Latest / Influencer Confidential / The Types of Creators Getting Brand Deals Right Now (It’s Not What You Think!) #300

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The Types of Creators Getting Brand Deals Right Now (It’s Not What You Think!) #300 · Influencer Confidential

• 0:00
  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
• 0:04
  Speaker 1: Nina Zeta and I will be your host. I love
• 0:07
  Speaker 1: working with brands and influencers on all things business strategy.
• 0:11
  Speaker 1: Are you ready to learn what it takes to work
• 0:13
  Speaker 1: in this influencer industry and see behind the current Well,
• 0:16
  Speaker 1: let's jump in. Let's talk about the type of creators
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  Speaker 1: who are getting paid brand deals right now. And it
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  Speaker 1: is not necessarily what you think. It's not some perfect
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  Speaker 1: niche or some big following, but rather the style of
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  Speaker 1: creator and how they are approaching their businesses. And I
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  Speaker 1: think what I'm going to share today with you, guys,
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  Speaker 1: is really going to change your mind and kind of
• 0:41
  Speaker 1: have you identify what type of creator are you now?
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  Speaker 1: I will say one of the biggest questions I get
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  Speaker 1: asked on interviews and podcast is, Nina, what is the
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  Speaker 1: best niche to be and to make the most money,
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  Speaker 1: to which I always say, Guys, if I can have
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  Speaker 1: a Mermaid influencer, or an opera singer influencer or a
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  Speaker 1: vocalist be making money in brand deals, it goes to
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  Speaker 1: show that there is no perfect niche because here is
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  Speaker 1: the trick. When you are a seasoned creator, which means
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  Speaker 1: you understand your platform, your content engagement, you get content creation.
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  Speaker 1: You can pitch outside of your niche. I've said this
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  Speaker 1: many times where a travel creator in my program her
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  Speaker 1: biggest brand deal was a nineteen thousand dollars brand deal
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  Speaker 1: with a popcorn company. Okay, this is specifically when it
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  Speaker 1: comes to content, But as a creator, you can pitch
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  Speaker 1: any niche and not feel locked in or pigeonholed in
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  Speaker 1: the types of brands you are working with. I will
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  Speaker 1: say that I am on the record there is no
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  Speaker 1: magical niche. There is no perfect niche, and there is
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  Speaker 1: no perfect following in order to get paid. Now, let's
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  Speaker 1: talk about the different types of creators that are getting paid.
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  Speaker 1: So the first bucket I kind of noted it was
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  Speaker 1: like the results driven creator. So this is the creator
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  Speaker 1: that knows how to sell in their content. They are
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  Speaker 1: really focused on that piece of the pie, results, data conversions.
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  Speaker 1: This is the type of creator that selling comes naturally
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  Speaker 1: to them. In their videos, they are not necessarily focused
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  Speaker 1: on like what looks good, but they understand watch time retention,
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  Speaker 1: making sure that the video is watched the whole way through.
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  Speaker 1: They are interested in things like clicks and saves. They
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  Speaker 1: are looking at this information and I know, as someone
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  Speaker 1: who has a creator community, this is not for everyone,
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  Speaker 1: Like it is challenging to always be looking at your
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  Speaker 1: metrics and sometimes I even tell people guys like, let's
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  Speaker 1: not have this daily obsession. But again, when someone really
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  Speaker 1: wants to focus on results and what they can do
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  Speaker 1: for their brand partners, this is important to them because
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  Speaker 1: they know this is what makes the money. And that's
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  Speaker 1: why there's not a certain following, right because you could
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  Speaker 1: have five hundred followers, but know that your UGC videos
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  Speaker 1: convert and run millions in sales for your ad partners.
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  Speaker 1: So your following does not even matter. Your niche doesn't
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  Speaker 1: even matter. But what does matter is like this is
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  Speaker 1: the type of business that you have decided. So this
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  Speaker 1: is really great for creators who are very analytical, who
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  Speaker 1: love the chase that dopamine hit with the numbers, and
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  Speaker 1: that are focused on results. The second type of creator
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  Speaker 1: that I see making a lot of money is the
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  Speaker 1: platform specific creator. They're not jumping from platform to platform.
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  Speaker 1: They are like deep into the one platform that they choose.
