The Business Of Influence

There’s a lot of internet chatter at the moment about whether TikTok will become the new Google for searching content. With millions turning to TikTok over traditional search engines for quick, educational, and engaging content, it's clear that the way we’re looking for information is radically changing. We’re the on the cusp of a digital revolution, or perhaps just another digital revolution.

But what does this shift mean for you, the creators, and the brands that you want to work with? How can you use the SEO power of TikTok's snackable, short-form content to not just capture attention but to inform, entertain, and answer the questions of a generation that prefers TikTok over Google?

As influencers and creators, you're constantly crafting content to engage your audience, and hopefully, attract the attention of your dream brands. But here's the deal: no matter how engaging your TikTok dances, how on-point your fashion tips, or how mouthwatering your recipe videos are, if they're not optimised for search engines, you're missing out on a massive audience beyond your current followers.

Integrating SEO strategies can dramatically enhance the visibility and impact of your content, making your hard work discoverable not just on TikTok, but across all corners of internet. Imagine your content popping up in Google searches, driving waves of new fans to your TikTok page and other platforms you create to dominate.

In Today’s Episode:

[00:01:00] Is TikTok the new search engine?

[00:03:00] What is SEO for Influencers?

[00:04:00] How can Influencers use SEO to grow their audience?

[00:05:00] Leveraging Keywords to Improve Discoverability and Engagement

[00:07:00] The Importance of Long-Tail Keywords in Reaching Niche Audiences

[00:09:00] SEO works on every social media platform!

[00:10:00] The Impact of SEO on your Influencer Brand Strategy (it’s good news!)

[00:13:00] The Long-Term Benefits of Consistent SEO Efforts

[00:14:00] The Role of AI in Content Creation and SEO

[00:15:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep32/

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Think about a future where your influence isn’t just a passion, but your profession. << -- If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

Are you finding it tricky when it comes to responding to a brand who’s asking for full organic usage rights in perpetuity? Or maybe they’re asking for ownership rights or a combination of paid and organic usage rights. Ugh, is your head spinning?

It’s not uncommon for brands to get a bit heavy-handed with requesting ownership rights when they’ve got you all whipped up about a collaboration. Often, you’ll only find out about this in the fine print of your agreement, or at a very late stage. In the mix, you’ll find there are some good brands who are transparent about this upfront in the discussions.

Either way, there’s a few steps in the process of negotiating your influencer content ownership rights. First, you need to understand content ownership, then you need to understand different ways you can allow for your content to be used and then, finally you can negotiate the terms that you’ll allow a brand to use your content. It’s a lot, right?

Don’t worry, I’ve got you covered. I’ve co-owned an intellectual property law firm for 14 years and have been working with celebrities and influencers for over 10 years, so I totally get this space. Today’s episode is to guide you through some of the common scenarios and give you resources to start working through building your skills to understand rights and how to negotiate them.

In Today’s Episode:

[00:01:00] Introduction to Negotiating Content Ownership with Brands

[00:02:00] Understanding Different Types of Content Usage Rights

[00:03:00] What Content Ownership Means for Influencers

[00:04:00] The Importance of Understanding Your Rights

[00:05:00] Navigating Perpetual Usage Rights and Full Ownership

[00:06:00] Exploring Licensing and Usage Rights

[00:07:00] The Impact of Rights on Control and Income

[00:08:00] Knowing Your Worth and Reading the Fine Print

[00:09:00] Negotiating Fair Payment for Content Usage

[00:10:00] Tips for Effective Negotiation on Content Rights

[00:11:00] Retaining Ownership and Understanding Contract Essentials

[00:12:00] Creating Clear Contracts and Setting Usage Terms

[00:13:00] Limiting Duration of Use and Protecting Your Work

[00:14:00] Discussing Payment Terms for Expanded Usage Rights

[00:15:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep31/

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Think about a future where your influence isn’t just a passion, but your profession. << -- If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

Do you suffer from content creator block? I know I do at times. It’s a horrible feeling that stops our creative flow and can leave us staring blankly at our screen, wondering if we’ll be able to nail that awesomely engaging content we’re known for. You know what? It’s a very common feeling, although perhaps one not often spoken about.

