Latest / Influencer Confidential / How To Make Money as an LTK Creator | Reesa Lake Interview @Shop_LTK [Creator Currency Ep. 15]

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How To Make Money as an LTK Creator | Reesa Lake Interview @Shop_LTK [Creator Currency Ep. 15] · Influencer Confidential

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Speaker 1: If you're a creator, chances are you have heard of,
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Speaker 1: Like to Noah, LTK, the social commerce platform that influencers
0:07
Speaker 1: and creators love. I'm so excited to bring to you guys,
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Speaker 1: Resa Lake, who is the VP and Head of Creator
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Speaker 1: Agency and Partnerships over at LTK, to spill the beans
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Speaker 1: on what it takes to be a successful LTK creator
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Speaker 1: and more. Resa helps creators grow their income by expanding
0:23
Speaker 1: ltk's reach across new platforms, industries, and audiences. She focuses
0:28
Speaker 1: on building strong relationships with creators and their talent managers
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Speaker 1: to help them succeed across all channels. But before LTK,
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Speaker 1: she was partner and Executive VP at Digital Brand Architects DBA,
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Speaker 1: where she was the company's first talent manager. She played
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Speaker 1: a major role into turning influencers into million dollar businesses
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Speaker 1: and redefining what it means to be an influencer, bringing
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Speaker 1: both online and offline talent into the spotlight. Resa has
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Speaker 1: worked with top lifestyle names like Camilla Coheo, Rachel Parcel,
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Speaker 1: and Pola Allie. She is a trail blazer in the
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Speaker 1: influencer space and deeply understands how this industry works and
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Speaker 1: I can't wait for you guys to listen to today's
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Speaker 1: episode where we're going to talk to her about all
1:11
Speaker 1: things monetization on LTK. We'll talk to her about the
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Speaker 1: creator economy and trends, and I'm also asking her advice
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Speaker 1: as a past talent manager when it comes to negotiations
1:21
Speaker 1: and advocating for yourselves. I can't wait for you guys
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Speaker 1: to listen in. Hi, Resa, welcome to Influencer Confidential. We
1:27
Speaker 1: are so pumped to have you on here as an
1:29
Speaker 1: OG in the creator space and pick your brain. Welcome, Welcome, Welcome.
1:33
Speaker 2: Thank you, thank you, thank you. I'm loving the pink blazer.
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Speaker 2: I know.
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Speaker 1: I feel like it's like on brand for you guys,
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Speaker 1: like we have to be like fashionable.
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Speaker 2: You do. I want to click through to your ltikit.
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Speaker 1: I love that. Well, Resa, We're so excited to have
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Speaker 1: this conversation with you because, as I've said before and
1:48
Speaker 1: as I said in my introduction, you've been in this
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Speaker 1: industry forever and ever, which is a great thing. And
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Speaker 1: I think you're going to be able to share so
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Speaker 1: much insight, especially to our community of creators that are
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Speaker 1: listening in, that are getting started, that are hungry, that
1:59
Speaker 1: are excited, But before we dive into all the good stuff,
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Speaker 1: if you could just start us off, you know, telling
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Speaker 1: us a little bit about your role at LTK and
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Speaker 1: kind of how you got there.
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Speaker 2: Yeah, of course, so you say og, I say dinosaur,
2:12
Speaker 2: others say seasoned. But I have been in the space
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Speaker 2: for a very long time. And I started my career
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Speaker 2: in traditional pr where you know, my goal was to
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Speaker 2: get placements in magazines and traditional media dress celebrities for
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Speaker 2: rent carpet. And when the market crash and my brands
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Speaker 2: were not advertising, I had no way to fill up
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Speaker 2: my status reports for my clients. So I started to
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Speaker 2: start to see at the time, what were bloggers, which
2:35
Speaker 2: were more so online blogs where people were taking stock
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Speaker 2: images and you know, writing their description of whatever the
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Speaker 2: products were. But it was nowhere near what influencer is today.
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Speaker 2: The first time I ever started working with bloggers in
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Speaker 2: that sense. And then fast forward A ended up taking
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Speaker 2: a role at DBA, which was the first agency representing
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Speaker 2: influencers before Instagram existed. Spent ten years at that company
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Speaker 2: managing talent, representing talent, and then launched our brand partnership
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Speaker 2: team helped grow, create and cultivate into your media, all
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Speaker 2: which were really focused on the intersection of creator, influencer,
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Speaker 2: brand and media. Did that for ten years. We were
3:13
Speaker 2: acquired by United Talent Agency UTA and went on to
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Speaker 2: spend a couple more years at DBA, and then I
3:19
Speaker 2: decided that there was kind of like no other big
3:21
Speaker 2: growth moments there for me. And I have such an
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Speaker 2: entrepreneurial spirit that I love to always be building and
3:27
Speaker 2: doing something different and being able to kind of like
3:29
Speaker 2: pivot in my role even though still doing you know,
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Speaker 2: my main scope of services under whatever that role is.
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Speaker 2: But I want something new. So I made the really
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Speaker 2: difficult decision to leave DBA, and Amber Ven's Box, the
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Speaker 2: founder of LTK, was the first person that I reached
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Speaker 2: out to. I just really, really strongly believed in the
3:46
Speaker 2: power of creator commerce and that was a big focus
3:48
Speaker 2: of what I did at DBA, was really recommending what
3:51
Speaker 2: platforms creators should lean into because I saw firsthand the
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Speaker 2: opportunity for them to make seven figures in commission. So
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Speaker 2: I called Amber, she said, let's figure out how to
4:00
Speaker 2: get you into the org. And I joined the company
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Speaker 2: to really build out our Creator Agency Partnerships team, so
4:06
Speaker 2: we work with all of the talent agencies from the
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Speaker 2: DBAs to the Shines, to the Sociable Societies to w
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Speaker 2: ME to UTA to CEA and kind of everyone in between.
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Speaker 2: And like, our goal is to make agencies feel like
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Speaker 2: they have the sport that they need to make their
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Speaker 2: creators as successful as possible. So I lead a team
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Speaker 2: that focuses on that. I also have a heavy hand
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Speaker 2: and a lot of events that we do, from smaller
4:29
Speaker 2: regional events to our LTK cons and I touch a
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Speaker 2: bunch of other things, including the onboarding of really high
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Speaker 2: profile creators and celebrities to LTK as well.
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Speaker 1: You literally do everything basically.
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Speaker 2: I am like, it's like it's also like self inflicted
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Speaker 2: because I know already we enjoy being busy and always
4:48
Speaker 2: having a new special project. If I don't have a
4:50
Speaker 2: calendar that is booked every half an hour, I feel
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Speaker 2: like I'm not doing a good job. And again that's
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Speaker 2: all self inflicted, and that's something maybe I should be
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Speaker 2: like talk to therapists, but I always want to feel
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Speaker 2: like I'm working on something exciting that is going to
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Speaker 2: drive the business beyond again, like what my job.
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Speaker 1: Is totally and you're living with purpose, like you love
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Speaker 1: what you do, so you're just like in a full swing.
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Speaker 1: You know, It's just one of those spaces. I get it.
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Speaker 1: So I think what's interesting is because you've worked with
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Speaker 1: some of the world's most powerful influencers and most successful influencers,
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Speaker 1: you know, I wonder, are there patterns, traits, you know,
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Speaker 1: things that you see amongst the top creators that you're like,
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Speaker 1: she's a star, he's a star. Like what are some
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Speaker 1: of the you know, elements that separates these big powerhouses
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Speaker 1: from the rest.
