Goat Announces a New Era of Influence Everywhere

Welcome to The Human Media Revolution

We are entering a new era in marketing. An era defined by people – where genuineness leads, relevance wins, and real voices shape the message.

The landscape has shifted and audiences are no longer passive. They’re discerning, tuned into relatability, and tuned out of anything that feels like an ad. They follow people, not brands, and those people – creators, influencers, culture-shapers – have become the most powerful media channel in the world.

When influencer content is woven into the media mix, brands see enhanced results. At Goat, we’ve known this from day one. We’ve built a decade-long business on the belief that the most powerful marketing is human-first, shaping and scaling influencer-led campaigns not as social experiments, but as serious, strategic media. Now, we’re naming what we’ve always delivered: The Human Media Revolution.

Alex Burgess, Global President:

“We’ve always seen influencers as media, ever since inception of the company and pushed the industry to do the same with guaranteed media results. We’ve spent the last 5 years proving influencer content works better over your marketing mix.

We call it the Human-Media Revolution – and it’s not just us that sees it. Whether its the new UL CEO increasing spend by 20x in influencer, brands utlising influencers as the faces of new brands or influencer becoming multi lines on media budget.”

In a world increasingly overrun with uninspired assets and manufactured messaging, the most powerful way to cut through the noise is simple. When you’re real, people respond.

What is human media?

At its core, human media is rooted in trust. Audiences don’t just scroll past it; they pause, engage, and act because it doesn’t look like advertising: it looks like culture. Whether it’s a creator testing our client’s product in a bathroom mirror or drinking their cocktail at an activation, this content feels familiar. At The Goat Agency, we use social media strategically to build brand presence, engage with our target audience, and drive measurable results for clients. One particularly successful approach is our focus on creator-led storytelling.

What sets human media apart is its native power. This isn’t about fitting square pegs into round holes, it’s content designed to perform on the platforms people already love. It’s TikToks that spark conversation, Instagram Stories that don’t get skipped, and YouTube videos that get viewed and shared.

This isn’t about surface-level relatability. It’s about credibility. As we detailed in our Goat Intelligence report,‘What are you Buying? Guide to Influencer Agency Procurement’ , 69% of consumers trust influencers over information received directly from a brand (Matter Communications, 2023), with research suggesting that 4 out of 10 people’s purchasing decisions are influenced by content creators (Pew Research, 2022). These relationships are meaningful, emotional, and influential.

We’ve been pioneering this messaging long before the market caught up. Human media isn’t a trend, it’s the future of performance.

What is connected media?

To truly Influence Everywhere, you need to be everywhere. That’s where connected media comes in. Building a cohesive ecosystem where every channel, every impression, and every interaction works harder together.

Connected media is the engine that powers performance. It integrates paid, owned and earned media into a single, streamlined strategy – turning great content into great results. It ensures the influencer content you’ve invested in doesn’t stop at social, but travels further, faster, and more effectively across the full marketing mix.

When you combine creative relevance with strategic reach, everything starts to click. 

We allow brands to respond in real time, optimise spend instantly, and deliver results that go beyond engagement.

At Goat, connected media is embedded into every campaign. It’s how we get more from every piece of content and ensure that our clients stand out, achieve higher ROAS & increased engagement.

Influence Everywhere

Influence Everywhere is our bold proposition and our proven process. It does exactly what it says on the tin: getting the right people to create the right content and putting it in the right places.

When you combine human media with connected media, you get scalable storytelling, more accurate targeting, and exceedingly more measurable performance. 

But most importantly, real impact.

The formula is simple. Converging human media (real creators, real stories) and connected media (deep integration across every channel) creates The Human Media Revolution, where your brand can Influence Everywhere.

