The Money Mondays - Elevator Studio $60M Influencer Marketing Agency Masterclass

Episode Date: August 28, 2023

Elevator Studio creates powerful stories that connect brands to people and culture. For our audiences that means really awesome content, that they love and share. elevator.studio Like this episode? Watch more like it 👇 Watch ALL Full Episodes Here: https://www.youtube.com/playlist?list=PLs0D-M5aH-0IOUKtQPKts-VZfO55mfH6k --- The Money Mondays is a business podcast here to teach you how to make money, invest money, and donate money by showcasing some of the world's most successful people and how they do the same. Hosted by serial entrepreneur Dan Fleyshman, the youngest founder of a publicly traded company in history, this money podcast gives you an exclusive behind the scenes look at how the wealthiest celebrities, entrepreneurs, athletes and influencers make, invest and donate money. If you want to learn more business and investing while you work to improve your financial life, you're in the right place! Subscribe: https://www.youtube.com/@themoneymondays?sub_confirmation=1 Dan Fleyshman, The Money Mondays Learn more here: https://themoneymondays.com Watch all the podcast episodes: https://youtube.com/playlist?list=PLs0D-M5aH-0IOUKtQPKts-VZfO55mfH6k Let’s Connect... Website: https://themoneymondays.com Podcast: https://podcasts.apple.com/us/podcast/the-money-mondays/id1663564091 Twitter: https://twitter.com/themoneymondays LinkedIn: https://www.linkedin.com/company/the-money-mondays/about/ TikTok: https://tiktok.com/@themoneymondays FB: https://www.facebook.com/The-Money-Mondays-110233585203220/

Now, all that being said, influencers are the cheapest eyeballs based on what's called the CPM. CPM rate is the cost per thousand eyeballs. So if an influencer gets you 10,000 views, 100,000 views, a million views, those numbers are gonna be way less, a little bit less, way less based on an ad rate from billboards, radio, TV, etc. Some of them charge between 10 and $30 CPM rate, meaning for every thousand eyeballs, these other mediums want 10 to $30 per thousand eyeballs. Guess how much influencer eyeball rate for CPMs is? Less than $1 on average.

So you're not talking about a 10 or 20% difference. When something is $10 to $30, an influencer can be around $1. That is a 90 to 95% difference in ad rate. Ladies and gentlemen, welcome to the Money Mondays where we talk about three core topics how to make money, how to invest money, how to give it away to charity. But today, we're not doing any of that. Today, we're going to talk about social media agency, how to do influencer campaigns, how to work with influencers, celebrities,

how to build your brand, help your product, your personal brand, your service, your agency, and anything between them, and I'm gonna walk you through all sides of actually owning an agency that has spent over $60 million with influencers, the numbers way higher, I just use that number because that's the ones I can remember.

We've done over 110,000 paid posts with influencers and celebrities. So I'm going to walk you through beginning, middle, and advanced intermediary, like everything between. So we can talk about how to work with influencers, how to build your product, brand, or service. And if you are an influencer listening, you're going to get to hear the side of how does an agency owner think and how to brand think. All right, let's start from the beginning. So over a decade ago, before elevator studios, actually called one penny ad agency. One penny ad agency is where we were first paying based on impressions. So people could give us like 25k, we would try to get them at least 25 million impressions

across social media. There was no algorithm back then It was just you know a timeline and it was all in chronological order and everybody that you followed That's what you saw and it was beautiful and it's the way that should be so if you're listening Instagram Facebook Zuckerberg Anybody between please go back to chronological and the only algorithm should be the follow button If you want to know what we want to see, it's the follow button. We willingly click follow. All right, you guys get the point.

All right. So back then, it was 25k. That was our minimum. And we would get you at least 25 million impressions. And we would average 40 million to 100 million impressions, even though we were just guaranteeing 25 million. Why did we do that? Well, I don't believe in one-time clients.

Getting a client for 25 grand one time, and that's useless. There's no point to it. I'm gonna make a 20% fee, which would be five grand, and I gotta pay a bunch of my staff and people in between. So getting someone once for 25k, making five grand as an agency, making our 20% fee, some agency charge 10%, some as high as 30. We've always been 20 at one penny IDNC and at elevator studio.

Me getting a brand to do that one time for 25k making five paying things out that doesn't really make sense for us from overhead perspective, from a staff perspective, everything between just doesn't really make sense. So I wanted to overdo it. I wanted to under promise and over deliver every single time. You might hear it playing the background. It's okay. We're on the money Monday's. We're on a podcast. And so what happens is I want to make sure that I was under promising. So if I said 25 million impressions or 25 million views, I knew I was going to get you at least 35, 45, sometimes 50 or 60 million impressions, even though I didn't have to. Meaning I could have spent less, that's called arbitrage.

