Ep6 Chicken Shop Date, Content Exhaustion and Connecting on Social Media

Right, who else is obsessed with the Andrew Garfield Chicken Shop interview? 

Not only is the one of the greatest love stories on social media, it's also teaching us a lot about what stops the scroll on social media. 

In this episode I dive into how content exhaustion is effecting client's connection to both and our service and what we need to do to breakout of that. 

If you want to learn more, you can find more in Mirrored Marketing

I'd love to hear what you thought of this episode!

Head over to Instagram and let me know:

www.instagram.com/em___orlando

If you are interested in working together, you can head to my website here: 

www.consciouscreatorco.com

Transcript

Hi, and welcome to The Mirror,  the podcast where conscious business owners learn how to practice marketing that is conscious, enjoyable, and a true mirror of the brilliance of their service.  This isn't another generic marketing podcast. This is where you learn the deep psychological principles that create effective marketing, where you can quiet the noise of the business world and tune in to how to do things that are a true reflection of you. 

Where you can learn how to finally have the impact you know you are capable and worthy of having.  I'm your host Emma, a marketing expert of over a decade. I truly love what I do and I'm bursting with knowledge to share with you all. So sit back, relax and let's dive in. 

Hi and welcome back to another episode.  I am actually recording this part of the episode at a later date because I've decided to completely change the intro to this episode.  This is the problem with bulk creating content. By the time it comes to share it, there are new things you want to add, there are different things emerging in the trends. 

So I've just kind of acknowledged that I'm going to record the episodes but then make amendments as I'm going to need to. And you may have seen me share that I actually re recorded the entire episode last week because I thought of a new way to speak on it, the day of release. This is very much how I work, I'm very airy, so I like a structure and I like to have a plan.

And things in place, but I'm probably going to change them.  So the reason that I wanted to re record the intro to this is because you may have seen me speak about on Instagram my current obsession with the Andrew Garfield chicken shop date. Now, if you don't watch the Chicken Shop date, which, hands up, I didn't before this, it is essentially,  it's an interview but it's referred to as a date that takes place in a chicken shop.

It's very British. And the host, Amelia, is brilliant. She is so sarcastic and dry in her humour and intentionally awkward and it's really, really funny.  But the reason it has me and a lot of the internet in a chokehold right now is because the chemistry between Andrew and Olivia is insane. It's crazy. And this has actually been building for a while.

So.  So, several clips have gone viral again of when they have met on the red carpet and it just honestly feels like sparks are flying between the two of them.  And I have been watching the clips over and over whenever they come up on my feed,  just loving seeing it unfold.  And so the interview came out this week and then all of the clips have come to light from it as a result of that.

So it is very much all over the internet right now.  Now the premise of this date is to flirt and it is to have banter and it is to be funny. But the reason why everyone is so obsessed with this  episode and the story behind it is because For once, it actually feels real. Now the other episodes are obviously tongue in cheek joke, like the flirting is just part of it, like quite often the guests actually are married, and it's just humour in it. 

But there is some chemistry that is just being felt in a different way with this episode.  And not only that, but Emilia and Andrew themselves have actually been referring to it. Andrew has mentioned in the episode about them having a date outside of the chicken shop.  And you know what? It could be the same theme as all the others, just part of the joke.

I mean,  Emilia is intentionally dry and awkward and sarcastic and Andrew's just been nominated for, uh, Oscar. So he's clearly a very, very good actor and they may just have won the internet over. This might be a PR stunt, this just might be part of the episode.  But what is interesting here  is that no one buys that. 

And it could be that this chemistry is just undeniable and we can feel it through the screen like it's palpable energy.  Or it could be that we just love love.  And we just want this to be  a real story.  And this has really got me thinking because as I watched the episode yesterday,  I was like, why is this so different?

Why are we all so hooked on this? Why is this the first time I've actually sat down to watch one of these episodes?  And it is because of that. It feels real. A lot of the comments have said it feels like we are watching something that we shouldn't be watching. Like we've got this window into a world that we shouldn't see. 

And when I think about the content that actually stops my scroll at the moment, that's what it is. I am obsessed with watching people clean their homes.  I love watching people's day in the life.  I love it when there's like a celebrity or a vlogger or an influencer who feels like so out of touch but you get to go and watch their day in the life.

Like I can't necessarily relate to them on that level of who they are and what they do and their social status but I can relate to the fact that they still load their dishwasher every day and they still make their beds and it's really about creating that realness.  Social media as we know is so heavily constructed  and that construction leads to a lot of disconnect.

