Latest / Influencer Confidential / What Brands Will and Will Not Pay Creators For #287

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What Brands Will and Will Not Pay Creators For #287 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the current Well
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  Speaker 1: let's jump in. I feel like I'm in such a
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  Speaker 1: good position to help you as a creator because I
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  Speaker 1: have this brand side experience and knowledge and I can
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  Speaker 1: be very clear with you what I think brands are
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  Speaker 1: going to pay you for and what they're not going
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  Speaker 1: to pay you for. Right So there's a list of
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  Speaker 1: things that I think are totally reasonable ask and then
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  Speaker 1: there's things that I'm like, come on you guys, like
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  Speaker 1: really you're really going to try and charge your brand
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  Speaker 1: for that? Like can we make this a win win
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  Speaker 1: or can we not? So what I want to cover
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  Speaker 1: today is a little bit more about what brands are
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  Speaker 1: going to pay you guys for as a creator that
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  Speaker 1: are doing sponsorships, brand deal's UGC and what I think
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  Speaker 1: is kind of out of the question. Now. I do
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  Speaker 1: just want to state for anyone that's new here to
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  Speaker 1: our channel, maybe you're listening to our podcast. My name
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  Speaker 1: is Nina Zeta. I'm the founder of Sidewalker Daily. We've
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  Speaker 1: built this amazing creator community. We have brand side experience.
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  Speaker 1: I'm the one that was managing budgets and paying creators
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  Speaker 1: and influencers. So I have been on both sides of
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  Speaker 1: the negotiation table, negotiating against the creator, negotiating against the brand.
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  Speaker 1: And I share this to say that when when partnerships
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  Speaker 1: are very important to me, like, I don't like when
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  Speaker 1: the brand feels taken advantage of. I don't like when
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  Speaker 1: the creator feels taken advantage of. I want business to
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  Speaker 1: feel like, Okay, this feels good for both of us.
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  Speaker 1: And sometimes I'm not gonna lie like working with creators,
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  Speaker 1: I see creators taking advantage of brands. I do the
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  Speaker 1: same way I see brands taking advantage of creators. It
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  Speaker 1: kind of has gone both ways. So what I kind
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  Speaker 1: of want to do in today's episode is set the
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  Speaker 1: expectation of you know, what our standard things that we
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  Speaker 1: should be charging for, And I'm like, really, and then
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  Speaker 1: we're really going to talk about some things that maybe
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  Speaker 1: you're a little extra. However, you know, it's your business.
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  Speaker 1: You get to decide how you want to run it right,
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  Speaker 1: How are you running, what's the energy, what's the customer service,
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  Speaker 1: what's the vibe? Do you want a nickel and dying people?
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  Speaker 1: Do you want to include it in your pricing? I
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  Speaker 1: mean these are all like strategy, but I do think
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  Speaker 1: that the pendulum has swung a little bit. So let's
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  Speaker 1: talk about what you should be charging for or what
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  Speaker 1: you can kind of get away with and what isn't.
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  Speaker 1: So the first things first, you're an influencer. Okay, you
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  Speaker 1: have influence. The brand is coming to you and saying, hey,
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  Speaker 1: I want to pay you to do a sponsored post.
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  Speaker 1: I want you to create content. I want it to
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  Speaker 1: live on your page. Influencer. Now, I have seen cases
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  Speaker 1: when the brand wants the creator to collaborate with the brand,
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  Speaker 1: and very recently I had creators being like, well, if
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  Speaker 1: they want to collaborate with me, I'm going to charge
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  Speaker 1: extra for that. And I just don't know how to
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  Speaker 1: feel about this. So I want to share the creator's perspective.
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  Speaker 1: She was like, I'm really big, this is a small brand.
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  Speaker 1: Why should they leverage me? Why should they use meat?
