The cost of living crisis hangs ominously over the end of summer. With Covid feeling like a past event, having a few wild months of fun before the world ends again seems to make sense and influencers are leading the charge. They’re documenting holidays, festivals, much-anticipated weddings and box-fresh summer wardrobes. “Passport makeup” content was
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Reddit’s influential makeup swatching community can make or break a beauty brand
Ever struggled to find your shade when shopping for makeup online? So have the 27,000 members of subreddit r/swatchitforme and 157,000 followers of the Instagram account @Cocoaswatches. Makeup swatches are when different shades of a product are applied to the skin, often to the forearm in a picture posted online to demonstrate the pigmentation and colour of
Cicaverse by Clarks: honest review of the brand’s new Roblox release by a seven-year-old gamer
Clarks released its Roblox game Cicaverse this week – a metaverse-style experience in which users can take part in parkour, BMX and breakdancing challenges. I was intrigued by this announcement as Clarks – while a traditional retailer – has a strong relationship with the Roblox audience. Heading into store a couple of times a year
Taco Bell’s Mexican Pizza: The Musical is its smartest influencer marketing move yet
Few brands are as reactive as Taco Bell. The key to its success is that it doesn’t take itself too seriously, similar to Duo Lingo or Scrub Daddy, which both thrive on TikTok thanks to their self-aware content. It’s also long been making bold marketing moves. It hosted ‘speakeasies’ in New York’s East Village, dishing out free food and branded merch,
Celebrities becoming crypto influencers has turned out to be quite a bad idea
It’s been a bad few days for celebrities who signed up to endorse crypto. Without losing ourselves in the details, (because there are people who understand this better than me, see here), cryptocurrencies crashed last week leaving some – most prominently Luna – basically worthless. For everyone who decided to invest their money in crypto,
Burnout is forcing influencers to take a break from creating content
After years of hustle culture, creators are opening up about the pressures of publishing content continuously and remaining relevant on platforms which move at a lightning pace. This isn’t a new phenomenon – in 2018, US YouTuber Alisha Marie addressed feeling burned out after a decade on the platform – but the pandemic has led to a new type
Johnny Depp, Amber Heard and the court of TikTok: how creators are driving viral content about complex legal cases
The court of TikTok is unrelenting, both when it comes to real-life legal cases and personal drama. From high profile celebrity lawsuits to dating debacles, TikTok has an opinion on everything and top creators are hugely influential in swaying public opinion on the app – for better or worse. The legal battle between Hollywood stars
The government’s influencer culture report is often spot on – but the regulators don’t deserve more power yet
I have spent the weekend reading and re-reading the government’s newly released report on the influencer industry. As a journalist, having a wild Saturday night with a lengthy document is sadly not a new occurrence for me, but as a business owner in the space I have many, many thoughts about this one in particular.
TikTok’s impact on the film industry is undeniable as the #Gentleminions trend breaks box office records