Bill Cooper and Kyran O’Donnell, better known as The Brother Boys, have amassed more than 50 million views on TikTok for their videos.
The duo won the Best Family, Parenting and Pets Creator at the 2022 AiMCO Awards, with entries to this year’s awards now open.
Their videos revolve around their friendship, disability, culture and a state border. Cooper lives with Down’s Syndrome and works at a supermarket in Wentworth, New South Wales.
His best friend and brother-in-law, O’Donnell - based over the border in Mildura, Victoria - is a First Nations Barkindji man and works as a landscaper with the local government.
O’Donnell said the creative duo are noticing more brands embracing their approach since winning their award.
“We’ve noticed a number of brands that have been wanting to work with our positive and diverse brotherhood approach for marketing. Bill has become quite the master of really showcasing those brands,” he said.
The two signed up with JR Management and from there they became familiar with influencer marketing.
“It didn’t take them long to prepare us and get us started. They’ve been really helpful with getting our name out there for brands to see and work with us,” said O’Donnell and Cooper.
When it comes to which brands and platforms The Brother Boys choose to work with, it’s all about what product or service they have to offer, they said.
“If it’s something we’re familiar with and something we support, then we’re keen to get involved,” said O’Donnell and Cooper.
“We use both platforms to market from; Instagram and TikTok. We’ve even been seeing our work through sponsored ads via platforms we don’t even use, such as Snapchat.”
The recent growth and emergence of AI in the influencer and social media space has been a topic heavily discussed.
O’Donnell said it is yet to affect their work, however the pair are learning more and more about it.
“In the future I believe we will use AI to help with our marketing and content creation. It’s insane how much AI can do these days,” he said.
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