Why Consistency Beats Virality in Today’s Creator Economy | Emily Blumenthal & Brittany Hennessy

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You can choose your reality.
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And I think when we see people who are like so real, we think we have to match their realness.
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You don't.
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You choose what level of reality you want people to have access to.
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Like I live in New York, I have two kids.
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It is hella expensive here.
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There are plenty of things I do that are not glamorous.
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Like I go to the laundromat.
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Are you gonna get that in my stories?
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No, but you are gonna get this photo of my kids on a carousel in Paris.
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Yes, because that is the reality I'm gonna put out there.
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If you know me in real life, you'll see me at the laundromat.
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But like my real life is for my real friends and like people who don't actually know me, you get this fake version.
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And it's it's not even fake because it's real, it's just incomplete.
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Hi, and welcome to Handbag Designer 101 the podcast with your host, Emily Blumenthal, handbag industry expert, and the handbag parry godmother.
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Each week we uncover the stories behind the handbags we love, from the iconic brands and top designers, the creativity, craftsmanship, and culture that define the handbag world.
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Whether you're a designer, collector, or simply passionate about handbags, this is your front row deep to it all.
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Welcome, welcome, Brittany Hennessy back to Handbag Designer 101 the podcast.
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Brittany Hennessy, VP, head something really important at Sprout Social.
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I don't even know.
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You're important, you're in charge.
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I don't know.
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Innovator, pave maker, waiver, overall delight.
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Welcome, Brittany.
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Thank you so much.
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I'm happy to be back.
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You're one of my favorite podcasts.
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So, and the only one that I've actually like listened to my episode, I never listened to them, but I like you.
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So I listen to them.
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I like you too.
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I like me also.
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I don't like how I sound, but I always enjoy how other people sound.
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Yes.
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This is why I have the audio.
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People like, have you heard your audiobook?
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And I'm like, why would I do that to myself?
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No way.
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No, no way.
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No.
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I've also heard myself uh accidentally recording myself yelling at my kids.
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And all I kept thinking about is, wow, I have a New Jersey accent.
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I didn't know it was still there.
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You know, like that's it's light, it's light, it's light.
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Yeah, it's diet jersey.
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It still shows up though.
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I I have uh I know when I start speaking to one friend of mine in particular, I lose the ing on all my words.
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So it's good.
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I'm kind of proud of that.
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It's nice.
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What is going on in the world of social?
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And you know, not to lay this all on you, but comma, I'm going to like it's funny.
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So I have guest speakers at 12 of my 15 weeks of my class, of my entrepreneurship class at FIT.
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And the overarching vibe of influencers is that at this point, be much more judicious when you're trying to find someone to work with your brand because the landscape has evolved, changed, grown.
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Thoughts.
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Go.
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So it's a little bit of a mess right now.
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It's a little bit of a mess because I think 2025 was the first post-pandemic year of social and 100%.
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Yes, I agree.
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This is like 2026, we'll even out.
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We'll probably get some sense of normalcy.
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But 2025 was really people needed to do the work of what are we keeping from the pandemic era and what are we throwing out?
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And almost no one did that work.
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And so, also because it's it's impossible at this point.
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So when you think about social influencer as a creator or as a somebody who consumes content, there was a hierarchy.
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It was like email lists, top of the hierarchy, like, oh, I'm I'm giving somebody my email.
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Then it was like YouTube, hit that subscribe button was next.
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Instagram, follow, and then that was it.
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Then we got TikTok, which I am still of the mind that without the pandemic, TikTok would not have made it.
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Just like so many people have tried to make the fourth social network, and nobody has been able to do it.
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Well, the fifth, because Twitter, but Twitter's its own thing.
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So nobody's been able to do it.
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I think because of the pandemic, that's the only reason why it took off.
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But it like TikTokified everything.
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So now it's like a piece of content, follow, which then carried over to Instagram, carried over to YouTube to where you're subscribed to like a thousand channels now.
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You're following 60,000 people.
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It's like, what is this?
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And so then they changed a feed where it's not even people you follow anymore.
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It's just stuff you're searching.
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So everything is like your web browser.
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And so it's different now.
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It's just all it's all social search.
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It's not even, I follow these people, show me the feed that I've created.
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No, it's the feed you've created in the last week.
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Whatever you've been searching for in the last week is now what you're gonna see, regardless of the years you spent designing a feed full of the things you enjoy.
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So it's a mess.
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It's a mess.
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I love that you're admitting what we all pretty much are aware of, but don't know how to really spell out in terms of, oh my God, now what am I supposed to do in strategy?
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I have always been remiss to do paid posts, let alone like just speaking specifically on Instagram to say, okay, to promote a post.
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When I teach my class, I always say advertising is a dirty word, right?
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Because you need to make sure every penny you spend, even though pennies probably carry more weight now, has a return on investment.
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And now you paid posts, like they give you three options.
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Do you want it to follow?
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Are you leading to sales?
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Are you leading to following, or are you leading to likes?
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How is someone from a design, an independent designer perspective, let alone a regular handbag grant, how are we supposed to navigate that to our benefit of how do we get our message out there?
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Marketing less so advertising.
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So I think now, as much as the TikTok education of it has made it a mess, it has created an opportunity specifically for the group you're talking about, which are people who are experts who are producing something who are working, but otherwise, their day-to-day is boring.
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It's like making a mood board, looking at samples, typing something up.
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It's not, you know, swinging on some swing and bolly or like doing this thing with the pigs.