Spending less would be, let's say you're a brand, you're like a fascia nova or a fit T or postmates or lifts or drop kings or Airbnb or pretty little thing, boohoo, nasty guy, I've worked with so many different brands. So Arbor charging is what I didn't do. Arbor charge would be brand says here's 25 grand, let's say they're a female fashion brand, 25 grand pay influencers for me. Well, we charge is 20% flat, so you know're we're taking five grand and we're gonna spend 20 grand on your behalf And we spend it like it's our money So if an influencer wants 1400 I'm trying to get him for like 1100 1200 influencer once a thousand I'm trying to negotiate 700 800 because I want to get repeat posts and more bang for the buck

For the brand and the influencers are okay with it because I'm getting them a fashion deal, a T deal, an energy drink deal, a supplement deal, a movie deal, a TV show deal, a mobile app, posting for a musician or a rapper or a DJ. I'm getting them so many different, I'm getting them paid from so many different ways. They didn't mind doing discounts for a mean for elevator studio and one penny out of the agency

because they knew we were gonna get them a bunch of campaigns over and over and over. While a lot of agencies just kinda came and went over like the years. I've seen so many agencies pop up, disappear, pop up, go bankrupt, pop up, disappear. And so we've stayed strong all these years. There's no investors in elevator studio. I'm the only owner of it besides my CEO who I gave equity to, which I'll get into later. Outside that, there's no investors, no partners, I own Elevator Studio by myself. So, 25K, let's say I was gonna arbitrage, that would mean that I would go to influencers, negotiate, and then go only spend like 12 grand or 14 grand or 16 grand out of the 25.

That's an arbitrage. There's nothing wrong with that. Problem is, you're not thinking about the client, you're thinking about yourself. So if you're out there and you're a broker or you're an agent or you're an agency, if you are arbitrarging deals, meaning you are overcharging and then keeping the middle, you are thinking short-term. So if you go out there and do that and you don't perform for these brands, they are not

going to rehire you. A ton of the clients I've gotten over the years is brokers, dealers, like professional best friends, what I call them Like, hey, I can get you this person to post this celebrity to post. They take a bunch of money They give a little bit of the money to the celebrity the brand finds out and then that's it They're dead to them. They never use that broker or professional breast friend or the celebrity Wrangler ever again With us, we're just very transparent if I say I'm gonna pay Kim Kardashian or Kylie Jenner or Tyga or Amber Rose or Scott Disick Fitness influencer a micro influencer a car influencer anybody between if I say I'm gonna pay them five grand I promise you I'm paying them five grand. You're just gonna be paying 20% on top of that

I'm paying them a net amount and the influencer knows we don't take a percentage from them most agencies double dip So double dipping would be I Get 25 grand from fitness brand or fashion brand. I then go to influencer and say hey, here's a thousand dollars for a post I then charge 10 to 20 percent to the influencer to kick me back as an agency That would be double-dipping. So I'm already getting 20 percent here from the brand and I'd be asking an influencer or a celebrity to pay me back 10 to 20 percent. Can an agency do that or a broker do that? Of course they can. Is it legal?

Totally is. I don't do it because I want to pay a net amount to the influencer. I want them to feel like we are the friendly agency that's been around for a decade. And I want them to get repeat clients on both sides. I want the client to be happy with me, but I also look at the influencers to kind of like a client as well. Because I don't manage any talent. Out of the 3,500 influencers that we W9, meaning like, imagine getting influencers to sign

a W9, we've had 3,500 influencers W9 last couple of years in particular, those influencers we don't manage, we just pay them per post, so some of them get one post a deal, some of them we paid 10 posts for the year, some of them we paid 30, 40, 50, 60, 100 times throughout the year, depending on the size of influencer or type of influencer, etc. So we don't arbitrage at elevator studio because I want to spend the money as if it's my own so that you repeat you Reorder you stick with us for a long time. I'll give you some examples Some of the brands we work with have been with us for four to all 10 years and have never left us.

Some of them are on autopilot. They just work with us every single month since 2015, 16, 14, 13, 17, etc. That's half a decade. Some of them even longer. I'm just autopilot because they know we're efficient, they know we're good at reporting, we get screenshots of everything, and it's a very easy process. So let me walk you through some of the different types of styles of influencer campaigns. So let's say you have a female fashion brand. Let's say you have a clothing brand, or you have a knife set that you started, or sunglasses, or a food company, or an energy drink company, or beverage company, or anything between influencers are the fastest and easiest way to get eyeballs right away.

Let me give you an example. Build boards, radio, television, prints, and all those type of things typically take 90 to 180 days before they're up. So let's say you want to buy a billboard, you can, but it might take you 30, 60, or 90 days before you ever see it on the freeway, and you don't know how many people actually saw it because they're either on their phone, they're driving, etc. So you don't know how many people actually saw it, because they're either on their phone, they're driving, et cetera. So you don't know the actual impressions. When people sell you the ad rates on a billboard, they based it on cars that drive by, not how many people look.

So they might be two million cars that drive by that every single month, but how many actually look at that billboard, and then when they do, how many retain the information from that billboard? So let's say you're a fashion brand, or you're an energy drink, and your name is up on that billboard, So let's say you're a fashion brand or you're an energy drink and your name is up on that billboard How many people retain that when they're seeing on average over 3,000 logos per day?

