They may not be digital natives, but Gen X shouldn’t be underestimated when it comes to online spending power. While Yers are busy posting selfies on Instagram, their older counterparts are clicking ‘add to basket’ – but why does this ‘middle child’ generation love online shopping so much?

What makes content shareable? Why would someone share a video campaign on Facebook? Or tweet about a brand? Marketing professor Dr. Zoey Chen, who co-authored a paper with Jonah Berger, sat down with Canvas8 to explain how the way we discover content online affects the way we share it.

How are social platforms converging? Will voice assistants lead to a renaissance in audio advertising? And have people had enough of sharing with the world? In this part of the 2018 Expert Outlook series, we speak to three comms experts about what’s affecting the ways people interact.

The ‘Stories’ features on Instagram and Snapchat have proven popular among users for their impermanence, authenticity, and behind-the-scenes nature. But how exactly are they being used by brands, celebrities and regular people? And how are these temporary digital tales evolving?