- 10 minutes ago
Category
🛠️
LifestyleTranscript
00:00Tap in, diamonds, that's not your net, better tap in
00:03Tap, tap, tap in, gettin' money, get rich, baby, tap in
00:07Tap, tap, tap in, MOV, icy game, better tap in
00:11Tap, tap, tap, tap, tap
00:13You got it itty bitty rights, pretty in the face
00:15Never let a broke, take you on the tape
00:18Haters can relate, never been fake
00:20I got a big baller, puttin' ice in on my heart
00:22Icy from my lips, to my fingers, to my toenails
00:25Drippin' in Sinead night, this ain't goin' on sale
00:27All these birds busy, baby, I do not do friends well
00:29Lotta haters work, but I promise that I won't tear
00:31Now what's my favorite word?
00:35Ha, it's a lot of skull, it's a trash for me
00:38Oh, I like the way it grows, it's a trash for me
00:40You have a baby real low, it's a trash for me
00:42Oh, oh, what it is?
00:45Drop, fuck a lot of skull, breakin' fuck a lot of skull
00:48If you want your hair to grow, what's up, ask this fact
00:52We're about to shake down, fuck a lot of skull
00:54Drop, fuck a lot of skull, fuck a lot of skull
00:57Drop, drop, drop, drop, drop, drop
01:03Drop, drop, drop, drop
01:05Drop, fuck a lot of skull
01:06You workin' for this skull
01:07You rock, fuck a lot of skull
01:08You workin' for this skull
01:09Mixin', mixin', fuck a lot of skull
01:10You workin' for this skull
01:11You drop, fuck a lot of skull
01:13Work, fuck a lot of skull
01:14Cause it's a drop for me
01:16Cause it's a drop for me
01:19Hold on DJ
01:20Hold on DJ
01:22Hold on DJ
01:23Hold that be DJ
01:25Now y'all know we can't do this without the real
01:28BB Judy
01:31Let's go DJ
01:38It's a miracle
01:45It's a miracle
01:46It's a miracle
01:47Let's go
01:49It's a drop for me
01:52Cause it's a drop for me
01:54You gotta drop
01:55Drop
01:56Drop
01:56Let's go
01:58You be popping up it
02:01You be shaking up it
02:02You be working up it
02:03Come on
02:07Triggle
02:09Triggle
02:10Let's go
02:11Ha ha
02:12Drop
02:13Back a lot of gold
02:15Drop
02:16Drop
02:17Drop
02:17Drop
02:18Drop
02:19Drop
02:20Drop
02:21Hey
02:22Now drop
02:23Drop
02:24Drop
02:25Drop
02:26Would you work
02:27Would you work
02:28Would you work
02:29Would you work
02:29Would you wriggling
02:30Oh
02:31Shout out to BB Judy
02:35It's a drop for me.
02:44Hi, everyone.
02:46How's everyone feeling after that performance?
02:48Are we awake or what?
02:51Now, I know after that intro, this needs no introduction,
02:56but can we please give it up for the CEO of Kaleidoscope Hair Products, Jessica Dupart?
03:02Oh, first of all, that intro, that was an intro.
03:09That's what you call an introduction, honey.
03:11Well, I believe in disruptive marketing.
03:14I believe in shaking it up.
03:15I believe in not being the norm, going against the grain.
03:18And I'm from New Orleans, and that's what we do.
03:21So you're home.
03:22Yes.
03:23I love that for you.
03:24Well, welcome home.
03:26I'm super excited to talk to you.
03:27For everybody who doesn't know me, my name is Deshonda Brown.
03:30I'm an associate editor at Essence and Essence Girls United.
03:33And I'm super excited to talk to you today about the business of social media.
03:36Because I feel like today, in today's age, we can't really talk about business
03:39without talking about the relationship between entrepreneurship and social media.
03:45That is correct.
03:47Social media played a big part in how we grew Kaleidoscope
03:51and how we grew the following and how we have so much support.
03:55We're at close to a million followers now, and we have a huge community.
03:59And I can tell you, it all started from social media.
04:02Really?
04:02And I definitely want to talk to you about your social media following as well.
04:05You know you have two million plus and counting.
04:08And a lot of people think that when it comes to millions of followers,
04:11one day you can just wake up and have it because you have a product that does well
04:15or you have something that lands on TV.
04:17But for you, when it comes to your following,
04:19was it something that was gradual or is it something that kind of happened for you?
04:23I started growing my social media in 2014.
04:26So it's 2.5 within that time.
04:28And then a lot of people think just because you have a lot of followers
04:31that automatically you're going to get a lot of sales.
04:33That isn't necessarily true either.
