The Tilt - Brand Advice

Some surprising – and sometimes easy – advice from the brands and agencies that do creator partnerships.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

NOVEMBER 8, 2022

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

In This Issue: Brands and agencies share what they wish creators would know. We stan Charlie Chang and his lucrative content tilt. Plus, the upcoming changes to money-making on Twitter and some alternative sites.


full tilt

Inside Tips for Brand Partnerships

Securing long-lasting brand deals means understanding exactly what brands want. To pull back that veil, The Tilt checked in with brands and agencies that work with creators to find out what they really want to see.

1. Operate professionally: Answering emails in a timely manner, being available for meetings or calls during a brand’s business hours, and turning in projects on time within the agreed-upon guidelines might seem like table stakes. But if you operate that way, you could be ahead of the pack.

“Sometimes there is a bit of that artist notion where it’s like, ‘You’ve got to trust the process,’” says Jacquie Kostuk, director of creative strategy at FUSE Create, an independent ad and creative agency. “But [brands] are used to very precise check marks.”

Sarah Walsh, who manages influencer marketing for Branch & Bramble, a lifestyle brand marketing agency, agrees. “I try to work with people who are really passionate about the work they do. And that is exemplified through their professionalism.”

2. Support your pricing: Justify your pricing with the relevant stats, such as engagement rates and link clicks for past sponsored content. Your niche and location and your audience’s niche and location also may be of interest to brands.

“There have been times when we’ve asked, ‘Do you have any information on how your posts perform? Any insight on sales generated from your content?” says Sophia Rivera-Silverstein with Courtney Daniels Consulting. “And we have gotten, ‘No, I don’t really collect that information, which seems essential for influencers.”

3. Focus on the audience: Sometimes, a brand seeks creators with a huge online presence. But, often, micro-influencers and content creators with very specific niches can be far more helpful to brands that want to get their name out to particular communities.

“If you create good content, you can get all those eyeballs, and you can get all that engagement,” says Lauren D’Souza, founder of Ujjo, a hot sauce for coffee, who has had a lot of success working with micro-influencers.

At the same time, while numbers and metrics interest brands, so does the quality of the community you’ve built. Brands and their agencies dive into comments and likes to see what your followers are saying – and how you respond to them.

4. Get creative: Brands typically come to the table with a content brief that outlines the required hashtags, photo guidelines, and messaging. But they also expect you to bring creative ideas as well, including how you’ll use your unique voice to talk about the brand.

Ujjo created a number of recipes that they share with influencers to demonstrate the versatility of the product. But Sophia, who works with Ujjo, says they prefer when their creator partners use the provided recipe as inspiration for their own.

Let’s be clear: A brand deal is a business transaction. But this business is about relationships – with your community and brands. Building a strong partnership with a brand or agency can lead to more deals and opportunities.

– Sarah Lindenfeld Hall

Get more tips and advice on what brands want to see before they execute partnerships with creators.

Tips for Creators Working with Brands: The more you invest in your relationships with brand partners, the more successful your campaigns will be. Learn more in The Business of Creators report from The Tilt and HubSpot.


we stan Charlie Chang

Entrepreneur: Charlie Chang

Tilt: Personal finance, investing, and entrepreneurship

Scene: Website, YouTube (840K), TikTok (386.6K), Instagram (84.8K), Twitter (710)

Snack Bites:

  • Charlie grew his audience steadily on YouTube and TikTok, publishing daily about personal finance. In April 2020, he capitalized on stimulus-related content to draw a much bigger audience and significant ad revenue from YouTube.
  • A month after Charlie earned $15K in YouTube ad revenue, he did his first sponsored content post on TikTok for $250, as he explained to CNBC.
  • As his business has grown, Charlie has diversified his revenue streams – affiliate marketing (40%), YouTube ads (25%), brand sponsorships (25%), online course (5%), and coaching (5%).

Why We Stan: Charlie didn’t have a content entrepreneur role model, but he forged a path to become a successful one. He didn’t get discouraged when he got only a dozen views on his first videos and spent time figuring out what his audience – and later, brands – wanted from his content.

– Ann Gynn

Read the longer story on Charlie Chang.

You know who else we stan? All the speakers with whom we are hard at work signing up to present at the 2023 Creator Economy Expo. Look for exciting announcements later this month. Register today before our fall pricing (lowest available) ends!

Know a content creator who’s going full tilt? DM us. Or email tilt@thetilt.com.


things to know

Money
  • Revue revenue: Indications are Twitter will end its newsletter platform Revue by the end of the year. And it’s set to relaunch Super Follows – the paywall tweet feature for creators – as “subscriptions” next week. (Platformer)
    Tilt Take: Creators who use Revue should make alternative plans for their newsletter platform.
  • Prime Tube: YouTube has combined 30+ streaming services into Primetime Channels. Putting that content alongside videos from creators signals how despite differences in budget and production quality, creator content and premium content are a lot closer in the entertainment field. (Lindsey Gamble)
    Tilt Take: We like it when the lines blur, so it’s all just about the content viewers want to watch. That’s good for business.
Audiences
  • NFT future: The CEO of Socios, a sports fan token platform, says fan tokens are more scalable and utility-driven products to the sports industry than today’s NFTs. It’s a way to connect with 99% of fans who never come to the stadium. (Decrypt)
    Tilt Take: Digital art is nice, but the still-too-secret sauce is the power of NFTs as fan tokens – to create and maintain a connection with your audience.
  • Moving out: As Twitter changes owners, hundreds of thousands are flocking to lesser-known social media sites like Mastodon, CounterSocial, and newcomer uSync. Mastodon had 5.9M accounts by last week - a 5% jump over the previous week. (USA Today)
    Tilt Take: Tour the options to see if these other platforms might make sense for your content business.
Tech and Tools
  • Stack together: Substack now lets its newsletter and podcast creators have subscriber-only conversations with its new Chat feature. (Sachin Monga)
    Tilt Take: It will take some marketing to help your audience learn they can read/listen and connect with the community in the same place. But it makes a lot of sense.
  • Get together: YouTube’s Live Together streams now lets channels with at least 50 subscribers create co-hosted streams. (Social Media Today)
    Tilt Take: It’s a time that’s already come on other streaming platforms. Too bad it limits it to two people on screen.
And Finally
  • Timing right: A new study found the sweet spot for the top-rated branded podcasts was between 21 and 30 minutes. (Spiceworks)
    Tilt Take: Studies like that are helpful, but monitor what your audience does – that’s always more valuable.
  • Wordy celebration: It’s National Novel Writing Month, aka NaNoWriMo. Writers challenge themselves to write 50K words or a novel. One tip to make it happen? No self-editing. Draft the content without regard to typos, tweaking, inconsistencies, etc. (W Creators)
    Tilt Take: That’s a lot of words to get down, so it makes sense to keep writing. Just be sure to celebrate December, January, and February as National Novel Editing Months.


the business of content


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the tilt team

Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Sarah Lindenfeld Hall.

Key phrases

Older messages

Not in Control

Friday, November 4, 2022

By choice, circumstance, and law, creators have stakeholders in their business. Can you navigate all of them well? ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Magical Words

Tuesday, November 1, 2022

You don't have to go long to get an audience to consume your words. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Forget Followers

Friday, October 28, 2022

Serious content creators do these five things. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Try Guys Unexpected Lesson

Tuesday, October 25, 2022

Lots has been written about The Try Guys affair, but it all missed this one important reminder. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Help me

Friday, October 21, 2022

5 things to do about hiring help for your content business (even if you've just started) ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

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