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October 6, 2022
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July 29, 2026
Roger Figueiredo
A study finds creators outdrawing celebrity endorsements at the World Cup, Instagram rebuilds its grid to look like TikTok and apologizes, and creator-economy dealmaking hits a record high
The tournament is over, but its lessons kept landing this week. A cross-platform study of 2.4 million posts found creator partnerships consistently beating celebrity endorsements, with one creator repost nearly doubling the reach of Adidas's star-studded film. Away from sport, Instagram rebuilt its profile grid into a TikTok-style rectangular layout and its own boss apologized for the disruption, while the money side of the industry hit a milestone: creator-economy M&A set a first-half record as buyers chased audiences over software.
June 30, 2026
Kristen Philippi
In the creator economy's abundance era, perspective is worth more than reach
AI has made content production accessible enough that the feed is full and the trends all look the same. What's scarce now is a creator's perspective: their trust, taste, and category expertise. That's why the question worth asking has shifted from "how big is your audience?" to "how valuable is your audience?"
April 21, 2026
Roger Figueiredo
Chili's taps creators to put fast food on trial, Barbie goes to Coachella with creators, and David's Bridal rebuilds around them.
Chili's handed the creative reins to Trisha Paytas for its 'Food Court' campaign, signaling that legacy restaurant brands are treating creators as campaign leads, not add-ons. YouTuber Ryan Trahan raised $11.6M for St. Jude on a multi-week road trip series, outpacing most brand-led charity campaigns. And David's Bridal is betting on a creator-first marketing strategy to power its post-bankruptcy comeback, skipping the traditional retail ad playbook.

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