Close
This video is not currently available.

Episode #
-

Search Drink With James

For example, type "Instagram" to search questions about Instagram



Displaying - of results for ""

No results for ""

  • Facebook loves money. I do think that they will do something to try and make more money off of influencers, caveat being like end of the day, Facebook just wants to make sure that you're opening the app every day. Influencers do a great job of driving interest in the app. Without influencers, Instagram kind of becomes Facebook, it's just like your high school friends and your family members posting shitty updates of their dogs.

    It becomes less interesting. What you all are creating on the platform and the way that you're using it is driving a lot of eyeballs and value so Instagram is not going to do anything to try and jeopardize that. A lot of the value that influencers are driving isn't from the dollars that they're earning, but Facebook has always done things to try and make more money. They're incredible at making money. I don't see them getting directly involved in negotiating and with and paying influencers.

    If you think about it, they would kind of have to treat them as general contractors so you would have hundreds of thousands of 1099 employees that you're working with. It would be an absolute nightmare. Let's think like if Ford is paying an influencer and they have to do it through Facebook's platform and then Ford says, "Well, the influencer didn't do exactly what they said so I paid that money but I want it back."

    Now Instagram needs to go or Facebook needs to go to the influencer and say, "Hey, you didn't do these deliverables so we need that money back. We're going to take it back," this and that. lt is a lot of work for-- Let's say they take 10% of the payments of a billion dollars that's what, a hundred million dollars?

    A hundred million dollars to Facebook is nothing. It's a rounding error. I saw that they got fined half a million pounds for the Cambridge analytical stuff. That was the most that the Irish courts or something could find them. Someone said that a half a million pounds which is like $650,000 was something like three and a half minutes of revenue for them. A hundred million dollars just isn't going move the needle enough to probably justify the amount of people that they would have to add and processes and technology that they have to get that money.

    We will see though. The other part of the question was, how should an influencer deal with brand liability like a brand does something shitty and you work with them and how should a brand deal with a situation where an influencer does something shitty? In both scenarios, I think that if you believe what the brand did was shitty, you should distance yourself. You saw like PewDiePie, the big YouTuber said some bigoted, racist things on his YouTube channel, a lot of his advertisers publicly walked away and said, "Hey, we don't support this. We're out."

    Let's say you were working with H&M and when the H&M t-shirt debacle happened months ago, a lot of predominant celebrities that they were working with walked away and said, "Hey, I'm walking out of my contract with them. I'm done. I can't support this." I think as brands start to feel more like people and as people start to feel more like brands, you have to understand that there are consequences to the actions. I think that if a brand does something and you really feel like that doesn't align with your code of ethics or with what you believe in, then you should walk away from that brand.

    If your relationship is close enough that your identity is tied up with them and you could be negatively impacted, I would act quickly in distancing yourself. My caveat from an influencer side would be I would reach out to the brand and see if they have an explanation and try and have a dialogue first. I think in the case of something like the H&M situation with the t-shirt, you just walk away. What explanation could they possibly give?

    If it is something less cut and dry from that, you might want to reach out and say, “Hey, I'm not feeling comfortable with this relationship right now because I don't agree with what you did over here. Could you explain it? I'm an environmentalist and I saw that you were polluting so it's tough for me to continue to work with you. What's your explanation? Why should I continue to work with you? What are you doing to fix this?”

    If they're smart and they realize the problem and they're working to fix it, and you feel like it is a problem that can be solved, then you could be part of the solution, and say, “Hey, everyone. I found out that X Brand was doing this thing I didn't agree with. I reached out to them. Here's their plan of action that they told me they're doing, with deadlines. I'm holding them accountable to that because I'm passionate about environmentalism. I feel like I can be more helpful continuing to work with them and push them and hold them accountable than I can’t if I just walk away from the relationship which really isn't going to hurt the brand anyway."

    "I understand it could be hard for some you to understand why I would continue working with the brand that harms the environment since I'm such an environmentalist but I am talking to them. They are trying to make changes. I will keep you up to date with what is happening. If they don't meet those deadlines and they don't do the things they said they were going to do, I'm going to walk away from the relationship and I'll let you know."

