Rowan Byers

Retouched photos and heavily filtered videos have become the norm; so much so that terms like “Instagram face” have become part of our cultural vernacular.   But the recent “Bold Glamour” TikTok filter sparked a major conversation online, as people questioned whether these filters have gone too far and could be majorly contributing to mental health and self image issues amongst social media users (particularly young women and girls).  Let’s explore…

Amidst the rising popularity of the ‘de-influencing’ trend, where content creators speak out against the products and brands to avoid, it’s clear that authenticity is a requirement rather than a compliment. Why is authenticity in influencer marketing so important in today’s influencer space? And how can we ensure that (as brands and agencies) we’re doing

AI has been dominating the headlines this year. ChatGPT, DALL-E and other generative-AI tools have been praised, scrutinized, and widely discussed, and it seems everyone has an opinion around whether they’re something to be welcomed or feared.  With this in mind, it’s worth considering how AI advertising is evolving, and why we, as marketers, brands and agencies, should pay close attention to this rapidly-scaling technology.

With the influencer marketing space expected to grow to a net worth of $21.1 billion this year, it’s time to put our thinking caps on and take a look at the space we gestated from. How does influencer marketing fare in 2023, and what are the trends that us influencer marketers need to be keeping an eye on? More importantly, where is the industry heading?

Influencer marketing has become a driving force for authentic and results driven performance advertising. What are the benefits of working with influencers? And how can your brand use a social-first approach to tap into a growing conversation?

International Women’s Day (IWD) is a global day of celebration and recognition of the social, economic, cultural and political impacts of women. Every year on March 8, International Women’s Day commemorates and honors women’s accomplishments, raises awareness about gender disparities and discrimination, as well as spotlighting global support for women. Ahead of International Women’s Day

Generative AI seems to be all the rage at the moment, it’s all anyone seems to be talking about, and yes we may be guilty of banging on about ChatGPT quite a bit. Well, Generative AI tools are back amongst the headlines in a cat amongst pigeons scenario. Collective artists, and Getty Images are taking

We thought about asking ChatGPT to write this article, however, the application kindly referred us to our own devices due to being at full capacity.  2023, whilst hosting the year of the rabbit, the centennial anniversary of Disney and the FIFA Women’s World Cup, will also see the genesis of AI throughout online and digital

Is there a difference between social media and entertainment, or have the two mediums combined to form a new definition for platforms in the sector? Where do the definitions lie with platforms such as Snapchat, YouTube and Instagram? And what about TikTok? Algorithms are defining social media platforms today by dictating what we see across

As another 12 chaotic months draws to a close, we can reflect on what has been a big year for social media platforms. Meta continues its gradual decline, TikTok continues to grow and then there’s Twitter, who right now, is amidst a volatile change of management that could veer off in any direction. With all

As of 2022, the value of the gaming industry is predicted to reach $197bn, with the largest share going to mobile gaming and its projected merit of $152bn. Within the span of a few months, social media platforms have opted to discontinue their ventures into gaming, in particular mobile gaming, despite the market’s continued growth.

Each week the Insights Team at The Goat Agency pull together the latest news from the social space in a weekly social media industry news round-up. This week we cover the Sidemen charity match 2022, the impact of brand diversity, quality and inclusion on sales, and TikTok announcing an extension to video descriptions. Don’t forget