Transcript
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Kwame
Hello, everybody. Welcome to today's episode of Beyond Influence. Today we are very, very lucky to have with us a big, big reality TV presence who is actually making sure to not let her reality TV presence define her. Somebody who is very bold in this effort. We're very excited to talk today to someone who is pushing past that boundary, making a presence online, and pushing beyond that as well.
Welcome to today's episode, Zaina. How are you doing today?
Zaina
Hi, I'm great. Thanks for having me.
Kwame
Yes, for sure, for sure. And of course, I have with me my amazing co-host Scott. Scott, how are you doing, man?
Scott
I'm good. It's been a crazy two weeks. We were down at the Super Bowl. It was an amazing time. I did some amazing events and worked with really great clients. And, yeah, it was a good time. New Orleans is a vibe, especially for the Super Bowl.
Kwame
It was a good time. And how's your recent week been? Anything fun?
Zaina
Anything for fun? I mean, I have just been nonstop like birthdays. I will say I went to a Snap event. It was sponsored by Clinique. They were celebrating Black Voices for Black History Month. That's amazing. That was amazing. And then right after that, it just kept rolling. Then I went to a restaurant and then ended up at Aisha Curry's launch for her new eye cream.
So it was one of those days. It just kept going. And it's amazing just being around positive vibes and people. And I made so many new best friends. It was great.
Scott
I will say I've never seen a balloon museum or really any kind of thing. Yeah, got to think about that.
Zaina
Okay, so the Balloon Museum actually went on a date.
Kwame
Okay. Okay.
Scott
Yeah, you heard it here first.
Zaina
But yeah, it was when I went on a date and I thought that was like, super cool. I like anything interactive. Actually, it was the second date because the first date, you know, I like to do, like a restaurant type of vibe. Like, let's actually sit and have a conversation and see, like where things go. So the Balloon Museum was his idea.
It was great. I was able to show off the juggling skills that I have now. So you guys knew that about me. But I do juggle. And it was a very immersive, like experience.
Kwame
Yeah, that's really dope. You know, before we get too far, you know, I'd love to let the audience know who you are. I know a lot of people listening are probably gonna know who you are. But for those who don't tell us a little bit about yourself.
Zaina
Yeah. So my name is Zaina. I am originally from the East Coast. I live in Los Angeles right now. A lot of people don't know this about me, but I'm actually first generation. Both of my parents are from Sierra Leone. My mom is Lebanese, but she was born and raised in Sierra Leone, and I'm one of four siblings.
I'm a typical middle child. I'm a Pisces. And shout out to my Pisces with our season. I've always just been like that creative, goofy person. I've always just had a heart for community and togetherness. And I also have a passion for just fitness, wellness, self-care, beauty, fashion, all the above. Just like really stepping outside of my comfort zone and trying new things and just being, transparent about that journey.
So that's pretty much it. Me in a nutshell. As I've evolved through different phases and careers, that's always been at my core.
Scott
I love that. It's funny because we talk to a lot of folks and they're, you know, they kind of are trying to figure out what to do on social media after they come off of a show or, or they have this big moment. And I had to say, like, your content is some of the most fun, like, creative.
I was like, all the music's on point. I think, I like the balance of fitness and life and just sharing your story. It's some of the best content that I've seen from folks off reality. And I think it just feels like it's something natural to like, you have that kind of flair for creativity. You would like music, the fitness element like intermixing, and even the highlights are organized in a really thoughtful way in your profile.
And I just can tell when people really get into it and they have like an eye for that. So I don't know this one, but it's me. I like it when, you know, creators have that kind of ability to like, create, and share content in a really meaningful and organized way. And it's not just chaotic, like, here's my life and yet, like, really crazy. You got this.
Kwame
Guys are talking about me. Basically.
Scott
I'm just trying to not corner that saying that he's like, today I'm a rapper and today I'm a fashion influencer. Now I'm a tennis star who happens to have jack shoulders from one particular angle.
Zaina
Oh my god. But no, for me, that also kind of has been natural because I started super early, like in high school and throughout college and stuff. Like I'm always like when my friends were cheerleaders and on the snap team and playing sports, like I was taking my parents like a little camcorder and like, editing and like, figuring things out and doing like, YouTube and stuff.
