March 7, 2025 • 26 mins
In this episode, we're diving into the realities of monetizing on social media—debunking some common myths and sharing practical advice for creators at every stage of their journey. From the misconception that a big following equals big money to the strategies that actually lead to successful monetization, we cover it all.
Here’s what you’ll learn in this episode:
- Myth Busting: Having a large following doesn’t automatically mean big paychecks. We break down the truth behind views, followers, and why so many creators aren’t making the money they expect.
- Real-Life Examples: We share stories of creators who have found success, like the viral “conquering ring” and the importance of being prepared when opportunity strikes.
- The Power of Loyal Communities: Why building trust and a dedicated fan base is the key to long-term success, and how it differs from the quick-hit approach of viral videos.
- Brand Sponsorships and UGC: Learn how to approach brand partnerships, sign up with agencies, and even create content for brands through User-Generated Content (UGC) opportunities.
- Making Money with TikTok Shops: A deep dive into TikTok Shops, affiliate links, and other product-based monetization strategies.
- Expertise Pays Off: How sharing your knowledge and expertise (even in niche areas) can lead to unexpected income and job opportunities, even without a huge following.
- Hard Work is the Secret Ingredient: Why passion doesn’t automatically lead to success and how consistency, strategy, and dedication are the true keys to monetization.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Helen (00:00):
Welcome to the socialize strategy. Happy Friday, and also
welcome to any new listeners.Because this week, I had a video
go viral. And when a video goesviral, a lot of times people
find their way to my email list,and then the email leads them to
my podcast. So if this is yourfirst time listening, buckle up
because what I like to do inthese podcasts is dive dive a
(00:20):
little deeper into the topic andalso share some off the cuff
thinking as it comes to me.
So we're in for a ride because Iwanna start with before I get to
the topic of the day, which isabout monetization on social
media, I wanna talk aboutvirality and going viral on
social media. So we're gonna doa little bit of an opening
because I had a situation thisweek, which I'm gonna call my
(00:43):
own personal case study. And thereason I'm calling it that is I
did an analysis. Once this videowas lit and picked up some
traction, I started to break itdown in my head. Like, why did
this video go viral?
Why over other videos that I dothat are similar in style? Why
did this one light up? And whatI did was I analyzed it from a
(01:05):
for a LinkedIn post. And thatwas pretty interesting. So I
don't know if it's gonna do wellon LinkedIn, but I do think
people on LinkedIn tend to wannaunderstand analytics or the whys
behind social media versus justhere's what it is.
So let me just open it up alittle bit for discussion. First
off, the video was about doing asplit screen. And it's really
(01:27):
crazy to me because I posted twovideos showing a split screen
before this third video. And thethird one is the one that lit
up. And so I'm just learningfrom that.
Like, what did my other twovideos, which were the same
topic and one of them would talkspecifically about a viral trend
in doing a split screen, andthat one didn't get as much
(01:49):
traction as this generic splitscreen lesson. Like, wow.
Because typically, the oppositewould happen. Typically, the
thing that's trending would bethe thing that everybody wants
to learn and that's the one thatthey forward to friends or save
and that's the one that goesviral. And this was the exact
opposite situation.
So I want to break it downbecause I think it's important
learning. And when I learn withmy own content, I open up the
(02:11):
door and I let you in. Let'slearn together. First off, what
was the video? Okay.
It was a tutorial about how todo a split screen. And like I
said, there were two othervideos I posted before that with
the same exact lesson. Why wasthis one the one that went viral
and has that half a millionviews right now? I think because
the first thing I did in thisvideo was say what I was going
(02:34):
to do but also show it. So inthe first, I think, four
seconds, I say, I'm gonna showyou how to do a split screen
where you can be with yourselfin the scene.
And when I say those words, whenyou can be with yourself in the
scene, I show myself togetherwith me, my twin in the scene.
So it was a it was a see andsay. I immediately hooked people
(02:55):
in because they were like, oh mygod. There it is. So I didn't
make them wait.
I didn't make them wait to seethe outcome. Even though I was
still showing the whole process,I started the video with what I
was going to teach very clearlydemonstrated in the scene. So I
think I had a great hook byaccident. By doing that, I had a
great hook. The second thingthat happened is I got new
(03:17):
people in who were watching thevideo because my teaching style
is very different than a lot ofpeople on social media.
So it delivered on its promise,like I taught the lesson, but I
taught it in a way that wasbehind the curtain peeking
behind the curtain and showingstep by step how this editing
magic is done. So I didn't justwas razzle dazzle. I actually
(03:40):
broke it down, took people withme for the ride. It also
welcomed everyone because it wasa slow paced lesson. And
typically, when you're watchingvideos on social media apps and
their tutorials, it's like bing,bing, bing, bing, bing, bing,
and it's going really, reallyfast.
And people are not really aftera while, it's like whoosh. It
goes over their head. And sowhen I think about the two
(04:00):
videos prior to the one thatwent viral, what happened in
those videos, why they didn't goviral, this is my this is my
study on why it didn't, wasbecause I made it too
complicated. I showed how to dothis thing, but I first said, if
you record it in your socialmedia app, then you have to
screen record it, and then thescreen recording gets put into
(04:22):
the editing app. And so I thinkI lost people on the details of
the screen recording and doingthat process and then getting
that screen recording into theTikTok, into the CapCut app.
That process of getting peopleto first format it correctly, I
think I lost a lot of people. Ididn't get to the point of the
trick of the magic quick enough.And I do I did that on both of
(04:46):
the prior videos. But on thisone, I said, you know, I'm just
gonna teach them by recording ascene in their camera and then
recording another scene. So I'mgonna skip that whole step where
you have to screen record thedraft.
And then when I skip that step,I immediately had a viral video.
So I made it simpler and I slowthe pace was slow. Okay? So
number one was a good hook.Number two was I delivered on
(05:08):
the promise.
I pulled back the curtain and Ishowed everything. Number three,
I welcomed everyone. So I madeit an easy lesson that was very
digestible for any level ofcreator. So even a beginner
would sit through this lesson. Ihad a few people comment and
say, I'm never gonna do this,but I watch the whole lesson.
Okay. That's a win. You wantthat to happen. Right? Number
(05:28):
four, there was no gatekeeping.
