How to work with attract big brands

The question I get asked the most on 1:1 calls & portfolio audits is

How do I start working with well-known reputable brands?

And by reputable brands, I don’t mean just well-known—but respected brands: Brooklinen, Pair Eyewear, Kitsch, Grove Collaborative, Poly & Bark, etc.

The obvious answer is to create great content, but that’s just the first step. It’s all about how you present yourself to brands on your social media pages and portfolio. This post might not be for everyone, and that’s okay but I think it’s important discuss things that make us uncomfortable. Sometimes the truth is hard to hear and just because it’s true doesn’t mean it’s right but….

If you promote cheap products, you’ll attract cheap brands.

Here are 3 ways to start attracting reputable brands:

1. Audit & curate your portfolio

Take out videos for cheap, low-end products and lower end brands. If your portfolio includes you promoting these products then brands will pigeon-hole you into that category. They won’t want the same creator whose face is promoting a dropshipper’s Aliexpress product to be the face of their well-established DTC brand. And this doesn’t just include dropshippers—it’s brands like Temu, SheIn, etc.

If you’re a new creator, I’m not saying you need to turn down these partnerships. I took every partnership I could in the beginning of my UGC journey, but it’s important to slowly take those video examples out of your portfolio and replace them with quality brands.

2. Post your work thoughtfully

It’s important to post examples on all your social media platforms, but it needs to be done thoughtfully. This means to post work with brands you’re proud to have your name associated with. This is definitely a personal choice and can vary by age, location, beliefs and lifestyle.

For example, I know many people love SheIn but I would never partner with them. I care deeply about the environment and fast fashion is a huge contributor to the climate crisis. On top of that, they have inhumane labor practices. And if those aren’t on your mind, that’s totally okay too! I’m not trying to lecture anyone or sound sanctimonious. But at the end of the day, they sell cheap products and that’s what you’re associating your name with. As an SMM for a sustainable brand, I looked at portfolios and if they had fast-fashion in their videos I didn’t recommend them to our Director of Brand because I knew the values didn’t align.

Again, this doesn’t mean you need to turn down partnerships. I have a couple long-term clients who are dropshippers. I make great videos for them that I’m proud of, but I don’t post these examples.

I think the only exception to this would be if you have really great analytics or a case study because it’s important to share real results. Just be careful that the metrics weren’t earned by controversy—established brands know the worth of their brand identity and they won’t risk it even for conversions.

It takes time, but you’ll eventually be able to say no to partnerships that don’t align with your own personal brand and beliefs.

3. Gifted collaborations

If you’ve read this far and you’re thinking—if I follow step 1 and step 2 I won’t have any videos in my portfolio, it might be time to consider gifted collaborations for brands that can really boost your image.

I have definitely accepted gifted collaborations or even lower pay from well-known brands that I knew would look great in my portfolio. It might feel like you’re losing money, but it will be worth it in the long run and lead to higher pay.

And yes, I do agree that the bigger brands should have the budget to pay you, but the fact is they have built their own brand to the point that they can get free content from social media users eager for the tag.

Final Thoughts

It’s important to think of the long game and not just immediate success in UGC. Everything you post and share contributes to your personal brand. If you want more in-depth info on personal brand, I have an entire post about it here.

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