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Speaker 2: Yeah, And you know, I think it's not even the
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Speaker 2: big powerhouses. I think that it's also what can separate,
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Speaker 2: you know, more of an emerging creator as well, is
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Speaker 2: really the depth that they're building with their community and
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Speaker 2: how they engage with the community. And a lot of brands,
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Speaker 2: you know, they have dedicated teams that are focused on
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Speaker 2: community management. Creators are their own community management. I think
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Speaker 2: the ones that are most successful for the ones that
6:00
Speaker 2: have a deep relationship with their audience and their fans
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Speaker 2: and their followers, where if that follower to meet them,
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Speaker 2: they feel like they already have a relationship with them,
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Speaker 2: because that means that that influencer or creator most likely
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Speaker 2: is commenting back to them. They are giving you know,
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Speaker 2: hearts back on comments. There's a really deep trust and
6:18
Speaker 2: engagement between the creator and the follower, and I think
6:21
Speaker 2: that that happens at almost every life cycle of a creator.
6:25
Speaker 2: I also think that truly drives the engagement so that
6:27
Speaker 2: when you're looking at you know, from brands and when
6:29
Speaker 2: they're investing in creators, it's beyond just the reach. So
6:33
Speaker 2: like the mega creators may have millions of followers, but
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Speaker 2: if their engagement rate is point two and they're not
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Speaker 2: commenting back and they don't have that trust relationship, the
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Speaker 2: content is not going to hit the algorithm on that
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Speaker 2: creator's profile. So the brand is not going to get
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Speaker 2: that reach in too. If it is a campaign or
6:48
Speaker 2: a partnership that's tied to sales, that creator doesn't have
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Speaker 2: the trust with their audience to drive the metrics needed
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Speaker 2: for success in that campaign. So all successes of creators
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Speaker 2: is tied back to the deep trust that they have
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Speaker 2: with their community and the ability to continue to engage
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Speaker 2: with that community.
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Speaker 1: I love that it's interesting though, because I find that, like,
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Speaker 1: as creators grow and they hit this like not point
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Speaker 1: of no return, but that engagement gets harder and harder
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Speaker 1: to manage. Right, because one of my friends was like,
7:14
Speaker 1: imagine three hundred and fifty thousand people having your phone number,
7:18
Speaker 1: like the amount of texts right, DMS or like yeah,
7:21
Speaker 1: just measurement that I get. But I guess for a
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Speaker 1: creator to scale, and this idea of trust and community
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Speaker 1: is they can't let their foot off the pedal, so
7:29
Speaker 1: to speak, like you can't just get like huge and
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Speaker 1: then be like, Okay, I forgot about the people that
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Speaker 1: brought me there, so kind of keeping that energy towards
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Speaker 1: the engagement. So is engagement sort of I guess from
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Speaker 1: a brand perspective or on your side, a metric that
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Speaker 1: brands are still looking at, like in order to kind
7:45
Speaker 1: of determine if a creator is potentially worth working with.
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Speaker 1: Is that still one of the big KPIs that brands
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Speaker 1: are interested in a.
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Speaker 2: Lot of the brands that we work with or focus
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Speaker 2: on sales or focus on row as like what is
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Speaker 2: this spend going to result in after a partnership wraps?
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Speaker 2: And we're also working on a lot of upper funnel
8:04
Speaker 2: campaigns that are really focused on the entertainment content. So
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Speaker 2: I'd say it really depends on what the brand is
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Speaker 2: some wants, some want to see a return on their spend,
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Speaker 2: and some just want, you know, content that is really
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Speaker 2: sticky and engaging and is going to pull in that
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Speaker 2: consumer and is truly you know, more so the entertainment,
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Speaker 2: where where I'd say a lot of brands are focused
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Speaker 2: on really what is the sales, But you're not going
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Speaker 2: to get entertainment and you're not going to get sales
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Speaker 2: if you don't have engagement. So I'd say engagement is
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Speaker 2: like the underlying metric for success. You can't have a
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Speaker 2: successful campaign if the audience is not is not engaged,
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Speaker 2: and you know we're seeing across social media is just
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Speaker 2: you know, the algorithms are continuing to deprioritize creators in
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Speaker 2: their followers feeds. Like I see it firsthand. I'm going
8:47
Speaker 2: through Instagram and I'm like, oh my gosh, what happened
8:50
Speaker 2: to this creator? They completely fell off the earth? And
8:52
Speaker 2: no they didn't. They're posting. They're just not in my
8:54
Speaker 2: algorithm anymore. They've fallen off. But now I'm seeing suggested
8:57
Speaker 2: accounts that that I should go follow. So I think
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Speaker 2: that building that that true engagement is going to drive
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Speaker 2: the success metrics, whether that is entertainment, whether that is
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Speaker 2: pr value, it all goes back to the deep trust
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Speaker 2: with the community.
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Speaker 1: You mentioned the idea of creators not being able to
9:15
Speaker 1: get seen, right, So there's that underlying frustration of like,
9:19
Speaker 1: I'm doing everything, I'm posting, I'm creating and researching, I
9:21
Speaker 1: have a hook, I have it all right, but reaches
9:24
Speaker 1: down and it's down across all platforms, and there's like
9:27
Speaker 1: this immense frustration. And even though we'll say to creators,
9:30
Speaker 1: you know, don't tie yourself to your likes or your worth,
9:33
Speaker 1: but I mean it's hard. You put a lot of
9:34
Speaker 1: effort in a piece of content and no one's seeing
9:37
Speaker 1: it and you're frustrated. So what would you say to
9:39
Speaker 1: creators that are feeling frustrated with like these algorithm changes,
9:42
Speaker 1: how can they kind of find solace of so to speak?
9:46
Speaker 1: Or how can they make amends with it? Because it
9:47
Speaker 1: is frustrating.
9:48
Speaker 2: Yeah, And I really feel for creators. They're spending so
9:51
Speaker 2: much time and energy creating this content sharing it, and
9:53
Speaker 2: they've also built the community. They have spent years, some
9:56
Speaker 2: have spent decades building up who they're following. It is so
9:59
Speaker 2: to now not be able to reach them is really
10:02
Speaker 2: you know it. It has created a lot of like
10:05
Speaker 2: insecurity and it has created a lot of frustration and
10:09
Speaker 2: a lot of creators are feeling like there's there's a
10:12
Speaker 2: mistrust in platforms as well. And you know, I think
10:15
Speaker 2: with LTK, you know, our sole focus has been to
10:18
Speaker 2: build a platform. So we have two apps. We have
10:21
Speaker 2: one the creator app into the consumer app, where consumers
10:24
Speaker 2: can discover creators, follow creators they love, get engaged with
10:27
Speaker 2: the creators that they have a deep relationship with that
10:30
Speaker 2: they've maybe found on social media, but they can really
10:32
Speaker 2: keep up with them on lt K, And everything that
10:34
Speaker 2: we're building on LTK is to make sure that creators
10:36
Speaker 2: really can reach that audience so that when you are
10:39
Speaker 2: following a creator and you were going into LTK and
10:42
Speaker 2: you're scrolling, you're seeing all of the creators that you follow,
10:45
Speaker 2: you are not being inundated with, you know, advertisements or
10:48
Speaker 2: creators that maybe you don't know within your following feed.
10:51
Speaker 2: We recently launched a watch tab which allows creators to
10:55
Speaker 2: get more visibility to new followers. But on LTK, everything
10:59
Speaker 2: that we're doing is so that you could reach that
11:01
Speaker 2: audience in a trusted place and building out tools that
11:04
Speaker 2: allow you to have deeper connection with those audiences.
11:07
Speaker 1: So it feels more of like of a home base, right,
11:09
Speaker 1: So that's kind of where you guys.
11:10
Speaker 2: Are spent that. I mean, that's what Amber says, our founder.
