fbpixel Marketing White Papers & Analysis | MG Empower

White papers.

In-depth analysis and insights.

Our white papers combine our latest research with qualitative, investigative, and cultural analysis to inform and empower decision-makers. Discover actionable insights and forward-thinking strategies designed to help brands thrive in an ever-evolving world.

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The creator is the channel.

There was a time when ‘influencer marketing’ meant one gifted post and a fingers-crossed hope it moved the needle. That time is over. Discover how brands can turn influence into a measurable growth channel through smarter creator casting, performance-led affiliate models and long-term relationships that build trust and drive commercial impact.

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WHITE PAPER CULTURE PAGE COVER

Let’s talk about the C-Word.

Culture-led branding is about anchoring your brand in something meaningful, timely, and human. In this white paper, MG Empower team dives into the topic to help you decode that complexity and offer strategic thinking for your brand to move with culture, not just around it.
WHITE PAPER 2024 COVER

Data, storytelling and co-creation: What will it take to build an effective brand community in 2024?

This in-depth study is a comprehensive guide to building, nurturing and sustaining a brand community that drives impact next year – uncovering on everything from top-line growth to brand love and innovation speed.
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New frontiers of influencer marketing in 2022: The creator economy, metaverse and a new dimension of data.

In this white paper, we explore the evolving digital and immersive landscape of content and communication – from understanding the Metaverse to harnessing the power of the creator economy and data.
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The new path to innovation and business growth: How to power-up your business with livestream content?

Discover how to dive into the four major innovation and growth avenues that livestream content offers brands and businesses to transform your marketing strategy.
The post-influencer world: How to breathe authenticity back into content.

The post-influencer world: How to breathe authenticity back into content.

This white paper explores how influencers have become an effective channel for reaching audiences, offering insights into how brands can authentically immerse themselves in cultures, values, and communities.
Influencer Marketing - TikTok Uncovered

Influencer marketing – TikTok Uncovered.

In this white paper, we uncover all things Hashtag Challenges, Gen-Z & viral UGC content – from algorithms to the KOLs – to help brands unlock the power of TikTok.

MG Blog.

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The Flat Fee Fix: How to Build Creator Partnerships That Last Beyond One Campaign

Ask most brands why their creator programme isn't moving to performance pay and you'll hear the same answer: the creators won't go for it. Every time commission comes up, the best ones say no and ask for their usual flat fee.

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AI Shopping and Black Friday 2026: Why Credibility, Not Choice, Will Close the Sale

Ask most brands what AI will change about Black Friday and you'll hear some version of the same story: the bots are coming for the basket. Shoppers will ask an assistant for the best deal, and the assistant will buy it for them.

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Paid Media Meets Influencer Marketing: How We Amplify Campaigns Beyond Organic Reach.

The content is good, the creator is right, the engagement rate is respectable, and then the post simply stops reaching people, because every major platform's algorithm exists to keep users scrolling rather than to guarantee a brand's content finds its intended audience.

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How MG Empower Turns Cultural Insight Into Brand Growth: A Culture-Led Marketing Framework.

Every agency says culture matters. Very few can answer the follow-up question: how would you know if a campaign failed on cultural terms while hitting all its media targets?

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UGC and Social Commerce for Ecommerce Brands: What River Island’s Social Strategy Teaches.

There's a version of the UGC conversation that most ecommerce brands have had internally, and it usually goes wrong in the same place. Somebody points out that user generated content converts better than brand content. Somebody else points out that it's cheaper to source.

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AI in Influencer Marketing: How MG Platform Picks the Right Creator, Not Just the Biggest.

Almost every agency is publishing something about AI right now, and most of it says the same thing: AI is transformative, it will change everything, brands should prepare.

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Enterprise Influencer Campaigns That Actually Move the Needle: Inside Bumble’s Award-Winning Black History Month Campaign.

There's a particular way that large brands get influencer marketing wrong, and it isn't the way people expect. Enterprise campaigns rarely fail on execution.

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Influencer Marketing for Tech and App Brands: What Badoo’s 23.6% Engagement Campaign Proves.

There's a structural problem in marketing an app or a tech product through influencers that most agencies underestimate.

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Beauty Influencer Marketing ROI: Real Benchmarks From SKIN1004, Sol de Janeiro and amika.

What beauty influencer campaigns actually return, benchmarked against three real launches for SKIN1004, Sol de Janeiro and amika across different markets.

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Brand Storytelling That Converts: The Content Framework Behind Highland Park’s 34 Million Impressions.

There's a specific kind of frustration that comes with a brand account that's doing everything right on paper. The photography is good. The posting cadence is consistent. The captions are on-brand. And the numbers stay stubbornly flat, month after month, while a competitor with worse production values somehow builds a following that actually talks back.

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