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  • Brand ambassador is interesting, that is predicated on the assumption that they're going to be working with you on a number of sponsored posts across the entirety of the year. I try and think about these things and relate them to my own life. When you sign up for something, and it says, "Do you want to pay $10 a month or do you want to pay $100 for the year?"

    If you're 100% sure you're going to continue to be a customer every month, then, it makes sense for you to do the $100 a month, right? If you can afford it, you save 20 bucks, why not? You're going to pay for it anyway, so over time, you're getting savings.

    The only reason you wouldn't do that is one, if you didn't have the money or two, if you didn't know you were going to use it for the rest of the year. It would be really annoying to pay for something, six months later be like, "I don't use this anymore," Same thing with a brand ambassador, you have to think that these brands can just pay for one-off sponsored posts with you, so they have to like you so much, and they have to be so sure that they want to work with you that they are willing to make the investment upfront for the entirety of the year.
    It's pretty rare, it's pretty rare for a brand to find somebody like that, that they know 100% that they want to work with for the year. If you can bridge that gap, if you have a brand that is like, "I am interested in this," or you think that they will be interested in it, then, you have to give them economic incentive to do so. You have to give them economies of scales.

    You have to give them a lot better deal because, again, if you're not saying, "Hey, it's 30% cheaper to do this and to pay upfront," then, again, they have absolutely no incentive. Try and make it really make a lot of sense for them. Something I would consider doing as well is taking at your growth rate. Let's say it's 7% or something, well, 10% just because math is hard for me.

    Say you're at 100k, you go 10% a month, 10,000 followers a month, 10, then, 12, on and on and on. What you could do is say, "Okay, I'm at 100,000 followers now, but by the end of the year, if you look at my growth rate, if that continues, I'm going to be at 150,000 at the end of the year, so not only am I giving you a big discount on my prices today, but given the growth that I'm going to experience, that discount is actually even bigger because by the end of the year, if I'm charging $1,000 for a sponsored post today, I think I'm going to be charging $1,800 by the end of the year.

    If I'm selling you 12 posts, and I'm selling in about $500 because you're buying them in mass, then, you're not just saving 50%, by the end of the year, you're saving 70%," or something. Important to lay out the economics, important to tell them all the extra stuff that they're going to get, also, they're going to get exclusivity if you're an ambassador or if not exclusivity, at least, they'll get that idea that the followers will see it over and over and over again. We're seeing that work more and more.

    I think letting the brand know that you're going to be able to tell that authentic story, that you're going to be able to loop in, fold that brand into your feed and to what you're talking about over time is really important. Just nuts and bolts, detail stuff that I think could be interesting, one, I would say that "give them the chance at the beginning of the month to tell you what their focus is currently." If it's a clothing company, let them in October say, "I want you to do a sweater story in November," let them say, "I want you to talk about Black Friday in December. I want to talk about last-minute gifts."

    Let them buy these things in bulk, then use them as they want throughout the year. You might also push them to do no-approvals just so that you can fold it into your life in a way that is really authentic and makes sense. It'll make it a lot easier on you, it'll make it a lot easier on the brand. We're doing a lot more of no-approval campaigns. If they're not happy, you just do a make-good post on that. Lastly, I would say if the brand doesn't have a huge amount of money, try and sell them a bunch of posts and do non-dedicated.

    You're tagging them, you're mentioning them in the post, but you're also mentioning other other brands. That can be great for the brand because they're still getting out there, but it can be a lot more affordable for them because you can't really charge as much for a non-dedicated post. I'd say, you could charge 25% of your normal fee for a non-dedicated post. That still hit their key messaging. A few ways to think about it, long-term brand ambassadors, that stuff is perfect.

    I think that is, in a lot of ways, the absolute ideal for influencer marketing that these products should be integrated into the life, and it should be something that people know that you're a big fan of. I appreciate you pushing brands to try and do more of that. Make sure you make it worth their while and make sure you've validated yourself enough to the brand to where they know, "I do want 12 posts from this person. I know they're going to be able to deliver the value there," because there's so many influencers now.

