Latest / Influencer Confidential / She Grew From 15k to 400k Followers in 1 Week (Micro Influencers Are Now In Charge) #266

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She Grew From 15k to 400k Followers in 1 Week (Micro Influencers Are Now In Charge) #266 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the curtain? Well,
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  Speaker 1: let's jump in. What I'm about to share on today's
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  Speaker 1: episode is a true story, a story of how powerful
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  Speaker 1: social media is for brands and creators alike and how
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  Speaker 1: you just never know when the iron is going to strike.
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  Speaker 1: There was a situation that happened in San Francisco with
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  Speaker 1: a local food creator. Her name was Carla at Carla
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  Speaker 1: Beebee and at the time she had fifteen thousand followers
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  Speaker 1: when all of this went down. On July twenty third,
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  Speaker 1: she basically gone on TikTok and shared with her fifteen
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  Speaker 1: thousand followers a situation that happened and her experience as
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  Speaker 1: a micro influencer with a local restaurant. Long story short,
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  Speaker 1: went to a gifted dinner that the restaurant was hosting,
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  Speaker 1: and when she got there, she was made to feel insignificant,
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  Speaker 1: like her follower count was too low and why is
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  Speaker 1: she there? In the first place with only fifteen thousand followers.
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  Speaker 1: This led to her going on her own TikTok and
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  Speaker 1: sharing about the situation. While that video what she shared
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  Speaker 1: ended up getting twenty three million views and exploding her
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  Speaker 1: account again, she got over four hundred thousand TikTok followers
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  Speaker 1: in a week. And I think this is just such
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  Speaker 1: an important wake up call for creators and brands alike
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  Speaker 1: to understand the power of social I'm going to share
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  Speaker 1: what this really means for us and dissect the story
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  Speaker 1: a bit further. So let's talk about why this matters
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  Speaker 1: for brands listening in. This just goes to show that
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  Speaker 1: follower count vanity metrics mean nothing. The chef basically was
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  Speaker 1: told to be playing her videos out loud, being like,
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  Speaker 1: why is she here? She doesn't have enough followers, like
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  Speaker 1: my own daughter has more followers than her. Obviously, Carla
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  Speaker 1: felt really uncomfortable by the situation because she was invited
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  Speaker 1: to the restaurant, Like, there's a difference if she wasn't
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  Speaker 1: invited and she's just trying to pitch herself. They invited her,
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  Speaker 1: so the host invited her, and I guess the chef
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  Speaker 1: and the hosts were not on the same page and
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  Speaker 1: he made her feel really bad about the situation. But
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  Speaker 1: it goes to show follower a count does not define value,
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  Speaker 1: especially with niche communities. Now, I think one of the
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  Speaker 1: main reasons Carla blew up, outside of the fact that
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  Speaker 1: the whole Internet was on her side and they felt
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  Speaker 1: like this man was being rude and taking advantage and
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  Speaker 1: putting her down, the part that I don't think a
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  Speaker 1: lot of people are seeing is that when you go
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  Speaker 1: to her page and you scrolled down, it's all food content.
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  Speaker 1: It's literally all local food content. It's not like the
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  Speaker 1: Internet raved and got behind this creator that is posting
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  Speaker 1: a random bunch of stuff and you know, did one
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  Speaker 1: food collab. The people that followed her probably not only
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  Speaker 1: want to do it to support her, but also want
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  Speaker 1: food content. And now all of her videos are getting
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  Speaker 1: crazy amounts of views. But again, when you scroll down
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  Speaker 1: through these videos, they're all food And I think that's
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  Speaker 1: what really shows the importance of being a niche account,
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  Speaker 1: because when you are niche, you are able to really
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  Speaker 1: be about the value you're delivering, and that's what brands
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  Speaker 1: need to understand. Niche accounts. Micro influencers with niche accounts
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  Speaker 1: are really valuable. What I love about carla situation is
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  Speaker 1: that she's gone back to posting about food content. She
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  Speaker 1: talked about the situation, she talked about an update, and
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  Speaker 1: then that's it. She's not making a big deal about
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  Speaker 1: going viral. She is just continuing to post her food
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  Speaker 1: content and people are loving it. I think another big
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  Speaker 1: wake up call for everyone with the restaurant with Creators
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  Speaker 1: alike is you literally never know what piece of content
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  Speaker 1: could make or break your business. In this case, it
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  Speaker 1: broke the restaurant's business. They have decided to shut down
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  Speaker 1: for a restructuring. You know, their Yelp reviews are insane.
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  Speaker 1: They are dealing with a total crisis communication nightmare because
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  Speaker 1: obviously this chef was no trained in social media and
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  Speaker 1: doesn't understand how powerful it can be. On the flip side,
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  Speaker 1: to creators listening, don't ever stop posting. Don't ever stop posting,
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  Speaker 1: because you never know what video that you post out
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  Speaker 1: there could have this mega ripple effect on your business. Again,
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  Speaker 1: she went from fifteen thousand followers to four hundred, you know,
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  Speaker 1: thirty thousand plus she's gonna maybe be even in the millions.
