Browsing: Industry Trends

Goldman Sachs projects 100M creators by 2030. Here’s what that supply surge means for brand discovery infrastructure, rate compression, and roster strategy.

With 67 million creators now active globally, brands face a critical discovery infrastructure problem. Here’s how to redesign roster strategy before signal-to-noise risk kills campaign ROI.

Domain-expert micro-creators now outconvert lifestyle macro-influencers. Here’s how brand strategists must restructure casting criteria and budget allocation to capture the shift.

eMarketer’s data shows paid amplification now equals sponsorship spend in the US. Here’s how brand teams should restructure creator budgets to capture the ROI shift.

Jellyfish’s GEM results for Gentle Monster and MSC Industrial set a new benchmark. Here’s what brand teams must know before allocating GEM budget.

TikTok’s comment section is now a brand’s most powerful cultural touchpoint. Here’s how to brief creators to drive comment volume that builds lasting brand presence.

When AI handles research, creative testing, and attribution simultaneously, brand team structures must evolve—here’s which human roles become more critical, not redundant.

As AI absorbs media planning and attribution, brands must rethink creator partnership structures—protecting what machines can’t replicate: human trust, cultural resonance, and authentic influence.

Micro-communities have replaced public feeds as the primary trust environment. Here’s how brands must restructure creator relationships to earn genuine private sharing.

Micro-influencers paired with paid amplification are beating macro flat-fee deals on CPA across most consumer categories. Here’s how to build the model.