A Shoppable Life

Explicit content warning

02/18/21 • 40 min

3 Listeners

There is a Harvard of influencing. Yes, you read that correctly. And we're going there...or, at least we're applying. Until recently Instagram was for looking, not buying. But one very savvy tech founder helped to solve that disconnect; a woman, naturally. Amber Venz Box is a 34 year old mother of four and the founder of RewardStyle and LikeToKnowIt. In the past decade, her companies have driven $8 billion in sales for brands. This week, with Amber's help, Jo applies to become a RewardStyle influencer and tries to figure out if her life is shoppable. Shoppability is a new term, one that even academics are now using. But finding out if your life as a mother is shoppable is like asking which of your kids is more commercial. And that's where this all starts to get a little uncomfortable.

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Previous Episode

Women's Work

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Mom influencing is a multi-billion dollar industry. How the hell did we get here? How did influencing become a job? Why doesn’t Wikipedia mention mom bloggers in their history of women and what does the 19th Century economic philosopher Thorstein Veblen have to do with why we are so enchanted by people who seem wealthier than we are. Consider this your history lesson of women influencing other women to attempt to lead more perfect lives. We start in 1896 with the creation of Vogue, wonder if Lucille Ball was actually the first mom influencer, and scroll all the way to the the beautiful mess of the early Mom Internet. Moms have been commodified since the beginning of moms, the only difference now is who is making the goddamn money. And if past is prologue, will answering all these questions help Jo figure out how to become the influencer of her dreams?

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Next Episode

An Authentic Woman

Authenticity might be the most over-used word in the influencer industrial complex. But what does it even mean? What the hell is an authentic woman? An authentic mother? From celebrities to politicians to Instagram moms, women are attacked for trying too hard to get it, or are ripped to shreds for not having enough. This week, Jo tries to figure out how to be a more authentic mother by going to both extremes: she speaks to the surfing Instagram mamas of Byron Bay, as well as a woman who chose to post her home birth on Instagram stories. But at the end of the day is searching for authenticity online just a trap designed to keep us on a hedonistic treadmill that makes us feel bad about ourselves? Or is it actually possible to be a real mom and still get paid for it.

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Under the Influence with Jo Piazza - A Shoppable Life

Transcript

Speaker 100:00:02.160

Hey, it's a Joe. If I send you my Instagram, can you look through it and then tell me which of my pictures might be the most commercial? Absolutely, um to your phone. I do. Yeah, So it's Joe Piazza author. How do you spell Piazza? Amber Vin's boxes scroll in my Instagram and then I called her up and asked her to scroll my Instagram to tell me if I got what it takes to be a mom influencer. Okay, great, So there's an adorable image of your daughter

A Shoppable Life Top Questions Answered

How do Instagram influencers monetize their content?

Instagram influencers monetize their content by using platforms like Reward Style and Like to Know It, which allow them to tag products in their posts and earn commissions from purchases made through their links.

What is Reward Style and Like to Know It?

Reward Style and Like to Know It are platforms that enable influencers to monetize their content on Instagram. They allow influencers to tag products in their posts, making it easy for consumers to purchase them.

How much worth of products were purchased through Like-to-Know-It in the first year?

$10 million worth of products were purchased through Like-to-Know-It in the first year.

How much growth has the family category of influencers seen each year?

The family category of influencers has seen 100% growth each year.

What is the importance of authenticity for Instagram influencers?

Authenticity is key for Instagram influencers as it helps them build trust with their audience. Relatable content performs well on the platform.

How much has Reward Style grown in terms of sales for retailers?

Reward Style is the largest single driver of sales for retailers, with triple-digit annual growth.

How many retailers do influencers on Reward Style have immediate access to?

Influencers accepted into the Reward Style platform have immediate access to relationships with 5,000 retailers.

How much have Reward Style and Like to Know It platforms sold in products?

Reward Style and Like to Know It platforms have sold over $8 billion in products.

How do Instagram users trigger an email newsletter through Like-to-Know-It?

Instagram users trigger an email newsletter through Like-to-Know-It by liking a post that has tagged products. The like button serves as a trigger for the email newsletter.