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  Speaker 1: And I think this just goes to show that when
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  Speaker 1: the content hits, when it's relatable, when it touches people's hearts,
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  Speaker 1: you know there's something really powerful around that. I think
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  Speaker 1: it also just shows the importance of being a respectful
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  Speaker 1: person in business, never making people feel bad less than
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  Speaker 1: humiliating them, no matter how many stars you have in
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  Speaker 1: your business or how big you are. Because again, times
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  Speaker 1: have changed. This isn't the Devilwares Proda days where people
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  Speaker 1: could be in charge and be ruthless. We are in
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  Speaker 1: a world where it just takes one video to resonate
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  Speaker 1: with the world and touch the hearts of people that
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  Speaker 1: can change both you those businesses. I think it also
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  Speaker 1: teaches us that the internet works fast, things can happen
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  Speaker 1: really fast. And I think it also shows for any
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  Speaker 1: brands out there, you know you want to invest in
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  Speaker 1: solid influencer marketing expertise, people that understand this industry right,
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  Speaker 1: because clearly at this certain restaurant there was a situation
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  Speaker 1: where that chef just didn't understand. He's like, oh, big
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  Speaker 1: followers equals big this. He should have just bit the bullet.
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  Speaker 1: If he didn't want her there, not say anything, houst her,
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  Speaker 1: give her the meal and be done with it. But
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  Speaker 1: he didn't understand the repercussions of again how the true
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  Speaker 1: influencer marketing works, and it went to really hurt their
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  Speaker 1: entire business. So invest in experts in this field, especially
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  Speaker 1: if you're our brand, so that you know how to
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  Speaker 1: handle these situations that come across. And lastly, if you're
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  Speaker 1: not going to embrace creators, then just have like a
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  Speaker 1: no creator policy. And that's fine too. I think it's
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  Speaker 1: old school and it's closed minded. You can't just accept
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  Speaker 1: some except not like it creates a weird space people talk.
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  Speaker 1: I mean, I've had creators tell me they on brand
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  Speaker 1: trips where some creators get paid and other creators don't,
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  Speaker 1: so like it just feels funky. So if you are
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  Speaker 1: going to embrace creators and host creators, then really get
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  Speaker 1: clear about everyone and the management being on the same page.
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  Speaker 1: If you have follower requirements, okay, fine. But they accepted
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  Speaker 1: this girl, Carla, they invited her, and then they made
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  Speaker 1: her feel bad, which is obviously a total no no.
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  Speaker 1: And I guess they and the rest of the world
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  Speaker 1: also learned valuable lesson about the power of social media.
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  Speaker 1: So here's what's really cool. As you go from fifteen
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  Speaker 1: thousand followers to four hundred thousand. This affects so many things,
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  Speaker 1: what you can charge, obviously, it's going to affect so
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  Speaker 1: many partnerships that are coming your way, the amount of inbound,
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  Speaker 1: the community you're building. Now, if I was her, what
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  Speaker 1: would I do with this growth? Oh my god, I
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  Speaker 1: would do a lot. I'd build out a whole new
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  Speaker 1: brand media kit showing my stats and my numbers, believe
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  Speaker 1: it or not. I wouldn't even mention the controversy because
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  Speaker 1: chances are a random brand doesn't even know about what happened,
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  Speaker 1: so now they're just seeing four hundred thousand followers and
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  Speaker 1: thirty thousand views of video or whatever. Secondly, I would
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  Speaker 1: start pitching. I would actively start pitching and reaching out
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  Speaker 1: to brands, because she is going to probably be getting
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  Speaker 1: so many more yeses now that she is at this
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  Speaker 1: four hundred thousand follower level. I would also probably try
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  Speaker 1: to steer myself away from this controversy and decide to
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  Speaker 1: like really not bring it up again. And she's done that.
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  Speaker 1: She's just moved on and creating food content, which I
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  Speaker 1: totally agree with and I think she should. And obviously
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  Speaker 1: this is the perfect time to make a statement. If
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  Speaker 1: you're a brand that wants to work with me, please
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  Speaker 1: reach out. She's probably going to get a lot of
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  Speaker 1: inbound leads because again, so many brands are rooting for
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  Speaker 1: her and so happy for her. Especially, she should go
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  Speaker 1: in her comments and see who is commenting that is
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  Speaker 1: a brand and reach out to them directly. Now, if
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  Speaker 1: you're a creator that wants to learn to pitch to brands,
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  Speaker 1: what to say, how to position yourself to get a
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  Speaker 1: brand to respond to your pitches and really start me
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  Speaker 1: making money on paid brand partnerships. I have a free training.
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  Speaker 1: You guys can access it at any time. I'm going
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  Speaker 1: to go ahead and link it below. So, whether you've
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  Speaker 1: grown really fast on social or you are someone who
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  Speaker 1: is just excited about pitching brands in general, watch the training.
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  Speaker 1: It is going to really help you in your brand
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  Speaker 1: partnership journey. What I find so interesting is if you
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  Speaker 1: guys take time to like scroll her comments, you are
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  Speaker 1: going to see so many people in support of her,
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  Speaker 1: also in shock of her growth, seeing that, like wow,
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  Speaker 1: this could really just happen to anyone if you're brave
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  Speaker 1: enough to put your story out there. What this has
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  Speaker 1: taught me is don't doubt the micro influencer. Don't validate
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  Speaker 1: people on the number of followers they have. Followers do
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  Speaker 1: not equal your worth. It does not equal your standing
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  Speaker 1: in society, right, And this guy was like, Oh, if
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  Speaker 1: you don't have a certain number, you're just not it,
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  Speaker 1: and well, I guess he learned his lesson. I hope
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  Speaker 1: you enjoyed today's episode. If you did, make sure to
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  Speaker 1: rate you and subscribe to our show and visit Sidewalkerdaily
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  Speaker 1: dot com for more resources on all things influencer, marketing
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  Speaker 1: and social media. Until next time,