I think I said this before.Like, I showed every step. I
didn't skip a step. I didn't Ididn't assume people knew
anything. I I showed everythingabout it.
And then number five and why Ithink it went viral personally
is because I didn't like what Iwas wearing. I didn't like how I
looked in the video. I feltcringy. And so when you hold
(05:50):
back and you don't postsomething because you feel a
way, that's the one you'remissing out on because that's
the one that's gonna go viral.So I do feel that even though
all those other things I saidmake sense, I think also the
fact that I felt funny about itand I didn't like the video at
first, I still posted it and soI I had I overcame.
(06:11):
And so my maybe my vibe aboutmyself portrayed some kind of
authenticity, who knows what,but there was something about
it. And I also made fun ofmyself a little. I talked about
my outfit being that I didn'tlike it, so I actually addressed
it in the video. So I think thatI opened up a lot of doors in
this in this video, and I thinkthat's why it went viral. So
(06:32):
that's my breakdown on it.
And my takeaway is always thatwhenever you're in doubt, post
it. But it's also to look atthese bullet points and think,
did is your video doing this,this, this, and this? Is it
eliciting the right emotion forthe user? Is it getting to the
point quick enough? Are youholding out and waiting too long
for people to know what thevideo is about?
(06:52):
Are you not getting to theoutcome quick enough? So I
showed right away in thebeginning what the outcome was
gonna be. So then I held peoplefor the whole journey. So that's
my takeaway on viral videos fortoday. I always have advice that
I give every week in the studioabout this because we're always
talking about ways to keep youraudience engaged, different
types of tricks you can do withyour content depending on the
(07:14):
style of content.
Obviously, I'm doing tutorials,but I also have other videos
that go viral. And people thatI'm working with in my studio
have videos that go viral fordifferent reasons. So you always
have the potential. It's just amatter of tapping into your
uniqueness and what yourpotential is and how can that be
delivered. Alright?
(07:34):
Now studio, just an update onwhat's happening in the paid
studio. As you know that I havethe free email list, of course.
I have this podcast. I do a tonof free workshops and and
whatnot, and I have all my freetutorials. But I do have a paid
studio community where everyweek I go live with my people,
my friends.
I'm gonna call them my friendsnow because they're my
(07:55):
community. And we have camerason sessions where we talk about
different editing tips,different things, different
topics each week. And then Ihave a q and a. So everybody
gets to have their questionsanswered. So I do have this
community that that for thismonth coming, for what I'm doing
now next, is we're working morein-depth on split screen, and
we're gonna work a lot thismonth on editing tips.
(08:17):
I'm really focused usually, Itake a month and I focus on a
certain thing. But all of thethings are always viewable after
the fact. So there's every week,there's a mini challenge that we
do and then the challenges arealways there for you. So if you
arrive next month, you can trylast month's challenge and you
can still share it witheverybody in the community
because we are always doingthese challenges again and again
so that we can keep everybody wecan keep everybody creating
(08:39):
mainly and keep everybody freshand with ideas so that you're
not stuck and you're not tryingto figure it out. If you're a
business owner or if you're apurse you're trying to build
your personal brand, build afollowing and figure out how you
wanna monetize, this is a it's asupportive way to keep yourself
accountable, really.
It's like it helps you to staygoing. It helps you with idea
(09:02):
generation. You're watchingother people's content that are
trying the same things thatyou're trying and you see, oh, I
see how they did the splitscreen. This is how I'm doing my
split screen. So it's lots ofgood inspiration.
So if you think you need helpwith content, if you think you
want to try it for a month, wedo have a 15% discount going
right now. So I suggest you getin while you have while you can
take advantage of that. So thisway and that discount will stay
(09:24):
in place for as long as youstay. And I'd love to meet you.
And it's a really good group ofpeople.
In the club, we are all fam.Alright. Let's get to the ways
to monetize on social media.Yeehaw. There are so many
misconceptions about this that Iwanna start with the myth or the
(09:45):
fact that people with a bigfollowing are automatically
making big money.
They're not. As a matter offact, I saw a creator. His name
is Steve and he does these, he'sa dad that does dances in his
house or lip syncs and he it'skind of a complicated story. I
forgot what his username used tobe. But he was he even said that
when his boss found out he wason TikTok and had so many
(10:05):
followers or somebody ran intohim and didn't understand he had
a real job because they thoughtbecause he had a hundred
thousand followers, he wasmaking big money on TikTok or
something.
And it is a misconception. Itreally is. There's so many
creators with big followings whohave not found a way to
monetize. And that's for the fora lot of reasons. Number one, it
could be a demographic they'rein or the type of content
they're doing that is noteliciting fashion brands
(10:27):
reaching out.
Or somebody like myself, I'm notdoing videos where makeup brands
are gonna reach out to me. Ihave the occasional reach out.
But it's not like I'm gonnasuddenly become a, get ready
with me makeup artist. That'sjust not what I do. So I'm not
gonna get those type of brandcollabs.
And it's just also not automaticthat you're all because you're
doing makeup, you're suddenlygonna hear from, you know, Cera
(10:49):
CeraVe and be doing doing askincare. You just it doesn't
work that way. So I wanna talkabout how how that can change
for you if it's something youwanna do. But the the I think
the main thing to understand isthat just because you have big
numbers doesn't mean you are ittranslates immediately to big
money. A lot of people thinkwhen you have views on your
(11:10):
content, the platform pays youbig bucks.
I and I'm being honest with you.I have been in the creator fund
for a year and I've had multipleviral videos. And I think I've
made over the course of a wholeyear something like $4,000,
maybe maybe a little above thatnow. But that was a whole year
of having viral videos andviews. That's not guaranteed
(11:32):
income every month that's gonnareally, you know, take care of
me.
It's not gonna pay my rent, youknow. So people have to
understand that views is not thepath to monetization unless you
have 20,000,000 followers andmillions and millions of views
on your content. It's and eventhen, it's, you know, that's
(11:53):
it's just frustrating because Ijust it's all different the way
the the way the analytics decidehow much you're gonna get paid
for your views. Also, your viewshave to be unique views. They
can't be somebody watching yourvideo twice.
They can't be somebody whodidn't watch your video all the
way through, etcetera. Sothere's lots of qualifications
to what views count towardsmonetization. So that's not
really the the path to thewinning path, let's just say.
