Hello Influencer Insider!
Welcome back. I'd also love to welcome back the sun if it were keen to make an appearance soon.
This week, we've got some great headlines. Why are Gen Z way more likely to follow and trust smaller creators? The answer isn't as simple as you think.
Also, TikTok has finally launched ad-free subscriptions in the UK. It's about time, but do creators need to be worried? Keep scrolling to find out.
And finally, anyone heading to Cannes Lions this year? Industry legend Christine Göös has got you covered with an ultimate guide to the festival tailored towards the creator economy. Don't miss a thing, and check out her article on our CreatorFest community site, the CreatorFest Collective.
Let's get into the news. 🗞️
In today's newsletter:
- Pick of the day: The Goat Agency’s Hannah Ryan on Why Gen Z Trusts Smaller Creators
- Trending: New Report Finds Shocking Amount of Influencer Brand Deals That End After One Post
- Campaign of the week: The Pope wears Nike
📝 Pick of the day
The Goat Agency’s Hannah Ryan on Why Gen Z Trusts Smaller Creators
New research from The Goat Agency reveals a truth we all had an inkling about: Gen Z are more likely to follow smaller, niche creators. But the exact amount was shocking enough to mark a broad industry move towards community and authenticity influencer marketing.
Over the past six months, spending on micro and nano influencers has increased fivefold as brands respond to changing audience behaviours and rising expectations around transparency and trust.
Applications for the CreatorFest Hosted Meetings Programme close this Friday, 15 May.
You could receive:
🎟️ A free VIP CreatorFest pass
✈️ Travel support (up to £450)
🤝 A curated schedule of 1:1 meetings aligned to your goals
Brands like Rimmel, Sony, ITV, and Diageo are already confirmed. If you want to secure meetings with leading tech platforms and agency partners before diaries fill up, this is your last chance.
Apply now here!
↗ Trending
What's hot on Hello Partner right now
New Report Finds Shocking Amount of Influencer Brand Deals That End After One Post
A new report finds nearly two-thirds of creator partnerships in the US are still one-off collaborations.
TikTok Launches Ad-Free Subscriptions in the UK. Should Influencers be Worried?
TikTok is bringing its ad-free subscription model to the UK, marking another significant shift in the economics of social platforms and the creator economy.
No Logo Launches AI talent Manager “Lola” to Democratise Creator Representation
No Logo has launched Lola, an AI-powered talent management platform designed to support creators with brand partnerships and commercial opportunities.
The Creator’s Guide to Cannes Lions from an 8x Attendee
Cannes Lions started as an advertising festival in 1954. For decades, it was the epicenter of agency culture. Now it’s a convergence point for brands, platforms, creators, tech, and media. Less about ads, more about influence and business (for better or worse, it’s a debate!).
And creators are no longer on the sidelines.
by Christine Göös
✨ Campaign of the week: The Pope wears Nike
The best post I saw on LinkedIn this week was this hidden gem spotted in a new documentary about the Pope: his Nike trainers.
Not only is this picture insanely cool, but it's one of those standout moments that puts Nike at the forefront of internet culture again.
As James Herring called it, I can't think of a more divine endorsement.
👀 Algowatch: Insta captions just got intense
Instagram is currently testing a new feature which would allow you to add a different caption to each slide of a carousel. Great, now I need to think of a great caption for EVERY post.
This is your last chance to get your work in front of our powerhouse panel of judges representing the world’s biggest brands, like Disney, Unilever and Pinterest. These are the people shaping the creator economy today, and they are waiting to see who is setting the bar for 2026.
Don't let your best work go unnoticed! Download the entry kit and learn more here.
💭 Thursday thoughts
Another day, another influencer scandal. James Charles has found himself at the centre of controversy (again) as he posted two public rants against an ex Spirit Airlines employee.
According to James, the ex-employee had allegedly asked him to share a GoFundMe link. James's response was to call them "entitled" and "a lazy piece of s***."
Anyways, my thoughts go out to the 17,000 employees who now have to face the brutal 2026 job market.
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Until next time!
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Sofia Aira Journalist Email me Connect with me on LinkedIn |
