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 now rewards completion over hooks alone, which means creator briefs built for 8-second stops need a full rewrite.
Olipop skipped celebrity endorsement deals entirely, building a prebiotic soda category through tiered creator whitelisting and paid amplification instead.
Aritzia sold out its Effortless Pant using a tiered nano-to-macro creator roster, proving structured seeding can outperform paid media.
TikTok’s watch-time-weighted feed rewrites the ad playbook. Here’s how brands should rebudget, rebrief creators, and recut ads before Q1 spend locks in.
A practical Spotify video podcast playbook for brands: pricing, formats, disclosure rules, and how to vet creator-hosted shows before you buy.
A brand-focused ROI breakdown of Bluesky’s audience, ad tools, and risk profile to decide if early investment makes sense.
Threads rewards reply volume over reach, so brands need a reply-bait framework to win distribution without gaming the algorithm.
Poppi’s micro-creator seeding turned a class-action settlement into a trust rebuild playbook other CPG brands should study closely.
As Substack and YouTube crack down on AI-slop, brands need a verification playbook to prove creator content is human-made and audience-safe.
A practical YouTube Shopping Affiliate brief template for UK retailers to control ROI, compliance, and creator quality.