Advertising no longer looks like advertising. You just bought a facial product because you happened to see it on TikTok or Instagram. No loud slogans or logos – just someone filmed a live video. It looks like you've been caught by marketing new wave. It seems to be just sincere advice. But in reality, it is a strategy.

In the new world of marketing, well-known big influencers are fading into the background, glitz and celebrity no longer sell. In their place comes authenticity, real emotions, and content that seems random but actually addresses your "pains".

How it works, LIGA.net interviewed digital marketer Rita Yelina, strategic marketer Daria Nakhaba, and targeted advertising expert Natalia Krat. In this article, you will find out:

  • how do brands create viral content without us even noticing that we are being sold something?
  • do brands disguise advertising as sincere reviews – and how does it work?
  • how does the audience learn to recognize a false tone and return to "normal" content?
  • how can businesses adapt their strategy to new demands?

Why do brands refuse to use stars and influencers: what are the risks and benefits of this approach?

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