Clipping As The New Marketing Playbook, AI's Girlboss Rebrand and This Week's Smart Swaps

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0:15Jasmine:Hey everyone, welcome back to Female Founder World. This is your weekly group chat episode on this show. I'm Jasmine. I'm the founder of Female Founder World. I'm Natalie. I'm a team member at Female Founder World and I am the founder of Beach Street Swim. I'm Paige. I'm a contributor here at Female Founder World and one of the founders of Drink Benny. Okay, some of the stuff we want to talk about, I need to first kick off with this AI story that is everywhere this week. And it all started, you guys, I mean, you've seen this, right? The Reese Witherspoon, Mel Robbins, Sheryl Sandberg, like Sophia Amoruso.

0:49Jasmine:I feel like everyone has weighed in on this now. Have you seen it? It's everywhere. Yeah. Okay, so if you're listening and you need some context and you've like been busy living your life and seeing this popping up in your feed I'll give you some background about what's going on and then I have some strong thoughts and opinions about this and we're also going to talk a little bit about how we're using AI if we're using AI in use cases in case you are sitting on the same side of the fence as I am on this but basically in the last couple of weeks some of the biggest names in women's media and business have been all kind of telling women the same thing.

1:24Jasmine:It's time that we get on AI or we get left behind. Reese Witherspoon, Mel Robbins, Sheryl Sandberg, Sophia Amoruso, the original, you know, girl boss. They've all weighed in and people on the internet have really strong feelings about this, but underneath all of that noise, it feels like there's an important conversation that we need to be having, particularly through this lens of like women who are building businesses. So this conversation kind of kicked off in mid-April. It was really interesting. Reese Witherspoon posted a video that I think that she thought was like pretty harmless and she posted it to her followers.

1:59Jasmine:There's 30 million people there and she said basically it's time to learn about AI and she said that she was shocked that only three of the 10 women in her book club said they had used it and she said you know women's jobs are three times more likely to be automated by AI than men's jobs. Women are using AI at a 25 % lower rate. And she like named some tools basically that people should use. And then came in Mel Robbins. And this is where things started to get, it kind of like, it was like the perfect storm of timing, I think, because Mel Robbins posted to her 12 million followers and kind of had a similar message.

2:36Jasmine:But her post was clearly like sponsored by Copilot, Microsoft's AI product and she said like basically this is how to use it and she suggested people upload their bank statements and debt documents and income information which is feels you know pretty pretty risky and people really push back against that and then came everyone else coming in with their opinions so it went from people like Sophia Amoruso and Nadia Okamoto who is the founder of August, the period care company, and she's very much like a Gen Z kind of activist as well on social. They kind of came forward and said like, hey guys, this is the reality of this and we should actually be using these tools and understand why there is a pushback against AI in general, but we are going to get left behind if we aren't using it.

3:27Jasmine:I don't even know where to start with this. Maybe, did you guys see the pushback? Let's start there. I don't know why I'm surprised by the amount of pushback but I really am and the internet surprises me every day but I think a lot of it is timing yeah I think a lot of it is timing I think that it's so prevalent to us three and maybe we don't feel behind because we are in it like we have been on the AI train for quite some time I don't know there's so many different angles to take this in but I do think that a lot of it is bad timing someone like Mel Robbins don't think it was the smartest move for her just because she just so her business is just based on trust so to go into an ad for something that may not feel 100 aligned feels a little bit I'm sure backstabby to a lot of her audience and then I feel like that just had a tumbleweed effect into the rest of the the resources that actually might be helpful I think Paige do you see pushback as well I want to read out some of the comments I think it'd be really helpful um just to give people context about like what the pushback actually is so I think oh I think Nadia may have deleted this post I just saw it like not that long ago today uh I think she I mean she posts so often it's like who even knows how long ago this was okay I can't actually find it on here so she may have deleted this but the pushback was pretty pretty wild I'm gonna go to um Reese Witherspoon's post I think like what actually happened with with Reese like we are we are living in this bubble around AI I think because we're people who are building businesses and we're trying to adopt these tools and like we're already living in that world where the conversation is I don't know more about how to use it rather than whether you should use it I think and I think Rhys kind of cut through to the majority and people who are what they hear about AI is like you're gonna lose your job and it's gonna absolutely destroy the environment and the impacts of building data centers and the impact on quality of life but holy moly the comments on here so there was like a mix on Reese's post it was kind of like did they pay you to say this this is not about women's empowerment this has nothing to do with women maybe only the fact that mostly women are the ones who care about the environment and this is why we don't want to use it besides it will be used against us look at Grok for example and the post kind of went went on from there um a lot of people pushing back against him about the environmental impacts um suggesting that you know like Reese and these other women were trying to ascend into the billionaire class and that's why they wanted women to use AI and kind of like there was maybe this like conspiracy theory or something around why women were promoting it and they were kind of under this guise of we're going to get left behind if we don't use it.

