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“Likes are a beautiful vanity metric... but if your wallet’s not killing it, why are we doing it?” — Sally Obermeder
This episode was a part of a juicy panel at the Social Summit Manly 2026. We can’t wait to take you behind the curtain with Sally Obermeder, founder of Ziish (formerly Swiish)!
Can you actually get paid for likes on Instagram, TikTok or Facebook? Does 100k likes mean you’re making money? Sally Obermeder, former Channel 7 entertainment reporter turned co-founder of wellness brand Ziish (formerly Swiish), says the answer is no, not on their own. After a stage three cancer diagnosis the day before giving birth, Sally and her sister turned a green smoothie blog into one of Australia’s best-known wellness brands. It now has around 20 products, stocks in all 500 Priceline stores, and launched into Boots in the UK. Recorded live at Social Summit, this fireside chat with Arielle closes the gap between likes, engagement and real sales.
Sally breaks down exactly how to monetize your social media following and turn engagement into revenue. She covers why the algorithm is “pot luck” and why your email list is the land you actually own. She also shares how she builds lead magnets that cost $0 (including the dopamine menu that landed her on Sunrise), how ManyChat comment automations grow your audience, and why “the best way to sell is to not sell.” Other topics include how to collab with bigger brands, how she tests content organically with trial reels before spending on Meta ads, what makes a video ad a “banger,” and how to run IRL events on a small budget. It finishes with live audience Q&A, where Sally gives on-the-spot marketing advice to a small business florist and a B2B consultant. If you’ve ever wondered how creators and small businesses really make money online, this one is for you.
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INSIDE THE EPISODE:
00:00 — Intro: Meet Sally Obermeder
02:57 — Likes vs. Money & Owning Your Audience
07:45 — Lead Gen That Costs $0: The Dopamine Menu
10:30 — Reaching “Sally”: Wellness-Adjacent Content
13:19 — ManyChat, Collabs & Dating Up in Business
17:39 — Giveaways, Email & the Art of Not Selling
22:21 — Ads: Test Organically, Then Back Winners
26:04 — What Makes a Video a Banger
28:50 — IRL Events: Spend Where It Matters
33:19 — Live Q&A: Sales Advice for Small Businesses
Connect with our Guest:
Sally Obermeder on Instagram: @sallyobermeder
Ziish on Instagram: @ziishofficial
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This episode includes references to third-party brands, platforms and retailers (including Instagram, TikTok, Facebook/Meta, ManyChat, Priceline and Boots) discussed for educational commentary. Nothing in this episode is financial advice. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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