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Time vs Uniqueness
Last week I spoke to Creator Nikki Sult (@nikkiesu on Instagram) about a problem she's having with her business:
She’s making solid income through UGC content creation work, but she doesn't have any bandwidth to do the more creative filmmaker-type creating she's been itching to do.
I suggested Nikki raise her prices to reduce her number of clients while maintaining her income, but she's already done it and is at the top of the range for her niche. Since she’s in the top of her range, she risks losing more clients than it's worth by charging more.
She knows that hiring someone is the best solution, but isn't sure what she should have them do. Right now, she does basically everything in her process with a little bit of it augmented by AI tools.
Here’s what I told her:
“It depends on what takes up the most time and what’s the most unique thing you bring to the table…What are the things that only you can do? Give everything else to somebody else.”
Let’s work through Nikki’s situation together as an example.
Brands hire Nikki because her content drives sales when they use it in ads, on social, etc. Something about her content convinces people to buy!
Let’s break down each type of work she has to do to make this content and decide if she should do it or delegate it!
Client management (emailing for briefs, details, revisions, etc)
Time-consuming? Yes. Inbox management, drafting responses in the right tone, going back and forth on edits, etc. can be very time-consuming.
Unique to her? No. While good service helps get repeat business, clients are usually just as happy working with an assistant or even an AI as long as the work gets done and communication is good.
Decision? Delegate.
Develop video concepts
Time-consuming? No. Usually, developing short-form video concepts takes a couple of hours a week of brainstorming.
Unique to her? Yes. Nikki doesn't just follow trends, she also does skits and comes up with other unique video formats that seem to work well to drive results for her clients.
Decision? Keep.
Script videos
Time-consuming? Yes. Anyone who does any writing knows how time-consuming it is. I've been writing this damn article for three hours already.
Unique to her? Yes. Her unique voice seems to work to drive sales for her clients.
Decision? Keep...but speed up with AI. Nikki already identified scriptwriting as a bottleneck and started using AI to speed up her drafting, so that she can focus on crafting her voice.
Shoot video and be on-camera
Time-consuming? No. Once you've got a script, actually shooting, especially short-form vlog and lifestyle videos, usually isn't super time-consuming.
Unique to her? Yes. As a lifestyle influencer, how she shows up on camera is a big part of why her content converts.
Should she delegate? No.
Edit video including making revisions
Time-consuming? Yes. Everyone knows editing a video usually takes more time than developing, scripting, and shooting it combined.
Unique to her? Maybe. While “editor” isn’t really part of Nikki’s brand as a lifestyle influencer, editing does contribute to the storytelling, voice, and style that helps her content drive sales for clients.
Should she delegate? Yes. This is a tough one but since editing is behind-the-scenes, it’s trainable. Given how time-consuming it is, training an editor on her style and delegating to them would likely be worth the time and effort invested.
If Nikki were to let go of client management and editing, I'm willing to bet she could cut her time spent on her UCG content business by over 50%.
What do you think of my suggestions here? Hit “Reply” and let me know.
It’s worked for me (follow me here!) and many many others.
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Written by Avi Gandhi, edited by Melody Song,
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