Ask an Expert: How Influencers Can Keep Their Business Thriving While Social Distancing
The key? Serve a bigger purpose.
We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!
Photo: Courtesy of Idalia Salsamendi
If the coronavirus crisis has taught us anything, it’s that no business is immune from COVID-19’s far-reaching economic impact—even one that’s predicated on social media. To find out how influencers can keep their businesses thriving while social distancing, we tapped business strategist and social media consultant Idalia Salsamendi whose client list includes Chriselle Lim, Brittany Xavier, and Jacey Duprie, to name a few.
If you joined us for her Ask an Expert Instagram Live conversation this week, you know that the influencer world is spinning with one critical question in these difficult times: What happens now? Scroll on for the business strategist and social media consultant’s top three tips for how to manage not only your career and business but also your stress, and find out how to tune into our next Ask an Expert segment on Instagram Live.
1. Time to Influence
In today’s society, the word “influencer” is tossed around so frequently that perhaps we’ve lost focus on what the word actually entails. Our minds are instantly transported to those men and women posing in their latest outfit by a hot pink wall, and/or promoting their favorite skincare brand saying how “obsessed” they are with it. That’s all fine and dandy. I mean hello, I’m the one booking those deals.
However, since the dawn of the arrival of social media (yup, I’ve been managing influencers, talent, and models for over a decade now), I’ve always instilled in my clients one main thing: serve a bigger purpose. Now more than ever we are truly seeing the rise of the innate meaning of “influencer.” We are seeing men and women around the world donating their resources, voice, and money to the pandemic at hand and guess what, it’s making a difference. I’m noticing a beautiful shift in the paradigm to use this “influence” to do more than to sell an object, but rather to serve a cause. Here’s a beautiful thing though, you could actually do both. Hence point #2...
2. Pitch Smart
A common question I get asked is, “Idalia, should I even be pitching to brands right now?” My answer as of today, March 26, 2020, is: YES. Please pitch. Please support your small business (remember you are one!). Here’s the clincher though: You have to pitch smart and not be tone-deaf to the global pandemic. Like I mentioned in the first point, you have to use your influence for good, and so do brands. Now is the time to think about how you could make a difference and ask your favorite brands to join you on that journey.
If you’re self-quarantined, think about brands that speak to that situation... is it your favorite snacks, wine, sweatshirt, book, etc.? Then reach out and tell them you’d like to unite forces and raise awareness around a charity, organization, hospital, etc. Donate a part of your rate to a charity. You can even ask them to chip in, too! You both could raise funds to support your local food drive or raise awareness to a cause... possibilities are also endless here. Encourage the brand, and show them your passion and education about the subject.
One extremely crucial point to take into consideration when doing this: it has to be genuine. Please do not link yourself to a brand or charitable cause if you feel nothing for it and are doing it to look good. It will bleed into your work, and people can sniff a fraud from a mile away. So really sit yourself down and consider what you care about.
Pssst... If you need a helpful nudge, here are a couple which I’m personally donating and raising awareness for:
And if you’re scratching your head wondering how you can properly even pitch, definitely check out the Powerful Pitch Kit for Influencers, and enjoy 50% off with promo code: CULTIVATELOVE.
3. Say Buh-Bye to Your Comfort Zone
The chances of you reading this while self-isolating are pretty high, so I’m going to be your cheerleader right now and encourage you to step out of your comfort zone. I get it, we are all locked up and it’s human that at moments we feel disillusioned, hopeless, stuck, confused, angry, sad... the list really could go on and on. Here’s the thing though, you have to push through. Keywords: HAVE TO.
Influencers that have been able to take the quarantine and show different sides of themselves are the ones that are not only the happiest (mental health check) but are also the ones that are getting reached out to by brands (pay-check). Simply taking a pretty photo is no longer the status quo, but rather something that may turn off your followers if you do it too frequently. So I’ll ask you what I ask everyone I work with: what sets you apart as a human being (forget business)? Do you play the piano? Do you paint? Do you do funny impersonations? Do you dance? Do you love to work out? The answers are endless, and what’s imperative to understand here is that there is no right or wrong answer. The end-game is the same: show it to your followers.
Since the rise of TikTok, I’ve seen influencers that are much more polished and serious on Instagram, let loose and have some fun on the ‘Tok. I’ve seen them without makeup in their sweatpants trying to a crazy dance move. And people are going nuts over it, even when syndicated on Instagram! Moral of the story: people want to see all your wonderful, quirky, funny, inspiring dimensions and now is the time to show them.
I genuinely hope these three tips inspired and empowered you in one way, shape, and form. From the bottom of my heart, thank you for stopping by and reading this. If you’re curious about more of what I’m up to, feel free to check out my website and my podcast.
About the Expert: Idalia Salsamendi is an industry-leading business strategist and social media consultant. With over 16 years of experience in PR and top-tier talent management, Idalia opened her company in 2016 with strategy for both brands and influencers at its core. Known for being selective towards the types of projects and clients she engages, the mantra for her company is to inspire, inform, and empower. Her roster includes Chriselle Lim, Brittany Xavier, and Jacey Duprie, to name a few.
Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert.
Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!
Influencer Pricing Guide: How Much To Charge For Brand Partnerships
Know your worth.
“How much do I charge?” is arguably the most asked question in influencer marketing, and for good reason—the world of influencer content is still relatively new. But if you have set rates and a plan in place, you’ll eliminate a lot of the stress of partnerships and brand outreach.
When it comes to pricing for brand collaborations, there’s no perfect equation. As much as we wish there was a go-to price that works for content across the board, there just isn’t. That said, there are a few best practices you can follow to eliminate the confusion quite a bit.
The Industry Standard Equation:
For social posts: $0.01 x number of followers*
*if “like” engagement is over 2.5%, charge $0.02 or more per follower.
For blog posts: $0.10 x monthly site sessions
Before giving a final fee, run through the requirements for the partnership. Consider an add-on fee if...
You have to include more than 10 images in your blog post
You're giving the brand image rights
You're posting an Instagram Story that drives to your blog post
You’re required to share your blog post on Facebook, Twitter, or Pinterest
You have a manager with an overhead fee
You're working with a brand that requires certain verbiage
You have to travel
You have to buy props
You have to outsource any work (e.g., a photographer or makeup artist)
The project requires a lot of pre- or post-production
The brand requests more than one round of approval, extra images, additional links, or an unusual timeline
Consider the value of each of those asks. When finalizing pricing, think about how much time each task will cost you. Don’t be afraid to charge more if you see yourself putting a lot of extra time into the project!
When should I start charging?
The short answer? Now! If you’re able to offer a brand value, then you deserve to be paid. And the numbers above aren’t hard and fast rules: If you only have 5k followers but your work fits into a certain special niche, you don’t have to stick to the industry standard. If you believe your work is valued at a higher cost, charge what it’s worth.
Too many people think you have to wait until 30k or 50k followers to start charging for partnerships, but when you offer value to a brand, you should be getting paid. Think of it this way: Professional photographers charge thousands of dollars for social imagery, and many of them only have a few thousand followers on Instagram.
How do I have “the money talk?”
Talking about fees is uncomfortable—we get it. But if you have a strong media kit that shows analytics from your social platforms and website, it’ll do the talking for you. Data is the best way to prove a point.
If you’re partnering with a brand you really love and want to build a relationship with, consider being flexible the first time you work with them. Name your price, but don’t be afraid to offer a slightly discounted rate for more posts if you want to build a rapport and make it an ongoing partnership.
Do I need a manager?
Is it time to hire representation? That depends on several factors. Answer the following questions if you’re considering hiring out:
Do you spend the majority of your day answering emails?
Have you hit a wall when it comes to partnerships and outreach?
Do you feel like you just don’t have the right connections?
Do you hate handling contracts?
Do you feel like you know your branding well enough to relay that information to a manager to pitch to brands?
Do you have the financial stability to give up a portion of your commission to a manager?
If the answer to most of these questions is yes, then a manager might be worth considering. They’ll find potential collaborations, handle client back-and-forth, and have those difficult money conversations for you. But that doesn’t mean you’re entirely off the hook: Successful brand partnerships start with showing the value you can bring to a brand, so you still have to come to the table with strong branding, high audience engagement, or unique blog content as selling points.
How do I sell myself?
Consider your brand guidelines, website design, SEO, email and overall content planning. If you're constantly winging it, it’s going to be difficult to set goals for content and partnerships. At Flocke hq, we work on influencer growth through brand and marketing strategy. The best way to feel confident in your content is to have data that shows growth and a larger strategy that outlines your long term goals.
At the end of the day, your personal brand is yours. You call the shots and get to pick how you handle brand partnerships. Remember: Your pricing comes down to the worth of your work and the time you're putting into everything you do. Ultimately, you're the voice of your brand, and no industry standard is perfectly crafted to you.
As you take on this year, we recommend that you create a 30-, 60-, and 90-day content plan and a growth strategy that ensures brand partnerships are always within reach. If you need a little guidance or want to learn more about what performs best, head over to Flocke hq and find out what we can do for your brand!
Tyler Grove and Rachel Broas are co-founders of Flocke hq, a digital marketing consultancy geared solely to help influencers build and scale their personal brands. As influencers themselves (@rachellaurenlucy and @tytygrove), they know the hard work that goes into creating a successful empire off of your own personal brand.
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10 Things Every Influencer Needs to Be Successful
Ten things you need to know to build a scalable, profitable personal brand.
These days it seems like everybody is claiming to be an influencer...and it’s no wonder! I mean, who doesn’t want to travel the world, eat at the nicest restaurants, and get paid to wear designer clothes? But it’s not easy to gain an engaged following and make full-time influencing sustainable. Influencers function as their own brands, which means they need to work day in and day out to make their personal brands relevant, grow, and perform to the level that brands want to work with them.
