Age representation
Why age representation matters in user-generated content
Representation shapes trust. When the people making content reflect the people watching it, the message tends to land differently.
Hook & Hold Editorial
Insights
Perspectives on UGC, creators and the audiences brands want to reach.
Ongoing editorial on user-generated content, creator marketing, social media advertising, age representation and the creator economy.
Creator marketing
What brands are looking for in creator marketing
As creator marketing matures, the emphasis is shifting from reach alone towards fit, craft and trust.
Hook & Hold Editorial
Creator economy
The creator economy is getting older, and that is a good thing
The stereotype of the creator economy as exclusively young is increasingly out of step with who is actually making content.
Hook & Hold Editorial