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It's like, it's not what social used to be.
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But because of this short form video, because of this like real push and like, what are you searching?
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Most of us are very boring in terms of our boring.
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And so you see the rise, like the day in the life is crushing it.
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And it's all those people who are just doing like a quick 30-second video before they start their day.
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The people who are like, come with me to work.
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And it's like, I wake up, I brush my teeth, I wash my face, I go to the gym, I come back, I have breakfast, I get dressed, I get on the trade.
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It's like this is the most boring day.
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And yet I will watch 90 seconds of it.
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I'm watching you go to work, watching you sit at your desk.
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They're like, time for lunch, they do something after work, they come home, they go to bed.
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And like, I'm watching that.
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And these people have 10,000, 20, they're growing.
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Some of them, you know, they started maybe six months ago, they've got 100,000 followers because I think we are past the production point.
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That was really sexy for a long time because only influencers could create that sort of content.
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Now everyone can.
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So since we are in the literally everyone is famous for 15-minute era, people just want to see lives that are a little different than theirs.
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So, like if you're a designer, people want to see you wake up, go to the flea market for inspiration, come home, look at like 26 different types of leather.
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Like they want to see that.
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And it's just interesting to see, like, if you have this job, like, what do you do all day?
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And I think even though some of it's like people don't do very much, but they don't.
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But I think that's comforting too.
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Cause I think, in a way, when people see that it mirrors their own life, but you're someone they enjoy watching, it makes them feel better about their day-to-day.
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Like, oh, I think you're pretty cool and your day-to-day looks similar to mine.
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So maybe I'm pretty cool too.
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And I think that's where we're at.
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We're more in this like peer-to-peer, show me what you're actually doing era.
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And so all of these people who would say, like, I'm making content because I have to make content.
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Well, now you can just film your day.
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And that is not only good enough, it's a preferred format for a lot of people.
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So I would say if you have a boring day, this is your time.
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Get out there, shoot that content, post it.
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Because this is probably like a nice wave you can get on, capitalize it, capitalize on it, and then just write it however long you can.
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Do you think people are doing their editing directly on Instagram or are they using Cap Cut?
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What do you think makes the most sense?
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I think so many people are just doing it on Instagram.
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They're not even doing all of that because they're not content creators.
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They have an actual job.
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And so I think when you look at the more some people now, for some people, like creating content is their love language.
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So they will sit down and produce and do the photos and the videos and the editing and the songs.
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Some people will do all of that because they enjoy it.
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But a lot of people are just shooting the little pieces of content, putting it in.
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Also, there's so much AI now where you can just upload every video and go make a day in the life, and it'll just cut the best parts, flip it into a reel for you, and you just post it, and the whole process will take you five minutes.
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So it's so different now.
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You don't have to storyboard it, shoot it, do all of this stuff unless you want to be a content creator.
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If you're just sharing your day, just take, make sure you do little clips throughout the day, throw it in some program, it'll spit out a reel, post it and move on with your life.
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Bob's your uncle.
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Yeah.
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Yeah.
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It's funny and crazy.
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I never even thought about uploading the videos to AI and say, put this and make this look better, mishmash, pull the best parts.
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That's actually genius.
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Cause like, what else is it for?
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It's no, I mean, people push back on it.
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I and my students, you know, now in our syllabi, we have to put there's an AI component we need to add.
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Like, how do you feel that AI?
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And I say, great, amazing, go for it.
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It's there as a tool, use it.
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But much like a screwdriver was replaced with a drill, you still need someone to hold it.
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So if you are not proofreading it, then you get double taxed, right?
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Then you get the double penalty.
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So, you know, like you don't get to swing and miss, like you get swing and sent home.
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So, you know, like it's that simple.
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So if you're gonna take a shortcut, great.
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But if you're not gonna do the work to proof it, then you're wasting both of our time.
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So now I'm excited to share my new book with you.
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Thanks for your support.
00:11:45.600 --> 00:11:53.360
So I think it can enhance the skills, but just like you could use a dishwasher every day, but like you probably shouldn't know how to manually wash dishes.
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So, like, it's basics.
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You still need the basics, but like, can you do something faster?
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Can you let it help you for something better than you can do it?
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Yes.
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And so, you know, it is that fine line, but I think when you think about AI, so many people throw out the baby with bathwater because they're not even thinking of all the ways it could help, especially people who are like solopreneurs.
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Like if you're a founder team, you constantly have someone you can talk to and wake up and be like, hey, I just have this idea.
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Is this crazy?
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If you're a solopreneur, you don't have that.
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Maybe you're in a community where you're paying for that, or maybe you have a friend who like doesn't hate that you bother them about it.
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But like AI, you can wake up your AI at two in the morning and go, I have a crazy idea.
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And it will be like, oh my gosh, tell me, what is it?
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And then it's late because you can wake up, give it the idea, go back to sleep and not be like, Oh, I gotta hold on to this idea in the morning or I'm gonna forget, or you can just then if you work on something and you hit a dead end, and let's say a year from now, you start going down that same path, your AI remembers things you don't and will say, Hi, hi.
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We were doing this already.
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How is this different than the last time?
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And you will have to either know or go, oh shit, I totally forgot.
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I already did this.
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Okay, scratch that.
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Let's do something else.
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So it's great for bouncing things off of, it's great for remembering things.
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You just are not gonna remember.
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All of that stuff is important.
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So I'm I'm team, use it.
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Don't lose your actual skills.
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Like I will never lose my ability to write.