Here’s the silver lining though. You’re not alone and content creator block is not a dead end. There’s tools and strategies we can use to get us through these creative hurdles. Today’s episode is about just that – getting the creative energy flowing again and using techniques for when content creator block strikes so that it’s only a temporary road bump and we’re back on track creating the good stuff.

In Today’s Episode:

[00:00:00] What is Content Creation Block?

[00:02:00] Why do Influencers get Content Creation Block?

[00:05:00] Strategies to overcome Content Creation Block.

[00:09:00] Practical tools to plan and organise your Influencer content.

[00:12:00] Leveraging TikTok, Meta, YouTube, Pinterest and other resources.

[00:13:00] Batching your Influencer content.

[00:14:00] Get in the content creation flow.

[00:15:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep30/

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Think about a future where your influence isn’t just a passion, but your profession. << -- If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

You’re probably familiar with UGC, which is User Generated Content. EGC is Employee Generated Content and it’s coming in hot for 2024.

EGC refers to authentic content created by employees, offering a unique insider's perspective on a brand's culture, values, and day-to-day operations. This form of content is gaining significant traction as it leans into transparency and fosters a genuine connection between the brand and its audience.

The rise of EGC marks a shift towards more organic and relatable corporate storytelling, as it empowers employees to be brand ambassadors, sharing their experiences and insights in a way that resonates deeply with consumers and stakeholders. It marks a potential shift away from other traditional forms of brand advertising.

Today’s episode will step you through understanding EGC to leverage the golden opportunity to transition from external brand promoters as influencers and UGC Creators to internal EGC brand storytellers. This can open new, exciting pathways for your career as a professional influencer. How are you going to use it?

In Today’s Episode:

[00:01:00] What is Employee Generated Content or EGC?

[00:04:00] The differences between User Generated Content, Influencer Generated Content and Employee Generated Content

[00:05:00] How trust and authenticity comes into play with EGC

[00:06:00] Examples of brands using EGC in the market

[00:08:00] More on the power of EGC and why brands are using it

[00:11:00] How to find a job as an EGC Creator

[00:15:00] Emerging careers as EGC Creators, Strategists and Managers

[00:17:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep29/

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

Rate, Follow and Share

If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

Transparency and disclosure in your influencer content is our discussion topic for today’s episode of The Business Of Influence podcast. Love it, hate it or accept it understanding and practicing transparency is a key element of being a professional influencer.

The Federal Trade Commission in the US recently sent letters to influencers putting them on the hook for fines of up to $50K and giving those influencers 15 days to respond regarding disclosure compliance.

In Australia that same month, the ACCC released a report stating that 81% of influencers scrutinised by them raised concerns regarding their conduct. These influencers were predominantly in the fashion, home and parenting and travel and lifestyle niches. Prior to conducting the sweep, the ACCC asked the public for tip-offs about influencers who do not disclose advertising in their posts. In other words, if your competitor in the influencer space wants to take you down, it’s not too hard to do with a tip-off to a regulatory body.

Disclosure plays a big role in the trust equation too. This means, if you’re not trustworthy, you’re less likely to grow your audience, have meaningful engagement and be booked by brands.

This might not be your favourite subject but it’s an important one. Let’s get into it in today’s episode.

