Make Live Video Sponsorships More Profitable With Justin Moore

TLEP 38 | Live Video Sponsorships


“There’s nothing as effective as a live commerce experience”

Our special guest is Justin Moore, Sponsorship Coach and Founder of CreatorWizard, a school & community that teaches you how to find & negotiate your dream brand deals so that you stop leaving thousands on the table. Justin and his wife have made over $3M working with brands including on platforms like Amazon Live so happy to share my tips & tricks for making sponsorship income more predictable!

The latest announcements from eStreamly:

Justin starts with his background being a content creator for over 10 years, which leads to his recent experience with Amazon Live during Prime Day. He explains that we’re still early to live commerce as brands and content creators. Learn why it’s important to hone your live shopping expertise now so there are more partnership opportunities in the future. Find out what’s key to making a successful sponsorship and how companies and influencers can both win. Hear Justin’s perspective on conducting professional communication via email and beyond. Discover the number one biggest mistake brands make when working with creators and how to prevent it. Get tips on generating more money from your live video collaborations. Gain an understanding of audience personas and demographics, and how that fits into your project planning. Uncover the number one decision brands need to make when it comes to influencer marketing.


All of this and more expert advice and insight from Justin – this is a jam packed episode! Join Justin’s free weekly newsletter with paid brand sponsorship opportunities (and details on his incredible courses):

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Make Live Video Sponsorships More Profitable With Justin Moore

We have a special guest named Justin Moore. We have been looking forward to talking with him because he is a Sponsorship Coach and Founder of CreatorWizard, which is a school and community that teaches you how to find and negotiate your dream brand so that you can stop leaving thousands on the table. This is specifically targeting content creators and influencers. If you are one of them, please make sure to read this episode.

Justin and his wife have made over $3 million working with brands on platforms like Amazon Live. That is another reason we are so thrilled to talk with you, Justin. He’s going to share some tips and tricks for making sponsorship income more predictable, share some of those experiences, and hopefully encourage you to do more livestreaming and live shopping events. This will apply to brands too. We are going to talk about what it’s like to partner with creators and have a successful relationship. Justin has a weekly newsletter, which I will talk more about at the end. Before we get into that, we have some updates from Nicolas about what’s going on over at eStreamly.

We have been busy. It’s been exciting. One of my favorite updates, although it’s a simple one. I created this page, the resource page on It is a recollection of all my favorite episodes, my favorite blog post, and all the different things you and I have been working on. It’s been a while. I put this page together and felt that it may be a place where people if they have some time to burn and don’t know what to do. They could hang out there and get some cool stuff going on. That’s a little baby that I had that I wanted to do.

More seriously, on the eStreamly side, we launched the Add to Cart, where you can buy multiple products directly from the live. That was a pretty big deal. If you remember, eStreamly was always focusing on the instant buy. Then we realized through many lives that having the ability to buy multiple products was more important than making that instant purchase. That’s the reason we changed the way we were doing the purchasing and incorporated that.

As a result, we are already seeing that we have a higher number of products per cart and brands are making more money. It’s a good implementation and we are excited about that. We still sneak in the instant buy because we didn’t want to let that go too much. People will still be able to do the instants if they want to. We have a lot coming up, but I will be more than happy to share that further as it comes.

I love seeing all these updates and evolution. This industry is always changing and we need to stay up to date with where things are going and how to optimize it and it’s a big experiment. Nicolas, I know that you are excited to talk to Justin about things like his experience with Amazon Live, especially with Prime Day having happened. Do you think that’s a great place to start, Nicolas? Do you have a specific question about that?

Prime Day is a big thing. Everyone talks about it and I have been shopping on Prime Day, so I’d love to hear from you, Justin. How does it feel? How was that preparation? Tell us about it.

From our perspective, my wife April and I have been content creators since 2009. My wife started our first YouTube channel way back in the day. We have seen the evolution of a lot of different types of content styles. We very much grew up in the YouTube generation where you edit the video. You make it the best you can make it and then you upload it. The idea of doing things live, the extent that we had ever done that was maybe a YouTube Live, Instagram Live quite a bit, TikTok Live, or something like that.

It was a very different experience to entertain an audience, talk about products, and have it be very engaging in a live environment. It’s a different experience as a creator. When we got the opportunity to try out Amazon Live when they approached us, we very much saw it as the future. We have been full-time creators now for many years and that wasn’t by accident. To be able to do this, to be able to be a creator for a long time period and have it be a sustainable income for you and for your family, especially if we are both doing it, my wife and I, you do have to have your eye on the horizon to some degree.

