50 hot new influencers: NikiNSammy

As part of PRWeek's 50 hot new influencers feature, we spoke to twins Niki and Sammy Albon, the 'accidental entertainers' behind YouTube channel NikiNSammy.

50 hot new influencers: NikiNSammy (© Linda Blacker)
50 hot new influencers: NikiNSammy (© Linda Blacker)

Describe yourselves, your site/channels and how you got started

S: We’re graduates, twins, and accidental entertainers. In the gap between finishing our [university] courses and graduating we had a lot of spare time. Niki started uploading vlogs as a hobby. Sammy appeared in one and then things just kind of went from there.

How have you worked with brands or causes?

N: We make sponsored content on our channel with brands such as Disney, Microsoft and PayPal. However, we are very passionate about using our platform to bring attention to causes we care about. Most prominently, we work with Stand Up To Cancer. We hosted its 12-hour live stream on YouTube, which raised more than £100,000.

What kind of collaborations with brands work best for you?

S: It’s always a pleasure to work with brands that are experienced in the digital space and trust us to know our audience. If we have creative freedom, the final video will always be something both parties are happy with. We like to work with brands that add value to our content that we wouldn’t otherwise have – for example, we worked on a campaign for the Google App that saw us drive to Manchester with a group of our friends (also YouTubers) and vlog the experience while using the app and its features.

New influencers: are they changing the face of PR and marketing?

What works less well and what would you not do?

N: We wouldn’t work with a brand that we don’t believe in, nor would we work with a brand that isn’t relevant to our audience or the content we make on our channel. Ultimately, our integrity is priceless and so is the mutual respect we share with our audience.

What is your favourite social-media platform and why?

S: Twitter, by far. It allows us to instantly connect with our audience in a way that YouTube comments don’t quite manage. Polls, trends, image-sharing – it’s all there and, honestly, a world without Twitter would be very strange. But we use all social-media platforms and each of them has a distinct role.


Where do you see yourself in five years?

N: We’ve only been self-employed as YouTubers since the middle of last year, so it’s difficult to say. We recently hosted the Star Trek Beyond European premiere in Leicester Square and are really interested in branching off into presenting. This year, we’re also working with Comic Relief, Children in Need and Stand Up To Cancer in different capacities (hosting or creating content). We know that, wherever we are in five years, we will be working hard, having fun and sharing that experience with our audience.

YouTube page: NikiNSammy

See the rest of PRWeek's 50 hot new influencers by clicking here or on the banner below:

PRWeek 50 hot new influencers

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