Native Premiumisation

We’ve spent 5 years perfecting native influencer content. Deliberately not making old school highly polished adverts, insisting authentic creative framing was required.

At the end of last year, we noticed a shift.

Brands were asking for content to “retain native authenticity but feel more premium”.


This was beauty brands, car brands, CPG brands.

Brands who had felt the benefit of native social content were now asking for a dialling-up of production values and art direction.

We think they’re right.

Are social audiences bored with unvarnished authentic content? Maybe.

We love this example from lara_bsmm – a simple idea, fairly easy to shoot, smart editing. Native and premium.

We expect this to be the creative bar for social in 2025.

Creator content shifts to premium. Ad content shifts to creator.