Bottle, what's up everybody? Once again, it's your boy, Brad, man, Sean, and I got to talk about something that's been bothering me for a good minute, man. And that is influencers, this liar, this incorrect or lack of information about influencers. Let me break it down, start back historically. Most of the time, people say, hey, a good influencer, it's not just someone who has a lot of followers. That's right. It's somebody who also has this engagement. Don't just look and see if they have a lot of followers, do they have engagement? Now you know they don't have fake followers. Now you know that their followers actually cares about them and those are the people that you want to follow up with. That's pretty much become the degree to pun thing. But there's one step further people. I swear it's one step further that a lot of folks are missing straight up. Engagement does not equal influence. That's pretty much it. Engagement does not equal influence. What do I mean by that? Well, you know what? First let's rewind back for a little bit of story time. Now I had this home girl. This home girl was throwing an event and she was always excited. She had this host that was a IG influencer. When I say IG influencer, I'm talking about this person had 150,000 followers. Real talk, real followers because these people were engaged. Matter of fact, she was super excited because the person was so cool that they started posting her event pretty early and then she said, Sean, I really want you to come to this event. Like for real, for real, come to this event, check it out. And I said, okay, okay. I come out to the event and I get there late mind you and this is what I see. I see about 15 people in the whole venue including myself, including the probably about five artists that were performing and their friends and the host. Why? Because nobody that interested in coming to see this person because that person was not an influencer at least not in that way. Being an influencer means being able to actually influence people in their decision making, having a certain level of trust. This person I believe, if I remember correctly, was basically like a little comedian and they had got them skits going and people were going there to their page to laugh. But they weren't going to really see what this person was about. There was no buy-in. As much as people hate them Kardashian, a lot of people hate on her, there's a lot of people that look to her for influence. They look at what she's wearing. They look at the lips to butt-naut them things. So keep this in mind when you pick your influencers for your campaigns, who you're trying to pay because you can end up wasting a lot of money paying somebody who has views and engagement but zero influence. There's a lot of people that I know that I'm cool with or I might even pick up the phone if they call, but I'm not really checking it in for what shoes they're wearing. Jay-Z has a lot of influence, right? But nobody's really looking at his sneakers, at least not on the level that they might be looking at Kanye sneakers, right? This is just one specific category and this is very important for you guys to consider for your music as well. Jay-Z is obviously an influential person, but they're not looking at him for fashion as much of their looking at Kanye for fashion. As a matter of fact, people are now looking at some pretty ugly sneakers just because it's Kanye. Like the latest, I know some people might disagree, but the latest, easy collection type stuff, mmm. But people are buying. So a great example is a homeboy, is a rapper, I'm not going to mention his name or anything like that. He went to the page of a very popular dancer named Kidda the Great. Now, Kidda is that like Kidda can dance his butt off. He's dope. However, I told him, Brad don't pay buddy to put your music on his page and dance to your music. And I tried to explain it beforehand why it would not work. This is why I said, yo, people go to his page to see him dance. I know there's a lot of views on his videos, but they're going to his page to see him dance. They're not really listening or caring too much about the music. That's in the background, they're just watching his dance to the beat. So his influence is more so dance based. There's probably a lot of dancers that love him and can be influenced by him while she's moves. But because he's dancing all the time, and that's what's on his page, no one's really going to hear the music. They just want to see him dance again. And the same thing for a lot of these pages where they're twerking all the time, I'm sure people throw money at him all the time. However, people are not really checking the twerk pages for twerk. They go on for the booty. You know what people are going for? There are also people who actually like twerking study and they want to dance, twerking themselves and then looking for twerking moves, whatever. But point is, people are not going to those pages for the music that's being listened to. You might have some people who drizzle over and actually want to listen to your song, and they really get caught by it, but it's nowhere near as impactful as going to a different page where someone actually has influence and they're not diluting their brain in the sense of the music that they might listen to. Now, the same artists that I told to not use the could of the great also saw amazing results in this other campaign that I mentioned right in theirs. These girls, he got posted on the girls page, had nothing to do with them actually dancing to the song or anything like that. They were just kind of listening to it in the background more so however these girls do not post music all the time. So now, the people who are following them and have some influence by them when that song gets played by them, they think they actually like that song. But now, these people that I like, like this song, I want to know more about that song. What makes them think that's so great. But if I'm just dancing the songs all the time, that's nothing to do with whether I like this song or not. You don't really think that I love this song just because I'm dancing to it. But if I did a song on one of my pages and I was just like, yo, this is the best song ever and people never see me talk about music, y'all are going to probably listen to the song because I'm usually talking about artists campaigns. I'm not really talking about this is my favorite song on this channel. It's the same way you should look at everything. There's context. So not only is it followers, engagement, but then you want to look at influence and influence has multiple categories, right? And influence has first, do people actually look to this person and actually make decisions or see value in this person's opinion? And then the other layer is when you analyze these people in their pages, what likely is their influence faced towards? Like, are they influencing other people to dance? Or are they influencing other people to dance to specific songs? Are they just making people laugh? And if they are making people laugh and they can, they do a video in a unique way where the song seems so enjoyable, they want to check that song too. Like there's so many ways and just a little bit more nuance than just saying this person has followers and engagement. I had to put that out there. Maybe one day I might go deeper with very specific examples or some things like that. I don't know. I think that's specific enough because there's a wide range of you guys who have different scenarios so you gotta use it for your own situation. But I would like to know what you guys think. I hope that was helpful. But other than that, if you liked this video, go ahead, hit that like button if you like it. And you might as well share it and if you're not subscribed. You know what to do. Hit that subscribe button.