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This NYC tech creator went “all in” with affiliates (and it paid off)

Author

Brett Dashevsky
September 08, 2024

Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

Landing in your inbox a bit delayed as I needed time to recover from a long week at VidSummit in Dallas…

VidSummit is a YouTube-focused conference that brought together creators and industry leaders shaping the world of video. It was awesome to see some familiar NYC faces there, proving our city can hold its own against the LA crowd (and other creator cities).

In today's newsletter, I’m sharing an exclusive interview with a fellow NYC-based YouTuber, Shervin Shares, that we did in the corner of a hotel. Shervin has a fascinating story into the creator world and is crushing it with a unique revenue stream you might want to adopt yourself.

Shervin and I in the corner of the Westin

Let's get into it. Plus, we have an awesome event upcoming on Sept 16 — RSVP below!

Enjoying this community? Help us grow!

REAL QUICK

I’m speaking at the Fintech is Femme Creator Summit taking place on Monday (tomorrow) — which bridges the gap between business leadership and content creation.

I’ll be alongside leaders like Katie Perry, Caroline Tanis, and Jessica Olivera. We’re exploring how content creators build thriving businesses and the tools enabling them to evolve from creators to "creatorpreneurs."

It’s going to be a great day filled with actionable insights and thoughtful connections👇

I snagged us a deal, and just for you, get 50% off tickets using the code FIF50 here. Let me know if you plan to be there so we can meet!

CITY SPOTLIGHT

This NYC tech creator went “all in” with affiliates (and it paid off)

Shervin Shares’ path to becoming a creator was anything but straightforward. After studying computer science and working as a software engineer, he pivoted to become a yoga instructor and then a product manager. All the while, the allure of YouTube beckoned.

"I wanted to be a YouTuber," Shervin recalls. "I was still working a full-time job, and I wanted to come to VidSummit in the hopes that I would be able to meet people and build relationships that would also allow me to quit my job and go all in,” reflecting on his first VidSummit 3 years ago.

That first VidSummit, three years ago, proved to be a catalyst. There, Shervin met fellow creators who would later become integral to his future as a creator and even his network in NYC.

In November 2021, Shervin took the plunge. With about 5,000 subscribers and making $4,000 to $5,000 a month from his channel, he quit his job as a product manager to focus on content creation full-time.

"I was making money and I was like, okay, if I spend all my time on it, I'm pretty sure I could make more money," Shervin explains. But it wasn't just about the money. It was about committing fully to his passion.

Burning the boats: Shervin's all-in moment

Shervin's decision to go all-in on content creation wasn't just a career move - it was a philosophy. "I've heard this quote… put your back up against the wall, burn your boats. If I want to really do it, I have to put myself in a position where it's like, do or die."

This "burn the boats" mentality is a reference to an apocryphal tale of conquerors burning their ships upon landing on enemy shores, leaving no option for retreat. For Shervin, quitting his job and focusing solely on content creation was his way of burning the boats.

However, Shervin also emphasizes the importance of preparation. "Every airplane needs a runway," he muses. "If you want to do something you need to have a long enough runway — so have enough money. But do put your back up against the wall and have a decent little runway to at least be able to take off."

This balance of bold action and careful planning has been key to Shervin's success. By ensuring he had some financial cushion while also fully committing to his new path, he set himself up for a sustainable transition into full-time content creation.

Affiliate revenue: a Q&A with Shervin Shares

At VidSummit, I had many convos with creators and managers about their primary revenue streams. Shervin stood out because a significant portion of his income comes from affiliate marketing, a revenue stream often overlooked and one I did not hear much about. His approach to affiliates is both strategic and organic, offering valuable lessons for other creators.

Q: How should a creator get started with affiliate marketing?

"At the beginning, I started with Amazon," Shervin shares (no pun intended). "You're not going to make a lot of money with Amazon affiliates, but start there. And that'll get you like one or three percent of the product sales."

Q: How can creators find affiliate programs to join?

Shervin suggests three main ways:

  1. Look for "Affiliates" links at the bottom of brand websites

  2. Watch for email offers that provide credit for referrals

  3. Reach out to brands directly, especially as your audience grows

Q: What's your strategy for building strong affiliate relationships?

Shervin initially purchased products he found interesting in his niche and made videos about them, allowing him to create authentic content while positioning himself as an authority

"My goal was to become the thought leader around them. So then these companies kind of have no choice but to give me an affiliate link," he explains.

Q: As a creator grows, how can they improve their affiliate deals?

Shervin emphasizes the importance of negotiation. "I have some negotiating power but I don't have all the negotiating power," he admits. The key is understanding your value and being willing to discuss terms as your influence grows.

Q: How do you balance authenticity with promoting affiliate products?

Shervin stresses the importance of native, organic content. "The more sales-y you are, the less likely people are to buy," he notes. However, he also stresses the need for clear call-to-actions to drive conversions.