With the current saturation in the influencer space, changing algorithms, and the plethora of platforms on which to post your content, it’s become increasingly difficult for influencers to grow their brand. So, if you’re thinking about taking the leap and becoming an influencer, it’s important to be able to set yourself apart from the crowd by having a holistic and detailed understanding of how to market yourself.
Here are 10 skills you should brush up if you’re looking to become a successful influencer and build a scalable, profitable personal brand.
1. Data and Analytics
There’s a lot of back-end data that goes into creating effective and engaging content. That’s why it’s important for you to know what sort of data is important and how to accurately interpret that data to potential sponsors and clients. Start with a solid understanding of how to track users through UTM tags and bit.ly links.
These metrics allow you to show the value of your content, whether it be insight into engagement, overall impact, or link opens. Get comfortable keeping tabs on your metrics through Google, Instagram, Facebook or YouTube analytics. These numbers will be vital in pitching to brands, understanding your audience’s preferences, and justifying higher rates.
“Analytics are vital for pitching to brands, understanding your audience’s preferences, and justifying higher rates.”
2. SEO
In the simplest terms, SEO (or search engine optimization) is a way to optimize your content so it pops up on search results. SEO allows new users to find your blog, builds credibility, and ultimately grows your brand. It’s is an important aspect of every social platform, not just blogs. Did you know YouTube and podcasts also use keywords to grow their viewership and listener base?
3. Email Marketing
One of the easiest ways to communicate with your online community is through email marketing. Use it to increase traffic to your blog, grow your following, boost your engagement, and make money off your content. To effectively market via email, learn how to create, segment a mailing list and then focus on growth.
4. Content Production
As a content producer, it shouldn’t come as a surprise that you should have some content production chops to be successful in your work. The first step to being organized and efficient is being able to create an overarching editorial calendar so content makes sense on every channel.
Additionally, you should understand what goes into producing a successful blog post or article. Establish an ideation process for photo shoots, video shoots, and brand collaborations, and have at least a general knowledge of photo and video editing software.
5. News & Trends
Social media algorithms are constantly changing and it can be a struggle for bloggers and influencers to stay up-to-date. But to be successful on each platform, it’s mandatory to stay on top of the latest trends, changes, and newsworthy events within the industry.
The same thing goes for keeping your audience up to date with any news. Users expect for influencers to know it all, from the latest sale at Nordstrom to what Create & Cultivate said in their last article on small business tips.
“Being an influencer essentially means creating a personal brand. Thus, you need to learn how to sell yourself rather than a service or product.”
6. Sales
Being an influencer essentially means creating a personal brand. Thus, you need to learn how to sell yourself rather than a service or product. Understand how to craft a sales pitch for brand collaborations, how to put together a media kit, and how to pitch yourself to your audience in order to gain new followers. Understanding the sales side of the influencer industry will help you scale your business and become profitable.
7. Networking
It’s important for influencers to not only maintain their online community, but also get offline and network IRL. You should be making a concerted effort to network with other influencers in your industry, speak publicly whenever you can, and be comfortable going to events alone. Yes, being an influencer is an online business, but face-to-face interaction is still incredibly important when it comes to relationship-building and growth.
8. Finances
Get familiar with industry standards for influencer rates and figure out how much you should charge for each of your services. These figures should be roughly based on your time to complete a project and your engagement metrics. Additionally, learn how to budget for photo shoots, submit invoices, and yes...you’ll also need to understand how working as an influencer affects your taxes.
“The legal side of your business may not be the most fun part of being an influencer, but understanding what you can and can’t do is imperative for the longevity and success of your personal brand.”
9. Legal
Especially with the heightened regulations around users’ privacy and personal data, it’s incredibly important that you have a good understanding of the laws around your industry. Read up on all FCC guidelines, know what you do or don’t need to include in sponsored post copy, and understand limitations when it comes to using brand names. You should also read every word of brand contracts and understand giveaway guidelines. The legal side of your business may not be the most fun part of being an influencer, but understanding what you can and can’t do is imperative for the longevity and success of your personal brand.
10. Business Strategy
The most important area influencers often forget they need to learn about is how to grow. Business strategy is a hard skill to learn, but is often what sets apart the top influencers in the industry from everyone else. From expanding verticals to launching your personal brand, you need have a strategy in place for how you’re going to grow and make “influencing” a sustainable source of income. Whether it be signing with an agency, getting a mentor or taking business classes, be sure you don’t forsake this important aspect of your career.
Flocke hq is a one-stop shop for influencers looking to build their digital empires through transformative technology and innovative strategy. If you’re an influencer looking to up your game but feeling a bit lost, reach out to Tyler at tyler@flockehq.com to see if Flocke hq can help you scale your influencer business.
Tyler Grove, co-founder of Flocke hq, has worked for some of the industry’s top brands, handling influencer marketing for Red Bull, The Ryan Sheckler Foundation, Lorna Jane, Coola Suncare, SiO Beauty and n:Philanthropy. With a Masters Degree in business and media, Grove has also built her own brand We Traveled Where, which started as a personal blog and has since grown into an international resource for travel, a podcast and YouTube channel. Over the course of her career, Tyler has worked in public relations, content marketing and business strategy.
