• The world of social media has come to an end as we know it

    Over the past few years, the landscape of social networks has undergone a profound transformation, leading us to reconsider our perceptions and approaches towards these platforms. While the headline may seem sensationalist, the reality is that social media is no longer just a realm of entertainment and connection; it has evolved into a multifaceted ecosystem where brands, creators, and consumers intersect in complex ways.

    One of the most notable changes is the realisation among brands that they must humanise their presence on social media to effectively engage their audience. This has led to a growing emphasis on leveraging content creators and personalities to embody and communicate the brand’s message. The integration of influencer marketing and social media strategy has become paramount, emphasising the need for a cohesive approach that aligns with long-term objectives.

    This support for content creators clearly differs depending on the brand’s goals in two distinct practices, based on the number of followers of the creators. On one hand, to generate personalised daily content, brands are relying on niche creators who are well-versed in the market and audiences, embodying the brand in a differential way, adding value to their social networks, but also rely on major content creators, who generate a greater impact and attribution of values.

    Hence why we also need to deep dive into how we are performing influencer marketing campaigns, understanding there is a strong fatigue due to content over-saturation and we need to pin-point all the steps among the campaign to ensure better results. Our Influencer Fatigue study goes deeper into this matter.

    “Implementing a social strategy with Influencer Marketing as part of that discipline allows us to approach the audience in a more authentic and entertaining way, which leads to greater engagement and will help us to take the next step in social media, where the performance goal is increasingly present.”

    Social Media = social commerce

    Another notable change we are witnessing in the evolution of social networks is based on a new functionality that goes beyond mere entertainment or connection; it now encompasses commerce. Platforms like TikTok are pivoting towards social commerce, introducing features such as TikTok Shop, which allows companies, brands, and content creators to promote products online so that consumers can buy them quickly and directly through videos in the feed, live streams, and a dedicated tab showing store products. 

    This change not only transforms how we use social networks but also how we perceive online shopping and community building.

    On the other hand, other e-commerce giants and experts like Miravia or AliExpress are charting a course in the same direction but from the opposite perspective, seeking to foster and generate communities within their e-commerce platforms with the aim of producing engagement and entertainment within them, increasing usage time.

    The evolution of social networks transcends beyond changes in the platforms; it represents a fundamental transformation in our way of interacting, connecting, and consuming. By embracing this evolution and staying at the forefront through integrated digital strategies supported by innovation and creativity, we can harness the potential of community platforms to cultivate meaningful connections, stimulate engagement, and achieve brand goals, increasing both engagement and conversion.

    At the end of the day, as marketers, we have the challenge of being able to measure the effectiveness of our social media strategies, and although we work with numerous KPIs as metrics of success, there is also a great holistic and qualitative work behind it that continues to evolve and we keep understanding. In fact, this is the reason why our sister agency, SHARE Creative, decided to create the CAOS study and measuring test score, which creates the first metric system to measure community management strategies in terms of community management, loyalty, and growth on networks. Such innovative tools will enable us to get closer and closer to users.

    Nevertheless, one thing is clear: we must continue to pay close attention to consumer response to this new paradigm of networks, needs, buying behaviour, and personality; a challenge to which brands must also respond and adapt quickly, effectively, and with a 360-degree approach, where social networks, influencers, paid advertisements, and creativities align to respond to the consumer’s voice.

    – Ainoa Brenes, Global Growth Excellence at Samy Alliance.

  • Celebrating 10 Years of Innovation in Influencer Marketing: The Story of SamyRoad

    We are thrilled to commemorate a decade of success and growth at SamyRoad, a pioneer in the world of influencer marketing. From our humble beginnings in 2014, we have evolved into global leaders in creating effective strategies that harness the power of influencers to connect brands with specific audiences worldwide.

    Our tenth anniversary, marked by the hashtag #10SamyRoad, was a moment of celebration and reflection on our journey from an innovative idea to becoming a globally recognized agency. At an immersive event held at the prestigious Palacio de Neptuno in Madrid, we gathered with influencers, brands, and agencies in the industry to commemorate a decade of collaboration, creativity, and innovation.

    Since our founding by Patricia Ratia, Marta Nicolás, and Juan Sánchez-Herrera, we have been committed to setting a standard of excellence in the digital marketing industry. We have collaborated with renowned brands such as Unilever, Grupo Bimbo, and L’Oréal Group, and have developed groundbreaking tools such as Shinebuzz, an artificial intelligence platform that optimizes marketing strategies for brands and content creators.



