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  • Content Repurposing: How SBA Recognition Will Change Influencer Budgets by 2027

    Content Repurposing: How SBA Recognition Will Change Influencer Budgets by 2027

    The moment has finally arrived when the creator economy has received official recognition. On October 15, the U.S. Small Business Administration (SBA) issued a directive that classifies qualified content creators under the same industry code as motion picture and video production studios. This is a historic step, confirming what marketers have long observed: content creators are full-fledged media businesses. Ahead of budget formulation for 2027, internal categorization of creator partnerships will determine the amount of allocated funds, as well as methods for measuring effectiveness and contract terms, especially in the context of content repurposing.

    New SBA Classification: What Does It Mean?

    The SBA has assigned qualified content creators NAICS industry code 5121, pertaining to “Motion Picture and Video Industries,” which grants them access to SBA loans and contracts. The scale of the change is immense: the SBA counts 27 million businesses led by content creators in the U.S. alone. This is not just a formality; previously, creators had to choose unsuitable categories to obtain funding.

    “Previously, a creator who shoots, edits, distributes content, and sells merchandise had to choose from industry categories that did not describe their work. Now there is a clear category for them to select on their application.”

    This recognition places creators on par with major film studios and streaming services, which is an accurate reflection of their activities. Large creators operate as full-fledged production companies with staff, sets, and regular shows. Smaller creators are often “one-person bands,” performing all roles, from scriptwriting and filming to editing and distribution.

    Why Is This Important for Brands and Marketers?

    For a long time, brands viewed partnerships with creators as experiments or a tool to increase awareness, funding them on an ad-hoc basis. Now that content creators are recognized as media businesses, the same standards should apply to them as to other media partners: sales, contribution to the sales funnel, and incremental growth.

    Budgets

    • Budgets for creators should be planned on par with budgets for paid advertising. According to the IAB, spending on advertising with creators reached $37 billion in 2025 and is growing four times faster than overall media spending.

Partnership Terms

  • Federal recognition, improved access to funding, and growing demand from brands give creators more leverage in negotiations. Influencers like Alix Earle are already reducing the number of partners, opting for more favorable terms. Long-term contracts or ambassador programs now are a chance to lock in current rates before they increase.

Contracts

  • If creators are businesses, contracts should be drafted accordingly. Working with the legal and procurement departments to update payment terms, scope of work, and content usage rights becomes critical.

How to Adapt Your Strategy for 2027: Checklist

Before finalizing your plans for 2027, three key checks need to be performed:

  1. Budget: Plan creator expenses alongside paid advertising expenses. Evaluate them using the same sales and funnel metrics.
  2. Partners: Identify key creators for long-term collaboration and offer them multi-quarter terms before their rates increase.
  3. Contracts: Update contracts to include clear payment terms, scope of work, usage rights, and “whitelisting.” Ensure everything complies with the requirements of the legal department, as the status of creators as taxpayers or employees does not change.

Content creators have long functioned as media businesses, and now this is officially enshrined. Brands that adapt their plans accordingly will be better prepared for negotiations in 2027.

Репурпозинг контента: Как признание SBA изменит бюджеты на инфлюенсеров к 2027 году — illustration 2

Frequently Asked Questions

What is content repurposing in simple terms?

Content repurposing is the process of transforming existing content into new formats or for new platforms. For example, turning a long webinar video into a series of short clips for TikTok, Reels, or YouTube Shorts. This allows you to scale content, reach new audiences, and extend its lifecycle without creating new material from scratch.

How does SBA recognition affect bypassing ad bans?

SBA recognition does not directly affect bypassing ad bans. However, when creators are perceived as full-fledged media businesses, it enhances their professionalism and work standards. This can indirectly contribute to the creation of higher-quality content that complies with advertising rules, which, in turn, reduces the likelihood of blocks. For video uniqueness and bypassing anti-plagiarism in advertising campaigns, technical solutions are still required, such as changing the video DNA, background, or voice timbre, to repackage creatives and create 100 unique ones from one.

Should you order a new video or unique an old one?

The choice between creating a new video and uniquing an old one depends on budget, goals, and resources. Ordering a new video from scratch can be costly and time-consuming. Repurposing and uniquing allow for significant savings by using existing material. For example, one webinar can be turned into 50 clips, adapted for different platforms and target audiences. This is an effective way to generate variations for A/B tests and scale content with minimal costs, especially when it comes to a uniquing package for mass launch of advertising campaigns.

What is “video DNA” and how to change it for uniquing?

“Video DNA” is a metaphorical term for the unique characteristics of a video file that can be used by algorithms to identify it. This includes metadata, visual and audio patterns, time codes, and other parameters. To change video DNA for uniquing and bypassing anti-plagiarism, various methods are used: re-encoding, changing resolution, adding or removing frames, changing playback speed, overlaying effects, changing the audio track, voice timbre, or background music. The goal is to deceive algorithms by creating a “clone” that will be perceived as new and unique content.

  • Ruggable: How a Strategy Shift to ShopMy Creators Exploded Sales

    Ruggable: How a Strategy Shift to ShopMy Creators Exploded Sales

    The direct-to-consumer (DTC) path has always been built on aggressive spending on Meta, with the expectation of quick conversions. However, as the cost of digital advertising rises and its effectiveness declines, Ruggable, the well-known washable rug brand, is changing the game, demonstrating how a shift in strategy to ShopMy creators has exploded sales.

    Ruggable Reconsiders Ad Budgets: From Meta to Influencers

    “We’ve been focused on changing the strategy for the last 18 months. The classic phrase: what got us here won’t get us there,” said Lauren Sherman-Caud, Ruggable’s Chief Marketing and Creative Officer.

