Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there.

In 2025, consumers are demanding realness (but you already know that).

Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message.

Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand.

For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into million-subscriber success stories.

(And yes, she’s been the strategist successfully responsible for this.)

Diving into her expert knowledge, Victoria reveals how any brand can dominate in the creator economy – all through a mastery of video content.

Listen on to learn:

• Turn Creators Into Growth Partners: Forget quick fixes. Victoria shares underrated ways to build authentic, lasting relationships with creators who really love your brand. From outreaching with customised videos to practicing good Whatsapp etiquette, she shares advice for turning creators into genuine partners who drive scalable, sustainable results for your brand.

• Leverage Video’s Full Potential: Short-form sparks curiosity; long-form builds Advocacy. Victoria breaks down how to use short-form to hook audiences in seconds (quick tip: use ‘How I’ instead of ‘How To’) and long-form to deepen connections that lead to loyalty. Discover the ideal balance, if there is one.

• Run Campaigns That Actually Work: Most campaigns fail because brands and creators aren’t aligned. Victoria’s strategies show how to brief creators effectively, communicate on their terms, and prioritize the right goals. The result? Campaigns that consistently deliver ROI and build stronger connections with your audience.

Hit play now. Lead on creator-led video in the new year.

Rate & review Building Brand Advocacy:

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• Spotify

• Connect with Victoria:

• On LinkedIn
  

2025 is coming in hot.

Is your brand ready to thrive in the era of co-creation?

This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what’s next. If you’re in fashion, beauty, or any space where community & content matters (spoiler: that’s everywhere), this episode is your tactical guide to the year ahead.

From Lia, you’ll learn about:

• The Power of Co-Creation: Customers aren’t just buying – they’re building with you. Lia spills how brands like E.L.F. Cosmetics and Netflix turned audience feedback into blockbuster products and campaigns. The takeaway? Your next big idea might be hiding in the Comments section.

• Influencers, Reimagined: Forget the airbrushed perfection of yesterday. 2025’s creators are experts, superfans, and relatable voices. Lia unpacks how beauty brands are leading the charge in harnessing this shift to connect, convert, and dominate; and what you can learn from them.

• Content That Actually Connects: Swipe-left storytelling. Long-form's comeback. Collage culture. The next big content moves are here. Lia breaks down why they matter for brands looking to capture, and keep, attention.

• AI That Elevates (Not Overpowers): From smarter searches to hyper-personalized connections, AI is no longer the shiny new toy – it’s your quiet powerhouse. Lia explains how to use it right (without losing the human touch).

This isn’t another trends rundown. It’s a masterclass in evolving with your audience, building real Advocacy, and making 2025 your best year yet.

Press play and take note.

Rate & review Building Brand Advocacy:

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Connect with Lia:

• On LinkedIn

• Subscribe to ICYMI
  

Scaling fast can cost a brand what matters most…

Your connection to community.

So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable.

In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone.

This week on the podcast, Colette sits down with Paul to share how she and her team built a $100M+ skincare brand in just six years without sacrificing their core values. Colette’s insights are gold for any brand builders who want to scale while staying true to their brand ethos.

(Aka, all of you.)

Hit play to discover how to:

• Build on Transparency, Not Tricks: When The Inkey List launched, ingredient lists were unheard of on beauty websites. Colette set out to empower consumers with straightforward education, not marketing magic. Learn how this no-BS approach created a fiercely loyal community.

• Turn Shortcuts Into Long-Term Wins: Fast growth can tempt brands to cut corners. Colette reveals what not to do, from outsourcing field teams to chasing fads, and why the real ROI comes from genuine human connections – like chatting with customers over a glass of wine on Instagram Live.

• Find The Right Advocates, Not Just The Loudest Ones: From gifting to nurturing grassroots Advocacy, Colette shares how The Inkey List has built a global community of creators, retail associates, and superfans. The key? Relentless focus on education and shared values.

• Educate Everywhere, At All Touchpoints: Whether it’s a TikTok, packaging, or a QR code on a store shelf, Colette breaks down how to make every customer interaction a moment of learning; and why that builds enduring Brand Advocacy.

This is your sign to stop chasing the next trend.

Instead, scale with purpose. Build a community that believes in your brand. Nail the basics, to turn your mission into a movement.

Rate & review Building Brand Advocacy:

• Apple Podcasts

• Spotify

Connect with Colette:

• On LinkedIn

• On Instagram

• On The Inkey List’s Instagram

• On The Inkey List’s TikTok