Athletes are endorsing it, moms are selling it, even seniors in their 80s like my dad are experimenting with it. By 2022, the industry is estimated to grow between $2 billion to over $15 billion. On today’s show, you guessed it, we’re addressing CBD and how influencers are getting involved. We’re privileged to be joined today by Emily Loss, Manager of Influencer Relations and Sponsored Athletes at CBDistillery.

About Emily Loss

Emily Loss is Manager of Influencer Relations and Social Media Strategy for CBDistillery, the company that is the driving force behind the #CBDMovement™.

She strives to assimilate brand vision and goals with influencer’s voice by pushing boundaries in real-time ad development. Emily has a passion for experience architecture and immersive video, and tries to weave both through all marketing projects that she is a part of. She is passionate about creatively forging emotional connections and authentic relationships between brands and influencers while nurturing online communities and gaining an audience’s trust.

Emily is extremely passionate about holistic healing, and progression of the CBD industry. Her mission is to empower others to heal themselves naturally through accurate information, education and the compelling voices and stories of real human beings.

Complete Transcript

Sherri Langburt: Hi Emily, we have so much to cover today.

Emily Loss: Hello. I am so happy to be here and be able to join you today about this important, crazy whirlwind of an industry that I am so fortunate to work in.

Sherri Langburt: Thank you. It sounds, and from what I could see from where we’re at, like the Wild West. So just curious, it seems like you worked on the agency side. How did you get into this space after being on that side of the business for so long?

Emily Loss: Yeah. So I worked on the agency side for probably about eight or nine years of my career. And it was such an incredible experience to be able to work for an agency and to learn all different aspects of the marketing world and the PR world and creative graphic design role and how it all works together, like a well-oiled machine. It’s kind of like a beehive environment where you work with a lot of different clients all at the same time.

Emily Loss: I began to find that being a mini expert on all of these different areas and having to learn all these different areas in order to market them, was really fun at first but then it kind of became a little bit grueling for me and I started to yearn to work in an area that I was really, really passionate about and one where I could feel like I was really making a difference.

Emily Loss: I’m originally from Ohio, I moved out to Colorado about two years ago. As you can imagine, the CBD and cannabis industry is just absolutely booming out here. It’s everything that everyone talks about. So I just started to kind of put my feelers out, not necessarily even into the CBD space, but I’m really passionate about holistic healing and about alternative modes of healing and health and wellness. And so the job at CBDistillery was one of the first ones that kind of came up when I started putting my feelers out to work in this kind of industry, and every box checked off. And I really truly believe that it was meant to be.

Emily Loss: I went in and interviewed and fell in love with the absolutely incredibly buzzing environment and excitement and passion that everybody in this company just exudes the minute you walk in the door, and I was like, you know what? This is where I’m supposed to be. And so I really switched gears and it was scary for the first time in my life after working in agencies forever, I flipped the script and I couldn’t be happier.

Sherri Langburt: It’s funny because I flipped the switch to the other way prior to my company, but I went from being on the brand side to the agency side and it’s definitely different. Yeah, so it’s very interesting to hear your whole kind of evolution of how you ended up at CBDistillery.

How did CBDistillery get started? Who are the founders? Tell us about the company.

Emily Loss: Our two founders are Lincoln Sorenson and Andy Papillon, and they really saw this… So CBD kind of started to blow up back in 2015. And by blow up, I mean just everybody was talking about it, but nobody knew what the heck it was. And so it’s just kind of this elusive thing where everybody’s talking about this incredible new way to heal yourself. But there are absolutely no regulations around it. There is not a lot of education or information.

Emily Loss: And so Andy and Lincoln kind of saw this incredible opportunity to get into the space and to be able to provide access to the masses because they truly believe, and that’s still at the core of our mission, that everybody deserves to have access to this amazing compound. And so they had seen the opportunity to provide really high quality CBD at a really fair price because there wasn’t any regulations again, and so companies were just popping up out of nowhere and essentially price gouging people because people didn’t know how much they should be paying for this, because of what [crosstalk 00:05:03] before.

