Latest / Influencer Confidential / The Secret Sauce Behind TIME’s Top 100 Creators | Steal These Strategies! #264

Transcript

The Secret Sauce Behind TIME’s Top 100 Creators | Steal These Strategies! #264 · 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. Time magazine came out with their Time
• 0:24
  Speaker 1: one hundred, which are basically the top one hundred creators
• 0:28
  Speaker 1: and influencers globally. Not only is this significant in so
• 0:33
  Speaker 1: many ways for the creator economy, for all of us
• 0:36
  Speaker 1: creators are officially taking over and on the map. There
• 0:40
  Speaker 1: is so much to dissect with who is on this
• 0:43
  Speaker 1: list now? Obviously I'm sharing my screen quake. The list
• 0:46
  Speaker 1: is broken up in different ways. They have the Titans.
• 0:49
  Speaker 1: You can go in and click and learn about these
• 0:51
  Speaker 1: different creators. They've also broken it up through entertainment, so
• 0:55
  Speaker 1: you can also see like we're the top entertaining style
• 0:58
  Speaker 1: of creators. You can go in and see leaders, right,
• 1:01
  Speaker 1: who are people that are leading in their perspective fields?
• 1:05
  Speaker 1: A lot of these people like this lady is a
• 1:06
  Speaker 1: parenting coach. She has a course on parenting. I know
• 1:10
  Speaker 1: her because I follow her and funny enough, you know,
• 1:13
  Speaker 1: she's listed as a creator, which is so cool because
• 1:16
  Speaker 1: we're seeing business owners now as creators as well. You
• 1:19
  Speaker 1: can go in here. Oh, I'm sure a lot of
• 1:21
  Speaker 1: you guys know this. You're Vivian two, you're rich bff.
• 1:25
  Speaker 1: So we're seeing leaders in different spaces. We're seeing they
• 1:28
  Speaker 1: have the phenomens. They've broken it up into different categories,
• 1:33
  Speaker 1: so you can go in and really take a look
• 1:35
  Speaker 1: between catalysts and what's really interesting, guys, because I obviously
• 1:40
  Speaker 1: did a lot of the work for you, and I
• 1:41
  Speaker 1: went in and I started to look and see, like,
• 1:44
  Speaker 1: who is who on this top one hundred and something
• 1:47
  Speaker 1: that's really interesting for me. You know, when I'm going
• 1:50
  Speaker 1: through this is a lot of things. What I want
• 1:53
  Speaker 1: to look at is what are these people have in common,
• 1:55
  Speaker 1: what do they do to get there, what makes them
• 1:57
  Speaker 1: stand out? How do you get to the top of
• 1:59
  Speaker 1: this lige? And also why this is so significant? So
• 2:02
  Speaker 1: I am going to include the link below so that
• 2:04
  Speaker 1: you guys can look at it. If you want the
• 2:05
  Speaker 1: print magazine, you can see It's funny enough, the biggest
• 2:09
  Speaker 1: creator that was mentioned, the cover star Kai Snat, is
• 2:13
  Speaker 1: actually a twitch gamer. He is on Twitch. So many
• 2:16
  Speaker 1: of you may not even know Twitch. Don't often think
• 2:19
  Speaker 1: to yourselves, it's only the instagrams or the YouTube's where
• 2:21
  Speaker 1: success can be. Success is where you water the garden,
• 2:25
  Speaker 1: and I love to see that. We have a Twitch
• 2:28
  Speaker 1: superstar as the cover as the headliner for the Time
• 2:32
  Speaker 1: Top one hundred. You're going to see creators in all
• 2:35
  Speaker 1: different spaces. And like I said, if you want to
• 2:37
  Speaker 1: go in here and just take a quick look or
• 2:40
  Speaker 1: take a look at, you know, read about someone, see
• 2:43
  Speaker 1: what they have. You can go in and click any
• 2:45
  Speaker 1: link and it's going to tell you about this creator,
• 2:50
  Speaker 1: what they do, links to their page, et cetera, et cetera.
• 2:53
  Speaker 1: So if that's something you guys are interested in, you
• 2:55
  Speaker 1: can go ahead and check these guys out. What I
• 2:56
  Speaker 1: want to do is talk about the running threads of
• 2:59
  Speaker 1: what makes them success. Before we talk about success and
• 3:01
  Speaker 1: the common patterns, let's talk about the significance. First of all,
• 3:05
  Speaker 1: mainstream validation time is putting these creators at the same
• 3:09
  Speaker 1: level as some of the world's top CEOs. We are
• 3:12
  Speaker 1: getting an entire editorial highlight just for the creator economy.
