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.
The creator economy is quietly moving budgets from celebrity influencers to everyday UGC talent, and brands need a new playbook to keep up.
Brands are ditching one-off UGC campaigns for standardized creator pools and fixed publishing cadences that respond to trends in days, not weeks.
The creator economy is moving from self-serve SaaS to AI-run managed services, and agency budgets need a new operating model to match.
Model-agnostic ad distribution is forcing media buyers to rethink platform loyalty, routing budget to whatever channel performs, in real time.
TikTok’s recommendation engine, not follower count, drives view volume — here’s how brands should plan campaigns around that math.
TikTok Shop’s $20B milestone signals a QVC-style shift in commerce. Here’s what CPG brands need to rebuild for the new creator sales channel.
Brand-managed fulfillment is replacing dropship and 3PL defaults in creator commerce, forcing D2C ops teams to rethink speed, returns, and margin.
Brands are ditching stocked warehouses for affiliate programs where creators drive sales and never touch inventory.
Most creators work under 10 hours a week. Here’s how brands should rebuild seeding strategy around this side-hustle reality.
AI production is quietly shifting creator budgets away from mega-influencers toward thousands of cheaper, high-converting long-tail creators.