The rise of influencers, creators, and native content has transformed the way brands communicate. Fast, cheap, and wrapped in a veneer of authenticity, this new wave of content is the flavour of the moment. It’s an era where relatability trumps polish, and a well-placed TikTok mention can drive more conversions than a million-dollar ad campaign.

But beneath the surface, a bigger question looms.

Are brands building something sustainable, or setting themselves up for an epic fail?

At first, the shift seemed revolutionary. Traditional advertising – polished, scripted, and undeniably corporate – was losing its grip on consumers who craved something real. Enter the influencer........

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