Author: Gordon Glenister

ANIMAJ KIDS ENTERTAINMENT FRANCHISE FOUNDER HAS 270M VIEWERS (FT. GREGORY DRAY)

Gregory Dray is the Co-Founder of Animaj, a next-generation, digital-first media company that owns, manages and delivers engaging and premium brands to kids and families everywhere. Launched in May 2022, Animaj identifies the highest-quality independent IPs with solid awareness and engagement with kids that have yet to become global hits; buys and federates them; and uses a digital-first approach, leveraging data, technology, and distribution capabilities to transform them into multi-platform global franchises. From series and movies to L&M deals; location-based experiences to content distribution across 100+ platforms worldwide (incl. YouTube, Netflix, Prime Video, Disney+, Max, RAI, Clan, ABC Australia, Roku, Youku), the company’s brands live everywhere kids and families are, all at once.

To bring this vision to life, Animaj has so far raised €100 million, building a portfolio of 3 owned-and-operated IPs: the iconic and award-winning Pocoyo, leading digital-native brands Kidibli and HeyKids; as well as Rabbids, a partnership with Ubisoft Entertainment. Animaj’s lead investor is Left Lane Capital, a US-based, global venture capital and growth equity firm investing in high-growth internet and consumer technology companies that are fundamental to the lives of customers. With 20+ years of experience in the international media industry, Greg has built a remarkable track record of driving growth in global and rapidly evolving environments. He is recognized as an effective leader and operator, having successfully run both creative/content engines and business operations within major media/tech companies such as Google/YouTube, Lagardère Group, and Time Warner.

HOW BLOGGERS AND CREATORS CAN MONETISE THEIR CONTENT (FT. JILLIAN LESLIE)

In this episode we talk with Jillian Leslie, an entrepreneur with a wealth of experience, having built multiple 7-figure online businesses and host of The Blogger Genius Podcast, which has close to 1 million downloads. She’s the co-founder of MiloTree, a software company that’s helps thousands of bloggers, creators, coaches, and entrepreneurs monetise through selling digital products. On her podcast, she regularly interviews industry experts and shares actionable strategies to build thriving online businesses. You can visit her at www.milotree.com

HYPEAUDITOR CEO TALKS ABOUT AI IN THE CREATOR ECONOMY (FT. ALEXANDER FROLOV)

In this episode we talk AI with Alexander Frolov who is the co-founder and CEO of HypeAuditor, a company that emerged from his vision to shape the future of the Creator Economy through transparency and data-driven insights. Recognising the potential of influencer marketing, Alex aimed to make it accessible, fair, and effective by creating a platform that helps brands connect with the most authentic influencers. We talk about a recent study with the Branded Content Marketing Association on how influencers are using and about some of their concerns. Find out more www.hypeauditor.com or direct to Alex

HOSPITALITY ENTREPRENEUR BRINGS ENTERTAINMENT TO YOUR HOME (FT. ANTOINE MELON)

In this episode we talk with Antoine Melon the co-founder of HOMETAINMENT. With over 30 years of international experience in launching and managing renowned restaurants and luxury hotels, Antoine Melon, has perfected “L’Art de recevoir,” or the art of hosting. His career spans an impressive portfolio of high-end establishments, from Six Senses and Mandarin Oriental to Conran Restaurants, where he has developed a deep understanding of hospitality, ambiance, and exceptional service. Antoine’s expertise lies in creating unforgettable experiences, merging refined hospitality with unique, personalised touches that make every event memorable. After relocating to London, Antoine brought his global experience to iconic venues such as Soho House and Artfarm (part of the prestigious Hauser & Wirth art gallery), where he continued to elevate the art of hosting in innovative and engaging ways.

With HOMETAINMENT, Antoine’s vision is to bring the luxury and exclusivity of high-end hospitality into the comfort of private homes or the office. Through a carefully curated network of vetted expert chefs, bartenders, and entertainers, HOMETAINMENT provides clients with unique, tailored experiences, embodying Antoine’s philosophy of creating “Living Memories.”

Antoine’s dedication to hospitality excellence and his deep passion for “L’Art de recevoir” make HOMETAINMENT an industry leader in bespoke home entertainment and event experiences. Find our more at www.hometainment.com

HOW DOES WIX LEVERAGE B2B INFLUENCERS (FT. SARAH ADAM)

In this episode we talk to the Head of Marketing Partnerships and Influencer Marketing at Wix, Sarah Adam. Sarah has over 10 years experience in various B2C and B2B SaaS Marketing roles, from PR, Field Marketing and Content to Partner Marketing and Influencer Marketing. Sarah is focusing on Wix’s new end-to-end web creation platform for Agencies and Enterprises, called Wix Studio.

