Monetising the influencer brand Content, advertising, fans, engagement and likes – but there is also an entire influencer brand business model to be pursued. What are the influencer brand exploitation opportunities? What is the life-cycle of influencer brands? Ian Shepherd, Chairman, The Business of Influencers

1. IAN SHEPHERD
Monetising the influencer brand
ian@thesocialstore.co.uk
@ishepherd

2. The world’s wealthiest musicians
1. Paul McCartney
2. Andrew Lloyd Weber
3. Jay Z
4. Herb Alpert
5. Sean Combs - Diddy
6. Dr Dre
7. Madonna
8. Emilio Estefan
9. Elton John
10. Coldplay
11. Jimmy Buffet
12. Mick Jagger
13. Ringo Starr
14. Bruce Springsteen
15. Keith Richards
16. Neil Sedaka
17. Gene Simmons
18. Jon Bon Jovi
19. Sting
20. LA Reid
21. Dhani Harrison
22. Lady Gaga
23. Roger Waters
24. Phil Collins
25. Tim Rice
26. Eric Clapton
27. Master P
28. Rod Stewart
29. Ozzy Osbourne
30. Eminem
31. Lou Adler
32. Sean Lennon
33. Lars Ulrich
34. Tony Bennet
35. Usher
36. Billy Joel
37. Brian May
38. Robert Plant
39. Roger Taylor
40. Jimmy Page

3. CHAIRMAN FOUNDER & CEO
A UK based community connecting the leading
players in the influencer marketing industry
We work with leading social media stars and
influencers to build their brands, license their
rights and create quality consumer products

5. Kids media consumption is changing
fast and YouTube dominates viewing

6. Tiana is the most popular girl in the world on
YouTube and her audience is growing fast!
0
0.2
0.4
0.6
0.8
1
1.2
1.4
Tiana UK
Viewers
CBBC- Blue
Peter
Cartoon
Network - Apple
and Onion
Disney Channel -
Andi Mack
Nickelodeon -
Nicky, Ricky,
Dicky andDawn
Averageviews(m)
The UK viewing of each one of her videos
dwarfs that of traditional TV shows
SOURCE: YouTube data, BARB data February 2019
Tiana video views vs top rated UK kids TV shows
Tiana’s YouTube channel subscribers are
growing from strength to strength
0
5
10
15
Apr-16 Sep-16 Feb-17 Jul-17 Dec-17 May-18 Oct-18 Mar-19
Subscribers(m)
Tiana total channel subscribers

7. Tiana’s content is on-trend, relevant and fun and
consists of pranks and challenges with her friends
Tiana has 2 channels with 14.8m subscribers
Toys AndMe
10.4m
Tiana
4.4m
SOURCE: YouTube data

8. The Hearts By Tiana style guide was built bottom up
with product design at the core
The unique and always on
nature of YouTube provides a
totally flexible approach to
designs
Licensees have access to a
broad range of promotional
assets and photos
Hearts By Tiana © The Social Store 2019

9. The Hearts By Tiana brand is already loved by fans
A 2-day pop up shop in Birmingham, UK attracted 10,000
fans and averaged one sale every 45 seconds!!
The heartsbytiana.com website has sold tens of
thousands of products since launching in August 2018
Hearts By Tiana © The Social Store 2019

10. The Hearts By Tiana brand was first presented at BLE in
2018 with the first ever dedicated influencer stand
Hearts By Tiana was also identified as a key property by WGSNThe brand was featured in all of the major press
WGSN identified how social media influencers are
changing the licensing landscape
Hearts By Tiana © The Social Store 2019

11. Hearts By Tiana offers retailers and licensees so much
more than a traditional film or TV license
Products and shop can be authentically
integrated into content
Little to no promotion or
integration of products
Tiana creates seasonal, relevant content
turned around in less than 24 hours
Content is restricted to release
windows and storyline
Hearts By Tiana is flexible, adaptable
and always on trend
Designs are often restricted to
existing content assets
Approvals can be managed in less than
24 hours
Designs require long chains of
approvals
Fans constantly engage with Tiana, her
content and the products
Traditional brands can gain
limited customer feedback
PROMOTION
RELEVANCE
DESIGN
APPROVALS
FEEDBACK
HEARTS BY TIANA FILM OR TV LICENSE
✘
✘
✘
✘
✘
Hearts By Tiana © The Social Store 2019

12. Hearts By Tiana products and the retail experience are
authentically integrated throughout Tiana’s contentPRODUCTRETAILERS
Tiana often features
Hearts By Tiana products
as part of challenges in her
videos
Tiana’s content is often
filmed in retailers

13. The brand will be launching across more
than 400 stores in May 2019
Launch products will include daywear, nightwear, socks,
shoes, bags, accessories and bedding.
The launch will be
supported by:
• In store appearances
• Regular features in
YouTube, Instagram and
TikTok content
• Pre roll promotion
• Marketing on all social
media channels
• And much more!
Hearts By Tiana © The Social Store 2019

14. How many bows
sold in 2018?
40M
JoJo Siwa and the JoJo bow

18. The world’s wealthiest YouTubers
1. Ryan ToysReview
2. Jake Paul
3. Dude Perfect
4. DanTDM
5. Jeffree Star
6. Markiplier
7. VanossGaming
8. Jacksepticeye
9. PewDiePie
10. Logan Paul

19. The Social Store works with leading social media stars and influencers to build their brands, license
their rights and create quality consumer products.
ian@thesocialstore.co.uk | 07916 163355 | thesocialstore.co.uk
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