In the digital age, being part of a minority group no longer has to mean feeling alone; a range of online platforms are letting people connect through their ethnic and cultural identities. Gal-Dem takes key talking points for young women of colour and provides a space in which they can be discussed.

In late 2015,The Messageknocked podcast royaltyThis American Lifeoff the top of the iTunes charts. The eight-part series – from GE – attracted over a million listeners, becoming the most successful branded podcast to date. But why were people tuning into what’s essentially a long-form ad?

The Shade Room is the first celebrity news tabloid to launch as an Instagram account – a fitting platform for a generation seeking content that's 24/7, on-the-go, highly visual and bottom-up. It's celebrity gossip done by, and for, Gens Y and Z, targeted specifically at young, black audiences.

With millions using AdBlock and just 24% of users scrolling down on native ads, brands can struggle to reach online consumers. Yet 90% of EasyJet’s six million monthly passengers read its in-flight magazineTraveller. We speak to Ink Global’s Jonny Clark to discover what makes engaging branded content.