Emily Loss: One thing that our company that we were founded on and that still to this day we’re really proud to say is that all of our products are just made with really high integrity. Everything is third-party tested. All of our products have a QR code on the back where you can actually scan it and see your exact test results for that batch of CBD. We’re vertically integrated. So we manufacture our own hemp. All of our plants go through many quality assurance tests before they even hit the shelf. So we’re involved seed to bottle. It’s really important to us. We stand behind our practices and our products just wholeheartedly.

Emily Loss: And so in 2015, our company actually was … Our big splash into the market was a Black Friday Sale. I think there was around just five employees at the time, just for reference, we’re now up to about 120 employees.

Sherri Langburt: Wow.

Emily Loss: Yeah. And they did a 100k in one weekend on a Black Friday Sale.

Sherri Langburt: That should happen to everyone who’s listening.

Emily Loss: Exactly. And so it’s just mind blowing. And from there, it’s just been steadily upwards and so much product innovation and so much growth and magic. It’s just been so incredible to be a part of, but also to be able to look back and talk to some of the OGs who were the first people that worked here, showing just the evolution of our brand. It’s amazing and it all happened so fast.

I’m going to go off the chart here, but with that first launch for Black Friday, was that one product or did you have a whole product line already in place?

Emily Loss: It was literally just our Isolate Powder.

Sherri Langburt: Oh my God. That’s wild.

For someone that hears all these words and I’m going to throw them out there, hemp CBD oil, CBD isolate, capsules, topicals. I think we all just need to hear it and to get it from you, what’s the difference? What is each item?

Emily Loss: Yes. And that is such a great question because it’s one that I hear all the time. Again, education is just so important to us. One thing that consumers should be really cautious of when purchasing their CBD is when things are labeled CBD oil and hemp oil, they’re two very different things.

Emily Loss: CBD oil and hemp oil actually come from different parts of the cannabis plant. So CBD oil uses the whole plant while hemp oil comes from its seeds. But now with the market, the CBD market growing so quickly, hemp oil derived from the seed is now more commonly referred to as hemp seed oil. Just to kind of differentiate the two a little further. So CBD oil’s made from a variety of parts of the mature plant including its stalks and flowers, and then hemp on the other hand is just made from the seeds and it’s created through cold pressing, where CBD actually is through an extraction method. It has certain healing properties, so all of the cannabinoids in this plant have certain healing properties where hemp oil on the other hand is kind of more of a, I would say staple for your kitchen because it’s highly nutritious, but it kind of lacks the healing properties that CBD oil contains just because it’s from such a very specific part of the plant.

Emily Loss: Both can support your health and wellness goals in different ways, but definitely have different benefits. So then as far as ways to consume CBD oil, there’s so many different ways to consume it. But you mentioned capsules, topicals. One thing that we really pride ourselves on at CBDistillery is being able to cater to all of the different ways that consumers may want to take their CBD. So we have CBD oil tincture that are taken … Well, most effectively taken sublingually under your tongue. I also know some people who put a few drops in their coffee in the morning, have a bunch of recipes on our social media and our blog where people will add CBD oil to certain recipes. But then there’s capsules, like you mentioned, and so those are just simply our CBD oil but in a capsule format. Some people prefer not to taste the oil or they don’t like the consistency so capsules are easier for them.

Emily Loss: And then we also have of course topicals that contain our CBD oil. And then also many other plant powder ingredients such as, essential oils, coconut oil. Your skin is your largest organ in your body and so issues that some people may experience on the skin side, a topical might be more well-suited for them because it’s easier to target those areas. We also sell vapes. Another really popular product of ours is our gummies, which we always recommend that people kind of start out with around 30 milligrams of CBD and then adjust their doses from there because everybody is so different. And things like body fat or metabolism come into play and it really affects how much CBD you should be taking, and it’s really just a very personal matter and something that you have to play with. And so our soft gels, our capsules, our gummies, all are 30 milligrams. And then from there you can … So with the tincture, you can kind of, as you can imagine, more easily control your dosage.

