Grace I loved reading this! Thank you for being so thought-filled in your approach to break everything down and share for all of us. I love following your Substack🤍 and the community it has created.
I am so glad you shared this! One of my pet peeves is that influencers are not often covered as the entrepreneurs they are—lots of startup/tech/VC brands get serious reporting and coverage, both positive and negative, but influencing isn’t treated with as much seriousness even though it’s just as legitimate a business, with regulatory requirements and all. (Where’s the “How I Built This” episode with a major influencer?!) I’m glad you approach “no-strings-attached” gifting with healthy skepticism, too.
This is probably nerding out too far, but if you’re ever interested in writing a follow-up piece on the regulatory and tax pieces of the influencing business, I would be so interested. Rosey Blair mentioned in a story the other day that for her clothing purchases to be considered business expenses, she has to discard them from her closet after a certain time period, and it got me thinking that the influencer lifestyle must be a bit tricky when it comes to things like that.
Hi Grace. I enjoyed this post. It is interesting to have a glimpse into your creator world and what all goes into it. From an outsider’s perspective, I think your content is a good balance of work/sponsored and personal content.
Love this post so much!! It’s such a fascinating topic to me and appreciate your willingness to share! Also fwiw, I’m all for your banner ad passive revenue and never pay much attention to what is on those ads anyways!
thank you!!! a lot of people said the same... they were just invasive and ugly and people got legitimately upset over some of the content (it's hard to explain to people that it is a third party network and i can't control it!)
I appreciate all this transparency and it's all very interesting to me. I totally value the job of a creator, but the overconsumption and pressure to buy things that I didn’t need was getting to be wayyyyy too much as a “follower.” This week, I actually unfollowed nearly all of the creators/influencers that I followed, but continued following you because I value all of the transparency that you’ve included above! It made me sad to unfollow some people, some I’ve been following for years, but I just needed a break from constantly being sold stuff. I really appreciate your philosophy around gifting, as that was one of the overconsumption things that has really bothered me; creators/influencers sharing rooms filled with boxes of stuff they clearly didn’t want or need really irked me, and actually made me not want to buy from any of those brands, especially those with wasteful packing. I will continue to follow you on instragram and substack, and read your blog, due to your thoughtfulness and openness about being a creator.
Great info, Grace! Thank you for sharing. I have stepped away from the traditional social media platforms this year in favor of Substack and it has been so refreshing. Glad that you and other creators are finding space over here as it’s been much more enjoyable to consume directly from the people who’s ideas and opinions we value and inspire us rather than constantly being fed something by a culture flattening by algorithm.
Grace this post came at the perfect time. My son, studying communications, and i were just discussing social media earnings Needless to say i sent him the post
You have always been so transparent. Thank you for sharing this. I think affiliates are such a great way to allow creators to build a business and support brands and retailers to grow their business too. Curious, what is the reason (or benefit) to working with both LTK and ShopMy? I understand using Amazon in addition, but from the outside LTK and ShopMy seem to be the same. Is it confusing or clear where you link each product?
They are really similar. LTK is my primary network but I have noticed that sometimes ShopMy has a better commission rate (for example, Jones Road Beauty is a top brand for me thanks to a review I wrote a while back and ShopMy offers 15% commission whereas LTK only offers 10%). Or, Alex Mill recently reached out about gifting and told me that they boosted their commission on ShopMy to 20% vs. LTK's rate which I am not sure about. It's more just strategy around commission rates... it is nice to have options!
Thank you so much for sharing. I'm really enjoying Substack, I have totally burnt out on Instagram. I'm finding sponsorship amounts just dropping and dropping year on year which is disappointing. I've turned on paid content for Substack and it's been great so far. I hate selling, like absolutely hate it so having that has been great for me. I'm also Australian so it's a bit different for us. Not all affiliate networks are available here and lots of places the shipping is really high so we don't tend to spend in the same ways as the US.
