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Sofia Aira

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

Snapchat Clamps Down on 'AI Slop': What it Means for UK Creators and Brands

Snapchat has officially joined the growing coalition of social platforms taking aim at AI content.

By Sofia Aira

/ 4 Aug 2026

Snapchat Clamps Down on 'AI Slop': What it Means for UK Creators and Brands

Cultivating Community and Navigating the Multi-Platform Era: A Conversation with Twitch’s Pontus Eskilsson

At CreatorFest 2026, I had the pleasure of sitting down with Pontus Eskilsson, VP Global Partnerships at Twitch.

By Sofia Aira

/ 4 Aug 2026

Cultivating Community and Navigating the Multi-Platform Era: A Conversation with Twitch’s Pontus Eskilsson

YouTube Shopping Affiliate Programme Announces UK Rollout at CreatorFest 2026

At CreatorFest 2026, YouTube’s Head of Creator Partnerships for the UK&I officially launched the highly anticipated YouTube Shopping Affiliate Programme.

By Sofia Aira and Madaline Dunn

/ 30 Jul 2026

YouTube Shopping Affiliate Programme Announces UK Rollout at CreatorFest 2026

SoFire’s Hot Campaigns: Zara Larsson x Depop is the Never-Ending Midnight Sun of Brand Partnerships

By Sofia Aira

/ 28 Jul 2026

Emily English and Sasha Jeppesen on Why Creator Marketing Needs to Return to its Creative Roots

I sat down with Emily English alongside Sasha Jeppesen to unpack why content in 2026 feels stale.

By Sofia Aira

/ 28 Jul 2026

Emily English and Sasha Jeppesen on Why Creator Marketing Needs to Return to its Creative Roots

CreatorFest 2026: Hannah Saycell on the Metrics That Actually Matter

At this year’s CreatorFest, we sat down with Hannah Saycell, the CEO and founder of Social Folk.

By Sofia Aira

/ 27 Jul 2026

CreatorFest 2026: Hannah Saycell on the Metrics That Actually Matter

What The New York Times AI Influencer Investigation Means for the Creator Economy

By Sofia Aira

/ 27 Jul 2026

What The New York Times AI Influencer Investigation Means for the Creator Economy

YouTube Shorts Under 30 Seconds Deliver the Strongest Results, Survey Finds

By Sofia Aira

/ 24 Jul 2026

YouTube Shorts Under 30 Seconds Deliver the Strongest Results, Survey Finds

3 Lessons from George Sullivan on the AI Paradox and Why Passion Outperforms Data

Speaking live at CreatorFest 2026, George Sullivan, Founder of The Sole Supplier, breaks down senior marketing blunders.

By Sofia Aira

/ 23 Jul 2026

From Rented Audiences to Owned Communities: Disrupt on the Evolving Creator Economy at Cannes

We caught up with Jake Crabb and Jamie Hambleton from Disrupt Marketing at Cannes Lions 2026.

By Sofia Aira

/ 22 Jul 2026

From Rented Audiences to Owned Communities: Disrupt on the Evolving Creator Economy at Cannes