Climate Change Influencers – Are They More Relatable?

Climate Change Influencers – Are They More Relatable

Climate Change Influencers – Are They More Relatable

UN secretary general, António Guterres, just rang the alarm bells with an urgent call to "massively fast-track climate efforts by every country and every sector and on every timeframe. Our world needs climate action on all fronts: everything, everywhere, all at once,” after scientists issued a final warning to act now on the climate crisis before it's too late, in the latest release (The Intergovernmental Panel on Climate Change).

As the fastest growing investment vertical today, the swift growth of climate tech innovation offers a ray of hope that we are, at last, putting our money where our mouth is to create businesses that deliver an economy where nature and the people and animals in it come before profit. Since 2010, the number of climatetech companies increased by 4x to reach over 44,500 in 2022.

Here's a list of some of the influencers playing a leading role in pushing forwards the growth of climate tech and businesses that are truly sustainable:

1. Marianne Lehnis is Founder of The Green Techpreneur - a unique marketplace and magazine about and for climate tech startup founders and investors where she aims to make insight and opportunities available to every aspiring climate entrepreneur. She’s the host of The Climatetech Founders’ podcast and a Forbes climate tech Contributor.
●LinkedIn Profile

2. Going Green Media - travel the world making high-quality videos of greentech projects and sharing these on their Instagram. They’re bringing more awareness to the opportunities around climate innovation and progress.

3. Tim Steppich runs ClimateU - a European networking platform and marketplace to connect climatetech startups, investors, and talent. He’s been listed on Forbes 30 under 30. (Germany based).
●LinkedIn Profile

4. Les Mood is the Founder of Greentech Talks, where he features conversations with greentech professionals and leaders. He’s also a top voice on LinkedIn for tech and innovation. (US based).
●LinkedIn Profile

5. Julia Pyper is host of award-winning podcast, Political Climate – a biweekly podcast on energy and environmental issues in America and around the world. Presented by the USC Schwarzenegger Institute and in partnership with Canary Media.
●LinkedIn Profile

6. Gordon Bateman is the founder of Investor Ladder – a network of over 1000 active investors with a climate tech focus. He is shaking up the investment sector with the UK's most inclusive investor summit, Climb23, in Leeds – with a focus on affordability and a free virtual broadcast of the event to democratise access to investment opportunities.
●LinkedIn Profile

7. Gemma Styles - none other than THE Harry Styles’ sister - with 9.6 million followers on Instagram, Gemma is making waves for the environment as a campaigner for pre-loved clothes and fair fashion. She the host of the top-rated Good Influence podcast.

8. Venetia La Manna is a fair fashion campaigner, activist, founder of Remember Who Made Them, and host of All The Small Things podcast.

9. Sophia Kianni is a young climate activist and the founder of Climate Cardinals, a non-profit youth-led project that makes climate change information more accessible to non-English speakers with a focus on languages spoken in regions that are most vulnerable to the impacts of climate change.

10. Mark Thackeray believed in climate tech long before it was popular to do so. In 2010 - he was laughed at and called a treehugger when he was the first UK market player to develop crowdfunding opportunities exclusively for climate tech startups. He’s since played a pivotal role in helping the UK climatetech sector develop through The Green Techpreneur marketplace, connecting startups with opportunities for expansion to push the sector forwards.
●LinkedIn Profile

11. Alison Heppenstall is founder of Climate Action for Associations (CAFA) the not for profit collective that harnesses the influence of membership organisations to accelerate climate action. Ali identified that associations play a critical role in reaching the targets set out in the Paris agreement, but often lack the skills and know-how to implement action. . An Accelerator for the UN backed Race to Zero, CAFA also delivers a certified carbon neutral and a certified net zero association service for any membership association regardless of size, sector or geography.
●Climate Action for Associations Website
●LinkedIn Profile

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • How To Build An Influencer Strategy
  • What Makes A Great Influencer
  • About The Rise Of Clubhouse And Tik Tok
  • About Future Digital Trends For Connecting With A Digital Customer

Order your copy at: Gordon Glenister | Membership and Merchandise Specialist London

Find out more at:

How Will ChatGPT Affect Creator Jobs


How Will ChatGPT Affect Creator Jobs

As a large language model, ChatGPT has the potential to revolutionize the way we interact with technology. While there are many potential benefits to using a language model like ChatGPT, there are also concerns about the impact it could have on creators and their jobs.

One of the biggest concerns is that ChatGPT could replace human creators in certain industries. For example, ChatGPT could be used to create written content such as articles, product descriptions, and social media posts. This could potentially eliminate the need for human writers, who may find it difficult to compete with a machine that can generate content at lightning speed.

Another concern is that ChatGPT could lead to a decline in the quality of content. While ChatGPT is capable of generating text that is coherent and grammatically correct, it may lack the creativity and nuance that human creators bring to their work. This could result in a homogenization of content, where everything starts to sound the same.

Despite these concerns, there are also potential benefits to using ChatGPT in the creator industry. For one, ChatGPT could free up time for creators to focus on more high-level tasks, such as strategy and ideation. Additionally, ChatGPT could be used to augment human creativity, rather than replace it. For example, a writer could use ChatGPT to generate ideas for a story, and then use their own creative abilities to flesh out the details.

Ultimately, the impact of ChatGPT on creator jobs will depend on how it is implemented and used. If it is used to supplement human creativity, it could lead to more innovative and engaging content. However, if it is used to replace human creators entirely, it could have a negative impact on the industry as a whole.

It is important for creators to stay informed about the latest developments in technology and to be adaptable to change. While ChatGPT may pose a threat to certain jobs, it could also create new opportunities and possibilities for creators who are willing to embrace it. By staying ahead of the curve and learning how to work alongside technology, creators can ensure that they remain relevant and valuable in the ever-changing landscape of the creator industry.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • How To Build An Influencer Strategy
  • What Makes A Great Influencer
  • About The Rise Of Clubhouse And Tik Tok
  • About Future Digital Trends For Connecting With A Digital Customer

Order your copy at:Gordon Glenister | Membership and Merchandise Specialist London

Find out more at:

Who Were Social Media’s Most Successful Fit-fluencers In 2022

Partly fueled by months of lockdown, the fitness influencer (or fit-fluencer) business has been going from strength to strength over the last couple of years. With gyms closed and exercise possibilities limited, social media became many people’s go-to resource for workout programmes, and fitness and nutrition advice.

In the UK, who can forget the massive popularity of trainers like Joe Wicks (who also raised nearly £600k for the NHS) or Lucy Windham-Read, army corporal turned personal trainer.