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  Speaker 1: They're really good at it, they understand it, and they eat, breathe,
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  Speaker 1: and live a certain platform. When you have like almost
• 3:20
  Speaker 1: like a platform specialty and you're not a jack of
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  Speaker 1: all trades, but you're really focused on one platform and
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  Speaker 1: how it takes and how it works. I feel like
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  Speaker 1: you can add more to the table with your brand
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  Speaker 1: partners because you're really well versed, Like you understand this
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  Speaker 1: platform in and out. You know what's going to do well,
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  Speaker 1: you know what your audience is going to react to.
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  Speaker 1: You're not like spread thin because I'll tell you I've
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  Speaker 1: had brands go to creators, specifically YouTube creators, and they're like, oh, yeah,
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  Speaker 1: we also want to post on your Instagram and the
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  Speaker 1: creator is like, not so strong on Instagram, but they
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  Speaker 1: go ahead and throw that video in as part of
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  Speaker 1: their offer, and then they get stressed out because they're like,
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  Speaker 1: I don't know how I'm going to make this video,
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  Speaker 1: like do well on Instagram. I know on YouTube, I
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  Speaker 1: can kill it, but I know that on Instagram it's
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  Speaker 1: going to be wonky or vice versa. Right, So you
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  Speaker 1: may be an instagrammer and then put really fun package
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  Speaker 1: together saying sure you can be on my YouTube or
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  Speaker 1: my TikTok, but like you never post over there. You
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  Speaker 1: don't get how that platform works. Now you sold a
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  Speaker 1: brand something and you're feeling a certain way. So to me,
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  Speaker 1: like the platform creator tends to make a lot of
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  Speaker 1: money because they are so confident in what they can
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  Speaker 1: do for their partners, and that confidence allows them to
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  Speaker 1: charge more. Also, I will say creators that are like
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  Speaker 1: really good at focusing on a style of content and
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  Speaker 1: not feeling forced to be everywhere the thing is is
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  Speaker 1: like the content tends to resonate and almost like be joyful.
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  Speaker 1: So what do I mean by that? Like I've said
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  Speaker 1: on many interviews, like for me, YouTube is a very
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  Speaker 1: happy place. I feel like I'm swimming in a ocean
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  Speaker 1: versus short form it feels a little bit more restricting.
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  Speaker 1: So when a brand partner comes to me, I'm like,
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  Speaker 1: let's do YouTube Like, trust me, it's going to do
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  Speaker 1: better because I understand this platform better. So also, as
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  Speaker 1: a business owner, when a brand comes to you, you
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  Speaker 1: want to be able to make those suggestions to them.
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  Speaker 1: You want to be able to take the lead. It
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  Speaker 1: shows your professionalism, It shows that you're trustworthy and that
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  Speaker 1: you really care about the brand and that you want
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  Speaker 1: them to succeed, not that you're in it for some money. Grab,
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  Speaker 1: but you're actually like, listen, this is the platform we're
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  Speaker 1: going to do, this is why, and I'm not going
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  Speaker 1: to actually sell you anything else. I am going to
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  Speaker 1: maybe add it as a add on or complementary bonus. Now,
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  Speaker 1: there may be people listening in that are like Nina,
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  Speaker 1: I have mastered all three platforms or four platforms, And
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  Speaker 1: if that's the case, good for you. I'm into it. However,
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  Speaker 1: I know a lot of people have like a stronger
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  Speaker 1: foot in one platform, and I feel like the creators
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  Speaker 1: that like master one can sell more on that one.
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  Speaker 1: They can make more money. The grass is green where
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  Speaker 1: you water it, guys. Okay. People will be like, does
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  Speaker 1: you Tube make more money or Instagram or TikTok, And
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  Speaker 1: I always say again, I have a Twitch creator making
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  Speaker 1: crazy amounts on Twitch partnerships, I have Instagram creators caking,
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  Speaker 1: I have YouTube. And I know there is data that
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  Speaker 1: shows the brand deals across the spectrum for all platforms,
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  Speaker 1: but I will tell you the margins are very little
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  Speaker 1: in between all the different platforms, which is to say,
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  Speaker 1: the platform that you like making content on, there is
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  Speaker 1: money in that platform and brand deals. So don't chase
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  Speaker 1: the platform, chase the type of content you want to
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  Speaker 1: make and you will see more success as a creator. Now,
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  Speaker 1: as I mentioned in the beginning of today's episode, the
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  Speaker 1: creators who are making the most are pitching outside of
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  Speaker 1: their niche. I can't tell you the amount of times
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  Speaker 1: I work with like a pet creator or a travel creator,
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  Speaker 1: a travel let's just say travel and they're like, oh,
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  Speaker 1: I just have to work with travel brands, hotels and
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  Speaker 1: tours of boards. How limiting is that? You know? Every
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  Speaker 1: time I work with the travel creator, they're like suitcases,
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  Speaker 1: neck rests, packing cubes. I'm like, oh, really, how original.
