Social media content creation: Content Monetization: Turning Your Social Media Content into Revenue: A Guide to Monetization

1. Introduction to Social Media Monetization

social media monetization is a pivotal aspect of digital marketing that has transformed the way content creators, influencers, and businesses generate revenue. In an era where social media platforms have become ubiquitous, the ability to turn a following into a source of income is not just advantageous; it's becoming a necessity for sustainability in the digital space. This monetization process involves leveraging social media profiles and content to produce financial returns, either directly through sales and sponsorships or indirectly by building brand value and customer engagement.

From the perspective of a content creator, monetization can be a journey of personal branding and audience building. For businesses, it's a strategic move to tap into new markets and drive sales. And for influencers, it's about striking the right balance between authenticity and advertising. Each viewpoint offers unique insights into the monetization process, highlighting the diverse approaches one can take to succeed in this arena.

Here are some in-depth insights into social media monetization:

1. Affiliate Marketing: Content creators can partner with brands to promote products or services and earn a commission for every sale made through their unique affiliate link. For example, a beauty blogger might share a link to a skincare product they use, and if their followers purchase through that link, the blogger earns a percentage of the sale.

2. Sponsored Content: Influencers often create content that features a brand or product in exchange for compensation. This can range from subtle product placements to explicit endorsements. A classic example is an Instagram influencer posting a photo with a branded watch, tagging the company, and using specific hashtags as part of a promotional campaign.

3. Merchandising: leveraging a strong personal brand, creators can design and sell their own merchandise. This could include anything from T-shirts and hats to digital products like e-books or courses. A YouTuber, for instance, might sell branded hoodies to their fanbase.

4. Subscription Models: Platforms like Patreon allow creators to offer exclusive content to subscribers who pay a monthly fee. This model provides a steady income stream and deepens the relationship between creators and their most dedicated fans.

5. Advertising Revenue: Social media platforms like YouTube share ad revenue with content creators. The more views a video gets, the more ad revenue it generates. This incentivizes creators to produce high-quality, engaging content that attracts viewers.

6. Social Commerce: Platforms are increasingly integrating shopping features, allowing users to purchase products directly through social media. An influencer might tag a product in their post, and followers can buy it without leaving the app.

7. Virtual Events and Experiences: With the rise of live streaming, creators can host virtual events, workshops, or performances and charge for access. For example, a fitness influencer might host a live workout session that followers can join for a fee.

8. Crowdfunding: Platforms like Kickstarter enable creators to fund projects through small contributions from a large number of people. This is particularly useful for launching new products or creative endeavors.

9. Licensing Content: High-quality, viral content can be licensed to media outlets or brands for use in their own marketing materials. A viral video, for instance, might be licensed by a news outlet for a story they're covering.

10. Brand Partnerships: Long-term collaborations with brands can lead to a series of sponsored content, product co-creation, and even equity deals. A tech reviewer, for example, might partner with a smartphone company to create a limited-edition phone case.

Each of these monetization strategies requires a nuanced understanding of the platform's algorithms, audience preferences, and the creator's unique value proposition. By diversifying income streams and staying adaptable to the ever-changing social media landscape, content creators can build a sustainable and profitable online presence.

2. Understanding Different Monetization Models

In the realm of social media content creation, monetization stands as a pivotal aspect that can transform a passion into a sustainable livelihood. The digital age has ushered in a plethora of monetization models, each with its unique mechanisms and potential benefits. Content creators are no longer confined to traditional revenue streams; instead, they have at their disposal an array of options that cater to diverse audiences and content types. From direct sales to ad revenue sharing, and from crowdfunding to subscription services, the monetization landscape is as varied as it is dynamic. Understanding these models is crucial for creators aiming to maximize their earnings while maintaining the integrity and quality of their content.

Here's an in-depth look at the different monetization models:

1. Advertising Revenue: This is one of the most common models, where creators earn money through ads placed on their content. Platforms like YouTube and Facebook offer partnership programs where a portion of ad revenue is shared with the content creator. For example, a YouTuber might earn a certain amount per thousand views, depending on the ad engagement.

2. Sponsorships and Brand Deals: Creators can partner with brands to feature products or services in their content. This can be a lucrative model, especially for influencers with a large following. A classic example is Instagram influencers who get paid to post pictures with a branded item.