Brands like Peloton saw massive, rapid growth as people invested in home workout equipment to help them maintain their fitness whilst stuck indoors (though Peloton has found that a return to normal has hit sales, and 2022 has seen the brand further battered by negative press surrounding supply chain problems, product fails and even deaths).

But what of the individuals who peddle their fitness and image advice in 2022? How successful are they financially? Where are they really making their money, and who is at the peak of their performance?, one of the UKs leading online discount code sites, has compiled a fit-fluencer rich list report looking at who is in the best shape as we head into 2023.

The report looks at average earnings across Instagram, TikTok and YouTube, and assesses who has the fastest growing audiences.


Richest fit-fluencers across all platforms

1. Pamela Raif

Pamela tops the list as the richest fit-fluencer – with estimated total earnings across all platforms reaching a whopping £22,142 per post.

Pamela has been posting her health and fitness routines since 2012, starting on Instagram before building a YouTube channel. Today her workout videos regularly get up to 45 million views, and she boasts the largest social following plus the highest average earnings per post at £22,142.

Pamela Reif – YouTube


2. Not far behind is the second richest fitness influencer, Cassey Ho, with estimated total earnings of £21,896 per post.

Cassey began posting pilates videos in 2009.Today, her business empire selling her brand of activewear and fitness accessories earns her an average of £21,896 per post.

blogilates – YouTube


3. Third in the overall rich list is Kayla Itsines who earns a respectable average of £14,000 per post

Australian personal trainer Kayla began her career by posting her clients’ weight loss progress images on Instagram. She thenestablished her business empire by publishing a series of e-books and now earns an average of over £14,500 per post.

Kayla Itsines – YouTube


Richest TikTok fit-fluencers

1. Demi Bagby

Topping the list of TikTok earnings at £10,907per post is Demi Bagby.

Demi discovered CrossFit after being paralysed for 3 months, and began posting her fitness workouts and challenges on TikTok. She quickly gained a following of 14.4 million and now has over 14 million views on the platform.

Demi Bagby (@demibagby) Official | TikTok


2. Roland Pollard

Next on the TikTok rich list is Roland Pollard with earnings per post of £4,772.

The former cheerleader achieved TikTok stardom during the pandemic with his videos of him and his daughter performing impressive cheerleading stunts, gaining 6.4 million followers.

Roland Pollard (@rolandpollard) Official | TikTok


3. Justine Becattini

TikTok earnings per post: £3,334

Justine is better known online as Juju Fitcats, and earns £3,334 per TikTok post. She began her career on YouTube in 2017, before expanding to other platforms and has also published two cookbooks and regularly competes in CrossFit competitions.

Juju Fitcats (@jujufitcats) Official TikTok | Watch Juju Fitcats’s Newest TikTok Videos


Richest Instagram fit-fluencers

1. Kayla Itsines

Instagram earnings per post: £38,241

One of the top-ranked fit-fluencers overall, Kayla Itsines tops the list on Insta earning a massive £38,241 per post. As well her hugely popularebooks teaching women workouts and nutrition, the personal trainer and author has launched her own app, which she reportedly sold last year for £233 million.

KAYLA ITSINES (@kayla_itsines) • Instagram photos and videos


2. Michelle Lewin

Instagram earnings per post: £37,801

Venezuelan fitness model and bodybuilder Michelle Lewin is up next. Michelle grew up in extreme poverty, before discovering bodybuilding and fitness modelling at 17. She now has around 15 million fans on Instagram and earns £37,801 per post.

Michelle Lewin (@michelle_lewin) • Instagram photos and videos


3. Jen Selter

Jen Selter’s fitness, lifestyle and recipe posts have built up a following on Instagram of over 13.5 million and put her third place for Instagram earnings, at over £33,000 per post.

Jen Selter (@jenselter) • Instagram photos and videos


Richest YouTube fit-fluencers

1. Raul Diaz

Raul Diaz is a cheerleading coach from Dallas, Texas who first shot to TikTok fame posting comedy videos and stunts from his cheerleading gym.His YouTube channel currently has over 2 million subscribers and earns him a massive £314,636 per video.

RaulD33 – YouTube


2. Cassey Ho

YouTube earnings per video: £151,491

No. 2 in the overall league table, Cassey Ho also takes second place for YouTube earnings, making £151,491 per video. The pilates instructorbegan with YouTube videos choreographing classical pilates moves to top 40 hits and her blogilates channel today has 7.77 million subscribers.

blogilates – YouTube


3. Jesse James West

YouTube earnings per video: £88,585

22-year-old Jesse James West, has become a YouTube star by posting his workout routines, with a growing audience of (currently) 2.15m million subscribers. He earns an estimated £88,585 per video plus cashing inon his own fitness clothing and accessories.

Jesse James West – YouTube


Most influential fit-fluencers with the biggest social following

1. Pamela Reif

Total Followers: 18,945,600

Richest fit-fluencerPamela Reifalso has the highest total follower count, at nearly 19 million across the three platforms. She initially built a following on Instagram posting about health and fitness routines before starting a YouTube channel.Now her workout videos regularly get up to 45 million views.


2. Demi Bagby  

Total Followers: 17,512,000

Demi Bagby is a 21-year-old CrossFit athlete and adrenaline junkie who posts content on sports ranging from sky diving and surfing to skateboarding and gymnastics to over 17.5 million fans across Instagram, TikTok and YouTube.


3. Jen Selter

Total Followers: 15,954,300

Jen Selter’s fitness routines and nutritional advice have currently gained her a combined total of more than 15.9 million followers. She began her career on Instagram, seeking encouragement for her own fitness journey then built her careerproviding fitness routines and nutritional advice to inspire others.


You can read the full report and get some deeper into the stats here Fit-Fluencers – Social Media’s Most Successful Fitness Gurus 

To me, the two biggest take-outs are:

  1. The rather obvious conclusion that there is massive potential in the fit-fluencer market
  2. Finding your authentic niche is key to success


A word of caution for aspiring fit-fluencers

The market is massive, there’s no doubt about it. But there’s also a lot of concern about the connection between body image and mental health, and how the, sometimes unrealistic, images posted by influencers can have a negative effect.

This article from the US National Federation of Professional Trainers highlights some interesting ‘red flags’ relating to some of the less wholesome aspects of the industry, and is worth a read: Fit-fluencer Red Flags (


If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

The 2022 Youtube Rich List

Did you know that YouTube is the second-most visited website on the internet (after Google), boasting 14.3 billion visits per month, more than Facebook and Wikipedia. Although content creation platforms like TikTok and Instagram are growing rapidly in popularity, YouTube still outstrips them by far.

