June 6, 2025 • 29 mins
Today we’re diving into the world of social media ads—how they hit us, how they're crafted, and why they’re more familiar than you think. After decades working behind the scenes in commercial production, I’m pulling back the curtain on the old-school tricks that are now dressed up as everyday TikToks and Instagram Reels. From bubble machines that never worked to duffel bags that “magically” shrink, let’s get real about the strategies advertisers have used for years—and why they still work. Even on us professionals.
🔍 Episode Summary – Key Takeaways:
- Old Tricks, New Faces:
The core tactics used in today’s social media ads are the same ones from the '80s and '90s—just with new faces (creators) and a new format (your feed). - Behind-the-Scenes of Ad Shoots:
Ads often feature pre-market prototypes or visual tricks like masking or strategic editing to simulate product performance (e.g., bubble machines or steamers). - Spot the Editing Magic:
Learn to watch for things like wrinkle removals or magical bag-packing by analyzing ad cuts—sometimes a quick jump hides a lot of manipulation. - Even Pros Get Influenced:
Despite being industry-savvy, I still get pulled in. I almost bought the steamer! This stuff works—and that’s the point. - Modern Tools, Same Goal:
Apps like CapCut make it easy for anyone to "enhance" product demos. The editing tools that were once exclusive to pros are now in everyone’s hands. - Algorithms Are Listening:
Yes, your phone is listening. Algorithms target you based on behavior and even spoken keywords. Ever say “steamer” out loud and then see steamer ads? Same. - How to Stay Smart with Ads:
- Ask yourself: Why am I seeing this ad?
- Watch ads with the sound off to better spot visual cuts or tricks.
- Read the comments—people often expose shady edits or give honest feedback.
- Vet UGC creators: Are they truly aligned with the product, or just cashing in?
- Appreciate the good ones—some ads do help raise real awareness (shoutout Sensodyne!).
- The Bigger Picture:
Ads aren’t inherently bad. In many cases, they raise awareness or help people discover products they genuinely need. The key is curiosity and critical thinking.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Helen (00:00):
Welcome to the Socialized Strategy. Happy Friday. You
(00:03):
know, I like recording once aweek because now my entire week
leads up to these recordings andit's so much fun for me. So
we're gonna kick off as usual,which has now become my favorite
segment of the week as well withmy unsponsored buy content. And
I have two things for you today.
And as you know, these are notsponsored, so it's the real
(00:26):
deal, the real talk. And one ofthem is clothing and one of them
is food. So let's kick it off. Idiscovered in Toronto this week
because I was working up thereon a production shoot for a
brand for social media content,and I had to go buy a coat
because it was really cold. Itwas oddly off season cold up
there, and then I found out wewere gonna be outdoors for part
(00:48):
of the day, and I'm like, Idon't wanna be freezing.
So I went to Uniqlo, and I gotmyself a little one of those
puffy coats, I could always use,an extra one of those. No big
deal. But while I was there, Ifound these. And I'm like, not
that this is ingenious or new ordifferent, but it was something
about the way that they're intank tops, which I, you know, I
love tank tops so that I canlayer and be hot and cold
(01:11):
whenever I need to. This isbuilt in bra tank top things,
and they have tons of styles.
So they have the style I'mwearing here. I'm gonna show you
just like the regular neck. Andthen they have this this more,
this kind of neck, so it's alittle more closer. If you're
watching on on video, you cansee what I'm showing. But this
(01:32):
type of neck, so it's a littlebit more like that.
And that's a harder one whenyou're wearing a bra under.
That's a harder one to hide yourbra straps. Like, your straps
are definitely more or lessgonna stick out. So I thought,
oh, I'm gonna try these. Builtin, soft, comfortable.
I'm a fan. So, of course, I gotit in two colors. And since we
do have a unique look here inthe city, I'm sure I'm gonna go
(01:53):
back and get some more. Theseare just great because I'm
always, like, on and off with mywith my overshirt, whatever it
is, because sometimes I'll be inthis room and I'll be warm, and
the next minute it's chillybecause I put the air on. So I
just am a fan of this style, andand I like them.
And they go down enough, sothey're not too short, so they
actually cover they're they'regood. They cover enough of the
(02:15):
stomach. It's not like they'rereally cropped, which I also
like. You know, modesty. Okay.
The other one is something Idiscovered at the airport, and
now it's kind of funny becausethese peep the company is in my
DMs, and I love when thathappens. But I have been to the
airport multiple times, and Ialways find a struggle to find a
(02:36):
good especially in the morning.If I don't wanna get a big bagel
breakfast sandwich or or acroissant, like, you you're
either stuck with, a breadpastry item or a sandwich, and
then, of course, a salad. Butthe salads to me, they're always
wilty and weird, so I don't dodo salads at the airport. So,
anyway, I recently found this,which I oh, wait.
(02:56):
I should also say, I've alwayskinda leaned on, well, I'll just
get a yogurt with fruit. Butthen sometimes in the morning, a
yogurt is a little too slimy,and they don't have Greek yogurt
typically there. They usuallyhave the more the other kind of
yogurt, whatever it is. That'sthe more slimy yogurt. And I
just don't I don't know.
I don't enjoy it. So I recentlyfound Mush. Let me show you.
(03:16):
This is a full on show today.This is Mush.
It is overnight oats, and theyare refrigerated. And you don't
need to warm them up to eatthem. They are actually really
good cold. It's like eating coldoatmeal. Okay.
I tried it, immediately a fan,and now every time I go to an
airport, I specifically look forthis. I'm like, it's a morning
(03:38):
flight usually. I gotta havesomething in my bag because I'm
a tea drinker in the morning,and then I eat breakfast a
little later. And now I'mliterally looking for this all
the time. And in the airport,they don't have the selection of
flavors that I have sincediscovered, by the way, so I'm
gonna talk about that.
First off, I wanna explain alittle bit more about it. So
it's, as I said, oatmeal. It'scold. It's the texture is
(04:00):
perfect. It's kind of got theoatmeal, you know, consistently
consistency.
The flavors. Usually, in theairports, they've had chocolate
or vanilla bean. Perfect. Eitherone of those works for me. I
don't mind a little chocolate inthe morning.
I'm good with it. But then Iposted about it, and the company
came into my DMs, and they werelike, oh, we're so happy that
you're a fan of the brand. Tellus your zip code and we'll tell
(04:22):
you where you can get it thatnot in an airport because I
mentioned that I can only findthis in airport. So then they
messaged me back and they toldme where I could find it. So I
went to the market yesterday andof course, I went to the West
Side Market where they have it.
And I went in and boy was Iexcited because there was
protein versions, peanut butter,banana bread, maple cinnamon.
Let's see. This one is peanutbutter banana. They had
(04:43):
raspberry, straw they hadstrawberry, blueberry, they had
the vanilla bean. What else?
Apple cinnamon, I think it was.There was an array of flavors. I
didn't know what to do withmyself. I was so excited. I was
like, let's have one ofeverything.
I was ready to just buy out thewhole shelf. Let's see. I'm
gonna look at my phone because Itook a picture. Maple cinnamon,
(05:03):
strawberry, blueberry, apple,vanilla bean, and it goes on and
on with these protein flavors,which are also great. So there
was peanut butter chocolatechip, I think, was even a
flavor.
