- Creator Logic
- 70% dollars from 10% audience
70% dollars from 10% audience
(4 min read) Optimizing for content quality on Instagram gets Gigi Robinson higher value deals. Featuring Adobe, Riverside, Anchor, iMessage, Karat, QuickBooks, and Collective Speakers.
As I’m out for the New Year, this article is a remixed reprint of one of my first Creator Logic interviews. I didn’t really have the same structure back then, so I’ve redone it for the current format. Enjoy, and happy New Year!
Gigi Robinson is a multiplatform Creator, public speaker, model, designer, photographer, and entrepreneur who talks about socially-impactful topics like chronic illness, mental health, body image, and women in business, as well as the Creator Economy.
We met via LinkedIn, where she is a voice of the Gen Z Creator community.
Let’s get into it!
As of Feb 28, 2023
Instagram drives 70% of Gigi’s business, despite only housing ~10% of her audience.
Content, influencer, and speaking buyers spend a lot of time on the platform, despite my preconception of Instagram as a B2C platform, and
The size of her audience is not the driving factor for her buyers.
Similarly, LinkedIn brings in 15% of her revenue despite being ~3% of her audience. Clearly, the audience on LinkedIn has sponsorship spending power!
Importantly, she doesn’t just cultivate relationships with her audience - she also cultivates her platform relationships.
She sometimes even gets brand and speaking opportunities directly from platforms, via her Strategic Partner Managers - so having those direct platform relationships can literally lead to revenue.
Brand buyers seem more interested in what she has to say and how, than how many people her content reaches organically.
REACH ISN’T EVERYTHING.
It's not the performance marketers who are reaching her, but the brand marketers. The quality level of her work also helps her stand out.
Editing - Adobe Creative Suite
Asset Management - Google Drive
Design - Canva + Adobe Express
Podcast Production - Riverside
Riverside's Self View isn't off to the side and so doesn't draw gaze away from the camera
They've advertised with her
They have clip editing features she likes (but doesn't use because she has an editor)
Podcast Distribution - Anchor
She's shopping around for a podcast monetization deal that will likely include hosting, but it was a great place for her to launch and grow initially.
Communication - iMessage
Bank - Chase Business
It seems convenience trumps specialization for Gigi, on the banking front. It wasn't even something she thought about
Credit Card - JetBlue Mastercard, Karat
I'm sensing a theme here - again, convenience trumps specialization
Finances - QuickBooks Online + CPA + Financial Advisor
You guessed it...convenience
She started out doing her own bookkeeping, but now has a CPA
QuickBooks lets her track bills, send invoices, and even get paid directly (though she dislikes their 2.9% credit card processing fee)
Representation - Collective Speakers
Sees value from the credibility of a speaking agent + their bringing her business
Has spoken with other agencies and management companies, but opted to have her day-to-day team handle the rest of her business because she finds negotiating brand deals to be pretty straightforward
Content & Operations
Gigi employs a team of young, female college students - all part-time and paid $15+ hourly - who work with her to produce her content, manage her socials, and deliver on her brand deals. They include:
Copy editor - Penn State
Video editor - U Washington
Executive assistant - NYU
Executive producer - NYU
Multimedia producer - Parsons
Designer - Parsons
By delegating work to a part-time, up-and-coming team,. she's able to scale herself beyond just content creation, and can source more business opportunities for herself. In my experience, this makes her an outlier among video creators, many of whom are less willing to outsource aspects of production and would prefer someone else handled their business.
I'm curious if this is a generational trend. Do millennial creators look up to Artists, while Gen Z creators look up to Entrepreneurs? 🤔
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