This is actually what I did my dissertation on over just 10 years, 10 years ago now, about the attitudes and the responses we have and the desire to take action depending on how constructed content feels. And I did my research actually on proper corn. The popcorn brand. I basically analysed so much of their content and they had never paid an influencer to do any marketing for them.

But people did not trust their marketing and assumed that it was paid because the types of people that were buying the popcorn and uploading pictures of it were like bloggers. It was in the era of, you know when you used to lay the handbag, well I mean I didn't, but bloggers did, used to lay their handbag flat and then do the flat lay of what's in their bag and it was always the popcorn in there.

Because it was so heavily constructed, trust levels were really low.  And people just assumed that  they had paid someone to take those pictures.  Which is super interesting because we're still seeing that same theme play out now. When we can feel that heavy sense of construction within content, the trust levels are lower but there's just a general distaste for it now, which wasn't quite as strong back then.

People are frustrated and they're calling it out. There's been this huge drive for authenticity.  And this is important when it comes to speaking about content exhaustion. And this is something that I've been reading a lot on at the moment, because researchers are naturally becoming fascinated by it.

They are intrigued as to what is going on in terms of a branding and marketing area, because things aren't as effective.  Brand messages are not landing in the way that they once were.  This is why we are seeing a lot of brands have like a human persona now, which is kind of bizarre, but the one that comes to mind is Ryanair.

So they have like those eyes on the plane and they're responding as though it is an actual human and it often goes viral, people love it,  and it's personifying these brands to feel more human and to feel more real.  There's a very, very intentional reason behind this. It's not just a trend that we are seeing.

It is because researchers are showing that brand messages aren't landing in the same way. And the reason being is that we are experiencing content exhaustion or content fatigue, which is essentially where we are bombarded by information. And what has happened is we are unable to process at the rate that we are consuming. 

So the amount of information we are taking in, even at any one time, whilst scrolling through social media, is too much for us to actually process and take. So we end up going into this kind of shut down, freeze mode, where we're not taking anything in.  We're seeing this referred to as the doom scroll.  Now the fatigue is also because of the dopamine spikes that we are experiencing with social media. 

But the other element to that is the overload as well. It's creating this shutdown. You know like when anything feels really overwhelming, quite often we just go into freeze or we go into procrastination. That is very much what is happening with content.  So when we look at things like this chicken shop date, what we can see is that  Actually, this is a great example of how to break through that.

Because for me, any time, as I said, one of these clips comes up, I will stop and I will watch it, and I will love it.  And I feel almost like giddy. I found myself giggling. through some of these clips. I feel like I'm there, or I'm experiencing it. I feel like Andrew Garfield has a crush on me.  Genuinely, that is how deep it is going.

And when I look like from a marketer's brain here, what is going on? It is bringing people into the sensation of feeling.  So as I was just saying, when we're experiencing this content exhaustion, what we are really experiencing is this numbness. So when we come across something that puts us into this state of feeling, it brings us out of that.

And what it does is it brings us into a place of presence.  So already our attention has been captured.  The next element here is that, as I said, it feels real. It feels like it's blurring that line between social media constructed content and reality.  Yes, they are sitting down to have an interview. Yes, there are cameras everywhere, and there is an intention behind it to go viral, but it feels real still.

It feels like the energy can't lie. The chemistry is there regardless. Which leads me to that next point of it leaves people wanting more. We want those gaps filled. We want answers. So many people in the comments are saying it is so annoying that this is only 11 minutes long. Like, I want more of it. And this is coming from a world that can't even sit still for longer than like a 6 seconds before their fingers twitching and they're on to the next video.

People want more of it.  And what we can really take here is that yes, content exhaustion is a thing. And I think this is really important to acknowledge because there's a huge online debate at the moment as to whether the algorithm is hiding our content or our content is just not good enough. And to be honest, I like to bring the nuance.

I think it's both.  I think it is both because yes, the algorithm is doing some weird shit and things aren't seen.  As easily as they used to be, but also I do think we are exhausted. We're exhausted with receiving more information all of the time.  I say this to my clients constantly, but stop sharing things people could Google because there is that kind of content that people are exhausted with. 

They're tired of seeing the same messages over and over. They don't have the capacity to take as much in. They don't want to be in this place of, like, having to be actively on. They want to be able to absorb. And something like this, where it puts us into that state of feeling, there is nothing to do there but just to sit and enjoy it.