3. Affiliate Marketing: In this model, creators promote products and earn a commission for every sale made through their unique affiliate link. Amazon's Affiliate Program is a popular platform where bloggers and YouTubers can earn by recommending products.

4. Merchandising: Selling branded merchandise is another way for creators to earn revenue. This could range from t-shirts and hats to digital products like e-books or courses. A successful example is the YouTuber PewDiePie, who sells his own brand of merchandise.

5. Crowdfunding and Donations: Platforms like Patreon and Kickstarter allow creators to receive funding directly from their audience. This model is particularly effective for creators who produce niche content that may not be widely monetizable through ads.

6. Subscription Models: Some creators offer exclusive content to subscribers who pay a monthly fee. This model provides a steady income and allows creators to focus on producing high-quality content without the pressure of chasing views. The streaming platform Twitch has popularized this model with its subscription tiers.

7. Licensing and Syndication: Content creators can license their work to other platforms or media outlets for a fee. For example, a viral video creator might license their content to a news organization for broadcast.

8. Workshops and Speaking Engagements: Creators with expertise in a particular field can monetize their knowledge by hosting workshops or speaking at events. This not only provides income but also enhances their personal brand.

9. digital Products and services: Creators can develop and sell digital products like software, apps, or online courses. For instance, photographers can sell presets for photo editing software.

10. Memberships and Exclusive Access: Offering memberships for exclusive content can be a great way to build a dedicated community and generate revenue. This could include behind-the-scenes content, early access to videos, or members-only live streams.

Each of these models offers different advantages and may be more suitable for certain types of content and audiences. It's essential for creators to evaluate their content, audience engagement, and personal goals when choosing the monetization models that best fit their brand. By diversifying revenue streams and understanding the nuances of each model, creators can build a robust and sustainable income from their social media content.

3. Maximizing Earnings with Affiliate Marketing

Affiliate marketing stands as a cornerstone in the edifice of content monetization strategies. It's a symbiotic digital marketing channel that rewards a person or a company for each visitor or customer brought about by the affiliate's own marketing efforts. This performance-based opportunity allows creators to partner with companies and brands to promote products or services through their social media content. The beauty of affiliate marketing lies in its simplicity and efficiency; it's accessible to anyone with a digital presence and can be tailored to any niche or audience.

From the perspective of a content creator, affiliate marketing offers a direct path to monetize their influence. By integrating product links within their content, creators can earn commissions on sales without the need to develop their own products. This not only provides a stream of passive income but also adds value to their content by linking their audience with products or services that resonate with their interests.

For businesses, affiliate marketing opens up a cost-effective avenue for expanding their reach. Instead of investing heavily in traditional advertising, companies can leverage the networks of content creators who already have the attention and trust of their target market. This results in a more organic form of promotion, where products are introduced within the context of trusted content.

Here are some in-depth insights into maximizing earnings with affiliate marketing:

1. Choose the Right Affiliates: Not all products are created equal, and the same goes for affiliate programs. Select products that align with your content and values, and that you believe will genuinely benefit your audience. For example, a beauty blogger might partner with skincare brands whose products they've used and loved.

2. Understand Your Audience: Tailoring your affiliate promotions to the interests and needs of your audience is crucial. If you have a gaming channel, promoting the latest gaming gear or software can lead to higher conversion rates than unrelated products.

3. Create quality content: Your content should be engaging and provide value beyond just the affiliate links. Whether it's a detailed product review, a tutorial, or an entertaining post, high-quality content can lead to higher engagement and trust, which in turn can increase the likelihood of clicks and purchases.

4. Utilize Multiple Channels: Don't limit yourself to just one social media platform. spread your affiliate marketing efforts across your blog, YouTube, Instagram, and other platforms to maximize exposure and revenue potential.

5. Track and Optimize: Use affiliate marketing tools to track the performance of your links. Analyze which products and types of content are generating the most revenue and adjust your strategy accordingly.

6. Disclose Affiliate Relationships: Transparency is key in maintaining trust with your audience. Always disclose that your content includes affiliate links, as this honesty can actually lead to higher conversion rates.

7. Stay Updated: Affiliate marketing is an ever-evolving field. stay informed about the latest trends and changes in affiliate programs to keep your strategy effective.

