Sofia Aira

England

Writer at The Tab

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Articles

The Impact of Trump’s Tariffs on Influencer Marketing

2 weeks ago | hellopartner.com | Sofia Aira

On his self-named “Liberation Day,” Trump imposed tariffs on a huge range of U.S. trading partners. The result? $2 trillion disappeared from the stock market practically overnight. With tariffs now frozen for 75 countries and an uncertain future, Trump has hinted at the possibility that they will return. Marketing departments are typically among the first to face budget cuts during recessions, budget cuts and economic downturns.
Creator Compass: Finland

2 weeks ago | hellopartner.com | Sofia Aira

Influencer marketing has emerged as a powerful tool for brands to connect with their target audiences all over the world, and Europe is no exception. This is particularly true in Finland, although there are some key differences that separate the country from the rest of its European neighbours. Through this Influencer Marketing series, I’ll be deep-diving into the quirks of different countries - because there are, surprisingly, quite a few.
News UK Sells Influencer Agency The Fifth to Brave Bison

2 weeks ago | hellopartner.com | Sofia Aira

News UK has announced the sale of its award-winning influencer marketing agency, The Fifth Group, to digital media and technology company Brave Bison. The deal was valued at approximately £7.6 million. Founded in 2019 by CEO Oliver Lewis, The Fifth has delivered end-to-end creator-led campaigns, influencer marketing, and social strategy for leading brands, including YouTube, Disney+, UKTV, FOX Entertainment, Realtor, Tommee Tippee, The Times, TSB, and Samsung TV.
CreatorFest 2025 Is Back as Europe’s Creator Economy Event

2 weeks ago | hellopartner.com | Sofia Aira

After a successful launch in 2024, we’re delighted to announce that CreatorFest Europe is returning for its second year on the 23rd October, 2025. The creator economy isn’t just growing, it’s transforming. Just like CreatorFest. We hired expert consultants after our 2024 event, and now we’re back for 2025 and more in touch with the industry than ever before. It’s time to charge your social batteries for a day of networking, learning and real-life inspiration.
Vimeo Launches Streaming Subscription Sites for Creators

2 weeks ago | hellopartner.com | Sofia Aira

Vimeo is launching Vimeo Streaming, a brand-new service that allows content creators to have their own subscription service without needing to code a single line. Vimeo Streaming will get rid of all of the technical barriers that prevent creators from building monetised video platforms while avoiding YouTube algorithm problems and low Instagram and TikTok payouts. It’s a huge win for creators.
Sephora's Campaign With Love on the Spectrum’s Tanner Smith

2 weeks ago | hellopartner.com | Sofia Aira

Netflix’s Love on the Spectrum returned for its third season and brought with it one of the most beloved men on the planet right now - Tanner Smith. Tanner, a cast member and social media influencer, was a total ray of sunshine on the show and won the hearts of so many viewers at home. He now has well over 500,000 followers on Instagram and even made an appearance on The Kelly Clarkson Show.
Algowatch: March Updates

2 weeks ago | hellopartner.com | Sofia Aira

Welcome to the first Algowatch, where we’ll be looking at algorithm changes affecting social media platforms. You’ll never have to rethink your social media strategy again. March was a big month for TikTok and Meta platforms, so let’s delve into some of the biggest updates. TikTok Shop has announced some important updates regarding how creators are paid. It announced that automatic commission payouts will now be transferred to creator accounts on the first day of every second month.
The Independent Launches Creator Independent Studio

2 weeks ago | hellopartner.com | Sofia Aira

The Independent is doubling down on creators with the launch of Independent Studio, a vertical video media production. It’s part of the company’s plan to create intellectual property for sponsorship as well as capitalise on the skyrocketing creator economy. The Independent, a digital news publisher based in the UK, has signed Adam Clery as the creative director to launch Independent Studio, a unit that will make individual talent-led videos, newsletters and podcasts.
Creator Compass: Spain

3 weeks ago | hellopartner.com | Sofia Aira

Influencer marketing is an ever-changing landscape in Europe. Although many trends spawn from the UK and US, European influencers are shaping their own paths, and marketing can completely vary from country to country across the continent. This brand-new and exciting Creator Compass series will explore the cultural nuances, regulatory differences and interesting quirks that define each around the globe and their different approaches to influencer marketing.
JCPenney Partners With VaynerMedia For Influencer Marketing

3 weeks ago | hellopartner.com | Sofia Aira

JCPenney, one of the USA’s largest fashion retailers, has announced that it will be partnering with VaynerMedia to work on its social and influencer marketing overhaul. The clothing brand will utilise VaynerMedia’s creative and production capabilities, as well as a social influencer seeding offering. In turn, this will provide the brand with strategic influencer services and maximise its relevance.