    Since last August, Ruggable has redirected approximately 10% of its total advertising budget from performance marketing channels like Meta to brand channels, including influencers and connected TV. Next year, the brand plans to increase these expenditures by another 15-20%. Sherman-Caud declined to disclose the specific marketing budget amount.

    ShopMy: A New Conversion Engine

    “We no longer need to show up in lower-funnel affiliate networks when ShopMy works so well as a conversion channel for us,” emphasized Sherman-Caud. Previously, influencer marketing was managed by a small team handling direct messages and spreadsheets. Now, only one person handles it, and the freed-up overhead has been reallocated to Ruggable’s marketing mix.

    “Working directly with creators through ShopMy, Ruggable’s media effectiveness surpassed traditional advertising and even TikTok as a conversion channel,” noted Sherman-Caud.

    The brand recorded approximately $3 million in revenue in the first month of its partnership with ShopMy. This figure doubled in the second month and tripled in the third. Influencer marketing efforts began last holiday season. Ruggable took over a million dollars from its performance budget, specifically from Meta, and invested these funds in ShopMy creators.

    Dual Strategy for Working with Creators

    The washable rug brand Ruggable has a two-pronged approach to creator marketing strategy:

    1. Affiliate marketers: for scaling and conversion.
  • Brand Ambassadors: for product collaborations or major activations.

    • Through ShopMy, Ruggable works with hundreds of creators, mostly as affiliates. The brand sets parameters regarding post format, content volume, and the product being promoted. Otherwise, Sherman-Caud says, “we let them do their thing.”

    On the brand ambassador side, creators act as representatives, creating an “aura for the brand.” The DTC company collaborates with notable personalities such as culinary expert Dan Pelosi and media company Spread the Jelly. “It’s kind of a sandwich approach,” Sherman-Caud explains. “We have huge investments [in brand marketing], and then we use ShopMy to replace some of the less effective affiliate channels.”

    The Future of Influencer Marketing and Ruggable’s IPO

    According to Noah Eismann, Global Executive Director of Creators and Influencers at VML, Ruggable may be ahead of its time. However, more brands are starting to view their creator strategies more holistically. “People are just discovering the effectiveness and starting to wake up,” Eismann said.

    Ruggable: how a shift to ShopMy creators exploded sales — illustration 2

    Ruggable plans to go public within the next three years, making brand awareness a critical part of its marketing strategy. Ruggable is in the early stages of developing an internal ambassador program to build long-term relationships with interior designers and other related creators. According to Eismann, it’s a matter of maturity. Initially, influencers were part of a PR strategy. Now, brands combine performance marketing with affiliate creators, increasing brand awareness without sacrificing sales and conversions.

    “It’s not a bifurcated approach,” Eismann believes. “They’re just thinking about their strategy holistically and understanding that there are different levers, tactics, and scales that can be used in accordance with the business goals they set for themselves.”

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of transforming existing content into new formats or for other platforms. For example, turning a webinar into 50 short videos for TikTok, Shorts, and Reels. This allows for content scaling, bypassing ad bans by creating unique creative variations, and adapting them for different social networks, which reduces costs compared to creating new content from scratch. Learn more about repurposing.

    How Ruggable Uses ShopMy for Conversion?

    Ruggable uses ShopMy to directly collaborate with hundreds of creators who act as affiliate marketers. This allows the brand to generate significant sales and conversions, utilizing influencers as an effective sales channel that has surpassed even traditional advertising and TikTok.

    Why is Ruggable Ditching Meta for Influencers?

    Ruggable is re-evaluating its strategy due to the rising cost of digital advertising and its declining effectiveness. Influencer marketing through platforms like ShopMy has shown significantly better ROI and has become a more effective conversion channel than traditional performance channels like Meta.

    What is Ruggable’s “Sandwich Approach” to Marketing?

    Ruggable’s “sandwich approach” involves massive investments in brand marketing (e.g., through brand ambassadors and large campaigns) combined with the use of ShopMy to replace less effective affiliate channels. This allows the brand to simultaneously build awareness and generate direct sales.

    What are Ruggable’s Future Plans for Influencer Marketing?

    Ruggable plans to develop an internal brand ambassador program for long-term collaboration with interior designers and other creators. This aims to strengthen community relationships and further increase brand awareness in anticipation of a potential IPO.

    Conclusion

    Ruggable’s experience demonstrates that content repurposing and strategic reallocation of advertising budgets towards influencer marketing can be a powerful growth driver. Abandoning outdated models and focusing on content multiplication through ShopMy creators has allowed the brand not only to significantly increase revenue but also to strengthen its market position. Consider how your brand can outsmart algorithms and repackage its content “matrix” for maximum effectiveness. Contact us to learn how we can help you with content uniqueness!

  • Buyer Habits by Generation: What Brands Need to Know for Successful Campaigns

    Buyer Habits by Generation: What Brands Need to Know for Successful Campaigns

    Are you planning comprehensive promotion through short videos or looking for how to order everything in one place? Understanding the purchasing habits of different generations is key to creating content that truly works. After all, how people discover products, trust them, and make purchases varies significantly. Let’s break down how these differences affect your video campaigns and why replacing your SMM team with outsourcing, taking these nuances into account, might be more profitable.

    Imagine you’re launching a campaign for a new sunscreen. 25-year-old Anna sees her favorite TikTok blogger enthusiastically talking about the product. She reads comments, uses a promo code, and buys through TikTok Shop.

