Why Your Smaller Socials Matter
(5 min read) AyChristene on attracting brands, creating negotiating power, and finding your audience again. Featuring YouTube, Patreon, Linktree, Elgato, and the Noir Network.
AyChristene is a triple threat Creator, producing gaming, react, and talk content across YouTube, Twitter, Instagram, TikTok, Twitch, and podcasts.
She’s also helping other Creators build their businesses through her new venture, Artstene.
She’s got some fantastic insights and tactics on how to maximize revenue across platforms, in negotiations, and through networking.
Let’s get into it!
Check out Artstene if you’re looking to freelance or to hire a freelancer!
Christene’s revenue is a blend of advertising, brand deals, and direct fan payments; YouTube drives the overwhelming majority.
With 93% of her audience and 85% of her revenue coming from YouTube, I asked her why she puts so much effort into five other platforms.
She pointed out four (4) big reasons that every Creator should consider:
1) Attracting Brands
Being on more platforms means qualifying for more opportunities. Your funnel is wider.
If you’re only on one platform, you’re immediately disqualified from brands wanting to promote on other platforms.
2) Negotiating Leverage
This is such an important thing to recognize:
The smaller platforms help increase revenue from the larger platforms by creating leverage.
A YouTube brand deal might be $5000, but if you can package in some TikToks, IG Stories, and Tweets, you might get another few thousand dollars.
Now multiply that across all the brand deals you do over your Creator career, and that’s a huge sum.
This is backed up by her experience with Twitter:
3) Content Diversification
For Creators, diversification is the path to freedom.
Platforms are unpredictable, the economy is unpredictable, even fans are unpredictable - so diversification blunts the impact of any one shock to your business.
4) Audience Retention
Your fans early in your Creator journey are unlikely to be your fans later in your Creator journey, unless you actively evolve along with them.
That goes both for creative, and for distribution. Someone who watched a lot of YouTube 5 years ago may watch a lot of TikTok now, for example.
Being everywhere lets you be in front of your fans no matter how their preferences and behaviors change.
In an effort to diversify beyond even her core social channels, Christene is incubating two new properties.
The first is her podcast, Party Chat. While it’s not yet a moneymaker, its purpose has changed over the course of its existence.
As she and her cohosts continue to build the show’s audience, her hope is that it will come into its own as part of her overall business.
The other property she is incubating is Artstene, her freelance directory connecting Creators to for-hire artists, editors, graphics designers, and more.
Her goal is to make the site free for both freelancers and the Creators hiring them.
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Membership - Patreon + YouTube Channel Memberships
Affiliates - Not currently, but considering YouTube’s product
SMS - Coming soon…
Email - Coming soon…
Merch - Crowdmade, but working on a new partnership, coming soon…
Originally, Crowdmade was more hands-on, helping Christene execute on her merch campaigns.
Now, as their staff has turned over and their ways of working have changed, she feels less supported.
She’s negotiating a new partnership that would cover merch, email, and SMS - but it’s still confidential, so SHHHH! Keep an eye out.
Link in Bio - Linktree, but changing
Brand Deals - Self/husband networking
Stream Production - OBS + Elgato
Lighting - Elgato lights
Camera - Sony Camcorder
Mic / Mixer - BEACN
Podcast Production - Streamyard
Video Distribution - Native in the platform
Podcast Distribution - Anchor
Finances - Traditional
Mentorship - Noir Network
Representation - Not currently, but this is changing
Team - Husband + Editor + Interns
AyChristene is a family business. Her husband edits, animates, makes artwork, uploads content, and works with her on content strategy.
They also have an editor.
Interns do the podcast.
Thanks for reading!
My mission is to enable a million people to find freedom in the Creator Economy.
Reach out anytime - [email protected].
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