Influencer weekly update – #6

Influencer weekly update – #6

Welcome to our weekly update on all things influencer marketing, social media and content creation. We like to stay ahead of the curve when it comes to influencer-related things, and instead of keeping all of our findings to ourselves we thought we would share the stories, reports and announcements that we find most fascinating each week.

This week Instagram livestreams surge, evolving influencer marketing strategies and what’s next for the marketing industry? Carrying on reading to find out more…

Instagram livestreams surge

Have you noticed an increase in people going live while they’re stuck at home? Mentions of Instagram Live on Instagram and Twitter skyrocketed by 526% between March 8 and March 15, according to Jeannette Ornelas, a senior digital marketing analyst at Mintel intelligence group Comperemedia. Livestreams are a great way for brands and influencers to stay connected with their audience, and it’s likely their popularity won’t fade as life returns to normal.

How coronavirus is changing the influencer business

Marketers and digital creators are adjusting to rapid changes in the influencer-marketing industry as the coronavirus continues to spread globally. Business Insider spoke to influencer-marketing professionals across the industry to better understand how they are adjusting their businesses to continue to earn a living during the coronavirus pandemic and the resulting economic turmoil.

What happens next for the marketing industry?

The million dollar question is how long will the impact of coronavirus last and how will it affect the marketing sector? Influencer take a deep dive into how COVID-19 might affect marketing in the next few weeks and months.

Co-watching on Instagram

Now you can scroll Instagram together with friends, turning a typically isolating, passive experience into something more social and active. This week Instagram launched Co-Watching, which lets friends on a video chat or group video chat browse through feed posts one user has Liked or Saved, or that Instagram recommends.

How an accessories brand is evolving their influencer marketing strategy

As coronavirus continues to spread and non-essential businesses shut down, companies like customizable accessories brand Stoney Clover Lane are rethinking influencer marketing strategies, halting gifting and instead focusing on building relationships with customers.

Finding comfort in online food during lockdown

Finding comfort in online food during lockdown

The author of this post is Ben Ebbrell, Co-founder of Sortedfood. Sortedfood run a global members club which helps people to live the ultimate food lifestyle. They also have a YouTube channel where they share food-related videos with their 2.3 million subscribers. 

These are unprecedented times

It’s truly amazing how much can change in just a few weeks. At the time of writing we’re being told by our national leaders that this unprecedented pandemic is unlike anything we’ve seen in peace time. The first time in a generation that there is a genuine need for us to do what humans do best. We need to unite together, have compassion for one another and find a way through it. At Sortedfood we believe that food is a tool that we could use to help in these tough times. And perhaps one solution to our uncertain future can be found in what we were already celebrating before.

The importance of community

Sortedfood has never gone viral. We’ve spent over ten years on YouTube, and other social media platforms, encouraging and nurturing one of the most incredibly powerful things: a community. A gang of global foodies who engage with entertaining, inspiring and ‘accidentally educational’ food and cooking related content. However, the food isn’t really the point. It’s just a tasty catalyst to start the conversation and the hook that keeps people coming back time and time again is friendship. We’re the friend you trust to give you sound advice in both the best of times and the more challenging ones. The friend that makes you laugh. The friend that listens as much as they share their own tales. The friend that is there for you, a helping hand to take the stress out of everyday life. So consistently present, in fact, that some members of our online community speak and interact with us more regularly than they do with their own friends. This direct and loyal relationship with the digital generation is invaluable right now.

Sharing the love…via food

And then there’s food! Food is something that we universally depend on to fuel our active bodies and minds. And yet, we are not taught sufficiently about nutrition or equipped with the skills and techniques required to cook for ourselves as smartly as perhaps we ought to. That said, we all have opinions on food and we’re consuming more of it than ever before, not just in calories eaten, but also content online. We’re passionate and proud to share the food that means something to us personally. Plus it has the power to connect a global community online during a time when physical interaction has been advised against.

