Influencer marketing has become a cornerstone of digital advertising, enabling brands to connect with consumers through authentic, trusted content. 

The success of this strategy lies in its ability to build authentic connections, as followers trust influencers for their honest, relatable endorsements. However, as artificial intelligence (AI) continues to gain ground, the potential for AI-driven influencer marketing to disrupt this dynamic grows. The introduction of AI influencers, as well as AI-generated ads mimicking real influencers, raises critical questions about trust, consent, and authenticity.

Let’s explore how AI is reshaping influencer marketing, the risks it poses to authenticity, and best practices for leveraging AI while maintaining the trust that your brand and influencer partnerships rely on.

The Rise of AI in Influencer Marketing

Artificial intelligence is transforming many industries, and influencer marketing is no exception. 

From predictive algorithms that suggest the most effective content creators to AI-powered tools that generate influencer-like avatars, brands now have more options than ever for reaching their target audience. AI can streamline campaign processes, enhance personalization, and deliver data-driven insights that can optimize influencer partnerships.

However, as AI becomes more integrated into the influencer marketing landscape, brands must tread carefully. AI tools are capable of creating hyper-realistic, synthetic influencers, but some are manipulating existing influencers’ images and voices without their consent. These AI-generated personas may look authentic, but they lack the genuine connection real influencers and creators have with their followers.

The Risk of AI-Generated Content

A recent incident has highlighted the risks associated with AI in influencer marketing. Arielle Lorre, a well-known beauty influencer, discovered that her likeness had been used in an AI-generated video promoting a skincare brand — without her permission. The brand used AI technology to create a video of Lorre endorsing their product, but Lorre had never worked with the brand, never filmed a video for them, and never even used the product being promoted.

@ariellelorre

TikTok attorneys and legal experts – please weigh in!

? original sound – Arielle Lorre

The video, which featured Lorre’s image and voice, was shared on social media as part of a marketing campaign. When Lorre found out, she was alarmed, as she had never agreed to the use of her image in this manner. The brand explained that their external agency had sourced AI-generated avatars from an online platform, unaware that Lorre’s likeness had been used without her consent.

This situation raises a major concern: If AI can manipulate content to create videos, images, or entire personas that look and sound like real influencers, how can consumers trust the content they encounter online?

Lorre’s case underscores the potential for AI to erode the authenticity that makes influencer marketing so effective. When consumers feel that they are being misled by AI-generated content, it can damage the trust that influencers have worked hard to build with their audiences.

The Importance of Authentic Influencer Partnerships

While AI offers several advantages, it is essential to preserve the authenticity at the heart of influencer marketing. Real, human influencers and creators build trust by sharing personal stories, experiences, and recommendations with their audiences. This connection fosters loyalty and engagement, a quality that AI-generated content cannot replicate.

User-generated content (UGC) remains one of the most powerful tools in a brand’s influencer strategy. Consumers trust real content from authentic influencers because they know it comes from a place of genuine experience. AI-driven influencer marketing may offer efficiency, but it cannot replace the human connection that drives successful influencer partnerships.

Brands must focus on collaborating with influencers who have established credibility through genuine engagement with their followers. The key is to work with creators who share their true experiences and values, fostering trust in the process.

Best Practices for Navigating AI in Influencer Marketing

1. Prioritize Transparency and Consent

Ensure that all influencers have given explicit consent for their likeness or voice to be used in AI-generated content. Avoid using AI to impersonate influencers or create fake personas that could damage the trust consumers place in your brand.

2. Leverage AI for Optimization, Not Substitution

Use AI to enhance your campaigns rather than replace human influencers altogether. AI tools can help analyze data, optimize campaign performance, and suggest relevant content, but the human element should remain central to your marketing strategy.

3. Ensure Ethical AI Use

If AI is part of your influencer marketing strategy, establish clear ethical guidelines. Be transparent with your audience about when AI is used, and avoid misleading consumers with manipulated content that could jeopardize brand integrity.

4. Work with Real Influencers and UGC Creators

Focus on partnerships with influencers who have built their following through authentic content. UGC creators, in particular, offer an opportunity to tap into real, organic engagement with your target audience.

5. Monitor and Review Content

Actively monitor the content being produced and shared by influencers to ensure it aligns with your brand values. If AI-generated content is used, ensure it’s done ethically and transparently.

The Future of Influencer Marketing in an AI-Driven World

AI is a powerful tool that can drive efficiency and enhance personalization in influencer marketing, but it must be used responsibly. As brands explore the potential of AI-driven influencer campaigns, they must be cautious not to compromise authenticity or the trust that influencers have built with their followers.

The key to successful influencer marketing in the AI age lies in finding the right balance — leveraging AI for optimization while maintaining the human connection that makes influencer marketing so effective. By collaborating with genuine influencers, respecting their image rights, and being transparent about the role of AI, brands can maintain trust and credibility in a rapidly evolving digital landscape.

Are you looking to enhance your influencer marketing strategy? GeistM specializes in performance-driven content marketing and influencer partnerships. Our team can help you navigate the complexities of AI-driven marketing while maintaining the authenticity that fuels consumer trust. Contact us today to learn more!

Written by: Shannon Purcell

The digital advertising ecosystem has been seismic. Targeting capabilities have changed due to privacy regulations, AI has transformed how we create and distribute content, and consumer behavior is evolving at breakneck speed. 

While technology continues to evolve and advanced platforms have emerged, most brands still make basic errors that quietly erode their ROI. More than half of underperforming ads aren’t due to poor product or messaging – they’re underperforming due to structural issues that only hide until you learn to identify them.

Here are 5 vital mistakes inhibiting your marketing performance and strategic solutions to turn your results around.

1. Having the Correct Purchase Funnel

Consider your marketing funnel an ecosystem in which all parts must cooperate.

The Issue: The vast majority of brands overinvest in either awareness efforts (“Look at us!”) or conversion strategies (“Buy now!”) to the detriment of the all-important mid-funnel. This disconnection produces a jarring user experience, asking someone to marry you before the end of the first date.

When auditing underperforming campaigns, we always see either a high top-of-funnel spend with no proper nurture flows or overly aggressive conversion strategies to those who don’t even know who they are. Both strategies bleed cash with no sustainable returns.

