Influencer Strategy 101: From Content to Contracts

In Influencer, Brittany Hennessy lays out a practical roadmap for turning content creation into a real career. From brand partnerships to audience growth, this episode breaks down how to build influence and income.

Episode Transcript

(00:00):
Welcome, welcome. Welcome to the deep dive.
Today, we're plunging head firstinto a world that for many is
still a bit of a mystery, but undeniably lucrative.
I mean, brace yourself for this one, our author Brittany
Hennessy. She opens her book with just a
truly mind blowing fact. What's one of the most like
astonishing examples she shares that instantly grabbed your

(00:21):
attention? Oh man.
Well, the one that really just underscores the the sheer
wildness of this industry. It's the revelation that
Brittany once paid a literal dog, yes, a canine, $32,000.
32,000. For just two Facebook posts, one
Instagram posts, and a single tweet.
It sounds completely absurd, right?
But it has, Yeah. And then there's the other story

(00:43):
she tells about cutting $100,000.
Check to an influencer for just 18 minutes of makeup videos 18.
Minutes. 18 minutes, 6 figures for mascara and lipstick
application. It's just.
OK, think about that for a second.
It's enough to make you pause, maybe rub your eyes a bit and
wonder, why aren't we all influencers, right?

(01:03):
You scroll through Instagram, you see someone holding, I don't
know, an ice cream cone with a perfect manicure, and it looks
so effortless. You think I could totally do do
that? The classic thought.
But as Brittany quickly points out in her book, there's a
serious art and like a deep science to it, it's way harder
than those glossy glamour shots let.
On oh, way harder. In fact, she's seen people lose

(01:26):
followers just because they changed their eyebrows and
suddenly looked like, and I quote, a weird bird.
Oh, weird bird, yes. The stakes are surprisingly
high, you know, And the audienceincredibly fickle sometimes.
That's spot on. And the fundamental insight
here, I think, is that influencehas become its own tangible
currency, often detached from traditional fame or even, like

(01:50):
you said, human effort, right? It's about perceived value and
audience trust above all else, and that's precisely why we're
diving into Brittany Hennessy's incredible book, influencer,
Building Your Personal Brand in the Age of Social Media.
Yeah, and she's not just some armchair observer, is she?
Not at all. She's an absolute insider.
She was senior director of influencer strategy and talent

(02:12):
partnerships at Hearst Magazine's Digital Media.
Hearst so like major brands? Huge Ones 17 Cosmopolitan, Elle,
Harper's Bazaar She's worked with countless influencers for
these massive digital platforms.She knows this universe inside
and out. Their followings, their
engagement, their aesthetic. Even how easy or difficult they

(02:36):
are to work with under pressure.Yeah, but she's seen it all.
So our mission today is to really demystify what it truly
takes to build, package and, youknow, monetize influence in this
wild digital age. Yeah, let's cut through the
glamour. Exactly.
We're getting down to the grit, the strategy, the unexpected
truth that separate like the casual poster from the full time

(02:58):
content creator. So whether you're just curious,
maybe looking for a side hustle,or even dreaming of quitting
your day job, this deep dive should give you the critical
insights and practical strategies.
Straight from someone who's literally cut those 6 figure
checks we were talking about, yeah.
Let's let's untack this 8 demystifying influence beyond
the glamour shots. OK, so let's start with the most

(03:19):
fundamental question. What is an influencer?
Brittany Hennessy offers this deceptively simple definition in
the book. Yeah, she just says someone who
has influence, period. Right.
And she points out that word of mouth marketing, it's nothing
new. It's always been the driving
force behind our consumer habits.
Totally, like when your friend tells you about a great new

(03:40):
restaurant or a show they just binged.
Exactly. Yeah, But in today's digital
world, that whole concept has evolved into what she calls
social currency clout, measured through digital channels.
And when these individuals speak, their audience listens.
They act, and most importantly to brands they buy.
That's the key for the brands, isn't it?
The buying part? Absolutely.

(04:01):
But it's a crucial distinction the book makes.
Right away, there's this common misconception that influencers
are just, you know, a list celebrities with millions
followers like a Kendall Jenner or a Selena Gomez.
Yeah, the household names. Right.
And while yes, technically they have influence, they gained it
through traditional offline fame, acting, singing, modeling.
Their influence kind of follows them online.

(04:24):
OK. So they're important, putting
their fame into the digital space.
Exactly, the book uses a great analogy.
They're like a city reservoir, already famous, just storing and
distributing their pre-existing fame online.
OK, I like that. The reservoir.
And then there's the true content creator.
They're different. Totally different.
They're the natural spring bubbling up authentically from

(04:44):
the ground floor. OK.
Natural spring versus reservoir.Got it.
A true content creator builds influence organically.
They consistently make videos, take photos, craft posts that
make people want to trust them. Want to see more?
So it's built, not just transferred.
Precisely. And they actively use marketing
tactics to grow their audience, keep them engaged.
And here's the real kicker that sets them apart.

(05:06):
According to the book What's that?
They adapt their content for each platform.
What works on YouTube won't necessarily fly on Instagram.
It takes strategy. Okay, so it's not just copy
paste. Definitely not.
And the backbone of these creators, as the author
highlights again and again, is authenticity.
Right, we hear that word a lot. Authenticity.

(05:26):
And for good reason. Brittany recounts seeing
creators turn down substantial money.
Like $25,000 substantial. Wow, 25K?
Yeah, because the content just wasn't on brand for them.
It didn't feel right for their audience.
That's that's a powerful commitment, isn't it, to turn
down that kind of money? It really is.
It's a testament to truly understanding their values,

(05:48):
value, and prioritizing their audience's trust over a quick
paycheck. OK, so that authenticity point
leads into something else. The author dives into the many
faces of influence. She breaks them down into two
main categories. Right.
Yeah. Content creators and
lifecasters. Content creators are kind of
what you probably think of firstpeople actively producing
original stuff. Blogs, vlogs, those perfectly

(06:09):
curated photos building something from like thin air.
Your classic bloggers, Youtubers, instagramers who are
making specific things. Then you have life casters,
which I got to say is a fantastic term.
Isn't it great? These are the people whose feeds
are compelling simply because they're quote living their best
life, and audiences follow them just for the sheer awesomeness

(06:30):
of it all. So you're just kind of along for
the ride, watching their life unfold.
Exactly. You're captivated by their daily
existence, and the book then goes on to outline like 10
specific type types of influencers, just showing that
influence can truly come from anywhere.
OK, give us some examples. Well, you've got your classic
bloggers like at Margot Anime and bloggers like at Ellery.

(06:51):
Then experts like at Oh Joy, whospecialize in a niche, maybe
beauty, maybe home decor. Right, the specialists.
But then it gets really fun. You get into categories like
animals. Like the dog that got paid
$32,000. Exactly like at Jif Palm or
toddlers like at honest toddler,which is hilarious because
obviously a toddler isn't writing that witty commentary,

(07:14):
right? Or even inanimate objects and
memes like at on glitterally dead and account for a skeleton
that travels the world a. Skeleton.
OK, now it's getting weird, but cool.
It's wild what captures an audience.
It proves you don't have to be aconventional person to be an
influencer. Though the author does say her
focus in the book for strategy purposes is mainly on the

(07:35):
content creators. That's where most of us would
probably fit in. Makes sense.
So given this huge diverse landscape, why would someone
want to become an influencer in the first place?
The book boils it down to 4 mainmotivations.
Yeah, and I bet a few of these will resonate with you listening
first, it's about adding value to your existing career.
OK, how so? Think about a comedian, an

(07:56):
actress, a model. They spend years honing their
craft, right? But increasingly, businesses,
casting directors, bookers, they're looking at their
follower count. Seriously, follower count
matters more than talent sometimes.
It can, yeah. The book is an example.
A comedian with 100,000 followers can promote her own
show, sell more tickets. That makes her way more

(08:17):
attractive to a comedy club, even if another comedian without
that following is like objectively funnier.
Wow. So your social media is like
like a modern a professional portfolio, Yeah, or a booster
rocket for your actual job? Exactly.
Great analogies. It's leverage.
OK, that's a powerful point. What's the second motivation?
Second, many become influencers to promote their own company.

(08:40):
The entrepreneur angle. Right.
If you've started a business, maybe an Etsy shop or a
consultancy, you can use your personal platform to showcase
products, build your brands aesthetic, attract customers.
And probably helps with collaborations too, right?
People can see who their partner.
Totally. It gives potential partners an
instant visual and vibe check. OK, third motivation. 3rd, and

(09:01):
this is probably the most commonstarting point for many, is
simply to make more money. The classic side hustle.
Yeah, turning a hobby into income.
Exactly. A lot of content creators start
in one niche, maybe beauty or style, and as they gain
influence and start making some money, they expand into broader
lifestyle content. And the book says this phase is

(09:22):
crucial for experiment. Yeah, because you can kind of
make mistakes without too much scrutiny.
Yet find your voice. Figure out what works.
OK, makes sense. And the final one, the big
dream. The promised land to quit your
job. Oh yes, financial independence
through content creation. That's the ultimate goal for
many, whether it's your blog, your vlog, maybe launching your

(09:45):
own product line. The book is really clear though.
It's by no means easy, right? Lots of late nights, no
guarantees. For sure, but as Brittany points
out, the book provides a road map.
It increases your probability ofsuccess like tenfold just by
giving you that insight or knowledge and a huge list of
mistakes to avoid like the plague.
OK, so avoid the plague, follow the road map.

