Gillian Follett

Gillian Follett headshot

Gillian Follett is a general assignment reporter for Ad Age. She writes about a variety of topics including social media, influencer marketing and the creator economy. Gillian graduated from Syracuse University’s S.I. Newhouse School of Public Communications.

Why creators are becoming social media strategists for brands

Why creators are becoming social media strategists for brands

Podcasters impact consumers' purchasing decisions more than influencers, study finds

Podcasters impact consumers' purchasing decisions more than influencers, study finds

How the Westminster Dog Show is embracing Gen Z’s social-first sports consumption

How the Westminster Dog Show is embracing Gen Z’s social-first sports consumption

How Hyundai is leveraging a TikTok trend to connect with Black consumers

How Hyundai is leveraging a TikTok trend to connect with Black consumers

How influencer marketing is embracing affiliate marketing tactics

How influencer marketing is embracing affiliate marketing tactics

Influencer gifting creates waste and inefficiency for brands, study finds

Influencer gifting creates waste and inefficiency for brands, study finds

Barking Owl’s stellar run continues with projects for Meta, Apple and more

Barking Owl’s stellar run continues with projects for Meta, Apple and more

5 new TikTok trends that brands can follow

5 new TikTok trends that brands can follow

How the Fruit Roll-Ups ice cream TikTok trend influenced the brand’s social strategy

How the Fruit Roll-Ups ice cream TikTok trend influenced the brand’s social strategy

Watch: Robyn DelMonte aka GirlBossTown on how brands should approach influencer marketing

Watch: Robyn DelMonte aka GirlBossTown on how brands should approach influencer marketing

CeraVe’s dermatologist influencer strategy shows growth of experts as creators

CeraVe’s dermatologist influencer strategy shows growth of experts as creators

How Chipotle adopted viral TikTok menu hacks into its long-term strategy

How Chipotle adopted viral TikTok menu hacks into its long-term strategy

11 ‘granfluencer’ accounts changing influencer marketing

11 ‘granfluencer’ accounts changing influencer marketing

College athletes get NIL education in Cash App’s new campaign

College athletes get NIL education in Cash App’s new campaign