So it's just always been like at my core of being a content creator before I even knew what a content creator could be, or evolve into something part of me.
Kwame
Yeah, that's really awesome. I mean, obviously you had an experience that helped to kind of elevate what that was, but that was like you were just having fun with it regardless, you know, whether your platform was massive or whether your platform was still growing and gradual. You were having a good time with it, you know? But obviously, there was something that, you know, we'll call it the Big Boom, right?
Something that kind of created that explosion for you. And, you know, the atomic bomb. I like that one.
Zaina
But you know, I was an atomic bomb. I was like, you are absolutely correct.
Kwame
Thank you 100%. No, that's good. You have pride in it as well. It's amazing. And it's also what created the path for us to become Netflix siblings. So, you know, we don't have to dive too deep into it. But tell us a little bit about, you know, what the ultimatum is and how that all came about.
Zaina
Yeah. I mean, for people who don't know what the ultimatum is, it's a show where out of their couples, someone in the relationship issues their partner an ultimatum. Get married, move on. You get there. You break up with your partner, you start dating other people and live with them. You have a trial marriage. You go back to your original partner and you figure life out.
So for me, I was dating my ex. Spoiler alert for anyone who hasn't seen it for years, I was at the point where I felt like our conversations in our personal lives were getting stalled. Like when it came to marriage, he was married before he was engaged after that. So there was like a stigma with that.
And an opportunity presented itself for us to do the show. And I was like, you know, I'm a Pisces. I'm gonna go with the flow. I'm like, okay, this seems like a fun experience. And so we both agreed to do the show and I will just say that I'm very, very grateful for the experience because I had no idea who I was dating.
He did a complete 180 flip and transformed into a different character for television. I was left blindsided. And, you know, I found out everything that was said and done. Like watching it back with, like, the world a year later. So it was a very, like, traumatic experience, but in all the best ways, because it got me to like where I'm at today and I'm just so grateful for it.
Scott
It's funny, I was talking to my wife about the premise of the show, and I have to, like, admit, it gives me such anxiety to even think about because, like, I'm like ten years on the other side of marriage where it's just like everything is like commitment, relationships, sacrifice for your family. And I'm like, hey, let's just go on TV and like, date other people and get like, child marriage to, like, I was like, it's like, so, I get so much anxiety about it, but it but like, after like hearing what the process and like and seeing it unfold, it does deliver on the promise of getting to that resolution and coming to the answers that you want. So, I mean, I don't know, you don't like the process. So you try it, I guess, but like mad. Like what was that conversation like when you're like, hey, we should throw it out and do this thing like, that's, that's got to be kind of like an interesting conversation to, to navigate, right?
Zaina
Yeah. Okay. Well, the thing is, even then, the way you got on this show is that we both applied for it. So an ad popped up because I do it based on, I guess pretty similar to Love Is Blind where they cast in certain cities. So it was like the LA Arizona, I think San Diego area.
I'm like, oh my God, look at this. And he's like, oh, we should do it. And that should have just been like a red flag in my head. But here's like my classic trait is that I am just like very optimistic to the point where I like, trick myself into thinking something is like good when it's actually not so in my mind, I'm like, you weren't prioritizing our relationship and taking it to the next level, and now you want to on a global platform.
So I'm like, oh my God, you want to do, you want to take, you want to do this and show the world that you're actually in a relationship, like. Right. Well, the conversation was actually very easy because he really wanted to do it, which fast-forward and now all makes sense for his hidden intentions. But it wasn't like I dragged him to do it at all.
Like he was a very much willing participant.
Kwame
Yeah. You know, I think it's, as someone who's been through a bit of a Netflix journey myself, a reality TV journey, I think it's, it's really positive when you can look back at it and you can, like, laugh and shrug your shoulders and be like, honestly, hey, this was way, way, way, way, way for the better.
You know this. Yeah. You know, this atomic bomb was something that needed to happen in order for you to, like, figure out what you needed to do next in life. And that part seems much better. Yeah. Much better. So low. I think when it comes to relationships, sometimes I think the term is rose-colored glasses.
Zaina
You know, that was me.
Kwame
Exactly right. We are all dilute to some degree. Oh, right. And things that we don't really notice. Right. And so I think when you really, really need to take that step for sometimes you need that jolt, whatever that case may be, some people go through that process naturally and then some people go through it in a really big, extraordinary way.