    Over the years, we have expanded our operations internationally, establishing offices in Lisbon, Miami, Amsterdam, and Bolivia. This strategic expansion has allowed us to better serve our clients in emerging and established markets, strengthening our presence in the global digital marketing market.

    In 2020, we joined SAMY Alliance, the first global ecosystem of independent agencies, expanding our service offerings and providing our clients access to the best in creativity and data analysis worldwide. This year, we have been honored with the title of “Influence Marketing Agency of the Year” by Scopen, a consultancy specializing in marketing and communication.

    Our tenth anniversary not only marks a significant milestone in our journey but also reflects the continued growth and increasing influence of influencer marketing in the marketing and advertising industry. With a pioneering focus on authenticity, creativity, and innovation, we remain committed to driving change and excellence in an ever-evolving sector.

    Looking to the future, we are excited for what lies ahead and eager to continue leading the way in the world of influencer marketing. We extend our gratitude to all our clients, collaborators, and, of course, the influencers who have been part of our success in these first 10 years. Here at SamyRoad, we are ready for the next 10 years and beyond, continuing our mission to connect brands with audiences authentically and effectively worldwide.

  • 10 years of SamyRoad: Spain Party!

  • What is it like to be a jury member of one of the largest digital creation awards in Spain?

    On March 14, the 3rd edition of the “Ídolo” Awards was held in Madrid. These awards, created by In Management together with The Music Republic, were born with the aim of rewarding the digital content creators work in Spain.

    Ricky Hontañón Pombo, our Head Of Influencer Marketing at SamyRoad, was one of the members of the jury for this edition. Here we share some behind-the-scenes details of the awards, criteria and the future of the work of content creation.

    • What do you highlight about the “Ídolo” Awards and why do you consider them important within the influencer landscape?

    The “Ídolo” Awards are an incredible platform that highlights creativity and innovation in the digital world. It is an honor for me to be part of a jury that recognizes and celebrates the great work of many influencers and content creators. In an industry where quality and authenticity are key, these awards are a reflection of the commitment and professionalism of those who choose to embark on the complex world of influencer marketing and digital community.

    • What does the jury value most when giving an award to a content creator or influencer?

    The jury values a combination of key elements when presenting any award or recognition. These elements go beyond simple popularity and focus on quality, authenticity and the real impact the content creator has on their audience and the industry in general. What are the keys to success? For me they are values such as creativity, originality, engagement with the audience, quality of their content, authenticity of values, innovation in making collaborations and their commitment to social impact and responsibility. It is also important that they have their own way of communicating, that they are unique in a certain way and even, why not, that they change the rules of the game. 

    • Is the quality of the publications and brands you collaborate with important?

    The jury will recognize the ability of content creators to innovate in their collaborations, marketing strategies and approaches to interact with the audience. Versatility and the ability to adapt to emerging trends are also appreciated. In fact, when it comes to Influencer Marketing strategies and campaigns, at SamyRoad we always carry out an in-depth study of the profiles we want to work with, always choosing those who make the best match with our brands. 

    • Is the responsibility that influencers have on their community valued? 

    Influencers or creators who use their platform to generate a positive impact on society and advocate for meaningful causes are highly valued. Social responsibility and commitment to relevant issues are aspects that the jury takes into account in several categories.

    • Are influencers with more followers still rewarded more? 

    Over time, there has been an evolution in the perception of the value of influencers in the marketing industry. Although in the past the number of followers was often one of the main criteria for measuring the success and effectiveness of an influencer, the trend is changing radically.

    While it is true that brands and agencies still take into account the size of an influencer’s audience for certain strategies, the industry is increasingly aware that the number of followers alone does not guarantee impact or authenticity. Juries and brands are recognizing the importance of other factors such as authenticity, content quality and value alignment, as well as the unique way of creating content and communicating.

    Today, influencers who work on connecting with their audience, generate authentic content and demonstrate a deep understanding of their niche often receive significant recognition. Relevance, consistency in message delivery and the ability to influence audience perception and behavior are increasingly prioritized aspects of influencer evaluation.