You have to be able to invest your time and energy into new formats that may seem promising, but it’s not guaranteed. When we got the opportunity to try out Amazon Live, for us, having done this for so long, instantly, it was like, “This is something that we need to do.” Live commerce, in general, has been gigantic in Asia for the last number of years. It’s only a matter of time before something like this comes to the West. That was number one. Number two, a huge part of our business has always been working with brands. It’s always been sponsorships and partnerships. For us, it’s the holy grail in terms of sales and revenue attribution. If a brand pays you to talk about them on their livestream, then you can see how many sales you are driven.

TLEP 38 | Live Video Sponsorships
Live Video Sponsorships: Live commerce in general has been gigantic in Asia for the last number of years. It’s only a matter of time before something like this comes to the West.


It’s one thing to have a promo code, landing page, or Bitly link because that can be helpful. However, there’s nothing purely as effective as a live commerce experience where you are talking about a brand. You can add the product to a carousel and you can purchase it. It was very obvious to us. We are already super busy, but we are going to invest in this. We are going to do a live show every single week and in 2 or 3 years there’s going to be a tidal wave of interest from brands and advertisers into this format because we knew there was going to be. That’s why we are going to invest the time now to get good at this format.

I’m going to talk about Prime Day, Black Friday, Cyber Monday, and all the stuff, but all the in-betweens. Those are exciting shopping events, but it’s the day-to-day experience of a shopper experiencing and watching someone on a livestream talk about a product. I think that’s the most exciting thing to talk about because that’s the day-to-day experience that most people have with it.

I love hearing about this background and how things have evolved for you. It’s interesting because I noticed on Amazon Prime Day, maybe because I’m working with eStreamly, but I noticed the live shopping popping up in the videos when I was looking through and deciding what I would buy. It felt more prominent in 2022. Where do you think we are at right now? I know we can’t predict too far into the future because things are constantly shifting online, but where do you think we are? Are we still at the beginning stages of live commerce with brands and creators working together in that sense?

Not to give a sports analogy, but I am a big baseball fan. We are in the bottom of the first inning, top of the second, maybe. It’s so early. I have done lots and lots of research about the Chinese live commerce ecosystem, especially because it’s so well developed there. There are cultural differences for sure. I will say that at the outset. However, that market is so mature that it’s so ingrained into the culture there and there are so many creators doing live commerce right now that virtually any shopper can be on a site and it’s almost guaranteed that there will be someone talking about it live at that moment.

We are nowhere near that right now in the West. If you think of that as the level of scale of where you could get to, it’s possible. We are talking about Amazon in particular, that you would go on to any random product listing page maybe a few years in the future that there is going to be someone talking about it live at that time.

We are nowhere near that. That capability exists right now. If we are on Amazon Live right now, or let’s say we are going live and some random person who doesn’t know April and Justin is on that product page, it will show our livestream right below the picture. The functionality is already there and will be adapted into many other live commerce applications. Think about that future. To answer your question, we are very early because we are nowhere near the number of creators who are doing live commerce, we are nowhere near the number of retailers and brands that have bought into the format to be able to make it a reality. Think about it from a shopper’s perspective of how useful that is.

Let’s say you are on the product. Let’s say for clothing, for example. You want to know if is this true to size. Be able to ask someone who’s talking about the product like, “How tall are you? How does it fit? Is it true to size?” That’s a very small example of how valuable it could be in this environment to ask questions when you are hovering over the buy button to know what size you should get or whether this was a good experience with it.

There’s so much value that can be possible with live commerce. That’s why we are so excited about the potential of this format in the next several years. That’s why we are also honing our chops right now, getting good at being hosts. Imagine 2 or 3 years down the line, it’s not going to be about the creators livestreaming on their platforms. It’s going to be big brand XYZ realizing, “We need to have a live commerce strategy, but who the heck is going to do it? Do we have to hire a full-time person on our marketing team to do that?”

There is so much value that that is possible with live commerce. That's why we're so excited about the potential of this format in the next 5-10 years. Click To Tweet

“Why don’t we hire this creator over there who’s good at doing it and they will be our host. We will give them our stream key and they go live off our page, our website, or our storefront.” That’s the other huge opportunity for creators in general to think about. Honing your expertise now, getting good at this so that there’s going to be a lot of opportunities for you maybe non-traditionally. Maybe it’s not a brand saying, “We will pay you to talk about you on your platform,” but being hired for other types of engagements and activations and so on.

