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 merchant’s guide to building TikTok Shop category templates that cut bulk-listing time and speed up creator affiliate onboarding.
Graza turned one squeeze-bottle olive oil SKU into a TikTok Shop bestseller using comedy, not ads. Here’s the operational playbook.
REI turns nano-influencer trail reviews into in-store trade-in traffic, proving authentic gear content beats paid retail media on cost-per-visit.
Netflix’s live and pause ad formats demand new creator-adjacent asset structures — here’s how brands should build for both.
TikTok now favors discovery over reach, forcing brands to rebuild content for AI-curated feeds instead of follower counts.
LinkedIn’s AI search and Collaborative Articles reward expertise signals over follower count — here’s how B2B brands adapt their content strategy.
YouTube now rewards repeat viewership over raw reach — here’s how brands should restructure creator partnerships to match the new incentive.
Instagram now weighs saves and shares-to-DM above likes and comments — here’s how brands should rebrief Reels for Q4.
TikTok now rewards completion over hooks — here’s how to rewrite creator briefs, pacing, and KPIs for the retention algorithm shift.
TikTok now rewards completion over hooks alone, which means creator briefs built for 8-second stops need a full rewrite.