As a leading expert in influencer marketing, I’m always interested to see who is actually making the big bucks in the world of content creation, so when the latest report YouTube Rich List report from CashNetUSA landed in my inbox, it was great timing.

The report looks across the world at the big picture, and examines major territories.Using SocialBlade’s database of YouTube channel data, CashNetUSA found the top-earning channel in every country/region and was able to estimate the channel’s lifetime earnings.

There’s quite a lot of information, but I wanted to share some of the main highlights with you.

For the full detail, you can also read the complete report here.


First, just how big is YouTube?

It’s big.

694,000 hours of video are streamed on the platform every minute, while 500 hours of content are uploaded every minute.

Compare this with Netflix, which, despite streaming feature-length movies, commands just 452,000 streaming hours per minute.

It’s been possible to earn a living from content creation on YouTube since 2007, and a 2019 survey revealed that there’s a whole generation of kids who, having grown up with it, see being a YouTuber as a future to aspire to.


What do the world’s biggest overall earning channels have in common?

Maybe then, it’s no surprise that the answer is: kids. The report highlights that YouTube’s Global Rich List is dominated by content created for children.

  • The highest earning YouTube channel: American kids’ channel Cocomelon, earning an estimated $282.8m since its creation in 2006. At time of writing, it has over 147million subscribers, which means that (excluding channels run by media organisations), it tops the popularity list.
  • In five out of six continents, the most profitable channel was content made for kids. Russia’s Like Nastya ($167.5m) and Argentina’s El Reino Infantil ($102.2m)
  • American YouTuber FGTeeV has earned the most of any gaming channel, making over $47m so far.

The 2022 Youtube Rich List

It’s worth looking at a few other popularity stats at this point. We’re looking at specifically at the Rich List, but it’s interesting to see where some of the highest earners sit within the ‘most subscribers’ list too.

Source: Most subscribed YouTube channels 2022 | Statista


Let’s look at what the Rich List revealed by continent.


North America

Cocomelon, Babadun VanossGaming Among Continent’s Top Earners

With three-quarters (73%) of U.S. adults reporting that they use YouTube, the US market is huge.

More than 22,000 channels currently boast more than one million subscribers, and YouTubeaccounts for 27%of North America’s mobile video traffic.

As we’ve already seen, with more than 136 billion views on their videos, children’s channel Cocomelon tops the league table of YouTube earnings in North America, and has racked up more than 136 billion views to date.

Against Cocomelon’s $282.8m, next highest earners entertainment channel Babadun, Mexico ($39.3m) and VanossGaming, Canada ($31.3m) may seem small fry, but those are pretty big earnings.


South America

Once again, kids’ content is king, with El Reino Infantil (‘the children’s kingdom’) in English out-earning even its closest rivals, at $102.5m. It’s famous for its sing-along videos, which have attracted the attention of some big names.

Brazil, Argentina and Colombia are among YouTube’s 25 largest markets for views, with 274 billion in Brazil alone.


Europe —Gaming Channels Dominate but Like Nastya Tops The List

Europe accounts for 27% of YouTube’s global viewing figures, with the U.K., Russia and Spain among its largest markets.

Gamers are higher on the popularity (and therefore, Rich) list here with a gaming content channel being the highest earner in 16 of 45 countries.DanTDM, UK ($39.8m) and Jacksepticeye, Ireland ($32.5m) are the two highest earning gaming channels in Europe.

Once again, though, top of the earnings tree is content for kids, with Russia’s Like Nastya way ahead of the competition at $167.5m.

Like Nastya differs from some of the other kids’ channels in that it belongs to, and is presented by, Nastya herself. Anastasia (Nastya) Radzinskaya is originally from southern Russia, but she was diagnosed with cerebral palsy and moved with her parents to the United States. Her channel, which includes her own music videos, as well as videos of her with her parents, encourage kids to explore the world with her, and are hugely popular, with over 102 million subscribers.


Middle East and Central Asia

The Middle East has seen some rapid growth in YouTube channels recently, with the number of channels growing by 160% between 2015 and 2018. The region now has more than 200 channels with over1 million subscribers.

Once again, the wealthiest channel is aimed at children, with Jordanian platform Toyor Al-Jannah (toyoraljanahtv) (which translates as the Birds of Paradise channel) earning nearly $54m. The channel was one of the Middle East’s first child-dedicated YouTube channels, and includes a mixture of songs and videos aimed at children of different ages.

Vlogger Shifa (aka shfa2) comes, by the standards of the rest of the world so far, a fairly close second, at $43m. But before you get too excited about the prospect of a non-gaming, non-kid-centric channel coming high up the earnings list…Shifa’s channel, containing videos of her playing, at school etc is managed by her mum.

Mohammed Moshaya Al-Ghamdi (aka mmoshaya), next in line $34m is styled as ‘the largest family vlogger in the Middle East’, and features an entertaining mix of sketches and family challenges.


Rest of Asia and Oceania

The CashNetUSA report excluded many official Bollywood and K-Pop channels from its figures in this region, focussing on individual channels. And, in common with the rest of the world, it is children’s content that thrives here, with India’s ChuChuTV earning $81.6m.

The last decade has seen significant YouTube growth in the Asia-Pacific region, andIndia or South Korea are home to half of YouTube’s 20most subscribed channels. PewDiePie, offering a variety of entertainment videos is quite a success story rivalry with 111 million subscribers (earnings not stated though).



With only around 22% of Africa’s population having internet access, the continent has traditionally represented a smaller market, but there are signs of change here. Kenya, Nigeria and South Africa all have at least 300 channels with more than 100,000 subscribers.

For once it’s not kids’ content that dominates here, with Egypt’s حِرف إبداعية في 5 دقائق (Creative Crafts in Five Minutes) being Africa’s highest-earning channel, at $8.7m. The life hacks and how-to guide ranging from creative projects to household fixes have together been viewed more than 4 billion times.

Arabic language channels are popular across the continent, too, including Algerian cooking YouTuber Oum Walid ($4.9m).


The complete report includes a searchable table of results at the bottom, so if you’re interested in looking deeper into the numbers, head on over to the full report here.

In summary…

  1. Content for kids dominates YouTube earnings.

According to the report, five of the 10 most viewed YouTube videos of all time* were published by channels specifically creating content for children. For the Wikipedia list of the YouTube top 30, click here.

