Author: Gordon Glenister

AMAZING STORY OF DRAGONS DEN STAR WHO HAS BECOME AN ALLERGY INFLUENCER FT. JULIANNE PONAN

Julianne is a pioneer in the free-from world. She was diagnosed with severe anaphylaxis at two years old, she has multiple allergies to all peanuts, treenuts, sesame, chickpeas and more. She is the founder and CEO of Creative Nature a Top 14 allergen free brand, through her own experiences and challenges living with allergies she focused on Creative Nature to be at the forefront of ‘free from’ innovation, pushing the boundaries and launching a range of free from foods with good nutrition from baking to snacks!

In recognition of her outstanding contributions to business, exports, and aiding individuals with allergies, Julianne was honoured with an MBE in the New Year’s Kings Honours in 2023. Creative Nature has grown from strength to strength driving change for free-from food in the aviation industry, launching products on board Virgin Atlantic and more. The brand is also into Sainsbury’s, Ocado, Co-op, Asda, Tesco exports to 16 countries including the UAE.

THE JOURNEY OF A YOUNG FOOD BLOGGER LAUNCHING INFLUENCER PLATFORM INVYTED FT. ASTI WAGNER

From sushi spots to italian gems, Asti Wagner has always loved indulging in the extensive London food scene and finding the best hidden gems in the city. With a camera roll filled with food, she decided to share her experiences on Instagram through a page called @eatwithast, of which only her close friends followed, which grew from less than 500 followers to over 10,000 within one year. Fast forward to December 2023. Over 800 posts and a combined following of over 50,000 followers, @eatwithast continues to grow with a powerful presence on Instagram and TikTok, sharing the latest hotspots in London and beyond.

Arranging collaborations with PR agencies and brands became long and tiring so she founded Invyted – an influencer marketing platform to streamline influencer collaborations across multiple industries. Asti’s first-hand experience enabled her to identify and tackle all the frustrations influencers and brands face and solve these problems through a simple mobile app.

GETTING CULTURE RIGHT IN A TALENT AGENCY SETS THE AGENDA FOR GROWTH FT. EMILIO ARCINIEGA

Outreach Agency is a fast-growing digital talent management agency, founded by husband-and-wife duo Emilio and Amy Arciniega in 2020. After working in the Influencer Marketing industry on the brand partnerships side and seeing a monumental range in the quality of talent management that content creators were receiving, Emilio and Amy decided to launch their own talent management division. Our agency philosophy is “treat everyone how we would want to be treated” and whilst we are growing quickly, we believe this needs to be at a sustainable level that doesn’t compromise on our promise to deliver best-in-class talent management services to our roster.

We do this by ensuring our Talent Managers’ rosters remain small so that each Manager is focussing on and representing an average of five creators (the industry average from our research is 10 talent per Talent Manager within most of our competitors) which enables them to dedicate unprecedented time and resource into the talent they work with. We are committed to providing a unique and exceptional experience to our talent, as well as our clients. We work with our creators as a team to ensure their careers are as lucrative and have as much longevity as possible. We recognise that different talent has different goals, and therefore deserves a personalised service bespoke to their own ambitions which may cover different revenue streams e.g. brand collaborations, merchandise, podcasting, product launches, publishing and more. As a family-run agency, Emilio and Amy encourage an emphasis on putting the people we work with first.

They are passionate about building strong relationships with clients and talent and are committed to delivering an excellent level of service to everyone we work with at Outreach Agency, whether the talent on our roster or our brand and agency clients. We value the importance of working in a way that is transparent, honest, and respectful and feel that in an industry that is so dominated by online communication, a personal touch can go a long way.

INSTAGRAM’S MOST POPULAR CELEBRITY PETS

Social media followings are a lucrative business, with global influencer marketing estimated to reach a record of 24 billion U.S. dollars in 2024.

And there could be non-human influencers taking a slice of that pie: celebrity pets with their very own Instagram accounts.

RANT Casino calculated how much Instagram's most popular celebrity pets could be making from sponsored posts alone.

Megan Thee Stallion | @frenchie4oe - £1,962 per post

First in the rankings is Megan Thee Stallion’s French Bulldog 4oe, known as @frenchie4oe on Instagram. 4oe is such a star that he has even appeared on The Tonight Show alongside his mom. He is one of many adorable pups belonging to the popular American rapper, including fellow frenchies Dos and Oneita, however he is the only one with his own Instagram account.

