Author: Marcus Lane

Unilever’s interest-graph creator model is making follower count obsolete. Here’s how CPG brands can rebuild creator selection, brief architecture, and distribution logic around it.

LinkedIn’s Creator Marketplace is still forming its norms. B2B brands that move first on sponsorship structure, attribution, and success metrics will own the playbook.

Snap’s new Creator Network is live. Here’s how brand strategists should stack it against TikTok’s Custom Creator Networks before committing Gen Z commerce budget.

How one regional tourism board built a tiered nano-to-macro creator program with performance bonuses tied to visitation data — and finally proved creator ROI at the board level.

Meta’s GEM architecture is rewiring how Instagram ranks shoppable content — here’s what that means for creator briefs, paid amplification, and commerce ROI.

Learn how brands can use Instagram’s ‘Your Algorithm’ topic-control feature to sharpen sponsored Reels targeting, cut wasted impressions, and improve influencer campaign ROI.

How Unilever rebuilt its creator discovery model around interests over follower counts — and what brand teams can steal from its social-first content pipeline.

Reddit’s 40% YOY ad growth and 60% performance revenue shift signals a major opportunity for brands targeting high-intent community audiences. Here’s how to adapt.

TikTok’s shift to interest-cluster targeting demands a full rebuild of creator selection, brief design, and attribution. Here’s how brand strategists should adapt.

YouTube Shorts now supports 2x playback. Here’s how to rewrite creator briefs for faster consumption, tighter hooks, and brand messages that survive double speed.