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Sofia Aira

Journalist at Hello Partner covering the biggest stories in influencer and creator marketing.

Do Creators Want the Best of Both Worlds? Data Reveals Preferences For Gifting vs Paid

A whopping 73% of creators favour getting brand deals with both paid and gifted content - which doesn't come as a surprise.

By Sofia Aira

/ 22 Sep 2026

Do Creators Want the Best of Both Worlds? Data Reveals Preferences For Gifting vs Paid

Companion Launches SafeMatch® and Community Builder to Scale Creator Campaigns Safely

Companion by Billion Dollar Boy has launched two new tools to help brands safely scale creator campaigns.

By Sofia Aira

/ 18 Sep 2026

Companion Launches SafeMatch® and Community Builder to Scale Creator Campaigns Safely

Exclusive: Are Thought Leadership Ads the Be-All or End-All in LinkedIn Creator Marketing?

LinkedIn Thought Leadership Ads are proven successful, but should they be the number one priority for creators?

By Sofia Aira

/ 16 Sep 2026

Exclusive: Are Thought Leadership Ads the Be-All or End-All in LinkedIn Creator Marketing?

Mainstream Music, Copyright Compliant: How LICKD for Brands Drove 13M+ Impressions for Argos

Argos and Billion Dollar Boy joined forces with LICKD to create the coolest viral rave a brand has ever seen.

By Sofia Aira

/ 14 Sep 2026

Mainstream Music, Copyright Compliant: How LICKD for Brands Drove 13M+ Impressions for Argos

New Instagram Update Could Change How Brands Use UGC

This new Instagram update could fundamentally change how branded content is shown on the platform.

By Sofia Aira

/ 14 Sep 2026

New Instagram Update Could Change How Brands Use UGC

SoFire's Hot Campaigns: What Desigual x Vivian Wilson's Anti-AI Campaign Teaches Us About Brand Positioning

Desigual partnered with 22-year-old model and influencer Vivian Wilson to deliver a campaign far beyond most brands' safety guidelines.

By Sofia Aira

/ 14 Sep 2026

Australia to Turn Off Social Media Algorithms: What Does it Mean for Influencer Marketing?

Could Australia's proposed law bring back the importance of the follower count?

By Sofia Aira

/ 10 Sep 2026

Australia to Turn Off Social Media Algorithms: What Does it Mean for Influencer Marketing?

Arcade Relaunches with Expanded Stellar Lineup of Top Creators

Arcade relaunches with a new lineup of top creators.

By Sofia Aira

/ 10 Sep 2026

Arcade Relaunches with Expanded Stellar Lineup of Top Creators

GIMA Shortlist Spotlight: Comedy That Connects: The Long-Term Creator Partnership Between BAM! Comedy and Moonpig

By Sofia Aira

/ 1 Sep 2026

GIMA Shortlist Spotlight: Comedy That Connects: The Long-Term Creator Partnership Between BAM! Comedy and Moonpig

GIMA Shortlist Spotlight: VCCP & Virgin Media O2 – “Virgin Media Court of Lore”

By Sofia Aira

/ 26 Aug 2026

GIMA Shortlist Spotlight: VCCP & Virgin Media O2 – “Virgin Media Court of Lore”

Are Traditional Media Degrees Keeping Pace With Content Creators?

Being a content creator is a fairly new career path as far as jobs go back, yet 57% of Gen Zs dream of making it their profession.

By Sofia Aira

/ 25 Aug 2026

Are Traditional Media Degrees Keeping Pace With Content Creators?