It must seem really weird to have “excess” parties acting as middlemen whenever a brand wants to partner with a creator. Why don’t brands and creators just work direct? Wouldn’t that be quicker and easier and cheaper?
I promise you, though, it’s not a waste of time or money in 90% of cases. Here’s some real-life things that have happened that make the case for an honest and upstanding middleman to do your bidding…
📩 I have been ghosted by almost every single independent YouTuber for at least 6 days between email follow-ups at some point or another. Creators receive on average 46 emails a day offering deals, with approximately half being spam or fake (ask me what a fake offer is for more details). Managing a deal efficiently is not possible on top of planning, filming, editing and optimizing videos (via thumbnail and YouTube SEO) where there’s already other brand integrations that need to be approved or tweaked.
🚨 I have seen absolutely insane offers from creators that unsuspecting brands have fallen for (side note, if you’re that brand, please stop buying these creators, it reinforces that they can keep charging these insane rates!). For example, $10,000 for an instagram story but they had no idea how many impressions that would deliver. Another example? $100,000 for a dedicated video from a creator who hasn’t posted on the channel in over a year.
Guys… let’s be serious, please 😅
💰 In defense of creators I have also seen brands offer ridiculously low rates with extreme demands as far as the integration. A brand once wanted the entire video to be centered on their product but they didn’t even want to pay the $35 CPM on the 60 sec integration cost.
My over-arching point? Both creators and brands can actually be kinda sorta accidentally bad at making good deals where everyone wins. The middleman advocates for both sides - think of him as Sherman from Connecticut who proposed the Connecticut Compromise for the Constitution 😌
Don’t hate on me, being a native of Connecticut, the Great Compromise has always been a point of pride.
Understanding the ins and outs of agencies and networks is crucial for brands looking to succeed in this space. Often, advertisers often find themselves unsure about the differences and which option will best serve their needs.
This week, ADOPTER Media, A Podcast Advertising Agency published a blog that breaks down the key features brands can expect from each. Link to the blog in the comments!
🔍 What key features come to mind when you think about agencies and networks? Share your thoughts in the comments!👇
Such a great ep!! 🌟 💕