And I think you got to do that. And hey, it worked out for you in a positive way. So I'm glad that you are here and went through it because it brought you here with us at this moment. So, yeah, for sure. And so, you know, obviously after, you know, the whole process went about, you've gone through it, you've seen it on TV.
Now, how would you say your life has changed in the, in like, you know, in the most impactful ways? Obviously the big one is now you're single and dating. But yeah, tell us more about life.
Zaina
Yeah. So I think for me, the biggest change obviously went through that whole situation. Thankfully, it was like a year later that everything aired because it allowed me to really, like, process, and heal and like to take healing. My journey, like intentional and do it from a holistic standpoint. I was very intentional, like mind, body, and soul, and made sure I was neglecting one part or the other because I didn't want it to change my opinion of men.
I wanted to be open to like a new partner coming in and everything. So after like that and then the show airing, I would say the number of emails, yeah, people found my email DMs like comments of how much my story was inspiring to people. I was like, wow, this really just gave my trauma purpose. The fact that my experience like the things that I went through and the lessons that I learned from it could help be a cautionary tale to some other people, and it could relate to so many people.
That was something that to this day, I get chills thinking about because I'm like, everything does happen for a reason, and I'm even in the most traumatic way. I'm glad that it was able to inspire and continue to inspire like other people. So that's been like a really great, like, positive thing that came out of it. And of course, obviously removing a person has allowed room for just everything positive to come into my life.
Like, I don't know if either of you have ever been in a situation where you're in a toxic environment and the moment you like, drop it or close that door. It's like everything else just starts making something come, like it's like an attraction thing. So, that has just been amazing. Just the way, like, even my career has changed since then.
I was working in a corporation, and then the breakup happened. My job kind of ended. I was like, I'm going to take a bet on myself and become an entrepreneur and just continue to go with the flow and evolve and see where life takes me.
Scott
I love that. That's awesome. One of the coolest pieces of content. You know, when just going through your feed was your sister's reaction to watching the show and like, you know, you just talk about people reaching out. And it was like, I like, you can kind of see her empathy for you and like her, like watching the whole thing unfold.
And it's I think you just get a different window into people when you see stuff like that. And, it was just fun to watch, like her take on it. Obviously she knows you very well. She's advocating for you. But I think, like you impacted not only your family but other people. And yeah, it was fun to watch.
Zaina
Yeah. My sister definitely was very invested, obviously just being my sister, but also was very blindsided by everything too, because she spent significant time with my ex and was just like, who is this person? Like, where do they come from? So yeah, I completely agree. It's just interesting to see from all different layers and levels, just everyone's perspective on it.
And then just also just kind of knowing your truth because all the facts are out there, like even close friends and family don't know the nuances of what my relationship was like with this person. It's very intimate when you're in a relationship. Not everyone knows all the facts. So all very interesting to say the least.
Scott
So here is the show. You know, obviously there's kind of the, the, the period where you guys are waiting for everything to come out, and then, you know, kind of everything drops. How did you manage that process of all of the drama, the hype, you know, the notoriety coming off you were even, you know, the advertising for the show?
And so, like, people are going to associate your, you know, image with everything. How did you handle that kind of immediate notoriety and kind of all of that attention all at once?
Zaina
What's so crazy is that the reunion aired on the 18th of December, and I went on a three-week Europe tour with my best friend and her family for the holidays. So we went to Switzerland, Paris and then London. And I think for me, like, of course, like on social media, I was getting flooded. There were a lot of articles being written.
There were people saying whatever. But for when I was in Switzerland, like I was getting recognized, I'm like, you guys watch this. Like, oh my God, like, like on or just like, you know, people like coming up to me when I'm in Paris and London, I'm like, wow, like Netflix is really global. Like I think I do that, but now it's hitting very close to home.
And I think for me, what kind of kept me grounded in it was one year that I had to fully process, even though I didn't get closure for my ex, I created closure for myself and I was very much healed. It was like once watching this show and realizing how shady he was and how much you guys were with me, it was like almost.
It was almost like just adding validation to what I already knew. So just having a sense of being grounded, of like my journey, my story, knowing the nuances and everyone else's opinion just kind of, it was a lot of positivity, to be honest. I would say it was like 98% positive, just like feedback. And people were seeing things for what they were.