(10:07):
Got it. So what does this all mean for
actually building your own digital presence?
Where do you even start? Establishing your digital
footprint. Building a solid foundation.
OK, let's unpack this next big step.
Establishing your digital footprint.
They put makes a really strong point about your online presence
basically being your your digital resume.

(10:27):
Totally. Brittany's is this fantastic
analogy. People will Google you before
they decide to work with you, just like a job interview.
So you need to make sure what they find is impressive, not
like embarrassing party photos from college.
Exactly, or worse, nothing at all.
The practical advice is simple but often overlooked.
Google yourself. OK, what am I looking for?

(10:48):
Check your name under general searches, Images, videos, news,
the goal Simple, all the contenton that first page should either
be created by you or provided byyou.
So. Control the narrative.
Precisely. And if it's not looking stellar,
the book suggests a really actionable tip.
Set up Google Alerts for your name.
Oh, that's smart. Yeah, you'll get an e-mail
whenever new content with your name gets indexed.

(11:10):
Helps you keep tabs. Make sure you're telling your
own story online. And the book is a gold standard.
An example here, right, Suzanne Hendrix and Suzanne.
Oh yeah, Suzanne. Search results are like a master
class. Google her and the first page is
perfectly curated. Her website Twitter, YouTube,
Instagram, LinkedIn interviews. Wow, just everything.

(11:31):
Everything you need. It makes it so easy for anyone
of Brand, an agent, to see her professional digital persona
instantly. OK, so dominate Google.
Step one. Speaking of names, this leads us
to a pretty critical decision. The art of consistent branding.
Naming your brand That feels like a lot of pressure.
It is esecially because the Internet is forever, right?

(11:53):
The book shares some pretty amusing examples of ridiculous
vlogger names from the early days, like the infamous At Sexy
Panda 89. Oh dear.
Not very professional. Not really, and it highlights
the pitfalls of inconsistency. Imagine your website is say Fly
fashionista.com but your Instagram is at Emma Fly

(12:14):
Fashionista and your YouTube is at Fly Fashionista for life.
Total confusion. How would anyone connect those
they? Can't audiences get lost?
Brands get confused. It's a recipe for disaster.
It's like trying to navigate a city where every street sign for
the same St. has a different name.
You just give up. Yeah, good point.
So what are the options then? The book offers various
approaches. You can invent an entire brand

(12:35):
name like Heidi Nazruddin did with At the Ambitionista, or you
could do a mash up like BrittanyXavier's at Thrust and Threads.
Or just use your own name, right?
Absolutely keep it super simple like Iskra Lawrence does with
Ediska. The absolute key though,
whatever you choose, is consistency across platforms,
even if your website name is different from your social.
OK, consistency is king or queen.

(12:57):
Totally. And Tenny Pinojan, who uses a
tenant Pinojan everywhere, is a perfect example of smart brand
evolution mentioned in the book.Her website changed names from
missmaven.com to remarks.com, but because her social media
handles were always at Tenant Pinojan, her audience could
easily follow her. No chaos, no broken links, no

(13:17):
lost followers. Be like Tenny.
Be like Tenny got it. So the $1,000,000 question
everyone probably asks do I really need to be on every
single platform? And the book's answer is a
pretty firm no. OK, few.
But, and this is a big but, you should secure your preferred
username everywhere. Go grab it on TikTok, Snapchat,
Pinterest, everything just so noone else can snatch it up.

(13:37):
OK, squat on the username. Exactly.
But, and this is key, only be active on platforms you
genuinely plan to update regularly.
Right, but there's nothing worsethan finding someone cool and
seeing they haven't posted in like 3 months.
Exactly, it just screams abandoned digital building.
Better to do a few things reallywell than many things poorly.
Fair enough. That said, the book does

(14:00):
emphasize what it calls the Big four social media platforms
everyone should probably have anaccount on.
Facebook, Twitter, Instagram andYouTube.
Why those 4 specifically? Well, Instagram is paramount.
That's where the vast majority of insolence or marketing
campaigns happen. OK, Insta is non negotiable.
Pretty much. YouTube is essential for video

(14:20):
content obviously, especially for fashion halls, beauty
tutorials. It also shows advertisers your
on camera presence which is huge.
Right. What about Facebook and Twitter?
Do people still need those if they're focused on instant
YouTube? The book argues yes, because
brands often share your content on their Facebook and Twitter if
they can't tag you because you don't have an active profile.

(14:42):
You miss out on all those potential new followers from the
brand's audience. Bingo.
Plus getting verified on Facebook.
That little blue check mark is becoming increasingly important,
especially if you want to work with bigger brands who are
themselves verified. OK, good point.
And Pinterest. Pinterest can be a massive
traffic driver, especially for bloggers and certain niches like
food, home decor, DIY weddings. If that's your area, you

(15:07):
definitely want to be active there.
OK, so have the big four be active where it counts.
Maybe add Pinterest, but the book says there's one central
pillar. Your home base, A blog.
Why is a blog so important when social media seems to be
everything? Because it's the one thing you
truly control. Think about it.
Instagram, YouTube, Facebook. They can delete your profile

(15:28):
tomorrow. They can change their algorithm
overnight and tank your reach. You're building on rented land.
Okay, rented land. I like that.
So the blog is owned land. Exactly.
Your blog is your digital embassy.
Social media channels are just the consulates.
Consulates are important for outreach visibility, sure.
But your embassy? That's where your true belonging
and authority lie. That's a really powerful way to

(15:50):
put it, Digital Embassy. The book gives a quick crash
course for setting one up, choosing a domain, getting
hosting sorted. It recommends Bluehost for ease
of use installing a self hosted WordPress site for maximum
customization. Wordpress.org not.com right for
control? Yes, absolutely, wordpress.org
And the crucial take away repeated multiple times.

(16:11):
Backup your blog. Backup your blog.
Backup your blog. OK, message received.
Backup the embassy. Pay the extra few dollars for
automated backups. It prevents absolute heart
attacks from a potential white screen of death.
Oh, I've heard horror stories. Good advice.
And Speaking of things going wrong, the book shares a classic
Don't Be That Girl anecdote related to blogs and links.

(16:34):
Oh yeah, the Instagram links. Brittany was working on an
event, found an influencer she liked, went to her blog to get
contact info. Clicked the little Instagram
icon. And got page not found.
Clicked another social link, same error message.
Oh no. The influencer had changed her
Instagram handle but completely forgotten to update the links on
her own website. So what happened?
Brittany cut ties immediately dropped her from consideration.

(16:56):
It sounds harsh maybe. But it makes sense.
If you can't even manage your own basic links, how can a brand
trust you with a paid campaign maybe involving thousands or
hundreds of thousands? Thousands of.
Dollars. Exactly.
It's a fundamental test of professionalism and attention to
detail. Your digital house has to be in
order. Which ties into an expert tip
mentioned from Chloe Adelia. Yeah, founder and CEO in the

(17:18):
style publishing space, she says.
Have a point of view, be unique.That's the only way to really
get ahead. Don't just follow trends
blindly. Right.
Trust your instinct. Don't let social media
algorithms drive all your decisions.
And remember that content is still king or queen.
Compelling content creates that bond, that community.

(17:39):
That's way more valuable than just a fleeting following.
OK, so get the foundation. Solid Google presence,
consistent name, smart platform choices.
Your blog is the embassy and meticulous attention to detail.
Now what about crafting the actual visual story, especially
on the big ones like YouTube andInstagram?
Right, let's get into the visuals YouTube first.
Vlogging has its own unique elements you really need to

(18:01):
master. Like the intro that Hey guys,
welcome back to my channel part.Exactly.
Your intro, your catch phrase, that theme music.
It sets the tone instantly. It tells brands immediately if
your aesthetic aligns with theirs.
And the advice is keep it simple, chic, brand friendly.
And no cursing. Most brands aren't exactly

(18:22):
thrilled about their sponsored message running right after a
string of F bombs. Fairpoint, keep it clean.
What about thumbnails? Same rules alley Simple, chic,
readable text. Avoid those like crazy neon
fonts, wacky colors, or secial effects that just scream what
calls it the juvenile casting bucket.
Juvenile casting bucket. OK, avoid that.

(18:42):
Definitely, but the most important section on your
YouTube channel? Surprisingly, it's your trailer.
The channel trailer really more important than the latest video.
According to the book, yes, manyvloggers neglect this.
They just have their latest upload feature.
But the trailer is your prime real estate to convince viewers
to subscribe. And more importantly for this
discussion, to tell brands who you are.
Exactly what content you create,why they should hire you?