So it's a good snack. It's agood breakfast depending on
which one you pick. And then I,today, decided I was gonna see
what they taste like warmed up.So I put one in the microwave
for, like, twenty seconds andgave it a little bit of warmth.
(05:25):
And, again, delish.
So I am a big fan of this brand.And the funniest thing I will
say is now that I'm in a DM chatwith them, I was debating. I'm
like, do they I hate to say,would you like to do a collab?
Because it's not that's not mything. What's funny that I don't
I think it's interesting thatthese brands that reach out to
me don't know is that I shootcontent for brands for
(05:48):
production and not UGC.
Not, you know, I'm not shootingUGC content where I'm doing this
and then they're putting it ontheir pages. I actually shoot
for the brands. Like, they bringtalent. I direct the social
media ads, which now leads intothe topic of the newsletter
today, the topic of the podcast.So I do ads.
(06:10):
I've been in the ad business formy whole career. I've done TV
commercials as many of you know.I do web ads. I thought I
silenced my phone, but it's dingding dinging. Hold on.
Let me silence. Okay. I do adsfor brands for TV, for web, for
social media now, and the socialmedia part of this is taking
off. So as many of you know, Iwas just up in Toronto shooting
(06:32):
for secret deodorant. I haveshot for Olay, Kalia clothing,
let's see, Olay body wash.
Oh, Clairol, Centenyne,Pronamel, and my reel, I'm gonna
say it. Just go tomothership.com and go up to the
top and click social media, andyou could see my social media
directing reel. When you firstland on mothership.com, it gives
(06:53):
you my TV my TV and morehorizontal ads, but then when
you click on social media, seeall the vertical, everything
I've shot for real brands, and Iwanna go I wanna say to them,
you know, I shoot contentbecause I don't want them to
think I mean I'm gonna star init. That's what's weird to me
because a lot of brands reachout to me now, and I know
(07:14):
they're reaching out as in inthe influencer space, but that's
like, only such a drop in thebucket of what I can offer, and
I'm not even really doing thatkind of influencer content.
That's just not my thing.
I teach TikTok. I teach peoplehow to make content, and I get
hired to actually come up withthe creative and do the content.
So it's so funny. So I kindawanna say that to them without
(07:37):
being like, hey. If you need adirector to shoot your content,
I don't want them to think Iwant to be in it.
So oh, you know what? Maybe I'lltell them I talked about this on
the podcast, and then they cancome here and listen, and then
they'll hear. So Mush, if you'rehere and you're listening and
you wanna talk, I shoot contentfor brands. That's what I do in
(07:57):
my day job. Hello.
Nice to meet you. Alright. Let'sget on with it. Because I shoot
content for brands, I wanna talkabout advertising in social
media. And we usually, on thepodcast, talk about strategy,
content, how to do engagement,and all of those things.
But I decided that since I'mdoing a lot of shooting for
brands, I wanna talk about thereality of ads on social media
(08:22):
and how that hits us as aviewer. And being in that
business for so long, I as Istart to come up with the
concept for what I wanted to sayhere, I was like, my god. These
advertising strategies andtricks, they are the same thing
we've been doing since theeighties and nineties since I'm
in the industry. It's just thatthe medium of delivery has
(08:45):
changed, like the home of whereyou watch kind of thing. And,
also, the voice has changedslightly because it used to be
just actresses and models andcelebrities, and now it's
everyday people on the socialmedia doing it.
So it's weird. Right? It hasit's the same kind of
strategies, but they aredelivered by different people
(09:06):
and in a different medium. And Ithought, oh, that was, like,
kinda eye opening for me torealize. And I thought, okay.
Let's talk about how thestrategies connect. And and the
reason even more so I hit thisis because I saw an ad recently,
and I immediately saw that theyhad done something in the
editing to make it look likebetter. And I said, you know
(09:27):
what? I think most people wouldnot have even seen that. But
because I'm a trainedprofessional, I saw it
immediately.
I'm gonna tell you exactly whatit is. I'm not gonna gatekeep
anything. It was a steamer, andit was one of those, like, you
press and steam. Okay? So youit's like an iron steamer, I
guess you might say.
So you lay the clothes down, youpress the steamer on the
clothes. And I watched this ad,and I watched it a couple of
(09:48):
times because I was like, wow.Do I need this steamer? Of
course. You know, I'm I'minfluenced.
And as I saw the steamer passthe clothes, like, come down,
this, as soon as it went over, Icould see, like, a mask and them
removing the wrinkles. It wasthe quickest little miss on
(10:08):
their part, production wise,because I saw the wrinkles and
then I saw the I saw thewrinkles fade. After the thing
had passed by, wrinkles fade.Okay? It was so quick, so short,
but it was so real.
And I went, holy shit. You know?I just got not that I got duped.
(10:31):
Okay? But I was watching the adthinking, wow, that thing works
amazing, and then I saw thelittle production trick.
Even though I know there's theseproduction tricks. I work in the
business. Okay? I know, youknow, sometimes we would work on
a project and then the productwas a prototype, so it wasn't
even fully working yet. A lot oftimes in toys, we're shooting
the toy commercials a year,almost a year before the toy is
(10:53):
actually on the market.
Okay? Because you have to get itready production and then you
have to get ready for theChristmas season or whatever. So
you're shooting it before it'seven made. And they make like
two prototypes and I canremember specifically once being
on a shoot where there was abubble machine and they made the
prototype, but then theprototype failed because a lot
of times they, you know, they'rejust working on it still. But we
knew how it was gonna work, butthe bubbles weren't coming out
(11:15):
of the little machine.
It was like a little housething. The bubbles were supposed
to come out. So we literally, onthe shoot, blew bubbles into the
machine. Literally, I was one ofthe bubble blowers. Blow the
bubble in, and as it hit themachine, it popped.
And when you reversed the film,it literally looked like the
bubble came out of the machine.So we had to and this is not us
(11:37):
lying in advertising becausewhen the thing was made and
produced, the machine worked.Like, the bubbles came out of
the machine. So but it's becauseof when we were shooting it, we
had to figure out how to get itto look like what it was gonna
do when it was actually on themarket. Okay?
So that I wanna be clear aboutthat. This isn't us making a
product to do something that itdidn't do. The I the problem we
(11:59):
had was we were shooting it sofar in advance, the product
wasn't even doing the thing yet.So a lot of times, we had to
figure out how to fake it, howto make it look like it was
doing it, like it was gonna doit. And that was a big in toy
advertising, there's a COPAcompliancy where children's oh
my god.
What does that stand for? Co c op p a. Something about
children's, truth in children'sadvertising and you can't be
(12:20):
lying and etcetera. So there'sall these rules we had to prove,
they would have to send theproduct and prove it worked the
way it did in the commercial andthat kind of thing. So this
isn't like we were trying todupe kids, I wanna be really
clear about that.
Because I'm sure there'scompanies that do try and dupe
kids. But we were trying to makethe product work the way it was
supposed to work when it came onthe market. Alright? So because
we did those type of productiontricks, I know the tricks. I see
(12:44):
them.
