Browsing: Industry Trends

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.

Meta’s new attribution model favors real engagement over reach, signaling a permanent shift in how brands must measure creator ROI.

The creator middle class is here — brands are ditching one-off deals for retainers that cut costs and build real audience trust.

AI answer engines now decide which products consumers see first, and brands need a discovery strategy built for citations, not clicks.

The marketing funnel is dead. AI-mediated discovery and creator-led storytelling now drive a looping, trust-based path to purchase.

Culturally-aware AI curation times content around real-world moments—here’s how brands can adapt distribution strategy and cut wasted spend.