And then there was that other percentage of people who were just like, well, you should have left. Like, you didn't love you. I'm like, well, duh. So no, if I wish I could go back in time, but I can't. But I think a combination of just having so much support from close friends and family, having my healing journey, and having a sense of being just like myself just helped with all the attention that was coming my way.
Scott
That's awesome. Like, where was that 98% positivity when I got out there? Show?
Kwame
Oh, I know that journey was crazy, but hey. It broke the deal with me.
Yeah, it's a lot. Whether you know, whether it's positive or negative, it's just overwhelming, you know? But at the end of the day, I really like to go through that experience. It builds certain layers, like around you and within you that I just feel like you can't build any other way. I mean, going through a journey like that is like nothing else you'll ever experience.
So, you know, regardless of which way it came about, it still, you know, made me who I am. And I do think that I'm grateful for some of the tough moments that I experienced after the show. Because my skin is so much tougher now. I'm telling you, like, nowadays, I feel like I see stuff on the internet and I'm like, “Okay, you know. Like whatever.”
Zaina
Your season since it aired.
Kwame
Have you watched my season?
Zaina
Yeah.
Kwame
Oh my goodness. Oh, rewatch that. Okay. I've not rewatched it, you know what? We went through it the first time. My wife has watched it. I think maybe like five times through,
Zaina
Oh, my. Yeah, it's strong.
Kwame
I mean, I think so. It's funny. I think she picks her favorite moments, you know what I'm saying? Yeah, but it is. It is really funny. Like, sometimes I'll, you know, turn on the TV, I click on Netflix, and then boom, it'll be like, continue watching Love Is One. I'm like, oh my gosh.
Yeah, it is like I can pick out the exact scenes for you. So no, it is funny, but talking about going through it and having people reach out to you and, you know, have their opinions about things, I think obviously you've started to form a sense of community around you and who you are and your identity and the things that you like, the things that you love.
People who reach out to you and say really positive things, you know, how has it felt now, you know, branching out beyond just the family that was around you to feel like you have this massive extended family across the globe? So much so that even people in, you know, Switzerland could, you know, recognize you.
Zaina
Thank y'all. What's that? Oh my God, thank you for tuning into my drama.
No, it's honestly just given everything that I went through, just such hope. It is like, I don't know how else to explain, like, just a sense of gratitude. I have that even. I mean, you know what it's like doing reality TV, and then their editing you feel like sometimes doesn't really show, like your true essence. Like, I feel like people were able to really just see me for all of my different facets and like, personality and depth and like all the things, because I showed up as my authentic self and it's just so, like heartwarming to see all different age groups, like I could walk into a party or like an event, and it's like an older generation and like talking to me about, like watching the show. I'm like, I'm so sorry until you had to see that part. But like or like the super like young kids, like in TVs, just like telling me how much they were inspired by my journey and stuff. Like, it's just such a great, heartwarming feeling to have of just, just how something can be turned around for like a positive impact.
Kwame
I was going to say, I think, but the one thing I was thinking a lot about is the popularity and growth of reality TV, and I think the reason why reality TV continues to become even more popular is that when you watch a regular movie, you almost even if you don't know exactly how it's going to go about, you know, the ending, you know what I mean?
Yeah, right. Like heroes never lose the character. Always have, you know, has an arc and comes at the end and figures something out and it becomes this amazing grand thing. But in reality TV, we don't know what's going to happen. You know how it's going about the way that it's supposed to be, even though there's going to be a ton of conspiracy theorists out there who say, hey, it's all scripted.
I can guarantee you, it's not because it was my life.
Zaina
Right.
Kwame
So I think it's really like it's something new and something that people have never been able to guess at. Something that is, you know, you can never, ever repeat that process twice, even if you have Love is Blind. Go through the same exact process eight seasons through. You're going to get different results every time. And so going through that journey, people seeing you and being like, oh my gosh, you're a real person.
You went through this thing, I saw you, and I was inspired by you. It's it's I don't know, it's cool. It's amazing. It's something that's really positive to see. And I think when you mentioned the energy thing, one thing that I want to just like cosign is the power of positive, positive energy around you. You know, a lot of things change when you shut off negative weight.