So they're just seeing another logo on a billboard unless something is compelling There's like a unicorn flying out of there and there's sparks and fireworks or something crazy They are probably not going to retain the information from that billboard even if it's cool They'm definitely not going to remember the website name or the phone number or whatever your call to action is. And so it's very difficult for billboards to convert. They are good for branding. They're good for branding and you will convert better on your Facebook ads and other ads

because someone saw your billboard, not necessarily going to convert from the billboard. Print magazines, same concept. They base the ad rates as if seven people on average read that magazine. Meaning, I'd Dan buys a magazine and then Dan shares that magazine with seven people on average. I don't know about you. I don't walk around sharing my magazine and I definitely don't share it with seven different people. But the ad rates have for many, many years, for decades, have been based on seven people on average sharing that magazine. And then you'll have to assume, even if that was true, which is not, even though it's

true, that people are flipping through every single page of that magazine and seeing your brand, let's say you're the fashion brand, you're the energy drink supplement company, et cetera. TV is another concept that is hard to tell. They say, hey, there's been two million views of this TV show. Totally true. It's all tested, rated. There's ways to check on that. That reporting is probably very true. However, when is the last time you have watched a commercial? What do you do during commercials? You either fast forward, go to the restroom, have a snack, talk to the other person in the room, or most of you look at your cell phone. Now the company, the TV show, or the TV channel is still selling an ad rate based on the whole

2 million people, even though most of those 2 million people are not looking at that commercial. So you have to keep that in mind when you're thinking about ad rates, how expensive it can be, and it's based on high impressions. Now am I saying don't do TV ads? Of course you should. TV ads still edify you as a brand. Should you not do print magazine? Of course you can. You should negotiate, but print magazines are edifying you, make you look good as a brand. That's why you see a lot of high-end brands use it and a lot of consumer products use magazines. Build boards. I'm buying billboards right now. I have billboards all throughout Salt Lake City.

Let's say the limitlesserina. right the second the limitless arena dot com There are billboards all up and down Salt Lake City that's got Gary Vee David Goggins any for Sella Ed Mylett me the muscle All these people up on this billboard and so people are converting their seeing the brand and they're gonna buy tickets to our event Which is September 23rd in Salt Lake City. We're trying to fill up an arena with 7,000 people. The billboards help us convert on the ads. So, do I know how many people are buying tickets from seeing the limitlesserrina.com up on a billboard? I don't know that conversion. Nobody does. Unless they're using a code billboard, which they're not. They're seeing it, however, my ads today alone did $60,000 in sales in the local area. So I know there was 150 tickets sold today and our event sales team with Brian Ran.

He showed us the stats and he's like, hey, today was 150 tickets, 60,000 sales. There's over 450 in the queue. There's this many leads. Like, we saw that today in this moment. And with the billboard being up there, that helped a lot. Now, again, we don't know how many are converting from the billboard being up there that helped a lot. Now again we don't know how many are converting from the billboard itself. We're gonna have a big spider in here. We don't know how many are converting from the billboard itself but we do know that it helps us with conversions when someone then later sees a Facebook ad, an Instagram ad, a LinkedIn ad, Twitter, TikTok threads,

etc. When they see that ad they might remember it because the billboard that they saw that they drove by. Now, all that being said, influencers are the cheapest eyeballs based on what's called a CPM. CPM rate is the cost per thousand eyeballs. So if an influencer gets you 10,000 views, 100,000 views, a million views, those numbers are gonna be way less, not a little bit less, way less

based on an ad rate from billboards, radio, TV, etc. Some of them charge between 10 and $30 CPM rate, meaning for every thousand eyeballs, these other mediums want 10 to $30 per thousand eyeballs. Guess how much influencer eyeball rate for CPMs is less than one dollar on average. So you're not talking about a 10 or 20% difference when something is $10 to $30 and influencers can be around $1. That is a 90 to 95% difference in ad rate. Here's the other difference. Let's say we have an influencer post right this second, right? Let's say there's Casey Loves Fitness, there's Anishiri, here you go, here's a female fashion brand and here's a supplement coming. Here's first form, what you guys post about first form? They say yes. That post can be up tonight.

When I say tonight, I mean like literally tonight. If they don't have the product, I can FedEx overnight. Here's some first form, boom, firstform.com. That's going to be up on their page tomorrow. You see the difference? Here's the other thing. Casey can now show us the back-end analytics of her page. And we can see, oh, there was 62,000 impressions. This is how many people clicked. You take a screenshot.

And we know, without a shot of a doubt, how many people saw that post. And more are going to see it, because that post is going to live on on her page. That doesn't happen with a billboard. That doesn't happen with TV or radio. So again, I'm not saying not to ever buy TV or radio billboard other types of marketing, I'm just saying that with influencer marketing and I may be a little bit jadex I've done influencer marketing for a decade, maybe a bit skewed, that's because it works.