With around 34% of parents in the US regularly allowing their kids to watch YouTube content (but 61% reporting unsuitable content, it’s not surprising that channels based solely on stuff for kids are popular. (figures according to Pew Research Center)

  1. Gaming is the second highest earning genre. YouTube has always been popular with gamers, and videos of Minecraft, the world’s best-selling video game, have been viewed more than a trillion times.
  1. YouTube is still growing. Despite competitors like TikTok and Instagram, YouTube’s mainstream popularity means that its growth shoes no sign of slowing down.


What does all this mean for you? If you’re a YouTuber (or aspire to be) it might be tempting to think that your chances of success are less if you’re not a kids’ creator or gamer. But remember that, with 694,000 hours of video being streamed on the platform every minute, there’s room for everyone, and with the right approach, you’ve got the potential to earn a living whatever your niche.


To talk about how, get in touch.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister 

*The most viewed YouTube video of all time? Baby Shark. If you really need reminding, click here (But don’t blame me for the earworm!)

The 2022 Youtube Rich List

Most Inspiring Workplaces in London

Inspiration seekers, this is for you!
These are the most inspiring spaces to work from in London

From breathtaking views over the iconic city of London, to Yoga in nature and the most luxurious palm tree courtyards – remote and hybrid workers will find inspiration in these stunning locations sourced and vetted by Othership.

Most Inspiring Workplaces in London

Lobby at Hart Shoreditch Hotel London, Curio Collection by Hilton

Aspire to inspire: London never ceases to surprise and workplaces are no exception. 

Stuck in a rut? Whether you call it writer’s block or creative fatigue, maybe all you need is a change of location. Othership curated a list of the most inspiring places to work from in the capital and their Instagram accounts.


beyond Aldgate Twer

Why it’s inspiring: Breathtaking views from the 16-floor glass building with huge windows and plenty of natural light.

Location: Within Aldgate Tower, just 3 minutes from Whitechapel Gallery.

The catch: Day passes are available for £50 per day, monthly coworking memberships for £160 per month or a private office for £499 per month.


Landmark London

Why it’s inspiring: Luxurious interior in an indoor palm tree courtyard from 1899 make it feel like a holiday at the French Riviera – perfect for a calm and relaxed mind!

Next to Marylebone train station

The catch:
The place is very popular and hotel guests are given priority in the lobby.


Senate House library

Why it’s inspiring: Surrounded by bookshelves, smoking minds and plenty of natural light at antique-looking desks.

Between Russell Square, Goodge Street and Tottenham Court Road.

The catch:
Not everybody likes the type of quiet of a library.


The Lodge Space

Why it’s inspiring: Yoga and Pilates classes in a studio overlooking Southwark Park, breathing workshops, massage treatments, plant powered kitchen and the interior of a wooden cabin with a Balinese-inspired secret garden.

Between Canada Water and Surrey Quays

The catch:
It’s too inspiring to think of any negatives.


Hart Shoreditch

Why it’s inspiring: A spacious lobby with lots of natural light and tables that invite for team collaboration.

Between Old Street and Shoreditch High Street.

The catch:
As any hotel lobby, it can get a little busy at times.

Book via Othership


FBC Clerkenwell

Why it’s inspiring: Family run co-working space with seating by the window overlooking Clerkenwell, plenty of plants and great coffee to keep the mind awake.

Clerkenwell, closest tube station is Farringdon.

The catch:
It can be quite busy and a little noisy.


Mainyard Studios

Why it’s inspiring: Aimed at creatives in multiple locations in East London with music studios, sewing machines, wood workshops and desks in a warehouse setting.

Location: Leyton, Walthamstow, Hackney Central, Hackney Wick, Tomwer Hamlet

The catch: It might be a little too creative for some.


The Co-Dalston

Why it’s inspiring: Rustic interior in a small, friendly setting with a bar serving coffee, bagels and Argentinian pastries. For an even more relaxed mind, there is a back garden with plants and decorated in white and baby pink.

Between Dalston and Haggerston.

The catch:
It’s a bit harder to reach with the Overground being the only public transport connection.


Town Sq Islington

Why it’s inspiring: Start Up Club and a collaboration with the local council – community at heart in one of the most vibrant areas of London, Shoreditch. Plus, very affordable coworking memberships.

Around the corner from Old Street.

The catch:
The interior looks like a corporate office without any personal touch.


Work From – by The Hoxton

Why it’s inspiring: Stunning interior over two floors with breath-taking views towards all sides of London, a Yoga studio and a beautiful terrace to enjoy a drink after work.

Southwark by Blackfriars Bridge

The catch:
Coworking memberships for £350 per month.


Moxy London Stratford

Why it’s inspiring: A modern and vibrant interior make this hotel lobby a truly inspiring space for creative minds.

Next to Stratford station and the Westfield shopping centre.

The catch:
The lobby can get busy towards the end of the day.


If a change of location stimulates your mind and make you more productive or you would simply like to try as many different workspaces as you can, head over to Othership and find you next hot desk.

Most Inspiring Workplaces in London

Are Membership Organisations Embracing Digital To Increase Member Benefits

Are Membership Organisations Embracing Digital To Increase Member Benefits

Are Membership Organisations Embracing Digital To Increase Member Benefits

As a specialist in membership organisations and influencing, and founder of Membership World, I’ve naturally been keeping a keen eye on what’s been going on as we emerge from the disruption caused by the Covid-19 pandemic.


What characterises membership organisations?

 Membership organisations are designed to meet either a professional, emotional or cultural need. Those that thrive do so because they meet these needs and deliver tangible benefits to their members. People who come together as a result of their membership find that their individual and collective ambitions are supported, and they gain either knowledge, skills, inspiration and connections (or a combination of all those).

In many ways mirroring our general working practices, as a result of the pandemic, membership organisations dealt with a sudden and forced move to online engagement and digital-only membership benefits. This has been followed by a gradual return to in-person events – but in tandem with continued digital activity, creating a hybrid approach. So what’s next?

The 2022 Membership Forecast Report from Pixl8, their third annual analysis, is full of detailed insights into the membership sector. They track how the membership model is evolving, and I’m going to share some of the highlights with you here.

Pixl8 analysed responses from 116 participants from the UK and abroad:

  • 43% at management or senior level, 21% Chief Executives and 15% directors
  • Nearly 48% of organisations are London-based and over 22% are in the Midlands. 11% are based outside the UK
  • 44% of organisations have a turnover under £1M, around 30% £1M-£5M and 20% over £5M
  • 58 responders were from membership organisations and 38 were from associations
  • Around 66% of the association participants work at professional bodies with the remainder drawn from trade association
  • 16% of responding organisations have charitable status


Is there growth in the membership sector?

 The membership sector seems reasonably buoyant, with 57% of organisations increasing their membership base in 2021 – up from just 25% in 2022.