    At the same time, her 62-year-old mother, Larisa, learns about the same cream from a friend, searches for it on Amazon, reads reviews, and adds it to her cart for her next pharmacy purchase. These scenarios, though fictional, demonstrate real differences in consumer behavior.

    According to a Later survey from March 2026, which included 1079 consumers, 66% made purchases discovered on social media. Among Generation Z, this figure rose to 79%, and among Millennials — to 76%. However, the process of discovery, trust, and purchase is not universal for all generations.

    Product Discovery: Where and How Does Your Audience Find Information?

    When it comes to promotion, it’s important to understand where your target audience will first encounter the product and what content will grab their attention. If the brief for creators is written for a “digital shopper” in general, it mistakenly assumes that one message, format, and link will suit everyone.

    • Millennials (35% of the survey sample) actively engage with content created by bloggers and make social purchases. They prefer short videos and live streams.
    • Generation Z is also very active on social media, but they are attracted to long videos and Stories.
    • Boomers often begin their purchasing journey outside of social media. They most often look for information offline or on Amazon, and also respond better to text formats and discussion threads.

    “Before choosing a format, ask yourself where this audience is most likely to first encounter the product,” experts advise.

    For example, Paige DeSorbo successfully demonstrates how social shopping can be organic for a young audience by integrating products into her fashion content on Instagram. At the same time, Beth Jalali, in her blog “Style at a Certain Age,” targets women 50+, offering detailed articles and YouTube videos about Amazon finds and seasonal style. Each approach reflects where and how the audience prefers to receive information.

    The value of factors such as seller reputation, verified reviews, expert opinions, and blogger recommendations varies greatly across generations:

    • Boomers rely most heavily on seller reputation. A message like “available from a trusted retailer” may be more convincing to them than a blogger’s recommendation.
    • Generation Z and Millennials are more receptive to blogger and expert recommendations, and are also open to verifying information using AI. Millennials also actively study detailed, verified reviews.

    Imagine a new skincare product. One buyer will trust a dermatologist explaining the ingredients. Another will want to see a blogger use it for several weeks, then study reviews from people with a similar skin type. A third will feel more comfortable seeing the product in a store where they regularly shop. Choosing a contractor who can take these nuances into account is crucial.

    Blogger Influence: How to Drive Purchases Across Different Generations?

    66% of respondents made purchases discovered on social media. This figure rises to 79% for Generation Z and 76% for Millennials. For these groups, social content is not just a source of inspiration, but a direct incentive to search for a product, save, click, or purchase.

    Boomers are much less likely to make purchases influenced by blogger content. This does not mean that bloggers are irrelevant to the older generation, but their posts may need reinforcement: detailed product information, reviews, retailer data, or the opportunity to see the product in a store.

    “Decide whether the blogger should stimulate product search, lead to a click on the seller’s website, support evaluation, or directly lead to a purchase on the platform,” experts emphasize.

    Place of Purchase: Where Does the Audience Complete Their Journey?

    In our survey, Generation Z actively made purchases through TikTok Shop. Boomers, on the other hand, still prefer traditional online stores and in-store purchases. It is important to remember that the place where influence occurs does not always coincide with the place of purchase.

    For example, after seeing an advertisement for mascara on TikTok, a consumer may buy it at the nearest supermarket. In such a case, although a direct click is not tracked, the blogger’s content has fulfilled its purpose. For such cases, outsourcing content for social networks should include strategies for measuring influence, such as brand awareness growth, purchase intent, or sales growth in retail chains, in addition to direct attribution.

    Artificial Intelligence: Generational Attitudes Towards AI Shopping Tools

    The survey revealed a significant gap in attitudes towards AI. Generation Z and millennials are much more aware of and comfortable with AI shopping tools. They are approximately 3 times more likely than boomers to trust AI recommendations as much as or even more than human recommendations.

    Привычки покупателей по поколениям: что нужно знать брендам для успешных кампаний — illustration 2

    Only 5% of boomers trust AI recommendations more than human ones, compared to approximately 16% among Generation Z and millennials. This is important to consider as AI features are increasingly integrated into the purchasing process. For one audience, an AI assistant might be a convenience, for another, an unnecessary step.

    “Consider AI as one possible part of the buyer’s journey. Think about whether your audience will welcome this help or prefer a human recommendation,” experts advise.

    How to choose a video production contractor based on this data?

    When choosing a partner for full-cycle short video production or integrated promotion, ensure they understand these nuances. Criteria for mass posting quality and what to look for when ordering AI advertising should include a deep analysis of the target audience.

    Before writing a creative strategy, ask yourself the following questions:

    1. Where is this audience most likely to discover the product? (Social videos, Stories, Amazon, retailer’s website, or physical store?)
    2. What evidence will convince them? (Blogger’s experience, expert explanation, verified reviews, or a familiar retailer?)
    3. What should they do after watching the content? (Watch another video, search for the product, use a promo code, buy on TikTok Shop, visit a store, or find it at an offline point?)
    4. Will AI help this audience, or will a human recommendation be more convincing?

    Then integrate these answers into your brief:

    • For Generation Z: Combine a blogger’s demonstration with a promo code and a direct link to TikTok Shop.
    • For millennials: Use formats such as short videos or live streams, and provide easy access to detailed, verified reviews.
    • For boomers: Provide clear product information, make retail availability clear, and show how the content relates to their familiar shopping options.

    The essence is to build a campaign around a specific person, not an average buyer who may not exist. Generational shopping trends give marketers a more useful way to segment audiences. Discovery, trust, influencer impact, purchasing, and comfort with AI all vary by age. A campaign can span multiple generations, but each group will need its own path from “I saw this” to “I’m ready to buy.”

