Latest / Influencer Confidential / Why Your Content Isn’t Getting Brand Deals (And How to Fix It) #267

Transcript

Why Your Content Isn’t Getting Brand Deals (And How to Fix It) #267 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the current Well,
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  Speaker 1: let's jump in. If you're a creator that isn't getting
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  Speaker 1: any brand deals, you might want to look at your content.
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  Speaker 1: Your content may actually be hurting your chances of being
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  Speaker 1: successful in the space on the brand deal side. Now,
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  Speaker 1: one thing that's important to know. Goldman Socks released to
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  Speaker 1: studied recently and it showed that about seventy percent of
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  Speaker 1: a creator's income does come from brand deals. So this
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  Speaker 1: is something that if you are serious about making money
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  Speaker 1: as a creator, you're going to have to really lock
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  Speaker 1: in on brand deals. Brand deals. Brand deals, it's the
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  Speaker 1: highest ROI for a creator and the way that most
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  Speaker 1: creators are monetizing. But one of the biggest culprits is
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  Speaker 1: the content, right Like, if you're pitching content and you're
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  Speaker 1: not getting brand deals, it's the content. So let's reflect
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  Speaker 1: on what you may be doing wrong in your content.
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  Speaker 1: One of the things that you may be doing wrong
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  Speaker 1: is that your content doesn't align with any particular niche.
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  Speaker 1: You're all over the place. Brands want alignment. They want
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  Speaker 1: to be able to see themselves in the story very
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  Speaker 1: simply and quickly. Now, alignment doesn't mean the niche needs
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  Speaker 1: to match that of the brand. I'll give you an example.
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  Speaker 1: I'm working with a yoga creator. She does health and wellness,
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  Speaker 1: and she also suffers from seasonal allergies and it's something
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  Speaker 1: that she's very vocal on in her stories and in
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  Speaker 1: her content, so she can pitch a allergy company or
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  Speaker 1: healthcare brand. It doesn't mean that she only has to
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  Speaker 1: pitch healthcare and wellness, but there is an integration. Alignment
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  Speaker 1: doesn't mean that you only have to pitch brands within
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  Speaker 1: your niche. Okay, But if your content is all over
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  Speaker 1: the place, like if this yoga gal posted like yoga
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  Speaker 1: recipes picking up her kids after school, like just all
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  Speaker 1: over the place, the brand doesn't see that storyline of
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  Speaker 1: how they fit into the content naturally. They need to
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  Speaker 1: be able to see very quickly that their brand or
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  Speaker 1: product or service can naturally fit into your content. And
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  Speaker 1: if it doesn't, you're probably not going to get a
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  Speaker 1: yes on that specific partnership. Another thing that you may
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  Speaker 1: be doing without even realizing it is that your content
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  Speaker 1: is beautiful, it's esthetic, but you don't even talk about
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  Speaker 1: partnerships or brands or products. So like, while it's so
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  Speaker 1: gorgeous an esthetic, the brand is like, but you've never
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  Speaker 1: even talked to your audience about like things that you
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  Speaker 1: use or your recommendations, So how would I fit into that? Right?
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  Speaker 1: Something that you could start to do is create more
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  Speaker 1: portfolio style pieces of content. I had a creator the
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  Speaker 1: other day. She did this brilliant video that was literally
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  Speaker 1: just like five products I bring with me on every
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  Speaker 1: plane to make sure my kids don't get sick, and
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  Speaker 1: she literally was just showing different vitamins and supplements. She's
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  Speaker 1: creating brand ready content. Actually, a brand that was not
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  Speaker 1: on that list reached out to her and they were like,
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  Speaker 1: we saw that video. Actually I don't remember they mentioned that,
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  Speaker 1: but she was like, they reached out to me right
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  Speaker 1: after I made that video. So she was very strategic
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  Speaker 1: making content that is ready for brands to reach out to.
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  Speaker 1: So think of your content you know that you're currently producing,
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  Speaker 1: and ask yourself, are you making content that naturally talks
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  Speaker 1: about the things that you recommend, and if not, you
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  Speaker 1: may need to fix that so that the brand can
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  Speaker 1: see themselves in it. Also, does your content have a
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  Speaker 1: strong call to action mindset? So give you an example,
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  Speaker 1: that girl that I was talking about, she does a
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  Speaker 1: lot of many chat automations. She has her audience constantly
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  Speaker 1: engaging in her content. Comment this, if you want this,
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  Speaker 1: comment that, if you want that, these people are hungry.
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  Speaker 1: She's almost like train them to really be active. And
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  Speaker 1: all her content has a call to action to it.
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  Speaker 1: There's creators out there that are just creating really beautiful content,
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  Speaker 1: but there's no call to action. So again the brand
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  Speaker 1: is like do people even do stuff? When you have
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  Speaker 1: content that also has clear calls to action, it also
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  Speaker 1: signals to the brand that you understand a this is
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  Speaker 1: a business. You understand the ability to sell conversions, all
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  Speaker 1: of that. So this is something that is again a
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  Speaker 1: very strong indicator if your content has calls to action,
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  Speaker 1: that you're able to push product along. Brands care about
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  Speaker 1: ROI even at the micro level. So if you're able
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  Speaker 1: to show that you can drive clicks, drive swipes, have
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  Speaker 1: people like engage with your stuff with these sort of
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  Speaker 1: automations or these calls to actions at the end of
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  Speaker 1: your content. Then it shows that you know you would
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  Speaker 1: be a good fit for them, because then you're able
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  Speaker 1: to say, hey, follow this company or whatever. Another thing
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  Speaker 1: that your content may be lacking is an affiliate strategy.