Thank you for sharing this post. It's very vulnerable. I really enjoyed reading and learning about your revenue streams, especially as someone with a corporate job where this type of decision making isn't part of my life.
Really enjoyed reading this and hearing your perspective. Your job really is a mix of so many different hats, and business acumen and strategic planning is a much larger element than many people care to admit.
As a follow-up, would you ever consider doing a feature of your brand partnerships director and how she or he got into that role and how it might be described? I am curious in general, but also selfishly curious, as I’m in a different, less creative and more regulated industry, but we approach selling our packages etc in a similar way, and this is the first time I saw a clear pivot into a new industry based on my skillset.
Ooh maybe. Kristin and I have worked together for 9 years now! The way that she got the job was my blog was starting to take off and I needed help -- another friend recommended her. Her background was in advertising sales (she came from SAY Media) and when we met, we just connected and I felt like I could trust her. We did a trial arrangement and 9 years later we are still working together. I will say that she manages 5 or so other influencers too... not just me!
This is really so fascinating!! You really are one of the few creators I truly trust. I enjoy other's content but if I'm adding it to a cart it usually comes from your suggestions! Thank you for doing these!
What a fabulous post Grace - thank you. As someone who started a site/newsletter this past year where we recommend what to watch/read/listen to/buy for the 50+ demographic (check it out www.fablist.co) this was just so very helpful. Love your transparency and your support of other women and creators, as well as all of your content of course! I appreciate all you do and create.
Grace I loved reading this! Thank you for being so thought-filled in your approach to break everything down and share for all of us. I love following your Substack🤍 and the community it has created.
thank you!!
I am so glad you shared this! One of my pet peeves is that influencers are not often covered as the entrepreneurs they are—lots of startup/tech/VC brands get serious reporting and coverage, both positive and negative, but influencing isn’t treated with as much seriousness even though it’s just as legitimate a business, with regulatory requirements and all. (Where’s the “How I Built This” episode with a major influencer?!) I’m glad you approach “no-strings-attached” gifting with healthy skepticism, too.
This is probably nerding out too far, but if you’re ever interested in writing a follow-up piece on the regulatory and tax pieces of the influencing business, I would be so interested. Rosey Blair mentioned in a story the other day that for her clothing purchases to be considered business expenses, she has to discard them from her closet after a certain time period, and it got me thinking that the influencer lifestyle must be a bit tricky when it comes to things like that.
you are absolutely right -- it IS a business and isn't always taken seriously!
I personally don't feel equipped to write that piece but would absolutely read it if someone else did!!!!
One of the smartest and hardest working gals!
love you friend!
Hi Grace. I enjoyed this post. It is interesting to have a glimpse into your creator world and what all goes into it. From an outsider’s perspective, I think your content is a good balance of work/sponsored and personal content.
thank you for saying that! I am happy you enjoyed the post.
Love this post so much!! It’s such a fascinating topic to me and appreciate your willingness to share! Also fwiw, I’m all for your banner ad passive revenue and never pay much attention to what is on those ads anyways!
thank you!!! a lot of people said the same... they were just invasive and ugly and people got legitimately upset over some of the content (it's hard to explain to people that it is a third party network and i can't control it!)
I appreciate all this transparency and it's all very interesting to me. I totally value the job of a creator, but the overconsumption and pressure to buy things that I didn’t need was getting to be wayyyyy too much as a “follower.” This week, I actually unfollowed nearly all of the creators/influencers that I followed, but continued following you because I value all of the transparency that you’ve included above! It made me sad to unfollow some people, some I’ve been following for years, but I just needed a break from constantly being sold stuff. I really appreciate your philosophy around gifting, as that was one of the overconsumption things that has really bothered me; creators/influencers sharing rooms filled with boxes of stuff they clearly didn’t want or need really irked me, and actually made me not want to buy from any of those brands, especially those with wasteful packing. I will continue to follow you on instragram and substack, and read your blog, due to your thoughtfulness and openness about being a creator.