    Also, it is important to note that the influencer marketing industry has matured, and brands are looking to partner with content creators who not only have a large following, but are also able to generate authentic and meaningful impact. In many cases, the effectiveness and authenticity of the partnership can weigh more heavily in decision making than simply the number of followers.

    The “Ídolo” Awards have become a benchmark to highlight those content creators who excel in various categories such as best digital creator of the year, creative content, lifestyle, humor, social awareness or gastronomy. The jury of experts ensures impartiality and objectivity in the evaluation of nominations and the selection of winners, in addition to voting before a notary.

    With the digital content creation industry constantly evolving, the “Ídolo” Awards continue to play a crucial role in recognizing the talent that contributes to the enrichment of the digital landscape each year, and we are greatly proud of being part of this.


  • The magic of the social listening is that it allows you to predicts trends, know user’s sentiment and public’s opinion. With all this, we are allowed to predict the future… kind of. (Although, we did saw the competition of Twitter coming three months before, but no need to get distracted).

    On Sunday, March 10, the 96th edition of the Oscars gala will take place. As of today, March 8th, we dived into the social media between January 1st of 2024 and March 1st, analysed the conversation people had around the Academy Awards and pinned the most relevant topics, names and titles; based on user sentiment, we can predict people’s favourites to win, even in the mist of Barbie, Ryan Gosling, Greta Gerwig and Margot Robbie scandal.


    How can we predict Oscar’s winners?


    In many occasions, digital platforms anticipate the results and provide great conversations around the potential winners or, at least, people’s favourite. SAMY Alliance has used the Sprinklr Insights tool to analyze the voice of the customer in real time on digital channels and has recorded more than 250,000 mentions related to the awards.

    In the run-up to the Oscars 2024 ceremony, excitement and anticipation are unleashed on social networks, becoming the epicenter of discussions and bets around who will be the big winners of the night. The convergence of opinions, analysis and predictions of movie fans has reached its peak on platforms such as Twitter, Instagram and Reddit, where moviegoers share their favorites and debate about the films that will leave an indelible mark on the history of the seventh art. To learn this data, SAMY Alliance used the Sprinklr Insights tool that analyzes the voice of consumers in real time across digital and traditional channels.

    The power of social media during Oscar awards season


    Social media has played a pivotal role in how audiences engage with and experience the most prominent film awards of the year. Since the announcement of the nominations, film fans have flooded digital platforms with their opinions, critiques and praise for the featured films and artists. The conversations have amplified the visibility of the nominated films (from least to highest grossing) and generated a phenomenon of virtual support for their favorites.
    Predictions and bets: What do social networks think about the gala?

    The Oscars always generate a great deal of conversation, as it is considered one of the “events of the year”. However, this year, we conducted an active listening analysis. Between January 1 and March 1, some 68,150 mentions of the awards were collected on an individual basis. If the mentions associated with the films are included, the number rises to more than 250,000.

    With a sizeable majority of positive comments, (approximately 38K) we find ourselves expectant to know the audience’s favorites for winners and based on sentiment and volume of conversation on social media, we can get ahead of ourselves and outline the titles.

    In terms of volume of conversation, the most talked about topics this month around the golden statuette awards have been related to the death of acclaimed director Norman Jewison and the creation of several films about the individual lives of each of the Beatles members, which audiences believe will be a smash hit.


    What are the most talked about films?


    The favorites in the Best Picture conversation are “Barbie” with 126,230 mentions from January 1 to March 1, followed by “Oppenheimer” with 75,360 mentions in the same time period and in 3rd place, “Poor things” with 25,750 mentions.

    On the other hand, the nominated films with the least number of mentions are: “The Holdovers” with 13,200 mentions, “The Zone of Interest” with 9,370 mentions and finally, “Past Lives” with 8,120 mentions.

    The actors and actresses most likely to win according to the online community.

    The awards concerning the best actor and actress also tend to be a very prominent topic of conversation. In this case, social networks have it clear and give the victory to Bradley Cooper for the film “Maestro”, with 137,790 mentions.

    Of course, not without controversy was the communication of the nominees coinciding with the Golden Globes 2024 (which are known as the prelude to the Oscars), since the film “Barbie” has obtained the nomination of Bryan Gosling as best actor, but neither his co-star Margot Robbie nor the film’s director Greta Gerwing, are nominated for the film. Of course, before this news, the networks showed great conversations publicly denouncing the injustice. In addition, Ryan Gosling himself expressed his discontent that the women in the film were not nominated when the film is precisely about Barbie’s empowerment, fleeing from the stereotypes created over time.