    Frequently Asked Questions

    What is “full-cycle, turnkey video production”?

    Full-cycle, turnkey video production means that you order all stages of video content creation from a single contractor: from idea and script to shooting, editing, placement, and analytics. This allows you to order everything in one place, which significantly saves time and resources, reducing the client’s “headache.”

    Should I choose AI clipping or real clipping for short videos?

    The choice between AI clipping and real clipping depends on your target audience and budget. For Generation Z and millennials, who are more open to AI, automated solutions can be effective. However, for boomers, who prefer human recommendations, more organic and “live” content created by a human will have a greater response. It is important to find a balance between economy and efficiency, considering what is cheaper – AI or real, and whether uniqueness or newness is worth it.

    How to choose a contractor for video cutting and posting?

    When choosing a contractor for video cutting and mass posting, pay attention to their experience with different generations, their ability to adapt content for specific platforms, and the availability of analytical tools. A good contractor will be able to offer you a single window for all services, including ordering both a banner, cutting, and posting, as well as providing clear quality criteria for mass posting.

    What is the difference between repurposing and shooting from scratch?

    Repurposing is adapting existing content for new formats or platforms (for example, turning a long video into several short clips for TikTok). Shooting from scratch is creating completely new content. Repurposing can be more economical, but shooting from scratch allows you to create unique content that perfectly matches your campaign and target audience. The decision depends on your goals, budget, and whether uniqueness or newness is worth it for your task.

    Before you dive into your next influencer brief, ask yourself: what generation is this campaign actually for? The answer will help you choose the right influencers, formats, proof points, and places to shop from the start.

    Need support in creating effective campaigns that consider generational characteristics? Explore Later’s influencer marketing services and start planning and executing campaigns that deliver results with a customized influencer marketing strategy. Subscribe to our newsletter to receive news, trends, and social media tips directly to your inbox!

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  • Mass Video Posting: How to Account for Amazon and Walmart Shopper Habits in Q4

    Mass Video Posting: How to Account for Amazon and Walmart Shopper Habits in Q4

    The effectiveness of content creator campaigns in the fourth quarter (Q4) directly depends on understanding buyer behavior across different platforms. Mass video posting and other materials must be adapted to where the consumer will make a purchase. Recent research by Later shows that the path from product discovery to purchase varies significantly depending on the chosen marketplace. This affects the content of briefs for creators and the strategy for automatic short video publishing.

    Where the Money Goes: Amazon and Walmart Dominate

    According to the Consumer Digital Shopping Habits survey conducted by Later in March 2026 among 1079 consumers, Amazon and Walmart jointly accounted for 68% of all recorded purchases. Direct-to-consumer (DTC) sales through brand websites made up 12%, and social shops accounted for 16%.

    This statistic highlights the significance of marketplaces in the conversion process, especially during the holiday season when shoppers actively compare products and look for deals.

    “Understanding exactly where a buyer makes a purchase should radically change how brands approach working with content creators,” note Later analysts.

    Differences in Buyer Behavior on Amazon and Walmart

    Buyers on Amazon and Walmart exhibit different decision-making patterns, requiring a unique approach to content:

    • Amazon Shoppers: show more pronounced research behavior. Almost half of those surveyed (49%) read reviews, and 41% compare prices. They also more frequently watch product demonstrations, check delivery details, and use AI assistants. Only 7% conduct no research.
    • Walmart Shoppers: tend to conduct less in-depth research. Almost one in five (19%) make a purchase without prior information gathering. They have lower rates of reading reviews, comparing prices, and watching demonstrations.

    For campaigns targeting Amazon, the content creator should provide more evidence: detailed demonstrations, comparisons, explanations of use cases, product detail reviews, and answers to potential objections. The goal is to facilitate the product evaluation process.

    For Walmart, the focus shifts to reducing barriers: content should quickly convey key benefits, demonstrate the product in action, and provide a clear reason for choosing it, simplifying the decision-making process.

    The Reality of Social Commerce

    Social commerce, while showing an average of 6% purchases, has nuances. The median value of purchases through social networks is zero, indicating that a small segment of highly active buyers skews the overall statistics.

    This means that cross-posting videos to social media can be effective in attracting attention and driving traffic to marketplaces or DTC sites. For example, a unified dashboard for TikTok, YouTube, Instagram allows for efficient content distribution management, and affiliate links can connect creator activity with sales on other platforms.

    How to Track Sales and Attribution

    Sales tracking varies by platform:

    Mass video posting: how to account for Amazon and Walmart buyer habits in Q4 — illustration 2
    • TikTok Shop: reports sales attributed to creator content within its own commerce system.
    • Amazon: attribution occurs through affiliate program reporting when using affiliate links.

    It is important to consider these differences when comparing results and planning campaigns. “Driving purchases” is too vague a goal. It is necessary to clearly indicate the target platform for purchase, the type of links, and the method of sales tracking.

    What Builds Trust

    Regardless of the platform, key trust factors remain unchanged:

    1. Brand reputation: the main factor for 41% of consumers.
    2. Number of reviews: important for 39%.
    3. Reviews with verified purchase: significant for 34%.

    Creator content does not replace these factors but can make the product more understandable and attractive before the buyer encounters the final trust signals. A mass posting service allows for quick distribution of content that explains what the product does, who it helps, when it is relevant, and why it deserves attention.

    What This Means for Q4 Briefs

    Before detailing hooks and hashtags, define the ultimate point of purchase. This decision should determine what exactly the creator needs to convey to the consumer.