In Today’s Episode:

[00:01:00] FTC puts influencers on notice for possible fines of up to $50,000

[00:02:00] ACCC states 81% of influencers scrutinised raised concerns about disclosure

[00:02:30] The link between influencer disclosure and trustworthiness

[00:04:00] Why disclosure by influencers in brand campaigns is important

[00:05:00] Emerging trends for 2024 and how these affect influencer brand campaigns

[00:06:30] Busted! Some influencers and brands who didn’t get it right and what happened

[00:08:00] Would your influencer career recover if you were dobbed in to a governing body

[00:08:30] Best practice for influencer disclosure

[00:10:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep28/

Rate, Follow and Share

Think about a future where your influence isn’t just a passion, but your profession. << -- If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website https://thebusinessofinfluence.com/

The Business Of Influence Instagram https://www.instagram.com/thebusinessofinfluence_/

The Business Of Influence YouTube https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers https://thebusinessofinfluence.com/subscribe-to-moots/

Are influencers trustworthy? I feel like that’s a big question to tackle but I’m ready for it. Are you ready to find out where you sit on the trustworthy scale?

We live in a world where 80% of consumers are swayed by influencer endorsements. And, in

2024 influencer marketing is expected to deliver a mind-blowing 420% ROI for brands. In other words, for every $1 a brand spends on influencer marketing, they can expect $5.20 back in return. The power of influencers in shaping consumer behaviour is undeniable! So how does that relate to trust?

When we look the dynamics of social media, authenticity, and brand partnerships, the trustworthiness of influencers remains a topic of vigorous debate. Do you stand proud as you call yourself an influencer, or are you a little apprehensive when saying this aloud – outside of the influencer community?

In today’s episode of The Business Of Influence podcast I going to discuss the relationship between influencers, brands, and consumers, and we’ll look at how transparency, authenticity, and genuine engagement are shaping how trustworthy you’re considered as an influencer. And you know what? I’m going to give you some nifty stats and info to share with brands when you’re at the negotiating table to demonstrate how trustworthy and influential you are.

In Today’s Episode:

[00:00:00] The state of influencer marketing and how it relates to your trustworthiness

[00:04:00] The role of micro-influencers in driving authentic and trustworthy content

[00:06:00] Influencer impact on consumer behaviour (spoiler: it’s massive)

[00:08:00] Transparency and authenticity: how do you measure up?

[00:09:00] How do brands measure trust?

[00:10:30] Brands, generational influence and trust. It might sound boring but it’s important for you.

[00:12:00] Balancing SponCon and the need to make money while staying trustworthy

[00:14:00] Are influencers trustworthy?

[00:15:30] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep27/

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Think about a future where your influence isn’t just a passion, but your profession. << --

If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Build Your Career as a Professional Influencer Facebook Group

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

Today we’re going to discuss setting out usage rights, also known as publication and distribution rights when quoting a brand for campaigns and for when you prepare your influencer scope of work.

In last week’s episode we discussed how as you become more experienced in working with brands and reading campaign briefs, you’ll understand there’s an art to setting out your influencer scope of work, especially when it comes to defining your content deliverables.

It’s equally important to accurately define the brand’s usage rights so that you have clarity and control over your content, legal protection, leverage and monetising opportunities.

And because you’re creating content on different platforms, I’m going to discuss suggested wording for you to use in relation to content you produce for social media content, blogs, public appearances and as acting as a media/ PR spokesperson on behalf of a brand.

As always, there's going to be some resources for you to support your learning in our expanded show notes, including copy and paste wording from today’s episode. Plus two Freebies for you: 50 Upsells for Your Influencer Campaign and Checklist for Preparing Your Influencer Scope of Work.

In Today’s Episode:

[00:00:00] Introduction setting out Usage Rights for an Influencer Scope of Work

[00:07:00] What you need to consider when preparing Brand Usage Rights

[00:08:30] Setting out Usage Rights – Social Media Posts (Organic, Paid and Extended Rights)

[00:12:00] Setting out Usage Rights – Blog Posts (Organic, Paid and Extended Rights)

[00:16:30] Setting out Usage Rights – Public Appearances (Organic, Paid and Extended Rights)

[00:20:00] Setting out Usage Rights – Media Spokesperson (Organic, Paid and Extended

[00:24:00] MOOTS Influencer Facebook Group for 1:1 Feedback

[00:24:30] FREEBIES: Influencer Checklist for Preparing a Scope of Work and 50 Campaign Upsells

[00:24:30] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep26/

Rate, Follow and Share

Think about a future where your influence isn’t just a passion, but your profession. << --

If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                  

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809 

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

Today's show is about your Influencer Scope of Work and how to set out your content deliverables.