    What are the most talked-about topics?

    Before the arrival of the gala, the topics revolve around the nominated films and their actors, although on the day of the ceremony, fashion and the looks of the attendees on the red carpet take first place in the conversations generated by followers on social networks. In these moments leading up to the ceremony, followers share their opinions on the most eye-catching outfits that will set trends in the entertainment industry.
    The role of social networks in the cinematic experience.

    The Oscars 2024 ceremony promises to be not only a spectacle of recognition for world cinema, but also an event where the voice of movie lovers is stronger than ever thanks to the power of social media.

  • In the ever-evolving digital world, influencer marketing stands out as a beacon of authenticity and connection. As we embark on the journey through 2024, it’s evident that influencer marketing continues to shape-shift, reflecting both the changing consumer landscape and the innovative strategies adopted by brands and content creators alike; we are used to trends to be repeated, but in this case we are seeing more and more how each profile is a world itself, and somehow the trend is to “not a scrupulously media plan. However, we can still find the strategic approach if we take the time to understand the “trends” of 2024:

    Influencer marketing ¿trends?

    Gone are the days when influencers merely acted as conduits for brand messaging. Today, they’re entrepreneurs in their own right, leveraging their personal brands to build solid audiences that have the same level of connection that friends and family. From fashion to wellness gurus, influencers are stepping into the realm of entrepreneurship, launching their own product lines and services tailored to their devoted followers; sometimes, their own profile is their business, so you’re not making a collaboration with a person anymore, it’s a brand and it has values, goals and structure as any other company; this evolution signifies a significant shift in the influencer paradigm, as content creators transition from brand ambassadors to brand builders and affiliation is becoming “Harder”, but, in the opinion of these writers, richer.

    While macro-influencers and celebrities once held sway over the influencer landscape, the tides are turning towards micro-influencers and niche experts. Our Marketing Trends 2024 report reveals that micro-influencers (25%), niche experts (23%), and user-generated content creators (19%) are set to dominate influencer marketing this year. This shift underscores the growing importance of authenticity and relatability in influencer-brand partnerships, as audiences crave genuine connections and human touch with content creators who share their passions and interests in a natural and organic way. Also, we all know there is paid content and collaborations behind the scenes, so embracing the professionalization of their work is only bringing them closer to people.

    As social media platforms become increasingly saturated, influencers are pivoting towards niche targeting to stand out in a crowded landscape. Take, for example, Eilidh Moffat, whose laser-focused skincare content for the over-40 demographic saw her following surge by an astounding 841% in 2023. This trend towards niche specialization extends across various verticals, from travel to wellness, as influencers recognize the power of catering to specific audience segments with tailored content and offerings.

    The Rise of Live Shopping Experiences and interactive commerce

    In an era where consumer engagement is paramount, live shopping experiences are emerging as a dynamic new frontier in influencer marketing. Imagine the modern-day equivalent of home shopping channels, where potential buyers can interact with products in real-time and make purchase decisions guided by trusted influencers. This immersive form of commerce not only enhances the shopping experience but also fosters deeper connections between brands, influencers, and consumers. As affluent Gen Xers increasingly flock to platforms like TikTok, live shopping presents a ripe opportunity for brands and influencers to expand their reach and drive conversions among this demographic.

    The landscape of influencer marketing in 2024 is starting to be recognised by innovation, authenticity, and niche specialization, even platforms are joining the tech innovation actions, such as YouTube, which recently rolled out AI tools intended to “democratize creativity” by making complex tasks simpler, and TikTok added a new feature that allows creators to label content supported or generated by AI.

    As influencers evolve into brands themselves, micro-influencers rise to prominence, AI integration becomes a necessity, niche targeting gains traction, and live shopping experiences redefine commerce, brands and content creators must adapt and innovate to stay ahead of the curve. By embracing these transformative trends and leveraging the power of influencer partnerships, businesses can forge meaningful connections with consumers and drive tangible results in the digital age.


  • Scopen, a consulting firm specialized in marketing and communication, has named us SamyRoad as the “Influence Marketing Agency of the Year”. Additionally, the agency has been recognized as the most attractive and best perceived in the market, as well as the second most known and the most exemplary, according to the perception of the main agencies and professionals in the sector.