The Fix: Strategic balance at all stages of the customer journey. The most successful campaigns often distribute resources at all stages of the funnel, with an understanding that prospects at different levels of familiarity with your brand have different needs.

Special attention should be given to the consideration phase as it forms a crucial bridge between awareness and purchase intent. It’s a midpoint where potential buyers weigh their choices, compare attributes, and finally persuade themselves to make a purchase. GeistM excels in designing engaging mid-funnel experiences that lead prospects through this decision-making process.

Every stage of a funnel demands unique messaging as well as metrics for performance. Proper alignment sends high-quality leads naturally to conversion points without necessitating high-pressure behavior or deep discounting strategies that cut into margins.

2. Neglecting Your Creative Strategy

Creative fatigue happens faster than most marketers understand, even for excellently targeted efforts.

The Issue: Human psychology remains constant – we naturally screen out repeated stimuli. Whatever that same advertisement creative, repeatedly viewed, that person’s brain essentially ignores it. Even highly polished ads can fail to grab attention or build trust if they don’t feel fresh or authentic.

Your high-performing creative assets from last month can effectively disappear this month, regardless of your advanced targeting criteria. Instead of fixing the real issue – ads that have turned into wallpaper – marketers more often than not react by spending more or adjusting targeting parameters.

The Fix: Use a dynamic creative development system and User Generated Content (UGC) to create an impact. Top-performing marketers treat creative assets as recurring resources that have to be replenished.

Develop a formal testing framework that assesses multiple ideas in a single instance against objective performance criteria. Build asset variations to honor each channel’s distinct context instead of recreating the same efforts everywhere. What works on TikTok does not often cut it in LinkedIn or traditional display markets.

The most advanced marketers have elaborate creative calendars that organize refreshes before performance levels decline. This anticipates creative fatigue instead of waiting until ROI is affected.

3. Poor Tracking & Attribution

You’re deciding in the dark if your measurement system isn’t accurately reporting campaign performance.

The Issue: Attribution has become exponentially more complicated in today’s multi-channel media world. Linear customer journeys of yesterday have given way to intricate journeys that take place over multiple devices, touchpoints, and platforms.

Most brands still use overly simplistic attribution models with a distorted picture of marketing effectiveness. Technical problems exacerbate these challenges – inconsistent tracking deployments, faulty pixels, and conflicting naming conventions distort the performance picture. The outcome? Strategic misdirection that diminishes good channels as it amplifies poor ones.

The Fix: Establish a holistic measurement method that accounts for real buying behavior. Use uniform tracking protocols in all marketing touchpoints as well as digital assets. Establish standard naming conventions that all follow with no exception.

Most importantly, shift from outdated single-touch attribution methods to more advanced ones that consider how channels interact along the purchasing process. Standardize regular tracking audits to identify problems before they taint your decision-making information.

The brands that generate spectacular marketing returns always have strict measurement discipline. 

These brands understand that proper attribution isn’t an analytical detail, but a strategic importance that allows for precise optimization as their competitors squander resources on inefficient tactics.

4. Targeting Too Broad (or Too Narrow)

Determining optimal targeting balance involves systematic testing instead of making educated guesses.

The Issue: The targeting pendulum oscillates erratically from one extreme to the other in most organizations. They either cast excessively broad nets, wasting impressions on unqualified prospects, or create overly limited parameters, spurning scaling beyond current customers.

Both strategies compromise campaign effectiveness. 

Overbreadth waters down your communications and overspends in acquisition. Overnarrowness produces fake performance boundaries and censors learning about high-value audience slices outside your existing client base.

The Fix: Progressive audience targeting in sync with the funnel stage. Intelligent targeting adjusts its aperture as the prospect traverses the funnel – broad at the awareness stage, where it can capture potential interest, refined in the consideration stage according to engagement signals, and finely targeted in the conversion stage through high-intent behaviors.  This funnel-based strategy acknowledges that audience strategy is not fixed but changes in synchronization with the customer journey. 

GeistM is the best at applying such a progressive strategy, dynamically adapting targeting parameters as prospects showcase greater purchasing intent. We start with strategically tuned parameters to identify potential interest, then add secondary targeting layers in response to actual engagement metrics.

GeistM binds demographic building blocks into behavior-based signals for every stage in the funnel. We use your first-party data to build high-performing seed audiences and then scale strategically through sophisticated lookalike modeling that beats the performance of typical platform-defined targets. Our ongoing refinement procedures ensure your targeting changes along with altering consumer behaviors while maximizing reach and relevance concurrently. 

5. Over-Reliance on One Channel

Hybrid diversification allows companies to hedge specific risks, reducing their impact.

The Issue: Despite all the recent cautions about over-reliance on a single platform such as Google or Meta, most brands still focus their digital investment on a narrow channel mix. This narrow focus exposes them to algorithm fluctuations, competitive CPM spikes, and platform-specific disruptions.

As performance inevitably dips in their key channel, such organizations must make difficult decisions – accept worsening outcomes or give up their key acquisition source with no alternatives in place.

The Fix: Create a balanced channel portfolio that taps into the distinct strengths of various platforms while counterbalancing their inherent weaknesses. This diversity builds resilience against each platform’s challenges as new growth avenues are opened.

Start by identifying 2-3 core channels that have reliably delivered acceptable performance, such as TikTok, Taboola, or Reddit, then reserve a percentage of the budget towards experimenting with new ones with high potential audience alignment. Test these new channels against achievable performance expectations, considering their learning curve.

Most advanced marketing organizations realize the interdependent quality of multiple channels along a purchase trip. They see that platforms impact each other’s performance instead of functioning in separate silos. This allows for more strategic resource use with a maximized collective impact.

Artem Podrez/Pexels

How GeistM Reengineers Your Marketing Performance

Solving these core marketing challenges needs specialized talent and focused resources. GeistM provides complete solutions using our in-house expert team that uniquely reveals and fixes performance marketing inefficiencies. Our method combines advanced funnel architecture, scientific creative optimization, advanced attribution modeling, exact audience development, plus channel diversification.

What sets our approach apart is our unapologetic emphasis on measurable results instead of fluff metrics. We uncover structural vulnerabilities in your marketing foundation that other traditional agencies tend to miss, then make systematic adjustments that drive sustained performance improvements.