    I think there are times when that approach can be more powerful than just throwing up your hands, walking away, and saying, “Fuck them,” but case by case, there's some things you can't take back and there's some things that are inexcusable. In those cases, you just walk away. If that happened, I would send the person you're working with at the brand and note and say, chances are, the person you're working with was not involved in the decision that has made you walk away so I would send them a note and say, “I've liked working with you."

    "I think you all are great. I hope you understand that what you have done goes against my moral code in a way that I can't work with you. I'm going to delete the post from my feed. Let me know if you need me to return the money," whatever it is, leave them in a good spot because that person you worked with is going to leave that brand and they're going to go somewhere else and you want to make sure that you did the classy thing and let them know and explained your actions before you blasted them online.
    Episode #108
    - Mastering Engagement, Instagram Monetizing, Popular Destinations
  • This is coming from my Positano rant which I do not apologize for in any way. Why don't I think lesser-known cities are featured more in Instagram? There is a Disneyfication of Instagram. It has starting to become this place where everything looks the same and I think that people's desire to fit in and do what other people are doing is pushing people to do the same things as other people because that's what worked.

    Another thing is that look, we're here because we say that Instagram is a place that can change the way people see the world and can influence their decisions so part of it is just that you guys are good at your jobs and a lot of you go to Positano and then everybody else wants to go to Positano because they see the photos and like, "Well, that looks dope. I was thinking about where to go on vacation and I've seen all these photos and everyone's going to Positano, it feels like now I should go to Positano," and then they go to Positano.

    Part of it is people aren't super creative and they're not interested in stepping outside of their sphere of comfort. The other thing is that Instagram works [chuckles] and the places that get talked about, Tulum, Positano, Paris. Paris, it'll step outside because Paris is Paris, what are you going to do? Positano and Tulum are my two recent examples and maybe Morocco are places that have been covered so much on Instagram over the last few years that I think it is driving a lot of tourism there which is just to say that this stuff works.

    Other thing, anytime I'm feeling stale, here's the thing, there are interesting things happening on Instagram every day, there are crazy artists, there are people that are doing incredible things and any time my feed is feeling stale and I've seen one too many Positano pictures, I just start digging for new follows. I just start looking for people that are doing interesting different things. I will try and pull something interesting into the feed if it starts to feel dull.

    I encourage you all to do that because, again, you should be looking at this platform for inspiration just like your followers are and you should be changing your feeds up. If you feel like you're seeing the same stuff over and over again, unfollow 10% of the people that you follow and follow 10% more. Change your feed up. Change your feed, change your life.
    Episode #108
    - Mastering Engagement, Instagram Monetizing, Popular Destinations
  • Let's say you have one of the count that isn't all original content what can you do? You can charge for this account, if you have an account that's not all original you can make money on that. It would be hard for you to make money on it if you didn't start pulling in some original content. I just don't see how other than posting terrible ads, how you could monetize something if none of it is.

    I don't see how you could monetize your feed if none of it was your content and you weren't willing or able to create any content, I think that would be next to impossible. Now there are other ways to monetize you can help brands build their feeds, you can help with social strategy, you can help do a lot of things and a lot of ways that you can make a lot more money doing that then doing something on Instagram. It's just that like if you're not a content creator and you're a curator, doing sponsored posts is never going to make sense so you're going to have to think of other ways to do things.

    If you wanted to be a little tricky, if you wanted to try something that would be a little different. You could charge influencers to post one of their photos if you had an insanely engaged curated account that was style. When you tagged someone or did a post about them saying go follow this person they're amazing, they got 5,000 new followers because people trusted you so much you could charge influencers for that. You could say, "Hey, you're struggling to find growth. Give me 1,000 bucks, I'll post a couple of your photos over the next couple weeks and push people to follow you." If you could drive followers to influencers you could potentially charge influencers to do that so that would be one kind of different way to make money.

