Anoushka Mutanda-Dougherty

But the problem is...

A lot of people are in the cult of Candice.

A lot of people believe what she has to say.

And I'm not coming out there and saying, you're all idiots.

How could you believe what Candice Owens has to say?

It's born of a, you know, a fear of institutions.

It's born of a mistrust in mainstream media.

it's born of all of that and candace taps into those anxieties she perpetuates them and she sort of takes on the position of the individual independent journalist fighting for the truth against all of that she's taken that macron story she said brigitte is a man they are lying to you they are the institution i am the independent journalist and i'm going to tell you the truth and it has done wonders for her brand and her bank account you see the thing is

Yeah, I mean, Candice Owens, like you say, she's not doing anything new here.

Conspiracy theories and tapping into what people are scared of is nothing new.

But her methods of distribution, she is a personal PR powerhouse.

She doesn't just get her message out there.

She bombards you with her content on every single platform, all the time, all day.

It's overwhelming.

So if you look at the life cycle of a piece of content, typically if we're doing this podcast and it's recorded, that piece of content lives as a podcast.

And traditionally, that's pretty much all it would do.

Maybe we clip something for social media if we're feeling fancy.

Yeah.

For Candice Owens, a 40-minute podcast is also a 40-minute live stream where people can watch you doing it online at the time as it's happening, which builds trust because it gives the air of transparency.

She'll also do something called clip farming, which is when you take the longest piece of content and you produce 40 or 50 smaller clips from that that you just…