(12:17):
But what I will say is thatmonetization works best if your
community is loyal to you. Andif you start to feel that you
have a core, core crowd ofpeople who are invested in you,
invested in your content, andinvested in what you have to
say.
And it's building trust, so ittakes time. It doesn't happen
overnight. You have all thesefollowers. Suddenly some people
(12:39):
aren't just buying somethingfrom you. And on the rare
occasion where a business ownergoes viral, they might suddenly
sell belts or rings.
Oh, speaking of rings, here wego. They went viral. My
conquering, my ring. They wentviral with one video and and
literally sold products. Sothere you go.
Like, that's a way tomonetization. But that business
(12:59):
was they've been probablyworking their ass off for months
to leading up to that, and thenthey just happen to have a video
go viral. This is not they werealready in a doing a business,
promoting their products,putting in the work, doing their
marketing, the strategic, makingvideos, nothing hits, and then
one video hits. So it's there'sa lot of pieces to it. There's
(13:21):
some creators that go, oh, theyget famous and they just do
merch and they think they'regonna sell merch.
And a few of them have mademistakes by ordering a bunch of
merch and then not being able tosell it. So don't do that. I
mean, I'm just I'm I've beenaround long enough to know the
horror stories stories that havecome from some creators. So I
want to spare you that so itdoesn't happen to you. Now if
(13:43):
you read the newsletter, I'm notgonna read it to you.
I like to just add to what I sayin the newsletter. But,
obviously, you can monetize bygetting brand sponsorships. You
can try making yourself a mediakit, putting all your stats,
individually reaching out tobrands one by one and trying to
pitch yourself. And sometimesyou're gonna reach someone.
Sometimes they're gonna sayemail this person.
(14:04):
You know, it's a process and youhave to be so committed to this
process. So it works. It's justtime. And you have to think to
yourself, do I have the time todo this? Am I working a full
time job right now?
When does when does the tippingpoint happen where you finally
start to make money from it sothat you cannot that you can
give up your job. And that is along process. I interviewed a
(14:26):
creator who it was years beforeshe could do that. And she
talked with me about it and howshe was doing content creation
for four years before shemonetized. And then I have Gina
from Skinnytaste.
She was putting out or doing,her blog her blog for years
before she then decided to writea cookbook. And she was doing it
because she loved it. And thetypical way people win on any
(14:48):
social media platform and and ingeneral in life is when they're
doing something. It's notbecause you find your passion
and automatically it turns intomoney. It's just that if it is
something you're passionateabout, you tend to do it a lot.
And then when you do it a lot,it become if it becomes your
purpose and then something hitsand you find a way to monetize.
It's not like find your passionand then magically you're gonna
have a solution that's gonnamonetize your life. It just
(15:11):
doesn't work that way. It's hardwork. That's that's it.
Hard work. The you can do an,and there's an either easier
path to finding brandsponsorships if you do sign up
with agencies. This, I wouldsay, is worth it. If it's
something you're passionateabout, you wanna do in terms of
your content, and you wanna bedoing brand sponsorships and
doing influencer partnershipsand and doing influencer
(15:33):
content, you should definitelysign up for these. Because I get
reach outs every day fromobviously ubiquitous.
I'm not with House of Marketingor the or the shelf yet. But
these agencies that I listed inthe newsletter, you get yourself
on the roster, you put theamount of followers, you put
your demographics in there. Andthen when they have something
that's for you, they send itout. They they farm it out to
(15:54):
all the creators and then youjust have to watch your email
and don't don't miss it. Acouple of times I've missed one.
But that's how I got the thingwith CeraVe. I I was I just
happened to see my email. I hadsigned up for that, obviously,
one and they wanted, I guess,older demographic. So I got to I
got to get a PR package. And ifI wanted to make a video, I
could make a video.
I didn't even have to. But Ithought it would be the the
(16:15):
right thing to do. If I'mgetting free products and I
agree to it, I'll make a video.You know? What is it what is it
really costing me?
So that's a way to do it. Italso helps you to start If it's
even with PR packages, it alsohelps you to start making
content that is in that realm,that genre where you're making
it's like practice. The more youpractice making influencer
content, the better you're gonnaget at it. You're gonna see what
(16:38):
people like about your style ofinfluencer content. You're gonna
find your sweet spot about howto deliver the message, see
which videos get more attention,and you're gonna learn along the
way.
So I think it's worth puttingyourself on those rosters and
getting your name out there.And, occasionally, I think some
of these clients would, youknow, have worked with people,
and then they maybe reach outwith them direct reach out to
(16:58):
them directly. If they reallylike you, they'll contact you
and you can maybe even get anagent if you're making enough
money over a course of a year.You have to be monetizing to a
certain degree before agentsinfluence or agencies or agents
will take you on. So you're notgonna be able to think, oh, you
had, a million followers?
I'm gonna call an agent. Theagent wants to say, show me the
(17:19):
moola. Show me the money. Like,have you made any money yet?
Because they're not gonna takesomeone on and magically make
you money.
They wanna know that you'realready marketable before
they're gonna take you on.Alright. The other thing you can
do to monetize is creating aTikTok shop and this one is
viable obviously for only forthose people on TikTok but you
can also do l t k and be aseller or flip. I think that's
(17:40):
the other one and you can be aseller. But if people are not
interested in shop videos,they're gonna scroll by your
video.
So you're you have this it'slike a balancing act. And one of
the members of the studio is abig TikTok shop creator. And so
she goes hard. She posts threevideos a day every single day.
Shop, shop, shop videos.
(18:00):
She leans on shop videos. Andso, eventually, one of her shop
videos is gonna hit and thenthat's where she's gonna make
her money. So she's not makingmoney on every single video that
doesn't get a lot of viewsbecause people aren't buying on
a lot of times on those videos.But when she hits, she makes her
money. So being a shop being ashop creator is a strategy.
(18:22):
You decide, I'm gonna go hard.I'm gonna go on the shop. I'm
gonna do this. And then you youcan go all in. And then your
your audience will start to seethat you're a shop creator, and
maybe they'll still watch yourvideos and such and show you
some love and click on the linkand just check out your
products.
So that's an option if you haveenough followers to be a TikTok
shop creator. Also, some of theshop creators are very
(18:44):
successful and they have givenget gotten opportunities
directly with big brands. Andthere's two that we mentioned in
the newsletter that act workdirectly with TikTok. So
there's, you know, successfulstore success stories there.