Around 20% reported that their numbers remained static, which for some represents a significant achievement in a challenging period.

Around 10% reported that their numbers had shrunk.

As Pixl8’s authors point out, a decline in numbers isn’t the only factor to take into account in a membership organisation.


What are membership organisations’ key strategic priorities?

Unsurprisingly, the two top priorities by far are member acquisition and retention. 45% of responders reported acquisition as their main priority, followed by retention (32%).

Responding to a new category ‘encouraging members to update their profile’, 16% saw this as a top priority. This, perhaps, indicates an understanding that more detailed, accurate and up-to-date information about their members is a key driver in developing more engagement and more personalised experiences.

Developing a more sophisticated digital presence is key to enabling a more personalised membership experience, and the report looks into various aspects of digital priorities.


How much confidence is there in digital investment for membership organisations?

22% of respondents reported that they have strong digital foundations, and plan to invest further. Slightly fewer reported a fully integrated digital strategy with personalised membership experiences.

By far the largest number of respondents stated that they had a strong digital presence but recognised that they needed to develop a more sophisticated approach – though weren’t sure how to approach it.

Small, but significant numbers reported either that they didn’t recognise the importance of digital yet, or that they knew it was important but didn’t know how to move forward with it.

With hybrid membership models apparently here to stay, it’s important for organisations of all sizes to understand their digital potential and develop a clear roadmap.

It’s interesting to note that the numbers reporting having achieved digital sophistication in 2021 (43%) are slightly down from 2022 (43%).

Pixl8 don’t go into why this might be. I wonder whether, as we gradually return to a sort of ‘normal’ some organisations are treating digital transformation as less of a priority, and anticipating a return to models more similar to the pre-Covid world? If this is the case, looking at business in general, I’d find this concerning. Successful businesses across the board are embracing digital transformation. It’s no longer enough for digital to be a bolt-on. Rather, sustainable growth often hinges on having joined up systems at the heart of a business, and consumers have increasingly sophisticated expectations around a truly personalised experience.


What are membership organisations’ key digital priorities?

There’s an interesting spread of priorities here, with systems integration topping the leaderboard. Around 12% selected all the options as priority, perhaps an indication that they recognise the importance of placing digital at the core of the organisation?


Digital services offered by membership organisations in 2021.

 Again, it comes as no surprise to see that online events increased in 2021 – with nearly 90% of respondents reporting an upturn. Though many of us have now been enjoying the ability to ‘get out there’ in person once more, we have also recognised the convenience of meeting online – and the potential to expand our network easily and at little direct cost – particularly geographically.

Many membership organisations have, it seems, been embracing the possibilities offered by digital technologies to streamline event management and registration.

Membership organisations have also recognised the need to offer more quality online content. Perhaps a side-effect of that was an upturn in the number of emails being sent out. Is that a positive step, or do we need to consider how this increase is received by our members?


What are the main challenges facing membership organisations?

Whilst there is much to be optimistic about, there are, of course, some significant challenges in these turbulent times. Few of them come as a surprise, in fact, I’d be surprised if these results didn’t closely reflect what we are seeing across most business sectors:

  • multiple systems with no or only partial integration
  • overstretched team
  • insufficient budgets to achieve their aims
  • insufficient information about their members

 Do these sound familiar? Are you facing other challenges?

As a leading influencer in the membership sector, I offer specialist training and consultancy in strategy and managementorganisations, covering the complete membership lifecycle. I tailor my programme to your specific needs, so if you have a challenge you’d like some help with, get in touch. I’d love to chat about how I can help.

 Gordon is an experienced membership professional. He is the founder of Membership World, and has worked with many trade associations and professional bodies.

Gordon Glenister is also the author ofthe book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

Are Membership Organisations Embracing Digital To Increase Member Benefits?

Top Influencer Marketing Podcasts for 2022 

Top Influencer Marketing Podcasts for 2022

Top Influencer Marketing Podcasts for 2022

If you’re looking to build your influencer marketing strategy, you might have been considering launching a podcast. Or you may have been wondering whether a podcast is really going to be of value to you.

How much work is involved? Will it deliver value? How will a podcast help your brand to build trust with your target audience and expand your reach? 


Let’s start with the basics. What is a podcast?

A podcast is a series of episodes, usually based around a particular theme or set of themes. They use audio files, and are usually hosted with a podcast hosting company. This makes it easy for listeners to subscribe to them and get notified every time a new episode comes out.


How can a podcast help me build my influencer reach?

For influencers, the best podcasts are a blend of content marketing and influencer marketing, helping your brand to build powerful relationships with your target audience and the top names in your industry.

By reaching out to leading experts and influencers in your industry (who are often surprisingly easy to engage, as a podcast is a fairly minimal commitment, and people are usually flattered to be asked), you can build your own reputation, pick up listeners from your guests’ fans and attract even more guest speakers.

It’s important to remember though, that there needs to be a two-way flow of benefit between you and your guest. True – as you’re reaching their audience, they are reaching yours, but it needs to deliver more than that. An opportunity to promote their brand, or their new book or training programme…whatever their focus, collaborating with you needs to have value for them too.

If you’re in the planning stage, or just starting out with your podcast plans, this can sound a bit daunting, but there are usually ways to overcome this challenge if you get creative. Can you provide them with some ready-made content that they can use on their own channels, for example?


The Influence Global Podcast

Top Influencer Podcasts for 2022

“OK, Gordon”, you might be thinking. “This is all very well, but there’s a lot of work involved here. How can you prove to me that podcasts really work?”

As a global influencer marketing expert, I don’t just talk about how to do podcasts – I have my own, top-ranked podcasts with over 50k downloads featuring guests from the influencer space all over the world.

In my Influence Global Podcast, I talk to industry experts and influencers and creators about anything and everything to do with influencer marketing. From supporting creators and tackling diversity issues to monetising content and turning followers into customers, my guests cover a range of industries – I’ve even interviewed historian Dan Snow on how history can engage brands. 

You can check it out and subscribe here:

Influence Global Podcast – All Podcast Episodes – Gordon Glenister


I’ve also been looking around at some other highly ranked podcasts on the subject on influencer marketing. There are dozens out there, of course, but here are some of the best to inspire you further.


  1. Blogosphere: Serious Influence (UK)

Blogosphere: Serious Influence is a podcast focussing on the business side of the influencer industry where the Blogosphere host talks to influencers, influencer marketers and brands.Blogosphere is a media company working with influencers, and running events, building influencer community relationships and publishing an internationally distributed industry magazine.