How social media spreads the virus

While chatting to our community online, one wise individual, Annie, pointed out that social media is spreading the issue of Covid-19 faster than the actual virus itself. Simplified or falsified information, photos of empty grocery shelves and ‘out of context’ or manipulated stats can be shared and read thousands, or even millions, of times before the scientific truth, which is often more carefully considered and nuanced, has had a chance to be fact-checked. The result… increasing the likelihood of amplifying anxiety, panic and uncertainty in the minds of those having to isolate or for those whose holiday, jobs or even loved ones could be at risk. This comes at a time in society when we are becoming so addicted to social media that even the platforms designed to draw our attention are themselves having to implement measures to track and limit personal usage. We are only too aware of the damage to mental wellbeing that self-isolation can have. Cabin Fever is now a reality, rather than just an average film on Netflix to while away the hours .

Stick to your routines

We should find ways to replicate the same things we’d do normally through virtual gatherings. Grab a coffee and have a catchup with a family member, enjoy a pint and pub quiz with friends or head to a restaurant to sample your favourite cuisine. All of these things can be emulated remotely using technology, and food can be present with all. Why not pop and season some corn kernels or crisp up some baked potato skins for your virtual pub quiz? Or encourage a group of friends to all cook the same dish this evening and then gather online to eat together?

…and sometimes break habits

It’s been previously reported that we are all creatures of habit and that we actually only know a handful of recipes each. Now with more time on our hands we can experiment a little more. What if you spent the time you’d typically use to commute to work on food preparation instead? All of a sudden, the kind of recipes that would usually be too time-consuming and fiddly midweek are well within reach. Not to mention fairly therapeutic and relaxing. For instance, kneading bread or pasta dough, shaping tortellini or ravioli, crafting and sealing handmade dim sum or pierogi dumplings or rolling sushi. They’re all centered around simple, affordable, store-cupboard ingredients.

Keep Calm and Keep Talking

Most importantly, remember what makes any community strong is the connections and caring. It’s certainly what made us so proud of the Sortedfood community before all this began and the reason that content creators with an organic audience are in a very valuable position now. It’s not because of the current situation that we are now listening to those that engage, it’s always been that way. The global foodies who help shape and steer what we’ve done are the reason that we’re not worried about the future. We’ll stick together, we’ll help and advise each other through it all while serving up a decent portion of laughter along the way.

This will eventually, in time, pass. When it does, Sortedfood will still have a hugely active and engaged community of people excited for new adventures, challenges and discoveries. So, if you’re an airline, a destination, an automotive, accommodation or tech brand with an idea for a challenge that you feel we can help with, be sure to reach out. Our community are ready for you!

The equipment you need to create compelling content

The equipment you need to create compelling content

When you’re starting out as a content creator it can be hard to know what equipment you *really* need. Is it worth splashing out on that camera? Is that free editing software really going to give you all of the functions you need? Here’s our guide to the essentials that are required to create compelling content.

Creating compelling content

So, you’ve decided you want to start creating content. It can be exciting and liberating to create content for yourself and build an audience based on your aesthetic and interests. At the beginning of your journey it can be tempting to splash out on lots of fancy equipment with the expectation that the more you spend, the better your content will be. We don’t believe you need to spend lots of money to create amazing content, in fact you can probably create some great videos and photos with what you already have to hand…

The essentials

Camera – This is definitely the most essential item when it comes to creating content. Whether you’re looking to film vlogs, create recipe stop motions or take aesthetically pleasing outfit photos, you’re going to need a camera to capture it all on. Firstly, it’s important to decide on what your aesthetic will be. If you want to take your audience on your travels with you then a GoPro is likely going to be your best option.

For more relatable, in-the-moment images and videos (street style photos and vlogs, for example) then you can probably shoot on your phone. The great thing about shooting on your phone is that most people are familiar with this, making it easy for your friends or family to help you to shoot quick videos or snap a couple of photos when you’re out and about. For a great quality camera, we recommend the Huawei P30 Pro or iPhone 11 Pro.