By incorporating these strategies, content creators can effectively turn their social media platforms into lucrative revenue streams. For instance, a travel influencer might share a post about their favorite travel backpack, including an affiliate link. If their followers purchase the backpack through that link, the influencer earns a commission, thereby monetizing their content while providing their audience with valuable product insights.

4. Leveraging Sponsored Content for Revenue

Sponsored content has emerged as a powerful tool in the arsenal of social media content creators looking to monetize their online presence. Unlike traditional advertising, which can be intrusive and sometimes off-putting to audiences, sponsored content offers a seamless integration of promotional material into the natural flow of content consumption. This form of advertising is not only more palatable to the audience but also allows creators to maintain their unique voice and style, which is crucial for preserving the authenticity that their followers value.

From the perspective of content creators, sponsored content represents an opportunity to partner with brands that resonate with their personal brand and audience interests. It's a collaboration that, when done correctly, can provide mutual benefits: creators receive financial support and brands gain access to a loyal and engaged audience. For brands, this is an attractive proposition as it allows them to tap into the creator's influence and reach, often resulting in higher engagement rates compared to traditional ads.

Here are some in-depth insights into leveraging sponsored content for revenue:

1. Identify Your Niche: Before you can attract sponsors, you need to have a clear understanding of your niche and the unique value you offer. This could be anything from fashion and beauty tips to gaming and tech reviews. Knowing your niche helps you to attract brands that align with your content.

2. Build Your Audience: Sponsors are interested in numbers, but not just any numbers. They want engaged, loyal followers. Focus on growing your audience organically by consistently providing high-quality content that resonates with your viewers.

3. Engage with Brands: Don't wait for brands to come to you. Reach out to companies that align with your values and content. Pitch them creative ideas on how your collaboration could benefit both parties.

4. Maintain Transparency: Always disclose sponsored content to your audience. transparency builds trust, and trust is key to maintaining a strong relationship with your followers.

5. Monitor Performance: Use analytics to track the performance of your sponsored content. Understanding what works and what doesn't allows you to improve and provide valuable feedback to your sponsors.

6. Be Selective: It's tempting to accept every sponsorship offer, but quality over quantity should be your mantra. Partnering with too many brands or those that don't align with your message can dilute your brand and alienate your audience.

7. Negotiate Terms: When you do land a sponsorship, negotiate terms that benefit both parties. This includes compensation, content expectations, and the duration of the campaign.

8. Create Authentic Content: The most successful sponsored content doesn't feel like an ad. It's authentic, engaging, and adds value to your audience's experience. For example, a travel blogger might partner with a luggage brand to create a series of posts about packing tips, featuring the sponsor's products in a natural, helpful context.

9. Leverage Multiple Platforms: Don't limit your sponsored content to one platform. If you have a presence on multiple social media channels, use them all to maximize exposure for your sponsors.

10. Stay True to Your Brand: Always create content that's true to your brand, even when it's sponsored. Your audience follows you for a reason, and straying too far from your established brand can be jarring and off-putting.

By thoughtfully integrating sponsored content into your social media strategy, you can create a sustainable revenue stream while maintaining the integrity of your personal brand and the trust of your audience. It's a delicate balance, but when struck, it can lead to long-term success and growth in the ever-evolving landscape of content monetization.

5. Creating and Selling Digital Products

In the realm of social media content creation, the advent of digital products has opened up a new frontier for content monetization. Unlike physical goods, digital products can be created once and sold infinitely, providing a scalable and potentially passive income stream. This model is particularly attractive for content creators who have cultivated a niche audience and possess unique expertise or creative skills. From e-books and online courses to stock photography and software, the spectrum of digital products is vast and varied. Creators can leverage their social media presence to market these products, turning followers into customers.

Insights from Different Perspectives:

1. Content Creators: For creators, digital products offer a way to monetize their knowledge and creativity. An Instagram photographer, for example, might sell presets or a YouTube educator could offer a paid webinar series.

2. Consumers: From the consumer's point of view, digital products provide immediate access to valuable resources or entertainment. They appreciate the convenience and often seek out digital goods that help solve a problem or enhance their skills.

3. Marketers: Marketers see digital products as a means to deepen brand engagement. By offering branded digital content, they can increase customer loyalty and gather valuable data on consumer preferences.

In-Depth Information:

1. Identifying Your Product: Understand what your audience needs and create a digital product that addresses that need. For instance, if you're a fitness influencer, an e-book on nutrition plans can be a great start.