I know how editing works, howyou can do a quick cut that
nobody notices and then you havethe thing changed or folded or
whatever. Here's another ad I'mgonna throw under the bus right
now. They make there's, duffelbags. This is an Instagram ad
that they show you the duffelbag fits in the carry on. Oh my
god.
So amazing. And then look at allthe things that fits, and they
(13:05):
lay the thing out, and theystack stacks and stacks of
clothing. And then they do thisroll, roll, roll thing. And then
there's a cut, and the bag'sclosed, and it fits right in the
thing. I call bullshit.
Sorry. This is a very foul onethat I'm but I call bullshit on
this because that they tookclothes out when they made that
edit, and then they made thatthing smaller to fit in that
carry on thing. And that justthat bugs me. I don't like that.
(13:28):
That I feel is wrong.
I feel many people aren't thatsavvy to see, oh, there was a
cut there. A lot of people nowwith social media will see a cut
and they'll say, I wanna see itwithout the edit. You know, you
get some of those. But not thenorm. Most people who are not
content creators are not awarethat there was an edit and then
the bag was lessened to fit inthe carry on thing.
(13:51):
And that just irks the crap outof me because I feel I feel
that, you know, we have to havesome respect for consumers in
the world of advertising, and weused to have to sign producers.
When I when I was a producer, Iused to have to sign an
affidavit saying that we didn'tdo anything to make this look
different, and this was likeproducer affidavit. I can
remember it specifically becauseI was the one that had a sign.
(14:14):
It just gets my goat because Ithink so many of these companies
are still trying to do it, andthey they're taking advantage of
us as consumers assuming wedon't know there's an edit
there, and I think most peopledon't know. So that drives me
insane.
Okay. So my point is that thosesame old tricks that we were
using back in the eighties andin the nineties when I was first
(14:37):
in the business are being usedtoday on social media. I see the
edits. I see the it used to becalled paint boxing when we
would now it's like the masking,and then it would be like they'd
have a person that wouldactually have to with big
machines, you know, take thewrinkles out of the thing. Now
it's like easy.
Do it with a mask, and you canjust do a cleanup right in your
cap cut. Boom. So we are nowgiven the tools to lie, which is
(15:01):
crazy. I mean, we always had thetools. We just didn't have we
didn't all have them.
Only big bigger companies hadaccess to them. So it's a little
frustrating to me, but I alsofeel that this is my job now to
make sure that I'm being honestand I'm telling you the truth
about what happens. And when Ishow things and I teach things,
(15:23):
I am transparent about itbecause I just think that the
people need to know. Okay?Alright.
Now let's talk about this crazysituation with algorithm. Okay?
Because the minute you talk andyour phone the other night I
said, I really wanna have thatsteamer ad come up again so I
could talk about it, and I went,steamer, steamer, steamer,
steamer. I didn't even have myphone. I just woke up my phone
(15:43):
and said the words a hundredtimes, and of course, I got
steamer ads.
So the algorithms are so smart,the way our data is being stored
and saved, and people areworried about TikTok. I mean,
every freaking Facebook, all ofthem are targeting. Google,
we're we're getting ads aboutthe things that we're saying in
conversations when the phone'sin our pocket for Pete's sake.
So I think everybody knows that,but I just I I think part of us
(16:08):
and part of us count on it.We're like, I'm doing it
purposely to get the ads to comeup.
But I just think awareness iseven though we're aware, we're
still falling for the things. SoI think that's what the point of
this episode is, to have to givea wake up call, to say, you know
what? Don't just take it at facevalue. Take a minute. Take a
beat.
Look closely. Read the comments.I I talk about that later in the
(16:31):
newsletter. But read thecomments because usually there's
professionals, editors, thingsthat will comment, oh, I saw the
cut, or, oh, nice. Try thatwithout the edit.
And so I pay attention to that,and I love those people that do
it. Okay? So I think rambling,but this is a big a hot topic
for me. I'm sorry. And I justwanna make sure that I'm being
completely honest.
(16:52):
So I know I'm not telling youthings that you don't already
know. I just want to raise theawareness. And I also wanna
think about even though we thinkwe're immune, even me, I'm like,
I'm not gonna fall for that. Istill fall for it. I still buy
things.
I almost bought the damnsteamer. I still might bet get
the steamer because it does lookit looks like it might be okay.
Yeah. I've seen some someregular creators use it where it
(17:15):
doesn't look like it was edited,maybe. I mean, again, even UGC
creators are savvy and can andcan do amazing things with their
edits.
But I still might buy thesteamer. I'm telling you that,
frankly, as so I'm even though Ithink that I'm immune as an
advertising professional, Istill I still buy the things. I
(17:36):
still fall for it. I still willsee an aspiring creator using
something, and I'm like, oh,yeah. I need to have that.
You know? So I we're we're allwe're all in it. But I think the
thing is, what can we do to bemore aware? So those are the
things I wanna talk about now.The idea is not to say to
yourself, I'm never gonna trustan ad again, because that's
crazy.
(17:56):
There's plenty of authentic andadvertising is here for a
reason. It works and it helpsyou find products that you need.
So I don't like to think I'mdoing something for a career all
these years that was justcompletely horrible. It was it's
raising awareness for items inthe case of Sensodyne. Listen.
I did not know that I hadsensitive teeth until I worked
(18:19):
on Sensodyne ads as a producer.I used to think that's how my
teeth are. I gotta live with it.When I would go running in the
winter and I'd breathe in and Iwould get that jolt. I thought
that was normal.
I thought everybody had that. Idid not know. Oh, not everybody
has tooth sensitivity? I used tothink it was funny that I
couldn't eat ice cream, and I'mlike, doesn't this bother you,
like, to someone else? I didn'tknow that I could do something
(18:41):
about it.
So in the case of Sense9, I'mthrilled I got to work on those
commercials. I'm thrilled I gotto meet, talk to, interview real
dentists and get real truthsabout the products. And I'm
telling you, I work on thosethings, those are real dentists
and they're telling you thetruth. Those are not scripted.
I'm there.
I'm being honest, know. Weinterview the dentist, we ask
(19:03):
them what they think about aproduct, I'm doing the same
thing for Blistex, we want thetruth. That's why we get
professionals who are qualifiedto tell us the truth. So okay.
So that that's whereadvertising, I think, is,
positive.
It's like sharing things thatyou didn't know you might have
or you might need or you mightbe just like ADHD is suddenly so
(19:23):
prevalent on social media. Like,that's awareness that we didn't
know. So I think I thinkadvertising through the years
hasn't been all detrimental andterrible and, you know, lying
sales or anything like that. Ithink a lot of times it's
creating awareness, and it'shelping us find the things that
we need. And now we're able tofind it through social media
even at a greater reach.
Okay, so the idea is not tonever trust an ad again, but
(19:46):
just be more curious. And sohere's some of the things that I
will beg you to ask yourself. Sonumber one, when you see an ad,
why am I seeing this? Andsometimes it's funny because now
I'm getting ads for baby thingsbecause I've been watching more
babies because I have you know,we have the coming grandbaby
coming coming. So I've beenseeing more ads like that.
So of course I know why I'mseeing it. I'm watching content
(20:07):
of newborns. I'm watching advicefor new parents so I could send
it to my my son and his and hiswife. So it's funny. Okay.
