Anna Klappenbach shares her insider secrets on everything from optimising book campaigns to building authentic partnerships with zero budget in this exclusive influencer marketing AMA.

Social media marketing is constantly changing, which means that it's crucial to be adaptable and authentic if you want your brand to stand out amongst the noise and connect with real people.

Strategy and trends aren't opposing forces - they're complementary, and when you understand how to use them together effectively, that's when social media truly starts working for your brand.

Nike's 60-second Super Bowl ad, narrated by Grammy winner Doechii, empowers women to defy expectations and rewrite history by showcasing elite athletes like Caitlin Clark and Sha'Carri Richardson who continue to excel despite criticism.

In January, the future of the (currently) Chinese-owned app was uncertain as it was removed from U.S. app stores, before being reinstated mid-February. The Ghosts of TikTok Past, Present and Future reveal a tumultuous history. The app now has until April 5th 2025 to be sold to a non-Chinese company, or risk being banned (again). Potential buyers have included Mr Beast, Elon Musk and maybe Microsoft.

Streaming isn't just about entertainment anymore—it's a battleground for consumers' attention. With streaming as the most popular platform for TV and video users in the United States, companies are leveraging platforms like Spotify, Peacock, and Netflix to connect with hyper-engaged audiences. From seamless product placements in shows like Emily in Paris to strategic partnerships with podcasters like Angel Reese, brands are embedding themselves directly into entertainment rather than disrupting it.

Content pillars are main topics that you post about online which helps you build topical authority and engage target audiences more effectively. Establish 3-5 pillars to keep your content focused, consistent and recognizable! When inspiration runs dry, remember that content ideas are EVERYWHERE - you just need to know where to look.

REFY's Social Media & Community Manager spills the tea on how they've built that cult-like following everyone's obsessed with, from viral Mallorca moments to broadcast channels that actually work (when everyone else's flop)

In a professional world where 91% of employers screen candidates on social media and networking drives 79% of career progression, this guide offers a framework for authentic self-promotion that aligns with your personal style and career objectives.

Marketing veterans Amy and Kirsten share how they transformed their decade-long partnership into Aquarius Creative, a pioneering influencer agency reshaping the industry since its 2020 inception.

Rhode's success with their Peptide Lip Shape launch demonstrates that even in a saturated beauty market, innovative product positioning—combining skincare benefits with makeup, prioritising inclusivity, and creating nostalgic yet modern campaigns—can help a brand stand out and create genuine consumer excitement.

Pop culture moments aren't just guilty pleasures—they're powerful marketing opportunities that can humanize your brand and boost engagement, but success lies in quick reactions, authentic brand alignment, and selective participation in trends that truly resonate with your audience.

Personal branding isn't just about posting on social media—it's about understanding your fundamental 'why', setting aligned goals, and establishing authentic values that guide your online presence, because as Tom Peters noted in 1997, you're in charge of your own brand regardless of your experience level or industry.

A successful social media strategy isn't about copying the viral brands or chasing every platform—it's about finding the sweet spot between creative direction, logistical reality, and commercial goals, while having the confidence to commit to what works specifically for your business.

Being a marketer in 2025 means navigating a landscape where traditional markers of success like job titles and salaries have become increasingly fluid, with over 90 different marketing titles and vast salary ranges making it crucial to focus on skill development, authentic networking, and personal values rather than conventional career metrics.

While TikTok's potential US shutdown has platforms like Instagram Reels, YouTube Shorts, and even Substack vying for its crown, none have quite captured the app's unique blend of rapid trend cycles, hyper-niche communities, and democratized virality that turned it into a cultural powerhouse.

New social platforms emerge constantly, but the key to deciding whether to join one lies in understanding if it offers genuine strategic value for reaching your audience rather than just jumping on board because of FOMO.