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  Speaker 1: And it's not to make fun of you, guys, but
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  Speaker 1: it's to help you understand. That is the low hanging
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  Speaker 1: fruit partnership. But as a travel creator again, the snack
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  Speaker 1: market could be a really big market for you where
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  Speaker 1: you're pitching snacks because while you're traveling, you bring these
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  Speaker 1: snacks with you. Or maybe there's certain insurance companies that
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  Speaker 1: you want to reach out to. Again, are you a
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  Speaker 1: financial creator, No, but insurance is a piece of it, right,
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  Speaker 1: same thing, Like, I feel like we could talk about
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  Speaker 1: pet creators again. They're like, oh, dog food and dog toys,
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  Speaker 1: Like why not home monitoring systems like camera systems. Sometimes
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  Speaker 1: the pet owners that I know, like they want to
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  Speaker 1: install a camera to watch their pet while they're at work.
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  Speaker 1: So it's broadening the types of brands you pitch, having
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  Speaker 1: a bigger pitch list that you are going to reach
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  Speaker 1: out to so that you are not stuck in a
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  Speaker 1: niche for brand partnerships. Okay, I cannot stress this enough. Now,
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  Speaker 1: if you're someone that wants to actively pitch, have me
• 7:31
  Speaker 1: in your corner, have me help you decide who we're pitching,
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  Speaker 1: generate ideas, help you find their contacts, put your pitches together,
• 7:38
  Speaker 1: and get you in a really good flow of pitching.
• 7:40
  Speaker 1: I'm going to leave a link below you guys to
• 7:42
  Speaker 1: a call with our success manager. They can share a
• 7:44
  Speaker 1: little bit about our coaching programs, how I can jump
• 7:47
  Speaker 1: in and support you in this area of your business,
• 7:50
  Speaker 1: or if you need a DIY solution, we have our
• 7:52
  Speaker 1: course as well. Are pitching a Brand's master course which
• 7:55
  Speaker 1: is also linked below for you with a special code
• 7:58
  Speaker 1: only for our YouTube van and those listening in on
• 8:00
  Speaker 1: the podcast. So I'll go ahead and also put that below. Now.
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  Speaker 1: The fourth type of creator that is making the most
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  Speaker 1: money and brand deals is the creator that has that
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  Speaker 1: pitching muscle that we talked about, the consistent pitcher, the
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  Speaker 1: one who has it a part of a habit stack.
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  Speaker 1: So when I mean a habit stack, it's like it
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  Speaker 1: is part of their calendar. It is part of their
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  Speaker 1: weekly routine. It's either a daily muscle day flex or
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  Speaker 1: a weekly muscle day flex. But they are not skipping
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  Speaker 1: a week. It's kind of like going to the gym.
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  Speaker 1: You're not skipping a class, You're not skipping a workout,
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  Speaker 1: like it is built into your day. So whether you
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  Speaker 1: need to calendar block for it, or you know, tie
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  Speaker 1: it to a certain habit that you have so that
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  Speaker 1: you know that this is a daily routine. These are
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  Speaker 1: the people that are seeing success. Why because it's a
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  Speaker 1: numbers game. If you pitch ten brands a week, that's
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  Speaker 1: forty a month, that's what like one hundred and sixty
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  Speaker 1: and four months. You're going to see responses, results, what
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  Speaker 1: brands are saying, and if you're not then you can
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  Speaker 1: tweak change your pitches, fix your media kit, change your
• 8:58
  Speaker 1: subject line. Right, So we need numbers to be able
• 9:02
  Speaker 1: to make informed decisions. So being able to actively pitch
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  Speaker 1: weekly is a strategy that must be built into your
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  Speaker 1: habit stack of a creator. Now, I will mention one
• 9:13
  Speaker 1: of my favorite strategies that I talk about in my
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  Speaker 1: program is like pitching per vertical. So what I mean,
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  Speaker 1: let's just say this week I wanted to pitch sunscreen companies, right,
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  Speaker 1: because I'm a lifestyle creator or a travel creator. We're
• 9:26
  Speaker 1: talking about being in the sun or being outside. You
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  Speaker 1: can literally have a pitch that you use for twenty
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  Speaker 1: to thirty sunscreen companies. So that way you're not like sunscreen,
• 9:36
  Speaker 1: tope bag fitness like every day like ding ding ding ding. No,
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  Speaker 1: you want to be focused in So having that as
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  Speaker 1: one of the strategies of the many that I share
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  Speaker 1: my program, I think can help you guys get really
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  Speaker 1: aligned in your pitches and almost just be like, this
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  Speaker 1: is the homework. This is the homework for a week
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  Speaker 1: twenty sunscreen companies. Next week I'll do a different match. Right.