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Treat Yourself to the Best New Influencer Program-- Seriously
Calling all content creators.
Amazon may be the spot where you order all your last minute holiday gifts, but it’s also the hub where influencers are taking their content this Winter. That’s right.
Earlier this year when fashion blogger Cynthia Andrew of Simply Cyn joined us on panel at Create & Cultivate NYC, she talked about jumping at the opp to be a part of Amazon Associates— the online retailer’s affiliate program that helps influencers get a share of the revenue. As Amazon has grown its fashion footprint to become one of the largest online apparel retailers, its Associates program is also adding new opportunities to help fashion influencers monetize their blog, including special financial incentives and premium content for qualified influencers. Every piece of content that you create is shoppable and has the ability to be linked to affiliate links.
Now Amazon Associates is taking it even further, with the launch of The Amazon Influencer Program. A natural extension of the Amazon Associates Program, the Amazon Influencer Program provides content creators and social media influencers the ability to create a curated shopping experience on Amazon and share that shop through an Amazon URL customized to their social media handle.
Curious as to how it works? Here’s a simple breakdown:
Apply for the program here.
You’ll need to verify your YouTube, Twitter, Facebook or Instagram account.
As people visit your shop on Amazon, you will have the ability to earn affiliate fees for all qualifying purchases.
Products are added to the shop through the “Add to List” function on a product detail page and the shop product list is managed through the “Your Lists” section of the influencer’s Amazon account.
Through the shop product list, items can be removed, moved to a different order on the page and comments can be added to specific products.
There are plenty of ladies who have already tested it out. From Instagram’s Director of Fashion Partnerships Eva Chen, who describes herself on the platform as “Mom, Fashion Enthusiast, Bookworm.” Her children’s book recommendations are on point.
To Lauryn Evarts, known as the Skinny Confidential to her followers, who has already started using the Influencer Program. Use her page to get her skincare recommendations or nab a Cube Timer— which the influencer carries around in her purse to help her time block.
Evarts also encourages future bloggers to not simply think about monetization. “My Instagram can go away tomorrow,” she told the crowd at Create & Cultivate NYC this year. Which is why she continually works on growing her audience on channels that aren’t beholden to someone else’s platform. “I didn’t go into blogging solely to monetize,” the outspoken blogger explained. “I went in to provide value. That’s one of the most important things. You need to establish value and trust with your readership before you think about money.”
“I didn’t go into blogging solely to monetize. I went in to provide value."
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The Amazon Influencer Program helps you do just that— provide value and community. If you get a little affiliate dough in the meantime— pay it forward this Christmas and buy grandma that sewing machine she’s always wanted.
Once you sign-up there are a couple of helpful tips to make the most of your page.
Be sure to use your vanity URL wherever pertinent.
For example: Use it in a Facebook or Twitter post to drive traffic to the page or in your YouTube video description. *Pro tip: you can even go back through old videos and add the vanity URL to drive new viewers to the page.*On Facebook use the Shop Now button to link to your vanity URL.
Monetizing content on your platform with affiliate links and programs like Amazon Influencer are vital to the longevity and success of your business. And creating community is what it’s really all about— especially this holiday season. So. Why wouldn’t you sign up for the Amazon Influencer Program? It’s a Holiday Gift from you to you. And (like the best gifts do) it costs nothing.
For questions on the program, email influencerprogram@amazon.com and use the subject line “Create & Cultivate Influencer Question.”
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What One Founder Calls the Most Essential Skill to Starting
From the pop-friendly Studio DIY products to Baby Boy Bakery journals to Color Theory Premium Inks by Studio Calico (above), April Foster, CEO and founder of Inked Brands has launched some of the most beloved influencer products. A leader in influencer commerce, you come to Inked with a vision and they do the rest. But do they rest? That's a whole different question.
Which is why we caught up with the entrepreneur and mom of FOUR (!) to find out her thoughts on influencers, hard no's, and where she finds the time.
You’ve said that you’re an entrepreneur at heart. For young women wondering whether or not they should launch a co, what does that mean to you?
If you’re a creator and are constantly curious, inventing new things or if you see better ways of doing things, or a hole in the market that you know how to address; I think it’s just in your blood.
What do you consider the most essential skill when starting?
Paying attention. It’s about learning when the details matter and when they don’t and are just paralyzing you. It’s about paying attention to the numbers, to customer feedback, to your team and fixing what you can and letting go of what you can’t. Being disciplined in this practice and objective is extremely important, too. I can remember times as I was packing boxes I realized weights on them were wrong and I’d have to call back and unpack then repack half our orders for the day. That wasn’t pleasant, but it saved us money and helped us get to the next month. When I haven’t paid attention to the details that matter, mistakes are made, sometimes ones that are incredibly costly.
