How influencer brand deals actually work - Episode 41
More people than ever are testing the influencer waters as the creator economy continues to grow each year.
So when it comes to brand deals—one of the most lucrative income streams for content creators, I’m answering all of your burning questions from how brands and creators get connected, to how long filming really takes and everything influencers can do along the way to get hired back by the brand.
Create & consume
What Austen is creating this week: I made a short-form video showcasing the new LoveShackFancy collaboration (which has already sold out online, but good luck in stores on March 2!)
What Austen is consuming this week: The Trader Joe’s Unexpected Cheddar Sausage made with tri-colored peppers and red onion served over rice!
In this episode:
How it works
If you've ever wondered how influencers actually make money from brand deals, this episode breaks it all down.
While many creators pitch brands directly, others are contacted by companies looking for partnerships.
Third-party platforms also exist, though they're less common due to lower rates and restrictive contracts.
The key to getting brand deals is making it easy for companies to reach you—having your email clearly listed, being responsive to DMs, and maintaining a website with a contact form.
Some influencers work with agencies to manage brand requests, while others handle everything themselves.
Negotiations
Once a brand expresses interest, it's time to negotiate the terms. A successful partnership should be mutually beneficial, covering key aspects like deliverables, usage rights, exclusivity, and compensation.
Everything must be clearly outlined in a contract before content production begins.
Brands typically provide guidelines, which can range from helpful notes (like avoiding logos in the background) to strict creative briefs that limit creative freedom.
Pro tip: I personally avoid brands that require identical content from all creators or demand scripted reads.
Filming
To ensure a smooth production process, I create shot lists, film extra footage, and script any necessary voiceovers.
Post-production
After creating and editing the content—cutting filler words, adding disclosures, and ensuring compliance with brand guidelines—the next step is submitting it for review.
Brands may request edits, so it's important to check contracts for revision policies.
Once approved, the content is uploaded with proper tags and labels, and engagement with the audience is key.
Invoicing
Finally, invoicing the brand is the last step, but payments can take time.
While net-30 is standard, some brands operate on net-75 or even net-90 terms, which is why setting the right rates from the start is crucial.
Summary
I hope you enjoyed this look behind the curtain at how brand deals come together for influencers.
It’s not just as simple as taking a photo and hitting post—there’s a lot that goes into each deal and still requires a ton of planning and effort.
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