6:11Jasmine:New York Magazine did an article about this as well called the girl bossification of AI where they basically said like exactly what we've covered here that all the girl bosses are basically trying to get you to use AI and what do we think about it and what the pushback is and I felt so uncomfortable with that title the girl bossification of AI did you get did you see this page yeah no I felt the exact same way and I I agree with now what you said at the top of the episode on I was surprised by the pushback but jazz like you said we live in such a bubble where I'm like of course we're using AI and I get all the fears but in that article definitely they talked a lot about like folks feeling like it's fear mongering of like the we'll get left behind like as women we're gonna get left behind where I get it that that's like a scary kind of statement but I don't think it's fear mongering I think it's literally just true you know it's kind of like if you can't beat him join him which feels terrible but it's not going anywhere I know I think a lot of the and I've seen a lot of like viral videos and kind of clapbacks and like a lot of people making fun of Reese with her video and blah, blah, blah.

7:20Jasmine:And I just like, I think it's very easy to have complete, you know, moral clarity when you, when you can just adopt this position of AI is bad and therefore no one should use it rather than maybe sitting in the nuance of like, both of these things can be true. Like AI is going to be devastating to many, many people and to the environment and also it's coming and you know I don't think it's like necessarily helpful for anyone to say we can't control the future but like it's coming it's happening and uh it is the stats do say that it is fewer women who are using it and what are the implications if men are the ones that are shaping it and using it and we're seeing this real divide and this real wealth inequality being deepened right now and if women are the ones that are not building and using these tools then we are the ones that are going to be on the other side of this divide and that's going to be ingrained for generations and generations and I think you need to be able to be comfortable to say like both of these things are true and like to live in the nuance there and like maybe not so clearly and aggressively judge people for wanting to adopt it and wanting to be on the other side of that divide.

8:41Jasmine:I think the internet doesn't like gray zones. Yeah, 100%. Definitely not. I think that a lot of people who aren't engaging in AI have this complex that they're better than everyone else because they aren't. And I think if that's a choice that they want to make, then that's okay. And I think that like any choices we have, the no judgment piece is so important in our progress as women and as humans. And I think that gray area is where people get tripped up. Like they just can't let go that someone is doing the opposite. And it's interesting because people are commenting these things from their iPhones.

9:21They use data. They're shopping from places that use tons of fuels and their clothes, I guarantee are not a hundred percent sustainable. So I don't know. I think that if you don't want to build something big and large and keep up with all these other people running the race then that's fine but I don't know it's just all comes down it all comes down to your choice and it's really tricky it's really tricky yeah I