    We’ve kicked off the year with a bang, as being named the “Influence Marketing Agency of the Year” in the 1st edition of Scopen’s annual report aimed at “Influence Marketing Scope”, a leading consultancy in research and analysis of the communication and marketing industry, is more than an honor for us. This recognition is a testimony to the wholehearted dedication we have towards innovation, analysis, understanding the consumer, and creativity with our campaigns. This achievement adds to others we proudly carry, such as being chosen as one of the Top 5 Influencer Marketing Agencies by FORBES in October 2023.

    Scopen, known for its rigor and objectivity in evaluating marketing agencies worldwide and as a result of surveys conducted with recognized brands in the national landscape, has highlighted SamyRoad for our innovative approach in the field of influencer marketing, our ability to generate exceptional results, and our constant pursuit of excellence in customer service.

    The report, released in January every two years, provides a detailed overview of the influencer marketing market in Spain, including trends, agency perceptions, and areas for improvement. Additionally, it evaluates various aspects, including creativity, effectiveness in campaign execution, client management, and adaptability to changing market dynamics. SamyRoad has excelled in each of these criteria, establishing ourselves as a benchmark in the industry.

    To carry out the research, the consultancy conducted a total of 201 interviews (132 professionals responsible for Influencer Marketing in 126 leading companies and 69 professionals from specialized agencies) between June and September 2023. The report includes an assessment of the most outstanding influencer marketing campaigns of the year, as well as a ranking of brands and agencies taking into account aspects such as knowledge, perception, or the opinion of the competition.

    4 conclusiones del informe de Scopen

    Here are the conclusions drawn from the report regarding the influencer marketing sector, which every year breaks records in numbers and continues to change digital marketing trends both nationally and internationally. These are the main results:

    • Influencer Marketing Budget:

    Digital investment in Spain has nearly doubled its investment figure in the last 8 years. In 2022, 46.1% of the Marketing, Advertising, and Communication budget was allocated to digital. And within the digital budget, Social Media and Influencers represented 21% of the total marketing budget in Spain, approximately 945 million euros. The average Influencer Marketing budget was 238,000 euros in 2023.

    • Brands’ Objectives with Influencer Marketing:

    Brand awareness and branding are the main objectives, followed by conversion to sales and lead generation.

    • Reasons for Hiring IM Agencies:

    91% of brands hire agencies to have “better access to influencers”.

    • Client Evaluation:

    SamyRoad stands out for the quality of service, strategic planning, integrated proposals, and the appropriate selection of influencers. And of course, for the commitment and quick responsiveness to each of the clients with whom the agency works.

    Amaia Álvarez, Country Manager of Spain at Samy Alliance, highlights: “We are thrilled to start the year with this great recognition. This achievement is the result of the hard work and dedication of our team, as well as the ongoing trust of our clients and professional peers, who continue to push us to improve every day to reach new heights. 2024 promises to be a year full of exciting projects in the world of influencer marketing, and SamyRoad will be very much present.”

    With this recognition, we reaffirm our commitment to continue raising the standards in the world of influencer marketing and providing all our clients with creative, high-quality solutions that drive the success of their campaigns in this new year.


  • Influencer Marketing Over the Decade: A Transformational Journey

    Over the past ten years, influencer marketing has undergone a fascinating metamorphosis, evolving from an emerging phenomenon to an essential element in brand marketing strategies. Ultimately, we’ve come to understand that the best approach is to make every impact count, guiding the evolution of education on influencer marketing in parallel with platforms and audiences.

    From Creators to Storytellers

    In its early stages, influencers were primarily seen as creators of visually appealing content. However, the last decade has witnessed a profound transformation, with influencers becoming true storytellers. According to data from a GlobalWebIndex survey, 68% of consumers consider an influencer’s authenticity crucial when making purchasing decisions.

    As influencer marketing matured, challenges emerged in measuring real impact. Beyond superficial metrics like “likes” and followers, brands found the need to assess genuine engagement and brand perception. A Nielsen report indicates that 84% of global marketing specialists consider ROI measurement one of the significant challenges in influencer marketing.