The other thing is to look atwhat tactic they're using. So
maybe be aware, just like I'mteaching in the studio, tactics
for how to sell sell organicallywithout being salesy. Like, be
(20:27):
aware of the tactic and say, oh,is that tactic now being
tacticked on me? You know, kindof turn it around and just be a
little aware. Also, you'reseeing UGC, question, is this
person really a reliableresource or do they just say
anything because they're gettingpaid?
And you'll know your creatorswho are being truthful and who
(20:48):
are being paid to say it and whoyou can trust, I I think, as you
get to know those creators. Imean, I look at, hi, Lorraine.
I'm gonna call you out rightnow. But I love when I see her
ads because I'm like, oh, shethe way she put that together, I
like how it's I like how it'sworded, and I know that, yes, is
there a scripted content becausethe brand is requiring you to
(21:09):
say x y and z about the product?There's guidelines.
They don't want you to justramble about the product and say
the wrong thing. So they providecreators with guidelines. And
because of that, the creator hasto hit those talking points. So,
yes, of course, they will wannascript it or at least plan what
they wanna say. But somebodylike Lorraine, she's really good
at UGC, and she's and I feelthat she wouldn't put a line
(21:31):
with a brand that wasn't, wasn'tsomething that she believed in.
So I know and, course, I knowher as a person, so that also
helps. But a lot of times we cansee what are the, what's the
history of this creator? Arethey just one minute talking
about this brand, next minutetalking about are they bouncing
around from brand to brand justfor the money, or do they pick
(21:52):
and choose their brands based ontheir own authenticity? So that
is one thing I really wanna callout, and I think that thank you,
Lorraine, for being the subject.She's a great example.
Also, look at edits. And how youcan do this really effectively
is turn off the sound on thevideo and just watch it so
(22:13):
you'll see the cut. When sounddistracts us from things, like
it puts a mood, and then we getinto the music, and then we
might miss an edit or a cut thatwas somewhere. I always find if
I'm trying to analyze a video, Ialways turn off the sound and
say, oh, now let's see how thiswas done. So that's my hot take.
That's, like, literally bonustip right there. Turn off the
sound and focus on the shots andsee if there was a cut and look
(22:37):
closely and see if there's amask. You know, a moving mask is
when when, just like thesteamer, if the steamer's going
by, your video is a split screenand it follows the steamer. So
you have you have key framesthat move something, and as it
moves, you'll you might seecleanup on something. So keep an
eye on those things.
Keep an eye on cuts that maybeyou didn't notice or little did
(23:01):
you did you happen to see awrinkle there and all of a
sudden it's gone? Maybe therewas some little post thing that
happened. Okay? Also, as I saidbefore, lastly, like read the
comments because I think a lotof people call out the brands
and no one's even reading thecomments on these ads. And I'm
like, man, that ad got bashed.
Like, I almost bought the littlet shirt for my son that has the
(23:22):
pouch for the baby. You know,it's a t shirt. I'm I'm
targeted, so I'm getting ads forparenting things. So it's like a
t shirt that has a little pocketon the front and you newborn
newborn can go in dad's little tshirt pocket. And I read the
comments and it's like,unfortunately, this doesn't work
the way they show it here.
The t shirt material stretchesout too much. There's no support
whatsoever. They make it lookreally blah blah blah. So I read
(23:44):
it and I went, okay. I'm notbuying that.
So look at the comments becauseyour people are helping you
already. There's people outthere that are doing the work.
Okay? They're doing the Lord'swork, so to speak. Like they're
gonna tell you.
And that's what you need to payattention to. Okay? This was a
fun one, I have to say. I enjoyanalyzing ads. I enjoy figuring
(24:05):
out like what one did I like andwhy did I like it.
I do it on TV too. I'm like, oh,that ad was so good. That
commercial was so good. And Iwill watch it again and again
and like what did I why did Ilike it so much and what the
technique that was used. I don'tdo that often, believe me.
Because mostly I look atcommercials, go, do they think
we're stupid? Did are they arethey kidding me with this like,
(24:26):
I don't know. I don't wanna getinto any specific brands or do
any brand bashing, but a lot oftimes I'm like, roll eye roll.
Like, could my eyes get higherup into my head? I don't know.
I'm gonna take a page out ofJulie's book and give the
biggest eye roll ever. Butsometimes I really can't stand
ads that I see on TVcommercials. And the same thing
now when I see social media ads.I'm like, seriously? Like and
(24:48):
and then plus if it comes upagain and again, I'm just kind
of annoyed by it.
Like, really? Stop. Whatever. Sonot to bash ads. I'm gonna say
that advertising is good.
We need it. We need it to findout things. We need it to fund
things. Brands need it to getcustomers. Platforms need it to
(25:08):
fund the platforms.
It is a necessary part of ourlife. So even though I might sit
here and think, God, what have Idone with my career? No. I've
enjoyed every minute of it and Ienjoy it now. So last week when
I was filming for Secret, I wasjust so into it and I was like,
oh, but what do you like I wastrying to get out of the talent,
(25:30):
like what do you really think ofit?
Because I like when it's real. Ilike when it's raw. And I like
when it's fun and irreverent.And that is my style of
shooting. And so when I shootfor brands, I really get into
it.
I get into like what makes thisproduct tick, what's gonna be
what's the most unique part ofit, how how does it separate
from other products, what's themessaging that's gonna really
(25:53):
set this one apart and make itwhat it is. So that's my story,
and I'm sticking to it. I'm soI'm so enjoying these episodes,
and I am loving the unsponsoredbeginnings. So if you have any
product you'd like me to try,I'm game for sure. But mostly, I
(26:15):
like to discover the things andtalk about the things that I
really do have in my lifebecause I don't want to start
doing a thing where I'm doingreviews because somebody sent me
something.
But, you know, I'm open to it.I'm open to it. I'm just not
gonna promise anything upfront.Well, before I sign off, I'm
just gonna tell you that I amshooting a tutorial today, which
I will be posting because Nikolahas reminded me of something
(26:37):
that I saw about three weeks agothat when you download your
lives, you can now see comments.And use it used to be that you
could not see the comments.
You could just see the live andyou could download clips, but
and it doesn't download thecomments in order or on the
video, but it has the commentsthere by person, by creator. So
as she mentioned, it's helpfulfor you to identify trolls. So
(27:00):
if there's somebody that wastrolling in your comment section
and you blocked them, or youjust muted them, and then you
wanna go back and see what theywere saying and then properly
block them, you can do that. Youcan maybe if somebody asked you
about your service and youmissed it, that's a good place
to go and look. So from now on,I'm gonna be checking my
comments after my lives becausesometimes it gets overwhelming
(27:21):
during the lives.
Alright? So that's the new thingthat I noticed on TikTok. And
then Nikola said to me, have younoticed it? And I was like, yes.
Saw it a couple of weeks ago andjust kind of probably should
have made a tutorial.
So I'm going to. And I thank youNikola for the suggestion of
sharing about it because I doappreciate anybody that wants me
to share something that they'veseen, they would like me to make
a video about, I am here for it.I think right now, the video
(27:45):
that is going crazy for me isstill Duet and Stitch, How to
Duet and Stitch, funny. And theother thing that is always
useful on my page is how toreport impostor accounts. When I
tell you every other day,Jonathan sends me the accounts
that are imitating me,impostering me, and then I
(28:05):
report them, and it takes aweek.
