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Episode 4: Influence: Building A Loyal Following With Your Authentic Self With Special Guest Emily Susanah

AFB 4 | Influence

 

In her first interview ever, Emily Susanah opens up about what it means to have an influence on a community that loves and supports you, her recent wedding on Halloween, and how she discovered her passion for making relatable content on Instagram, YouTube, and TikTok. Emily is a beauty guru based in Nashville, Tennessee. Born in New Mexico, she creates content for her platforms by showcasing her incredible nail artistry, vivid hair, and colorful makeup tutorials. Emily is the queen of IGTV, and her videos often hit over a million views and impressions. From fashion hauls to debunking beauty hacks, Emily is relatable to her fans and has built a loyal following through her unique personality and authenticity. In this episode, we delve into what it means to be your most authentic self and then get a behind the scenes look at Emily’s recent collaboration with nail brand Makartt and what’s next for this beloved influencer who uses her platforms as a means to spread positivity in today’s cancel culture.

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Influence: Building A Loyal Following With Your Authentic Self With Special Guest Emily Susanah

Content Creator And Cotton Candy Queen Emily Susanah Joins Us To Talk About Her Recent Makartt Collab, How To Be Your Most Authentic Self And How She Found Her Niche In The Beauty Community

In this episode, we have the incredible Emily Susanah. She hails from New Mexico but lives in Nashville, Tennessee. She’s one of our Editour influencers. In this amazing episode, we get to talk to her about her recent collab with Makkart, her marriage and how she met her husband. We delve into imposter syndrome, mental health, cancel culture and things that she likes to do for fun. It’s an exciting chance for you all to see a side of Emily that you haven’t seen before on social media.

We’re so excited to have Emily part of this. I’ve been working with Emily for many years and she’s more than a client. She’s a friend. Even though she lives in Nashville, we’ve never met before. We’ve had many phone conversations and we work together on sometimes a daily basis. It’s going to be special having her a part of the show and introducing you to her.

It’s her very first interview. We are that much more thrilled to have her on our podcast. Let alone her being such a huge name in the industry. Enjoy.

We have a very special guest in the studio. We have Emily Susanah. Thank you so much for being here.

It’s your interview and your first show. We’re so honored to be a part of this.

I listen to a lot of podcasts but I never expected to be on.

Tell us what podcasts you listen to and you like.

I listen to mainly true crime podcasts, a lot of them.

There’s even a lot of makeup tutorial lists now who get ready as they’re telling crime stories. I’ve seen a lot more of those.

Like Bailey Sarian. I’m a huge fan.

John watches it sometimes too. I’m like, “This is history.” It’s addicting to watch. I’ve been so busy, especially in the last few years that I haven’t attached myself to a podcast but John listens to the Joe Rogan podcast. It’s his every single day thing that he does. Karen, I know you listened to some podcasts.

I used to listen to the Joe Rogan one but now that it’s on Spotify, it’s less accessible because I like to binge-watch on YouTube. That’s how I mainly listen to my podcast is watching them. I listen to a lot of other comedians too like Bobby Lee, Bert Kreischer and Tom Segura. All of those comedians are buddies. They all each have their own podcasts and they have each other on all the time. It’s super fun. Ours is all about ambition and about what drives you and about success. Tell us how you like to start your days. Do you wake up early?

I feel that I’m going to be probably the opposite of what you guys have on here because I’m not like, “Let’s get going,” kind of person. I’m like, “Let’s go with the flow and see how I feel that day.” Usually, I wake up around the time my husband does at 8:00 or 8:30, have breakfast and then I decide what I have to do for that day.

Do you plan your content or do you wake up and you’re like, “Let’s see what I feel like doing this day?”

I have a couple of options always for what YouTube video I’m going to do. It’s whichever one is probably the best timing. If a product is coming out or if I know something’s on-trend or if I want to do something before someone else does, that’s how I do it. It switches all the time.

You’re known as the Cotton Candy Queen. What drove you to dye your hair all these fun colors and basically become an influencer in the first place?

It’s happened because I used to be a little sand queen back in the day when that was a thing. I had a small following there and I think as time went on, it kept growing and growing and it’s what’s happened.

Were you working other jobs as you were doing YouTube on the side?

No. For a while, I worked in retail like shoes and then I worked at a movie theater. I worked for my mom for a bit. My husband and I have always gone back and forth with someone who’s working and someone’s not. He supported me for a bit and I started YouTube. I didn’t know that YouTube was going to make any money.

It was a passion project. How did you meet your husband and what does he do?

If you’re trying to find a way, find something that you’re good at and that you love.

We met through mutual friends at a boba place. We were in high school. It was junior year. We were at the mall and this Boba place and his friends knew my friends and that’s f how we met.

You got married, too.

I love how you did it too and how it was so about you and how it should be about you guys.

I’m not a public physical affection person. I would feel so weird even being in front of people and be that intimate. I wanted it to be us and with everything going on, it was a good excuse to be us.

It’s about you two, anyway.

Can you talk about these dynamics? I know that he helps out with editing. How does that work and how did he teach himself how to do that?

For a long time, I edited everything and at some point, it’s hard to hear yourself over and over. Especially with my list and I stutter. All these issues, hearing myself and having to cut that out through editing is so frustrating and it makes me not want to do it at all. He said he’d help me. I showed him basically what to do. He’ll edit now the bulk of it. He’ll chop down my six hours of footage into usually 30, 40 minutes. I’ll take it from there and I’ll add any graphics, effects and little popups that I said I would do like the little shout-outs I’m doing at the end of my videos right now or anything like that and I’ll then finish it.

