Influencer Marketing Talks

The Truth About Influencer Marketing in 2025: 5 Myths Busted

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 From the confusion around UGC creators vs influencers, to the outdated idea that it’s “just another media channel” – we’re breaking it all down.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.

Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy

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 credibility
• How to tailor content across platforms like TikTok and Instagram
• The role of digital activation in Paulig’s broader growth strategy

Vera 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.

Trending Now: What's New on Instagram, TikTok, and Snapchat?

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.

How Snapchat Is Redefining the Creator Economy

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 platforms
• How creators are thriving—and monetizing—on Snapchat
• Why engagement on the platform is stronger than ever

 

Emily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months.

What’s Next for Retail? Alex Baker on the Trends Shaping 2025

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 hype
• Retail media’s explosive growth and what it means for brands big and small
• Agentic AI—the next step in automation and hyper-personalization
• Experience-driven retail and why Gen Z is redefining the role of physical stores
• Balancing tech and human connection to create seamless customer experiences

Tune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead.

Owning the Marketing Moment with a Cultural Calendar

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.

The Biggest Content Trends Shaping Social Media in 2025

What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year ahead—trends that don’t exist in a vacuum but are influenced by shifts in consumer behavior, global events, and cultural movements.

 

Joining us is Jade D’econzac Mbay, Creative Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community & Belonging, and Captivating Formats.

 

From Joyful Escapism and Creative Cross-Overs to the rise of Chaotic Play, we discuss what these trends mean for brands and how marketers can stay ahead in an ever-evolving digital space.

Balancing Strategy and Wild Cards: How Tre Stands Out in Telecom

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 market
• The importance of defining your brand’s “star”
• Why looking beyond your own industry can fuel innovation

Johanna 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.

What TikTok’s US Ban Means for Brands and Marketers

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!

UGC Done Right: How Wolt is Scaling Across Markets

Welcome to a new season of Influencer Marketing Talks! In this first episode, we speak with Dilnaz Gemici, Regional Content Manager at Wolt, about how the company integrates both traditional influencer marketing and user-generated content (UGC) to drive growth in multiple markets.

Dilnaz shares her practical advice for brands starting out with UGC, discusses the key elements for running effective campaigns, and outlines Wolt’s plans to expand their UGC efforts to 13 markets in 2025.

Tune in for a thoughtful discussion on how brands can use UGC and influencer marketing to scale effectively.