9:46Jasmine:yeah the internet is not like nuance um this is a really nuanced conversation personally I am aware of uh a lot of what's going on and the risks and and everything with AI but it feels a little bit what's the word like reductive almost reductive and a bit patronizing where I think a lot of women were kind of coming to it saying like we know what's going on we are not just like not paying attention we are paying attention and we are intentionally opting out and I think that is like a really actually quite a fair argument where people are saying well you know women are being left behind it's like no we're intentionally opting out we don't want a part of this which like honestly all power to you I think great if that's your decision but yeah I don't think it was necessarily just about the message around like the uh encouraging the use of AI I think it was also like some of the tone in some of these posts that made women think oh you think I'm like a silly little thing and like patting me on the head like I don't use computers it almost reminds me of like the girl math trend which is like all in good fun but it's like is this actually a bit damaging you know to women and like oh I don't do that or like that's a blue job like you know I think it's I hope this is like the peak of kind of the conversation around women and AI and like throwing in the girl boss like it's all the kind of clickbait that I hope comes like exactly this like nuanced educated conversations around like what are the implications for you for your business for the environment like looking at it all and not just you know taking yourself out of the conversation because like kind of like girl math you know like it's like not for me um I think to your point Nat on like you know whether or not you use it I'm sure you guys have seen this this is not like a hot take but folks kind of like referring to like the AI like revolution or like AI coming almost like the industrial revolution where it's like okay I get it like you probably like that was I'm sure so damaging for the environment like they knew it back in the day but it's kind of the way of the world in progress and say your factory you know didn't want to adopt the industrial revolution I'm sure your factory was no longer and not to like fear monger again but I think that was a lot of the sentiment that I saw in these comments of these viral posts was like they're all profiting off of AI yeah and like so are a lot of men so are a lot of women but like Like you can as well.

12:12Like you're not, anyone kind of can profit off of AI. You know what I mean?

12:17Jasmine:There's a lot of like resentment at the root of a lot of this, which again, I get. But I also think like we live in a capitalist society. And if you are competing in, you know, you're an entrepreneur or you're working in a traditional job, you're going to be competing with people who are using these tools. Like if you are saying I'm opting out and I'm not using AI for content generation, and then you have the same product as someone who is using AI for content generation and they're testing a thousand ads a day, who's going to win? Like genuinely, who is going to win and who is going to be at the, you know, stealing that market share over the next five years.

13:00Jasmine:And if that's not your priority, that's not your priority. That's fine. But like, if you are participating in this race, like you do need to see the realities of this and not just say I'm going to sit out for ethical reasons and then still think that you're going to be able to get that economic win because you probably won't and that's just something that you need to be comfortable with I'm curious what you guys think about Sophia's post specifically because when I was looking she's brave the slides you're wading into these waters it truly is an act of bravery I was looking through her slides and it's more of like an educational resource on how to use AI, what she uses it for, how those workflows go.

13:41And at first glance, if I hadn't known about this whole controversy, I don't think I would have recognized the severity of this post because I have seen this format before. I've seen this formula. I've implemented some of these things. Even a couple of episodes back, I talked about what I use Claude for, how I use it with my emails. And it kind of was similar to her post, obviously from a totally different angle. I'm curious if you guys have seen similar posts to that prior to this whole conversation, because I know I have.

14:12Jasmine:Oh my God. I follow like Kat GPT, AI Herway, Ali, Kay Miller, like all of these AI influencers. And I guess because they're people that exist for the purpose of educating on AI, they don't seem to be getting the same pushback. Whereas anyone else who like is talking about anything else and then kind of bringing AI into the mainstream a little bit more seems to be getting this pushback yeah 100 if anyone is looking for a great follow we've had her on the show but Elliot from phase it has the best tech talk super short on like how she uses AI for her business I love them um but I totally agree now I'm actually curious on our community at female founder world like I would imagine they're kind of in this AI bubble with us but I'm curious you know like if this conversation will have both kind of sides of the fence so yeah comments yeah definitely leave your comments I'm really curious too I just I think people probably wrestling with this I think that you know I sit firmly in the camp of like pro entrepreneur like if you are out there and you're trying to make a better life for yourself through entrepreneurship I am all for it like go use the tools go try the things go and go and use everything at your fingertips to your advantage because I do think like more women building businesses, generating wealth is net positive for the world.

