Latest / Influencer Confidential / How to Land Holiday Brand Deals: 60 Content Ideas for Creators! #229

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How to Land Holiday Brand Deals: 60 Content Ideas for Creators! #229 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 2: Are you ready to learn what it takes.
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  Speaker 1: To work in this influencer industry and see behind the
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  Speaker 1: current Well, let's jump in.
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  Speaker 2: If you're a creator that wants to work with brands,
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  Speaker 2: the holiday season is one of the best times to
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  Speaker 2: actually shoot your shot and make your pitch. As someone
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  Speaker 2: who's managed hundreds of thousands of dollars on brand budget
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  Speaker 2: campaign paying influencers and creators, I have firsthand experience of
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  Speaker 2: what the end of the year looks like. And I
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  Speaker 2: think one of the biggest things I always tell creators
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  Speaker 2: in my community is that so many brands have this
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  Speaker 2: use it or lose it holicy. The holiday season is
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  Speaker 2: a very special time of year because our strategies need
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  Speaker 2: to shift to also match our brand partners. So this
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  Speaker 2: whole idea, this use it or lose it policy. Again,
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  Speaker 2: this is not every comp company, because all companies have
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  Speaker 2: different calendar years, but a big chunk of the companies
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  Speaker 2: that you probably want to work with have a fiscal
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  Speaker 2: year that ends in December. Now, what's really interesting and
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  Speaker 2: advantageous for creators to know the information I'm about to
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  Speaker 2: share is that the user or lose it policy is
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  Speaker 2: when brands have budget that does not roll over to January,
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  Speaker 2: which means you have to spend it again. I have
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  Speaker 2: been in this position before with my clients where I'm like,
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  Speaker 2: oh my god, we have all this budget left over,
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  Speaker 2: like this campaign ever went through. We have to spend
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  Speaker 2: it now because we're not going to get it in January.
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  Speaker 2: And what a waste would it be for the marketing
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  Speaker 2: department to still have that money lingering. I tell this
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  Speaker 2: to you guys so that you have this information in
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  Speaker 2: your pocket, because I don't want you to think that
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  Speaker 2: it's too late. Oh my gosh, I missed the boat.
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  Speaker 2: I'm not six weeks out. I'm not eight weeks out.
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  Speaker 2: I'm not twelve weeks out right. It's different during this
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  Speaker 2: time of year because of that increased spend and the
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  Speaker 2: user or lose it policy. Another reason brands like to
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  Speaker 2: spend their budget during the holiday season is, as you guessed, it,
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  Speaker 2: increase consumer space. There's just more spending happening during this
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  Speaker 2: time of year. Brands are aware of that and a
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  Speaker 2: lot of times they set aside budget to activate exciting
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  Speaker 2: campaigns to end out the year. You know, whether it
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  Speaker 2: be gift guides or recommendations or things that brands are
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  Speaker 2: looking to push because they know that this is when
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  Speaker 2: people are spending the most. If you're a UGC creator
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  Speaker 2: or just a content creator, you're not pitching influence. The
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  Speaker 2: beautiful thing about pitching at this time of year is
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  Speaker 2: that brands have a need for increased content that is
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  Speaker 2: very seasonal. Right, So think about it this way. If
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  Speaker 2: you're a brand, you want your product to also go
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  Speaker 2: through the season. So let's just say I'm like a
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  Speaker 2: headphone company. I'm going to want to show those headphones.
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  Speaker 2: You know, in the summer, it's going to be different content,
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  Speaker 2: maybe on the beach you're traveling, But in the winter,
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  Speaker 2: maybe I want to show those headphones, like in a
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  Speaker 2: cozy cabin or while you're doing a full hike. The
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  Speaker 2: idea here is that brands also want content to match
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  Speaker 2: the surrounding seasons, and this is a very great opportunity
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  Speaker 2: for UGC creators to pitch unique content opportunities. Now, the
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  Speaker 2: good thing and I'm so pumped for you guys, I'm
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  Speaker 2: actually giving you guys a list of over sixty holiday
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  Speaker 2: content ideas that you can create for your channels or
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  Speaker 2: used to pitch to brands. It's a free gift that
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  Speaker 2: Sidewalker is giving to you guys. It is a PDF document,
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  Speaker 2: so I will leave the link below so that you
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  Speaker 2: guys can snag this freebie and use it whether you
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  Speaker 2: want to use these ideas to pitch to a brand
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  Speaker 2: partner or you want to use it for yourself to
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  Speaker 2: create content this holiday season. That is exciting. So, because
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  Speaker 2: today's focus is all about pitching during the holidays, the
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  Speaker 2: first stip I want to share with you guys is
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  Speaker 2: to make sure that your actual pitches have creative ideas
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  Speaker 2: inside of it, but that lean on this holiday edge.