    They could also work with 12 different influencers on those posts just as easily, so make it worth their while.
    Episode #89
    - Vero, Brand Ambassadors, Transparency with Brands
  • Something that we've been thinking about a lot at Fohr Card recently is pushing brands and influencers to define success.

    We just sent an email out recently telling our brand partners and brand contacts that only given campaign, they should pick what we call a "keystone KPI". If you don't know what a KPI is, this is something that your clients live and die by: its key performance indicator, it's a way to track how well things are doing. A key performance indicator, KPI, for a campaign could be growing the brand's Instagram following, it could be sales, it could be brand awareness, it could be impressions, it could be content, it could be any number of things.

    Definitely, before you do a campaign with a brand, ask them, "What does success look like for you? What KPIs are you tracking? What is the most important thing that you need out of this campaign?" I think about it in a way of like if I was an influencer talking to the brand, I would say, "What do you want my followers to know or do at the end of this campaign? Do you want them to know the story of this sweater? That this is an Instagram artist who's got 800,000 followers and he does these very fun doodles.

    Now, he has a clothing line or do you want to tell the story of this is a funny piece of clothing. It doesn't matter who made it, you want to drive to the e-com site that's selling it, and tell people that they can buy it, and it's pretty affordable? It's like a $60 sweater." Two very different stories, two very different ways that you would tell that story. It's really important for you as an influencer. It is only going to get more important, we have talked about this before, to take responsibility for the success of the campaigns that you work on.

    Your job as an influencer when you do a sponsored post is not to do the sponsored post, it is not to post it on time, it's not to follow the brief, it is to help that brand reach whatever set of goals they have. That's it. I saw a post the other day, I had a brand person email me, and they said, "Hey, I paid this influencer $750 for a post. She did it. It got a lot of engagement. She barely mentioned the product in the post. It was like the second sentence of the post that was about the product, but it just said wearing, then said the brand, then, a bunch of people in the comments were asking questions about the piece of clothing, and the influencer didn't answer any of them."

    She's like, "I just feel like I wasted my money." This is a small-business owner. This is not some big corporation. It was $750, and that's a lot of money. I don't spend $750 myself so much. Even at Fohr Card, we're getting bigger and bigger, but like if Tim had a marketing expense that was $750, I want to make sure that we got something out of that. She's like, "I feel dumb. I feel like I did something wrong." Certainly, she could have briefed that influencer better, but that influencer did not try at all to make that campaign successful.

    I really want you to think about it especially if you're getting paid and think about that as your money, if you were paying somebody to promote your Instagram, and you paid them $50, or $500, or $5,000, or $10,000 to do that, what would your expectation be? What would success look like for you in that post? Do that and more, but you can't be successful in the campaign if you don't understand the way the brand defines success. Push them on that, and ask them to tell you how they're defining success so that you can create content that drives towards those KPIs.
    Episode #89
    - Vero, Brand Ambassadors, Transparency with Brands
  • First, I don't think of it very often. Second, I think as an influencer, you should look at new platforms, you should try things out, that is certainly worthwhile. Will Vero take over Instagram? No, I'll just say it. I'll just say it, no, there's no fucking way it's going to. Instagram will not always be as popular as Instagram is today. We are probably reaching a pinnacle of Instagram's popularity in pop culture.
    It's influenced all of that. We are probably near the top of as influential as Instagram is going to be. Hold on. Whatever knocks Instagram off the mountaintop, whatever takes its place, will not look or feel anything like Instagram; it will be completely new. It will take years to get the kind of traction that brands start wanting to work within it. I use Snapchat. Snapchat's the closest thing that was going to take Instagram down before they launched Insta Stories. Snapchat was eating into Instagram's traffic. They were growing a lot faster than Instagram.