SOCIAL COMMERCE IS WORTH A STAGGERING £16BN FOR RETAIL BRANDS (FT. ED WILSON)

In this episode we talk with Retail and E-commerce Partnerships Manager at Tiktok, Ed Wilson. The UK Social Commerce sector is worth £16bn to retailers and more of us are now using Tiktok not just to be entertained but as discovery and search. We talk about how some up and coming brands have done so well like m madebymitchell.co.uk and plouise.co.uk but also the mainstream brands like M&S have leaned into influencer marketing well. Visit here

PODCAST ADVERTISING IS EXPLODING SAYS TOP CEO (FT. EDWARD FULLER)

Edward Fuller is a passionate marketer with an entrepreneurial spirit and data-led outlook. He is the founder and CEO of Media Bodies, a global, award-winning influencer marketing agency. For over a decade, they have specialised in developing methodologies and models that use data-led insights to generate scalable ROI on influencer campaigns. Their expertise across YouTube, Podcasts, Instagram, TikTok, Twitch, and Community campaigns has been sought after by some of the biggest brands across the world including air up, Emma Sleep, Hello Fresh, Bandai Namco, Zynga, Mytona.

In this episode we talk about the power of podcast advertising and influencer marketing for all its performance AND branding benefits. Edward showers us with stats and case studies which will astound you. One of them is 63% of listeners in a recent survey said they trust a podcast host more than another influencer Find out more about Media Bodies here

The Best Strategies on How to Find Micro Influencers Effectively

What are Micro Influencers?

Definition of micro influencers

• Micro influencers are social media users with 1,000 to 100,000 followers who produce content in a specific niche and engage with their audience.

• They have a higher engagement rate compared to other types of influencers.

• Micro influencers are considered authorities in their field and produce relatable and valuable content.

Benefits of working with micro influencers

• Micro influencers have a higher engagement rate compared to other types of influencers.

• They are more accessible to startups and small brands.

• They produce relatable and valuable content.

• They have a niche audience that is interested in their content.

• They are cost-effective and can provide a high return on investment.

Examples of successful micro influencers

• Getting growth is a micro influencer with 35,000 followers who produces content in the fitness niche.

• Maija Silova is a micro influencer with 30.5k followers who produces content in the fashion and beauty niche.

Understanding Your Target Audience

Segmenting your target audience

• Identify specific audience demographics to find relevant influencers.

• Look for influencers whose followers align with your brand’s customer base.

• Segment your target audience to find relevant micro influencers.

Identifying your niche or industry

• Determine the specific niche or industry you want to target.

• Use relevant hashtags and topics to find micro influencers in your niche.

• Identify your niche audience to find the right micro influencers.

Researching your audience’s interests and preferences

• Research your audience’s interests and preferences to find relevant micro influencers.

• Use social media listening tools to understand your audience’s needs and concerns.

• Research your audience’s interests to find the perfect micro influencers.

Finding Micro Influencers

How to find micro influencers on social media

Using hashtags and topics on Instagram and TikTok

• Use Instagram’s search box to find relevant hashtags and influencers.

• Look for potential influencers in your fan base who post about your brand.

• Use TikTok’s search feature to find relevant hashtags and influencers.

Searching by location on YouTube

• Use YouTube’s search feature to find relevant keywords and influencers.

• Look for potential influencers who have a high engagement rate and audience size.

• Use YouTube’s location feature to find potential micro influencers in your area.

Leveraging influencer marketing platforms to find micro influencers

• Use influencer marketing platforms like Modash, Insense, and SocialiQ 2.0 to find micro influencers.

• These platforms provide a dashboard where you can fill out a campaign brief and search for influencers.

• Leverage influencer marketing platforms to find relevant micro influencers.

Referrals and word of mouth marketing

• Ask for referrals from other influencers or industry experts.

• Use word of mouth marketing to find micro influencers who are recommended by others.

• Ask your customers for recommendations to find micro influencers.

Evaluating and Partnering with Micro Influencers

Checking engagement metrics and profile quality

• Pay attention to influencers’ engagement metrics, such as average engagement rates.

• Look for influencers who have a strong follower base that interacts with their content regularly.

• Check influencers’ profile quality, including the type of content they post.

Analyzing content and previous brand collaborations

• Examine the type of content influencers produce to ensure it aligns with your brand.

• Look for influencers who have creative freedom in content creation.

• Review influencers’ past collaborations to gauge their effectiveness and professionalism.