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  Speaker 1: And in my head, I was like, but they're paying
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  Speaker 1: you for the sponsorship and they want to tie into
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  Speaker 1: your likeness. So here's how we can battle this. If
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  Speaker 1: you want to charge extra for it, just have it
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  Speaker 1: bundled into your price already, Like, have that bundled in,
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  Speaker 1: deliver a concierge style of service where it's like, hey,
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  Speaker 1: you're gonna get this sponsored reel. And also it includes
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  Speaker 1: a collaboration feature, so if you'd like to opt into that,
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  Speaker 1: you can. I mean I feel like that's how I
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  Speaker 1: would word it, versus like, oh, collaboration, If you want
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  Speaker 1: to do that, that's an extra fee. Right. These are
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  Speaker 1: things It's not that you shouldn't charge for it. It's
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  Speaker 1: more just like how do you charge for it? How
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  Speaker 1: do you communicate that to a brand partner? Is it
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  Speaker 1: extra on top as an add on or is it
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  Speaker 1: built in? Things to consider? I think a standard thing too,
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  Speaker 1: is that like, if the brand is paying you for
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  Speaker 1: the content, you know, it's understood that it's like a
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  Speaker 1: one time social post, right, So what does that mean?
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  Speaker 1: You make a video and let's just say part of
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  Speaker 1: the contract is the brand can also post it on
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  Speaker 1: their page. Let's just say they're not looking to collaborate,
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  Speaker 1: but part of the agreement is like okay, influencer I
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  Speaker 1: also want to be able to post this video on
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  Speaker 1: my page. It's one time they can post one time.
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  Speaker 1: They cannot be posting that video multiple times. So again
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  Speaker 1: that's something that you do have to talk about in
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  Speaker 1: the contract, and to me, that is a no no.
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  Speaker 1: On the brand side, it's like, Okay, I made the video,
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  Speaker 1: you can post it once and anything else. If you're
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  Speaker 1: gonna keep post in my face and keep posting my content,
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  Speaker 1: you need to run that by me. Similarly, when we
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  Speaker 1: talk about like charging and what will a brand pay
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  Speaker 1: for and what will they not pay for? This is
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  Speaker 1: why getting on a call with a brand is so important,
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  Speaker 1: because you're able to understand like, do they want a
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  Speaker 1: TikTok video? Oh, and do you also want it on
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  Speaker 1: my YouTube and on my Instagram and on my Pinterest
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  Speaker 1: and on my LinkedIn? Uh yeah sure like or they're
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  Speaker 1: like actually no, like we're really just focusing on TikTok.
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  Speaker 1: Having some sort of system, whether it's getting on calls
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  Speaker 1: or a quick form or something that allows you to
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  Speaker 1: learn more, allows you to decide how you want to
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  Speaker 1: charge that brand. So funny enough, this brand was like, oh,
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  Speaker 1: we want to you know, short form video. They did
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  Speaker 1: not say Instagram, they said short form, and this is
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  Speaker 1: where things got lost in translation. The brand said short form,
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  Speaker 1: the creator like assumed Instagram because that was her biggest platform,
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  Speaker 1: but they're like, no, we wanted it on your TikTok
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  Speaker 1: and your YouTube too, and this created friction. So again,
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  Speaker 1: it's not that the creator should not be charging extra
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  Speaker 1: for distribution, because I do think that the creator should. However,
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  Speaker 1: it's how you say it. I personally would be like, hey,
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  Speaker 1: I'm happy to create a short form video for you,
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  Speaker 1: and it's going to live on these three platforms. Like
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  Speaker 1: I would include that verbage as part of my pitch
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  Speaker 1: and if the brand doesn't want that, then we can
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  Speaker 1: negotiate it down. That's why it's so important in pricing
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  Speaker 1: and in pitching to add these sort of buffers in
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  Speaker 1: your rates so that you have a place to land
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  Speaker 1: in case they negotiate you. Now, this is where it
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  Speaker 1: gets really funny, and it's kind of like that collaboration situation.
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  Speaker 1: Are you going to charge a brand to, you know,
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  Speaker 1: have the link in your bio? What standard? What's not?
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  Speaker 1: Is it fourteen days link in bio? Is it thirty
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  Speaker 1: days link in bio? Is it seven days link? And
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  Speaker 1: bio and then are we charging for extra? So again,
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  Speaker 1: for me, it's like when you think about your business,
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  Speaker 1: it's all about putting packages together and having it as
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  Speaker 1: an included thing. So like, I'm happy to include a
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  Speaker 1: link of your choice in our bio and that fee
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  Speaker 1: is going to be bundled into your top level rate
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  Speaker 1: versus charging like a la car at a menu items style.
