- Today we're gonna answer a question
that a lot of you guys ask,
which is how do I know how much I should charge
for brand deals?
This guy has spent many years answering
that question, and he's gonna help you guys do that
coming up on this video.
Hey guys, my name is Tim Schmoyer,
and welcome to Video Creators.
This channel's all about helping
you guys grow a YouTube audience
so you can spread a message that reaches people
and changes their lives.
And one of the ways you can do that is by making
your content financially sustainable.
- That's right.
- This is Chad, CEO and founder of SocialBluebook.com.
And tell us real quick what Social Bluebook is.
- Social Bluebook is a tool that helps creators
learn their value for branded integrations.
A lot of creators were taking products,
getting sent products and putting them
in their videos, not realizing that
they were worth more than that.
And we decided to show the creators what they were worth.
- Cool, so how would a creator go about discovering
and figuring out, like what should they be looking at,
evaluating, figuring out?
How much money should I be charging for a brand deal?
- Well, the,
the most important metrics are, obviously,
your engagement metrics, right?
And that is a lot of times, well we, it's based off of,
for instance, your comments and your likes.
Here's a real simple way to put it.
Tim, take it you have a million followers,
I have a million followers, Tim has lots of comments
and likes, I have very little comments and likes.
Who's worth more?
Well, Tim is, right?
Now, I know you're saying, wait, there's a lot more to it
than that, and you're right.
There's a saying that the riches are in the niches.
So the more, like,
I'll give you another example.
One of our founders and partners
Casey Lavere, Shay Carl's brother,
he has a family channel,
and he has a hunting channel called Hushin.
When he does a product that's for hunting,
which is more specific,
he pound for pound makes more money on that channel
with less subscribers
than he would on his family channel,
because once again the riches are in the niches.
So I know a lot of you guys out there,
especially the micro-influencers
from 1,000 to 100,000 followers,
probably think, "Well, I'm not worth that much."
Well, if you are specific, you have a lot of specificity,
you are worth more money, and now,
of course, categories makes a difference,
of course watch time makes a,
like, there's a lot more factors that go into it,
but that's the simplest answer I can give.
- So here, this channel, for example, Video Creators,
there's only a few places you can go
if you want to reach you guys,
the active YouTube creators
who are actively growing channels,
and subscribers, and making content, and things like that.
So, there's like limited options.
I mean, there's plenty of film production channels,
and things like that,
and so I can charge more for access,
for people to get access to you,
for brands to get access to you than like,
than maybe a gaming channel that's just like
a generic channel.
- And we know a lot of creators with only 30,000 subscribers
who are making a full-time living at it,
because like Tim was saying,
take it you were a brand
looking for somebody who had a YouTube audience.
Well, you would go to Tim's channel,
and they would pay top dollar for that, right?
So it is important to
know who your audience is,
and what your values are.
And you wanna, a lot of times the advertisers
are looking for people who have the same values and fit
their niches.
- Anything else they need to consider?
- The reach, so yeah, reach and engagement
are the two big ones.
- So can how a creator take some of those metrics
about their niche and their engagement
and their social reach and everything,
and come up to a dollar figure?
- Just so you guys know,
all of our values are based on real-world deals, right?
They're not just made up.
We took deals from,
it started off with 30 different creators sharing numbers,
and now our sample size has grown to the thousands.
But for instance, YouTube as a platform pays the most
right now, right?
Of our 5 platforms, Twitter pays the least.
So there's different scales,
there's 9 different reach grades,
there's 7 different engagement levels,
so there's 63 different price points, Blue Book,
and they change on a weekly basis.
Also there's something else I wanted to mention too,
the time of year it is.
The month makes
a huge difference. - Oh! Sure, yeah.
Right, like what month do you think?
I know you know this,
what month do you think
pays the most? - Christmas.
Exactly.
- November, December, yeah.
- Yeah, so December, if you're doing a brand integration
spot in December, that pays clearly more money
than January or February, right?
