Adelaide’s Poppy Radbone reveals what it takes to be an influencer

She’s the South Australian It girl who’s made a career from letting strangers watch her do every day, slightly mundane things. Here’s how Poppy made it into a business.

In a file on her computer, Adelaide influencer Poppy Radbone stores the most hateful comments from her social media accounts – the horrid, racist jabs at her relationship with Aboriginal rapper Jacob “J-MILLA” Nichaloff and snide, “nasty girl” barbs about the perfectly made-up young mum – and then flushes them from her mind.

“We’re criticised online every day. I have screen grabs on my computer of the nastiest ones because I think one day I’d like to talk about it on a broader scale,” says the 26-year-old, who insists on never hitting back nor dwelling on the vicious comments. “I’m not going to sit there on my phone and scroll – I don’t have the time to do that and nor do I want to, that’s not good for my mental health, reading what people have to say.

“Jay always wants to write back and retaliate and I try to tell him ‘you’re only giving them what they want, you’re feeding it’. Silence is golden, don’t talk back, don’t feed them because that’s what they want.”

Poppy Radbone with her school sweetheart and fiance Jacob Nichaloff. Picture: Kelly Barnes

That thick-skinned mantra – coupled with an adorable chemistry with her cheeky-grinned man, a daily schedule that starts at 5am and a luxe wardrobe of Louis Vuitton and Christian Lacroix designs – is what it takes for the Adelaide mum-of-two to be a full-time influencer with millions of views.

She’s part of a vanguard of social media personalities who now drive a $US21.1bn advertising industry globally, with nearly half of all Australian businesses adopting influencer marketing, according to Flinders University expert Dr Naser Pourazad.

Behind Radbone’s cute diary vlogs, couple updates and TikTok dances is a serious businesswoman with a head for details, data analysis, filming timetables, quarterly BAS statements and corporate appeal. She has an accountant who manages the couple’s finances but “I pretty much do all the day-to-day myself on Xero.”

Poppy Radbone in British label Odd Muse. Picture: Kelly Barnes

In a dress by Meshki. Picture: Kelly Barnes

Every day, she checks in with Melbourne-
based agent Chryss Carr, the couple’s “ride or die” manager who guides Nichaloff’s burgeoning music career and offers feedback on their social media content and potential partnerships.

Radbone is also in constant talks about deals with brands that resonate with the couple’s lifestyle – and help to pay them a wage – and diplomatically rejecting those that don’t.

“There’s so many deals that come through that we decline because they just don’t align with us, like ones with casinos or ones that want to use my kids, I’m not putting my kids on social media for profit,” says the influencer, who has compiled a detailed media kit that spells out who their followers are, where they are from and the breakdown of their engagement, which she shares with potential collaborators.

“It has to feel right and authentic before we’ll say yes. Only 20 per cent of the content we’re putting up is stuff we’re getting paid for, most of our content we do because we love it.”

Radbone’s social media career kicked off when she was a 15-year-old Scotch College schoolgirl falling in love with her schoolmate, Nichaloff.

Poppy Radbone and rapper Jacob “J-MILLA” Nichaloff are marrying later this year. Picture: Kelly Barnes

Since then, all her life’s milestones have played out in video reels – a Chanel-themed 18th birthday, a new puppy, exciting trips overseas, the deepening of her relationship, two pregnancy journeys and her engagement to Nichaloff early last year. One sweet video of the new parents with their baby daughter has attracted more than three million views.

Today, Radbone and Nichaloff’s TikTok handle – popsandjay – has nearly 300,000 followers. Her Instagram page – a side shoot that Radbone “doesn’t spend too much time on” – has another 33,000. She’s also relaunching her YouTube channel with a focus on being a mum and a businesswoman.

Overwhelming the inevitable nasty slurs on those platforms is a daily stream of glowing comments from fans that have kept the photogenic Radbone posting and sharing.

“I feel like TikTok really gives you the ability to be as authentic and natural as possible,” says Radbone, who films her content on her iPhone 14 Pro Max and doesn’t use lighting or special equipment.

“People who try to be someone they’re not, it really shows.

“I much prefer posting video content that shows Jay’s and my relationship together. He’s the funniest person, I just love him so much. We complement each other so well.”

These days, the couple’s snappy skits and TikTok trends are flanked by “mummy content”. Cute cuddles with Blossom Milawak, two, and eight-month-old Zebedee Waditj. The excited unveiling of a swanky new double pram to carry the growing family and the exhaustion of having two children sick with respiratory viruses.

In one post, the young mum struggles with an airport trolley overflowing with suitcases, prams and car seats and laments to her 300,000 TikTok followers the heavy lifting of travelling with two young kids.

“We have to do check-in luggage. We’re literally going for four days … this is a joke,” Radbone laughs in the video that’s been watched 84,000 times.

It’s a big shift in direction for Radbone, who has to squeeze her content creation around the non-stop demands of being a mum.

“It’s definitely changed since the babies arrived,” she says. “Your time becomes much more valuable.”

Last October, a post sharing the terror of having a stranger chat to her then-one-year-old daughter over her internet-driven baby monitor racked up 1.6 million views around the world.