How often are you filming?

It depends. Sometimes, it takes me 2 to 3 days to film a video because it’s a lot of the time. I’ll do the unboxing part and I’ll take my nails off that day. The next day I’ll come back and do the nails. The next day I’ll do the final or update or the shots or whatever.

Do you consider yourself a perfectionist too? You have a specific vision and you’re like, “I want to execute this no matter how many takes and tries it involves.”

I don’t think I’m a perfectionist. I don’t even know how to describe it. I do it and if I don’t like something, I will redo it. If I don’t like a video, I don’t care if nothing’s going up that week. It’s scrapped. I don’t care. I go with it. If everything’s perfect, it doesn’t show reality and I know that people like to see what happens and I wouldn’t want to skip over places where I’m having issues or anything like that. People wouldn’t know how to handle those issues.

People love that authenticity and they respond to it. You opened up a lot about your personal life in some of your blogs too. Do you find it hard to want to share with your audience but then still keep certain things private?

I like to keep a lot of my life private. I opened up a lot about mental health and not to use it as an excuse but it’s frustrating when people are like, “You look sad.” I’m like, “I am sad.” I don’t know what to tell you. People are always like, “What’s wrong.” I’m like, “I don’t know.”

How do you navigate social media with it being so negative now? It’s a different space than it was a few years ago.

I created myself a second account nowadays and that’s my personal account and I don’t do any beauty stuff on that. That’s where I post any personal stuff or my daily life stuff. Those people, I feel like following it. It’s a private account. If someone’s being rude, I can block them and it’s done. Those people that want to follow me there, I know are interested in me or my life or care about me but not my nails or my hair. I feel that I keep a nice community around me. I talk to people almost all day long in my DM’s on that account. I probably spent two hours a day responding to DM’s through both my accounts. I sit there and talk to a lot of people.

How was it like on your main account? Do you have a ton of DM’s too?

I get a bunch. If I post something there, I’ll get a bunch of DMs, otherwise, I’ll get some anyway. I probably get on my personal account easily 50 to 100 new DMs a day. It’s almost the same as my other one but I try to respond. If you’ve messaged me, if it’s an actual question that I haven’t answered somewhere or talked about a ton at times, I’ll answer you.

Even on Makartt, sometimes they’ll be like, “Someone reached out to me,” and then you’ll forward it to us so we can get into touch to make sure everyone got their order on time.

What’s the use of having a good relationship with the company if people are having issues? If I can pass that on, I might as well.

I know I love the closeness that you do have with your followers. People feel that they know you and that you know them. I think we were talking about this before about being we’re already homebodies and quarantine didn’t affect us. Karen is the same way too. She’s a major homebody as well. How was quarantine been for you with friendships? Are you pouring more into social or how’s it been?

It hasn’t changed much with friendships because I don’t have any friends in Nashville at all period. When I lived in Portland, I had one friend but I’ve never had any friends to begin with, so that doesn’t affect anything. My husband doesn’t know anyone here either. There’s never going out and meeting people. When people visit, that’s when we’ll go out and do things. It hasn’t affected that much aside from him. He now works from home.

AFB 4 | Influence

Influence: Don’t make anything a job for yourself. If you don’t like something, then don’t post just to get it done.

 

What was part of the decision to move to Nashville?

I don’t want to stay in the same place forever. I’m from Albuquerque, New Mexico and there’s not anything there. It’s all desert and boring. People are like, “That’s an exaggeration.” It depends on what part of Albuquerque you’re in. It’s that much of an exaggeration. Breaking Bad was filmed, that’s my high school.

Where you grew up, were you any in school activities? What were your hobbies? What was your thing?

I didn’t have any. That’s why I don’t do the public speaking type thing or interviews because I feel like I’m a boring person. I didn’t have any things in high school except constantly doing my hair and makeup and hanging out with my couple of friends going to parties I probably should have been going to.

That’s not boring because look at what you’ve done, with that craft? With doing your makeup and hair and what that’s translated into. You’re the biggest YouTuber on our entire roster of influencers 100%. I’m so proud of how much you’ve grown in the time that we’ve known each other. It’s been amazing to see. I don’t think that doing your makeup at an early age is boring but I see what you’re saying. Did you ever have any interest to do things growing up?

Everyone that loves animals wanted to be a veterinarian but once I realized I would see animals in pain every day, I was like, “I cannot do that.”

Having to deal with deaths too, would be heartbreaking.

I would love to help. That’s why I like to go and visit rescues and see the good stuff but I don’t think I could handle day-to-day tragedy with animals.

You’re a fur mom. How many dogs do you have?

I have four.

What are their names?

I have Zoey, Persephone, Apa and Brutus.

Are they all different breeds?

Yes.

Are they all rescues?

Yes.

They keep you busy, I’m sure.

They do.

I love the content that you post when it’s fur babies. Anything you share about your house or renovations, I’m like, “Let’s go.” Did you redo your kitchen first?

Yes, the kitchen was something that had to be done first. We moved in and I scheduled an appointment for someone to do it because it was tragic.

Do you have fun doing projects with that?

Stay on-trend, but do it your own way.

A hobby that I have nowadays is renovating my house. I’m doing a lot of painting because I can never decide on a wall color. I like to paint furniture that I find at antique stores. I love doing that. I’ve never done antiquing before I moved here. That’s never been me but I was looking for a thrift store one day and I accidentally went into an antique store and then I was like, “This is so much better.” I love all the old look sometimes, the gold, older look stuff. I love to see it all.