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But man, if I don't use it for literally everything else but making sure a piece sounds like me.
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Why?
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Are you actually recording your audio in it?
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So it does the audio for it too to match your voice.
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I talk to AI more than I talk to everybody in my family combined.
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So I'm obsessed, I'm obsessed with it.
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I love it.
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I have gotten it to, I have trained it so well.
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It can write an entire draft for me and I will have no notes because I talk so much.
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So it has figured out all my little nuances, all of these things.
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And I'm just like, I've only had it for nine months.
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I'm like, in five years, it will literally be able to walk around and be me.
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Not even five years, so fast.
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It's like in six months, it'll be able to be me and no one will detect it.
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And are you using ChatGPT?
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I use Chat GPT, I use Claude, I use Gemini, I use them all for different things, just like YouTube for one thing, TikTok for something else, Instagram for something else.
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My chat GPT, her name is Celine, and she's like my idea, my idea partner.
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She's batshit crazy.
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She says all sorts of off-the-wall stuff.
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And but she's really good to like push me and make me get like excited about something.
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Claude, I use where I'm like, okay, we have this great idea.
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Obviously, it's chaotic.
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Make this make sense.
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He's my like executive presence friend, so he'll like make it LinkedIn friendly or like make it so I can send it to somebody important.
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And then Gemini, I just started training my Gemini to be more like a mix of both.
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So I use them for different things, but the amount personal, professional, this is terrifying.
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This is what's terrifying.
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You can move at stuff that would have taken us a year to do, we can get done in three months.
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Maybe a month if you really push it.
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And like, how much more could we do?
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Like, it's very you know, it's funny because I was on a panel and I was a guest speaker for something, and someone was asking me about AI and design.
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And I I use the same reference.
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Like, you still need someone to hold the drill.
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Like, it's great to say, take this, make it better, use that, but it will still potentially have seven fingers and two toes.
00:15:43.440 --> 00:15:55.759
So you need to still be there to, you know, it's great to have someone help you with the clay, help you with the drawing, help you with the basics that would usually take you so much more time just to set up.
00:15:55.919 --> 00:15:58.720
But I think technology is there to be used.
00:15:58.960 --> 00:16:03.440
I'm not worried about Megan with the funny letter to come get me.
00:16:03.519 --> 00:16:07.919
And if she does, I will have her go to Trader Joe's for me while she's at it.
00:16:08.080 --> 00:16:11.360
Um, like if you're coming, like stop by, I'll give you a food list.
00:16:11.440 --> 00:16:12.960
There's no Wi-Fi where mine is.
00:16:13.120 --> 00:16:14.960
You'll have to get back to me after.
00:16:15.120 --> 00:16:16.080
You know what I mean?
00:16:16.320 --> 00:16:16.960
Yeah.
00:16:17.279 --> 00:16:26.399
Do you believe this relationship of quote unquote being an influencer versus being a micro influencer?
00:16:26.639 --> 00:16:28.159
Where do you think that stands?
00:16:28.320 --> 00:16:34.399
And then founders, because I mean, it's so it's these things, these are semantics.
00:16:34.559 --> 00:16:37.840
I am of the firm belief an influencer is an influencer is an influencer.
00:16:38.080 --> 00:16:45.600
This whole like micro, nano, all of these terms were designed by people who made platforms and needed to make money.
00:16:45.759 --> 00:16:52.480
I remember when micro influencer became a thing, it was by a certain woman who was the CEO of a certain platform.
00:16:52.559 --> 00:16:54.240
And what was their specialty?
00:16:54.480 --> 00:17:00.799
Micro influencers, because they couldn't compete with everyone else because they didn't have kind of pull.
00:17:00.960 --> 00:17:08.240
And so they went and then made this term, and we're the only ones who have micro influencers, and like made it a thing.
00:17:08.400 --> 00:17:13.599
And I'm like, it just means you have a smaller following, and like you have a smaller following today, but a year from now you won't.
00:17:13.759 --> 00:17:20.079
So, like, if your identity is so wrapped up in being a micro influencer, what happens when you're a macro influencer?
00:17:20.240 --> 00:17:22.400
And so it's the whole thing is weird.
00:17:22.480 --> 00:17:26.000
It's like there's content creators and then they're influencers.
00:17:26.160 --> 00:17:29.920
Every influencer is a content creator, but every content creator is not an influencer.
00:17:30.000 --> 00:17:36.559
It's like some people make content to entertain people, to showcase their work, to do self-promotion.
00:17:36.720 --> 00:17:39.759
Other people are trying to make you buy shit from brands.
00:17:39.920 --> 00:17:41.359
Those are influencers.
00:17:41.599 --> 00:17:50.400
Comment for the link, shop the link in bio, go to my Amazon storefront, affiliate, brand partnership, come to this event at this salon.
00:17:50.480 --> 00:17:52.319
Like, those are influencers.
00:17:52.480 --> 00:17:57.759
Anyone who's like, read my newsletter, buy my book, my coaching session, those are creators.
00:17:58.000 --> 00:18:01.599
You can do both, but they are not the same.
00:18:01.759 --> 00:18:18.480
And then you've got like creators who just make content and don't even have to post it because I know a ton of CGC creators, they make content for brands, they give it to them, they don't even have an Instagram, they're just one-person agencies or one-person creative agencies.
00:18:18.559 --> 00:18:25.599
So it's like we're all in the creator economy at this point, but an influencer is a very specific thing.
