Week 23
Project Recap - Weeks 23
- Interview with Daisy influencer - How to get Gen Z to see
- App design
- Studio Practice hand-in
- Blog submission
App - Final designs
Visit this page to see the full journey of the Daily Task app
Visit this page to see the user journey of the Quiz of the app, to inform users of facts about single-use plastics
Visit this page to see the user journey of the calculate your C02 of the app, to inform the user to make better sustainable choices
Visit this page to see the user journey of the community of the app, to inform the user to where they can redeem their points
How to talk so Gen Z will listen - Expert analysis with Daisy Herriott, Beauty Influencer
TikTok Influencer Daisy Louisa has over 1 million followers
Questions
About you…
1. Can you give a brief introduction to the background of how you started? (I scrolled back to the first one in June 2020)
2. When did you realised you had peaked global following, was there a pivotal moment? (Interview with Charlotte Tilbury?)
3. Do you have a select audience and could you describe them - i.e - female, aged 16-21, any country in particular?
4. Do you use any special recording equipment or just your phone camera. Any lighting? Has this collection of equipment grown since you started.
5. Do you closely follow any trends to know what to post - music choices, hashtags
6. Which has been your most popular post and do you know why, or can it be random?
7. Which other beauty influencers do you follow and which products are you happy to endorse? Has this selection grown over the years.
8. Has TikTok opened doors or given you opportunities that you wouldn’t have experienced otherwise?
9. If yes to the above, can you give an example?
10. How long does it take to set up a post? Do you research it beforehand - products, trending music, hashtags etc
11. Your last section of posts are all very monochrome - is this your brand look and intentional?
12. Do you earn an income from your posts? (You can scoot around this question if you don’t want to answer this)
13. With digital trends increasing, where do you think influencer advertising will head in the future?
14. Do you have an agent and do they vet your posts before they go ‘Live'.
My project - My research shows me the Gen Z audience like small, snippets of information, mainly off social media (rather than news outlets) and are more likely to believe an influencer over someone in Authority/Government. Although the app has serious intent, it is meant to be user friendly visually to appeal to a younger audience.
I’d love to get your take on how to influence the Gen Z audience to consider my app?
I know this is really different, and my subject is incredibly niched (based on sustainability and community)
I keep coming back to the ‘why would they’, but it is all based around 'nudge theory’ on doing something incredibly small, daily can make a huge impact over an extended period of time.
Transcript
5 December 2024, 10:14am
LOUISE LUCAS 0:03
Hi, Daisy. Thank you for doing this today. So this is absolutely fantastic.
LOUISE LUCAS 0:10
So I just thought I'd catch up with you and find out about your life as an influencer and really about how I could talk to my audience to make sure Gen Z listen. So I wondered if you could give me a brief introduction about how you got started and.
Yeah. What was your first post? How did it come about?
Daisy 0:37
Yeah. So I posted on Tiktok kind of as everyone did in lockdown. It was just kind of like lip synching videos. Very strange. If you actually think about it. But just like 2 songs. And then that was that was kind of the extent of that. I stopped doing that, and then it was about just over two years ago now. I think it was maybe August 2022. I just posted a video of me doing my makeup. It was literally, I put my phone up in front of my mirror.
Daisy 1:06
Did my makeup edited it? Put a song to it that I liked and posted it. And at that I think.
When I posted it, it got about like 600,000 views.
From when I literally had no following and that was literally what started it all, I posted it and my now management reached out to me and said we think you'd be really good at doing social media like, do you want to have a trial with us that you've really not bought anything to lose? And I didn't reply to it for a couple of weeks, so I thought it was a bit of a scam. I was like, no, I don't want to do that like because they were saying, oh, you can get like free products, you can get stuff gifted to you clothes whatever you want. And I thought, well, this seems a bit too good to be true. And then they.
Daisy 1:47
Again, and I just thought, well, I might as well. Like the girls seem lovely. So I did it. And then here we are now that she managed to get me, Brando's and everything like that. So. And that's now what I do on social media. So yeah.
LOUISE LUCAS 2:04
Fantastic. And was there a kind of a kind of a pivotal moment when you suddenly thought what a pinch me moment you would an amount of followers or was it, I know you you did an interview with Charlotte Tilbury was there. And I mean that was just.
