WATCH: Gideon Spanier interviews YouTuber Eman Kellam at Mobile World Congress

Speaking after his session in the McCann theatre at Mobile World Congress, influencer and presenter Kellam talked to Campaign about working with brands and how to make a successful viral video.

Kellam said: "Brands need to understand that you know your audience much more than they know your audience.

"You can send them all the data but at the end of the day, you know your audience, so [it's] just making sure you let the brands know when something can't run and something can't work."