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.
Micro-influencer saturation is real in beauty, fitness, and finance. Here’s where CPMs are spiking and where nano-creators still deliver ROI.
New data shows B2B buyers now research vendors through creator content, forcing marketing and sales teams to rethink trust signals.
New relatability data explains why synthetic avatars keep losing to human creators on trust, conversion, and brand safety.
Web3 marketing agencies are quietly building token-gated creator networks. Here’s what brands risk by ignoring or over-indexing on them.
D2C Summit data shows trust scores now outperform reach in purchase intent, forcing brands to rethink creator selection and ROI models.
Virtual influencer adoption stalls not on tech but on math: production costs still outweigh returns for most brands.
What Taobao Live and Douyin taught Western brands about livestream commerce, and why most of that infrastructure won’t survive the trip.
Dark posting turns organic creator content into targeted paid ads. Here’s how brands are operationalizing it for ROI and compliance.
Retro-monetization economics turns dormant creator video libraries into fresh revenue, but only brands with clean rights and licensing infrastructure cash in.
When creator platform vendors face layoffs or funding gaps, brands inherit the risk. Here’s how procurement teams are vetting financial health.