    They were doing all these things right. When Snapchat started, if you remember, it was a messaging app. People said it was a sexting app, nobody took it seriously. Then, all of a sudden, it was a thing, and it started to get popular. It took years before brands started paying attention to people that had Snapchat followings and started to want to work on those platforms. Somebody coming out being like, "Hey, it's Instagram, but the feed is chronological," it's never going to fucking work. Instagram is not interesting because of its features; it is only interesting because of the community that is there.

    There's 800 million people on Instagram. To fight that, you're going to have to create something that is so addictive and so different that people open up Instagram and say, "This feels old. This no longer feels like the way I want to consume content," which is exactly what Snapchat was. That instant video that was disappearing after a day that felt fresh and interesting. and it was a whole new way to create content. At the core of these platforms, they're a way for people to stay in touch with their friends, family, and people that they care about.

    It's not a way to give book recommendations, or movie recommendations, or restaurant recommendations, or whatever the fuck Vero says it's going to do. That is not what Instagram is interesting for. The reason people like it is because the people that they care about are on that platform creating content, and they're learning about them. Another example as a comp if you're in a fight with somebody about this, have a think about this, I was talking to a friend that works with TBS this weekend, and we were talking about Netflix, all this stuff, just how different the media is, and how different that world is.

    I was like, "Could you imagine being in a conference room with the Warner Brothers 10, 15 years ago, right when Netflix started?" You walk in, and you say, "Hey, just so you guys know. Netflix is going to create better, original content than you're creating. They're going to create more of it, they're going to fucking eat your lunch, and they're going to be a more valuable company than you in 10 or 15 years." You would have been laughed out of that conference room. Netflix was a place to rent DVDs online; now, it's the most innovative content creation company in the world.

    That's not a linear thing. The same thing will happen with a platform. It'll start out looking and feeling like one thing, then, all of a sudden, it'll replace Instagram, and it'll feel very natural, but it's not going to be something like Vero. It's not going to be something that is released in response to Instagram and to some of the pain points that you're feeling because for somebody to switch, it just has to be fundamentally different. That's a long way of saying I wouldn't worry too much about Vero it's not going to be around for very long, I think. I could be wrong, but I'm probably not. That's my piece on that.
    Episode #89
    - Vero, Brand Ambassadors, Transparency with Brands
  • I'll preface this and I'm sure our lawyers will appreciate this. That like this is not legal advice. I'm not a lawyer. I'm not equipped to give legal advice, but I'm about to. First of all, if you're an influencer and you haven't read the FTC guidelines on sponsored content on Instagram, you definitely should. It's fairly simple, plain speak English, there's not a lot of like legalese in there. It's easy to understand and it's like three-pages long.

    The only thing the FTC needs you to do is to divulge that you have a relationship with that brand. If I was to stay in line with both-- For instance, the beginning of this video I said that NetJets was kind enough to allow us to come on this plane and shoot this and that we were working our project film. That's enough. You just have to say that you have a relationship with them.

    If you did something gifted and you say this brand sent me this thing to tryout. That's enough for the FTC to like have you pass FTC guidelines. The safest thing is to put hashtag sponsored or hashtag ad. A hashtag spon doesn't work. It's not a real word so like that doesn't actually work, partner. You just have to make sure that your audience knows you have a relationship in some way with that brand.
    The other thing again, if you're being super-compliant with FTC which you should be is that you have to have that on every post. If you did five insta stories in a row, it's not-- frustratingly, you can't say like hashtag sponsored on the first one and then not on the rest of them. You have to have that on every single one. Now, is the FTC digging around you're-- you have a hundred thousand followers, are they looking at your insta stories to see if you're FTC compliant in your insta story that you did on a gift you got for a brand? Probably not, but it is worth having good habits and making sure that you don't get in hot water.
    I know from our standpoint, if we get knocked by the FTC, not only will we have to pay a big fine, but they ban us from being able to do sponsored contents on Instagram for a certain time, six months or a year. There is a world which the FTC could ban you from working with brands for a certain amount of time. It's not just you, the brand will also get in trouble, which is not going to do great things for your career if you like cause enormous brand to not be able to work with influencers for six months. Not a great way to ingratiate yourself to the larger brand communities.