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  Speaker 1: But being really clear, really directed in your approach is
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  Speaker 1: going to help you make money because every time you
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  Speaker 1: knock on a door, you increase your chances of getting
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  Speaker 1: a response and therefore getting paid. I had a coaching
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  Speaker 1: student the other day. She told me that she ended
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  Speaker 1: up doing like an outbound pitch for some sort of
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  Speaker 1: company and I don't want to say who it was,
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  Speaker 1: but because of that outbound, she now gets paid twenty
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  Speaker 1: five hundred dollars a month to create for them. So
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  Speaker 1: it's already been like four or five months of them
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  Speaker 1: working together. And I was like, oh my gosh, Like
• 10:25
  Speaker 1: you would literally be out like eight ten thousand plus
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  Speaker 1: dollars if you never sent that pitch. She was like
• 10:31
  Speaker 1: I know. So I'm like, imagine if you did that
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  Speaker 1: all the time, how many companies could we get have,
• 10:36
  Speaker 1: you know, pay you this monthly? And it's because of
• 10:39
  Speaker 1: the outbound. So the consistent pitcher is going to win. Now,
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  Speaker 1: the consistent pitcher can't win without systems. And this is
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  Speaker 1: creator number five, the systems builder. This is tricky because
• 10:50
  Speaker 1: a lot of creatives are not like type a's. I
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  Speaker 1: do have a lot of type a's in my program
• 10:54
  Speaker 1: inside of my community like this. One girl will show
• 10:56
  Speaker 1: up to Inner Circle and be like, here's my clickup
• 10:58
  Speaker 1: or here's my notion board. I'm like, oh my god,
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  Speaker 1: I love that because I am so not that type
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  Speaker 1: of person. And that's why I tell people, when you
• 11:05
  Speaker 1: are putting your list together, think about a system, whether
• 11:08
  Speaker 1: it's Notion or Trello or clickup or old school or
• 11:11
  Speaker 1: Google sheets, whatever, but like thinking about something that you
• 11:15
  Speaker 1: can actually maintain, right, So taking it back to that gymnalogy, like,
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  Speaker 1: what's something that you can actually commit to and stick with?
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  Speaker 1: If you are not like a big Notion girly or
• 11:25
  Speaker 1: a big clickup person, don't do something that is going
• 11:28
  Speaker 1: to cause more friction to get the job done. But
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  Speaker 1: you will need a system to help you manage these pitches,
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  Speaker 1: manage the phase of the pipeline that the pitch is in.
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  Speaker 1: What do I mean was the pitch sent? Did you
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  Speaker 1: follow up once, twice, three times? What was the result
• 11:43
  Speaker 1: of that response? Did they get on a call, did
• 11:45
  Speaker 1: they ghost you? Did they say yes? Did they say no?
• 11:47
  Speaker 1: Is there a proposal going out? These tracking pieces help you,
• 11:52
  Speaker 1: as a business owner think about your income and being
• 11:56
  Speaker 1: able to project your income. Creators who have systems are
• 11:59
  Speaker 1: more successful because they're able to then say to themselves, Okay,
• 12:03
  Speaker 1: well this is the number I sent a month, this
• 12:05
  Speaker 1: is the results. Let's make some projections. I have a
• 12:08
  Speaker 1: girl in the UK. We have really tweaked it for her.