But the minute those get takendown, literally the next day,
there's more. Not even twentyfour hours later, those are down
new ones. So it's a vicious,horrible cycle that TikTok needs
to fix, and so does Instagram,so does Facebook. They all do.
This is absolutely wrong.
I don't know how it's fixable,but I just gotta believe with
(28:28):
all the technology we have, Idon't understand how someone can
continue to take someone'svideos. I can't post my own
video over again. I get flaggedfor copyright. How are they
taking my videos and not gettingflagged for copyright? Tell me.
Please. And on that note, I'mgonna sign off and wish you all
(28:48):
a very fun weekend. I will be atthe Special Olympics. Jonathan
is playing in the softballSpecial Olympics in Trenton, New
Jersey. So I'm gonna go downthere and support, and I can't
wait.
He loves it so much. And then,of course, there will be
Jonathan content. I already havesomething picked out. Can't
wait. Alright.
I'll see you. Have a niceweekend.
Welcome to the Socialized Strategy. Happy Friday. You
(00:03):
know, I like recording once aweek because now my entire week
leads up to these recordings andit's so much fun for me. So
we're gonna kick off as usual,which has now become my favorite
segment of the week as well withmy unsponsored buy content. And
I have two things for you today.
And as you know, these are notsponsored, so it's the real
(00:26):
deal, the real talk. And one ofthem is clothing and one of them
is food. So let's kick it off. Idiscovered in Toronto this week
because I was working up thereon a production shoot for a
brand for social media content,and I had to go buy a coat
because it was really cold. Itwas oddly off season cold up
there, and then I found out wewere gonna be outdoors for part
(00:48):
of the day, and I'm like, Idon't wanna be freezing.
So I went to Uniqlo, and I gotmyself a little one of those
puffy coats, I could always use,an extra one of those. No big
deal. But while I was there, Ifound these. And I'm like, not
that this is ingenious or new ordifferent, but it was something
about the way that they're intank tops, which I, you know, I
love tank tops so that I canlayer and be hot and cold
(01:11):
whenever I need to. This isbuilt in bra tank top things,
and they have tons of styles.
So they have the style I'mwearing here. I'm gonna show you
just like the regular neck. Andthen they have this this more,
this kind of neck, so it's alittle more closer. If you're
watching on on video, you cansee what I'm showing. But this
(01:32):
type of neck, so it's a littlebit more like that.
And that's a harder one whenyou're wearing a bra under.
That's a harder one to hide yourbra straps. Like, your straps
are definitely more or lessgonna stick out. So I thought,
oh, I'm gonna try these. Builtin, soft, comfortable.
I'm a fan. So, of course, I gotit in two colors. And since we
do have a unique look here inthe city, I'm sure I'm gonna go
(01:53):
back and get some more. Theseare just great because I'm
always, like, on and off with mywith my overshirt, whatever it
is, because sometimes I'll be inthis room and I'll be warm, and
the next minute it's chillybecause I put the air on. So I
just am a fan of this style, andand I like them.
And they go down enough, sothey're not too short, so they
actually cover they're they'regood. They cover enough of the
(02:15):
stomach. It's not like they'rereally cropped, which I also
like. You know, modesty. Okay.
The other one is something Idiscovered at the airport, and
now it's kind of funny becausethese peep the company is in my
DMs, and I love when thathappens. But I have been to the
airport multiple times, and Ialways find a struggle to find a
(02:36):
good especially in the morning.If I don't wanna get a big bagel
breakfast sandwich or or acroissant, like, you you're
either stuck with, a breadpastry item or a sandwich, and
then, of course, a salad. Butthe salads to me, they're always
wilty and weird, so I don't dodo salads at the airport. So,
anyway, I recently found this,which I oh, wait.
(02:56):
I should also say, I've alwayskinda leaned on, well, I'll just
get a yogurt with fruit. Butthen sometimes in the morning, a
yogurt is a little too slimy,and they don't have Greek yogurt
typically there. They usuallyhave the more the other kind of
yogurt, whatever it is. That'sthe more slimy yogurt. And I
just don't I don't know.
I don't enjoy it. So I recentlyfound Mush. Let me show you.
(03:16):
This is a full on show today.This is Mush.
It is overnight oats, and theyare refrigerated. And you don't
need to warm them up to eatthem. They are actually really
good cold. It's like eating coldoatmeal. Okay.
I tried it, immediately a fan,and now every time I go to an
airport, I specifically look forthis. I'm like, it's a morning
(03:38):
flight usually. I gotta havesomething in my bag because I'm
a tea drinker in the morning,and then I eat breakfast a
little later. And now I'mliterally looking for this all
the time. And in the airport,they don't have the selection of
flavors that I have sincediscovered, by the way, so I'm
gonna talk about that.
First off, I wanna explain alittle bit more about it. So
it's, as I said, oatmeal. It'scold. It's the texture is
(04:00):
perfect. It's kind of got theoatmeal, you know, consistently
consistency.
The flavors. Usually, in theairports, they've had chocolate
or vanilla bean. Perfect. Eitherone of those works for me. I
don't mind a little chocolate inthe morning.
I'm good with it. But then Iposted about it, and the company
came into my DMs, and they werelike, oh, we're so happy that
you're a fan of the brand. Tellus your zip code and we'll tell
(04:22):
you where you can get it thatnot in an airport because I
mentioned that I can only findthis in airport. So then they
messaged me back and they toldme where I could find it. So I
went to the market yesterday andof course, I went to the West
Side Market where they have it.
And I went in and boy was Iexcited because there was
protein versions, peanut butter,banana bread, maple cinnamon.
Let's see. This one is peanutbutter banana. They had
(04:43):
raspberry, straw they hadstrawberry, blueberry, they had
the vanilla bean. What else?
Apple cinnamon, I think it was.There was an array of flavors. I
didn't know what to do withmyself. I was so excited. I was
like, let's have one ofeverything.
I was ready to just buy out thewhole shelf. Let's see. I'm
gonna look at my phone because Itook a picture. Maple cinnamon,
(05:03):
strawberry, blueberry, apple,vanilla bean, and it goes on and
on with these protein flavors,which are also great. So there
was peanut butter chocolatechip, I think, was even a
flavor.
So it's a good snack. It's agood breakfast depending on
which one you pick. And then I,today, decided I was gonna see
what they taste like warmed up.So I put one in the microwave
for, like, twenty seconds andgave it a little bit of warmth.
(05:25):
And, again, delish.
So I am a big fan of this brand.And the funniest thing I will
say is now that I'm in a DM chatwith them, I was debating. I'm
like, do they I hate to say,would you like to do a collab?
Because it's not that's not mything. What's funny that I don't
I think it's interesting thatthese brands that reach out to
me don't know is that I shootcontent for brands for
(05:48):
production and not UGC.
Not, you know, I'm not shootingUGC content where I'm doing this
and then they're putting it ontheir pages. I actually shoot
for the brands. Like, they bringtalent. I direct the social
media ads, which now leads intothe topic of the newsletter
today, the topic of the podcast.So I do ads.
(06:10):
I've been in the ad business formy whole career. I've done TV
commercials as many of you know.I do web ads. I thought I
silenced my phone, but it's dingding dinging. Hold on.