2. Creating Your Product: Focus on quality and uniqueness. Your digital product should reflect your brand and offer value that can't be found elsewhere.

3. Setting Up a Sales Platform: Choose the right platform to sell your product. It could be your own website or a third-party marketplace. Ensure it's user-friendly and secure.

4. Marketing Your Product: Use your social media channels to promote your product. Engage with your audience, create compelling content, and consider paid advertising to reach a wider audience.

5. Customer Support: provide excellent customer service. Answer questions promptly and address any issues to ensure customer satisfaction and encourage repeat business.

Examples to Highlight Ideas:

- A travel blogger might create a series of city guides as downloadable PDFs, each one focusing on a different destination with tips and tricks not found in typical travel books.

- A graphic designer could sell templates for social media posts or branding packages that include logos, fonts, and color schemes.

- A musician or producer might offer sound packs, sample libraries, or even online music production courses.

By integrating the creation and sale of digital products into their content strategy, social media content creators can not only diversify their revenue streams but also strengthen their personal brand and deepen the relationship with their audience.

6. Utilizing Ad Revenue and Brand Partnerships

In the realm of social media content creation, the pursuit of monetization is often a primary goal for creators. Among the various strategies available, utilizing ad revenue and brand partnerships stands out as a particularly effective method. This approach not only provides a steady income stream but also opens doors to a myriad of opportunities for creators to expand their reach and influence. Ad revenue, generated through platforms such as YouTube's Partner Program or Instagram's IGTV Ads, allows creators to earn money directly from their content based on views and engagement metrics. On the other hand, brand partnerships offer a more direct and often lucrative source of income, where creators collaborate with companies to promote products or services to their audience.

From the perspective of a content creator, ad revenue can be seen as the bread and butter of monetization. It's a passive income source that accumulates over time, rewarding creators for their ability to attract and retain viewers. However, it's not without its challenges. The ever-changing algorithms of social media platforms mean that creators must constantly adapt their content strategy to maintain visibility and engagement.

1. Understanding Platform-Specific Ad revenue models: Each social media platform has its own set of rules and revenue-sharing models. For instance, YouTube shares ad revenue with creators, typically offering 55% of the ad revenue generated by their videos. Creators need to understand these models to optimize their content and maximize earnings.

2. Diversifying Content for multiple Revenue streams: To avoid over-reliance on a single income source, creators should diversify their content across various platforms. This might include creating short-form content for TikTok, long-form videos for YouTube, and engaging posts for Instagram, each with its own monetization potential.

3. Leveraging Analytics for targeted Content creation: utilizing platform analytics can help creators understand what content resonates with their audience. This data-driven approach enables them to tailor their content to increase viewer retention and, consequently, ad revenue.

4. Navigating brand partnerships: When it comes to brand partnerships, creators must be selective, choosing collaborations that align with their personal brand and audience interests. A successful partnership can boost a creator's credibility and provide a significant income boost.

5. negotiating Fair compensation: Creators should be equipped with negotiation skills to ensure they are fairly compensated for their influence and reach. This includes understanding the value of their audience and the impact of their endorsement on a brand's sales.

6. Maintaining Authenticity: While monetization is important, creators must balance it with authenticity. Audiences are savvy and can quickly sense when content is overly commercialized, which can lead to a loss of trust and engagement.

For example, a travel vlogger might partner with a luggage brand, creating content that showcases the durability and features of the luggage during their travels. This not only serves as a genuine endorsement but also provides value to the audience by highlighting a product relevant to their interests.

Ad revenue and brand partnerships are powerful tools for content monetization, but they require a strategic approach. Creators must stay informed, be adaptable, and remain authentic to their audience to succeed in turning their social media content into a sustainable revenue source.

7. Membership Platforms and Exclusive Content

In the realm of social media content creation, the advent of membership platforms has revolutionized the way creators engage with their audience and monetize their content. These platforms offer a unique opportunity for creators to build a dedicated community around their work, providing exclusive content and experiences in exchange for financial support. This symbiotic relationship between creators and their supporters is predicated on the value of exclusivity and personalized interaction, which can significantly enhance the perceived value of the content offered.

