Beauty Content Creation: Business Management, Brand Deals, and Making Your Passion a Side Hustle! | Julia Mazzucato | Skillshare

Beauty Content Creation: Business Management, Brand Deals, and Making Your Passion a Side Hustle!

Julia Mazzucato

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9 Lessons (21m)
    • 1. Introduction: Welcome to the course!

      1:49
    • 2. YouTuber Streams of Income

      3:20
    • 3. PR: How to Connect with Brands

      3:46
    • 4. Why I (generally) don’t recommend pitching brands

      1:39
    • 5. Intro to Sponsorships

      3:02
    • 6. Sponsorship Q&A: 3 FAQs

      2:44
    • 7. Scammy Situations + Mistakes to Avoid

      1:53
    • 8. Professionalism as a YouTuber

      1:32
    • 9. Conclusion

      0:45

About This Class

Are you a content creator on YouTube looking to learn how to manage yourself in brand deals, how to start taking sponsorships, and how to turn your passion into opportunities?  This class is not just for content creators, but for anyone hoping to learn more about the business side of YouTube. Learn about the back-end of beauty content creation and media techniques from the personal experiences of beauty YouTuber and content creator Julia Mazzucato in this course. 

Julia's YouTube Channel: youtube.com/JuliaMazzucato

Julia's Instagram Page: instagram.com/juliacmazzucato

Transcripts

1. Introduction: Welcome to the course!: Hello and welcome to my class. This is YouTube comment creation part to business management brand deals and make new passionate side hustle. And I'm your instructor, Julian Maza cado. This is my second class on skill share, my previous class, BUT content creation covers the basics of how to get your channel started and how to start creating content on YouTube. This class is going to be a little bit different from OBD consecration class because it's going to focus more on the business side of things. So go ahead and watch that class first if you either want to get started or you want some tips on how to get your channel off the ground and running, as well as to get the basics of what you need for consecration. There's classes for those who want to learn how to manage themselves, how to bring in Bern opportunities, and how to effectively monetize your content and make a living off of something that you love. A little bit about my background and my name is Julian Rosa Kata. I've been a content creator on YouTube for the past four years and I've been doing it as a paid part-time job for the past two years. I still self-managed myself in most of my brand deals. And while I do have a relationship with my network fullscreen, I still consider myself a very independent concentrator. I would say that I do 90% of my own work in business administration. So I'm the one bringing in executing brand deals as well as taking care of the business side of things on my channel. This class we'll cover the basics of professionalism, which can be a bit of an uncharted territory, especially in social media and content creation. You'll be getting to understand the system of PR and sponsorships. I worked with anything from small Indie brands to bigger make a brand like color proper, Nick's as well as non BED grants such as pockmarked shop tagger and Louisa. And most importantly, I'll be sharing my tips on both what to avoid and things I've learned along the way, both the easy and the hard way. So I hope you guys through this class, whether you're a content creator or you just want to learn more about the business side of things. Or you want to learn some tips on how to manage yourself even if it's in a non-contact crater standpoint. I hope this has helped you find what you're looking for and without further ado, let's get learning. 2. YouTuber Streams of Income: Welcome to Module two streams of income. I want to make this the first educational module of cost because I think it's one of the most important things to learn and really forms the baseline for everything that you're going to do. I'm sure you've heard before that YouTube monetization is a very fickle system and very unpredictable. I can definitely attest to that as part of my personal experience, I would not want to have YouTube's ad revenue check b, my sole source of income every month. Youtube ad revenue and monetization in general vary so much. Not only video to video, but month-to-month in general, creator earnings tend to spike in the last three months of the year from October, November, and December, and then follow it drastically in January and February. So personally, for me, I wouldn't want to live on just a YouTube ad revenue check. And that is why in the first lesson that I want to stress the importance of diversification and most successful YouTubers I know have multiple streams of income and, and have optimized them all. So you don't have to do anything that you're not comfortable with. Obviously, sources of income are going to vary between different YouTubers and would they like to do? Some people might not wanna do sponsorships, some people might not want to sell merchandise. So this information in these tips are not to be generalized. So like every single YouTube are, but I'm going to be using myself for an example. So I in most other creators have four main streams of income for my channel. I have YouTube revenue. Basically, this is the money that you get from your content being monetized. This is the money from the pre-roll and the mineral azurite YouTube puts on your videos. And this is a number that is very much proportional to your audience and the number of views you get. Each ad generally generates lesson $0.05 per ad. But that