Podcast Ep 301: Fearless Media’s Thomas Arnold on how Ireland’s social media pioneers are building the next generation of marketing.
Thomas Arnold was just 12 years old when he uploaded his first video to YouTube, creating cricket tutorials on his father’s laptop. Sixteen years later, the 28-year-old entrepreneur has become one of Ireland’s most prominent voices in the creator economy, running a social-first agency and helping businesses navigate the rapidly evolving world of short-form content.
“I made my first video when I was 12. So that was 16 years ago,” Arnold explains from his Dublin office. “My first sort of foray into social media was my dad had a camcorder, and I idolised YouTubers growing up. This was back when YouTube had 10 big YouTubers that everybody watched.”
“Everyone carries these devices now, whether you’re a Luddite or not. You carry a phone capable of video, so it transcends traditional media in such a big way”
Arnold, co-founder of Ireland’s original TikTok House and previously listed as one of Ireland’s 30 Under 30 entrepreneurs, is celebrating five years in business with his social first content agency, Fearless Media.
Having spent the last decade building viral campaign moments for Irish and global brands, Arnold is now shifting his focus from brands to people.
His current mission is to help non-techy, every-day social media users get confident on camera – whether it’s the small business owner trying to grow their online presence, a budding content creator struggling with engagement, or the aunt who still sends pixelated videos in the family WhatsApp. His message is simple: anyone can create good content with the right tools, mindset and a little bit of guidance.
Not only has he grown Fearless Media with 25% year-on-year revenue growth, but Arnold+ has also been a creator himself for over 10 years, with a combined following of 70,000 followers across YouTube, TikTok, and Instagram – and is still only in his late twenties. At a time when the creator economy is booming and more people than ever are turning their passions, personalities or products into online income, Thomas wants to help the everyday user find their voice -and have a bit of fun doing it!
The future of brands: It’s kind of personal
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Arnold’s journey from childhood content creator to agency founder reflects a broader shift in how businesses approach marketing and brand building.
As traditional advertising channels face declining engagement, companies are increasingly turning to social media specialists who understand platforms like TikTok, Instagram, and YouTube not just as marketing tools, but as cultural phenomena.
Arnold’s path took a dramatic turn during the pandemic when he co-founded one of Ireland’s first TikTok houses. Inspired by similar ventures in Los Angeles, the concept was simple but ambitious: rent a house, attract top talent, and build a media business around their collective content creation.
“The business model was fairly simple. I wouldn’t call it easy, but you rent a nice house, you attract the best talent that you can into that house, and you build some form of media business around it,” he recalls.
The Dublin house lasted four months, followed by an American venture of similar duration. While the experiment was brief, it provided valuable insights into the realities of content creation at scale.
“Anyone who was part of it would tell you it was tough at the beginning for all of us to be together,” Arnold admits. “There was a lot of work involved. We needed stuff for the house page, and there were sponsors that we needed to make content for as well.”
The experience challenged common misconceptions about influencer culture. “At the time, there was a lot of commentary around ‘they’re just in this nice house, floating about doing nothing.’ But if anyone’s actually tried to make content, you realise it takes a bit more time than you think.”
The evolution of Fearless Media
From the TikTok house experience emerged Fearless Media, Arnold’s social-first agency that now works with seven to eight retainer clients and focuses on both strategy and hands-on content creation.
“The only practical way to get over being fearful of being on camera is to just do quite a bit of it”
“What did change post-TikTok house was that we became more social-first focused,” he explains. “People were asking me about how do I succeed on social media and TikTok. Now 70% to 80% of the work that we do is a mixture of advisory around social or implementation of strategies.”
The agency’s approach reflects a significant shift in how businesses think about content creation. Rather than outsourcing everything to agencies, many companies want to build internal capabilities.
“Some clients don’t want a solution where they work with an agency. Some want a solution where you can teach their staff how to make the content themselves,” Arnold notes. “With AI, with the power of smartphones, with CapCut being such a good editor on people’s phones, there are businesses that need to upskill their current employees.”
The Irish creator economy challenge
Despite Ireland’s rich storytelling tradition, the country’s content creators face unique challenges in monetising their work. Unlike creators in the US and UK, Irish TikTok users cannot access the platform’s Creator Fund, limiting direct revenue opportunities.
“Unfortunately, gone are the days of making a living through monetisation from just getting money based on the amount of views you get,” Arnold explains. “It’s too competitive. If you want to be rewarded from your content, you need to establish some form of monetisation vehicle outside of the ads.”
This reality has pushed creators toward more sustainable business models, including brand partnerships, product development, and service-based offerings. “There’s one of the best business cases for why building a personal brand around your business is very helpful,” he adds.
For individuals and businesses looking to enter the creator economy, Arnold advocates for a measured approach that prioritises authenticity over immediate monetisation.
“You don’t have to make video content,” he emphasises. “There are three kinds of content you can make online: written, audio, and video. Start with the avenue that you like the most.”
For those who do choose video, his advice is refreshingly simple: “Start with your phone and start with something really low-key. Record a selfie video on your phone. The only practical way to get over being fearful of being on camera is to just do quite a bit of it.”
Platform selection, according to Arnold, should be strategic rather than scattershot. “Unless you have an incredible amount of resources, I would hone in on the one platform that you like the most and that you feel like you can have the most potential upside in.”
Keeping it real
As Fearless Media expands into a larger studio space with additional staff, Arnold’s vision extends beyond typical agency growth. “I’d love fearless to be a bigger agency that could potentially be full service,” he says. “Ireland as a country is an amazing country for storytelling. We’ve won the most Nobel Prizes for literature than any other country.”
His ambitions remain grounded in practical execution rather than grand strategy. “I’m a practitioner of what I do. I still make videos myself. I’m on the platforms every day. I pride us on being production-focused, being storytelling-focused.”
The broader implications of Arnold’s work extend beyond individual success stories. As traditional media continues to fragment and attention spans shift toward shorter, more personalised content, the expertise developed by pioneers like Arnold becomes increasingly valuable to businesses of all sizes.
“Everyone carries these devices now, whether you’re a Luddite or not,” he reflects. “You carry a phone capable of video, so it transcends traditional media in such a big way.”
For now, Arnold continues building his agency while staying close to the creative process that first drew him to make videos as a 12-year-old.
“I’d like us to be known as makers,” he says, a philosophy that may prove essential as the creator economy matures from novelty to necessity.
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