    • For Amazon: ask creators to help buyers with evaluation. Include reviews, detailed demonstrations, comparative characteristics, usage context, and answers to objections. Provide enough space to explain the product.
  • For Walmart: ask authors to make the product easy to understand and choose. Prioritize key benefits, quick visual demonstration, seasonal relevance, and a compelling reason to act now.
  • For DTC sites: content should convey the brand story, highlight product differentiation, and give the customer a reason to complete the purchase on the brand’s site.
  • For social shops: clearly define native purchase as a separate conversion path. Authors need clear instructions on product tagging and actions that are considered success.

    • Scheduled auto-posting and mass uploading with proxies and anti-detection allow campaigns to be effectively adapted to different platforms without creating entirely separate strategies. The key question before approving the brief is: “Where does this campaign actually convert?” The answer to this will determine the content depth, the author’s role, the call to action, and the measurement plan.

    Frequently Asked Questions

    How to choose a mass posting service for short videos?

    When choosing a mass posting service, pay attention to support for all necessary platforms (TikTok, YouTube Shorts, Instagram Reels), the ability to publish to 5 platforms or more, the presence of a scheduled auto-posting function, as well as analytics for tracking effectiveness. A unified dashboard for convenience is also important.

    How much does mass video posting to 10+ accounts per month cost?

    The cost of a mass posting package per month depends on the service’s functionality, the number of accounts, and the volume of publications. Some services offer tariffs that include the cost of 500 publications. It is recommended to request an individual offer to understand how to publish 100 videos a day without manual labor.

    How to ensure seamless distribution of short videos?

    For seamless distribution, use platforms that support mass posting via API. This allows you to set up scheduled reach, automate uploading to all platforms at once, and ensure content rotation while you sleep. The main thing is to choose a reliable tool with the function of posting to 10 accounts or more.

    Conclusion

    Optimizing mass video posting in Q4 requires a deep understanding of customer behavior on Amazon, Walmart, and other platforms. By adapting content for a specific conversion point, brands can significantly increase the effectiveness of their campaigns. Use a mass posting service to automate the process and focus on creating relevant and compelling content that drives sales. Explore Later’s capabilities to optimize your influencer marketing programs.

    Artificial intelligence (AI) is rapidly transforming various sectors, and healthcare is no exception. From diagnostics to personalized treatment plans, AI offers unprecedented opportunities to improve patient care and operational efficiency.

    AI-Powered Diagnostics

    One of the most significant applications of AI in healthcare is in diagnostics. AI algorithms can analyze medical images, such as X-rays, MRIs, and CT scans, with remarkable accuracy, often surpassing human capabilities. This can lead to earlier and more precise disease detection, especially for conditions like cancer and neurological disorders.

    Early Disease Detection

    Personalized Treatment Plans

    AI can also play a crucial role in developing personalized treatment plans. By analyzing a patient’s genetic data, medical history, and lifestyle, AI can recommend the most effective therapies and predict potential adverse reactions.

    Drug Discovery and Development

    AI accelerates the drug discovery process by identifying potential drug candidates and predicting their efficacy and safety profiles, significantly reducing the time and cost associated with bringing new medications to market.

    Challenges and Ethical Considerations

    Despite its immense potential, the integration of AI into healthcare presents several challenges:

    1. Data Privacy: Protecting sensitive patient data is paramount.
    2. Regulatory Hurdles: Establishing clear guidelines for AI-powered medical devices and software.
    3. Bias in Algorithms: Ensuring AI models are fair and do not perpetuate existing health disparities.

    For more information, visit WHO’s AI in Health page.

    The future of AI in healthcare is promising, but it requires careful consideration of ethical implications and robust regulatory frameworks to ensure equitable and safe implementation.

  • Molson Coors: How to Speed Up Marketing and Quadruple Engagement with Content Creators

    Molson Coors: How to Speed Up Marketing and Quadruple Engagement with Content Creators

    Major beverage producer Molson Coors is radically changing its approach to interacting with content creators, abandoning outdated approval processes characteristic of the television era. The company is now focusing on speed and flexibility, which has led to a fourfold increase in audience engagement. This decision is particularly relevant for companies seeking to optimize their marketing budgets and maximize returns on investment in content marketing.

    Molson Coors’ new approach: “freedom within boundaries” for creativity

    Since March, Molson Coors, in partnership with The Shake Squad consulting group from Movers+Shakers agency, has begun implementing an updated strategy. Justin Stauffer, Senior Director of Creative Effectiveness at Molson Coors, did not disclose commercial figures but noted that the new system has been scaled to 230 marketers working with over 100 brands in the US and Canada, including Miller High Life, Fever Tree, and Zoa energy drinks.

    “We’re moving much faster than we were before because our legal team has been involved in the process from the beginning, they better understand the ecosystem and consumer behavior in this space,” says Stauffer.

    The problem of outdated thinking and its solution

    Evan Horowitz, CEO of Movers+Shakers, emphasizes that Molson Coors’ main problem is typical for many large companies: senior marketers grew up in a “television” world. This mindset was passed down to junior specialists.

    “The world has changed dramatically,” Horowitz notes. “The ecosystem has become much more complex, and brands that still use a television strategy have a broadcast mentality. They talk to customers without understanding that there are hundreds of parallel dialogues. This requires a fundamentally different approach to brand building.”

    To address this problem, Molson Coors introduced a “freedom within boundaries” system with the legal department. It classifies potential solutions into three categories:

    • Fast track: for quick approvals.
    • Requires discussion: for issues needing additional analysis.
    • Categorical refusal: for unacceptable proposals.