can obviously add up, especially if you're getting a couple 1100 views per video. So YouTube ad revenue is very important. And if you're keeping your audience engaged and uploading on a regular basis, you shouldn't have to worry too much about it. The second main source of income is external sponsorship. So this is taking on external deals with brands who are going to pay you directly, will be talking quite a bit about sponsorships in later modules of this class. But for me, sponsorships are a very important part of my channel. The third source of income are affiliate links and programs. Affiliate links require very little engagement on your part. Basically, it's just linking whatever products that you talk about in the video through an affiliate links that whenever somebody clicks on those products and then goes and buys them, you get a tiny commission off of that. But it's not a sponsorship by any means. With affiliate programs, you're usually working a little bit more closely with a brand. So for example, they'll give you a certain discount code that you share with your audience. And then whenever someone makes a purchase using that code, you'll get a commission on that sale personally, for me, this makes it a very small amount of my income and I don't really do a ton of affiliate programs. I prefer to do sponsorships over that. And then the fourth stream of income for me as merchandise, a lot of YouTubers don't have their own work, but it's something that I really enjoyed coming out with. So for my channel, those are the four main sources of income for me. I would say that the breakdown in terms of proportions would be about 50% sponsorships, about 30% YouTube ad revenue, 15% merch, and 5% affiliate programs in links. But of course, these ratios vary a lot. A person, some people would prefer to do more affiliate programs overdoing sponsorships. Some people don't do sponsorships at all and just rely on ad revenue. But the point of this module is that it's really important to have multiple streams of income so that when your ad revenue does dip during January, you're good. And of course, the most important thing is to be honest about all of these sources, keep track of them and don't place too much importance on any of them. They're all variable and none of them are guaranteed and none of them matter if you're not going about them in a good and honest way. So those are some examples of the streams of income you can have as YouTube content creator. And as you navigate your content creation, you'll find what works best for you as a creator and what feels natural to you. 3. PR: How to Connect with Brands: Welcome to module three. We're going to be talking about one of the most important structures in the BD content creation sphere, and that is PR. Pr is short for press. Many different types of content creators get PR. I would say it's probably the biggest and the beanie consecration sphere. And in the beauty context it means free makeup, but there's no such thing as free make-up and we'll talk about that in a second. Pr is also not something that every content creator gets. I didn't start getting PR until maybe a year and a half into consecration. And the main reason for that wasn't because I wasn't effectively pitching myself for monetizing myself. It's just because I wasn't big enough, despite what beauty brands want you to believe they are not your friends. They're not gonna be gifting you things up at the kindness of their hearts. Brands give creators things because it's a business transaction, even if there's no money changing involved, some brands give things to influencers. They want somebody who's going to provide a return on that investment, even if it wasn't monetary, they still spent money on the products themselves. Sometimes they come out with their own elaborate PR packages that are exclusive to creators and then of course, getting it to you. So while PR may seem like a free thing, it's definitely not. It's a very expensive system and there are strings attached no matter what brands may say. So if you're just starting out on new consecration journey, it's natural cannot get PR, don't feel like you're entitled to anything from brands, but also don't put a lot of waste into you not getting PR as a symbol of your content not being good enough. Your content is probably amazing quality, but if you're a numbers aren't there. Brands don't see you as a monetary investment and that sucks. But even if you are still a micro influencer or small crater, you can still get started with PR and very easy ways. So the way I sort of getting my first ever PR, around 1000 subscribers was through PR networks. One I used to use is called oc delete. And basically these networks connect creators with brands you can apply to a certain product to get it sent to you. And if the brain accepts, they send it to you and you review it in exchange for them sending you PR. This isn't an actual PR exchange because you aren't required to review PR when you get it. Whereas with these networks you usually are. But these networks can actually translate into actual PR exchanges because sometimes the brands will keep your information and they might add you to PR, loosen the future, especially if you do give them reviews that are high-quality. Don't join to many of these networks to a point where you can't keep up with all of them. I know it can seem really exciting just to kind of start signing up to get free products. But it can be overwhelming and especially if you're just starting out, it can seem pretty disingenuous. If you're just taking everything you can get without any regard to whether you'll