How do you know when it’s time to hire?
For me, I had to hire right away because I was keeping my day job so the profits could fund the growth of the business. Also, I was hiring for the positions that were most well-defined and easiest to monitor (customer service & fulfillment). This didn’t mean I wasn’t involved. In the early days, I answered customer service daily alongside my employees and packed boxes with them, too. I have strong opinions regarding understanding your business and customers, and the primary way to do that is to get in and get your hands dirty. Many founders of VC-backed companies are robbing their founders of this valuable experience. But, when the duties are compromising your ability to perform tasks that ONLY you can do, that’s when it’s time to hire.
Micro-influencers have played a large part of your strategy in growing your biz. For a long time they were overlooked by bigger brands. What do you think people aren’t paying attention to now that they should be?
There is so much media and investor attention towards fast growth, but it’s the slow and steady brand builders that will win the race. Influencers who become insta-famous, can just as instantly become irrelevant. I’m interested in the people and brands who want to run a marathon, not a sprint; those who want to get it right instead of just getting a quick paycheck.
"Influencers who become insta-famous, can just as instantly become irrelevant."
Tweet this.
What does Inked offer influencers that other companies don’t?
We combine products and content in a way that is meaningful and relevant to the influencer or thought leader and their followers. That’s our main differentiator. We work as a partner to develop, source, and design these products, then display and sell them in a unique and meaningful way whether that’s subscription, traditional ecommerce, or premium content such as online courses.
What do you as CEO offer influencers that other companies don’t?
The main reason I started this model three years ago was because I could see influencers’ desire to have long lasting revenue streams and not be overloaded with sponsorships that devalue and exploit their brands. I’m committed to that and our policies and practices align with that.
You’ve said not to surround yourself to “yes men,” what’s one of the hardest but most useful (in the long run) “no’s” you’ve ever heard?
I hear “no” every day and I’m probably not the only person that hates hearing it. The most useful “no” I’ve heard in my career came at a pivotal time for the business. My CFO/COO was diagnosed with terminal cancer, which was a resounding “no” that I wouldn’t be able to grow the company as I first envisioned. That “no” taught me that I’m not in control (which bugs the fire out of me!), it taught me patience and selflessness, and that my family and spiritual well-being are the most important. That “no” helped me more than any “yes” ever has.
Your pump up jam when you can’t seem to find the inspo?
Ha! I live for silence. With 4 young kids and never any alone time, if I can be by myself with zero noise, that’s the most refreshing thing ever. That’s probably not the answer you were looking for.
RIght so, uou have four kids, so we have to know… where is the time? What’s the most important mom lesson you’ve learned?
I’m forever wishing for more hours in the day! From the time I became a mom, I knew setting a routine would be so important to the well-being of our family. I thrive in a structured environment as does my husband. So, we stuck to a fairly rigid schedule that still works almost 7 years in. Our kids go to bed by 7pm and sleep 12 hours most nights (there’s an occasional potty emergency). That allows me to set a work schedule where I’m home in the evenings for mealtime and bedtime, then I have time after 7 to work on tasks that require undivided attention while it’s relatively early. As for a mom-lesson I’ve learned which is entirely the opposite of my work approach: have low expectations! With four little people each with minds of their own, I expect there to be misbehavior, I expect to wake up during the night, or to have a car that’s not pristine. I expect to not be able to eat organically or healthy all the time. By setting low expectations, I’m not disappointed nearly as often, I’m more patient and understanding, and in general, I’m a happier person and better mom.
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Scene & Overhead: Exclusive BTS of Our Kickoff Create & Cultivate NYC Brunch
The conference was a smashing success. But first, we brunched.
photo credit: Tory Williams
We kicked off our magical #createcultivateNYC week with a boss brunch in the city thanks to our friends at Tinder. There's nothing quite like coffee, mimosas, and stacks of Little Park pancakes to get the conversation going.
Create & Cultivate CEO and founder, Jaclyn Johnson, kicked off the morning festivities with a personal tidbit-- the newlywed met her (now) husband on Tinder. Which, of course, brought up the changing times and success stories!
Lauren Probyn, Tinder's Director of Marketing Events, chatted about the increasing rate of success stories and how the company is starting to see the first wave of what they've dubbed "Tinder Tots." (AKA kids born to Tinder matches.)
Naomi Hirabayashi, co-founder of Shine, which recently announced it's surpassed half a million users in its 1-year and finished a successful 2.5 million dollar seed round, has seen the firsthand benefits of making wellbeing accessible. (Interpersonal relationships being an integral part of the well-being train.) "I think we're at a tipping point in society," she said to the table, which included Forbes' Emily Drewry and Olivia Rose Wright, founder of Rallier. "The old model of meeting a person ONE way was so isolating. It's now more in your power to figure out what you want."
"The old model of meeting a person ONE way was so isolating. It's now in your power to figure out what you want."