• 3:17
  Speaker 1: The creator economy is not niche anymore. Long gone are
• 3:21
  Speaker 1: the days of us being on the sidelines. The creators
• 3:24
  Speaker 1: really represent a significant amount of power, and that is
• 3:28
  Speaker 1: the word that I've been intentionally using. Power. Time magazine
• 3:33
  Speaker 1: has usually been for politicians and strong business leaders, and
• 3:36
  Speaker 1: now creators are literally at the same table with them,
• 3:39
  Speaker 1: which is remarkable. We're seeing the impact from a business
• 3:43
  Speaker 1: perspective of what these creators bring to our global economy,
• 3:47
  Speaker 1: not only in terms of what they make and the
• 3:48
  Speaker 1: influence that they do, but so many of them have
• 3:50
  Speaker 1: so many types of businesses, from product launches to their
• 3:54
  Speaker 1: own empires. They have built platforms, movements, so many of
• 3:57
  Speaker 1: them are their own CEOs. Like I said, we have
• 4:00
  Speaker 1: a course creator as a coach in there. She has
• 4:02
  Speaker 1: built her entire business on social media. And I really
• 4:06
  Speaker 1: love to how diverse this list is from a representation standpoint.
• 4:10
  Speaker 1: We have all types of creators, all ages. I saw
• 4:13
  Speaker 1: a twelve year old on this list. We have you know,
• 4:16
  Speaker 1: all races, all backgrounds, all political sides. This is not
• 4:20
  Speaker 1: just US centric anymore. We have international creators and it
• 4:23
  Speaker 1: just shows how big this world is and how there
• 4:27
  Speaker 1: is room for all of us. So let's talk about
• 4:30
  Speaker 1: why these people got to the top. Of the list
• 4:32
  Speaker 1: after I went in and dug through and started to
• 4:34
  Speaker 1: see what made some of these top creators stand out.
• 4:37
  Speaker 1: What they all have in common. First of all, platform mastery.
• 4:41
  Speaker 1: Every single creator that we are seeing in this list
• 4:45
  Speaker 1: started off with being the best of the best in
• 4:49
  Speaker 1: one specific platform. Take Alex Earl for example. You know
• 4:52
  Speaker 1: she is obviously I think, second place on this list.
• 4:55
  Speaker 1: She started off on TikTok and that was her thing.
• 4:58
  Speaker 1: I actually had a call yesterday with a bunch of
• 5:00
  Speaker 1: and we talked about how easy it is to see
• 5:02
  Speaker 1: all these shiny coins. I think of it a little
• 5:04
  Speaker 1: bit like that game Sonic. I don't know if you
• 5:07
  Speaker 1: guys remember, but Sonic and the coins and there's all
• 5:09
  Speaker 1: these coins and he ends up kind of getting lost
• 5:11
  Speaker 1: because he's just chasing the coins. When you think about
• 5:14
  Speaker 1: success as a creator, and what we're seeing a lot
• 5:16
  Speaker 1: of these creators have is mastery over one platform. Don't
• 5:21
  Speaker 1: try to be everywhere at once. Kill it in one
• 5:24
  Speaker 1: before you branch out. They literally dominate their primary platform.
• 5:29
  Speaker 1: And I think this is such an important reminder for
• 5:31
  Speaker 1: creators who are listening in that are just starting in
• 5:34
  Speaker 1: their journey. They want to do everything for everyone they're repurposing.
• 5:38
  Speaker 1: They're taking their Instagrams and putting them on TikTok. They're
• 5:40
  Speaker 1: trying to be everywhere. And again, while I get repurposing
• 5:43
  Speaker 1: is a thing, I have been very vocal with my
• 5:46
  Speaker 1: inner circle community, my community of creators I work with
• 5:49
  Speaker 1: that I may be a little controversial, but I kind
• 5:52
  Speaker 1: of feel like repurposing hurts your account. You're not being
• 5:56
  Speaker 1: true to one platform. Again, take Alex Earl, She Eat,
• 5:59
  Speaker 1: Breathe Lives, TikTok. But the thing is she's not repurposing
• 6:03
  Speaker 1: all of her tiktoks on Instagram. She's creating different content
• 6:05
  Speaker 1: for different spaces. She understands the algorithm per platform, you know,
• 6:10
  Speaker 1: and and the type of content that resonates and does
• 6:12
  Speaker 1: well per platform. Now, the second thing all the creators
• 6:15
  Speaker 1: on this list have is a strong connection with their audience.
• 6:19
  Speaker 1: It's not just viral views, you know. I know a
• 6:22
  Speaker 1: lot of creators who just go viral all the time.
• 6:24
  Speaker 1: They do like silly videos, and they just use abuse
• 6:26
  Speaker 1: and use and vieuse and views. But there is no
• 6:29
  Speaker 1: audience loyalty. There's no audience connection. I literally no creators
• 6:33
  Speaker 1: who have billions of views, but their audience is not
• 6:35
  Speaker 1: obsessed with them the way that those on the top
• 6:38
  Speaker 1: one hundred are. If you guys were to go through
• 6:40
  Speaker 1: that list and see who's on there, they have deep
• 6:43
  Speaker 1: relationships with their audiences. Engagement I know a lot of
• 6:47
  Speaker 1: us like to talk about like engagement rate. They're not
• 6:50
  Speaker 1: even looking at it like that, Like their people are
• 6:52
  Speaker 1: connected to them. You know, they have really focused on
• 6:56
  Speaker 1: building that true audience connection, and they're more focused on
• 7:00
  Speaker 1: that than they are of the views. The views are
• 7:03
  Speaker 1: a byproduct also of the connection, because think about it,
• 7:06
  Speaker 1: the more your audience is connected with you, the more
• 7:08
  Speaker 1: they're engaging, the more they're sharing, the more views come.
