Sign in Subscribe

Sofia Aira

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

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

83% of People Forget Ads in 24 Hours: Here’s How Creators Are Saving Brand Discovery

According to Adobe’s latest research, a staggering 83% of consumers cannot name a single brand from an ad they saw in the last 24 hours.

By Sofia Aira

/ 21 Jul 2026

Why Dom Smales's Creator Economy Buzzword of 2026 is 'Entertain'

We caught up with Dom Smales at CreatorFest 2026 to discuss how things have changed since his creator beginnings in 2010.

By Sofia Aira

/ 20 Jul 2026

Why Dom Smales's Creator Economy Buzzword of 2026 is 'Entertain'

💟 Notes from CreatorFest 2026

CreatorFest 2026 is officially done and dusted. Here's what I learnt.

By Sofia Aira

/ 20 Jul 2026

💟 Notes from CreatorFest 2026