Our technology infrastructure allows unprecedented levels of visibility into campaign effectiveness at all marketing funnel stages. This lets us make incremental edits aimed at continuously optimizing rather than making wide-scale, dramatic strategic changes based on limited information.

Don’t let these ROI killers sap your marketing potential. GeistM’s seasoned performance marketers can review your current approach and determine areas for dramatic improvement. Contact GeistM today and let’s unlock the ROI your marketing deserves.

Written by: Brent Barnhart

Summer 2025 is right around the corner, and if you’re like us, your mind is already at the beach, enjoying barbecue parties, and feeling that refreshing hint of something lighter in the air. For a marketer or someone in business, summer is not just sun, fun, and frolicking; it’s a great chance to connect with shoppers who are set to spend and create memories in this season. 

So, how will you create a special aura for your brand this summer against a thousand other worthy competitors? Let’s look at some key summer marketing ideas for 2025 and how to make this summer the most profitable one yet.

Personalize For the Summer Mindset

Summer is not just a season—it’s a state of?mind. And people are feeling wanderlust, craving outdoor adventures, and like treating themselves, especially if it’s a case of all work and no play. If you want your brand to matter, you need to tap into that mindset, and every interaction needs to?feel authentically personal.

The first?step is to figure out a smarter way to use your data. Don’t just spam everyone with the same deal. Instead, consider where your customers live, what the weather is like in their city, and what they’ve bought from you in the past, and personalize accordingly.

A user in?Miami may not buy the same things as someone in Seattle. Perhaps your Miami customers receive a promo for?reef-safe sunscreen and inflatable pool floats, while your Seattle shoppers see cozy picnic blankets and waterproof speakers.

Travel is big this year, so consider promoting click-worthy travel essentials, summer skincare, or curated kits that make packing?quick and easy. And don’t forget to keep it convenient?— nobody wants to scroll through pages of options when looking for an organized last-minute escape. The more you can predict your customers’ needs, the?more likely they will pick you over the competition.

Shift To Awareness-Driven Campaigns

If your products aren’t geared toward summer, this is actually your moment. The smartest brands aren’t scrambling for attention in Q4 — they’re laying the groundwork now.

Use this quieter season to build awareness campaigns that prime your audience for Fall and the holiday season. That means showing up early in their feeds, inboxes, and search results — before they even know what they’ll be shopping for.

Think of this phase as brand courtship: spark interest, tell your story, and start building trust. Whether it’s influencer partnerships, interactive social content, or value-driven emails, investing in awareness now ensures that when your key season arrives, you’re not just in the mix — you’re already on the shortlist.

It’s a smart way to stretch your budget and win mindshare before the holiday noise kicks in.

Launch Early For Travel And Seasonal Planning

Anyone who has booked a last-minute vacation before will agree that the most desirable spots fill up fast. The same goes for summer marketing. The winners in the brand race are the early worms.

Launch your summer campaign way before Memorial Day. This is when people start plotting out their plans, booking trips and vacations, and shopping for everything under the sun, from bathing suits to BBQs. By the weekend before the Fourth, most shoppers would have done all their big-time spending. 

Don’t catch up, get ahead with some behind-the-scenes promos, early bird special treats, or a big countdown to the summer launch.

Optimize Digital Channels for Summer Shopping 

It’s a fact: summer shoppers are on the move. They’re checking you out from lounge chairs by the pool, airport gateways, and rest stops along the way. And if you’re not ready with a solid mobile digital foundation, you’re getting left behind.

Warm up your content and creative with summer vibes. Swap deep shadows for daylight ones; add a nice sunshine-inspiring kind of copy; and put together some demos of your products in action — sunscreen at the beach, travel duffel bags in the great outdoors, or picnic basket in the warm midmorning sun. 

Your site must load very quickly and perform its best on mobile because, when the sun is out, nobody will want to waste their precious, short summer time on a slow page.

Lean Into Short-Form Video

Short-form videos on sites such as TikTok, Instagram Reels, and YouTube Shorts are where trends will go viral this summer, and this is your chance to get your brand seen.

Consider making bite-sized, mobile-first, and highly visual content. Demonstrate your product at work, give timely summer travel tips, or treat your audience to a behind-the-scenes look into your team’s summer habits. Remember, be authentic and relatable because no one wants a stiff ad once you’re in holiday mode.

Don’t know where to start? Try a “What’s in my beach bag?” video, a cooking demo in the summer, or a travel tip featuring you using your product. The more you make it seem like they’re beside you for all the fun activities you get up to, the better your results will become. 

Highlight Sustainability in Summer Products

Eco-friendly is no longer a buzzword — it’s a must-have for many shoppers, especially in summer. People spend more time outside and want to be assured?that their purchases aren’t harming the planet.

If you sell reef-safe sunscreens, reusable?travel gear, or goods with eco-friendly packaging, advertise the heck out of them! Share the story of your sustainable choices, flaunt the certifications you’ve earned, and encourage?customers to join you in changing the world. Maybe you could organize a beach clean-up or work with influencers passionate about sustainability. 

Plan for Back-To-School and End-of-Summer Campaigns

Summer slips away too quickly, and everyone is looking toward fall before anybody knows it. The best companies begin tracking into advertising mode by mid-July to capture the back-to-school crowd.

It’s way more than just selling notebooks and backpacks. It’s a way to help the families get ready and organized, get them out of vacation mode, and start stocking up for a new semester.

It might even be a series of “last calls for summer fun” promotions, a tutorial on preparing for the school season, or kits that make the hectic morning routine easier. 

Partner with a Digital Marketing Agency

Let’s face it: summer marketing can be intimidating. While reaching for the stars should be attempted for every occasion, all you need is the right partner. And that’s where GeistM comes in. 

Making waves should be easy for you with us as your lifeguards: with GeistM on your side, we will guide you along the ride, keep you from sunburn, and do some marketing magic with your audience. Our paid social team works with a hands-on focus that’s very much about knowing your brand, your goals, and your customers. 

We work with real-time intelligence, forward-thinking strategy, and tons of energy to create campaigns that resonate with freshness, authenticity, and are uniquely you. We’ll plan, test, and optimize every touchpoint with you so that your summer marketing strategy works smarter and harder with measurable results. 