Sherri Langburt: Okay.

Emily Loss: It’s all just kind of this playing with your dosage game until you reach desired effects and upping and downing it.

Sherri Langburt: And so for the large part, if I take a gummy or a capsule, it’s kind of like just taking a vitamin that has these benefits and I know I’m taking 30 milligrams and call it a day.

Emily Loss: Yeah. I mean I’m also a big proponent of combining products. For me personally, I love our nighttime gummies. They have 30 milligrams of CBD and they have a 1.5 milligrams of melatonin. So it’s kind of just perfect marriage of the two that helped you really just naturally become sleepy. And so I love doing that. And then I love using a little bit of tincture in the morning as well. As you go through different things in your life, you may need to up or lower your dosage as your body becomes accustomed. I mean, I like to kind of just to say that CBD is an adaptogen and so consistency and patience are really important.

Sherri Langburt: No, and especially because it’s so new, so no one knows how to regulate or what to do. But that was very helpful. And from the outsider looking in, you just see so much on the news, right? It helps with, what you just said, falling asleep and anxiety and pain and inflammation and then there’s just all these other claims.

How do you narrow down your target audience. Is that even possible?

Emily Loss: One thing I guess I should mention that is really important and is really hard for us as a CBD company because we’re so passionate about what we do. We can’t make any medical claims as a CBD company because CBD is not regulated by the FDA. We always really err on the more cautious side when it comes to that. We always suggest consulting with the physician. It’s really hard for us to be able to talk authentically about our products because we’re a little bit limited in that regard.

Emily Loss: But as far as target audiences, I mean we don’t really have an ideal customer. We have different demographics that we know work really well for us. The whole millennial age group is a very big, steady demographic for us and they’re probably always going to be just because they’re a little bit more open minded, they’re a little bit more accustomed to alternative methods of healing. I hope I’m not talking out of turn there because I mean I really do believe that though. I think that people are just a little bit more open to experimenting. But then very interestingly enough, we’ve done a survey recently, and our fastest growing demographic is 55 and up.

Sherri Langburt: I’m going to bet on it. And I bet that it’s really hard to reach them because they’re not necessarily so tuned in other than Facebook.

Emily Loss: Yes.

Sherri Langburt: But I do know and I have colleagues and friends and family in this space, and there’s a lot of people in their 70s and 80s that are using it.

Emily Loss: Yeah. If I had to guess, I think that they’re just kind of … They’re asking questions and they’re fed up with using medications that may just mask their symptoms and that don’t get to the root cause of their issue. And I think that they are just kind of ready to maybe experiment as well and just, you know. I feel like they’ve been through it all and they want to try something new. And I mean, aside from that, other than just age, there’s so many different touch points for CBD because it’s … I mean it’s really the perfect addition to any lifestyle in any human being.

Emily Loss: We all have something called an endocannabinoid system. And so that means we’re literally built for CBD. This system contains CBD receptors that run all throughout our body. And the endocannabinoid system actually regulates many crucial functions in our bodies such as sleep, metabolism. It really essentially just keeps us internally balanced.

Emily Loss: We get the question a lot of times from people like, what will I feel? How will I feel? I don’t know if I feel different, how am I supposed … Because they’re so used to, I think again, like I said, taking medications and feeling a certain way or feeling a side effect. But people that I’ve talked to who have had the best success with CBD have said, it’s not some out of this world new feeling that you’ll experience, it’s simply feeling back in balance, feeling how you should feel essentially. Because it’s getting to that root cause and it’s bringing your internal system back into balance and maintaining your homeostasis. So that’s something that everybody, every single human being I think strives for. So when we start to talk about marketing this, it’s like, who do we want to reach? Well, everyone.

Sherri Langburt: Right.

Emily Loss: Athletes need this, moms need this, college students need this. The touch points are just infinite.

Sherri Langburt: Yeah. No, definitely. I mean, we see a lot of that, just even people with anxiety and you know, it’s across. That’s why I asked the question like how do you even narrow it down? But I’m sure that you have profiles of consumers. But again, you talked a little bit about the regulations. So what are the regulations? I know you can’t and I’ve worked in the food industry and the weight loss industry, so you can’t make claims like this helped me lose weight.