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  Speaker 2: So what do I mean Pitch ideas that get the
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  Speaker 2: brand excited? Right? So think about things that would work
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  Speaker 2: really well, like a holiday gift guide.
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  Speaker 1: Right.
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  Speaker 2: Let's just say you are a fitness influencer and you
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  Speaker 2: want to create a gift guide that's like the twelve
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  Speaker 2: best gifts to give out any fitness lover. These are
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  Speaker 2: the types of concepts that now would only work well
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  Speaker 2: on your channel, but would also be really ideal and
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  Speaker 2: attractive inside of a pitch, right because you're basic going
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  Speaker 2: to this brand and saying, hey, I'm creating this gift guide.
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  Speaker 2: Do you want to be integrated into it? And this
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  Speaker 2: can go for any niche, whether you're the travel niche
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  Speaker 2: or mommyhood or family or whatever you're in, create some
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  Speaker 2: sort of gift guide. This is a great idea to
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  Speaker 2: pitch some brand partners. We see a lot of creators
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  Speaker 2: do things like giveaways, especially on YouTube. We see a
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  Speaker 2: lot of log miss twelve days of Christmas, you know,
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  Speaker 2: we see all the holidays that are being mentioned. You know,
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  Speaker 2: this way, you're able to do a giveaway where every
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  Speaker 2: day you're kind of giving away something to your audience.
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  Speaker 2: And what's interesting about these concepts, guys, when you do
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  Speaker 2: pitch them in the holiday season, is that it's a
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  Speaker 2: win for your audience because they get something, but it's
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  Speaker 2: also a win for your brand partner. Use this in
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  Speaker 2: the pitch to get the brand excited about working with you.
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  Speaker 2: And like I said, that PDF document that you're going
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  Speaker 2: to download for free is also going to give you
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  Speaker 2: a really good head start. I also, I am a
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  Speaker 2: really big fan of like best of like yearly Roundup,
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  Speaker 2: so like the best lip Losses of twenty twenty four. Right,
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  Speaker 2: that's a very attractive title. So if you were to
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  Speaker 2: use that in a pitch telling the brand, Hey, you're
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  Speaker 2: finishing out your editorial calendar for the year that you
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  Speaker 2: want to do a roundup. You'd love to include them.
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  Speaker 2: You want to have a conversation and how to integrate
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  Speaker 2: them into this best of category that you're putting on
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  Speaker 2: your blog or your YouTube channel, or your TikTok or
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  Speaker 2: your podcast. Go to them with the holiday specific idea
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  Speaker 2: to get them excited. Now, this concept worked for UGC
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  Speaker 2: creators too, because you could literally say, hey, I would
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  Speaker 2: love to create this type of content. Here's the idea. Right,
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  Speaker 2: let's just say it is a gift guide or some
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  Speaker 2: sort of how to. It doesn't have to be for
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  Speaker 2: you to post on your page. You can go to
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  Speaker 2: them and say, hey, I notice you're not doing this.
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  Speaker 2: The holidays are coming around Black Fridays around the corner.
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  Speaker 2: We're entering December, where there is heightened consumer spending. I
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  Speaker 2: notice you don't have that type of content yet? Can
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  Speaker 2: I help you produce it? Is that something I can
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  Speaker 2: support you with? Here are some really exciting content ideas
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  Speaker 2: to get you going. So this is still something that
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  Speaker 2: UGC creators can use in their pitch. Now, the second
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  Speaker 2: thing that you're going to want to do, guys, inside
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  Speaker 2: of this pitch when you are reaching out to brand
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  Speaker 2: partners is make sure that your materials show your work.
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  Speaker 2: I always tell creators, have multiple portfolios, have multiple media kids,
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  Speaker 2: anyone that works with me in my pitching course or
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  Speaker 2: in my one on one sessions. You guys know, I'm
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  Speaker 2: a fan of customization, and this is because I don't
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  Speaker 2: think a one size all approach works. When you are
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  Speaker 2: pitching to partners, you want to customize your materials. So
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  Speaker 2: for example, let's just say a creator was going to
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  Speaker 2: send out a pitch and inside her media kit she
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  Speaker 2: has seasonal content that she shot and it literally shows
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  Speaker 2: content that has that holiday feeling or that winter wonderly
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  Speaker 2: and feeling.
