Who better to kick off our journey into the ‘Roaring Twenties’ with than Niamh Cullen, one of Ireland’s most influential social media presences; influencer, content creator, fitness fanatic, podcaster extraordinaire and all-round top buzzer too. We sat down with Niamh to get her thoughts on the influencer marketing business and her perspective on where it’s headed.

Why the name “Influencer is a dirty word” for the podcast?
It took us both a bit of time to come up with the name. We wanted to be a little bold and have something a little ‘out there’. There is a little bit of stigma with influencers in Ireland, so this was our way of saying YES the word “influencer” is a dirty word to some, but we are so much more than that word.

How do you market yourself to brands/agencies?

To stand out but not to show off. I would like to think I market myself as authentic, transparent and consistent.

What does success mean to you?

Success means a lot to me. To set goals little or big. To implement a plan and finally achieve your desired visions. The fulfilment you feel when you produce high quality successful work. 

How do you evaluate your output and show success to the brand/agency?

By results. Sharing the impact and engagement I have with my following online. I’d often look at insights on the work I did with different clients and brands and see what worked and what didn’t. For example; fitness does a lot better for me than beauty. I evaluate that by the engagement of each post. 

What are the common mistake agencies/brands make when approaching you for work/collaboration?

Not researching what I do or what I am about and how I like to come across most importantly. When working with brands, brands do like things a certain way which I understand but I feel sometimes clients can forget about us and how we like to portray ourselves when talking about brands. I like to be lighthearted, fun and transparent. Not too serious. Clients can be difficult at times and not trust that our way of sharing will work. 

If you could change one thing about the business what would it be?

To have more real genuine authentic content. Not everything has to be polished. Transparency is vital in this industry. 

Did the recent Instagram changes affect you?

I think they are positive enough so far. I think it takes the pressure off the younger generation. Instagram I feel has turned into a bit of popularity contest. Making people share real genuine content.

Where do you see influencer marketing going in the next 3-5 years?

I see it growing still for sure. I see new apps, new social media platforms. The only thing is that people want to see real people. I feel some influencers may struggle if they don’t start being more transparent and genuine.

What were your favourite campaigns to work on and why?

I am lucky to say every campaign I have worked on has been a great campaign. I’ve always stayed true to myself and only worked with brands I feel passionate about. I think that’s how I am where I am today. But if I was to pick one, it would probably be the campaign I am working on now with Life Style Sports. I’ve always dreamed of working with an Irish sports brand.   It’s all about encouraging people, especially women, to start a healthy lifestyle with the right tools to begin with. So, having the right footwear the right clothing.