Browsing: Industry Trends

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.

Comfrt’s 500-creator content engine shows how TikTok-native brands are replacing agency models with in-house production infrastructure.

Affiliate commission data shows TikTok Shop’s supplement boom runs on impulse buys, not loyalty—here’s what that means for brand strategy.

Branded UGC standardization is turning titles, description links, and end-screen CTAs into contract line items, not creative afterthoughts.

Why brands now treat multi-channel video rollout as standard practice, pushing every YouTube asset to TikTok, Instagram, and X on day one.