    Due to these metrics, justifying the investment in influencers became a central theme. As brands sought to compare influencers  with other strategies, it became evident that the emotional connection and personalization offered by influencers generated not only direct revenue but also loyalty. Data from a Linqia study reveal that 57% of marketers believe influencer marketing outperforms other forms of advertising in terms of generating loyal customers.

    This is based on two key elements: authenticity and transparency. At SamyRoad, always striving for the best possible match between influencer briefs and client expectations, coherence between the two is critical in collaborations. Consumer trust, essential for long-term success, is built on the foundation of authenticity. With stricter regulations, such as those established by the Federal Trade Commission (FTC), brands have had to prioritize transparency in their collaborations.

    In recent years, we’ve witnessed a significant evolution in regulations regarding influencer advertising. The FTC, for example, has intensified its efforts to ensure that collaborations are clearly labeled as advertising. This evolution has led to increased awareness of ethical practices in influencer marketing and strengthened the trust relationship between brands and consumers.

    The Future of Influencer Marketing

    Looking ahead, collaborations between brands and influencers are heading towards greater regulation and transparency. Additionally, the integration of new technologies like artificial intelligence promises even deeper personalization in identifying and collaborating with influencers. Brands that embrace these trends and adapt to emerging regulations will be better positioned to maximize the effectiveness of their influencer marketing strategies.

    Every post, every collaboration, every shared story matters. They are bridges that build trust, create communities, and impact not only metrics but also hearts and minds. Ultimately, influencer marketing is not just about products or services; it’s about people, experiences, and the magic of connecting in a digital world.


  • As we all know to this point, TikTok has settled as a cultural phenomenon and a powerhouse in the world of social media. The platform’s influence on Gen-Z’s behaviour is remarkable, and has affected the way entertainment is perceived. Even for something as big as the music industry it has become increasingly evident, with many artists and content creators adapting themselves to cater to the tastes of “TikTok Generation”. As indicated for both artist and listeners, TikTok is now the preferred for discovering everything, even music and this is making content creators reshape themselves and, at the same time, the industry, to the algorithm. The music is “built” differently, now the chorus is adapted to the “trend-setting” filter and the marketing strategy involves influencers who play it on loops and memes, and that has priority over PR or interviews. 

    TikTok: A Music Discovery Hub


    According to TikTok’s studies, 80% of those surveyed have identified TikTok as their preferred platform for discovering new music. This statistic places TikTok ahead of other digital platforms, streaming services, and even recommendations from friends. The most remarkable aspect of this trend is that over half (56%) of these musical discoveries happen organically through the “For You” feed, a testament to the platform’s ability to connect users with new, fresh, exciting music effortlessly.



    One of the key drivers behind TikTok’s success in transforming the music industry lies in the support it has received from celebrities and influencers. Figures like María Pombo have thrown their weight behind songs and artists, propelling them to stardom and even securing spots on popular Spotify playlists – a practice known as “playlisting.” This phenomenon highlights the symbiotic relationship between TikTok and the broader music ecosystem, where artists, influencers, and the platform itself collaborate to create chart-topping hits.


    • The Role of SEO and SEM


    TikTok’s impact on the music industry is not limited to its own platform. SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies on other platforms, like Spotify, have proven to be essential for positioning songs. These strategies also involve partnerships with influencers and content creators who play a pivotal role in boosting the visibility of music content and therefore impulsing people to look for terms related to the song or the artist. Many times, the tunes are viral because of a remix or a trend, even before the whole song is out. However, content creators are finding alternative ways to stimulate platform algorithms.


    • Enter Playlisting


    Iñigo Quintero, an Spanish artist in the music industry, has found his own unique approach to success, maybe by accident. His song “Si no estás”, launched in 2022, was featured on playlists created by small users and started to escalate the “trend” ladder, such as “Novedades Viernes” or “Éxitos España.” This allowed Quintero to reach broader audiences and gain recognition through TikTok’s impact on music consumption and discovery. 


    Soon, Iñigo became the #1 in the Global Top by Spotify, topping artists like Miley Cyrus. All he needed to do was hit the spot on TikTok, and the users did the rest. They connected to the lyrics, created a trend and the rest is story. 

