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.
YouTube long-form retro-monetization turns old Shorts into RPM-earning long uploads. Here’s how brands should budget and measure it.
Amazon Live and the Amazon Influencer Program are not the same channel. Here’s how brands should budget, brief, and measure each.
Advertising Week’s $100 million Dhar Mann deal target breaks down into licensing, CPMs, and studio economics brands should model before copying it.
A practical framework for structuring Snapchat Spotlight brand deals around its unpredictable payout model, with real risk mitigation tactics.
Estee Lauder’s AI Everywhere strategy shows how beauty brands can scale creator ops without losing the human touch.
Twitch Bits and Subscriptions shape creator payouts and sponsorship math. Here’s how brands should price deals around the platform’s cut.
Instagram’s Reels algorithm now rewards watch depth and send rate over follower size. Here’s how brands should adapt distribution tactics.
Liquid Death turns micro creator UGC into a trackable revenue engine using unique codes, whitelisting, and tiered payouts instead of flat fees.
Live replays are dying in the feed within hours. Here’s how brands turn TikTok Shop broadcasts into evergreen shoppable clips that convert for months.
Snapchat Spotlight monetization pays creators from a bonus pool, not a flat rate, and brands seeding there need to understand that math first.