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There is an interesting shift from content that platforms staff to content that platforms customers. This permutation is part of a wider trend towards feel-good culture and community-seeking. There has been a flow of employee-generated content (EGC) across social since 2022. Accounts such as Hobbycraft Wimbledon became feed regulars as they danced and lip-synched their…
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Brands must shift from advertising on influencer channels to commissioning creator content in 2025