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.
X’s revenue-share overhaul is quietly moving payouts from repost aggregators to original creators. Here’s what brands need to rethink.
Retail media data is replacing reach as the default creator KPI, forcing brands to prove ROAS and sales lift, not impressions.
Autoplay feeds inflate watch time while organic reach collapses — here’s how 2027 budget owners should read the data.
As screen time shrinks and short-form ad inventory explodes, brands face an attention recession that demands sharper creator targeting, not bigger budgets.
Retail media and creator budgets are colliding as brands demand one unified metric: sales lift, not vanity reach.
Small teams closing dozens of brand deals in months are rewriting agency economics. Here’s what their playbooks reveal about viability.
Platforms now reward verified, high-engagement creators over aggregators, squeezing the middle class of influencers unless they adapt fast.
Meta’s organic reach keeps sinking while engagement climbs — here’s what that split means for short-form video strategy and budgets.
With 42% of influencer purchases now impulsive, brands must rebuild funnels and budgets around speed, not consideration.
Creator supply is shrinking fast, and brands are paying more to reach fewer active creators. Here’s what the contraction means for sourcing budgets.