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  Speaker 1: You know.
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  Speaker 2: Using that type of photography in your decks or in
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  Speaker 2: your media kits, or in your branding or even in
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  Speaker 2: your case study, it's going to help the brand make
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  Speaker 2: that connection versus if you're sending like summer photos or
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  Speaker 2: summer products, right, So be strategic and think critically about
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  Speaker 2: the materials that you use when you're talking to your clients.
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  Speaker 2: Like one of the things one of the creators I'm
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  Speaker 2: working with, she's one of my one on ones, and
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  Speaker 2: we're pitching like this whole giveaway series. And what's so
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  Speaker 2: interesting is that last year she did a giveaway but
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  Speaker 2: it wasn't sponsored, but she has the data of what
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  Speaker 2: the results were. So we put together a really beautiful
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  Speaker 2: case study. We meet it very holiday esque, like we
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  Speaker 2: gave it this like very nice branding, but it felt
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  Speaker 2: holiday vibes. She's using that to pitch. She's also creating
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  Speaker 2: like holiday inspired packages, like, hey, brands, this holiday season,
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  Speaker 2: I'm working on a few things, and I want to
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  Speaker 2: get you included right, And she's like her holiday reaatesheet,
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  Speaker 2: which is different because the turnovers are faster and she
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  Speaker 2: knows that she needs to work quickly, so she has
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  Speaker 2: these set packages. Again, if that's something if you're a
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  Speaker 2: more advanced creator and you're actively pitching, actively working with
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  Speaker 2: brands and getting paid, that's something that I think you
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  Speaker 2: know you can always go back to your old partners
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  Speaker 2: and do and I can totally help you with that.
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  Speaker 2: So again, if you need me to get in there
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  Speaker 2: with you, support you help you create those materials, put
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  Speaker 2: those packages together, put your rates together, and send it out.
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  Speaker 2: You can definitely book a one on one with me.
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  Speaker 2: I will include a link below to do so. Now,
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  Speaker 2: the third tip I do want to share about working
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  Speaker 2: with brands in the holiday season, and again this topic
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  Speaker 2: is a little bit more from my creators who are
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  Speaker 2: actively in the arena, actively pitching and actively working with brands,
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  Speaker 2: is to remember that your rates during the holiday season
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  Speaker 2: should probably be a little bit different. And let me
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  Speaker 2: explain to you why turnarounds during the holidays tend to
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  Speaker 2: be very very fast. Again, I'm working with a client
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  Speaker 2: right now. We sent out a few pitches this week.
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  Speaker 2: The brands are interested and they like want it before
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  Speaker 2: Black Friday right, or they want it like asad, they
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  Speaker 2: want it Faster's really fast turnaround. Well, that's when we
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  Speaker 2: know we talk about rush fees. We talk about charging
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  Speaker 2: for those turnarounds. It's different if you were pitching in
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  Speaker 2: like January or February and they're like, yeah, just get
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  Speaker 2: it to us whenever. But like, some content would not
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  Speaker 2: make sense if it wasn't posted right away, especially if
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  Speaker 2: you're working with a brand that has like a seasonal
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  Speaker 2: launch or some sort of promotion that is only relevant
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  Speaker 2: until a certain deadline. You need to act fast. So
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  Speaker 2: as a creator, you could either bundle in your rush
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  Speaker 2: fee into your packages or just again included part of
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  Speaker 2: your pricing, or you can have it as an add
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  Speaker 2: on if they really need to move fast on it.
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  Speaker 2: A lot of times in the holidays. One of the
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  Speaker 2: things I heard about in my Inner Circle program, which
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  Speaker 2: is my membership program for all my pitching students, we
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  Speaker 2: had a call last week and this girl is like, oh,
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  Speaker 2: I'm working with this tours and board and they want
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  Speaker 2: us to do a boosted post, which really means whitelisting.
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  Speaker 1: Right.
