The evolution of blogging and the rise of the influencer class has fundamentally changed the way consumers, specifically Millennials, consume media. Increasingly, we are able to curate our newsfeeds, news cycles, and the content that is delivered to us. Google, our go-to information hub, receives over 4 million search queries per minute from the 2.4 billion people that are online. That’s one big data party. 
With this kind of volume, it’s only natural that digital communities are formed, which are then strengthened by social media and shifting cultural norms that glorify content sharing and curation. We use brands, and their online personas, to construct our own self image. The brands we buy, wear, and follow tell our peers who we are, and what we stand for. This is the springboard insight for all branded content.