Ready to have the most successful summer ever? Contact GeistM to learn how we can help you build campaigns that engage, convert, and keep your brand on everyone’s lips all summer.

Written by: Brent Barnhart

Why do so many brands post unpolished, raw social media content nowadays?

It’s called UGC (user-generated content) and allows for more native, relatable, and authentic connections with consumers. A recent study showed that UGC-based ads receive 4x higher click-through rates than traditional ads.

So here’s a full breakdown on developing and executing a UGC strategy that resonates with users and drives results.

Step 1: Setting Objectives

Like any ad campaign, a successful UGC strategy starts with defining clear goals. A few things to narrow down should be:

• Are you looking to increase brand awareness or drive sales?
• Who is your target audience?
• What platforms will you be using?
• Do you want to prioritize static or video content?
• What value propositions or messaging are you trying to highlight?
• Does partnering with influencers make sense for this campaign?

Determining the right audience, channels, and messaging is crucial for developing strong UGC. For example, younger audiences will connect better with trending TikTok-style content, whereas older demographics may respond better to testimonial videos. The best UGC blends seamlessly into what users already see on their social media feeds.

Research viral content formats and see if they would work for your brand: unboxing videos, GRWM, hauls, day-in-the-life vlogs, ASMR — all the inspiration you need is on social media.

Depending on your messaging and target audience, partnering with influencers can provide social proof, expand your reach, and drive higher engagement. The key is collaborating with influencers whose values align with your brand, ensuring the partnership feels natural to their audience.

Step 2: Content Creation and Collection

Now that you’ve established your objectives, it’s time to source the most suitable UGC content for your campaign. 

Creating UGC content can be as simple as taking a picture or video of a product with your phone. To get the best results, our UGC experts recommend:

• Using bright, natural lighting.
• Positioning the product in a realistic setting.
• Featuring handheld shots to showcase the product more naturally.
• Avoiding overly branded scripts or messaging and leaning into more casual language.
• Utilizing strong hooks and CTAs to grab users’ attention.

Although it can be simple to create yourself, outsourcing UGC content is also a great option. Partnering with influencers, creators, and UGC agencies, like GeistM, allows the experts to handle creative, so you can focus on running the ads.

Another way to collect UGC is by tapping directly into your users. Many consumers organically post about the brands they love, which you can directly recycle for ads. Ensure you get users’ permission, and then you can build a comprehensive library of authentic content.

Step 3: Implementation and Management

After building your collection of UGC, now you need to figure out the best way to distribute and manage it. We recommend testing various styles across platforms, then doubling down on what’s working best. 

One UGC video can be repurposed into countless ads with different music, voiceovers, and messaging. Experiment with positive vs. negative messaging and feed vs. story placements to see where your content drives the most engagement. You can also tap into AI tools to change the backgrounds of images and create lifelike voiceovers, instantly.

Once your content is live, watch the engagement levels and comment sections closely. How are users reacting to your content? This can serve as a direct feedback loop to optimize assets and an opportunity to respond to users’ questions. Understanding the sentiment within your comment section can help you build more informed content in the future.

And if you’ve spent all this time and effort developing UGC, but it doesn’t end up performing well, here are some common mistakes to avoid:

• Adhering to strict brand guidelines (ends up feeling sponsored and inauthentic).
• Forgetting to tailor content for each platform — adjusting captions, video length, and aspect ratios for appropriate channels, and following the platform safe zones (where your text will get cut off).
• Not designing for sound-off — utilize captions.
• Not including a strong hook or showing the product within the first 3 seconds.

To recap…

UGC Drives Results: User-generated content generates 4x higher click-through rates than traditional brand ads.

Start with Clear Objectives: Define your campaign goals, audience, platforms, and messaging before creating and collecting content.

UGC Content Should Feel Natural: Platform-specific content that feels native will resonate better with users. Utilize natural lighting, realistic settings, and trending formats. and strong hooks for maximum engagement.

Test, Adapt, Optimize: Experiment with different styles and formats, repurpose content across platforms, and closely monitor engagement for future optimizations.

Why You Need GeistM 

At GeistM, we’re a performance marketing agency specializing in high-impact, authentic UGC, crafted end-to-end by our in-house creative experts. Not only do we produce scroll-stopping content, but our paid-social strategists integrate it into optimized campaigns that deliver measurable results.

You don’t have to juggle it all yourself. Partner with GeistM, and we’ll transform your static visuals into genuine, conversion-driving UGC—so you can focus on growing your business while we fuel your next wave of growth and engagement.

Written by: Simon Kuflik

U.S. companies are facing a new wave of tariffs that are driving up prices and introducing considerable uncertainty into marketing strategies.

As a result, companies must balance protecting their margins, meeting goals, and adapting to shifting consumer behavior. 

From fluctuating purchasing habits to changing consumer preferences, the challenge is clear: How can brands maintain loyalty while managing costs and staying ahead of the competition? 

Here’s how to navigate these turbulent waters.

The Challenge: Rising Prices and Consumer Uncertainty

With tariffs pushing up costs on various consumer goods, brands are forced to make tough decisions. Do you raise product prices, risking alienating price-sensitive customers? Or do you adjust marketing budgets, cutting back on certain channels to compensate for higher production costs? 

The uncertainty around tariffs and consumer behavior creates a challenging environment for B2C brands to make the right call. As prices climb, some shoppers are purchasing more quickly due to fear of future price increases, leading to a temporary surge in demand (a trend that luxury home goods brands are currently seeing). 

On the other hand, longer consideration phases are emerging, with consumers spending more time researching products to justify their purchases. The key here is understanding these shifts: Should brands lengthen their attribution windows to capture this change in the buying cycle, or adapt their approach to targeting consumers who are more cautious about spending?

Protecting Margins and Hitting Goals

Brands must also keep an eye on their long-term objectives. Even in the face of rising costs, maintaining sales volume and protecting margins is crucial. Expedited purchasing behavior can offer a temporary boost to sales, but it’s important not to sacrifice your long-term profitability by over-discounting or flooding the market with promotions.

The uncertainty around tariffs and consumer sentiment forces brands to reconsider their marketing budgets. Should brands adjust their spending by channel, focusing on higher-performing areas, or take a more aggressive approach to maintain market share? Paid social, in particular, may face cuts, as eMarketer predicts a $10 billion reduction in social spend this year. As customer acquisition costs (CACs) rise, lifetime value (LTV) becomes even more crucial, making organic marketing channels like search and affiliate marketing increasingly important to help keep costs down.

