• Creator Logic
  • Posts
  • 🚀 Taz & Alessia's Massive 400% Revenue Growth: From Lockdown Content to a Thriving Multiplatform Business 💡

🚀 Taz & Alessia's Massive 400% Revenue Growth: From Lockdown Content to a Thriving Multiplatform Business 💡

Explore Taz & Alessia's 10-channel, 6-revenue-stream Creator journey

The Creator

I actually do have that percentage.

It was a 400% increase in our brand revenue.

Taz and Alessia are a couple from Melbourne who started making content during COVID; what started as an amusing way to pass time eventually turned into a significant multiplatform business with a larger mission - “to help quash stigmas around lesbians and inspire other queer people at the same time.” We won’t get into their mission here, as the linked Refinery29 article does a great job of it. Instead, we’re going to dig into their highly diversified business that spans 10 social channels and 6 streams of revenue.

For premium Superlogic subscribers, I’m now releasing The Stack on Tuesdays, along with The Business! One email a week with both the regular and premium content will keep your inboxes clean and my sanity intact. Keep scrolling and click through to read about why they chose:

  • To pay a VA instead of paying themselves

  • Manual uploading over re-distribution tools

  • Self-editing over a paid editor

  • Their current, excellent management company over another that approached them

And much much more.

Let’s get into it!

The Business

Breakdown

Links

Observations

Brand deals make up 65% of their revenue, but the real number increased 400% year-over-year - much more than any other revenue stream. Thus, this breakdown was likely very different in 2021 (more on this in The Stack below).

There's so many brand deals every week… we’d get offered 10 brand deals and we would turn down 90% of them, sometimes all of them.

  • TikTok, despite being widely considered less valuable than other platforms for driving conversions, does drive the majority of their business due to the brand marketing opportunity.

  • Taz and Alessia are only accepting about 10% of the brand opportunities that approach them!

  • While I am generally bearish on talent managers, their management firm has done a phenomenal job of increasing both their deal flow and their fees, leading to a massive increase in revenue! This is great evidence that a great management company / agency actually can provide a ton of value.

I asked what they consider when accepting deals:

We look at the fee. The brand itself. Do we know it? Do we use it? Do we really want to promote it to our audience, like do we like the product that much? Have they worked with the LGBT community before? If the brand has some good morals behind it too, that always helps - we work with a brand called Modibodi and they do a lot of charity work. So we feel good about working with brands like that too. So we kind of look into their backstory as well. You know, where is the product made, is it ethical. We have our own apparel that we sell, and we get those questions from our audience. So I can only assume that they have that purchasing behavior when purchasing from large companies as well.

Another really important factor is - what does the brief look like? Like, what do they require us to do? Is it fun? Can we align it with the content that we create? If we can, we’re definitely way more inclined to do it. It could be our dream brand, but if they want us to do a dance, we might not do it because that would be so different to our usual content.

It sounds like the checklist for brands to get creators interested includes:

  • Pay reasonably

  • Pick creators whose content and audience aligns with the brief

  • Run an ethical business

Moving on…Taz and Alessia get 20% of their revenue from LinkedIn, despite having just 0.05% of their audience there. That’s a 400x relative ROI!

  • LinkedIn is a powerful sales channel for creators because brand, speaking, and other buyers hang out and network there.

  • At this point, I’d have to recommend every creator build a presence on the platform, even if it’s 80% engaging with other Creator Economy content and posting 1x weekly.

This year, we've started doing some speaking and consulting, which I think has come mainly due to LinkedIn. I mean, we don't have many followers on LinkedIn at this stage, probably only 100-200 each, but we've already been able to get some speaking gigs out of those….they're really fulfilling for me. I love sharing value and speaking to audiences.

Snapchat, once again, is 0% of revenue despite being >17% of audience. They started producing on Snapchat because a 3rd party got them into a limited monetization program in 2021 that ran out after a few months…but by that point, they had a big enough audience that they continued to invest. My hope is that their revenue sharing beta becomes more widely available soon.

  • I connected Taz and Alessia to Snap’s team, and hopefully they get monetizing soon!

Taz and Alessia also launched a paid community via their Team TANDA (T and A, get it?) app. It sounds like they expected that to be a big revenue source, and while it hasn’t panned out that way yet, they’ve found other value in it.

