Inside the Creator Economy

Is your brand having a hard time figuring out TikTok? You’re not alone. With its short and snappy videos, this app has grasped the attention of many but unfortunately, brands are struggling to figure out the app and what type of content they should put out there. 

For years, Instagram has been the primary online space for brands to grow their businesses on and some have really succeeded in establishing a good brand image on Instagram. However, while posting aesthetic content might’ve worked great for the Gram, the case is not the same when it comes to TikTok.

To figure TikTok out better, we invited Julia Arheden, Brand Partnership Advisor at Cure Media into the studio. Julia is not only an influencer marketing expert, but also a TikTok and beauty enthusiast, In this episode, we have merged these two expert areas of Julia to deep-dive into 5 ways beauty brands can grow engagement on TikTok. 

We'll be discussing:

• How the TikTok algorithm works 

Influencer marketing remains one of the most powerful marketing tools at your disposal and in 2025, researchers estimate that the channel will reach another all time high. But, the way that consumers want to experience influencer marketing is changing. 

With investments soaring and the financial crisis placing greater pressure on the importance of a decent return, brands will need to keep up with these moving targets, adapting their strategies to placate and engage a restless audience and emerge on top.

In this episode, we’re presenting the 5 big influencer marketing trends for 2023. 

• Why economic-conscious content will be a must 

How does one of the world’s most iconic consumer brands work with influencer marketing to strengthen its presence and create buzz-worthy activations? To find out, we invited Coca-Cola to join us in the studio and let us in on what makes them such a leader in their industry and the channel.

How does it differ to work with a brand as established as Coca-Cola vs one that isn’t, and what’s the key behind developing influencer marketing strategies that create buzz? To help answer this question, we’ll be chatting with Victoria Adolfsson, Brand Manager for the Coca-Cola Trademark with a portfolio of Coca-Cola Original, Zero Sugar and Light. 

• How Coca-Cola approaches TikTok

As the number of channels and devices proliferate, it becomes harder and harder for brands to cover every avenue, forcing marketing teams to be more decisive and analytical about the choices they make regarding their resources and budgets.

In today’s episode, we walk you through 5 of the media consumption trends that we think will rule in 2023.

We'll be discussing:

• Which particular media channel we think will struggle the most

The marketing budget is often one of the first to be cut when an economic downturn hits. But time and time again, history has proven that the companies that invest in marketing during challenging times are the ones that come out as winners. 

But what type of marketing activities will make you hit the marks? Is there a golden way to recession-proof your marketing strategy? In this week’s episode, we invited Erik Modig who works as professor of economics at the Center for Consumer Marketing at Stockholm School of Economics, to talk about what brands must know to survive the upcoming economic crisis.

Tune in to learn:

• Erik’s best advice on how to recession-proof your marketing strategy

In this week’s episode we’re going to take a deep dive into the fashion industry. But - we’ll be leaving the trend-setting and taste-vetting to Anna Wintour and instead looking specifically at 4 ways fashion marketing has changed over the years. And it has been years because after the bare essentials for survival were commodified, fashion followed shortly after.

We'll be discussing:

• What fashion brands can do about the crowded marketplace. 

If you’re building a marketing strategy for 2023, it’d be hard not to consider using TikTok. As its user base is expanding at a rapid pace among all generations, it’s finally seen as a place where all brands need to have a presence and a solid strategy - or else lose customers to the ones who do.

But what does it take to succeed on TikTok in 2023? How do you make sure you hit the mark when it comes to being relevant and authentic to your target audience while avoiding the frequent and inevitable pitfalls en route?

This week, we’re joined by Emma Lundgren, Agency Partnerships Lead at TikTok, to give her best tips and tricks from the inside.

We'll be discussing:

• How brands should approach TikTok as a marketing platform

While the social media trends for 2022 were all about TikTok and social commerce, as we look ahead to 2023 we can already see a shift in the things brands need to bear in mind as they flesh out their social media strategy for the new year.

What remains true is that social media continues to be one of, if not the most important platform for engaging shoppers in the fashion and lifestyle spaces.  Now, as we gear up for a busy fourth quarter of 2022, let’s take a peek ahead at what we’ll be seeing more of in 2023. 

In 15 quick minutes, we’ll be looking at:

• What the popularity of TikTok and BeReal says about 2023 

Influencer marketing + machine learning = the way to get results? We know this equation might not be at the forefront of your strategy. But if that is the case then this episode is a must-listen! We sat down with Cure Media's Co-Founder and Head of Product Babak Faramarzian.

Responsible for Cure Media’s unique, proprietary influencer marketing technology platform, Babak has a front row seat on how much of a difference the right tech can make to your performance in the channel. But how exactly does it work to bolster the effectiveness of fashion brands’ influencer marketing, especially when you're already working at scale?

In 15 quick minutes, we’ll be looking at:

• Cure Media's platform features from 2022, as well as what we'll be launching in 2023 

With Instagram’s furious race to overtake TikTok as the video-first social platform, copy-catting many of the latter’s features to users’ occasional dismay, it can sometimes feel hard to tell the difference between the two. 

Certainly, that seems to be the case for many brands who insist on recycling content interchangeably between both platforms despite repeated warnings that the algorithms will not treat such tactics kindly.

So when it really comes down to it, what are the differences between TikTok and it’s older sibling, Instagram?

Join us to unpack exactly this question in 15 quick minutes. We’ll be looking at:

• What consumers think the two platforms are for