Daisy 2:19
Yeah, it was. Do what I always forget about that. I think because it's just everything kind of goes into a big blur because I think from someone who always used to watch influences I used to watch Youtubers and like, now I've got to meet the people that I love. Like it's really strange, like it's all still feels a bit surreal. So everything kind of merges into one, even the fact that I get to even just work with Charlotte Tilbury and then the fact that I actually met her.
Because she wanted to meet me like it was. That was really strange.
But I think I mean, hitting a million followers on Tiktok. I that was never a goal. That was literally never a goal. I never really thought that would happen. So when it did, it did feel a bit strange because it was like when I then spoke to new people and they said, oh, what do you do? And I'd say, oh, I do it like social media. They say, oh, how many followers you got? And I was like, a million. Like, that's a big number. Like, people would always be that reaction to that would be like, wow, Oh my gosh. Like.
LOUISE LUCAS 2:57
Yeah, that's amazing.
Yeah.
Daisy 3:20
And that I think that was kind of was kind of what made me realise that oh, wow, like.
That is a lot of people like a lot of people, but yeah, I probably think the shark tail breed thing even just going to some events and meeting the people I grew up watching on social media is weird. Like, because if you told me like 10 years ago, I'd be in the same room as these girls.
I think you were nuts. Like so. The fact that I'm them being invited to the same things as them is really, really strange. Yeah, I'd probably say meeting new people. I think it's the meeting people. That's the thing. And it's like quite a lot of the time now when Sam and I go out and I go out or I go out with friends, like people come up to me and say hi. And that's really that's really weird.
LOUISE LUCAS 3:52
What I can say?
Daisy 4:02
That's the weirdest thing about, I think the first time that happened was probably the biggest kind of pinching moment, because that was so out of what I ever thought would happen, like, and it's it's the point, like when we went on holiday with my parents, it was Tash. My mom and dad, and we were just out for drinks at this bar in Greece. And these two girls came up to me, and they were like, oh, my God, hi. Like, we love watching you and my mom and dad were like, this is so weird. Like, like.
We're literally in the middle of nowhere, so that's that's probably actually the weirdest, like most.
Kind of pinched me moment when people come up to me on the street or in Sainsbury's. Like it's yeah, that's crazy.
LOUISE LUCAS 4:40
And have you been told from analytics or anything that you have a target audience, do you know what that is? Is it probably girls between a certain age?
Daisy 4:50
Yeah. So about on Tiktok, I mean, I can get the exact numbers if you want. No. OK. So like, I think Tiktok is about 85% female.
LOUISE LUCAS 4:57
No, just ballpark.
Yeah.
Daisy 5:03
Kind of in UK America. And then like Germany, Sweden like Europe, kind of European country. So it's that that on Tiktok and then the ages are about between like 14 to like 28.
LOUISE LUCAS 5:12
Yeah.
Daisy 5:20
So it's it's. Yeah. It's like young to like young.
LOUISE LUCAS 5:22
Not 52 then.
Daisy 5:25
No, I do. I do what it actually does show like percentage of people and like in the like 40 to like 60 category there's like a lot of women and I said to mum I was like I wonder if it's like your friends like people that know you that like what.
LOUISE LUCAS 5:39
It probably is. Have you seen Daisy?
Daisy 5:42
But so that's yeah, that's TikTok.
LOUISE LUCAS 5:43
And do you have?
Do you have any special equipment and has that kind of grown? Did you just start off with, you know, probably?
Daisy 5:51
Yeah, I literally started off with just my mirror that had lights on it and I just film in front of that. And then when I started doing and then actually Sam and I moved into a apartment which had really, really good natural light in the bedroom. And that's where I would film. So I didn't need any lighting for that. And then when we moved back.
LOUISE LUCAS 6:09
Yeah.
Daisy 6:12
To my parents house I there wasn't that much lighting that would that was like great lighting. So I bought these two like box lights.
And like a tripod to put my phone up on. And now I've got I have. Now I film with natural light for my like outfit videos, but for makeup I've got like, a white backdrop. I've got two, like, quite big panel lights in front of me. And then two lights behind me. So it's quite a big set up now. Like, it's looks pretty versatile, like in the room that I've got. It looks very professional, I mean.
Daisy 6:47
It just because I wanted basically just a pure white background, you need a lot of lighting to create that so.
Daisy 6:54
Yeah, I've got that. And then for my YouTube, I've got like a vlogging camera. And then I just.
