Digital Voices

How did these Welsh creators go viral during their trip to NYC? 🤯 This is the ultimate example of when niche meets the mainstream. Until this month, Cory, Lea, Ieuan, Emily, and Charly Anne’s food-focussed content was reserved for fellow Brits who could relate to piling up a ‘Morri Sal’ (salad from Morrisons supermarket) or kicking back in front of the TV with a Chippy Tea. Last week, the Welsh vloggers appeared in Forbes in an article titled “Recreate The British Vloggers’ Unreal New York City Holiday”. Audiences outside of the influencers’ typical demographic – largely US viewers – have warmed to the group's enthusiastic personalities and positive reviews of America’s standard fast food chains. This shows how niche content and infectious personalities can captivate audiences and present an incredible opportunity for brands to collaborate with creators who are speaking about them organically. We can’t wait to see what’s next for this group 👀 Photo credit: Our Marketing Executive Neve Fear-Smith with Cory, Lea, and Charly-Anne at a Sugababes concert! #influencermarketing #creatoreconomy #newyork #foodreviews #welshcreators #forbes #community

What’s hot on social this week? 💄 Makeup multitasking has reached its peak 🎧 Creators are waving goodbye to trending audio 🤳 Niche brands are gaining popularity by following online trends Leave a comment and let us know what caught your attention on social media this week! Read more about the hottest trends here: https://lnkd.in/evd4FrXa #influencermarketing #creatoreconomy #socialmedia #trending #socialmediatrend #tiktoktrend #viraltrend

Will YouTube eventually replace broadcast TV? 🤔 YouTube viewers now watch more on CTV than on desktop or mobile devices.  This shift highlights a clear preference for the immersive, TV-like viewing experience paired with YouTube’s diverse content library. Does this inspire you to create Influencer Marketing campaigns designed to captivate audiences on the big screen? Read more about the unbeatable benefits of YouTube in our State of Influence report. #influencermarketing #creatoreconomy #stateofinfluencermarketing #influencertrends #marketingtrends #trendsreport #socialmedia #socialmediatrends #2025strategy #YouTube #CTV

What’s next in Influencer Marketing? ⁉️ Over the past 12 months, we have spoken to the Visionary Voices shaping the Creator Economy, and they’ve all shared their wisdom. We’ve chatted about… ✨ AI becoming an essential tool for marketers and creators ✨ The importance of brands diversifying their influencer partners to target audiences that reflect the world around us ✨ Consumers desire for relatable content, but also the convergence of influencers into traditional media spaces And SO much more! Enjoy these learnings from Jordan Schwarzenberger, Charlotte Stavrou (née Williams), Gabrielė Palepšaitė, Dominic S., Max Osborne, and Emily McDonnell. Also a huge shoutout to our clients Simon Morris, Michael Smith, Kezia Price, and Sophie Verachten, and the wonderful Jessica Joseph for taking part in Visionary Voices in 2024. Who would you like to see on the series in 2025? 👀 #visionaryvoices #influencermarketing #creatoreconomy #2025trends #2025predictions #socialmedia #AI #ROI

Don’t get it twisted 🌀 AI doesn’t have to replace creativity, but it can lend a helping hand in streamlining ideation and production. The rise in adoption of AI tools in the creative industries is undeniable – some say it’s taking over the world, but perhaps it’s enhancing it… AI-generated insights can enhance your campaigns' performance by analyzing years’ worth of data that proves success. Our own AI tool Composer is an engine for innovation. It uses Google Gemini and our historic data to design smarter campaigns and drive exceptional results! We unpack the adoption of AI in the Creator Economy in our State of Influence report which you can download now for free: https://lnkd.in/d3JZcBHb  #influencermarketing #creatoreconomy #stateofinfluencermarketing #influencertrends #marketingtrends #trendsreeport #socialmedia #socialmediatrends #2025strategy #AI #AIAdoption #GenerativeAI

Want to know how to keep your CFO happy? 🤑 94% of organizations now say creator content drives more ROI than traditional digital advertising (up 20% since 2020). Yet many brands still struggle to connect influencer activity to business outcomes! Jennifer Quigley-Jones shares a full-funnel approach to implementing proper tracking through discount codes, pixels, tags, and GTM to capture the complete customer journey. Download our State of Influence report to read more on the metrics that matter: https://lnkd.in/d3JZcBHb #influencermarketing #creatoreconomy #stateofinfluencermarketing #influencertrends #marketingtrends #trendsreeport #socialmedia #socialmediatrends #measurement #fullfunnel #marketingfunnel

✨ “Delulu”, “it’s giving”, “very demure” ✨ … are all phrases that mean nothing if they don’t align with your brand identity.  Jumping on the latest social media trend and adding “chronically online” lingo can feel tempting when you see traction building. However, if a trend doesn’t align with your brand, you’ll see more benefit from holding back… Your audience can tell when you’re not being authentic, causing their trust in you to deplete 👎 Learn how to target niche communities authentically: https://lnkd.in/e9cR8AhJ #influencermarketing #creatoreconomy #stateofinfluencermarketing #influencertrends #marketingtrends #trendsreeport #socialmedia #socialmediatrends #2025strategy #community #nichecommunties

72% of marketers say that measurement is their number one pain point with Influencer Marketing 🤯 But it doesn’t have to be! Data is more valuable than gold, and by mastering your measurement, you can join the 94% of organizations that recognize creator content as a more powerful driver of ROI than traditional digital advertising. Read more about the metrics that matter here: https://lnkd.in/emniMajx #influencermarketing #creatoreconomy #stateofinfluencermarketing #influencertrends #marketingtrends #trendsreeport #socialmedia #socialmediatrends #2025strategy #data #measurement

👀 Is bigger better? If you vote for our SXSW London panel section, you’ll have the opportunity to find out… Follower counts no longer define Influencer Marketing success – it’s time to put value over volume if ROI is your goal. This session explores the distinction between partnering with different-tiered influencers and how the focus should be on creating impactful content that drives action. Georgia Goodwin will be joined by Simon Morris from Adobe, Lucrèce Sicat Loeb from Amazon, and creator Sophie Butler. Vote here to support our idea: https://lnkd.in/efkARMvX Voting closes at midnight on Thursday 19th Dec. #sxswlondon #sxswlondon2025 #sxsw #panelpicker #influencermarketing #creatoreconomy

Avoiding AI is no longer an option ❌ It’s elevating creativity, and streamlining campaign processes – so much so that 92% of Influencer Marketers have commissioned creator content using generative AI! We know that adopting AI can be a daunting prospect, but Jennifer Quigley-Jones shared a great tip to help you get started: “When using AI for campaign concepts, treat it as a ‘strategic scratchpad’ rather than a solution generator. Use it to refine thinking and generate thought-starter ideas – not to build breakthrough creative independently.” Download our State of Influence report to learn more about the adoption of AI in the Creator Economy: https://lnkd.in/d3JZcBHb #influencermarketing #creatoreconomy #stateofinfluencermarketing #influencertrends #marketingtrends #trendsreeport #socialmedia #socialmediatrends #2025strategy #AI #GenAI