Obviously, affiliate links arean answer.
And all of these things, again,are in the newsletter. But
creators who specialize inaffiliate marketing are usually
(19:06):
trying to sell a course aboutdigital marketing. And I always
find that interesting. Like,this is how I made so much money
in digital marketing, and thenit's to sell a course about how
to make money in digitalmarketing. So it's like, I I get
confused by those personally.
And I know that there's so manysuccessful creators doing that.
So I'm am I gonna put that down?No. It's just not for me. And so
(19:29):
you have to say, is this for me?
Does this feel like it's rightin my wheelhouse? And that's how
you'll know, like, if it's rightfor you or not. You could also,
obviously use your expertise andcraft. If you're crafty and you
can make something and you canjust make your own shop. Make
your own TikTok shop or you canmake your own regular shop and
you can promote your products inyour regular business.
(19:50):
And the the, My Conquering, theydidn't have a TikTok shop at
first because they blew upbefore TikTok shop was even a
thing. So she they were sellingtheir rings directly on their
website when they went viral. Soyou can start like that and then
you can evolve your way into ashop. And, of course, look at
Made With Mud, one of my sweetfavorite studio creators who
(20:10):
sells pottery and does very wellfrom her videos. She's got these
dignity mugs that she's even,almost patented, I believe.
But the style of these mugs forpeople with disabilities,
there's so much value to sharesharing and creating and then
sharing your goods with with theworld via TikTok because the
(20:32):
reach is incredible. And thelove that you get back from
making someone's life better isalso incredible. And that, I
think is the most underratedthing that people talk about
when it's like you're gonnamonetize. It's there's all these
strategies, but nobody thinksabout the, authenticity behind
it. Somebody's business, theones that succeed are usually
(20:55):
coming from a place of caringand wanting to help someone.
Another way to make money isbecoming a UGC creator. And this
is not always with you being inthe videos. This is when you're
a creator for a brand. I do someUGC content for, the hangry
pets. I've talked about them allthe time.
And doing that type of contentis rewarding financially because
(21:16):
you set your rates, you knowwhat you're gonna get paid for
doing x content, You are handingthe content off. You're not
necessarily responsible forposting it on your own channel
depending on your arrangementwith the client. And a lot of
people who are good at makingvideos can get a lot of this
work. And I'm gonna tell youbecause I'm good at making
videos. I get asked to do this alot, and I can't take it all on.
(21:39):
I pick and choose who I'm gonnawork with, and I like a certain
type of client that I'm workingwith that I know is gonna,
number one, I wanna make surethey're gonna pay me on time. I
like a sir I have a certainarrangement that I like to make.
The good part about it is youdon't need a certain number of
followers typically. If youhappen to be good at making
videos and people see that, theywill let you make the videos for
(22:03):
them. And then you don't have toworry about if you have a lot of
followers.
It's just that they're they'rehiring you for your editing and
your filming skills. And I dolove doing that. I love going to
film for brands where I don'thave to be in it, but I have all
these creative ideas and they'realways flowing. So that's a good
gig, but you've gotta be reallygood at filming and editing. And
I happen to be trained fromthirty five plus years in
(22:25):
production.
So I know how to I know how toshoot. I know how to interview.
I know how to edit. Boom, boom,boom, boom. So it's a a good fit
for me a lot of times.
But if you're not skilled at it,that's not gonna be the thing
for you. However, you can learnand then you can become better
at it. The more you practice onyour own content, the better you
get at it. And then eventuallyyou could become a UGC creator.
(22:45):
So it's not to say, oh, I don'thave these skills.
I can't do this. Maybe you justcan't do this right now. But
maybe if you're practicing, ifyou're in the studio, you're
doing the challenges and you'reupping your game week to week,
week over week, every littlebit, I always say five minutes a
day, adds up to me being able tosquat to the floor. And I took
me a year to do it. So if youdecide I'm gonna learn how to
(23:07):
create better videos and youcome into the studio and you
commit, you're going to learnweek over week over week.
You're going to do thosechallenges. And each time when I
give feedback, you're going toget better and better and better
at it. So I encourage you totake it take it on if it's
something that you really thinkyou could be good at. Alright.
The last thing is to just shareyour expertise and see where it
(23:31):
takes you.
And this is the most underratedmonetization tool of all. And
why I say it's underrated is Idon't think a lot of people
connect the dots. Even when Iwas getting work because people
found me on TikTok and they werehiring me to do content for here
or come to this event here anddo that here, I still didn't
(23:54):
connect that to I'm making moneyon TikTok. And Julie, credit to
my daughter, had to correct me.She's like, don't say you're not
making money on TikTok whenpeople ask you because you're
all the things that you'regetting, the projects that
you're working on is coming toyou from TikTok.
So even if you think you're notgetting paid for views, you're
not doing traditional brandsponsorships or influencer
(24:17):
content, this doesn't mean thatyour expertise will not bring
you business, and therefore,you'll be making money from
social media. And I have a verydear friend, Grace McCarrick,
who was on she was on a coupleof episodes ago talking about
negativity on social media. Shegets the most of her business,
and she posts a lot on LinkedIn.Most of her business that she
(24:38):
books in corporate America isfrom clients have that have
found her on TikTok. I'm tellingyou.
This is not to be underrated. Ifyou share your expertise and
become valued for yourknowledge, your talent, whatever
it is that's your wheelhouse.I'm gonna even talk random
things. Betsy, if you'relistening, she's a Zoom expert.
(25:00):
She she could she's on if Ineeded to hire a Zoom expert to
to to coach my teams about Zoom,I would call Betsy.
I found her on TikTok. Okay? SoI even will say the value for
myself is the people when Ithink, oh, I need somebody who's
a really good marketingstrategist or whatever. Who do I
know on TikTok? Oh, I need a PRperson who really knows how to
(25:21):
deal with a PR crisis.
I know exactly who I'm callingand it's people that I know from
TikTok. Okay. Okay. I will stoptalking now. This was a long
one.
Thanks for sticking with me.Again, if you're new and you
would like to try the studio fora month, I love what I'm doing
there. My excitement forteaching and helping you be a
(25:44):
better creator is not somethingI can fake. I love it. When I
see the videos come out of thechallenges, I'm immediately so
proud like a teacher.
