We’ve all heard about the TikTok video that goes viral for no apparent reason or the unsuspecting tradie who becomes an overnight sensation off the back of one post.
Well, it turns out there’s a method to that madness, and the one with the keys to unlocking that method is Michelle Melky.
Michelle is the Global Creative Director of a marketing agency called Amplify. They represent the top influencers and broker the deals for them. Michelle has created cutting-edge content for brands including Estee Lauder, Warner Bros. and Google.
She also co-produced Love Songs, the world’s first narrative web series for TikTok. Her work has been nominated for a TikTok Ad Award, three Mumbrella Awards and in 2024, she was shortlisted for the B&T 30 Under 30 Awards.
In this episode, we talk about what it means to be an influencer – or content creator, as Michelle prefers to call them. She gives us the low down on how to create that content, land a brand deal, find clients willing to pay you the big bucks and why you don’t need as many followers as you might think to start calling yourself an influencer.
If you’ve ever wanted to monetise your knowledge about anything and learn how to negotiate and navigate the new media landscape, this is the episode for you.
In this episode, we cover how to:
- Find lucrative writing opportunities in the new Creator Economy
- Get paid big bucks to create content
- Land high-profile brand deals
- Turn your passion for a product or industry into monetised content
- Go viral on TikTok
- Create 1-minute scripted content that works
- Launch a TikTok narrative series that racks up millions of organic views
- Use free music to turn your little movies into blockbuster mega hits
- Turn a single moment on the red carpet into a global viral clip
- Reach out to brands to find the best options for your content
- Choose the right creator for your brand (and avoid the wrong fit)
- Understand the engagement metrics that brands care about
- Create content calendars to eliminate the stress of what to post each day
- Choose the right platforms to maximise your chances of success
- Use AI to speed up content workflows
- Promote dry services (like law and accounting!) to make them social-media-friendly
Bio:
As the Global Creative Director of creator-led agency Amplify, Michelle has delivered countless hours of cutting-edge online content for brands including Estee Lauder, Warner Bros. and Google. Over the last 5 years at Amplify, she has launched new services, including social media account management and multi-market creator campaigns. In early 2020, Michelle co-produced and co-directed Love Songs, the world’s first narrative web series for TikTok. Her work has been nominated for a TikTok Ad Award, three Mumbrella Awards and in 2024, she was shortlisted for the B&T 30 Under 30 Awards.
This experience across both online content and campaigns, working with platforms and brands, has given Michelle unique insight into youth audiences in Australia – there are few creatives in Australia who have such a grasp on Gen Z culture.
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