actually liked the product. So this was a good way for me to start out with PR and start building brand relationships by stopped doing actually a few years ago just because it wasn't really a good fit for me anymore. Another really great way to get onto the radar brands is simply tagging them on Instagram. Stories are best because the brand can actually repost your picture onto their own story. Tagging brands and feed posts. Oftentimes they won't see it just because it does get lost in the notifications. But in certain was amazing tool that even interacting with brands, social media posts, if you know that they're very active on those. So commenting on brands posts, albeit not a desperate way, you don't want to comment like self promo type stuff, but just interacting with them in general, if they post a picture of say, your favorite lipstick comment, I loved that lipstick is my favorite, my collection. It shows that you're engaged in very dedicated to what you do. These are good ways to kind of interact and get onto the radar brands in general, you might be wondering what about just emailing them directly. Next module is going to be about why I don't necessarily recommend pitching yourself to brands. Caveat, I do think that a very well-done pitch can be effective sometimes, but it's very easy to mess up and we'll be talking about that in a second, especially if you're growing, just be patient and those offers will come into you on their own. My final tip is don't take it personally when you're taken off a peer list. While some brands are very good about accepting constructive criticism of their products, some don't want to be setting you free products if you are going to be getting the negative reviews and it's just business, don't feel pressured to change your authentic opinions of things in order to stay on peerless. It's not worth it. Integrity is worth more than a mascara that costs pennies to freeze and factory in general, PR can be an amazing tool for both helping you grow your channel and helping you interact with brands and build relationships with them that can build into something more. 4. Why I (generally) don’t recommend pitching brands: Welcome to Module four. And if you just watch module three, you might be wondering, Why don't you recommend pitching brands yourself? A well-written pitch email can be a beautiful thing, especially if you're introducing yourself and respectful way that represents you well, you don't demand anything that you're not entitled to. I think it can work out. However, it's hard to write an effective pitch email, but it's so easy to write bad one. There are three main reasons why generally don't recommend pitching yourself to brands in exchange for PR or brand deals. Number one is that the ball should always be in your court. I don't generally condone playing hard to get and relationships, but this is brand deals. The ball is in your court when Branch approaching you first and you will have more strength than being able to stick to your guns and demand what you want out of the brand deal. So it's a fair exchange on both sides. The second thing is especially in the context of PR pitch e-mails promising free content on your side for PR is not healthy, basically encourages brands to expect that they can get something guaranteed out of you when maybe you don't like the product that you wouldn't want to include something on your channel that you don't believe in. A lot of the time when the ball is not in your court, you lose a lot of creative control. Personally for me that something I value a lot, whether it's an a brand deal or in a simple PR exchange. And finally, while some brands you straight up might not answer you, a lot of brands don't take very kindly to it. I do know that there are some beauty brands who will take the emails of people who have pitch them in the past and put them onto a blacklist so that they don't get peer on the future. This can specially happened if the pitch wasn't well written. So I don't think it's necessarily an off limits thing. It's not something that I would personally recommend. 5. Intro to Sponsorships: Welcome to module five. Let's talk sponsorships. Sponsorships are the bread and butter of the business side of YouTube, and they can often make or break a channel and how people trust them. First, we'd have to interrogate what is a sponsorship on YouTube? A sponsorship is when a brand reaches at their creator and offers to pay them in exchange for services or promotion for beauty brands, for example, a brand might offer to pay you in exchange for reviewing their products on your channel. Some sponsorships might even be for non-tangible things like a VPN service or a certain app. Either way, a craters being paid to promote something on their platform. The way that this can get stickies when craters start taking sponsorship for products, if they don't actually believe in, sponsorships can also take on different formats. Some of them might be full dedicated video to a certain brand where the brand is sponsoring the entire video and the entire video is about the product that you are promoting, the most common and my personal favorite type of sponsorship is just a simple video integrations. So usually within the first two minutes of the video, you will work in the product that you're promoting. Brands can also choose to sponsor part of a video instead of the entire thing, brands can do extended sponsorships with a crater where instead of doing one specific posts, a worker the creative long-term over a certain amount of time. So for example, I might partner with an eyelash branch and only user eyelashes and my tutorials