What else do you like to do in Nashville? What’s there to do? Tell us because we’re West Coast girls. We don’t know what’s going on out there.

Nashville is nice because it is, I would say pretty liberal, but around is conservative. It depends. A lot of people, if they visit, they want to go to Broadway, which is a whole street of bars. There are nice hiking places. We do like to go on hiking. There are a lot of pretty waterfalls. There’s always some stuff to do. I was only here for a year before, while we could go out and do things. This whole past year, I haven’t been able to go.

When you move in somewhere, you’re like, “I have all the time in the world.”

It’s the stuff that people visited that we went and did. We were like, “We’re going to do more in 2020.” That obviously could not happen.

That’s so wild. I was supposed to go to Nashville in 2020 and I’m bummed that we didn’t get to go. We were going to have a show out there. Nashville is such a hot destination, I feel right now. People even girl trips or bachelorette or bachelor parties, I’m seeing people doing the most out of Nashville.

The bachelorette parties are so funny. When it was normal, if you were downtown there were always these parties, the things where you cycle and drank at the same time and go around the city. Those are always full of a bunch of bridal parties and stuff.

I would not be able to pedal and do anything.

That’s so fun. I feel that you’re adventurous for being able to move from your hometown, living in Portland, going to Nashville and I know that you’ve been getting some questions, “I know you’re not moving.” You’re like, “No, I’m your content here?” Can you talk about how you found being content in the house that you are in and not feeling that you need to move?

I feel that for a long time because I moved around a lot as a teenager. I probably moved six or seven times, almost once a year. All I wanted was a house that I could call my own and I could do whatever I wanted with it. With rentals and stuff, you can never paint it. You can’t rip out the counter if you don’t like it. I always wanted to be able to do house projects and stuff like that. With this house, we didn’t see it before we bought it. A property goes so quickly in big cities that if you want it, you have to snatch it up right away. I think when we got here, it wasn’t everything I was expecting. I think I had higher hopes. Almost everyone probably does like, “I’m going to buy my own house and it’s going to be great.” It was flipped. I was at that point under the impression when you watch home renovation shows, they always are like, “If there’s an issue inside the walls, we’ll fix it.” I always thought everyone did that. They cover it up with duct tape.

Were there issues once you moved in here that you didn’t expect?

I thought that the counters were stone but they were laminate instead. It was a lot smaller in some places than others than I thought. It was on the main road, which I did not know before. That was a bit like, “There are no sidewalks.” My friend that I had to look at it for me, I guess some people aren’t in the same terms of what matters to them. When she showed me, she was like, “It’s great.” I was like, “Okay. Cool. I’m glad there are no issues.” She’s like, “No.” We did have to fix quite a few things when we moved in. I think the more I’ve done to it, I’ve done the counters and the showers now. I painted all the cabinets, almost everywhere. I painted the entire house.

I’ve re-decorated everything. I’ve done so much to it now that it feels like, “I did that. No one else can have it. It’s mine now.” That’s why it feels like home now. I feel that I’ve gotten past seeing because I always see everyone in California. They have these huge houses and everyone lives lavishly and, in my head, because I do social media I almost feel like I’m also expected to live that way but I didn’t want to. I felt it was expected and I’m over that now. I’m happy with my little house in the middle-class suburbs and I don’t need anything more.

I do feel that there’s a certain expectation that you have to live up to as an influencer.

I don’t even call myself an influencer because I feel like I’m a person that likes to post nail tutorials. I talk to people all day long. I don’t feel I’m above anyone else. It’s weird. I talked to the people that follow me like we’re friends. That’s how I feel.

I love that because there are different pockets and communities of influencers too. Out in the LA area, you can imagine it’s a different scene. I love our company because we truly work with the most genuine influencers in the industry. God has blessed us with that. We also still go to these events and I see what’s going on. I see the different air that these people have. It’s so refreshing to be able to work with somebody like you who is level-minded and down to earth. I feel like that is what our community is lacking much of.

I never want to be that person that’s constantly involved in drama and making friends to social climb. I’m not into that. I don’t need that.

It’s a personality thing too, because for me, if I ever were to be in that situation, I would be like, “I don’t want anybody to do me any favors.” I want to everybody else but it can also get to people’s heads. I feel that quarantine has been so good for the community because now we don’t have a lot of places to showboat. There’s not a lot of events going on, which is refreshing. We can look at this and be like, “The influencers in California have crazy houses,” but we don’t need that stuff. Being through quarantine, I appreciate what we have. It did take me going through quarantine to be like that here. Karen and I were talking because we both want to buy houses. I’m renting this house. It’s a big goal of ours but at the same time too I’ve come to reality. I can rent for another year or so and not put much pressure on myself, “We can give ourselves a fricking break.”

I know that in your early 20s, you set these expectations of, “I’m going to be married at this age. I’m going to have kids and a house.” There’s no timeline for those things. We put unnecessary pressure on ourselves to feel like we have to complete those things. Everyone’s on their journey, in the long run, many years from now. You’re not going to be like, “I should have bought my house a few years sooner.” It doesn’t matter.

We’re very proud of you for buying your house. That’s awesome.

I don’t have a problem with renting but it was the wanting to paint everything. I was like, “I want to be able to paint my house pink.”

AFB 4 | Influence

Influence: Be organic and true to yourself. Do not try to replicate what other people are doing.

 

What is your hair color? What color did you use?