(19:05):
It needs to be current updated, maybe quarterly.
So I guess Experian, one of the influencer icons in the book,
talks about keeping it real in her trailer.
Show your personality. OK, solid YouTube tips.
Now Instagram. The book calls this the place
where the majority of social branded content occurs, so you
really got to nail it. Absolutely, starting with your

(19:26):
profile picture. What's the rule there?
Shoulders up, face shot, smiling, well lit, clear.
No random objects, no sunglasseshiding your face, no full length
outfit shots that turn into a pixelated BLOB when someone
tries to see who you are. Why so specific?
Because casting agents need a clear, professional headshot to
put into presentation decks for clients.

(19:47):
Your profile pic is that headshot.
OK, makes sense. And then the bio.
Oh, the BIOS. The author seems to have strong
feelings about Instagram BIOS. Oh, she does.
You can feel the frustration leaping off the page.
She hates the ones that are likecoffee drinker, sunset watcher,
random song lyric :) emoji, lipsemoji, Zodiac sign emoji.

(20:10):
I've definitely seen those right.
She says. You may think you're being witty
and mysterious, but all I see isa bio with a bunch of words that
isn't even saying anything. So what does she want instead?
Functional and informative, simple, clear, professional like
creator of XYZA beauty and stylesite.
NYC based influencer. Your name at your blog.com.

(20:33):
So what you do, where you are, how to contact you?
Exactly, add a location pin if you travel a lot and for
goodness sake use your real. Name somewhere if this leads to
another classic Don't be that Girl moment from the book.
Right? Yeah, about contact info.
Oh, the panel story. It's incredible.
Brittany was on a panel Q&A for aspiring influencers.
She asked everyone to raise their hand if they had an
Instagram profile. All hands go up, obviously.

(20:54):
OK, then she says keep your handup.
If your contact information is in your bio, you know 70 out of
75 hands went down. 70 out of 75.
Wow, jaws hit the floor. Apparently she basically told
them. So what you're telling me is you
did all of this work to get noticed.
I have found you. I want to put you in my
campaign, and now there's literally no way for me to

(21:15):
contact you. You just missed out on your big
break. Ouch.
Brutal, but a necessary wake up call I guess.
Totally. And relying solely on that
e-mail button in a business profile isn't enough.
Casting agents are often workingon their computers, not their
phones. They need that e-mail address
visible and clickable right there in the bio text itself.
OK, e-mail and bio non negotiable.

(21:37):
Non negotiable. Barbara Baez Meister, an
associate manager of influencer talent at Hearst, echoes this in
the book. Great aesthetic, well written
bio and a contact e-mail. They're the trifecta.
Got it. And finally, for Instagram, the
book talks about tagging. It's not just random, right?
It's strategic. Very strategic.
The advice is to tell your audience to tap the photo to see

(21:59):
the featured brands rather than listing them all in the caption.
Sometimes, but the main thing isknowing who you're tagging and
when. Because brands check for
competitors. Constantly you never want say,
ABC skin care brand to see you tagged a photo raving about XYZ
serum as the best ever just lastweek.
Brands get super sensitive or salty as the book puts it.

(22:21):
OK. Be mindful of the brand
landscape. And the book also highlights the
incredibly valuable archive button on Instagram.
Oh yeah, the archive feature. How is that useful
strategically? It's your best friend.
Perfect for situations like maybe a break up with a
significant other you featured heavily or if your aesthetic
changes and old posts clash. But crucially for monetization.

(22:43):
Crucially, you can use it to remove branded content after a
campaign's flight. It's agreed upon.
Live duration is over. Why would you do that?
So you don't alienate competitors for future projects.
If Brand A sees you still have posts up singing the praises of
their rival Brand B from six months ago, they might pass on
hiring you. Archiving cleans the slate.

(23:04):
That's smart. Protects your future earnings
potential. Exactly.
It's all about playing the long game.
Three the art of content creation and audience
engagement. All right, let's move into the
heart of it, creating content that brands actually want to be
a part of and just as importantly, that audiences
can't get enough of. The book lays out five key
insights for courting brands like the Five Pillars of

(23:26):
Influence. Almost.
Yeah, these are really practical.
First pillar post often. OK.
Consistency. We hear that a lot.
But it's not just about quantity, it's consistency
across all your chosen content verticals.
What do you mean? Like if you call yourself a
lifestyle influencer but your feed is 90% style with maybe one
beauty post last month and zero travel post for six months,

(23:49):
brands looking for lifestyle will just see you as a style
Blogger. OK, so you need to spread the
love evenly across your topics. Exactly.
Show balance. Crystal Bick, an influencer,
mentioned, calls her editorial calendar her Bible.
For managing this, planning is key.
Got it, biller #2. Be inclusive.
This is interesting if you're doing, say, a product roundup

(24:09):
like my top five red lipsticks, try to include a favorite from
each of the major players in that space if possible and if
you genuinely like them. Because if a big brand sees a
roundup that includes everyone but them, they might get, as the
book says, extremely salty. Salty brands.
OK, and you could lose a future opportunity with them.

(24:29):
It signals you understand the whole market, not just one
favorite. The book even suggests using
tools like Is PO Dash nodge.com to research competitors.
OK, strategic conclusivity, pillar 3.
Don't be negative. As tempting as it might be
sometimes to just go on a massive rant about a product
that was terrible, yeah. They've all been dempted.

(24:49):
Right, but it raises a huge red flag for brands.
They'll worry you might do the same thing to them one day if
something goes slightly wrong. So bite your tongue or offer
constructive criticism only. Exactly.
Focus on constructive feedback if you must, or simply don't
post about it at all. It's about maintaining a
positive, professional brand image for yourself and for
potential partners. OK, makes sense.

(25:11):
Pillar 4. And conversely, Pillar 4 is
don't be so positive. Wait, what?
Don't be too positive. Yeah, Brittany calls it the
Kanye Caps role. The Kanye caps role.
OK, explain. It means avoid hyperbole.
Every single lipstick cannot be the best lipstick I have ever
used in my entire life, right? Yeah, all caps excessive

(25:32):
exclamation points. Exactly.
It makes you sound like a breathless fan girl instead of
the expert you're supposed to be.
People can smell BSA mile away. Authenticity, as influencer
Justin Stanley puts it in the book, is your only ammunition.
You have to maintain credibility.
OK, so passionate but professional.
Got it. And the final pillar #5.

(25:53):
Take it to the next level. This means varying your content
beyond the obvious. If you're a style Blogger, don't
just show photos of yourself wearing the clothes.
What else would you show? Brands look for basically four
types of content. Photos of you, the classic
influencer shot. Photos of your surroundings,
showing you can tell a visual story even without being the
center of attention. Flat lays and bag spills,

(26:14):
helping them envision their product fitting into your
aesthetic and video. Video, even if you're not
primarily a vlogger. Yes, even short Instagram
stories, videos or reels. It's crucial to show your on
camera presence and personality.Brands want to see how you come
across. OK, variety is key.
Post often, be inclusive, stay positive but not too positive

(26:37):
and mix up your content formats.That makes sense.
What about sponsored versus non sponsored content?
Is there a ratio? Yeah, the book recommends the
7030 rule as a good. Guideline 70% organic, 30%
sponsored. Exactly.
This helps prevent audience fatigue.
You don't want your feed to looklike one giant billboard, and it
maintains that crucial authenticity.

(26:58):
And brands actually like seeing organic content too, right?
They do. Jada Wong, a former senior
editor at Hearst, notes in an expert tip that brands are often
more interested in seeing how influencers style things they
bought themselves. Why is that?
Because it reveals their true, unprompted personality and
style, not just what they were paid to feature, it feels more
genuine. Renee Roaming's insight

(27:18):
reinforces this. Be passionate about your brand.
It will become obvious in your art very quickly if you aren't
in it for the right reasons. Love that.
OK, so your content game is strong.
You're balancing organic and sponsored.
Now how do you actually grow your audience?
That seems like the most daunting task, especially
starting from zero. It can feel that way, especially
when you see influencers with millions of followers, but the

(27:40):
book offers a really important dose of reality here.
Which is. You don't need millions of
followers to become a successfulfull time influencer.
Many creators are making a greatliving with just over 100,000
highly engaged followers. OK, 100K feels slightly more
achievable than 1,000,000 maybe.Right, and the book breaks down
audience growth into clear stages, providing a road map to

(28:02):
get you towards that 100K mark or whatever your goal is.
OK, let's walk through the stages.
Stage Zero Stage. 0 is basicallyzero to 2499 followers.
This is your sandbox phase experiment.
Tell everyone you know, friends,family, Co workers, the barista
to follow you. Refine your content.
Figure out a posting schedule. And mistakes are OK here.

(28:23):
Totally OK, you're not really onanyone's radar yet, so make your
mistakes. Now you can join online
communities Facebook groups for bloggers in your niche.
But the book warns against Instagram pods, right?
Yeah, it throws some posh in there.
Pods are those groups where everyone promises to follow,
like and comment on each other'sposts to gain the algorithm.
Sounds tempting for quick growth.

