Codie SanchezFounder @ Contrarian Thinking

Why I Make Content…

27 Dec 2023 · 1 min

Watch on YouTube

0:52

Codie Sanchez explains why she creates social content despite running companies, arguing that conversations about money and business should be as entertaining as content about spending. She uses celebrity brand deals—notably Dwayne "The Rock" Johnson’s Instagram—as an example of pervasive product placement (claiming roughly 80% of his posts feature companies he owns) and suggests celebrities seldom disclose the deal mechanics.

Chapters

People made fun of me when I started creating content online. They were like, if you really had companies that made $80 million in revenue, why would you be making Instagrams and TikToks? And that doesn't make much sense. Right? And my reaction at the time was, I think we should make it just as entertaining talking about stuff that makes us money as we do stuff that costs us money. My favorite deals to break down and celebrity deals, they're fascinating. If you go to the Rock's Instagram, I want you to count how many pieces of content have product placement in them of companies he owns, and the answer is close to 80%. So almost every single post the Roc does is an ad. But what do we really see? We see sexy tequila. We see abs. We see him with his beautiful wife, see these other things, but we don't realize that every single one of them is an ad. And so what if we could flip that around? Like, wouldn't it be cool if the Rock talked about the deals he did, too, and how he did that? But I think even for celebrities, they don't want to talk about the deals that they did. They just want to talk about all the money that they have.