Influencer Marketing

Read about the latest trends in influencer marketing and how brands can successfully engage with creators on all platforms to execute campaigns and partnerships that drive desired outcomes.

Landmark US Verdict Against Meta and YouTube Signals New Risk for Influencer Marketing

Jurors concluded that Meta and Google deliberately designed platforms that contributed to addictive behaviours and negatively impacted the claimant’s mental health.

By Sofia Aira

/ 30 Mar 2026

Landmark US Verdict Against Meta and YouTube Signals New Risk for Influencer Marketing

SoFire’s Hot Campaigns: Alix Earle’s Skincare Launch Proves Why Authenticity Always Wins

Welcome back to SoFire’s Hot Campaigns, as we dive into Alix Earle’s new path as a founder.

By Sofia Aira

/ 30 Mar 2026

Why Haley Baylee’s Netflix Debut is a Milestone for Influencers on Streaming

Haley Baylee's Netflix debut on reality TV show Win the Mall signals a shift in traditional TV's use of influencers.

By Sofia Aira

/ 25 Mar 2026

Why Haley Baylee’s Netflix Debut is a Milestone for Influencers on Streaming

Inside the €1bn Huel Sale to Danone

Danone has agreed to acquire UK-based nutrition brand Huel for €1bn.

By Sofia Aira

/ 24 Mar 2026

Gen Z Founders: Gigi Robinson on Why Gen Z Creators Need More Than Brand Deals

Gigi Robinson, a creator-turned-entrepreneur and the founder of Hosts of Influence, believes creators should start operating like full-fledged businesses.

By Sofia Aira

/ 18 Mar 2026

SoFire’s Hot Campaigns: Molly-Mae’s Maebe Community Event Kicked Off International Women’s Day

By Sofia Aira

/ 16 Mar 2026

Snapchat Deems Itself the “New Destination” for B2B Marketing. Here’s What the Experts Say

For years, B2B marketers have viewed business decision-makers as an audience reachable through LinkedIn. Snapchat? Surely not.

By Sofia Aira

/ 13 Mar 2026

Snapchat Deems Itself the “New Destination” for B2B Marketing. Here’s What the Experts Say

SoFire’s Hot Campaigns: Gillian Anderson Becomes Chief Compliments Officer of M&S

Gillian Anderson is the new face of M&S in a fantastic new spring campaign.

By Sofia Aira

/ 11 Mar 2026

Bath & Body Works Increases Investment in Influencers by Astonishing Number

Bath & Body Works is dramatically increasing its investment in creator and influencer partnerships.

By Sofia Aira

/ 10 Mar 2026

Bath & Body Works Increases Investment in Influencers by Astonishing Number

“The Best Entries Had So Much Passion” Judge Laura Donadio’s Advice to GIMA Applicants in 2026

I caught up with Laura Donadio to talk about her experience as a GIMA judge last year, and what advice she’s giving to applicants.

By Sofia Aira

/ 10 Mar 2026

“The Best Entries Had So Much Passion” Judge Laura Donadio’s Advice to GIMA Applicants in 2026

Gen Z Founders: Carolyn McMurray on Building a Copywriting Community of 2,500 Gen Zs

Word Tonic Copywriting Community's Carolyn McMurray has taken a different approach to being a founder: embracing the Gen Z vibes.

By Sofia Aira

/ 9 Mar 2026

Gen Z Founders: Carolyn McMurray on Building a Copywriting Community of 2,500 Gen Zs

Is Google Dead? Study Finds Consumers are Choosing TikTok as a Search Engine

A new Adobe report has revealed that nearly half of US consumers (49%) now use TikTok as a search engine.

By Sofia Aira

/ 5 Mar 2026