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 on any single platform is commoditizing fast — here’s how brands should diversify influencer spend to protect ROI.
Meta’s Andromeda update rewards creative volume over polish, and CPG brands unprepared for the shift are losing the auction.
Talking-head video still outperforms polished content, revealing what brands must rethink about production spend, trust, and ROI.
Go Zero’s creator-budget freeze exposes a CPG-wide reckoning: brands want proof of sales lift, not just reach and engagement.
TikTok’s local feed is turning proximity into a ranking signal, forcing brick-and-mortar brands to rethink discovery strategy.
AI-generated content is flooding feeds, and audiences are pricing in the trust discount. Here’s what that means for brand-building budgets.
Record M&A activity is consolidating creator platforms and agencies, shrinking brand leverage. Here’s how to protect negotiating power.
Why brands are shifting from one-off influencer deals to creator retainers, and what it means for budgets, ROI, and program structure.
Arizton pegs AI-MarTech at $74B by 2031 — here’s how brands should rethink vendor contracts before locking in multi-year deals.
IAB’s data puts creator ad spend at $44 billion, but the real story is where growth concentrated and where budgets stalled.