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  Speaker 1: Brands that see that creators have strong affiliates that like
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  Speaker 1: sends a sort of signal to them that these people sell.
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  Speaker 1: If the creator has an affiliate program or an Amazon
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  Speaker 1: shop or again that call to action, but more strongly
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  Speaker 1: associated with affiliates, then the brand is able to have
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  Speaker 1: that aha and be like, wait, this person can sell,
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  Speaker 1: this person does sales. We want to work with them.
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  Speaker 1: So anytime you guys have the opportunity to link your
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  Speaker 1: affiliates in your content or again show the brand that
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  Speaker 1: you understand the linking strategy, you're also letting them know
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  Speaker 1: that you're ready to promote their links. If you're not
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  Speaker 1: currently doing this, which you may or may not be,
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  Speaker 1: depending you know where you're at in your creator journey,
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  Speaker 1: that may be why you're not getting those brand partnerships.
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  Speaker 1: Because your content is not focused around providing recommendations. People
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  Speaker 1: are not curious as to what it is that you're
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  Speaker 1: doing and using and when you're doing brand deals. That
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  Speaker 1: is what makes it really powerful. Sometimes some creators are
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  Speaker 1: all over the place with their metrics. Sometimes your content
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  Speaker 1: does really well, sometimes it bombs. Now, while there is
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  Speaker 1: a natural algorithm that obviously there's star content that goes viral,
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  Speaker 1: you should be hovering around regular sort of numbers. If
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  Speaker 1: you have really high highs and really low lows, it's
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  Speaker 1: a little confusing to a brand partner. It's a little
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  Speaker 1: bit riskier if you have like a base that you
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  Speaker 1: know you're averaging on and then again you have some
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  Speaker 1: really high pieces of content that do viral. That's fine,
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  Speaker 1: but I think brands want to be able to have
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  Speaker 1: it estimate of what the average views would be. But
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  Speaker 1: if like one video is three thousand and the other
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  Speaker 1: is like one hundred thousand, and it's such a stark
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  Speaker 1: jump in every video, it kind of leaves a brand
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  Speaker 1: a little bit confused. So if you understand what type
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  Speaker 1: of content does well on your channel, do more of
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  Speaker 1: that because you want to kind of get your views
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  Speaker 1: to have some sort of average number. Now, they're never
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  Speaker 1: going to be the same, they're never going to all
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  Speaker 1: be in the same number, of course not, but you
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  Speaker 1: just are trying to avoid the spikes. Obviously, if there's
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  Speaker 1: high viral videos, that's one thing, But you want the
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  Speaker 1: brand to be able to have a quick look at
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  Speaker 1: your content be like, oh, she averages this amount of views.
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  Speaker 1: The reason I say views is because a lot of
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  Speaker 1: us on the brand side we're doing our rate calculations
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  Speaker 1: and our math using views as one of the parameters.
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  Speaker 1: So that is an important metric. Now, if you are
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  Speaker 1: a creator that wants to learn about your rates, how
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  Speaker 1: to put your rates together, and how to kind of
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  Speaker 1: put those offers together, I'm happy to work with you
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  Speaker 1: guys on this. I do this all the time. They're
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  Speaker 1: my rate calculation sessions. So I will include a link
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  Speaker 1: below to our success manager and she'll let you know
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  Speaker 1: how you can work with me and how I can
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  Speaker 1: support you and putting your fees together and your rates together.
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  Speaker 1: When you're negotiating with a brand partner. Now, maybe your
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  Speaker 1: content's amazing, maybe everything is ready to go, but like
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  Speaker 1: your bio is just doesn't have the email or it's
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  Speaker 1: difficult to reach you. People give up, like they move on.
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  Speaker 1: So little things like optimizing your bio, making sure your
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  Speaker 1: email is there or the email functionality is available. If
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  Speaker 1: you're a YouTuber. Have that in your about page. Make
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  Speaker 1: it simple for people to find you and to access you,
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  Speaker 1: because once you make it difficult for them to reach out.
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  Speaker 1: Your content could be good, but then they're not reaching
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  Speaker 1: out to you because again it's just difficult to access
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  Speaker 1: you now. Last, but not least, if you are waiting
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  Speaker 1: around and just sitting there waiting and waiting and waiting
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  Speaker 1: for brands to come to you, you could be waiting forever.
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  Speaker 1: This market is very different, y'all than it was a
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  Speaker 1: couple of years ago. Creators are actively pitching, So regardless
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  Speaker 1: of your content or not, make sure you are actively
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  Speaker 1: reaching out to brands, actively sending them your media kit,
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  Speaker 1: introducing yourself, showing them a really shiny analytic about yourself,
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  Speaker 1: what content you make, get them on a call, get
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  Speaker 1: them excited about you, because again, your content could be amazing,
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  Speaker 1: but you're not getting brand deals. Maybe it's not your content,
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  Speaker 1: but maybe it's just your lack of outreach. So get
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  Speaker 1: in the zone, push yourself to pitch. It's a part
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  Speaker 1: of the game. And if you need a little boost
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  Speaker 1: of confidence. We do have that free training here on
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  Speaker 1: our page at Sidewalker. It's our how to land paid
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  Speaker 1: Brand Deals training. It is recorded. You're going to be
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  Speaker 1: able to watch at your own convenience. I go over
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  Speaker 1: pitch examples, I go over strategies. It's very actionable. People
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  Speaker 1: love this training, so you can go ahead and watch that.
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  Speaker 1: I hope you enjoyed today's episode. If you did, make
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  Speaker 1: sure to rate, review, and subscribe to our show and
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  Speaker 1: visit Sidewalkerdaily dot com for more resources on all things
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  Speaker 1: influencer marketing and social media. Until next time,