With over half a million followers, and upwards of 60,000 likes on each post on average, 4oe could be earning almost £2,000 on a single sponsored post.

 

Nina Dobrev | @mrs.maverick - £1,540 per post

Next up is Maverick: a black and white pup belonging to Canadian actress and star of The Vampire Diaries, Nina Dobrev. The Border collie/Australian shepherd mix was adopted by Dobrev as a puppy in 2017, when she also received her very own Instagram account.

Maverick could be earning £1,540 with a single sponsored post, thanks to 404,000 followers and over 40,000 likes on average.

 

Kylie Jenner | @normieandbambijenner - £1,236 per post

Third in the rankings is a joint Instagram account for two Italian Greyhounds belonging to Kylie Jenner: Norman and Bambi. The two pups are part of a whole crew of Kardashian-Jenner animals, with Kylie alone having over 10.

Known as @normieandbambijenner on Instagram, the pair have 322,000 followers and could earn as much as £1,236 per post.

 

Karl Lagerfeld | @choupetteofficiel - £1,000 per post

Perhaps one of the most iconic celebrity pets of all time, Choupette is the white Birman cat who belonged to the late fashion legend, Karl Lagerfeld.

The legendary German designer loved Choupette so much that there were even tributes to the feline friend at the Met Gala that honoured Lagerfeld in 2019, including cat costumes from Doja Cat and Jared Leto.

Choupette’s own Instagram account is still going strong, and with 264,000 followers she could be earning £1,000 for every post.

 

Ed Sheeran | @thewibbles - £974 per post

Next in the rankings are Calippo and Dorita: two feline friends belonging to singer Ed Sheeran.

The Instagram account shared by the pair has 242,000 followers, and with an average 60,459 likes on recent pics, they could be raking in £974 for every post.

 
Please find the full dataset here.

AI Shaping New Marketing Realm – Leading US AI Influencers revealed

● Lil Miquela comes in as the most popular AI influencer, with earnings potentially sitting as high as $20,100 per sponsored post

● Leya Love comes in second place on the list

● Giorgina Alemann takes third

New research has revealed the most popular AI influencers, with Lil Miquela coming out on top.

The study by GirlfriendGPT analyzed earnings, followers, and engagement rates of the most popular AI influencers to see who could be earning the posts from these respective accounts for sponsored posts.

It was found that virtual influencer Lil Miquela could earn upwards of $20,100 per sponsored post on their Instagram accounts, with a whopping 2,614,514 followers. Founded in 2016, the account has seen features in product endorsements for brands like Calvin Klein and Prada and gained its first 1 million followers in the first two years.

Leya Love takes second on the list, with 567,070 followers at the time of the study, with earnings per sponsored post potentially being upwards of $4,550. Launched in 2018, the virtual influencer has engaged with brands like KFC, Adidas, and The North Face.

Giorgina Aleman comes third on the list, with 509,609 followers and earnings of upwards of $4,200 per sponsored post. This account is one of the most notable examples where every image and caption is entirely AI-generated.

Coming in fourth on the list is Thalasya Pov, with a total of 459,056 followers and potential earnings upwards of $3,850. Another AI influencer launched in 2018, the account currently sits among the top creators in Indonesia.

Rounding out the top five is Noonoouri, coming in with 444,026 and earnings upwards of $3,750. Since its 2018 launch, the account has landed a record label deal and has had prior collaborations with brands like Vogue China and Cosmopolitan Brazil.

Commenting on the findings, Enias Cailliau, CEO of GirlfriendGPT, said: "While AI influencers are still a very new thing to many people, it’s interesting to see how many examples have collaborated with popular brands already. With the recent rise in quality of AI image generation, we can expect more of these influencers to pop up and grow in popularity soon, potentially earning thousands for the people behind them."

Aspiring influencers could save £812 annually, by adopting the use of AI on social

Over four fifths (84%)1 of the online population follow influencers and content creators such as Molly-Mae Hague, Zoe Sugg and others across various social platforms. With Brits spending just over two hours a week on social media, now could be as good of a time as any to utilise AI to enhance and replicate our social media feeds to those we look up to.