11:14
Speaker 2: LTK is your home base. It's where you can meet
11:16
Speaker 2: and keep that audience and you don't feel like you're
11:20
Speaker 2: going to lose them to another another motive of a platform.
11:25
Speaker 2: So everything that we're doing in LTK is to make
11:27
Speaker 2: creators as economically successful as possible. So all of the
11:31
Speaker 2: push notifications, all of the messages that we send out
11:34
Speaker 2: on behalf of creators. Last year we sent close to
11:36
Speaker 2: one billion push notifications to consumers to bring them back
11:40
Speaker 2: into LTK and bring them to that creator's profile. We're
11:44
Speaker 2: not sending them off to a brand's website. We are
11:46
Speaker 2: not sending them off to a third party. It's truly
11:49
Speaker 2: to bring those audiences to them so they can one
11:52
Speaker 2: increase sales that they have from that community, but truly
11:55
Speaker 2: to help them build a deeper connection with that with
11:57
Speaker 2: that audience.
11:58
Speaker 1: No, that and I think that's amazing. I think it's interesting.
12:00
Speaker 1: I'd actually love if you don't mind sharing a little
12:03
Speaker 1: bit more about this watch Creators and New You functionality,
12:06
Speaker 1: because I feel like it is in you update that
12:08
Speaker 1: you guys are rolling out, So it'd be nice to
12:10
Speaker 1: maybe kind of hear from the horse's mouth direct what
12:13
Speaker 1: is what are some of these changes that are coming
12:15
Speaker 1: down the pipeline over l LTK for creators who are
12:18
Speaker 1: maybe already on the platform and excited to hear more.
12:22
Speaker 2: Yeah, we are really excited about all the work. It
12:24
Speaker 2: started really in December of last year. We decided to
12:29
Speaker 2: build a whole new consumer app. So the goal was
12:32
Speaker 2: to create an app that was very rich in video
12:35
Speaker 2: content and really centered around video entertainment content. A watchtab
12:41
Speaker 2: and a following tab, so your following tab will always
12:43
Speaker 2: be be sacred. It's where you can follow and catch
12:46
Speaker 2: up with the creators that you have already opted in
12:48
Speaker 2: to follow. You already probably can have a connection to
12:52
Speaker 2: them in some way. But we launched a watchtab where
12:55
Speaker 2: now creators video content will be surfaced up in the
12:59
Speaker 2: watch tab, and within the watchtab, you can sort and
13:02
Speaker 2: search by different categories. So you could search by interests,
13:05
Speaker 2: which is really exciting. So if you know that you
13:07
Speaker 2: love beauty creators, and then you can also search by
13:09
Speaker 2: location and find creators news. So say I'm going into
13:12
Speaker 2: New York City this weekend, and I want to see
13:14
Speaker 2: what creators are wearing in New York City, I can
13:17
Speaker 2: toggle over to New York City and then I'm going
13:18
Speaker 2: to see Brooklyn Blonde in my watch feed and I'm
13:21
Speaker 2: going to see what her style is. Then if I'm
13:23
Speaker 2: really interested in beauty trends in New York, I can
13:25
Speaker 2: search beauty in New York to see what kind of
13:28
Speaker 2: the beauty trends are in that market. Again, a way
13:31
Speaker 2: to give creators another way and alt kate a build
13:34
Speaker 2: and grow their community, but also for consumers to give
13:37
Speaker 2: them what they're interested in and to make it easier
13:39
Speaker 2: for them to discover creators in a market that they live.
13:42
Speaker 2: So it's something that we've been really excited about. And
13:44
Speaker 2: then we've also just rolled out so many new tools
13:48
Speaker 2: for creators to make posting more efficiently and also create
13:52
Speaker 2: content that we know that they want the tools to create,
13:56
Speaker 2: So we rolled out a whole new editing suite of
13:58
Speaker 2: tools where you can now add music to to content
14:00
Speaker 2: in LTK. You can do captions, you can do overlay,
14:03
Speaker 2: is voice. All of the needs that you have for
14:05
Speaker 2: content editing is now available in LTK. It's not fully
14:09
Speaker 2: rolled out to all creators. We're still in a beta phase,
14:12
Speaker 2: but we're rolling out Chat where creators can actually create
14:16
Speaker 2: a chat with their with their audience.
14:18
Speaker 1: That is so exciting.
14:20
Speaker 2: Yes, we're very excited about Chat. We're already starting to
14:23
Speaker 2: see great success with the creators who have access to that.
14:25
Speaker 2: But you know, when we sit around, we have over
14:28
Speaker 2: eight hundred and fifty employees at LTK, and our entire
14:31
Speaker 2: focus is how do we build like products that make
14:34
Speaker 2: creators' lives easier to build and grow a community. How
14:36
Speaker 2: do we make products that make it really easy for
14:39
Speaker 2: consumers to discover creators, to shop from creators, to spend
14:42
Speaker 2: time with their favorite creators, and then also tools that
14:45
Speaker 2: really help optimize brands campaigns that they that they are
14:48
Speaker 2: running in all different shapes and forms. But when we
14:51
Speaker 2: sit around with our product developers and I'm lucky that
14:54
Speaker 2: I get to be in those rooms and we're talking
14:56
Speaker 2: about what do we build next, we are brainstorming like
14:59
Speaker 2: what our our customers asking for? What are creators asking for?
15:02
Speaker 2: And then two, what can we build that will future
15:04
Speaker 2: proof their business so that if for some reason and
15:07
Speaker 2: a social media media platform is no longer in existent
15:10
Speaker 2: or if the algorithm continues to depreciate the content, what
15:14
Speaker 2: can we build that will make sure that they are
15:16
Speaker 2: still able to have an income from the audience that
15:19
Speaker 2: they've built.
15:20
Speaker 1: So let's talk about the income piece, because there may
15:22
Speaker 1: be people here that are listening in. You know, my
15:26
Speaker 1: community is all creator centric and we're always talking about monetization,
15:30
Speaker 1: just different ways to monetize. And I think originally when
15:33
Speaker 1: we think LTK, especially for creators that are just kind
15:36
Speaker 1: of getting in and putting their toes in, you know,
15:38
Speaker 1: we're thinking of standard affiliate, but I know that you
15:41
Speaker 1: guys also work brand deals through LTK as well. So
15:45
Speaker 1: I would love just to take a second and talk
15:47
Speaker 1: about monetization very specifically. How are creators using LTK to
15:53
Speaker 1: fuldproof their businesses but financially right, like, how are creators
15:56
Speaker 1: making money on LTK? What are the different ways?
15:58
Speaker 2: Yeah, how are you future proof and how are you
16:00
Speaker 2: diversifying that modification. I know that when creators I remember,
16:04
Speaker 2: you know, when I manage talent and I'd sit down
16:05
Speaker 2: in a conference room and say what are your dreams?
16:08
Speaker 2: Everybody said, I want to land brand deals. I want
16:10
Speaker 2: to land brand deals. But I think that sometimes they
16:13
Speaker 2: land that brand deal and they're like, oh my gosh,
16:15
Speaker 2: there's so many requirements with this brand deal, and you know,
16:17
Speaker 2: the brand is really trying to take control of the content.
16:20
Speaker 2: And what's incredible about the opportunity to monetize on LTK
16:24
Speaker 2: is you don't have to wait around for a brand
16:26
Speaker 2: to bring you a brand deal. You can monetize content
16:29
Speaker 2: from follower one. So being able to earn commission across
16:33
Speaker 2: over a million brands on LTK is an incredible way
16:36
Speaker 2: to increase that monetization again not having to wait around
16:40
Speaker 2: for a brand. But then on our brand side, we
16:42
Speaker 2: are operating campaigns on behalf of brands in many different ways.
