Nok Orrason has never been one to follow the traditional path. At just 18, he was already making waves in Iceland’s social media scene as an influencer. But while others focused solely on growing their personal brands, Nok saw a bigger opportunity—helping others do the same. This vision led him to create Iceland’s very first social media company, marking the beginning of a career that would redefine influencer marketing.
From Iceland to London: A Leap of Faith
Nok’s journey hasn’t been without bold decisions. In January 2023, he sold everything in Iceland—his company, his belongings, his comfort zone—and moved to London. With no safety net, just a dream and his own financial resources, he set out to build Lydia, a revolutionary platform designed to put power back into the hands of influencers.
But his story isn’t just about business. In a digital world obsessed with constant connection, Nok did something radical—he stepped away from social media for an entire year. This experience gave him a unique perspective on the industry and reinforced his belief that influencers should be focusing on creating content they love, not spending endless hours negotiating deals.
The influencer industry is booming, yet the system is broken. Traditional agencies take massive commissions, leaving content creators with a fraction of what they earn. Meanwhile, the process of landing brand deals is time-consuming, frustrating, and filled with middlemen.
This is where Lydia comes in. Instead of relying on agents, Lydia allows influencers to secure paid partnerships directly through an app—faster, easier, and with low commissions.
“Influencers should be creating, not chasing deals,” Nok emphasizes. “Lydia puts the power in their hands.”
A Platform Built on Obsession for Customers
Lydia isn’t just another influencer marketplace—it’s a movement. The company has a customer-obsessed culture, with a leadership team dedicated to meeting influencer and brand needs at every level. Daily habits revolve around improving customer experience, ensuring that both creators and brands get seamless, efficient, and profitable collaborations.
And it’s working. Lydia has already helped thousands of influencers:
- Monetize their platforms and land dream brand deals
- Scale their businesses from zero income to generating millions in annual revenue
- Grow their followings to millions across social media platforms
The Future of Influencer Marketing
Nok’s vision is simple but powerful: anyone with a social media following should be able to submit content to Lydia’s platform and get paid for their influence—without unnecessary barriers.
While the industry still clings to outdated agency models, Lydia is paving the way for a future where content creators truly own their careers. And for Nok, this isn’t just a business—it’s a mission.
“How you do anything is how you do everything,” he says. “I’m not just hoping to inspire people—I’m showing them that they can make their dreams come true.”
Connect with Nok and Lydia through their online platforms. Explore their work and insights on their website or connect with Nok on LinkedIn to stay updated on their latest projects and professional journeys.
Source: Influencer Agencies Are Outdated – Here’s Why Lydia Is Changing the Game