I like your perspective and your thoughts on that. When we think about the future, it makes me think about what Michael, who came to our show before said. “Prepare now.” He knows that 2 or 3 years from now, he’s going to be a millionaire or something. I see that as an opportunity. You are getting ready to test the format and learn about it, so you will be way advanced when everyone is going to talk about it. We start talking about it, but the reality is people are still looking at each other saying, “Should I or should I not? When do I do it? How? Why,” and all that.

I feel that it’s exciting to see people starting to dive into it. It feels a little bit like Web3. It’s like what everyone says, “We are so early.” Livestream shopping is so early too. It’s cool on that side. I have a question for you. When you think about your career and your approach to live shopping, what do you think makes for a great live shopping sponsorship from your point of view?

First, I will talk about the education element because, from our perspective, a huge part of having a successful partnership is aligning expectations on both sides for both the creator and the brand. A lot of times, what we are finding when we are doing the live commerce sponsorships right now is that oftentimes, it might have been the first time they are ever doing this. It’s so new.

A huge part of having a successful partnership is aligning expectations on both sides for both the creator and the brand. Click To Tweet

This is not something that brands are partnering on Instagram or YouTube. They are used to that. When doing a live commerce stream, brands are usually inherently quite nervous because they are used to being able to approve the content before it goes live. They give the legal team the ability to bless it and ask for feedback, or edits.

When it’s a live stream, it’s different. That’s the first element that is critical to have a successful partnership. Ensuring that the brand has provided a creative brief to the creator and says, “Here are the items that we want you to talk about. Here are 2 to 3 key messages or features and benefits of these products that we want you to focus on.” They are making it very clear.

Oftentimes, brands have a very different set of expectations when it comes to a creator talking about their brand and they get upset. It’s like, “Why didn’t they say this? We want them to focus on that thing.” Brands feel like, “We want to give them the creative latitude to talk about it organically and put their flair on it.”

That’s okay, but it’s reasonable. If you are compensating a creator to ask them, provide them with certain guidelines. I’m a creator. I will even ask for that because, from our perspective, our goal is always to have long-term relationships. I’m not about these one-off deals or these one-off transactions. It’s also in our best interest for creators to ensure that the brand is happy with the outcome of the campaign’s performance.

That’s why we have been doing this long enough to ask for these things as creators, even if the brand is not providing them. They will say, “Just talk about this.” We are like, “No. Give us a brief. Tell us how you want us to talk about this.” We will even go so far as to provide the B-roll, the additional footage that we pre-film of the products ahead of time before we even do the livestream to provide it to the brand.

If we are doing a livestream about a product and we are going to talk about it for 5minutes, we will film 2 to 3 minutes of B-roll silent footage demonstrating the product and all this stuff that we then overlay while we are doing the livestream talking about it and things like that. We will provide that footage in advance to the brand to say, “Here’s how we are visually going to showcase the item.”

We allow them the ability to say, “You aren’t holding it right or you are not demonstrating it properly,” or something. It’s building another safeguard into the partnership so that there are no surprises and you are going to be talking about it exactly how they planned or how you planned. There are small touches and small details that are hard to anticipate unless you have done this often. That’s the experience that we bring having been creators for so long. Those are some of the elements that we like to build into these live commerce partnerships, especially to give that warm and fuzzy feeling to brands who haven’t done this before.

It made me think about a post that you had on your LinkedIn. It’s about talking about the first email and this is the 40th email and then you had a silly face on that post. Can you comment on that? Do you think it’s a common problem that posts that you had specifically when you talk about it? I’d love to hear from you if you feel that those conversations you are talking about, not having that clear alignment, create tension and disappointment later on.

Can you refresh my memory again of exactly what I said in the post? I post on LinkedIn about five times a day. I’m not doing it live. You have to be very specific so I can remember.

That post was funny. It was like you had the first email and the guy was all smiley and everything, and then the 40th email, the guy is desperate looking at the eyes. You almost think that the eyes are going to get out of his head.

I remember that image now. The joke was that when you are a creator and you get the initial email from the brand, you are at your highest excitement level, peak excitement. It’s like, “This opportunity sounds awesome.” Oftentimes, in these types of partnerships, there might be 50 or 60 back-and-forths in the email thread by the end of the campaign. The joke was the second image. It was on the 40th or 60th email. You are like, “God, kill me now.” Honestly, I use memes as a Trojan horse. I entertain you initially and then I make you think and you are like, “What is that all about?”