    Read it. It's like two-pages long, maybe we'll put a link in the YouTube in the like comment section to it, because it's a fairly simple read. They give examples of captions that work and captions that don't work, but long story short, if somebody gives you something that is you do have to disclose it to someone.
    Episode #88
    - Highlights, Charging for Instagram Stories, Sponsored Gifting
  • Insta stories impressions wise get a pretty similar amount of eyeballs on it that Instagram does, probably 20% or 30% less on average for the scene. There's a huge amount of value in stories especially if you have a big feed and you are already doing a lot of sponsored content. We at Fohr Card, we do a good amount of campaigns now. We're just doing Insta stories because it's quite a bit cheaper because it's easier, because influencers also are less precious with their Insta stories. Because maybe you published 5 to 20 a day depending on what you're doing.

    If you think about your Instagram feed that's 30 to 35 photos a month and you're doing that two days on Insta stories. There's just a lot more real estate there so it's a lot easier to cover more brands. As far as monetizing it, I don't think you can really unless you're huge. I don't think you really can sell one Insta story. The value of a Insta story I think is in the series of them, a few back-to-back but I definitely think that you should be trying to go out there and sell it.
    When brands, if they come to you and you say, "Okay, I usually charge $1,000", they say, "I have $500" that's a good place to be like, "Well, I can't sell you an Instagram but we could do something on Insta stories", so that's probably the low-hanging fruit, easiest place to go. It could be an upsell on the campaign if someone just wants an Instagram, you could say, "Okay, I could do that".

    You're probably going to post something on stories-- a little turbulence. Hold, please. If you do have a sponsored Instagram, you're probably going to cover it on stories regardless but maybe you could roll up a larger Insta story that spoke to some of the other key messaging of the product, you're actually using it, you're trying it on. If it's a piece of clothing, you're styling it, different looks on your stories but you have the final one that you push to in your Instagram. I think you could use that strategically to try and upsell brands that are coming for you to just for an Instagram.
    Episode #88
    - Highlights, Charging for Instagram Stories, Sponsored Gifting
  • The Insta story highlights have been interesting. I think they've been around for a month and a half or so and I see pretty much every influencer now has the categories. They'll have fitness or beauty or vacations or whatever it might be. We talked about before how it could be a good way to help brands get a little bit more value is to when you do a larger campaign with a brand keeping that in your Insta story highlights for a little bit. They're not searchable so you-- so much the value of YouTube. YouTube is the second largest search engine in the world behind Google.

    So much of the value there is in the ability to search which on Insta stories obviously, you can't. I do think that they're a good way to-- especially when people are landing on your feed for the first time. They're a good way to organize it so that people can learn a little bit more about you really quickly. I just checked, I only have a couple highlights on my feed. It looks like I've gotten in the last month, 50% more views than I normally would. I don't know how much they're being viewed. I don't know the stats yet on what influencers are seeing but on my feed, which obviously is not as heavily trafficked as influencer's feed.

    I generally get around 1,000 views, 1,100 views on my stories and the ones that I have highlighted have 1,800. People are clicking on it. They are watching these things but I don't think that you can compare it to a YouTube video at all because it doesn't have the shareability that YouTube does. It doesn't have the virality that it does. It doesn't have the search, the SEO or the searchability that makes YouTube so great. I think the first influencer I saw with the icons on their profile was Mariana. I thought that was clever and now everyone does it and I'm sick of it.

    I think certainly there's not a lot of stories that people create that I think you say I want to watch that over again or this is evergreen content that will live forever. I think those are the things you should probably highlight is if it's something you get asked a lot that you feel like you're constantly having to answer. It's nice to just keep it in your highlight there. QAs and things like that, I think that's super valuable for it to go there. Any tutorials, anything that you're teaching people I think that's valuable. Jamie Beck does a lot of great-- AnnStreetStudio does a lot of great tutorials.