(28:44):
It is tempting, but the engagement isn't really genuine.
It's just quid pro quo. You want real fans?
Santastic's insight here is perfect.
Motivation is what gets you started.
Commitment is what keeps you going.
This stage is about building that commitment.
OK, stage 0, experiment and commit.
What's Stage 1? Stage 1 is 2500 to 4999

(29:07):
followers. Now you can start strategically
introducing hashtags. After finding your voice, the
book says. Yes, good point.
Don't just slap 30 random hashtags on your first post.
Wait until you have a clearer sense of your content, the book
advises. Maybe 5 to 7 relevant mix and
match hashtags per post is usually enough.
Why not more? Doesn't more mean more
visibility? Not necessarily.

(29:28):
Too many can actually look spammy, attract bots, and the
book calls it hashtag abuse. It lists some top hashtags for
style, beauty, travel to get youstarted.
Like #otd Hashtag beauty tutorial #wanderlust simply
sends advice here. Find your why.
Why are you doing this? Let that guide you.
OK, Stage 1. Find your voice then

(29:48):
#strategically. Stage 2.
Stage 2 is 5000 to 9999 followers.
Now you start actively engaging with others, follow and
genuinely interact with posts from similar content creators.
Who should you follow specifically?
People with maybe slightly fewerfollowers than you, or those
just entering stage 3, They're more likely to notice you and

(30:08):
potentially follow back. The goal is just to get on as
many relevant radars as possible.
But no bots or automated comments.
Absolutely not. Avoid those generic cool pick
bro comments like the plague. Be genuine.
Thrift sand threads reminds us here.
Make sure you really love whatever you're creating content
around or you will tire out. Be really consistent, be
committed and be ready to work. Love it.
OK, Stage 3, we're climbing. Stilts 3 is 10,000 to 24,999

(30:35):
followers. Congratulations, you are now
officially a micro influencer. Fancy title.
What happens now? Now the focus shifts a bit
towards professionalizing. Start thinking about putting
together that press kit we talked about earlier.
Try to get included in Instagramers to watch lists or
local Blogger roundups. Networking becomes really

(30:55):
crucial. Tania Sarin's advice comes in
here. Yes, she emphasizes connecting
with other bloggers attending industry events.
She says there is enough successout there for everyone, so why
not lift everyone up? Build your community.
Great attitude. OK, Stage 4.
Stage 4 is 25,000 to 49,900 and 99 followers.
This is prime time for collaborations with other

(31:15):
influencers. 2 big reasons. One, it exposes you to their
audience and vice versa. Great cross pollination. 2 It
sparks fresh creative ideas. Working with someone else can
push you out of your comfort zone.
Makes sense. But beyond formal
collaborations, the book highlights something else
important for making your feed feel real.
Your squad. Ah yes, the squad.
This is one of my favorite points the author makes.

(31:36):
She talks about how it just blows her mind when she scrolls
through an influencer's feed andthere's literally not a single
other human being in any of the photos.
Yeah, she asks. Does she not have friends?
Does she live a life of solitaryconfinement?
Who is taking this picture if she literally never encounters
another human being? It's funny, but it's such a

(31:58):
pointed observation. It makes the feed feel less like
this perfect, unattainable, solitary life and more about how
amazing you and your friends aretogether.
It adds relatability. And the book is examples, right?
Yeah, Renee Daniella's feed is mentioned, full of gorgeous
photos of her, but also tons of shots of her squad just having a
blast. Side to Silva features her
adorable kids, which opens up partnerships with family brands

(32:21):
and for hashtag couple goals, Michaela Wilson and Rayleigh
Harper constantly pop up on eachother's feeds.
So. Featuring your squad makes you
more relatable. Are there practical benefits
too? Huge practical benefits.
The book mentions getting bookedon group press trips.
Basically free vacations just for having friends who are also
influencers. Brands love booking a built in
Group dynamic. OK, so how do you squat up, as

(32:44):
the book calls it? Connect with bloggers whose work
you genuinely admire, attend industry events and actually
talk to people. Don't be afraid to slide into
DMS with a genuine compliment orcollaboration idea.
And the book mentions organizations like Creators
Collective and Blogger. Yes, as great networking
opportunities, they help foster that sense of community in what

(33:05):
can sometimes feel like a prettylonely profession staring at a
screen all day. Good point.
OK, so build your audience stageby stage.
Find your squad. What about interacting with the
audience you do have? Comments seem important.
Comments are the lifeblood of content creators, according to
the book. You absolutely should encourage
engagement. Ask questions at the end of your
posts. What do you guys think?

(33:26):
Which color should I choose? And brands look at comments
sections too. Definitely a positive.
Active comments section is a huge plus for brands.
It shows real engagement and it's essential to respond to
comments. Even if you get a lot.
Try your best, Sona Gasparian advises.
Answer as many comments as you can.
By doing something that simple, you can double your engagement.

(33:48):
It shows you care. You're listening.
You're building a real relationship.
OK, engage. Respond.
But what about the inevitable dark side?
The haters, ah. Yes, the haterade drinkers, as
the book calls them. It's very real about this.
Ronna Zan, an expert in talent management, gives a great tip
about not over sharing personal details.

(34:09):
Once you put something out there, you can't take it back.
Protect your privacy. And her advice for dealing with
trolls? Simple, don't feed into any of
it. The more you ignore the online
trolls and haters, the better off you'll be.
Don't give them the satisfactionof a reaction.
Easier said than done sometimes,but good advice.
The author mentions a site with like 1.4 million posts.
Just smack talking influencers. Yeah, it's intense.

(34:31):
That's a lot of negativity out there.
Luckily, social networks offer tools now.
You can turn off comments on specific posts if needed, or
block certain offensive words automatically.
But Brittany also offers a more empowering perspective on
haters. She does.
She kind of reframes it. Haters are just fans who can't
express themselves in a way thatmakes any logical sense.

(34:52):
OK, that's one way to look at it.
And she even shares her own experience of screenshotting
particularly nasty bully emails she received and posting them
publicly. Confronting it head on actually
unified her followers against the bully.
Sometimes transparency works. Wow, that's bold.
OK, this all leads to a huge flashing neon warning sign from

(35:12):
the book. Do not buy followers or likes,
period. Full stop.
The author is really emphatic about.
This unequivocal don't do it, don't do it, don't do it.
She recounts the Great InstagramPurge of 2014, when Instagram
deleted millions of fake accounts.
And celebrities lost tons of followers overnight.
Oh yeah, rapper May apparently lost over 1.5 million followers
in 24 hours. It instantly exposed who had

(35:35):
bought their audience. Yikes.
And she has a personal story about catching someone.
She does an aspiring influencer who suddenly jumped 30,000
followers in just two weeks, buther engagement rate was
suspiciously low. Brittany flagged her
investigated, confirmed they were bought.
And the consequence? Ban for life from any campaigns
Brittany was involved with. Instantly blacklisted.

(35:57):
It's just not worth the risk. Brands and agencies have tools
to spot fake followers now. You will get caught.
So the message is play the long game.
Exactly. It's a marathon, not a Sprint.
If you're creating great content, being consistent,
engaging, genuinely, the real followers will come.
Suzanne Hendrix, who we mentioned earlier is the Google
search gold standard, is profiled as an influencer icon.

(36:20):
What's her take on this? She really embodies that long
game mentality. She emphasizes investing time,
money and energy being committedand evolving.
Her Instagram persona apparentlyshifted from just perfect flat
lays to more candid, personalityfilled moments which her
followers loved even more. And her advice?
Simple but powerful beu embrace your quirky side or that special

(36:44):
thing about you that makes you, well, you.
Authenticity. Again, it always comes back to
that five packaging your brand standing out and getting
noticed. All right, so you're creating
amazing content, you're growing your audience organically,
you're engaging like a pro. Now it's time to get your
digital house in order, as the book says, before you start
actively seeking paid opportunities.

(37:05):
Exactly. Polish things up before you
invite guests over basically. And your website is absolutely
crucial here. It's your digital showroom.
It's the primary source of info for casting directors, right?
Especially two key pages. Yep, your about page and your
partnership page. These need serious attention.
OK, breakdown the about page, what needs to be there.
It's not just a quick bio. Definitely not.

(37:26):
It needs a nice high resolution photo of your face, smiling,
approachable, a few lines that speak directly to your target
readers, defining your mission or niche.
And video. Yes, crucially, embed 1 video
from your YouTube page, ideally your channel trailer.
Show your personality. The book gives an example of at
the Gray layers. Her photos are very editorial

(37:48):
high fashion, but in person she's super bubbly.
Her About page needs to showcasethat versatility.
OK, so show different sides. What else?
The book also recommends embedding maybe three to five of
your absolute favorite, most representative Instagram posts
directly onto the page. Show your range, your aesthetic.
Right there. It's your digital handshake.
OK, Solid about page. Now the partnership page.