Eager to find out how much social users could save by implementing AI, Adobe Express firstly surveyed 2,000 Brits to find out how long they spend editing social media posts.

They then calculated the estimated time AI could save on this and compared this against the weekly median wage in cities across the UK, to quantify how much people could save through AI automation.

Where can aspiring influencers save the most by implementing AI in their content?

*Time saved based on median minimum wage is in relation to the entirety of the UK. For the full dataset, please view here.

Aspiring influencers in Leeds could save the most by using AI tech to streamline their social media feeds - a sizable £962 annually.

With social users from this Yorkshire city spending 2 hours 47 minutes editing social media posts per week, using AI could save an hour and seven minutes weekly.

In second place is Norwich, where profile creators could save the most time by using AI to edit their photos (2 hours 49 minutes per week). With a local median weekly salary of £18.10, this equates to annual savings of £941.41.

With residents in the city spending an average of 2 hours 48 minutes on perfecting their pictures, Sheffield placed third. Whilst they can save 58 hours a year alongside both Norwich and Leeds from using an AI tool, this equals £938.21 in yearly savings.

On average, the UK spends around 2 hours and 18 minutes editing social media posts. But if AI were to be used in the future, budding British content creators could save not only 55 minutes each week (almost 48 hours annually), but an impressive £812 in total each year.

Three tips to using AI on social media:

1. Saving time on content curation
Using AI technology for your social profiles could make tasks quicker, allowing you to automate things such as content creation in a more effective way.
Creating captions can sometimes feel like a mundane, difficult task considering the competitiveness to have the ‘best’ online presence. Trying to be unique against other creators can take its toll, so why not save yourself time with AI by allowing it to compose catchy captions, posts, hashtags and responses based on your preferences and social plan.

2. Upgrading visual content
Upgrade the aesthetics of your feed through your visual content creation - here AI can suggest improvements for your images, graphics and videos to make followers more engaged and interested in what they are seeing.
However, most content created by tools will be robotic, so it is important to give refined details and prompts that ensure it is tailored to your liking. Before publishing, ensure to edit it to provide your final personal touch - this will make it feel more realistic and in turn, increase engagement to your audience.

3. Focus on a feed schedule
To save yourself time planning the perfect time to post a picture, AI can create a schedule for you. Some tools are able to examine your followers' online activities and calculate optimal times to post, meaning your followers will be able to see your activity when they are actively using the social platforms - improving visibility and interaction performance.

You can also track your followers' usage, to understand their needs and expectations better. Some tools let you know which content receives the best engagement, allowing you to create better content for your audience, and in turn, keeping their loyalty.

REPUTATION RESCUE: TRADE ASSOCIATION CEO SHARES CRISIS COMMUNICATIONS TIPS

Uncover the surprising journey of a trade association CEO navigating through industries fraught with challenges. From energy retail to payday lending, the CEO shares insights on managing reputational crises and building trust with stakeholders. But here's the twist – this CEO isn't the typical industry insider. Instead, they bring a unique skill set to the table, challenging norms and driving reform. How does this unconventional approach shape the association's reputation? And what can you learn from this CEO's experiences to enhance your association's standing? Stay tuned to unravel the unexpected strategies that redefine reputation management in the association world.

My special guest is Russell Hamblin Boone

As the CEO of the Civil Enforcement Association, Russell Hamblin Boone brings a wealth of experience in reputation management and stakeholder engagement within the association sector. With a proven track record in navigating complex industry challenges, Russell possesses a deep understanding of the intricacies involved in enhancing an organization's image and managing relationships with diverse stakeholders. His strategic approach to communication, public affairs, and lobbying has been instrumental in reshaping industry perceptions and addressing reputational issues. Russell's expertise in fostering trust and credibility, coupled with his ability to navigate crises effectively, makes him a valuable resource for association leaders seeking to bolster their organization's reputation and stakeholder relationships.

“I'm dealing with people who've had very little experience of the issue that they're dealing with, but they've got a very high opinion of it.”
- Hamblin Boone

In this episode, you will be able to:

  • Mastering Reputation Management: Harnessing Strategies for Association Leaders and CEOs to Enhance Industry Perception.
  • Navigating the Complexities: Overcoming Challenges Faced by Civil Enforcement Agents.
  • Empowering CEOs: Unveiling the Crucial Role of CEOs in Trade Associations.
  • Shaping Public Perception: Understanding the Impact of Public Opinion on Bailiffs.
  • Crisis Averted: Implementing Effective Strategies for Crisis Management in Organizations.