I've watched it work. I've watched it work, I've watched it change brands lives, I've watched it help build brands like Fashion Nova and Fit T and Sugar Bear hair and all these brands that you've seen go on to like the watch company that did a couple hundred million in sales like there's some amazing brands that have stemmed from strictly social media marketing, strictly from influencer marketing. And so as we see what the ad rates are like and you see what the conversions are like, keep in mind for your brand or for yourself, how could that apply to you? The biggest thing to me is if I can then go get 10 influencers,

50 influencers, 100 influencers. Once I have data that Casey's post did well, right, she got a 62,000 impressions in one day and still growing. And this many link clicks, and this is how many people shared it, this how many people screen shot at it, this how many people forwarded her posts. Well, I have Casey Loes fitness, I have her content, I can see exactly what happens. I now have data to go get other fitness influencers,

other beauty influencers, other fashion influencers, knowing approximately how much I can spend based on what happened on Casey's page. You can think about for yourself the same concept. Once you have that data which I got to get back in one day I would have had to wait for a month or two months or three months or four months or five months for TV radio billboard and other types of marketing other types of mediums like bus stops and benches and the side of buses. All those are cool for branding.

I'm never going to see the exact stats because those are all in real life in 3D out there in the world, physical, which is cool. I want to know on social media, tomorrow, what the stats are. Wow, she got 62,000 impressions. There's so many link clicks happened.

I know I should just buy more posts. Buy more posts from her. Buy more posts from him. Buy more posts from people that are like her and him. And go out there and get as many posts as I can because I have the data to what's called poor gasoline on the fire. Once I know that something works,

and I get to find out rather quickly, hey, I'm going to post with girls of this age group. I'm going to post with guys that are really super buff. I'm going to post with guys that are actually thin in their runners. I'm going to post with guys that are really super buff. I'm going to post with guys that are actually like thin in their runners. I'm going to post with the mom type influencers, the mom flow insers. I'm going to post with them. And then I test it out. I'm going to spend five grand here, a thousand bucks here, five hundred bucks here, two grand here. I'm going to test out. And if I find out that the mom influencers are converting the best, that's called digging for oil. Once I've done digging for oil and I found out, hey, mom influencers are converting the best, that's called digging for oil. Once I've done digging for oil and I found out, hey, mom influencers are converting the

best for this supplement or for this energy drink or for this fashion brand. Well, now I know. I could still spend a little bit if I want with fashion influencers or fitness influencers or runners, etc. But once I know the mom influencers are converting the best, I can now pour gas in the fire. Do you see what I'm saying? I tested out at 1,000, 3,000, 2,000, 5,000, and it was working, but the mom influencers converted the best.

Now, go spend 10 grand, 20 grand, 50 grand, 100 grand, until the oil runs out, which is rare, because there's so many mom influencers that are out there that you could work with. So you can test out the same concept with 20 bucks, 50 bucks, 100 bucks. The numbers are all relative to your situation. You're just starting a brand, go test out 50 bucks or 100 bucks or 200 bucks. You're going to get the same data and analytics. It's

just on a bigger scale as you're spending more money, but you can get to that by starting off with 50 bucks, 100 bucks, 500 bucks, et cetera. When you see it working, when you see that the mom influencers were working, or the music influencer was working, or the rapper was working, the tiktokker worked really well. When you find out which one was working, spend most of your time money and energy focused on that and do more of the same. You're digging for oil, and then when you find what works, do more of the same, and the analogy is poor gasping on that fire., spend as much as you can as it's converting until it doesn't convert anymore.

Now, the best part is you're gonna get the analytics right away, you're gonna get the reaction right away, you're gonna have traffic and feedback right away, and you'll know all these things within days, not months. That's a really important thing for businesses that are trying to build their brands quickly. You can outpace your competitors rather quickly in this scenario. What's interesting is there are so many different types of influencers.

There's micro influencers. A micro influencer has between 5,000 and 25,000 followers. A micro influencer can be in a niche. So this person's really good at welding or they're really good at makeup or hair. This person is really good at basketball or pickle ball. They're really good at a specific niche. That influencer, even if they only have 10 or 20,000 followers, was probably getting

convert better than another influencer that has 200,000 followers just for being hot, or just for being funny. Why? The 20,000 people following an influencer that's teaching about basketball or teaching about food or teaching about makeup, you know why they're all there. It's really clear why they're all there. They care about food or makeup or basketball. That influencer teaches about something and they have 20,000 followers.

Almost all those followers are there because of the niche category of what they're teaching or what they're showing, the content they're producing. The hot girl or the hot guy, or the really funny girl or really funny guy that got 200,000 followers from a viral video, well, you don't know what those people like. You don't know if they actually like fitness, food, fashion, cars. You don't know what niche they like. They just like the influencer. They like that they're funny, or they like how they like how they are.

