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.
Part-time creators now outnumber full-timers, forcing brands to rethink seeding budgets, volume strategy, and vetting at scale.
TikTok’s discovery-over-reach algorithm rewards niche relevance, forcing brands to trade mass reach for micro-community trust and commerce conversion.
Zero-click search is now permanent. Here’s how brands must rebuild content strategy to win visibility when AI delivers the full user journey.
Levanta’s 90,000-creator network signals a broader shift: brands are moving from flat influencer fees to pure performance-based compensation.
Creators now claim up to 45% of D2C budgets. Here’s what that shift demands from media buying teams still optimizing for reach.
Escrow-backed payment infrastructure is fixing the trust gap in AI creator matching, cutting fraud, disputes, and payment delays for brands.
LLM chat interfaces are quietly becoming a product-discovery channel. Here’s how brands should adapt sampling and seeding strategy now.
Validity’s new report shows marketers racing into agentic AI while distrusting the CRM data feeding it. Here’s the gap, and how to close it.
Zero-click search is permanent. Here’s how brands should rebuild content strategy when AI Overviews eat organic traffic for good.
AI matching platforms let brands find and pay creators directly, cutting agency fees, but the tradeoff is more internal work and risk.