Inside the 86 Talent Strategy Day 2025

We recently hosted a Strategy Day for our creators which brought together an inspiring group of people for a full day of learning, reflection, and big ideas.  The day was all about helping our talent understand what brands are really looking for, strengthen their personal brand, and get future-ready in an ever-changing industry. Here’s a full recap of what we covered.

Strategy with Sarah

Setting the tone

We began the day by setting a simple personal goal. Everyone was invited to jot down one thing they wanted to get out of the session, whether it was clarity, confidence, direction, or simply a new idea. 

It was a grounding exercise that encouraged people to get intentional from the start and reflect on what would make the day truly valuable for them. 

Storytelling, values & AI

We then dived into a discussion on the evolving creator landscape, particularly the rise of AI influencers and the importance of human storytelling. 

Insights from the Influencer 360 event highlighted just how fast this shift is happening. Over 50% of U.S. social media users now follow at least one virtual influencer, and the AI influencer market is projected to reach $154B by 2031. 

This sparked a bigger conversation about why your values, personality and story matter more than ever. In a world where AI can look and sound convincing, it’s the human side of your content, your point of view, your flexibility, your voice, that will set you apart. 

Who is real?

To bring that point home, we ran a challenge asking everyone to guess which influencer was real out of a grid of six. 

Only one person in the lineup was real, the rest were avatars or AI-generated profiles. Despite plenty of confident guesses, no one got it right. 

The shock was real, and the message landed. This activity was a powerful reminder of just how blurred the lines are becoming between real and synthetic content and why it’s more important than ever to lead with transparency, trust, and values. 

What brands are looking for

From there, we moved into the heart of the morning session, what brands are really looking for in their partnerships with creators. 

The takeouts from Influencer 360 were clear: 

“We spend a lot of time researching creators” – Carla, Cineworld
“We look at all the comments, carry out social listening, and study audience behaviour” – Craig, Diageo
“It’s not just about reach — we look for shared values” – Lottie, Ben & Jerry’s 

Brands are paying close attention, to your content, your audience, your tone of voice, and your comments section. They’re not just buying reach anymore; they’re looking for alignment, values and creators who feel like a natural fit. 

We talked about how your comments section is a free focus group, and how brands now want to build long-term partnerships, not one-off posts. 

Dream brand exercise

To put that into action, we asked everyone to write down three dream brands they’d love to work with. Then we challenged them to think: how could you naturally integrate their product or service into your organic content this month? 

This sparked some brilliant reflections and for many, a shift in mindset from waiting for the right brand to reach out, to proactively building content that makes those collaborations more likely. 

Channel audit

Next, we zoomed out to look at the bigger picture: platforms and channels. 

Everyone did a quick channel audit, asking: 

• What platforms am I on? 

• What role does each play in my brand? 

• What’s working, what’s not, and what could I add? 

Each person then picked three channels they could realistically commit to working on over the next six months. It was really interesting to see the variety, from creators planning to bring back blogs, to those leaning into YouTube, email newsletters or even Pinterest.  

Content that travels

We wrapped the morning with a creative session exploring how content can travel beyond just social posts. 

The brief? Map out a journey. If a brand loved your content, where else could it go? Could it appear in-store? As part of a special edition product? In an event or out-of-home campaign? 

This activity sparked some of the day’s most exciting ideas, from DIY concepts coming to life in retail spaces to creator-led products and cross-platform campaigns. The energy in the room was amazing as we all shared ideas and there are already some exciting pitches in progress off the back of it! Watch this space! 

Personal branding with Emma

After lunch, Emma took the reins with a powerful session on personal branding and how to futureproof your presence as a creator. 

She walked everyone through the building blocks of a strong brand: 

• Values – What drives you and how you make decisions 

• Vibes – How your audience feels when they experience your content 

• Visuals – Your aesthetic, colour palette, style 

• Voice – Your tone and language (and what you don’t say) 

• Content pillars – The 3–5 core topics you rotate between 

With personal brand clarity comes stronger brand deals, more negotiating power, and longer-term growth. When you’re clear about who you are, it’s easier for the right brands to find you, and for you to say no to the wrong ones. 

Final thoughts

We wrapped the day with a round of reflections and a clear takeaway: 

Your values and your story are your biggest assets.

In a world of AI-generated content and algorithm shifts, creators who know who they are and show up consistently will stand the test of time. Whether it’s building your presence across new platforms, crafting content that travels, or refining your personal brand, the future of influencing is personal, intentional, and human. 

Thank you to everyone who joined us. We can’t wait to see where you take things next.