15:34Jasmine:But I also understand why people are hesitant. I do think that Sophia Amoruso's post versus Mel Robbins though comes from two different places because Mel's is obviously a paid partnership whereas people are saying okay well Sophia is an investor in these companies and she's pushing us to use them because she wants to benefit and you know just win at life in that respect but if you're an investor in a company you're likely already bought into their vision the brand itself or maybe you use it I hope that whoever is investing probably uses the product is familiar with it so if you are an investor wouldn't you organically support your investments and a lot of people do it and I think it's just because this is very fragile at the moment everyone is clinging on to the fact that she's investing uh personally in these platforms so that was also another like gray area what do you think yeah it's so funny and I think women and female you know influencers and lots of folks that I follow online will talk about this but it's like why do we assume such bad intent like I read these as and like if I was Mel or Sophia and even just having this conversation now it's like wanting to kind of open up the table and like democratize kind of this access and this information where it's just so classic the internet that folks kind of read it so the other way of like they're trying to maliciously like take advantage of us and I think that's honestly to me where you know AI hopefully can like manage the PR crisis of like it feels like the evil villain almost in like a sci-fi like film but like let's kind of move on from that narrative you know I think as well where I sit on this is kind of like if I could if I could go back five years and say let's not develop this I actually think I like I would I feel nervous about it for like my kids and for the future and I do but I also can see like that ship has sailed maybe that makes me like really defeatist and like cynical as well but like that I feel like that ship has sailed and I genuinely don't want to be one of the people left behind.

17:41Jasmine:I don't want the other women in my life to be left behind and I guess that's where I sit on it. Have you guys heard about clipping as a marketing strategy for consumer brands? I feel like it's been so buzzy right now. It was something very new to me like as of this week but there's been a viral kind of conversation around clipping. Yeah, there's been this like viral post. It was an Instagram carousel. I've seen it on LinkedIn as well about how consumer brands are using clipping And when I talk about clipping, I literally mean you have a long form piece of content like this podcast, and then you clip it.

18:14Jasmine:You can use tools like Opus AI, speaking of AI conversation, to help you clip these videos into short form little videos. And then basically you've got volume of content. And it's something that's been used in media for a really long time. Obviously podcasts use it, anyone who live streams uses it. And now we're seeing it being used by consumer brands. It was quite interesting timing to see this viral post because I had a conversation with Jade Beglin, the founder of 4AM Skin this week, and she was talking about how they're kind of thinking about, oh, how do we use this as a beauty brand, whether it is creating long form content or a live stream of some kind, and then you get the volume of content to be able to clip and share online.

18:55Jasmine:and I think it's really interesting the idea of like taking things that are working for media brands and applying them to DDC and consumer products because clearly if it's working for meet audience growth for a brand or a company that exists primarily on a business model that relies on reach it's going to be something that's going to be interesting for a marketing strategy. Jasmine does she clip on her social media or how does she approach it? Jade yeah she hasn't tried Yeah, she was basically just like, she was just like talking about, she was kind of like, this is what I think is going to happen next.