Assessing authenticity and relevance

• Check influencers’ authenticity and relevance to your brand.

• Look for influencers who are passionate about your niche.

• Assess influencers’ authenticity to ensure they align with your brand values.

Creating a brand ambassador program

• Build a brand ambassador program to attract micro influencers who genuinely love your products.

• Create a program that provides incentives for micro influencers to partner with your brand.

• Develop a brand ambassador program to find the right micro influencers.

Best Practices for Micro Influencer Marketing

Setting clear goals for your influencer marketing campaign

• Define what you aim to achieve with your influencer marketing efforts.

• Ensure your influencer marketing platforms and tools align with your campaign goals.

• Set clear goals for your influencer marketing campaign.

Choosing the right social media channel

• Select a social media channel that aligns with your target audience.

• Look for influencers who have a relevant audience and can become advocates for your brand.

• Choose the right social media channel for your influencer marketing campaign.

Conducting professional influencer outreach

• Maintain a professional and personalized approach when reaching out to potential influencers.

• Use influencer outreach strategies to connect with ideal creators.

• Conduct professional influencer outreach to find the right micro influencers.

Tracking campaign metrics and measuring success

• Consistently track your campaign metrics, such as engagement rates and follower growth.

• Use analytics tools to track the campaign’s ROI and adjust your strategy accordingly.

• Track campaign metrics to measure the success of your influencer marketing campaign.

Common Mistakes to Avoid

Focusing too much on follower count

• Don’t focus too much on follower count when evaluating micro influencers.

• Look for influencers who have a strong engagement rate and produce high-quality content.

• Avoid focusing too much on follower count.

Ignoring engagement metrics and content quality

• Don’t ignore engagement metrics and content quality when evaluating micro influencers.

• Look for influencers who have a strong follower base that interacts with their content regularly.

• Avoid ignoring engagement metrics and content quality.

Not clearly defining your target audience

• Clearly define your target audience to find relevant micro influencers.

• Identify your niche audience to find the right micro influencers.

• Avoid not clearly defining your target audience.

Measuring the Success of Your Micro Influencer Campaigns

Tracking engagement metrics and campaign ROI

• Track engagement metrics, such as likes, comments, and shares, to measure campaign success.

• Monitor the influencer’s content and ensure it aligns with your brand messaging.

• Use analytics tools to track the campaign’s ROI and adjust your strategy accordingly.

Monitoring brand awareness and reach

• Monitor brand awareness and reach to measure the success of your influencer marketing campaign.

• Track the number of people who have seen your brand’s content.

• Monitor brand awareness and reach.

Adjusting your strategy based on campaign performance

• Adjust your strategy based on campaign performance to optimize your influencer marketing efforts.

• Use data to inform your decision-making and adjust your strategy accordingly.

• Adjust your strategy based on campaign performance.

How Much to Pay a Micro Influencer

Factors to consider when determining payment

• Follower count is one factor to consider when determining influencer rates.

• Other factors such as niche, content quality, and engagement rate also impact influencer rates.

• Consider the influencer’s value to your brand when determining payment.

Industry standards for micro influencer rates

• Research industry benchmarks to determine fair payment rates for micro influencers.

• Negotiate rates based on the influencer’s value to your brand.

• Industry standards for micro influencer rates vary.

Negotiating payment terms and contracts

• Negotiate payment terms and contracts with micro influencers.

• Ensure contracts include clear terms and conditions.

• Negotiate payment terms and contracts.

The Future of Micro Influencer Marketing

Emerging trends and platforms

• Stay ahead of the competition by staying up-to-date with emerging trends and platforms.

• Leverage new platforms and tools to find and partner with micro influencers.

• Emerging trends and platforms are changing the influencer marketing landscape.

Staying ahead of the competition

• Stay ahead of the competition by continuously evaluating and improving your influencer marketing strategy.

• Use data to inform your decision-making and adjust your strategy accordingly.

• Stay ahead of the competition.

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

How to Become a Social Media Influencer: The Essential Guide to Success in 2025

Understanding the Role of a Social Media Influencer

Definition of a social media influencer

• A social media influencer is an individual who leverages social media platforms to influence their followers’ buying decisions and opinions.

• Influencers typically offer value on social media with quality content in the form of specialized knowledge, "edu-tainment", insight into a niche topic, or fostering relationships with an audience.

• Influencers can range from fashion influencers to people who post detailed how-to videos.

Types of social media influencers

• Macro influencers: have a large following and are often used for mass awareness campaigns.

• Micro influencers: have a smaller, but often more engaged audience, making them a great choice for brands looking to tap into hyper-niche communities.

