00:00We say, now I get global exposure because I have an account on Instagram or something.
00:04No, sir, not everybody who has an account there gets global exposure.
00:08Yes, social media does globalize.
00:10The question is what?
00:11What?
00:12You need to have a particular kind of content to get global exposure.
00:16And that is the lowest common denominator that gets propagated.
00:21Great content, in fact, has come to suffer.
00:23It has been crowded out.
00:24If you have really good content, then you might actually need to pay huge amounts to Instagram to popularize it.
00:32But if you come up with something that takes cringe to another level of meaning,
00:36then you might find you are an international star overnight.
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