I need to share themimmediately. I love when I can
impart the knowledge and theknowledge is put to use and the
person is able to I feel thatI'm making my own personal
difference in the world. Assmall as it may be. Okay. I
(26:05):
don't care if you think it'slike a joke that it's just
social media.
But it is in my book, I'mhelping people, and that's how
I'm doing it. So if you want meto help you, come to the studio
and try it out. 15% off. There'sthe QVC pet sales pitch at the
end. Thank you so much for beinghere today.
Big hugs. Big love. Have a ahappy weekend, and I'll be back
(26:26):
with you next week.
Welcome to the socialize strategy. Happy Friday, and also
welcome to any new listeners.Because this week, I had a video
go viral. And when a video goesviral, a lot of times people
find their way to my email list,and then the email leads them to
my podcast. So if this is yourfirst time listening, buckle up
because what I like to do inthese podcasts is dive dive a
(00:20):
little deeper into the topic andalso share some off the cuff
thinking as it comes to me.
So we're in for a ride because Iwanna start with before I get to
the topic of the day, which isabout monetization on social
media, I wanna talk aboutvirality and going viral on
social media. So we're gonna doa little bit of an opening
because I had a situation thisweek, which I'm gonna call my
(00:43):
own personal case study. And thereason I'm calling it that is I
did an analysis. Once this videowas lit and picked up some
traction, I started to break itdown in my head. Like, why did
this video go viral?
Why over other videos that I dothat are similar in style? Why
did this one light up? And whatI did was I analyzed it from a
(01:05):
for a LinkedIn post. And thatwas pretty interesting. So I
don't know if it's gonna do wellon LinkedIn, but I do think
people on LinkedIn tend to wannaunderstand analytics or the whys
behind social media versus justhere's what it is.
So let me just open it up alittle bit for discussion. First
off, the video was about doing asplit screen. And it's really
(01:27):
crazy to me because I posted twovideos showing a split screen
before this third video. And thethird one is the one that lit
up. And so I'm just learningfrom that.
Like, what did my other twovideos, which were the same
topic and one of them would talkspecifically about a viral trend
in doing a split screen, andthat one didn't get as much
(01:49):
traction as this generic splitscreen lesson. Like, wow.
Because typically, the oppositewould happen. Typically, the
thing that's trending would bethe thing that everybody wants
to learn and that's the one thatthey forward to friends or save
and that's the one that goesviral. And this was the exact
opposite situation.
So I want to break it downbecause I think it's important
learning. And when I learn withmy own content, I open up the
(02:11):
door and I let you in. Let'slearn together. First off, what
was the video? Okay.
It was a tutorial about how todo a split screen. And like I
said, there were two othervideos I posted before that with
the same exact lesson. Why wasthis one the one that went viral
and has that half a millionviews right now? I think because
the first thing I did in thisvideo was say what I was going
(02:34):
to do but also show it. So inthe first, I think, four
seconds, I say, I'm gonna showyou how to do a split screen
where you can be with yourselfin the scene.
And when I say those words, whenyou can be with yourself in the
scene, I show myself togetherwith me, my twin in the scene.
So it was a it was a see andsay. I immediately hooked people
(02:55):
in because they were like, oh mygod. There it is. So I didn't
make them wait.
I didn't make them wait to seethe outcome. Even though I was
still showing the whole process,I started the video with what I
was going to teach very clearlydemonstrated in the scene. So I
think I had a great hook byaccident. By doing that, I had a
great hook. The second thingthat happened is I got new
(03:17):
people in who were watching thevideo because my teaching style
is very different than a lot ofpeople on social media.
So it delivered on its promise,like I taught the lesson, but I
taught it in a way that wasbehind the curtain peeking
behind the curtain and showingstep by step how this editing
magic is done. So I didn't justwas razzle dazzle. I actually
(03:40):
broke it down, took people withme for the ride. It also
welcomed everyone because it wasa slow paced lesson. And
typically, when you're watchingvideos on social media apps and
their tutorials, it's like bing,bing, bing, bing, bing, bing,
and it's going really, reallyfast.
And people are not really aftera while, it's like whoosh. It
goes over their head. And sowhen I think about the two
(04:00):
videos prior to the one thatwent viral, what happened in
those videos, why they didn't goviral, this is my this is my
study on why it didn't, wasbecause I made it too
complicated. I showed how to dothis thing, but I first said, if
you record it in your socialmedia app, then you have to
screen record it, and then thescreen recording gets put into
(04:22):
the editing app. And so I thinkI lost people on the details of
the screen recording and doingthat process and then getting
that screen recording into theTikTok, into the CapCut app.
That process of getting peopleto first format it correctly, I
think I lost a lot of people. Ididn't get to the point of the
trick of the magic quick enough.And I do I did that on both of
(04:46):
the prior videos. But on thisone, I said, you know, I'm just
gonna teach them by recording ascene in their camera and then
recording another scene. So I'mgonna skip that whole step where
you have to screen record thedraft.
And then when I skip that step,I immediately had a viral video.
So I made it simpler and I slowthe pace was slow. Okay? So
number one was a good hook.Number two was I delivered on
(05:08):
the promise.
I pulled back the curtain and Ishowed everything. Number three,
I welcomed everyone. So I madeit an easy lesson that was very
digestible for any level ofcreator. So even a beginner
would sit through this lesson. Ihad a few people comment and
say, I'm never gonna do this,but I watch the whole lesson.
Okay. That's a win. You wantthat to happen. Right? Number
(05:28):
four, there was no gatekeeping.
I think I said this before.Like, I showed every step. I
didn't skip a step. I didn't Ididn't assume people knew
anything. I I showed everythingabout it.
And then number five and why Ithink it went viral personally
is because I didn't like what Iwas wearing. I didn't like how I
looked in the video. I feltcringy. And so when you hold
(05:50):
back and you don't postsomething because you feel a
way, that's the one you'remissing out on because that's
the one that's gonna go viral.So I do feel that even though
all those other things I saidmake sense, I think also the
fact that I felt funny about itand I didn't like the video at
first, I still posted it and soI I had I overcame.
