Inside The Daily Mail’s creator-led content playbook

Daily Mail publisher DMG Media has hired more than two dozen creators onto its payroll since it launched its creator-led social channels in October 2025. 

Between them, these creators produce 10 to 20 original long and short-form videos daily, across topics ranging from football fandom to the issues young people face in the U.K., which are posted on the publisher’s social channels.

So far, creator-led content has generated on average between 250,000 and 300,000 views, which is above the average of their traditional social channels (Daily Mail and Mail Sport), according to the publisher without providing specifics. And they’ve attracted branded partnerships and sponsorship opportunities, though DMG declined to provide financial details or name exact brand names.

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‘The processes are continuing forward’: Advertising’s dealmakers press on with M&A despite Iran uncertainty

Advertising’s dealmakers are watching Iran. So far, they’re still dealing.

Though four weeks of false dawns and sudden escalations have a way of making “so far” feel fragile. The longer the turmoil runs – the threats, counter-threats and the strikes – the greater the chance that the reverberations reach M&A. If it gets to that point, frozen dealbooks will be the least of marketers’ worries. But it would mark another blow to an industry that entered 2026 expecting a bumper year – deal flow included.

For now, the mood among advisors is cautious but not alarmed. 

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