Unilever shocked industry insiders in March when it committed to pushing 50% of its global media spend into social platforms. Nine months later, it appears to have largely delivered on that pledge, though the year-end data will reveal whether the gamble is paying off.

Dec 1, 2025

The influencer marketing industry’s reliance on earned media value is inflating results and making it harder for brands to understand what they’re getting for what they spend, Traackr’s Chief Customer Officer has told The Daily Influence. Nicolas Chabot said the metric – which estimates what a creator’s post would have “cost” as an ad – has become a widespread shortcut despite being “imaginary, fictitious and not auditable.”

Nov 27, 2025

The growth in AI could put a premium on high-value collaborations between brands that want to invest in the space and content creators who are using it as an additive, two of the UK’s leading voices in influencer regulation have told The Daily Influence. In a wide-ranging interview, Scott Guthri...

Nov 24, 2025

Creators could lose some of their recommendation influence under Google’s new AI shopping update, which lets users generate personalised product suggestions without relying on reviews or social media content. Rolled out earlier this  month , the feature introduces an AI agent that allows users t...

Nov 24, 2025

The free-for-all era of influencer marketing is ending. From Lagos to Los Angeles, governments are rewriting the rules of digital persuasion and creators are discovering that compliance is the new currency of influence.

Nov 24, 2025