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  Speaker 1: I'm not into the menu item style stuff. So I
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  Speaker 1: think that again, if a brand wants something that's more
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  Speaker 1: than a typical fourteen day window, then maybe that's something
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  Speaker 1: that you're like, Okay, I charge like a monthly fee
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  Speaker 1: after thirty days or after fourteen days, I'm happy to
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  Speaker 1: keep your link in my bio for this fee monthly,
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  Speaker 1: or if you buy a six month link in bio package,
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  Speaker 1: like I'm happy to take this amount off the top.
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  Speaker 1: You see what I'm doing here, Like we're doing things
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  Speaker 1: that feel good and complimentary, but then we're like, okay,
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  Speaker 1: after a certain amount of time, you got to pay up.
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  Speaker 1: I think that's fair, right, Like if you're promoting a
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  Speaker 1: brand and you're like sign up for them, but then
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  Speaker 1: they're not in the link in bio because you're charging
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  Speaker 1: extra for that like, how does a brand win? How
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  Speaker 1: do you win? How do you get results? Right? So
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  Speaker 1: it's creating win win spaces where you guys are working together.
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  Speaker 1: They are your partner. You want the content to do good,
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  Speaker 1: you want them to make sales because you want to
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  Speaker 1: pitch them again. So how do we create a space
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  Speaker 1: where it's win win but they're not taking advantage of
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  Speaker 1: you and you're not taking advantage of them. Similarly, this
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  Speaker 1: came up with a pinpost. The brand wanted the creator
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  Speaker 1: to pin it to their feed for I think thirty days,
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  Speaker 1: and the creator was like, I've never asked that, And
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  Speaker 1: I asked her straight up, like, well, do you have
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  Speaker 1: anything else that you need to pin? Do you want
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  Speaker 1: to charge extra for this? Like what are your thoughts?
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  Speaker 1: Because a big part is understanding what you should do,
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  Speaker 1: but then what you want to do right? And the
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  Speaker 1: creator ended up being like, well, like, literally, i feel
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  Speaker 1: like pins is not a big strategy for me, so
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  Speaker 1: I'm happy to include it as like a one time,
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  Speaker 1: you know, thirty day run. And that's how she ran
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  Speaker 1: her business. Nothing wrong with that. Another girl was like,
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  Speaker 1: my pin things, I can only have three pins. They
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  Speaker 1: are very strategic and I charge way extra for that
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  Speaker 1: that should not be included. That's why the negotiation process
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  Speaker 1: is so fundamental, because this is where you're negotiating what
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  Speaker 1: goes in, what goes out, and you'll find obviously all
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  Speaker 1: of this in the contract. Again, I'm not a nickel
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  Speaker 1: and dime type of gal. It depends how much money
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  Speaker 1: is on the line. If we're talking a ten thousand
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  Speaker 1: dollars brand deal and they want you to pin it
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  Speaker 1: for fourteen days, you have to decide in your gut
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  Speaker 1: as a business owner, how do you want to do business.
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  Speaker 1: Do you want to ask extra or do you want
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  Speaker 1: to include that because it's a premium client and you're
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  Speaker 1: happy to do so with the intent of, you know,
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  Speaker 1: maybe performing well going back to them and pitching again. Now.
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  Speaker 1: I do think that there are going to be times
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  Speaker 1: that the brand will keep asking and asking and asking,
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  Speaker 1: and as a business owner, I think you just need
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  Speaker 1: to kind of have that boundary and that threshold, like
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  Speaker 1: what is okay for you? So maybe you're like, Okay,
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  Speaker 1: I'm good with fourteen days in Cambio, and I'm good
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  Speaker 1: for like a three day or a four day or
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  Speaker 1: a week pin anything after that I want to charge
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  Speaker 1: for you have to decide that, you know, how do
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  Speaker 1: you want to operate your business and what do you
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  Speaker 1: feel like is too much or too little. Something i've
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  Speaker 1: also seen creators charge for as an add on is
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  Speaker 1: like a featured highlight. You'll be a featured highlight on
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  Speaker 1: my feed for a three month run, and they've added
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  Speaker 1: that to their packages to make it really attractive for
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  Speaker 1: their client. This typically works really well when the partnership
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  Speaker 1: has like lots of stories, so that way we can
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  Speaker 1: pin it to our highlight feed on Instagram. Again, she
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  Speaker 1: used that as a really beautiful way in her proposal
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  Speaker 1: to help her get that high paying job. But then
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  Speaker 1: you know, if a brand is asking you to do
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  Speaker 1: that and you have like a small partnership and you
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  Speaker 1: just feel like that is unfair because you're already like
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  Speaker 1: working with them and they're struggling to pay you and
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  Speaker 1: all of that, then again, this may be something that
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  Speaker 1: you need to then discuss with your partner, like, yes,
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  Speaker 1: I'm happy to do so, I'll include it to the
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  Speaker 1: invoice right and being able to advocate and justify for that.