19:27Jasmine:And then I saw this viral post and I was like, oh, we should talk about this. This is really interesting. Have you guys seen any consumer brands that you think are doing this? I know one, so consumer app, but a friend of mine, Lily Sun, the founder of Ditto, she has like a little like mini podcast studio in her office, literally just to record long form that gets clipped for short form, which like, I don't know about you guys. we've talked about this you know in our own group chat but I will like I can't scroll past a podcast clip on TikTok without like at least seeing what the first 10 seconds are I don't know what it is like right so I think it's so talking to me totally my friends they are important they have microphones hi no um but I think it's so smart I've told Julie before like let's rent a studio but I know I don't want to get too down the AI rabbit hole but we've actually talked about this in our group chat with this this feels like a very popular AI format like the like round table like podcast moment that I'm like what is like the next kind of iteration on that once this becomes AI slop oh yeah I hate the idea of the fake podcast we've talked about that on here before the concept of having that round table chat page I think grabs the attention of consumers really easily because people think that it's so tailored to them because the conversation will be so specific or maybe it'll solve a problem that people have or I think the skinny confidential does this really well whether you like them or not they do a really good job of touching on you know this magic supplement or this new uh workshop or this that the other thing that inevitably actually is a product or something that the person is selling and people don't see it as a like hey do you suffer from dry damaged hair well it's like it's not you know an ad that you would typically see and I think people feel seen like oh my god I am looking for a prenatal that you know has this that and the other thing so I don't know you think that we'll see consumers use it much more Paige I'm intrigued to see if you guys give it a try I can't remember who it was it was a founder that I love so someone awesome I'm sure ages ago probably like five years ago was talking about how like every business now is a media business and I think this is just so that which we need to pump up our media game at at Benny but do you know what I think is interesting so the the concept is it's like it's long form content you use someone empowered by AI to like clip this down and then you have volume of content and at the moment that's being taken from a format that already exists right like podcasts easy format clip it but it could literally be anything like you could have someone going through their beauty routine for like an hour and just talking through everything or you could like and that could get clips like there's so many like what can you do that takes a long time that you can then get turned into short form videos where it's not always like all like scripted videos I think it doesn't necessarily have to be the talking head podcast format I think it's anything that works for like a longer form piece of content do you guys remember the Vogue beauty routine kind of videos that were popular they're still kind of popular they were popular yeah they're fun and they're always you know relevant celebrities at the time and they're longer form and I think they probably do this now they probably syndicate them to reels but that would be a perfect example of something that would work so well clip down into maybe four different videos to tease the long form and if you're a beauty business that's something that you should definitely try if you have a good relationship or partnership with a creator rather than them creating a video about your product it's just like an easier way to get more content out of just integrate it in yeah exactly yeah interesting I also think you don't even need to the clips don't even need to be necessarily teasing something I think that can be their stand their own like standalone pieces of content where it's like each one provides like a little bit of value I look at the clips that we are doing from the show at the moment and we have someone who specifically works on that now every clip is like its own like micro topic they might go for 20 seconds like they're really short but it's like its own complete thing and it might make you want to go watch the show but it doesn't like leave you hanging it's not necessarily like a clickbaity cliffhanger it's its own piece of content which I also think is like quite important I recently had a conversation with someone who works at flight story which is the the folks who produced iro for ceo and a bunch of other podcasts and she was talking about their um clipping strategy and basically they've used for a long time uh accounts that are not their main account on social so they'll have like i don't know motivation mindset or something like that and they'll just have a huge volume of clips and they'll post it there and it looks like fan accounts but it's run by the brand or it's run by the um the media company and it creates this idea of a a fandom around around the brand because it makes it there's this perception that you have people who are so obsessed with you that they've like you know created these like fan accounts for your clips I love that no I think the kind of like ghost kitchen of accounts for lack of a better term is like very yeah I'm like uh like it's like not you but it's you um I think it's so interesting similar vein if you're not a um a video person I know bloom supplements like bloom what I don't even know what the long form is bloom nutrition has a meme page that looks like it's like not run by bloom which I think is to your point Jasmine of like creating this fandom like if it's just on your explore you're like everyone's obsessed with bloom jasmine was early to this game you have that account that's related to female founder world we do we've got at female founders and we kind of stopped using it once they brought in trial reels because i was like well why would we need to like put stuff on another account when we can just post it without impacting brand or like you know um we can have that volume um through trial reels rather than feel you know like crowding up our female founder world feed but now I am thinking oh maybe we should build up that account as well it's an interesting idea why not I feel like that's like the like the content like strategy that seems to work is just like everywhere if it's high quality get it everywhere I like it we had Max from untouched blooms on the show a couple of weeks ago she makes basically these cool like phone grip thing like pop socket type things and she goes live really often and I think it would be cool for in that situation because she uses TikTok live to take those lives and clip those down and turn those into clips on fan accounts or whatever I think that it would like really create this perception of fandom around a small brand and it helps like make you look bigger than you actually are and you obviously don't want to be like deceiving your customer but I think that there are these kind of more like grassroots guerrilla marketing type tactics that you know we're not doing the same things that we used to do 30 years ago, 20 years ago that a lot of legacy brands did, but like, how can we apply those same principles of that really scrappy grassroots guerrilla marketing to the internet age?

26:48Jasmine:And I think this clipping strategy and these like fandom accounts are a way to do that. No, totally, Jasmine. It literally feels like making flyers and like putting them around the internet, you know, like it's like, we're just gonna drop this. I, my, my brain is spinning now. I'm excited. I think this is so interesting. It's definitely something that if I was building a consumer brand I would be exploring and like is a no-brainer for being the found world. Did you guys see this business of fashion case study they just dropped? It's on the drop model and building hype for your business. Really just like this whole drop playbook.

27:21I feel like we've seen this play so well. Yeah. With Park, with Set Active, even with The Gap, we've been talking about The Gap. Yes.