Q: Any unique tactics you use in your affiliate marketing?

Shervin shares a transparency tactic he uses that builds trust with his audience. He explains his approach:

"When I'm talking about a product, I'll say something like, 'You can check out this product on their official website [non-affiliate link]. I also have an affiliate link in the description. If you use my affiliate link, I'll earn a commission at no extra cost. But if you prefer not to use my affiliate link, feel free to use the regular website link I just mentioned.'"

This strategy serves multiple purposes. It maintains Shervin's authenticity by being upfront about his potential financial gain. It gives his audience a choice, respecting their autonomy. And it builds trust by demonstrating that Shervin's primary goal is to provide value, not just to make money.

Q: What's a major challenge with affiliate marketing that creators should be aware of?

Shervin points out attribution issues: "Usually when you're selling, you know, let's say a hundred of X products in a month, you're more likely selling 150+, and you're not getting the money from that." This underscores the importance of diversifying revenue streams and understanding the limitations of affiliate programs.

Q: How do you see affiliate marketing fitting into your long-term strategy?

While affiliates are currently a strong revenue driver for Shervin, he's thinking ahead. "I want to move away from relying on affiliate revenue," he says, hinting at plans to develop his own products in the future.

"I want YouTube to be the core of the business. That's the engine, the main piece," Shervin explains. "And then I would love to sell a digital product, a physical product to help support that. Maybe have multiple YouTube channels. But I want YouTube to be the core and then other businesses spin off of that."

From his "Health House" studio where he films sauna and cold plunge content, to his community-building efforts in the health and wellness space, Shervin is constantly exploring new ways to expand his brand and engage with his audience

Shervin's journey with affiliate marketing illustrates a common trajectory for successful creators. It begins with leveraging existing programs, evolves into building authority and negotiating better terms, and ultimately leads to the development of owned products and diversified revenue streams.

The NYC advantage and the "Content Closet"

Shervin, Tejas and Colt of the “Content Closet” with Eric Wei of Karat

Shervin's decision to base himself in NYC has played a crucial role in his growth as a creator. The city's energy and the caliber of people it attracts have been instrumental in shaping his journey.

"New York is a very special place," Shervin reflects. "The people that are there are there to do big things. And it's like when you go in these little communities, whatever it is... there's still so many creators, there's so many people doing so many things that it's so valuable just to be a part of everything."

Perhaps one of the most tangible benefits of Shervin's NYC network is his current living situation. He now shares an apartment with fellow creators Tejas Hullur and Colt Kirwan, a space they've dubbed the "Content Closet." Shervin connected to those two after meeting another NYC creator, Kelly Wakasa, at his first VidSummit, who introduced them.

"It's amazing because we kind of push each other and it's inspiring," Shervin says of living with other creators. "When I see Colt post a video that does extremely well, I'm like, f*ck. But I'm excited for it, and it pushes me to need to do better."

This living arrangement has become more than just a shared space — it's a creative incubator. The trio push each other, provide feedback on videos, titles, and thumbnails, and create an environment of constant growth and improvement.

Closing it out

Stories like Shervin's offer valuable insights into the opportunities and challenges that lie ahead in the creator economy. For those looking to follow in his footsteps, his journey serves as both inspiration and a roadmap, highlighting the importance of community, diversification, and the willingness to take calculated risks in pursuit of one's passion — BURN THE BOATS!

If you aren't following Shervin already, you can do so on YouTube, Instagram and Twitter. And, you just might see him at one of our upcoming events.

CITY HAPPENINGS

Upcoming events

We’re partnering with Teachable for an epic mixer and panel event focused on the creator's journey from part-time to full-time. Join us for an exclusive evening filled with connections and new learnings at the beautiful Georgia Room venue in Flatiron, thanks to our partners Teachable, Notion and Siftsy.

Our esteemed panelists include:

​Whether you're a part-time creator dreaming of going full-time, a full-time creator looking to level up, or an industry pro seeking insights, you won’t want to miss this. RSVP to secure your spot before it fills up!

We're trying something new out and collaborating with Shopify and Peace Inside Live for a joy-filled happy hour featuring top creators, wellness products, and mental health experts, including a meditation session and a panel featuring leading NYC creators hosted by Emmy-nominated host Shira Lazar.

RSVP to secure your spot.

If you’re interested in sponsoring upcoming events, please reach out here.

COMMUNITY PICKS & PERKS

THE NEWSSTAND

ICYMI

STAND CLEAR OF THE CLOSING DOORS PLEASE

Before we close, I want to take a moment to acknowledge that this Wednesday marks the 23rd anniversary of 9/11.

As a community of NYC creators and professionals, we remember the resilience and unity our city demonstrated in the face of tragedy. Let's carry that spirit of strength and togetherness into our work and lives.

Stay creative, stay strong, NYC.

See you next week,

Brett

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