If you want your imagery and videos to have more of a professional feel, then it may be worth investing in a proper camera. This will give you more control over the focus of your images, and will give you the option to blur your backgrounds and pick up lots of detail in each image. The most popular blogger camera is definitely the Olympus PEN, but why not shop around and ask your favourite creators what camera they use before you decide on which model to invest in.

Editing equipment – The second most essential part of creating content, you’ll need some editing software so that you can cut your videos together and enhance your images.

For image editing: If you’re looking for something free to use, Pixlr X can be used online. You can also use Adobe Lightroom for free on your iPad or iPhone. As well as making basic edits on Lightroom (eg. Exposure, grain, contrast, white balance) you can also create your own presets, or download others from Etsy, which allows you to keep a uniform editing style and colour theme across all of your imagery. If you want to be able to make more sophisticated edits to your images, we recommend Adobe Photoshop. Using Photoshop you can add elements to your images and create some really creative and compelling imagery. For example, when editing an image from your holiday, you could add some clouds to the sky and remove people from the background of your images. You will need to pay a monthly fee of £9.99 to use Photoshop, but it is definitely worth it if you want to be more creative with your imagery.

For video editing: If you want an app that’s free and easy to use on your phone, we recommend InShot. The app allows you to edit your videos in a variety of formats (landscape for YouTube and portrait for Instagram), add backgrounds, music and text. If you want a more sophisticated video editing software, we recommend Final Cut Pro X or Adobe Premiere Pro. They both require you to pay a monthly fee, but if you are regularly editing video and want to be able to be more creative with your edits then they are definitely worth investing in.

A few extras

Tripod – This will be especially useful if you are shooting at home, or on your own. A tripod will help you to set up your shots and get the perfect angle for each image or video. If you’re into filming TikTok videos, having a tripod will also make it a lot easier to film full-length or mid-length videos as you will be able to stand further away from your phone. You can find lots of different tripods (and different price points) on Amazon, we would recommend going for one that fully extends to 6ft and has the option to take overhead photos so you can take great flatlays.

Remote – Again, this will be useful for those of you who are shooting your content on your own. A remote allows you to take the image/video without having to press any buttons on the camera, which is great when you’re trying to take full length or mid-length outfit photos. It can also be useful for recording videos as you will be able to adjust the focus when you are sat more than an arm’s length away from the camera.

Photo props – If you’re into taking flatlays, beauty photos and lifestyle photos at home then having some props to hand will make your imagery a lot more interesting. We would recommend creating a mood board to begin with, then sourcing props that fit this aesthetic. Shops like Tiger, TK Maxx and Primark are great for finding low cost props that you can switch up seasonally. Paperchase is also great for finding seasonal props (eg. Ribbons and confetti during Christmas) for flatlays.

We hope this guide is useful, if you want to learn more about how to create compelling content why not join us at BorderlessLive in September?

Influencer weekly update – #5

Influencer weekly update – #5

Welcome to our weekly update on all things influencer marketing, social media and content creation. We like to stay ahead of the curve when it comes to influencer-related things, and instead of keeping all of our findings to ourselves we thought we would share the stories, reports and announcements that we find most fascinating each week.

This week social distancing and influencer houses, lessen the impact of COVID-19 on your influencer campaigns and how brands can safeguard influencers against being ‘cancelled’. Carrying on reading to find out more…

Can brands safeguard influencers against cancel culture?

Celebrities and influencers are often held to account by their audiences when they do something wrong, but often the trolling that comes alongside being ‘cancelled’ takes a huge toll on their mental health. Being trolled is an isolating experience, is there more that brands could do to support their ambassadors when this happens?

What social distancing means for influencer houses

It’s not unusual for a group of creators to live together, for some it makes sharing a constant stream of content a lot easier than if they lived alone. However, when it comes to social distancing influencer houses could either be a blessing or a curse. It offers an opportunity to band together and work on joint projects, but if one member gets sick it could mean no content creation for anyone in the house.