LOUISE LUCAS 7:00
I was going to say, did you do you have special? Do you just use a phone or yeah.
Daisy 7:04
I use my phone for Instagram and TikTok and then I have like a vlogging camera for YouTube. So yeah.
LOUISE LUCAS 7:12
Fantastic. And can you close closely, follow other trends, do you do you stick with what you do in your niche or do you kind of incorporate?
Other trends into to what you do.
Daisy 7:26
Usually just stick to kind of what I want to do. If there's a trend that I like, I'll do it. But I'm not kind of just like trend following like you have some people who have got like a massive following just from following trends.
Daisy 7:40
But I would. I don't really. I'm not going to do something that I don't want to do. So if it's a trend that I think it's like weird or a bit like strange, I'm not going to hop on it just because it's like doing well. But the one thing probably trendy wise I would follow is like sounds like when a lot of people listen to a specific artist, like, if I like that artist.
Daisy 8:01
I'll use their music and it helps that they're also trendy, so people kind of like engage with the content more. So the music is probably the bit that I follow. Trends like the most. But in terms of the actual video ideas, not really. I mean to be like Christmas, I'll probably post some like Christmassy vibe videos, but like.
LOUISE LUCAS 8:05
All the content, yeah.
Yeah.
Daisy 8:23
That's probably not a trend, but yeah, I just think like for me, because my social media is just me posting, I don't really feel like I want to just they're like follow trends because I feel like that's not exactly me and it kind of feels a bit fake. So yeah.
LOUISE LUCAS 8:40
Has some TikTok has it open doors for you that you you have thought that you wouldn't kind of get involved in otherwise?
Daisy 8:48
I mean definitely with the events like being able to be in the same room as people. Not that I go to the events, but the doors open to go to go if I want, but it like specific things that there's a YouTube that I used to watch all the time and I went to a like workout class with a brand and she was literally like right next to me like it's just stuff like that and especially like the shark tube thing as you mentioned earlier, that would never have happened without social media. And then also like.
LOUISE LUCAS 8:56
Yeah.
Daisy 9:15
That like this apartment, like I wouldn't have been able to get the apartment.
Or anything like that without social media. So I feel like everything I do in my life now is because of social media. So it's literally it has. Like, it sounds really cringe, but it has changed my life like massively like before I did it. I don't what I was. I was working at Waitrose, not there's anything wrong with working at Waitrose, but I was actually just working at Waitrose three days a week just thinking oh, I don't know what I'm going to do with my time and now I get to do this. So yeah.
LOUISE LUCAS 9:26
Yeah.
Yeah.
Yeah.
So was there a pivotal one moment? I won't ask about money or anything, but was there a pivotal moment where you thought this is my job, this is where I handed my notice of Waitrose and.
Daisy 9:55
Yeah. Well, I I didn't actually. So I worked at Waitrose and then Sam and I moved down to. I was always going to be leaving Waitrose anyway and then I was. I was actually looking for a job.
Just a part time. Kind of like receptionist or something like that. And then I posted the video that started everything while I was looking for a part time job. And then when my management reached out and then I was getting paid. Like compared to what I get paid now like it was really tiny amounts, but it was more than I'd earn a part time job. So I thought, well, why am I going to do that if I can just do this, I can get like makeup and clothes.
Daisy 10:34
And just do this. But now I I never saw it becoming my full time job and actually.
Just having to do this like I always kind of thought I'm gonna need to find something eventually to do, but it all just kind of snowballed and yeah, like the like, social media. I feel like people underestimate how much money is in it. Like, I really don't mind talking about money if like, because it will help you, but like.
When you think of putting an ad on TV or like putting an ad in the paper, it's so expensive to do so. But on social media, you can pick someone who you know their target audience. You know that that video is going to go to people who want to see it.
LOUISE LUCAS 11:02
Absolutely.
Daisy 11:13
And compared to like TV and newspaper ads, if you get paid nothing but there's a girl called Alex L, You probably may have heard of her. She's Alex O. It's a LIX. And then BARLE. She is an American influencer, and she started. She started posting years ago, and then suddenly blew up. And I think her brand all of hers got leaked.
LOUISE LUCAS 11:22
Alex. Sorry, Alex.
Daisy 11:39
A couple of years ago and it was like for one video she got paid $70,000.
