If you notice Jo uses lots of different products, she's not loyal to any specific brands, she will push those that pay her and many you only see while she's advertising. I used to take notice of brands/products she recommended, less so now because it's clear as long as they pay her she will flog anythingThat's some buying, must of had to make into the 150k bracket to stay relevant!
She'll need to up her game, SM moved fast.
I came across an account that reviews products, but actually reviews them, and if they are sh$t he will say so, a very different approach from the ones who just love everything (in order to be gifted) they are only at 3k followers but its definitely something different.
I can't tell you how much ££ I've wasted on pink stuff or lenor etc because some influencer is just dying over them and turned out they were crap.