Lessen the impact of COVID-19 on your influencer campaigns

Have you noticed a drop in paid opportunities? We’ve shared some suggestions as to how you could still partner with brands on projects, help them to draw attention to new launches and keep the conversation going online.

The impact of detox teas on influencer trust

There’s no denying that influencers who promote potentially harmful products undermine the trustworthiness of the industry. The FTC took action against Teami Tea this month and there’s expectation that this will result in stricter regulations around product endorsement.

Coronavirus causes spike in social media use

As lots of people are currently working from home, it’s not surprising that there’s been a spike in social media use. This could be a great time to try out a new form of content, start a video series or even jump on a platform you haven’t had the chance to test out.

Why honesty is the key to success for content creators

Why honesty is the key to success for content creators

There’s a misconception that bloggers rave about every free product or service they receive, regardless of how good it is. So what happens when one blogger raves about a product while another slates it? Are both reviews given equal weight? Or are we more likely to believe the negative one?

A couple of weeks ago there was a certain cruise ship that you could not avoid seeing across your social media feeds. From extravagant spiral staircases to luxurious restaurants, the Scarlet Lady looked like a floating dream. Every piece of content from the ship was aesthetically pleasing, and the reviews we more than complimentary. That was until Becky shared her experience via a detailed blog post on The Owlet.

A lack of options for those with dietary requirements, poor design, loud inescapable music and rude staff. If was clear that Becky’s experience of the Scarlet Lady was a far cry from what others were sharing on social media. The fact that her review was so opposite to the reaction of her fellow influencers led people to question just how honest the people raving about it were being. So, when people have completely different experiences with a product or service, does this undermine the trustworthiness of those who have a positive experience? And how can you ensure that your audience trusts your opinion, regardless of whether you love or hate what you’re reviewing?

“A blogger’s honesty and integrity is likely to be questioned if they have a different experience to everyone else. We must remember that when there are conflicting opinions it’s because two different sets of people had two completely different experiences,” says Alice Spake, a blogger who was also at the Scarlet Lady press event.

“I’ve been to restaurants others have raved about and walked out halfway through the main course. We all have different tastes and I sometimes feel this is forgotten about when it comes to blogging. If we all liked the same things it would be boring, right?”

It can be easy to forget that people’s preferences and requirements can impact the experience they have with a product or service. Ultimately, it’s important that everyone is honest in their reviews (regardless of whether they loved or hated something) to ensure that consumers have a broad range of opinions to draw from when making purchasing decisions.

“As bloggers we form a connection with our readers, and because they get to know us they trust what we say, like you would if a friend gave you advice,” says Becky, whose negative review of the Scarlet Lady on The Owlet caused a stir.

“Brands will always want the review to be positive, but it’s important to be honest. If your readers buy a product because you promoted it, it’s always going to ruin their trust in you if you weren’t truthful about your experience.”

When there’s pressure from brands, and the fear of damaging a relationship, it can feel hard to be 100% honest in your reviews. Ultimately it’s important that you are to maintain the trust of your audience and the value of your opinion.

“I’ve prided myself on being honest from the very beginning of my blogging career, it’s usually the first thing someone says when recommending or describing me to someone else and I’m proud of that. Honesty and integrity go a long way in this industry,” says Alice.

Becky also feels that being honest is the most important thing creators can do when working with brands: “The only thing you can do is ensure that you’re always honest, and remind your audience of that. I say that I have an ‘always honest policy’ – if I don’t like something I will tell you, but equally if I say something is amazing then my readers are more likely to believe me because I don’t sugar coat the negatives. At the end of the day you can’t please everyone, all you can do is your best, and hope that your readers see that you’re genuine.”

So next time a brand tries to tempt you into a glowing review with an extravagant bundle of products or exotic trip put yourself in the shoes of your audience and make sure you’re truthful in the content that you share. Otherwise, you could damage your reputation in the long run.