Ellie Hooper: Global Vice President, Growth

“Influencer is at least five lines on a media plan. Not just one. And if you don’t believe that, then your media strategy, let alone influencer marketing, is behind. With content being the number one driver in performance across the board, and influencers knowing more about your audience than brands do, there is no one better placed to deliver the human-media revolution than Goat. We’re pushing the industry to combine the power of influencer with the power of media, and deliver unparalleled results. Oh…globally btw.”

Influence Everywhere in Action

Service overview

Goat’s Influence Everywhere approach spans the full journey. Our 5 step strategy helps our clients produce outstanding full-funnel campaigns:

1. Strategy

Every impactful campaign starts with a clear sense of purpose. Whether your goal is to increase visibility or reshape how people see your brand, it begins with understanding your ‘why.’ Our Creative Strategy team brings clarity to that process, developing thoughtful, insight-led approaches that help you confidently move from challenge to solution.

2. Influencer Identification

Finding the right creators isn’t just about numbers, it’s about meaningful alignment. We use our proprietary IBEX platform, combined with the hands-on expertise of our Campaigns team, to match your brand with influencers who reflect your values and meet your objectives. From strategisation to delivery, we manage every step of the journey.

3. Content

Content that feels human, real, and creator-led consistently connects with audiences and drives results. We specialise in producing this kind of content at scale – blending influencer creativity with the technical capabilities of our in-house Production team. The result is versatile, high-quality output that can power your brand’s storytelling across channels and regions.

4. Media

Great content deserves to be seen by the right people in the right places. Our Paid Media experts work across platforms to boost the performance of influencer content, targeting key audiences with precision. With strong relationships across the media landscape, we extend the reach of your campaigns both within and beyond social environments.

5. Commerce

Influencer marketing is about reach and results. We help brands bridge the gap between inspiration and action by combining impactful influencer content with a strong grasp of commerce strategy. From social commerce to conversion-focused campaigns, we drive performance where it counts most: the bottom line.

Melanie Ropp, Senior Account Director:

“Simply put, influencer content is the most effective and best value content available. And frankly, brands aren’t making influencer content work hard enough. By combining best-in-class influencers, powerful creative content, and intelligent amplification, you can influence everywhere at scale. You’re not just influenced when you’re scrolling on social media. Basically, we’re taking that amazing content and putting it everywhere, like glitter at a toddler’s birthday party. You’ll find it in places you never expected.”

Data that powers decisions

What we do isn’t guesswork. Every decision we make is deeply rooted in data. From identifying the perfect creators, to crafting thoughtful content strategies and optimising media spend for maximum impact, at the core of this approach is IBEX. 

IBEX is our proprietary insights platform – built by Goat and exclusive to Goat. IBEX processes billions of data points. Covering creators, audiences, platforms, and content formats, it helps us uncover the subtle patterns, behaviours, and opportunities that truly drive meaningful performance and engagement.

This powerful platform widens the scope on every campaign, enabling us to closely monitor progress, measure success against clear benchmarks, and make precise, informed optimisations in real time. 

But data alone isn’t enough. We go beyond simply tracking metrics by diving into the ‘why’ behind the numbers; understanding what motivates, resonates, and how those insights can be used to continually refine and elevate our campaigns. Supported by our dedicated Strategy and Insights teams, we translate complex, large-scale data into clear, actionable direction that informs every stage of the campaign journey. 

The result is smarter, more targeted campaigns, richer and more impactful content, and confident decisions that consistently deliver measurable business growth and lasting value across every market we serve.

Interested? Discover Ibex

Team expertise

Our real strength lies in the people behind the work. With over 650+ Goats on board (zero actual goats unfortunately), our team is a diverse group of passionate experts who bring creativity, strategy, and deep industry knowledge to every project. 

We don’t believe in a one-size fits all approach.

From seasoned strategists and data analysts to innovative content creators and campaign managers, each member plays a vital role in delivering work that turns the dial to 11.

What really makes us different? The energy, the collaboration, and the drive to keep things moving forward. We’re a curious team, always learning, experimenting, and bringing new ideas to the table with creativity as the baseline.

