Insights

TikTok is where discovery begins — but loyalty is built elsewhere. In a feed that moves in seconds, you can win attention fast; the next purchase is won when it’s easy to understand, believe in, and choose your brand again. Treat every video as a small trust transaction: if it gives the viewer proof, an explanation, or a useful service, you’ve earned a “trust token” you can compound over time.

Sustainability has become a central part of brand identity in the FMCG industry. However, as the industry keeps discussing it, the tone and message are losing their effectiveness. Today, many consumers and media outlets are tuning out. Not because they don’t care, but because they’ve heard it all before. The story has changed, so the messaging needs to change too.

Content & MarTech Specialist Eliott Friberg explains how September offers a prime opportunity to reset marketing workflows, re-engage audiences, and set your brand up for long-term growth.

The fast-paced marketing landscape demands that global teams deliver more targeted campaigns, generate higher-quality leads, and build long-term brand awareness - all while working with fewer resources and tighter timelines. Content is continuously optimised, new campaigns are launched weekly, and personalisation has become a necessity rather than an option. But what if the key to achieving all these goals lies not in producing more content, but in improving the processes behind it?

Senior consultant Karen Lester explores how smarter planning and early alignment can turn content output into impact.

This year’s Web Management survey captures insights from a broad group of experienced professionals working with corporate websites. Majority of respondents come from large, listed companies, and their roles span key areas such as web management, digital communications, investor relations, and corporate website leadership. 93% have direct responsibility for the corporate website, 76% oversee content, and many are also involved in strategy, accessibility, and analytics – highlighting the increasingly interconnected nature of digital communication work. The survey highlights ongoing challenges around strategy, preparedness, and accessibility-areas that require not just expertise, but collaboration.

Comprend's copywriter, Maggie Crusell, explains why three is definitely a magic number when it comes to writing great content.

Integrating accessibility into your brand strategy isn’t just a compliance requirement, it’s a business opportunity, writes Staffan Lindgren, Group CTO and Chief AI officer, Aura.