>> what about influencers who get paid, does the bs button go up for that or not? >> gen z can identify if it's a product placement or sponsorship and ftc is cracking down on making sure that the influencers are showing that it's a sponsored post. kids can see through that. some influencers who don't have the right partnerships and try to make as money as possible will build a poor brand over the years because their fans will see that they are just selling out. >> but you feel like if a brand partners with the right influencer even if they are paying them that that might get through? >> yes. >> okay. >> 100%. >> okay. >> but a lot of brands don't know how to find the right influencers, like what pepsi did with kendall jenner and how that had a lot of controversy because it was out of the pepsi mission as well as kendall's so it just didn't work. >> you have to really be careful that whatever you're doing is sort of true, is authentic, i

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