    I would probably focus on just pitching yourself as a strategist and a social media manager strategist whatever it might be for brands that's probably your easier path to money. If you're not willing to create original content without original content. There's really not much you can charge for it. Yes if you're an influencer looking to grow, that's definitely one way to try to grow is get yourself onto those accounts. I can't remember who one of the people that-- One of the influencers we interviewed said that a lot of their growth came from that. They just got onto these curated accounts and they would get a big bumping following from that.

    Definitely look to do that and general influencers like it can be okay to throw inspiration in there if that's your brand. I think doing some of that is a nice way to not make it all about you, it doesn't need to be a static post it can be in your stories or think I follow this reporter. She doesn't really have a big huge following but Hannah Elliott and her stories a lot of times most days she throws two or three inspiration images in there.

    I screenshot those things a lot just because I find it interesting and it's a nice way to see what she is looking at. Just influencers that run original content accounts, you might want to start pulling some inspiration as well and sharing that with your audience and maybe doing it in a consistent way on your stories every Friday you're doing some inspiration. Speaking of that I see a lot influencers do the why you should follow someone or they pick five influencers they screenshot their feed and they tag them and sell it follow Friday or something like that. Which I think is awesome and super nice to be supportive of each other.

    I would encourage anyone that does that to just add a little more context I saw this guy Jordan Bunker who I had met with. He does that on Fridays I think [unintelligible 00:18:47] guide of a London and he will screenshot the feeds and tag them and then does a final screen at the end. Where he gives two or three sentence explanation of why he follows each person. He might screenshot the feed tag them and then do a screen, like a black screen after with an explanation of why I like that.

    It gives me a little more context to whether or not this is someone I might want to follow. Do more than just say goals and then tag the person if you're going to try and do that like promotional support thing with influencers. Just do it in a way that actually is helpful to your audience.
    Episode #107
    - Instagram Questions, Getting Out of Ruts, Aggregated Content
  • We've talked a lot about what to do when you're following the stock and you're stuck in a rut. I don't know when we talked about that.

    If your following's stuck in a rut and you want to grow, my advice is always to try new things. Switch it up try something new, @dearmilano right now she just switched to doing three images in one post. She'll do not a carousel but she does the whole row. I don't always love that she's doing a really nice job with it. She's smart about this stuff she's watching her stat she's seeing that yes her individual engagement on each post isn't doing as well because they're made to be seen in a set of three.

    She's getting a huge amount of profile visits because people are wanting to come see the whole thing and in a world where the algorithm is only serving your imagery to 15 to 25% of your audience give or take. If you can get those people to come to your profile, there's a good chance that they're going to go in and see things that they haven't seen before. That's a perfect example of someone who has been frustrated, tried something new. I don't know whether it's working from a falling standpoint but she's watching the data looking at what happens and trying to figure out if this is a good strategy for her.

    You have to try new shit or the other thing is that sometimes, let's say this is what you're doing, what you're doing is just a line. It goes like this and this is what the world wants. It's up here and you're doing something but people aren't super interested in it, that happens sometimes that you have the thing that you're doing but people don't care. Then sometimes, those things come and converge eventually it could be that you just do the thing that you do for two years and you don't get a huge following but then the taste-- What people want changes, taste changes, style changes, things like that and then when the world comes around to a different viewpoint you're there.

    A for instance would be if you are somebody that dresses and let's say you dress like a blearily and you're wearing big impactful outfits, a lot of ball skirts and gowns and dramatic stuff. That could be going really well for a while and then maybe people style changes and it goes more '90s and it goes more street wear. All of the sudden you're not gaining as many followers because people aren't actively looking for that style or that thing.

    These things happen in cycles and if you feel like the thing you're doing isn't resonating with people, it doesn't mean that won't resonate with them in a couple years. This company's growth has not-- Has been fairly constant over five years but it's definitely turned up and been growing a lot faster over the last six months. That is because we're doing a thing that is in much higher demand than it was three years ago. We're not doing anything really different as the people want it, that can happen in your own feeds as well so don't abandon your style, don't abandon your point of view. I would never really change that but you can change tactically how you're doing things and see if that can jump-start your growth.
    Episode #107
    - Instagram Questions, Getting Out of Ruts, Aggregated Content
  • For me the implication is ask me a question about me because I'm so interesting and I know you're my audience you're burning questions that you want to ask me. Again I think you can push it to a place that's more interesting, ask me a question about blank. Look Instagram is good at what they do. They understand that people have an innate burning desire to talk about themselves, that is literally all people want to do is talk about themselves.