I used a little bit of punky color a lot. It’s this Lime Crime color depositing shampoo and conditioner. I had blonde hair and I used it once and it was already almost pink. I was gone for a couple of minutes in the shower and I do it every time and now it stays pink, which is nice. There is no fading at all.

It looks so pretty. I’m upset. I want all my walls to look like that.

Going back to what we were talking about with your experimenting with makeup and hair, what age did you start your YouTube?

I put a couple of videos up at some point but when you start YouTube there are different audiences and feedback that you get. I wasn’t ready for the type of feedback that I was getting on YouTube, especially at that point, long nails were crazy. I got a lot more hate than I could handle at that point. Finally, I started doing my nails and people were like, “Post a tutorial,” so I started doing that. I think I was 18 or 19 when I committed to YouTube.

Do you remember what your first earliest videos were at that point?

I think I started watching lipsticks, a whole collection of lipsticks and a couple of regular makeup tutorials. Everyone starts out on that.

When did you first get interested in doing your nails? When did you realize, “This is what my audience is responding to?”

I’ve always gotten my nails done, whether short or I think I started getting my nails done and I was 12 or something like that. I would go with either my mom or my grandma or whoever and they’d go. My parents never cared how I wanted to look. They’re like, “Do whatever.” I started gradually over the years, getting longer and longer nails. Probably by the time I was fifteen. I was not having them cut off any length at the salon. It’s hard to find a salon that I was vibing with because every time I would get my nails done, I feel everyone in the whole salon would come over and look at them.

I felt like a circus act every time I got them done. That happened almost every single time. I started going to more expensive places that do more specialty designs and do forms instead of tips and stuff like that. I was getting charged over $100 a set and they would still be rude about doing them as long as I wanted. It was still never a great experience. I’ve never had a great experience at a salon. I was like, “I’m going to do it myself.”

I’ve always felt anxiety when I’m at the hair salon or in a nail salon. You don’t want to offend the person and you might not be able to speak up if you don’t like what they’re doing. It is nice to do it yourself.

I’m a person that if something’s wrong, 99% of the time, I’m not going to say anything, pay, leave and not come back. Instead of being like, “I don’t like this. Fix it.” “I don’t have it in me to do it.”

I don’t either. I have never liked my nails before because of that. Nothing stands out to me like, “That was so cute.” It’s amazing how you were ahead of the trend in that sense because now look at how long nails have become. They’re everything.

Speaking of long nails, congrats on your collaboration with Makartt. This is your first collaboration. Can you talk about how that came together and how you feel about it now that it’s almost all sold out?

I know everyone reading this doesn’t know but I feel like it’s so funny you asking me that.

You’re like, “You’ve been a part of this.”

I’m like, “I don’t know. You handle it more than I do.”

How is it going?

You’re great. I get to pick the colors I like and I’d get to give my feedback and you handle the rest. That’s how the collaboration went. They’re like, “Do you like this?” They’d send samples and then say, “No, this one’s not right.” We pick through and tell them what I want and get the samples and do that. They were really easy to work with.

Yeah, and you know what you’re doing and what you like? Was it a fun process for you to be able to design everything and sign off on the packaging?

I had a clear vision of what I wanted and I think early on, Makartt knew what I also wanted when I said the Cotton Candy theme. They designed that packaging. That was the first packaging that they showed us. I was like, “I love it,” except I changed the background color. They knew what I wanted and so it was easy. They were like, “These are our options and probably what you want.” I was like, “Great.” They showed me a lot of what I was already thinking, which is nice.

People are always looking for an excuse to jump on board and try to cancel anyone.

I love seeing everybody who tags you and Makartt with their nails. I’m like, “This is so exciting.” You don’t even know but this began with a Zoom call.

I think they DM-ed me and they’re like, “Can we talk?” I thought, “They probably mean a sponsored video or something by collaboration.” We’re on the phone and they’re like, “We’d love to do a kit with you.”

“Sign up.”

This was a huge deal for Makartt too because it was their first collab. It’s almost sold out. Make sure to get yours before it’s gone forever. We have so many requests too of people wanting it to be a permanent item. They’re sad it’s a limited edition.

I feel that because we did its limited edition, at first, I wanted to keep it a limited edition. There’s nothing I hate more than someone coming out with something limited edition and then being like, “You have to buy it now. It’s only going to be available now,” and they restock it five more times. That gets frustrating to people as well.

When the restock sells out in a minute and there are thousands of people trying to get it all at once and then the site crashes. That’s not a fun experience to put your followers through.

A lot of places will say they’re sold out even if they’re not to create hype. I did not want to do that. That’s why with our full launch, the restock or whatever, it’s still available. It’s been available for two weeks that way people could have planned to get it. They can get it on Amazon. They could have gotten it at Makartt. We tried to get it everywhere pretty much.

They did a really good job. You are so in your follower’s corner and I love how we were able to work with a brand that would listen to the things that we were suggesting so that we could make things easier for your followers. I love how you handle things and you’re full of grace and you’re like, “Let’s go.” It’s a great opportunity to have a collab but you are trying to make it very cost-effective for everybody else. You’re concerned about everybody else. It’s translates. People are like, “Ride or die,” because it translates. I love that Makartt was like, “We’re open to this.”

That was nice because I was like, “I want people to be able to do this.” With the price thing because at first, it was $69, 99. International shipping was free at $70. I was like, “It got up at $0.01.”

