<!-- Source: Lumotia Master Brief — §18 ADHD Content Creator & Influencer Landscape -->

## 18. ADHD Content Creator & Influencer Landscape

### Key creators
- **Jessica McCabe / How to ADHD:** 1.9M YouTube subscribers, Patreon earning £12,500+/month, NYT bestselling book, TEDx talk with 6M views. Regularly reviews productivity tools. The gold standard.
- **Connor DeWolfe:** 5.6M TikTok followers. Largest raw audience, more entertainment-focused.
- **Dani Donovan:** 625K TikTok, 127K on X. ADHD comics/infographics with 100M+ cumulative views. Author of *The Anti-Planner*. Natural fit for productivity tool partnerships.
- **ADHD Love (Rich and Rox):** 789K TikTok, 471K YouTube. Built their own body-doubling app (Dubbii). Technical credibility + community trust.

### Key podcasts
- **CHADD's All Things ADHD:** 888K+ downloads, actively seeks sponsors
- **ADHD for Smart Ass Women (Tracy Otsuka):** ~7M downloads
- **I Have ADHD Podcast (Kristen Carder):** Engaged, action-oriented listeners
- **Taking Control, Hacking Your ADHD, ADHD ReWired:** All accept sponsorships

### Key newsletters/Substack
- Jesse J. Anderson (*Extra Focus*), Taylor Allbright (*ADHD Unpacked*), Megan Anna Neff (*Neurodivergent Notes*)

### UK advocacy organisations
- **ADHD Foundation:** Largest user-led ADHD organisation in Europe
- **ADHD UK:** Launched a discovery platform reviewing tools and strategies — natural fit for Lumotia
- **Neurodiversity in Business:** Corporate-facing charity

### Sponsorship costs
- Micro-influencers (10K–100K followers): £400–£4,000/post (best value)
- Mid-tier (Dani Donovan, ADHD Love): £4,000–£20,000
- Mega-tier (Jessica McCabe, Connor DeWolfe): £8,000–£40,000+
- Podcast host-read ads: £12–£24 CPM

### Discovery pattern
Neurodivergent users discover tools through trusted creators → validate through Reddit peer recommendations → search app stores. Community punishes perceived inauthenticity heavily.