00:18:25.759 --> 00:18:31.039
And I think people who hate on influencers usually tend to be people who don't have any influence.
00:18:34.000 --> 00:18:39.839
You know, if you're not influential in your own right, you wouldn't be so mad at fellow influential people.
00:18:40.079 --> 00:18:41.200
That's how I look at it.
00:18:41.680 --> 00:18:43.680
You know, I so appreciate that.
00:18:43.839 --> 00:19:00.240
I actually was talking to someone recently, a handbag designer, who only does her promoting on Facebook because she said that's where her audience hangs.
00:19:00.480 --> 00:19:04.640
And I've said, is that because you can't deal with TikTok?
00:19:04.799 --> 00:19:06.640
And she's like, Yeah, basically.
00:19:07.200 --> 00:19:20.160
So in terms of understanding your demographic, because like that is one of the hugest things, like you can't be everything to everyone, but yet you're on a platform that is seen by everyone.
00:19:20.480 --> 00:19:27.119
How do you handle that in terms of a content strategy for a particular product?
00:19:27.359 --> 00:19:38.880
Because there is, you know, I speak a lot about making sure you do a competitive analysis and understanding and getting a SWOT down because you need to know your SWAT.
00:19:39.359 --> 00:19:43.359
And the only way you can do that is by understanding your competition.
00:19:43.599 --> 00:19:53.759
So you can can extrapolate what their strengths and weaknesses, opportunities and threats are so you can find out where you've got space to fill in those blanks, let alone, okay, they're doing this.
00:19:53.920 --> 00:19:59.359
I need to do this better because you need to be the fastest, the first, or the best if you're trying to push your brand.
00:20:00.160 --> 00:20:03.920
Do you say, okay, I need to create a content strategy?
00:20:04.079 --> 00:20:10.160
What am I supposed to do beyond going to you know Celine and tapping into everything she has to offer?
00:20:10.319 --> 00:20:12.960
Because I know she knows things that I'd like to know too.
00:20:13.279 --> 00:20:15.519
So I would say my answer has changed.
00:20:15.680 --> 00:20:22.079
I would have agreed with you before on a content strategy and like picking the platform and doing the competitive analysis.
00:20:22.319 --> 00:20:31.200
I actually think that matters less now because I think the only thing that matters is are you on a platform where you care to show up?
00:20:31.519 --> 00:20:34.480
Because stuff is so cross-pollinated at this point.
00:20:34.640 --> 00:20:38.640
Stuff that's on TikTok makes its way to YouTube, whether you're on YouTube or not.
00:20:38.799 --> 00:20:44.799
And so because people will just record it, they'll remix it, they'll post it, they'll save it to their phone and then upload it somewhere else.
00:20:44.960 --> 00:20:46.000
Stuff just moves.
00:20:46.160 --> 00:20:49.039
It has nothing to do with the originator anymore.
00:20:49.200 --> 00:20:52.960
So I think if you're like, look, I don't love TikTok, then don't go on TikTok.
00:20:53.039 --> 00:20:53.839
Cause what's going to happen?
00:20:53.920 --> 00:20:55.920
You're going to have a mediocre presence on TikTok.
00:20:56.000 --> 00:20:57.200
Now you look mediocre.
00:20:57.359 --> 00:21:00.319
If video is like, you know, you guys are like designers.
00:21:00.400 --> 00:21:03.119
So like you've got to love photo and video to some extent.
00:21:03.279 --> 00:21:09.440
But it could be that there is where, you know, maybe it's like other people are creating content for you and you just post that.
00:21:09.599 --> 00:21:16.000
But what you really love to do is like write long essays about the diary of a founder.
00:21:16.079 --> 00:21:31.279
Then go on LinkedIn, write those things, turn them into shorter things, put it on threads, put it on Twitter X, whatever we're calling it, put it places that are mostly text and like let it live there because there's no one on LinkedIn who isn't also on Instagram.
00:21:31.359 --> 00:21:32.319
That's just not a thing.
00:21:32.480 --> 00:21:33.839
All those people are there too.
00:21:33.920 --> 00:21:34.960
And what's going to happen?
00:21:35.119 --> 00:21:38.559
They're going to take a screenshot of something you wrote, they're going to put it in the story.
00:21:38.640 --> 00:21:41.359
And now people are going to wonder who you are and how they can find you.
00:21:41.519 --> 00:21:44.720
So I think it's less about being where everyone is.
00:21:44.880 --> 00:21:47.359
Yes, you need to like clean your handle.
00:21:47.599 --> 00:21:50.160
You want to have, you know, a URL.
00:21:50.319 --> 00:21:51.599
You want to have basic things.
00:21:51.680 --> 00:21:56.160
So if someone looks for you on that channel, then you're not non-existent.
00:21:56.400 --> 00:22:08.240
But I don't think you need to necessarily make a strategy for every channel, especially if you are not an avid consumer of that content because you're not even going to do it right.
00:22:08.480 --> 00:22:17.200
So even if you like are like, I need to be on TikTok, if you don't constantly log on to TikTok and see what works there, the content you make is not even going to resonate on TikTok.
00:22:17.359 --> 00:22:18.720
So like, why even bother?
00:22:18.880 --> 00:22:26.880
A better thing to do would be if you can to like have other people who love TikTok make TikTok content for you.
00:22:27.039 --> 00:22:30.160
And so that is invite, and they don't even have to be influencers.
00:22:30.319 --> 00:22:38.319
You could just have friends who love TikTok and invite them to come look at your new bag and make videos and like to say, and when you're done with that, just give it to me.