When you’re quoting a brand for campaign work and when you prepare your influencer scope of work, use of clear definitions of your content deliverables is important. As you become more experienced in working with brands and reading campaign briefs, you'll understand that there's an art to setting out your content deliverables.

It's easy to be caught out having to produce more content, content to a different standard, perhaps a longer duration, or content that might deviate significantly from your usual style if these aspects aren’t clearly negotiated and defined up front. Setting out your influencer content deliverables is a fundamental aspect of creating your campaign quote, or scope of work.

Like many things, when you're just starting out, this might feel a little bit tricky. But with practice, you'll be able to do this with confidence. Learning how to do this is also a great step in building your negotiating skills. You might see gaps where you can upsell brands to offer more content opportunities and increase your income from the campaign. Or maybe you'll see an opportunity to offer some extra content as a value add at no charge.

As always, there's going to be some resources for you to support your learning in our expanded show notes, including copy and paste wording from today’s episode. Plus two freebies for you, which will all be listed at the end of the episode.

In Today’s Episode:

[00:00:00] Introduction setting out Content Deliverables for an Influencer Scope of Work

[00:02:00] Understanding the different Content Types

[00:04:00] When to adjust your Content Deliverable descriptions

[00:05:00] Imagine yourself preparing a quote or responding to a brand enquiry

[00:05:15] Setting out Content Deliverables – Instagram In-Feed Posts

[00:10:00] Setting out Content Deliverables – Instagram Stories

[00:12:00] Setting out Content Deliverables – TikTok

[00:14:00] Setting out Content Deliverables – YouTube

[00:16:00] Setting out Content Deliverables – Blogs

[00:18:30] Setting out Content Deliverables – Newsletters

[00:20:00] MOOTS Influencer Facebook Group

[00:20:30] FREEBIES: Influencer Checklist for Preparing a Scope of Work and 50 Campaign Upsells

[00:20:30] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep25/

Rate, Follow and Share

Think about a future where your influence isn’t just a passion, but your profession. << --

If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

Today's conversation is one where time seems to fly! Sienna and I chatted far beyond what will make it to the cut of this episode, so I'm sure that there will be many more invitations extended to Sienna to draw on her success as a UGC creator and her rising influence as a mentor in this space.

Who is Sienna? She's a vibrant 23-year-old from Melbourne, Australia, known for her brand, Sienna in the Sun. Sienna's content is a breath of fresh air, with her colourful and creative edits, good vibes and educational content.

As an influencer, UGC Creator, actor, model, and educator, Sienna is a multifaceted talent. Her mission is simple: to inspire people to embrace their happiest selves. Whether it's through advocating self-love and body positivity, embracing colourful fashion and dopamine dressing, or encouraging others to pursue their passions and start their creative ventures.

Sienna has a passion for making genuine connections with fellow creators and collaborating with brands that champion fun and positivity. In this episode, she shares invaluable tips for influencers and content creators on building their careers, the tools and resources she relies on, and how she fosters connections with her community and brands.

We discuss media kits, and I must say, Sienna’s is one of the most impressive Influencer Media Kits I've come across. We also discuss Sienna’s Free Brand Pitch Template, a game-changer in her career that has generated over $85,000 in brand work, enabling her to pursue content creation full-time.

We also chat about Sienna’s Content Creators Australia Facebook Group and her role as a mentor to emerging talents. All the links to Sienna’s channels and resources are in the expanded show notes.

Get ready to be inspired by Sienna's success as a UGC Creator in this bumper episode!