That’s what I’m talking about. That scrappiness is amazing and for your followers. I was glad that we were able to make that happen. I also want to know too because we’ve been in quarantine. Things have changed with brands. I want to know from your perspective how has influencer deals and the deals we’ve done changed? Where do you see there is an opportunity in the future?

Nowadays, brands are focusing on the DIY, “If you can do your hair at home or you can do your nails at home.” I get a lot less PR now from makeup because they slowed down. They can’t launch as much stuff as quickly because people are like, “Where are they wearing the makeup too?” Also, a lot of people don’t have as much money to keep spending on all these new launches. I don’t take a ton of sponsored stuff.

I know because Emily likes to test everything out before she commits to working with any brand, which is so genuine, real, very special and unique about you. If you see Emily promoting any brand, it’s because she loves it.

That’s how I feel it should be. You should generally try the product out or they’re like a lot of times, “Would you do this?” It’s like, “Yes. As long as I like the product,” and you then get the product and you can continue or if you don’t, say, “I don’t like your product. I’m sorry.”

I think that brands are taking aback sometimes. There’ll be emailing me again, “Did she get the product?” I’m like, “No but I’ll let you know when she got it and she’ll let us know,” which is awesome.

Are there other content creators that you get inspiration from or that you love following yourself?

On YouTube, I love LongHairPrettyNails and Femi Beauty. I think they’re both so talented. I feel like we all have a lot of the same vibes with nails, usually a lot of rhinestones. I love them. I also like to watch a lot of different stuff on YouTube. I watch a little bit of nail, a little bit of makeup stuff but I like watching soap-making videos like Royalty Soaps. That’s one of my favorite things to watch. I’ll also search for random people doing car detailing. It’s satisfying to me to see a dirty car go to brand new-looking.

That’s how you love that. Do you watch ASMR too?

I don’t like ASMR. I like when someone voices over and like, “Now I’m going in with this thing.” I love the whole process things or home renovation things. I also love long video essays either on movies or TV shows or different stuff.

You spend so much time on YouTube where all the stuff is out but I’ve never watched that kind of content before. I’m scared. Here’s what I’m scared of doing is getting more addicted to social media than I already am. I wouldn’t even make myself a Pinterest account or anything like that. It’s a joke in our company because I am scared that I’m going to be addicted to something else and it’s already a lot.

I don’t know how you have any time to do anything.

I don’t and I don’t even talk to John sometimes. I feel so bad and he’ll be like, “I told you that two days ago.” and I’m like, “I wasn’t listening. I’m sorry.” I’m working on it. Those are the things I’m working on. We have expanded our team. We’re going to be getting some more help in where I’m able to unplug a little bit. I think that the thing is for us, it feels like a lifestyle. It doesn’t feel like a job and being on social media is fun. It’s my outlet. That’s where I choose to spend time.

AFB 4 | Influence

Influence: If a company makes it obvious that they just don’t care, then there’s so many other options for everything out there.

 

I feel like that too. When people are like, “What’s your job?” I feel weird saying it’s a job because it didn’t start out like that. I also feel that I don’t make it a job for myself. I tried to post a video every week but if I don’t like it, I’m not going to post anything to get it done. It’s not a task I have to finish.

Exactly. You’re your boss, which is amazing. You film when you want to, you get it done when you want. There are deadlines every so often but you’ve never missed one, I must say. I want to talk about it too because we’ll have some people reading who want to become an influencer and love and appreciate your approach. What are some tips and insights you can share with somebody who’s trying to start out or maybe already is an influencer?

It has to happen organically. If you’re like, “I’m going to be an influencer and I’m going to get famous or whatever,” a lot of the time you’re pushing yourself into that life or the whole community with negativity. It’s usually how it is. I would say if you’re trying to find a way, find something that you’re good at that you love that a lot of other people don’t. When I started doing nails, there were people doing nails. I’m not the first person to do nails on YouTube. There weren’t as many people doing them with almost no experience doing nails, trying out a bunch of different kits and doing that find something that’s unique. There’s always content for everyone. If you’ll make it, someone will watch it and you tend to have to find the right community for you and make content. Try to do new ideas in that.

Being organic is so important and 2020 was the year for relatable content and less production, which has been exciting. It’s also a bummer because now that we have a studio and stuff, we’ve stepped up our content so it could look professional. There are a time and a place. I think that being organic and true to yourself is the number one piece of advice, which is amazing and not trying to replicate what other people are doing. That’s important too.

It definitely stays on a trend but do it your own way. I like watching different kinds of stuff. One of my bigger fit videos was I found these paints and it was the blackest black paint like a mirror paint. I saw all these people doing crafts with it because I like watching that kind of stuff. I was like, “What if I did that on my nails?” People loved that.

That’s so epic. I love that Subscribers Draw My Nails. That is brilliant. Are we able to stay on here? You’re going to be doing those. You’re doing those regularly.

I try not to do them too close together because I don’t want my entire channel to be as Subscribers Draw My Nails thing. I try to do it if there’s a video that I want to do reoccurring every 4th or 5th upload because I don’t want to do it too close together because everyone will get burnt out on it.

How do you choose the person that subscribes that draws your nails?

Try to look my best look through every single one and then I will screenshot any ones that I like and then also see what stuff I have to do it with because I’m not very good at planning. I’m trying but if I’m like, “I do not have that color red in anything.” I’m like, “There’s no way I can do this one,” or someone will draw something intricate and I’m like, “That’s not me. I’m so sorry.” You want me to put rhinestones on something I can do that. You want me to draw a cartoon on my nails, I cannot. I can try but it’s not going to be pretty.

