Influencer Marketing Talks

Think you’ve got influencer marketing all figured out? Think again.In this episode, we bust five of the most common myths brands still believe about influencer marketing in 2025. From the confusion around UGC creators vs influencers, to the outdated idea that it’s “just another media channel”, we’re breaking it all down.We also dive into why influencer marketing isn’t just about big names or over-the-top creative ideas, and why treating it like a pure performance channel could be costing you more than you think.Whether you’re deep in the space or just getting started, this episode will challenge the way you think about strategy, creativity, and what it really takes to succeed with influencer marketing today.

This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth.We discuss:Why long-term influencer collaborations are key to building credibilityHow to tailor content across platforms like TikTok and InstagramThe role of digital activation in Paulig’s broader growth strategyVera also shares how Santa Maria tackles loneliness through purpose-driven campaigns, why consumer insights shape every move, and how her team stays agile in a fast-evolving digital landscape.

What’s happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? We’ve got you covered.In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagram’s new AI tools and the rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapchat’s game-changing AR experiences - we break down what it all means for brands and creators.

This week, we’re joined by Emily McDonnell, Head of Creator Partnerships Nordics at Snapchat, to explore how Snapchat is becoming a game-changer for creators.We discuss:What makes Snapchat different from other social platformsHow creators are thriving—and monetizing—on SnapchatWhy engagement on the platform is stronger than everEmily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months.

This week, we’re joined by Alex Baker, one of the Nordics' top retail strategists and a serial entrepreneur, recognised on global influencer lists, to uncover the five key retail trends brands can’t afford to ignore.Fresh from NRF in New York and retail hotspots across the Middle East and Europe, Alex shares insights on five key trends shaping 2025:AI’s evolution—why it’s now a mission-critical superpower, not just hypeRetail media’s explosive growth and what it means for brands big and smallAgentic AI—the next step in automation and hyper-personalizationExperience-driven retail and why Gen Z is redefining the role of physical storesBalancing tech and human connection to create seamless customer experiencesTune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead.

How can brands stay relevant and create authentic connections in an ever-changing landscape? The answer: a Cultural Calendar!In this episode of Influencer Marketing Talks, Frida Ekholm, Creative Lead and Sanna Ödmark, Head of Marketing at Cure Media, break down how brands can strategically align their marketing with key cultural moments—think movie releases, festivals, and viral trends—to boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share practical steps on how to get started with your own cultural trend monitoring.

This week, we’re joined by Johanna Andrén, Head of Marketing at Tre, to explore what it takes to build a strong, differentiated brand in the competitive telecom industry.We discuss:How brands can stand out in a crowded marketThe importance of defining your brand’s “star”Why looking beyond your own industry can fuel innovationJohanna also shares her approach to fostering a culture of experimentation, making quick decisions, and learning from failure—key ingredients for staying ahead in today’s fast-moving landscape.Plus, we take a deep dive into Tre’s major investment in 3Arena and why Johanna sees it as a powerful strategy for both customer connection and internal pride. And don’t miss her insights on why every marketing strategy should balance structured planning with bold, unexpected wild cards.

In this week’s episode of Influencer Marketing Talks, we’re tackling one of the biggest disruptions in the social media world: TikTok’s potential ban in the US. What does this mean for brands, creators, and the future of marketing strategies? Tune in as we break down the latest updates, explore key takeaways, and share concrete advice on how to future-proof your social media strategy in today’s ever-evolving digital landscape!