Process The Podcast

“Likes are a beautiful vanity metric... but if your wallet’s not killing it, why are we doing it?” — Sally Obermeder

This episode was a part of a juicy panel at the Social Summit Manly 2026. We can’t wait to take you behind the curtain with Sally Obermeder, founder of Ziish (formerly Swiish)!

Can you actually get paid for likes on Instagram, TikTok or Facebook? Does 100k likes mean you’re making money? Sally Obermeder, former Channel 7 entertainment reporter turned co-founder of wellness brand Ziish (formerly Swiish), says the answer is no, not on their own. After a stage three cancer diagnosis the day before giving birth, Sally and her sister turned a green smoothie blog into one of Australia’s best-known wellness brands. It now has around 20 products, stocks in all 500 Priceline stores, and launched into Boots in the UK. Recorded live at Social Summit, this fireside chat with Arielle closes the gap between likes, engagement and real sales.

Sally breaks down exactly how to monetize your social media following and turn engagement into revenue. She covers why the algorithm is “pot luck” and why your email list is the land you actually own. She also shares how she builds lead magnets that cost $0 (including the dopamine menu that landed her on Sunrise), how ManyChat comment automations grow your audience, and why “the best way to sell is to not sell.” Other topics include how to collab with bigger brands, how she tests content organically with trial reels before spending on Meta ads, what makes a video ad a “banger,” and how to run IRL events on a small budget. It finishes with live audience Q&A, where Sally gives on-the-spot marketing advice to a small business florist and a B2B consultant. If you’ve ever wondered how creators and small businesses really make money online, this one is for you.

This episode features a big shout out to our friends at Many Chat! If you loved the sound of Many Chat in this episode, use our link to get your first month FREE with Many Chat Pro!

CLICK HERE! - https://manychat.partnerlinks.io/60dpckpyh4zt-ogcg6e

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Get the free Beyond the Likes checklist: 6 steps to turn social media attention into revenue

INSIDE THE EPISODE:

00:00 — Intro: Meet Sally Obermeder

02:57 — Likes vs. Money & Owning Your Audience

07:45 — Lead Gen That Costs $0: The Dopamine Menu

10:30 — Reaching “Sally”: Wellness-Adjacent Content

13:19 — ManyChat, Collabs & Dating Up in Business

17:39 — Giveaways, Email & the Art of Not Selling

22:21 — Ads: Test Organically, Then Back Winners

26:04 — What Makes a Video a Banger

28:50 — IRL Events: Spend Where It Matters

33:19 — Live Q&A: Sales Advice for Small Businesses

Connect with our Guest:

Sally Obermeder on Instagram: @sallyobermeder

Ziish on Instagram: @ziishofficial

Enjoyed this Episode? Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday.

See you at the next one!

This episode includes references to third-party brands, platforms and retailers (including Instagram, TikTok, Facebook/Meta, ManyChat, Priceline and Boots) discussed for educational commentary. Nothing in this episode is financial advice. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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"It's all relationships... learn the camera, definitely. But then invest your time in relationships." — Jamie Green

Jamie Green didn't pick up a camera until 2017. Before that, he was building a social enterprise sleepwear label in Melbourne. A move to Byron Bay, photos of his wife for Instagram, and one brand asking "can you do that for us?" turned into a whirlwind career. He has shot campaigns across Europe, a GQ cover with Cody Simpson, Oprah for People, and celebrity work for Netflix, all while being based in a small surf town in Byron Bay.

In this episode, Jamie and Arielle get into the side of photography that has nothing to do with settings. They cover why building trust with talent matters more than a technically perfect shot, how he burnt out shooting five days a week through Covid and stepped back from his career, and the beach swim that led to shooting Oprah. He also explains how meeting Greg Williams changed his whole approach, and what "rolling the dice" on a Paris trip actually looks like. It's an honest look at building a global photography career on relationships, the long game, and the myth of overnight success.

INSIDE THE EPISODE:

0:00 — Intro: Meet Jamie Green

01:10 — From a Sleepwear Label to Shooting for Spell

04:50 — The Covid Boom, Paris & the GQ Cover Call

08:09 — How Jamie Builds Trust with Celebrities

12:39 — Tethering, Burnout & Building the Byron Barn

17:30 — Hitting Pause, Then Shooting Oprah

21:27 — Greg Williams & Going Documentary-Style

24:44 — Rolling the Dice in Paris

29:12 — The Long Game: Seeds, Euros & Family Travel

35:26 — Fluid Style, Big Goals & Proving Doubters Wrong

41:39 — Artists, Brands & Reading the Room

45:07 — Shooting for the Archive with Sam

48:56 — NYC Time & the Overnight Success Myth

53:45 — The Netflix Airport Dash

56:54 — Where to Find Jamie, Film Plans & "Stills Only"

Connect with our Guest:

Jamie Green on Instagram: @jamie_.green

Jamie's website: jamiegreen.com.au

Enjoyed this Episode?Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!

This episode includes references to third-party publications, brands, celebrities and photographic works (including the work of other photographers) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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Jess Pecoraro didn't know what a stylist was until she walked into the Cosmopolitan fashion cupboard. By 23, she had worked her way through some of Australia's biggest magazines. Then she walked away from her dream job with no clients, no title and no safety net, betting she could build something bigger on her own. Today she's one of Sydney's most in-demand celebrity stylists and fashion brand consultants. Her work spans Fashion Week runways, GQ Men of the Year, NGV x Cartier Gala, luxury trunk shows, brand consulting and private clients on retainer.