16:46
Speaker 2: So we are running you know, large scale paid campaigns
16:50
Speaker 2: with big retailers and brands like Quints and Amazon and Target, Adidas.
16:55
Speaker 2: And then we have a marketplace where creators can actually
16:58
Speaker 2: go in and they can pitch themselves to brands so
17:00
Speaker 2: they can provide all of their data and information, they
17:03
Speaker 2: can you know, try and secure partnerships with these brands
17:06
Speaker 2: that are are offering paid and gifting campaigns. We also
17:10
Speaker 2: have an obligation free gifting platform, or creators can tin
17:14
Speaker 2: to receive a gift from a brand. We are launching
17:19
Speaker 2: new new collaboration opportunities which will be coming and announced
17:24
Speaker 2: very soon. But they are all different ways that creators
17:27
Speaker 2: can work with brands because it's not a one size
17:30
Speaker 2: fits all and it gives you the opportunity to have
17:32
Speaker 2: more control instead of having to sit around and wait
17:36
Speaker 2: for brand campaign.
17:37
Speaker 1: And it looks like you don't have to choose, which
17:39
Speaker 1: is the lovely part, Like you can do the affiliate side.
17:42
Speaker 1: You can opt into certain brand campaigns. You know, there's
17:45
Speaker 1: like a little bit of both, so they're not they're
17:47
Speaker 1: not at odds with each other. It's not like I
17:49
Speaker 1: have to be one or the other. Like you got
17:51
Speaker 1: to have a little bit of both in your in
17:53
Speaker 1: your mix, you.
17:54
Speaker 2: Know, and leaning into you know, leaning into LTK and
17:58
Speaker 2: being able to show a conversion story for a brand
18:01
Speaker 2: is only going to help to elevate you to that brand.
18:04
Speaker 2: For those bigger paid collaborations. Think of LTK as almost
18:08
Speaker 2: your resume to brands, because you're able to show them
18:11
Speaker 2: not only the content, but then being able to brands
18:14
Speaker 2: will have access to the analytics. They're able to see
18:16
Speaker 2: leader boards of creators that are performing for them, which
18:19
Speaker 2: then really opens the door to bigger partnerships, and we
18:23
Speaker 2: have over two hundred millionaires on LTK who have made
18:27
Speaker 2: a million dollars in just commission earnings. You know, there's
18:30
Speaker 2: this incredible success story of a creator who we met
18:33
Speaker 2: with back in twenty twenty two. Her goal was to
18:36
Speaker 2: go to LTK Con, which is our conference that we
18:38
Speaker 2: host once a year in Dallas. It's all of our
18:40
Speaker 2: top creators and those that are rising. It's a credible
18:42
Speaker 2: opportunity to build community and to really bring them into
18:46
Speaker 2: what we're working on, what we're launching for them for
18:50
Speaker 2: the coming year. And that was her goal. And we
18:53
Speaker 2: saw that she was posting content consistently across social media platforms,
18:57
Speaker 2: but in LTK she wasn't sharing that. So we really
19:00
Speaker 2: worked on a strategy for her to build out that content,
19:02
Speaker 2: make sure that she was posting her tiktoks, and fast forward,
19:06
Speaker 2: she's earning five hundred thousand dollars in commissions on LTK.
19:10
Speaker 2: So I think for creators who are getting started and
19:13
Speaker 2: trying to think about really how do I elevate to
19:16
Speaker 2: the next level on LTK, really thinking through what that
19:19
Speaker 2: content mix is and that's really going to resonate to brands.
19:23
Speaker 1: Yeah, you guys are like basically the ultimate case studies.
19:26
Speaker 1: Something we tell creators here a lot is like, look
19:29
Speaker 1: at your ability to convert, right, look at your not
19:32
Speaker 1: only your clicks, but your conversions, like you're saying, and
19:34
Speaker 1: this is going to help creators eventually on the brand
19:37
Speaker 1: deal side, charge more, maybe pitch longer term campaigns because again,
19:41
Speaker 1: you it's like the proof is in the pudding, you know.
19:43
Speaker 1: And LTK has like this ability to be like, hey,
19:45
Speaker 1: look my content converts. It's not just posting something funny,
19:48
Speaker 1: but like people buy what I say, you know, I
19:51
Speaker 1: mean the true definition of influence. Right, people are acting
19:53
Speaker 1: when you tell them to do something, which is quite awesome.
19:56
Speaker 2: Also like evolving, you know what it is that we're showing.
19:59
Speaker 2: How are we give brands more information on creators so
20:02
Speaker 2: they can make really you know, informed decisions about who
20:05
Speaker 2: they partner with. So we recently launched new casting cards
20:08
Speaker 2: to brand So any creators who are listening, make sure
20:11
Speaker 2: that on LTK you have filled out your brand profile,
20:14
Speaker 2: make sure that you have authenticated your socials because those
20:16
Speaker 2: are like step one and two of landing those brand deals,
20:19
Speaker 2: because now all of your insights are going to be
20:22
Speaker 2: shown to brands and the casting cards. So previously brands
20:24
Speaker 2: would only be able to see row as they weren't
20:26
Speaker 2: able to necessarily see your social reach and all of
20:29
Speaker 2: the value that you brought in terms of earned media
20:31
Speaker 2: to the brand, which is now something that we are
20:34
Speaker 2: showing to brands across a couple of different surfaces on LTK.
20:37
Speaker 2: So thanks you.
20:38
Speaker 1: That's major. Yeah, yeah, that is major. And what about
20:42
Speaker 1: the creators that are looking to join? Are their requirements?
20:46
Speaker 1: It's application based correct, So what makes a creator ready
20:50
Speaker 1: to apply and ready to start their LTK journey?
20:53
Speaker 2: Yeah, I would say make sure that you you have
20:55
Speaker 2: a public Instagram that it is step one. Make sure
20:59
Speaker 2: that you have an engaged audience. And what's really exciting
21:03
Speaker 2: about LTK is that while we may have started being
21:06
Speaker 2: very heavy in fashion and beauty, we've now expanded into
21:09
Speaker 2: many different verticals. So we have travel brands on LTK,
21:12
Speaker 2: we have food brands on LTK, we have more like
21:15
Speaker 2: CpG and consumer brands on LTK. So I think some
21:18
Speaker 2: creators might be like, I don't know if LTK makes
21:21
Speaker 2: sense for me. But with all of the diversification that
21:24
Speaker 2: we have made across our over one million brands on LTK,
21:27
Speaker 2: there is truly an opportunity to monetize content. And then
21:31
Speaker 2: I would say, just apply. And then what we've done
21:33
Speaker 2: is we've built out, you know, a really rich experience
21:36
Speaker 2: for onboarding. So we have one oh one webinars and
21:39
Speaker 2: one oh two webinars, so you feel like you really
21:41
Speaker 2: have an opportunity to hear from an LTK and like
21:44
Speaker 2: how to actually get started, how to create a post?
21:47
Speaker 2: What are those best practices? And then i'd say in
21:49
Speaker 2: terms of like starting off, making sure that your LTK
21:53
Speaker 2: truly is you know, a representation of who you are
21:56
Speaker 2: as a creator and content that you're sharing, like thinking
21:59
Speaker 2: out of just what is maybe like one vertical that
22:03
Speaker 2: you're sharing giving them a glimpse into your entire life.
22:05
Speaker 1: Cool. And lastly, before we move on to some talent
22:08
Speaker 1: management questions, just to wrap up here at the LTK
22:11
Speaker 1: monetization in terms of your own algorithm, like does LTK
22:15
Speaker 1: have its own algorithm? Because I know this is I
22:18
Speaker 1: always call the algorithm kind of like the Wizard of Oz,
22:20
Speaker 1: like the person behind like no one knows, and people
22:22
Speaker 1: always like algorithm, algorithm and growth and like is that
22:26
Speaker 1: something that we're seeing Also over on the platform, Like,
22:29
Speaker 1: are there specific things that creators should be doing because
22:32
Speaker 1: you mentioned, oh, those collage styles don't do well, so
22:34
Speaker 1: like what does do well over on LTK for people
22:37
Speaker 1: who are looking to put effort into growing their presence
22:40
Speaker 1: over there.