The hidden message behind that joke is that this is part of it. When you are working with a brand, this is a business transaction. You cannot be flippant about this thing. One of the challenges, honestly, is that a lot of creators may have never had a real full-time job before or a real 9:00 to 5:00 job. Understanding that being professional when it comes to email etiquette or being responsive and meeting deadlines and things like this. Influencers have this reputation that they don’t hit those deadlines and they are not responsible, professional, and things like that.

TLEP 38 | Live Video Sponsorships
Live Video Sponsorships: When you are working with a brand, it is a business transaction. You cannot be flippant about this kind of thing.


That is the tide I am trying to turn with a lot of the education and content I’m putting out under CreatorWizard on those channels around educating creators around sponsorships. I see so many mistakes being made and it pains me because there’s so much money to be made, there are so many awesome relationships to forage with partners, and so on. It comes down to people not knowing any better, honestly.

We couldn’t agree more and we had a whole episode about this very issue, Nicolas. We went through some of the top issues. Justin, what is the number one biggest mistake that either a brand or a creator makes and what’s the easiest way to resolve that?

Let’s start with the creator. I will do both. From the creator’s perspective, the biggest mistake you can make when interacting with a brand initially is not asking them what is your goal with this collaboration. That’s the number one biggest mistake. Oftentimes, you might be very surprised by what they tell you. In your mind as a creator, oftentimes what you think is the brand’s goal is, “They want me to talk about them on my page.” That is what a brand deal is. That is what sponsorship is to 99.9% of creators because that’s what they are used to.

However, brands need lots and lots of help with a variety of things related to selling their products on the internet, one of which is having you talk about them on your page, but that’s one of them. Brands, as you guys know, also need to have a social presence. Contrary to what most creators believe, brands find it very difficult to create compelling content that people want to engage with on social media.

Contrary to what most creators believe, brands often find it very difficult to create compelling content that people want to engage with on social media. Click To Tweet

Perhaps they might say to you, “Success to us is we love your content and we want to repurpose it. We want to post it on our website, we want to post it on our Instagram, or we want to run paid ads with it,” or something like that. Your pitch to them as a creator is not, “I’m going to talk about you on my Instagram or I will talk about you on my YouTube.” It’s, “I can help you make more compelling ads. I will make 5 or 10 videos for you, 30-second videos that I don’t even post that you can then go and repurpose and run ads.”

Do you see how that’s a completely different proposal or pitch that you are giving to the brand? It came solely from you asking what they were trying to accomplish with this partnership. That’s the number one mistake that I see people making and that I teach in my courses in coaching and things like that. It’s like you have to be a detective. Don’t think like, “How much are you going to pay me? What’s your budget?” That’s what most people say. It’s like, “No. You have to be interested in the outcome of the partnership.” You can make a lot more money if you are interested in the outcome. That’s from a creator’s perspective. I would say that’s number one.

TLEP 38 | Live Video Sponsorships
Live Video Sponsorships: You have to actually be interested in the outcome of the partnership. Because surprise, surprise, you can actually make a lot more money if you’re interested in the outcome.


The mistake from a brand’s perspective and this one may be a little bit more of an advanced subject, but I try to sneak it into any conversations when I can. Too many brands are hyper-focused on partnering with creators who fit their consumer persona. For example, let’s say that a brand or a retail brand is like, “Our persona is moms who live in the Southeastern United States and have kids between 6 and 12.” Every man has these consumer personas. They think, “Let me go and find an influencer. Who is that exact persona? I want to find that person.” When in reality, the most important thing is to find an influencer whose audience is your exact consumer persona.

That’s the big missing piece because there are a lot of creators out there who I’m sure you guys can say, you follow lots of creators who may not look and sound and be like you, but you still enjoy them. You still enjoy their content. That is the one extra step that not a lot of brands are taking. You may need to find a partner that seems like a good fit, but you have to ask deep, more interesting, and probing questions about their audience demographics, the psychographics, understanding where they are based, the behaviors, interests, and things like that of their followers. That’s what’s going to unlock, especially when it comes to live commerce, the actual performance when it comes to making purchases. It’s a next-level tactic, but I do think it’s one that a lot of brands missed.