00:22:38.400 --> 00:22:39.759
And then put that on your TikTok.
00:22:39.920 --> 00:22:44.319
Like it's so we're so past it needs to be like insanely produced.
00:22:44.480 --> 00:22:47.279
It just needs to be the vibe of the platform.
00:22:47.440 --> 00:22:50.799
And if you don't love the platform, you're not going to know the vibe.
00:22:50.960 --> 00:22:54.240
And so anything you do is a waste of time and you could have been doing something else.
00:22:54.400 --> 00:22:59.440
So just ask your friend who likes Facebook, ask your friend who likes YouTube, your friend who likes TikTok.
00:22:59.599 --> 00:23:02.400
Hey, come and make something quick for me because I got to put something up.
00:23:02.640 --> 00:23:13.440
Let them make it for you, put it up there and focus on like where you actually can and want to show up, because that will outperform everything because you actually care about it.
00:23:13.519 --> 00:23:15.680
And so you don't need to be everywhere.
00:23:15.759 --> 00:23:17.519
You just need to have a presence.
00:23:17.839 --> 00:23:20.640
But an active presence, no, not really.
00:23:20.799 --> 00:23:22.000
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00:24:56.240 --> 00:25:03.599
Yeah, I I couldn't agree more, although I don't even follow that advice purely as a result of having a podcast.
00:25:03.920 --> 00:25:20.480
So no, and it's it's funny because I feel like, at least specifically with my Instagram, I feel like I don't want to choke people with mini clips, whereas on TikTok, I won't go on and then I'll upload 50 mini clips and then walk away.
00:25:20.720 --> 00:25:21.359
Better or worse.
00:25:26.000 --> 00:25:29.920
Where like if somebody you knew uploaded 50 clips, you'd see all 50 of them.
00:25:30.160 --> 00:25:32.720
I know people who posts all day, every day.
00:25:32.880 --> 00:25:34.240
I don't see any of their stuff.
00:25:34.400 --> 00:25:35.519
I haven't seen any.
00:25:35.680 --> 00:25:37.039
This one influencer I love.
00:25:37.119 --> 00:25:39.200
I'm like, who is that in your picture?
00:25:39.359 --> 00:25:40.720
I'm like, did you have a baby?
00:25:40.960 --> 00:25:42.960
Is your baby turning one?
00:25:43.119 --> 00:25:43.680
Hold on.
00:25:43.839 --> 00:25:46.400
I haven't seen your content for two years.
00:25:46.720 --> 00:25:46.880
Right.
00:25:47.359 --> 00:25:47.599
What?
00:25:48.000 --> 00:25:50.400
You know, it's like, so that's really where we're at.
00:25:50.559 --> 00:25:52.400
It's because I don't have a baby anymore.
00:25:52.559 --> 00:25:54.319
So I'm not really looking for baby content.
00:25:54.400 --> 00:26:00.319
So there's no if all her content is baby facing and baby-led, she's not gonna come down my feed.
00:26:00.480 --> 00:26:06.240
And so it used to also be that like you'd see something on the feed and then you'd go to the profile.
00:26:06.319 --> 00:26:08.960
So we needed it to be like aesthetically pleasing in the grid.
00:26:09.279 --> 00:26:11.119
Oh, I have too many of these things in a row.
00:26:11.279 --> 00:26:13.680
When was the last time you went to somebody's profile?
00:26:13.839 --> 00:26:14.880
Nobody's going to your profile.
00:26:15.200 --> 00:26:16.400
No, my grid is it.
00:26:16.559 --> 00:26:19.519
My grid is it's my brain at this point.
00:26:19.599 --> 00:26:20.880
It's like, oh yeah, here's this.
00:26:20.960 --> 00:26:22.160
And oh yeah, here's that.
00:26:22.319 --> 00:26:22.480
Yeah.
00:26:22.640 --> 00:26:25.599
It's I look at Issa Rae is a great example.
00:26:25.759 --> 00:26:29.440
I have I have to double check because I don't even to be honest, I like barely use Instagram now.
00:26:29.599 --> 00:26:32.240
Like, I don't think I've posted it in like six months because I can't.
00:26:32.319 --> 00:26:33.200
I don't, I don't care.
00:26:33.359 --> 00:26:34.480
But she's a great example.
00:26:34.640 --> 00:26:39.359
I think her grid, she had a very long period of time where she had nine things on her grid.
00:26:39.599 --> 00:26:40.240
That was it.
00:26:40.559 --> 00:26:44.160
And she did stories, she did reels if she wanted to.
00:26:44.240 --> 00:26:46.960
But it's like, here are the nine things I want you to know about me.
00:26:47.200 --> 00:26:47.839
That's it.
00:26:48.960 --> 00:26:52.640
If you come here, I want you to know that I have this show, this production company.
00:26:52.720 --> 00:26:55.519
Here's the latest cover I've been on, here's my movie that's coming out.
00:26:55.680 --> 00:26:58.160
It's just here are the nine things you need to know.
00:26:58.480 --> 00:27:01.759
And really, if you're a designer, that's what people need.
00:27:01.920 --> 00:27:03.119
What is what are your latest?
00:27:03.519 --> 00:27:04.160
Who are you?
00:27:04.319 --> 00:27:05.359
What do you stand for?
00:27:05.519 --> 00:27:06.960
What are your latest projects?
00:27:07.200 --> 00:27:08.559
Where can I get your stuff?