22:41
Speaker 2: The goal is for creators to be able to reach
22:43
Speaker 2: their community. So on your following tab, that is not
22:46
Speaker 2: an algorithm base feed that is based on the creators
22:49
Speaker 2: that you follow when they post, and then but the
22:52
Speaker 2: watch tab that is an opportunity for more discovery to
22:56
Speaker 2: find and engage with more more consumers. I would say,
23:00
Speaker 2: just making sure that you're providing really authentic content that
23:04
Speaker 2: kind of touches every level. I don't want that upper
23:07
Speaker 2: funnel content like that, truly engaging content that is entertainment
23:12
Speaker 2: focused that like brings in that follower so they're invested
23:15
Speaker 2: in you as a creator, and then you're going to
23:17
Speaker 2: want the lower funnel content. We want content that's really
23:20
Speaker 2: going to convert for those brands. So really thinking through
23:22
Speaker 2: the diversification of still content, image content, really engaged videos
23:27
Speaker 2: is going to do really well and going to surface
23:30
Speaker 2: on that watch tab. Right now, the watchtab is only
23:32
Speaker 2: video content and focused on more of the upper funnel,
23:36
Speaker 2: like truly like why do you go and like death
23:39
Speaker 2: scroll on a platform like that's what the watch tab is,
23:42
Speaker 2: Like our consumers are really engaged in that tab and
23:45
Speaker 2: they're able to discover new creators follow directly from that page.
23:48
Speaker 2: And I'd say for creators like really making sure that
23:51
Speaker 2: they're front and center, that their main character energy of
23:53
Speaker 2: their content, that it's truly representative of who they are,
23:57
Speaker 2: and that is you know, a resume for different brand
23:59
Speaker 2: prop partnership. So if you are food creator, a chef,
24:03
Speaker 2: a culinary expert, and you want, you know, you want
24:06
Speaker 2: to move more into the fashion vertical, LTK is also
24:08
Speaker 2: a great place where you can do that. So sometimes
24:11
Speaker 2: people don't want to feel like they don't want to
24:12
Speaker 2: disturb their feed on social media. LTK gives you the
24:15
Speaker 2: opportunity to really merchandise your entire life, so you can
24:18
Speaker 2: create content, you can save it's collections, you can create
24:21
Speaker 2: product sets, and it gives you the opportunity to truly
24:23
Speaker 2: build out what would be you know, the entire like
24:27
Speaker 2: Nina's lifestyle, all all in one platform, giving you the
24:30
Speaker 2: ability to really expand into two other verticals.
24:33
Speaker 1: As well also humanize your brand right, Like, for so
24:36
Speaker 1: long my company has been that like a company. It's like,
24:39
Speaker 1: you know, but removing Nina from the company building and
24:42
Speaker 1: humanizing myself like what I'm doing, what I'm wearing, and
24:45
Speaker 1: it kind of adds this element for creators here that
24:48
Speaker 1: are you know, potentially in my issoes right, have a
24:51
Speaker 1: business and they're pulling themselves out of it to also
24:54
Speaker 1: build their personal brand. I feel like there's because people
24:57
Speaker 1: ask me all the time like, oh, where'd you do that?
24:59
Speaker 1: Or whe'd you do this? You know, and it's like
25:00
Speaker 1: giving them another place. So for creators not feeling like
25:03
Speaker 1: they have to almost kind of fit in a box,
25:05
Speaker 1: especially if we're in the business niche So I do
25:07
Speaker 1: kind of want to pick your brain because there's a
25:09
Speaker 1: lot of creators in here. Again, monetization brand deals, that's
25:12
Speaker 1: our specialty at Sidewalker. We really help creators and we
25:15
Speaker 1: get to see behind a lot of brand partnerships. It's
25:18
Speaker 1: actually really exciting to hear the data that you shared
25:21
Speaker 1: those case studies about over two hundred millionaires just on commissions.
25:25
Speaker 1: Because I don't get to see a lot of the
25:26
Speaker 1: commission stuff. I see rand sale stuff, but that is
25:28
Speaker 1: so exciting to see that element as well. But let's
25:32
Speaker 1: talk a little bit from the talent put your talent
25:34
Speaker 1: manager hot on. I know it's back in the day,
25:36
Speaker 1: but I get asked like do I need a manager?
25:39
Speaker 1: Is this something I should be looking at as I grow?
25:41
Speaker 1: Or are the barriers to entry a little easier like
25:43
Speaker 1: people are direct pitching on LinkedIn? Or people are creators
25:47
Speaker 1: are kind of managing themselves. Would you say that in
25:50
Speaker 1: today's world, like do creators need a manager to be successful?
25:53
Speaker 1: And if at what point should they start looking for representation?
25:57
Speaker 2: It's a great question. I don't think that a creator
25:59
Speaker 2: needs a manager to be successful. I think it's important
26:02
Speaker 2: to really think about, like what it is that you're
26:04
Speaker 2: really looking for from this manager. And I think this
26:07
Speaker 2: also goes for influencers who are thinking about maybe moving
26:10
Speaker 2: management companies because they're not happy with their current management company,
26:13
Speaker 2: And like there truly has to be like value in
26:16
Speaker 2: it for the manager and value in it for the
26:18
Speaker 2: creator because you think most management companies they're only making
26:21
Speaker 2: you know, anywhere from fifteen to thirty percent on commission
26:25
Speaker 2: on what the creator's making, so they already have to
26:27
Speaker 2: have a track record of securing brand deals and having
26:30
Speaker 2: income to I think be ready for management. Otherwise management
26:34
Speaker 2: might not necessarily be as excited because how is that
26:37
Speaker 2: manager going to make money? But I also think for
26:39
Speaker 2: a creator, sometimes there is the opportunity for them when
26:43
Speaker 2: they're first starting out to be more nimble and to
26:45
Speaker 2: take advantage of you know, platforms like LTK in our
26:48
Speaker 2: marketplace where you can go in and you can pitch
26:50
Speaker 2: brand partnerships and you can kind of like start to
26:52
Speaker 2: build up that rolodex of opportunities that you have secured
26:56
Speaker 2: and that you have managed and executed and then kind
26:59
Speaker 2: of scale that to bring it to management. And I
27:01
Speaker 2: think it's really important to think through management of like
27:03
Speaker 2: you're going to have a very very very close working
27:06
Speaker 2: relationship with your manager. And I think it's really important
27:09
Speaker 2: when you're signing on with the manager is to be
27:11
Speaker 2: really explicit in what expectations are. Because if you're expecting
27:14
Speaker 2: that a manager is going to quadruple your income and
27:18
Speaker 2: the manager things that they're only going to double, you're
27:20
Speaker 2: much better to have those really honest conversations at the
27:23
Speaker 2: onset and then make sure that you feel really comfortable
27:26
Speaker 2: with that manager. So if you're talking to a management company,
27:29
Speaker 2: you may be talking to somebody on that team that
27:32
Speaker 2: is responsible for acquisition. I would always recommend that you
27:36
Speaker 2: have a phone call with who your actual manager would
27:38
Speaker 2: be to make sure that you get on a call
27:40
Speaker 2: and you feel like there's a synergy with this person,
27:42
Speaker 2: because they're going to be deeply ingrained into your business
27:45
Speaker 2: and there's going to be so much you know, confidential
27:47
Speaker 2: and proprietary information that this manager has access to, and
27:51
Speaker 2: making sure that your working style is really align if
27:53
Speaker 2: you expect to have you know, daily communication from this manager,
27:58
Speaker 2: it's important to state that upfront because that manager may
28:01
Speaker 2: have other clients that don't really want to hear from them.