And everyone was just, like, outraged. Like, why is this girl getting paid this much? But then you could find out from her code that she got given.
That shows you how many people have ordered with your code, the company made over $2.2 million. It was like she actually got wildly underpaid. Like if you're like. And so it shows how much because of how targeted the ads can be, the money comes back, like, literally tenfold. Like, so it's it's a very lucrative, like career to be in, especially if you've got, I mean, the more followers and the more engagement and stuff like that, you get the more money you have because.
LOUISE LUCAS 12:00
Yeah.
Daisy 12:23
The bronze can see that your audience enjoy what you're posting, and they'll be like, Oh yeah, like I want to get that. That that so. Yeah, it's. But it's it's good money.
LOUISE LUCAS 12:34
So so how many posts do you have to do a week and do you have an agent who will say kind of steer you in what direction to go this week or what products to?
Daisy 12:44
No. Well, so I do have a manager, but she kinda just handles all the brand deals and all the communication with the brand I everything that I post is because I want to post it and because I just want to like I could post nothing for a month or I could post 10 things in a week. So it's very I just choose what I do and then it kind of goes from there. So I don't.
I don't schedule content I don't plan to do a specific amount if I feel like filming more and posting more. I'll do so or if I.
I'm having a bit of a week that I just want to sit and do nothing. I can't, so that's that's the beauty of the job, that I really don't have to follow any strict like guidelines. If you've got an ad though. So let's say I'm working with, I don't know, pretty good thing you'll have a date that you're posting that video. So I'll know that. Well, let's say on like Friday, I'm posting this video. So that's the only time that it's structured.
LOUISE LUCAS 13:21
Yeah. Fantastic.
Daisy 13:43
But all the like organic videos that I post, I can just post when I want, which is nice.
LOUISE LUCAS 13:49
And we where do you see it going? Have you know, has the direction changed from when you started and where do you see it going in the future, I mean?
I I see it as we're using even even more.
Digital influence online, so I can only see it.
*********** in and getting bigger.
Daisy 14:12
Yeah, I think, I mean, in the whole social media just space like I feel like it's the smallest now that it will ever be. I mean I think because Brand C the trends of like let's say like fur jackets at the minute are very in. So it's like if everyone's then buying a fur jacket, the brands that have a fur jacket want you to show that they have it so that they can get that out there.
Or it's like going into their shop showing they've got a shop in blue water. So one of my friends.
She does social media as well, and Sephora have just opened a shop in blue water and for an ad we went to blue to blue water to show that Sephora is now in blue water. So it's like instead of putting it in the papers, oh, so far as I'm you're putting it online so and then she's getting paid to do that. So it's like, I think everyone is glued to their phones, like that's never going to change. I mean, it'll probably only get worse like.
LOUISE LUCAS 14:58
Yeah.
Absolutely, yeah.
Daisy 15:10
And I think, do you know what the one thing I don't like is? I feel like brands do target the young kids.
Like it's to the point that like 12 year olds are going into Sephora and buying full face makeup, they that just if you ask me that just shouldn't be happening like it's that I think that's bad. But the whole social media thing it's I just don't think it's ever going to slow down because of how much it creates revenue like brands, some brands and especially like people as well like art like music people.
Some people who are like fake like Mega, Mega, famous now are famous because they got spotted on Tiktok and people like were then obsessed with them and posted about them.
And then suddenly then all this like global superstar like it's.
LOUISE LUCAS 15:57
Yeah.
Daisy 15:58
I mean, there's what?
Millions of people on social media, like if you're posting something in the paper on the TV, maybe like a couple million are gonna see that Max. So I think it's just very yeah, it's it's so easy for a brand to get their product and their like message out there on social media because all it needs is one post to go viral and you've got a massive new audience that you never would have had before so.
LOUISE LUCAS 16:08
Yeah.
Daisy 16:25
Yeah.
LOUISE LUCAS 16:27
So coming forth, they're going to an app that I've created.
And what I'm trying to do is is Gen Z is my target audience. It's a totally different area from what you do, but what tips do you think you could give me that I could use to make your target audience listen? So it's very much about trying to.
Daisy 16:41
Yeah.
LOUISE LUCAS 16:55
Stop people using single use plastics and using.
And locally withstore water fountain. So it's obviously very needed and very low.