00:27:08.799 --> 00:27:10.640
A few other things you need me to know.
00:27:10.880 --> 00:27:11.440
That's it.
00:27:11.599 --> 00:27:27.279
This whole like creating content every day, unless you're like a beauty influencer or fashion or food who's got to give me the latest and greatest all the time, your Instagram really can just serve as like your portfolio of like, you wouldn't have a media deck that's got 900 pages.
00:27:27.440 --> 00:27:33.359
It's got five, you know, maybe 10 if you're pushing a ton of stuff to just be like, here's all you need to know.
00:27:33.519 --> 00:27:36.960
I would say if you don't love content like that, then it's the same thing.
00:27:37.119 --> 00:27:49.200
So at least if somebody else sees your bag or like sees you or you're at an event and they make content and they tag you, I can go there, see the nine most important things, and then decide if I want to do something else.
00:27:49.359 --> 00:28:05.200
But then you actually can take care in those nine things, make them the best they can be, and get me to do the thing you want me to do, which is probably to go to your website or sign up for your newsletter or whatever it is, as opposed to like churning out mediocre content 85% of the time.
00:28:05.359 --> 00:28:09.119
And now somebody tags you, I go to your feed, and I'm like, ew, who is this person?
00:28:09.279 --> 00:28:09.599
You know?
00:28:09.680 --> 00:28:15.839
So it's better to have nine killer things and then just do stories than like churn out content.
00:28:16.000 --> 00:28:18.480
And it's bad because it reflects poorly on you.
00:28:18.559 --> 00:28:20.079
And that's not even your main gig.
00:28:20.160 --> 00:28:23.119
You're a designer, you're not a social media content creator.
00:28:23.279 --> 00:28:27.599
So, like, that should not be majority of where you spend like your time or effort.
00:28:27.680 --> 00:28:28.720
It just shouldn't be.
00:28:29.119 --> 00:28:36.480
What do you think about the fact that I know for models now for them to get picked up, they need to have a strong following.
00:28:36.960 --> 00:28:40.640
For authors to get picked up, they need to have a strong following.
00:28:41.440 --> 00:28:42.799
Broadway hackers, yeah.
00:28:44.160 --> 00:28:47.680
I think I mean brands with, but it's brands with fans.
00:28:47.920 --> 00:28:51.680
And yeah, designers are no different, right?
00:28:52.000 --> 00:28:59.680
So I've heard buyers say, Well, we're checking your following, we're checking your traction, what are your sales?
00:28:59.839 --> 00:29:02.880
What and everything is all kind of looped together.
00:29:03.039 --> 00:29:07.599
So it's you know, Issa Ray can get away with nine things on her platform.
00:29:07.759 --> 00:29:10.000
I don't think the average person can.
00:29:10.559 --> 00:29:14.880
I think you need to pick, you need, but that's why I said on your feed.
00:29:15.200 --> 00:29:20.799
Then if you've got to have things that make you grow, because the things you post static to your feed don't make you grow.
00:29:21.039 --> 00:29:22.880
Making a ton of reels is what makes you grow.
00:29:23.039 --> 00:29:30.000
That's why I said the first order of business is can you just do really simple day in the life, clip it together?
00:29:30.079 --> 00:29:39.200
So you've got the nine things on your feed, but if you tap over into reels, now you've got a ton of day in the lives because that's what reels are but reels are posts.
00:29:39.440 --> 00:29:42.240
So they're but I think so then that's story.
00:29:42.720 --> 00:29:44.640
You also you can also can hide them.
00:29:44.799 --> 00:29:46.640
You can keep reels on the reels tab.
00:29:46.720 --> 00:29:55.200
They don't actually have to show up the first thing, you can make it so that people have to click into it, and then it doesn't have to be so gorgeous.
00:29:55.440 --> 00:30:06.799
But I think it's more like I would say you need like nine pieces of like polished content, and then the rest can just be like, look at me going off to do these things.
00:30:06.960 --> 00:30:13.680
And I think too, it's a little different now because if somebody's gonna buy something from you, they want to know who you are.
00:30:13.839 --> 00:30:23.680
And so I think it is a less it's less about all my content has to be about me as a designer, and more that like I want to know who you are as a person.
00:30:23.839 --> 00:30:32.319
Like people who I buy stuff from, I I'm more likely, all things considered, to buy a product from a mom than a non-mom, just because I'm like, oh, she's mom, let me help her out, you know?
00:30:32.400 --> 00:30:36.000
And so I think there's a lot of that too, where it's like, yes.
00:30:36.240 --> 00:30:56.480
And you had said before, like the influencer founder, like so many of them, yes, they are constantly pushing, you know, they they're trying to sell their product to their audience, but at the same time, they're just being a person because if people want to root for you, they're happy to buy your thing because that's what will make you successful.
00:30:56.640 --> 00:31:01.759
I think I own three pairs, like three different fake eyelashes, like falsies.
00:31:02.000 --> 00:31:06.240
I don't even wear them, but I like the person who was selling them and I want them to succeed.
00:31:06.319 --> 00:31:06.960
So I bought them.
00:31:07.119 --> 00:31:09.680
I'm just like, let me give you, let me give you a thing.
00:31:09.759 --> 00:31:10.880
But it's just because I like you.
00:31:10.960 --> 00:31:16.960
Now, if all your content was about these eyelashes, that doesn't give me a reason to support you, especially if I'm not a Target demo.