28:03
Speaker 2: They just want to get a weekly report of what
28:05
Speaker 2: is upcoming, what they're being pitched for, versus that consistent
28:09
Speaker 2: day to day communication. So making sure that there's value
28:13
Speaker 2: in it for both partners, otherwise you're not going to
28:16
Speaker 2: be successful. But I think being really really explicit and
28:19
Speaker 2: what those expectations are and how you want to work
28:21
Speaker 2: with that management company and making sure that you get
28:24
Speaker 2: to talk to who your actual manager would be, and
28:28
Speaker 2: not all management companies are created equal, like all of
28:31
Speaker 2: them and with the managers within those companies everybody has
28:34
Speaker 2: different working styles of how they work with clients, and
28:36
Speaker 2: I think making sure that you find somebody who's truly
28:39
Speaker 2: passionate about you, somebody who's invested in you and your
28:42
Speaker 2: business and wants to see you grow and succeed. Like
28:45
Speaker 2: back when I was a talent manager, my greatest joy
28:48
Speaker 2: was when I was able to make my client's dreams
28:51
Speaker 2: come true and when we were able to land them
28:54
Speaker 2: that book deal together, and then we were able I
28:56
Speaker 2: remember clients call me up and saying, you know, I
28:58
Speaker 2: was able to actually buy my first home becase because
29:00
Speaker 2: of the work that we have done together. So making
29:03
Speaker 2: sure that all parties are invested. But just because you
29:06
Speaker 2: have one hundred thousand followers does not mean that you're
29:08
Speaker 2: ready for a manager. Are you have an influx of
29:11
Speaker 2: campaigns that you need assistance in negotiating and then managing
29:16
Speaker 2: all of those campaigns. Because that's a deep value than
29:19
Speaker 2: a manager brings to a creator is not only getting
29:21
Speaker 2: the deals, but negotiating the existing deals. And then the
29:25
Speaker 2: other value that managers bring beyond just having a depth
29:27
Speaker 2: of knowledge of what's happening within the industry, they also
29:30
Speaker 2: know what the market will bear. They likely know what
29:33
Speaker 2: these brand budgets are. Also a lot of brands they
29:35
Speaker 2: don't want to work with a million creators just one off.
29:38
Speaker 2: They would they would much rather bring a budget to
29:40
Speaker 2: a talent agency and say, here's fifty thousand dollars, who
29:43
Speaker 2: should I work with? What should the scope of work be?
29:45
Speaker 2: Versus having to go and negotiate fifty individual creator contracts.
29:49
Speaker 2: So there's definitely more opportunities that come with management in
29:53
Speaker 2: terms of brand collaborations. But if you're not at the
29:56
Speaker 2: point where you have brand collaborations, you should start seeking
29:59
Speaker 2: those out on your own, and I think that LTK
30:01
Speaker 2: Marketplace is a great way to start.
30:02
Speaker 1: And what about the affiliate side of the business. Would
30:05
Speaker 1: I know, you said every talent agency has they're going
30:07
Speaker 1: to do it their own way, and every manager is
30:09
Speaker 1: going to run their own way, But would you say,
30:11
Speaker 1: typically like would that fall outside of the scope of
30:14
Speaker 1: what a manager would be able to be compensated for.
30:18
Speaker 1: So when we think about like brand deals, that's clearly
30:20
Speaker 1: under the management bucket. You mentioned a book launch, Okay,
30:23
Speaker 1: the managers involved, but does a manager also in your experience,
30:27
Speaker 1: get a percentage of the affiliate business as well? Or
30:31
Speaker 1: is that how does that kind of fall into the puzzle.
30:34
Speaker 2: Yeah, I mean that's a great question, and it really
30:36
Speaker 2: depends on the creator and they're signing a contract. How
30:39
Speaker 2: much does that creator currently making through affiliate or on LTK.
30:44
Speaker 2: And if they are, you know, one of those those
30:46
Speaker 2: millionaire creators that have reached that status, it's very unlikely
30:50
Speaker 2: that they are going to give a percentage of that
30:52
Speaker 2: commission because on their own, without the support of the manager,
30:56
Speaker 2: they have built up that revenue. But I think for
30:58
Speaker 2: many new and emerging creators, the management company or agent
31:03
Speaker 2: does take a percentage of their commissions because as their manager,
31:07
Speaker 2: their job is to not only secure the deals, but
31:10
Speaker 2: their job is to help grow them, help give them
31:12
Speaker 2: the strategy to get more opportunities leverage their relationships. Like
31:16
Speaker 2: on my team, we do monthly meetings with our agency
31:19
Speaker 2: partners giving them the best tips and tricks of what
31:21
Speaker 2: we're launching on LTK that really can help provide creators
31:25
Speaker 2: the opportunity to grow. We also elevate creators for brand
31:28
Speaker 2: collaboration opportunities through our agency partners, like we will go
31:32
Speaker 2: out to them with asks and they pitch back their clients.
31:35
Speaker 2: So if the agencies not incentivized to earn, then it's
31:39
Speaker 2: not going to I feel like, drive as many opportunities
31:42
Speaker 2: for that creator. Again thinking about people who are not
31:44
Speaker 2: making millions already, but I would say for creators, making
31:48
Speaker 2: sure that you're looking at the contracts and looking at
31:50
Speaker 2: what those percentages are. I know that some management companies
31:54
Speaker 2: will take a lower percentage of affiliate commissions. I know
31:57
Speaker 2: some will completely take it off the table if there's
31:59
Speaker 2: already a track record of success. I know some will
32:02
Speaker 2: also create a contract where they're only commissioning on you
32:06
Speaker 2: the delta. So say, as a creator, you're making one
32:09
Speaker 2: hundred thousand dollars in commissions, but you sign with a
32:11
Speaker 2: management company and they're able to grow you, and now
32:14
Speaker 2: you're making two hundred thousand dollars in commissions. Maybe they're
32:16
Speaker 2: only commissioning on fifty thousand of the delta between what
32:20
Speaker 2: you were previously making. So it's not a one size
32:22
Speaker 2: fits all if you're new and you don't have a
32:25
Speaker 2: proven track record. A lot of management companies are starting
32:28
Speaker 2: to take that percentage.
32:29
Speaker 1: The way you explain it makes sense because think about
32:31
Speaker 1: it from the manager's perspective, they're sitting in on meetings
32:34
Speaker 1: they're sitting in on LTK meetings, so hopefully your LTK
32:37
Speaker 1: growth then lands you a brain deal. I mean, they're
32:39
Speaker 1: involved in your business, so to kind of cut them
32:41
Speaker 1: out from that space kind of feels funky too, because
32:43
Speaker 1: they're sitting in on these like growth calls and they're
32:46
Speaker 1: just embedded in your business. So I think it's ultimately
32:49
Speaker 1: just track record, track record, track record. And when they
32:51
Speaker 1: join you, are they from the ground up or they're
32:54
Speaker 1: joining you once you're already at a certain point. I
32:56
Speaker 1: think that's a great, great way to look at it.
32:58
Speaker 1: And lastly, before we move on to just creator economy trends,
33:02
Speaker 1: to wrap up a bow on talent management for creators
33:05
Speaker 1: who are negotiating for themselves. Now, any sort of negotiation
33:10
Speaker 1: tips or what should creators understand when it comes to
33:14
Speaker 1: you know, rates and advocating for yourself and knowing when
33:17
Speaker 1: to walk away and all these scary things that you
33:19
Speaker 1: only can learn through doing, not through like theory. But
33:23
Speaker 1: any thoughts on that negotiation piece, because I feel like
33:26
Speaker 1: that is such an instrumental part of the manager's rule.