They like something about them, not necessarily what they do or the content that they create that is about a niche Now should you post also with the 200,000 follower person sure that's good for branding the conversions It will be higher with a niche influencer in your category So if you have a fashion brand and there's someone that's making like actual fashion related content That's gonna convert well You have a supplement company or a beverage company or a snack company or a food company And you post with a fitness influencer and they only have 20,000 followers, but they're a personal trainer I promise you the people that follow a personal trainer care about food health what they eat what they drink someone here with 200,000 followers

That is just hot good good looking, or funny, that person is not necessarily going to convert the same, but they will get you a lot of eyeballs. They will get you a lot of eyeballs. The rates can be very similar too, that all depends. So micro influencers are 5,000 to 25,000 followers. Some people have different numbers. That's the ballpark of it. Some people say less, some people say more. That's the ballpark. The medium influencers is where I like a lot. That's where you got like 50,000 to 250,000 followers. The medium sized influencers do super well. They can be a bit of a niche influencer

and have general branding. Meaning they might have got famous for being a hot or funny or something viral happen or who they dated might have made them famous or a TV show they were on or press happen happen something might have happened and made them famous. But then there's a niche about them like they're really good about talking about makeup or they're really good about talking about food or they're really good about talking about hair or date nights and relationships.

Something about them might be super good. Then you have the big influencers. These are 500,000, 1 million, 2 million, 3 million, etc. These influencers can get quite expensive, but they're worth it. If someone has a million followers, it's powerful. That's a lot of eyeballs. Now, keep in mind, on some platforms, only 7% of those followers are going to get to see it based on the algorithm. So we don't know how many get it to see it before we buy the post. You're going to get a general idea because you can see their analytics. So if this girl has a million followers and she's getting 70,000 views,

well you have a general consensus or general idea of what the amount of eyeballs you might get. Sometimes they could go viral, sometimes they could be worse, it might get less than those views, but you have a general idea of what that person's post might get impressions wise. Now, keep in mind, you have the fitness product or you have the beverage company or the snack company, the sunglasses company, the toy company, whatever it is that you have that's listening. An influencer can lead the horses to water, they can't make them drink. Meaning your product, your website still has to sell. It's us to convert. So this influencer might post you

and they've got 10 million followers and all these people see it, then they come to your website and doesn't work. Or they come to your website and the checkout process is too hard. They go to your website and it's like clunky and things are wrong, there's misspelling, something's happening on the website.

That is not the influencer's fault. They can lead the horses to water. They can't make them drink. So keep that in mind. Make sure all your ducks are in a row. Your website works good. The sales convert. Everything on your site is ready.

And you have inventory ready. Or if you're an agency, a brand, a product, or a service, that you are ready physically, emotionally, and mentally to have a bunch of traffic come in. In this example, when I just talked about the limitless arena, we had 10,000 leads this week. Think about that for a second. 10,000 leads came in this week.

And all we did was have ads running, the billboards, and a few of the speakers post. There's 30 days left before the September 23 of this huge event in Utah for the limitless arena. We are going to start really pouring gas in the fire. You're going to start seeing ads everywhere. I'm going to be posting all the time. You're going to see our 25 speakers posting all the time. So we'll go from 10,000 leads to 30,000 to 50,000 to 100,000 leads during this time, during this month, using influencer marketing. It's a bit different. I'm using the speakers as the influencers.

So why is a speaker an influencer? Well same concept. They might be a podcaster a big business person But they have 50,000 followers 100,000 followers. Some of our speakers have 1 million 2 million 5 million 10 million followers If they post about it, they are both a niche influencer because they're produced business content, right? Bradley, Gary V. Ed Mylett, Andy Fercilla, all these legends Cody Sanchez, pace Morby. They make business content Tim Grover, they make business content But they're also famous some their videos went viral. They've been on big podcasts with other big people They've been on TV shows. They've been on the press. They've been on the Zillion stages. So they're both.

Meaning they have, they're a business influencer, so that's their niche. They make business related content. Most of our speakers are in a business category. But they also are more famous than that because they have been on podcasts. They've been on TV shows. They've been on magazines.

They've been on stages their whole life. And they build up big businesses. Okay. Above their whole life, and they've built up big businesses Okay above the big influencer then there's the really big influencers These are the celebrities and sometimes they might not be considered a celebrity If they've got five 10 to 20 million followers, that's more than a lot of celebrities And so I consider them a celebrity even if they're an influencer that hasn't been on a TV show or a movie Listen most TV shows only get 300,000 to 2 million views. There's influencers that are getting that every day. So let's just be clear.

Just because they're on a TV or on a movie screen, that makes them a celebrity based on old school Hollywood theory. But like, Celice Rose, she's getting 5, 10, 20 million views at Charlie, the real Tarzanzan who I talk about a time are my co-host on the podcast Tarzan gets 200 million views a month a month There's no TV show in history. That's 200 million views a month not friends Not any not no show not sign failed nobody has 200 million views a month not even close by the way It's not even the same ballpark of the same world a show having 10 or 15 20 million views is legendary in a week.

Like, he's getting that on a Wednesday. So let's just be clear. He's not considered a celebrity by old Hollywood's theory, but the real Tarzan gets more views than your top 10 favorite shows combined. And so we have to keep those numbers in mind when dealing with influencers, celebrities, and brands, et cetera. Now, when you start to go from these influencers that have

3 million, 5 million, 10 million, 20 million followers, these posts can get very expensive. 5,000, 10,000, 25,000, sometimes 50,000 to $100,000 for a post, for one post. Typically, if you are the brand, you want to try to get two or three posts if you can and try to buy a package, it will convert better if you can buy multiple posts. Why?

