So over the last two years, we entered a wacky age when, finally, everybody got all aboard on the internet. And now, the awesome resulting trending is that brands and agencies are putting their trust in digital natives, who are by nature risk-takers — after all, being on the internet, back in the day, wasn’t exactly a good ‘career move.’ Everyone did it for love, and digital natives are people who like to make ambitious, sly, weird and hilarious stuff on the web just for kicks.

So what we’re seeing is that the age of the ‘safe’ and boring pitch is over. Smart brands know that if they want to get down with sponsoring ‘sharable’ and ‘likable’ content — what we in the biz call ‘stuff that people actually enjoy reading and watching,’ and that’s a highly technical term —that they have to get behind a spirit of adventure.