At Festival of Media LatAm, British YouTuber Joe Sugg talked to M&M Global after his panel on the importance of influencers about his favourite brand partnerships and why they have worked for him.

This was Sugg’s first festival panel experience. “It’s kind of scary because I am fine with going out on stage in front of six thousand screaming girls but when it’s a room full of people looking very scary in suits, it’s a completely different audience,” he said.

Having grown up playing rugby, Sugg is excited to be working with Rugby Football Union. “I’m currently having a really good time working with brands because I’m working with brands I have been passionate about since I was young,” he added.

“Yesterday I saw two women walking around the corridors dressed as zombies,” he said. “I kind of bumped into them by accident, they turned around and she had the white eyes and I was terrified!”

Despite this phobia, he is currently working with the Fear of the Walking Dead. “I’m obsessed with all that kind of stuff, I play the games and watch the TV series,” he added.

He is also looking forward to attending a supermarket chain’s YouTuber Halloween party for the third year: “We get our costumes from that store as part of the brand integration.”

“I think the key to working well with a brand is not to do a one-off video,” said Sugg. “In the past I’ve worked with a brand where they’ll want me to promote an app as a one-off mention in a video. It’s all well and good but then it’s gone and then people will forget about it.

“I think it’s really important for brands to work with you on a long term.”

YouTube star Joe Sugg chatted to M&M Global at Festival Media LatAm about his influencing power.