It made me think about a question I had with the Prime Day thing. I wonder if it’s not related to the fact that we try to rationalize everything through data. When you look at creators, if you go through those retail trade shows, you see those companies that are like, “We have this massive amount of data about creators and we can tell you everything and everything about the creator.” It feels so unpersonal to me and so much like, “We have AI.” I wonder if that pursuit of data is the same way you were saying when someone comes to my lab and asks me about the size like, “Look at the power this way.”

All those brands are focusing on saying, “We are going to have an AI that’s going to give you your size, but it’s still a machine.” Trying to bring the people back into the conversation is so important from your point of view. That’s what we feel what livestream is. I wonder if you feel that the real fundamental issue is we try to rely too much on what we think is the truth. Sometimes we forget that we are people. That may be where the truth is.

The funny thing about it is that I tell creators this all the time. If you lined up 10 influencers in a row from biggest to smallest like 1% has 10,000, 1 has 1 million on the end. I have data on this because I have done it through my agency as well. I guarantee you because those brands and advertisers if they partnered with all ten of those people, would find that the level of professionalism and quality of the content varies so wildly and not how you would think it.

You would think that the person who has one million would be the highest quality and the most professional. That’s not the case. Oftentimes, it’s the person who has 10,000, 20,000, or 30,000 followers. They are the ones who the brands ultimately hire again and again because they are responsible. They are accountable, responsive, and communicative.

There are all these intangible qualities you can have going for you as a creator if you want to make it in this industry that have nothing to do with your reach, nothing to do with all this data and the AI and all this stuff, or the perfect person. We are building a hybrid human. That’s going to be perfect for us. A lot of brands, that’s what they are trying to do. They are looking at influencer marketing programmatically. They could make an ad spend. It’s like, “Let me spend $500,000 and I’m going to hire 100 influencers.” It’s very quantitative. It’s a human.

On the other end of it, it’s a person. They are telling real stories. I do laugh at some of the platforms out there that are like, “We are going to use IBM Watson to pair you with the perfect influencers.” Maybe that will work for some instances when maybe it’s like a nano influencer campaign and they need to activate 10,000 people at once. That’s a different thing.

A lot of brands look at influencer marketing programmatically. It's very quantitative. But it's a human on the other end of it. They're telling real stories. Click To Tweet

In my experience, most brands will want to partner with 6 to 10 influencers on a campaign. That’s the way it is. That’s the reality. I have done literally over 1,000 campaigns at this point. Most brands’ sweet spots are in that 1 to 10 range. The time and place when you would ever need 1,000 people to be talking about you at once are few and far between.

I remember talking to a brand that was telling me that one of the big problems, the reason why they were behaving that way as it’s related to relying on that data to find those influencers, is a lack of time. People have way more things to do and fewer and fewer resources by the company. They hire an agency or they try to go after that.

When it comes to agencies, generally, they come with a brief and then the agency will do that. In your point of view and having been an agency, do you feel that it is better to go after an agency with a small subset of creators and then always come back to that or go after those big massive agencies that will do everything and nothing? Just a curious perspective on that.

It depends on your comfort level as a brand. I sympathize with brands these days because it’s so confusing. If I were a brand, I’d be like, “I want to work with influencers,” and you type in influencer marketing software and platforms. It’s so confusing. There are a gazillion people running ads, there are a zillion software tools. They are all venture-backed. It’s very confusing. I get it.

However, the number one decision you have to make as a brand, in my opinion, is whether we want to own influencer marketing as a core brand strategy or view it as a simple add-on. We view billboards, out-of-home, broadcast TV ads, print or banner ads, and pre-roll ads on YouTube. That’s all way more important to us. Influencer marketing is 2% of our budget.

TLEP 38 | Live Video Sponsorships
Live Video Sponsorships: The number one decision that you have to make as a brand is whether to own influencer marketing as a core strategy or view it as a simple add-on.


Whereas if you look at certain D2C brands or you look at certain retailers or Gen Z-native brands, a lot of times, influencer marketing is 50% of their marketing budget. If I started there, I would think, “Working with creators and influencers, how important do we believe that working with these types of people is to the overall success of our business?” If it’s 50%, I would virtually guarantee that you should have a full-time influencer marketing manager and subscribe to one of these tools. Maybe it’s a self-service influencer tool that it’s more like a CRM.

