Eventprofs: monetise your content on social media like influencers
A lot of events professionals have blogs, Instagram, youtube, (and recently) TikTok profiles - sharing brilliant travel/events pictures, advice, tips and their overall expertise about the industry.
Many are already NANO influencers in the events industry. Yet, they do not make money on their content nor receive any brand deals : why is that?
To truly understand how the digital creator makes money on social media via brand collaborations, we need to look to other industries such as parenting, food, beauty, fashion fitness, or leisure travel.
For the past 6 months, I had a pleasure to work with one of the BIGGEST family, lifestyle and travel influencers on the UK market and collaborate on projects with major global brands across many industries.
I will now bring you some of the industry secrets you won't find or read about ANYWHERE ELSE.
Estimates show that the revenues for influencer marketing are at somewhere $10 billion globally. It is a monstrous sum for an industry that essentially didn’t exist 10 years ago.
With the rise of social media, the INFLUENCER MARKETING phenomenon became not only a marketing trend but actually a much-needed strategy for all brands.
Influencers (digital content creators in other words) represent certain niches of behaviour with their custom made content on social media. Brands all over the world have embraced the possibility of various content creators promoting their products or services via their own social media content. Every influencer showcases a niche lifestyle that “followers” or audience can relate to or aspire to. As a result, we can clearly distinguish between fitness influencers, beauty, wellness, parenting, fashion, motivational... The list goes on.
HERE ARE SOME OF OUR BIGGEST TIPS FOR EVENTPROFS TO START MONETISING THEIR CONTENT TODAY!
Find your niche
Being a MICE content creator is not enough. You shoudl combine your MICE expertise and content, with another niche such as fashion, fitness, parenting for example. That way you can actually attract various brands outside of the MICE industry, that will pay you for product collaborations.
2. Write down 3 of your unique pillars
If you look at us as Female Event planners our 3 pillars are:
-Digital Marketing /trends
3. Stick to your pillars but also follow trends
Think of JLo or Beyonce: they are still curvacious female singers, power women who can boost the move. But their music has changed a lot. The JLo I remember from the early 2000s is not the same singer that my 16-year-old cousins see today. When the "Savage " song become one of the most used melodies for content creation on TIKTOK, Beyonce was super quick to jump on the trend and create a remix. Both of these ladies know how to adhere to trends and use them to their advantage in order to create big engagement and appear fresh.
4. Engagement rate over follower count
It's not really about your followers count. These days it's all about your engagement rate. The engagement rate is a metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users' comments, shares, likes, and more.
5. Calculate your engagement rate and create your scorecard
Every influencer has something which is called scorecard. It's a simple, 1-page pdf that shows your numbers: platforms you are on, metrics for each platform (including engagement rate) as well as details about your previous campings and audience demographics.
6. Represent a market
Be very clear about the demographics and the location of the market you represent (all determined by your audience). The more precise the better. For example, a UK agency representing a global brand will be looking to work with a UK influencer who has a UK audience to promote the new product across social. This is EXTREMELY important if you really want to monetise your content.
6. Campaign briefs
Once you start reaching out to brands or agencies, and if successful, you will receive a campaign brief. This is a guideline outlining the campaign, how much creative freedom you have and when you will get paid. Once you agree to it, you sign a contract. Once you create the content you submit it to the brand/ agency for review. Sometimes this can be a little bit of back and forth process between the two parties, but once you agree and the brand gives you a go-ahead, you can upload your content.
It is normal to be asked to wait for up to 21 days for the payment. Some agencies operate a 30-day policy but make sure to FIND OUT this information upfront
8. The best platform to make money on
Instagram and youtube are still the best platforms to make money on. However, for youtube, you need to have a high number. Instagram, on the other hand, has seen a rise of nano influencers- over 1000 followers. This is mostly based ON THE ENGAGEMENT RATE we told about above, Nano influencers have usually better engagement rates.
9. How much to charge
Good mid their level influencer can charge 500-1000 £ per single-story frame on Instagram. 1000-2000£ per post feed (vidoe or pictures). Product placement with youtube videos can cost anything from 1000-8000 £ depending how long. Placements at the beginning of the video are more expensive. Know your value and don't be afraid to ask for the rate you deserve. But also understand that smaller numbers mean smaller cash.
10. Give discounts/ be open to negotiations
You can give discounts if the brand hires you for a bigger project: ambassadorship campaign or marketing across a few of your platforms. Be open for negotiations. Sometimes you can deliver a piece of content, free of charge or on a lower budget, in order to later score a bigger campaign.
The influencer model of marketing perhaps started with blogging in the early 2000s but has boomed with the rise of Instagram and YouTube. However, most content creators with a strong Instagram account would also own another medium of communication like a video channel, blog, podcast, e-shop or other, where they also reach their audience and across another medium. Our tip would be that you do create a blog, podcast or vlog, on top pf your social channels.
INTRODUCING E-COURSES FOR EVENTPROFS
IF YOU WOULD LIKE TO LEARN MORE ABOUT BRANDED CAMPAIGNS ON SOCIAL AND HOW TO ACTUALLY MOENTISE YOUR CONET EVEN WITH 1000 FOLLOWERS, WE ARE INTRODUCING SPECIAL E-COURSES IN A COLLABORATION WITH THE INFLUENCER MARKETING MANAGEMENT AGENCY. STAY TUNNED