Stop The Scroll with Brianna Doe

TikTok Shop looked like the next obvious move - until it wasn't.In this episode, Gabrielle Noakes, E-commerce manager at Dixxon Flannel, joins me to get into what actually happens when a brand tries to rebuild its entire e-commerce strategy for TikTok. We break down why their limited edition drop model completely flopped, what they learned about how TikTok Shop users actually shop, and what it takes to build trust on a platform overrun with scam accounts and fraud ads.We also get into something most brands don't talk about: the behind-the-scenes support TikTok quietly offers bigger brands that smaller ones never see, and what that actually means for the platform.Highlights:(00:00) Meet Gabrielle Noakes(02:10) Why TikTok Shop didn’t work for their core strategy(04:05) Limited drops vs. impulse buying - how people shop online(06:20) What actually sells on TikTok Shop(08:30) The strategy that failed on TikTok(11:15) The audience mismatch problem(14:40) Trust is a massive challenge on TikTok Shop(22:10) The bigger shift: You can’t copy-paste strategyResources:Subscribe to the Stop the Scroll Newsletter: https://briannadoe.substack.com/Connect on LinkedIn: https://www.linkedin.com/in/brianna-doe/ Gabrielle’s LinkedIn: https://www.linkedin.com/in/gabrielle-noakes/ Check out Dixxon Flannel.: https://www.dixxon.com/

Comment sections used to be an afterthought. Now they shape how content spreads, how brands are perceived, and what actually sticks online.In this episode, I’m joined by Brett Dashevsky, co-founder of Siftsy, to get into how comment sections have evolved into one of the most influential (and chaotic) signals on the internet. We break down how reactions, memes, and tone in the comments can drive perception in real time — and why most brands still don’t know how to read what’s actually being said.We also get into the challenge of analyzing sentiment at scale, and how tools like Siftsy are trying to make sense of it.Highlights:(00:00) Meet Brett Dashevsky(01:18) The Siftsy origin story(08:17) What brands don’t know about the comment section(11:57) Why comments aren’t just “positive” or “negative”(14:38) Decoding memes, emojis, and pictures in the comments(16:51) The comment section as a community(20:00) What BookTok’s comment sections reveal(22:14) Who runs the comments? The audience(24:17) Showing up with intention in the commentsResources:Hear more from Brianna in the Stop the Scroll Newsletter: https://briannadoe.substack.com/Brianna’s LinkedIn: https://www.linkedin.com/in/brianna-doe/ Brett’s LinkedIn: https://www.linkedin.com/in/brettdash/Discover Siftsy: getsiftsy.comCheck out Creator Economy NYC: https://creatoreconomynyc.com/ 

Cancel culture shows up fast — and disappears just as quickly. Some people lose everything. Others barely flinch.In this episode, Qetsiyah Jacobson, founder of Unserious, joins me to get into what actually determines who gets “cancelled” and who doesn’t. We break down the role of fanbases, parasocial loyalty, and the infrastructure behind someone’s brand — and why the same behavior can have completely different outcomes depending on who you are.From Chris Brown to Sydney Sweeney, we look at what survival actually requires, and where the line between accountability and self-preservation starts to blur.Highlights(00:00) Meet Qetsiyah Jacobson(02:15) Does society forgive misogyny?(04:04) Why Armie Hammer and Kevin Spacey have stayed canceled(06:51) Sydney Sweeney and the power of fanbases vs. fame(15:23) The fall of Nicki Minaj(18:16) Kanye West and why some apologies just don’t work(20:30) Performative apologies vs. genuine accountability(25:58) What the fear of being canceled means for internet culture(29:30) Tactics for improving public imageResources:Hear more from Brianna in the Stop the Scroll Newsletter: https://briannadoe.substack.com/Brianna’s LinkedIn: https://www.linkedin.com/in/brianna-doe/ Qetsiyah’s LinkedIn: https://www.linkedin.com/in/qetsiyahjacobson/Unserious Agency: https://www.unserious.agency/

The internet shapes how we think, share, and connect — but most of us never stop to ask why. In this episode, I get into what Stop the Scroll is about, why I made it, and the kinds of questions we're digging into this season.Highlights:(00:00) Introducing Stop the Scroll(01:09) How media impacts society(01:33) What to expect from the show(03:28) Who the podcast is made for(04:07) How this podcast got its title(09:19) Creating community between the viral moments(11:05) What this show can do for listenersResources:Subscribe to the Stop the Scroll Newsletter: https://briannadoe.substack.com/LinkedIn: https://www.linkedin.com/in/brianna-doe/ Verbatim’s website: https://weareverbatim.com 

Every internet rabbit hole, every comfort rewatch, every comment section that becomes its own ecosystem… there’s a reason it works on us. Stop the Scroll is the show that figures out what that reason is.Each episode pulls apart the cultural mechanics of how we behave online: why we share what we share, why platforms shape us in ways we don't notice, and what the creator economy reveals about how we consume, connect, and engage.Through convos with people who have rare visibility into how the internet actually operates, we dig into why we do what we do online — instead of just scrolling through it.Resources:Subscribe to the Stop the Scroll Newsletter: https://briannadoe.substack.com/LinkedIn: https://www.linkedin.com/in/brianna-doe/ Verbatim’s website: https://weareverbatim.com 

