For those considering applying for an apprenticeship in this industry, what advice would you give to them?

Do your research. 

Make sure that this is what you want – an apprenticeship is an investment for your future career, so make sure that you are joining one with a purpose in mind. Also, remember it is an opportunity to not only work but gain a qualification, so make sure the qualification you will be completing is something of interest to you. 

How did you apply and what was the interview process like?

I first saw the ad for the apprenticeship on Instagram via Social Fixt (a community with a mission to put more Black talent in the boardrooms and not just on billboards). 

The application process was straightforward and broken down into three parts: the application process, a phone interview and an assessment centre. 

When applying, I had to answer three to four questions relating to any interesting ads I had seen recently and why I thought they worked well. I also had to talk about a few of my favourite content creators which included Jackie Aina and Patricia Bright. 

After my initial application, I had a 15-30 minute phone interview, where I had a chance to talk to a member of the team/HR and explain more about my experiences. 

Lastly, I took part in the virtual assessment centre (this was during the pandemic and before hybrid working was introduced). It was a great opportunity to learn more about THE FIFTH, meet some of the team and showcase my skills and experiences. 

How have you found the last year at THE FIFTH as an apprentice?

I have thoroughly enjoyed my first year working with the team and have had the opportunity to work on exciting projects with amazing clients such as Disney and YouTube. 

It’s been great to be able to take part in discussions around social trends and identify ways in which brands can utilise them to their advantage. Working in the talent research team has also given me the opportunity to grow my knowledge and challenge myself in identifying niche creators as well as developing interpersonal skills. 

The opportunity to work on the job whilst applying my course knowledge has been invaluable. Not only have I been able to work on getting a Level 4 Sales Executive Accreditation, I have also been able to build on my influencer and social marketing skills and knowledge that will help further my career in the industry. 

The team has been incredibly supportive throughout my apprenticeship to help me meet my course criterias and goals.

What has been your biggest learning since you started?

As someone who joined the apprenticeship scheme due to a career change, the last year has been a worthwhile experience and one that I know will be invaluable in my future career. 

One of my biggest learnings is: celebrate the small wins just as much as celebrating the big ones.

What top tips do you have for somebody about to start an apprenticeship?

My top tips are:

1. Immerse yourself in every stage of the apprenticeship

2. Try to meet as many people as you can: in and out of the industry. Build relationships and go to events. Say yes to any and all new opportunities that will help develop or improve on your skills?

3. Working and completing your apprenticeship course may be stressful at times but learn to communicate that with both your employer and course provider

4. Be kind to yourself and remember you are allowed to make mistakes – you are learning

5. Most importantly, always ask questions and don’t limit yourself – remember this is an opportunity for you to learn about the industry you are working hard in so ask and learn from those around you

When do you know when the right time is to get management?

Talent Manager Summer Swerner says it’s the right time to seek management when “you are receiving interest by dream brands for partnership opportunities, but do not know how to proceed with the next steps. It’s when you’re struggling to balance the time you have to create content alongside negotiating incoming deals and outreaching to brands for opportunities, whilst also negotiating your fee for deliverables”. 

She continues: “It’s the right time when you need support and guidance on how to leverage your platform to the next level by making sure you are a good influence on your community. It’s when you are interested in branching into new areas of opportunity but do not have the contacts to do so and need some assistance in opening those doors. It’s also when you are looking for support on knowing which brands you should be associated with and more importantly, which ones you should steer clear from. Management does their due diligence prior to any agreements, and a lot of talent appreciate this safety net.

“And finally, it’s the right time to seek management when you’re sick of not being paid on time or dealing with endless legal or financial admin, and you’d love to hand this over in order to free up more time for the stuff that matters”.

What are the major benefits you think having management has to creators?

Talent Manager Olivia Francis says: “There are so many benefits to working with management. Having a manager allows the talent to spend valuable time creating and improving the content they are putting out there, which is by far one of the most important factors to keeping an audience engaged and ensuring growth. 

“By having us on-side we are able to handle all of the legal, financial and admin specifics of the job, all of which are extremely important and time consuming tasks that eat into time that can be spent on content creation and can inhibit talent expanding their creativity. Additionally, having a manager with a roster provides a detailed insight into the industry from the other side. Your team will have more knowledge of past and present campaigns, analysing fees from similar deals and other talent to ensure you are being properly compensated for your work”. 

What if talent want to change direction or rebrand their channel? Will having a manager inhibit a creators’ creative freedom? And will a manager ever prevent me from speaking out about certain topics? 

Talent Manager Keys Pownall explains: “Having a manager will in actual fact help you to find your creative freedom – especially if you have a manager that is passionate about the content that you create. As managers our job is to advise and guide you – not to dictate to you and be militant. A good manager will always let you decide what works for you but will be your right hand in advising and supporting you in your decision making and creative process”. 

Can having an additional person in the communications stunt creativity in campaign and brief negotiations?

Summer says: “By content creators working alongside an agent, they have the ability to share their creative concepts and receive first hand feedback before this is shared with the client. This helps prevent the talent from re-shooting content and giving themselves additional work. From previous experience on launching successful campaigns, the talent manager can share feedback on how to receive the best engagement and interest once live,  giving the talent the best chance to work alongside their dream brands on long term partnerships”. 