What are some of the regulations that you have to deal with specifically on social media when it comes to CBD advertising?

Emily Loss: You know, it’s always changing and that’s a very good thing because it’s usually changing in a progressive manner. Up until recently, CBD companies were not even allowed to advertise on Facebook. So all of our growth Facebook wise was completely organic. Same with Instagram. We recently have been able to advertise with Snapchat, but along with that comes a very large list of things that we can and cannot say. For example, we can’t advertise topicals on Snapchat. We can’t glamorize the product in any way. So showing it in a way that might make it seem really new and anything that’s going to kind of cloud people’s judgment, we have to be really careful of. The FTC is really, really strict on its regulations with CBD products. I think a big thing is that they really prohibit deceptive marketing and they require substantiation of all objective claims made in advertising CBD.

Emily Loss: Again, a big, big part of it is that we have to substantiate health clams. So we can’t say things like, “Can prevent, can treat, can cure.” We have to be really, really broad, and so some terms for example that we like to use is overall health and wellness or recovery. There’s so many different rules and regulations with each different platform. And then as far as influencer marketing, I have been turned away from influencer platforms before when I’ve kind of been … I was researching some different ones for our company at the beginning of this year and I got turned away from a couple of them just because they didn’t really know all of the legalities around it and they didn’t really want to mess with it. So it’s forever changing.

Sherri Langburt: Yeah, it’s a good thing we have an in-house attorney on our end.

Emily Loss: Yeah, me too, which is so, so helpful.

Sherri Langburt: Yeah. But okay, so now I’m curious. You talk about these channels. Let me just hone in on Instagram, like on your Instagram channel, assuming you’re not making any claims, could you just paint a picture of what your channel, and I’m not going to skip over to it, but tell our readers what you are posting on your Instagram channel. Is it just pictures of the product? Is it people with the product?

Emily Loss: So our Instagram is, it’s very much focused on product, but in the sense that we never want to seem too market-y. It’s focused on the product while at the same time giving immense education about every product that we feature. I didn’t mention this yet, but we actually, we really view ourselves as voices, the voices of the CBD movement and we actually trademarked the hashtag CBD movement.

Sherri Langburt: That’s awesome.

Emily Loss: Yeah. And so it’s really important to us to share testimonials, lab results, education, anything that we can to just empower people. And so our Instagram is really aspirational I think. It shows people out doing things and focuses and features our product at the same time. It also features, and one thing that we’ve been trying to do a little bit more of, which we’ve found that our audience loves is to show behind the scenes sneak peaks of our fulfillment facility. That’s here in Denver, Colorado. We do everything here. And so it’s really, really interesting for people to kind of get that sneak peek behind how everything’s done. We’ll show our new soft gel counter, is kind of one of the more recent ones that we shared.

Emily Loss: One thing that we’ve been doing lately that I just shared something about was, we’ve been surprising and delighting all of our customers. Every single person who places an order, gets a CBDistillery beanie in their order. And so just showing a video of like all of those beanies arriving at our warehouse before we had even sent them out yet was just kind of another piece of our story that we shared on Instagram.

Emily Loss: We also feature a lot of our brand ambassadors and our athletes and influencer content on there. But a big thing for us again is just education. And so every post that we have I think is really visually dynamic, but then you’ll go in and read our captions and they’re usually really long form and they’ll usually then point people to our blog because it’s just such an awesome resource for people to get any answers to any and all questions that they have. I would say the main thing about our Instagram is education.

Sherri Langburt: That and it’s definitely needed. And it’s hard for brands to use Instagram for education, so it sounds like you kind of have the right formula there. I mean I know you brought up athletes and influencers. With all these regulations and the different challenges you have, have influencers been able …

How do you use influencers to help you overcome some of these restrictions and regulations?