    I'm not sure if she has those saved in her highlights but that feels like something that people would legitimately want to come and be able to see there's so much value that she's providing in those Insta stories that it's nice to be able to save it. I think it's just like the things that you feel like people that will live beyond more than just that day. A lot of the Insta stories that you publish are fairly throwaway. They're not something that you probably need to live on for months.
    Those things that do or the larger themes, if you have a certain type of photo that you take every day, if you take a mirror selfie every day of your outfit, like probably good to put those into a highlight as a series that you do. I find that super, super helpful. Some of the more category-based stuff where you're dumping everything that anytime you mention a beauty product you dump it in there. I don't really know if that's super valuable because it just will get so long because you'll talk about beauty so much and it just gets to be a bit of a mess.
    Episode #88
    - Highlights, Charging for Instagram Stories, Sponsored Gifting
  • I know there's a lot of new people. We're getting a thousand or so influencers a week signing up, so not crazy they all have questions. Feel free to ask them, but we absolutely do work with influencers outside of the country. We do have clients all around the world. Not as much as we want, just because the influencer community, the influencer industries aren't as matured in those areas.
    There's just simply not as much money in Spain for instance, in the influencer world as there is in New York City. Our focus continues to be New York, but we are certainly looking to expand our reach in those areas. We are always looking for more influencers across the world. It's something that we are not specifically just the US, it's more of a reaction to the industry and the fact that most of the, at least sponsorship money for influencers, is in the US because the US is such a powerful market obviously.

    I think, US brands are more sophisticated. I think that most international brands are a few years behind where their US counterparts are, as far as the way that they use influencers, the way that they report on them, the way that they make sure they're getting the value out of them, and certainly, their budgets. I think, that's the biggest difference and then a difficulty in Europe is that in America, if you have a New York-based influencer, they've got an audience across the entirety of the US that they can speak to. It's a pretty good value for brands to be able to work with the New York-based influencer and touch the entire country.
    Now, if you are a influencer from Poland, that post is not going to be relevant or valuable in Spain or Italy or Germany probably. The areas are so much smaller and that's why the budgets are smaller because, given the language barriers and all these other things, you need hyper-focused, hyper-localized influencers. It just gets harder because Europe I think is about the size of America, is it?
    I think it's similar size but it's cut into so many different pieces that it's really hard to work across it fully. Again, it would be like in America if you were like, "Well, we need to work with the Chicago blogger." and they could only speak to people in Chicago, there just wouldn't really be enough money for that to be viable. That's a big difference. I don't really know how it's going to get solved. I just think the budgets are going to be more fractured. You're going to have to be able to work with a lot of different people.
    Episode #87
    - Usage Rights, Niche Influencers, Worldwide Influencers
  • We've talked about niche issues a lot. I do not think we've talked about this niche specifically. I think it's worth talking about. The LGBTQ-- I'm having the smallest amount of dyslexia, when I say a bunch of letters together, I get a little confused. The LGBTQ community obviously is one that has been historically ignored by brands and marketing in general.

    Really happy to see that that is changing in a big way. Brands, this is a business for them. While there are some brands that have very strong philosophical beliefs, they have things that they believe in and they're willing to make sacrifices for those beliefs and put their money where their mouth is, a lot of times, more often that not, brands are just riding a wave. If something feels like it's in vogue, and they have to do it, then brands will do it then.

    Think about organic materials. In the 90's, Patagonia, who's a brand that has very strong beliefs as core to their brand, Patagonia decided to switch to organic cotton in 1992. They lost shocking amount of money for years, because organic cotton was so much more expensive. They were willing to do that though, because they believed in it. They said, "I don't care." At that time, consumers didn't really care. That the organic was not really a thing that they worried about. Patagonia didn't have to do it because of the market forces or because they weren't selling more. They didn't do it because they thought they were going to sell more t-shirts if they switched to organic cotton. They did it because they believed in organic cotton and they lost a lot of money because of it, but they were pivotal in getting organic cotton and organic materials into the limelight and other people followed that didn't share those beliefs.
    I think, that in this community, it's a similar thing. You have brands that were trailblazers and have been talking about this and been working with these communities and speaking to these communities for years. Now, as that has become a bit more in vogue and become something that just baseline a brand needs to do to stay good in the public eye, I think that you can use that to your advantage.