    Less is more: abandoning “TV campaigns” on social media

    The second key element of Molson Coors’ strategy is reducing the importance of individual publications and abandoning the treatment of organic social content as a “high-budget TV campaign.”

    Influencers vs. creators: what’s the difference?

    Horowitz notes: “There is no better platform, no better creator; there is only the question: ‘what audience is this brand trying to reach?’”. Stauffer and Horowitz distinguish between influencers and content creators:

    • Influencers: community and reach-oriented.
    • Content creators: focused on craft and creativity.

    This helps in drafting briefs: creators can receive more open-ended assignments, which requires some adaptation from a large company like Molson Coors.

    Measuring effectiveness and trusting new approaches

    For large companies, one of the challenges is the “measurement gap” in creator performance. “Marketing budgets don’t change as fast as consumer attention. Many large companies underfund organic social content and creator work because they can’t prove ROI, while their competitors allocate funds on faith and see results,” comments Horowitz.

    Experimental approach to content

    Horowitz’s team helped Molson Coors rethink its approach to measurement and content itself. “It has to be experimental. It has to be a place where we can test, learn, observe signals, learn about our communities, and build our brands from fans for the feed,” says Stauffer.

    The Shake Squad developed a training system for the entire organization, tailored to each brand and their “consumer cohorts.” This allowed Molson Coors to understand how each brand is represented in these groups’ social feeds. “We could see what was in the feed every day for a core Miller Lite consumer,” Stauffer adds.

    This culture-first approach helped shape briefs and embrace the power of “lo-fi” content, which feels more authentic and less polished.

    “We really had to redefine content quality in this space differently than we were used to doing for other channels,” Stauffer emphasizes.

    Molson Coors: how to accelerate marketing and quadruple engagement with content creators — illustration 2

    Trust as the foundation of success

    The last, and perhaps most crucial, element of a successful new social strategy for a company worth over $7 billion is trust. Trust in The Shake Squad’s advice and belief that a company that has existed for hundreds of years (Molson and Coors merged in 2005) can radically change its marketing strategy, becoming more agile and responsive.

    Molson Coors’ marketing team worked closely with The Shake Squad for several months, applying their research, advice, and expertise to develop a new approach. Horowitz noted that marketing executives approached the collaboration with a humility not common to all large companies, which made the process smoother and more experimental.

    According to Stauffer, this humility led to a complete overhaul: fewer restrictions, less hesitation, more focus on culture-centric content.

    Perhaps the future of Molson Coors’ marketing strategy will be more like e.l.f. — a cosmetics brand that Movers+Shakers helped grow from $220 million to $1.5 billion and become the number one brand among Alpha, Gen Z, and millennial generations in seven years. This “social-first” brand does not have a traditional marketing agency and only occasionally uses TV ads to create buzz.

    “They completely flipped the script,” Horowitz concludes.

    Frequently Asked Questions

    Why did Molson Coors change its marketing strategy?

    Molson Coors sought to adapt to the rapidly changing digital landscape, where traditional “TV-first” content alignment methods were outdated. The goal was to accelerate processes, increase flexibility, and boost audience engagement through collaboration with content creators.

    What is the “freedom within a framework” system?

    This is a new content alignment system with Molson Coors’ legal department that categorizes decisions into three categories: fast track, requires discussion, and outright rejection. It significantly speeds up approval processes and increases interaction efficiency.

    What is the difference between an influencer and a content creator?

    According to Molson Coors and Movers+Shakers, influencers are focused on reach and community, while content creators are focused on producing high-quality and creative material. This approach helps to create more precise briefs for different types of collaborations.

    How does Molson Coors measure the effectiveness of the new strategy?

    The company is moving towards an experimental approach where content is seen as an opportunity for testing and learning. The emphasis is on observing signals from communities and building brands “from fans for the feed,” which allows for a better understanding of the audience and the creation of culture-centric content.

    What benefits does a company gain by ordering “turnkey” video production?

    Ordering full-cycle video production allows a business to get all necessary services in one place, which significantly saves time and hassle. This eliminates the need to coordinate multiple contractors, reduces risks, and ensures a unified vision for the project from idea to implementation, which is critical for obtaining high-quality and effective content, as Molson Coors’ experience has shown.

    Conclusion

    Molson Coors’ experience demonstrates that for successful marketing in today’s digital world, it is necessary to abandon outdated approaches and trust new strategies. A comprehensive approach to content production, which includes not only creation but also strategic planning and adaptation to platform specifics, is key to increasing engagement and effectiveness.

    If you strive for the same results and want to optimize your marketing efforts, consider ordering full-cycle video production, which will allow your company to move at the speed of creators and reach new heights.

  • MrBeast and Google: A Multi-Year Partnership to Promote Gemini, Health, and Fitbit

    MrBeast and Google: A Multi-Year Partnership to Promote Gemini, Health, and Fitbit

    The largest YouTube blogger MrBeast, whose real name is Jimmy Donaldson, has signed a multi-year agreement with Google. This partnership aims to promote the company’s key products: the Gemini chatbot, the Google Health platform, and Fitbit wearables. For many businesses facing the challenge of choosing a contractor for integrated promotion, this approach demonstrates a “one-stop shop” model, where all services can be ordered in one place.

    According to an official Google statement, Donaldson, as the first creator to reach 500 million YouTube subscribers, constantly pushes the boundaries of what’s possible. Now he will use Gemini to realize his ambitious ideas, showing the audience how artificial intelligence can help bring the most incredible concepts to life. In addition, the blogger will demonstrate how Google Health supports fitness and wellness goals.