Emily Loss: So influencer marketing has been so huge for us because we can’t make medical claims as a CBD company, we can’t advertise on a lot of different channels. Again, working from the agency side, I was really well-versed in buying Facebook and Instagram ads for my clients, and when I got to CBDistillery and wasn’t able to do that, I was like, “Well, how the heck are we supposed to have regional presence?” It seems almost impossible and it really starts to force you to think outside of the box.

Emily Loss: So when it comes to influencer marketing, we really rely on their voices. We view all of our brand ambassadors and influencers as an extension of the CBD movement. It’s really just that ability for them to share their personal story and to make that emotional connection with their audience that we have found to be so helpful to us, you know by being open and truthful about their struggles and their journey. CBD usage can be a touchy and sensitive subject. I mean it’s health related. That can be stressful. As people navigate this new way of healing, they’re confused. And so I think that by creating that emotional connection with their audience and sharing not only their experience, but also education with their audience. Again, I know I keep saying that, but it’s so important for our industry. It fosters so much more than a traditional advertisement would, in my opinion.

Sherri Langburt: Okay. I’m going to ask you a question, you don’t have to answer, I want to bring this to light for some people.

Is there a specific influencer who had a really amazing story or did something that just resonated so well with audiences that you want to highlight?

Emily Loss: One of our biggest influencers who has been a super successful for us kind of came out of the blue. We didn’t really seek her out and we didn’t really reach out to her at first. We found her because she was tagging us and tagging our products and she was such an authentic … We found her organically. I mean she was already using our products and loved them and was talking about them. Her name is Heather McMahan. She’s a comedian and just an amazing woman who has this incredible Instagram presence where she just shares … She’s hilarious. If you don’t follow her, you really should go follow her. She’s so funny.

Emily Loss: I think that her Instagram handle is heatherkmcmahan. I want to say, M-C-M-A-H-A-N. I think that she is so successful for us. Everybody just kind of hangs on every word she says. Women hang on every word she says because not only is she funny, she just is real, as real as they come, and she shares just her everyday life and it’s not filtered and it’s not fake. And she talks about things that some people may be uncomfortable talking about and she does it in a way that just normalizes it. And so we haven’t … If we could have a hundred Heathers, we would.

Emily Loss: She’ll post about products that she genuinely uses and loves, which I think is so important and is something that we always look for when choosing influencers and brand ambassadors to work with. That’s our very first question. You know, do you use CBD? If you haven’t, are you open to learning a lot about it? Because we always want it to be from an authentic space.

Emily Loss: Heather, one of her favorite products is our PM Gummies, And so she’s traveling all the time and hopping time zones, and she will just pop on and randomly post [crosstalk 00:26:43] and it’s from her bed usually laying back on her pillow, looking fabulous, and we see an immediate spike in sales.

Sherri Langburt: That is awesome. Well, it’s good to know that influencer marketing is working. We always have people saying, “Does influencer marketing work?” So positive reinforcement for the whole segment of marketing. Thank you.

Sherri Langburt: It sounds like you’re finding a lot of the influencers organically. I’m sure that you’re using … There’s people who reached into your company who say, “We want to work with you.”

Do you use any tools to identify influencers?

Emily Loss: So I had been really taking my time in finding a tool that would fit with all of our needs. Again, as I said, I was turned down from a couple tools and it can be overwhelming when choosing a tool. So I would first and foremost tell anybody who’s in the market, take your time, do multiple demos, bring other people in from other areas of your team; your marketing team, or even other areas of your company because these tools can really help cross channel. They’ve really come a long way and it becomes so robust. But the one that we landed on is GRIN G-R-I-N. Love GRIN. It really helps us by kind of … They have a really large database but it’s not overwhelming.

Emily Loss: So when we’re searching for influencers … I mean before I used GRIN, it would kind of be that thing where you go down the Instagram rabbit hole and you find one influencer who you think looks really great and is aligned with your brand, and then you go to see who they are following and then you go to see who that person’s following. And it’s kind of like a domino effect to find look alike audiences. GRIN has a capability to let you just type in a certain influencer who is really working for you, and then of course a lot, a lot of filters that you can really personalize your search and find exact look alike audiences. And then also just do all of the communication within the platform, which was another huge pain point for me, was keeping my inbox organized, having all of these different influencers emailing me and reaching back out to me and remembering who was who, I was using spreadsheets. It was a lot of moving parts and pieces. So GRIN really helps consolidate everything down and we really, really like it so far.

