Insights

Halloween gives brands plenty of room to be creative on social, and this year many of them took full advantage. e.l.f. made a comedy film about three witches, Cup Noodles created a 300-year-old vampire influencer, and Lush launched its Halloween range in July.Those are three of the eight campaig […]

Skincare shoppers have grown wary of airbrushed ads and overnight fixes. Many now look for honest reviews, visible skin texture and stories from people who have dealt with breakouts themselves.For beauty and wellness brands, that creates a chance to earn trust with audiences who are already sear […]

In August, Chipotle put a 16-year-old creator’s go-to order on its app and website as the Salish Matter Order. She had mentioned it in her videos so often that the brand decided to make it official.Brands across social media are making similar moves, building fan communities of their own inste […]

Aitana López has neon-pink hair, over 400,000 Instagram followers, and a fitness feed that reportedly brings in up to €10,000 a month for the agency behind her. She also doesn’t exist.A Spanish digital agency built her to avoid the usual costs and risks of working with talent, such as sched […]

For brands, K-beauty influencers give much more than just audience reach, which is why selecting the right influencer is so crucial. The right creator will not only bring their expertise and cultural relevance but also build trusted product recommendations. But, with so many k beauty influencers sha […]

It’s no secret that TikTok in 2026 looks pretty different to the platform we all became obsessed with in 2018. And that means it’s also pretty different to the platform brands originally learnt how to market on. Understanding how brands should use TikTok features […]

It’s no secret that TikTok in 2026 looks pretty different to the platform we all became obsessed with in 2018. And that means it’s also pretty different to the platform brands originally learnt how to market on. Understanding how brands should use TikTok features […]

Picture this: a creator posts an unboxing video of your product, and they’re genuinely excited about it. It lands in the right feeds, picks up real traction, and by the weekend you're restocking.Naturally, you want to put i […]