--- title: "Niche Influencer Strategy with Beth Heard: Head of Talent" date: 2025-01-10T00:00:00+00:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/podcasts/niche-influencer-strategy" section: Podcasts --- ![A woman with dark hair tied back in a sleek ponytail touches her head lightly, wearing an elegant black outfit complemented by gold hoop earrings. The background transitions from soft lavender to deep purple, creating a calming yet vibrant atmosphere, while a microphone is positioned in front of her.](/uploads/transforms/Images/Podcast/_1773x998_crop_center-center_90_none/Episode-5.jpg) Podcasts [Listen on Spotify](https://open.spotify.com/episode/4LGa0JG4w8Cl5h1Xlofwxr?si=780c53c3dc6f484f)[Listen on Apple](https://podcasts.apple.com/us/podcast/true-crime-booktok-why-niche-influencer-audiences-matter/id1738224380?i=1000657772779)[Listen on Amazon](https://music.amazon.co.uk/podcasts/d4a542c5-4cf6-46c4-b1ee-31cdd9bdd9b2/episodes/202a41b8-c3c7-46e6-b61f-e74bada3489e/what-they-said-true-crime-booktok-why-niche-influencer-audiences-matter-what-they-said-the-influencer-marketing-podcast-ep-5) In this episode of What They Said, Beth Heard, Head of Talent at Sixteenth, shares how creators can stay ahead in a rapidly changing influencer landscape. From building meaningful long-term strategies to harnessing content as a part of niche influencer strategy, Beth explores the evolving trends shaping the creator economy. ### **Collaborating on Longevity** Beth reveals the importance of balancing creator and brand priorities, emphasising why creators shouldn’t rush to sign with agencies and how to spot red flags in partnerships. She highlights how creative campaigns like the [Cluedo](https://itsprettygreen.com/work/hasbro-cluedo-liars/) influencer shoot demonstrate the power of collaboration when brands truly invest in creators. ### **Future of Creator Partnerships** Looking ahead, Beth predicts a resurgence of long-form content as platforms like TikTok adapt to the demand for depth. She also discusses the rising appeal of “FaceTime-style” content – authentic, casual videos that feel like chatting with a friend. Share: showTooltip = false, 1500)"> Copied! [](https://linkedin.com/shareArticle?mini=true&url=https://itsprettygreen.com/podcasts/niche-influencer-strategy.md&title=Niche%20Influencer%20Strategy%20with%20Beth%20Heard%3A%20Head%20of%20Talent) ## In other news [News, Digital PR ![A sleek gold laptop rests atop a wooden tray, displaying a detailed map of the UK on its screen. Beside it, a sturdy grey mug of steaming tea contrasts with rich, dark chocolate muffins on the tray. Soft, muted bedding creates a relaxed atmosphere, enhanced by gentle natural light.](/uploads/transforms/Images/_650x600_crop_center-center_90_none/Hero-image-Bensons-for-Beds-Sleep-Forecast.jpg) ### Helping Brits Track Nightly Rest With UK's First Sleep Forecast Brits love to talk about how they slept. Good night, bad night, wide awake at 3am, it’s often the first conversation of the day. 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Think: a slick blend of Tinder meets LinkedIn – but make it influencer marketing.](https://itsprettygreen.com/podcasts/pairing-brands-and-passionate-fans-with-alex-payne-founder-ceo-the-influence-room)[Digital PR, New Work ![A grand historic building with a light-coloured façade, featuring ornate architectural details and large arched windows, stands under a clear blue sky. In the foreground, text overlay reads "PrettyGreen WELCOMES Priory", highlighted by a modern logo with a playful cloud design.](/uploads/transforms/Images/_650x600_crop_center-center_90_none/pgWelcomePriory.jpg) ### PrettyGreen Appointed by Priory to Drive Digital PR Campaign for New Therapy-Led Residential Addiction Service, Flourish Creative communications agency PrettyGreen will support Priory’s digital PR and search visibility strategy for the launch and expansion of Flourish, a pioneering residential addiction treatment programme in the UK.](https://itsprettygreen.com/latest/prettygreen-appointed-by-priory-to-drive-digital-pr-campaign-for-new-therapy-led-residential-addiction-service-flourish)[Podcasts ![In a vibrant composition, Lucy Edwards, with sleek dark hair and fair skin, appears in a chic white blouse, complemented by Nora Zukauskaite, who boasts auburn curls and a soft pink sweater. The background features a gradient of pastel shades with social media icons, emphasising a contemporary event atmosphere.](/uploads/transforms/Images/Podcast/_650x600_crop_center-center_90_none/Thumbnail-SQ-Cannes-lucy-nora.jpg) ### Cannes Special | How to launch a brand on TikTok Shop Lucy Edwards, blind broadcaster and disability activist returns to "What They Said" joined by Nora Zukauskaite, Marketing Director for TikTok Shop, to discuss the launch of Lucy's new inclusive beauty brand Etia in 2026.](https://itsprettygreen.com/podcasts/cannes-special-lucy-edwards-nora-zukauskaite)