Radbone says the stranger was able to see into Blossom’s room through the monitor’s camera and even repeated an Aboriginal word that Nichaloff uses to comfort his daughter.

“The camera was on 24/7. I’ve walked into that room 100 times after the shower,” says Radbone, who now regularly stays at her parents’ expansive home in Adelaide’s foothills, where she and Nichaloff have their own family wing.

“After that incident, I felt vulnerable.”

It’s inspired an upcoming content collaboration with a US brand that makes analog baby monitors so parents can watch their kids without having to use the internet.

These brand collaborations are how Radbone makes money. Australian TikTok influencers are not paid to just create content – unlike their US counterparts.

Radbone says her key to success is authenticity. Her sponsored content must feel real and be reflective of her relationship with Nichaloff.

“We only really work with brands that resonate with us and generally we have had before or need,” says the mum who most recently worked with an eyewear company and a tracking app for couples.

“I think having babies definitely changed things. The brands who I truly work for, it resonates with us and it makes sense.

“I want to make sure that I’ve left a good name behind in terms of the content that I’ve created. I always like to make sure that the services I provide are really top-notch and the content I provide is really top-notch.”

Radbone’s work day begins at 5am.

She loves those early-morning hours, before her babies start making their demands. They give her time to exercise, reflect on the day ahead and get herself
camera-ready.

“Putting on make-up makes me feel good. Everyone has their own thing and that’s mine,” she says.

“That’s why I get up before the children in the morning, then I’ve got time to do my make-up and get ready for the day.

“I feel like I’m a happier person when I’ve put effort into my appearance.”

She also selects an outfit from a carefully curated wardrobe that boasts Christian Lacroix, Louis Vuitton, British label Odd Muse and Aussie brand Meshki.

Most of it she has bought online.

“What I buy is stuff I’ll have forever, investments,” she says.

Poppy Radbone carries a Gucci handbag. Picture: Kelly Barnes

Surprisingly, the influencer has a super-simple skincare routine – $8 Garnier Micellar cleansing water to wash her face and Vaseline under her eyes and on her lips at night-time. She fake tans and moisturises her skin but doesn’t use Botox, fillers or any other cosmetic enhancement.

“I think people probably expect me to have a skincare routine but I just don’t have one,” she says. “Sometimes I’ll get a wash and blow-dry at the hairdresser if I can be bothered.”

On top of managing their TikTok account and caring for the kids, Radbone also devotes herself to supporting Nichaloff’s successful music career, helping him with logistics and organisation.

The 28-year-old Marranunggu rapper – who grew up in Darwin and attended Scotch College as a 12-year-old boarder – is performing at next month’s Adelaide 500 (November 16) and has a new single, Boomerang.

“He has got what he calls ‘severe ADHD’, he can’t get anything done. I do manage him a lot,” Radbone says. “We make a great team.”

In true TikTok form, she is embracing a red-hot trend for her November nuptials with Nichaloff. Their #microwedding at Manoah House, an intimate bed and breakfast in Upper Sturt, will be shared with just 15 immediate family members. Radbone’s brothers – Zac, 28, who lives in the UK and works in online digital marketing, and ironman Jed, 25, who is in Spain until November – are on the guest list.

“Jay and I are eloping,” says Radbone, who has started to plan her wedding dress but dodges questions about which Australian designer she’s collaborating with.

“I’m keeping it very low-key, after having babies your priorities change. I’m just going with the right venue and the right people and marrying the person of my dreams.”

As Radbone’s social media has matured over the past decade, so has her mission. It’s no longer just about the cute content – although she and Nichaloff don’t disappoint their fans, with sweet life updates, dance routines and their versions of the latest TikTok trends.

But these days, they have a much deeper focus – sharing their knowledge and hard-won wisdom at workshops with young people, especially in remote Aboriginal communities. Their next one is in the Northern Territory in November, when they’ll spend time with Nichaloff’s family.

Poppy Radbone at one of her workshops. Picture: Supplied

“That’s where my passion is, to go back to the communities, especially with my babies, to talk with these kids about how to use social media. Using our platform to do good in those communities,” says Radbone, who wants to see social media strategies taught at school.

“Social media is a part of our lives, it’s not going away. It’s really important that students know how to use the platform, whether they want to use it for their business or privately, you still need to know how to use it. It’s so important. Our workshops teach kids the pros and cons of social media, how it can benefit.”

Poppy Radbone loves visiting Aboriginal communities, “especially with my babies”.

Radbone draws on her own challenges as a young teen starting out, when she was bullied “very badly” and threatened online and in her own home.

“There’d be awful comments, people saying they wish I wasn’t here, calling me names, even coming to my house and egging my door, my window. I was only 15 or 16 at this point,” she says.

“It’s really important that I teach, especially girls, how to navigate that. Not everyone can have a strong mind. This is what I can teach, how to navigate that and how to block that out.”

That’s what is motivating the young parents to keep producing their fun and flirty content – the ability to then use their profiles to give back to their communities.

“My positives are being able to be myself, be genuine and being able to use my skills and give back to the communities,” Radbone says.

“When people message me and say they love our videos, that they’re the highlight of their day or they say: ‘You guys are my favourite couple to watch’, that’s when I know, okay, we’re doing something right.”