Articles

Creator marketing,
without the guesswork.

279 articles of strategy, trends, and how-tos for the people running creator programs.

How to Tell If Your Share of Voice Report Is Accurate
Creators & Influencers

How to Tell If Your Share of Voice Report Is Accurate

7 min read  ·  Oct 2026
How to Use YouTube Creators for the 2026 Holiday Season
Creators & Influencers

How to Use YouTube Creators for the 2026 Holiday Season

6 min read  ·  Oct 2026

279 articles

How to Tell If Your Share of Voice Report Is Accurate
Creators & Influencers

How to Tell If Your Share of Voice Report Is Accurate

A share of voice number is only as good as what it counted. Five checks to run before you take a report to your CMO, from matched accounts to paid views.

7 min  ·  Oct 2026Read →
How to Use YouTube Creators for the 2026 Holiday Season
Creators & Influencers

How to Use YouTube Creators for the 2026 Holiday Season

Run YouTube creator content in three waves — gift guides, reviews, hauls — and boost the creator videos you already have before making new holiday ads.

6 min  ·  Oct 2026Read →
How to Measure Share of Voice in Creator Content
Creators & Influencers

How to Measure Share of Voice in Creator Content

Social share of voice is your share of the views creators earn in your category. How to calculate it, what a good number is, and how often to track it.

6 min  ·  Oct 2026Read →
How to Turn Comment Sections Into Creative Briefs
Creators & Influencers

How to Turn Comment Sections Into Creative Briefs

The comments under your category’s top videos are the cheapest customer research a brand has. Sorted by what viewers are asking for, they turn “this format is trending” into a brief a creator can shoot this week.

6 min  ·  Oct 2026Read →
How Long Does a Creator Campaign Really Take?
Creators & Influencers

How Long Does a Creator Campaign Really Take?

Plan for about a month from kickoff to first content live, and a posting window that runs well past it. Most of the elapsed time is not spent making anything — it is spent waiting for a decision, and most of those decisions are the brand’s.

6 min  ·  Oct 2026Read →
What Subscriber Count Doesn't Tell You About a Creator
Creators & Influencers

What Subscriber Count Doesn't Tell You About a Creator

Subscriber count is the number brands pick YouTube creators on, and it is the weakest signal available. It describes who once clicked follow, not who watches, finishes, or buys.

5 min  ·  Sep 2026Read →
Do Long-Term Creator Partnerships Actually Perform Better?
Creators & Influencers

Do Long-Term Creator Partnerships Actually Perform Better?

Deloitte surveyed 3,518 US consumers and found 70% of people who engage with creators come back to the same ones. Audiences are already in a long-term relationship. The brand is usually the one starting over.

5 min  ·  Sep 2026Read →
Creative-Level Reporting: Measure the Video, Not the Ad
Platforms & Paid

Creative-Level Reporting: Measure the Video, Not the Ad

Your ad account reports on ads, not on the video inside them. When one creator asset runs across eight ad sets you get eight rows and no answer to the question that shapes the next brief — what did the video do?

6 min  ·  Sep 2026Read →
How to Turn Creator Posts Into Ads That Actually Run
Platforms & Paid

How to Turn Creator Posts Into Ads That Actually Run

An approved creator post is not a runnable ad. Rights to the audio, a permission grant from the creator, and an objective chosen before the creative was made decide whether it can be promoted — and all three are cheaper to fix before the money moves.

6 min  ·  Sep 2026Read →
Why Your Best Creators Never Come Back
Creators & Influencers

Why Your Best Creators Never Come Back

Most brand–creator relationships end after a single collaboration — 71.8% of them on TikTok, 68.5% on Instagram. The creator who just delivered is the cheapest and most predictable one available for your next brief, and the reason brands re-recruit instead is that campaign-shaped tools have nowhere to keep a relationship.

8 min  ·  Sep 2026Read →
Vet Creators on Delivery, Not Just Reach
Creators & Influencers

Vet Creators on Delivery, Not Just Reach

Follower counts and engagement rates describe an audience. Neither tells you whether a creator files on time or passes review. The most predictive signal for your next campaign is what happened on the last one — and most brands throw it away.

6 min  ·  Sep 2026Read →
Answer Engine Optimization Runs on Creator Content
Creators & Influencers

Answer Engine Optimization Runs on Creator Content

YouTube is the most-cited domain in Google’s AI Overviews, and creator mentions predict AI visibility better than backlinks. Here is how brands earn AI citations with a fleet of long-tail creators.

