fueled the explosion of information sharing
• 18:20
  and review style content on platforms like TikTok.
• 18:24
  With TikTok democratizing viral fame, users no longer had to
• 18:27
  rely on The Voice of 1 popular creator.
• 18:30
  It also became easier than ever to find diverse perspectives on
• 18:34
  everything from beauty and fashion to tech.
• 18:37
  Many platforms have tried to harness Tik Tok's charm, so much
• 18:40
  so that we have seen different apps try to centralized reviews,
• 18:43
  attempting to sort out the scattered commentary on the For
• 18:46
  You page. Take Flip, for instance.
• 18:49
  Founded in 2019, Flip turns user produced reviews and tutorials
• 18:54
  into shoppable content. It operates within a short form
• 18:57
  video format, essentially as if all TikTok content were linked
• 19:01
  to TikTok shop quote The app resembles TikTok if TikTok were
• 19:05
  filled exclusively with ads for shoppable products from direct
• 19:08
  to consumer brands. Mia Sato writes for the verge.
• 19:11
  The whole experience of watching these videos is painfully
• 19:14
  awkward and a little surreal. Worlds away from the high Polish
• 19:18
  videos on YouTube or Instagram. It's clear that TikTok is
• 19:21
  definitely paving the way for this new age of consumer first
• 19:25
  reviews and commentary, where audiences no longer rely solely
• 19:28
  on influencers. And nevertheless, there are some
• 19:32
  TikTok creators who are famous for their reviews taking a page
• 19:36
  out of the YouTube playbook. Michaela Naguera is a case in
• 19:40
  point. After rising to TikTok fame in
• 19:42
  2020, Michaela gained recognition for her beauty
• 19:45
  reviews, tutorials, and Boston accent, Though it's still up for
• 19:50
  debate if her accent is exaggerated or not.
• 19:52
  Since then, she's emerged as a key player on TikTok,
• 19:56
  successfully establishing a niche for short form beauty
• 19:59
  reviews. However, after a string of
• 20:01
  dishonest brand deals like lash gates and various cash grab
• 20:05
  collaborations, Michaela's followed in the footsteps of her
• 20:08
  YouTube predecessors, where she's now lost the trust of her
• 20:12
  audience. Today, her comments section is
• 20:14
  filled with criticism, questioning the authenticity of
• 20:17
  much of her content. That being said, Michaela's
• 20:20
  situation reveals an interesting dichotomy.
• 20:22
  Building your brand around reviews and advice doesn't
• 20:25
  automatically earn trust on TikTok like it did in the early
• 20:29
  days of beauty YouTube. While some of this doubt stems
• 20:32
  from our existing distrust in creators, it also reflects the
• 20:36
  increasing complexity of the digital landscape.
• 20:39
  Aside from Sponcon and influencers spinning overly
• 20:43
  positive reviews, this distrust worsens as AI generated content
• 20:47
  dominates the digital sphere. E-commerce has long relied on
• 20:51
  user reviews to help encourage online purchases, while social
• 20:55
  media users have become accustomed to reading customer
• 20:58
  comments. Brands have also been criticized
• 21:01
  for inflating reviews or paying for positive feedback, like the
• 21:05
  skin care brand Sunday Riley, who was exposed for instructing
• 21:09
  employees to write 5 star reviews on Sephora's website
• 21:12
  between November 2015 and August 2017.
• 21:16
  And Sunday Riley is absolutely not the first brand to
• 21:20
  Commission fake reviews in 2021. Trust Pilot removed 2.7 million
• 21:25
  fake reviews from its site, TripAdvisor identified 1.3
• 21:29
  million reviews on its website as fake in 2022, and Google told
• 21:33
  Guardian Money that it blocked or removed over 115 million fake
• 21:39
  reviews of hotels, restaurants and businesses in 2022 alone.
