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The COVID-19 pandemic has presented every industry with a surplus of hoops to jump through. When it comes to the domain of artists and creators, there is no lack of difficulty and a world of opportunity.
Content creators have taken over social media and now present brands with a whole new realm of possibilities when it comes to branded content marketing. In this blog, Hollywood Branded discusses how content creators can successfully market and create revenue for themselves.
As a content creator, it is important to acknowledge the different revenue streams that are accessible. Many creators go into this process blindly and eventually stumble upon the path that works for them. Having an understanding of your desired trajectory can expedite this process and make it much more profitable.
The three sources of revenue I am going to address are independent, agency, and commissioned projects.
Being an independent content creator is arguably the most desirable source of income as an artist. This allows for total creative liberty which is a gold mine for most creatives.
Independent creators have the ability to work on their own schedule and produce content that is not hindered by corporation or brand-specific requirements.
However, one of the cons of independent content creation is the fact that it is usually not as high-paying as other options. It is uncommon that someone would be able to support themselves solely based on independent projects.
For content creators, being signed to an agency or working for an affiliate company is an extremely popular and practical option. It provides much more stability than pursuing an independent career because there is a guaranteed income with specified expectations of content that is to be created for that company.
Although it is more practical, creators do have to be cautious about signing a contract with an agency. It may seem like a great option at first, but agency content creation can be extremely restrictive. This being said, as a creator, you want to make sure that your passion projects aren't compromised and that the agency work you are doing aligns with your goals and desires.
Once you have built up recognition through your independent projects or in your agency work, it is not uncommon to be commissioned by third parties.
This is characteristic of creators that have been in the industry for quite some time and have developed a unique and individualized approach to their content. This being said, understanding how to showcase your best work and market yourself to the right audience is extremely necessary.
The great thing about commissioned projects is that it is essentially a combination of independent and agency work. It is characterized by a more defined source of income while still allowing for creativity and stylistic content creation. The reason why you have been commissioned is that they want you to emulate your past work, so don't be afraid to run with it.
One important point to take into account is the fact that creators aren't forced to make a decision between independent, commissioned, and agency projects. Yes, content creation can be extremely taxing depending on the work that you are doing, but most vary quite drastically and allow for a wide variety of creativity. If executed correctly and efficiently, you can overlap the three categories in a way that fits with your desires as a creator.
One of the most important aspects of growing an audience and branching out into each category of content creation is authenticity. When you begin to have more and more eyes viewing your content, it is easy to become influenced by their comments and requests.
It is important to note that content creation for a brand or commissioned project is a two-way street. Creators should partner with brands that fully align with the content that they already post, and on the flip side, brands should aim to collaborate with creators that will present their message and products effectively and genuinely.
A great example of someone who has experienced each one of these options is YouTuber and filmmaker, Madelynn De La Rosa.
Her initial revenue-earning video work was through a company called IPSY she was recruited by. She began creating makeup-related content for the brand and was also responsible for marketing their products to her followers. In speaking with her about her experience working with IPSY, she explained to me that the most important factor in combining her passion for filmmaking and beauty was uncompromised morals. Madelynn often broadcasts her vegan lifestyle on social media and she was adamant that she would only promote products that aligned with her beliefs regarding animal cruelty and veganism.
After working with IPSY for a little while, Madelynn began to branch out more heavily into the realm of independent content creation while working on company projects. Although she had been doing so previously, her YouTube and Instagram presence started to take off. Other content creators that worked for IPSY began to promote her content and she amassed nearly 1 million subscribers on Youtube and 300 thousand followers on Instagram. In doing so, independent content creation became her second source of income.
Once Madelynn grew her recognition within the beauty community and on social media for her unique film style, she began to get requests from companies and artists for commissioned projects. Being that she was still signed to IPSY at the time, Madelynn was unable to collaborate with outside companies. She soon found opportunities shooting for other content creators and filming music videos. Being that she mainly shoots on a super 8 camera, her style is easily recognizable and very sought after.
In general, it is not uncommon for content creators to experience each one of these sources of income (sometimes all at once). The key to this success is being able to grow with the demands of the industry and learn how to market yourself as a jack of all trades.
Photo Credit: Madelyn De La Rosa | Twitter
The most important yet most difficult step of this process is doing just that - getting started.
Content creation is a tedious process and it takes time to get to the point where an income can be made from it. The best way to market yourself is through consistent and high-quality posting on social media. Through posting and engaging with similar content or brands that you want to work with, you will gradually gain recognition and break into those markets.
Having an audience and making revenue from your content will come eventually, but the initial goal of your work should focus on promoting a message that you are passionate about.
Check out our other blogs about celebrity endorsements, influencer marketing, and marketing in Hollywood below.
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Topics: Social Influencers