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Success Advice

How Influencers Can Monetize Their Social Assets for Long-Term Earnings



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Over the years I have worked with many A-list celebrities, helping to monetize their social assets. The relationships I built within the entertainment industry has led to other ventures. Actress Bella Thorne is a partner in 10PM Curfew, our female-focused media network that runs some of the largest social media accounts, such as @style and @girls on Instagram and TikTok.

I’ve been able to see what monetization strategies are one-and-done and what ones have the potential to develop into long-term sources of revenue. Influencers have a small window of time to capitalize on their audience.

While they might be popular today, there is always going to be an up and coming influencer that will take some of that attention away. Here today, gone tomorrow. This is a natural life cycle though, and it’s comparable to the majority of celebrities and athletes.

There will always be exceptions to the rule but for every Jake Paul, Jennifer Lopez, and LeBron James, there are hundreds and thousands of personalities that fade into the sunset prematurely. It’s important to maximize the earning potential while one’s popularity is at its peak, while also setting up revenue channels that will continue to operate, even if the fame fizzles away.

Here are some solid long-term monetization strategies influencers should look into.

1. Long-Term Branding Campaigns (Not One-Off Posts)

Years ago when influencer marketing took off, brands were throwing high-dollar offers at anyone with a large following. They did this because it was such a new concept and it converted very well. Consumers saw their favorite influencers recommending products and they took the bait. Hook, line, and sinker.

Brand’s weren’t mapping out strategic campaigns — they simply went after influencers with huge followings. It was a numbers game back then. That approach quickly dried up as consumers became immune to blatantly obvious sponsored posts.

Influencers that are serious about not damaging their brand tend to avoid one-off post deals. It can be a quick and easy payday, but one that can potentially do more harm than good. There is nothing wrong with brand deals, but make sure they are aligned and long-term. This allows the influencer to introduce and promote the brand. Let me give you an example.

If a fitness influencer has two million followers on Instagram and works out a long-term deal with a fitness apparel brand that pays them a monthly fee plus a percentage of revenue generated through a dedicated discount code, it allows them to advertise the offer in a natural indirect way.

Posting pictures that show them wearing the products and a caption that mentions their discount code — and doing this often — is a subtle way to drive brand awareness without posting spammy “buy this now” content. This approach is win-win. The brand receives natural organic exposure to a large targeted audience and the influencer is rewarded by incorporating the brand into his or her content.

“Today, people are the most effective marketing channel of your brand.” – Davide Scialpi

2. Co-Branded Endorsement/Licensing Deals

Many influencers have a big name in their industry and have long-term staying power. They also might not want to deal with the headaches and business aspects of building their brand.

In this situation, they can look into co-branded or licensing deals. They essentially become the face of the brand and the company handles all of the R&D, manufacturing, marketing, fulfillment, etc. The influencer has one job, and that is to promote it as if it’s his or her own company.

These deals will often involve a large upfront payment, which secures their involvement and commitment, along with a monthly salary and a share of the total revenue. The upfront payment is key and I would advise not entertaining deals that didn’t include that.

This lets the influencer know that the company behind the product is serious and it also financially compensate them for missed opportunities. If they are lending their likeness to a clothing brand, for example, then they will not be able to entertain any clothing-related brand deals moving forward.

Another angle to consider is an equity position if the brand is acquired or sold. Even a 2.5% stake can mean a huge payday in the event of an exit in the hundreds of millions.

3. Platform-Direct Monetization

There are also ways for influencers to make money simply by posting content and not hawking products in their social media feed. There are several platform-specific monetization models available.

Facebook offers creators a way to monetize as does Instagram, through its IGTV. TikTok has announced a creator fund for its creators. Snapchat has also introduced a new Spotlight feature which is allowing users an opportunity to earn real money. Then we have YouTube, which is one of the original platform-direct monetization options.

Several video creators make millions of dollars monthly directly from YouTube. Some influencers would rather focus on creating the content their audience enjoys without having to worry about how they are going to make money.

In these situations, your content and your audience directly impact your earnings. While a brand might offer an Instagram influencer $3,000 to post an image of them using the product and a call-to-action in an attempt to generate sales that payday is guaranteed.

That influencer receives that money regardless of the outcome. Even if very few followers like the post or click-through to the offer — they still get paid. On the platform-direct monetization options, an influencer has to continuously create content that their audience loves and engages with. That engagement (views) directly dictates their earnings.

“A brand is no longer what we tell the consumer it is. It is what consumers tell each other it is.” – Scott Cook

4. Launch a Fully-Owned Brand

I saved the most lucrative opportunity for last. This has the biggest long-term potential because when executed correctly, it can continue to thrive even without the influencer directly promoting it.

Kylie Jenner is the most successful example of this strategy. She launched her brand, Kylie Cosmetics, just to her social media following and sold out within minutes of her first lip kits. Zero advertising spend. It was all accomplished organically.

This is a market launch advantage that brands would kill for. The brand snowballed quickly, generating hundreds of millions in sales and eventually having a majority stake in the brand (51%) acquired for $600 million, giving it a $1.2 billion valuation.
Kylie’s situation was unique, as her following was much larger than the average influencer, but the strategy she used for launching her own fully-owned brand is one that can be replicated.

