From Buzzword to Business Value: The Real Story of UGC
User-generated content isn’t new, but it’s evolving fast.
In this episode, we go beyond the buzz to explore what UGC really means in 2025 and how it’s reshaping brand strategy. Together with Paulina Johnson, UGC Specialist and a creator herself, we break down how UGC differs from influencer marketing, how brands are using it strategically, and what it takes to make it work in practice — from both sides of the equation.
Tune in to learn:
How UGC evolved from “authentic content” to a proven growth driver
The difference between UGC, IGC, CGC, and EGC - and when to use which
Why the strongest brands combine influencer marketing and UGC
What KPIs really matter - and how to measure success beyond engagement
How to build a UGC strategy that scales without losing authenticity
Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant.
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Beyond Likes: How Microsoft Scaled Influencer Marketing 12x
Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outcomes.
In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next.
Tune in to learn:
How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers
Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic
The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles
Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss.
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5 Trends Defining the Creator Economy in 2026
The creator economy is rewriting the rules of modern marketing, transforming how culture, commerce, and creativity collide.
In this episode, we unpack five of the biggest shifts defining the creator economy in 2026, and what they mean for brands, marketers, and the future of advertising. From the Cannes Lions stage to TikTok feeds, from sonic branding to community-led growth - this is where influencer marketing stops being a channel and becomes the strategy.
Tune in to learn:
Why deep insights, not just data, are the key to staying relevant in today’s creator economy
How the smartest brands plan for micro trends and momentum instead of just campaign seasons
What’s behind the shift from data-first to creator-first and why trust is the new currency
The rise of sonic branding in short-form content (yes, sound matters more than you think)
How communities are overtaking followers as the true driver of loyalty
If you want to stay ahead of what’s next, not just in influencer marketing, but in marketing full stop, this episode is your playbook for 2026.
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ThisThat on Influencer Marketing’s Full-Funnel Power
Influencer marketing is proving its strength across the entire funnel, and now there’s data to back it up. In this episode, Max Osborne, Founder of ThisThat, joins us to break down key findings from their latest report, which highlights influencer marketing as the most effective channel for driving business impact. ThisThat is a leading insights platform that helps brands measure real results through data-driven brand lift studies.
Tune in to learn:
Why influencer marketing deserves a bigger slice of the marketing mix
The common blockers holding CMOs back from investing boldly, and how to overcome them
How measurement is evolving to capture long-term brand impact
Whether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward.
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Intersport On Merging Tradition and Transformation
What happens when a legacy brand dares to reinvent itself, without losing sight of where it came from? In this episode, Johan Uhrbom, Media Operations Manager at Intersport, shares how the iconic sports retailer is navigating a digital transformation while staying rooted in its heritage.
Tune in to learn:
How Intersport is building a leading voice in the running category
The layers of influencer marketing and how they build endurance and strength
Why a data-first mindset is essential to long-term brand growth
Influencer Marketing Talks is your backstage pass to modern marketing, from the creator economy and beyond. It's the leading influencer marketing podcast for brands and marketers who want to stay ahead in a fast-changing world.
Every week, hosts Sanna Odmark and Frida Ekholm sit down with marketing minds, creators and experts from across the industry to share stories, lessons and perspectives you won’t hear anywhere else.
Produced by Cure Media, the Nordics’ top influencer marketing agency since 2014, the show blends industry expertise with openhearted dialogue. Whether it’s decoding consumer behavior, unpacking new trends, or exploring what brands can learn from creators, this is your inside track to modern marketing.
Subscribe and join the conversation on Spotify, Apple Podcasts or Acast and stay ahead in the creator economy.
www.curemedia.com
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