• 21:44
  In a piece for The Business of Fashion, writer Sofia Cuerci
• 21:47
  argues that with artificial intelligence and large language
• 21:50
  models like ChatGPT is becoming increasingly easy for bots to
• 21:55
  flood websites and social media comments sections with positive
• 21:58
  product reviews, further eroding trust.
• 22:01
  Quote The line between authentic reviews and AI generated content
• 22:05
  is itself beginning to blur as review platforms roll out new AI
• 22:09
  powered tools to assist their communities in writing reviews.
• 22:13
  Ultimately, fake reviews can mislead consumers into buying
• 22:17
  counterfeit products, which represent a risk to a shopper's
• 22:20
  health and well-being, as well as their wallet.
• 22:22
  While many big sites are now on alert for AI generated reviews,
• 22:26
  Patrick Collinson for The Guardian suggests some onus
• 22:30
  should lie on the companies that allow these reviews to be
• 22:33
  created in the 1st place. Quote Guardian Money asked Open
• 22:36
  AI, the company behind ChatGPT, why it does not prevent its AI
• 22:40
  tool from producing fake reviews for hotels, restaurants and
• 22:44
  products that the reviewer has never visited or used.
• 22:47
  We made multiple attempts to contact the company and
• 22:50
  submitted a number of questions, but it did not respond, he wrote
• 22:54
  In 2023, the looming influence of AI and skepticism towards
• 22:59
  influencers have created the perfect storm for the demise of
• 23:02
  reviews as a popular form of content, especially in the
• 23:05
  beauty space. But given that consumers are
• 23:08
  seeking stronger social proof before purchasing something than
• 23:11
  pre pandemic, it's clear there is still ample opportunity for
• 23:15
  beauty reviews to make an impact on social media.
• 23:18
  Rather than expecting creators to share only positive reviews,
• 23:22
  which led to eroded trust among audiences, there is an
• 23:25
  opportunity now for influencer partnerships to be rooted in
• 23:28
  full transparency, giving creators the freedom to speak
• 23:32
  their minds and rewarding them for honesty.
• 23:34
  And we've seen this strategy work with recent examples like K
• 23:37
  Beauty brand Tier Tier and Hailey Bieber's Road Beauty.
• 23:41
  Both brands were criticized this year by influencers for their
• 23:44
  lack of shade inclusivity. Tier Tier Forts cushion
• 23:46
  foundation shade range, and rode for some of its pocket blushes
• 23:50
  that didn't suit deeper skin tones.
• 23:52
  Rather than trying to stifle the criticism, both brands
• 23:55
  encouraged this feedback and went on to pay many creators of
• 23:58
  color for their transparent reviews, even if they were
• 24:01
  negative. This openness to transparency
• 24:04
  was a more powerful PR move for these brands than any glowing
• 24:08
  reviews of their products could ever be.
• 24:11
  While the golden era of beauty YouTube might never return,
• 24:14
  there are many indicators like the rise of TikTok and our
• 24:18
  stronger need for social proof that tell us there is still a
• 24:21
  need in the online landscape for influencer reviews.
• 24:25
  But this need has evolved after years of feeling duped and
• 24:28
  exploited by greedy influencers and fast fashion brands alike.
• 24:32
  Consumers simply need different things from the industry than we
• 24:36
  once did. We need more honesty, we need
• 24:39
  less blatant consumption, and we need more respect.
• 24:43
  Now both creators and brands have the chance to rebuild trust
• 24:47
  with their audiences in a brand new way by highlighting diverse
• 24:50
  opinions and experiences, especially as we enter an era
• 24:54
  dominated by uniform AI driven content.
• 24:59
  Infinite Scroll is a podcast produced, presented, researched
• 25:02
  and written by me, Lauren Meisner for Centennial World.
• 25:05
  This episode was Co researched and Co written by Annabelle Ben
• 25:08
  David. Editing is by Danny Fennick.
• 25:11
  Thank you so much for listening. I love you guys and I will talk
• 25:14
  to you next week. Bye.