Hello and welcome back to Influencer Insider!
We're packed with news on this dreary Thursday. M&S is going viral for its fantastic EGC, The Goat Agency has dropped its Goat Intelligence FMCG report, and the APPG for Digital Creators shares all the positive impacts creators have on young people.
In pop culture, Obsession and Backrooms became two of the most successful films of 2026. What do they both have in common? Two Gen Z creators made them. It's a story you won't want to miss below
Hit me with the news! 🗞️
In today's newsletter:
- Pick of the day: SoFire’s Hot Campaigns: How an M&S Product Development Director Built a Viral TikTok Account
- Trending: Goat Intelligence: How FMCG Brands like Poppi, Vaseline and Persil are Building Long Term Brand Advocacy
- Campaign of the week: Cameo x Carlisle Cullen
📝 Pick of the day
SoFire’s Hot Campaigns: How an M&S Product Development Director Built a Viral TikTok Account
Last week, I organically stumbled across a personal TikTok account from the Director of Product Development at M&S. That’s not a social media or marketing girlie (or a woman in SPAM), not even someone whose role is directly connected to marketing.
Yet, the videos couldn’t feel more authentic if they tried. Kathryn Turner has been building a loyal audience by sharing behind-the-scenes insights into M&S products, from bakery favourites to farm visits and product development stories. Despite only launching her account in mid-May, she's already amassed nearly 50,000 followers. So, why has Turner’s TikTok page been a huge viral success, and what can other brands learn from it?.
According to Influencer’s 2025 report, only 12% of creators produce content full-time, with many creators seeing the craft as a ‘side hustle’. So how can we help creators start to build this career alongside their 9-5, meeting people at a place that feels realistic in the current economy? This session breaks down the real starting point for creator monetisation – long before brand deals or big audiences.
Designed for smaller, aspiring creators, it focuses on what actually moves the needle early on: consistent content and understanding value. With examples and realistic income expectations, the session reframes monetisation as a process, not a milestone, and shows creators how to set themselves up for sustainable income over time.
Featuring Dom Smales, Daisy Rose, Mia Ferreira, and Bita Jedo ✨
14 July • YouTube Creator Stage • CreatorFest Agenda
↗ Trending
What's hot on Hello Partner right now
Goat Intelligence: How FMCG Brands like Poppi, Vaseline and Persil are Building Long Term Brand Advocacy
In the new Goat Intelligence report, “Pick Me. Choose Me. Love Me.”, we’re deep-diving into FMCG influencer marketing.
by Joanna Hughston
PewDiePie Launches Odysseus, a Privacy-First AI Workspace for Creators
It’s a perfect brand fit for PewDiePie, especially after he’s spent years partnering with VPN companies to promote internet security.
New Digital APPG Report Shares Positive Insights Into Young People’s Engagement With Creators Online
The APPG for Digital Creators has launched its latest inquiry report with positive insights into how young people engage with creators online.
Creators as Directors: How Backrooms and Obsession Became Creator-Led Blockbusters of 2026
We are sititng between Kane Pixels driving A24’s biggest box office previews with Backrooms and Curry Barker turning a YouTube sketch into the £148M+ Obsession film.
In anticipation of CreatorFest 2026, don't forget you can rewatch three sessions from 2025 completely FREE on the Collective community site.
✨ Campaign of the week: Cameo x Carlisle Cullen
As possibly the biggest Twilight fan in the world, imagine my excitement seeing Peter Facinelli (AKA Carlisle Cullen) partner with Cameo to reveal a fantastic BTS from the film.
In the scene where Edward is being turned into a vampire, Facinelli revealed that he actually whispered a hilarious phrase to Robert Pattison which made the final cut.
Little filming memories like these are what keep fandoms alive years later. Cameo, a platform built for fans to connect with their favourite celebrities and creators, made a fantastic choice to revive the fandom in this video.
👀 Algowatch: Instagram is listening!
Head of Instagram Adam Mosseri announced that you will now be able to rearrange the order of your Instagram grid. It feels like every day Instagram listens to what the people want: a return to the nostalgic, simpler days of the app. Just bring back the chronological feed and we'll be all good.
💭 Thursday thoughts
In case you missed my high-production LinkedIn announcement post, I will be at Cannes Lions this year. I'd love to connect! 👇
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Until next time!
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Sofia Aira Journalist Email me Connect with me on LinkedIn |