In this episode, Jess breaks down the many hats a stylist wears beyond the clothes themselves. On a runway she's across the fittings, castings, hair and makeup briefs, music and lighting. Brands bring her in before a collection is even designed ("700 tops for one pair of pants"), and she tells her favourite clients to "just tell me the budget." She's honest about cash flow, the Covid-era business she launched and closed, learning to be on camera, and why she kept her second pregnancy quiet to protect her client base. It's a rare, candid look at building a service business in a small market, and what "effortless" style really takes behind the scenes.

INSIDE THE EPISODE:

00:00 — Intro: From Cosmo Intern to Stylist

04:11 — Quitting at 23 to Go Freelance0

9:04 — The Money Side Nobody Teaches

11:34 — A Covid Business & Camera Fear

16:16 — How Stylists Really Get Paid

19:10 — Why Brands Need a Stylist

23:13 — Big Projects & Private Clients

28:18 — Inside Fashion Week & GQ

39:09 — Motherhood Without Losing Clients

44:58 — The Effort Behind "Effortless"

48:49 — Can a Styling Business Scale?

54:08 — Fave Aussie Brands + Where to Find Jess

Connect with our Guest:

Jess Pecoraro on Instagram: @jess_pecoraro

Jess on Substack: @bluejeansanddiamonds

Brand & business enquiries: jess@jesspecoraro.com

Enjoyed this Episode?Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday.

See you at the next one!

This episode includes references to third-party fashion houses, publications, events and brands discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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If you're a founder, business owner, or the person on the marketing team who keeps getting told "we need more founder videos" , this episode is the actual framework, not just the advice why & how to do it.

In this Petit, Arielle breaks down exactly how she produces founder-led and expert-led video content for her own retainer clients, including real case studies from Sheila the Label and McMullen & Co. She covers two filming methods (the interview approach and the "chat-to-camera" method), why founder-led content is becoming the biggest competitive edge a small business has against AI-generated content and fast-fashion-style brand positioning, and closes with 15 specific content prompts you can use immediately free download linked below.

In this episode, you'll learn:

Why founder-led video content is becoming essential for SEO and AI-search visibility, not just social engagement

Two proven filming methods for founder and expert-led videos — no crew or script required

How one interview becomes 5+ pieces of content (hero video, B-roll, trial reels)

15 ready-to-use prompts for founders who don't know what to say on camera

A real distribution and posting cadence you can actually stick to

INSIDE THE EPISODE:

00:00 — Intro: Why Founder Videos Matter Now

03:36 — The Market Shift: Why Brands Like Zara Are Repositioning

05:18 — The Emotional Reality of Showing Up on Camera

09:40 — Method One: The Interview Approach

09:51 — Case Study: Alice McMullen — One Sitting Becomes 5 Videos

14:44 — Case Study Two: Claire & Sheila the Label

18:38 — Method Two: Chat-to-Camera ("Yapping")

20:07 — The Real Secret: Answer, Don't Announce

22:37 — The 15 Prompts, Part 1: Curiosity, Opinions & What You See Differently

27:16 — The 15 Prompts, Part 2: Credentials, Principles & the Future You're Building

31:59 — Distribution: Post Everywhere, Test & Commit to One a Week

32:53 — Recap & Call to Action

Get the Free Founder Video Prompt PDF here: https://bit.ly/4jfri4E

Enjoyed this Episode?

Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas https://bit.ly/4v21hby

Us, on Instagram, @processthepodcast https://bit.ly/4xJ1EKl

Whatsapp Community @processthepodcast https://bit.ly/44pdcFf

Cinema Thom: @cinema_thom https://bit.ly/4dPjtz4

DM us if you want this done for you on retainer

Follow us to get notified every time a new episode drops every Tuesday.See you at the next one!
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Most photographers shooting fashion campaigns today work in digital, instant previews, instant safety net. Brydie Mack, known to her audience as Wolf Cub, doesn't. She shoots everything on film: three to four rolls per look, five different cameras on set as backup, and a vague idea of what she's actually got until the lab sends it back.

In this episode, Brydie breaks down exactly what it takes to specialize in film in an industry that's mostly moved on from it, the real cost and risk of every shoot, why brands are chasing the medium-format, hand-printed look right now, the airport scanner mistake that can ruin a week of work, and her honest take on why AI is about to make "handmade" the new luxury. She also opens up about stepping back from photography as her next chapter, and gives us the first real look at Lens, the film photography course she's building to pass on everything she knows.

INSIDE THE EPISODE:

00:00 — About Brydie and the Wolf Club Origin

04:47 — On-set Politics

08:03 — The Cost & Risk of Film Photography

09:11 — Photography Heroes

13:52 — Anatomy of a shoot

15:49 — Camera Recommendations for beginners

18:56 — Film Stocks and Flying with Film

22:43 — Managing Shoot Days

24:33 — Dream Clients & US Visa Problems

29:08 — Life Outside Work

34:16 — Boundaries on travelling for work

35:58 — A Photographer’s Dream Model

39:21 — Pitching Jobs

40:20 — Photography Inspiration

44:59 — Shooting Nudes

52:53 — AI in Photo & Film Industry

59:34 — Szilvesztre Mako

1:00:29 — Film Lab Recommendations

1:03:36 — Advice for aspiring film photographers

1:04:15 — Connect with Brydie

Join the Waitlist for Lens:

Brydie's upcoming Film Photography Course

Connect with our Guest:

Brydie Mack (Wolf Cub) on Instagram @wolfcubwolfcub

Website: brydiemack.com

Enjoyed this Episode?

Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday.

See you at the next one!

This episode references other photographers and their work for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
Learn more about your ad choices. Visit megaphone.fm/adchoices