The Monetization of Self: Personal Brands and the Business of Influencing

The Money with Katie Show

Money with Katie

Self-improvement, Education, Business, Investing, How To

4.8 • 1.3K Ratings

🗓️ 18 January 2023

⏱️ 38 minutes

🔗️ Recording | iTunes | RSS

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Summary

21-year-old high school dropout Emma Chamberlain earned $12 million in 2021. How’d she do it? Glad you asked. She’s a successful YouTuber who parlayed her internet prominence into major brand deals (and a coffee company). When I stumbled across a Bloomberg piece that cited “86% of young Americans” embrace the idea of becoming an influencer, I knew I had to do a deep dive on this wild west of a career field (and the careers these young people are leaving behind to pursue it, like teaching and nursing). Even non-influencers tend to manage their “self” as it’s presented online, as there’s a perceived connection between the presentation of your “online self” and your ability to earn money. Learn more about our sponsor, TaxAct: https://www.taxact.com/moneywithkatie Transcripts can be found at podcast.moneywithkatie.com. — Mentioned in the Episode Influencer Nation: 86% of Young Americans Want to Become One: https://www.bloomberg.com/news/articles/2019-11-05/becoming-an-influencer-embraced-by-86-of-young-americans?leadSource=uverify%20wall The Brand Called You: https://www.fastcompany.com/28905/brand-called-you Forbes' Top Creators of 2022: https://www.forbes.com/sites/alexandrasternlicht/2022/09/06/top-creators-2022/?sh=2a4b1e1567a1 Alex Cooper is Coming for Joe Rogan's Spot: https://www.nytimes.com/interactive/2022/05/23/magazine/alex-cooper-interview.html — Follow Along at Money with Katie: https://moneywithkatie.com/ Watch on YouTube: https://www.youtube.com/@MoneywithKatie Follow Money with Katie! - Instagram: https://www.instagram.com/moneywithkatie/ - Twitter: https://twitter.com/moneywithkatie Subscribe to The Money with Katie Newsletter - Sign up for free today: https://www.morningbrew.com/money-with-katie/subscribe/2 Follow the Brew! - Instagram: https://www.instagram.com/morningbrew/ - Twitter: https://twitter.com/MorningBrew - TikTok: https://www.tiktok.com/@morningbrew Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	What comes to mind when I say personal brand?
0:09.6	Where do you draw the line between your online self and your real life self, especially
0:14.8	in a day and age when your online persona can be so readily curated and monetized?
0:31.0	Welcome back to the Money with Katie Show Rich Girls and Boys.
0:34.1	I'm your host, Katie Gattie Tossan.
0:35.7	And this week, we are talking about personal brands, the business of influence,
0:40.2	and monetization of the self online.
0:52.5	When I was in college, personal branding was this fun, trendy buzzword in our tight-knit community
0:59.4	of public relations nerds and overachievers. Since it so easily lent itself to self-promotion
1:05.6	and self-aggrandizement, I was all over it. And while I know there's a corporate executive
1:11.4	coach out there who will insist that this isn't really what it means, the reality is,
1:17.0	to overzealous 19-year-olds interpreting corporate jargon for one another, this is what it meant to us.
1:24.8	I even remember doing a presentation all about establishing a personal brand.
1:31.0	And I don't remember what was on my cringe-tastic slide deck, but I'm pretty confident there was
1:35.7	a section that showed examples of my own Instagram profile with some nod to consistent filters
1:44.3	and using the same font on your resume in Portfolio, another groundbreaking advice.
1:50.5	Lesai.
1:54.0	We recited LinkedIn Best Practices like they were Bible Verses in meetings of pre-professional
2:00.0	student groups, and we admired thought leaders in our space and Googled ourselves to examine
2:05.6	the results for maximum employability. Before I even entered the working world, it was clear to me
2:11.7	there was a significant slippery relationship between my ability to earn money and my ability to
2:17.7	present myself a certain way online. Even high school featured some of this Tisk Tisking.
	...

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