27:31Jasmine:I saw it. Like I saw it and I have a subscription and I downloaded it and I was like this is this is very long maybe I'll read it another day can you for those of us that haven't read the whole thing can you give us the cliff notes was there anything interesting in there about I'm not like so interested in like the evolution of why we now have this drop model for marketing but I am interested in what's working totally no what I thought was really interesting on kind of like the why now of drop model because to Jasmine's point it goes a lot into the history of kind of like drop models in the 90s blah blah blah but why it's working now I think is just this consumer like it's like the instant like it's like the TikTok for any like consumer brand like we need newness like something is always relevant and just keeping people's attention which I think is super interesting and it echoes a lot of the conversations that we're having with like retailers on the Benny side but the case study itself talked through yeah exactly that kind of like modern take on like why we have a drop model they talked a lot about in person which I think is really interesting I think as a consumer brand founder and the consumer brand founders that I talk to there's kind of this like goal and dream of doing like your LA pop-up and your New York pop-up but really like any local community and often the smaller almost the better to build a ton of hype like in person around whatever this like limited moment that you're doing and I think it works across like really any category um but it was a great read we love in person we're doing a couple of co-working events coming up aren't we nat yes we are i think the limited collaborations are really powerful if you don't have the audience necessarily to go on a d to c drop and just cross your fingers and hope it does super well i think for example with park i know we've talked about this a thousand times but it's just such a great example i'm not going to be buying five to six crewnecks a year but if there's a new drop every couple of months with new colors that I can never get again I guess I'm buying six cr next year so I see why it works and we were talking prior to this podcast about kind of what comes first the chicken or the egg the hype or the drop or the drop and then the hype so I need to dive in and like really read through that I mean I think ultimately like also the product just needs to be good right like you can't just build hype and community because you're like dropping limited edition stuff you need to build that momentum and that reputation of having like good good stuff when you're dropping it um but I I just opened the case study and I one thing that I think is really interesting like you mentioned that the the collaboration model is like a mechanism for dropping things that are limited edition if you don't have the the bandwidth the resources to be able to drop a full product yourself regularly enough to kind of like feed that like tiktok hype cycle and business of fashion talks about North Face and how they basically like re-energize their iconic products.

30:28Jasmine:So they'll take something that is a skew that performs really well for them. And then when they do a collaboration or like a limited edition drop, they'll only change it 5%. And so it like keeps that like iconic brand DNA, but that gives them something new to be able to launch. And I think that's a really clever way of looking at it. I think that's brilliant. I've seen a lot of brands revitalized through the art of the collaboration this would be helpful to some people but my business is brand new and right now because we are so small batch and only have five SKUs and don't really plan to have a ton more in the near future just because it takes so much time I have been exploring limited edition collaborations with places that are just relevant or brands that are just relevant and even if it's like hat a sweatshirt a hat like a tote bag just something to give people in the meantime that feels meaningful and feels like oh this is this totally makes sense not just for the sake of a collaboration so yeah I think that's really some good food for thought for people who may not have that hype quite yet totally and I just am thinking to our like you know the real like first year founder like really like entry entry level of what like any brand could do I think thinking really local I think Mara Allison McMara from Mara Beauty does this really well they do a lot of great like cafe collaborations and like a limited drop with like a latte or a smoothie and I'm sure any town like I'm visiting my parents right now in the most random city ever and they have cute cafes that I would collab with you know I think there's that and then another thought while we were just chatting on like what is like the most entry-level way that anyone could do a limited edition i just my cpg mind goes to like moqs and the packaging and the timelines of all those things i think there's really scrappy random things you can do there's like this bedazzled trend right now um like if you did like a bedazzled version of your skincare and you literally had 10 of them no one needs to know how many there are but like you could diy it at home um and have like a little moment i don't like tied to the 4th of July, like something.

32:42I love that.

32:42Jasmine:No one needs to know how many there are. No one needs to know that there's only 10. There's 10. It's so limited. We've all had that moment when you're sending out an email marketing campaign and you're stuck in some clunky platform drowning in features that you've never even touched, but you're definitely overpaying for. Then you go and ask customer support for help. Please help. And you're hit with an AI chatbot. It's genuinely so frustrating. That's why Female Founder World is partnering with OmniSend, a reliable and easy to use email and SMS marketing tool trusted by over 150 ,000 brands just like yours.

