PR mailings with a wow effect

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influencer Smantha Randazzo
Today, users value diversity and accessibility of content, so cross-platform is the key to the success of any influencer campaign. In global practice, a combination of Instagram, TikTok and YouTube is common, and in Russia – Instagram*, Telegram and YouTube or Instagram*, Telegram and TikTok. Understanding this dynamic and the ability to adapt content to a specific platform is what distinguishes a professional from a beginner.


In an era of information overload, original PR newsletters stand out chinese thailand data from the crowd and become the engine of viral spread.

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The reason for this is the effect of surprise and the desire to share new, unusual experiences.

This trend was started by innovative approaches from brands like Glossier, Fenty Beauty and La Mer. It quickly spread to the Russian market and will gain momentum next year.

3. Expert blogger
When a blogger doesn’t just advertise a product, but shares professional knowledge and recommendations, it increases the level of audience engagement. This approach makes advertising integrations more organic, since the audience perceives the influencer as a source of valuable and useful information.


Thanks to such content, positive associations with the brand are formed, they strengthen over time and increase the level of trust in it. For example, a makeup artist-influencer, conducting a master class in the account of a cosmetic brand, demonstrates professionalism and increases the value of the content.
4. Brand Ambassadors
When choosing an ambassador, you need to carefully check their reputation and make sure you are looking in the same direction. This affects how the brand looks, and if you choose the wrong one, it can cause problems.

For example, the Rhode brand, which in December 2024 released a New Year's collection in collaboration with Swedish influencer Matilda Djerf, founder of the fashion brand Djerf Avenue. Almost immediately after this release, a documentary was released in which former Djerf Avenue employees accused Matilda of creating a toxic work environment, including cases of bullying and criticism of appearance.


This discrepancy between the influencer's public image and the real facts led to massive negative reactions from the audience and calls to "cancel" Matilda, which negatively affected the perception of the collaboration and the Rhode brand.`