It's the highest paying part of the year.
So depending on, the way YouTube works too, is,
they, and I know you know this,
is at the end of each quarter, they usually pay,
it's a quarterly thing,
so January, February, March pays more,
April, May, June pays more,
July, August, September pays more,
and then finally December pays the most.
That kind of goes, it's the exact same
for branded integrations.
Now, Tim, you were just asking how,
how they can make more money, well,
and this is important.
I knew somebody who came and said,
"Hey, my Blue Book value says I'm only 1,000 dollars."
That's for just your upload value.
This guy says, "I can't do a shoot,
my shoot are 9,000 dollars."
Well, that's exactly right.
We're just showing you an upload fee,
but you can charge more money for your strategy,
you know if you have a great idea or a great concept,
your production fees,
take it you, it's gonna cost you 10,000 dollars,
well you guys can charge easily 15 percent
for production company fees on top of that, right?
And a lot of people don't know that.
So, strategy,
production fees,
and once your upload fee,
and if you're hot, and you're on your way up
as a creator,
it doesn't matter
what our numbers say,
you can demand what you want.
Keep in mind, our prices are just a starting point
for negotiations - Sure.
There are many people getting double and triple our prices.
And that's all up to you guys,
but we are hoping that you guys, everybody,
you guys, you know what they say,
"Rising tides lift all ships."
If you as a creator makes more money,
Tim makes more money, I make more money as a creator,
we all make more money,
and that's kind of what we're rooting for.
You might find this interesting, be,
we are also, our statisticians are finding that
the micro influencers from 1,000 to 100,000
are in demand right now.
But unfortunately, because they make less money
with Google AdSense, they're also,
they're more desperate, which stinks,
because they're worth the most according to our numbers,
but because they're taking less,
you guys are taking less in value,
it's bringing down the overall price points
for the micro influencers,
which I hate seeing,
because once again I know a lot of smaller creators
out there are trying to support families.
But just know when they say you're worth less,
you're actually worth more,
because pound for pound you have much higher engagement
levels than the big, million-plus hitters,
and the, what we found, the reason why is,
because when you're a smaller creator,
you can actually comment back - Yeah.
to a lot of the comments. - Yep.
If you have 100,000 comments,
you can't get back to everybody.
But the micros can,
so anyway just wanna let you guys know
you're worth more than that.
Please don't let them just send you products,
and say, "Hey, here's a 10 dollar product,
you should promote us."
Always check your values,
because you're probably worth more.
- It's hard to give you guys an exact number,
of like, hey, you take this, and you multiply it by that,
and you add a little bit of this, and boom!
Here's your magic number.
Because things change with seasons,
different times of the year,
things go up and down, you know, and so
your niche, and there's a lot of different factors.
Where you are in the world,
like, makes a big difference as well.
- Yep.
- What Social Blue Book tries to do is,
give you guys, you know,
- A starting point.
- Yeah, a starting point, like,
you're always collecting the latest information,
the latest data,
integrating like, this is the realtime number right now,
so we don't wanna like do you guys a disservice
and tell you "this is your exact number
that you should be doing,"
because it's gonna change.
So, you should go to Social Blue Book,
- Yep.
- And check it out, and
log in there, and add your accounts,
and you can then see exactly
what the real-world pricing is
for where you're at.
Love to hear from you guys in the comments below
about what advice you have for creators
who are doing brand deals, number one.
And then two, how,
how do you go about negotiating?
What price do you pitch?
And what does that look like for you guys?
And if you're trying to learn about that kind of stuff
right now,
read those comments down there,
I learn from this awesome community,
every video, you guys are always helping me out,
so I'm looking forward to reading those myself,
and replying back,
'cause I am one of those micro influencers.
- Yep.
- Here myself.
So check it out!
Subscribe if it's your first time here,
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So thank you for letting us be a small part of that.
Subscribe, and I'll see you guys again next Thursday.
Bye.