Thursday, 28 June 2018

The Truth Behind The #ADs

I get a lot of DMs and comments asking me about my job. Often the first time I meet someone and tell them what I do they say they don't understand how I make money. Or they express that they think I am really lucky to have such an easy career. I never really get offended. I will try and explain to them how it works. This industry is very new, especially for people from my generation who see it as something unobtainable and cannot quite fathom it out. So I thought I would explain step by step what goes behind producing a #AD. How I get approached, how I create the ADs and most importantly...how the hell do I get money for it!

Step 1 - The Approach
As I have been blogging for over four years I have built up a contact list of PRs, agencies and companies who approach me to work with brands. They want to put their product in front of my wonderful and engaged 160K followers. In the beginning I made sure that I had my email across all social media so they could get in touch with me easily. I probably on average get between 10-20 emails a day with perhaps one or two being relevant. Relevant to me is that it is a brand I like, my followers would like and I would receive payment in exchange for my work. We are asked to work for free VERY often. I politely decline (mamas got school shoes to buy!).

This #AD in a dressing gown in my house making cocktails. Took WEEKS to produce!

Step 2 - The Negotiation 
So a brand has got in touch and wants to work with me. The information I need to know from them is what are they promoting, what are they looking for (e.g I won't put #ADs on Facebook so need to be upfront about that), the deadline and how much the fee is. This process can often take a bit of back and forth before you come to a compromise both you and the brand are happy with. This could take minutes...or days. Recently I have started to work with a management company who do help with this bit. If you want to find out more about this let me know!

Step 3 - Staying True To Yourself!
This step is the most important and the hardest to do. Staying true to yourself. As someone who has to work to ensure that we have money for the important things in life. It can often be tempting to flog any old thing to make a quick buck. I would advise against this. Each product I promote is something I love, done in a way my audience will enjoy. I have in the past walked away from deals where they want me to be something I am not. It's hard. It's awkward but you are allowed to say "no" and something bigger and more appropriate will come along soon. Promise.

One of my favourite ADs. So simple, but worked so well and my audience loved it! 

Step 4 - The Brief
A brief is something that you are sent to help you produce your content. Often alongside a contract. It is VITAL to check your contract. Sometimes clauses are put in to make you stop working with certain brands. Sometimes things slip in that you have not agreed to. If you're unsure? Get a friend to read over it. Read through the brief fully and ensure that it is something are comfortable with and can reasonably do in the time frame given. For me as a Mum to two small children 24 hour turnovers are impossible. Alongside a brief you can often be expected to have a conference call with a huge team somewhere else in the world. Or even a full meeting in London. All for one photograph!

Step 5 - Creating The Content 
Now you have your deadline and what you are expected to do it's time to create the content. It could be a photo shoot at home, or you have to be out and about making a video which needs editing and sent over via We Transfer. Everything must be approved by the brand. This process can sometimes be done within an hour. Other times it may take weeks. Your beautiful video may need to be changed several times. Your photo may not be liked and have to be completely retaken. This is a totally normal (and frustrating) part of the job.

Step 6 - Posting the #AD
For every #AD I post I like to have a post either side of it (in the case of instagram several posts either side of it) that is not sponsored. Non of my lovingly curated audience want to see 50 ads in a row. So each #AD really means at least two extra pieces of work to be factored into the process. On my YouTube channel my #ADs are on top of all my other content. My audience is my boss and I want to keep them happy all the times.

An #AD living in harmony with non #AD content

Step 7 - The Fall Out
There is unfortunately a small portion of people who are not a fan of sponsored content. They think that it should be possible for creators to continue to make videos or write blog posts free of charge. But for many of us this is just not plausible. You the reader are able to enjoy all the content for free. In the middle of the night breastfeeding, on the bus on the way to college or tucked up in bed on a Sunday morning. The only thing you have to do is sometimes your eyes have to see a product. And hopefully you will know after reading this that the #AD has been talked about in detail with teams of people, has taken time to create and has been perfected over weeks to make sure it's as good as it can be!

Step 8 - The Admin Bit
After you've created the content and posted the #AD you then need to reply to comments that people have left about the product (I always am SO grateful when people take the time to comment on ADs...it really helps!). Respond to any negative ones and provide the brand with some stats on how it did. You need to send over links, analytics and an invoice (I could write a whole other post on how to get paid! But that's not for today).

Working with Walt Disney World on unpaid content was a match made in heaven!

Step 9 - The Result
When I work with a brand and we really produce something good together it is an amazing feeling. I've worked on some campaigns that have been such a pleasure. People have seen my #ADs and bought products they loved, or approach me and say "I bought the same dress as you and adore it!". I've had DMs telling me that families have gone on holidays solely because we went on holidays and had a great time. Which proves all the hard work is worth it.

