For years, TikTok has dominated conversations around cultural relevance, trend creation and audience attention. Quietly, another platform has been reshaping the digital landscape. Reddit is no longer just a forum or niche community hub; it is becoming one of the most influential and widely used platforms online. Recent Ofcom figures show it has overtaken TikTok as the UK’s fourth most-visited […]
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Multi-platform marketing isn’t something brands are experimenting with anymore; it’s simply how marketing works now. Research suggests that it is one of the most effective marketing strategies. Brands adopting this approach are seeing stronger engagement, reinforcing multi-platform marketing as a key driver of sustainable growth. Audiences don’t discover, consider and convert in neat, linear journeys. From what we see, decisions […]
Read More Reels & Stories: Why They’re Outperforming Static Ads on Meta in 2025 Social media continues to evolve at pace, and so does the way audiences consume content. Static image ads, once the backbone of Meta advertising, are increasingly struggling to compete with faster, more immersive formats. Today, Reels and Stories are shaping how audiences engage with brands across Instagram and […]
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As we head into 2026, it’s clear that digital marketing is continuing to evolve at pace. Recent Ofcom data suggests that where audiences actually spend their time online doesn’t always match common assumptions reinforcing the need for brands to look beyond perceived platform dominance. Platforms are changing how campaigns are built and optimised, audiences are discovering brands in new ways, […]
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In recent months, AI-powered search assistants from Google’s Search Generative Experience (SGE) to ChatGPT–powered browsing have edged out traditional search in user curiosity. But how exactly do AI search assistants decide what content to show? A groundbreaking “AI Visibility Study” by SEMrush examined thousands of prompts across industries to find out. The study concluded that some of the long-held assumptions […]
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Here at Route, we know the importance of taking a good photograph, particularly when it comes to product shots for digital advertising campaigns. We also know that great images don’t always have to be taken with expensive cameras and equipment, or a professional photographer (although it can help!) In a world where the value of creativity is king (see our […]
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Last month, we had the pleasure of attending Meta’s annual Agency Summit. With Meta and its product portfolio showing no signs of slowing, the focus was on growth, innovation, creativity, and the transformative power of AI, and how this is reshaping the future of digital advertising. At Route, we believe it’s essential to be at the heart of industry changes. […]
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AI gives us sharper insights, faster feedback, and more time to focus on what really matters – such as understanding your audience, shaping campaigns, and making smart decisions that move the needle. It’s not about replacing creativity or strategic thinking. It’s about getting to grips with the tools available to us while keeping the human element front and centre. Here’s […]
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In celebration of World Storytelling Day, we sat down with Theo Daffurn, Head of Paid Social Media, to hear his story. Read on to discover how his journey with Route began over eight years ago – and what he’s learned along the way. What inspired you to join Route? I joined Route almost by accident, but it turned out to […]
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The awards for team Route just keep coming! We picked up two awards for our work with First Bus at the Northern Digital Awards last week. A huge thank you to our creative partners, Cravens, for all their fantastic work on the project. 🥇 Winner – Best Digital Marketing Campaign – Travel/Leisure🥈 Silver – Best Use of Data and Insights […]
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