(38:10):
The book calls this a combo of acover letter and a resume.
Exactly. It's specifically for brands and
potential collaborators. It should include another great
hires photo, your name, what youdo, Blogger, vlogger, etcetera.
And maybe three key descriptors,EG luxury, travel, sustainable
fashion, clean beauty. But it goes deeper than that.
Oh yeah, you need to include where you're from, where you

(38:31):
currently live, location is key for campaigns, your relevant
work background, even some unexpected interesting facts
about yourself. Like what hobbies?
Sure. The book gives examples like
mentioning you take karate or jiu jitsu 3 * a week, or that
you volunteer for a specific charity.
It paints a well-rounded picture, makes you memorable,
and helps casting agents envision you for diverse

(38:53):
campaigns beyond just your main niche.
OK, humanize yourself a bit. What about listing
collaborations? You need to list the types of
collaborations you're open to. Ambassadorships, sponsored blog
posts, event hosting, photo shoots, whatever fits.
But don't put logos of past brand partners on this this
page. Correct.
This is a critical don't from the book.

(39:14):
Resist the urge to plaster giantlogos everywhere.
As we discussed, it can seriously alienate competitors
and cost you future work. So how do you show your
experience? Instead of logos, you can create
categories on your blog for sponsored posts like brand
collaborations or Sponsored travel, and simply link to those
categories from your partnershippage.
Brands can then browse your pastwork discreetly.

(39:37):
Clever workaround. OK, what about the contact page?
Keep it simple. Clear e-mail addresses are best.
Maybe one for general inquiries readers and a separate 1
specifically for brand collaborations and press.
And avoid those generic contact form.
Yes, the author practically begsyou not to use them.
They often glitch, don't allow attachments like press kits, and

(39:58):
make follow up difficult. Her quote is gold.
Don't make it hard for me to give you money.
Just list your e-mail address clearly.
OK, e-mail address is easy access, so Digital House is
gleaming. You're about partnership and
contact pages are perfect. Now how do you actually get on
people's radar? How do you do outreach?

(40:19):
The book offers several smart strategies.
First up, Blogger roundups. Those lists like top ten style
bloggers in Chicago or whatever.Exactly.
You might think they're impossible to get into, but the
book says it's often about polite persistence.
Find the writer or editor who puts this list together, usually
through the publication's website or LinkedIn.
And then just ask to be included.
Not quite that blunt. Send a polite thank you e-mail

(40:43):
first, maybe mentioning a previous roundup they did that
you enjoyed. Briefly introduce yourself and
your niche. Maybe mention a recent cool
project and offer to send over your press kit or one sheet for
their future reference. Keep it friendly and helpful,
not demanding. OK, gentle persistence.
What's the other tip for roundups?
Create your own roundup. This is really clever.

(41:05):
How does that work? Write A blog post like 10
Amazing food bloggers from Texasyou should follow.
Find 9 other accounts in your niche that you genuinely admire.
Write a nice little blurb about each.
And include yourself on the list.
Absolutely, and make yourself number one.
Don't be shy, people might not scroll all the way down.
OK, make yourself #1 How does this help though?

(41:26):
Multiple ways. One, it positions you as a
connector in your niche. Two people searching for Texas
food bloggers might find your post 3.
The bloggers you feature will likely appreciate it, maybe
share the post, and it helps youbuild relationships and make
friends in the industry. Win, win, win.
That is smart. OK, what's the next outreach
strategy? PR mailing lists.

(41:47):
This taps into the older way of doing things.
Before, influencers commanded huge fees.
Meaning working for free product.
Exactly. If you're still building your
portfolio and are willing to create content in exchange for
free products or services, for now, you can become a
publicist's new best friend. They're always looking for
coverage. So how do you get on their
lists? Find brands you genuinely like

(42:09):
and would be happy to feature. Go to their website, look for a
press media or contact link and try to find the e-mail address
for their publicist or VR agency.
And then just e-mail them. What do you say?
Draft a compelling pitch, introduce yourself briefly
explain why you specifically like their product, show you've
done your homework, state your key stats, followers, blog page

(42:30):
views, engagement rate, and offer to create a dedicated blog
post or Instagram feature with original photos in exchange for
product. And maybe offer something extra.
Yeah, the book suggests offeringto get a quote from the brand's
founder to include, or suggesting a specific angle.
The key is being genuine and professional publicist can spot
someone just fishing for freebies a mile away.

(42:51):
OK, target PRS for products you actually love.
Makes sense. What about reaching out directly
to brands or casting agents for paid gigs?
This might seem like the big leagues, but the book says go
for it. LinkedIn is your absolute best
friend here. What should you search for on
LinkedIn? Titles like influencer
marketing, brand partnerships, talent partnerships, social

(43:15):
media manager find the people atthe brands you want to work with
and. Just connect and pitch.
You can try connecting or sometimes use LinkedIn, Inmail.
Even a quick, polite message to a brand's main social media
handle can sometimes work wonders.
The book tells a story about a home decor Blogger.
Oh yeah, the one who messaged onFacebook.
Exactly, she just sent a messageto a brand she liked and it

(43:35):
turned out they were actively looking for an influencer in her
specific city for a home makeover project.
She ended getting the whole thing done for free plus cash
payment. Wow, sometimes you just have to
ask. Right.
Your e-mail or message should beshort, sweet, totally to the
point. Introduce yourself, link your
main platform statewide you think you're a good fit for
them, and emphasize the mutual benefit.

(43:57):
What's in it for the brand? OK, be direct, be relevant, be
brief. Now to tie all this packaging
and outreach together, you need that professional tool kit we
mentioned, a press kit and A1 sheet.
Yep, these are essential for looking professional.
Your press kit is basically yourabout page, your partnership
page, and your contact info, allcompiled into one beautifully

(44:19):
designed, polished PDF document.And it needs to be searchable.
Crucial point, Make sure the text is selectable and
searchable. Brittany gives an example.
She got an urgent request from aclient looking for an influencer
who had recently switched to a plant based diet.
She searched her influencer database PDFs for that exact
phrase. And the one girl who had it in

(44:39):
her press kit got the job. Bingo.
Hired on the spot. Keywords matter.
OK, searchable PDF. What's the one sheet then?
It's exactly what it sounds like.
All the absolute most crucial elements from your press kit
condensed onto a single visuallyappealing page.
Your elevator pitch on paper. And if your design skills are

(44:59):
lacking? Hire a designer.
The book strongly recommends this.
Don't let a poorly designed press kit or one sheet undermine
all your hard work. First impressions count.
Good advice, and there's one more huge don't from the author
regarding these documents. Yes, never ever ever put prices
or your rate card in your press kit or one sheet.

(45:20):
Why not? Doesn't that save time?
It might seem efficient, but it completely limits your future
negotiating power. Rates change based on the
campaign scope. Deliverables Usage rights
exclusive Why would you lock yourself into a specific price
in a document you might send outfor months or years?
Keep your rates flexible and discuss them per project.
OK. Keep pricing discussions
separate, smart. And this whole section on

(45:42):
packaging and outreach kind of wraps up with one overarching
simple rule. Which is B.
E Nice. Just be nice.
Seems obvious, right? But the book emphasizes it
heavily. Almost anything can be forgiven
if you are nice. Being polite, responsive, and
easy to work with is often more important than having the
biggest follower count. People remember how you make
them feel. That's really true in any

(46:03):
industry. Oya Hill's expert tip echoes
this. Yeah, she says.
Say a little, do a lot. Be kind, don't over promise or
brag, just deliver great work, even if it's for free initially.
And always, always be kind to everyone you interact with.
Enjoyed show profiled as an influencer icon.

(46:23):
Really embodies building an empire while seemingly staying
grounded, right? Absolutely.
With over 12 million followers on Pinterest and multiple
product lines at Target, she's apowerhouse.
But she built it step by step. What are her key insights?
She stresses that while Pinterest gives her huge
numbers, Instagram offers incredible engagement and that
direct connection with her audience.
For content, she focuses on whatmakes you you that genuine core.

(46:46):
Authenticity again. Always.
She also advises being willing to work for free or just for
exposure when you're starting out, purely to build your
portfolio and get experience. But once you gain momentum, you
need to be firm in your fees. Know your worth.
It's about being strategic at each stage.
Exactly, and she talks about setting boundaries, especially
when involving her children in her online work.

(47:07):
Practical safety tips like nevershowing the outside of their
home or school and always prioritizing their comfort.
Her biggest advice resonates with the Be Nice theme to keep
putting yourself out there and show work that you want to be
making. Be proactive, be professional,
be kind V monetizing your influence the business side.