Sherri Langburt: Thank you. That’s great to know because there are a lot of platforms and you haven’t done the research and knowing that you loved one, we always want to share that. So thank you.

Is there a difference to you between affiliate and influencer?

Sherri Langburt: Because it seems like a lot of people don’t really … They’re like, it’s the same thing. But I don’t think it’s the same thing, and I would love for you to chime in on that topic.

Emily Loss: It’s definitely not the same thing in my opinion, but I do think that it does go hand in hand. So we have a pretty large affiliate program here at CBDistillery and I’ve worked extensively on that as well before I kind of made a shift to really focus my efforts on influencer marketing. But affiliate marketing is, it’s a little bit, and forgive me to any affiliates that might be listening, but it’s a little bit less sexy. It’s a little bit more behind the scenes. It’s people who are SEO geniuses who are able to buy keywords and rank really high in search and then who place these links within their website that link to our website, and then any sales that happen using their link, they earn a commission on.

So you would say that the traditional affiliate really is more of a web content, blogger type rather than a social media where they are doing the affiliate?

Emily Loss: Yes. I think traditionally, yes. But I think that that’s also where they cross lanes a little bit. I work with my coworker Tony, who manages our affiliates. I work really closely with him because we’re constantly trying to find ways to present our affiliate program to our influencers as well. Because not only do you have to use a code to earn a commission on, or sorry, a link to earn a commission on, you can also use a discount code. And so one thing that we provide a lot of our brand ambassadors and influencers with is a discount code to share with their audience. And so rather than just sharing that discount code, why not earn a commission on it? It’s kind of like free money, if you’re already sharing it.

Emily Loss: So I think that there’s different ways to be an affiliate. I think that some of the really big top dog affiliates, yes, they’re the more web SEO, niche-focused group. But I think that there’s a huge opportunity for influencers to kind of bleed over into this area too and just kind of deepen their relationship with brands.

Sherri Langburt: Yeah. And I think that, that’s something that we’re moving toward as well. I mean, I think traditionally the influencers, they do the work up front, they’re creating the content so it’s like I get it, like I want to be paid for the work that I did. And I think initially when companies were reaching out to influencers, it was like, here’s the discount and do this stuff and maybe you’ll make money. So I think that it is coming closer and closer together, but it’s just, the words you keep saying, is education. It’s really bridging that gap for these people and showing them the opportunities that exist.

Emily Loss: Yeah. And I think that there’s different ways. I mean that’s another thing that Tony and I have been working on is how do we present this program in a way to influencers that’s going to be meaningful to them, and that is going to resonate with them. And that is totally not in the same way that we would talk to an affiliate. So that’s still something that we’re exploring too. But I think there’s tons of opportunities on both sides too, I mean from the affiliate side. One of our top affiliates uses social media a lot to … He has a really large Facebook group and so he uses social media a lot to to connect with people and to drive them to our site. And that works for him. And that’s kind of a rare case, but you can get really creative with either one and there’s so many ways to maximize your reach.

Sherri Langburt: Yeah, I’m already thinking of ideas that we could talk about when we next have a call.

Emily Loss: Yes.

Sherri Langburt: All right, well I don’t want to take up too much more time, but I did want to ask, we’re not just hitting a new year soon, it’s a new decade.

Are there any predictions or trends, you could see for influencers in 2020 and beyond?

Emily Loss: I think that the initial appeal of influencer marketing and why it became so large so quickly was that human to human connection that traditional advertising is sometimes lacking. And I think that muting the brands that are always talking about themselves through a megaphone and then focusing more on storytelling and sharing was kind of what was the initial driving force between influencer marketing. But I do think that since it blew up so quickly, it was muddied a bit with all of the noise and all of these new influencers popping up left and right. Unfortunately, a lot of them promoting brands that they didn’t really care about or feel like they’re into, and it became just another avenue to make money. I think that some influencers latched onto that rather than sharing brands that they authentically care about.

