The Goat Agency

The rise of influencer-owned brands marks a significant shift in the business landscape, where content creators have moved from merely promoting products to building their own enterprises.  This trend has given rise to brands like Kylie Jenner’s Kylie Cosmetics, KSI and Logan Paul’s PRIME drinks, and Hailey Bieber’s Rhode, which leverage the existing following of

In today’s social media landscape, the level of discovery is unprecedented. The TikTokification of social media means we’re seeing more content, tailored to our interests, and more viral influencers coming to the surface. Social platforms, and their sophisticated algorithms, have made it even easier for posters to strike the match and go viral.  Going so-called

Why are brands focusing on mental health? Mental, physical and community health are increasingly common topics in brand communications, showing up in everything from TV ad campaigns to podcasts, Snaps and TikTok videos. Contemporary consumers not only expect brands to be conscientious and aware, but also a force for good in the world. This sentiment

Paid advertising is up there with the most powerful marketing tools available to brands and agencies. At its core, this marketing channel enables businesses to display their ads to specific audiences. These lucrative spots are won by bidding on real-time auctions across different networks and platforms – wherever they want their ads to appear.  In

The Euros and Olympic Games have come to a close, and already many marketers are switching their attention to the seasonal period.  But what still tends to be forgotten about, despite increased media coverage and promotion, are the Paralympics, taking place from the end of August to early/mid September.  The Paralympics has emerged as one

Users turn to TikTok for advice on almost everything, from fashion choices to healthy lunch recipes or relationship issues. It’s no surprise then that mental health content is growing in popularity on the platform. Users increasingly look to social media platforms for validation and explanation of their feelings, as well as lifestyle advice that could

This blog explores some of the most iconic brand ambassadorships from recent years, uncovering how brands identified and built a relationship with certain celebrities or influencers, creating brand partnerships that are far greater than the sum of their parts.

The terms “Creator” and “Influencer” are often used interchangeably. Whilst an ‘Influencer’ is really just someone who holds ‘influence’ with a certain audience or community, the term itself gained popularity thanks to social media allowing these people to make money from their own personal brand of content.  Of course, it can also refer to celebrities,

There are plenty of beauty brands on Instagram. But which ones are causing a stir?  This platform is the ideal backdrop for sparking trends, building relationships, and connecting with targeted audiences. So, how do you break the mold and start gaining traction on this popular channel? By learning from the best, of course.  We’re investigating the top beauty brands on Instagram in 2023, why they work, and what your brand can take from them.

Ever considered what it would be like if you took the best parts of Twitch or YouTube livestreams and combined them with the best parts of teleshopping? Where products are featured on-screen in real time, and users can click straight through to an Amazon product page to buy while they watch?

Gen Z stands as one of the largest, and perhaps the most engaged cohorts in the digital world. Among this vast audience are the next generation of sports fans, but the challenge many brands in the sports industry face is connecting with them.  

It’s Pride month, and it’s been great to see brands and advertisers actively advocating and showing support for LGBTQ+ communities across social media.  In the past though, a lot of brands have been accused of “rainbow-washing” around Pride - doing meaningless activity like adopting a rainbow icon but showing no further advocacy (or even worse, having policies that actually contradict their public support).  Social media has given people a voice to call this kind of laziness or hypocrisy out, and more than ever, brands must really consider how they want to meaningfully show up for Pride, and how they’re going to back up their words with actions.  So has that message been received, and have brands been able to authenticate their Pride influencer marketing this year?