In this episode of Stop the Scroll, host Brianna Doe speaks with Val Riley, VP of Marketing at Unbounce, about B2B influencer marketing strategies and the growing importance of authentic partnerships in the SaaS space. Val shares insights on influencer selection, structuring partnerships, and predictions for the future of influencer marketing.=========================================Best Moments:(01:27) Unbounce's acquisition of Insightly and their complementary offerings(03:00) Criteria for selecting influencers for B2B partnerships(05:52) Structuring influencer partnerships on a quarterly basis(08:43) Focus on LinkedIn as the primary platform for B2B influencer marketing(10:11) The importance of allowing influencers to maintain their authentic voice(13:50) The growing significance of humor and personality in B2B marketing(16:00) Predictions and excitement for influencer marketing in 2025(17:12) Strategies for finding the right influencers for B2B partnerships(19:35) The potential for dedicated influencer relationship roles in marketing teams=========================================Guest Bio:Val Riley is the VP of Marketing at Unbounce, a leading platform for creating high-converting landing pages. With experience managing marketing for both Unbounce and Insightly, Val has valuable insights into B2B influencer marketing, particularly in the SaaS space.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe dives into the recent Notion Faces campaign, a LinkedIn takeover that created significant buzz in the B2B marketing world. She breaks down the campaign's execution, analyzes its impact, and shares actionable lessons marketers can take away from its success.=========================================Best Moments:(00:37) Introduction to the Notion Faces campaign on LinkedIn(01:17) Breakdown of the campaign's execution and strategy(03:20) Analysis of the two main reactions to the campaign(04:32) Brief discussion on combining influencer and affiliate marketing(05:24) Reasons why the Notion Faces campaign was successful(05:53) Addressing criticisms of the campaign(06:22) Key takeaways for marketers from this campaign=========================================Links Mentioned:Notion Faces Campaign=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this festive episode of Stop the Scroll, host Brianna Doe teams up with Mason Cosby, host of the Scrappy ABM podcast, for a special Christmas collaboration. They explore the intersection of account-based marketing (ABM) and influencer marketing in the B2B space, sharing strategies, insights, and examples of holiday campaigns.=========================================Best Moments:(01:05) Example of Super's influencer marketing campaign with custom Christmas sweaters(02:19) Aligning influencer audiences with brand goals(03:55) Importance of understanding brand goals before selecting influencers(05:52) Transitioning from transactional to long-term influencer partnerships(09:41) Methods for finding influencers that address target audiences(13:07) Discussion on the ethics and effectiveness of using influencers' accounts for outreach(15:27) Importance of maintaining authenticity in influencer content(19:27) Ideal placement of influencers in ABM programs(21:22) Comparing ROI of influencer marketing to performance marketing(23:00) Integration of paid advertising and influencer marketing=========================================Guest Bio:Mason Cosby is the host of the Scrappy ABM podcast and an expert in account-based marketing. He shares insights on integrating influencer marketing with ABM strategies and discusses the challenges and opportunities in B2B influencer partnerships. Mason brings a unique perspective on aligning influencer audiences with target accounts and measuring the success of influencer campaigns in the B2B space.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Olivia Owens, the head of creator partnerships and business development at Teachable. They discuss the evolving landscape of creator monetization, the importance of authenticity in partnerships, and the future of work. The conversation delves into how creators can effectively monetize their content, the significance of aligning monetization strategies with one's lifestyle, and insights into Teachable's "9 to 5 Quitters Club" initiative.=========================================Best Moments:(01:20) Olivia's role at Teachable and the evolution of creator partnerships(04:43) Advice for creators looking to monetize their content(07:05) The importance of lifestyle and audience engagement in choosing monetization strategies(10:59) The concept of the "9 to 5 Quitters Club" and redefining work(16:05) Goals and success metrics for the 9 to 5 Quitters Club initiative(17:54) Tips for creators interested in building courses(19:37) The importance of not overthinking monetization and diversifying revenue streams(22:18) The evolving creator economy on LinkedIn(23:35) Off-the-record segment: Olivia's personal preferences and opinions=========================================Guest Bio:Olivia Owens is the head of creator partnerships and business development at Teachable, a platform that helps creators monetize their knowledge through courses, coaching, and digital products. With over two years at Teachable, Olivia has been instrumental in developing and evolving creator partnerships, focusing on authentic storytelling and adding value to creators' journeys. Her approach emphasizes the importance of lifestyle alignment and audience engagement in creating successful digital products.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Tameka Bazile, a powerhouse in paid social and cultural storytelling. They discuss influencer marketing, content creation, and the evolving landscape of social media platforms. The conversation delves into the challenges of making traditional brands social-first, balancing informative and engaging content on LinkedIn, and the importance of increasing representation of Black creators in social media.=========================================Best Moments:(01:16) Challenges of making traditional brands social-first(04:11) Balancing informative and engaging content on LinkedIn(21:01) Creating content on TikTok vs. LinkedIn(23:19) Plans for monetizing TikTok content(27:09) Expectations for LinkedIn in 2025(28:27) Rapid-fire questions segment: “Off the Record”(32:54) The importance of more Black creators in social media=========================================Guest Bio:Tameka Bazile is a social and content strategist and a multi-platform content creator on TikTok and LinkedIn. She has amplified major events like Tameka 100 and driven branded campaigns with names like Nissan and Amazon. Known for her engaging and informative content, Tameka brings valuable insights into making traditional brands relevant in the digital space while maintaining their core essence. She is also a creator, speaker, and a US LinkedIn Creator Accelerator Alumni, passionate about discussing social media culture and careers.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!