In Today’s Episode:

[00:00:00] Introduction to Sienna in the Sun

[00:05:00] Sienna's approach to photography and editing for engaging content

[00:07:00] Sienna's creative process for content generation

[00:08:45] Using Trello for content management and idea organisation

[00:11:00] Sienna's content production process and the benefits of scripting

[00:14:00] Building a community, engaging with audiences and brands

[00:17:00] Showcasing work and pitching to brands with a digital media kit

[00:21:00] Sienna’s FREE pitching template that generated over $85K in brand work for her!

[00:23:00] Strategies for pitching and collaborating with brands

[00:28:00] UGC Creator Mentoring

[00:30:00] Content Creators Australia Facebook Group

[00:33:00] Managing business aspects of being an Influencer and UGC Creator

[00:38:00] What’s ahead for 2024 for Sienna in the Sun

[00:40:00] Closing thoughts: managing jealousy, staying focused, permission to be cringey

[00:43:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep24/

Rate, Follow and Share

Think about a future where your influence isn’t just a passion, but your profession. << --

If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following the podcast.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

The Business Of Influence Instagram

https://www.instagram.com/thebusinessofinfluence_/                                                                                                             

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence

MOOTS Professional Influencer Facebook Community

https://www.facebook.com/groups/595097059293809

Subscribe to MOOTS, the newsletter for creators and community makers

https://thebusinessofinfluence.com/subscribe-to-moots/

SIENNA IN THE SUN LINKS

Sienna in the Sun Website

https://www.siennainthesun.com/

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep24/

Are you an Influencer that’s been offered representation by a Talent Agency and are excitedly about to sign the contract? Hold on! This episode is crucial for understanding what you agree to.

If properly prepared, the Talent Agency Management Agreement will be a legally binding contract. This means that it’s important for you to take time to read over the terms and conditions, and fully understand your obligations – as well as the Agency’s - before signing.

In today’s episode, I’m going to cover the essential aspects of talent agency contracts you need to consider such as whether the contract is exclusive or non-exclusive, the services offered, territory and term, fees, and other general conditions.

Today’s episode is part of our series on the influencer-agency relationship, and I’ll link the series episodes in the expanded show notes, as recommended listening for you.

With over a decade of experience in negotiating influencer agreements, I've got your back. We'll walk through these agreements with some insights and smart moves I've picked up along the way. Let's make the first steps of reviewing your Talent Agency Management Agreement less daunting and get started…

In Today’s Episode:

[00:00:00] Introduction to understanding your rights in talent agency contracts.

[00:02:00] The importance of qualified legal review of your contract.

[00:03:30] Important! Talent Agency Agreements may be legally binding.

[00:04:30] Contract Entities and Dates: Checking agency details and contract start date.

[00:05:00] Structure of a Talent Agency Agreement.

[00:06:00] Contract Term: Duration of the contract.

[00:07:00] Services Section: Services provided by both the Agency and the Influencer.

[00:09:00] Payment Terms and Fees

[00:10:00] Intellectual Property: Ensuring retention of content ownership rights.

[00:11:00] Your Obligations to the Agency

[00:13:00] General Terms including confidentiality, warranties, dispute resolution, and termination processes.

[00:15:00] Strategies for negotiating fair terms with your Agency.

[00:16:00] Episode Resources

Full episode resources and expanded show notes are available at https://thebusinessofinfluence.com/ep23/

Rate, Follow and Share

Think about a future where your influence isn’t just a passion, but your profession. << --

If this sounds like you and you enjoyed today’s episode, please consider leaving the show a rating, sharing in your community, and following us.

THE BUSINESS OF INFLUENCE LINKS

The Business Of Influence Website

https://thebusinessofinfluence.com/

Subscribe to MOOTS newsletter for creators and community makers https://thebusinessofinfluence.com/subscribe-to-moots/

The Business Of Influence YouTube

https://www.youtube.com/@thebusinessofinfluence