How Brands & Agencies Choose Creators to Work With with Sonia Elyss

As a creator, we want to know how brands and agencies choose the content creators that they’re working with, right? We want to get inside the minds of the campaign managers. Aren’t you curious what they were thinking when they went with another creator over you? Wouldn’t it be helpful to know how budgeting works and why the brand can only pay you a certain amount of money?

This week, we’re here with Sonia Elyss, a marketing consultant and the founder of incredible talent, marketing, and content agency, Round Twelve. Sonia takes a fluff-free approach to helping modern beauty brands gain visibility, become fan-favorites, and amplify their “why,” She has ideated and executed campaigns for top beauty brands like Clarins, Kiehl's, and IT Cosmetics.

Today, Sonia is giving us a peek at the other side of the business. How does she find creators to work with? What does she focus on when looking at our profiles? How does she determine what rate she can offer each creator? What do her agency and the brands she represents expect for sponsored post-performance? What makes her want to work with a creator again (or NOT)?

We’re giving you the scoop on all things newsletters. This my Biz BFF is Soulcial Scoop.

Listen to Episode 35 — Apple | Spotify

Find this episode’s guest:
Sonia Elyss
Instagram | TikTok | Website | Podcast

In today’s episode, we discussed:

• 📱Instagram Reels analytics will now be available in third-party apps 🥳

  • So many of us use apps like Flick for hashtags, Later or Planoly for planning or other third party apps that help us track in-depth analytics. For so long, we've only been able to do this with feed posts, not Reels.

  • Finally - Instagram has allowed those third-party apps access to Reels data, so expect all your fav apps to start sharing Reels stats.

  🤝 Instagram has officially announced their Creator Marketplace

  • This is Instagram’s version of the TT Creator Marketplace, where brands and creators can more easily build branded content partnerships.

  • Creators will be able to indicate the brands/topics they’re interested in creating content for, find new opportunities, and even take in-app payments for collabs.

  • Brands will be able to discover creators and filter them by demographic, interest, and audience.

  • The brand will be able to directly message you through the Instagram app about the partnership. And they’ll be delivered “priority” into your DM inbox.

  💌 Instagram is testing sending comment mentions via DM

  • You’ll get a direct message every time someone mentions you in a comment. This will help you stay engaged with your audience in the DMs.

  • The bigger picture here is that Instagram continues to release content that encourages you to spend time in your DMs. Take that as a hint - Instagram is valuing DM relationships and connections.

  👀 Instagram is testing the ability to long-press on a chat to read it without marking it “Seen”

  • This feature would allow you to read a message without alerting the sender that you’ve read it.