It’s like a technology layer where you use it to interact with the creators, but it’s someone on your brand team who is doing the interaction. They own that tactic on your team. If you are a giant multinational conglomerate company and you have ten agencies, oftentimes, they are going to hire it out because they don’t view influencer marketing as a core fundamental facet of their overall strategy. It comes down to how important do you view this tactic overall for your business and then go from there.

I love the way you frame it and how you are thinking through do you want to have that as a core competency in-house or do you want to outsource it? I feel that for any brand nowadays that is not looking at influencer marketing or creator as a core competency, you are missing a lot, in my point of view. When you think about the ad business, it is becoming more complicated. People have more software that is broader and everything about privacy.

It’s how they collect data and how they understand what’s going on. The first-party data, everyone talks about it. Everyone wants to retain the data that they have. Having the ability to engage with influencers, especially if you start thinking about livestream shopping altogether. Engaging in the livestream shopping space, you want to create that engagement with your audience. You want to have a touch.

You have to understand who you work with. You have to build those relationships. I also love one of the things that you say. On the creator side, you want to build long-lasting relationships. We see that on the livestream. In the one-off livestream, everyone wants to do that to try, but it doesn’t do any good for anyone. Not for the creator or brand because no outcome comes of it. The outcomes come when you have people coming back, they recognize the creator, they enjoy having a conversation with them, they have learned the product over and over and they watch several videos. That relationship gets built.

I don’t know why we as an industry or marketing advertising in general brands, this is not new stuff. There’s this thing called the marketing rule of seven in the 1930s. The movie studios have done lots of studies and research over this to confirm these findings over the years it took back then when they did the studies that it took an average of seven times for someone to hear a message about a new movie to get their butts in the seats. This principle is very well tested. I don’t know why brands insist on doing these one-off tests and being like, “It didn’t work. It didn’t move the needle.” Yeah, it didn’t.

The way it works is that someone hears my wife and I talking about a brand over and over every month, every quarter and then finally, months later, they are like, “What was that meal kit delivery service that April and Justin were talking about? I want to go try that out. Let me go back and look at one of the description boxes of their videos.” That’s how it works.

The other thing is with respect to attribution, whenever you hear someone talking about a product or you are watching a piece of content on social media. Do you always click the tracking link? No. You open up a new tab on Chrome and search for the brand name. There’s a halo effect associated with partnering with creators as well that brands are missing too.

There's a halo effect associated with partnering with creators that a lot of times brands are missing. Click To Tweet

You have to be somewhat sophisticated to understand that there are follow-on effects when it comes to doing campaigns like this. You can’t believe that it’s a failure if you have a very small sample size. If you are going to go all in on live commerce or you are going to go all in on creators. This is a multi-month or multi-year investment that you need to make. It’s not something that you can try once and be like, “That didn’t work.”

We have talked a lot about the positives of live shopping and the difference. I have maybe a more balanced question. There’s this story and you made a post on LinkedIn and it was a bold audience or a super-engaged audience. The engaged audience was superior to the bold audience in terms of a dollar sign. However, on the other side, there are data that show that shoppers tend to tune in less and less to creators who are pushing deals all the time.

Knowing that and knowing that the influencer, the creator economy, and the influencer marketing, we are up for that. We are saying, “It’s great. Livestream shopping is the future and everything.” How do you feel about this trend? What do you think is the best way to balance this out as a creator? How do you manage expectations for your audience to understand that there’s me and then Justin selling you something or talking about this product? I’m wondering about that.

I have two thoughts on this. It’s funny you bring this up because I sent out an email to my newsletter about this particular topic. I have a question about how many sponsorships are too many. That was the subject of the email. Maybe you read that email. I don’t know. My answer at the time when I had gotten this question was that I bet you could virtually 2X to 3X the amount of sponsorships that any given creator is doing and you’d still be fine. The reality is that there are a couple of reasons.

One, probably 90% of most creators’ content is not sponsored. It’s organic. You are not talking about a brand. Yes, let’s put live commerce aside because that’s a different beast, but in general, the amount of free content that most creators put out is staggering. You 2X or 3X in the volume of sponsorships that you are doing, it’s still going to be a pretty low percentage of the overall content that you are putting out in any given month.

Number two, there’s a very important mindset shift that you need to have as a creator around this topic, which is that most people are feeling guilty. “What’s my audience going to think of me if I put out this sponsorship? They are going to think I’m a sellout and they are going to think I’m just in it for the money and all this stuff.” In reality, if you shift to realizing that a brand partnership is a win-win-win.