Leveraging “Made in America” Messaging

As tariffs take their toll on imported goods, many brands are turning to “Made in America” messaging as a powerful tool to maintain customer loyalty, as 79% say they would be more likely to buy American if tariffs significantly impacted prices.

“Made in USA” products often carry a strong emotional appeal, especially among consumers increasingly concerned about the impact of global trade tensions. Brands can highlight their commitment to domestic production, supporting jobs and the U.S. economy.

Alternatively, brands may seek to shift sourcing to other countries that aren’t as impacted by tariffs, positioning their products as “tariff-free” or “internationally sourced.” This can be an effective strategy in markets where consumers may value quality and global partnerships over domestic origin.

Adjusting to the Shift in Consumer Behavior

The current environment is seeing more price-sensitive customers, many of whom are actively seeking discounts. As consumers tighten their belts, offering promotions, bundling products, and emphasizing value can help keep these shoppers engaged. Bundling products can provide an added value proposition for customers while also driving up the average order value.

For brands that are positioned as lower-price alternatives, this may be a golden opportunity to capture new customers. As consumers become more value-conscious, they may be willing to explore new brands that offer competitive prices, creating a chance for growth if the right marketing tactics are applied.

The Power of Staying the Course

In uncertain times, it’s easy to pull back from advertising to protect budgets, but history shows this is a risky move. A study conducted between 1980 and 1985 found that during a recession, brands that maintained consistent advertising saw a 256% increase in sales post-recession, compared to just 18% for brands that paused their marketing efforts. Staying the course with advertising can help brands maintain market share, even through challenging periods.

What’s Next: Adapt and Thrive in the Face of Tariff Challenges

Rising tariffs are reshaping the landscape for brands, but with the right marketing strategies, companies like GeistM  can turn these challenges into opportunities. Whether it’s adjusting pricing, adapting budgets, or leaning into value-driven messaging, brands need to stay agile and connected to their customers’ needs. By making smart decisions today, brands can maintain strong relationships with their customers, protect their margins, and continue driving growth in a dynamic market.

Ready to navigate the shifting tariff landscape with a smart marketing strategy? Contact GeistM today to learn how we can help you adapt your approach, protect your margins, and maintain customer loyalty in these challenging times and beyond. Let’s craft a tailored solution for your brand.

Written by: Shannon Purcell

The digital advertising landscape has long been dominated by a few key players who leverage vast amounts of personal data to serve highly targeted ads. While these targeted ads can be effective, they come at a cost, both to consumer privacy and the broader trust between advertisers and their audiences. Now, however, a transformative shift is underway—one that prioritizes individual rights and transparency over unchecked data harvesting. It could change the very foundation of ad tech.

The Data-Driven Dilemma

The current ad tech ecosystem is built on a system of data extraction and exploitation. Advertisers collect personal data from users, often without explicit consent, and use it to make highly detailed profiles for targeting purposes. While this has driven the success of giants like Google and Facebook, it has also sparked widespread concerns about privacy violations, manipulation, and a lack of transparency.

Consumers are increasingly aware that they are the product being sold to advertisers. According to a report, over 70% of people find personalized ads invasive, and many have expressed discomfort with the idea of companies knowing more about them than they’re willing to share. This rising skepticism signals a breaking point. As a result, people seek alternatives to traditional ad models—ones that respect their privacy and put them in control.

Consumer-Centric Ad Tech: A New Era

This growing demand for privacy-respecting alternatives is driving innovation in ad tech. New business models are emerging that place the power back in the hands of consumers, giving them more control over what data is shared and how ads are served. One of the most promising developments in this space is the rise of blockchain-based advertising solutions.

Blockchain technology, with its decentralized nature, offers a transparent and secure way to handle data. It allows consumers to control access to their personal data, enabling them to decide which brands can use it for advertising purposes. This protects user privacy and fosters mutual trust between consumers and brands. By allowing consumers to directly opt-in to data sharing, brands can ensure that their marketing efforts are transparent and ethical, which could lead to stronger relationships with their audience.

The Role of the Consumer in Ad Tech’s Future

In this new paradigm, the consumer is no longer just a passive recipient of ads. Instead, they actively participate in the advertising ecosystem, selecting which brands they wish to engage with and monetizing their own data. This shift could pave the way for a more sustainable and ethical ad tech landscape, where advertisers are held accountable for the data they collect and how they use it.

But the benefits of consumer-centric ad tech go beyond just privacy. When consumers have control over their data, they’re more likely to engage with relevant ads and feel less resentful about being marketed to. The result? Better user experiences, increased engagement, and smarter ad spend. This leads to more positive experiences and more efficient ad spend for brands.

The Future of Ad Tech: Empowering Consumers

Advertisers must adapt to the changes accompanying them as the digital advertising industry shifts toward more transparent and consumer-driven models. Rather than relying on invasive tracking and data manipulation, they’ll need to focus on building authentic relationships with their audience. Success in the next era of ad tech will depend on empathy, ethics, and empowerment. By respecting consumer privacy and empowering them to control their data, the ad tech industry can rebuild the trust it has lost in recent years.

This shift will require rethinking how ads are served, how consumer data is collected, and how ad revenue is distributed. But in the end, it promises a more ethical, transparent, and consumer-friendly ad ecosystem. The future of advertising lies not in exploiting data, but in empowering consumers to control their digital experiences.

GeistM: Leading the Charge in Ethical Ad Innovation

At GeistM, we embrace transparency, consumer empowerment, and ethical data practices as the foundation of our performance marketing approach. We’ve built a reputation for creating meaningful brand-to-consumer connections without relying on intrusive data tactics.

By leveraging third-party content strategies and respecting user privacy, we deliver personalized, performance-driven campaigns that resonate with today’s privacy-conscious digital audiences. GeistM leads by example as the industry evolves—proving that exceptional marketing results can be achieved through trust, integrity, and putting consumers first.

Sponsored content is one of the best ways to combine storytelling with performance marketing. 

Designed to educate and entertain while promoting your product or service, sponsored content has become a staple of modern brand strategy, particularly for marketers navigating the increasingly blurred lines between traditional and digital advertising.