When we first started the app we wanted it to be like a big percentage on the wheel. We actually even thought maybe we can get it to a point where we don't need to take on brand deals anymore, we could just basically work for our community in a way.

But I don't think we want to ask anything of our community. Really, we don't even ask them to gift. Just them being attentive to the content, showing up to events, is really important for us. If they want to support financially and subscribe to the app, that's just like an extra bonus.

At the start, when we were building the app, we really saw it as like “We have 500,000 followers on TikTok, if we can get this many percent to subscribe, then we're sweet.”

But really, we want a more intimate group. We don't just want random people on the internet who follow us for a video here and there to connect on the app, we want people on the app that truly have an interest in connecting with the community as well.

So yeah, it's been a very big change in how we viewed the app in the last five months.

Reading between the lines, I think Taz and Alessia have realized something many creators do when they try to launch paid subscription members (around content, community, or both) - membership is hard. It’s hard to convert fans to pay, and it’s even harder to deliver value that fans feel is worth their investment; however, that doesn’t mean it’s not worth doing.

We love these kind of smaller, more intimate events, and just listening to the feedback. It’s hard to facilitate a group of 50 people in comparison to maybe 25-30, because all of our events currently are online. In terms of people finding a space to speak, it was quite difficult, and they definitely let us know about that….

So we found that it's actually more valuable for us personally to have more of an intimate events group, where we can actually get to know each individual person, hear them speak, hear their story, connect them with like-minded individuals in that same group.

It’s clear they love their community, and they get value out of being able to speak directly to their most passionate fans, but their expectations for it as a major driver of the business have changed dramatically over the last year.

The last interesting thing I’ll highlight is that they get 15% of their revenue from creating content for brands. This is more for-hire creative work, where they don’t have to leverage their socials.

For example, we worked with some brands to produce content for their social platforms. So, it doesn't get posted on ours.

We like those as well because we don't have to post them on ours, so our followers don't have to see those ads come up, but we can still work with the brands that we love.

We say no to less of those - like, we like doing them, regardless of the price. The price obviously does come to play, but it's not being posted on our account, so we're more inclined to do it because we're not bombarding our audience with an advertisement. It’s for the brand’s audience. Obviously, we we have to like the brand, we always have to align with the brand, and the brief.

Here they highlight a common concern by creators doing brand deals - that they don’t want to bombard their audience with advertisements - and provide an interesting solution for brands. It’s worth noting that Taz and Alessia charge more if the brand is going to boost the content; however, for brands that want to be in the Creator Economy mix, but also want to build their owned social presence, leveraging creators to make content for brand-owned socials seems to be a great secondary strategy to build credibility with audiences.

Thanks for reading! Keep scrolling for this week’s Operating Stack!

My mission is to enable millions of people to benefit from the emergence of the Creator Economy. I believe that the more successful both Creators and the companies that serve Creators are, the better off humankind will be.

I help companies succeed in the Creator Economy. If you want to work with me, book a time.

The Stack

I had to ask Taz and Alessia how they manage to find the time to create all the content that they do. Their answer astounded me.

We have a lot of free time considering how much we do.

We started doing this in the COVID lockdowns when we were bored and had nothing else to do, and it used to take us four hours to film 2 pieces of TikTok content. We remember thinking to ourself “Is it always going to be like this?”

I think we've just gotten to a point where we lock out time. We do certain things, like today, we're filming for TikTok. And we just give ourselves that space to to be productive in that time.

For example, today, we're not going to sit here and brainstorm what we're filming, we already know what we're filming. We’re filming food videos. We've already got the food sitting in the fridge. We don't need to drive out and get it.

So the more organized and prepared with the planning you are, the easier it is to just create content and go.

In Taz and Alessia’s Operating Stack breakdown, we’ll dig into:

  • The management company that increased their revenue 400% in a year

  • The project management system they use to manage a global team

  • The distribution tools that saw a 50% view drop and how they fixed it

  • The risky investment that seriously paid off to help them get a ton more done with less time spent

And more!

Subscribe to Superlogic to get the full Operating Stack.

Subscribe to Superlogic to read the rest.

Become a paying subscriber of Superlogic to get access to this post and other subscriber-only content.

Already a paying subscriber? Sign In

A subscription gets you:
Access to each full-length article - up to 10x more insight than just the email excerpts
Direct email access to me (I reserve the right to set reasonable boundaries :) )
Future benefits like subscriber-only chat, live discussions, meetups and events, and more!