Social Media & Influencer Marketing Reporter
Gillian Follett is a general assignment reporter for Ad Age, covering social media and influencer marketing trends. Her reporting focuses on how brands are leveraging creator collaborations, unconventional activations, and multicultural storytelling to connect with diverse audiences. Follett's work has also appeared in Crain's Chicago Business.
Preston is the artificial intelligence that powers the Intelligent Relations PR platform. Meet Preston
United States (National)
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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.
This information evolves through artificial intelligence and human feedback. Improve this profile .
Brands tapped into TikTok trends and put TikTok creators at the core of their marketing campaigns this year
By: Gillian Follett
Many of the trends and internet slang that swept social media this year were tied to ‘low-quality' so-called brain rot content
Brands such as Ulta Beauty, Maybelline and Method hosted activations and private events at the Miami art fair—some for the first time
The brands embraced their connection to two viral videos that came out of TikTok's latest trend, in which users describe embarrassing or traumatizing experiences
By: Gillian Follett
Instacart comforts holiday hosts, Skims opens a New York flagship store—and more Welcome to Ad Age's influencer marketing news roundup.
By: Gillian Follett
The tech company tasked the creators with exploring the concept of artistic inspiration Editor's Pick
Several creators dominated internet culture this year and capitalized on their newfound (or greatly expanded) online fame
Casey Lewis, author of the youth trends newsletter After School, joins the Marketer's Brief podcast to reflect on the year's buzziest social media moments and how marketers responded to them
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
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