(06:11):
And so my maybe my vibe aboutmyself portrayed some kind of
authenticity, who knows what,but there was something about
it. And I also made fun ofmyself a little. I talked about
my outfit being that I didn'tlike it, so I actually addressed
it in the video. So I think thatI opened up a lot of doors in
this in this video, and I thinkthat's why it went viral. So
(06:32):
that's my breakdown on it.
And my takeaway is always thatwhenever you're in doubt, post
it. But it's also to look atthese bullet points and think,
did is your video doing this,this, this, and this? Is it
eliciting the right emotion forthe user? Is it getting to the
point quick enough? Are youholding out and waiting too long
for people to know what thevideo is about?
(06:52):
Are you not getting to theoutcome quick enough? So I
showed right away in thebeginning what the outcome was
gonna be. So then I held peoplefor the whole journey. So that's
my takeaway on viral videos fortoday. I always have advice that
I give every week in the studioabout this because we're always
talking about ways to keep youraudience engaged, different
types of tricks you can do withyour content depending on the
(07:14):
style of content.
Obviously, I'm doing tutorials,but I also have other videos
that go viral. And people thatI'm working with in my studio
have videos that go viral fordifferent reasons. So you always
have the potential. It's just amatter of tapping into your
uniqueness and what yourpotential is and how can that be
delivered. Alright?
(07:34):
Now studio, just an update onwhat's happening in the paid
studio. As you know that I havethe free email list, of course.
I have this podcast. I do a tonof free workshops and and
whatnot, and I have all my freetutorials. But I do have a paid
studio community where everyweek I go live with my people,
my friends.
I'm gonna call them my friendsnow because they're my
(07:55):
community. And we have camerason sessions where we talk about
different editing tips,different things, different
topics each week. And then Ihave a q and a. So everybody
gets to have their questionsanswered. So I do have this
community that that for thismonth coming, for what I'm doing
now next, is we're working morein-depth on split screen, and
we're gonna work a lot thismonth on editing tips.
(08:17):
I'm really focused usually, Itake a month and I focus on a
certain thing. But all of thethings are always viewable after
the fact. So there's every week,there's a mini challenge that we
do and then the challenges arealways there for you. So if you
arrive next month, you can trylast month's challenge and you
can still share it witheverybody in the community
because we are always doingthese challenges again and again
so that we can keep everybody wecan keep everybody creating
(08:39):
mainly and keep everybody freshand with ideas so that you're
not stuck and you're not tryingto figure it out. If you're a
business owner or if you're apurse you're trying to build
your personal brand, build afollowing and figure out how you
wanna monetize, this is a it's asupportive way to keep yourself
accountable, really.
It's like it helps you to staygoing. It helps you with idea
(09:02):
generation. You're watchingother people's content that are
trying the same things thatyou're trying and you see, oh, I
see how they did the splitscreen. This is how I'm doing my
split screen. So it's lots ofgood inspiration.
So if you think you need helpwith content, if you think you
want to try it for a month, wedo have a 15% discount going
right now. So I suggest you getin while you have while you can
take advantage of that. So thisway and that discount will stay
(09:24):
in place for as long as youstay. And I'd love to meet you.
And it's a really good group ofpeople.
In the club, we are all fam.Alright. Let's get to the ways
to monetize on social media.Yeehaw. There are so many
misconceptions about this that Iwanna start with the myth or the
(09:45):
fact that people with a bigfollowing are automatically
making big money.
They're not. As a matter offact, I saw a creator. His name
is Steve and he does these, he'sa dad that does dances in his
house or lip syncs and he it'skind of a complicated story. I
forgot what his username used tobe. But he was he even said that
when his boss found out he wason TikTok and had so many
(10:05):
followers or somebody ran intohim and didn't understand he had
a real job because they thoughtbecause he had a hundred
thousand followers, he wasmaking big money on TikTok or
something.
And it is a misconception. Itreally is. There's so many
creators with big followings whohave not found a way to
monetize. And that's for the fora lot of reasons. Number one, it
could be a demographic they'rein or the type of content
they're doing that is noteliciting fashion brands
(10:27):
reaching out.
Or somebody like myself, I'm notdoing videos where makeup brands
are gonna reach out to me. Ihave the occasional reach out.
But it's not like I'm gonnasuddenly become a, get ready
with me makeup artist. That'sjust not what I do. So I'm not
gonna get those type of brandcollabs.
And it's just also not automaticthat you're all because you're
doing makeup, you're suddenlygonna hear from, you know, Cera
(10:49):
CeraVe and be doing doing askincare. You just it doesn't
work that way. So I wanna talkabout how how that can change
for you if it's something youwanna do. But the the I think
the main thing to understand isthat just because you have big
numbers doesn't mean you are ittranslates immediately to big
money. A lot of people thinkwhen you have views on your
(11:10):
content, the platform pays youbig bucks.
I and I'm being honest with you.I have been in the creator fund
for a year and I've had multipleviral videos. And I think I've
made over the course of a wholeyear something like $4,000,
maybe maybe a little above thatnow. But that was a whole year
of having viral videos andviews. That's not guaranteed
(11:32):
income every month that's gonnareally, you know, take care of
me.
It's not gonna pay my rent, youknow. So people have to
understand that views is not thepath to monetization unless you
have 20,000,000 followers andmillions and millions of views
on your content. It's and eventhen, it's, you know, that's
(11:53):
it's just frustrating because Ijust it's all different the way
the the way the analytics decidehow much you're gonna get paid
for your views. Also, your viewshave to be unique views. They
can't be somebody watching yourvideo twice.
They can't be somebody whodidn't watch your video all the
way through, etcetera. Sothere's lots of qualifications
to what views count towardsmonetization. So that's not
really the the path to thewinning path, let's just say.
(12:17):
But what I will say is thatmonetization works best if your
community is loyal to you. Andif you start to feel that you
have a core, core crowd ofpeople who are invested in you,
invested in your content, andinvested in what you have to
say.
And it's building trust, so ittakes time. It doesn't happen
overnight. You have all thesefollowers. Suddenly some people
(12:39):
aren't just buying somethingfrom you. And on the rare
occasion where a business ownergoes viral, they might suddenly
sell belts or rings.
Oh, speaking of rings, here wego. They went viral. My
conquering, my ring. They wentviral with one video and and
literally sold products. Sothere you go.
