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Happy Thursday!
Two weeks today, CreatorFest will be in full swing! I'm starting to get really excited now.
This week, we have a wonderful campaign from REFY Beauty that made it onto my SoFire's Hot Campaigns series. Brands, keep scrolling to read more.
In other news, creator George Clarke is on Strictly this year 🕺 and it seems like influencers are once again driving great traffic for traditional TV. So wild to think that only seven years ago, people were shocked at the outlandish move to invite YouTuber Joe Sugg onto the show. Now, TV NEEDS them. 🌟
Let's get on with the news! 🗞️
In today's newsletter:
- Pick of the day: Creators Are the Secret to Strictly Come Dancing’s Success - Traditional TV Needs Them
- Trending: Marketers Are Spending Big on AI Creator Content, But Consumers See a Bleak Future
- Campaign of the week: REFY Beauty "Iconic Never Gets Old"
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đź“ť Pick of the day
Creators Are the Secret to Strictly Come Dancing’s Success - Traditional TV Needs Them
When content creator George Clarke was announced as a contestant on the 2025 season of Strictly Come Dancing, his reveal generated over 2 million views on the show’s official Instagram account, outperforming every other celebrity announcement that year.
We can’t see this as anything but a clear signal of how deeply embedded creators have become in the success of traditional entertainment formats.
The inclusion of social-first talent on legacy TV shows like Strictly reflects a broader shift in how mainstream media leverages audience engagement. Digital creators are no longer being brought in as a novelty. They are now central to a programme’s ability to stay relevant, attract younger demographics, and drive online interaction.
↗ Trending
What's hot on Hello Partner right now
Marketers Are Spending Big on AI Creator Content, But Consumers See a Bleak Future
According to a new report from Billion Dollar Boy, four in five marketers (79%) have upped spend on AI-powered influencer content in the last year.
Introducing the CreatorFest Collective: A New Space for Creators, Brands and Agencies
The CreatorFest Collective has officially launched: a brand-new home for our CreatorFest community to connect, collaborate, and continue the conversations that begin at our annual event.
SoFire’s Hot Campaigns: “Iconic Never Gets Old” How REFY’s Latest Campaign Is Rewriting Beauty Norms and Influencer Strategy
REFY Beauty has launched its new, refreshing Iconic Never Gets Old campaign, spotlighting older women confidently doing their own makeup, in their own voices.
The Dealmaker’s Dictionary: How Creators Command Top Dollar
The fastest way to double your sponsorship income isn't follower count or even views. It's learning the business language brands respect.
✨ Campaign of the week: REFY "Iconic Never Gets Old"
REFY has put together one of the most inspiring influencer campaigns I've seen in a while.
Using big influencers like Grece Ghanem, REFY broke down long-standing beauty standards in a simple yet beautiful way.
Rather than placing “mature” faces in the background or ticking diversity boxes, REFY positioned them as protagonists telling their own stories.
Featuring photoshoots, GRWMs and beauty stories, this campaign appealed to audiences of all ages - not just younger people with "perfect" skin.
Read how brands can learn from REFY in the latest SoFire's Hot Campaigns.
đź‘€ Algowatch: Instagram will launch Shareable Insights
Instagram is going to be launching Shareable Insights for creators, meaning they’ll have the ability to export data from their account, campaigns and content as a PDF in the Edits app.
The GIMAs are returning to 2026 with an exciting new change!
Our ceremony will now be taking place on the 3rd of September 2026. That's right - Autumn dress code is SO in.
Also have your chance to chat about all things entries, sponsorships and top tips at CreatorFest this year. You'll find the GIMAs team on the mezzanine!
đź’ Thursday thoughts
October means it's the beginning of your Winter Arc. If you're not tuned into Gen Z TikTok culture, here's what it means:
Your Winter Arc, in theory, is supposed to be your most productive time. Throughout October-December, or Q4 as the corporate world calls it, you set your manifestations and goals for the end of the year, so you can head into the new year on the right track.
The Winter arc never fails to disappoint. 💪 Tell me about your manifestations! 👇
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Have a fab weekend! x
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Sofia Aira Journalist Email me Connect with me on LinkedIn |
