5 things I wish creators knew - as a Digital Strategist who helps creators work with brands
I work with social media content creators every day as a Digital Strategist at Social Currant. And I’ve had the chance to meet many of the creators I email back and forth IRL, which I love because after spending weeks emailing, reading their scripts, reviewing their video drafts, and monitoring their live content, it feels nice to transition from what feels like an online stalker to a friend and colleague.
These in-person interactions also give a better understanding of the real challenges creators face. And as someone who has worked directly in-house as a Social Media Manager, has been a creator herself, and is now on the agency side, I typically have some valuable insights to share with creators, if I do say so myself.
So here are a few things I wish more content creators knew while monetizing their platforms and working with brands, coming from someone who works with creators every single day.
1. Please, have your email in your bio.
Having an accessible email seems obvious if you're a creator, especially one hoping to earn money. But I couldn't tell you how often I have to DIG to find your email address. In fact, almost every day, my colleagues and I call on each other for help in finding your contact info. After a while of not finding it, I assume that you simply don't want to be reached –– for paid opportunities or anything else!
Whether it's directly in your bio or in a link that's in your bio, please make sure you make it easy for brands to reach out. Thank you very much!
2. You don't need a talent agent, but not having one means more work for you.
Talent management is a contentious topic within the creator world. We've all heard stories of creators being burned by their agency. Or just can't justify losing a portion of their pay in exchange for being represented.
The truth is, everyone doesn't need an agent. But if you choose to manage yourself, remember that you are an entrepreneur and outside of the content creation itself, you will be responsible for some of the less glamorous work. Agents will relentlessly negotiate on your behalf, review contracts to make sure you aren't getting taken advantage of, and pitch you for opportunities you may have never known about.
And trust me, I've seen how this plays out on the other side of the inbox.
There have been many times that I emailed creators about exciting, high-paying opportunities, with no response for weeks or even months. After I'd already sourced other creators for the campaign, I got a response that the creator would love to be part of the campaign if it's not too late.
If you are a creator without a talent agent, you have to be your own personal assistant, accountant, lawyer, and so much more. You could end up leaving money on the table by doing it all yourself.
3. You should integrate the creative brief into your content style.
You often see a brief and assume the brand is looking for a specific content style – like a serious direct-to-camera video, for example. In fact, brands reach out to you because they like the typical style of content you post. If your most engaging posts are skits wearing a synthetic blonde wig from Party City, see how you can integrate the messaging or product into a skit!
Similarly, if you've found your carousels with on-screen text have the highest click-through rates, ask about creating a carousel instead of the reel that was suggested in the brief.
Brands want content to perform well, feel authentic, and take unique approaches to their campaigns. They are hiring you for your expertise and your creative style!
4. You can get paid to talk about issues you care about
You're used to working with brands that sell a product or an experience. You're used to creating content that has a clear marketing goal to sell a thing. But there are other ways to monetize your platform, no matter your niche.
We've all seen the Aaron Parnases and Don Lemons of social media whose entire platforms are centered around breaking news and talking politics. But more and more we're seeing non-political creators speak up on issues they care about, whether that be reproductive rights, racial justice, or the climate crisis. And just because you are speaking up doesn't mean you have to ditch your niche and start sharing breaking news every day.
You also don't have to figure it all out solo or become an overnight policy expert. There are organizations built specifically to help you speak up responsibly.
What you may not know is that non-profits like Greenpeace work with creators like you to amplify their messaging and raise awareness on their important work.
The cool thing about this is that the organization is always there to provide the facts and make sure your message is as clear and evidence-based as possible. So you don't have to worry about not being a subject matter expert to inform your audience on a topic that interests you.
Join Social Currants' creator network to get involved with social impact campaigns that value working with and paying creators!
5. Be professional! Creator work is work!
Listen –– two things can be true at once: social media is a space for fun, creativity, and unseriousness to flourish. But it's also a central part of pretty much every business' marketing strategy. Which means, when you work with a brand, you may have to put on your entrepreneurial hat for a sec.
If a brand requests draft content by a certain deadline, send it on time or provide as much notice as possible that that timeline will no longer work. On another note, your emails don't have to be typed out in essay format, but they should be coherent and not read as a string of thoughts...
Being easy to work with can matter just as much as the quality and reach of your content. The truth is, there are times when your brand could be a great fit for a campaign, but you get passed up for the opportunity because you're notoriously late on deadlines!
Final Thoughts
The creator economy is still so new that the rulebook is being written in real time — the do's and don'ts you read here today might look different in a year, and that's kind of the point. Whether you're a creator figuring out how to protect your time and your rate, or an org still learning how to actually partner with creators (instead of just paying for a post), we're all writing this playbook together.
That's exactly why I do this work, and why I write about it. Follow along to keep your ear to the ground as the norms shift — for creators, that means staying sharp on what you're worth and how to work smart; for orgs, it means learning to show up as a real partner instead of a late adopter.
Until next time, please scroll responsibly!