It’s a win for the brand because they get to partner with an awesome creator and get exposed to your audience. It’s a win for you because you get money and you get to do this awesome brand partnership and then it’s a win for your audience. That third piece is what most people don’t realize. If you come at it from a mindset of service like, “I’m exposing my audience to this brand, product, service, or software that they have never heard of. Maybe I’m getting them a deal or a discount. Maybe I’m getting them something because I’m serving them.” It’s a win for them too.

I believe that it’s important to have this mindset in terms of any brands or any partners that you are choosing, but it’s also from a shopper’s perspective. I have bought so many things from creators that I follow on social media like, “What was that software tool that they were using? I’m going to go use that and because I love them, I’m going to go use the affiliate link that they have in their description box. I remember that they were where I first heard about it.”

All of these studies that have come out around people becoming skeptical about people hawking products and all that stuff, too, I am frankly somewhat doubtful of those because I do think that it’s a generational shift in terms of Gen Z and Gen Alpha. It’s all one and the same. It’s like they get attached to people, whether that person is talking about a product, whether they are not, or they are doing a sponsorship.

Here’s the best example I can give you of why I don’t believe any of those articles. When my wife and I would do sponsorships several years ago when we started doing this and doing a lot of sponsorships, we would have so many comments being like, “Sell out. You are only in it for the money,” and all this stuff. That was all the time.

Now you virtually have none of that. You have people in the comments like, “Congratulations. Awesome partnership,” as long as you are doing authentic partnerships. I believe that the big shift has been so de-stigmatized because of Patreon. Patreon was one of the reasons that it became a socially acceptable norm to financially support and patronize the creators you love to enable them to continue to create great content. It’s been this shift where the next generation, it’s like a normal thing. You donate, do super chats, subscribe to people on Twitch, and support their Patreon.

TLEP 38 | Live Video Sponsorships
Live Video Sponsorships: Patreon was one of the reasons that it became a socially acceptable norm to financially support and patronize the creators that you love to enable them to continue to create great content.


It is a very fundamentally different shift now. That has applied to sponsorships as well. We have firsthand experience with that. Our community is so much more supportive. I’m sorry. I’m going on a rant because I’m very passionate about this subject. The other reason is that our followers and people get it now that you can make a living being a creator.

Before, people would be like, “What’s your job?” In our comment section, they would always constantly ask, “What do you do for a living? What’s your job?” We are creators. That’s our job. People get it now. You are on Instagram. Paid partnership with a brand. People get it now that you can do this full-time. Look at any study of the young generation, 75% of them say they want to be a creator as their full-time job. That’s why I believe that it’s going to become so intermingled in the cultural fabric. That’s why I’m also so bullish on live commerce in general because I think that it’s going to be hard to differentiate in 5 to 10 years.

It’s going to be hard to differentiate in the next 5-10 years. That’s why we need to be bullish on live commerce. Click To Tweet

What an amazing note to end on. All your passion. We could go on and on, but we do have a hard stop. Maybe this is part one. I should say and/or an amazing note to end because it leaves people wanting more, including myself. Nicolas and I will be signing up for your newsletter. You also have incredible courses, so this is the tip of the iceberg for anyone who’s feeling jazzed and wants more. You have a course coming up, is that right?

I do. I have a couple of courses. The main course that I teach live is called Brand Deal Wizard. It’s a four-week course. It’s cohort-based. I will teach you the nuts and bolts. It’s essentially how to find and negotiate your dream sponsorship so that you stop leaving thousands on the table. The cohort sizes are getting bigger and bigger. I have so much fun talking about this stuff.

The next course that I will launch is called Gifted to Paid and that is for creators that are a little earlier in their journey who are getting a bunch of free product offers from brands but want to figure out how you can convert those into paid partnerships. I’m excited. You can find out more information about those. My newsletter is and it’s a free newsletter. I send you paid sponsorship opportunities every week, so you have no reason not to join. I’m @CreatorWizard pretty much everywhere on social media.

Hopefully, we can get some deals with eStreamly on there, some more brands getting involved in the livestreaming world and maybe one day, you will see us in your newsletter. Thank you so much, Justin. This has been phenomenal. Nicolas, I’m sure you have a list of other questions. I wish we had time for more, but we are going to wrap there. Thank you to both of you for such an amazing conversation. There are so many great sound bites and tips. Thanks so much, Justin.

Thanks for having me.


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