    Side note, if you have ever read, How to Win Friends and Influence People, that whole book is essentially if you want people to like you just allow them to talk about themselves constantly. Ask them questions, don't walk into a conversation and be like, "I don't care if I say anything about myself I'm just going to ask them questions and let them talk." You will be universally loved because humans just like to talk about themselves that is their thing they are most interested in in the world.

    It's very smart of Instagram because influencers are going out there being like, "Ask me a question." Which is their way of saying, "Ask me something about myself that I can pick and choose the questions I answer and answer things about me that I think are great." I haven't seen anything interesting honestly, I think some of the more technical questions for photographers could be interesting. A lot of it is mindless drivel, where do you get inspiration? Travel. Fuck.

    Let's talk about travel real quick, every influencer in the world running off and living in Italy for two months is annoying for a lot of reasons. One you guys know I've harped on this a bit. If you are running off to spend three weeks and pose a ton of the summer just like get a fucking life, get creative, do something different. There are a lot of amazing places in the world and I've been on this rant many times and I will continue to go on this rant.

    [unintelligible 00:05:32] Positano are beautiful, Paris is beautiful, there are a lot of other places in the world. Check them out, show them to your followers if you are fortunate enough to be able to use your following or the money that you make from that following to travel and show people new places and fucking show them a new place. I don't want to see Positano ever again I have no interest.

    I just don't get it, I don't get it every influencer does their European summer and they all fly to Paris to spend a few days in Paris for a tour and then they go to Italy and maybe they pop by Florence and then they go down to Posetano for two weeks and [unintelligible 00:06:13]. It's very boring. I understand these are first world problems to the 10th degree but Your job is to inspire people and I cannot understand why influencers don't go to more interesting places. Sometimes in my darker moments it's because I think that they're not very interesting.

    What was I saying? Questions, they are a lot of self-centered drivel. I think that you can use these questions to help your audience understand you or the things that you're good at or interested in more and more effectively. Look if you just say ask me a question. Pick something interesting, don't just pick the ones that you think make you sound awesome. If you have something to teach, then teach us. I think Chris Burke did something, I talk about him all the times because I think he's technically very skilled at what he does and he does this one thing and he's lean into it quite a bit and he does a great job at it. He was answering tactical questions about his kit, about how he does things, about how he edits and that was interesting because you want to learn the process.

    Think about what you could actually teach people and maybe ask when you go to solicit questions do it in a way where you get interesting question. I would also for me if I was an influencer. I would probably as I just ease off it for a week honestly. If I see that I'm just like fuck this I can't stand to see another person answering questions, it's constant and it's relentless. For me as a user in consumer of content I see it and I'm just like you're so self-involved. I don't want to drone on about this. Usually my advice for influencers is when something new comes out to go out and try it, I think too many people right now are playing around with it.

    Just ease off for a week and you can get your questions and do your answers later or contain it and be like I'm going to do this this one time. I'm going to keep it in a high light so I have some frequently asked questions that if you're getting DMs about the same things over and over again. Maybe you get those questions, you answer them, you do a really thorough interesting good job of that. Keep it as a highlighted story on your feed so that people who follow you can come and look at that as FAQ generally. That's one thing.

    I think from a design standpoint I saw Tezah doing it, I actually think she's probably the only person I know always go back to her she does a great job. She's the only one recently that I've seen that I enjoyed reading hers. She had an interesting past I didn't know about, I didn't know she was a photographer before. I didn't really know much about her husband. I didn't know that she and her husband met they grew up together, that their families have been best friends forever so she knew-- Met him when she was like two.

