Social Media & Influencer Marketing Reporter
Gillian Follett is a Social Media & Influencer Marketing Reporter at Ad Age. She specializes in marketing and advertising, with a focus on platforms like TikTok and Twitter, as well as topics related to beauty, food and beverages, and arts and entertainment. Gillian's insights and expertise have been featured in Crain's Chicago Business and Ad Age.
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Gillian’s coverage primarily focuses on content and publishing, along with sales & marketing, particularly influencer and brand marketing. Her articles often include press releases and cite data. She seems to be interested in trends shaping the world of social media and content creation for brands.
Given this focus, she would likely be receptive to pitches from experts who can provide insights into emerging trends in influencer marketing, brand activations, or innovative approaches to engaging audiences through various platforms such as TikTok.
She appears to take a broad view of these topics without specific geographic limitations mentioned. Therefore, relevant industry insights and case studies that have international impact could be valuable for her coverage.
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By: Gillian Follett
Here are the brands that got it right—and wrong—over the last year, as well as trends to keep an eye on
The kits, available on TikTok Shop, tap into the trend where people mix multiple types of candy and post their ‘salads' on social media
By: Gillian Follett
Amelia Dimoldenberg teams up with Bumble for a year-long content series, ESPN launches a TikTok influencer push—and more
By: Gillian Follett
Bluesky has emerged as an increasingly appealing alternative to X for advertisers, but most have yet to meaningfully invest in the platform
By: Gillian Follett, Garett Sloane
RedNote, which has attracted Duolingo, is among the apps vying for brands and creators as TikTok faces a potential US ban
By: Brandon Doerrer, Gillian Follett
The legal fight over commissions illustrates the need for creators to understand the ins and outs of affiliate programs
Social media managers are both joking about and lamenting the possible TikTok shutdown
Gen Zers and millennials are growing more selective about buying dupe products due to financial pressure and pushback against overconsumption
By: Gillian Follett, Garett Sloane
Advertisers pivot and users flock to witness the app's possible demise while hope remains for a last-minute reprieve
By: Gillian Follett
Majority of consumers would be influenced to buy a product based on a ‘random piece of content' from a creator, regardless of follower size, study finds
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