In this month’s edition of The Influencer Chronicles, the debate heats up over AI influencers: innovative or inauthentic? Another bizarre bathwater controversy makes headlines, and Tammy Hembrow marks the end of her seven-month marriage
On the radar
SYDNEY SWEENEY SELLS HER BATH WATER?
Dr. Squatch’s choice of talent for their ad wasn’t an innocent decision. The natural body wash brand is known for its bro-friendly tone, cheeky messaging and celebrity cameos. They knew that partnering with Sydney Sweeney would spark a strong reaction – and it did.
After receiving countless requests for her bathwater, the actress leaned into the joke and launched a soap infused with her actual bathwater. And we’re not sure what’s better, the product or the reactions.
CIARA IN THE UK: INFLUENCING WITH INFLUENCERS
Ciara’s PR team isn’t sleeping on internet culture. They know that fandom no longer grows from celebrities attending exclusive events with other celebrities – it’s about knowing your community and meeting them where they are.
Ciara’s UK press run is one to take notes from. From making TikToks with Tube Girl and performing with DJ AG to hosting a dance class with Red Bull, Ciara’s team clearly understands the value of creator partnerships – and they did their homework on UK culture.
DIGITAL CREATORS ROAR AT CANNES LIONS 2025
Cannes Lions 2025 saw a surge of content creators entering what was once a space dominated by brand and agency professionals. No longer just amplifiers, influencers have become strategic business partners. They benefit from engaging with marketers, and the industry has just as much to learn from them in return.
As Brandon Edelman put it, in a world where many still question the legitimacy of this work: “That’s what’s so refreshing about being here. Everyone gets it, and they really get it.”
Topics of the month
LIKE IT OR LOATHE IT: AI INFLUENCERS
Brands are increasingly partnering with virtual personalities, AI influencers, to deliver scalable, data-driven campaigns with total storytelling control. Platforms are even introducing AI avatar-based advertising tools that mimic real influencers, promising lower costs and no scheduling conflicts, but raising new ethical questions around authenticity and the future of human creators
At Cannes Lions, Axios reported a major shift toward building fandoms, not just audiences. Brand leaders like Ulta Beauty, and Mattel emphasised that fostering deep, cultural communities is now central to long-term loyalty and advocacy. Brands are shifting from reach to depth; investing in long-term fan communities that drive emotional connection, cultural relevance, and higher lifetime value, with influencers acting as authentic bridges into these niche spaces. This approach builds brand affinity that lasts beyond a single campaign.
Forbes’ 2025 Top Creators list highlights the 50 highest-earning and most influential social media stars like MrBeast and Charli D’Amelio, showcasing the $853 million creator economy’s growing impact and the blurring lines between digital creators and mainstream entertainment. Creators are diversifying their careers beyond social media into acting, entrepreneurship, and brand partnerships, driving new revenue streams. This evolution underscores the importance of adaptability and engagement for success in today’s creator driven media landscape.
IBen Kielesinski has cracked the code on how to hook an audience. Start your video with a question to the viewer, add a signature element that makes you recognizable, sprinkle in a bit of humor, and you’ll be able to convey your message, share your passions, and keep people entertained – and coming back for more.
Ben is an adventure travel content creator, best known for the ironic openings of his videos: “Do you wanna come on an adventure with me?” – cutting quickly to “Too bad, you’re coming.”
Why should you follow them?
Ben uniquely blends adventure content and storytelling like no other in the space. His videos are refreshing and – as contradictory it may sound – they’ll make you want to drop your phone and get outside to explore.
Grandma Droniak’s social media bio says it all: “hello i’m a celebrity and a 95 year old grandma.” Mixing Gen Z humor with the charm of a 95-year-old sweet lady might seem like a stretch, but Grandma Droniak proves it’s a perfect match. Though her account is managed by her grandson, the slay is all hers!
Her content includes humorous skits, dating advice, and personal stories. From the rules for her funeral, to giving a nursing home room tour, Grandma Droniak makes us look at aging from a new and lighthearted perspective.
Why should you follow them?
A 95-year-old on social media is the perfect definition of niche culture. It’s genuinely refreshing to see someone in a stage of life often portrayed as declining or somber absolutely thriving and having fun. Her content is unexpectedly hilarious, heartwarming, and real.
Spill the tea
1. The gatekeeping era is over
Kylie Jenner finally spilled the tea on her boob job. After a British beauty influencer asked “What do I ask for to get breasts like yours?”, Kylie commented the exact details and sizing of her breast implants – even her surgeon’s name.
Some might say she’s “a girl’s girl” for finally opening up, but does admitting to a boob job years after denying any work done really absolve her from the role she played in shaping unrealistic beauty standards?
2. Khaby Lame detained by ICE
Oddly enough, following influencer drama now doubles as international news. Amid a wave of ICE reports, the world’s most popular TikTok personality was detained and left the U.S. for allegedly overstaying his visa. Apparently, Bo Loudon, a self-proclaimed pro-Trump influencer, got ICE to detain the Senegalese-Italian creator – or so he claims.
Now that’s a crossover between TikTok fame and immigration enforcement no one asked for.
3. Happily, 7 Months After
You know what they say: “Love may be blind, but marriage is a real eye-opener”. That pretty much sums up Tammy Hembrow’s short-lived marriage to Love Island star Matt Zukowski. The couple is divorcing just seven months after tying the knot, following 18 months together.
It was Tammy’s third engagement – and her first marriage. But you can’t blame a hopeless romantic. As she put it: “I’m really good at putting on rose-coloured glasses or just getting swept up in it all.”
What have we learned?
FORMULA FOR RELEVANCE
Bold, buzzworthy campaigns like the Sydney Sweeney example, tap into internet culture and fan obsession. Creating a shock factor and personal touch that aligns perfectly with a brand’s cheeky tone, proving that viral, culturally relevant influencer partnerships drive engagement and memorability. The key takeaway is that when influencer marketing aligns authentically with brand voice and cultural trends, it becomes more than a promotion, it becomes a moment.
SHIFTING FOCUS
Brands are shifting focus from broad reach to cultivating deep, engaged fandoms, as highlighted at Cannes Lions. By investing in long-term cultural communities and leveraging influencers as authentic connectors, brands like Ulta Beauty and Mattel are fostering lasting emotional connections and loyalty that extend well beyond individual campaigns.
FAN COMMUNITIES
A key insight is the rising focus on fandom-building over follower count. Brands and creators are prioritising authentic, long-term communities rooted in shared values and culture. By using influencers as trusted insiders, they’re deepening emotional connection and turning audiences into loyal fans who stick around far beyond a single campaign.