With feeds flooded by influencer marketing, branded content, and ads at every scroll, authenticity is the only way to stand out.

Why Authenticity is Key to Sponsored Content Success

Authenticity isn’t just a buzzword. In a landscape flooded with clickbait and overselling, today’s digital users are more attuned than ever to content that feels off. That’s why brands investing in content marketing campaigns must focus on realness — not just reach.

At GeistM, we believe authenticity starts with truly knowing your audience. We tailor each piece of content to align with specific demographics’ tone, interests, and expectations, using past engagement data to understand what actually resonates.

Whether we’re creating content for Gen Z beauty buyers or B2B tech decision-makers, our approach ensures the message feels organic and relatable, not forced.

The Role of Branding and Storytelling

Brand storytelling is the glue that turns authenticity into an effective marketing strategy. Instead of leading with the product, we lead with a story that mirrors the audience’s challenges, aspirations, or interests. This helps the brand message emerge as a genuine solution, creating a more emotional connection with readers.

When done right, storytelling turns sponsored content from a pitch into a relatable experience. It elevates brand perception and builds trust, two key drivers of long-term customer loyalty and improved content marketing ROI. This process isn’t just about a single campaign — it’s about building long-term relationships with your audience by consistently creating authentic, relatable content.

The Common Pitfalls in Sponsored Content

Here are a few traps we’ve seen brands fall into:

• Overt promotion: If it reads too salesy, users will scroll past it.
• Tone or brand mismatch: Audiences can quickly spot when content doesn’t align with the platform or publisher — it feels off and breaks trust.
• Lack of value: Content that doesn’t inform, entertain, or solve a problem instantly loses value.
• Ignoring data: Failing to use performance insights to improve future campaigns wastes time and budget.
• Inconsistent messaging across the funnel: When the story or tone shifts between touchpoints, it feels inauthentic, and audiences pick up on it fast. Authenticity means a consistent, genuine experience from first touch to final conversion.

Best Practices for Achieving the Right Balance

To strike the right balance between branded messaging and reader value…

• We lead with a relatable story — starting with a moment or challenge the audience connects to, then showing how the product naturally fits in.
• We focus on insights, not product features — speaking to what the audience cares about, not just what the brand wants to say.
• We match the editorial voice of the publisher or platform — so the content feels native, trustworthy, and engaging from the first sentence.
• We prioritize visual storytelling and organic design — ensuring the experience feels seamless, not salesy.
• We embed clear, relevant calls to action — always helpful, never pushy.
• We test and iterate constantly — using real engagement data to optimize performance and drive results.

The GeistM Method

At GeistM, we’ve run thousands of sponsored content campaigns across multiple verticals — from personal finance to fashion & beauty, food & beverage to sports & entertainment. 

Our process is creatively driven and performance-optimized. At the core, it all comes down to data-informed relatability.

Audience Mapping & Insights

Each campaign begins with deep audience mapping and a historical performance review. Having run thousands of campaigns and worked with hundreds of brands, we leverage this wealth of historical data to inform our best practices.

We analyze performance from brands within the same vertical and target demographic to understand which angles, tones, and CTAs have resonated. This ensures that each new piece of content is not just informed by past insights but also uniquely tailored to maintain its relevance and connection with the audience. This approach allows us to create original content that feels relatable and engaging, fostering long-term trust with the audience.

Third-Party Validation

What sets us apart is how we present that content. By publishing through one of our trusted publisher channels and driving traffic via our social handles, we ensure the message feels like it’s coming from a third-party perspective, maintaining authenticity and avoiding the obvious “branded” feel. This builds audience trust, as the content feels more like a recommendation from a trusted source than an overt advertisement.

Transparency in Sponsored Content

In the age of ethical advertising, we ensure that every piece of sponsored content we create is fully disclosed to readers in a manner consistent with platform guidelines. We maintain transparency while ensuring it is woven seamlessly into the user experience, so it never feels like an overt advertisement. This transparency helps preserve trust and allows the content to remain authentic, without compromising the integrity of the audience’s experience.

Testing & Optimization

Our in-house technology, Blackfire, allows us to A/B test front-end creatives in real-time and quickly identify when something isn’t resonating with your audience. Through this testing, we can rapidly adjust messaging to find what works best.

We also continuously optimize mid-funnel content by analyzing user behavior via heat maps, scroll depth, and bounce rates — to pinpoint which parts of the content are resonating and which aren’t. This iterative, intelligent approach ensures that every touchpoint engages authentically with your audience and improves post-campaign insights for future strategy.

We’re hands-on throughout the process, dedicating time and attention to continuously monitor and adjust, so that every dollar spent drives real value.

In Summary

In a digital landscape saturated with content, authenticity is no longer optional — it’s critical. Sponsored content, when done right, is a powerful tool that combines storytelling, strategic branding, and data-driven optimization to create genuine, relatable experiences that build long-term relationships with audiences.

At GeistM, our in-house content and creative team takes a hands-on approach to ensure every campaign feels authentic, leveraging our deep audience insights, third-party validation, and real-time testing to fine-tune every detail. We’re committed to ethical advertising practices, ensuring full transparency while keeping the content seamless and organic. 

By continuously optimizing throughout the funnel, we maximize the impact of each touchpoint, ensuring that your budget drives real value and resonates with your audience.

Ready to elevate your sponsored content strategy with relatable content that converts? GeistM’s method is designed to deliver authentic, high-impact campaigns. Get in touch today to see how we can help your brand connect with its audience.

Written by: Emma McHugh

As artificial intelligence continues to make strides in digital marketing, many believe it will eventually replace the human touch in advertising altogether. But while AI can analyze data, predict behavior, and even automate certain ad placements, it cannot replicate the one thing that remains central to effective marketing: human connection.

The Limitations of AI in Building Trust

Consumers value authenticity. There’s a growing awareness of how AI-driven ads can feel disingenuous. A recommendation from a bot simply lacks the nuance and emotional weight of advice from a trusted friend or fellow human. AI can suggest products based on algorithms, but it cannot tap into the deeper emotional triggers that influence purchasing decisions. Humans understand context, empathy, and the importance of trust in relationships – elements that AI, as sophisticated as it is, cannot replicate.

