Influencer Things
The New Middle Class of Creators: Not Viral, Not Small, but Profitable
When people consider “creators,” they often think of extremes: either mega-influencers raking in millions of sponsorships, or hopeful aspirants publishing videos into the void. There is a new class of creators: the middle class. This new cadre of creators is quietly shifting the industry between two extremes. These are not the 20 million TikTok…
Cowmaxxing, Real-Food, and Avocado Oil Reform the F&B Marketing
The food and beverage industry is going through a phase where consumers push for ‘real food’ on their plates, and that’s how the Cowmaxxing era is blasting the food aisle. Not just ‘cowmaxxing’ but also the inclusion of avocado oil, removal of food dye, and a wave of “clean label” demands have put marketers in…
The Dark Side of Viral Challenges: When Social Media Trends Go Too Far in 2025
We have all witnessed a fitness trend, ridiculous dance, or quirky challenge go viral overnight. Viral challenges on social media can start off as harmless fun, bringing people together in unexpected ways. The problem is that not all of them remain humorous. Certain trends take a negative turn, encouraging people, particularly teenagers, to pursue likes…
Are Influencer Marketing Agencies Shaking Up Traditional Ad Agencies?
A decade ago, if a brand wanted to break the internet, they’d call their agency, schedule a pitch meeting, book studio time, and launch a campaign months later. Fast forward to 2025, and a 22-year-old content creator with a ring light and a killer “GRWM” (Get Ready with Me) reel might just outperform that same…
Creators or Influencer Marketing? Here’s Where Smart Brands Are Placing Their Bets
A couple of months back, Unilever announced its decision to promote influencer marketing by spending 50 percent of its media ad spending on social platforms. The simple reasoning behind the decision is that brands think social media platforms and an influencer-first policy help create strong connections with consumers. However, in today’s algorithmic era, the platform…
No More Fake Nice: Why Compassionate Marketing Wins in 2025
Let’s face it — consumers are fed up with brands pretending to care about emotional connection. You must have noticed when brands change their logo into pride flags for a month to support LGBTQ+ rights, the suddenly “sustainable” packaging with no real eco-friendly changes, the social justice statements that don’t align with their actions and…
How to Swipe Right on the Perfect Influencer Brand Partnerships
It’s an influencer’s world, and we’re all just trying to go viral in it. But picking the right brand influencer isn’t as simple as double-tapping their latest post—it’s about finding someone who can sell your story without making it feel like a desperate ad. The right brand influencer partnerships can boost brand awareness, build trust,…
The Underbelly of Honey Affiliate Marketing
“If you haven’t found a single coupon from Honey, it means it’s a great deal,” said MrBeast, one of the most influential digital personalities of the decade. Fast forward a few years, and the internet is now buzzing with allegations of the Honey scam. “Alleged” is the keyword here, but what started as a game-changing…
Unlocking the Power of Micro-Communities in Social Media Marketing
We have all witnessed how the world of digital marketing is constantly changing, and the emergence of social media micro-communities is one of the biggest shifts so far. Unlike broad audience marketing, which aims for massive reach—micro communities allow businesses to engage with highly segmented audiences, niche groups that share common values and interests. These…
Virtual Influencers in 2025: Are They Replacing Human Creators?
Unexpectedly, a new influencer pops up on your feed while mindlessly browsing through your social media, checking on the reels, double tapping on the selfies, and savoring the mouthwatering food photos. That influencer seems like the ideal person you’ve always been searching for because of their flawless appearance, sense of style, and charm, but something…
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