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.
Brands are ditching reach-based influencer deals for performance contracts tied to sales, engagement, and real ROI.
Short-form video still commands the highest UGC rates in 2026 — here’s the data behind the premium and how to budget for it.
Top creators are leaving TikTok at twice the rate of mid-tier talent — here’s what it means for 2027 media plans.
More brands now buy influencer content like media inventory—forecasted, tracked, and optimized against hard ROI benchmarks.
Go Zero killed its influencer budget entirely. The data behind that call reveals why brands are auditing vanity spend across the board.
Top creators are shifting effort back to Instagram, forcing brands to rethink platform budget allocation and channel strategy.
TikTok Shop beauty sales jumped 107.7%, proof that product discovery has permanently moved from search bars to social feeds.
AI Overviews and zero-click search are rewriting product discovery — here’s how brands should adapt budgets, KPIs, and content strategy.
TikTok’s engagement-first algorithm is letting small beauty creators outperform mega-influencers, forcing brands to rethink discovery strategy.
EMARKETER’s $23.41B TikTok Shop forecast signals a permanent shift in CPG media mix planning, not a passing platform trend.