The views expressed by the contributing Entrepreneurs are their own.
Since 2016, I’ve built a career strategizing and producing content for creators, brands and influencers. Back then, entering this industry came at a heavy price, both financially and creatively. In those early days, aspiring to be an influencer felt like striving for a rare form of celebrity.
The learning curve was steep and success required a meticulous curation of the content. It was an era characterized by exclusivity.
Then came TikTok. Suddenly, the barriers collapsed and the entry point became accessible to all. With just a smartphone and an idea, anyone could step into the spotlight and share their creativity with the world. From overnight “It Girls” to regular people transitioning from 9-5 jobs to full-time creators, TikTok has revolutionized the way people achieve financial independence.
Personally, I found myself swept up in this wave of democratization, seizing the opportunity to share my marketing and entrepreneurship knowledge and insights through my own content as a “latinapreneur” and leveraging the platform to promote my services as a strategic marketer .
Not only was I able to quickly expand my service-based business, but I also began working with some of my favorite brands. In 2023, I earned over $250,000 in branded content, cementing my position as a successful content creator with the ability to go full-time if I wanted to.
However, this spontaneous rise to fame and fortune is not a universal experience for every content creator. In fact, even for experienced creators, there usually is one dry season, with brand offers failing and algorithm changes limiting content reach. I know the fight very well.
Related: I Made $389,822 in One Year on YouTube. See how I did it
One moment, you’re riding the wave of virality, and the next, you’re refreshing your email, hoping that a brand representative isn’t actually ghosts you. The truth is that in this field, nothing is guaranteed. Deals can fall apart, campaigns can be canceled and budgets can be exhausted in an instant.
So, yes creators who are tired of being at the mercy of quarterly marketing budgets and enduring 90+ day payment terms, here’s a road map for going from working with brands to becoming the brand.
1. Redefine your identity
The way you talk about yourself will dictate the opportunities you get. Think beyond your current role and envision where you want to be. Start branding accordingly, making your platform an added asset rather than the sole focus.
Related: How to create consistent branding that sticks
2. Engage your audience
While you may be tired of hearing it, building an email list is vital to owning your audience. If email isn’t your thing, consider communities like WhatsApp or Discord. Don’t wait for another possible platform ban to take action.
3. Identify the winning concepts
What content has gotten you social buzz? What are your followers constantly asking for? These are the winning ideas. Explore how you can develop them further and monetize them.
Related: 4 Ways to Leverage TikTok for Startup Growth
4. Start small, scale up
You don’t have to jump straight into high-ticket deals. Start with something simple, like lead magnets or low-ticket mini-courses. The goal is to create a product with minimal required investment. I recently started a mini vision board course, which brought in over $8,000 in the first month. It took just four hours from ideation to publication, including grouping content for promotion.
5. Broaden your horizons
While creators often focus on diversifying content types and shifting to long-form, I think the conversation about diversification should be broader. For example, I recently took on a role at an entertainment company as an executive and creative mind. This move opened up opportunities for professional growth in a whole new space.
The creator economy may be booming, but there are questions about its long-term sustainability and fair compensation for influencers and content creators.
Most of the content seems to position brand partnerships as that abundant and definitive marker of success in the creator economy. However, while brand partnerships can be lucrative and valuable, they are only one piece of the bigger puzzle.
It’s time to broaden the conversation and recognize the multitude of paths to success for content creators, emphasizing the importance of creativity, innovation and entrepreneurship beyond traditional brand partnerships.