    Partnership Details: How MrBeast Will Promote Google

    The partnership kicks off on September 5 with a video in which MrBeast and his team will attempt to survive in the Earth’s most extreme conditions: the Arctic, jungles, and desert. In this challenge, they will rely on Gemini, which will help them identify dangers, cope with sudden weather changes, and stay one step ahead. This is an excellent example of how to use content outsourcing for social media, entrusting the production of large-scale projects to external specialists.

    Gemini as a Tool for Logistics and Survival

    • Danger Identification: The chatbot will provide information about potential threats in extreme conditions.
    • Weather Forecasting: Gemini will help the team adapt to changing weather conditions.
    • Project Logistics: Donaldson will also be the face of a new Gemini campaign, demonstrating how the app helps him organize and execute his large-scale stunts.

    “Jimmy Donaldson, better known as MrBeast, is always pushing the boundaries of what’s possible. Now he’s using Gemini to realize the boldest concepts, showing his fans how they can use AI to bring incredibly big ideas to life,” Google stated.

    Promoting Fitbit and Google Health

    In an upcoming video on his channel, MrBeast will use a Fitbit Air device, highlighting its functionality in everyday life and during challenging trials. This demonstrates integrated promotion through short videos, where each product is integrated into the natural context of the content.

    Why did Google choose MrBeast?

    The choice of MrBeast as a partner is no accident. He is the most popular content creator on YouTube with over 515 million subscribers and generates 4 to 6 billion views per month on his main channel. His participation in advertising campaigns for brands such as Disney, Lowe’s, and Jack Links, as well as his appearance in a Salesforce Super Bowl commercial, underscores his influence.

    Strategic importance of the partnership for Google

    While Google sometimes collaborates with YouTubers to promote products or events, this level of long-term commitment is unusual. This could be part of YouTube’s strategy to retain leading content creators who might otherwise move to other platforms, such as Netflix, which offer lucrative deals. For businesses, this is a lesson in the importance of long-term relationships with key partners and investing in them.

    MrBeast and Google: multi-year partnership to promote Gemini, Health and Fitbit — illustration 2

    Prospects for cooperation and ROI

    Google promises that this is just the beginning of their collaboration with MrBeast. Such a partnership provides high audience reach and demonstrates the potential of full-cycle short video production for promoting complex technological products. For those wondering what is cheaper – AI or real clipping, or whether uniqueization or new production is worth it, Google’s example shows that investments in high-quality, organically integrated content always pay off.

    Frequently Asked Questions

    How to choose a contractor for video content creation?

    When choosing a contractor for video production, especially for full-cycle short video production, pay attention to their portfolio, experience with similar projects, and their ability to offer comprehensive solutions from idea to posting. It is important that the contractor understands your business goals and can provide a replacement for an SMM team, taking on the entire process.

    What’s better: using AI for content creation or shooting from scratch?

    The choice between AI generation and shooting from scratch depends on your goals and budget. AI can be effective for quickly generating a large volume of content or repurposing, but for unique, high-quality, and emotionally rich stories, like MrBeast’s, shooting from scratch or deep uniqueization remain preferable. It’s important to find a balance between economy and quality so that the content truly captivates the audience.

    How to evaluate the effectiveness of mass posting?

    Evaluating the effectiveness of mass posting involves analyzing metrics such as reach, engagement, click-through rate, and conversions. It is important to track which types of content and platforms yield the best results to optimize the strategy. Content quality, even with mass distribution, plays a key role in achieving high performance.

    Conclusion

    The partnership between Google and MrBeast is a prime example of how large companies leverage the influence of popular personalities to promote their products. For businesses looking for effective solutions to order everything in one place — from video creation to its promotion, this model demonstrates the potential of a comprehensive approach. Remember that investing in quality content and strategic partnerships can significantly increase brand awareness and audience loyalty. If you feel that your current SMM team is not coping with the tasks, consider outsourcing content for social networks to get the maximum return on your marketing efforts.

  • Case study: Cornetto — ice cream becomes part of your own Italian summer

    Case study: Cornetto — ice cream becomes part of your own Italian summer

    Campaign Figures

    Metric Value Explanation
    Views 17 148 accumulated campaign counter.
    Claimed Fund $1 029 rewards budget.
    Approved Works 0 separate content counter.
    Authors 0 by published counter.
    CPM by terms €3,50 rate per 1,000 counted views.
    CPV by rate €0,00350 equivalent per 1 counted view.

    Cut-off 03.09.2026. CPV = CPM ÷ 1,000. These are rates with admission terms and limits; the fund is not equal to expenses, and CPV does not show the full campaign cost. Views are a total counter, not unique reach. Approvals are counted separately. CPM and CPV are given in euros according to the campaign title, the fund in dollars. The rewards table shows CPM $4.00. Purchase reimbursement up to €2 is not included in CPV. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    Linen, a romantic stroll, soft summer light, and an image inspired by ice cream: the Cornetto campaign invited creators to film their own “Italian summer.” This was the production of original user videos. The product was to be integrated into a personal day’s story and its mood. The preferred duration was 15–30 seconds; the brief also specified the Dutch language and an audience predominantly from the Netherlands. The purchase of ice cream could be partially compensated after the video was approved.

    The role of the product itself is interesting: it becomes a detail of a desired lifestyle that is easy to imagine in one’s own day. The creator is offered a clear mood and space for personal interpretation. For seasonal marketing, this is a useful link between a general theme and the different stories of participants. It is important that Cornetto remains distinguishable within the beautiful scene. Open data allows for an analysis of this creative mechanism, but not for establishing its impact on sales.

