Are you a creator looking to grow your audience or start pitching to brands? Or maybe you’re just starting out and looking for tips on creating engaging content? Either way, you’ll want to follow Tosin Olaniyi.
With the moniker “The Influencer Godmother,” Tosin teaches her followers about the business of content creation and how to optimize their content.
Tosin’s content creation journey started over a decade ago in the blogosphere. What began as a creative outlet has now become a bona fide business, with Tosin offering her audience and top brands her expertise as an influencer marketing consultant. Through her content, Tosin offers creators like herself advice for navigating the creator economy, from understanding copyright laws to pricing digital products and services. On the flip side, Tosin boosts brands’ social media strategies by helping them connect with influencers and creators.
We sat down with Tosin to learn about her journey into content creation, how she manages content across different platforms, and her latest ebook. Let’s dive in!
Can you tell us about your content creation journey?
I started creating content over 10 years ago as a blogger. I blogged about different topics like fashion and beauty, but my blog was just a hobby and an outlet to share my thoughts. After graduation, I realized people were making money from content creation. Then, I discovered Instagram and pivoted to beauty and skincare content. I did that for almost my entire career, until a year ago.
Content creation was always a side hustle for me. Now, I’m an influencer marketing consultant. I decided to pivot from the beauty niche to teaching my audience about the business of content creation. So, my decade of experience as a creator has prepared me for this moment. And it’s my first year doing this full time.
What are some cool opportunities you’ve gained through content creation?
I was offered my last major role, at a major beauty retailer in Canada, because of my content. I had the knowledge and experiences they were looking for, and my social media presence was just the icing on the cake.
Speaking engagements are also very exciting!
There are so many different ways to monetize as a creator. Which ways have worked best for you?
I’ve been able to leverage my skills as a creator and influencer marketing consultant when working with brands. I provide solutions and strategy for brands, helping them build community on social media.
Another way I’ve been able to monetize is by actively creating content for brands. UGC (user-generated content) is so lucrative, as brands will reach out and may pay for more rights if they reuse the content.
Then, I also make money from speaking engagements and one-on-one calls.
How do you stay inspired as a content creator?
I schedule rest every quarter. It’s very important that I take a few days off, and I don’t create content on the weekends. During the week, my day starts at 9am and by 4pm, I’m off so I can spend time with family and recuperate.
I plan a lot, which helps me avoid burnout. I have a weekly to-do list that I prepare on either a Sunday or Monday.
And I also enjoy listening to podcasts!
What tools or resources do you find helpful as a creator?
CapCut is great for editing, especially on the desktop as there’s a lot more flexibility. There’s a feature that cuts YouTube content into Shorts.
I’ve just started using Notion for content calendars, but used to use the entire Google Suite. I also use Canva and July, which helps you create a media kit.
What led you to create content about the business of content creation?
I just realized that so many creators were unaware about the business side of it all.
Content creation is a business and no longer just a hobby. Most of my content is about the business of content creation and how to grow that business. But I also do lifestyle content because of course, you have a life. It’s all encompassing: taking care of yourself while taking care of your business. For me, creating content isn’t about a niche, but rather what your audience needs.
Can you tell us about your content and audience growth strategies across your platforms?
On Instagram, all my content is hi-res. If I talk about business on Monday, Tuesday will be lifestyle and Wednesday will be productivity. I like to layer my content. I also collaborate with other creators.
On TikTok, I’ll repost some Instagram Reels. I don’t plan as much TikTok content as this is more unscripted and relaxed. I’ll see what’s trending and create related content. I also post all my Instagram Reels and TikTok content on YouTube Shorts using Repurpose.io, which automatically uploads and schedules all your videos from your channels.
Then, I usually create long-form videos in batches and schedule them out.
Can you give us a breakdown of your creator income streams?
40% of my income comes from managing brand campaigns, another 40% comes from brand deals, 10% for speaking engagements, and another 10% from coaching calls and subscriptions.
What’s your strategy behind your coaching call offering?
I used to offer them for free to a few creators. They would post their feedback on social media, and then based on this, I would get paying clients. I also send feedback sheets after these coaching calls.
Some people make video reviews about their experience. It’s a cycle: people book coaching calls with me, they leave a review, then I repost the reviews and in turn get more bookings.
Use The Leap to offer micro-consulting and sell coaching sessions. It’s free!You’ve recently launched an ebook. What led you to create this product?
My ebook is about pitching to brands and is currently priced at $20.
In my coaching calls, many clients would ask about pitching advice or how to snag the best deals. I also talk about the importance of a media kit, including templates on pitching to PR agencies and crafting the best emails.
I’m also thinking of writing another ebook for immigrant content creators when working with brands, as this is an entirely different niche with completely different pain points, like navigating a new terrain and building your audience in a different country.
What did you learn from creating your ebook?
The importance of brevity and being concise. It’s important to summarize information and make it as clear as possible for your readers. It taught me patience as I had to review and revise it over 20 times. Nothing is ever perfect if you don’t go back and iterate.
It also taught me about the importance of having good counsel. My friend has a branding agency and they designed the ebook cover.
What’s next for your content creation journey?
I’m working on building a mailing list, and I’m thinking of creating a closed subscription community for content creators. There’s also demand for me to do more events.
Do you have any tips for aspiring content creators?
Work on your confidence — everything comes from there. People take you seriously and it shows on camera. If you’re confident, you’ll stay consistent. You’ll keep going because you know what you bring to the table.
Build, market, and sell digital products all in one spot with The Leap!
This interview has been edited for clarity and length.
Photo: Courtesy of Tosin Olaniyi
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Further reading
- What Is a Creator Educator? (And How To Become One)
- Beyond Influencing: Why Creator Educators Are Making Bank
- How To Sell Digital Products Online: A 6-Step Launch Checklist
- How To Make Money Selling Ebooks Online
- How To Make Passive Income Selling Digital Products
- 9 Best Examples of Digital Products Created on The Leap
- How To Sell Your Expertise and Services with The Leap’s Book My Time