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Speaking about figuring out what you want, Brand Strategist and Maude co-founder, Eva Goicochea shared a bit of advice. "My mom always used to say, 'your job doesn't exist yet.'" Noting that we don’t know what the future of the workplace looks like (so look out!)
Florals from Urban Stems adorned the tables where NYC-based blogger Rach Martino joked about Twitter's emergence as a comedic platform, noting that her boyfriend and his friends screenshot tweets and send them back and forth. "It's like the guys version of Instagram," she laughed.
And NYC-based blogger Noelle Downing dropped this little anecdote about dealing with the ever-changing blog world. "I was in Germany and did an Instagram Live from a hot tub wearing a bathing suit," she said. During the Live Steam there were plenty of commenters throwing shade about how the brunette beauty shouldn't be live streaming in a bikini. Post-stream, Noelle said she received lots of DMs from her followers asking, how she deals with rude comments. She told them, "I don't spend my time on negativity."
We call that something to toast to.
Be sure to click through the above gallery to see all the gorgeous images from the event!
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7 Tips to Doing Influencer Integrations the Right Way
Let the right people bring some noise to your brand.
Working with influencers is an essential part of growing your brand—they can help spread awareness, garner press and introduce you to a new audience. Here, our partner DBA —a digital talent agency that reps some of the top talent in the influencer sphere—put together some tips for building great partnerships and successful relationships that will keep everyone happy.
1. Identify goals for your campaign: Setting goals is one of the easiest ways to ensure your brand’s relationship with any influencer is a smooth one and most importantly, a productive one. Be it brand awareness, product sales or heightened engagement, make sure you have a clear outline of what it is you are trying to accomplish before the start of any campaign.
"Have a clear outline of what it is you are trying to accomplish before the start of any campaign."
Tweet this.
2. Investigate before you jump: Do your homework. Ask for media kits, and consider influencers and content creators who have a track record of helping brands reach their goals.
3. Mind the Details: When you do your initial outreach, have as many details ready to share as possible. This helps avoid surprises and keeps all parties on the same page.
4. Set a timeline: Timing is everything and that is especially true when working with influencers. Always be sure that your contract outlines set times for content previewing and posting. And don’t forget to be specific about which time zone the deadline lives in.
5. Provide a briefing document: A brief creates sets the guidelines so creativity can flourish and it’s a very necessary tool when working in the influencer space. Make sure your brief includes:
• All image requirements (do assets need to be in portrait or landscape?)
• Styling directions
• Share copy guidelines (key messaging, hashtags/tags, FTC disclosures)
• Do’s and Don'ts (do they need to avoid competitive products? does the outfit need to be head-to-toe? can talent use affiliate links?)
"A brief creates sets the guidelines so creativity can flourish and it’s a very necessary tool when working in the influencer space."
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6. Understand your influencer’s creative lens: When you work with influencers, you do so to capture their unique spin on your product or service, so keep in mind their voice and the types of content they are known to produce. Most importantly be sure to identify the style of post you are envisioning (collage board, personal style post, etc.)
7. Set up a kickoff call: This should be done before any work is done by the influencer.
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6 Quick and Dirty Tips for Marketing Yourself
Build trust, not walls.
photo credit: Bloguettes
Are you looking to grow your following in 2017? Here are 6 quick easy to follow tips.
1. BUILD TRUST
If you’re asking yourself what’s more important going viral or a steady band of dedicated users, think on this:
Exposure is great. It can make you feel like you’re doing something right and the world is catching on for good reason. But exposure can also leave you bare naked in the public eye with no plan to backup your following. Trust is the most important element to growing exposure and that doesn’t usually happen with a viral hit. You want to grow your influence steadily, giving your followers a reason to stick with you, not give you a 15-second-of-fame career.
2. MAINTAIN CONSISTENCY
If trust builds brand loyalty, than consistency builds brand recognition. According to Lauren Hooker, founder of Elle & Co, “recognition is key to branding. It's why we automatically think of Chipotle when we see a foil-wrapped burrito or Apple when we hear Siri's voice or an iPhone ringtone. These businesses don't switch things up regularly; they maintain consistency across all of the visual and invisible components of their brand.”
She advises, to “choose fonts, colors, and imagery and use them over and over again. Over time, people will begin to associate those design elements with your business and easily recognize your graphics.”
“Consistency,” adds Lauren, “also makes your brand appear professional.” Speaking of…
3. ALWAYS APPEAR PROFESSIONAL
We turn to Lauren again for this, who says, “First impressions are huge; they can make all the difference between someone taking you seriously or writing you off. If you're just starting your business, you don't have to look like you just started your business.”
4. DON’T EXPECT INSTAGRAM TO DO IT ALL FOR YOU
Instagram is an amazing tool that can broadcast your brand to millions of people. That’s the goal after all. But it’s not a magic app.
Instagram is the connector, it’s not the business. Use it wisely (and maintain consistency), but if you want to market yourself, you need to cast your net wider. There are a TON of fish in the Instagram sea and you need the social platform to funnel back into something else.
"Instagram is the connector, it’s not the business."