The Fifth Talent Director Katie Wallwork continues: “In a lot of cases we actively encourage our talent to have briefing meetings and creative sessions with the clients. This is definitely with larger more complex brand partnerships or monthly retained campaigns, but we really enjoy hosting brainstorms with the clients and talent to ensure the brief is thoroughly understood and the talent feel galvanised and excited by the partnership”.

A question of transparency – do you relinquish control over brand contacts and comms by having a manager?

Katie says this isn’t the case, explaining: “There should be no question. We assist in supporting and nurturing our talents’ relationships with brands or organisations across the industry. All our talent have direct access and involvement in comms where they’d like it, there’s no benefit to preventing this”.

AD breaks

Content creator, author and podcaster Nicole Ocran incorporates ‘AD Breaks’ into her Instagram Stories. 

It allows her to make it clear to her followers how and when she is working with brands. 

Speaking about her AD disclosures, Nicole says “I will always disclose whether I have been paid or gifted an item, which means a brand has some kind of control over the post, whether that’s hashtags/handles to include or money exchanged. 

“As I live in the UK, we work under the guidance of the ASA and CMA. ASA requires you to use ‘AD’ where there is any commercial interest “before the fold”, which is why I place it at the beginning”. 

These AD breaks mean that followers of Nicole can differentiate between her content, and this openness from her means followers are clued up on when Nicole is using her platform to voice personal opinions, and earn a living. 

This authenticity is refreshing, and allows creators like Nicole to make clear when she is and isn’t working.

NEGOTIATING

When you have collaborated with a brand in the past but your follower size and engagement rate has changed, it can be difficult to know how to re-negotiate. 

Influencer marketer Chloë says to be honest: “If you’ve got that ongoing relationship with a brand where they are constantly gifting you, you can go back to them and be honest with them. Let them know your audience has grown. Ask if they have budget. Pitch yourself to them”. 

It’s important to be professional so show the brand what content you’ve already created for them, tell them what you could do going forward and even set up a meeting. Understand where people are getting paid and where they’re simply being gifted and work out what it is you’re looking for. Brands appreciate when you go to them, rather than simply waiting for them to approach you. 

Mariam agrees, saying: “Different brands and opportunities will come to you as you progress in your career. There are so many brands that are out there that are willing to pay. Don’t be afraid to shed off previous brand relationships – you can’t be expected to always work with the same people as you grow”. 

THE FUTURE OF THE TERM ‘INFLUENCE’

Over the next twelve months, the panel all agreed that the industry will be moving away from the term ‘influencer’ and away from the perception that influencers simply pose with products and take selfies – instead seeing them as producers, editors and creatives. The term ‘content creator’ or ‘talent’ will take precedence. 

In terms of working with brands, Chloë says “we’re not going to be looking at followers and vanity metrics and instead at true reach; looking at how many people they’re truly reaching. And this comes from how authentic they are”. 

Brands and agencies are going to be looking at people with real talent and who have a real passion for what they do. 

PREDICTIONS FOR THIS SPACE IN 2020

L’Oréal’s Daisy thinks influencers are going to be your next door neighbours. In terms of content, captions are going to be longer and more real.

The panel also agreed that creators won’t be able to hide behind photos anymore and that everything will be video-based. They also predict that TikTok will take over as the most used platform. 

Mariam Bashorun from Black British Bloggers thinks long form content and blogs will be making a big comeback due to its value. 

2020 will be the year of substance and depth on social media and there’ll be more professionalism in the space – with everybody in the industry crying out for it. 

It will also be the year that we’re real with what we’re posting, and the numbers in which we’re generating. 

Though the future looks positive for influencer marketing, Daisy admits it isn’t plain sailing and that from a brand point of view, Black and Ethnic Minority creators still have to work twice as hard as everybody else. 

She says: “Don’t be under any illusion that just because we’ve been so positive here tonight, that it’s easy yet. We have to work together and we have to work twice as hard. We will get there”. 

INCLUSION

Inclusion is important in all areas of life and especially in influencer marketing. Work with diverse creators, include everybody in your campaigns and hold brands to account that aren’t representative. 

On the panel, Mariam explains that the person putting forward Black people to brands isn’t always being listened to in a meeting but teams need to listen. She says: “Push brands to repost us and celebrate talent of colour”. 

Brands are changing, but it’s a slow process. Chloe says though that “by being part of this event, you are a part of the change”. 

REFER PEOPLE

At the end of the Knowing Your Worth event, an audience member asked the question:  What can we do as creators to help facilitate change? 

One thing that everybody can do is to refer people. Every time you are invited to an event, every time you get a trip, every time you get a brand opportunity, refer people. 

Send over a list of people to brands and let them know that these are creators that they should be working with. Tell them to put them on their list because they create great content. 

Put people forward and be confident with it. Everyone can operate from a place of abundance rather than scarcity and, to quote the audience member, “we will all get a piece of the pie”.