Hello and welcome back to Influencer Insider!
I'm sure you've heard the shocking Sidemen news this week - KSI is leaving the group. You can read his very emotional statement on Instagram here.
But what a LEGACY they've left as a group of seven. I'm excited to see where their empire takes them next.
Also, new research has found that while YouTube affiliate links are booming, ad disclosures are still not being properly labelled by creators. Interesting, especially considering a recent study by the IMTB found that labelling ads has no impact on engagement.
You also won't want to miss a fab new campaign featuring Dua Lipa - it really is the perfect brand alignment!
Hit me with the news! 🗞️
In today's newsletter:
- Pick of the day: The Sidemen Changed the Creator Economy. Can it Survive Without KSI?
- Trending: Meta Quietly Releases New Forum Reddit-Style App: What it Means for Influencer Marketing
- Campaign of the week: Dua Lipa x Google Maps
📝 Pick of the day
The Sidemen Changed the Creator Economy. Can it Survive Without KSI?
When the Sidemen launched in 2013, the term "creator economy" barely existed.
More than a decade later, the Sidemen have become one of the most influential creator collectives in internet history. Through a combination of community building, revenue diversification, and an ability to stay ahead of the internet curve (or in many ways, draw the curve themselves), they helped establish many of the commercial and cultural moves that define the creator economy today.
Now that KSI has announced his departure from the group, the industry is asking a broader question: what comes after the Sidemen?
Algorithms are flattening what's considered popular, and for brands and creators, breaking through has never been harder.
In partnership with The Goat Agency, we're hosting a session on exactly this. We'll be exploring why the brands truly cutting through right now (think Rhode, Crocs, Loewe) aren't following the standard marketing playbook, but boldly breaking it.
On stage, Annabel Harris will dive into:
→ Understanding the "Great Sameness" and why your content blends in
→ What the true cultivators of taste are doing differently
→ How to reimagine creator partnerships beyond the predictable
→ Building a framework for content that feels genuinely authentic
If you're trying to build genuine connection (in the year of intentional content consumption), this one's for you.
📅 15 July · Kantar Main Stage · Grab your ticket here.
↗ Trending
What's hot on Hello Partner right now
Meta Quietly Releases New Forum Reddit-Style App: What it Means for Influencer Marketing
Meta has quietly introduced a new Reddit-style standalone app called Forum, signalling a renewed focus on community-led conversations and interest-based engagement at a time when social platforms are looking beyond traditional feeds.
YouTube Affiliate Marketing Booms as Disclosure Standards Continue to Lag, New Research Finds
New academic research suggests that while affiliate marketing is booming, ad disclosure continues to lag.
Market Movers - May 2026
Who’s been appointed, who’s been promoted, who’s acquired who, and who’s launched what — we’ve got it all here.
Here’s our rundown of the biggest moves across affiliate, performance, and the creator economy in May.
The Industry Wants Professional Creators, Yet Most of Them Have a Day Job
The problem with the creator economy's approach to professionalism is that it frames compliance as something creators should already know, rather than as something the industry is responsible for teaching. BCorp didn't just create a certification - it created an education infrastructure alongside it. It helped businesses understand what good looked like before asking them to prove it.
by Murphy Hopkins-Hubbard
✨ Campaign of the week: Dua Lipa x Google Maps
It's well known that Dua Lipa seems to be everywhere on a constant holiday, which is why a collaboration with Google Maps seems genius.
The ad had Dua picking up calls from a hotline giving her best travel recommendations. Fun, engaging, and a perfect brand fit for diva Dua. 🌟
👀 Algowatch: Meta is meta
As reported by Annie-Mae Hodge on LinkedIn, Meta is on track to beat Google as the world’s biggest advertising company in 2026. That's huge!
Hustle HUSTLE! You still have one more day to submit your Creator Craft Awards entry. Entries take less than 15 minutes, and you'll get your entry seen by judges from huge brands like TikTok and Twitch. Enter here!
💭 Thursday thoughts
Enjoying our sweet treats in the Bristol Runway East office. Who did their ice cream bowl best?!
👩💻 Jobs Board
Get your company in front of 6,300+ influencer marketers by sponsoring this newsletter!
Browse our full media kit for a range of activations across Hello Partner.
Until next time!
|
Sofia Aira Journalist Email me Connect with me on LinkedIn |