Like, that's a way tomonetization. But that business
(12:59):
was they've been probablyworking their ass off for months
to leading up to that, and thenthey just happen to have a video
go viral. This is not they werealready in a doing a business,
promoting their products,putting in the work, doing their
marketing, the strategic, makingvideos, nothing hits, and then
one video hits. So it's there'sa lot of pieces to it. There's
(13:21):
some creators that go, oh, theyget famous and they just do
merch and they think they'regonna sell merch.
And a few of them have mademistakes by ordering a bunch of
merch and then not being able tosell it. So don't do that. I
mean, I'm just I'm I've beenaround long enough to know the
horror stories stories that havecome from some creators. So I
want to spare you that so itdoesn't happen to you. Now if
(13:43):
you read the newsletter, I'm notgonna read it to you.
I like to just add to what I sayin the newsletter. But,
obviously, you can monetize bygetting brand sponsorships. You
can try making yourself a mediakit, putting all your stats,
individually reaching out tobrands one by one and trying to
pitch yourself. And sometimesyou're gonna reach someone.
Sometimes they're gonna sayemail this person.
(14:04):
You know, it's a process and youhave to be so committed to this
process. So it works. It's justtime. And you have to think to
yourself, do I have the time todo this? Am I working a full
time job right now?
When does when does the tippingpoint happen where you finally
start to make money from it sothat you cannot that you can
give up your job. And that is along process. I interviewed a
(14:26):
creator who it was years beforeshe could do that. And she
talked with me about it and howshe was doing content creation
for four years before shemonetized. And then I have Gina
from Skinnytaste.
She was putting out or doing,her blog her blog for years
before she then decided to writea cookbook. And she was doing it
because she loved it. And thetypical way people win on any
(14:48):
social media platform and and ingeneral in life is when they're
doing something. It's notbecause you find your passion
and automatically it turns intomoney. It's just that if it is
something you're passionateabout, you tend to do it a lot.
And then when you do it a lot,it become if it becomes your
purpose and then something hitsand you find a way to monetize.
It's not like find your passionand then magically you're gonna
have a solution that's gonnamonetize your life. It just
(15:11):
doesn't work that way. It's hardwork. That's that's it.
Hard work. The you can do an,and there's an either easier
path to finding brandsponsorships if you do sign up
with agencies. This, I wouldsay, is worth it. If it's
something you're passionateabout, you wanna do in terms of
your content, and you wanna bedoing brand sponsorships and
doing influencer partnershipsand and doing influencer
(15:33):
content, you should definitelysign up for these. Because I get
reach outs every day fromobviously ubiquitous.
I'm not with House of Marketingor the or the shelf yet. But
these agencies that I listed inthe newsletter, you get yourself
on the roster, you put theamount of followers, you put
your demographics in there. Andthen when they have something
that's for you, they send itout. They they farm it out to
(15:54):
all the creators and then youjust have to watch your email
and don't don't miss it. Acouple of times I've missed one.
But that's how I got the thingwith CeraVe. I I was I just
happened to see my email. I hadsigned up for that, obviously,
one and they wanted, I guess,older demographic. So I got to I
got to get a PR package. And ifI wanted to make a video, I
could make a video.
I didn't even have to. But Ithought it would be the the
(16:15):
right thing to do. If I'mgetting free products and I
agree to it, I'll make a video.You know? What is it what is it
really costing me?
So that's a way to do it. Italso helps you to start If it's
even with PR packages, it alsohelps you to start making
content that is in that realm,that genre where you're making
it's like practice. The more youpractice making influencer
content, the better you're gonnaget at it. You're gonna see what
(16:38):
people like about your style ofinfluencer content. You're gonna
find your sweet spot about howto deliver the message, see
which videos get more attention,and you're gonna learn along the
way.
So I think it's worth puttingyourself on those rosters and
getting your name out there.And, occasionally, I think some
of these clients would, youknow, have worked with people,
and then they maybe reach outwith them direct reach out to
(16:58):
them directly. If they reallylike you, they'll contact you
and you can maybe even get anagent if you're making enough
money over a course of a year.You have to be monetizing to a
certain degree before agentsinfluence or agencies or agents
will take you on. So you're notgonna be able to think, oh, you
had, a million followers?
I'm gonna call an agent. Theagent wants to say, show me the
(17:19):
moola. Show me the money. Like,have you made any money yet?
Because they're not gonna takesomeone on and magically make
you money.
They wanna know that you'realready marketable before
they're gonna take you on.Alright. The other thing you can
do to monetize is creating aTikTok shop and this one is
viable obviously for only forthose people on TikTok but you
can also do l t k and be aseller or flip. I think that's
(17:40):
the other one and you can be aseller. But if people are not
interested in shop videos,they're gonna scroll by your
video.
So you're you have this it'slike a balancing act. And one of
the members of the studio is abig TikTok shop creator. And so
she goes hard. She posts threevideos a day every single day.
Shop, shop, shop videos.
(18:00):
She leans on shop videos. Andso, eventually, one of her shop
videos is gonna hit and thenthat's where she's gonna make
her money. So she's not makingmoney on every single video that
doesn't get a lot of viewsbecause people aren't buying on
a lot of times on those videos.But when she hits, she makes her
money. So being a shop being ashop creator is a strategy.
(18:22):
You decide, I'm gonna go hard.I'm gonna go on the shop. I'm
gonna do this. And then you youcan go all in. And then your
your audience will start to seethat you're a shop creator, and
maybe they'll still watch yourvideos and such and show you
some love and click on the linkand just check out your
products.
So that's an option if you haveenough followers to be a TikTok
shop creator. Also, some of theshop creators are very
(18:44):
successful and they have givenget gotten opportunities
directly with big brands. Andthere's two that we mentioned in
the newsletter that act workdirectly with TikTok. So
there's, you know, successfulstore success stories there.
Obviously, affiliate links arean answer.
And all of these things, again,are in the newsletter. But
creators who specialize inaffiliate marketing are usually
(19:06):
trying to sell a course aboutdigital marketing. And I always
find that interesting. Like,this is how I made so much money
in digital marketing, and thenit's to sell a course about how
to make money in digitalmarketing. So it's like, I I get
confused by those personally.
And I know that there's so manysuccessful creators doing that.
So I'm am I gonna put that down?No. It's just not for me. And so
(19:29):
you have to say, is this for me?