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34:03Jasmine:okay it's time for our smart swaps if you're new to the show smart swaps are basically a weekly ritual that we have around here where we're sharing the tools the products the ideas and rituals that are just giving us a little up level whether it's in business or in life in general so at female founder world we're rolling out a little bit more content like a new content series and a lot of our content is shot on the iphone but something that i've been seeing brands do often throughout the years that always catches my eye without fail is not iPhone content, but rather camcorder, film, like a professional camera.

34:39And I think it goes a really long way. I think that we strayed away from that for a while because it's obviously a lot more work, probably more expensive. The iPhone is so easy, so, so easy. But I think, you know, it's starting to get a little bit boring. So I think if you can use any other really creative medium, even if someone on your team is really good with a camera, it doesn't have to be perfect. It can really just like switch things up. I saw a couple of examples of this. And I don't know, it just really caught my eye because, you know, how many times are you scrolling past iPhone videos?

35:15So that's my smart swap for this week.

35:17Jasmine:I think that's, I mean, obviously, I think that's really clever because we're doing it and I have loved the videos that you've been sharing and I think people you know if you're not following us on TikTok and Instagram make sure you are because we're bringing you a lot of utility through these videos and it's really the team like out in major cities chatting with founders bringing resources bringing their stories to our social feeds we've decided like how do you make that visually different everything else that's in your feed and actually might just be switching up from an iPhone to another camera so I love love love so yeah so good Nat I feel like it's like the low-hanging fruit of pattern breaking I feel like we talk about that a lot and like your scroll like what is like what's standing out so smart my swap is something that I feel like we've talked about at female founder world we love the founders but I'm obsessed with pickle you guys I feel like I'm always dressing for a work event and my co-founder and I were the most chronic buy online and return everything or don't and we have so much random stuff with tags for this event or this panel or this whatever like pickle I would die without pickle if you don't know pickle it's like clothing rental it'll literally save your life and you will always look like the coolest dress founder in the room I feel like female founder world girls dress so incredibly well and when we're at an event I'm always like is this pickle I had uh Julia Julia Julia O'Mara the founder's name on the show a little while ago when they were like first not first launching but maybe like a year or two in so it's very cool to see you know how far they've come and they're everywhere any city I'm in now like I'll be in Minnesota and I'm like let's check out pickle Paige wore a really pretty pickle dress for your sugar plum fairy dinner remember it's like that red dress oh yeah everything I wear is pickle if I'm walking out of the house it's pickle you do I need clothes yeah I really need clothes like postpartum I don't want to get a lot buy a lot of clothes also just like when I'm in the U.S.

37:16Jasmine:because we're doing so much content I need totally three different outfits a day I'm not buying that so yeah when you're traveling yeah it's so good okay my recommendation I'm stealing from our guest on the show next week Jordan Harper from Barefaced is my guest and she is the queen the queen at educational content and using it as part of your marketing funnel she has a CPG brand a lot of people who are doing educational content are like selling you courses she is selling you skincare products and uh I I was just like literally like she was talking and giving me her tutorial and how she does that and I like could not like you know stop taking notes it was incredible and one of the one of the quick resources she had was for an Instagram account called the story tutorials that I've been following and diving into and it basically has different frameworks for how to make your stories just pop and she talks about how she gets hundreds of thousands of views when she uses this very specific story format and it is you know it starts with like a video or a photo of her with like a problem that she's experiencing in her life that she knows is going to be like a proxy or a gateway for what other people are experiencing and then it goes into this four or five slide kind of thing where it'll go through what the solution is and then a CTA through ManyChat to enter a flow where you then get converted on email or SMS or over DM.

38:40Jasmine:And I don't know, I've seen a lot of people do it. I feel like it's the kind of thing where you can watch brands or founders do it and you can kind of see that there must be a format or a framework there. But this Instagram account like breaks it down for you. And you're going to see this on my Instagram stories. Love it. I'm going to give that a go. Give it a go. We'll give it a try. Thanks everyone. That's the show. That was a lot of fun. See you next week. Thank you.