Performance driven influencer marketing with Nic Yeeles of Peg

nic yeeles

Nic Yeeles is the co-founder & CEO of, an end-to-end software platform that powers influencer marketing for 1,700+ leading brands & agencies, across 169 countries. At just 12 years old, Nic started making videos as a hobby. He has since founded a video production company, a creative agency and co-ran the fastest growing YouTube channel in the world (gaining ~100m views) prior to building Peg. Along the way he’s worked with major global brands including Sony Music, Unilever, Adidas and Microsoft, as well as working with high profile online and offline personalities including Simon Cowell, Skrillex and Zoella.

In his spare time he hosts Ponder Wanders, where he brings together the brilliant minds of deep thinking entrepreneurs, scientists, writers and more, to discuss some of the toughest philosophical questions facing humanity over long walks in the countryside. 

Show highlights

1:51 Nic introduces himself and Peg the company he co-founded.

5:48 Why Nic believes influencer marketing is becoming more performance focussed.

6:49 Nic’s thoughts on the democratization of influence.

8:25 Removing content stimuli.

13:21 Why the EU’s Article 13 could be “devastating” for YouTube and creators.

17:43 Is YouTube trying to be more like Netflix and abandoning creators?

21:25 Why YouTubers develop a deep connection with their audience.

26:30 Nic’s experience of learning to code and the benefits of it.

31:03 Nic’s predictions on the future of influencer marketing over the next 12 months and the next five years.

36:55 Quickfire three: Nic’s favourite city, meal and quote.

38:18 The one book Nic recommends everyone should read.

Resources/people/articles mentioned in the podcast


Nic on LinkedIn

Article 13

The Power of Glamour book

Superfreakonomics (Amazon)

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Written by Stephen Davies

I’m an experienced strategist working at the intersection of public relations, digital marketing and social media based in London. You can work with me here or drop me a line here.

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