Creating Branded Content and Earning Income as an Influencer

Whether you post striking photos and videos to your social media platforms, tell captivating stories through your podcast, or connect with readers through blogs and email newsletters, partnering with brands to create sponsored content is a great way to monetize your digital presence.

What is branded content? Branded content gives companies new opportunities to expand their audience, tell their brand story in new ways, and connect with creators whose talent shines through in their work. This article will help you think through the kinds of branded content creation that best reflect your work—and help you position yourself for these kinds of opportunities.  

Identifying the best types of sponsored content for your brand

As you begin to think about branded content creation, first take stock of the content you already create and how you might partner with companies. 

Ask yourself these questions:

• What kinds of sponsored content can I integrate into the stories and images I’m creating? 

• Which platforms make the most sense for me to post branded content on? 

• What brands make sense to partner with, both for me and my audience? 

Once you’ve answered these core questions, you can brainstorm many different ways to collaborate with brands you love and respect. 

Here are a few sample scenarios to get you thinking:

• If you have a video channel dedicated to fitness, you could feature products that you can endorse in a workout. Or, you could partner with a fitness equipment company on a photoshoot, which the brand could use in their marketing, while you share the photos along with a short message on your social media.

• If you have a cooking podcast, you could include short reviews of cooking equipment that you’ve tested and enjoy using. You could also design recipes around specific ingredients. Then, include affiliate marketing links in an email newsletter publicizing the new episode, and you’ll earn a commission each time your followers click on the link and buy the product.  

Demonstrating your value as an influencer

The marketing teams of many major brands now include staff members dedicated to finding and partnering with influencers or brand ambassadors. If you’ve decided that you would like to collaborate on sponsored content, you can increase your appeal to those brands by creating a portfolio demonstrating the size and value of your audience. 

Consider including the following types of information in your portfolio:

• A short bio listing your professional qualifications

• Links to the platforms you create content on, detailing your subscriber numbers on each

  • If you create videos, you may want to add the number of viewing hours per month.

  • If you make podcasts, list your ranking on major podcast channels.

  • If your primary platform is your website, don’t forget to call out significant traffic statistics.

• Links to all your social media accounts, with up-to-date statistics on follower counts

• Lists and links to previous collaborations, so brands can see the branded content you have already made

• Examples of the kinds of content or products you’d like to partner on, and a list of the topics or content types that you will not consider

Once you begin conversations with brands, make sure you establish partnerships that are beneficial to both of you. An entertainment lawyer or agent can help you review contracts. You will have to pay a fee or commission, but these professionals are trained to review complicated legal language and advise you on issues to negotiate. 

Maintaining trust with your followers

Your followers or subscribers are people who value the engaging, useful content you create. You have earned their loyalty and trust. When you’re considering a sponsored content agreement, take some time to weigh the income it may bring you against your desire to preserve that loyalty and trust.

Consider these factors in particular: 

• Relevance. Choose brand partnerships that resonate with your audience and reinforce your skills and expertise. 

• Transparency. Tell your audience when you’ve partnered with a brand. 

• Independence. Strive for a balance between your original content and branded content, so that your own creative spirit and expertise continues to dominate your channel.

The ideal partnership will result in content that your followers will enjoy and value as much as they do the content you create on your own. 

Learn more about how to reuse your content to increase your income streams