But are there any influences that you follow who you think have got a kind of environmental message or sustainable message at all? Or do you just not look in that area? Do you, are you very specific with what you do?
Daisy 17:19
I mean in terms of like specifically to what the app that you're doing, I wouldn't say following people, but actually recently like a lot of people that I follow, it's very much like cutting down on the fast fashion and cutting like entry more sustainable buying from more sustainable brands like. And I think that that movement is really taking off because people are kind of seeing the effect.
LOUISE LUCAS 17:24
Yeah.
Yeah.
Daisy 17:46
That fast fashion and like using single use plastics and things that that has on the environment, especially with the kind of.
Documentaries that like David Attenborough does and like, where you can see the effects or like the animals that people love to see and they want to go and see in the wild. And it's like, oh, these are killing these animals. Like I think that like, the sustainability.
LOUISE LUCAS 18:03
None.
Daisy 18:07
Like movement people really on like. So I think obviously doing like a getting rid of single use plastic and going to locally like water fountains, like really honing in on like how sustainable and like what the single use plastics are doing for the environment like how that's so awful I think people.
A *** story like I think people really like. If if you see on Tiktok a video of a turtle like being strangled by a fishing nap, no one's going to watch that and think, Oh yeah, like, that's good. Like. So I think having, like, a message or.
LOUISE LUCAS 18:30
Yeah.
Daisy 18:45
But in not in too much of A complex way, everything needs to be very simple because.
LOUISE LUCAS 18:51
I think and and short as well, because I've noticed it's it's looking at my research, it's attention span and I think everyone likes everything in shorts snippets so they can take it in quickly and move on to the next thing so.
Daisy 18:54
Yes, yes.
Yes.
Yeah. I think like with if you were doing any like advertising for it like very quick snappy content or like very quick, snappy stuff like not crazy amount of like colours. I think when people see loads of like loads of colours, it kind of gives like textbook. But like when you're at school and it's all, it's just like a whole page. It's so colourful like have having like colour. But the message to stand out and that be the main point of it or.
LOUISE LUCAS 19:23
Yeah.
Yeah.
Daisy 19:34
Using, I don't know videos of said animals like struggling in in.
LOUISE LUCAS 19:39
Yeah.
Daisy 19:40
Pete, that just strikes a call with people and like everyone like loves the turtle or wants like the Dolphins or ever like not to die. So it's like that's what I think the main message but very, very simple. I mean you forget this sounds bad. You forget how.
Daisy 19:59
Like low, the general public's comment, like knowledges like so like you do, like when when I see stuff on Tiktok and all the comments are like, don't understand the video. And I think how do you not understand that? So it's like you're.
Daisy 20:12
Missing a whole like group of people who potentially don't see these kind of like sustainability like issues because they're just not tapped into that side of media. So it's like guessing to everyone with a very, very simple message and that's what I've like, the David Attenborough kind of things. Do they educate you while being like a serious topic, but educating and like?
Daisy 20:37
Simple, easy content to consume.
Even like on the app like yeah, I saw that you sent the.
App thing in the e-mail like just having everything being very simple to use. People don't want to have to fight to use an app like people are lazy like so lazy, lazy than ever. So like if they don't understand an app they'll just say oh just delete that like I'm not going to use that. So it's like very, very simple, easy to use something that you can literally open the app. And it was it was it like you every time you did it you got like a you had like a streak, didn't you on the app like I think that's really good.
LOUISE LUCAS 20:50
Yeah.
None.
Yeah.
Really simple. Fill your bottle, you know? Yeah.
Daisy 21:16
Yeah.
Yeah.
Which and I think that's good, like even I don't know if you had it like a leaderboard or anything like that. Like to people are competitive like that's just the way it is. And I think even maybe where, let's say if the app in the future like got really big you then can let's say like collaborate with sustainable brands and there's a a prize for whoever's done the most like. So it's people need an incentive to do something and it's either like.
LOUISE LUCAS 21:25
Yeah.
Yeah.
Daisy 21:46
Come from a place of wanting.
Something good to happen or something good to happen to them, like using it, doing a sustainable thing, as in helping the environment. But also I could be in with the chance of winning XY and Z so it's like because I mean people are selfish like they want something in it for them. So yeah.
LOUISE LUCAS 22:00
Yeah.
Yeah.
Stop recording now.
Daisy 22:10
Yeah.
LOUISE LUCAS stopped transcription