04:35That is a big myth.
04:37You still have to know your marketing.
04:38You still have to know your demographic.
04:40You still have to know the consumer that you're trying to reach.
04:43So it's layered.
04:45It's definitely layered.
04:47And I want to know from you as well,
04:48what would you say to people who want to use their platform on social media
04:53to leverage a product or leverage a business
04:54but doesn't know exactly where to start?
04:57Honestly, right now is the best time
05:00because TikTok came around and just demolished the clean, polished look.
05:06So people are perfectly okay with you being in your living room.
05:09People are perfectly okay with things not being all the way together.
05:13But you having a very, I'll say, transparent, very relatable,
05:20very organic type thing that you're selling, that does really well.
05:23Like somebody could go on TikTok and say,
05:26hey, I sell hair.
05:27And they, you know, they might have like a story where, you know,
05:31I bought this hair and I had this tragedy and they do a story time
05:34and that could go viral and simply boom their business.
05:38So.
05:39And what would you say are three things to do or don't do
05:43to make sure that your business really reaps the benefits of social media?
05:48Well, customer service is big.
05:50Social media or not, customer service is big
05:52because you can have 100,000 different customers
05:55and then if you don't treat them right, they're not going to come back.
05:58You want the customer not only to come back,
06:00but to tell their friend that it was good,
06:01to tell their cousin that it was good.
06:03And you want that customer to come back.
06:04I'd rather have each of my customers be a million dollars to me
06:08because I've had them for a lifetime than I have a one-off.
06:12I love that.
06:13And also I want to talk to you about, you know, your personal
06:16because oftentimes with social media, you know,
06:18the relationship between the personal and the professional,
06:20it gets a little blurred or people think that they know you
06:22based on what you put on social media.
06:24But when it comes to you and sharing your personal life,
06:27how do you make sure to make that decision of what content
06:30that you want to share with your followers
06:31as opposed to what you want to keep to yourself?
06:34Well, I've been, I guess, almost see-through clear with my journey.
06:39So I do share a lot with my followers,
06:41but the main reason why I share a lot with my followers
06:43is because I want them to know that anything is possible.
06:46You know, I feel like with my personal adversity
06:48with having kids starting at the age of 15,
06:50put out the house at the age of 17,
06:52to have seen 60 million-plus dollars at this point in time is crazy.
06:57I didn't go to college.
06:58I'm not, you know, like trained to know marketing.
07:03I just started doing what I like to do,
07:04and I understood my consumer,
07:06and I paid attention to what they were asking for,
07:08and I made sure to, you know, make them feel important.
07:12So I found a void in a space, and I filled it.
07:18And from there, I treated my customer like they're my best friend.
07:22I love that.
07:23And also when it comes to customer service,
07:25a lot of times we hear the term engagement,
07:27but we don't exactly know what it is.
07:29So for you and for Kaleidoscope,
07:31what exactly does customer service and good engagement
07:33look like on social media?
07:34I personally like for our consumers always to be responded to
07:39within at the most 24 hours.
07:41If you can do it within an hour, that is great
07:43because then, you know, they feel like they're your friend.
07:46And if you try to talk to them later in the day,
07:48they might not even be there anymore.
07:50So I feel like there's always like a space for a sale right then and there
07:55if you have a conversation with somebody.
07:57So I think it is big.
07:59Customer service is big with engagement.
08:00And then when it comes to any snags that you've ever hit in social media,
08:05because, you know, the algorithm sometimes messes us up.
08:08Sometimes we post something on social media,
08:10and then it gets taken down for whatever what have you reason.
08:12So what kind of snags have you hit when it comes to social media
08:15with your business, and how did you overcome those hurdles?
08:18So for me, I try to do a lot of planning.
08:20So I do what's called batch content creation.
08:23So I was doing a round of batch content creation
08:26where I was recording 10 to 12 different videos,
08:28and I save them and distribute them as the time comes.
08:32But social media changed,
08:34and a consumer didn't want to see a video
08:36that was longer than a minute anymore.
08:38And here it is.
08:39I had 10 more videos that were longer than a minute.
08:42So it was learning how to reduce the amount of content
08:46because you have to stay in front of social media
08:47because it changes all the time.
08:49Like right now, people are hardly watching a minute.
08:51On TikTok, if you really want to go there,
08:52some five-second videos.
08:53I had a five-second video go viral.
08:55I think one of the videos on my page is that 13 million views,
08:59and it was with me with some goddamn slippers on me.
09:02That's all it was.
09:03So it's just paying attention to the trends,
09:05paying attention to how things change,
09:07staying in front of everything that's happening,
09:09and making sure to talk to your customer.
