In this episode, we sit down with Eni Awoyemi, Digital Influencer Partnerships Lead at Channel 4, home to shows such as The Great British Bake Off, Married at First Sight and Hollyoaks.

Eni discusses the best way to spot rising creators and the importance of utilising creators as brand ambassadors to ensure you're building a strategy destined for success!

Listen to the full episode for more insights into:

Mastering Your Campaign Metrics

‍Eni explains how understanding campaign metrics goes beyond just looking at the numbers. For Channel 4, the true indicator is sentiment—whether the response is positive and if the comments reflect genuine interest and connection. Instead of just focusing on numbers, Eni delves into the content, looking for comments that show viewers watched because of the influencer or appreciated the recommendation.

‍The Search For Rising Creators

‍For Eni, discovering the latest and greatest creators involves a blend of constant immersion in social media and leveraging technology. Staying on the pulse of platforms like TikTok and Instagram is essential to identify emerging talent and understand audience reactions. For Channel 4, using specialised tools to monitor and source influencers provides valuable data on who’s trending and aligns with its brand affinity. This combination of hands-on exploration and data-driven insights ensures they can find and collaborate with the right creators who can deliver impactful results.