Meet our speakers: Hannah Witton, YouTube creator

Meet our speakers: Hannah Witton, YouTube creator

Hannah Witton is a YouTube creator, podcaster and author with a following of 600,000+ across social media. She is regarded as one of the UK’s leading voices on a range of topics, including: sex, relationships, body image and disability.

What was the first video you filmed?

I filmed myself trying to cook spaghetti bolognese! I really wanted to start making videos but I didn’t know what to talk about and I didn’t like the idea of just talking at a camera. I also wanted to learn how to cook because I was going to university soon so I thought I could just combine the two.

Why do you feel sex education on YouTube is important?

Millions of young people are already on YouTube on a daily basis. It’s about meeting people where they’re at and starting potentially difficult or taboo conversations in an environment that feels familiar, safe and accessible.

How can social media be used to talk about taboo topics?

There’s two main ways that I’ve seen it used and use it myself. One is to just blast as much awareness on a topic as possible because social media is a great place to shout, be seen and reach many people. The other, and equally important way to use it, is for building communities. Creating networks of people who care about the same things, or are marginalised in similar ways, and giving them space to connect and find support.

What do you find most difficult about being a content creator?

To be honest, I think it’s the hamster wheel mentality that creating content for the internet gives you. It really sucks you in and it feels like you’re never allowed to take a break.

Which video has had the best reaction from your audience?

I don’t know about ‘best’, but one that went down really well was my Sex Survey Results video. I asked a bunch of questions in polls on my Instagram stories such as “have you ever used a sex toy?” or “are you married?” and then I shared the results in a video. I think it had a great reaction because people were anticipating the video (after doing the poll), it was a cool way to involve my community in the content creation process!

What are you most looking forward to about BorderlessLive?

I’m most looking forward to connecting with creators – people I haven’t seen in a while and also new people.

Want to hear Hannah speak at BorderlessLive 2020? Make sure you get your ticket now so you don’t miss out!

How to lessen the impact of COVID-19 on your influencer campaigns

How to lessen the impact of COVID-19 on your influencer campaigns

As many countries have taken action to try and reduce the spread of COVID-19 you may be worried about how the pandemic will impact your income as an influencer. Here’s some suggestions of how you can use working from home to your advantage…

With the recent developments around COVID-19, you may find that the campaigns you were supposed to take part in are being postponed or cancelled. We know that a sudden loss of paid jobs can be stressful as a content creator so we wanted to offer some alternative ways of partnering with brands. We hope this advice will help brands and influencers to continue to work through the pandemic (and prove the power influencers have when it comes to working remotely)!

The product launch you were due to attend has been postponed or cancelled

If you weren’t going to be paid to attend and review a product, it may actually be a relief to you if the project is postponed. If the project isn’t cancelled, but you are worried about travelling on public transport to attend, then why not offer to film an unboxing for your followers on Instagram Stories and share a full review on your blog/YouTube/Instagram afterwards? If you were supposed to be paid to review the product, can they send it via courier and have you film an unboxing and review at home? This could be a great opportunity to spend more time on in depth reviews and high quality video. If brands have more budget available due to launches not being able to take place, it may also be worth getting in touch to see if you can secure payment for reviewing products on your social media accounts and/or blog.

You were due to take part in a panel, and now it’s been postponed

We know that this situation has happened to a few of you, and if you were due to be paid for your time it can be stressful to lose a job like this. . This may seem like a difficult situation to find a solution to, but there are a few things you could do:

Twitter chat – If you were due to speak with several people, could you all co-host a Twitter chat at a set time? This could then be promoted to each of your audiences across social media so they know when to join and they can join in the conversation by responding to your tweets!

Instagram Stories – The host could post the questions on their Stories with the panellists tagged, so they can then share the slide on their own stories with their responses to the question. Alternatively, the panellists could just film themselves answering each of the questions and upload them at a set time, asking their audience to go to each of the other panellist’s Stories to see their responses.

