content
Influencer content outperforms digital ads on lower- and mid-funnel metrics: Study
67% of Indians trust influencer recommendations over traditional advertisements, notes Kantar’s Influencer Playbook report.
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How can brands adapt to changing search and content habits?
With more users turning to social media to discover content and make purchasing decisions, Greenpark's Fe Husaint says this should be viewed as a golden opportunity for brands.
Will AI make human-generated PR content a premium product?
As generative AI produces vast amounts of text, art and music with unprecedented speed, will human-generated content become obsolete? Should we even bother teaching children to write essays, or will AI simply do it for them?
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.
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