    “Generation TikTok” and the Future of Music


    TikTok has undoubtedly ushered in a paradigm shift in the way we consume and discover music. Unlike platforms like Instagram, where the creator’s identity is paramount, TikTok places more emphasis on the content itself. As Fabiola Guerrero Ros, Head of Brand & Campaign Strategy Europe, aptly puts it, “TikTok is pure entertainment.” It’s not about who you are; it’s about the content you create. This shift in focus has allowed for a more democratic and inclusive approach to music discovery, where talent can shine regardless of the creator’s background or fame.


    This study released by TikTok identifies the three main factors driving the music experience on the platform: discovering, being discovered and rediscovering. People using TikTok possess a highly exploratory “discovery mindset” that drives their behaviour, but it also shows how TikTok is inspiring people to break out of their existing music bubbles. After hearing new music, nearly half of people on TikTok add the song to their favourites (47%), view the artist’s profile (46%), and even follow the artist on TikTok (43%), and this in turn has triggered a massive wave of discovery of new artists.


    Artists targeting young audiences are compelled to incorporate this app as part of their song release strategy. Hootsuite’s July 2022 Digital Report reveals that TikTok also captures that more than a third of its advertising audience is between 18 and 24 years old.


    TikTok’s type of hits: the old and the news


    For example, we have seen many old tunes came back to life by creators; from Luis Miguel to Elvis and everything in between; actually, after TikTok creator Nathan Apodaca posted a viral video of Fleetwood Mac’s song “Dreams,” the piece, which was released more than 43 years ago, shot to No. 2 on Rolling Stone’s Top 100 songs list. This is a clear sign that one of the keys to success is that nostalgia is one of the main drivers of trends on TikTok.


    The influencer Addison Rae is another example of how TikTok can relaunch your career or even open you up to new professions. The American went from being an influencer more than recognised by everyone to being a singer, and even Lady Gaga herself has given her songs that she has never published, such as Nothing On (But The Radio). Her most famous track, Obsessed, has 27 million plays on YouTube and almost 53 million on Spotify.


    Also, the three-time Grammy Award-winning rapper Doja Cat debuted in 2016 with a mixtape, but it wasn’t until 2020 that she achieved worldwide fame for her virality on TikTok, but was not globally recognised until 2020, when her track Say So went hugely viral, earning her the number 1 spot on the Billboard Hot 100 chart for her remix with Nicki Minaj.


    Although it was worked to launch many careers in the concept of niche users, not all of artists are thrilled; US singer Halsey complained via her own TikTok account that her label, Astralwerks-Capitol, would not let her release a single if it failed to go viral on the platform: “I’ve been in this industry for eight years and I’ve sold over 165 million records, and my label says I can’t release a new song if they can’t force some viral video on TikTok. It’s all marketing and they’re doing the same thing with all the artists today”.


    British singer-songwriter Lewis Capaldi, known for his humour, has also embraced TikTok. He often uses humour to engage with his audience and promote his music on the platform, making memes of how hard it is to have “good numbers” despite having such amazing talent. His playful and light-hearted approach demonstrates how artists can utilise TikTok not only for their music but also to connect with fans on a more personal level, making people empathise with him, and even being more understanding when the artist announced a break due to health reasons. 


    pointless explicit version coming soon stay tuned fam original swearless version out at midnight #swing #singersongwriter #viral #help #me #lewiscapaldi

    ♬ Pointless – Lewis Capaldi

    If there is something we all, even celebrities, are learning from the hit content of TikTok is that the profound impact on the music industry is evident, and the users are craving that human touch. If we all think about it, the trends are trends because they set a common place for many people, most of the time unknown among each other, and give them the sense of belonging to this “small but welcoming group” all through humour and memes, making it easier and less of a advertising space, and more like a place to connect with the artist behind the songs. 


  • Anywhere anyone looks, there is a “healthy” or “eco” option. In any grocery store, pharmacy, brand’s social media, or product tags, there is specific information dedicated to how “well” something is. The surge of health-centered products becomes undeniable. At first glance, one might assume these products cater primarily to older generations, as age often accompanies an increased focus on health. Yet, a closer look reveals a striking trend: a growing health-conscious movement among the younger generation, who are now reshaping every industry they consume, including beverages and alcoholic drinks. 

    The numbers speak volumes about this newfound emphasis on wellness, and it’s a path that started before them. A 2018 study from the International Food Information Council shows that among millennials, 80% prioritize health and wellness when making dietary decisions, a considerable difference from the 64% of baby boomers. This focus encompasses not only physical health but also extends to emotional and social well-being, all areas that Gen-Z now consider in every action they do.