Take influencers, for example. Their authenticity and relatability are key reasons why they’ve become such powerful figures in digital marketing. When an influencer recommends a product, they’re often seen as a friend or peer offering honest advice. Their audience trusts them because of the genuine human-centered interactions they foster, not because a machine generated a recommendation based on data points.

AI is a Tool, Not a Replacement

Instead of replacing the human element, AI should be viewed as a tool that can support and empower marketers to connect with their audience on a deeper level. AI can streamline the process of identifying target demographics, analyzing consumer behavior, and providing insights that were previously time-consuming to gather. 

But at the end of the day, it’s the emotional resonance and authenticity of the human touch that fosters long-term relationships with customers.

Marketers should focus on using AI to enhance the personalization of their ads while retaining the core of human-driven marketing – the ability to build trust. For example, AI can be used to identify which products are most likely to appeal to a specific audience, but it’s up to the marketer to craft compelling narratives and messages that truly connect on a personal level.

The Future of Advertising: Collaboration Between Humans and AI

Moving forward, the most successful advertising strategies will be those that combine the best of both worlds: AI’s efficiency and data processing power, alongside human creativity and emotional intelligence. 

As AI continues to evolve, the role of the marketer will shift from being a purely analytical decision-maker to a creative leader who knows how to use AI’s insights to craft meaningful and engaging ads.

By blending human intuition with AI-driven insights, advertisers can create campaigns that feel more personalized, authentic, and ultimately, more effective. The future of digital marketing isn’t about replacing humans with machines – it’s about how they can work together to deliver more powerful, personalized, and trustworthy advertising experiences. 

Why GeistM is Built for This New Era

With years of experience driving performance and building brands, we understand that successful marketing is rooted in emotion, storytelling, and connection. Our in-house creative team specializes in crafting personalized, compelling content that resonates with audiences—something AI can’t fully replicate. Built on transparency, authenticity, and trust, we ensure your messaging feels real and connects on a deeply human level.

At GeistM, we’re not trying to replace the human touch with AI—we’re using AI to amplify our human expertise. That’s what sets us apart, and that’s why we’re the right partner for brands looking to thrive in this new marketing landscape.

Alright, alright, alright! Buckle up, ad enthusiasts, we’re back for another session of Conor talks Meta Ads!

So, we’ve already chatted about understanding business manager and picking the perfect goals for your Meta Ads — you know, those Awareness, Consideration, and Conversion buckets from our last blog. Now, let’s dive into another crucial piece of the puzzle. AUDIENCES!

Think of your campaign objective as the destination you’re trying to reach with your ads. Are you aiming for Brand Awareness (getting your name out there), Traffic (driving clicks to your site), or maybe Conversions (making those sweet, sweet sales)? That’s your “where you want to go.” 

Now, your audience. That’s the crew you’re trying to take on this journey with you. Who do you want to see your ads? Who will most likely be interested in what you’re selling or saying? That’s your “Who you want to reach.”

Getting these two lined up correctly is like making sure you’re driving the right car (objective) with the right passengers (audience) on the right road to get you to your destination. Mess it up, and you might end up lost, wasting fuel (your ad budget), and not reaching your goals.

Core Meta Audience Options: Your Toolbox of People.

Meta gives you fantastic tools to pinpoint exactly who you want to show your ads to. Let’s break down the main players:

Core (Detailed) Targeting 

This is where you get super specific. Think of it as using a magnifying glass to find the right people. You can target based on:

• Demographics: Age, gender, locations, education, job titles, relationship status.
• Interests: What people like, the Pages they’ve followed, the topics they engage with—all that kind of stuff.
• Behaviours: What people do on and off Facebook and Instagram. Have they recently purchased something online? Are they frequent travelers? Meta knows all!

Custom Audiences 

Now, things are getting personal! Custom audiences let you connect with people you’ve already interacted with. Think of it as saying, “Hey, remember me?”. You can create these based on:

• Customer Lists: Upload your email list or phone numbers to reach existing customers. Perfect for re-engaging or upselling!
• Website Activity: Target people who have visited your site or taken specific actions. Abandoned Cart campaigns, anyone?
• App Activity: Reach users who have interacted with your mobile app.
• Engagement: Target people who have engaged with your content on Facebook or Instagram, from liking your page to watching your videos.

Lookalike Audiences

This is where the magic happens! Lookalike audiences allow you to find new people similar to your existing customers or engaged users. Think of it like cloning your ideal audience. You can create lookalikes based on your Custom Audiences and tell Meta how similar you want the new audiences to be!

Advantage+ Audience Expansion

This is like giving Meta a little wiggle room. If the sacred algorithm finds better results by reaching people outside your detailed targeting selections, it might do just that. It’s like saying, “Hey, here’s a general idea of who I want to see my ads, but if you see someone even better, go for it!”

Matching the Right Audience with the Right Objective

Now for the crucial part, ensuring the “Who” aligns perfectly with your “What”. Here are a few examples to get the wheels turning:

Objective: Brand Awareness

• Audience: Broad demographic targeting based on location and basic interests related to your industry. Lookalike audiences based on your most engaged followers.
• Why It Works: You want to reach as many relevant eyeballs as possible.

Objective: Traffic

• Audience: People with interests related to your products. Custom audiences of site visitors. Lookalike audiences of people who have previously clicked on your ads.
• Why It Works: You want to reach people interested in learning more on your site.

Objective: Lead Generation

• Audience:People with specific demographics and interests that align with your ideal customer persona. Custom audiences of website visitors who have shown interest in similar products or offers. Lookalike audiences of your existing leads.
• Why It Works: You want to reach people most likely to fill out a lead form or contact us survey.

Objective: Purchase

• Audience:Custom audiences of past purchases. Lookalike audiences based on your best customers. Precise, detailed targeting based on purchase intent, related interests, or demographic information gathered from other sources. (Cough cough, GA4)
• Why It Works: You want to reach people with a proven track record of buying similar products or resembling your best buyers.

