Browsing: Industry Trends

Short form video skills now sit on marketing job descriptions next to Excel, and brands without in-house talent are losing to those who have it.

Brands are replacing scrappy influencer campaign teams with permanent growth units built for revenue, not just reach.

TikTok Shop beauty sales hit $4.4 billion, and the category breakdown shows exactly what buyer intent looks like on social commerce today.

Starbucks’ new Group Manager of Influencers role shows influencer marketing is becoming permanent infrastructure, not a campaign line item.

One video, five platforms, five different edits: why short-form convergence demands one creative strategy and five distinct distribution plans.

CapCut fluency is now a hiring filter for creator marketing roles, but brands betting on one tool risk building a fragile team.

Meta, Salesforce, and Starbucks are hiring dedicated creator partnership teams, signaling influencer marketing’s shift into a permanent operating function.

Influencer programs now outgrow marketing teams, pushing brands to create executive roles that own budget, risk, and creator strategy.

Meta, Salesforce and Starbucks now chase the same creators, forcing brands to rethink how they source and retain enterprise creator talent.

TikTok Shop’s UK growth is beating the US on conversion, not just scale, and brands chasing follower counts are missing why.