Emily Loss: Like when you have a fitness influencer talking about flat tummy tea and then also posting videos of intense workouts in a very regimen and nutritional routine, like with meal prepping and clean eating. It doesn’t add up. We all know that you did not get your flat tummy from tea. It leads us to question, have you ever even tried the tea? And from there, trust is lost, especially with millennials who are bombarded with this influencer marketing all day long, they become really good bullshit detectors.

Emily Loss: And so I think, and I’m hoping, and I think that 2020 will bring us back to that kind of human to human element and that influencers would have to be very choosy with those that they partner with to be sure that the brand aligns with their entire message they already are organically preaching or else they will really risk losing their credibility and their audience’s trust. I think that’s going to be really important, and I also think that marketers will start to expand kind of their notion behind influencer marketing ROI. I think that they’ll recognize on a deeper level that influencer marketing is the backbone of their brand personality and that it’s not first and foremost about that immediate conversion.

Sherri Langburt: Can I just quote you on this and send it out everywhere?

Emily Loss: Yes. Send it to all my old clients at every ad agency I’ve worked at.

Sherri Langburt: Okay, I will. Okay, sorry.

Emily Loss: No, but I mean it’s not about that immediate conversion. I don’t know the exact number, but I think it’s around 13 times that people have to see something on social media or hear it mentioned by an influencer to even make that purchase. That’s a lot. It’s about building a loyal and lifetime customer by first gaining their trust, and that takes time. And so I’m hoping and thinking that marketers will start to kind of realize that and not just think that it’s that immediate click and conversion that’s going to happen from this, but it has such deeper meaning.

Sherri Langburt: I hope so too. I mean there’s a lot that do, but there’s a lot that’s still kind of want that immediate sale. So thank you for sharing that.

Emily Loss: Yes.

Sherri Langburt: My last question is my favorite question.

Is there an influencer you love to follow, but hate to admit that you do?

Emily Loss: Well, I follow many different types of influencers who I truly am influenced by every single day and just my own personal, you know, it makes me truly believe in what I do even more because I have this whole little album on my Instagram of, to buy and I’ll save things to it, and then I’ll go back through and revisit that. That just goes to show you, it’s not an immediate conversion. I’m saving that product to go back and buy later when I feel like it.

Emily Loss: Back to your question, I think that I would have to say The Skinny Confidential.

Sherri Langburt: Okay.

Emily Loss: She’s hilarious and a little bit ridiculous and wears a lot of pink and pastel and is really sassy, but she gives the most incredible beauty and wellness. She’s kind of just a resource for all things beauty and wellness, and she does it in such a nonchalant, real way.

Emily Loss: I mean, I do hate to admit it because if you go look at her Instagram, it looks typical from the outside of just the typical health and wellness, beauty influencer, lots of pink, like I said, lots of beautifully curated photos, but then if you go in and look at her messaging, she shares stories about her real life.

Emily Loss: She’s pregnant right now. She shares things about her family and she just makes it really relatable and she makes you realize that the things that she’s promoting, she really does use and care about. So I would probably have to say her and I would highly recommend any women who are listening to just go check her out because she’s a riot.

Sherri Langburt: I’m definitely going to go check her out, so thank you.

Emily Loss: Yes.

Sherri Langburt: Well Emily, it’s been so lovely. Thank you for all the insights here. I think it’s very helpful to the influencers who are listening, but also to the brand marketers and agencies. So really appreciate your time and we’re going to be watching and we wish you lots of continued success.

Emily Loss: Thank you so much. And we of course can’t wait to chat with [BabbleBoxx 00:39:06] about upcoming opportunities in 2020. We’ve loved being able to work together thus far, so really excited for what’s to come.

Sherri Langburt: Thank you. We’ll speak to you soon.

Emily Loss: All right. Bye.

Sherri Langburt: Bye.