Daniela Herrera manages Influencer, Social, and Content Marketing at Lulus. She was Createur's guest speaker in our latest Roundtable.
Createur brings you exclusive tips from leaders at brands you love. Below are the highlights of the Lulus AMA. To watch the full video, log into the app and click on the Resources Video section!
Highlights
Getting in touch with Lulus
- Reach out to Lulus at marketing@lulus.com
- To chat with Daniela on a more personal note, DM her @danielaherreranyc. If you want to make it more professional, you can find her on LinkedIn (Daniela Herrera).
Working with Lulus
- To find creators Daniela scrolls through # (#fashionbrands, #dayinthelife, #ootd), uses software, and uses her contacts.
- Daniela views creators not so much as an influencer, but as creatives that they bring into the studio to shoot.
- Lulus want the content to be authentic to the creator, while still being specific to our brand.
- Lulus doesn’t do long-term partnerships, their maximum is 3-months.
- Rather than giving a low rate and adding fees along the way, send the big picture of your rates, then you and the brand can work down from there.
- Think about what the content is going to be used for, and for how long. Lulus launches items on a daily basis, so usage rights should be shorter, and that should reflect on the rate.
- Follow the guidelines to avoid having to reshoot and to avoid unnecessary back-and-forth with the brand. Steam your clothes and don’t put an apostrophe in Lulus, mmkay?
Creator landscape
- Being authentic to yourself > being trend-forward.
- It’s okay not to fit into trends. Focus on who you are, and what makes you different, and build on that.
- Want to try a new niche? Maybe do that new niche on another account so you don’t lose your other niche’s community. When transitioning into becoming a fashion creator for instance, explore your style, and get to know it. Look at what’s in your closet, what brands you use, the ones you love, and start with that.
Best practices to deal with brands
- Make it super easy for brands to check out your socials, make sure the links work.
- Sometimes you might not be the right fit for a brand. Stick to your integrity, take advantage of that. That’ll help you to make huge progress.
- Ask for feedback. If a brand says no, ask them the reasons why. You might not get an answer but try “what can I do better for the next opportunity?” Throw DMs in your community and ask what more they want from you.
- Be humble and flexible. If your following grows, when you up your rates stay flexible with smaller brands you’ve worked with that maybe can’t afford your new rates. If you value the relationship you have with that brand, let them know your rates changed and be open for discussion. That’s great for relationship-building.
- The word spreads among brands if a creator or an agent is hard to work with. And vice versa.
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