When you expel negative energy, you're able to focus on the positivity like you breathe that airing. And it just feels different. You feel inspired in different ways. You feel motivated in different ways. So I think that's one thing that I want people to take from that little moment that you spoke of, is it doesn't necessarily have to be a human being.
It could be an activity or an addiction or something that really just consumes you in a way. Once you can shed that off, you feel so much more positive about the things that you do and it gives you energy towards it. So I'm glad that you're feeling that kind of energy.
Zaina
Yeah. No, 100%. And that's something I also just recognize. The past year and a half are when we should constantly take inventory of the people around us, the situations, the job, and the events we're going to in assessing how we feel afterward. Because if you have a friend and you have conversations with this friend and afterward you feel defeated, you don't feel inspired, you feel just a sense of negativity.
That's probably like a friendship you may have too. Is that like, sometimes I feel like we move so much and we're so busy and caught up in just the go of things that we don't really assess, like if something's having a positive or negative impact and like how to shift it and move forward. Because a lot of times we can exist in a toxic environment and not even know because we associate toxicity with, which it is toxic, but like being physically abused, it's like it's very obvious that that's toxic.
But there are other things that are also toxic, that can impact just, your confidence, the way that you move, the way that you see life, the way that your productivity and everything. So that's something I've liked, really just, taking time to constantly assess, look, assess everything. My.
Scott
I think about perspective and it's so hard sometimes to see things. And I think it's so important to surround ourselves with folks who have a different perspective, who can transparently see situations for what they are. And it is really interesting, given the context of the show, like true colors emerged immediately, but it took the context shift and took like this different environment to be able to like to see some of those different things that maybe weren't apparent or shifted.
And it's interesting because I think about things like, what are my blind spots? What are the things that I don't know are going on? Where am I choosing to think some things are awesome when they're not? And being, you know, blind to maybe what the reality is. And it's really interesting and it's, you know, you can't live your life in fear.
But at the same time, I think that's why you surround yourself with other people. That's why you ask for help. It's why you see professionals. There's, there's a lot of different, you know, a lot of different perspectives that we can help you understand if a situation is, is really positive or not.
Kwame
Yeah. I mean, all in all, you've gone through quite the journey, and I think it's led you to a certain place. And even before that, we speak about your creativity and your desire to share and expel positive energy toward the people around you. And part of that is, you know, becoming more of a creative person. And, you know, putting that more online.
So I'd love to dive into something that, you know, has been a big part of, I think, your influencer marketing image. I'd love to open up a bit about the Snap Creator program. Because I remember us talking, I think that was a big part of why we met at both.
Zaina
You like what you want to be.
Kwame
Met at Complex Comm for the first time. And I remember me being like, yeah, I'm here. I was part of the Snapchat creator program. And we never really dove deeper beyond that. So I'd love to know a little bit about that program, how you got involved, and kind of what path it's paved for you.
Zaina
Yes. So Snapchat, I started obviously, I feel like everyone had a Snapchat experience, maybe like 2015 that was very different or five or something like messages that they know delete or pictures. So that was like my version of Snapchat that I knew I had a friend or I have a friend who got into Snapchat like a creator just a program getting monetized on there and just showed me like, oh, it's different now. Like you can create a public profile, you can curate in a certain way, and they really, truly value their creators, like they put their money where their mouth is, they back them up and everything.
So I started snapping towards the end of 2023, ironically, when all of that went down. And so I'm transitioning through like the breakup because, you know, after a breakup, there's always another breakup and it's like trying to figure things out. And so that happened the same time my corporate job was ending and I was like, I just was like, God, I don't know what you're doing.
Everything is ending. I'm just going to like, trust that things are going to work out. I was applying for all these jobs and even though I was, like, overqualified for it, like doors were just shut. So I started pouring into just doing what I've always felt led to do, which is being more like a content creator for myself, not necessarily for like a business.
I saw that Snapchat had a it's called a snap 523 program where they take 15 creators out of the country and they basically like to fund your creator journey. So they gave you a monthly stipend, and they partnered you with mentors. They send you to events like Complex Comm, where you can become me and, you know, somehow on the podcast with him, it's like it's just like a level of support with working with, just a social media platform that I never received before.