I am lucky enough to be in the position to have an amazing, flexible carer that enables me to be with my children. But this is not a hobby. This is how I earn money for my family. You are welcome to ask me questions about my job. You are of course always able to think to yourself "Jesus she's a bloody jammy cow". You can even see an #AD and scroll on by. But hopefully now you will understand that it does take a lot of work, negotiations and sometimes the most awkward email exchange to get to this point. Sadly nobody gets money for free. Which is a shame as the world would be pretty great then wouldn't it!


This video involved me eating cake, dancing with my kids and dying my hair. Perfect!
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21 comments

  1. Nice to see someone clarifying. To be honest the brand work I do is a lot less hassle than this (so far) thankfully. With a full time job, my blog is just pocket money and I think I've been lucky in who I've worked with that it's not generally been a hassle. We just take it for granted in how much these ads can take because it's normal, but important others understand that they do take work and it's not just free

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    1. I've had the pleasure of working with some AMAZING teams. It makes the job so lovely! x

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  2. Thank you so much for going into all of this in depth, incredibly well written!

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  3. I’m sure you didn’t mean it to sound this way, but your post says you find replying to peoples comments on your work boring, where as it’s those comments that give the feedback to the people who pay you... perhaps re-word? Or maybe it is boring and you’re just being honest! Interesting post, thank you

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    1. OH MY GOD I AM MORTIFIED! I have amended it. I totally love replying comments and not sure if you have followed me for a while but I reply to loads every day across all of my social media. I meant admin such as dealing with negative comments rather than boring. Thanks for flagging this! How awful of me. I know without all the people reading and commenting I wouldn't be where I am today xxxxx

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    2. I have, and didn’t think you meant that way, but others may have read it as if you did, so good change :)

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  4. Love a bit of transparency! Thanks Emma! Would you ever consider having a place in your social media to help promote other Mum bloggers or maybe offer advice on how to graft to make a living out of it to? X

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  5. Thank you for such an insightful blog. I love your YT channel and your Social Media platforms and I also see you as a very talented, driven, ambitious business woman! As commented above by Emma it would be great to hear how to succeed (financially) on YT, I Vlog as a hobby but would be interesting to hear how to make a living out of it �� keep doing what you’re doing, I’d be lost without seeing which mug you are drinking from around 6am ����

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  6. I love this but find it strange how you haven’t referenced that you have a management team too .... surely they help with the day to day and other things? I know a lot of youtuber now have them and don’t tend to give them credit .. why is it people in that industry are afraid to admit they have people helping? Just a genuine question no hate xoxo

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    1. Hello! I do have management. But have only worked with them for a couple of months the previous four years I was alone (and the post was targeted at those bloggers who work for themselves). I still do all of the above. They do now take over the embarrassing emails about money and also tackle invoicing but everything else I do alone. Hope that clarifies this! xxx

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    2. thank you for clarifying it is a wonderful achievement to have something like that back you sorry if i came across as rude x

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    3. Not rude at all! Happy to clarify! xxx

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  7. Great explanation of the whole process. I don't mind seeing the ADs, and always respect the amount of work into it. I do blogging/youtube as a hobby (would love to do as a job) and just that is hard work, so can only imagine the amount of work you put in. Keep up the fab work as I love your ADs and no ADs xx

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  8. I would love to know more about all the admin that goes in to this, and getting paid etc.. There's not a lot of information out there, and I like the transparency it would offer. Maybe those that get lost on an #ad would be more understanding? I dunno, I think getting sponsors are great!!

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  9. This is a brilliant post! I feel like I want to send this to all my friends and family who just don't "get" the work I do and often give me a pitying look when I talk to them about my job because they don't see it as such.

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  10. This IS GREAT! I SHALL COMMENT ON ALL THE ADS I SEE NOW :) also who cares if you are payed you deserve to be???

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  11. This was such an interesting read - thank you Emma! I wondered, with unpaid work, like Disney World, do you then still have the same kind of brief about what they want you to include? And do you have to keep to this for every video you make about the holiday, or just an agreed number? Just wondered how much of an impact it had on the way you organised your holiday I suppose! ��

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  12. This is a really interesting read. Even as a blogger, I had no real idea what bigger bloggers and vloggers have to go through for all this stuff. It just proves that it's not as easy as some people might think and you're definitely not paid for nothing! Credit to you for creating a brand that companies are so keen to work with.

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  13. I find this so fascinating! As someone working in PR/marketing for a national up-and-coming charity, it's very hard to know how to pitch things to bloggers, do you have any tips for this side of things?

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