Browsing: Industry Trends

Shoppers trust creator content 2.4x more than brand ads. Here’s what that credibility gap means for budgets, briefs, and risk.

New job titles like AI Content Governance Lead and Creator Payments Ops Specialist reveal how brands are formalizing influencer marketing.

Social commerce budgets are splitting between shoppable video and live shopping, and brands betting wrong are burning spend fast.

McKinsey’s Tech Trends Outlook reshapes creator marketing budgets around AI infrastructure, trust signals, and provable ROI.

New attribution data shows 68 percent of brands now credit influencers with double digit sales lift, and the measurement shift behind it.

European marketers ditched brand-lift and engagement metrics for pure ROI, and it’s rewriting how influencer budgets get approved.

In person influencer events are pulling budget from feeds back to venues, and the ROI data explains why brands are betting big on IRL.

Google, Coty, and TP-Link job listings reveal a shift toward in-house creator teams built for retention, compliance, and long-term ROI.

With 62.6% of influencer budgets now funding amplification, organic-only campaigns are obsolete. Here’s how brands should rebuild spend.

A 200K euro, 100 creator Benelux program shows how regional brands are rewriting the influencer marketing ROI playbook.