The first time a follower sees influence or post about your supplement company your CBD brand your Pillows your toys. Let's say you make fun pet toys. Whatever the thing is that you make the first time a follower sees it is when they're making a Concentration like oh, what is that? Oh, I wonder why she's posting about that. Why is he doing that? They might research it. They might click on the link etc But they're not sold. They, oh, what is that? Oh, I wonder why she's posting about that. Why is he doing that? They might research it. They might click on the link, etc. But they're not sold. They've just saw something for the first time. Their guard might be up. They might be traveling. They might be at school or at home or in bed. They might not really dive in. The second time they see an influencer post it, now they're like, whoa, they actually are part of this brand.

There must be a reason why they're posting this multiple times. The third time an influencer posts it, the conversion rates are crazy. Because now the followers, they know and they feel like this influencer that they follower look up to and respect is really behind this brand. So if you can, if you're a brand owner, try to buy three posts from a influencer when you can. Even if it's a little more expensive, or if it's more like a brand deal, I promise you it's worth it.

It's gonna convert higher on the second and third post, simply because their followers will believe in it more, and most of all their followers will have seen it by the second or third post, not necessarily just in the first post. Now, when you're working with influencer, how do you determine a rate? Well, rates are hard because they're speculative. Some influencers charge a hundred bucks, 200 bucks, 500 bucks, a thousand bucks.

Some influencers ask for 5,000, 10,000 or 20,000 with the same amount of following as a person asking for 500 bucks. Why? Because it's speculative. Some people want to do it based on their brand. Some people might feel like they're entitled to it. Some people build a big niche. Some people just don't know what to charge. So they just ask for a big rate or two smaller rate. It's the walled walled west still, a decade later, on how to charge for influencer posts. Now, you need to make it a rate that's affordable for you as the brand and make a offer to the influencer. If you just asked influencers rate, it's probably going to be too high for you. If you just say, hey, influencer with a million followers, how much would you charge for a post?

They might ask you for a thousand, five thousand, ten thousand, twenty thousand. You don't know because the influencer might not know what to charge you and they're just going to pick a number. It better off to start off saying, hello influencer with a million followers. I'd like to offer you a thousand for a post. I want to buy three posts. And if we could spread it out over two weeks, that'd be great. Here's my product. I'd like to send you some samples. So, you know what, it's a few sentences, it's very clear, very cut, you're telling them what you want, telling them how much you want to pay, telling them you want to send them

samples and you're making a very clean process. Why do you need to make a clean process when dealing with an influencer celebrity? They are bombarded by DMs and emails, the peopleaged them asking them to post about products brands services, etc So a couple things when reaching out to an influencer one In the first five words of your message be clear about what you are offering or what you want so fashion brand offering paid posts Fashion brand offering paid post five words words. If an influencer is sliding through their DMs and scrolling through their DMs and what they're they're gonna see. Fashion brand offering paid post. That's gonna stand out to them

compared to, hi how are you? Hey how's it going? Hey I love your work. Hey I love your content. That looks like a fan is messaging them. You know how many messages they get? Thousands and thousands of messages based on the size of the influencer. And so to stand out and to be clear, say exactly what you want in the first five words, and then you can explain more in the paragraph. Next thing, do not send a two or three page long Message, especially on your first message to an influencer celebrity. You know why? They're not gonna read it. It's too much. It doesn't matter how cool you are, what you're offering them. You might say I'm paragraph three, I want to give you, I just want to wire you a

million dollars. They're not going to know that because they're not going to read it. They're never going to get to paragraph three. It's not going to happen. So you do not want some long drawn out message, especially on your first message, to an influencer celebrity. Make it one paragraph, make it clear cut, make it exactly who you are, how much you want to offer them, what you want to do. And by the way, if you're not sending money, you just want to send samples or send free gifts or free products. That's fine too.

Make that clear right there in the first five words and in that paragraph, I want to send you this many clothing products or supplements, sunglasses, children's toys, whatever is that you make, make it clear what you want to do, how you want to do it, and how to execute on it. You want to make it easy so there's not a bunch of back and forth with the influencer. Let's say you are an influencer. I mean, reverse the rules for a second. You're an influencer.

You're listening to this whole thing right now. How do you charge? Come up with a rate that's actually affordable that someone will pay for you multiple times, not just once. If you ask for someone to pay you $5,000 and you only get them a few thousand eyeballs, they're going to be mad at you, resentful, you're not going to convert well, they might tell the people about you, you don't want that. Charger rate that is reasonable, that you're going to be able to get consistently rather than once in a while. Why?

