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.
Circana’s data shows 75% of brands still underspend on creators, leaving measurable revenue growth on the table.
TikTok now ranks trust signals over raw view counts, forcing brands to rethink creator vetting, content strategy, and reach-based KPIs.
Platforms now rank content on credibility signals, not raw engagement — here’s what that shift means for brand distribution strategy.
Trendhunter’s August roundup shows AI retail automation is scaling fast — here’s what it means for influencer and marketing budgets.
Circana’s category-level retail data shows creator ROI concentrating in specific specialty aisles, not spreading evenly across categories or budgets.
Point-of-sale data is replacing MTA as the trust signal in influencer measurement — here’s how brands should adapt now.
As platforms shift ranking signals toward trust and relationships, brands chasing volume-based reach are losing to trust-based distribution.
Instagram’s friend-content share has collapsed to 7%, forcing brands to rethink organic reach planning and paid amplification budgets.
Generative search marketing adoption is outpacing budget approval—here’s the benchmark data brands need to move from pilot to line item.
Flat creator fees are dying. Here’s how output-based pricing models like Inbeat Studio tie UGC spend directly to content volume and performance.