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.
Reach is losing its meaning. Here’s why retail-media-linked creator metrics are becoming the new standard for proving influencer ROI.
With 37% of creator followers fake or purchased, brands must rebuild vetting budgets around forensic audits, not vanity metrics.
Meta’s new attribution model favors real engagement over reach, signaling a permanent shift in how brands must measure creator ROI.
The creator middle class is here — brands are ditching one-off deals for retainers that cut costs and build real audience trust.
AI answer engines now decide which products consumers see first, and brands need a discovery strategy built for citations, not clicks.
The marketing funnel is dead. AI-mediated discovery and creator-led storytelling now drive a looping, trust-based path to purchase.
Culturally-aware AI curation times content around real-world moments—here’s how brands can adapt distribution strategy and cut wasted spend.
AI content checks are cutting influencer campaign approval timelines by weeks, turning legal and brand-safety review into a competitive advantage.
Watch time is a vanity metric. Here’s why active attention should replace it as the KPI that actually predicts brand impact and ROI.
A 22% jump in view durations shows creator-centric storytelling is beating algorithm-first tactics. Here’s what brands should do about it.