Facebook/Instagram Live – If you were due to take part in a Q&A with a brand, could you both go live at the same time and co-host the talk that way? This would allow your audiences to ask questions, and a countdown could be posted on each of your Stories so people are notified when the live begins.

You’re wary of attending a gifting suite

With lots of people in and out (and probably testing products or trying on clothes) of a small space on the same day, it’s not surprising some of you would be wary of attending these right now. Could the brand provide you with a discount code or gift voucher to use on their website? That way you can order the pieces you like and have them delivered to your home, rather than having to take public transport or attend a confined and busy event.

Your press trip is cancelled due to travel restrictions 

Again, it may seem tricky to find a solution for this but if the point is to celebrate a big launch there are ways around it. Could everyone due to attend post on an unboxing on their Instagram at a set time? Or could the brand go live with you in the run up to the launch to build hype? As travel is tricky, this could be a great time for product launches to focus more on tutorials or styling videos that can be filmed at home and posted at the same time.

Suggesting solutions like this for brands may help you to secure some paid campaigns, or ensure that the ones you are due to take part in adapt to the current situation. We hope this advice is useful and helps you to maintain a steady income over the next few months.

Influencer weekly update – #4

Influencer weekly update – #4

Welcome to our weekly update on all things influencer marketing, social media and content creation. We like to stay ahead of the curve when it comes to influencer-related things, and instead of keeping all of our findings to ourselves we thought we would share the stories, reports and announcements that we find most fascinating each week.

This week China’s live streaming boom, News UK looks to influencers to fill their editorial vacancies and TikTok adds analytics. Carrying on reading to find out more…

TikTok adds analytics to their Creator Marketplace

This will be welcome news to brands looking to work with TikTok creators. The analytics tools, available via their Creator Marketplace, will include real-time insights into influencer campaign views, engagement rates, engaged audience demographics and more. Creator Marketplace is TikTok’s native influencer marketing solution, and it allows brands to locate relevant creators for partnerships based on focus topics, location and reach.

China’s live streaming boom

Live streaming sessions have increased in popularity in China over the last few years, and according to Deloitte the market reached $4.4 billion in 2018, growing 37 per cent on the year previous and attracting a total of 456 million viewers. E-commerce giants like Alibaba are jumping on the live stream trend to engage consumers and boost their sales.

Brands encouraged to invest more in long-term partnerships

The creator landscape is growing increasingly saturated, and influencers are becoming more choosy about the types of brands they endorse. So it’s no surprise that Influencer recommend that brands invest more in long-term partnerships which will feel more genuine to an influencer’s audience and provide opportunity for feedback on the partnership’s success.

How Marketers Can Utilize Instagram’s Branded Content Ads

Some 80% of marketers surveyed say that influencer-generated assets performed the same or better than their own branded content, yet, only 18% of marketers say that they’re able to integrate influencer marketing into overall digital marketing ROI calculations. Branded Content ads can scale a creator’s post to reach a creator’s followers – and then some – which allows brands to get more ROI for their influencer marketing spend.

News UK turns to The Fifth to help fill editorial vacancies

A year on from its launch, The Fifth now offers talent management and is using its books to fill editorial vacancies at News UK. The new agency will manage News UK’s content creators and journalists, offering the opportunity for them to partner with brands independently of the titles they work for.

Want to connect with some of the UK’s best influencers and learn more about how to make your mark on social media? Find out how you can showcase at BorderlessLive 2020

Who is to blame when influencers endorse dodgy products?

Who is to blame when influencers endorse dodgy products?

Being asked to take part in a paid campaign is an exciting milestone for many content creators, but promoting products or services you know little about can leave you vulnerable to criticism. We investigate whether brands or influencers are to blame when potentially dangerous products are endorsed on social media.

As a content creator, working with your dream brands on social media content can be the best part of the job. Most creators will only promote a product or service that they truly believe in and wouldn’t dream of featuring something that could do harm to their followers. Yet detox teas, supplements and ‘contraception alternatives’ still frequently appear on our Instagram feeds, and the influencers saying yes to these partnerships are damaging the community’s reputation as a whole.