(47:28):
All right. We've built the community.
We've polished the package. Now let's get to the really
exciting part, the part that probably got many of you
listening interested in this deep dive, actually monetizing
your influence, making money. The Dream.
And apparently it all starts with checking your e-mail.
Ha ha, pretty much. Brittany Hennessy expresses just
absolute astonishment in the book at the sheer number of

(47:50):
emails she sends out for campaigns.
Emails potentially worth 5025 thousand, 50,000, even $100,000
that just go completely unanswered.
Unanswered emails worth $100,000It's insane.
It's mind boggling because Alexander, founder of
Socialites, states that plainly in an expert tip.
The most common mistake influencers make is not

(48:11):
answering their emails. Full stop.
And there's a Don't Be That Girlstory about timing, too.
Oh yeah, an influencer Brittany really wanted for a campaign
finally replied 3 days too late.The spot had already been
filled. In this industry, things move
incredibly fast. A few days, even a few hours
sometimes, can mean missing out on your big break.
Not replying promptly signals that this is just a hobby for

(48:33):
you, not a serious business. OK.
So Rule 1 of monetization Answeryour emails promptly.
What's next once you do respond to an offer?
The crucial next step is knowingyour worth and being prepared to
negotiate with confidence. The book stresses that turning
down money, especially early on,can be incredibly hard.

(48:54):
Yeah, I can imagine. But it's essential for your long
term brand integrity and financial health.
Free clothes, free trips, free beauty products.
They don't pay the rent or your student loans.
You need actual income. Right.
So how do you figure out what tocharge?
That seems like the $1,000,000 question.
The book actually provides A surprisingly simple yet powerful

(49:14):
formula. Distribution fee plus talent
fee. What you should charge?
OK. Distribution fee plus talent
fee, break that down for us. What's the distribution fee?
The distribution fee is basically the cost for the brand
to get access to your audience to be featured on your channel
or blog. It's the price for eyeballs and
engagement. And what influences that fee?
Several key factors. Your raw follower count.

(49:35):
Obviously Your engagement rate. The book suggests aiming for 3%
or higher consistently. The professional quality of your
content. Is it good enough for a brand to
reuse on a billboard or in a magazine that adds huge value?
OK, followers, engagement quality, what else?
Your name recognition or unique skills?
Is there an OMGI Lou of her factor?

(49:57):
When a brand shares your content, do you have a special
skill like being a professional dancer or Baker that has value?
Skills equal time and time equals money.
And finally, the demographics ofyour specific audience.
A niche, highly targeted audience can be very valuable.
OK. That's the distribution fee, the
value of your platform. What's the talent fee?

(50:19):
The talent fee covers your actual costs and your your
hourly rate for doing the work. The book suggests maybe starting
at $25.00 an hour and increasingit as you gain experience.
And what cost should be includedin that?
Everything involved in creating the content.
Your photographer, your editor if you use one, renting a
shooting space or studio, buyingprops, even buying specific
clothing if a shoot requires something offseason or specific

(50:42):
that you don't own. OK, tangible costs.
What about your time? All the time.
Time spent negotiating the contract, researching the
creative brief, scouting locations, creating mood boards,
the actual shooting, which the book notes can easily be up to
10 hours for a single project. Editing, writing, captions,
handling revisions, all of it. Wow, OK, when you break it down

(51:02):
like that, it's a lot more work than just snapping a photo.
Way more so putting it all together.
The book gives a ballpark example for an influencer with
around 100,000 followers doing aone day shoot that results in
one Instagram post. A fee of around $4000 is
considered within reason. $4000 for one post.
Well, for the post and all the work and value behind it, the

(51:23):
distribution and the talent, it's not a minimum or maximum,
just a realistic starting point for negotiation that won't make
anyone faint. OK.
That's a helpful benchmark. What happens if you get an offer
that's way lower than that? Or an offer for just free
product instead of cash? Yeah, navigating those offers is
key. First, the book says, figure out
if it's a real campaign with specific deliverables and a

(51:46):
contract, or if it's just a publicist pitching for free
coverage. How can you tell the difference?
If they just sent you a generic press release and are asking if
you'd like to feature the product, it's probably a
publicist looking for free ink. Assume no budget unless they
stayed otherwise. OK.
And if it is an unpaid opportunity or just product?
Ask yourself the what's in it for me test.

(52:07):
Is it for a brand you absolutelydream of working with?
Where the association alone is valuable?
Does it involve amazing travel or access you couldn't otherwise
get? Will they heavily promote you on
their channels in return? And if the answer is no to
those. The book advises politely
declining. Don't risk alienating future
paid competitors by promoting their rival for free.

(52:28):
Your time is better spent creating organic content that
will attract paying brands. Makes sense.
What if the offer is monetary but just feels too low?
First, the book suggests a quickcheck your ego test.
Would you honestly advise a friend in your position to take
that deal? If the answer is no, then you
should politely try to negotiatefor more.
State your standard rate based on your distribution plus talent

(52:49):
calculation, but maybe indicate some flexibility depending on
the scope. But don't undersell yourself
just to get the gig. Exactly.
And most importantly, whether you negotiate up, accept the low
offer, or decide to pass entirely, you must pass with
grace. To be nice rule again even when
declining. Especially when declining,

(53:10):
Brittany mentioned she literallymaintains a running list of
influencers who are terrible to work with and she shares it with
colleagues. You do not want your name on
that list because you were rude or demanding when turning down a
project. Yeah, a blacklist, they noted.
How do you pass gracefully? The book provides specific,
polite e-mail templates you can adapt for declining offers,

(53:31):
whether they're unpaid, the budget is too low, or it's
simply not a good fit for your brand.
Keep it professional, thank themfor the opportunity, and leave
the door open for future possibilities.
Politeness is paramount. OK, politeness wins.
So let's say you negotiate successfully.
Agree on a fee. Now comes the contract.
The scary part? It can feel scary.

(53:51):
It's often full of legalese, butthe book stresses how vital it
is to truly read the contract, not just skim it and sign.
Jade Sherman, an agent profiled,emphasizes this.
Read over every contract and be aware of what you are committing
to. Even if you have an attorney and
an agent, you need to understandthe basics.
OK, what are the key elements weshould be looking for in a

(54:13):
contract? Every contract will have core
sections, First personal information.
Make sure your name, address, tax ID are all correct so you
actually get paid. Crucial, OK.
Then campaign details who exactly is hiring you?
Is it the brand directly or an agency?
For which specific brand or product line?
What's the overall campaign message?
Got it. What about timing?

(54:33):
That falls under the shooting schedule.
This details specific dates, locations, duration of any
required shoots or appearances. Be aware the book notes this
usually doesn't include travel time, so factor that in.
And there's a Don't Be That Girlstory about schedule adherence.
Oh yeah, an influencer who was picked up by a provided car
service for a shoot decided to have the driver take her to a

(54:56):
personal doctor's appointment during the shoot time, keeping
the entire crew waiting for overan hour.
Oh my God, no. Yes, time is literally money on
a production set. Huge no no.
Okay, stick to the schedule. What are deliverables?
Deliverables are exactly what you are contractually obligated
to provide. This could be anything from one
Instagram post with a specific caption to multiple blog posts,

(55:19):
YouTube videos, high risk photos, different variations.
Read this section very carefully.
And the quality needs to be professional.
Absolutely, it has to be high resolution, usually 300D pie
meaning dots per inch, which is print quality, well lit on
brand, basically worthy of beingused by the brand.
Not as another Don't Be That Girl story recounts terrible

(55:40):
dimly lit photos snapped on a subway car, with dead plants
visible on the fire escape outside.
Oh no, please tell me that didn't actually happen.
It did. Brittany apparently had a
complete meltdown and banned that influencer for life.
You have to deliver professionalwork.
OK, professional deliverables. Got it.
Yeah. What about term and flight
dates? The term summary is the overall

(56:01):
length of the agreement. The example three months flight
dates are the specific period when your content needs to be
live and visible on your platforms.
And in the really critical section, exclusivity.
Yes, exclusivity is Hugh GE readthis section maybe 3 times.
It dictates who you cannot work with during the contract term.
This could be specific named competitors, or it could be an

(56:23):
entire category. For example, all other skin care
brands. And the duration matters too,
right? Absolutely.
Is it exclusivity for just the week your post is live for a
month? For three months?
Six months. The longer the exclusivity
period and the broader the category, the higher your price
should be because you're potentially turning down lots of
other paid work, especially if it covers peak seasons like

(56:45):
holidays. OK, factor exclusivity heavily
into your pricing. What about usage rights?
Usage outlines what the brand isallowed to do with the content
you create for them. Can they only use it on their
own website and social media? Often called owned and operated.
Can they turn it into paid social ads?
Can they use it as a pre roll adon YouTube?
Can they put it in magazines in book or use it in physical

(57:06):
stores in store point of sale POS?
Can they let third party retailers use it?
Wow, lots of possibilities. Tons.
And the key insight here is the more ways a brand wants to use
your content, the higher your price should be.
Wider usage means more exposure for them, but also potentially
more competitive risk for you down the line.

(57:26):
Charge accordingly. Courtney Fowler is mentioned as
an influencer who is reasonable about usage, making her
affordable and easy to work with, which leads to repeat
business. OK, price usage appropriately.
What about getting paid? The payment section details your
agreed upon fee, the payment terms like net 30 or net 60
meaning they have 30 or 60 days to pay you after you submit your
invoice. And what paperwork is required.