• 7:12
  Speaker 1: So instead of chasing views, chase connection. That is a
• 7:16
  Speaker 1: central theme I'm seeing and everyone on the top one
• 7:19
  Speaker 1: hundred list monetization, monetization. All of these top one hundred
• 7:23
  Speaker 1: quators are not just doing one stream of income. We
• 7:27
  Speaker 1: are seeing brand deals, of course, because it goes without saying,
• 7:31
  Speaker 1: you know, sixty to seventy percent of equator's income is
• 7:34
  Speaker 1: brand deals. It is brand partnerships. Yeah, there's merchant courses
• 7:38
  Speaker 1: and all the other stuff, and that's great, and a
• 7:40
  Speaker 1: lot of these guys have all of it, but brand
• 7:42
  Speaker 1: deals tends to be that top number one slot of
• 7:46
  Speaker 1: how these quators are making money. Now, if you are
• 7:48
  Speaker 1: a quator that is interested in brand deals, brand sponsorships,
• 7:52
  Speaker 1: how to do that, how to focus? That's our niche
• 7:54
  Speaker 1: here at Sidewalker Daily, I don't teach growth. I teach
• 7:57
  Speaker 1: monetization on the brand deal side. I have a free
• 8:00
  Speaker 1: training that you can access right away at the bottom
• 8:03
  Speaker 1: of this onclude a link so you guys can go
• 8:04
  Speaker 1: ahead and watch it, and we're gonna teach you how
• 8:07
  Speaker 1: to outreach brands and get you those paid brand partnerships. Now,
• 8:10
  Speaker 1: when it comes to monetization for these creators, we're seeing
• 8:13
  Speaker 1: a variety of different diverse ways. I mentioned merch Many
• 8:16
  Speaker 1: of them do have their own merch lines. Many of
• 8:19
  Speaker 1: them are collaborating with brands in other ways. Again, I
• 8:22
  Speaker 1: say Alex Eyl because she's top of mind. She just
• 8:24
  Speaker 1: did this Alex Earl for Hawaiian Tropic ad. So she
• 8:28
  Speaker 1: is working with Hawaiian Tropic. She's not doing a brand
• 8:31
  Speaker 1: deal for them, she is now creating her own products
• 8:34
  Speaker 1: for them. We're seeing creators, you know, launch digital products.
• 8:38
  Speaker 1: Mister Beaes had a whole Hamburger shop. Now he has
• 8:40
  Speaker 1: chocolate bars and Target. He has built his empire and
• 8:45
  Speaker 1: diversified his income. So all of these guys are working
• 8:49
  Speaker 1: in a variety of different monetization streams, and again they're
• 8:51
  Speaker 1: not copying one another. They're doing what works for them.
• 8:54
  Speaker 1: Like when I said that coach Becky, that parenting coach.
• 8:57
  Speaker 1: She is the master of selling courses, but she also
• 9:00
  Speaker 1: has built this amazing online influence. Right, So you're seeing
• 9:04
  Speaker 1: that there's not one right or wrong way, but monetization
• 9:07
  Speaker 1: is diverse and that is a common thread amongst all
• 9:10
  Speaker 1: of these guys. Now, one thing I did want to
• 9:12
  Speaker 1: highlight about this list when I was sharing, Remember when
• 9:14
  Speaker 1: I showed you guys like that section that was like
• 9:16
  Speaker 1: the phenomens. Well, I did some research and the phenomens
• 9:19
  Speaker 1: are creators who rose to fame very quickly. This is
• 9:22
  Speaker 1: a list of people who were able to amass a
• 9:25
  Speaker 1: large audience quite fast. They are shaking up social media
• 9:28
  Speaker 1: with their fresh energy. They're considered disruptors, and there is
• 9:31
  Speaker 1: that rise to quick quick stardom. Many of them have
• 9:35
  Speaker 1: raw delivery or just a viral momentum. They surf the
• 9:38
  Speaker 1: wave and I think it's just an interesting section of
• 9:42
  Speaker 1: the list because it kind of signifies to all of
• 9:45
  Speaker 1: us listening that your life can change truly overnight on
• 9:48
  Speaker 1: social media. Just think about, you know, the data out there.
• 9:51
  Speaker 1: Ask someone you know, a twenty four year old the
• 9:53
  Speaker 1: last time they watched TV. They're all getting their information
• 9:57
  Speaker 1: from social media, from online and and people out there
• 10:01
  Speaker 1: that have something to say or significant message or maybe
• 10:05
  Speaker 1: just got lucky. Call it what it is. There is
• 10:08
  Speaker 1: a space for people to have their lives change overnight,
• 10:12
  Speaker 1: and I think that is really exciting the possibility of that.
• 10:16
  Speaker 1: I hope you enjoyed today's episode. If you did, make
• 10:19
  Speaker 1: sure to rate, review, and subscribe to our show and
• 10:22
  Speaker 1: visit Sidewalkerdaily dot com for more resources on all things
• 10:27
  Speaker 1: influencer marketing and social media. Until next time,