One major challenge faced by short-form content creators is how to effectively respond to this question:
“How do you create compelling content that promotes your client’s product, all the while, staying true to your followers and fans”
The Hulett Brothers strike this balance VERY WELL. But it is not easy. Here are a few best practices:
Your FOLLOWERS COME FIRST. The content creator MUST be true to their people.
Your mission and brand narrative MUST ALIGN with your client.
The content creator needs enough ARTISTIC CONTROL to keep the balance.
Getting the balance right takes PLANNING & ADAPTABILITY. Budget more time to fine-tune your sponsored content to keep the balance.
You should create MORE ORGANIC CONTENT intended ‘for your followers only.’ On balance, the sponsored content should be much less. Your fans appreciate your need to make a living - but too much sponsored content and they may consider you a sell-out.
ENGAGE with the platform’s algorithm-inspired story. Remember - short-form content is part of a dopamine-directed movie your followers influence via their scrolling behavior. Your content is only one scene in your follower’s self-directed movie.
When in doubt — go to #1 — Your FOLLOWERS COME FIRST.
This Chubbies trick shot is a great example. Chubbies and the Hulett Brothers checked those best practices boxes. The outcome is compelling content HBs followers enjoyed and created great exposure for Chubbies!
About the author: Jeff Hulett leads Personal Finance Reimagined, a decision-making and financial education platform. He teaches personal finance at James Madison University and provides personal finance seminars. Check out his book -- Making Choices, Making Money: Your Guide to Making Confident Financial Decisions.
Jeff is a career banker, data scientist, behavioral economist, and choice architect. Jeff has held banking and consulting leadership roles at Wells Fargo, Citibank, KPMG, and IBM.
Jeff provides management consulting services for The Hulett Brothers.
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