Thanks to the sponsorship of the National Bank which allows us to offer the HEC Montreal Digital Marketing Simulator to our BAA students for free!

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Xiaohongshu, lifestyle inspiration for Chinese youth: Marketing strategy on social media

Xiaohongshu, as "China's Instagram", has become the leader among social medias.

What is Xiaohongshu? Originating as a forum for members to exchange shopping experiences abroad in 2013, Xiaohongshu has now developed into a social shopping platform. By fusing social networking with e-commerce capabilities, it facilitates product discovery, discussion, and direct purchase for consumers. With thousands of users and a strong tool for influencers and businesses to […]

Unveiling the Power of Social Media in Digital Marketing Strategies

In the dynamic realm of digital marketing, where trends shift like sands of time, one constant remains; the undeniable influence of social media. From Facebook to TikTok, these platforms obviously have transcended mere communication tools to become veritable marketing powerhouses, offering businesses unparalleled opportunities to connect, engage, and convert audiences like never before. In this […]

TikTok: Marketing’s One-stop Shop

TikTok banner

Created in 2016, TikTok is one of the most popular social media platforms with more than 1.7 billion users, presenting a vast variety of short videos. From cooking tutorials to viral dances to lifestyle videos, the app can tailor itself to each of its users taste with their “For You Page”. Its mission is to […]

The Impacts of Influencer Marketing on the Digital Advertising


There has been a major shift on the whole of the marketing landscape in the recent years due digitalisation and the growing prominence of Social Media. With many new mediums of advertising making their way to the main stream, influencer marketing has been a major player in these changes. This approach uses the popularity and […]

TikTok challenges: converting trends into brand engagement

TikTok image with the logo of the brand

TikTok is a widely recognized and rapidly growing social media platform. The app is known for its diverse content, spanning from singing, cooking, storytelling to dance recreations. However, the intriguing aspect are the strategically advantageous TikTok challenges, a widespread content type involving users, brands or influencers. These challenges can vary widely, ranging from lighthearted and […]

Content Marketing Decoded: Drawing from Bumble’s Success

Content marketing stands as a cornerstone of modern digital strategies, and Bumble’s journey provides key insights into leveraging content effectively. Content marketing involves crafting engaging content for your audience, aiming to maintain a connection or bond with your brand across various digital platforms. It includes social media posts, YouTube videos, blogs, and more, all designed […]

Revolutionizing Digital Marketing: The Impact of Social Media

The impact of social media and how it has been revolutionizing digital marketing is astonishing. In the dynamic realm of digital marketing, the advent of social media has emerged as a transformative force, reshaping the way brands connect with their audiences. This revolution has not only altered the landscape but has also opened new avenues […]

The Impact of Influencer Marketing: Unlocking Business Success

In the dynamic landscape of digital marketing, businesses are strategically leveraging the potency of influencer marketing to unlock unprecedented success. In this article, we will delve into the dynamics of this transformative strategy and its profound impact on contemporary digital marketing initiatives. Understanding Influencer Marketing: At its core, influencer marketing is a dynamic strategy wherein […]

Influencers Impact – Social Media Evolution on Marketing Strategies

The text emphasizes the importance of differentiating between genuine content creators and unethical influencers. It highlights the need to align legal considerations with digital marketing and SEO strategies. The overarching goal of this regulation is to safeguard freedom of expression while simultaneously ensuring the protection of consumer well-being and trust. It seeks to strike a delicate balance between influencers’ business interests and their societal responsibilities

YouTube Shorts Advertisements: How do they attract people?

With the advancement of technologies, our society has become a digital world, and many people are willing to devote their time to social media. There are various types of social media, including photo-oriented ones like Instagram. In this article, I focused on YouTube, which focuses on videos, and especially on advertisements on the YouTube Shorts […]