I totally get it. Thanks for sticking with me!
Also, I’m not a thriller reader, but I found this 2019 The New Yorker profile on A.J. Finn FASCINATING https://www.newyorker.com/magazine/2019/02/11/a-suspense-novelists-trail-of-deceptions
omg I KNOW. That is a wild ride!
I have really been enjoying your substack posts. Just wanted to say that. :)
aw thank you!
Great info, Grace! Thank you for sharing. I have stepped away from the traditional social media platforms this year in favor of Substack and it has been so refreshing. Glad that you and other creators are finding space over here as it’s been much more enjoyable to consume directly from the people who’s ideas and opinions we value and inspire us rather than constantly being fed something by a culture flattening by algorithm.
I couldn't agree more!
Grace this post came at the perfect time. My son, studying communications, and i were just discussing social media earnings Needless to say i sent him the post
aw so glad!
You have always been so transparent. Thank you for sharing this. I think affiliates are such a great way to allow creators to build a business and support brands and retailers to grow their business too. Curious, what is the reason (or benefit) to working with both LTK and ShopMy? I understand using Amazon in addition, but from the outside LTK and ShopMy seem to be the same. Is it confusing or clear where you link each product?
They are really similar. LTK is my primary network but I have noticed that sometimes ShopMy has a better commission rate (for example, Jones Road Beauty is a top brand for me thanks to a review I wrote a while back and ShopMy offers 15% commission whereas LTK only offers 10%). Or, Alex Mill recently reached out about gifting and told me that they boosted their commission on ShopMy to 20% vs. LTK's rate which I am not sure about. It's more just strategy around commission rates... it is nice to have options!
Makes sense. Thanks for sharing
Thank you so much for sharing. I'm really enjoying Substack, I have totally burnt out on Instagram. I'm finding sponsorship amounts just dropping and dropping year on year which is disappointing. I've turned on paid content for Substack and it's been great so far. I hate selling, like absolutely hate it so having that has been great for me. I'm also Australian so it's a bit different for us. Not all affiliate networks are available here and lots of places the shipping is really high so we don't tend to spend in the same ways as the US.
I hear you!!! I love that Substack is working out so well for you!
Thank you for sharing this post. It's very vulnerable. I really enjoyed reading and learning about your revenue streams, especially as someone with a corporate job where this type of decision making isn't part of my life.
So happy it was interesting!
I appreciate everything you share here and your transparency! Thanks for sharing behind the scenes ☺️
Thank you for the note!
Really enjoyed reading this and hearing your perspective. Your job really is a mix of so many different hats, and business acumen and strategic planning is a much larger element than many people care to admit.
As a follow-up, would you ever consider doing a feature of your brand partnerships director and how she or he got into that role and how it might be described? I am curious in general, but also selfishly curious, as I’m in a different, less creative and more regulated industry, but we approach selling our packages etc in a similar way, and this is the first time I saw a clear pivot into a new industry based on my skillset.
Ooh maybe. Kristin and I have worked together for 9 years now! The way that she got the job was my blog was starting to take off and I needed help -- another friend recommended her. Her background was in advertising sales (she came from SAY Media) and when we met, we just connected and I felt like I could trust her. We did a trial arrangement and 9 years later we are still working together. I will say that she manages 5 or so other influencers too... not just me!
This is really so fascinating!! You really are one of the few creators I truly trust. I enjoy other's content but if I'm adding it to a cart it usually comes from your suggestions! Thank you for doing these!
that is so kind, thank you!
What a fabulous post Grace - thank you. As someone who started a site/newsletter this past year where we recommend what to watch/read/listen to/buy for the 50+ demographic (check it out www.fablist.co) this was just so very helpful. Love your transparency and your support of other women and creators, as well as all of your content of course! I appreciate all you do and create.
I am so glad it was helpful! I will check out your site!