Author: Marcus Lane
Marcus Lane
Marcus has spent twelve years working agency-side, running influencer campaigns for everything from DTC startups to Fortune 500 brands. He’s known for deep-dive analysis and hands-on experimentation with every major platform. Marcus is passionate about showing what works (and what flops) through real-world examples.
A brand playbook for setting up, staffing, and measuring Instagram Affiliate Collections to turn creator storefronts into real revenue.
The YouTube Community Tab is an underused retention layer for creator deals, turning one video into a week of touchpoints at no extra media cost.
A brand playbook for structuring YouTube always-on creator retainers that cut CPMs, build trust, and reduce campaign churn.
A tactical guide to boosting top creator Reels with paid spend, covering budget rules, targeting, and attribution for real ROI.
A margin-first playbook for running the TikTok affiliate program at scale, from commission tiers to creator vetting and payout reconciliation.
TP-Link’s influencer program shows how a hardware brand builds a direct acquisition channel, sidestepping retail margins and ad fatigue.
TikTok Shop storefronts turn creator content into direct checkout, but brands need the right setup to capture the sales.
Google Discover can outperform search traffic for creator content. Here’s the technical and editorial playbook brands need to earn a spot in the feed.
Coty rebuilt its influencer program around revenue attribution, cutting spend on vanity metrics and doubling down on creators who actually sell.
A brand playbook for testing Snapchat My AI product placement, covering setup, budget tests, compliance risk, and measurement.