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Should influencers pose as subject matter experts?
SOUNDING BOARD: As the growing trend of influencers dishing out advice online grows—be it across health, finance or food—Campaign asks experts whether this approach is marketing genius or risky territory.
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Brands tap more influencers from India's tier 2 and 3 cities for authentic, local content
Marketers in India are partnering with content creators in smaller cities due to the freshness of their content and relatively lower cost of collaboration.
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How L'Oreal is integrating content with commerce
The cosmetics brand is facing a explosion of new content needs while aiming to make its digital offerings easier to navigate, but also more immersive.
STB signs content partnership with Warner Bros
The three-year partnership will be the basis of a series of original content productions including drama serials, animation, and reality shows.
Is Google's helpful content update helpful to PR?
The search engine change will prioritise results that provide ‘unique, authentic information’ to readers over SEO-optimised content.
Consumers want content from real people, not influencers: US study
The misuse of influencers may even hurt a brand's perception, the EnTribe report says.
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