It's your favourite time of week again. Welcome back to Influencer Insider, with all the latest news from the industry.
This week, we're exploring how AI is shaping the creator economy in 2025, analysing a great Pantene campaign, and hearing an exclusive interview from Clark Influence founder Nicolas Bon.
In today's newsletter:
- Pick of the day: “Be Creative”: Nicolas Bon on Founding Clark Influence and the Power of Niche Campaigns
- Trending: A Deepdive Into How AI Is Shaping the Creator Economy in 2025
- Campaign of the week: Black Sheep Coffee
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📝 Pick of the day
“Be Creative”: Nicolas Bon on Founding Clark Influence and the Power of Niche Campaigns
Back in 2017, the term ‘influencer’ carried negative connotations for many brands, but that didn't stop Nicolas Bon from growing his agency, Clark Influence. “At the time, seven or eight years ago, people spoke badly about influencers. It was just too expensive,” Bon explained. “It wasn’t taken seriously.”
We sat down with Nicolas as he shared his experience growing an influencer marketing company in an ever-changing climate.
↗ Trending
What's hot on Hello Partner right now
A Deepdive Into How AI Is Shaping the Creator Economy in 2025
URLgenius has unveiled new survey insights that spotlight how AI is reshaping the creator economy. Here's how creators are using AI in 2025.
LinkedIn Expands BrandLink to Include Top Creators and Content Sponsorships
To further enhance its advertising offerings, LinkedIn has expanded the BrandLink programme to include top creators.
How Pantene Turned a Viral TikTok into a Genius Influencer Campaign with Alix Earle
Pantene seized their viral moment with a marketing campaign with TikTok creator Alix Earle to launch their new collection, Unexpired Pantene.
Creator Compass: The Netherlands
Influencer marketing in the Netherlands might be one step ahead of the rest of its neighbours, according to influencer marketer Fabiana Broer.
Hosted by Hello Partner, PI LIVE Europe is the go-to event for anyone serious about performance marketing.
It’s where ambitious brands, publishers, and next-gen tech come together to talk affiliate, influencer, and partnership marketing – and actually make stuff happen.
✨ Campaign of the week: Black Sheep Coffee
Black Sheep Coffee pulled it out the bag this week with a fantastic campaign. Determined to break the stereotypes that their coffee is just for the matcha girlies, they did a full-blown photoshoot and some very fun TikToks with some biker dudes enjoying blueberry iced matchas.
It was a genius move from them that provoked thought as well as a laugh. Are we all guilty of stereotyping coffee shop trips as a 'girly' activity? Well, Black Sheep are challenging that perception and it's brilliant to see.
💭 Thursday thoughts
Your Thursday thought this week comes straight from my affirmation Pinterest board.
If you haven't ever made yourself a manifestation board, it's time to change that. My favourite mantra this week has been "every day I am becoming a better version of myself." Rinse and repeat!
👩💻 Jobs Board
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