Logan Paul's Agent Has Some Advice For Social Media Influencers
As digital-talent agent to the stars, Paul Cazers has seen his fair share of success and failure in the minefield that is the road to global online fame.
As the man who represents what he describes as a 'Unicorn' client, Logan Paul for CAA (Creative Artists Agency) it's Cazers job to help secure Paul the kind of brand, television and film deals that have seen him become the voice of a generation that he is today.
“We’re sales agents,” Cazers said, describing the role of a digital talent agent at the recent ITP Live Conference. “We’re kicking down the door, telling people why they should work with Logan Paul.”
In addition to working with Logan Paul, Cazers and CAA represent a wealth of successful YouTube influencers like Zach King and Juanpa Zurita.
Cazers knows what influencers should be doing, if they want to achieve Paul’s level of success. Here are a few of his tips below.
Be Passionate About Creating High-Quality Content
If an influencer wants to gain the level of success that Logan Paul has (or at least attempt to), they need to be passionate about creating high-quality content.
“What these influencers are doing now, is that they are creating from an organic place of creative passion,” Cazers said, referring to CAA’s roster of talent. “Logan had his video camera as a kid. [Back then] there were no brand, no monetization. He’s doing it because he’s compelled to [by his passion for creating videos]. And I think the best [influencers] do that.”
Be Selective: Say “No” More Than “Yes”
Successful digital influencers, like Logan Paul, are comfortable turning down opportunities with brands. They understand how important it is to protect their own brand’s identity as an influencer. Being extremely selective about who they work with is key to their success.
“I think the temptation and the onus is on the talent to say no to opportunities that aren’t on brand with them,” Cazers said. “Because the brands do want to work with who’s got the most engagement . . . and they probably don’t care if they’re on brand with that person’s message. It’s really on the talent [i.e. influencers] to be judicious with who they work with . . . That’s going to protect the longevity of their career.”
Cazers mentioned during the conference that Logan Paul turns down the majority of brand deals offer to him. Being selective is key in protecting his longevity and integrity of the Logan Paul brand.
Aspiring digital influencers should take note from Paul and be selective about the brand deals they take on.
You Need to Have The “It” Factor, If You Want To Achieve Influencer Stardom
You need to have the right personality if you want to achieve the level of success that Logan Paul has attained. And Cazers makes it clear that Paul was born with that special “it factor” quality.
“When we’re talking about these social influencers and Youtubers, there’s Logan Paul. And then there’s everybody else. In Hollywood, we call it the ‘It’ factor,” Cazers said. “It’s something you can’t quite articulate, but you know it when you see it. I remember the first videos I saw of Logan . . . You’ve got this six-foot-two, blond Adonis that looks like Thor. He has the physical comedy of a Jim Carrey, and the self-deprecating timing of a good comedian.”
Personality and comedic talent have played a key role in Paul's success. Being charismatic and having a unique personality is vital to any influencers success. Find a way to stand out from the crowd.