Browsing: Industry Trends

YouTube creators now keep 82% of asking rate while Twitch drops to 32%, a payout gap that should reshape where brands place influencer budgets.

Canada’s new beauty tariffs are forcing brands to rebuild influencer contracts, pricing models, and payment terms almost overnight.

Marketing mix modeling now claims 11% of measurement budgets as brands ditch fragile last-click attribution for macro-level ROI clarity.

Reporting dashboards now eat 19% of martech budgets. Here’s what brands are buying, why, and how to avoid paying twice for the same data.

Estee Lauder’s all-in AI bet reveals a new operating model for beauty marketing, one built on personalization at scale and measurable ROI.

PR agencies are restructuring around creators as the central media hub, blending earned media, paid amplification, and always-on content pipelines.

Live shopping podcasts are pulling ad dollars from social feeds, giving brands a measurable, host-driven channel for direct commerce.

Agencies are building retainer-based ambassador programs for mid-tier creators, formalizing what was once ad hoc influencer spend.

Canada’s beauty tariff war is forcing mid-market brands to renegotiate influencer deals, shift currency terms, and rethink cross-border creator strategy.

Brand safety fallout is forcing marketers to rebuild influencer pre-vetting into a formal, documented, risk-scored pipeline.