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From TikTok to Connemara: Rachael Ryan on creativity, AI and the future of social media. October 30, 2026 Former TikTok global research head Rachael Ryan is this week's guest on The Irish Marketing Podcast- the 60th episode- which has just dropped. Speaking with host, Daryl Moorhouse, she discusses her move from New York to Connemara, the launch of her new creative venture, The Rayn Collective, and why brands need to rethink how they engage with audiences in an increasingly fragmented and AI-driven social media landscape. Having swapped the fast-paced world of global technology for a coastal cottage in the West of Ireland, Ryan has teamed up with her sister Hannah to establish The Rayn Collective, a social and creative consultancy that combines international research expertise with influencer marketing and a flexible network of creative talent. In a wide-ranging conversation, Ryan reflects on her time at TikTok, the evolution of social media from networks of friends into algorithm-driven entertainment platforms, and the growing importance of authentic human connections as consumers increasingly gravitate towards community-led platforms such as Reddit and Substack. She also challenges some of the conventional wisdom surrounding social media marketing, arguing that an obsession with platform best practices and rigid content formats can stifle originality and creativity. For brands and agencies, she believes, compelling storytelling and distinctive creative ideas should always come before algorithms and tactical optimisation. The conversation also explores the implications of artificial intelligence for brands, creators and the wider marketing industry. With audiences increasingly exposed to synthetic content, Ryan argues that genuine human experiences, originality and authenticity are becoming more valuable than ever. Ryan also discusses the thinking behind The Rayn Collective, its ambitions to work with international clients from its base in Galway, and why the West of Ireland's creative culture offers a compelling alternative to traditional agency models. Episode 60 of the Irish Marketing Podcast, powered by IMJ and Tinpot Productions, offers insights into the changing dynamics of social media, the future of creativity and why, in an increasingly automated world, being human may prove to be a brand's greatest competitive advantage.

Meta and Tiktok lose High Court battle against Ofcom's regulatory data demands. Professional Services Editor The High Court has upheld the media watchdog Ofcom's powers to harvest retroactive safety data from tech giants. In February, Ofcom issued formal information notices to major tech platforms, including Meta, Tiktok, and X, requiring them to share detailed data on content and user exposure to harmful material under the Online Safety Act. Meta, Tiktok, and X jointly challenged Ofcom with a judicial review case at London's High Court. The court rolled the platforms' legal challenges into one case, in which they challenged the notices on several legal grounds, largely arguing the watchdog unlawfully circumvented the act's specific transparency framework. The Online Safety Act was designed to tackle the risks to users, including children, of encountering harmful content online. It provided Ofcom with extensive powers, including the ability to fine non-compliant platforms up to £18m or 10 per cent of their qualifying global annual turnover, whichever is higher. Stay in the know Three daily briefings with the key market moves and top business and political stories. On Friday, the High Court refused permission for the tech platforms' claims, in the first judicial review proceedings to test Ofcom's new powers. Lord Justice Singh and Justice Collins Rice found that Ofcom's information-gathering powers served a distinct regulatory purpose and that the individual notices did not legally trigger the threshold for an overarching impact assessment. An Ofcom spokesperson said: "We welcome the High Court's decision to dismiss the challenges brought by Meta, X and Tiktok against our efforts to gather information from them. "Under the Online Safety Act, Parliament has charged us with the job of regulating an industry that's been unaccountable for more than 20 years. "Gathering information from companies is fundamental to our ability to do our job of assessing compliance with their duties, and we'll continue to use our powers to create a safer life online for people in the UK," they added. A Tiktok spokesperson said: "We are considering this judgment." "We're disappointed with the court's decision, but we and others across industry pursued this challenge because information-gathering of this scale goes beyond what is necessary or proportionate. We remain committed to working with Ofcom and are reviewing the judgement in full," a Meta spokesperson said. X was also approached for comment. Earlier this month, Meta appeared in the High Court, challenging how Ofcom calculates fees and fines under the UK's online safety law, arguing the methods are disproportionate and unlawful. While in August, Tiktok lost in the Court of Appeal to overturn a £12.7m fine from the Information Commissioner's Office (ICO) for illegally processing the data of over 1.4m children under the age of 13.

Coda, TikTok Gaming partnership brings Codashop purchases to creator videos across Southeast Asia. Coda, a Singapore-headquartered digital content monetization and distribution company, has reached a partnership with TikTok Gaming to let users move from game content on the platform to purchases on Codashop, Coda's digital goods store, across Southeast Asia. In a statement on Friday, Coda said under the partnership, TikTok users in Thailand, Malaysia, Singapore, Indonesia, and the Philippines can link directly to Codashop to buy game top-ups, gift cards, and other digital goods. Creators can feature Codashop-listed content in livestreams and short-form videos. This can let publishers reach consumers where they already discover and engage with games. Coda said that since its mid-June 2026 launch, creator videos linking to Codashop have drawn 1 billion views. It said click-through rates average above 5 percent. Around 5 percent of clicks convert to purchases, it added. Besides, most buyers are new to Codashop, which it presents as evidence that creator-led commerce can bring publishers new customers as well as transactions. Zac Liew, chief commercial officer for business-to-business at Coda, said commerce increasingly happens wherever discovery happens. TikTok can give the company a new way to connect those moments, allowing publishers to reach consumers earlier and turn engagement into purchases. Coda said the partnership reflects a broader shift in digital commerce, in which social platforms, creators, and contents play a growing role in consumer purchase decisions. It said the arrangement extends digital content distribution beyond traditional storefronts. The company said it will continue to explore commerce and distribution models with publishers and platform partners.