Let me silence. Okay. I do adsfor brands for TV, for web, for
social media now, and the socialmedia part of this is taking
off. So as many of you know, Iwas just up in Toronto shooting
(06:32):
for secret deodorant. I haveshot for Olay, Kalia clothing,
let's see, Olay body wash.
Oh, Clairol, Centenyne,Pronamel, and my reel, I'm gonna
say it. Just go tomothership.com and go up to the
top and click social media, andyou could see my social media
directing reel. When you firstland on mothership.com, it gives
(06:53):
you my TV my TV and morehorizontal ads, but then when
you click on social media, seeall the vertical, everything
I've shot for real brands, and Iwanna go I wanna say to them,
you know, I shoot contentbecause I don't want them to
think I mean I'm gonna star init. That's what's weird to me
because a lot of brands reachout to me now, and I know
(07:14):
they're reaching out as in inthe influencer space, but that's
like, only such a drop in thebucket of what I can offer, and
I'm not even really doing thatkind of influencer content.
That's just not my thing.
I teach TikTok. I teach peoplehow to make content, and I get
hired to actually come up withthe creative and do the content.
So it's so funny. So I kindawanna say that to them without
(07:37):
being like, hey. If you need adirector to shoot your content,
I don't want them to think Iwant to be in it.
So oh, you know what? Maybe I'lltell them I talked about this on
the podcast, and then they cancome here and listen, and then
they'll hear. So Mush, if you'rehere and you're listening and
you wanna talk, I shoot contentfor brands. That's what I do in
(07:57):
my day job. Hello.
Nice to meet you. Alright. Let'sget on with it. Because I shoot
content for brands, I wanna talkabout advertising in social
media. And we usually, on thepodcast, talk about strategy,
content, how to do engagement,and all of those things.
But I decided that since I'mdoing a lot of shooting for
brands, I wanna talk about thereality of ads on social media
(08:22):
and how that hits us as aviewer. And being in that
business for so long, I as Istart to come up with the
concept for what I wanted to sayhere, I was like, my god. These
advertising strategies andtricks, they are the same thing
we've been doing since theeighties and nineties since I'm
in the industry. It's just thatthe medium of delivery has
(08:45):
changed, like the home of whereyou watch kind of thing. And,
also, the voice has changedslightly because it used to be
just actresses and models andcelebrities, and now it's
everyday people on the socialmedia doing it.
So it's weird. Right? It hasit's the same kind of
strategies, but they aredelivered by different people
(09:06):
and in a different medium. And Ithought, oh, that was, like,
kinda eye opening for me torealize. And I thought, okay.
Let's talk about how thestrategies connect. And and the
reason even more so I hit thisis because I saw an ad recently,
and I immediately saw that theyhad done something in the
editing to make it look likebetter. And I said, you know
(09:27):
what? I think most people wouldnot have even seen that. But
because I'm a trainedprofessional, I saw it
immediately.
I'm gonna tell you exactly whatit is. I'm not gonna gatekeep
anything. It was a steamer, andit was one of those, like, you
press and steam. Okay? So youit's like an iron steamer, I
guess you might say.
So you lay the clothes down, youpress the steamer on the
clothes. And I watched this ad,and I watched it a couple of
(09:48):
times because I was like, wow.Do I need this steamer? Of
course. You know, I'm I'minfluenced.
And as I saw the steamer passthe clothes, like, come down,
this, as soon as it went over, Icould see, like, a mask and them
removing the wrinkles. It wasthe quickest little miss on
(10:08):
their part, production wise,because I saw the wrinkles and
then I saw the I saw thewrinkles fade. After the thing
had passed by, wrinkles fade.Okay? It was so quick, so short,
but it was so real.
And I went, holy shit. You know?I just got not that I got duped.
(10:31):
Okay? But I was watching the adthinking, wow, that thing works
amazing, and then I saw thelittle production trick.
Even though I know there's theseproduction tricks. I work in the
business. Okay? I know, youknow, sometimes we would work on
a project and then the productwas a prototype, so it wasn't
even fully working yet. A lot oftimes in toys, we're shooting
the toy commercials a year,almost a year before the toy is
(10:53):
actually on the market.
Okay? Because you have to get itready production and then you
have to get ready for theChristmas season or whatever. So
you're shooting it before it'seven made. And they make like
two prototypes and I canremember specifically once being
on a shoot where there was abubble machine and they made the
prototype, but then theprototype failed because a lot
of times they, you know, they'rejust working on it still. But we
knew how it was gonna work, butthe bubbles weren't coming out
(11:15):
of the little machine.
It was like a little housething. The bubbles were supposed
to come out. So we literally, onthe shoot, blew bubbles into the
machine. Literally, I was one ofthe bubble blowers. Blow the
bubble in, and as it hit themachine, it popped.
And when you reversed the film,it literally looked like the
bubble came out of the machine.So we had to and this is not us
(11:37):
lying in advertising becausewhen the thing was made and
produced, the machine worked.Like, the bubbles came out of
the machine. So but it's becauseof when we were shooting it, we
had to figure out how to get itto look like what it was gonna
do when it was actually on themarket. Okay?
So that I wanna be clear aboutthat. This isn't us making a
product to do something that itdidn't do. The I the problem we
(11:59):
had was we were shooting it sofar in advance, the product
wasn't even doing the thing yet.So a lot of times, we had to
figure out how to fake it, howto make it look like it was
doing it, like it was gonna doit. And that was a big in toy
advertising, there's a COPAcompliancy where children's oh
my god.
What does that stand for? Co c op p a. Something about
children's, truth in children'sadvertising and you can't be
(12:20):
lying and etcetera. So there'sall these rules we had to prove,
they would have to send theproduct and prove it worked the
way it did in the commercial andthat kind of thing. So this
isn't like we were trying todupe kids, I wanna be really
clear about that.
Because I'm sure there'scompanies that do try and dupe
kids. But we were trying to makethe product work the way it was
supposed to work when it came onthe market. Alright? So because
we did those type of productiontricks, I know the tricks. I see
(12:44):
them.
I know how editing works, howyou can do a quick cut that
nobody notices and then you havethe thing changed or folded or
whatever. Here's another ad I'mgonna throw under the bus right
now. They make there's, duffelbags. This is an Instagram ad
that they show you the duffelbag fits in the carry on. Oh my
god.
So amazing. And then look at allthe things that fits, and they
(13:05):
lay the thing out, and theystack stacks and stacks of
clothing. And then they do thisroll, roll, roll thing. And then
there's a cut, and the bag'sclosed, and it fits right in the
thing. I call bullshit.
Sorry. This is a very foul onethat I'm but I call bullshit on
this because that they tookclothes out when they made that
edit, and then they made thatthing smaller to fit in that
carry on thing. And that justthat bugs me. I don't like that.
(13:28):
That I feel is wrong.
I feel many people aren't thatsavvy to see, oh, there was a
cut there. A lot of people nowwith social media will see a cut
and they'll say, I wanna see itwithout the edit. You know, you
get some of those. But not thenorm. Most people who are not
content creators are not awarethat there was an edit and then
the bag was lessened to fit inthe carry on thing.
