True Crime & BookTok:
Why Niche Influencer Audiences Matter

Curious to hear about the behind-the-scenes of the creator economy? Want to know why niche influencers are the latest thing?

Join host Sammy Albon as he chats to Beth Heard, Head of Talent at Sixteenth, an agency that unashamedly says they’re a YouTube-first talent agency.

They talk about the new trends that the latest influencers are influencing including ‘niche down’ content such as studying, literary and true crime (but with millions of views, of course),  share some words of warning when it comes to signing an agency as a content creator (there’s no rush!) and how important it is to have a long-term strategy.

Beth also shares the ups and downs of content creation according to a manager – from the lows of navigating the negative backlash when influencers partner with brands, to the ups of seriously successful and real-world impact brand partnerships such as Cluedo.

Learn about how to elevate influencers into the mainstream and what to say hell yes to, Beth’s predictions on the future of long-form content and the type of brands to partner with, and finally, the golden question…. what is the next big thing for 2024/25?