  • 1 episode / week
  • Avg Length 47 min ⋅
  • Since: Aug 2018 


  1. The Influencer Podcast (USA)

The Influencer Podcast explores the ever-changing trends of influencer marketing and the careers of today’s top social influencers. Host Julie Solomon, a coach, author, brand and pitch expert interviews some of the brightest minds in the industry who share their strategies, wisdom and answer some of your most pressing online business marketing questions

  • 1 episode / week
  • Avg Length 34 min
  • Since: Apr 2017


  1. Women in Influencer Marketing / WIIM (USA)

WIIM Women in Influencer Marketing (WIIM) is an exclusive networking group for women who are making a name for themselves in the world of influencer marketing. The podcast offers fresh and honest perspectives on hot topics, advertising trends and paving the way as a woman in business. 

  • 1 episode / week
  • Avg Length 49 min
  • Since: Nov 2018 


  1. Influencer Marketing (South Africa)

The Influencer Marketing podcast from Nflu#ntial, a strategic consultancy focused on developing influencer marketing strategies for brands to increase visibilityand brand love and build better reputations. The relaxed podcast features chats with marketers, influencers and consumers 

  • 2 episodes / month
  • Avg Length 36 min
  • Since: Nov 2017 


  1. Influencer Marketing for Destinations (USA)

Influencer Marketing for Destinations is part of the Destination Marketing Podcast Network. Influencer Carri Ward from Joy of Adventuring and marketer Melea Hames from Visit North Alabama share tips for successful influencer marketing partnerships

  • 1 episode / week ⋅
  • Avg Length 24 min


  1. Influencer Marketing Uncovered (UK)

Dedicated to uncovering the secret truths behind the success of the influencer marketing world, this podcast, combines interviews with global industry leaders, influencers, and new upcoming cultural voices in the industry. Focussed on bringing the hottest insights for keeping up with the latest trends, news, and hacks on building an influencer marketing campaign for a local and global reach.

  • 1 episode / month
  • Avg Length 46 min

Influencer Marketing Uncovered on Apple Podcasts


  1. Influencer Marketing Talks (UK)

Cure Media is a leading European influencer marketing agency working with fashion brands. Their Influencer Marketing Talkspodcast is a weekly 15 minutes podcast building understanding ofinfluencer marketing its power for building trust with audiences. Hosts and expert guests cover topics around digital marketing and social media.

  • 1 episode / week
  • Avg Length 24 min

Influencer Marketing Talks | Influencer Marketing Podcast | Cure Media


  1. Winfluence – The Influence Marketing Podcast (USA)

Winfluence – The Influence Marketing Podcast explores the strategic aspect of influencer marketing to help your influence efforts align with driving business value. Host Jason Falls interviews brand managers, agency strategists, software vendors, and influencers to uncover the art and science of influencing audiences to try, buy or think differently.

  • 1 episode / week
  • Avg Length 33 min

Influencer Marketing – Expertise by Jason Falls


  1. Authentic Influencer Podcast

The Authentic Influencer Podcast is a podcast by Social Tenacity, where authenticity is king and profit is a side effect. With over 20 years’ experience in direct sales and digital marketing Founder Brook and her team have helped thousands of women learned that being an authentic influencer is the key to success. 

  • 28 episodes / year ⋅
  • Avg Length 21 min
  • Since: Oct 2018


You’ll see from these examples that a successful podcast can come in many shapes and sizes. You can release an episode once a week, once a month, or a few times are year. 15, 30, 45, 60 minutes – the length will depend on your audience, the type of content you are creating, and the time and budget you have available – as well as your goals for your podcast. 

There are numerous podcast platforms out there, which can help you to record, edit and post your own audio files, or, if you have the budget, you can engage someone to handle all that for you. That’s one of the joys of this format – it’s so flexible. 

Whichever approach you choose, though, like any other form of marketing it’s important to have a clear strategy and defined goals.

If you’d like to talk about how to incorporate podcasting your influencer marketing strategy, doget in touch. I’d love to chat.

Gordon Glenister is the author ofthe book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Find out more  and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

Top Influencer Marketing Agencies for 2022

If you’re looking to build your influencer reach, there’s a huge choice of agencies out there who can help you achieve your goals, depending on your audience, location and scale.

But how to choose the right one for your brand?

I’ve put together my list of top influencer marketing agencies you should be keeping an eye on in 2022.


  1. Audience2media

Connecting brands with relevant people. Audience2media calls itself the world’s only behavioural influencer marketing business.

Read more: Audience2Media, innovative and truly bespoke approach to online campaigns


  1. Apexdrop

A specialist in micro-influencer marketing in the beauty, personal care, food & beverage, wine & spirits, home goods, health and wellness, and fashion industries, using rigorously screened influencers who are passionate about a product rather than paid. 

Read more: Inspire Millions With Micro Influencers – ApexDrop™


  1. Audiencly

The only worldwide full Gaming Influencer Agency managing an exclusive network of valuable Influencers. They offer an all-round management for influencers and support companies in developing efficient and sustainable marketing strategies.

Read more: Audiencly I Influencer Marketing Agency I Düsseldorf, Hamburg, London


  1. August United

August United are an integrated influencer marketing agency providing end-to-end influencer marketing support—from influencer strategy to influencer activations and ongoing influencer management to ignite brands.


Read more: Influencer Marketing Agency | August United 


  1. Carusele

Carusele is an award-winning influencer marketing agency that leverages real-time data to constantly optimise campaign performance and guarantee results

Read more: Top Influencer Marketing Agency | Carusele


  1. Engage Hub

A brave social media agency changing the way brands interact with consumers, through effective and strategic campaigns that deliver results. Delivering campaigns that ‘turn eyeballs into clicks and clicks into sales’.

Read more: UK’s #1 Influencer Marketing Agency | Engage Hub


  1. Famepick

FamePick offers next-level influencer and celebrity procurement services. They manage 100+ talent directly and 50,000+ talent on their self-service platform. As one of the only influencer platforms that actually manage talent directly, FamePick is established as the industry leader in influencer and celebrity procurement.

Read more: FamePick Marketing Agency


  1. Fanbytes

Fanbytes by Brainlabs is an award-winning influencer marketing agency that helps brands win the hearts of Gen Z on social media and claim to have cracked the science of how brands can reach and meaningfully engage younger audiences.

Read more: Home – Fanbytes


  1. The Fifth

As award-winning creative agency putting influential talent at the heart of campaigns. On a mission to evolve and professionalise influencer marketing, and champions of the voices who influence culture.

