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Marta Safin


Social media consultant focused on executing successful social media campaigns that increase brand awareness and loyalty, from inception through creative development to delivery.

Sri Lanka: serenity, sunsets and serendipity

Arriving in a new country is always exhilarating for me. The first hour after stepping foot in it is very important – you will never experience that moment again – the excitement of the unknown, before you understand the rhythm of the place; the first impressions of...

Spain: a kinder way of life

There are millions of reasons why I love travelling but meeting people in the places I visit is probably top of my list. One of my favourite destinations to come to time and time again is Spain. I must admit, it wasn’t love at first sight – it has taken me a while to...

When Coca-Cola owned World Kindness Day

At the risk of sounding like a typical social media marketer I have a confession to make. I am addicted to Instagram. I spend an average of 1hr 2m on the app (and that's since I started limiting my usage) every day and check it at regular intervals. I look at all...

How adland failed Gen Z

82% of Gen Z skip ads given the opportunity, 69% of Gen Z actively look for something else to do whilst the ad is playing if they can't skip it. We can blame the shortening attention spans of today's teenagers, the omnipresent multi-screening habits or the ad blocking...

IGTV – is the future of TV mobile?

To say that smartphones shape our lives would be an understatement. They have revolutionised the way we interact with other people, influenced how quickly our brains process information and changed our language. They also dictate the way we spend our free time and how...

Why stories are shaking up social media

Instagram, Snapchat, Facebook, Airbnb and Google - what do they have in common? They have all recently developed the 'stories' format: a full-screen vertical video or static post which is only available for 24 hrs before disappearing. And so far the numbers are...

A New Start

I promise this is the only post which is about me and not about ‘What’s new in social?’ I thought it might be helpful to give some context to who I am and why I decided to set up this website.

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