09:11And then there's a lot of different social media platforms out there.
09:14You know, you mentioned TikTok.
09:15There's also Instagram, LinkedIn, Facebook.
09:17So how do you know, or how would an entrepreneur know,
09:20what social media platform is best for them?
09:22To me, I say try them all.
09:26Try them all.
09:26Try every single last one of them
09:28because you can get on TikTok and make a video
09:30and go super viral and have 300,000 followers in two days.
09:35You can get on Instagram and do the same thing,
09:37but it might take a little bit more time.
09:38So it just depends on which one of them, you know, kind of catches.
09:41But I say try them all.
09:43Try them all.
09:44Every single last one of them.
09:46If MySpace is still here, try that too.
09:47And then when it comes to demo,
09:51how important is it for an entrepreneur to know their demographic
09:54when it comes to creating content?
09:57I'll give an example.
09:59So a long time ago,
10:01I paid to do an ad with a celebrity
10:07that was known for her sexuality.
10:09You know what I'm saying?
10:10And it cost me a lot of money.
10:13I can't really say I had it.
10:15But when I did it, I made no money back
10:17because that particular person has very short hair
10:21and I sell hair growth products.
10:22So it was a hard, expensive lesson to understand
10:26that the people that I'm trying to talk to,
10:27it isn't just, hey, go hire a celebrity.
10:30It's make sure that that celebrity has the demographic
10:33of the people that you're trying to sell to.
10:35So it was, I think I spent $30,000 on one post for somebody
10:40and didn't even make $30 back.
10:43But anyway, it was a hard lesson learned
10:46because I hardly had that money, you know.
10:48But it just let me know, it can't just be,
10:51oh, they have a lot of followers.
10:52It's more so, what's the quality of the followers that they have?
10:55Now, if I sold something that her,
10:58the people that are following her wanted,
11:00maybe like sex toys or something that would have worked,
11:02but them people ain't give a shit about hair growth products.
11:04They did not care at all.
11:07And how would you say social media has created a space
11:10where, you know, entrepreneurship and building a business
11:14is glamorized as opposed to like actually showing the work behind it?
11:18Girl, that's like a conversation that, it's like,
11:22and I think a lot of people don't want to hear it, right?
11:24A lot of people don't want to hear that half of that shit
11:26y'all see on social media ain't real.
11:28A lot of people don't want to hear that.
11:30Like, millions does not come in a month or a day or whatever.
11:35And if you get it fast,
11:37there's a higher chance that you're going to lose it fast.
11:39You're supposed to learn upon the climb.
11:42So if you know how to manage and budget $10,000,
11:45you're going to know how to manage and budget $30,000.
11:48If you go from $10,000 to a million,
11:50unless you have some kind of background
11:52and understanding how to manage that,
11:54you're going to lose it.
11:55So everybody wants to look at stuff and see how fast that it comes,
12:00but I'd rather the quality foundation of building it either slow or moderately
12:04than it being built fast,
12:07and then you lose it in a year or two.
12:09Because then you're going to build a lifestyle for yourself
12:12that you can't sustain because you weren't necessarily ready.
12:15It's just that we are living in a microwave age
12:17where people refuse to wait for anything.
12:20And sometimes it's better just to wait
12:22because along the journey,
12:24you're going to learn everything that you need to know
12:26to keep your million, your $20 million, your $30 million.
12:29But if you don't have those lessons when you get it,
12:31you can lose it.
12:33I want to thank you so much for this amazing conversation.
12:36But before we do go,
12:37please let everybody know where they can find you,
12:40how they can support you,
12:41and how to get their hands on those miracle drops
12:43because, girl, those save my hair.
12:44Oh, girl, they be flying off of shelves,
12:48but our miracle drops is in Walmart, Sally's, Target,
12:51Walgreens, Rite Aid, CVS, Harmon, Meyer,
12:54and over 10,000 beauty stores.
12:56And you can follow me on social media
12:58at TheRealBBJudy,
12:59and that's D-A-R-E-A-L-B-B-J-U-D-Y.
13:04Thank you so much.
13:04Oh, wait, one more thing.
13:06And don't forget to watch Brad Loves Judy.
13:08Woo!
13:10Every Thursday night, 9, 8 Central on WE TV
13:14with me and my wife.
13:16Hey, beautiful.
13:19Y'all, make sure to give it up for Jessica.
13:22Thank you so much for joining us today.
13:24Thanks for having me.
13:25And stay tuned for more Center Stage
13:26here at Essence Festival.
13:27Have a good day, everybody.
13:28Thanks for having me.
13:44We'll see you next time.
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