So I applied for the program not knowing, like, if I would make it or not. And I was chosen to be one out of 15. It's a year-long program and it's just been, like, amazing so far. Like, they don't pay me to say any of this.
It's just like if, when I meet people and I know that they create content on other platforms, just knowing the stigma of what Snapchat was in the past, I just like to educate people on how it's changed and how you can get into the monetization program. You can make money from it, and they truly just like to support creators from a genuine standpoint.
Scott
I love that it's fun. We've been watching and working with the Snap team, and they're just so focused on creators. And I love the approach you're taking because it is very procreate and it's, you know, from the monetization, the tooling and programs like this are really unique. And it's awesome as a creator to get these experiences like it's once in a lifetime type of experience.
And, it's so funny. I get the same feedback around that 2015 Snapchat experience versus now, one thing that they, they, you know, they a phrase they coined was like less likes, more love. And it was like just creating this connection through the platform. And the way that you know, on Snapchat, you're encouraged to post just all the time, like frequently, and drive lots and lots of content.
And I think the relationship that's developed makes you feel like you're in this person's life because you're just following along like some people are doing 70 stories a day. It's crazy. But, it is really cool that the human-human connection that they're creating and, you know, what they're doing for creators, it's pretty amazing.
Zaina
And that's what I didn't realize when I first got on Snapchat. The second time was the amount that you could post. And it is not overwhelming. Like if you were to post 70 stories on Instagram, people would probably unsubscribe. You're doing too much with Snapchat. It really is just like the beats of your life, where the people who follow you want to know the nuances.
They want to just see you throughout the day. No makeup on. Hey, here's what's going on. And not just like the highlights. And it puts less pressure on creators to post where it's like, I don't have to make sure I have a trending sound, and it's edited perfectly. And I have, like, this magical, like, whatever it's it's just super, like organic to the point where I just feel like I can reach like 200 snaps in a day and no one is, like, overwhelmed.
They're telling me to stop snapping.
Scott
I'm just imagining this scenario where like, your audience is DMing you. I'm like, hey, we've got your keys. Like, you know, there's just like somebody. They're just like, they know before you when you make a mistake, you do something funny literally.
Zaina
But I feel like it. It was created like a window for people to know. Like the real me. Like on Snapchat, like my snap. I call them my snap fam. So even when the show came out, they were mad at me. They were like, hold up. I thought we were besties. You didn't even tell me you were in a relationship.
Like, what's going on? Hold on. I have been following you for like a whole year. You kept this secret. Like, there's, like, a true bond that you create with your audience. Where I had to explain to them, like, listen, first of all, my accident while our relationship on social media. And second of all, I started snapping after the show. So like, I couldn't tell you, but I just love that sense of community that you can build with them.
Like, they know how clumsy I am. They know the ins and outs of, like, are these running late or just the chaos of what happens behind closed doors?
Kwame
Yeah. No, I think it's the journey to Destigmatizing. What? Like what? Snap is, like, really big. It's really important. It's funny, Kyle emailed me just a couple of days ago. He was like, hey, just want to make sure you're on snap, which right after it, I think right after we met, Marshall and I both got on snap.
And like, I saw this Instagram, the other day, right? And it's like, got the most negative energy. The guy's like, hey, if your boyfriend or your husband's got Snapchat, they're doing something sneaky, right? And it's like, you know, that's that's the stigma that's become what it is. But in actuality, it is really funny, right? Because when you think about what layers social media creates for most people, it's to have this very, very polished.
And I mentioned in another podcast that when I first started being a creator, I was so picky about what I would put on my Instagram. You know what I'm saying? Because I was like, I had this, like, really esthetic flow. I was super into photography, so everything had a specific hue to it. I was in Lightroom, so much so if you like, look at the spread of my Instagram, the bottom like one-eighth is perfectly curated.
And then from then on the rest.
Right? But it took a really long time for me to load those guys and be like, you know what, I'm just going to post everything, right? Because it just comes to mind and I want to be able to share it with you all. But the cool thing about snap is like, that's what you could do from the get, you know, like there was never a moment of like, hey, I'm going to be a little bit wary about this.
It's just like, now I'm just going to put it out because, at the end of the day, it'll disappear. I'll move on with life. And like it was. Yeah, it was a really, really cool way to stay connected with everybody without feeling like you had to curate your life in a certain way because, you know, everybody was going to see it.
