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.
Integrated content cuts CPMs but dedicated videos convert harder — here’s the cost-efficiency math for scaling creator budgets.
Long-form YouTube videos hold audience attention for months, driving mid-funnel brand recall that short-form’s 48-hour lifespan can’t match.
Zero-click search is eating organic traffic, and treating GEO as an SEO subtask is costing brands visibility. Here’s why the budget needs to split.
Zero-click search now absorbs most product queries, forcing brands to rethink the funnel and optimize for citations, not clicks.
Goldman’s $480B creator economy forecast signals platform consolidation and talent oversupply — here’s what it means for brand budgets and risk.
Influencer marketing now claims 25% of brand budgets — here’s how CMOs should rebuild media mix models around that benchmark.
Half of consumers now start product research in AI search. Here’s how brands must rebuild discovery strategy before 2027.
Dedicated video fees are overtaking integrated placements as brands pay for production effort, not just reach. Here’s what it means for rate cards.
A data-backed framework for splitting budget between TikTok and YouTube based on funnel stage, not platform hype.
Why creator demonstrations beat studio content in beauty, food, and home goods, and how brands should adjust their UGC strategy.