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.
TikTok’s $2.3B ad spend signals a platform maturity shift brands can’t ignore. Here’s how to restructure budgets, briefs, and creator mix.
Instagram’s $214 average rate signals a shift away from static feed posts toward Reels, Stories, and bundled creator deals.
YouTube’s $311 average long form rate reveals where brand budgets should go, and how to negotiate smarter creator deals.
Estee Lauder centralized influencer operations across 20+ brands, proving creator program management is now a core marketing function, not a side project.
Instagram now ranks hooks over follower counts. Here’s how brands should rebuild Reels, captions, and creator briefs to win reach.
YouTube BrandConnect in 2026 rewards brands that systematize mid-tier creator sourcing instead of chasing subscriber counts. Here’s the playbook.
A practical framework for vetting X Creator Monetization partnerships before payouts, disputes, or brand safety issues become your problem.
Amazon Inspire Feed is becoming a shoppable discovery channel. Here’s how brands secure placement, measure lift, and avoid wasted creator spend.
A practical workflow guide for brands using Instagram’s Edits app to produce in-house creator style content faster and cheaper.
Gamma scaled past $100M ARR by rebuilding creator onboarding around product fluency, not just content quotas. Here’s the operational playbook.