You had your own little corner, you had your own little community. You could be like, hey, this is what I'm doing right now. What's up? Let's enjoy that. You know?
Zaina
Exactly. And I think a good thing that they did to kind of merge the two is that on your public profile similar to Instagram, how you have highlights, you can create highlights that live on your page. So if you do want someone to see like, hey, I'm into fitness, I'm into photography, I'm into this. You can still have those moments there that don't disappear unless you delete them, but you still can also have stories that disappear, like in an hour or 24 hours or whatever.
So it's really interesting. And also just getting into content creation. So I came from the corporate world, like I was creating, helping create television shows before, and there was like a stigma with like you have to choose one or the other. You can't do both. So for a bulk of my career, like, you know, through college and then working at MTV and VH one, I was doing like talent and casting and also just like development, and I felt like I couldn't necessarily be in front of the camera at all.
I couldn't hide my Instagram. So as I was transitioning into being a content creator for myself, I had to kind of de-stigmatize that mentality of like, oh, am I doing too much? Am I sharing too much of myself on social media? Which was also just like a really interesting transition. So I feel like Instagram was that first layer and then Snapchat, I was like, wait, I'm doing way too much.
Like you guys will see the first thing in the morning. Hot breath. Like, oh. But I love it. It's my favorite platform for sure.
Kwame
Okay. So in that sense then I'm going to ask for some Snapchat advice from you because, you know, all I did was log back into my Snapchat that I've had since I was like, I don't know, 18 or whatever, you know, and then from there I like, don't know what to do. Right. Like, how do you get followers on Snapchat?
How do you grow your community? All that good stuff.
Zaina
So I would say one, just showing up and being consistent. Like even before I got in the program, I had just, I guess 500 friends from back in the day and I would just like to show up and post. At the time I was like at least 50 snaps a day, which seemed crazy. But yes, it does.
And second, so a snap. You can snap for like five minutes and get someone to do the math for me, but like you can get it. No. And it sounds super crazy, but it's actually not. And it's like you can snap pictures and stuff like that. So anyways, just showing up and being consistent because the algorithm likes to push it out to people. And then Snapchat also has a feature called Spotlight, which is very similar to the real tab on Instagram or just TikTok in general.
You can submit some of those things that you will post on reels or TikTok, and that goes out to millions of Snapchatters. So if it hits in the algorithm, you have people following you, which is why it's good to have your profile built out. So if they're like, oh, if you're a comedian, I saw this funny skit, go to your profile and I see that you have a bunch of funny stuff, I'm going to follow you.
So as it becomes more, the conversion rate is better. Once you have like, your public profile is built out of, like, who you are and the type of content that you want people to see. So a combination of just showing up, being consistent even when you don't feel like it, and then also constantly posting to the spotlight will get your page down.
Scott
It's so funny to do that. It's so funny you talking about your personal journey and sharing a lot on social and people following along. I, I feel like I always go through this arc of like, you see one piece of content and then you go to the land on the profile and then you like, you go through the story arc of watching people's highlights.
It's funny because like on your profile, you know, like, oh, you know, like in a, in a fashion and into fitness and, and like there's different travel posts, and then it's like you dive into highlights and it's like, I felt like I was on this emotional roller coaster through like 80 highlights of the entire season of ultimate. I'm like, oh, now her sister's crying.
And like all these people reacting, this girl's like, er, fighting someone because she's so mad. And then it goes to fitness and it's like, okay, 17-week update. I'm like, yeah, I get it. Like you're right. Like, you know, it's like you got a hair and you're like, oh, curls the straight. Like I'm invested now and you get done.
You're like, I feel like I just lived this person's life over the last 25 minutes. And they live it for like three years. But it's only one post in the algo. You land on the profile and then it's like you're like 20 minutes later and you're completely invested in this person and everything, everything in their life.
Zaina
And seeing their deep, dark secrets and my highlights, I need to go through them. I'm like, I have no idea what I posted in 2017.
But that's a part of me too, where I'm just like, I have grown to be very confident and just transparent about my journey. Like I never want to be that person who is like, I'm picture perfect or I, you know, this is the life that I'm living. Like, I want to talk about the highs. I want to talk about the lows.
