Sofia Aira

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

Check out the latest posts

Burnout Among Creators Is Reaching a Crisis Point, but Who’s Surprised?

Over half of creators report burnout, with many of them considering leaving the industry, says Billion Dollar Boy.

Why did Pride marketing go quiet in 2025, and what will this strip-back do to brands in the future?

The Council will serve as a platform to shape the future of influencer marketing through transparency, best practice, and collective knowledge.

The report, developed with research agency Public First and informed by feedback from nearly 10,000 UK creators, paints a concerning picture.

Plus, a deep dive into why LinkedIn is broken, which brands slayed Glastonbury, and all the social media updates you need to know from June.

As Prime Day approaches, Amazon is rolling out increased commission rates to incentivise influencers to drive more sales.