Creator marketing is no longer a sidecar to retail strategy. Increasingly, it’s becoming part of the infrastructure retailers use to drive commerce media growth, unlock new budgets, and influence sales both online and in-store.
A new partnership combined with TikTok's short-form clips and creators help brands reach mobile-first sports fans beyond game day.
Consumer trust drops as brands boost spend, risking ROI by chasing production scale over authenticity.
Nano-influencers drive higher rates than celebrities, pushing brands to weigh broad reach vs. ROI.
On today’s podcast episode, we discuss the three big questions surrounding TikTok right now: Will TikTok spend this year fighting perceptions of bias? Will the new algorithm be as good? How much bigger can TikTok Shop get? And more. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Emmy Liederman and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.
TikTok’s engagement gap with Instagram and Facebook is widening, but volatile reach means brands must turn spikes into lasting customer ties.
For the Winter Olympics, NBCUniversal paired broadcast scale with streaming, CTV, and creator integrations to drive monetization in a major way.
94% of users think they encounter genAI online, but just 44% can spot it, fueling the need for labels and tougher brand transparency.
Snapchat+ hits 25 million subscribers as its ad growth stalls.
Instagram cools, Facebook steadies, X stalls—making channel focus a strategic call, not a cosmetic one.
Omnicom's scale expanded faster than organic growth; its IPG deal-driven revenue surge contrasts with modest underlying performance in its core business.
Healthcare and pharma marketers should ramp up social listening and host expert Ask Me Anything sessions to drive engagement without feeling intrusive.
DUDE Wipes extended the momentum of the Super Bowl with its “Gut Reset" campaign, targeting the day after the big game, when many consumers are dealing with the effects of overindulgence. The brand partnered with Kellogg’s Raisin Bran and former NFL tight end Jake Butt for a social-first activation that playfully addresses digestive health while reinforcing DUDE Wipes’ core product benefit.