From the perspective of content creators, membership platforms serve as a direct channel to their most ardent followers, allowing them to cultivate a sense of belonging among their community. This can lead to a more stable and predictable revenue stream compared to the fluctuating nature of ad-based income. For supporters, these platforms provide a sense of intimacy and access to content that is not available to the general public, creating a VIP experience that justifies their investment.

Here are some in-depth insights into how membership platforms and exclusive content can be leveraged for content monetization:

1. tiered Membership levels: Offering various levels of membership can cater to different segments of your audience. For example, a basic tier might include early access to content, while higher tiers could offer personalized shoutouts, merchandise, or one-on-one interactions. This stratification allows fans to choose how much they want to invest in their relationship with the creator.

2. Exclusive Content: The cornerstone of membership platforms is the exclusive content that is not available elsewhere. This could range from behind-the-scenes footage, extended cuts, special tutorials, or members-only live streams. Creators like Patreon's top earners, such as True Crime Obsessed or The Last Podcast on the Left, have successfully used this model to provide value to their subscribers.

3. Community Building: Membership platforms often come with community features like forums or chat groups. These spaces allow members to connect with each other and the creator, fostering a strong community bond. Gaming streamers on Twitch often use subscriber-only chat rooms to create an exclusive community feel.

4. Feedback and Co-Creation: Engaging members in the content creation process can be a powerful way to build loyalty. Creators can solicit feedback on upcoming projects or even involve members in decision-making processes, such as voting on the next video topic or merchandise design.

5. Special Events and Meetups: Organizing events, whether virtual or in-person, can be a great incentive for fans to join a membership platform. These events can range from Q&A sessions, workshops, to fan meetups, providing a tangible benefit to the membership.

6. Archived Content Access: Long-time creators can offer access to their entire back catalog of content as part of the membership perks. This not only adds value but also showcases the creator's journey and growth over time.

7. Educational Content: For creators who specialize in educational material, membership platforms can be used to offer structured courses or exclusive learning materials. This adds a professional development angle to the membership, attracting a different type of audience.

By integrating these strategies, creators can effectively turn their social media content into a sustainable source of revenue, all while deepening the connection with their audience. Membership platforms and exclusive content are not just about making money; they're about creating a shared journey between creators and their community, where each member feels valued and invested in the creator's success.

8. Analyzing and Optimizing Your Monetization Strategy

In the dynamic world of social media content creation, monetization is not just a buzzword but a pivotal strategy for creators who wish to turn their passion into profit. The journey from crafting engaging content to generating revenue requires a well-thought-out monetization strategy that aligns with your brand, audience, and the unique features of each social media platform. Analyzing and optimizing this strategy is an ongoing process that demands attention to detail, adaptability to changing trends, and a deep understanding of the various revenue streams available to content creators. From sponsored content and affiliate marketing to subscription models and merchandise sales, each avenue offers different benefits and challenges. The key is to continuously evaluate the performance of these channels, understand the preferences of your audience, and make data-driven decisions to maximize your earnings without compromising the authenticity of your content.

Here are some in-depth insights into optimizing your monetization strategy:

1. Understand Your Audience: Before diving into monetization, it's crucial to have a clear understanding of who your audience is. Use analytics tools to gather data on demographics, engagement patterns, and content preferences. For example, if your audience primarily consists of young adults interested in fitness, partnering with health and wellness brands for sponsored content could be a lucrative avenue.

2. diversify Your Income streams: Relying on a single source of income can be risky. Diversifying your revenue streams ensures stability and opens up more opportunities for growth. Consider combining ad revenue, sponsored posts, merchandise, and exclusive content subscriptions to create a balanced portfolio.

3. Leverage affiliate marketing: Affiliate marketing can be a significant source of income for content creators. By promoting products or services and earning a commission on sales, you can monetize your content effectively. Ensure that the products you endorse align with your brand and provide value to your audience.

4. Engage with Sponsored Content: Collaborating with brands for sponsored content is a common monetization method. It's essential to maintain transparency with your audience about sponsored posts and choose partnerships that resonate with your content and values.

5. Offer Exclusive Content: Platforms like Patreon allow creators to offer exclusive content to subscribers for a fee. This can include behind-the-scenes footage, early access to content, or special merchandise. It's a way to deepen your relationship with your most dedicated followers while generating a steady income.

