🎉 IMS 2025 is Here!

Happy Thursday! There’s a lot to dive into for this edition of Influencer Insider.

The biggest news from this week is that we launched the 2025 Influencer Marketing Show USA! We’re relocating to Florida for a jam-packed, three-day event, helping you level up your strategies and expand your network - we hope to see many of you there!

I also spoke with the Senior Marketing Executive Emily Taylor this week to discuss employee-generated content and why it’s taking the influencer marketing industry by storm, as well as looking at TikTok’s 2024 Holiday Playbook.

Keep reading to find out more!

In today's newsletter:

Pick of the day: The Influencer Marketing Show USA 2025 launched this week, make sure to keep reading to find out more!
Trending: A look into the popularity of employee-generated content; how to leverage creators during your holiday campaigns!
Join the Conversation: Google's incredible marketing move.

Pick of the day

Join the Industry’s Best at the Influencer Marketing Show USA 2025

Our top story this week is announcing the anticipated return of the Influencer Marketing Show USA 2025! For the first time ever the show will be hosted in Florida, at the Seminole Hard Rock Hotel, just 30 minutes from Miami, and it will also be running alongside its sister show PI LIVE! We wanted to bring these two events together to highlight the synergies between affiliate and influencer marketing. Make sure to check out our article showcasing all the exciting aspects you can look forward to.

What's hot on Hello Partner right now

EGC Explained: How Employee Voices Are Shaping Brand Narratives
Employee-generated content (EGC) has become something of a buzzword within the influencer marketing space, but there’s good reason for it. I spoke with Senior Marketing Executive Emily Taylor about why EGC is so popular amongst audiences, and how brands can successfully utilise the strategy.

Unwrapping TikTok’s 2024 Holiday Playbook: The Power of Creators in Festive Campaigns
Whilst it may feel ridiculous to be discussing Christmas already, when it comes to the creator economy, it’s never too early to start planning holiday campaigns. I delved into TikTok’s 2024 Holiday Playbook and shared how brands can effectively implement creators into their campaigns to help improve reach, engagement, and ROI.

Creator of the Week

This week’s Creator of the Week is Hannah Witton!

Hannah is an OG YouTuber, and she began creating and uploading content to the platform in 2011. Her content primarily focuses on sex and relationships education and her incredible career as a content creator has led her to release two books!

As well as continuing to make content over on Instagram and TikTok, Hannah also helps others navigate being a creator without burning out and consults on Patreon strategy.

Hannah is chairing CreatorFest this October and will deliver the opening remarks, so be sure to grab your tickets to hear from Hannah and many more creators!

Join the Conversation on LinkedIn - How Quick Thinking Turned a Joke into a Marketing Triumph

In last week’s newsletter we spoke about reactive marketing, and the times brands can get it wrong. But what about when they get it right?

Jennifer Adetoro posted this week about Google’s latest genius move, and it was too good not to share.

Food-based content creator Andy (@new4andy) jokingly complained in a video about seeing other creators receive a pink Google Pixel 9 Pro whilst all she received was instant noodle boxes. The video was quick to reach 2M views and Google reacted instantly and cleverly.

They sent Andy the Pixel 9 Pro she wanted, and if that wasn’t enough they sent it in customised instant noodles packaging.

Andy has since organically made five videos about the phone, which have reached 16M views in total.

It was a great lesson for brands about what reactive marketing should and could look like. As Jennifer puts it: “By embracing humour, listening to a creator's audience, and reacting with creativity, brands can transform everyday moments into impactful wins.”

What are your thoughts on Google’s move?