Does this feel like it's rightin my wheelhouse? And that's how
you'll know, like, if it's rightfor you or not. You could also,
obviously use your expertise andcraft. If you're crafty and you
can make something and you canjust make your own shop. Make
your own TikTok shop or you canmake your own regular shop and
you can promote your products inyour regular business.
(19:50):
And the the, My Conquering, theydidn't have a TikTok shop at
first because they blew upbefore TikTok shop was even a
thing. So she they were sellingtheir rings directly on their
website when they went viral. Soyou can start like that and then
you can evolve your way into ashop. And, of course, look at
Made With Mud, one of my sweetfavorite studio creators who
(20:10):
sells pottery and does very wellfrom her videos. She's got these
dignity mugs that she's even,almost patented, I believe.
But the style of these mugs forpeople with disabilities,
there's so much value to sharesharing and creating and then
sharing your goods with with theworld via TikTok because the
(20:32):
reach is incredible. And thelove that you get back from
making someone's life better isalso incredible. And that, I
think is the most underratedthing that people talk about
when it's like you're gonnamonetize. It's there's all these
strategies, but nobody thinksabout the, authenticity behind
it. Somebody's business, theones that succeed are usually
(20:55):
coming from a place of caringand wanting to help someone.
Another way to make money isbecoming a UGC creator. And this
is not always with you being inthe videos. This is when you're
a creator for a brand. I do someUGC content for, the hangry
pets. I've talked about them allthe time.
And doing that type of contentis rewarding financially because
(21:16):
you set your rates, you knowwhat you're gonna get paid for
doing x content, You are handingthe content off. You're not
necessarily responsible forposting it on your own channel
depending on your arrangementwith the client. And a lot of
people who are good at makingvideos can get a lot of this
work. And I'm gonna tell youbecause I'm good at making
videos. I get asked to do this alot, and I can't take it all on.
(21:39):
I pick and choose who I'm gonnawork with, and I like a certain
type of client that I'm workingwith that I know is gonna,
number one, I wanna make surethey're gonna pay me on time. I
like a sir I have a certainarrangement that I like to make.
The good part about it is youdon't need a certain number of
followers typically. If youhappen to be good at making
videos and people see that, theywill let you make the videos for
(22:03):
them. And then you don't have toworry about if you have a lot of
followers.
It's just that they're they'rehiring you for your editing and
your filming skills. And I dolove doing that. I love going to
film for brands where I don'thave to be in it, but I have all
these creative ideas and they'realways flowing. So that's a good
gig, but you've gotta be reallygood at filming and editing. And
I happen to be trained fromthirty five plus years in
(22:25):
production.
So I know how to I know how toshoot. I know how to interview.
I know how to edit. Boom, boom,boom, boom. So it's a a good fit
for me a lot of times.
But if you're not skilled at it,that's not gonna be the thing
for you. However, you can learnand then you can become better
at it. The more you practice onyour own content, the better you
get at it. And then eventuallyyou could become a UGC creator.
(22:45):
So it's not to say, oh, I don'thave these skills.
I can't do this. Maybe you justcan't do this right now. But
maybe if you're practicing, ifyou're in the studio, you're
doing the challenges and you'reupping your game week to week,
week over week, every littlebit, I always say five minutes a
day, adds up to me being able tosquat to the floor. And I took
me a year to do it. So if youdecide I'm gonna learn how to
(23:07):
create better videos and youcome into the studio and you
commit, you're going to learnweek over week over week.
You're going to do thosechallenges. And each time when I
give feedback, you're going toget better and better and better
at it. So I encourage you totake it take it on if it's
something that you really thinkyou could be good at. Alright.
The last thing is to just shareyour expertise and see where it
(23:31):
takes you.
And this is the most underratedmonetization tool of all. And
why I say it's underrated is Idon't think a lot of people
connect the dots. Even when Iwas getting work because people
found me on TikTok and they werehiring me to do content for here
or come to this event here anddo that here, I still didn't
(23:54):
connect that to I'm making moneyon TikTok. And Julie, credit to
my daughter, had to correct me.She's like, don't say you're not
making money on TikTok whenpeople ask you because you're
all the things that you'regetting, the projects that
you're working on is coming toyou from TikTok.
So even if you think you're notgetting paid for views, you're
not doing traditional brandsponsorships or influencer
(24:17):
content, this doesn't mean thatyour expertise will not bring
you business, and therefore,you'll be making money from
social media. And I have a verydear friend, Grace McCarrick,
who was on she was on a coupleof episodes ago talking about
negativity on social media. Shegets the most of her business,
and she posts a lot on LinkedIn.Most of her business that she
(24:38):
books in corporate America isfrom clients have that have
found her on TikTok. I'm tellingyou.
This is not to be underrated. Ifyou share your expertise and
become valued for yourknowledge, your talent, whatever
it is that's your wheelhouse.I'm gonna even talk random
things. Betsy, if you'relistening, she's a Zoom expert.
(25:00):
She she could she's on if Ineeded to hire a Zoom expert to
to to coach my teams about Zoom,I would call Betsy.
I found her on TikTok. Okay? SoI even will say the value for
myself is the people when Ithink, oh, I need somebody who's
a really good marketingstrategist or whatever. Who do I
know on TikTok? Oh, I need a PRperson who really knows how to
(25:21):
deal with a PR crisis.
I know exactly who I'm callingand it's people that I know from
TikTok. Okay. Okay. I will stoptalking now. This was a long
one.
Thanks for sticking with me.Again, if you're new and you
would like to try the studio fora month, I love what I'm doing
there. My excitement forteaching and helping you be a
(25:44):
better creator is not somethingI can fake. I love it. When I
see the videos come out of thechallenges, I'm immediately so
proud like a teacher.
I need to share themimmediately. I love when I can
impart the knowledge and theknowledge is put to use and the
person is able to I feel thatI'm making my own personal
difference in the world. Assmall as it may be. Okay. I
(26:05):
don't care if you think it'slike a joke that it's just
social media.
But it is in my book, I'mhelping people, and that's how
I'm doing it. So if you want meto help you, come to the studio
and try it out. 15% off. There'sthe QVC pet sales pitch at the
end. Thank you so much for beinghere today.
Big hugs. Big love. Have a ahappy weekend, and I'll be back
(26:26):
with you next week.
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