(13:51):
And that just irks the crap outof me because I feel I feel
that, you know, we have to havesome respect for consumers in
the world of advertising, and weused to have to sign producers.
When I when I was a producer, Iused to have to sign an
affidavit saying that we didn'tdo anything to make this look
different, and this was likeproducer affidavit. I can
remember it specifically becauseI was the one that had a sign.
(14:14):
It just gets my goat because Ithink so many of these companies
are still trying to do it, andthey they're taking advantage of
us as consumers assuming wedon't know there's an edit
there, and I think most peopledon't know. So that drives me
insane.
Okay. So my point is that thosesame old tricks that we were
using back in the eighties andin the nineties when I was first
(14:37):
in the business are being usedtoday on social media. I see the
edits. I see the it used to becalled paint boxing when we
would now it's like the masking,and then it would be like they'd
have a person that wouldactually have to with big
machines, you know, take thewrinkles out of the thing. Now
it's like easy.
Do it with a mask, and you canjust do a cleanup right in your
cap cut. Boom. So we are nowgiven the tools to lie, which is
(15:01):
crazy. I mean, we always had thetools. We just didn't have we
didn't all have them.
Only big bigger companies hadaccess to them. So it's a little
frustrating to me, but I alsofeel that this is my job now to
make sure that I'm being honestand I'm telling you the truth
about what happens. And when Ishow things and I teach things,
(15:23):
I am transparent about itbecause I just think that the
people need to know. Okay?Alright.
Now let's talk about this crazysituation with algorithm. Okay?
Because the minute you talk andyour phone the other night I
said, I really wanna have thatsteamer ad come up again so I
could talk about it, and I went,steamer, steamer, steamer,
steamer. I didn't even have myphone. I just woke up my phone
(15:43):
and said the words a hundredtimes, and of course, I got
steamer ads.
So the algorithms are so smart,the way our data is being stored
and saved, and people areworried about TikTok. I mean,
every freaking Facebook, all ofthem are targeting. Google,
we're we're getting ads aboutthe things that we're saying in
conversations when the phone'sin our pocket for Pete's sake.
So I think everybody knows that,but I just I I think part of us
(16:08):
and part of us count on it.We're like, I'm doing it
purposely to get the ads to comeup.
But I just think awareness iseven though we're aware, we're
still falling for the things. SoI think that's what the point of
this episode is, to have to givea wake up call, to say, you know
what? Don't just take it at facevalue. Take a minute. Take a
beat.
Look closely. Read the comments.I I talk about that later in the
(16:31):
newsletter. But read thecomments because usually there's
professionals, editors, thingsthat will comment, oh, I saw the
cut, or, oh, nice. Try thatwithout the edit.
And so I pay attention to that,and I love those people that do
it. Okay? So I think rambling,but this is a big a hot topic
for me. I'm sorry. And I justwanna make sure that I'm being
completely honest.
(16:52):
So I know I'm not telling youthings that you don't already
know. I just want to raise theawareness. And I also wanna
think about even though we thinkwe're immune, even me, I'm like,
I'm not gonna fall for that. Istill fall for it. I still buy
things.
I almost bought the damnsteamer. I still might bet get
the steamer because it does lookit looks like it might be okay.
Yeah. I've seen some someregular creators use it where it
(17:15):
doesn't look like it was edited,maybe. I mean, again, even UGC
creators are savvy and can andcan do amazing things with their
edits.
But I still might buy thesteamer. I'm telling you that,
frankly, as so I'm even though Ithink that I'm immune as an
advertising professional, Istill I still buy the things. I
(17:36):
still fall for it. I still willsee an aspiring creator using
something, and I'm like, oh,yeah. I need to have that.
You know? So I we're we're allwe're all in it. But I think the
thing is, what can we do to bemore aware? So those are the
things I wanna talk about now.The idea is not to say to
yourself, I'm never gonna trustan ad again, because that's
crazy.
(17:56):
There's plenty of authentic andadvertising is here for a
reason. It works and it helpsyou find products that you need.
So I don't like to think I'mdoing something for a career all
these years that was justcompletely horrible. It was it's
raising awareness for items inthe case of Sensodyne. Listen.
I did not know that I hadsensitive teeth until I worked
(18:19):
on Sensodyne ads as a producer.I used to think that's how my
teeth are. I gotta live with it.When I would go running in the
winter and I'd breathe in and Iwould get that jolt. I thought
that was normal.
I thought everybody had that. Idid not know. Oh, not everybody
has tooth sensitivity? I used tothink it was funny that I
couldn't eat ice cream, and I'mlike, doesn't this bother you,
like, to someone else? I didn'tknow that I could do something
(18:41):
about it.
So in the case of Sense9, I'mthrilled I got to work on those
commercials. I'm thrilled I gotto meet, talk to, interview real
dentists and get real truthsabout the products. And I'm
telling you, I work on thosethings, those are real dentists
and they're telling you thetruth. Those are not scripted.
I'm there.
I'm being honest, know. Weinterview the dentist, we ask
(19:03):
them what they think about aproduct, I'm doing the same
thing for Blistex, we want thetruth. That's why we get
professionals who are qualifiedto tell us the truth. So okay.
So that that's whereadvertising, I think, is,
positive.
It's like sharing things thatyou didn't know you might have
or you might need or you mightbe just like ADHD is suddenly so
(19:23):
prevalent on social media. Like,that's awareness that we didn't
know. So I think I thinkadvertising through the years
hasn't been all detrimental andterrible and, you know, lying
sales or anything like that. Ithink a lot of times it's
creating awareness, and it'shelping us find the things that
we need. And now we're able tofind it through social media
even at a greater reach.
Okay, so the idea is not tonever trust an ad again, but
(19:46):
just be more curious. And sohere's some of the things that I
will beg you to ask yourself. Sonumber one, when you see an ad,
why am I seeing this? Andsometimes it's funny because now
I'm getting ads for baby thingsbecause I've been watching more
babies because I have you know,we have the coming grandbaby
coming coming. So I've beenseeing more ads like that.
So of course I know why I'mseeing it. I'm watching content
(20:07):
of newborns. I'm watching advicefor new parents so I could send
it to my my son and his and hiswife. So it's funny. Okay.
The other thing is to look atwhat tactic they're using. So
maybe be aware, just like I'mteaching in the studio, tactics
for how to sell sell organicallywithout being salesy. Like, be
(20:27):
aware of the tactic and say, oh,is that tactic now being
tacticked on me? You know, kindof turn it around and just be a
little aware. Also, you'reseeing UGC, question, is this
person really a reliableresource or do they just say
anything because they're gettingpaid?
And you'll know your creatorswho are being truthful and who
(20:48):
are being paid to say it and whoyou can trust, I I think, as you
get to know those creators. Imean, I look at, hi, Lorraine.
I'm gonna call you out rightnow. But I love when I see her
ads because I'm like, oh, shethe way she put that together, I
like how it's I like how it'sworded, and I know that, yes, is
there a scripted content becausethe brand is requiring you to
(21:09):
say x y and z about the product?There's guidelines.
They don't want you to justramble about the product and say
the wrong thing. So they providecreators with guidelines. And
because of that, the creator hasto hit those talking points. So,
yes, of course, they will wannascript it or at least plan what
they wanna say. But somebodylike Lorraine, she's really good
at UGC, and she's and I feelthat she wouldn't put a line
(21:31):
with a brand that wasn't, wasn'tsomething that she believed in.