    She also put different photos on every answer that were beautiful and made it like that kind of added to what she was saying. I don't know if she still has that up as a highlight or anything but unsurprisingly I thought she did a good job but I'm bored by almost every other one I've seen.
    Episode #107
    - Instagram Questions, Getting Out of Ruts, Aggregated Content
  • The affiliate marketing is a huge part of the space. It is one of the only parts of the influencer space that we don't touch. It's not because it's a bad business, it's just a very different business than we were on. Affiliate marketing is great. It is bottom of the funnel so if you don't know what I'm talking about, look up marketing funnels.

    Think about where you are. Are you bottom of the funnel? Top of the funnel are people that can get people's interest in a brand, to say, "I've never thought about that brand. I've never heard of that brand. I respect this person. If they like this thing, I will pay attention to it." Bottom of the funnel is like a Facebook ad. It's a brand you're probably familiar with.

    You're already probably close to the point of purchase and somebody said, "Buy this now, it's on sale. I buy it," or-- You know, you look at a lot of the influencers that do like to know it and it's a type a certain type of influencer. Every post they do generally is full body outfit or waist up. They keep it under $100. They are like, "It's summer. Here are my favorite slides. They're $54. Click on like now or go to my blog, click on the link," whatever. It is very much the posts are not meant to inspire you. They're not meant to be aspirational, they're meant to get you to fucking click and buy.

    The products you need to work with are ones that people would be like, "I need that. I'll click and buy it." I'll give an example for me, personally. I am wearing these loafers today. I wear them all the time. I talked about them on my Instagram once. I was like, "Hey, these loafers are $180. They're great. They get the job done. I bought three pairs. I love them. You should buy them." I got like 15 messages from dudes over the next month being like, "What were those loafers you mentioned? I'm looking for loafers. Could you send me a link?"

    It was the right kind of product. It was affordable. I talked about it in a way that was like, "Hey, you should buy this." I'm not trying to sell you on the brand of Jack Erwin when and say like, "Oh, it's such a cool startup. They're doing all the shit," because I don't think they're that cool, but they make a good pair of loafers and there's no reason spending $500 on a pair of Ferragamos. I think these do the fucking job. It's a different kind of product and it's a different kind of influencer and it's a different kind of message. You have to think about am I going to be that top of the funnel aspirational?

    Good examples like Taylor LaShae who is beautiful, she looks very French, she is not trying to get you to buy anything. If anything, she's getting trying to get you to buy her lifestyle and her look and just like buy into that and so brands want to be associated with it because there's a lift that comes with that. And you look at something Navy who is very much like she posts something, it sells. Her audience is there because they like her, because they respect her, and they're also shopping. She likes the same things that they do and she gives them suggestions on that.

    If you are a more bottom of the funnel, more product-focused influence, affiliate marketing is essential, you should definitely do it. If you are trying to be aspirational, if you're trying to create art, if you feel like you're more of the brand lift, brand awareness type influencers don't do affiliate marketing. You don't have to. You're not going to make any money on it because you are not going to sell shit. It's really hard to get people to buy stuff just because you say, "Buy it," so if you're making 5% on sales and you sell $1,000 worth of shit for a brand, you make what? Fifty bucks? You make $50.

    Do you think your post is going to sell-- Okay, let's step back. We'll cut that out. Let's just do some quick math and let's say you have 100,000 followers. You could get paid $1,000 a post. Let's say most affiliates pay out 10%. I think that's generally, maybe a little on the high end, but that's in the realm. To make that $1,000, at 10% you would have to sell $10,000 worth of stuff. Is that correct? My math's right?

    To make $1,000, you have to sell $10,000 of product. Do you think you could move $10,000 of product with one Instagram post, from one blog post? There are people who can do that and do much more than that but it is really really really hard. There's a lot of value in brand lift and brand awareness but once you start putting yourself into the affiliate, the other thing is the brand's going to be like, "Cool, we did a post with you. You sold one thing so I don't see the value."