The key is a product perfectly aligned with the influencer and his or her audience and one that can live on as a standalone brand down the line. The initial capital investment — product research, manufacturing, fulfillment, customer care, staff, etc. — is large, but the upside is far greater than any other monetization play.

Darren Lopes is the Co-Founder and COO of Gamelancer Inc, and Co-Founder of 10PM Curfew, a female-focused media network of more than 20M followers that includes @style and @girls on Instagram and TikTok.

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How to Ignite the Spark Within for Future Success

All of us come to this world with our own reserve of magic unfortunately, not everyone can unleash it



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What is it that makes some people great leaders while others remain followers? What magic do they have that others don’t? What special blessing gives them the power to bring significant change?  (more…)

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Your life is dictated by beliefs and biases that drive your thinking, behaviors, and decisions



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How to Break the Cycles of Mediocrity and Manifest Your Greatness

There is no greatness without becoming and there is no becoming with authenticity



Image Credit: Midjourney

In just a few weeks, we will be wrapping up 2023. Can you believe it? This year has been absolutely incredible for me.

I have seen amazing doors opened, new relationships formed and I am seeing dreams realized in my life. While this seems like the hallmarks of a great year, this has also been the most challenging year of my life. With all of the change happening in my life, I have been forced out of my comfort zone and challenged to grow in every area of my life.

I can truly say that I have made the most of my moments this year and I have used everything as a catalyst for maximizing my greatest potential.

As a revolutionary leader, I have the pleasure of consulting and advising leaders around the world to fulfill purpose, realize their greatest potential and make an impact.

I want to share some insights with you that will help you to break cycles of mediocrity and manifest your greatness

Everything legal must come through the matrix

I am sure that some of you are wondering why I am using the term matrix. However, what you have to understand is that I am trying to make a highly complex spiritual principle practical to understand.

Regardless of your spiritual beliefs, every life has an origin and I believe that origin is divine and begins with eternity. You are birthed from eternity and into time to fulfill a unique purpose and assignment in your lifetime and generation.

The matrix is simply the portal or vehicle that brings something out of the invisible realm and into tangible form. The problem with much of the teaching today is that it excludes the matrix. We are told to believe that success is instantaneous and overnight.

Nobody talks about how a dream progresses through stages beginning with visualization and ultimately culminating in manifestation. Without a matrix or portal then everything that you attempt to birth and build will be illegal.

The matrix not only makes you legal but it gives you the authority and power to function as the greatest expression of who you were created to be. 

Every matrix has an incubation process

While many people admire and respect me today, I remember a time when nobody knew who I was or the significance of my message. How did I get to where I am today? I got here through an incubation process.

In other words, everything that has been destined for your life is incubating and awaiting a set time of manifestation. The problem is that most people live their entire lives idle and never initiate the incubation process.

What do I meany by that? Most people are living reckless and very few people are living intentionally. I am amazed at the number of people I have conversations with that have no vision, goals or strategies for their lives. They show great promise and they have undeniable potential.

However, without development they will die with their dreams still in them.

Everything that has been destined for your life must be incubated and converted to become realities born to time. 

“Visualize this thing that you want, see it, feel it, believe in it. Make your mental blueprint and begin to build.” – Robert Collier

You must give expression to that which is not yet born to time

When you think about a matrix or a prophetic incubation process, you have to understand that potential is often unrealized and untapped. In other words, your potential is in raw form and your potential cannot serve you as long as it is untapped.

The thing that makes me valuable is that I have the ability to convert potential into power. I have done it in my own life and I have empowered leaders around the world to do the same. How do you convert potential into power?

First, it is important to note that you have to perceive potential. If you cannot perceive your potential then you can never cultivate your potential. In addition, you must take the time to cultivate your potential. We often get excited about our capabilities; however, we never expand our capacity in order to realize our greatest potential.

In other words, the strength of your potential is only discovered through your willingness to stretch. The more we are challenged the more we are empowered to expand our capacity for greatness. Most of all, you must begin to express your potential. The expression of potential is different for every person.

For example, the expression of my potential is best demonstrated through the thoughts, ideas, products, services, books, etc.

For another person the expression of potential may look like a screenplay, artwork, sports, scientific discoveries, medical breakthroughs, etc.

Regardless of the form of expression, I know that you will live empty and unfulfilled until you make the decision to express your potential. The expression of your potential gives voice to your dreams, life to your vision, significance to your moments and activates your true power.

You must manifest your greatness

As a revolutionary thinker and leader, my work has impacted people around the world. I am grateful that my life is a source of empowerment to so many people. However, before anyone could ever benefit from my life, I had to make a non-negotiable decision to become who I was born to be.

I wish I could tell you that this journey is easy and that you will get there overnight. However, in a world that celebrates us for doing we are often criticized for being. As a result, I wasted a lot of time trying to be who other people wanted me to be instead of being who I was born to be.

There is no greatness without becoming and there is no becoming with authenticity. It is through our bravery to be vulnerable that we ultimately manifest our greatness. We do not bless the world by being a duplicate. We bless the world when we honor our difference. When you honor your difference you honor your potential.

Ultimately, your difference is how you manifest your greatness.

When you present anything but your authentic self to the world, you are playing small and you are robbing the world of your significance. Manifesting your greatness requires you to master your gifts.

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Why do a lot of young guys lack confidence in today’s world? 



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