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.
Jellyfish’s GEM results for Gentle Monster and MSC Industrial set a new benchmark. Here’s what brand teams must know before allocating GEM budget.
TikTok’s comment section is now a brand’s most powerful cultural touchpoint. Here’s how to brief creators to drive comment volume that builds lasting brand presence.
When AI handles research, creative testing, and attribution simultaneously, brand team structures must evolve—here’s which human roles become more critical, not redundant.
As AI absorbs media planning and attribution, brands must rethink creator partnership structures—protecting what machines can’t replicate: human trust, cultural resonance, and authentic influence.
Micro-communities have replaced public feeds as the primary trust environment. Here’s how brands must restructure creator relationships to earn genuine private sharing.
Micro-influencers paired with paid amplification are beating macro flat-fee deals on CPA across most consumer categories. Here’s how to build the model.
Platform algorithm shifts are compressing creator organic revenue while quietly handing brands new rate negotiation leverage — here’s how to use it strategically.
AI is replacing traditional advertising operating systems. Here’s a practical framework for brand leaders to assess readiness and close the competency gaps before full transition.
Gen Z uses TikTok and Instagram as search engines, not social networks. Here’s how brand strategists must rethink creator selection, content formats, and community investment.
YouTube creators now rival streaming platforms for primetime attention. Here’s how brands must redesign partnership briefs and reallocate budgets to compete.