(57:48):
Invoice W9 form for taxes, maybeECH info for direct deposit.
Can you negotiate payment terms?Like if they insist on net 60,
can you ask for net 30? Sometimes times, especially if
the fee itself is fixed and non negotiable, it's always worth
asking politely for faster payment terms.
Good tip. What about travel and expenses?
This section outlines who pays for travel, flights, hotels,

(58:11):
meals if the campaign requires it, and who does the booking,
usually the agency or brand. The book gives a very strong
warning here against making divarequests.
Like demanding first class flights.
Exactly, unless you were a bona fide mega celebrity, don't ask.
Most agencies book standard economy for influencers and
expect you to use your own points or miles if you want to

(58:32):
upgrade. The book has another Don't Be
That Girl story about a manager demanding first class flights
for their One MMM Plus Follower Beauty YouTube client.
And it cost them the campaign. Yep, and another agent who tried
to add a $675 plane ticket for the influencers dog sitter after
the $75,000 campaign fee was already agreed upon.
That killed the whole deal too. Don't nickel and dime or make

(58:54):
unreasonable demands after the fact.
Wow. OK, be reasonable with expenses.
So contracts covered. What about the FTC?
The hashtag add police. Yes, the FTC rules and
regulations Non negotiable. You must disclose clearly and
conspicuously when you've been compensated for a post.
It's the law and it's about transparency with your audience.

(59:15):
How do you disclose properly? On blogs, the book recommends
starting the post with a clear disclaimer.
On YouTube, you should mention it verbally in the video itself
and include it in the title and description box.
On Facebook and Instagram, the best practice is to use the
platform's built in paid partnership with brand name
tool. Is just using hashtag ad or
#sponsored enough? Often no.

(59:36):
The FTC guidelines prefer clearer language and placement.
Relying solely on a hashtag buried at the end of a caption
might not cut it. Use the built in tools when
available and be upfront. Why is disclosure so important
beyond just the legal requirement?
It maintains your credibility. Your audience appreciates the
honesty. It also justifies why you might
have higher production value on sponsored content because the
brand dollars allow for it. It enables you to make this a

(59:59):
sustainable full time income. OK, Disclose, disclose, disclose
last piece of the puzzle before you shoot the campaign brief.
Right, the campaign brief is basically the creative direction
provided by the brand. And as the book jokes, it's
almost never actually brief. Ha, usually pretty long.
Often 15 pages or more. It includes details about the

(01:00:21):
target consumer, key product information, specific talking
points they want you to hit, mandatory elements like using a
certain hashtag, and also prohibitions things you
absolutely cannot do or show like what For example, alcohol
brands will usually forbid showing anyone driving or
operating machinery. Skin care brands might.
For mid showing competitor products in the same shot, you

(01:00:43):
have to read the brief thoroughly.
And the consequence if you don't.
No payment or being forced to reshoot the entire thing on your
own dime. Read the brief.
OK, read the brief. Got it.
Alexandra Pereira, another influencer icon, seems like
someone who really mastered the business.
Definitely. She actually transitioned from a
career in law to launch her blogback in 2009.

(01:01:03):
She learned that YouTube felt much more real and engaging,
even if her first videos were, in her words, junk.
We all start somewhere. Exactly.
She meticulously prepares content days in advance, now
planning shoots but also leavingroom for spontaneous moments.
She insists on creative freedom as a non negotiable for
sponsored content. And she works with her partner.

(01:01:25):
Yes, who has a strong business background.
Together they turned her blog into a real business.
She's proof that women are really dominating this industry,
building successful empires and inspiring others.
Her one regret? Wishing she'd had a mentor
earlier on. Which brings us to getting help.
All of this sounds like a lot for one person to manage.
Contracts, negotiations, contentcreation, emails.

(01:01:47):
It is a lot, and the book unveils the reality.
Top influencers usually have a team, maybe an assistant, a
manager, a publicist, an attorney.
But the book says the most important person on that team is
often the agent. Yes, because agents typically
work on Commission. They don't get paid unless you
get paid. Their interests are aligned with
yours in securing good deals. OK, so finding a good agent can

(01:02:09):
be key, but the book shares the good, the bad, and the ugly of
agents. Oh yeah, the good They have
industry connections and can bring you campaigns you wouldn't
find on your own. Like when agent Jade Sherman
introduced Brittany to Daniella Perkins, who was perfect for a
specific campaign. OK, access to deals.
What's the bad and the ugly? Agents who are unresponsive,

(01:02:31):
impossible to reach. Agents who fight tooth and nail
over tiny sums, jeopardizing huge deals like that $75,000
campaign lost over a $675 dog sitter plane ticket.
Unbelievable. Agents who tell the brand the
influencer isn't interested whenthe influencer actually is.
Agents who make extra demands after the deals already struck,

(01:02:51):
like suddenly asking for business class flights when the
fee was based on economy. That sounds infuriating.
Or agents who decline offers on the influencers behalf without
even checking first. Max Ilenov, another agent
praised in the book, makes it a point to always bring offers to
his clients, even if he thinks they'll say no, because
sometimes they surprise you. Like his client who happily cut

(01:03:13):
her vacation short for a $10,000gig he almost didn't even
mention. Wow.
OK, so finding the right agent is crucial.
How do you find the one as the book puts it?
Do your research, look at their full client roster.
Are the other influencers they represent similar to you?
Are they in your niche? Does the agent seem to
understand your specific corner of the market?
OK, check the roster. What else?

(01:03:34):
Try to meet them in real life, or at least do a video chat.
Get a vibe check. Remember this person will be
representing you, negotiating for you.
Do you trust them? Do you get along?
Good point. Can you check references?
Absolutely ask if you can speak with one or two of their other
clients. Get honest feedback on their
communication style, how happy the clients are, the campaigns

(01:03:55):
they bring in, how responsive they are.
Jessica Franklin at Hey Gorgeousfound her agent through Trust
and Connections. Yeah, she emphasizes finding
someone who truly has your best interests at heart, often
through mutual connections, who can vouch for them.
OK, So what if you're ready for an agent but don't have
connections? How do you pitch yourself to 1?

(01:04:16):
Know their niche first. Don't pitch your beauty blog to
an agent who only represents food influencers.
Find the right contact person, maybe the head of talent, the
CEO, or ideally get a warm introduction through a mutual
friend if possible. And the pitch itself.
Put your best foot forward. Send a personalized, concise
intro e-mail explaining who you are, why you admire their agency

(01:04:39):
specifically, and why you think you'd be a good fit for their
roster. Include links to your blog, your
main social platforms and attachyour one sheet and press kit.
Then follow up politely if you don't hear back.
Agent Jade Sherman stresses the need for a personalized e-mail.
Show you've actually done your research on them.
OK, personalized pitch, professional materials Cara

(01:04:59):
Santana, the actress and founderof the glam app, is another icon
profiled. What's her take on the business
side? She sees her blog as a distinct
second career alongside acting. She stresses that your unique
point of view, your individuality, is your
superpower in this crowded space.
And she's realistic about her own skills.
Totally. She admits she's not great at

(01:05:20):
photo editing, so she hires editors.
No shame in that, she says. Know your strengths, outsource
your weaknesses. Smart.
And she travels with help. Yes, often with an assistant and
her fiance to manage the workload, especially with
frequent travel. She also founded the Glam App, a
beauty services app without any prior tech background,
emphasizing the importance of mission and building a great

(01:05:41):
team. And she believes women are
dominating the industry. She does.
She sees it as a huge step forward, creating sustainable,
profitable businesses in a fieldthat barely existed A decade
ago. It's all about balancing the
aspirational side of influence with the real world Business
hustle 6 Planning your future, sustaining and expanding your

(01:06:02):
influence. We're almost at the finish line
of this deep dive, but let's talk about the future.
It's not just about getting one campaign, it's about building a
sustainable career. How do you sustain and even
expand your influence long term?A key insight from the book is
that securing repeat business often comes down to going beyond
the bare minimum. Just fulfilling the contract

(01:06:24):
deliverables often isn't enough to really stand out and make a
brand want to work with you again and again.
OK, so how do you go the extra mile?
The book gives examples. Oh yeah, really?
Concrete examples. Some are surprisingly simple,
like sending a thank you letter after a campaign wraps up.
A physical thank you note. Does anyone do that anymore?
Apparently not. Brittany mentions that out of
the literally hundreds of influencers she booked over the

(01:06:47):
years, only three ever sent her a thank you letter 3.
Something that small can make you incredibly memorable.
Wow, OK, send thank you notes. What else?
Be proactive during the campaignprocess, like providing a mood
board for the shoot before the brand even asks for one.
It shows your vision, helps everyone get aligned.