Do you have a favorite social media platform?

My favorite is Instagram but my second account. I spend a lot of time on my second account. If you follow me on both, I’m trying to be better about posting on my main account but I post a lot on my second account because of my little community of friends and people. When I post something, I always get replies and I have conversations about it because I don’t have any actual friends here in Nashville. I only have a couple of other close friends elsewhere in other states. I don’t have a lot of people to talk to. It’s nice to talk to people all day long about various things.

Do you always try to stay on top of what’s happening with the algorithms? Do you do your own thing and gravitate towards what your audience wants to see?

I try to keep first and foremost what my audience wants because if they don’t like it, what am I going to do? I’m pretty fluid with what I like to do also for them because if they’re like, “We want makeup,” then I’ll do makeup. If they want nails, I’ll do nails. I love doing it all. It’s whatever they want because without them I wouldn’t be here.

I’m sure people are always reaching out to you to be like, “Try this product and I want to see this next.” There’s no shortage of ideas because you have this influx in this community that you’ve built.

People tagging me and stuff are helpful because that’s how I get probably a fifth or sixth of my ideas is people will be like, “Try this.” I’ll be like, “A lot of people tagged me in this. They want to see it. Let’s do it.”

I saw your stories about the hair dye company, Arctic Fox and wanting to support brands you personally stand by. Is that important to you? The brand ethos and supporting small businesses that need that extra love.

I try to support small when I can. That’s why I like to go to a lot of local stuff. To have someone do something in my house, I always do local. I really try. I feel like with supporting companies, as long as they’re trying to do better then I’m on board with that. I love when they’re trying to do better but if a company makes it obvious that they don’t care, there are so many other options for everything out there. We don’t need it. I didn’t know Kristen that well but I’ve had lunch with her. She lives in Nashville. Even then, I was still like, “I can’t anymore,” because it wasn’t changing behavior. It was old behavior and the same behavior continuing.

It’s like that cancel culture. It’s not on social media. It’s translating to brands too. For us, crafting the brand voice and crafting that image is difficult because I feel people are always looking for an excuse to jump on board and try to cancel you whether you’re a brand or an influencer.

I feel that the best way is to listen to what people are saying. If people are telling you something’s wrong, you need to read up on why and fix that. As long as you acknowledge what you’ve done and you’re like, “I didn’t know. Let me change that,” and apologize. You don’t do it again and continue to try to do better, I feel like people are pretty lenient. People are a little bit more on board with that. If you’re like, “I don’t care.” That’s when it’s a problem.

It goes back to that era of there’s a group of demographics in LA, a group of different influencers who has that air but that doesn’t even fly anymore. Now, people are holding influencers accountable and they should have been held accountable from the very beginning, in my opinion. It has humbled up some people quite a bit which is good. If people are learning from this, awesome. That’s preferable.

Do you have aspirations to start your own brand one day?

If people are telling you something’s wrong, you need to read up on why and fix that.

We should delve deeper into this because you have imposter syndrome. Talk about this.

That’s what everyone told me about and I finally looked it up. I was like, “I don’t think that I deserve to be where I am.” I don’t understand why people like me. I feel that everything I put out, I think it’s good in a sense but I also hate everything I do because I think everything is terrible. I think I hold myself to a high standard. If everyone else is like, “I have depression. I haven’t done anything for months.” I’m like, “That’s okay.” For me, if I did that, I’d be like, “What’s wrong with you? Get up and do something.” I hold myself to a way higher standard because I feel that I’ve been so lucky and privileged to be in this position to where I can do what I love. I do nails and I can live off of doing my nails. It’s crazy. It’s hard and I don’t understand.

For anyone who has a dream job, they feel like they might not deserve it but that’s not true. You have this huge community of supporters. I’m hoping they are telling you that every day that you deserve it and you’re here for a reason.

I get a lot of messages every day saying I helped them in some way and I’m so glad I can do that. because I know I can relate to that because I’ll watch people and I’m like, “They’re doing that. Maybe I can get up and do that.” I feel that I’m not exempt from being with everyone else and doing that stuff. I watch YouTube and I’ll be like, “Maybe I need that too. I need to go by that or what they’re saying does make sense.” It was Femi I think that said. It was in her review of my kit and she said like, “Comparison is the theft of joy.” I’ve been working on that.

It’s hard to not compare times. I also think when you’re so close to any project, it’s never going to be perfect in your eyes. Even when we create something, there have been few times where I’d be like, “Oh my gosh,” because I feel that things could always be better and it’s almost what Karen and I always say, “We overthink things. We definitely are overthinkers.” When we vent to each other, these sessions could last hours. We can relate on that level but you’re such a boss woman. You’re a business biatch and I love everything that you do. Any projects that I’ve been working on with you have been flawless and executed lovely.

Your business tactics are so refreshing. We translate into a beautiful brand. If you ever do want to start a brand, you let me know because it can be a creative head. There are many opportunities and possibilities with you. I know back in the day, even when you didn’t want to work with Dolls Kill or didn’t want to have a Dolls Kill anymore, I was like, “Emily is special.” She’s special because you don’t go with the flow. You go with what makes sense to your heart and you use your heart. When you have that trait, it translates into business. It’s a big deal. You are your own business and you’re killing it. You should feel very proud of yourself.

Bree, do you have imposter syndrome ever?

Can you please tell me the definition again?

Feeling that you’re not deserving of where you are or your success and you’re almost putting on an act on a day-to-day basis and you don’t feel you fully can grasp the scope of your position even though, you clearly can be an expert.