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  Speaker 1: So this is gonna be a little controversial, and I
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  Speaker 1: have to watch my words on how I say this
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  Speaker 1: because I don't want to offend anyone, But like, at
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  Speaker 1: the end of the day, there's a cap on how
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  Speaker 1: much you can charge for production, right, So it may
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  Speaker 1: take me like thirty hours to edit a YouTube video. Truly,
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  Speaker 1: am I going to charge my rate my hourly rate
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  Speaker 1: for editing a video when we all know that, like
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  Speaker 1: that is something that may not be worth as high
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  Speaker 1: as I charge per hour. So you know, when we
• 9:40
  Speaker 1: talk about hourly rates and production, you also want to
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  Speaker 1: think about like what's reasonable, right, Like is the brand
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  Speaker 1: paying you for your time? Is the brand paying you
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  Speaker 1: to like learn and figure it out? People who are experienced,
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  Speaker 1: like maybe their work product takes the longer because there's
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  Speaker 1: some you know, quality things that go into it, or
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  Speaker 1: maybe they've been able to figure out the flow and
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  Speaker 1: they're able to move faster. Like I was talking to
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  Speaker 1: one of my girls. She charged twenty K for real,
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  Speaker 1: and she is like, yeah, but like, I'm not charging
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  Speaker 1: twenty pay for this reel. I'm charging for like the
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  Speaker 1: ten years it took me to build my audience to
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  Speaker 1: show up when I'm not sick, to learn how to
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  Speaker 1: edit a video in under two hours. She's like, I
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  Speaker 1: had to learn that, so you know, pricing is a
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  Speaker 1: funny thing. But however, you know, if you're taking twenty hours,
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  Speaker 1: I don't think that's necessarily what the brand is looking
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  Speaker 1: to pay for, right, They're looking for this end result.
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  Speaker 1: You're not necessarily having the brand only pay you just
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  Speaker 1: for production. You know you want to take into account
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  Speaker 1: like is this skill set worth that fee or is
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  Speaker 1: there a way that you as a business owner can
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  Speaker 1: trim that down. I think it's all understood that brands
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  Speaker 1: should and will pay for usage. Right anytime they take
• 10:45
  Speaker 1: your content want to run ads to it, that should
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  Speaker 1: be like just a standard thing. We're seeing brands pay
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  Speaker 1: for usage, but again being very clear on what they're
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  Speaker 1: paying for. We're seeing brands pay for exclusivity. Again, but
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  Speaker 1: very clear what is that exclusivity. They're not just paying
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  Speaker 1: for exclusivity. It's a time of win. Maybe it's a
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  Speaker 1: category of exclusivity. Maybe it's a geography or zone, or
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  Speaker 1: maybe saying you cannot work with these three competitors. The
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  Speaker 1: more clear you are in what it is that you're
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  Speaker 1: charging for, the more brand is willing to pay for that,
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  Speaker 1: because it's not vague. It is very clear what they're getting.
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  Speaker 1: Now when it comes to like rush turnarounds and like
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  Speaker 1: rush fees. What is a rush fee for me? That
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  Speaker 1: means like the content needs to be expedited in terms
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  Speaker 1: of your delivery time. So if it usually takes you
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  Speaker 1: two weeks to deliver a piece of content, you know,
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  Speaker 1: and they need it done in a week, then of
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  Speaker 1: course it makes sense for you to add that rush fee.
