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If the internet feels harder to trust right now, that’s because it is. AI can write captions, generate faces, clone voices and flood feeds with content at a pace no human team can match. At the same time, people are becoming more sceptical about what they see online. Reuters Institute’s 2025 Digital News Report found that 58% of people surveyed are worried about what is real and what is fake online when it comes to news. That shift matters for brands. When audiences feel unsu

There was a time when brands could get away with polished ads, neat taglines and a nice-looking grid. That time is very much over. People are more sceptical online now. They have seen too much content that feels overproduced, too salesy or just not believable. They are also navigating feeds filled with AI-generated content, edited reviews and brand messages that all start to blur together. That shift is one of the biggest reasons influencer marketing still works. It feels clo

When it’s done properly, influencer marketing doesn’t look forced at all. It looks relevant, believable and worth paying attention to.