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  Speaker 2: The brand wants to whitelist on her page, which means
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  Speaker 2: running ads through her page to her audience and other
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  Speaker 2: audiences as well, but it's coming from her page. This
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  Speaker 2: is again to very typical in the holiday seasons. Brands
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  Speaker 2: have ad budget. If a brand could run ads from
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  Speaker 2: the brand's page or run ads from your page, which
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  Speaker 2: is like a super cool creator, This one probably has
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  Speaker 2: way better conversion than this one right coming from the
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  Speaker 2: creator's page. So we see a lot of whitelisting happening
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  Speaker 2: this soliday season. So again, as a creator, if a
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  Speaker 2: brand comes to you, that's something you're gonna want to
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  Speaker 2: charge more for. And again, rates are a very delicate
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  Speaker 2: thing because it really depends on UGC, it depends on
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  Speaker 2: the influence you're sharing, the platform you're at. And that's
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  Speaker 2: something that I go over very extensively inside my pitching
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  Speaker 2: program is rates, because again, you can't just be like,
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  Speaker 2: I'll plug in this number of followers and this is
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  Speaker 2: what you charge. Absolutely not. There is so much that
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  Speaker 2: goes into rates that are not things that are tangible,
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  Speaker 2: like your credibility and your past experience and so much. Right,
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  Speaker 2: there's so many factors. So again, if rates is something
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  Speaker 2: that you need help deciding on, you can learn more
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  Speaker 2: about that insider Pitching to Brand's master course, where we
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  Speaker 2: go super deep into all things pricing yourself. One thing
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  Speaker 2: we see during the holiday season which creators are charging
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  Speaker 2: more for is higher engagement. So this is the time
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  Speaker 2: of year where again, more advanced creators can go back
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  Speaker 2: and look at what their December looked like last year,
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  Speaker 2: their November looked like last year, and they're able to
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  Speaker 2: be like, oh, like, look at what the stats were
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  Speaker 2: of my analytics. My numbers are doing well, And we
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  Speaker 2: tend to see during this time of year, there tends
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  Speaker 2: to be higher engagement. This is something creators usually increase
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  Speaker 2: their rates for. That's why this is a very interesting
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  Speaker 2: time of year, right. I think you guys can tell
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  Speaker 2: because we are pitching with so many factors that are
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  Speaker 2: not part of the usual year to year, day to day.
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  Speaker 2: This is like a very specific time. So if you
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  Speaker 2: find that your page is going through higher levels of engagement,
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  Speaker 2: that's something you can up your rates for as well. Now,
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  Speaker 2: I did briefly mention this when I talked about creating
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  Speaker 2: specific holiday materials, but I did just want to touch
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  Speaker 2: on it really quickly again because I did want to
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  Speaker 2: give you guys some homework if you are going to
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  Speaker 2: be putting any of these tips to use when you
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  Speaker 2: come up with an exciting idea or take one from
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  Speaker 2: our pdf. You set the pitch to a brand partner saying, hey,
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  Speaker 2: these are some concepts that I want to work on,
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  Speaker 2: or that I want to quit for you, or I
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  Speaker 2: want to quate for me or whatever. You attach your
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  Speaker 2: media kit. You have some sort of seasonal element inside
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  Speaker 2: that media kit, and you customize it. The Sidewalker Daily
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  Speaker 2: method has always been send them an amazing media kit.
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  Speaker 2: That is so mind blowing, and get them to react,
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  Speaker 2: have them respond to you, and then get them on
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  Speaker 2: a call, because by getting the brand on a call,
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  Speaker 2: you're able to understand their needs a little bit more
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  Speaker 2: and create a really beautiful proposal. Now, because we're in
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  Speaker 2: holiday and we need to move fast, this is where
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  Speaker 2: you should have that holiday sort of package already set up.
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  Speaker 2: Think of yourself as this like, Okay, this is package A,
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  Speaker 2: here's what's included. Here's package, here's what's included. That when
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  Speaker 2: you as a creator, can move fast and don't have
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  Speaker 2: to take a lot of time putting a proposal together,
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  Speaker 2: because proposals could take a lot of time, especially if
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  Speaker 2: you're like really trying to make it tailor made. You
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  Speaker 2: can be like, this is my holiday promotion. This is
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  Speaker 2: what we're doing, and kind of just set the standard
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  Speaker 2: of what is happening.
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  Speaker 1: I hope you enjoyed today's episode. If you did, make
• 12:21
  Speaker 1: sure to rate, review, and subscribe to our show and
• 12:24
  Speaker 1: visit Sidewalkerdaily dot com for more resources on all things
• 12:29
  Speaker 1: influencer marketing and social media. Until next time,