(01:07:07):
At Scout, the city did this and Brittany was so impressed she
booked her directly for the nextcampaign, bypassing the usual
casting process. Nice.
What about delivering the content?
Over deliver slightly. If the contract asks for six
photos or looks, maybe shoot andsend 8 great options.
It gives the brand more choices,makes their life easier and

(01:07:28):
shows you're generous all at thesame contracted price.
That's smart. Any other ways to over deliver?
Throw in an extra post or Instagram story Unexpectedly.
The book tells a story of an influencer hired for one
specific purse activation post. She did the required post, but
then also posted a couple of organic unpaid shots of herself
out on the town later, naturallyincorporating the person.

(01:07:50):
Because the client loved it. They absolutely lost their minds
with appreciation. They immediately sent her
another free purse. Another influencer did a random
non branded Instagram story justwearing a dress an advertiser
had sent her previously. The brand saw it and guaranteed
her paid campaigns for the next season on the spot.
Wow, so those little seemingly random extra bits of goodwill

(01:08:12):
can translate into serious guaranteed future income.
Exactly, it shows you genuinely like the brand and are thinking
about them beyond just the paid transaction.
It builds relationships. OK, so over deliver.
Now, Speaking of long term, the book advises on the best timing
for proposing longer term partnerships like
ambassadorships. Yes, the timing is key.

(01:08:33):
The best moment to pitch a bigger, longer partnership right
after you've successfully completed a smaller campaign for
them, while the positive resultsand your great work are still
fresh in their minds. Don't wait too long.
Exactly. And don't just make a generic
request like hey, can I be your ambassador?
Do your homework, research the brand's upcoming marketing
calendar. Are they launching a Big Spring

(01:08:53):
collection? Do they have major presence at
Fashion Week? Are they doing semi annual sale?
And pitch something specific related to those events.
Precisely suggest tailored partnership ideas that align
with their upcoming plans. Show you've thought about how
you can specifically help them achieve their goals.
What about the Holy Grail ambassadorships?
For those really long term, likeyear long ambassadorships, the

(01:09:16):
book suggests tying them into major life events if relevant.
Are you renovating your home pitch Lowe's or Home Depot to be
your official renovation partner?
Are you pregnant? Pitch destination maternity or
buy buy baby for a partnership throughout your pregnancy
journey. OK, align with life milestones
and the proposer itself. It should be detailed.

(01:09:37):
Outline the proposed duration, the specific deliverables you'd
provide over that time, EGX blogposts, Y vlogs, Z Instagram
posts per month. Maybe even suggest some creative
headline ideas or contest concepts.
And the price? Here's the strategy tip.
Give them everything but the price and the initial proposal.
Get them excited about the idea and your vision first.

(01:10:00):
Once they're hooked on the creative concept, then you can
discuss the budget. Build the excitement before
talking numbers smart. And remember, the book
emphasizes, it's not necessarilythe idea that is special.
It's your aesthetic, your audience, and your vision that
makes you the best person to execute it for that brand.
Believe in your unique value. Love that.

(01:10:23):
So beyond campaigns and ambassadorships for other
brands, the book also touches oninfluencers collaborating with
brands on products or even launching their own lines,
right? Absolutely.
That's often the next frontier. We see major influencer
collaborations all the time now,like Jackie Ina working with Two
Faced to expand their foundationshade range, which was huge.
Yeah. Or Mariana Hewitt designing A

(01:10:44):
capsule collection with the bag brand Dagny Dover.
And then there are influencers who build entire empires with
their own product lines. Totally Michelle fans, M
Cosmetics, Zoe Suggs, Zoella beauty range, Shayla Mitchell
collaborating with Maybelline onmakeup, the list goes on and on.
It's influencers becoming brand founders themselves.

(01:11:04):
Does the book offer advice for influencers who aren't quite at
that mega level yet but still want to collaborate on products?
Yeah, it encourages even smallerinfluencers to think about
collaborations if it makes sense.
Identify your area of genuine expertise.
Show that your audience resonates with that topic.
Demonstrate that you have deep industry knowledge.
Then you can approach brands, maybe even smaller indie brands,

(01:11:27):
with a well researched collaboration proposal.
So it's possible even without millions of followers.
Definitely, and throughout all these stages, from building your
community to getting campaigns to planning these bigger future
steps, what's the one common thread the book keeps coming
back to? Networking.
Networking. Alexander H Hennessy, Co founder
of Creators Collective, offers agreat expert tip with his PXN

(01:11:48):
formula, Influence Equals Persuasiveness Times Network.
PXN influence. He stresses how important
building genuine connections is at every level, and he offers
encouragement, saying that rightnow, the wind is at your back.
For influencers, brands are increasingly realizing their
power and shifting budgets accordingly.
The opportunity is huge. That's really motivating.

(01:12:11):
The book reminds us that every single influencer, including all
the icons profiled, started with0 followers.
They all made mistakes. Learn the hard way.
But you listening now, you have their paths to learn from, and
you have the insights from this book to guide you.
If you're starting now, the message is clear.
You are not late to the party. There are thousands of brands
still figuring out influencer marketing, spending millions

(01:12:33):
every year. There's room.
Sona Gasparian, the final influencer icon profiled who
launched her own successful makeup line, Persona Cosmetics,
now sold in Ulta. Her journey seems to embody this
whole process. It really does.
She chose her blog name, simply Sona, specifically to feel
welcoming and relatable. She evolved her content over

(01:12:53):
time, even starting a series called Sundays with Soda, where
she shared personal struggles and imperfections, which
actually deepened her connectionwith her audience.
So being vulnerable worked for her.
It did. She advises finding that sweet
spot between over editing and raw content.
Be yourself, but still produce high quality work.

(01:13:14):
Her biggest dream now? Continuing to build her brand
while raising her family. It's about integrating it all.
OK, so as we wrap up this incredible deep dive, let's
circle back to Brittany Hennessy's personal guiding
mantra, the one she says fuels everything.
Why not me? Why not me?
She applies it to everything right?
Applying for jobs, learning new skills, just seizing

(01:13:35):
opportunities. She mentions that statistic.
Men often apply for jobs if theymeet only 60% of the
qualifications, while women tendto wait until they meet 100%.
Yeah, she argues, that's no way to get ahead.
Someone has to get the job. Someone has to be picked for the
campaign. Why not?
You put yourself out there. And this main mantra has some
powerful sub mantras that apparently changed her life.

(01:13:56):
Yeah, three key ones. First say yes and figure out the
details later. That sounds risky.
It can be, but she tells the story of agreeing to go on a
Nivea press trip with Rihanna toGermany with only 48 hours
notice, even though she didn't have a passport.
How did that work out? She scrambled, got an emergency
passport, went on the trip, madeamazing connections, which

(01:14:19):
eventually led to her job at Hearst, which led to her writing
this book saying yes, open the door.
Wow OK say yes. What's the second sub mantra?
Ask for forgiveness, not permission.
Even riskier. She used this when she was
starting out. She put fake banner ads for
shows like the Real Housewives on her blog to make it look like
she had advertisers. It worked.

(01:14:39):
A brand saw them thought she waslegit and offered her A5 figure
campaign with Sedka vodka. That campaign allowed her to
drop out law school and pursue influencing full time.
Fake it till you make it literally.
OK, bold moves and the third subantra.
Give freely and don't hesitate. This applies to relationships
ideas. She says she and her husband
basically got engaged on their first date because they were

(01:15:01):
both completely open and didn't hold back.
Engaged on the first date. Apparently, and she applies it
professionally, too. If you meet someone who could
help you, tell them. Tell them you'd love to
collaborate. Ask that brand Rep how you can
become an ambassador. Don't hesitate to put your ideas
and desires out there. Make every conversation count.
OK, say yes, ask forgiveness, give freely powerful stuff.

(01:15:22):
Yeah, so the book leaves aspiring influencers with three
final big tasks, right? Three things to focus on.
Yep, 3 big takeaways to strive for.
One, become a triple threat, a vlogger, A Blogger, and an
Instagram star. Master all three.
It's hard work, but if you can do it, brands will be lining up.
OK, triple threat #2. Find your hot button issue.

(01:15:44):
What are you truly passionate about?
What keeps you up at night? Is it body acceptance like ISCRA
Lawrence? Is it calling out equality in
the booty industry like Jackie Ina?
Let that passion, or even that rage, fuel your unique
perspective and content. Find your fire.
Got it and #3. Write down your biggest goal,
your ultimate dream scenario, and then work backward to figure

(01:16:06):
out the steps to get there. The book argues people are often
more afraid of success than failure.
Don't be. Plan for success.
Plan to build that empire, whatever it looks like for you.
Plan for the Empire. I love that, as Brittany
Hennessy concludes the book, you're fighting for a piece of
the pie. But that pie is only getting
bigger. Let's get to work.
Great closing line. It really is.

(01:16:28):
So as you, our listener, reflecton everything we've unpacked
today from Brittany Hennessy's Influencer, we leave you with
this final provocative thought to Mull over in this incredibly
dynamic, fascinating and ever expanding world of influence,
what unique story, what passion,what perspective will you choose
to amplify? And what kind of empire will you
build?