You wrote the brief. So why did the content come back nothing like you imagined? A weak brief is one of the most expensive mistakes in influencer marketing — off-brand
Creator marketing budgets are up 171% year-over-year — but brands are still leaving money on the table. CreativeX research found that 28% of creator ad spend on Meta was
What does it take to create a brand-creator partnership that genuinely resonates? It’s not just about follower counts; it’s about alignment, authenticity, and a shared vision.
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Always dreamed of writing a book but no idea how to go about it? Sober and mental health influencer Abi Feltham has used her platform to pivot into authoring her
As creator marketing grows, brands optimise for efficiency: formats, paid amplification, media performance and process. The risk is that creator work becomes brand-led paid social disguised as authenticity, rather
The influencer kool-aid isn’t hitting like it used to. The same references recycled. The same formulas rewarded. The same ideas applauded. The echo chamber became the strategy.
If
The creator economy has reached a critical point. While AI has made content production easier, it has also flooded our feeds with algorithmic “slop” – high-volume content that lacks soul
With more people limiting their screen time in favour of real-world, ‘analogue’ pastimes, we need to ask: what does this mean for the future of digital creation?
In this
Each year, ITV brings together forward thinking and culturally relevant content creators that have become an extension and integral part of the ITV brand. For a while now the way
In an era where creator marketing is no longer a nice-to-have but a must-have for brand growth, this fireside chat explores how forward-thinking brands are leveraging
At CreatorFest 2026, Kolsquare and Substance Global will be coming together to deliver a session on one of the biggest game launches of the year… 007 First Light.
Substance Global