Building Strong Relationships

Establishing and maintaining robust relationships within the association's ecosystem form the foundation for effective reputation management. Trust within the association, credible relationships with members, policymakers, and external stakeholders are instrumental in handling crises proactively and reshaping public perceptions collaboratively. Building strong relationships not only fortifies the association's standing but also creates a network of support to navigate challenges and seize opportunities collectively.

Russell Hamblin Boone, based on his experience leading associations, underscores the significance of trust and credible relationships in managing the industry's reputation. By highlighting the need for unified messaging and strong member relationships, Boone articulates the pivotal role of relationships in shaping public opinion and responding effectively to crises. His insights emphasize that building strong relationships is not just about networking but about creating a foundation of trust and collaboration essential for effective reputation management within associations.

Importance of CEO's Skill Set

In the realm of association management, the CEO's skill set plays a pivotal role in steering the organization through challenges related to reputation management. A diverse set of skills encompassing effective communication, public affairs acumen, and strategic reputation management is essential for addressing industry hurdles proactively. Such skills enable CEOs to engage stakeholders, navigate media landscapes, and shape public perception to uphold the association's reputation.

Russell Hamblin Boone sheds light on the criticality of a CEO with a versatile skill set, drawing from his experience as the CEO of the Civil Enforcement Association. By emphasizing the need for a CEO who can handle reputation management, stakeholder engagement, and communication adeptly, he underscores the importance of having the right leadership to address industry issues effectively. Boone's insights underscore that a CEO's skill set directly impacts an association's ability to navigate crises, foster trust among members, and influence public opinion positively.

This podcast has been sponsored by RD Mobile - the complete events and membership engagement platform. Find out more RD Mobile | Virtual Event Platform and Member Engagement App (resultsdirect.com)

FROM START UP TO MULTI-MILLION DOLLAR INFLUENCER AGENCY – HOW THEY DID IT FT. BRAD HOOS

Brad Hoos is the CEO of The Outloud Group, a high-growth 70-person influencer marketing agency. Outloud works across digital platforms to create & execute influencer campaigns to deliver measurable results for their brand partners. A proven innovator, Brad and the Outloud team work across a number of brands including Grubhub, SimpliSafe, Athletic Greens, Keeps, and KiwiCo. Published in Forbes and featured on Cheddar, when Brad is not knee-deep in the creator universe, there’s a good chance he’s skiing, hiking, or watching college football.

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CELEBRATING WOMEN IN INFLUENCER MARKETING FT. JESSY GROSSMAN

Jessy Grossman is a long time entrepreneur in the digital media space. She’s passionate about supporting women in business and being at the forefront of innovation. She’s been quoted in the New York Times (again here), Forbes and was awarded a spot in the “Influencer Top 50” by Talking Influence.

In less than two years she created one of the fastest growing influencer talent agencies in the country. Amidst unprecedented growth, she sold the multi-six-figure agency and pivoted to focus on her long-time passion project: Women in Influencer Marketing (better known as WIIM). Founded in 2017, WIIM is the premiere professional organization for those who work with influencers. The community offers networking and new business opportunities, career services, continuous education and so much more.

Jessy also does consulting, advising and influencer marketing recruiting through her consultancy Tribe Monday. You can find inspiring stories and more about Jessy on the WIIM Podcast. Check out iamwiim.com and tribemonday.com for more information.

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HOW TOP TIKTOK CREATOR MADE HIS NAME IN THE AGENCY WORLD WITH COMEDY FT. ROB MAYHEW

Rob Mayhew is Creative Director at Digital Innovations Agency Gravity Road. Rob has over 20 years experience working at many of London’s top agencies. Using his skills as a stand-up comedian, Rob found his ability to shine a light on the agency world with his funny sketches soon earned him over 140k followers on TikTok and 90K followers on LinkedIn and is one of the most shared individuals on ad lands Teams chats and work WhatsApp groups. The Drum called Rob “Adlands favourite social media star”.

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