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“I don’t know what to write in a DM to an influencer.””It’s a hassle to think of a message from scratch every time…”For those who have started influencer marketing, the next hurdle after selection …
AI’s reputation is in hot water. Can influencers save it? OpenAI has been ramping up its creator marketing efforts as AI safety concerns take center stage. The company isn’t asking influencers to assuage fears that a rogue AI could destroy humanity. Instead, it’s prompting them to showcase why ChatGPT is “cool,” per one influencer talent…
Divakar aims to further strengthen InfluencerAct as one of the most trusted and effective influencer marketing platforms. By leveraging technology, the team enables seamless communication, transparent …
A year after its Unilever acquisition, influencer marketing remains Wild’s “biggest growth channel”, as the brand looks to offer an “injection of innovation”. Refillable deodorant brand Wild has continued to put influencers at the forefront of its marketing strategy since it was acquired for £230m by FMCG giant Unilever in April 2025. Not yet a subscriber?…
This issue’s Creator Economy calendar spans nine events across Germany, Australia, the United Kingdom, and the United States, with a concentration of activity in New York City. The slate ranges from a virtual business-building summit and the world’s largest gaming event in Cologne to a social media conference in Perth, an Influencer Marketing awards…
With LLMs playing an increasing role in B2B decision-making, brands must evolve their creator strategies in order to resonate. B2B decision-making is being fundamentally recast, with factors like AI-driven search, digital communities and the weight of peer advocacy necessitating brands to rapidly adapt to the new reality of how purchase decisions are made in their…
In 2025, the global Influencer Marketing market was estimated to exceed $32 billion. Jennifer Quigley-Jones By C200 member Jennifer Quigley-Jones Influencer marketing is a core media channel and a cross-functional discipline touching brand, performance, PR, and product. In 2025, the global Influencer Marketing market was estimated to exceed $32 billion, representing 35% year-over-year growth. With…
Traditional Influencer Strategies Need To Change As The Creator Economy Matures Getty Images for Cannes Lions It has been a month since Cannes Lions, the festival where brands, creativity, and the future of marketing converge. The creator economy’s next challenge is asking both brands and creators to pay attention before it devours all the budgets…
PHOTO ART: MERCA2.0 | GEMINI The creator economy is experiencing one of its strongest periods of global expansion, but the rapid growth of influencer marketing is also creating a major challenge for brands: most sponsored content fails to generate a meaningful impact on brand building. That is the conclusion of the Kantar BrandZ 2026 Most…
Credit: Kampus Production from Pexels Influencers and followers together are more effective than influencers alone. UConn marketing professor Nicholas Lurie and two colleagues have found a little-known method for significantly enhancing social media influencer marketing. In a recently published article in the Journal of Marketing, the researchers highlight how seeding the combination of a prominent…
