Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Creator licensing deals let brands buy usage rights instead of reach, turning influencer content into a scalable, risk-managed media channel.
68% of searches now end without a click. Here’s what zero click search behavior means for brand visibility, creator content, and measurement.
Brands are ditching reach and impressions for margin based KPIs that tie creator spend directly to profit, not just attention.
Ad budgets are migrating from traditional media buys to creator channels. Here’s the data, the risk, and the split that works.
Creator commerce funding rounds are consolidating tools into platforms, forcing brands to rethink vendor bets before 2027 budgets lock.
B2B buyers now start research inside AI chat tools, not Google. Here’s what that shift means for brand visibility, risk, and budget.
New data shows micro expert creators cut creator acquisition cost by 65 percent, and brands are rewriting sourcing strategy because of it.
Native checkout inside apps quadruples impulse conversion by removing friction, but brands need clean attribution and compliance controls to capture it.
Flat fee sponsorships are losing ground as brands shift to revenue share creator contracts that tie pay to performance.
58% of marketers now rank creators as brand builders, not reach vehicles. Here’s what that shift means for budgets, KPIs, and vetting.