    I think that brands always, should be at least, I hope, seeking diversity in the people that they work with and the communities that they speak to as it's become very clear that the LGBTQ community is incredibly powerful both from a vocalization standpoint but also just the money that they're spending. These brands were speaking to that community. If that's the niche you speak to, that is a valuable niche for brands and just when we talked the same way about-- We've answered questions for people who are speaking to the plus-sized community.

    We've talked about people who are speaking to minorities. We've talked about people that are coming from different countries. All of these things can be used to your advantage if you know how to talk to a brand about why that it should be valuable to them. Definitely, use it to your advantage. Any brand that would shy away from working with you because of it, just give them the middle finger.
    Episode #87
    - Usage Rights, Niche Influencers, Worldwide Influencers
  • We see usage-- usage has become a huge deal in this space. Let me quickly explain why Instagram's algorithm, as I've heard from you guys many, many times, makes it hard for people to look your content. That is a problem for you, that is a problem for brands, that is a problem for everyone.

    When brands are working with an influencer now, often they also want to boost that post, to make sure that they get it in front as many people as possible. They do this because influencer content, even boosted influencer content, is proven to be much more effective in converting people than content from the brand. They're essentially using the influencer content as their ads. The brand needs to pay for that, that's something they need to pay extra for. How do you price that out?

    That is a good question. It can depend on a lot of things. There's no, like one thing that you can just say, "Okay, this is how you should do it." Is it boost it on Instragram? Is it going to be in their newsletters? Is it going to be in their homepage? Is it going to be in store? Is it going to be on a billboard? How are they using it? How long are they using it? Does it mess up your exclusivity possibilities with other brands.

    You have to take all of that into account. If you're looking for just a baseline for boosting, generally,I think a third of the price that you're charging them for the Instagram is probably fair. If they paid you a thousand dollars for the Instagram, and they want to boost it for month afterwards, I would charge 300$ to allow them to do that potentially. Again, that can vary, greatly dependent on a lot of factors.

    Hard to give a hard and fast number, but I think that's a least a good place to start. Then make sure that, again, if they're using it on e-com, if they're using it in their emails, that they're paying. I would say, if you are doing something for free, and they want to boost it, or they want to use it on e-com or their homepage, that could be an opportunity for you to get some money out of them.
    Sometimes when I used to shoot as a photographer, I would be shooting for PR and they wouldn't pay me and then the E-commerce team would say, "Hey, I want to use this image for a newsletter." and I would be able to charge them for that image. In that case, I would charge them two to five hundred dollars a photo, generally. Another part of this question is, if a brand wants to pay for assets, how do you charge for that?

    After the fact, you can do something like that. If they say, "I want this one photo." I would charge maybe 250 to 500$ depending on how good the photo is and depending on if it's your face, or whatever it might be. That's a kind of good starting place. For a bank of photos, if a brand says, "I want one Instagram and 15 photos from you." Again, that's a nice way to upsell. If a brand's like, "I've got 1,500 for a post." and they say, "I've got a thousand." and you say, "Okay, how about 1,500, but I'll give you 15 photos. After that you can use on your social."
    Brands are very, very hungry for more content. That is a huge win for them. Consider that as a way to potentially upsell a brand. If they come to you and they want that, again, use your discretion. Generally, to get a sponsor post, you're going to be shooting those photos anyway. It's a nice way to make money off of them. I feel like when you're negotiating, you want to hit in that realm that's like fair.

