For years, brands have focused on growing their social media following. The bigger the audience, the greater the perceived success. With organic reach becoming increasingly difficult to achieve and consumers overwhelmed by content, brands are beginning to prioritise brand engagement over audience size. The question is no longer “How many followers do we have?” but…
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Today, influencer marketing sits firmly at the centre of brand building, content creation and performance strategy. It’s no longer something brands “add on” to a campaign — and those still treating it that way are already starting to feel the difference. The industry itself continues to grow rapidly, now valued at over $30 billion globally,…
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Earned media has always been one of the most powerful outcomes in PR — the coverage you don’t pay for, and the credibility that comes from third-party validation. What’s changing isn’t how earned media is created in principle, but how it builds momentum in practice. Today, press coverage and social buzz are increasingly part of…
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If Meta’s latest updates tell us anything, it’s that platforms are doubling down on people. From incentivising creators to refining how content is distributed, the direction of travel is clear. For brands, success on Facebook and Instagram is becoming less about polished assets and more about personality, presence and platform-native behaviour. Here’s what’s changed this…
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Social media moves fast. Trends appear overnight, memes spread in hours and conversations evolve in real time. For brands, this presents a huge opportunity. When done well, creating or reacting to a social moment can turn a simple post into national headlines and widespread media coverage, amplifying reach well beyond digital platforms. In today’s media…
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When Meta launched Threads in 2023, many questioned whether the world really needed another text-based social platform. Fast forward to 2026 and the conversation is shifting. Threads has continued to grow, introduce new features and steadily position itself as a genuine competitor to X. So, what’s driving its momentum, and should brands be paying attention?…
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Meta has announced that it’s now testing a new app called Vibes — a short-form video platform where AI generates every clip exclusively. Right now, it’s being trialled in Brazil and Mexico. The idea is simple: a feed of AI-created content, no human creators required. It’s impressive from a technological standpoint, but it also raises…
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Instagram has quietly introduced a major change over the past few weeks: creators and brands can now include only five hashtags per post or Reel, down from the previous 30-hashtag maximum. This update is part of a broader shift in how the platform prioritises discovery, relevance and performance. Hashtags are no longer the main driver…
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If you’ve been scrolling through Instagram or TikTok, you’ve probably noticed that shopping is happening everywhere. Products pop up in your feed, in short videos and even in live streams—and before you know it, you’re adding them to your cart without leaving the app. This is what we mean when we talk about social commerce…
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