6. host Live events and Workshops: Live events and workshops can be monetized through ticket sales or exclusive access. They also provide an opportunity to connect with your audience in real-time and offer them unique experiences.

7. Sell Merchandise: Merchandise sales can be a direct way to monetize your brand. From t-shirts and mugs to digital products like e-books or courses, merchandise can reflect your brand's identity and provide tangible value to your followers.

8. Implement a subscription model: A subscription model can provide a predictable revenue stream. Platforms like YouTube and Twitch offer subscription options where followers can support you monthly in exchange for perks.

9. Utilize Ad Revenue: Platforms like YouTube share ad revenue with content creators. Optimizing your content for better ad placement and higher view counts can increase your earnings from this stream.

10. track and Analyze performance: Regularly tracking the performance of your monetization efforts is vital. Use platform-specific analytics to understand what's working and what's not, and adjust your strategy accordingly.

For instance, a travel blogger might use a combination of affiliate links for travel gear, sponsored posts from tourism boards, and a Patreon page offering travel guides and exclusive content. By analyzing which posts generate the most engagement and revenue, the blogger can optimize their strategy to focus on the most profitable activities.

Remember, the goal is to create a sustainable monetization strategy that complements your content and resonates with your audience. Stay true to your brand, be transparent with your followers, and keep exploring new ways to enhance your monetization efforts.

9. Future Trends in Social Media Monetization

As we delve into the future trends in social media monetization, it's clear that the landscape is rapidly evolving. The rise of digital platforms has transformed the way content creators engage with their audience and monetize their efforts. In the coming years, we can expect a shift towards more integrated and user-centric monetization strategies that not only benefit the creators but also enhance the user experience. From subscription models to microtransactions, the future holds a plethora of opportunities for those looking to capitalize on their social media presence.

1. Subscription Models: Platforms like Patreon and YouTube Memberships are paving the way for creators to earn through monthly subscriptions. This trend is likely to grow, with more social media channels introducing similar features that allow followers to access exclusive content, live Q&As, and behind-the-scenes footage for a recurring fee.

2. E-commerce Integration: Social media platforms are increasingly becoming shopping destinations. Instagram's Shop feature and Facebook Marketplace are prime examples of this trend. Future enhancements may include augmented reality (AR) try-ons and streamlined in-app purchasing processes.

3. Microtransactions and Virtual Goods: Popularized by gaming platforms, microtransactions for virtual goods such as filters, stickers, or digital gifts are becoming a viable revenue stream on social media. This trend is expected to expand, with creators offering personalized digital assets to their audience.

4. brand Partnerships and Collaborative content: Influencer marketing continues to thrive, and we'll see more nuanced and long-term partnerships between brands and creators. These collaborations will go beyond simple endorsements, involving co-created products or exclusive content series.

5. Content Syndication: Creators can syndicate their content across multiple platforms to maximize reach and revenue. For instance, a popular YouTube video series could be repurposed for IGTV or TikTok, with each platform offering unique monetization avenues.

6. Interactive and Immersive Experiences: With the advent of technologies like virtual reality (VR) and AR, social media content is set to become more interactive. Monetization could involve exclusive access to VR meetups or AR-enhanced posts.

7. Creator Coins and Cryptocurrencies: Blockchain technology may introduce 'creator coins'—personalized cryptocurrencies that fans can buy, trade, or use to access content. This could create a new economy around individual creators and their communities.

8. Pay-Per-View and On-Demand Content: Similar to traditional media, social media might offer pay-per-view options for premium content such as live performances, webinars, or exclusive interviews.

9. Licensing and Royalties: As content creation becomes more professional, there will be increased opportunities for licensing deals and royalty arrangements, particularly for viral content or unique creative works.

10. Data Monetization: Ethical data monetization could emerge as a trend, with creators leveraging insights from their audience interactions to provide value to brands while respecting user privacy.

Example: A fitness influencer might use a combination of these trends by offering a subscription-based workout program, selling branded merchandise through Instagram Shop, hosting live Q&A sessions for subscribers, and partnering with a sports brand to create a co-branded line of fitness apparel.

These trends highlight the dynamic nature of social media monetization. As platforms evolve and new technologies emerge, content creators will have an array of tools at their disposal to turn their social media content into a sustainable source of revenue. The key will be to stay adaptable, understand the audience, and leverage the right mix of monetization strategies to build a loyal following and a successful brand.