PR TIP: Simplest Trick to Get Brand Deals

Happy new year! How are you all doing? The weather has been quite cheeky this winter; yesterday, I could barely get out from under my duvet because it was 2 degrees Fahrenheit and by the next morning it had risen to 42 degrees! Please bundle up and stay warm.

Today, we are going to talk about the simplest way to set yourself up for brand deals and other paid opportunities from brands. No, I am not talking about joining different platforms or pitching to brands (though those are both excellent!). I am talking about about reframing your approach to your page in a way that will benefit you.

If you are here, I am guessing that you are a social media creative looking to partner with brands and be compensated for your work. This post is not for the hobbyist whose interests end at wanting a platform to share what they love. Is it possible that hobbyists who don't care about compensation will be contacted by brands? - Yes. But that is because they unconsciously post in a way that is attractive to brands. And that is the goal here.

One of the simplest ways to land brand deals or paid opportunities as a creator is to post intentionally at least 50% of the time. That's an arbitrary number obviously but it is probably a lot more than you are doing now. What does it mean to post intentionally? Here are three examples:

• You were thinking of posting a review of multiple products that you enjoy but there is one brand amongst those products with whom you are hoping to partner in the future. You hold off on making a post of multiple products from different brands and make a single product review OR review of multiple products in one brand. When you are making that review, you take into account the various formats a branded video may take:

  • • • • • You could make that video oddly satisfying and created aesthetically pleasing shots and angles of the products

          • You could make that video educational, and highlight the benefits of use and perhaps include a testimonial with it.

          • You could make that video about functionality and effectiveness, and show the results you have had while using the product

          • If you want to make an entertaining video, go through the brand's page and check to see if they post fun and entertaining content and if so, in what style? Do they use memes? Do they include video clips from pop culture? If so, let that guide your content.

as well as other important considerations of a branded video:

• • • • • • You use good lighting, clear language, and clear text overlays.

          • If you are using a voiceover,  you plan and write out your words before recording.

          • If posting on Instagram, TikTok, or Youtube shorts, you ensure the format is 16:9.

          • You tag the brand.

• You make use of tools on the native platform. For instance on TikTok, trends are the backbone of the platform. Brands that are hoping to grow on that platform understand that they have to lean into trends to show their creativity and introduce themselves to the TikTok audience. So, when possible, focus on one brand and use a trend or a trending sound to share something about their product(s).

• You make sure that there are videos of you talking to the camera. Many campaigns today involve the creator talking to the camera or doing a voiceover. Brands need to know that you are able to comfortably talk to the camera or speak about their products if you are going to represent them in some way. 

Essentially, when you hit that record button, imagine that the video going out will be a branded video, even if you bought that product yourself. Think from the perspective of the brand. When you do this, you increase your chances of having the brand pay you to whitelist that content, of having the brand pay you to use that content, of having the brand invite you to create user-generated content (UGC) for them, and most of all, of having the brand invite you to paid campaigns. Other fun things you can get out of this mindset shift are invitations to brand events and pr lists, giftings without obligations (which are the best), and a great and sustainable brand relationship.

It is such a simple shift but creators are not utilizing this enough! If you make your organic content marketable you will earn money on it. Again, this post is for creators who want to make money off their content, so don't come for me! Have a beautiful rest of your weekend.

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