Browsing: Industry Trends

As screen time shrinks and short-form ad inventory explodes, brands face an attention recession that demands sharper creator targeting, not bigger budgets.

X’s move to stop paying for reposted content signals an industry-wide pivot toward original creator work, and brands need to adjust fast.

Retail media and creator budgets are colliding as brands demand one unified metric: sales lift, not vanity reach.

Small teams closing dozens of brand deals in months are rewriting agency economics. Here’s what their playbooks reveal about viability.

Platforms now reward verified, high-engagement creators over aggregators, squeezing the middle class of influencers unless they adapt fast.

Meta’s organic reach keeps sinking while engagement climbs — here’s what that split means for short-form video strategy and budgets.

With 42% of influencer purchases now impulsive, brands must rebuild funnels and budgets around speed, not consideration.

Creator supply is shrinking fast, and brands are paying more to reach fewer active creators. Here’s what the contraction means for sourcing budgets.

Reach is losing its meaning. Here’s why retail-media-linked creator metrics are becoming the new standard for proving influencer ROI.

With 37% of creator followers fake or purchased, brands must rebuild vetting budgets around forensic audits, not vanity metrics.