    Look at the funnel, figure out where you are. If you think you're bottom of the funnel influencer, lean into the affiliate programs. Check them out. There's a lot of different ones with a lot of different rates. It's not all just reward style, there are also people that pay per click. If you think you're more of a top of the funnel brand lift, brand awareness, stick to sponsored posts.
    Episode #106
    - Influencer Diversity, Evolving Your Instagram, Affiliate Marketing
  • This is an interesting question. Let's say you just fall into having a following for some reason, what do you that? For a lot of you, you started your Instagram for the sole reason of trying to becoming an influencer, of trying to become a blogger, trying to give people advice, beauty tips, travel tips, cooking tips, parenting tips, whatever it is.

    Then there're some people who just woke up and had a big following, had no idea this industry existed and they're now like, "Oh my gosh, what do I do with this?" I think the first thing that you would notice from a personal feed versus a more professional feed is a lack of cohesion. A lot of professional influencers, they have a point of view. They make sure that everything they do is seen through their specific lens, like a filter on Instagram essintially. Everything they do is seen through that filter. While you may have been to Greece on your own, you haven't seen Greece through the filter of this person. This is what Anthony Bourdain was great at. A lot of you have potentially traveled to Japan or Vietnam or any other country that Anthony Bourdain went to but you didn't see it through-- His lens was so much different than everyone else's that you wanted to see what that place looked like from that person's point of view.

    Personal feeds often don't have that because it's much more just like, "Hey, this is what I'm doing," which probably means in a lot of ways you have a lot more engagement because it is personal. It's not about brands, it's about you. That would be the biggest shift. How do you take something that is about you-- That was weird, like intonation. How do you take something that is about you and start to make it about you and the life you're living, you and the brands, you work with, you in the places you travel, the restaurants you go to and the things that you love, the music that you listen to? It's about not just you, but your viewpoint. That is a pretty big jump, especially if you don't have a viewpoint.

    And we talk about that all the time. That that was a big thing in the last episode. The big takeaway was you need to be interesting enough that people are talking about you. You need to have a viewpoint. People loved Anthony Bourdain because he had a viewpoint. A lot of people fucking hated Anthony Bourdain, they thought he was an asshole because he had a viewpoint and he didn't waver from that.

    As you take your personal feed that maybe you're on a TV show, maybe you-- I don't know, maybe you're just really really good looking and you just have a following. Maybe you are a pro skater and you're not anymore but you have this following. Okay, so how do you how do you take that and start to say what is my viewpoint in the world and what are the brands I love and how can I talk about that? I think I would start by maybe writing down what are my 10 favorite brands in the world.

    Then I would do a post about those brands without talking to those brands, without reaching out to them and saying, "I want to do a post, could you send me something?" I would just do a post about those brands and talk about what you love about them and why your followers should care about them and why they should become customers. That's a good place to start.

    If you can't speak in a compelling way about the 10 brands that you love most in the world, there is no fucking way you're going to be able to talk about a brand that maybe you're a little less passionate about that is now paying you to speak about them. Start with your top 10. Work out those muscles. It's a muscle, it's something that you can learn. It's something you need to train your audience. Do that, that's a good first step.
    Episode #106
    - Influencer Diversity, Evolving Your Instagram, Affiliate Marketing
  • I do think I have touched on the Revolve issue before. Maybe not as a question, but I think I have mentioned it when I'm talking about diversity. I think Revolve misses the mark completely. I think that it is a huge missed opportunity for them to not include more diversity. The world is not made up of skinny blonde women. Revolve doesn't seem to totally understand that.

    I give Revolve a little more shit like, "Look, we sometimes struggle with our clients. We push diversity. Both the diversity of skin tone, body type, religion, location, age, all those things. Sometimes it is hard to get a client and to do those things. We have been guilty of running campaigns that don't have diversity as well, it's not a new thing." What I've been thinking about recently is something that came up in the conference was, I don't think diversity should be a box that gets checked off. I don't think you should say, "Do I have FTC compliance? Check. Do I have a tight brief that I feel like is going to reach our goals? Check. I'm I tracking this campaign? Check. Do I have diversity? Check."