So I know and, course, I knowher as a person, so that also
helps. But a lot of times we cansee what are the, what's the
history of this creator? Arethey just one minute talking
about this brand, next minutetalking about are they bouncing
around from brand to brand justfor the money, or do they pick
(21:52):
and choose their brands based ontheir own authenticity? So that
is one thing I really wanna callout, and I think that thank you,
Lorraine, for being the subject.She's a great example.
Also, look at edits. And how youcan do this really effectively
is turn off the sound on thevideo and just watch it so
(22:13):
you'll see the cut. When sounddistracts us from things, like
it puts a mood, and then we getinto the music, and then we
might miss an edit or a cut thatwas somewhere. I always find if
I'm trying to analyze a video, Ialways turn off the sound and
say, oh, now let's see how thiswas done. So that's my hot take.
That's, like, literally bonustip right there. Turn off the
sound and focus on the shots andsee if there was a cut and look
(22:37):
closely and see if there's amask. You know, a moving mask is
when when, just like thesteamer, if the steamer's going
by, your video is a split screenand it follows the steamer. So
you have you have key framesthat move something, and as it
moves, you'll you might seecleanup on something. So keep an
eye on those things.
Keep an eye on cuts that maybeyou didn't notice or little did
(23:01):
you did you happen to see awrinkle there and all of a
sudden it's gone? Maybe therewas some little post thing that
happened. Okay? Also, as I saidbefore, lastly, like read the
comments because I think a lotof people call out the brands
and no one's even reading thecomments on these ads. And I'm
like, man, that ad got bashed.
Like, I almost bought the littlet shirt for my son that has the
(23:22):
pouch for the baby. You know,it's a t shirt. I'm I'm
targeted, so I'm getting ads forparenting things. So it's like a
t shirt that has a little pocketon the front and you newborn
newborn can go in dad's little tshirt pocket. And I read the
comments and it's like,unfortunately, this doesn't work
the way they show it here.
The t shirt material stretchesout too much. There's no support
whatsoever. They make it lookreally blah blah blah. So I read
(23:44):
it and I went, okay. I'm notbuying that.
So look at the comments becauseyour people are helping you
already. There's people outthere that are doing the work.
Okay? They're doing the Lord'swork, so to speak. Like they're
gonna tell you.
And that's what you need to payattention to. Okay? This was a
fun one, I have to say. I enjoyanalyzing ads. I enjoy figuring
(24:05):
out like what one did I like andwhy did I like it.
I do it on TV too. I'm like, oh,that ad was so good. That
commercial was so good. And Iwill watch it again and again
and like what did I why did Ilike it so much and what the
technique that was used. I don'tdo that often, believe me.
Because mostly I look atcommercials, go, do they think
we're stupid? Did are they arethey kidding me with this like,
(24:26):
I don't know. I don't wanna getinto any specific brands or do
any brand bashing, but a lot oftimes I'm like, roll eye roll.
Like, could my eyes get higherup into my head? I don't know.
I'm gonna take a page out ofJulie's book and give the
biggest eye roll ever. Butsometimes I really can't stand
ads that I see on TVcommercials. And the same thing
now when I see social media ads.I'm like, seriously? Like and
(24:48):
and then plus if it comes upagain and again, I'm just kind
of annoyed by it.
Like, really? Stop. Whatever. Sonot to bash ads. I'm gonna say
that advertising is good.
We need it. We need it to findout things. We need it to fund
things. Brands need it to getcustomers. Platforms need it to
(25:08):
fund the platforms.
It is a necessary part of ourlife. So even though I might sit
here and think, God, what have Idone with my career? No. I've
enjoyed every minute of it and Ienjoy it now. So last week when
I was filming for Secret, I wasjust so into it and I was like,
oh, but what do you like I wastrying to get out of the talent,
(25:30):
like what do you really think ofit?
Because I like when it's real. Ilike when it's raw. And I like
when it's fun and irreverent.And that is my style of
shooting. And so when I shootfor brands, I really get into
it.
I get into like what makes thisproduct tick, what's gonna be
what's the most unique part ofit, how how does it separate
from other products, what's themessaging that's gonna really
(25:53):
set this one apart and make itwhat it is. So that's my story,
and I'm sticking to it. I'm soI'm so enjoying these episodes,
and I am loving the unsponsoredbeginnings. So if you have any
product you'd like me to try,I'm game for sure. But mostly, I
(26:15):
like to discover the things andtalk about the things that I
really do have in my lifebecause I don't want to start
doing a thing where I'm doingreviews because somebody sent me
something.
But, you know, I'm open to it.I'm open to it. I'm just not
gonna promise anything upfront.Well, before I sign off, I'm
just gonna tell you that I amshooting a tutorial today, which
I will be posting because Nikolahas reminded me of something
(26:37):
that I saw about three weeks agothat when you download your
lives, you can now see comments.And use it used to be that you
could not see the comments.
You could just see the live andyou could download clips, but
and it doesn't download thecomments in order or on the
video, but it has the commentsthere by person, by creator. So
as she mentioned, it's helpfulfor you to identify trolls. So
(27:00):
if there's somebody that wastrolling in your comment section
and you blocked them, or youjust muted them, and then you
wanna go back and see what theywere saying and then properly
block them, you can do that. Youcan maybe if somebody asked you
about your service and youmissed it, that's a good place
to go and look. So from now on,I'm gonna be checking my
comments after my lives becausesometimes it gets overwhelming
(27:21):
during the lives.
Alright? So that's the new thingthat I noticed on TikTok. And
then Nikola said to me, have younoticed it? And I was like, yes.
Saw it a couple of weeks ago andjust kind of probably should
have made a tutorial.
So I'm going to. And I thank youNikola for the suggestion of
sharing about it because I doappreciate anybody that wants me
to share something that they'veseen, they would like me to make
a video about, I am here for it.I think right now, the video
(27:45):
that is going crazy for me isstill Duet and Stitch, How to
Duet and Stitch, funny. And theother thing that is always
useful on my page is how toreport impostor accounts. When I
tell you every other day,Jonathan sends me the accounts
that are imitating me,impostering me, and then I
(28:05):
report them, and it takes aweek.
But the minute those get takendown, literally the next day,
there's more. Not even twentyfour hours later, those are down
new ones. So it's a vicious,horrible cycle that TikTok needs
to fix, and so does Instagram,so does Facebook. They all do.
This is absolutely wrong.
I don't know how it's fixable,but I just gotta believe with
(28:28):
all the technology we have, Idon't understand how someone can
continue to take someone'svideos. I can't post my own
video over again. I get flaggedfor copyright. How are they
taking my videos and not gettingflagged for copyright? Tell me.
Please. And on that note, I'mgonna sign off and wish you all
(28:48):
a very fun weekend. I will be atthe Special Olympics. Jonathan
is playing in the softballSpecial Olympics in Trenton, New
Jersey. So I'm gonna go downthere and support, and I can't
wait.
He loves it so much. And then,of course, there will be
Jonathan content. I already havesomething picked out. Can't
wait. Alright.
I'll see you. Have a niceweekend.
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