for six months or so. Just kidding, I don't do tutorials. Basically, sponsorships can take on many different forms on YouTube and also other forms of social media, especially on Instagram and tick tock. Now, by far the most important thing with sponsorships is that you always, always disclose them properly. Not only is it against the law to not disclose your sponsorships, but going about them in a wrong way is the quickest way to loot drop into C As crater and the trust of your audience and that you can never ever regain. I know a lot of creators who are actually scared of taking sponsorships because of what their audience might feel about them. But in my experience, as long as you are transparent with this positive to take that you genuinely put a lot of thought into the products that you accept and the way that you conduct yourself in these deals, your audience will be happy seeing you get these opportunities in order to take sponsorships union to a figure out what your rates are. So basically figure out what you are able to charge in proportion to your audience and how many people watch your videos. I would recommend charging on engagement rather than followers. A channel with around 50 thousand subscribers with a high engagement rate where like say 30% of their audience is actually watching the radios, can charge around the same amount for sponsorships that a channel with maybe a 150 thousand subscribers with a lower engagement rate of around 10% could charge. So figure out what your rates are, what your time and space on your platform is worth. Don't be afraid to change your rates as you grow. So for example, I have a brand, I've done about six sponsorships with over two years or so. And the rate that I charge them for the first box should we did together, is drastically different from the rate that they charge them now because I've grown almost three times my size when I did my first sponsorship with them. So as long as you communicate that brands understand when you have to change your rates as you grow. And finally, do not be afraid to walk away from that if you start getting terms that you're not comfortable with or for sponsorship starts to go south. If a brand starts demanding that you're not comfortable with, Do not be afraid to walk away from the deal. So that was my introduction to sponsorships. But next we'll get into some of the most frequently asked questions about them. 6. Sponsorship Q&A: 3 FAQs: Welcome to module six. I'm going to be answering the three most commonly asked questions I get about sponsorships and how they work. The first question is, what is an immediate No for you when it comes to sponsorships? And for me that is products that don't already fit my interest and my tastes or something that I wouldn't be willing to try and see if it can fit my interests, my tastes. For example, I know that I don't like first-person shooter video games. I've been offered sponsorships for those video games in the past. And that is something I turned down because a it doesn't fit my interests. I know that I personally don't like that type of product. And B, it also doesn't fit my platform in my channel. And what I talked about already, you don't necessarily have to take sponsorships are only fit into your niche. So for example, I predominantly create beauty content, but I do still make content about fashion and lifestyle, and student life and fitness. And I have relationships with brands that are outside of just makeup, but I wouldn't do a video game sponsorship unless it was a video game that I genuinely actually play in my real life. So that's something I know I already don't like, but if it's something I haven't tried before and I wouldn't be willing to try it out and see if I like and then I also wouldn't take that sponsorship. And if I even have to consider like, is it one of those things, then it's an automatic no. Question. Number two is, do you have to sign a contract for every sponsorship? The short answer is yes, you should most legit sponsorships, especially if there is a decent amount of money being exchanged with sponsorship, do require some sort of contract. I think most sponsorships over a $100 will have a contract in place. But if they don't, I always try and ask for one anyways because you should always try and get a contract to protect yourself. While it might seem a lot at the time that contracts protect the brand over you signing a contract as long as it terms are fair, also ensures that you're able to get paid for your work in time as well. Always make sure that you read through every single contract. They're not all the same and do not be afraid to ask brands who edit the terms of contract in order to fit what you're comfortable with. Good brands that are worth working with are not going to get offended if you ask them to change a certain thing and the contract or if you aren't comfortable with something, a good brand partner will be willing to work that out with you and communicate that rather than just cutting it off in general. So don't be afraid that you're going to jeopardize a relationship if you speak up and the final question is, what are the pros and cons of taking sponsorships from a creative standpoint, the pro obviously is that you can supplement your income really well personally for me, as I talked about in module two, sponsorships are the biggest part of my income and are a huge part of why I'm going to be able to graduate debt free, which I'm very thankful for. Their also very helpful for building a network and building relationships with brands and also other creators. And then of course, the major con is that if you go about