Read more: Home – THE FIFTH


  1. Fourth Floor Creative

Bringing brands and influencers together to make content that engages audiences and builds emotional connections

Read more: Fourth Floor | Influencer Marketing Agency (


  1. The Good Egg

The Good Egg is a purely Gen Z and Millennial-led team, who describe themselves as an international, disruptive and creative team with a multicultural background that work to bring campaigns to life, putting people first.

Read more: The Good Egg – An Influencer Marketing Agency In United Kingdom – Not only are we experts in the creator economy – we are paving the way, too.


  1. HireInfluence

An award-winning influencer marketing agency founded in 2011, and serving the world’s most respected brands.

Read more: Top Influencer Marketing Agency – HireInfluence, Inc


  1. House of Marketers


House of Marketers is the #1 TikTok-focused agency for Influencer Marketing, Paid Media, Content Creation, and Growing Business Profiles on TikTok, branded ‘‘The Success-Driven TikTok Marketing Agency’.

Read more: Leading Global Tik Tok Marketing Agency (50K+ Influencer Network) (


  1. Hypefactory

An Influencer Marketing agency that operators at the intersection of technology and creativity to create full-scale advertising campaigns based on data analysis gathered through Artificial Intelligence combined with exceptional expertise in marketing.

Read more: HypeFactory – Global Influencer Marketing Agency


  1. Influence hunter

Influence Hunter is a full-service Influencer Marketing agency running world class and customisable influencer campaigns to create social proof at scale.

Read more: Influence Hunter – Top Influencer Marketing Agency | Custom Influencer Marketing For Exponential Reach


  1. The Influencer Marketing Factory

A a global full-service influencer marketing agency that helps brands engage with Gen Z and Millennials audiences through authentic, scalable and ROI-oriented campaigns on TikTok, YouTube and Instagram.

Read more: Influencer Marketing Agency – The Influencer Marketing Factory


  1. Kairos

Award-winning Kairos Media, one of the founding agencies of the influencer marketing scene, is now one of the fastest growing social-first creative agencies in the UK, redefining brands on social media.

Read more: Kairos Media


  1. Leaders

LEADERS helps brands engage and activate audiences worldwide through the best performing influencers, developing and executing creative influencer marketing strategies to take brands to the next level.

Read more: Top Influencer Marketing Agency, Influencer Management, LEADERS (


  1. LTK

LTK is the most successful influencer network that drives billions in brand purchases from the world’s largest curated creator community. They offer a full-to-self-serve influencer marketing platform for brands of all sizes.

Read more: Company | LTK (


  1. MG Empower

MG Empower describe themselves as a global digital marketing powerhouse with storytelling at their core – creating authentic and extraordinary stories to deliver high-impact, transformative results.

Read more: Global Influencer Agency | MG Empower


  1. Moburst

Moburst focusses on hypergrowth, and exceeding KPIs to become a category leader through delivering strategy-driven creative solution that connect with targeted audiences.

Read more: Digital Marketing Agency That Delivers in 2022 | Moburst 🚀


  1. More Influence

An agency built on the founding principal that newer generations engage with brands differently. They aren’t as persuaded by traditional marketing and advertising efforts that once worked. They help companies connect with authentic creators whose personal interests and passions align with the goals and values of the brand, as a means to connect with their target audience.

Read more: MoreInfluence | Influencer Marketing Agency | Visit Now


  1. The Motherhood

The Motherhood is a full-service influencer marketing firm staffed by PR agency veterans and has a proven track record of producing strategic campaigns with a hand-crafted approach to build trust among brands, influencers and communities.

Read more: Social Media Influencer Marketing Agency | The Motherhood


  1. Neoreach

NeoReach creates world-class original influencer campaigns for leading brands and Global Fortune 500 companies.Their team is responsible for creating some of the most successful influencer campaigns of all time, and developing activation and measurement techniques that are now widely accepted as today’s industry best practices.

 Read more: NeoReach: Influencer Marketing for Global Brands


  1. Obviously

Obviously is the leading full-service influencer marketing agency for Fortune 500 companies, specialising in providing cutting-edge strategy and world-class service.

Read more: The Leading Influencer Marketing Agency‎ | OBVIOUSLY


  1. Open influence

A global creator marketing company combining technology and data to build data-backed influencer marketing campaigns and leverage social insight to inspire creativity and innovation.

Read more: Best Influencer Marketing Solutions | Open Influence


  1. The Outloud Group

The Outloud Group is a full-service agency that ‘combines art and science’ to create and executestrategic campaigns that tell a brand’s story and deliver measurable results at scale.

Read more: Influencer Marketing Agency | The Outloud Group | United States


  1. Post for Rent

Post For Rent is a technology-powered one-stop-shop for influencer marketing offering a choice of a do-it-yourself toolkit with access to a +230K influencer database, or a full, managed campaign service.

Read more: Influencer Marketing Platform | Post For Rent


  1. Relatable

A global agency scales influencer marketing to create content, reach new audiences, and drive sales. They combine creativity, strategy, and technology and lay claim to ‘the world’s largest global index of influential creatives.’

 Read more: Relatable


  1. Stargazer

Stargazer is a performance agency connecting brands with 5M+ creators on YouTube, Instagram, Snapchat and Tiktok to build effective influencer marketing and activate long tail influencers.

Read more: Stargazer – The Influencer Marketing Agency and platform


  1. Sway Group

With a network of 30K US and Canadian influencer, Sway Group delivers influencer strategy and ROI through scalable infleuncer marketing campaigns that incorporate authentic content and effective storytelling.

Read more: Sway Group – We sit at the powerful crossroads of content and influence. If you have high-touch content needs that require a true strategic partner, you need Sway.


  1. The Shelf

The Shelf is an industry-leading, full-service influencer marketing agency with a focus on performance and ROI. Their platform allows them to discover and vet highly targeted influencers, while also providing our clients with a real-time campaign monitoring dashboard.

Read more:


  1. Ubiquitous

Ubiquitous is the first tech-driven, managed marketplace to fully automate cross-platform influencer marketing for brands and creators, with a particular specialism in TikTok.

Read more: UBIQUITOUS: Influencer Marketing at Scale (


  1. Upfluence

Upfluence is a leading influencer platform for e-commerce and direct-to-consumer brands with access to a worldwidecommunity of influencers, accessible through an advanced search engine.

Read more: Upfluence | The Leading Influencer Marketing Platform


  1. Veritone One

Veritone One creates impactful advertising for some of the world’s most recognisable brands using AI to provide real-time ad verification and turn data into actionable intelligence to optimise campaigns.

