Determining Content Pillars
First and foremost, what is a content pillar? We define this phrase as a niche, or a category (typically around 5) that you consistently go back to. Think of it as an umbrella that your content typically falls under. For example: Healthy Eating, Makeup Reviews, Educational content, Day in the Life, Best Restaurants in Austin, TX!
Before you do anything…you should ask yourself these questions to build out your brand.
People make viral videos all the time, how do you actually get the viewer to follow you?
Know your audience: Identify your target audience and tailor your content to their interests and needs.
Consistency is key: Post regularly and consistently. This helps your followers know when to expect new content and keeps them engaged.
Respond to comments and messages: Engage with your followers by responding to their comments and messages. This helps create a sense of community and builds a relationship with your followers.
Share authentic content: Share content that is genuine and authentic. People appreciate honesty and authenticity and are more likely to engage with content that feels real.
Use hashtags…especially location based!: Hashtags can help your content reach a wider audience and make it easier for people to find your content.
Track your metrics: Monitoring your metrics, such as engagement rate and follower growth, can help you understand what is working and what needs improvement.
What if I’ve pigeon holed myself into a niche…how can I profit on social media outside of brand deals tied specifically to my brand identity?
We’ve seen different social media coaches talk about how influencers need to diversify their income, what does that mean?
Diversifying income means that you, as a business owner or an influencer, should not rely on just one source of income, such as brand partnerships or sponsored content. You should branch out and explore other ways to make money using your platform! The opportunities are endless, you just have to figure out what this means for YOU. For example, creating your own products or merchandise, offering consulting services or courses, affiliate marketing, public speaking, or even starting a YouTube channel or podcast.
What does this look like for you?
That is where the magic happens! It’s a creative journey to find your strong suits. Get your hands dirty and dip your toes in some different areas, you might learn something new about yourself.
Okay I’ve got it… but I still want my brand deals, how can I secure them?
Ask yourself these questions:
Where are most of your (and clients or friends) getting their brand deals? Are you reaching out to them, or are they coming to you?
When you reach out, what are you saying in your pitch email?
Sometimes you have to try a few different ways to break through the spam inbox. We’ve seen a lot of influencers say that by attaching their media kits to an email, their message gets lost among the crowd. This can boil down to trial and error, but most importantly it is crucial to know how to reach the brand. Are they most active on Instagram or Tiktok? Are they responsive in DMs? Do they have a PR email? Do your research!
One of our best tips that we tell our influencers is to remain authentic. (Psst…our media kits are an invaluable tool for this! There are different options to display your personality through analytics and experience.) Beyond putting your best character foot forward, make sure to highlight your experience and skillset, as well as have a clear motive as to why you’re reaching out. From here, negotiation tactics kick in.
Negotiating and Payment:
You should consider several factors such as your niche, audience size, engagement rate, platform statistics, your experience, and the scope of the campaign or project.
There is no fixed equation or website that you can really use to determine your rates. However, you can use online tools such as brand collaboration calculators that take into account your social media following, engagement rate, and other metrics to generate an estimated rate. You can also consult with other influencers, friends in the space and industry insiders to gain insight into the current market rates.
Ultimately, you should set your rates based on your perceived value and the value you can offer to brands and clients.