Getting paid every week from a water company, a snack company, a fashion brand, a car company, a podcast that wants more promotion, like a local luxury hotel. Like there's infinite amount of clients for you if you make it affordable. If you go to luxury hotels and say I want 5,000 for a post, they're probably not going to pay you. If you say I want 500 bucks for a post, they're probably not gonna pay you. If you say I want 500 bucks for a post, will you buy three posts from me and I'll post them in the next two weeks,

they will pay you. And it's really easy, because it's content you would make anyway. You would make content at the fancy hotel anyway. You would make content with a cool car anyway, or a new bike, or a new skateboard, or a new camera, or new, whatever, all these consumer products are things that you like.

Contact them. Tell them that you'll do a post or three posts on an affordable rate and you'd be shocked and surprised how few other influencers are actually reaching out to these brands. If there's brands that you're addicted to, fashion brands, product brands, technology brands, food brands, like if there's like a water or snack or a drink that you have all the time, messes them. Send them a message. Send them an email and say, hey, I love to do paid posts for you. Or, if you just like the product a lot, because it's a good product or you spend a lot of money on it, send a message that you'll do it for free products. You'll be surprised how many aspects of your life you can reduce your overhead by just

going out and reaching out to the supplement company, the beverage company, the alcohol company, the clothing company, the things that you the alcohol company, the clothing company, the things that you use in your life on a daily basis that you like, messes those brands and tell them in a very clean, same thing, just a clean paragraph, what you'd like from them and what you can offer to them based on your social media following. You might only have 10,000 followers, they still care. You might have 10 million followers, they still care, but they might not think that they can afford you.

So either way, if your influence or listening to this interact with the brands products or services of who you'd like to work with okay We talked about micro influencers medium influencers large influencers on the celebrity side Some of them skew their rates very very very high because they don't want to post too much and They know that their face attachment or their name attachment is already a big deal to a brand product or service and so in those times those rates can be 50,000, 100,000 and quarter million dollars and more based on a celebrity and when you talk about the household name celebrity sometimes the number the rates get insane. There's been times I've wired the Kardashians millions of millions of dollars for them to do three

posts, six post, nine post, 12 post type things with maybe a few of the sisters because it works, but it's millions and millions of dollars and they split it up based on the brand product or service. There's sometimes it's mid six figures for one post from whether it's the Kardashians and genders or it's rappers or household name influencers or influencers that have 20 30 40 50 million followers that are in the music space, etc They can charge a hundred thousand two hundred thousand for a post and it's worth it because they're getting millions of impressions or tens of millions of impressions now as we start to wrap up

Think for yourself if you're an influencer how much could I charge comfortably? Think for yourself, if you're an influencer, how much can I charge comfortably so that brands want to work with me and make a one-page PDF about yourself. You can use a company like MediaKits.com or you can go out there and do it yourself. You're just making a one-page or about, this is how many followers I have and you showcase all of your accounts. Even if your Instagram is the biggest or your TikTok is the biggest, threads is the biggest, whatever platform you're the biggest on YouTube Twitter whatever make your One page PDF that shows here's the page that I'm biggest on this is where I have

200,000 followers, but still show the other five or six accounts that you have that might only have 5,000 50,000 followers. It all still adds up Talk about on there on that one page PDF. Who are you? What do you like to post about? What is your content like? And then showcase some screenshots of your actual engagement or the back-end analytics. If you do that, you skip all the back-end fourths of the brand that once actually pay you for something. By showcasing exactly what your post like, you're like, look, I have 200,000 followers on this account. I got a bunch of other accounts. I combined for three and a 50,000 followers.

I average around 50,000 impressions. I like to get $1,000 followers on this account. I got a bunch of other accounts. I combined for 350,000 followers. I average around 50,000 impressions. I like to get $1,000 per post. I often post about puppies, makeup, fitness, and I just love all these things. Well, now brands have a decision to make really quickly and you gave them all the information in one shot and you can have right there, your Zell, Cash App, your email address, if you want your phone number, you can have right there your zeal, cash app, your email address,

if you want your phone number you can put it on there. You have a very seamless clean cut way to interact with these platforms. You can actually be making real money. I know 15 year old kids that are making 3 grand, 5 grand, 10 grand a month, just charging 50 bucks, 100 bucks, 200 bucks, 300 bucks for a post. They don't even have the many followers. They've got like 10,000, 20,000, 30,000 followers, but the for a post. They don't even have the many followers. They've got like $10,000, $20,000, $30,000 followers, but the brands like it.

They like micro influencers. And so serial companies pay them, snack companies pay them, cutlery companies that are just selling plastic knives and fork. I've seen so many deals over my lifetime in the space of just 15 year old kids that are just making good money posting for $50, $100, $200. There's a 93 year old lady that I've just 15 year old kids that are just making good money posting for 50 bucks, 100 bucks, 200 bucks. There's a 93 year old lady that I've watched make hundreds of thousands of dollars

just making funny videos. We're just a couple years ago she couldn't afford her rents and now she's making hundreds of thousands of dollars for posts of just her being funny in a retirement home. So, it doesn't matter what age you are. You can be 93, you can be 15, and everything between you can make money from social media. You can make money from working with influencers. You can become an influencer. Last thing before we cut out How do you post on social media? What should you post?

