Podcast Summary: Ep 81 - "6-Figure Brand Deals, Media Kits & Perpetuity — What Creators Need to Know with Sarah Boyd of The Digital Dept."

Introduction

In Episode 81 of Call Her Creator, host Katelyn Rhoades is joined by Sarah Boyd, the co-CEO and CRO of The Digital Department, a premier influencer marketing and talent management firm. The episode delves into the intricacies of influencer marketing, offering valuable insights for creators, entrepreneurs, and small business owners aiming to monetize their content effectively.

Sarah Boyd’s Journey in Influencer Marketing [00:00 - 05:40]

Sarah Boyd shares her extensive background in the influencer industry, starting before the rise of social media. After graduating from college in Philadelphia in 2004, she moved to Los Angeles to work in fashion PR, representing brands and building a robust network over nine years. In 2016, she founded her own business, Simply, a fashion and beauty conference aimed at connecting people in the industry. This venture grew successfully, hosting events in cities like Dubai, Louisiana, New York, and Chicago, ultimately attracting tens of thousands of attendees.

As digital landscapes evolved, Sarah transitioned into the burgeoning influencer marketing space, assisting celebrity clients in monetizing their online presence. Five years after launching Simply, she sold her business to Socialite, a leading influencer marketing agency, and later became president of Socialite. The acquisition by Dolphin Entertainment led to the formation of The Digital Department two years ago, combining the strengths of both companies to offer comprehensive services in brand strategy and creator representation.

Building The Digital Department [05:40 - 08:14]

When asked about the origin of The Digital Department name, Sarah explains the collaborative effort with a branding agency, navigating through multiple name options until settling on The Digital Department (TDD). A humorous moment arises when Sarah notes the similarity between their logo and Taylor Swift’s The Eras logo, sparking a playful conversation about potential collaborations.

Current Landscape of Influencer Marketing [08:14 - 12:28]

Sarah describes the influencer marketing landscape in 2025 as highly saturated, with influencers now ubiquitous across platforms. However, she highlights a significant shift towards mid-tier and niche creators, particularly those with 100k to 500k followers on Instagram. These creators are preferred by brands due to their proven conversion rates and authentic engagement, contrasting with macro influencers whose rates often lack supportive data. The rise of micro and niche creators allows brands to engage with multiple influencers, optimizing their marketing budgets more effectively.

Collaborating with Creators: Vetting and Expectations [10:03 - 12:47]

Stan inquires about how The Digital Department works with creators, whether creators reach out or if TDD initiates contact. Sarah outlines a rigorous vetting process focusing on engagement rates, consistent brand partnerships, content quality, and the creator’s commitment to social media as a full-time endeavor. Factors such as geographic location (favoring a US-based following) and additional platforms like newsletters or podcasts are also considered to ensure successful collaborations.

Media Kits and Rate Cards: Best Practices [13:17 - 19:40]

A significant portion of the discussion centers on creating effective media kits and rate cards. Sarah emphasizes the importance of presenting the creator’s best features, such as high follower counts and engagement rates, while strategically omitting less favorable metrics unless requested. She advises creators to:

• Include Comprehensive Content Pillars: Ensure all content types (e.g., family, travel, beauty) are showcased to demonstrate versatility.
• Highlight Performance Metrics: Share social following, newsletter open rates, click-through rates, and affiliate sales data to illustrate ROI potential for brands.
• Keep It Concise: Aim for a one to two-page media kit using tools like Canva for professional design.

Stan adds that while templates are useful, creators should personalize their media kits to stand out effectively.

Avoiding Common Pitfalls in Brand Deals [15:33 - 19:40]

The conversation shifts to common mistakes creators make when negotiating brand deals. Sarah advises:

• Encourage Brands to State Their Budgets First: Prevents undervaluing services and aligns expectations.
• Thoroughly Review Contracts: Pay close attention to deliverables, usage rights, and exclusivity clauses to avoid unfavorable terms, such as perpetuity agreements that allow brands to use content indefinitely.

A notable example discussed is Travis Kelce’s misstep with a perpetuity clause, underscoring the importance of meticulous contract review.

Affiliate Marketing as a Revenue Stream [29:17 - 33:42]

Sarah introduces the growing significance of affiliate marketing, particularly for micro creators. She highlights platforms like LTK, Shop My, and Amazon, which enable creators to monetize their content through affiliate links without needing a massive following. Successful affiliate creators can generate substantial income, with top earners making over $500,000 monthly solely from affiliate sales. This approach not only provides a steady revenue stream but also enhances creator visibility and audience engagement.

Growth Strategies for 2025 [29:17 - 33:42]

Key strategies for growth and monetization discussed include:

• Broadcast Channels and Consistent Sales Posts: Maintain regular engagement and provide value through shopping resources.
• Collaboration Posts: Partner with creators from complementary niches to tap into new audiences.
• Affiliate Marketing: Utilize affiliate platforms to recommend products authentically and earn commissions.

Creator Success Stories [35:27 - 37:16]

Sarah shares a success story of Alan Bernstein from Dancing with the Stars, who tripled his brand deals after joining The Digital Department. This highlights the effectiveness of strategic management and personalized brand relationships in accelerating a creator’s success, especially for male creators who traditionally find it harder to secure deals compared to their female counterparts.

Rapid Fire Q&A [37:16 - 39:58]

In the final segment, Sarah and Katelyn engage in a rapid-fire Q&A, covering:

• Red Flags for Creators: Inconsistent posting and hiding engagement metrics like likes and comments.
• Green Flags: Prompt communication and a strong business mindset characterized by hustle and hunger.
• Advice to Creators: Stop ignoring comments and engage authentically with the audience to build meaningful relationships.

Conclusion and Final Thoughts [39:58 - End]

Sarah encourages creators to leverage affiliate marketing and maintain authentic relationships with brands. She invites listeners to connect with The Digital Department through their website and social media channels, emphasizing their comprehensive services in brand strategy and talent management.

Katelyn expresses her admiration for Sarah’s accomplishments and stresses the importance of understanding the hard work behind successful influencer marketing, thanking Sarah for her invaluable insights.

Notable Quotes

• Sarah Boyd [01:47]: "I love connecting people, kind of being the behind the scenes person to bring people together."
• Sarah Boyd [15:58]: "We don't want to sign on to anything in perpetuity because that's forever."
• Sarah Boyd [37:57]: "Affiliate marketing is an underrated income stream for creators."

Key Takeaways

1. Vetting Process: A thorough evaluation of engagement, consistency, and platform diversity ensures successful brand partnerships.
2. Media Kits: Creators should present their strengths effectively, keeping media kits concise and visually appealing.
3. Affiliate Marketing: A viable revenue stream for all creators, offering substantial income even for those with smaller followings.
4. Authentic Engagement: Building genuine relationships with brands and audiences is crucial for long-term success.
5. Strategic Growth: Leveraging collaborations and consistent content strategies can significantly boost a creator’s profile and income.

Connect with Sarah Boyd

• Website: The Digital Department
• Instagram: @sarahpb
• LinkedIn: Follow Sarah Boyd and The Digital Department for updates and insights.

This episode provides a comprehensive look into the current state and future of influencer marketing, offering actionable advice for creators at all stages of their journey. Sarah Boyd’s expertise underscores the importance of strategic management, authentic engagement, and diversified income streams in building a successful and sustainable online presence.