    I think if you're thinking about it that way, and you're saying, "Diversity is a thing I need to do," then you shouldn't be the person coming up with the campaign. Diversity is a thing you should do, it is an opportunity. It is not something you have to do, it's not an obligation. It should be seen as an opportunity. There are a lot of amazing communities out there that you will never reach if you just work with skinny white girls with blonde hair. Brands that ignore that fact are doing themselves a big deservice. They're doing their bottom line a big disservice.

    The conversation-- This is not my idea but I heard someone say that they want to move away from inclusivity and inter-belonging and I like that terminology shift to say that we shouldn't talk about this as these people deserve a sear. You shouldn't talk about this like, "We need to give these people a seat at a table. We need to give them a seat at the table." It should be, "They deserve a seat at the table and you're crazy if they're not there." At the very highest level, the industry is run by all white men and as you go down, it is mostly run by younger white women.

    It is intimidating sometimes to try and market to a community that you don't understand, a community that you are not entrenched in. Especially on social, the little things, the way you talk about things, the language that you use, the wording that you use, the emojis that you use. All of those things can be specific to the niche community that you operate in. If somebody comes in and tries to speak to your community and does it in a way that is inauthentic or where it's clear they don't know what the fuck they're talking about, then it's painfully obvious.

    A lot of marketers, a lot of people in this position, they're not racists, they're not bigots, they don't want to not work with people they don't look like them. I think it is the fear of not understanding the community enough to be able to speak to it with authority and with confidence. I think they say, "I'm not going to be punished for not doing this, but I could be punished if I do it wrong." I think, unfortunately, the weight falls on the shoulders of influencers that are outside of the norm in the function and beauty space. It falls on you all to educate.

    We're trying to do the same thing, but I think that we need to change the conversation and talk about how exciting the opportunity is to work with people that look different than you, instead of, "I feel wrong because I'm not included in this." I'll [unintelligible 00:08:06] all of these by saying I'm a privileged white man who probably has no idea what they're talking about but it's a problem that we are trying to do whatever we can do to help.

    I know a lot of different people from a lot of different background watch this show. If what I've just said make sense, if you think I went off base in any way, whatever it is, drop me an email. This is a conversation and I think one that needs to be had. I'd love to hear thoughts from people that are in that community on how brands such as ourselves can help to change it.
    Episode #106
    - Influencer Diversity, Evolving Your Instagram, Affiliate Marketing
  • When attending events, do you have tips on engaging with attendees? From my experience, it's slightly intimidating. Let me tell you, going up to other attendees at events and introducing yourself is one of my least favorite things to do. I totally hear you. It sucks. There’s a very small percentage of the population that's just like walks into a room and is like, "Hi, I'm this person. Hi, I'm this person, I want to meet you.” That is not me. I've always struggled with it.

    What I have to force myself to do if I'm in that working event is I have to set a goal. I’m decently goal-oriented person. A lot of you who are watching this, we talked about goals all the time and tracking your follower growth goals, engagement goals, things like that. Walk into that event say, "I am going to walk up and introduce myself to five people. I’m not going to leave this in that until I do that,” and then it doesn't become a choice.

    That is something you've said you're going to do and so now you have two options. It's no longer, “Do I feel awkward and am I going to go up to this person?” It's now, “Am I going to do what I said I was going to do or am I not going to and I'm going to chicken out?” I find that simple mental shift helps me to take away some of my anxiety because I would rather do something I'm uncomfortable with than let myself down and not do something I said I would do. That's really the only thing.

    The other thing is just like everyone is uncomfortable in events. Nobody doesn't feel awkward. Go to the person who's standing alone, that's an easy one and be like, "Hey, how's it going? I'm such and such. These things are kind of awkward, right?” You can be honest too and be like, “I always feel awkward doing this but I told myself I'd say hi to five people so I just want to come up and say hi. What do you do?”

    You're not walking into someone's house and saying hi, you’re not walking up to a stranger on a street. People are at an event. They're there to potentially meet people or mingle. It's not unexpected for you to come up to them and say hi. Set a goal, look for the stragglers, look for the people who are alone, go up and be honest and just say, “I feel really awkward doing this but just wanted to introduce myself.”