6 min  ·  Sep 2026Read →
OLIPOP Creator Program: A 982% ROI Micro-Influencer Playbook
Creators & Influencers

OLIPOP Creator Program: A 982% ROI Micro-Influencer Playbook

The OLIPOP creator program now drives 12% of the brand's total sales and has delivered an average 982% ROI over four years, with peaks reaching nearly 1,200% .…

4 min  ·  May 2026Read →
TikTok Shop Creator Program: Build a Commerce Layer in 2026
Creators & Influencers

TikTok Shop Creator Program: Build a Commerce Layer in 2026

TikTok Shop's global GMV is on track to hit $112 billion in 2026, up from roughly $64 billion in 2025 , which means every TikTok Shop creator program a brand ru…

4 min  ·  May 2026Read →
Beyond Engagement: The UGC Metrics That Actually Drive Performance
UGC

Beyond Engagement: The UGC Metrics That Actually Drive Performance

Engagement is the easiest UGC metric to report and the hardest one to bank. A post with thousands of likes can quietly cost more per acquisition than a static a…

3 min  ·  May 2026Read →
Instagram's "Great Purge of 2026" Just Reset Influencer Vetting. Here's What Brands Should Do Next.
Creators & Influencers

Instagram's "Great Purge of 2026" Just Reset Influencer Vetting. Here's What Brands Should Do Next.

On May 6, 2026, Instagram quietly removed millions of bot, inactive, and inauthentic accounts in a six-hour sweep that the industry has already nicknamed the "G…

5 min  ·  May 2026Read →
How to Choose a Global Creator Marketplace in 2026
Creators & Influencers

How to Choose a Global Creator Marketplace in 2026

Choosing a global creator marketplace in 2026 is harder than the marketing pages make it look. The brands running creator marketing internationally are hitting…

5 min  ·  May 2026Read →
Brand Safety Has a New Failure Mode: When AI-Curated Creator Pools Surface the Wrong People
Creators & Influencers

Brand Safety Has a New Failure Mode: When AI-Curated Creator Pools Surface the Wrong People

Brand safety in the creator era used to be mostly a list problem. Brands kept a list of off-limits topics, a list of off-limits creators, and a list of red-flag…

5 min  ·  May 2026Read →
The Onboarding Tax: Why Most Creator Programs Stall in the First 90 Days
Creators & Influencers

The Onboarding Tax: Why Most Creator Programs Stall in the First 90 Days

One of the most underestimated reasons creator programs underperform isn't strategy. It's onboarding. This is a less glamorous explanation than the ones the ind…

5 min  ·  May 2026Read →
Why Your Influencer ROI Looks Bad (And It's Probably Not the Influencer's Fault)
Creators & Influencers

Why Your Influencer ROI Looks Bad (And It's Probably Not the Influencer's Fault)

If your influencer program's ROI looks underwhelming, the most common explanation isn't that the influencers underperformed. It's that the measurement was set u…

4 min  ·  Apr 2026Read →
From Hashtag to Homepage: How to Turn Customer Content Into a Full-Funnel Asset
UGC

From Hashtag to Homepage: How to Turn Customer Content Into a Full-Funnel Asset

Most brands treat user-generated content like a one-and-done social post. Someone tags the brand, the social team reposts it, and the asset disappears into the…

4 min  ·  Apr 2026Read →
The Creator Content Audit: How to Find Which Assets in Your Library Are Actually Driving Revenue
Creators & Influencers

The Creator Content Audit: How to Find Which Assets in Your Library Are Actually Driving Revenue

Most brands are sitting on hundreds of pieces of creator content that have never been deployed past the campaign they were briefed for. The problem isn't volume…

4 min  ·  Apr 2026Read →
Announcing the 2026 Creator Commerce Report!
Creators & Influencers

Announcing the 2026 Creator Commerce Report!

For the last decade, marketers have argued about where creators belong in the funnel. Awareness? Consideration? A line item under "social"? That debate is over.…

2 min  ·  Apr 2026Read →
Your Email Program Is Sitting on a UGC Goldmine. Here's How to Actually Use It.
UGC

Your Email Program Is Sitting on a UGC Goldmine. Here's How to Actually Use It.

When it comes to UGC email marketing, most brands have a blind spot. Email becomes the place where polished product photography goes to die. A new campaign laun…

5 min  ·  Apr 2026Read →
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