Last week Lauren Goodger tried to defend being caught on camera agreeing to promote a fake drink that had cyanide listed as one of the ingredients. Lauren claimed that she was under the impression that it was just a vitamin water, and that the words she read out to endorse the product were unknown to her. Her willingness to endorse a product without doing any research into its ingredients caused concern on social media, and we decided to investigate whether you feel brands or influencers are more to blame for the promotion of dodgy products.

When it comes to promoting potentially harmful products on social media, 72% of people felt influencers are to blame, rather than the brands who create the products. If influencers do promote potentially harmful products, 85% of people would definitely lose faith in them, with only 3% saying they wouldn’t lose faith in them at all. This shows that it is crucial for creators to do their research before saying yes to collaborations, and put themselves in their followers’ shoes before agreeing to promote products or services that could cause issues for some.

“The data shows that consumers invest trust in influencers to be genuine about the products they’ve tried and recommend,” says Adam Walker, a style blogger and digital marketer.

“Breaking that trust deals a huge blow to how consumers think of the influencer, but not necessarily the brand. For consumers, a brand is a logo but an influencer is a human and that kind of connection is fragile.”

Our data backs this up, with only 67% of people saying they would lose a lot of faith in a brand if they worked with irresponsible influencers and 33% saying they would only lose a little bit of faith in them. As a creator it’s important to always put the connection with your followers first, rather than prioritising what you may want from your content and influence. A brand may face some backlash if they work with the wrong people, but if creators work with the wrong brand they face alienating their audience and damaging their reputations beyond repair.

Interestingly, 10% of those who answered our poll said they have promoted a product or destination without doing any research into potential harm it may cause. This suggests that we may continue to see influencers blindly promoting products and services in the future, putting their audience at risk.

Adam feels it is important that we speak out when influencers endorse potentially dangerous products or services to protect the community and combat the assumption that all creators have the same lack of morals.

“Influencers need to be more vigilant about calling out this kind of bad behaviour from other influencers, otherwise they’ll find themselves tarred with the same brush.”

Want to take your content to the next level? Buy your tickets NOW for BorderlessLive2020!

Meet our speakers: CapitalCraig, TikTok creator

Meet our speakers: CapitalCraig, TikTok creator

Craig Castle, known as CapitalCraig online, is a TikTok verified creator. He’s built an audience of 1.2 million on the platform and says it’s been “one hell of a ride”. Craig fills us in on his favourite TikTok challenge, the types of videos he enjoys filming and what it takes to build a loyal following…

Why did you first start posting TikTok videos?

I started posting on TikTok because I’ve always enjoyed making people laugh, or at least trying to make them laugh! The message I try to portray in my videos is to have fun, live life to the fullest and don’t let anything hold you back.

What do you like most about being a TikTok creator?

I really enjoy inspiring others through comedy and sentimental videos, it’s the reason I love being a creator on the platform. If I can pick someone up when they’re having a bad day, that’s a great feeling.

How can people build a loyal following on the platform?

It’s simple: be yourself, have fun and be consistent. The rest will happen if you stick to that. When you’re enjoying what you’re doing, it’s clear through your videos.

Which has been your favourite video to create and why? 

I’ve enjoyed creating all of my videos, it’s a hobby and a passion all in one. I especially enjoy making the kind of videos that make people think, with a strong story line. They’re the type of video that hits deep.

What trends have you enjoyed most on TikTok?

Trends aren’t something I tend to get involved in, however, there are some that I have done for fun. The microwave challenge was a great one!

What are you looking forward to most at BorderlessLive?

Honestly? The entire experience. Meeting new people, meeting the team, it’s all very exciting and I feel privileged to be a part of it.

Want to hear Craig speak at BorderlessLive 2020? Make sure you get your ticket now so you don’t miss out!