How to Test and Optimise Your Audience Targeting: The Search for the Holy Grail

Finding the perfect audience isn’t a one-time thing. It’s an ongoing process of testing, learning, and refining. Here’s how to get your hands dirty:

• A/B Testing Different Segments: This is your secret weapon! Creative multiple ad sets with the same objective and creative but different audience targeting. See which audience performs best based on your key metrics.
• When to Scale and When to Refine: If an audience is performing exceptionally well, consider increasing the budget to reach more people within that segment. If an audience is consistently underperforming, it’s time to tweak your targeting or try a completely different approach. Don’t get sentimental; don’t be afraid to cut your losses on audiences that aren’t delivering.
• Review Audience Performance in Ads Manager: Meta Ads Manager is your best friend. Pay close attention to the audience breakdown in your campaign results. See which demographics, interests, and audience types drive the best results. This data is gold!

How GeistM Can Help

Does juggling objectives and audiences feel like you’re riding a unicycle blindfolded? That’s where GeistM comes in! We’re not just another agency — we’re your Meta Ads Gurus, guiding you through the sometimes treacherous terrain of digital advertising.

Here’s how we can help you nail the objective-audience dance:

• Strategic Alignment: We don’t just set up ads; we craft strategies that perfectly align with your business goals, the right Meta Ads objectives, and the most effective audiences to reach.
• Deep Audience Research: Our team digs deep into understanding your ideal customer, uncovering hidden interests and behaviours you might not even know exist.
• Custom Audience Expertise: We’ll help you build and leverage powerful Custom Audiences to re-engage your existing customers and build stronger relationships.
• Laser Focused Lookalike Creation: We know the secrets to creating high-performing Lookalike Audiences that expand your reach to genuinely interested audiences.
• Rigorous A/B Testing: We’ll set up and manage A/B tests on your audiences using a tried and tested framework that takes the guesswork out of optimisations.
• Data Driven Optimisation: If you haven’t already seen, we’re obsessed with data! We constantly monitor your audience performance and make informed adjustments to maximise your ROI.
• Staying Ahead of the Curve: The ever-evolving landscape of Meta Ads is difficult to truly grasp. We stay on top of the latest features and algorithm changes to ensure your audience targeting remains cutting-edge.
• Saving You Time and Frustration: Let us handle the complexities of audience targeting so you can focus on the important things, like growing your business.

In short, GeistM takes the headache out of Meta Ads. We’ll help you connect with the right people, with the right messaging, to achieve the right objectives. Ready to stop throwing spaghetti at the wall and start seeing real results? Let’s chat. Contact GeistM today! 

Written by: Conor Dargle

The perfect ad is when your best friend shares a brand with you. It is decidedly not artificial. Even a hint of artificiality can impact the impression we form, and the last thing we want when considering a purchase is to feel duped. While the amalgamated wisdom of the Internet, packaged into something that interacts like a human, is a breathtaking tool, it’s not your friend.

If a chatbot tells me it likes Duff beer, I instantly know the emotion behind that statement isn’t genuine. It can’t have first-hand experience with beer. Sure, it might be funny to press the question further and ask if Duff is better than Bud. Google might tell me that AI thinks people guess the imaginary brand is modeled after a heavily hyped one. But, I’d think it’s more like PBR, as I project a few layers of depth onto The Simpsons’ humor. But at the core, AI’s emotions are not real; they are simulated.

AI has the prowess to plumb my inferences, but by the very definition of the word, it simply can’t be genuine. We can’t even know what’s truly genuine—it’s an emotion built from layers of trust, and that trust is what makes genuine advice so valuable when it comes to a product pitch.

The Quest for Genuine Advice: A Paradox in Marketing

What’s curious is that, while genuine pitches exist, we obsess over the perfect approximation of genuine pitches. The typical setup for TV ads involves a neighbor sharing sage advice to buy this or that product. It’s what marketers aspire to achieve—the organic recommendation. But here lies the problem, akin to the parable of Schrödinger’s cat: the act of inserting a pitch into a genuine conversation often negates the appearance of genuineness. Usually, this shift from “genuine” to “abhorrent” happens quickly. It’s a tension that’s been around for so long that it’s rarely questioned. AI represents the most extreme attempt at simulating genuineness, and while it has cost nearly as much as devising nuclear energy, it is sweeping through ad tech like a new messiah. But what if, instead of trying to simulate something real, we could actually be genuine?

Influencers: A Step Toward Genuine Transparency in Advertising

The rise of influencers challenges the stigma of pitches being inherently deceptive. We trust the presenter. We know they are being paid; this transparency relieves us from the fear of being duped. The influencer will likely refuse to promote a bad product to their hard-earned audience. This kind of transparency makes the conversation feel real, and in turn, it blesses the brand being promoted. Trust between the influencer and the audience is the key here.

The Creepy Side of Data-Driven Ads

So why do I see ads for things that have nothing to do with me when I read something posted online? Some ads might even be things I would abhor. The ad placement is based on data about the viewer that can be unsettling to think about, and it creates an unwelcome presence in an otherwise genuine exchange between people. Now, consider a different scenario: What if the author of that post had selected the brands that pay for the hosting service? In this case, the marketer would have made a partner out of the customer, and the transparency of that relationship would make the presence of ads feel like a genuine exchange. If it’s free, then I am the product, but that’s okay if I can choose the product I’m promoting.

The Market Dynamic: Reclaiming Control

Moreover, we could take this a step further. If advertisers paid the author directly instead of relying on algorithms to guess what scenario might unfold, we would shift away from data-mining tactics. Perhaps, if no one is willing to promote a product, that’s a good thing for the market. Pricing harmful products out of circulation signifies that the market is truly working for the benefit of the genuine buyers and sellers.

Maybe we shouldn’t underestimate the intelligence of the customer. One genuine ad is worth a thousand unwelcome pop-ups that attempt to guess my desires with data that should never have been gathered in the first place—unless you’re my friend.

GeistM: Where Transparency and Trust Lead the Way

What happens when AI gets a wallet? Selling to bots is not the same as selling to people. There’s a fundamental difference in how AI interacts with products versus humans, and we will need to reckon with the implications of AI-driven purchasing behavior as it becomes more common.

At GeistM, we believe in being genuine and transparent in everything we do. We don’t let AI speak for us, and we always ensure transparency and trust in our ads, campaigns, and content. 

We understand that consumers value authenticity, and we’re committed to providing it, without relying on algorithms or artificial communication. Our approach is rooted in building genuine connections with audiences, creating campaigns that feel human and trustworthy, and ensuring that our clients’ brands are represented with the integrity they deserve.