Marcus Butler Takes Followers Inside His Paper Republic Journal Adventures

The British creator and model shares a relaxed, personal journal tour on Instagram, made with the Vienna-based maker of handcrafted leather journals.

A journal is a personal thing. It holds plans, half-formed ideas and the kind of thoughts people rarely post online. That’s why Marcus Butler’s latest Instagram video feels a little different. The creator and model has teamed up with paper republic, the Vienna-based maker of handcrafted leather journals, on a 30-second journal tour for his followers.

The video keeps things relaxed. Butler skips the scripted product demo and walks viewers through his own journal and how he uses it. Along the way, he shares personal stories about journalling and his love of good stationery. The result feels less like an advert and more like a look at his daily routine.

Inside the Marcus Butler paper republic Journal Tour

The format is simple, and that works in its favour. In half a minute, Butler opens his paper republic journal, flicks through the pages and explains how he uses it. The tone stays informal throughout, in the easy, chatty style his audience has followed for more than a decade.

Journal tours are now a popular format on social media. Viewers like seeing how other people organise their thoughts, plans and creative ideas. The format also suits paper republic well. Its journals are modular, so each one looks different depending on who owns it. A tour shows that flexibility in a way a product photo can’t.

The video also reflects the brand’s own philosophy. paper republic says its journals “don’t tell you what to be, they become what you need.” For one person, that might mean a cookbook full of splashes and secrets. For another, it means quiet pages for reflection or a structured space for goals and big ideas. Butler’s tour shows how one creator makes the idea his own.

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Who Is Marcus Butler?

Marcus Butler was one of the original stars of British YouTube. He launched his MarcusButlerTV channel in 2010 and quickly built an audience of millions. His videos, creator collaborations and a BBC Radio 1 show alongside Alfie Deyes made him a defining voice of the UK’s first generation of online creators.

From there, his career moved well beyond YouTube. In 2015, he published Hello Life!, a bestselling book about growing up and finding confidence. He then appeared on Celebrity MasterChef in 2016. Since then, he has modelled for brands including Dolce & Gabbana, Calvin Klein and L’Oréal, and he has hosted the Lower Your Expectations podcast.

Today, Butler lives in Berlin, and his content leans towards fashion, music and the city’s creative scene. Many viewers who found him as teenagers have grown up alongside him. Now in their late twenties and thirties, they look for well-made products that last.

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About paper republic

Jérôme Bacquias founded paper republic in Vienna in 2012 because he loved writing and wanted to make the best notebooks in the world. Today, the brand designs, crafts and personalises every product in its own Vienna workshop. Each order then ships directly from the workshop to customers.

Its flagship is the grand voyageur, a modular leather journal with refillable inserts. Owners can swap notebooks, planners and sketchbooks in and out as their needs change. The leather is vegetable-tanned in Italy, and the paper comes from Austria, Germany and Sweden.

Sustainability is central to the brand. paper republic designs products to last a lifetime and runs production on a low-waste basis, finding creative uses for leftover leather. In a market full of throwaway stationery, that “buy once” approach stands out.

Why Marcus Butler Is the Right Fit for paper republic

Authenticity drives this partnership. paper republic asks creators to post in their usual style and trusts them to know what their followers will enjoy. Butler’s relaxed, personal approach gives the brand exactly that. His own stories about journalling and stationery also give the product a story instead of a sales pitch.

The audience fit is strong too. Butler’s followers value style and self-expression, and many have followed his personal growth since Hello Life!. A handcrafted leather journal speaks to the same themes: reflection, creativity and space for your own ideas.

The two also share a sense of style. paper republic builds its products around craft and design. Butler’s modelling career and Berlin lifestyle carry a similar understated look. So the journal sits naturally in his feed alongside his fashion and creative content.

Why Creator-Led Content Works for Craft Brands

Premium stationery is a tactile product. People want to see the leather, hear the pages turn and understand how a journal fits into real life. Short-form video does this better than almost any other format.

For direct-to-consumer brands like paper republic, influencer marketing also builds trust. A recommendation from a familiar face carries more weight than a polished advert. Journal tours, “what’s in my bag” videos and unboxings also give followers practical reasons to care.

There’s a cultural angle as well. Many people now use journalling as a screen-free moment in a busy day. Brands that tap into that habit with credible creators can reach audiences who would never click on a traditional stationery ad.

Connecting a Creator’s Story with Craftsmanship

MN2S secured Marcus Butler for the paper republic campaign, putting the right talent in front of the right brand. The fit came down to shared values as much as reach: authenticity, creativity and a love of things made well.

For craft and lifestyle brands planning their next creator partnership, the lesson is simple. Let talent tell their own story, and the product becomes part of it. That’s where the most effective brand partnerships begin.