• Nano influencers: have a highly engaged audience and are often used for niche marketing campaigns.

The Power of Influencer Marketing

What is influencer marketing?

• Influencer marketing is a growing trend that delivers ROI, with 50% of surveyed marketers planning to increase their investment in this strategy.

• Influencer marketing involves partnering with social media influencers to promote products or services to their followers.

Trends in influencer marketing for 2025

• The influencer marketing industry is expected to continue growing, with a projected worth of $24 billion by the end of 2024.

• TikTok is the most popular influencer marketing channel, followed by Instagram, YouTube, and Facebook.

Benefits of influencer marketing for brands

• Increased brand awareness and reach.

• Improved credibility and trust with target audiences.

• Higher conversion rates and sales.

Building Your Influencer Foundation

Choose a niche

• A niche is a highly specific market segment of consumers that an influencer can market to online.

• Identify your niche by reflecting on your passions, the content you most enjoy consuming, and the successful influencers you already follow.

Identify your target audience

• Conduct market research to understand your audience, including their interests, goals, and challenges.

• Use platform analytics to learn about your audience’s demographics, interests, and content preferences.

Develop your unique value proposition

• Think of your influencer brand like a personal brand, a coherent presentation of your personality, values, and passions.

• Create an aesthetic for your influencer brand, including colors, fonts, and a brand voice.

Creating Engaging Content on Social Media Platforms

Types of content to create (posts, reels, stories, etc.)

• Develop a content strategy that explores different facets of your category.

• Create a mix of promotional, educational, and entertaining content to engage your audience.

Creating a content calendar

• Set up a content creation calendar that determines the frequency and structure of your posts.

• Plan and schedule your content in advance to ensure consistency and efficiency.

Repurposing and upcycling content

• Repurpose your content to get the most out of your efforts.

• Upcycle your content to make it more engaging and relevant to your audience.

Growing Your Audience and Online Presence

Posting unique content regularly

• Post regular content on social media, remembering that it can take time to see tangible results from your content efforts.

• Consistently create content that resonates with your audience and search engines/social media algorithms.

Engaging with your audience

• Engage with your audience members to increase your “know, like, and trust” factor.

• Like, comment on, and repost content by your followers and fellow influencers in your niche.

Collaborating with other social media influencers

• Collaborate with other influencers in your niche to gain fans from their communities.

• Engage organically by asking influencers to share your content or featuring them in your content.

Monetizing Your Influence

Setting up income streams (sponsored posts, affiliate marketing, etc.)

• Consider brand sponsorships, affiliate marketing, selling merchandise, creating digital products, and hosting events or workshops.

• Set up a payment solution and determine your pricing.

Working with brands and negotiating partnerships

• Prepare for brand partnerships by making a list of the brands you’d like to collaborate with.

• Negotiate partnerships that align with your goals and values.

Disclosing sponsored content and following FTC guidelines

• Disclose sponsored content clearly and transparently.

• Follow FTC guidelines for sponsored content and influencer marketing.

Measuring Success and Refining Your Strategy

Tracking your performance using analytics tools

• Use analytics tools to track your performance and understand your audience.

• Monitor your engagement rates, follower growth, and website traffic.

Refining your content strategy based on data

• Refine your content strategy based on your analytics data.

• Adjust your content calendar and content types to optimize your performance.

Staying up-to-date with industry trends and best practices

• Stay up-to-date with the latest industry trends and best practices.

• Attend webinars, workshops, and conferences to learn from other influencers and industry experts.

Overcoming Challenges and Staying Motivated

Dealing with criticism and negative feedback

• Develop a thick skin and learn to handle criticism and negative feedback.

• Use criticism as an opportunity to learn and improve.

Managing your time and prioritizing tasks

• Manage your time effectively and prioritize your tasks.

• Use tools and apps to stay organized and focused.

Staying motivated and avoiding burnout

• Stay motivated by setting goals and celebrating your achievements.

• Avoid burnout by taking breaks and practicing self-care.

Conclusion

Recap of key takeaways

• Becoming a successful social media influencer takes time, effort, and dedication.

• Focus on building your personal brand, creating engaging content, and growing your audience.

Final tips for success as a social media influencer

• Stay authentic and true to your values.

• Engage with your audience and build relationships.

• Continuously learn and improve your skills.

Encouragement to start your influencer journey

• Start your influencer journey today and take the first step towards building your personal brand and growing your audience.

• Remember that success as a social media influencer takes time, effort, and dedication, but the rewards are worth it.

Follow me on Tiktok, Instagram and Youtube for regular tips and advice

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.