    You're making good money, it's fair enough that the negotiation won't take that long. If you're charging a thousand for a sponsored post, and they want 10 more photos, I would charge them another 500 bucks. Unless those 10 photos were meant that you had to do a whole lot more work . You had to do multiple locations, then you would charge according to that. It gets difficult, but you want to look at it and say, "What do I feel like it's fair." Again, think about that price that's going to make you happy, so that when you walk away from it you say, "Okay, I feel like I was fairly paid for this deal."
    Episode #87
    - Usage Rights, Niche Influencers, Worldwide Influencers
  • Yes, how do you grow your following if you aren't in a major city? It depends. We have talked about this in a few different ways before meaning you take the reality of your situation and you take what you can offer and you think about how you can tell your story.

    Not being in New York City certainly does, or LA or London or Paris, whatever it might be-- Of course, the New Yorker in me when I say major city it's like New York's the only major city everything else is a minor city but that's just the New Yorker in me.

    Now I don't know the exact numbers on the way the world's population is laid out. I don't know where Instagram's population is laid out across the world and across the country but, yes, there are a lot of people that don't live in cities that follow influencers in cities because they may dream about living there or they find the content more interesting, whatever it might be but then there's the reality that a lot of people don't live in cities. Let's say you're a style influencer, if myself or Tim walked into a small town in America and we were dressed, sometimes the way we dress, it would not be normal.

    Look, I'm going to speak from personal experience. I go to Georgia or I go down south somewhere wearing the clothes that I wear. You get a lot of looks. You get a lot of pointing. You get some comments. It draws a lot of attention in a way that a lot of people probably don't want to. I think that if you don't live in a city, and I'm just assuming here that we're talking about being a style or beauty influencer, the ways that people dress are different in different parts of the country. God knows LA can't dress itself. You don't need to look much further than that to know that that is true but if you're an influencer and you're in Cincinnati or Chicago or Dallas, the kind of cultural norms of the place where you live are different than that of New Yorkers, right?

    I think that you can speak to a more local audience and give them advice that is more actionable, more obtainable than somebody from LA or New York could. Look at sports teams, people are very proud of the places that they're from. I think that if you are known as a Dallas blogger in Dallas, that's going to help you gain a lot of popularity in Dallas and the surrounding areas because people like to follow their hometown heroes.

    My mom just moved to Richmond and she found a few bloggers that are from Richmond. She likes to follow them because well, she lives in fucking Richmond. It's interesting to see what they're doing. It gives her advice on restaurants or bars that she should be checking out in her local area. It is not as interesting for her anymore to be following a bunch of New York City-based influencers because she doesn't need to know what bars she should be going to in the Lower East Side or about this new restaurant that opened in the West Village as much as she used to when she lived in New York.

    I think honing in on that and doing something that other people can't do, New York City-based influencers aren't going to be able to give people in Richmond a great advice on where to go to dinner this weekend but you can. While you maybe can't grow as big of a following as a something-navy who is living in New York and has all the benefits that come along with that, the attention, the brand deals, the endless content that you can shoot here, you have something that other people can't have. I would focus on that. This is something we continue to talk about, focus on what makes you different and make that a benefit not a detraction.

    Niches are valuable because as brands start to focus the money that they're spending, they want to make sure that that money they're spending is being spent well. We just did a project with San Diego Tourism Board and they were very insistent that they wanted influencers who whose followings were in San Diego not even LA. Brands are starting to get that hyper-focused of like, "I want people that are in this city and I want to speak to those people."

    Look, my last thing I'll say is that you're an influencer, let's say you have 50,000 followers, right? You may have the 10,000th biggest following in New York City or the second biggest following in Omaha Nebraska and I can guarantee that the second biggest following in Omaha is more valuable than the 10,000 biggest following in New York City. It's up to you to be able to pitch it and to leverage it and to start to work with more local businesses or speak to larger, global, or nationwide businesses and tell them why the niche that you speak to is really invested in what you do. That's a sale that you should be able to make. I think we've talked about it before.
    Episode #86
    - Transitioning, iPhone vs. Pro Cameras, Living Outside a Major City
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