Rachel Karten

As social media becomes essentially that slot machine where you can pull the lever, brands are going to be saying, how do I manufacture this?

Like, okay, we can't pay an influencer to come in or we can't guarantee that they're going to come in.

Can we manufacture this?

We're seeing this already.

There are shadow accounts that are – are they employees posting this?

Are they –

Are they just sort of UGC creators?

And they're just every day pumping out content about that brand.

And so we are seeing that.

I worry about that and what that does to the state of social media, especially as people are showing up more skeptical of what they're seeing on their timelines.

And I don't think that that's necessarily a good thing.

And so I do worry about businesses saying, how do we do this from scratch?

There is an organic sort of momentum that happens and trying to manufacture that is

It's a scary prospect to me.

I think what I worry about is that the FTC is about 10 years behind on what's happening right now.

People aren't disclosing when something is an ad.

It's a very big gray area.

And so I think that in the meantime,

You're going to have consumers that feel duped by certain marketing.

And that's not what we've been talking about.