Read more: Veritone One | World’s Largest Performance Audio Agency


  1. Viral Nation

Viral Nation is a global full-service digital and social agency group using integrated solutions that align strategy, talent, media, and technology. Viral Nation includes full-service digital and social agency, VN Marketing; creator and athlete-influencer management agencies, VN Talent and VN Sports; and software division, VN Tech.

Read more: Viral Nation – A Modern Marketing & Technology Company


  1. Zorka

Zorka increases LTV and ROI metrics by offering smart and creative approaches according to brand’s goals, KPIs, and strategic plan. Their influencer marketing focusses on achieving maximum ROI via performance-forecasted, native and entertaining content inciting organic emotional brand connections.

Read more: Home (


If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Order your copy at:Gordon Glenister | Membership and Merchandise Specialist London

Find out more at:

What Are The Top Social Media Trends 2022?

What Are The Top Social Media Trends 2022?
What Are The Top Social Media Trends 2022?

What Are The Top Social Media Trends 2022?

My friends at Hootsuite have released this year’s digital report and, as ever, it’s full of fascinating insights into the world’s online behaviours.

The full report analysis data from 230 countries and territories, offering a global perspective on how people are using all things online, and predictions for our digital future that will help your business stay ahead.

The full report (which you can download here: Digital 2021 - Social Media Marketing & Management Dashboard - Hootsuite) is pretty detailed. It’s worth a read, so to whet your appetite here are some of the main take-outs.

1. Social media use

According to Hootsuite’s report, there are now 4.62 billion social media users around the globe (note: the term ‘users’ may not represent unique individuals). That’s up 424 million users (or +10.1%) on last year.

It represents around 75% of the world’s population over the age of 13, and users spend an average of just under two and a half hours per day on social media.

This global expansion in social media use gives your brand more opportunities to be seen by your audience.

But it’s also important to recognise that social media use is split, on average, across 7.5 different platforms.So to maximise opportunities to get your brand in front of your audience, you need to have a presence across multiple platforms, AND tailor your content according to the user experience for each one.

2. The world’s most-used social media platforms in 2022

Here’s the leaderboard according to Hootsuite’s research. No real surprises in terms of the most-used platform. Facebook still leads the field, by quite a long way.

So it’s pretty clear that there are benefits to your brand to having a presence on Facebook. But with so many users, and so many other brands, you need to think carefully about how you manage your content.

There are many different ways in which your content can cater for the experiences offered by Facebook, so it’s important to understand how your specific audience interacts with you here.

Facebook groups – does your audience engage with them? These digital communities have become increasingly meaningful to many social media users, so if your audiences have strong engagement, so should you.

Facebook advertising – the potential reach is huge, so it may be time to consider (or revisit) running ads here.

It’s also worth noting that whilst Facebook is top of the ‘most-used’ list, when it comes to users aged 16-24, their favourite is WhatsApp. If your audience is in this bracket, you might want to consider whether a WhatsApp Business account would be a good move in terms of communication options with your customers.

3. Who uses which platforms?

As we’ve already seen, most social media users are on more than one platform. This makes it easier for you to reach people, but it’s important to be aware of the different mindsets for platform use and tailor your content accordingly.

You’ll need to think about tailoring your content to the reasons why people are on that platform. Which platforms and their users are best aligned with your business goals, and what content will work best for them?

4. Social media advertising

In 2021, social media advertising represented around a third of global digital advertising spend.

That’s an increase of $23 billion (or 17.4%) on the previous year on social media advertising. That’s despite many brands having reduced their overall marketing budgets during the pandemic.

More than half of the marketers Hootsuite surveyed for their report said their paid social spend is likely to increase in 2022, as well.

They aren’t spending it all on the top platforms, though. Many marketers, as well as spending on Facebook, Instagram and Twitter, are seeing channels like TikTok, Snapchat and Pinterest as emerging priorities.

5. TikTok as a marketing tool

TikTok has been developing its opportunities for marketers in recent months. It’s particularly popular with the 16-24 age-group. I took a look at the platform’s growing portfolio of marketing tools in my Marketers Guide to TikTok.

TikTok is becoming such an important marketing tool for many brands, that Hootsuite have analysed it’s advertising audience in more detail.

TikTok has a huge potential reach of 884.9 million users over 18. The report doesn’t give a year-on-year comparison here (perhaps because TikTok advertising is a relatively new phenomenon), but that’s up 60 million (7.3%) on the previous quarter.

What is perhaps most useful for brands is the analysis of TikTok advertising audiences by age group and gender.

Unsurprisingly, the largest group on the platform is 18-24 year-olds, followed by 25-34 year-olds.

But with the massive number of users, it’s not just those age groups that you can engage.

And remember, a strategy encompassing TikTok doesn’t necessarily mean increasing reach. It’s an ideal platform for changing perceptions – or strengthening them – if you are looking to position your brand as bolder, or more cutting-edge. If you’ve got quality, entertaining content, it could be a great fit for TikTok audiences. At the very least, it could be a platform to think about or experiment with.

6. Online shopping habits

If you’re a brand that deals in e-commerce, this next slide is for you. Hootsuite have analysed a wider report to look at the percentage of internet users aged 16-64 who use selected e-commerce activities each week.

The top line here is that almost 60% of internet users bought something online every single week.

Talking about consumer goods alone, 2021 saw people spend $3.85 trillion online, an increase of 18% ($591 billion) on 2020.

We know, of course, that the pandemic drove a dramatic increase in online shopping around the world, but that trend seems set to continue, especially now that social media platforms have capitalised on it and increased their online shopping tools.

Hootsuite recommends taking a good look at your social storefronts across your channels to ensure a seamless and enjoyable shopping experience rather than simply a transactional relationship. Many shoppers appreciate the opportunity to compare products and to share with friends, for example.

7. Online shopping research

How do internet users research what to buy and where to buy from?  Hootsuite has looked at this, too.

Overall, search engines are the main source of information, closely followed by social media networks. But of the younger age groups those 16-24 yearsprefer social networks, and for those 25-34 search engine are only just ahead.

Remember, again, it’s the experience that’s important. The ability to ‘buy now’ whichever platform you’re on is vital, but positive comments, likes and customer reviews are influential drivers when it comes to prompting that all-important click.

These are the main take-outs from the full report. The complete report also includes some useful, more in-depth insights into online behaviour including the most-used devices and advice about strategy.

Hint: brands need to be focussing on:

  • Social experience to ensure every step of the purchase journey is positive and aligned
  • Customer care – using social as a key tool
  • Understanding user-behaviour, especially Gen-Z

If you’d like to talk about how to build or develop your digital strategy to take advantage of the trends developing in 2022, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer