influencing is a business
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- čas přidán 24. 05. 2024
- influencing is a business: influencers promote overconsumption and make a living doing it
In today's video I'm talking all about influencing as a business. Yep, influencers run businesses and their primary job is to sell you things. The goal of this video is to point this out and the fact that consumers don't have the same access to resources (or financial incentives) when buying the same things as influencers.
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W A T C H N E X T:
I refuse to work with these brands • brands I refuse to wor...
calling out problematic influencer behavior (let's also not defend this) • calling out problemati...
shopping isn't self-care // self-care shopping isn't real • shopping isn't self-ca...
PR fuels overconsumption and why it's the trap of free stuff • PR fuels overconsumpti...
M U S I C
Music by Starbloom - What Comes Next - thmatc.co/?l=41714479
#consciousconsumption #mindfulconsumption #consumerism #overspending #shoppingaddiction #shoppingaddict #influencerculture - Jak na to + styl
I’m 15 and have realized that I’ve been influenced so much by social media to buy and buy things, just to get the satisfaction. I haven’t gotten a extreme amount of things, but definitely many things I didn’t need. Your videos are really helpful thank you ❤
Oh my gosh! I'm do glad you are recognizing this at your age! Good job
@@paisleyhunter Agreed!
I was thinking the same thing. It’s a good age to get wise to this sort of thing 👍
I'm 9 years older than you, here my tips. I use notion to literally, like LITERALLY put every single wishlist (including, something that just pop up in my mind, like oo, i think i need vase ! for x) i have inside notion, so that i can evaluate again so i'm not going to spending stupid shit, while it's still happen lol (im a human guys) it has been minimized, it's also help you regulate and questionning things you want
I often think in terms of "cost per use". Eg. If I will use this this 20times it would cost me X each time. Certain items in my wardrobe that are high quality pieces have lasted me a DECADE. Ergo well worth their price ticket. Don't get sucked into the "false economy" of super cheap items that'll break in only a handful of uses, like fast fashion and flimsy plastic items trends. Buy items that are worth the investment to be part of your life for years to come.
You also want to think for example: This item costs £60 - that's like me having to work for 5hrs to make that money. Is it worth the 5hrs of my time&effort?
These 2 principles have really stopped me overspending on the wrong items, and I hope they help you too 😊
This ties back to my comment on another video about PR. They (influencers) loose track with reality when everything is free or drastically reduced in price. Their judgement is no longer of someone working a 9-5 job who needs to pay for that same lip gloss or manicure FULL PRICE. No discounts, no rebates, no gifts.
right? my "pr" has only ever been a colouring book, like sure how much is $12, but if it's *bad* and it's $12... I mean I think someone should know that before they spend it. They should know the thing is actually bad, that that money is wasted if you buy the thing. It doesn't matter if it was free for me, If you gotta pay for it.... don't.
Exactly!! You just articulated what I have been thinking for a while now.
To me even the word influencer had a negative connotation right now
I always recoiled to that word! Maybe some people haven't thought much about what it means, but I've always been wary of anyone trying to influence me for their own gain. That's all it really is.
The Restock videos are BONKERS. The quantities they're using / restocking makes me wonder if they are feeding and housing a football team! To think that this is someone's 'job' is wild when you think about it.
my thoughts exactly
The thing is tho, they don't even wash the produce correctly and store it in a way that it would get bad quickly. The amount of wet grapes that I have seen been stored in air tight containers, is crazy
I saw on another video a comment that said they think a good amount of these people probably do these huge hauls record their content and then return it all bc who needs every single scent of tree hut sugar scrub… I’m sure a decent amount do but I’ve seen some people who seem to just have 50 of the same thing in the background of all their vids like a prop they probably never use
The most obvious (and disturbing) trend I've seen in online content for the past 10 or so years is that what are essentially commercials or ads have become the actual entertainment. And this theme seems a lot stronger for kids and younger people who don't really have the experience to see it for what it is, someone looking to influence our attitudes and behavior for their own gain (and often our own loss). I suppose it's not surprising that things have gone this way, but I feel a lot of people need to think a little harder about it because it *is* the audience that gives power to these influencers and feeds the entire cycle. Thank you for making this content, the world really needs it right now.
Yes! Sometimes I feel every YT channel has turned into the informercial channel on TV.
It has made me stop watching most youtube content none of it is real anymore..
This.💯💯🙏🙏
I did some content creation and dog walking during the pandemic. I had a wide variety of business expenses that I was able to write off, but as a result I went crazy at the beginning, buying stuff "for my content," which WERE business expenses but not things I NEEDED to have.
It took me a while to do the math and realized that this stuff wasn't free. Realistically, it was my tax % off the price I paid, not completely free. As a result, I took in way less money than I earned that year, and I was enabling my shopping addiction because it was "extra money."
That being said, I'm proud that I kept exacting records of my business expenses and mileage so if I HAD been audited, I would have been completely fine, even though I did my taxes myself.
Good for you to realize that early. There seems to be lots of misconceptions about business expenses and tax write-offs, where people seem to think that a write-off is free money.
Ok but can we talk about the fact that influencers get paid to talk about sociopolitical issues? I follow a small podcaster who offhandedly mentioned that she was paid to talk about the Roe v Wade overturning. I had never considered the possibility of that kind of sponsorship, and frankly, regardless of the issue or the person’s stance, it rubs me the wrong way. Btw, she mentioned it because her channel involves her law career and she was confused about whether or not she was obligated to label the content as #ad etc. She consulted fellow lawyers who told her she probably didn’t have to disclose because she wasn’t paid to sell a product.
WHAT. I did not know this was happening. How could other lawyers argue that she didn't have to disclose a SPONSORSHIP. Sponsorships don't have to require a product and the fact she was looking for a loop hole instead of asking "does it feel right to be PAID to share a political opinion and then not disclose it?" what the hell
@@shawnaripari I was highkey scandalized. As is the nature of sponsored content, it made me question the validity of ANY content creator bringing up those kinds of topics, if they did so of their own volition or if they were bought and paid for.
So interesting to hear about the tax/business side of influencing. Thanks for this video. It reminded me of Hannah Alonzo’s “influencer insanity” series - she has a video about restock content, and in a separate video she also shares an example of one of those creators reusing/remixing content for a completely different video, proving that the videos are not reflective of the person's real life. Highly recommend.
Influencers are just a modern day informercials. Random person clicking and clacking on useless products and showing how much money they waste (if they even paid for anything at all) or more accurately how much money you will waste on these garbage items. It pushes me away completely and I will refuse to listen to any of it. I really hope humans snap out of it soon and these walking informercials do something more productive for everyone not just their pockets. So Yes it’s a business, and everyone needs to a magnifying glass to ALL BUSINESSES TAKING YOUR MONEY.
The adspace in videos - on regular content channels - is precisely why I like the ability to double tap the right of the screen to fast forward 10sec at a time (with additional taps). Those ads are usually about a minute long FYI 😂 I deliberately don't watch purely "influencer" channels!
I wouldn't be surprised if people are claiming notice and fillers as a business experience if they sell makeup. They might argue the filter helps sell the lipgloss and lipstick "better". Or the Botox helps the foundation "look better" if they are selling affiliate link foundations.
All people have to do is change the term "Influencer" with "SALES PERSON",and then everyone knows exactly they we are.
“Their work day is restocking the fridge.” That hit. Thanks❤
What you say is so obvious but so needed, thank you very much.
Great video, I loved what you had to say. Just one tiny thing about the US tax structure. It's a graduated system, so you pay 10% in the first $11k, then 12% on everything earned above $11k to $44k, then 22% on $44k to $95k and so on, rather then 22% on all $44k you earned. This is true for sole proprietorship, partnerships, and S corps. Its only actual corporations that have a corporate tax rate.
Restocking videos lowkey stress me out 😂 it feels like "POV: you're a maid in a rich person's house with OCD"
😂 not the maid!
That's awful for that maid. I wonder what their subtype is.
Is the maid afraid of harming their partner so they get rid of the knives in their house and stop being alone with their partner and it ruins their relationship?
Or maybe you're referring to a just right OCD so when the maid stubs their right foot they purposely hurt their left foot or maybe they spend hours putting something in the right spot despite exhaustion and failing to get work done and fear of being fired because if it doesn't feel just right their brain tells them their parents will die in a car accident.
It may be the maid is stressed because they are afraid they will molest their niece so they completely avoid them ruining their relationship with said niece and other family relatives and their job because there's a kid in the house so the maid ends up actually never leaving their own home and won't even watch shows that have children in them all to protect children from the fear that the maid may hurt them.
Hopefully the maid doesn't have to wait 7 years before an accurate diagnosis.
Hey! I've been watching your videos for some time now, good content. I'm not interested in makeup (guy), but have fallen for physical media and the likes. Trying to be content with what I have right now. Thanks for your contribution!
Glad to have you here and happy to hear you enjoy my content!
This blew my mind. So glad I found your channel!
Excellent video and perspective! Been loving your videos; looking forward to more!
Thanks Shawna. Your clear explanations of topics is very useful.
Thank you for your videos - they’ve really helped me stick to my low-buy ❤
Shawna, what do you think of the trend i am seeing where "influencers" post a product on Instagram and say "comment 'buy' and I will send you the link" in order to drive up comments and push the post to other people?
the automated messaging in the comments/dms is a strategy that's not really new BUT until the past few months I've only ever really seen it in traditional businesses. I then started seeing it in people selling courses or strategies about 2 years ago ex. DM me "hype" for more info on how to create a social media strategy. You DM them hype and then you get a link to something sometimes free sometimes not. I saw a lot of outrage with this strategy when influencers started using it last year and people upset about the 'bot' nature of it. I think there was upset because folks had never really seen this before. I don't personally have a problem with this strategy generally speaking because in certain cases it automates what can be frustrating work. However, it is a pay to play situation and these things can cost a lot of money. It seems like the way influencers are using the strategy is just verging on annoying. They're intentionally withholding info to drum up engagement as you mentioned instead of just putting the info out there. It's a bit like how can I make even more money and get people even more engaged in my content without doing anything differently/better. To me it's a sign or signal more than anything about the type of influencer they are and what else I might expect of them.
Sometimes I wonder if that's a way to camouflage bots as authentic engagement too. If you tell your human audience to say something and then a bunch of accounts just obey that command, it looks like you have human clout. Maybe 40% of it is real but what if 60% of it is bots to prime the pump of peer pressure/social acceptance?
@@shawnaripari thank you for replying. I have the same feelings about it as you. Especially when a quick Google search can often find the same or similar item
Just a quick explanation of the US tax brackets. Your taxes owed wouldn't be cut in half if you went from $50k to 40k because of the 22% to 12% tax bracket reduction. No matter what you made in total you would pay 12% on your first 47k, then 22% on 48-100k then 24% on $101-$191k and so on. So if someone made 50k, they would only pay 22% tax on $3k, and the remaining $47k would be taxed at 12%.
The American tax code is confusing, and I used to think if you made more, all your income would be bumped into the higher bracket, but luckily, it isn't 😉
@thefrugalcrafter it works the same here, I just had a HUGE brain fart 😅 thank you for saying this and also being so kind about the error I appreciate it 😊
I may be wrong but it irks me when people say i dont mind spending my money on this lipstick so you can find out whether its good. Its a business expense not out of pocket!!! Plus the money you make influencing people to buy it. I wish people were more transparent!😢
I get the irk, but I like when they acknowledge their job is to review products so this lipstick isn’t something they wanted to add to their makeup collection but it’s a tool to create a review.
Am I right in thinking that the influencer buys something themselves, then claims the TAX back on it - they're not getting it for free but because it's 'tax deductible' - they're just not paying tax on it; so essentially it's just a bit cheaper than if it wasn't a business expense but a personal purchase. Can someone clear this up for me? Have I got it wrong?
They can deduct the purchase price from the amount of overall income for the year to be taxed: gross income $25k-$4k on products and tools used for the channel = net taxable income of $21k. These numbers can change the tax bracket as well as combine with other deductions for pretax compensation. For the USA.
Do you have access to information on how much money on how influencers make based on certain factors? That would be eye-opening for a lot of people. For example, if someone makes a YT video with three ads and 10 affiliate links. Say it gets 100K views and 500 resulting purchases. What is an an estimate of how much money they made? There is a lot of gatekeeping of this information, so people don't know the wild amounts of money that shopping channels like Jaclyn Hill or Shea Whitney make.
I don't have that kind of info or much to offer in approximation because with adsense alone the CPM (cost per Mille or 1000) changes per video and per day and varies with niche. Some niches are more advertiser friendly. With affiliate links it's usually a % like 4% of the purchase price but that can be 2% or 20% there are a lot of variables. Since I myself don't do affiliate links idk. We could estimate 500 purchases on a $20 item at 5% commission but i don't even know how accurate that is
I like restock videos. I think they are for entertainment only tho. Maybe it’s petty, but if I genuinely like something and would consider purchasing it, I look it up myself 😅 I RARELY use the links
(Side story about the links…In the tiktok shop, I was curious about these “trending “ bodysuits, so I clicked on it just to check the price. Every other video from then on was another ad for those darn bodysuits)
See, for me, my content *is* getting something, but it's mostly using it. So if I'm playing a video game, and someone in my audience thinks it looks fun, and they buy it... I get nothing. Same with a colouring book, or a stamp set. I can show it to you or tell you if I like it, and you can maybe want it and get it, but... yeah unless you paypal me or donate bits or make sure ot watch a lot of ads... idk, I get nothing out of that. I don't expect people to care what some random person (me) says about a colouring book, but if you do care, I think it's fair that I get nothing from that interaction unless you specifically hand me cash for it. You're at least sure why I've done so. And when I do get offered free products, yeah, I'm not gonna say yes or tell anyone about that unless I think it'd be good for my audience. If the book is crap, I'll let you know, and you'll know exactly why. It just feels like when the "hey, go buy this" part IS the job, and IS the way you make money, then people will just lie to be able to say "go buy this" more often. And that's... idk, I don't get why people lie ever, so there's that. But like, aren't you supposed to protect and care about what happens to your audience? Superficially at least. I don't love you or anything, but I never want people to be scammed or harmed. Some people just don't care? How does that work?
❤
Say it louder for the people in the back!
15:15 Creators have to make new videos and show new products because the old products get outdated! Stuff I linked to a year ago isn’t even available to purchase anymore. Most creators and influencers genuinely create content to help people. It’s not as easy as it looks.