The reason I keep watching the clips is because I love the feeling that it gives me.  When we have that emotion, we feel that pull, we feel that connection.  That's what we want to be creating on social media to cut through the noise. Because again, from a marketing perspective here, what's really important to consider is that when people are in that freeze state where they are just consuming without actively playing a role in it,  they are not in the space to invest.

So even if you are sharing about something that is incredible, so good for them, A perfect match to what they are looking for, the likelihood of them paying attention, and going on to invest in that, is slim.  It's important that we consider this if we are selling on social media, because as I've said in previous episodes, it's not just about giving people information.

This is my service, this is what it does.  Because, as brands are realizing, people are not receiving that. They don't have the capacity to process that kind of information. What they want to feel is deep resonance. An emotional connection. Something that brings them into presence. And that is why the whole first module of Mirrored Marketing, and everyone after that, is focused on that.

It's not about creating more content that sells your service in a direct way.  What I actually advise you to do is To close the tabs that are trying to create content where you've sat down and you've blocked out this half an hour for content creation, delete that from your calendar and instead do the practices in mirrored marketing, which are meditations, visualizations, journal prompts, and I actively encourage you go and sit with your coffee, your tea, your matcha. 

Go and sit outside in nature. Do these meditations reflect on these prompts because they are specifically designed to evoke an emotional response for those receiving them. It's about looking at your journey, your experiences, the way you embody your work, how you're feeling, how you were feeling, what you've moved through, what's shifted, what's changed.

And what you might notice there is that is all storytelling.  And what we are looking to do here is form that connection, form that deep resonance first. And that's not to say that you can't share details, that you can't share information and educate and highlight all of the benefits of what you do. But what it is to say is that people need to be in that state of receiving first.

If they are experiencing content exhaustion and you go and give them that, they are going to scroll past it.  If you form that connection,  that deep resonance,  that emotional bond with people, then they are open to receiving. And if you've worked with me in any capacity, you'll know I'm so big on that. It's not just about giving people what you think they need.

It's about considering how much people are able to receive in that moment.  And that's what we are doing here.  I'm pretty sure anything that is released in regards to this. chicken shop date, I would watch.  If they released a two hour film on this specific episode, I'd probably watch it.  Whereas if it was just given, hey, here's a two hour episode of  Andrew Garfield and Amelia sitting down in a chicken shop, would I watch it?

Probably not, because I've not seen the other episodes. I'm not invested in it.  You know, I don't really know either of them on a deep level, but because I've consumed so many clips  where I'm so hooked on the chemistry,  where I feel the deep connection, I'm fully in my feels, and I like the feeling that it's creating for me, there's gaps I want filled, I want to know more from it,  you could pretty much put anything in front of me and I'll watch it. 

And that's what we need to be doing. It is not just about sharing our service. It is about preparing people to receive our service. Creating a connection first. Building resonance so that people want more.  And if you're listening to that, like, Oh, that makes sense. But how on earth do I do that? That is exactly how I've designed mirrored marketing.

It is designed in four phases that takes people on this journey to being ready to receive your service. And it starts with this resonance, forming that connection first. And not in these generic ways we're seeing where we're just churning out more and more content, but in a way that considers. It's the exhaustion that we are feeling on the online world, and aims to break through that noise with content that A, you love creating, and B, people love receiving.

So if you want to know more about that, all the information is down below. If you want to slide in my DMs and chat about the chicken shop, chicken, chicken shop date, I've forgotten the name of it, then I'm so here for that. Let me know what you thought of it. Hopefully this episode has been helpful. Just know that if you are also experiencing this content exhaustion, really the antidote to it is connection.

So maybe that is closing the app for you. Maybe it's having some conversations, doing something creative, getting out in nature,  breaking that cycle.  Because I know I have also been in many, many scroll holds, particularly over the weekend and I need a task that brings me back into presence to really break through that.

So that's just an additional little note on that, but thank you so much for listening to this episode. I hope it has been helpful. If you haven't watched the chicken shot day or all of the clips, please do because it's amazing.  Thank you so much for listening to this episode.  I really hope that it was helpful for you and if it has made you want to find out more of the ways you can work with me, all of the information about One to One, my resources, my programs, are all listed below in the show notes. 

If you found this helpful, I would really appreciate if you could take a moment just to write a review. This helps other creators just like yourselves find this podcast and have an even greater impact from their services.  I would really, really love to hear from you. Please feel free to get in touch with me over on Instagram or via email, both of which again, you can find below. 

Thank you so much for being here and until next time.