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  Speaker 1: I think anyone would understand, like if the brand has
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  Speaker 1: urgent timelines, and that's why it's so important when you
• 11:41
  Speaker 1: are working with a brand to talk about delivery and
• 11:44
  Speaker 1: turn around time, so they have that expectation. So if
• 11:47
  Speaker 1: they need it sooner and they need it super quick,
• 11:49
  Speaker 1: that is something that you can charge for and brands
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  Speaker 1: are willing to pay that. I think brands love flexibility
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  Speaker 1: and they're willing to pay for it. So you're basically like, listen,
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  Speaker 1: this content can be re use on multiple platforms. There
• 12:02
  Speaker 1: is you know, this fee has been already included in
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  Speaker 1: my package. Brands love that because now like they don't
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  Speaker 1: have to pick like oh can I, they just have
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  Speaker 1: the right to use it on multiple platforms. So it's
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  Speaker 1: not like only on TikTok or only on Instagram or
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  Speaker 1: only on this again, that nickel and dime. They want flexibility,
• 12:17
  Speaker 1: so increase your prices to reflect that. Again, Ultimately, at
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  Speaker 1: the end of the day, brands are willing to pay
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  Speaker 1: for extras if you, guys, are clear about those extras.
• 12:26
  Speaker 1: And then you, as a creator and as a business owner,
• 12:28
  Speaker 1: you need to figure out, like what type of business
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  Speaker 1: do you want to run. Do you want to create
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  Speaker 1: like an all inclusive like luxury consto your service where
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  Speaker 1: things are included but the price reflects that, or do
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  Speaker 1: you want to be more discounted brand and have different
• 12:42
  Speaker 1: things that add on and things of that nature. Those
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  Speaker 1: are decisions that you need to make for your business.
• 12:46
  Speaker 1: And of course I'm happy to jump in there with
• 12:49
  Speaker 1: you and help you with these decisions and help you
• 12:51
  Speaker 1: build your packages, and help you decide your rates, and
• 12:54
  Speaker 1: help you pitch and all of that. So if that's
• 12:56
  Speaker 1: something that you're looking for, you guys, get on a
• 12:59
  Speaker 1: call with our success manager. She'll tell you how you
• 13:01
  Speaker 1: can work with me, how I can support you, how
• 13:02
  Speaker 1: I can get in your biz with you and help
• 13:04
  Speaker 1: you set these fundamental decisions of how you want to
• 13:07
  Speaker 1: run so that you feel you can go to brands
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  Speaker 1: and have a lot of clarity in your pricing and
• 13:12
  Speaker 1: in your offers, because once you do, and once you
• 13:15
  Speaker 1: have these packages set up, you will be set to fly,
• 13:19
  Speaker 1: especially if you're already getting paid as creator or you
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  Speaker 1: want to start getting paid as a creator. I think
• 13:23
  Speaker 1: the strategies that I can help you with on a
• 13:25
  Speaker 1: one on one once I know you, once I know
• 13:27
  Speaker 1: your biz, once I know you what you're into, can
• 13:29
  Speaker 1: be really life changing. We have an entire page dedicated
• 13:32
  Speaker 1: to our success stories. Our company is fully run on testimonials.
• 13:36
  Speaker 1: We don't run any ads. Our business thrives because you thrive.
• 13:40
  Speaker 1: So if you're interested to seeing some of our results
• 13:42
  Speaker 1: as well, I'll include that success stories link below so
• 13:45
  Speaker 1: you can take a look at the students that we
• 13:47
  Speaker 1: help and the type of creators we help, whether you're
• 13:49
  Speaker 1: just starting out your more advanced. You know, I've seen
• 13:51
  Speaker 1: it all, I've been a part of all of it,
• 13:53
  Speaker 1: and I'm excited to work with you. So you guys
• 13:54
  Speaker 1: can go ahead and check that out. I hope you
• 13:57
  Speaker 1: enjoyed today's episode. If you did, make sure to rate, review,
• 14:00
  Speaker 1: and subscribe to our show and visit Sidewalkerdaily dot com
• 14:05
  Speaker 1: for more resources on all things influencer. Marketing and social
• 14:08
  Speaker 1: media until next time.