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Whether it is a website, a service, or a product there needs to be something. Especially if you want to build out your brand to do more than schlock products in paid posts.
5. PARTICIPATE IN OFFLINE EVENTS
A like will never replace a handshake. And in many ways, they are not even comparable. You can pay your rent with a like, but you can bank on an IRL relationship. That means, attending conferences, like the upcoming Create & Cultivate New York, where you meet with like-minded professionals. Or pitch yourself to companies to speak on panels.
6. PAY ATTENTION TO YOUR COMPETITION
Marketing yourself isn't solely about you. You can't change the game if you're standing in one place. While an authentic brand is a successful brand, you also need to have a leg up on the competition. That means keeping in tune with what they're doing.
Fine tune your marketing efforts as you go. Pay attention to their audiences and see what they want and how you can provide a better service or product to them. Learn from their mistakes, and know that you can do much better.
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YouTube Star Shares Her 3 Essential Tools for Creating Video Content
Melissa Alatorre is giving us 1-2-3 steps.
Self-taught professional makeup artist and YouTuber Melissa Alatorre clearly has a knack for figuring things out for herself. The San Diego born has amassed over 250,000 subscribers in a little over a year, having only joined the platform in 2015.
That's right. The first-generation Mexican-American MUA joined YouTube April 21, 2015. So for those of you who think it's too late to start, Melissa is living proof that if you put your mind to something, you will get it done. (And perhaps look drop dead gorgeous while doing so.)
We caught up with Melissa ahead of Create & Cultivate Atlanta, where she'll be joining us on panel, to talk tips, learning the basics of videography, and the one thing she really "sucks" at.
In a little over a year, you have gotten over 250k subscribers on YouTube. For some content creators, it's almost impossible to get that many followers in that short amount of time - what do you credit your success to?
I would have to say that passion, persistence and consistency are what really helped me gained a following. I had been wanting to start a YouTube channel for over 3 years but never had the right tools in order to get started so as soon as I did I knew that I had to hit the ground running. This is something that I am not only passion it about, but I also knew it was what I wanted be doing with my life full time. So I began producing 2-3 videos a week and putting my all in to them to make them the absolute best I could at the time. I also made sure that my videos weren’t just there to watch for entertainment, I wanted to really teach my viewers how to improve their makeup skills having been a freelance makeup artist for years. I think my subscribers have noticed that and for that reason my videos have resonated well with not only them but with everyone they share my videos with!
"Passion, persistence, and consistency are what really helped me gained a following."
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You created your YouTube channel after already having built an Instagram following. How was your transition from just posting on Instagram to creating video content?
What’s interesting is that you think everyone from Instagram would immediately just follow you on to YouTube, but that wasn’t the case for me. I would say about 30-40% of my followers actually went over and subscribed to my channel, so my thoughts were “Dang, this is going to be so HARD!” Then miraculously my YouTube channel managed to surpass my Instagram following... by a lot! I think that my Instagram has now become a platform for promoting my videos, whereas before it was more so just creating beautiful images that weren’t linked to any other external content. I tell everyone Instagram has become your magazine/TV Guide that is simply there to visually please the human eye on a daily basis, whereas YouTube is your TV show that people are more actively engaged with and more emotionally connected to.
What are your keys to creating a great video?
Great lighting…just kidding, but not really. Great lighting, camera set up and all the technical production aspects are obviously keys to a great video but what matters most is the content you are producing. Like I mentioned, in the beginning my videos were NOT a great quality, production wise (even though I thought they were at the time) but people, my subscribers still loved my videos because the content was great - they could care less that the tungsten bulbs I was using were making me look a pale shade of yellow. A great video/content has to have substance, it needs to provide your viewers with something that will benefit them. In my case, it’s showing my viewers my “ secret” little tips and tricks on how to make your makeup look its best.
Since you started your YouTube channel, what are some of the things that you've learned along the way about creating video content?
Plan your content in advance, again, think of your channel as a TV show. Don’t just throw content out there for the sake of having to upload a video weekly. Take the time to plan out what videos you will be uploading on what dates and around trends that are current. The more you carefully plan and strategize your content the better response your videos will get. Also, use all the other tools available to you in order to promote your channel - Snapchat, Instagram, Twitter, etc.. It makes a HUGE difference #snapchatfam.
"The more you carefully plan and strategize your content the better response your videos will get."
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What are three essential tools to creating your video content?
1. Familiarize Yourself with Some Basic Videography Knowledge
I get SO many emails from aspiring YouTubers that simply say, “What are your camera setting and lighting, please tell me.” I encourage everyone to watch some YouTube videos on basic videography skills because you are going to have to tailor your filming setup to what you are working with. My setup might be completely different from yours. What if I film in a dark dungeon with no lighting? You'd never know! Haha. Same thing goes for editing software and lighting, just watch some YouTube videos on it and learn the basics, after that it’s all trial and error!
2. Utilize Your Audience
Really listen to them and take into account what their needs are and what they want to see you do next on your channel, after all without them there is no us!
