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Brand Deal Burnout for Creators

hayleyrose'shayleyrose·Aug 13
Posted in:Health & WellnessProductivitySociety & CultureMoney

When is enough enough?

Top creators today do a ton of brand deals which can lead to burn out, compromising quality of their content, and sometimes losing their audience’s trust.

However, brand deals are a fantastic way for influencers, talent, etc to make money - brand deal revenue outpaces revenue sharing from social platforms by at least 100x.

How can we modify the current model or change it to give time and care back to these top creators who are on the edge of facing career-identity crisis?

Would love to kick off a dialogue here - do you agree? Disagree? I’m toying with writing a newsletter on this topic specifically! It’s a juicy topic, I think! :)

nivaaz'snivaaz·Aug 14
This is such an interesting topic!We're already seeing shifts in the way advertising/influencing works with big creators, where it's a little more product placementy, and less salesy. I think there is some sense of trust that is built with a creator and their audience over time when every single thing they recommend is of high quality and is actually something they use. I think that the burn out from the audience side potentially happens more so from constant influencing on products that a mix of good and bad. I have been following tati westbrook for a while and I think what she had done is so awesome. But also so much hard work over years and years. But she's now pivoted into a newsletter that gives away exclusive times discounts & giveaways based on if you watch her videos etc. I think it's such a creative way to not just influence but also give the audience value as well through discounts. Do you think there is an issue with brands finding the right creators to work with in their niche? (i.e. ones that wouldn't eventually end up going down the rabbit hole of influencing things our of their normal categories/audience interests?)I think it could also be that creators needs to start being more creative with the ways their monetise their audiences. Is their income come primarily from one source (brand deals)? or does it also come from other sources that come from genuine loyalty and love for the creator from their audiences? lots to unpack here for sure. But I feel like the crux of it is working out the balance of monetisation with audience value & trust. really keen to hear more thoughts & opinions!
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