I want to be able to like, ask my, you know, followers, my friends like feedback to get advice. Like, I just love that sense of community that I feel like sometimes is missing when you just try to paint, everything is like picture perfect.
Kwame
Yeah, that is true. And you know, when it comes to really, really excelling on Snapchat, a lot of people don't really know the economics of it. We'll put it that way. Right. And we don't have to get too specific. Right. But you've gone to the creator program. They've kind of nourished you as a creator. Are you now working with brands in Snap?
Zaina
Yes. So with the program that I'm in right now, I've gotten two brand deals so far. I've worked with Clinique, which I have on my page, and I also work with AT&T. That was pretty cool. So a part of the program as well is working with this team, called Ensemble, and they help diverse creators get brand deals and help with the negotiations to make sure it's like their, you know, talent feeds, like across the board, because often times you know, minority creators are overlooked or, you know, all of that.
So I've been able to like, get a few brand deals and then Snapchat economics in general, which is also like on their page too, like if you get into their monetization program, you can get crystals. It sounds crazy, but those translate into dollars which translate into your account. So for example, like a thousand crystals is $100. So the more crystals you get based on the amount of views you get on your story, like turns into crystals that you can cash out every Friday and you can see that reflected in your PayPal.
So that's the monetization program that a lot of creators try to get into. Anyone can really get into it if they meet certain metrics which are listed on their site. But that's why when people are like no snap, actually pays, like, they actually do. It's not like a favoritism type of thing. Like, oh, you have to be a celebrity or influencer.
Like if you are consistent, you show up, you build your audience, and you can roll into the monetization program.
Scott
Everyone's like, why is this so happy? On Fridays? It's like, okay, we get it. Crystals just dropped and are hitting like.
Kwame
Oh, that is funny. You know, as we get closer to wrapping this up, there's a quick segment that we go through. This is the rapid fire. We ask it this or that. You give us, you know the answer. And then, you know, a quick little blurb about why you picked that answer. And, so, so do you think you're ready to do something like that?
Zaina
All right.
Kwame
So let's make it happen. So, Instagram, TikTok, or Snapchat.
Zaina
I mean. Snapchat alone.
Kwame
Yeah. I think you've been giving us a million reasons, so we won't even ask you for the whys, a story, or a post.
Zaina
Or I would say, since Snapchat is my go-to post because I need balance in life, I like to curate, just like certain moments and things like music, sound, and the artistry behind the post. I find that to be really fun too.
Kwame
Awesome. What is your favorite movie?
Zaina
Okay, so all-time favorite bad boy to rewatch it a million times. I was so excited when it came back.
Kwame
Michael Lowry has great, great movies. And then lastly, my favorite quote.
Zaina
This has been the reflection of my life for the past, however long. But sometimes good things fall apart so better things can fall together. I may have said that wrong, but the sentiment is there. I feel like letting go and allowing things to happen. And even if you don't realize why, you will go down the line.
Kwame
Amazing. Well, I mean, I think we've gotten a lot from you today. You have been a fantastic guest. I think we're about running up on time, but I did want to open up the floor to you, to give our audience any last words that you would have, whether those be of encouragement, whether be of your experience on the ultimatum, whatever it is, it's 30s to a minute of zany time to say whatever you want.
Zaina
This is this. They talk like. Oh, look at that. We have a microphone and you forgot to give me one. Oh, here's.
But no, I think something that I've just been living in right now and I'm really grateful for and happy for, and I know a lot of people say this, but really prioritize your healing from a holistic standpoint. Have a genuine check-in with yourself, mind, body, and soul. Make sure you don't neglect any part of things. And it doesn't even have to be something that happened recently.
It could be something from your childhood. Just like really try your best to immerse yourself, to be vulnerable, and just find healing in whatever way you can because it unlocks so much more for yourself. And that is something that I am a testament to right now. So prioritize that.
Scott
Amazing. Well, thank you so much for spending the time with us. We're so happy for your success. And you know, you just generally say happy. And it's really awesome to see coming through what was, a bit of a tumultuous experience. But, we're thrilled to have you on, thrilled with what's going on. And for all of our listeners, we'll catch you next time.
Thank you.
Zaina
Thank you.
Kwame
All right.
Zaina
Bye bye.