Six Steps to Become a Content Creator In 2022
by Ashleigh Kluck
Telling your family you were going to quit your job to become a Content Creator may have earned you a few furrowed brows at the dinner table ten years ago. Today, however, this career path is considered a credible, professional job—and a quick search on LinkedIn or Indeed will show you just how booming the industry really is.
As a social media strategist and relatively new creator, I’ve been on both sides of the fence. I know what brands are looking for when a pitch email lands in their inbox, and I also understand the struggle of trying to create content 24/7, while staying present with family and friends. While becoming a content creator can be rewarding, it can also greatly interfere with one’s personal life if boundaries aren’t set in place.
The following are some steps I recommend walking through as you become a full-time creator, starting with the sole question you need to answer before diving in: What am I going to talk about?
(1) Pick your niche
The most successful creators on TikTok have (at least) one thing in common: they’ve chosen 1-3 topics they’re really passionate about, and only create content around those topics. You can declare yourself a “lifestyle” creator and share various aspects of your life and passions, but being the go-to for a certain topic or having a well-known catchphrase is gold if you plan to monetize your channels.
For example, Remi Bader is a Curve Model that skyrocketed to TikTok fame by creating realistic clothing hauls with some of the most popular brands in fashion.
(2) Decide which platforms to focus on
You don’t have to be present on every single social media platform. In fact, I recommend having at least one channel you “own.” Creating an email list is a great way to do this. These lists are algorithm-proof and, if nurtured correctly, can help you reach your goals.
As for which platforms to be present on, think about where your audience is hanging out. Do they like short-form video? If so, they’re probably on TikTok. Are they gathering inspiration for their latest home remodel project? Chances are, they’re on Pinterest. Choose 1-2 social platforms you can consistently develop content for, and go from there. A lot of creators will promote their Instagram posts through TikTok videos, and some have even ventured into YouTube.
(3) Create a media kit
This industry is growing every day, and there’s more than one way to be successful. You can follow the traditional route of building a community and monetizing by views and paid partnerships, or you can pitch brands to create content for their channels alone. This can be a one-off project, or you can create packages based on a certain number of photos/videos, but either way, you will need a media kit.
After your channels are established (you’ve been posting consistently for a few months and have around at least ~1,000 followers), you can think about pitching brands for partnerships and collaborations, they will likely request one. If you’re not a pro graphic designer, Canva allows you to build creative, professional media kits from a huge library of templates. Below is a general list of information you’ll want to include in your kit:
A short introduction that includes your niche/industry
Links to your platforms, and portfolio or website
Demographics of your core audience
Your contact information
Platform specific analytics, ex:
Number of followers, engagement rates, view counts, best performing content
Collaboration Options
You can create packages/tiers, or customize this for each individual partnership
Rate Card
How much you’re charging for content, and how prices are broken down
(4) Monetize your content
You may be surprised to learn that a lot of content creators have multiple streams of income. Popular platforms like TikTok, Instagram, and YouTube provide options for creators to earn an income based on views. While this is often how most content creators start their business, it typically isn’t the highest earning stream of revenue.
Brand partnerships and collaborations are where the money is. According to the Influencer Marketing Hub, sponsored influencers are worth $8 billion today. While the influencer industry is booming, creating rates as a new influencer can be confusing, because there’s no one-size-fits-all standard.
Here are some factors to consider when determining rates:
Reach and engagement
Content formats (ex: videos typically take longer to create/edit than a traditional photo)
Whether or not a brand wants to “whitelist” your content for an ad
Check out this article from The Influencer Marketing Hub, which released an article outlining the average payment on various social media platforms for each category of influencers, from “nano” to “mega.”
Another popular way to earn income is through affiliate marketing, which has been around for decades but really spiked with the rise of influencer marketing. A lot of the big brands you follow—and even some of the smaller businesses—offer an affiliate program. When you sign up to become an affiliate, you’ll either receive a code to share with your audience, and/or a direct link/URL to place in your bio/website, etc. Any time someone makes a purchase using your code or link, you’ll earn a small commission. If you have a large audience, or even if one product video goes viral, you have the opportunity to earn a significant amount of revenue from affiliate commission.
Online courses and memberships are also good income streams. Popular platforms like OnlyFans and Mighty Networks allow creators to grow and interact with their private communities by offering features like live streaming, events, and all-access memberships. Memberships are another “algorithm-proof” revenue stream where subscribers receive direct notifications when new content is uploaded.
(5) Protect your business
Any time money is involved, you need a contract. While some brands don’t require a signed contract to enter into a partnership or collaboration, a lot of larger brands do, and it’s important you understand the terms before signing. Because products have a monetary value, even gifted items can fall under this category. A typical contract will include the scope of work due, branding guidelines, deadlines, platform specific requirements, compensation details, and other relevant details. I recommend consulting with a lawyer who has experience with the influencer industry if you are unsure about anything in a contract.
(6) One final note:
Social media can be detrimental to your mental health, especially if you decide to turn it into a career. Attempting to keep up with trends, engage with your community, and create content full-time can easily become overwhelming.
Remember to take care of yourself first.
And if this is your first time working for yourself (or even if it’s not), create set work hours and respect the boundaries you put into place to protect your peace.
Your mental health is far too important not to.
Ashleigh Kluck is the owner of Volt Station Media, offering DIY & Done-For-You Email Marketing for online coaches and e-commerce brands. Her expertise lies in crafting launch campaigns and nurture sequences that cut through the noise to sell high-value products and services. She’s also the host of the “Mamahood Is A Trip” podcast, where she shares all the wild, wonderful, and “why is this wet?!” moments of motherhood, all while traveling full-time in an RV with her husband Jake and their daughter, Oakleigh.