33:30
Speaker 1: And I'm sure you've done your fair share of negotiations, Yes, yes.
33:34
Speaker 2: I have. I think it's really important to know your
33:36
Speaker 2: value and know your worth beyond just what like your
33:39
Speaker 2: audience loves you, and yes, engagement and hearts and comments
33:45
Speaker 2: can help fuel your growth and your engagement, but that's
33:47
Speaker 2: not necessarily visible to brands. So most likely when a
33:50
Speaker 2: brand is getting, you know, a pitch from you or
33:53
Speaker 2: your or your bio, they're like just flipping through pages
33:57
Speaker 2: of bios and they're like, okay, like these metrics, these metrics,
34:00
Speaker 2: these metrics. So I think if you're pitching yourself making
34:03
Speaker 2: sure that you are really beyond just your name, you
34:06
Speaker 2: kind of almost have to assume that this brand doesn't
34:09
Speaker 2: know who you are, which is like really really unfortunate
34:12
Speaker 2: in some cases because you may have millions of followers
34:14
Speaker 2: or you may have hundreds of thousands of followers. But
34:16
Speaker 2: I think, really, how can you show your value, so
34:18
Speaker 2: including your engagement rate, including any kind of like you know,
34:22
Speaker 2: success metrics that you have so that you just don't
34:25
Speaker 2: expect them to read a bio and see your reach
34:27
Speaker 2: and then offer you five thousand dollars. I think it's
34:30
Speaker 2: about really showing kind of you know, what is the
34:32
Speaker 2: value that you can bring to a brand partnership, and
34:35
Speaker 2: you know that's kind of like the great thing about
34:37
Speaker 2: the new casting cards and LTK is that that is
34:39
Speaker 2: wrapping that up in a bow for that brand, which
34:41
Speaker 2: is why we built this out because we're not only
34:43
Speaker 2: just showing your row as, we're showing all of the
34:45
Speaker 2: engagement that you have for campaign. So i'd say for
34:48
Speaker 2: for creators who are just trying to pitch themselves and
34:50
Speaker 2: land those opportunities. Even if you're trying to get a
34:53
Speaker 2: brand partnership on LTK and you have a creator a
34:56
Speaker 2: creator success rep, or you're managed by an agency like
35:00
Speaker 2: often these agencies are giving us these six success metrics
35:03
Speaker 2: that creators have so that we're able to drive additional
35:06
Speaker 2: partnerships for them.
35:07
Speaker 1: Awesome. That's awesome, So creator economy, because we're always trying
35:11
Speaker 1: to make predictions, whether we're right or wrong, any sort
35:14
Speaker 1: of current trends that you're seeing in our world or
35:18
Speaker 1: magic ball predictions for what's next. Of course we're not
35:21
Speaker 1: going to hold you to it, but just more to
35:23
Speaker 1: think about, like what are you currently kind of seeing
35:25
Speaker 1: that's kind of you know, that is big and it's
35:27
Speaker 1: happening and creators should move on and anything that you
35:29
Speaker 1: and vision coming down the pipeline.
35:31
Speaker 2: Yeah, I mean, I would say community, community, community. At
35:34
Speaker 2: the end of the day, beyond you know, the content
35:37
Speaker 2: that you're creating, your community and the trust that you've
35:40
Speaker 2: built with that community is your value. And I think
35:42
Speaker 2: that brands are going to continue to lean into creators
35:46
Speaker 2: who have built community across platforms and have that truly
35:50
Speaker 2: trust with their audience, because that's going to drive all
35:52
Speaker 2: of their success. Metrics. Influencer marketing is not going anywhere.
35:56
Speaker 2: Golden and Sachs estimated twenty twenty seven it's going to
35:59
Speaker 2: be a five hundred billion dollar industry. It's kind of
36:01
Speaker 2: crazy to think back from like my original talent management
36:04
Speaker 2: days and I was like, is this going to be
36:06
Speaker 2: a thing? It's certainly a billion dollar thing. So I'd
36:09
Speaker 2: say it's going to be driven much more by community
36:11
Speaker 2: and then diversification of content and for new new creators
36:16
Speaker 2: to be able to have a place to build out
36:19
Speaker 2: really rich audiences. And I think that like creators that
36:22
Speaker 2: have millions in reach, there's just as much opportunity for
36:26
Speaker 2: creators who have a deep trust relationship with fifteen thousand.
36:31
Speaker 2: Like there's this one creator who I'm friends with and
36:33
Speaker 2: she had fifteen thousand followers on Instagram. She has more
36:36
Speaker 2: followers on LTK than she does on her Instagram channel,
36:39
Speaker 2: So I'd say it's not going anywhere. Can figure out
36:42
Speaker 2: a way to continue to diversify your monetization and then
36:46
Speaker 2: focus on building that community. And on an LTK, we
36:49
Speaker 2: truly give you that opportunity to build it and to
36:52
Speaker 2: nurture it, and it really is that home base.
36:54
Speaker 1: So it's not saturated then, because there's always that horrible
36:58
Speaker 1: s word, it's saturated the markets. Would you say for
37:01
Speaker 1: you creators that are just getting started, I guess based
37:03
Speaker 1: on what you're telling us, it's not going anywhere. So
37:05
Speaker 1: it's not saturated.
37:06
Speaker 2: I mean, it's certainly saturated, but there's such this appeal
37:09
Speaker 2: from audiences to engage with creators and that's not going away.
37:13
Speaker 2: We're just seeing more of it. And if you I
37:14
Speaker 2: don't know it's so interesting, well we'll be you know,
37:17
Speaker 2: casting for a campaign or I'm trying to find a
37:19
Speaker 2: speaker for an event that we're doing, and I'll post
37:20
Speaker 2: in our gen Z Slack channel to day who would
37:23
Speaker 2: you love to see? And the people that they bring
37:25
Speaker 2: up I have never heard of. And granted I'm a
37:28
Speaker 2: millennial and I'm back to a dinosaur, and they're much
37:30
Speaker 2: younger and they're spending many more hours on TikTok than
37:33
Speaker 2: I am. But also, some of these creators, they have
37:36
Speaker 2: thirty thousand followers, they have ninety thousand followers, and to them,
37:39
Speaker 2: there's so much more value in that creator than some
37:42
Speaker 2: of the ogs that have seven million followers. They're like,
37:44
Speaker 2: I'm not as excited about that creator. And I also
37:47
Speaker 2: think there's just like a huge opportunity for creators to
37:50
Speaker 2: blow up and truly, you know, go beyond viral. I
37:53
Speaker 2: think Bran Flakes is a great example. He recently spoke
37:56
Speaker 2: at our Upfronts event, and he is somebody who you know.
37:59
Speaker 2: He over the past year, he has taken off and
38:02
Speaker 2: he's built a really large successful business. But he is
38:07
Speaker 2: authentically himself. He is out there and he's truly engaging
38:11
Speaker 2: back with the community. He is liking back, he is
38:14
Speaker 2: commenting back, He's he's engaging.
38:16
Speaker 1: I don't know.
38:16
Speaker 2: I mean if I don't know, if you follow jazz
38:18
Speaker 2: I do as his wedding, I mean that whole crop
38:21
Speaker 2: of influencers were not who they were a year ago.
38:23
Speaker 2: Nobody would have known who they were and it's incredible
38:26
Speaker 2: that now they you know, I just saw that Jazz
38:28
Speaker 2: is on the cover of the Cut on my Instagram feed,
38:30
Speaker 2: so there's broom.