    The last thing, I guess number four. I said there was one thing, now there's four. That's very typical of one of my answers. The last thing is that it doesn't fucking matter. You're going to leave that event, you’ll probably never see those people again in your life. Who cares? What's the worst that's going to happen? Someone's going to be like, “Oh sorry, I'm having a private conversation with my friend?” Just say, “Oh sorry, didn’t mean to intrude. Just wanted to say hi.”

    Literally, there is nothing really bad that's going to happen. Nothing bad can happen. You can't even really make an ass of yourself because the expectation at the event is that you're meeting people. It is uncomfortable, it is awkward, I hate it but just set a number, get it done. It gets easier with time. That is all
    Episode #105
    - Being More Interesting on Instagram, Brand Pitches, Influencer Events
  • I say you have to be so good and so compelling that when one of your followers goes out to drinks with their friends, they're talking about you. They're saying, “You have to follow this person, they're amazing."

    If you don't think that is happening, if you don't think your followers are literally walking around evangelizing you then I think it's going to be very hard for you to gain a following because hashtags aren't working. People tagging you, that's not working. None of this growth hack stuff is working anymore. Giveaways are not a real way to grow a following. All of this isn’t really happening. Fohr just got tagged four or five times. We were reading Carolina Herrera's stories today, 3 million followers, we’ll probably get 10 followers from that.

    That three years ago would have been massive. You would have gotten a huge spike in following. That just isn't the case anymore. Ask yourself the honest question, "Do I think that when my followers go out and have drinks with their friends they're telling their friends that they need to follow me?" Think about what would it take for one of your followers to do that. You would have to be so good, you would have to be providing advice at a level that people were feeling compelled to say, "You're doing yourself a disservice but not following this person." If you don't think you're getting that, you're in trouble.

    Is it possible to make it if you were not unique and interesting and different and have a point of view? No, it's not possible. Is it possible to make it with 10K if you are copying what other big influencers are doing? No, I don't think it's possible. There is always room for something new. There is always a place for an extraordinary personality. There's always a place for people that have vision that is different than other people's psyche.

    Yes, these platforms have gotten more competitive and yes, they've gotten more saturated but there's also so many more people using it. It's now over a billion people a month that are using Instagram. Capturing 100,000 of those people's attention isn't crazy. It can be done. There are new people joining Instagram all the time. There are new people signing back in and using it again all the time. You just have to have a different point of view.

    Something else that is interesting is that on the whole, we are seeing bigger influencers losing their following month over month. I'd say over 100K. It's like 40% of influencers over 100,000 followers month over month are losing following. That number for micro influencers is 25%. Twice as many influencers over 100K are losing their following than in the micro influencers space. Micro influencers are gaining followers at a faster rate than any other type of influencer. It is possible but it goes back to what we said many times. You have to be interesting. You have to have a point of view. You have to have a point of differentiation or why would people follow you?

    Something to look at as well is that conversion percentage number. If we're talking about Instagram business study, you can go to your insights page on Fohr, if you have that-

    - or go to your business insights on Instagram. Look at how many new followers you're getting, and look at your profile views and divide that, and see how many profile views are you getting a day, and how many of those profile views are converting to new followers. If it looks like your conversion is low, say less than 2%, then tweak some stuff up, change your feed, do some different things, try and get that number up. It's definitely possible but it's definitely hard.

    *How was I supposed to change in the past year if I asked this question a year ago?*

    I think a year ago, I would have said it's much more possible, I think it's much, much harder now. I think that influencers have been such a big part of the national conversation, and marketing, and digital, and content, and social for the last year and a half. They are only getting more powerful but people are just getting a little sick of the conversation and I don't think they're going out there looking actively for new influencers to follow. You have to be so good that-- it's like that Jack Nicholson-- is that Jack Nicholson quote, “Be so good that they can't ignore you?” I don't know whose quote that is, “Be so good that they can't ignore you,” but that is the mentality.
    Episode #105
    - Being More Interesting on Instagram, Brand Pitches, Influencer Events
  • Headshot

    Can't Get Enough?

    Want to stay up to date with the latest Drink with James content? Subscribe to Drink With James.