Summary List Placement
Jehava Brown is a stay-at-home mom who runs a full-time influencer business by working with brands like Walmart, Amazon, and Disney on paid partnerships.
Brown, who lives in Pennsylvania, started her blog OnlyGirl4Boyz about five years ago. Before starting her online business, Brown stayed home and took care of her three sons. During that time, she consistently kept up with lifestyle blogs, which she said motivated her to start her own.
Today, she writes about family, parenting, food, travel, and style on her blog, and on Instagram she has 198,000 followers. Although her blog started out as a hobby and place to connect with other moms, eventually it evolved into a six-figure career.
After gaining her first few thousand followers, she began researching how to determine what rates to ask for in exchange for promotional content, she said.
“Instagram and my blog have been my main focus,” Brown told Insider. “A lot of people only work on Instagram, but having a blog is definitely something that sets me apart and not as many people have blogs anymore. I also use Pinterest, and I have hired people to help with my SEO to get my Google search up.”
After researching, Brown landed on her own rates, and created a template for herself which she can refer back to when negotiating a deal.
“Brands actually still want a blog write-up if you have the audience,” Brown said. “I can charge a lot more this way, verses just offering an Instagram post. I can do a blog post write-up, and add in way more photos, rather than just the one photo on Instagram. So that increases my income.”
Brown broke down the scale she uses when determining her starting rates as an influencer when negotiating with companies on sponsored posts. Her rates change depending on the deliverables, usage rates, and exclusivity – which is when a brand requests for an influencer not to work with similar brands for about three months.
Here’s a breakdown of Brown’s current starting rates for sponsored content:
- Instagram post: $5,000
- Instagram Story: $3,000
- Blog post: $5,000
- Blog post and full social share: $12,000
- IGTV: $6,000
- IG Reel: $5,000
- YouTube: $6,000
Brown gave recent examples of brand deals that ranged from $7,000 to over $10,000. Insider verified these rates with documentation provided by Brown.
Brown is managed by the talent management firm Parker Management. Her manager scouts paid deals for her and negotiates Brown’s deals with the company.
“Sadly, in our business, a lot of minorities are underpaid, so I really found ways to walk away,” Brown said. “Once I said no, companies came back and said, ‘Actually, we found room in our budget,’ and they would increase my rates.”
Her target demographic on Instagram is women ages 25 to 44, and 80% of her audience are moms. Brands she has previously worked with include Nivea, Hello Fresh, Disney Cruise Line, and Tide.
Before the coronavirus pandemic, Brown often worked with Disney on park, cruise line, and Adventures by Disney trips. In 2019, Disney sent Brown and her family on a Disney Cruise Line trip, which was paid for entirely by the company, including the flight and food. Brown didn’t charge Disney anything additional for the sponsorship, she said.
‘Instagram does favor how much you are posting’
Brown’s posting schedule includes: a few times a week on Facebook, daily Instagram posts (she takes off on Sundays), and weekly blog posts.
“As far as growth, Instagram does favor how much you are posting, so they are showing more of my content to my audience if I am posting more often,” Brown said. “Reels have also increased my following, and more companies have asked if we can create a Reel, which is great since I can charge more because that takes a lot more time and energy with editing.”
Brown isn’t alone in finding success with Instagram’s Reels, the platform’s TikTok-like feature. Several influencers told Insider that since Reels launched in August 2020, they have seen spikes in engagement, reach, and new followers when they use the feature.
Aside from Instagram, Brown also earns money from her blog through affiliate income, and she works with the ad management company, Mediavine, to place advertisements around her website. To sign up, Mediavine requires the publisher to have at least 50,000 sessions per month (a session is similar to a unique visitor).
“I try to carve out parts of my day where I put my phone down and spend time with my kids and my family,” Brown added. “With quarantine it was really hard managing the business and homeschooling my kids.”
“Now that everyone is back at school I work 9 a.m. to 3 p.m., then I go pick up my kids, and after I pick them up I come home and I usually work about another hour or two while they are starting homework,” Brown said. “Then I make dinner. I’ll start working again around 8:30 p.m. for another hour or two.”
To make time for everything, Brown has hired a full-time assistant to help her manage her day-to-day responsibilities, like invoices and other documents for her business.
How she got started and networked with other influencers
Brown got her start as an influencer by promoting brands in exchange for free products. Now, she only does an exchange for free products in special circumstances, like with Disney.
When she was starting out, she also used networks like Social Fabric and Social Native to connect with brands for paid one-off partnerships. Though she doesn’t use these networks anymore, she said they were useful when she was just getting her business going.
“I knew that relationships had a lot to do with this business, as well,” Brown added. “I started really making intentional relationships with a lot of other bloggers. I also started to really find ways to set myself apart with partnerships. Something I always hear is ‘you are so responsive,’ or ‘you’re always replying back quickly and we are not waiting on you,’ where brands might have to keep bugging a lot of bloggers to get content in.”
Brown said if you’re looking to network with other influencers, start by commenting back on people’s Stories on Instagram. She has started to recognize the really consistent people who comment on all of her Instagram posts or Stories. So, when they send her a direct message, she already feels like she knows them and is more likely to respond back with advice on the industry.
She also said influencers should talk about the issues that really matter to them.
“I think what has given me the most followers, even in the last year, has been that I decided that I didn’t want my platform to just be about clothes from Target or whatever,” Brown said. “I really wanted to talk about deeper issues and to challenge people in deeper ways. Whether it’s in their relationships, racism, or with vaccines. More than anything, I feel like people really want you to be real.”
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