The Observer’s Salt Path exposé proves every news brand needs a viral story strategy to grow in 2025

The Observer’s recent viral exposé explores alleged false claims made in Raynor Winn’s hit memoir The Salt Path, revealing the true reason she and her husband Moth decided to trek 630 miles along the South West Coast Path. The talkability of the investigation has driven earned creator media for the news brand and proved how...

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Christmas 2025 campaigns: Creators who will be celebrating the festive season in their new homes

More than 55 creators announced they had bought new homes in the first half of 2025. This included influencers getting on the property ladder for the first time, finding forever homes and moving into houses after completing renovations. All of these creators will be celebrating their first Christmas in their new homes come December 2025...

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TikTok content strategy: ASOS drives views for summer looks through integration with viral fashion formats

Welcome to CORQ’s weekly analysis of how brands and creators are using TikTok to garner attention, communicate with consumers and drive growth.  Partnership of the week: ASOS X Nikolai Savic The video begins with a man attempting to take a picture of a girl on holiday in a pink dress. The text reads “POV: She...

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Influencers, Wimbledon and F1: The pros and cons of inviting creators to events and mitigating the backlash

Brands invite creators to attend events as a way to animate their products, establish cultural adjacency and build new narratives that engage social audiences. However, there is growing commentary on TikTok debating influencer content from the British Grand Prix and Wimbledon. Tickets for these sporting events are notoriously expensive and difficult to get, which is...

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Data analysis of Q2 2025’s top creator recipes: Audiences want food history narratives and quick dishes

The top performing recipe content from Q2 focused on culture and history, quick dishes and storytelling to drive engagement. CORQ analysed the most engaging cooking posts across 15,000 influencers’ Instagram accounts from April to June. Of the top ten posts, all of them were Reels while 30% were ads. Meanwhile, 30% of the recipes were...

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