    A report by the American Psychiatric Association underscores Generation Z’s proclivity for seeking therapeutic interventions: 37% of Gen Z individuals have engaged in treatment or therapy, surpassing figures for Millennials (35%), Gen X (26%), Baby Boomers (22%), and the Silent Generation (15%).

    This shift finds its roots in the core of the Generation Z – a deep commitment to holistic well-being. Every action they take, every purchase they make, it’s oriented towards making their life a better one.  When it comes to alcohol, they are now “sober curious”, but what does this mean, for them and for the alcoholic industry, and what role plays the influencers and content creators?

    What it is to be sober curious

    Within this evolving context, the drinking habits have changed, mirroring Gen Z’s health-oriented mindset. An expanding category of non-alcoholic beverages reflects heightened demand and innovative offerings, with projections indicating a 25% growth between 2022 and 2026, rooted in moderation rather than outright abstention.

    Solène Marchand, head of marketing for Pernod Ricard’s non-alcoholic products, notes that “71% of consumers of these novel non-alcoholic spirits also consume alcoholic spirits.” Here is where the term “sober curious” is born. 

    86% of Gen Z consumers accord equal importance to mental health and physical health in their considerations surrounding alcohol consumption.

    For Gen Z, being “sober curious” encapsulates a heightened awareness of the impact of alcohol on well-being, both physically and mentally. This generation places a premium on holistic health, valuing mental clarity, emotional equilibrium, and physical vitality. The term “sober curious” doesn’t necessarily imply complete abstinence from alcohol, but reflects a conscious decision to question and moderate drinking habits.

    This shift in behavior reverberates across industries, prompting businesses to take note and adapt: from alcohol-free spirits to zero-proof cocktails, the market is responding to this emerging trend by offering products that cater to the “sober curious” demographic; this impacts from new businesses to communication strategies, as highlighted in Samy Alliance’s study about Ready To Drinks beverages forecast in 7 leader markets.

    The role of influencers in the “sober curious” era

    Influencers are key in this matter, since they act as relatable role models, sharing their personal journeys of navigating social scenarios while prioritizing well-being. By openly discussing their “sober curious” choices, influencers demystify the concept, creating a safe space for young adults to explore their own preferences without societal pressures. Also, there has been a huge rise of “wellness” influencers that speak on why a certain lifestyle is the one to follow, and the audiences react to that.

    The presence of influencers normalizes opting for non-alcoholic alternatives, validating Gen Z’s decision to choose moderation or abstention. Whether they’re reviewing alcohol-free spirits, sharing zero-proof cocktail recipes, or recounting their experiences at alcohol-free events, influencers offer tangible examples of how to infuse the “sober curious” mindset into daily life.

    Influencers amplify the conversation surrounding responsible drinking and mental health, especially in an era where they are all trying to have more emotional responsibility with the content they consume and the products they purchase . They engage in candid dialogues about the holistic benefits of embracing a mindful approach, aligning with Gen Z’s emphasis on mental clarity and emotional well-being. This not only resonates with their audience but also prompts industry stakeholders to reevaluate their offerings.

    Peering into the future, projections spotlight Generation Z’s impending ascendancy. By 2030, they are poised to constitute a substantial 30% of the workforce, wielding a cumulative income estimated at $2 trillion. This imminent prominence positions them as a force of unparalleled influence, set to reshape all industries’ landscapes to harmonize with their preferences and needs; even if the low-alcohol beverages face challenges related to prizes, Gen-Z’s purchase power is increasing and they are willing to pay more for products that match better their lifestyle.

    As the alcoholic industry has been put in danger because of the so feared phrase “Gen-Z don’t drink”, the truth is that they actually do, but just do it differently. That’s why adapting to them and their sober curious lifestyle is the best way to be in their life as a good, healthy and empathic option. To do this, brands must understand that all the content they’re adoring from influencers and content creators is orientated to well-being, personal growth and comfort.

    These influencers dedicate themselves and their platforms to promote healthy lifestyle and personal care, so creating new products cannot focus only on saying that the drink is appealing, but to give proper options that match all the Z needs: low-alcohol, low or sugar free, apt for celiacs, eco-friendly, natural flavours… the list is long, but so are the relationships that can be built if things are made right for them.