38:32
Speaker 1: I know, they're like in Super Bowl commercials. I'm like, Hi,
38:34
Speaker 1: I know you Hi. You know, it's just a different
38:36
Speaker 1: it's a different world. I love to hear that. And
38:38
Speaker 1: just to wrap up, final words of wisdom or one
38:41
Speaker 1: thing you wish more creators understood, especially again for our
38:45
Speaker 1: creators that are just listening. In a lot of the
38:47
Speaker 1: people my community, I always call them like level two.
38:50
Speaker 1: That's to say they're not just they already have something
38:53
Speaker 1: brewing and they're like, Okay, I need to like I
38:55
Speaker 1: need to make this real. You know, they're not learning
38:57
Speaker 1: how to grow. They they've kind of figured that part out,
39:00
Speaker 1: but now they're like, I want to make this real.
39:01
Speaker 1: I want to quit my nine to five. I want
39:03
Speaker 1: to do this for real real. Any words of wisdom to.
39:06
Speaker 2: Those creators consistency, consistency, consistency, community, community, community. I say
39:11
Speaker 2: that those like you need both for success. You have
39:14
Speaker 2: to create consistent, engaging content that is going to keep
39:19
Speaker 2: your audience coming back. Like I remember when Instagram Stories
39:22
Speaker 2: first launched. I remember advising my talent that they needed
39:25
Speaker 2: to post stories every single day, otherwise they are going
39:28
Speaker 2: to follow off off the grid, and then the consumers
39:30
Speaker 2: are like, oh, that influencer isn't around anymore. The influencer
39:33
Speaker 2: is around, but they're just not in your algorithm. So
39:35
Speaker 2: the same thing on LTK. Being consistent in your posting
39:39
Speaker 2: is the only way that you're going to reach those
39:41
Speaker 2: those consumers that you're going to drive those engagements and
39:43
Speaker 2: then ultimately drive those sales and then community. Make sure
39:47
Speaker 2: that you are that you're putting in the time. I
39:50
Speaker 2: know that you said at the beginning of this call,
39:51
Speaker 2: and I truly believe that creators have so much on
39:54
Speaker 2: their plate. They are you know, they are the face
39:56
Speaker 2: of the content. They are shooting the content, they are
39:58
Speaker 2: editing content, and then the and then make me community
40:00
Speaker 2: manage on top of that. Like I understand, it is
40:03
Speaker 2: a lot. But if you can time block at least
40:05
Speaker 2: I don't know, maybe it's an hour while your you're
40:07
Speaker 2: multi screening Love Island and your LTK and Instagram feed.
40:10
Speaker 2: Make sure that you're re engaging, make sure that you
40:12
Speaker 2: are commenting back, that you're liking those posts, and it's
40:15
Speaker 2: truly going to help drive that engagement and being consistent.
40:19
Speaker 1: I love that you touched on the consistency part as
40:21
Speaker 1: we wrap up, because everyone's always looking for cheat code,
40:24
Speaker 1: you know. It's like we always want the get rich quick,
40:26
Speaker 1: to lose weight fast, like all these little pieces, and
40:28
Speaker 1: it's like, consistency is the cheat code. You know, you
40:30
Speaker 1: have to kind of go through it to get out
40:32
Speaker 1: of it. And I love I love hearing that this
40:34
Speaker 1: has been so lovely. Thank you so much for sharing
40:37
Speaker 1: your wisdom and sharing so much nuggets of information. We're
40:41
Speaker 1: really loving this and being able to kind of hear
40:43
Speaker 1: from your perspective but also the changes that we're going
40:47
Speaker 1: to see. And I think all of us need to
40:48
Speaker 1: focus on community. Recently was speaking to Marina Middleton of Create, Cultivate,
40:54
Speaker 1: and you know, they're so focused on in person events
40:57
Speaker 1: and I love that, you know community too. She said
41:00
Speaker 1: something so brilliant. It's just like you can't force community, right,
41:03
Speaker 1: like it's such a buzzword, but it's like, no, it's
41:05
Speaker 1: truly this like get in the ground with your people,
41:09
Speaker 1: like talk to your people. We all like we forget
41:11
Speaker 1: what that is. You can't automate that. You know, you
41:13
Speaker 1: can't outsource that. It's like you have to be living
41:17
Speaker 1: and breathing it for that trust factor, because even though
41:19
Speaker 1: trust is not a tangible asset, it's it is the
41:23
Speaker 1: element when you are building your you know, influencer business.
41:27
Speaker 1: It's the hidden, invisible string that ties it all together
41:30
Speaker 1: is trust.
41:30
Speaker 2: Yeah, And i'd say it like for you know, creators
41:33
Speaker 2: who are looking to be successful on lt K, also
41:35
Speaker 2: say join a webinar, like here are the best practices.
41:38
Speaker 2: There's so much content that we're putting out to help
41:41
Speaker 2: creators strategize success. And you know, we have a ton
41:44
Speaker 2: of learnings and a ton of key studies, and like
41:47
Speaker 2: we bring in other successful creators to share their stories,
41:50
Speaker 2: and we're launching so many new features that are truly
41:53
Speaker 2: meant to help you increase opportunities on LTK. So I
41:56
Speaker 2: would say, you know, also following LTK creators on Instagram
42:00
Speaker 2: and we always post any new feature that we're launching
42:02
Speaker 2: on that platform. We also share success stories and kind
42:05
Speaker 2: of what's happening within within the LTK world, what events
42:08
Speaker 2: we have coming up. But there's a lot of new
42:10
Speaker 2: features coming out and adapting to those new features will
42:13
Speaker 2: truly help you elevate your your profile and LTK and
42:16
Speaker 2: your earnings.
42:17
Speaker 1: It's kind of like that first to act, right, So
42:20
Speaker 1: you know, I had a different word for twenty twenty five,
42:22
Speaker 1: but like twenty twenty six and like speed, it's just
42:24
Speaker 1: like the faster you are, you know, to act on
42:27
Speaker 1: something that is elevating, you're gonna probably grow fast. So
42:29
Speaker 1: if LTK is launching a watch now feature, it's like
42:32
Speaker 1: jump on now before you know what I mean, and
42:35
Speaker 1: two years from now it's like different, it's just acting.
42:38
Speaker 2: Be a first adopter exactly. We saw the same thing
42:41
Speaker 2: across other social media platforms, like those that were quick
42:43
Speaker 2: to jump on you know, like I know a lot
42:45
Speaker 2: of times, and I remember back when you know, we
42:47
Speaker 2: first were talking to brands about getting them on Facebook
42:50
Speaker 2: and they're like, what other brands are on Facebook? I'd
42:53
Speaker 2: never be on Facebook. And it only took like I
42:56
Speaker 2: don't know if it was like Balentciago or Louis Vuitton
42:59
Speaker 2: to get on Facebook. And then I was able to
43:01
Speaker 2: get all of our other brands on Facebook because they
43:03
Speaker 2: just wanted to. Who else was like be the.
43:05
Speaker 1: First who's at the party?
43:07
Speaker 2: You know, the first at the party.
43:09
Speaker 1: Yeah, I love that well, thank you so much, Lisa.
43:11
Speaker 1: I'll be sure to include in the show notes the
43:13
Speaker 1: LTK creator account link, as well as maybe a link
43:17
Speaker 1: to your resources or an upcoming webinar, so you guys
43:20
Speaker 1: can go ahead and check that out if you want
43:22
Speaker 1: to connect with Resa, her team, LTK, the community sign
43:25
Speaker 1: on all those good things, and we're so grateful you
43:27
Speaker 1: were here.
43:27
Speaker 2: Thank you so much, thank you so much for having me.