Together, we’ve built a culture that’s fast, flexible, and never afraid to challenge the norm. Our team knows how to cut through the noise and create work that actually connects. It’s this mix of creativity, and passion that empowers everything we do, and it’s why our campaigns make such an impact.

By being everywhere

We are overachievers and much like our clients’ campaigns, we go everywhere. 

As digital natives, we operate seamlessly across every major platform & Out-Of-Home, understanding the nuance and creative capabilities that exist across each. We don’t just adapt content for platforms (although we do that too), we craft campaigns specific content from the start, ensuring it’s optimised for how people engage, interact, and consume – speaking the language of every channel.

But we’re not just active on these platforms – we’re trusted partners. Through strategic partnerships with YouTube, Snapchat, Meta, LinkedIn, Amazon, and Target, we gain access to platform insights, emerging tools, and exclusive beta opportunities unmatched by other agencies. Offering our clients a competitive advantage, our Amazon DSP solution gives brands the power to push influencer content across Amazon Ads suite and allows us to connect brands with highly targeted audiences at key decision-making moments. Whether it’s building awareness, driving engagement, or accelerating conversions, we’re plugged in at every level – creating content that performs wherever it appears. 

Tom Cornish, Global Vice President, Group Solutions:

“Our position gives Goat unique visibility and access to help clients navigate this new world. Not only are we plugged into data, AI and planning intelligence, we are also working with all the leading platforms to design new solutions and products for the human-media revolution.”

What does this mean for you?

Enhanced campaign delivery

We engineer our campaigns to perform. Every piece of content, every placement, and every decision is built around getting the most out of your budget whilst delivering real, measurable impact. Our approach is designed to be highly scalable, so whether you’re reaching thousands or millions, we flex to match the ambition. The Goat Agency targets smarter, so your message lands exactly where it needs to, without wasting time or spend.

With our data-led approach, we’re constantly learning and optimising as we go. That means more trackable insights, clearer performance metrics, and content that gets sharper over time. We fine-tune campaigns against real objectives, whether that’s awareness, engagement, traffic, or sales. And because we produce at scale, we can deliver cost-effective content across every platform your audience touches.

The result? Better results, more control, and content that doesn’t just show up – it shows off. That’s why we put more content in more places than anyone else.

Hannah Ryan, Global VP, Campaign Delivery 

“Influencer content goes much further than on your phone screen. Let’s face it, we’re immersed in it every day. We’re watching real people that we can relate to, create content that we enjoy and that we can learn from. Data is at the forefront of every campaign decision we make, but that’s paired with real people, who can ‘influencer everywhere’. We’re passionate about ‘influencer’ being presented as media and the power of influencers is obvious. Just take a look at your favourite brand and I’m certain you’ll know the face of the influencer they are using in their campaigns. The Human-Media Revolution is upon us and we’re making it happen, globally!”

Global reach

At Goat, we’ve led a global movement in human-centred marketing; putting real people, not just platforms or performance metrics at the heart of every campaign. With our headquarters in New York and London, we’ve grown into a team of over 650+ experts who understand how to build meaningful connections between brands and their audiences. Our approach is rooted in insight, creativity, and a deep understanding of human behaviour, helping us reimagine how marketing works in a world that’s constantly evolving.

This human revolution now spans the globe. We operate in 70 markets, across 28 languages, with 37 offices delivering culturally relevant and locally resonant campaigns at scale. Our team brings global expertise with a local mindset, ensuring that every activation feels genuine – no matter where it lands. From ideation to delivery, we’re uniquely positioned to create campaigns that move people, deliver results, and define what human-centred marketing truly means on a worldwide stage.

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Are you ready to join the revolution? Get in touch with us to explore how we can help your brand Influence Everywhere.

If you’re looking for unmatched industry insight, head to our Insights Hub & Substack, ‘Raised on Social‘ for more.