For years, influencer marketing was measured in reach. How many followers, how many views, how many likes. That math is changing and changing fast. Buyers, especially in B2B, have gotten better at producing polished brand messaging and are looking for people who actually know what they’re talking about. Enter the thought leader creator: a professional with real expertise who shares it...
Influencer marketing delivers an average return of $5.78 for every $1 spent (Archive). But most brands leave significant value on the table by treating each creator post as a one-off asset. A single influencer video, photo, or review can fuel paid ads, email campaigns, product pages, and in-store displays for months after it goes live. 98% of brands now repurpose creator...
The global influencer marketing market is projected to reach $40.51 billion in 2026, up from $31.07 billion in 2025, a single-year jump of over 30% (Mordor Intelligence). Yet the way B2B and B2C brands deploy influencer marketing couldn't be more different. From the platforms they choose to the budgets they allocate, the strategies diverge at nearly every level. At The Influencer...
A customer posts a 20-second video of your product that’s better than anything your team shot last quarter. Beyond that, it already has 40k views, and your paid social lead wants it in as an ad by Friday. This is where many brands get into trouble. The instinct is to treat public content as available content, but the person who filmed...
Beauty and fashion creators are the most saturated corner of influencer marketing, and the benchmarks that most brands utilize to plan against them are either outdated or borrowed from other verticals. With that said, we partnered with Favikon to build our own benchmarks. This report analyzes 3,125 active Fashion and Beauty creators across Instagram, TikTok, and YouTube accounts, covering a 12-month...
Most brands still treat influencer marketing like a media buy: identify a creator, run a single post, and move on. But the data tells a very different story. Creators who work with a brand over a long period of time build trust with their audience, and that trust shows up in the metrics over and over again. In this post,...
Influencer marketing is no longer the wild, wild west that it was just a few years ago. As brand deals become a bigger slice of creator income and the FTC sharpens its focus on disclosure, the “just add #ad and move on” is no longer cutting it. Yet our data shows a massive compliance gap still exists across the bigger...
This 2026 FIFA World Cup wasn’t just the biggest tournament in sports history but also one of the biggest creator marketing moments we’ve seen on such a global scale. The brands that won weren’t necessarily the official sponsors, but the ones that let creators do what they do best: show up in the moment and connect with fandoms in real...
Nearly half of U.S. consumers utilize TikTok as a go-to search engine in their daily discovery process, for things from trending beauty products to quick-and-easy recipes. Now, over two-thirds of travelers who leverage social platforms like TikTok for planning and research later make trip purchases or decisions as a result of their content consumption. Such search-driven behavior among social media...
Gen Alpha, born between 2010 and 2024, is one of the most brand-aware and digitally immersed generations in human history. According to research from DKC, Gen Alpha now wields over $101B in purchasing power, translating to $67 of weekly spending per child or $3,484 over the course of a full year. This young cohort of media-focused consumers trusts their favorite...