The Rift Between TikTok and Universal Music Group

New beef between two marketing giants has rendered thousands of trending videos silent. After a breakdown in talks between TikTok and Universal Music Group, the music juggernaut pulled its entire catalogue from the platform. As a result, videos featuring the works of Adele, Harry Styles, SZA and more remain available on mute. It’s an odd […]

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TikTok’s Push for Long-form Content

TikTok is placing big bets on long-form content. The platform has thrived on short clips since its launch in 2016, however newly announced changes to its creator programme reveal a major shift in strategy. On December 16th, TikTok phased out the original Creator Fund initiative, replacing it with the new launched  “Creativity Program.” Despite its […]

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2024 Higher Education Resolutions

2024 has arrived and with it a chance to reflect, project, and build resolutions for the year ahead. For higher education marketers, it’s an opportunity to review what tactics are resonating with students and improve on those which don’t. With this in mind, we’ve put together a few resolutions the higher education sector should adopt […]

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Predicting Higher Education Trends in 2024

2023 is at an end, but the biggest trends in the HE sector have a way of lingering. Today we’re keeping one foot in the past as we predict the top factors affecting student recruitment in 2024. Better still, we’re providing tips on how to best navigate them. Here are our top topics: The Continued […]

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Resolving Engagement Metrics for Multi-Audience Channels

How to measure engagement on organic social media channels? That’s simple. It’s just a combination of likes, comments, and shares right? The posts which don’t hit the average benchmark get tossed for themes which resonate. But what happens when your organic channel needs to address the needs of multiple audiences who have different needs? For […]

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What Higher Education Marketers Can Learn From Black Friday

Black Friday is the World Cup final of marketing. The day itself, and those surrounding it are a flurry of business activity and a masterclass in efficient marketing. While there’s nothing quite like it in the HE sector, apologies to students looking for flash-sale degrees, the phenomenon still offers plenty of lessons for education specialists. […]

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The Implications of Ad-Free Social Media Subscriptions

Free access has been a hallmark of social media platforms since their inception. From Myspace to the early days of Facebook and Twitter, these platforms amassed huge growth because of low bars of entry. One just requires a functioning email address to create personalised accounts. However with recent announcements of ad-free tier subscriptions from X, […]

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How to Write for SEO

Writing for SEO is a unique experience. Unlike the formality of essays or the casual flow of magazine articles, SEO writing is fragmented and robotic. It requires an entirely different skillset to navigate the rules of search engines. Even the most talented writers in the world can struggle to translate their prose into SEO compliancy. […]

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Redefining Innovation

Innovation is the number one ask of today’s clients. Without doubt, this term is mentioned on every single brief, tender, and quarterly plan that crosses our desks. Everyone claims they want it, but actual innovation, something truly groundbreaking, is supposed to be a rarity. It often comes with caveats that clients are not always prepared […]

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Why Ad Opt Outs Are Bad For Everyone

Recent years have seen an explosion of concern regarding online privacy. From impersonation to data theft there are plenty of arguments for stronger protections. Rarely though, do we hear about the downsides of increased privacy. It’s time we dig into some of the negatives of ad related opt outs, specifically through the lens of advertising. […]

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