3. Be Active on Your Channel
Don’t just upload and disappear, engage with your audience in the comment section and on your other socials, it makes a difference!
How do you create a content calendar to make sure you have a new video every week?
To be honest, I suck at this so, next question… hahahaha. I’m in the process of planning out a 3-month system so I have my videos planned out strategically.
What are your tips on creating collaborations with other content creators?
Try to meet other content creators organically versus just emailing them first. If you can go to events where other content creators will be at and engage with them in that way first. Then spark up a conversation about a potential collaboration. Also, collaborate with creators that have a similar style to yours so that the collaboration has a great response from both of your audiences, not just one or the other.
What are three strategies that you abide by to make sure your content is always getting traction and your channel is always growing?
1. Utilizing ALL the social media channels that are out there to my full disposal - when a video is freshly uploaded tell your Snapchat fam to go watch, post on Instagram that it’s live, and have Twitter automatically tweet out your new video.
2. Upload videos on the same days each week - I still struggle with this from time to time but I try to stick to every Tuesday and Friday. My subscribers LOVE Quick Tip Tuesday videos!
3. Stay creative - Don’t just upload the same thing one after the other, after the other. People get bored easily and will drop off, keep everyone entertained with new and fresh content that will get shared and attract new subscribers!
Tickets for #CreateCultivateATL are going fast! To catch Melissa on panel be sure to snag your ticket now.
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Exposing Engagement: Why You Need This Instagram Tool
Dig deep and analyze what matters.
Around 2.5 billion photos and videos are liked on Instagram every day. It is the ruling King, Queen, and Court Jester of social media. And if you have a public Instagram, you have a brand-- whether you are conscious of this or not. Your brand is who you are to the world. Now whether you choose to market this-- AKA tell people what you do, is a personal choice. However if you want to be successful on Instagram you have to understand your engagement.
It is the best way to build awareness, drive traffic to your blog, brand, or brick-and-mortar, and ultimately, grow your business. Figuring out your engagement is what separates successful grammers from the mediocre, and there's a new tool simplifying the process.
Peoplemap is an Instagram marketing tool that features: profile analysis, list building, campaign tracking, and statistics. If you are an individual with multiple accounts you can manage all accounts on a single platform; if you are a brand or a company, your entire team can access the account and information.
You can search groups, communities within a specific geographical region, and it exposes engagement numbers that are important to brands and individuals.
WHY IS THIS USEFUL TO BRANDS?
One: list building. Peoplemap has created a way to analyze Instagram marketing efforts and strategically build a targeted community. They make it easier to sort, filter, and analyze any user so you can create "the most comprehensive and strategic Instagram rolodex for your company".
Now let's chat about exposing engagement. Say you're building a list of beauty influencers, but you want to filter those with the highest engagement, you can do that. If you want to only hire influencers who have 2% engagement and up, you can do that. There is also an option to "analyze" a profile. If you click "analyze," in about an hour Peoplemap will send you a report that highlights who recently, liked, commented, or who was tagged. It's a way for brands (as well as individuals) to really understand the audience.
These are tools to really help brands understand the who, what, and why of the influencers they're hiring.
WHY IS THIS USEFUL TO INDIVIDUALS?
As with brands, understanding what performs well and what doesn't is key to growing and engaging your followers. When you analyze the posts that are not performing well vs. those that are, it will help you create a more robust, comprehensive strategy. The higher your engagement, the more money you'll make from brands who are looking for influencers.
"Understanding what performs well and what doesn't is key to growing and engaging your followers."
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It also helps you easily compare your engagement to others. While they say comparison is the thief of joy, in this instance it could also be a thief... of dollars. When you understand your engagement in comparison to others who are working in similar categories, you might be able to charge more. Let's say you have 200k followers less than an Insta-famous fashion blogger, but they have a .89% engagement and you're clocking in at 5%. You may have fewer followers, but you can make the case to a brand that the ROI is better with you.
You can also build a "competition" list in Peoplemap and compare your engagement to others. If your engagement is lower, use this as a means to analyze your content vs. someone who has high engagement and change your strategy.
When it comes to IG, knowledge and understanding is power. Peoplemap is putting the knowledge in your hands. It's up to you to understand your engagement, the numbers, and ultimately, your business.
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Go Behind the Scenes of Our Brunch with Topshop
A brunch full of babes to kick-off the weekend!
Not even a little morning drizzle could dampen the mood at the kickoff Create & Cultivate x Topshop brunch at Estrella on Sunset in West Hollywood. It was florals and fun when the sun came out, and speakers, influencers, and bloggers enjoyed a preview of Topshop's Summer Collection as Carly Kuhn AKA @thecartorialist live-sketched illustrations of the fashionable brunchers. Click through the gallery below for snaps of ladies like Paola Alberi from Blank Itinerary, Teni Panosian, Marianna Hewitt from Life with Me, and some scrumptious "Bread Pudding" French toast.
Images courtesy of Irida Mete.