100%. We always are looking at the percentage of male versus female audience and the influencer, it definitely will affect what you do. Let's say I'm-- What's the brand that just women will interact with?
We've done stuff for Tampax before. Let's say, we're doing for a Tampax campaign. The first thing we're going to do when doing a Tampax campaign is find influencers who have the highest percentage of female audience, because any man that we show that messaging to, is going to be wasted money. We're going to look for those audiences that are overwhelmingly female.

If we're marketing something towards men, we're going look for audiences that are overwhelmingly men. If we're looking for balance, we're going to look for balance. We are always looking for demographic information. I think that I've said it before, but as an influencer, you need to own your data, you need to learn the story that your data is telling. If you're 50/50 split, male and female, great. You need to figure out what the story is that makes that interesting.

How are you going to talk to brands about that? If you are 95% men, how are you going to talk to brands about that? If you're 90% female, how are you going to talk to brands about that? You need to know these stats, you need to know them like the back of your hand. You need to have an explanation for it and a reason why that is a great thing for the brand. You're 75% female, let's say, and you're talking to a women's brand, you can say, "Well, the brand, I prefer you to be 90%."

How are you going to convince them that actually, this is a good thing? That's up to you how you do that. It's important to own your data and be able to tell a story with it. This principle stands to all of your data. Let's just speak about demographics data.

I was talking to an influencer from Italy. She lives half the time in Italy, half the time here. She's got a half, 50/50 split, of an Italian audience and US audience. In one way, that's really interesting because you're shooting some stuff in Italy that feels very chic and elevated and the ability to take American brands, shoot them in Rome or something, and post about that. It's great because people love to see places that they don't see that often.

From a data and demographics standpoint, it's a bit of a detractor because budgets are split up for brands very much along country lines. There's the US budget and the marketing person that controls the spend for the US doesn't want to spend money helping their Italian counterpart grow their business. If your audience is skewed heavily or split across a lot of different countries-- Again, I think you can tell an interesting story about having a global audience and all of that, but understand that for some US-specific brands, it's going to be less appealing for them.

I would encourage influencers-- I told this influencer who I mentioned, who splits her time, I told her that I thought she should bring her pricing down when working with American brands as a way to get her foot in the door and say, "Hey, I know that my audiences, only half of my audience is relevant to you, and because of that, I'm going to lower my pricing because I really want to work with you. I want to show you that even though part of my audience isn't in this country, it is valuable and that I'm somebody that you should be working with."

Be honest with the way your demographics are split up. You don't have a huge amount of control over it, honestly, as it starts to grow, it will just happen. I don't you can say, "Okay, I'm going to really focus on getting more men or more women to follow me." I think that's probably pretty difficult without straying from your actual voice and what you actually do.

Your data is your data. That's what it is and it's probably what it's going to be. Again, make sure that whether it's gender or location or city or state or household income or language or whatever it is, just make sure that you're able to speak to it, and you're able to turn it to an advantage. Because everything can be turned in to an advantage. Unless you have 99% fake followers, it's probably hard to spin that into an advantageous story for a brand but anything else, you can spin into something interesting.

I say "spin" not as a negative thing of like spin some bullshit, but it's up to you-- Basically, what I'm saying is, I'm not saying "spin" as something like you're a charlatan, you're selling snake oil, but you should be the person that understands your audience the absolute most in the world. Nobody else should understand it as well as you. You should know it frontwards and backwards. You should be able to tell a story of why the audience that you've spent five fucking years of your life building is interesting and valuable to brands, and why they care about you and listen to you.

If you can't tell that story, and if you can't use data to back that story up, you're not going to have a really long career here. Influencers don't talk enough about this stuff. They don't talk enough about their demographics and their data and their ROY and why you should work with them. Even as a simple understanding, and being able to speak about it a little bit, is going to set you apart from your colleagues and competitors.

I encourage you all to go into your insights page on four, or go into the insights on your business account on Instagram, and learn that stuff by heart, and start talking about it in meetings. It makes you sound smart. It makes you sound like you know what you're talking about. If you're asking somebody for money, you need to be able to tell them, what does that money buy them? It buys them access to your audience. Who the hell is that audience and why should they care?