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If your ads have started to feel a little too polished for their own good, you're not imagining it. Audiences can now spot a scripted brand shoot from a mile away, and they’re scrolling straight past it. That's a big part of why UGC-style content has taken over. Tes […]

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The relationship between brands and creators is shifting from creators as content suppliers to creators as genuine contributors. […]

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You've probably worked with an influencer where a post got a good number of likes and comments, but sales stay the same. In such cases, the numbers have likely been inflated by fake, inactive, or low-quality accounts.The best […]

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We take skincare advice from someone we've never met. We buy trainers because a creator we follow wears them. We try restaurants, download apps and book holidays based on recommendations from people we'll probably never meet.[…]

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The UK's biggest and boldest marketing festival returned to Shoreditch from 7-9 July, and this year's theme couldn't have been more timely. With 'AI slop' crowned Macquarie Dictionary's Word of the Year, MAD//Fest declared 2026 the year o […]

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