The Social Scene

LILLY DELMAGE unlocks social media secrets & shares expert tips to help boost the online profile of your business

How to get noticed by brands as a nail content creator

Brand collaborations refer to partnerships between brands and creators, to promote products and services that benefit both parties. Influencer marketing platform, The LTK, shares that 84% of consumers trust brands more when they see content creators using and reviewing products, making these collaborations an effective way for brands to drive sales.

Becoming a nail content creator is a coveted role, with many techs striving to attract the attention of reputable brands for perks such as receiving products, building industry relationships, enhancing credibility and receiving monetary compensation. We’ve enlisted the help of content creator, Zoya Mac, to provide support to budding social media stars and share tips for getting noticed by brands.

Zoya Mac

Introducing Zoya Mac

Zoya trained as a nail pro in 2017 and began working on a self-employed basis in 2019. She was a full-time tech until 2022, when she started experiencing pain in her dominant hand. This encouraged her to shift her focus to content creation and social media management.

“I qualified as a social media manager in early 2023 and started working with a nail brand soon after, directing its social media strategy for nearly two years,” Zoya shares. “As well as creating content, I planned campaigns and outsourced posts to fellow creators, which I then organised and scheduled.”

Shooting social media content for a brand.

Zoya now works as a full-time content creator for various nail brands, explaining: “I study each brand and its products, and discuss the objectives of the posts, usually with the brand manager. I then plan, record and edit content to fit the brand’s schedule and style.”

How to create content that stands out

Zoya notes what she considered when sourcing content creators as a social media manager: “Diversity was key. I looked for a range of skin tones, nail shapes and genders. I would also make sure creators’ content was high-quality and well edited.”

She shares that the most successful collaborations are when a creator has a genuine affinity with a brand. “Both parties must want to work together,” Zoya continues. “The content creator or influencer should truly love the brand’s products, as it’s easy to tell when someone is promoting something for the sake of it. Brands should see value in the work of creators and compensate them fairly.”

Zoya’s top tips for content creators seeking collaborations:

1. “Only tag the brand you’re targeting: If you tag multiple nail brands in one post, it’s clear you are looking for exposure, rather than being invested in a single brand.”

2. Post high-quality content: Your photos and videos must be clear, with good lighting and simple backgrounds.

3. Stay active on your page: Remain consistent in your posting schedule – even if you only post once a week on your platforms.

4. Show your brand loyalty before reaching out: If you’re asking a brand for free products or a collaboration, make sure you’ve purchased and used its products before. Brands can easily check whether you’ve supported them or are just looking for freebies.”

The visuals

According to Zoya, video content performs best when a ‘hook’ is added at the beginning. This is particularly useful for product posts and encourages audiences to engage. Nail tutorials and swatches also work well, set against a simple background – particularly if accompanied by a voiceover describing the products and their uses. “However, best practices change monthly, so it’s important to stay on top of what is popular,” Zoya advises.

Pitching content

“I create unique content for the brands I work with,” reveals Zoya. “If I use a particular video style or ‘hook’ for one brand, I won’t use the same approach for another for at least three months, as I don’t want the posts to look too similar.

“It’s also important to study a brand’s aesthetic. For example, is it soft and minimalistic or edgy and bold?” This can help you set the tone for the content they seek. Zoya also advises creating a portfolio of content that aligns with a brand’s style: “When I first started pitching to brands, I provided my portfolio and content ideas. At the time, I only had 700 followers on social media, which didn’t make me the most appealing candidate. But I focused on proving my skills through my work, rather than numbers,” she explains. “However, if you don’t want to make a full portfolio, create one or two sample videos using the brand’s products. This will show your commitment, as well as provide an opportunity to prove that your content creation would fit its objectives.”

“It’s easy to tell when someone is promoting something for the sake of it. Brands should see value in the work of creators and compensate them fairly.”

Teaching a content creation workshop.

The collaboration process: what to expect

So, you’ve gained the attention of your desired brand – what happens next? Zoya details: “It is likely that a brief will be given by the brand’s social media manager, featuring inspiration, themes and technical details, such as the video length, format and whether a voiceover is needed. The creator can then work within those boundaries, and their content will be checked for alignment with the brand’s plans.”

Zoya notes that this process can vary, depending on whether the collaboration is paid or gifted. With a paid collaboration, social media managers can request a specific brief and have greater control over content, while gifted opportunities offer more flexible options for content creators to showcase their creativity.

Zoya’s studio setup for content creation.

The power of perspectives

“Working as a social media manager for a nail brand gave me an insight into how companies operate, particularly in terms of the number of messages they receive daily from people asking for free products. This is why brand loyalty is so important,” Zoya shares. “At the same time, I also understand the creator’s point of view: the time, effort and skills required to produce high-quality content. Having both perspectives helps me create content that’s valuable to brands, while also advocating for fair pay and recognition for creators.”

Scan the QR to watch Scratch’s interview with Zoya discussing nail brand collaborations