I’ve been thinking a lot about how to structure my work for the next year. Right now, I’m mixing one-off campaigns with a couple of retainer relationships, and they feel completely different in terms of work, income stability, and creative fulfillment.
The one-off deals can pay well, but they’re exhausting. You pitch, you negotiate, you deliver, then you’re hunting for the next deal. Every few weeks, you’re starting from zero with a new brand, figuring out their culture, their expectations, their approval process. And the income is lumpy—one month great, the next month scrambling.
The retainers are different. I work with one or two brands consistently, usually creating monthly content or doing ongoing campaigns. The vibe is way more collaborative. They understand how I work, I understand their business, and there’s actual momentum. The income is predictable.
But here’s where I’m torn: the retainers pay less per video than the one-off deals, but the time investment is actually lower because there’s less discovery and negotiation. And the creative work feels more interesting because I’m actually building something over time instead of one-and-done.
I’m wondering if there’s a hybrid approach that makes sense—like, is it actually possible to have a portfolio of 2-3 retainers that cover your baseline income, and then selectively take on high-paying one-off deals? Or does that create too much context-switching and chaos?
What’s been your experience? Are you finding that retainers or one-off deals are actually the backbone of sustainable creator income? Or does it really depend on your niche, audience size, and market?