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.
TikTok Shop’s $500M Black Friday record reshapes brand commerce calendars. Here’s what the sales velocity data means for creator incentives and seasonal planning.
Finance, healthcare, and home brands are finding stronger ROI in 40-plus creator partnerships. Here’s how to build discovery workflows, casting criteria, and briefs for age-diverse rosters.
As the creator pool approaches 100 million, AI-powered content analysis isn’t a nice-to-have — it’s the only discovery infrastructure that scales.
Fragmented attention across YouTube, TikTok, Discord, and emerging platforms demands multi-surface creator activations. Here’s how brands can design programs that follow the audience.
Younger audiences are abandoning broadcast for creator communities, forcing brands to replace sponsorship logos with embedded, participatory integrations or lose relevance entirely.
Creators are building independent revenue stacks that shift negotiating power away from brands. Here’s what your contracts must say before that leverage gap widens further.
Should your creator program live under one specialist AOR or stay distributed? Here’s how to evaluate the operational tradeoffs before consolidating your influencer spend.
De-influencing creators aren’t brand enemies — they’re your most credible trust signal. Here’s how to structure transparency-first partnerships without cannibalizing core revenue.
The 2026 World Cup is exposing a fatal flaw in broadcast-era sponsorship models. Here’s how forward-thinking brands are rebuilding around participatory fandom.
As generative AI reshapes the $422B ad market, CMOs must sequence infrastructure, creator, and AI tool investment precisely or risk falling permanently behind.