Creator Economy’s New Middle Class Is Reshaping Influencer Marketing
For years, the creator economy looked like a winner-takes-all business. A handful of internet celebrities landed million-dollar deals while everyone…
IAB Global Creator Week Brings 17 Markets Together Around Creator Marketing
Creator marketing has grown too large to keep operating like a loose collection of sponsored posts, platform trends and one-off…
Nestlé Raises Marketing Spend as Creator Content Becomes a Bigger Part of Its Growth Plan
Nestlé is spending more on marketing at a time when many companies would probably reach for the red pen. The…
Foundation Opens Influencer Marketing Internships in New York and Los Angeles
Beauty marketing rarely begins with a glossy campaign appearing on Instagram. Foundation influencer marketing internships often play a key role…
Coolr Expands Influencer Marketing Team With Senior Leadership Appointments
Coolr is putting more senior leadership behind its influencer marketing business. The independent social media agency has promoted Emma Roffey…
Creators Are Becoming a Core Part of Paid Media Strategy
Creators are no longer being brought into campaigns near the end, handed a product and asked to post something that…
Creator Economy Could Reach $480 Billion by 2027, but the Money Will Not Be Shared Equally
The creator economy is moving toward a number that would have sounded slightly absurd a few years ago. Recent estimates…
Google Gemini Takes the Lead in AI Creator Conversations on Instagram
Google Gemini is no longer competing for attention only inside search results, app stores, or AI benchmark charts. It is…
UK Gambling Influencer Marketing Faces Scrutiny as Youth Exposure Grows
Gambling advertising does not always look like advertising anymore. It can appear during a Twitch stream, inside a YouTube challenge…
Only 27% of Influencer Content Delivers Meaningful Brand Impact, Kantar Finds
Influencer marketing has a measurement problem. Brands can count views, likes, comments and shares within minutes of a campaign going…
Cloud Nine Makes Influencers Part of Its Marketing Strategy From Day One
Influencer marketing often arrives late. The Cloud Nine influencer strategy is changing how brands approach this space. The campaign has…
Forever 21 Names Riley Saurage Brand Ambassador in New Creator-Led Campaign
Forever 21 is putting a creator at the center of its latest attempt to reconnect with younger shoppers. The new…
Netflix Brings Nick DiGiovanni’s YouTube Cooking Content to Streaming
Netflix is adding another major online creator to its streaming catalogue, and this time the focus is food. Celebrity chef…
The Stella Show Faces a New Challenge After Reaching 7 Million YouTube Subscribers
Growing a children’s YouTube channel is difficult enough. Growing out of one might be harder. The Stella Show has spent…
How Girlie Lukhele Turned Creator Content Into a Motorsport Career
Girlie Lukhele did not enter motorsport with a polished racing résumé, a major sponsor or an expensive production team. She…
Influencer Hero Acquires Afluencer as Creator Marketing Platforms Consolidate
Influencer marketing has no shortage of software. There are discovery tools, campaign dashboards, affiliate platforms, creator marketplaces, outreach systems and…
AI Is Becoming the First Gatekeeper in Influencer Marketing
The first person judging an influencer’s pitch may no longer be a marketing manager. It could be an AI model.…
B2B Influencer Marketing Reaches 85% Adoption as Brands Back Industry Experts
B2B influencer marketing is no longer the unusual campaign idea someone cautiously brings up at the end of a strategy…
Panama Influencer Disclosure Bill Could Change How Creators Label Paid Posts
Panama wants influencers to be clearer about what is an honest recommendation and what is actually an advertisement. The proposed…
YouTube Pushes Sports Creators as Brand Partnerships Move Closer to the Game
YouTube is making a clear pitch to brands: sports marketing does not have to live only inside stadiums, live broadcasts,…