Make-up artist Bobbi Brown’s response to a negative video of her Jones Road foundation on TikTok has raised questions about how influencers review products. Influencer marketing is ubiquitous, but many feel there's not enough awareness of how they relate, or don't, to specific audiences.

Walgreens has partnered with TikTok influencers The Old Gays in a campaign that promotes the pharmacy's digital products. As more older adults get on social media, brands have an opportunity to tap these audiences by recognizing their tech-savviness and connecting with them in fun, accessible ways.

People are following more fashion influencers than ever before as they chase limited-edition releases and adopt a fluid approach to trends and style. After investigating this behaviour in our Fashion and Style Sector Snapshot, Canvas8 spoke to ten Britons about online influencers and hype culture.

Khaby Lame’s iconic videos on Instagram and TikTok convey a sense of humour that transcends language and culture, allowing him to achieve global success without uttering a single word. As brands look to connect with online communities, what does his success say about the power of relatable content?