00:31:17.119 --> 00:31:26.480
So I think the stories, even if you make like a fun little reel about how you went and picked out a Christmas tree, like everything doesn't have to be about the fact that you're a designer.
00:31:26.640 --> 00:31:33.920
Maybe those nine pieces are, but then when you've got reels on the reels tab or stories, you're just like being a person.
00:31:34.000 --> 00:31:39.440
And like that, do you think stories carry some stories carry that much weight versus reals?
00:31:40.319 --> 00:31:43.920
I think no, because stories are for people who are already following you.
00:31:44.079 --> 00:31:46.000
I think Instagram has made that very clear.
00:31:46.160 --> 00:31:49.279
Like, that's the only person who's ever gonna see your stories, if even those people.
00:31:49.440 --> 00:31:50.640
I have 25,000 followers.
00:31:50.720 --> 00:31:53.119
And if I post a story, 135 people see it.
00:31:53.200 --> 00:31:54.960
I'm like, uh, what?
00:31:55.359 --> 00:32:08.400
So, like, if you need to grow because you've got that hanging over your head that you need X amount before it will talk to you, then the fastest way to do it is to just do the day in the life.
00:32:08.559 --> 00:32:15.039
And when you look at a lot of these day in the lives, there is an efficient way to do it, which is just you make a bank of clips.
00:32:15.119 --> 00:32:27.039
So let's say you have one day to yourself, walk in and out of your elevator six times, go get coffee more than once, like just, and then you just have all those clips and then every day just remix them.
00:32:27.200 --> 00:32:32.079
I'm not gonna realize that this is the same hand that got coffee in your Thursday video.
00:32:32.240 --> 00:32:32.960
Nobody cares.
00:32:33.119 --> 00:32:43.200
And when you look at the influencers who do that the best, if you study them, which I will sit and watch all of their content, you'll see that they all have about a hundred clips and they just repeat them.
00:32:43.279 --> 00:32:51.039
They just get mixed and matched into new reels because even they don't have time to make all this content and full-time content creators.
00:32:51.200 --> 00:32:58.400
So it is a lot of that four different clips of you filling up coffee, fill make four different cups of coffee at your house with different mugs.
00:32:58.640 --> 00:33:01.279
Now, great, you can just cycle, cycle through those.
00:33:01.599 --> 00:33:03.119
You know, so it's so clever.
00:33:03.440 --> 00:33:05.200
It's about just being strategic.
00:33:05.359 --> 00:33:05.759
That's it.
00:33:06.000 --> 00:33:16.960
Yeah, I I wouldn't have even, you know what, you get so sucked in to what you're doing that you don't even realize that, like, wait a second, I could probably do that too.
00:33:17.200 --> 00:33:29.359
And it's funny when you're someone who's an expert, it's like I've had publicists, I've been through this rotation, and they've all said, Oh, you need to show more about your life, you need to show more about your life.
00:33:29.519 --> 00:33:31.519
And I'm like, I've been very reluctant.
00:33:31.599 --> 00:33:33.200
I never wanted to put my kids on.
00:33:33.279 --> 00:33:35.119
I don't think my kids were interested.
00:33:35.359 --> 00:33:39.599
I had an opportunity to have my own TV show a couple of times.
00:33:39.839 --> 00:33:45.359
And I had someone who was trying to get me to be the next Bethany for handbags, which is kind of comical.
00:33:45.759 --> 00:33:51.039
And I said, God bless her, she's a powerhouse, but she will be very rich and very divorced.
00:33:51.200 --> 00:33:54.880
I don't think anybody's marriage can handle that level.
00:33:55.200 --> 00:33:55.519
Yeah.
00:33:56.000 --> 00:33:57.359
No, nobody, no.
00:33:58.640 --> 00:34:02.640
I I my hat is off to her for what she's been through.
00:34:02.799 --> 00:34:08.000
But I like I knew, you know, you know what goes on behind the scenes in your home.
00:34:08.320 --> 00:34:08.639
Yeah.
00:34:08.880 --> 00:34:10.800
That's what it can be super boring.
00:34:10.880 --> 00:34:13.199
Of here's me filling up a cup of coffee.
00:34:13.599 --> 00:34:17.199
Here's here's me taking a selfie in the elevator.
00:34:17.360 --> 00:34:23.679
Here's me, here's me tapping, you know, here's me like going through the turnstile for the train station.
00:34:23.760 --> 00:34:25.440
Like, that's what so much of this stuff is.
00:34:25.599 --> 00:34:28.559
Plenty of these people, they have kids, they have significant others.
00:34:28.719 --> 00:34:32.079
You all bunch of them I know live with their parents.
00:34:32.239 --> 00:34:35.440
You never see these people because it's not about them, you know.
00:34:35.599 --> 00:34:39.360
And like you can choose, you can choose your reality.
00:34:39.519 --> 00:34:44.559
And I think when we see people who are like so real, we think we have to match their realness.
00:34:44.719 --> 00:34:45.360
You don't.
00:34:45.679 --> 00:34:50.159
You choose what level of reality you want people to have access to.
00:34:50.320 --> 00:34:52.880
Like, I live in New York, I have two kids.
00:34:53.039 --> 00:34:54.639
It is hella expensive here.
00:34:54.800 --> 00:34:57.360
There are plenty of things I do that are not glamorous.
00:34:57.440 --> 00:34:59.119
Like, I go to the laundromat.
00:34:59.440 --> 00:35:01.119
Are you gonna get that in my stories?