I do have imposter syndrome, Karen. It’s very hard for me even to murmur the words, “I own a business.” It’s hard for me to say the boss. It’s in me and that’s why I always say, “We’re collaborative. You’re your own boss.” We do have that environment where we are but I think about other people’s feelings. I specifically think about Karen’s feelings or the girl’s feelings or maybe even a client’s feelings where I don’t want them to feel that this term that I’m using that I’m the founder of this company or whatever it is something over here. I want to be mellow behind the scenes. I appreciate everybody and I want everybody else to be happy first. That’s what it is. That’s some deep stuff I’ve probably never ever said before.

There’s nothing wrong with the humblebrag though, especially if you achieved something that’s super noteworthy. You can talk about it and you can be proud of it too. There’s nothing wrong with that.

I’ve made a video of what I do for work because I also started a personal page too, Emily. I posted what I did for work because everyone was like, “What do you do for work?” It was seven months into the page. I had to talk about everything from the start to finish. I was like, “Oh my gosh, this should be something that I’m proud of showing.” I’m learning but I am still my number one cheerleader in the same way. I have imposter syndrome but I believe in myself. I don’t know what it is. What about you Karen?

We talk about success a lot on the show and we asked ourselves, “Do you consider yourself successful?” I don’t think about that on a day-to-day basis. You put your head down and keep working and going. Now, we can reflect on that, “Look at what we’ve built with Editour Media.” Our team is now ten people deep. These are things that we never really saw coming so soon but they are things to be proud of 100%. I don’t think I have imposter syndrome necessarily because I feel that I am doing what I wanted to do when I graduated from college, which we both got Journalism degrees. We were in print publishing for many years. Now that everything is moved to digital, we’re in this digital space and creating content. I do have a dream job and I love what I do. It’s amazing to get to do what we do and have fun every day. Few people can say that.

I want to know too. You’re creating content all the time. You’re on all the time. You’re on DMs. I get it too. I don’t get what you get but maybe I get a tiny baby percentage of it and it can be overwhelming but also very rewarding too because you know that you’re helping people out. What do you do to unplug? What are some of your hobbies that you do to unplug?

It’ll be going to the park with my dogs because I have to watch them. I can’t be on my phone. When I could, I do the antiquing. I do spend a lot of time on my phone but I don’t consider it even social media because I don’t even scroll unless it’s TikTok.

That’s another one. I can’t get addicted to it. I’ve tried to stay off of it.

It’s made everyone’s attention span so short too. We want to see these fifteen-second videos over and over again.

I had to put a timer on my Instagram account to tell me every day when I’ve spent an hour and a half on my Instagram account. When I get the timer and it pops up, I’m like, “That’s it.” I got to cut it off. It’s hard.

That’s what I need. That’s why I stay away from TikTok, Pinterest and YouTube sometimes.

Those weekly reports where it shows your screen time on your phone are depressing.

AFB 4 | Influence

Influence: Comparison is the theft of joy.

 

I get it and I’m like, “How?”

“Your time is 22% increase from last week.”

We go into these rabbit holes, which are wild. Fun fact, we are launching our show on or around Valentine’s Day. I love talking about love and relationships and everything. It’s one of my favorite things to talk about but I want to know from you, what has been your best date ever with your husband?

Honestly, I don’t think we’ve done many dates. We met in high school. We don’t have much money to go and do things. When we lived in New Mexico for a little bit, we used to go to The Melting Pot. That’s so fancy. I like doing that but for a long time, we didn’t go out because I didn’t like how I looked. For a long time, he could not get me to go out on a date. He asked me on a date all the time. He’ll be like, “Do you want to go on a date?” It’s hard for me to go out let alone do a whole date. I like to go to influencer shows when they have a live show. We saw Danny Gonzalez, Drew Gooden and Kurtis Conner. It was a comedy show and we had a lot of fun doing that.

When quarantine happened, there were a ton of things that came out. That guy, Maniscalco. He’s so funny. There were many Netflix specials that came out. Chappelle came back with his and stuff. I’m like, “This isn’t the same but it’s special.”

Because of quarantine, what would be your ideal honeymoon? Where are you going to do a honeymoon? What was going on with that?

We’ve never been on vacation together ever because we have our dogs and it’s hard for us to leave our dogs in the care of someone. This last time when we left our dogs to go get our newest dog, were gone for 3 or 4 days and with the person watching my house, it didn’t go that great. Ideally, we would love to go somewhere tropical and have a nice vacation. I would love my dream vacation in Bora Bora. I die when I see people at those little hats. I love it. I would love to do something like that. He wants to go to Japan. He told me in 2025 or something, we’re going and that’s probably a big trip we’re going to save up because he wants to spend a couple of weeks there.

That’s amazing. Karen loves Japan. She’s the expert on it.

I would love to go to Bora Bora. I wish I was the expert on Bora Bora.

Going back to the dog sitting, is there a way to maybe earn trust with someone? Maybe a dog-walker once a week?

I don’t know. It’s so hard because I got this person from the Rover app and I was like, “We’re going to try it.” I even met them before, I was like, “I have to meet you.” I met the person and their partner that I was like, “It’s fine if they stay.” I told her, “I don’t want you guys going out much because we don’t leave the house much at all.” Our dogs being alone for six hours is not normal and then strangers coming back. I don’t think that’d be good for them. When they’re like, “Can we both stay here?” I was like, “Yeah, no problem.”

