Beckii Flint of Pepper Studio talks hate followers

Episode 34 of the Influencer Marketing Lab podcast where Beckii Flint co-founder of Pepper Studio talks hate followers and how to professionalise the influencer marketing industry

The Influencer Marketing Lab podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

Show notes

Welcome to episode 34 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This week I'm in conversation with with Beckii Flint, co-founder of Pepper Studio a boutique influencer marketing agency.

Podcast episode highlights

In this episode we:

• How the two-year-old start-up won two golds at the recent Influencer Marketing Awards
• Pepper Studio's influencer marketing ethos
• Kid-fluencers and the need for their better protection
• The largely unreported phenomenon of hate followers and the devastating toll they can take on creators
• The importance to our industry of standardising pricing for creator-generated image rights
• Diversifying revenue streams as creators increasingly shift away from being dependent on single social media platforms due to their terms of services and algorithm changes.

Beckii Flint biography

26-year-old Beckii Flint is already a veteran Influencer. She has been creating content online since the age of 12. Her first-hand experiences of the process behind the content give an invaluable insight into the needs of all parties involved when running influencer marketing campaigns.

Raised in the Isle of Man, she moved to London in 2016 to pursue a career in influencer marketing, and co-founded Pepper Studio in Spring 2019. In 2021 she was recognised as one of Forbes 30 Under 30.

She has been featured in Dazed & Confused, The Guardian, The Observer, Daily Mail, BBC News, Forbes, and Marie Claire, to name a few. She regularly contributes industry insight on topical events in the news and on the radio, including BBC Radio 4 Today Programme and 5 Live Wake Up To Money. She spoke in the House of Lords to give evidence for an inquiry into influencer marketing in 2017.

Formerly, Beckii created content online under the name Beckii Cruel, and began on YouTube creating dance videos to Japanese pop music. These videos went viral, and saw a career performing in Japan in her early teens, and a feature documentary on BBC3 in 2010 (Beckii: Superstar at 14). She continued creating YouTube videos, launched her own clothing line, and spoke at the Festival of Media in Dubai before moving to London to pursue a career in Influencer Marketing.

Useful links

• Becky Flint LinkedIn
• Becky Flint Instagram
• Pepper Studio
• Ogilvy’s Imogen Coles explains why in creativity low-fi doesn’t mean lazy
• Beckii Flint on BBC Radio 4's The World Tonight programme with Shaun Ley
• Reddit thread: My mom is an influencer and I'm sick of being part of it
• Beckii Flint on Linkedin talking about hate followers
• NY Mag detailing the story of a kidfluencer whose parents started dipping into their earnings and applied pressure to the child