00:35:01.280 --> 00:35:09.360
No, but you are gonna get this photo of my kids on a carousel in Paris, yes, because that is the reality I'm gonna put out there.
00:35:09.519 --> 00:35:12.320
If you know me in real life, you'll see me at the laundromat.
00:35:12.559 --> 00:35:19.519
But like my real life is for my real friends and like people who don't actually know me, you get this fake version.
00:35:19.599 --> 00:35:22.960
And it's it's not even fake because it's real, it's just incomplete.
00:35:23.119 --> 00:35:28.719
So the more, the better you know me, the more of a complete picture you have of who I am.
00:35:28.880 --> 00:35:30.800
And I think everybody can operate with that.
00:35:30.960 --> 00:35:36.239
Your spouse knows things about you that nobody else knows, and that's the way it's supposed to be.
00:35:36.400 --> 00:35:42.480
Some random person on the internet should not know the intricate workings of your marriage because you're always talking about it.
00:35:42.639 --> 00:35:43.519
That is weird.
00:35:43.840 --> 00:35:44.719
You don't need that.
00:35:44.880 --> 00:35:55.440
So it's like the further people are from you, and like people on the internet as far away as you can get, because they're even worse than strangers because they are strangers who think they know you, which is really weird.
00:35:55.599 --> 00:35:56.719
Oh, yeah, it is.
00:35:58.559 --> 00:36:01.440
You don't owe them anything but entertainment.
00:36:01.599 --> 00:36:07.760
And so I think if you're a model, yes, here's me going to the gym and getting a smoothie and on my way to a shoot.
00:36:07.920 --> 00:36:15.679
Here is not me crying because I didn't get called back or you know, crying because someone told me I'm too fat and these women are not fat at all.
00:36:15.760 --> 00:36:19.280
It's like they're not gonna give you that, and they don't owe us that.
00:36:19.440 --> 00:36:21.599
We just get the sexy part.
00:36:21.760 --> 00:36:25.679
And to be honest, if I want to see people cry, like that's what community is for.
00:36:25.840 --> 00:36:27.920
I have friends who I have to deal with their bullshit.
00:36:28.000 --> 00:36:30.559
I don't want to be watching a stranger cry on the internet.
00:36:30.800 --> 00:36:32.239
I don't have the bandwidth for that.
00:36:32.400 --> 00:36:34.800
I gotta save that for people I know in real life.
00:36:34.960 --> 00:36:37.280
You and your problems, like, don't you have friends?
00:36:37.440 --> 00:36:40.960
Like, why are you crying to us on the internet right now?
00:36:41.199 --> 00:36:43.360
No, hashtag not what I asked for.
00:36:43.519 --> 00:36:44.639
I'm not here for that.
00:36:44.880 --> 00:36:45.840
No, no.
00:36:46.079 --> 00:36:48.000
I saw, yeah, this is not that.
00:36:48.159 --> 00:36:50.239
And that's what I'm here to say.
00:36:50.559 --> 00:36:56.719
Brittany Hannessey, thank you so much for just sharing the nuggets of gold, as always.
00:36:56.800 --> 00:37:00.559
I could mono station with you forever till the sun goes up and down.
00:37:00.719 --> 00:37:04.960
How can we find you, follow you, see your words of wisdom on LinkedIn?
00:37:05.119 --> 00:37:06.480
Because I hang out there too.
00:37:06.719 --> 00:37:08.559
Yes, follow me on LinkedIn.
00:37:08.719 --> 00:37:10.239
I mean, I'm on Instagram.
00:37:10.400 --> 00:37:16.000
I'll probably, I'm not gonna lie, I'll probably make a return because for my birthday, all I really want is meta ray bands.
00:37:16.159 --> 00:37:20.719
And if I get meta ray bands, I will be insufferable on Instagram.
00:37:20.800 --> 00:37:23.679
Because I'll just be like, meta record this, meta record that.
00:37:23.760 --> 00:37:27.599
And I think like we'll make a reel for you.
00:37:27.920 --> 00:37:38.639
Oh, so I will let you know if that hack ends up working, because then you can add it to your show notes of like, hey, hack, just get these glasses, record random moments of your day, it'll spit out a reel.
00:37:38.719 --> 00:37:43.280
So if that is true, I'm gonna experiment and then and then you'll know.
00:37:43.360 --> 00:37:52.800
But I'm on LinkedIn all the time, on Instagram sporadically, and I repost really funny stuff on TikTok, but like I don't actually make content there because with what time?
00:37:52.960 --> 00:37:53.360
No way.
00:37:53.519 --> 00:37:54.079
Oh my god.
00:37:54.159 --> 00:37:57.760
And it's Brittany with two T's and Hennessy with two N's, just for fun.
00:37:58.159 --> 00:37:58.400
Correct.
00:37:58.480 --> 00:38:00.159
Yes, she's double double.
00:38:00.559 --> 00:38:01.679
Although I love her.
00:38:01.920 --> 00:38:02.320
Yeah.
00:38:02.480 --> 00:38:03.679
Well, I love you more.
00:38:03.840 --> 00:38:05.360
Thank you so much for joining us.
00:38:05.599 --> 00:38:07.039
Thanks for having me, Emily.
00:38:08.000 --> 00:38:09.039
Thanks for listening.
00:38:09.199 --> 00:38:14.559
Don't forget to rate and review and follow us on every single platform at handbagdesigner.
00:38:14.719 --> 00:38:15.360
Thanks so much.
00:38:15.519 --> 00:38:16.800
See you next time.