Sofia Aira

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

BREAKING: PMG Acquires Digital Voices Influencer Marketing Agency

Influencer Marketing Agency Digital Voices announced last night that it has been acquired by PMG.

By Sofia Aira

/ 7 Jan 2026

BREAKING: PMG Acquires Digital Voices Influencer Marketing Agency

Restrictions or Loopholes? What the UK’s Junk Food Ad Ban Means for Influencer Marketing

When the UK’s new ban on junk food advertising comes into force this week, the creator economy will have to recalibrate.

By Sofia Aira

/ 6 Jan 2026

Restrictions or Loopholes? What the UK’s Junk Food Ad Ban Means for Influencer Marketing

Head of Instagram Faces Huge Backlash From Influencers Claiming the Platform “Failed to Protect” Them Against “AI Slop” in 2025

One creator with a whopping 2 million followers accused Adam Mosseri of “gaslighting” the world on Instagram's failure to protect creators.

By Sofia Aira

/ 2 Jan 2026

Head of Instagram Faces Huge Backlash From Influencers Claiming the Platform “Failed to Protect” Them Against “AI Slop” in 2025

TikTok and the US Finally Reach a Deal, but Has the Damage Already Been Done for Creators?

For creators and influencer marketers, the TikTok US deal may be coming too late.

By Sofia Aira

/ 22 Dec 2025

TikTok and the US Finally Reach a Deal, but Has the Damage Already Been Done for Creators?

Influencer Marketing Past, Present and Future: What Can We Expect in 10 Years?

By Sofia Aira

/ 17 Dec 2025

Influencer Marketing Past, Present and Future: What Can We Expect in 10 Years?

Algowatch Wrapped 2025: The Biggest Social Media Updates of the Year

By Sofia Aira

/ 12 Dec 2025

Algowatch Wrapped 2025: The Biggest Social Media Updates of the Year

SoFire’s Hot Campaigns: The InStyle Intern Series TikTok Can’t Stop Watching

By Sofia Aira

/ 10 Dec 2025

SoFire’s Hot Campaigns: The InStyle Intern Series TikTok Can’t Stop Watching

“Podcasting Is a Content Engine”: Cure Media’s Sanna Ödmark on Why Every Agency Should Have a Podcast

For Sanna Ödmark, podcasting is essential to any agency for both internal and external growth.

By Sofia Aira

/ 9 Dec 2025

“Podcasting Is a Content Engine”: Cure Media’s Sanna Ödmark on Why Every Agency Should Have a Podcast

EU’s €120M Fine Against X: What It Means for Influencer Marketers and the Creator Economy

The European Commission has issued a €120 million fine against X for violations of the Digital Services Act (DSA). What does this mean for the creator economy?

By Sofia Aira

/ 8 Dec 2025

EU’s €120M Fine Against X: What It Means for Influencer Marketers and the Creator Economy

What Will Be the Key to Influencer Marketing in Europe in 2026?

According to a new Kolsquare study, it seems that Europe is creating its own foundations for a booming creator economy.

By Sofia Aira

/ 5 Dec 2025

What Will Be the Key to Influencer Marketing in Europe in 2026?