Here's a strange thing small brands do on TikTok. They spend money making a video look more like an ad. Logo up front, tagline, voiceover that sounds like a radio promo. Then they pay TikTok to show it to people who came to the app specifically to avoid things that...
Somewhere in your agency, right now, there's a planning template with a line item called "influencer" sitting at 5% of budget. Filed under "test and learn." Approved last, cut first. That line item is a fossil. Creator marketing crossed a threshold last year that most...
You've been told to get on camera because people "connect with people". That's a greeting card, not a strategy. Founder-led marketing works for a colder reason. Ad copy can say anything. A creator can say anything and be somewhere else next month. A founder is the one...
The Performance Paradox: How $50k Studio Shoots are Affecting Your ROI The brands losing money fastest right now aren't spending too little on ads. They're spending too much on the wrong kind of creative. Here's what's happening in practice. Social...
Creator ads are among the best long-term brand investments money can currently buy. And almost nobody is buying them properly. This is what actually makes creator marketing effectiveness stick.
The “influencer bubble” narrative feels real because the pain is real. Overpriced celebrity endorsements, vanity impressions, and zero P&L accountability have left a lot of DTC brands holding the bill with nothing to show for it. But here’s the thing: what’s dying isn’t creator marketing.