If you are an influencer or you're someone that doesn't think you're an influencer, but you just have 5,000, 10,000, 50,000 followers. Here's what you should post. One of these four topics Topic one. Make them laugh. Topic two. Show them something interesting. Topic three. Show them something relevant. Topic four. Show them something timely. Something that's going on in the real world. Why? If you do one of those four things, funny, timely, relevant, etc. And you show them one of those four things, they are likely to repost your content. If you make them laugh, they're likely to share your content for it to their friends or repost it on their stories, re-thread you, retweet you, etc. They might repost your content if you make them laugh. If you teach them

something, show them something interesting, they're likely to forward your content, retweet you, repost an Instagram, share you on Facebook, etc. because you taught them something that was interesting. If you show them something relevant or timely, they are likely to repost your content, which is how you can gain good following and getting free marketing. Oftentimes I'll make posts and I'll watch how many people forward the content. They actually DM it to other people, and then I try to replicate that type of content

because I know that's what people want to see or it's something that was engaging or that taught them something. If you do one of those four things, oftentimes you can grow your following. Other thing, showcase your life. You don't have to post your children if you don't want to, you don't have to post your pets if you don't want to, but posting things about your life will build an emotional attachment. Here's why. Let me give you a quick example. We're right now at the ranch in San Diego, California.

There's probably 15,000 real estate agents in San Diego, California. And you know what's like the same thing about all 15,000 of them? If you ask them, every one of them is the number one real estate agent in San Diego, California. All of them, just ask them. Now, imagine if one is named Leon Cook,

and he's posting him and his dogs, and then Leon posts him playing basketball, and then Leon posts him like out there jogging on Sundays. And on Saturdays, he's with his grandma, and she's in a wheelchair, it's so sweet, they go to brunch on Saturdays. Well, when someone asked me about real estate, I'm gonna think about Leon because I know when about real estate, I'm going to think about Leon

because I know when he plays basketball, I know about his puppies and dogs, I know about his grandma. She's so sweet. Like, I feel an emotional attachment to him. That when someone says real estate, San Diego, boom, I think about Leon and I make him a referral. You create that by creating an emotional attachment that leads to top of mind awareness. So by having things and showcasing your life, some of your travels, some of your work, some of your events, make them laugh, teach them something, you're building a emotional attachment that leads to that top of mind awareness. So if you have a business, if you're an influencer, you're a creator, you'll get referrals based on the emotional

attachment that leads to top of mind awareness. All right guys, I've known I'll do how long I went. Typically the money Monday is 40 minutes because the average workout is 45 minutes. The average commute is 45 minutes. And so we try to keep our episodes to 40 minutes. Right now, the real Tarzan, he is in Brazil wrestling with alligators and making content out there to get another couple hundred million views.

So I'm here by myself at the ranch right here at The Wild Jungle. If you guys want every Monday at 4 p.m. PST, I do what's called the moneymundays.com live coaching Zoom calls. So we do live Q&A. I talk for about 40 minutes, which is about the same length of the podcast where I deep dive on topics. This thing is about 300 bucks a month because I'm raising a ton of money for what's called the world's largest toy drive. This December, we're going to try to break the Guinness Book World Records again. Not try. We gonna try to break the Guinness Book World Records again, not try.

We are going to break the Guinness Book World Records again. This December, December 2nd, NLA, December 15th, we ended off 10 cities during those 13 or 14 days. We're gonna throw a toy drives all over the country. And so it's 300 bucks a month, sorry, no, it's only 200 bucks a month. It's 200 bucks a month for the moneymundays.com. And we take that capital and take that profit, and we're focusing that money towards this toy drive Because ten cities it's gonna be a lot of overhead. It's gonna be a lot of execution

We're gonna have a lot of staff members a lot of people to execute this thing. I'm very excited about it So if you like to do what's the coaching it's a group coaching every Monday at four o'clock go to the money Monday's dot com And join me there. It's not only me that's at four o'clock. Go to the moneymundays.com and join me there. It's not only me that's teaching. I have Joey Carson, my CEO. I have other executives. I'm going to surprise some athletes and celebrities that are going to come on there.

So it's about 40 minutes on the moneymundays.com where we do like actual speech and deep dive. And then we leave 20 minutes to do a Q&A session where you can just jump on the Zoom and we pull you up on screen. We interact with you, live, answer your questions. I've been doing it almost every Monday

and I bring in other business people and interesting characters to come jump on as well. But we do it every single Monday. I'll be doing this forever and ever. Right now, the Money Monday's podcast, it's been number one for 136 days in a row in the Entrepreneur category. So I appreciate you guys for sharing, liking, commenting, sending it to your friends because we believe here that so many people grew up thinking

it's rude to talk about money. We think it's rude to not talk about money. So go out there, share the podcast, talk with your friends about money, talk with your friends, your family, your followers. Make sure you have these blunt discussions about money. It's very important to our lives, it's important to our society, it's important for charity, it's important for your bills and everything between. Go to theMoneyMondays.com and we'll see you guys next Monday. [♪ OUTRO MUSIC PLAYING [♪