Now, I was talking to my dad about it and he was like, “Fly in his girlfriend’s son,” or something like that. One of my parent’s kids will come and watch my dogs or something. That’s what we’re going to do from now on because I think that would even cost less than what I had paid this person. I paid them so much money because I didn’t want to cheap out on anything because I was like, “These are my dogs.” I want someone to feel that, “I’m taking care of these dogs. I’m getting paid a lot of money. I want to do my best job.” If I’m going to cheap out and give someone $50 a day then they’re going to be like, “Why am I taking care of these dogs?” These are a lot. I paid the person. I think it was four days. Do you want to guess how much? It’s $1,000. My dogs are everything.

I get that too. Is that from the Rover app or were you like, “I’m going to throw some money on top of this?”

No, it was from the Rover app. We came back early. We had planned to be gone from a Thursday night to Tuesday but we got home at 5:00 AM on a Monday. I let her keep all of the money. I told her before I was like, “We’re going to be back at 5:00 AM.” That way, she knew and could be ready to go. They stayed. I can’t say for sure what they were doing in my bathroom for an hour when we got back. All I know is it was a mess in there. I got home and there was dog poop on the floor. We were like, “It’s time to go,” because if you’re dog sitting, you’re like, “I’m going to leave as soon as the person gets here.”

I told her the night before, five hours before, half an hour before because we had been driving for eighteen hours. We wanted to go to sleep. I was like, “We’re back.” They’re like, “We’re going to the bathroom.” I was like, “Both of you?” They’re like, “Yeah.” Thirty minutes later, I was like, “Are you okay?” “Yeah.” It was like they would not leave. It was scary. They wouldn’t leave. They wouldn’t come out of the bathroom. I was like, “What are they doing?” I feel like I knew what they were doing.

People are holding influencers accountable, as they should.

That’s very invasive. Did you ever report them to the app?

I went back and forth with it a lot because I get scared because they know where you live. I didn’t because I have a hard time speaking up for myself. I can’t even do it with the nail thing. I couldn’t even do it for this and it was terrible. I let her keep all the money too because I told her, “We’re coming home early but you can keep the pay.” She was sending me a lot of updates and they seemed fine.

She had friends over that she didn’t ask and they were like, “They have cameras here, so watch out.” I caught that on our ring and it was weird. One of the times they were leaving, they told the dogs not to be a little bitch. We saw that on our way home and I was like, “There’s nothing we can do about it.” We were twelve hours away. We’re driving. That’s why we decided not to take a break. We left. It was sometime on that Sunday and we drove eighteen hours.

I would do the same thing but it’s a bummer because you did everything the right way. You met them even before they even watched the dogs, you went through Rover. You went through all of the tasks and you’re even paying extra and this still happens. It’s like, “That is a fricking bummer.”

I had a hard time after those couple of days because I felt disrespected and taken advantage of. Even I got her social media and stuff and everything before because I wanted to make sure. I also left her a birthday cake because it was going to be her birthday. I have a guest bedroom. I thought it was decent. I try to go above and beyond for anyone that’s doing anything for me. I always try hard to tip well always for people that are doing work for you. That was a really hard experience. I can’t get over it.

I can’t get over it. I’m upset for you. That’s ridiculous.

Rover needs to vet their people better.

We’re so excited to have you on and we’re thankful that you were able to jump on and talk to us and talk through things. Is there anything that you want to add about goals in the future? It can be short-term or long-term goals or both.

Not at all. I want to add that I’m sorry if I talked weirdly or anything like that. This is my first time talking to people in a show or any interview. I don’t usually talk about myself. I don’t know what to say. As far as goals, I try to keep doing my best. That’s all I can try to do. We’re going to be redoing the house a bit. I made a goal to redo every room in my house because we want to scrape the popcorn ceilings. I painted my whole house gray and I had everything great first and I think that’s not making me feel happy. I was like, “Do you know what will make me feel happy? It’s painting the entire house pink.” That’s what I’m going to do.

Are you going to do the house as well?

I don’t want to draw too much attention to my street but I painted my front door pink the other day. We’re going to paint our brick white and then our shutters pink.

Are you still vlogging any of this for your YouTube?

I’m going to try because I get weird with doing the front of my house because I don’t want people to know which house is mine if they ever see it. We’re redoing each room, for sure. We’re going to do our closet soon and we have built-ins that we’re going to do. I stripped everything and I’m going to film that for sure.

That’s so bombed. You’re like the cotton candy version of Joanna Gaines. I can’t wait to watch the content. We live for that type of stuff.

For all of your followers reading, give us a stand-off and tell them how much they mean to you.

I always say, I’m so grateful for everyone that supports me, whether they watch or they buy the kit or whatever, in any way. I appreciate it all because it’s crazy. I cannot believe how many people bought the kit. When people attack me, that’s me. That’s crazy to me. I did not think that was going to happen. I’m grateful that people liked me and what I created enough to want to buy it and spend their hard-earned money on it.

It’s an amazing kit. Make sure to get it before it’s gone. It’s already sold out completely on the EU and US websites. There’s a few more on the Canadian website and then that’s it.

We appreciate you coming on. We adore you and I know that your followers are going to love this. We’ll probably get our most views on it because it’s you. I’m grateful that I get to hustle with you every single week and work with you and we adore you. You guys can follow Emily on Instagram. Also, she has her Emily 2.0 page as well. If you guys want to follow her there. You can also follow her on YouTube and TikTok. It was an honor having you. Thank you so much for joining us.

Thanks for having me.

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