• 12:11
  Speaker 1: We've worked together for a few months now, but we
• 12:14
  Speaker 1: know if we sent eleven pitches, we're getting about three
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  Speaker 1: brand deals from those paid. So we're able to make
• 12:20
  Speaker 1: projections for future income. So systems are everything. It's a must,
• 12:25
  Speaker 1: and it's going to help you generate more money. Now,
• 12:27
  Speaker 1: something that I think is another type of creator that
• 12:29
  Speaker 1: is going to get paid is kind of like the
• 12:32
  Speaker 1: creator that I think about is like the investment creator,
• 12:35
  Speaker 1: not the learning trap creator. Those creators just binge information
• 12:38
  Speaker 1: and info and watch every video and take every course
• 12:42
  Speaker 1: and they do not execute. That person is stuck in
• 12:45
  Speaker 1: the learning trap. I'm talking about the investment creator, the
• 12:47
  Speaker 1: creator that knows anytime that she here he invests in
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  Speaker 1: themselves it is the best investment that they can make
• 12:53
  Speaker 1: and they're going to make that money back. Let's just
• 12:54
  Speaker 1: say you spend three thousand dollars for a program or
• 12:58
  Speaker 1: a course or a coaching and that three thousand dollars
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  Speaker 1: makes you nine thousand. Not only did you make your
• 13:04
  Speaker 1: money back, right, you now are able to grow times
• 13:08
  Speaker 1: three financially. It's not about breaking even, it's about making
• 13:12
  Speaker 1: money on top of it. And I just know for myself,
• 13:15
  Speaker 1: like anytime I invest in myself, I make my money
• 13:18
  Speaker 1: back Like that is the goal of the investment. Stop
• 13:21
  Speaker 1: wasting time, Like, just stop wasting time. It's gonna take
• 13:24
  Speaker 1: you six months, eight months to figure it out on
• 13:26
  Speaker 1: your own. Pay someone shorten the timeline, get the results faster,
• 13:30
  Speaker 1: and have that support. And I just believe in that
• 13:33
  Speaker 1: everyone wants to make money, not everyone wants to spend it.
• 13:36
  Speaker 1: So it is a mindset shift, y'all. But you need
• 13:38
  Speaker 1: to invest in yourselves outside of your camera and your
• 13:41
  Speaker 1: equipment because if you like think about like I always
• 13:45
  Speaker 1: ask a creator, I'm like, how much you want a
• 13:46
  Speaker 1: brand to pay you? And this girl was like, I
• 13:48
  Speaker 1: want to get ten thousand dollars for a brand deal.
• 13:50
  Speaker 1: And I asked her if you had to go to
• 13:51
  Speaker 1: the virtual casino and pay ten thousand dollars on yourself,
• 13:55
  Speaker 1: would you do it? Would you pay yourself ten thousand?
• 13:58
  Speaker 1: She was like no. I'm like, okay, so you wouldn't
• 14:00
  Speaker 1: pay ten thousand dollars on a program, but yet you
• 14:02
  Speaker 1: want a brand to pay you that, right, So it's
• 14:05
  Speaker 1: like really just getting yourself honest about like are you
• 14:08
  Speaker 1: really thinking about your business? Because every time you spend
• 14:11
  Speaker 1: on yourself, the goal is to make that back and
• 14:13
  Speaker 1: more shrink the timeline. Y'all make those investments in your business.
• 14:17
  Speaker 1: Find the proper coach, program, media kit, assets, whatever, get
• 14:22
  Speaker 1: there faster, and obviously track your investment to make sure
• 14:24
  Speaker 1: you're making it. Back brand deails, you guys, are not
• 14:26
  Speaker 1: about luck or your niche or the algorithm. It really
• 14:30
  Speaker 1: comes down to how do you show up as a creator.
• 14:33
  Speaker 1: And I think that what we went over today. These
• 14:35
  Speaker 1: styles of creators, they exist. I see them every day
• 14:37
  Speaker 1: in my community. It's time for you to get into action,
• 14:40
  Speaker 1: get into gear. One of my favorite expressions is, you
• 14:43
  Speaker 1: know you could watch cooking videos till the cows come home.
• 14:45
  Speaker 1: If you want to make a pie, you gotta get
• 14:47
  Speaker 1: in the kitchen and cook, right, So you got to
• 14:48
  Speaker 1: get out there. You gotta cook, you gotta execute here.
• 14:51
  Speaker 1: That's what we do here at Sidewalker Daily is help
• 14:53
  Speaker 1: you press go on yourself and on your dream. So again,
• 14:56
  Speaker 1: if you want to work with us, there is a
• 14:58
  Speaker 1: link below. Hope you enjoyed today's episode. If you did,
• 15:02
  Speaker 1: make sure to rate, review, and subscribe to our show
• 15:05
  Speaker 1: and visit Sidewalkerdaily dot com for more resources on all
• 15:10
  Speaker 1: things influencer marketing and social media. Until next time,