it in the wrong way, it can jeopardize your integrity, but don't do that. That's the thing. It's not a minefield. It's not difficult to do these things in the right way and not take shortcuts. Those things are easy to do and it shouldn't be a hard thing to be able to do sponsorships in a way that feels authentic to you. So those are the three most frequently asked questions about sponsorships. I hope those answers helped you out. 7. Scammy Situations + Mistakes to Avoid: Welcome to module seven, My favorite module of all, because we're talking about skimming situations to avoid. I'd been doing YouTube for about four years and before that I was a fashion blogger, so I felt a business email account for a long time and I've had a lot of these come my way. And unfortunately, I had been a even F2 fall for some of them. So as I said in the introduction, I've learned some of these things the hard way. The first thing you really want to avoid is do not accept PR in exchange for what should be a paid sponsorship a brand is offering, send your PR in exchange for a dedicated video. That is something that you should be getting paid for. This might be a very tempting exchange, especially if you're a very small content creator, but that's the thing brands know this and they will pray on smaller content creators because they know that they're more likely to accept these kinds of very spammy deals. Pr should not have the strings attached of a guaranteed feature when brands and new PR, it should be under the understanding that you are not obligated in any way to feature that product on your channel, basically know your worth and demanded. This next thing is probably the most important thing in this entire class. And that is you should be very, very careful with their tax information. Most sponsorships I've done, even if they are in the four figures, do not require a W9 if it's a legit brand that you already know. So for example, if it's a makeup brand that I already know the name of an eye? No, is a legit brand. Don't be afraid to ask them in detail why exactly they needed and challenge them if needed. When you're doing a sponsorship and brand is not putting you on their payroll, so they should not need your W9. So it's not a legit Bre that you don't already know, then stopped talking to them and also be sure to always check the email address. A lot of the time scammers can form out their email exactly as I brand might. But then you check the stem with their email on isn't at gmail address. So always be careful and do not give your information to anyone you don't trust. Finally, be your brands asking you to not disclose your sponsorship. They understand that they're not jeopardizing their integrity, their jeopardizing yours. So those are some scattering situations to avoid on the internet. It's always best to stay vigilant. 8. Professionalism as a YouTuber: For the last educational module, I want to talk about professionalism, as I mentioned in the introduction, because social media and social media work in general is such an uncharted territory because It's very, very new. It's kinda uncharted territory in terms of how to navigate it as a business. But the best way to conduct herself and to get the respect that you deserve is to conduct yourself with a professionalism that you would like to be treated with. So that comes with knowing what you can and cannot demand from brands. I'm not saying that you should undervalue yourself by any means, but you should know by your size what you can generally demand in terms of payment for sponsorships or whether or not you're at a level where PR as a feasible thing. If you've done a sponsorship with a brand in the past, they're not obligated to work with you again in the future or don't become entitled to anyone's time or money. It's also extremely important to, to put effort into your business communications if you want to be taken seriously in your business emails, treat them like business emails, no slang, avoid emojis as much as possible. Proper greetings and sign offs, Hello and best wishes or thank you or whatever you want to put there. A lot of brands want even treat you with that courtesy. But the more you conduct yourself professionally, the more you're able to stand up for yourself in terms of being able to ask for a better contracts or demand the rates that you're worth putting effort into seemingly small things like responding to a business email can show that you will take what you do with pride and even subconsciously can demand respect. That's the name of the game command respect. And you might not always get it, but don't forget that your time, your effort, and the platform that you've worked hard to build are worth something and you should be proud of that. 9. Conclusion: And that brings us to the end of the class. Today you learned the different streams of income behind a beauty YouTubers channel, how PR works and how can we use to connect with brands and build relationships. Especial crash course on why I personally don't recommend printing brands yourself. An introduction to sponsorship and how to conduct yourself in them. Things to avoid is the self-manage content greeter. And finally, how to conduct yourself with professionalism and expertise. I hope you enjoyed my second class, you're on skill share. It was truly a pleasure to make this one. And whether you're a Conakry to yourself or your viewer who just want to learn more about the business side of things. Or you wanted some business hips unrelated to consecration. I hope this class taught you something in some way. Thank you so much for watching and good luck in everything you do.