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.
The creator middle class is compounding faster than macro-influencer growth, and brands still budgeting top-down are leaving ROI on the table.
Regional sovereign AI models are reshaping cross-border creator campaigns, forcing brands to rethink compliance, data, and vetting workflows.
As AI-curated feeds boost engagement, consumer trust erodes—brands must treat transparency and disclosure as core to retention strategy.
AI slashed creator discovery costs, but human vetting still eats budget—here’s how brands should rebalance spend and process.
Goldman Sachs pegs the creator economy at $250B, growing fast through 2027 — here’s how brands should rebuild budget models now.
Micro and nano creators now command nearly half of US influencer budgets — here’s the data behind the shift and what it means for brand strategy.
The Trade Desk and AppLovin’s moves into acquisition and activation reveal where AI ad-tech consolidation is really heading.
Micro and nano-influencer pricing power is rewriting travel rate cards as niche engagement beats reach in brand ROI models.
Nearly two-thirds of creator deals never repeat — here’s the data on why retainers outperform one-offs and how to shift budget toward them.
Meta’s direct-click-only attribution shift kills engagement-based conversion credit. Here’s how to rebuild ROI benchmarks before Q1 reporting.