    Cornetto — мороженое становится частью собственного итальянского лета — illustration 2

    Launch your seasonal campaign on VibeVO and invite creators to show the product within a personal story. Subsequently, video clipping and highlight editing can give approved footage additional life.

  • Case study: KATSEYE × Never Have I Ever — a collaboration worth considering

    Case study: KATSEYE × Never Have I Ever — a collaboration worth considering

    Campaign Figures

    Metric Value Explanation
    Views 655 339 accumulated campaign counter.
    Stated Fund $1 000 rewards budget.
    Approved Works 24 separate content counter.
    Authors 9 by published counter.
    CPM by Terms $1.50 rate per 1,000 counted views.
    CPV by Rate $0.00150 equivalent per 1 counted view.

    Data cut-off 03.09.2026. CPV = CPM ÷ 1,000. This is a reward rate with admission conditions and limits, not the actual cost of the entire campaign. Fund does not equal expenses. Views are a total counter, not unique reach; approved works are counted separately. Views do not equal unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    A music group and nail design appear in the frame much more naturally than it might seem. In this campaign, Never Have I Ever is a press-on nail brand that teamed up with KATSEYE. Authors were invited to create short content about the collaboration and showcase the designs created. The task of editing was to connect the artists’ recognition with a specific item that the viewer might want to try on.

    For this collaboration, video clipping must maintain a balance between the artists’ recognition and the distinctiveness of the design. Highlight editing can begin with a familiar face, but the product needs to get its own expressive moment. Otherwise, the viewer will remember the celebrity and miss the collaboration item. In a short video, it’s convenient to focus on one detail, gesture, or impression of the image. This approach helps turn news of a partnership into a personal question for the viewer: how will this design look on me, and will I want to try it on?

    KATSEYE × Never Have I Ever — a collaboration worth considering — illustration 2

    Are you preparing a collaboration and want to showcase its product in detail? Launch a campaign on VibeVO so that short videos reveal both the idea of the collaboration and what can be chosen for oneself.

  • Video Clipping Market: Short Videos Become a New Channel for Advertising Reach

    Video Clipping Market: Short Videos Become a New Channel for Advertising Reach

    The video clipping market is rapidly developing, transforming from a simple video cutting tool into a powerful channel for advertising reach. A joint study by VibeVO, a video clipping platform, and Go Influence, an influencer agency, sheds light on the current state of the short video, video clipping, and social media banner advertising market, demonstrating how these formats are becoming key for brand promotion.

    Short vertical videos have long ceased to be just entertainment. For companies, it is already an independent promotion environment. A single episode, interview, live broadcast, review, or conversational recording turns into a series of short videos, each of which can become a separate point of contact with the audience.

    This study was prepared by VibeVO and Go Influence based on VibeVO data for the last 30 days as of June 8, 2026. The indicators describe the studied array of short videos and do not claim to evaluate the entire internet. However, the database is large enough to see the main patterns: concentration of views, differences in platforms, thematic cores, and audience within topics.

    A brief version of the study is published on Sostav.

    Key figures of the study

    Indicator Value
    Views in the saved 30-day volume 252.81 million
    Videos 4,224
    Authors in the database 141
    Pages in the database 228
    Ad launches 16
    Share of the three main topics 86.1%
    Audience coverage 99.2%
    Graphs from the updated table 29

    Main conclusion: the video clipping market can no longer be described only as mechanical video cutting. It is developing as a tool for managed advertising reach, where the topic, platform, author, release speed, design, placement environment safety, and result measurement are important. Banner advertising in social networks also changes its role: it works not separately from the video, but during viewing or next to it.

    Why short video has become a mass format

    Video clipping is the transformation of long material into short vertical videos for recommendation feeds and author publications. The original video is broken down into strong moments, each fragment receives subtitles, a title, design elements, and a clear next step: go, save, watch to the end, take advantage of an offer, or learn more.

    The economics of this approach are simple: one large piece of content provides dozens of reasons to re-engage with the audience. Instead of a one-off release, a company gets a series of repeated touchpoints, and platforms get content that is easier to distribute in fast feeds. Therefore, video clips are becoming not an auxiliary technique, but a separate way to buy attention.

    External benchmarks in the presentation show why this shift has become widespread:

    Illustration 1

    Even if markets and platforms differ by country, the logic of consumption itself is already obvious: attention has shifted to short videos.

    How video clipping works: the path from a long episode to a series of short videos
    Chart 1. How video clipping works: the path from a long episode to a series of short videos.
    Source: VibeVO data, updated 08.06.2026. Click on the chart to open it in full size.

    Overall picture: topics and platforms

    In the updated cut, the market looks concentrated. The three largest topics — movie clips, educational videos, and humor — account for 86.1% of the saved volume. Movie clips garnered 75.76 million views in 30 days, or 30.0%. Educational videos yielded 72.11 million views, which is 28.5%. Humor is almost at the same level: 69.83 million views, or 27.6%.

    After the top three, a long tail begins: football — 12.18 million views, news — 8.42 million, other topics — 6.49 million, martial arts — 5.20 million. Children’s and adult cartoons, other sports, auto and moto, games are significantly less represented in the studied cut. This is an important caveat for placements: small topics cannot be generalized by the same rules as the largest ones.

    Illustration 2

    By platforms, Instagram* became the leader: 131.23 million views, or 51.0% of the detailed volume. TikTok yielded 87.42 million views, or 34.0%. Together, they form 84.9% of the detailed cut, but other platforms do not disappear: they can be important for individual topics, creators, and strong publications.

    Просмотры по темам за 30 дней: три крупнейшие темы резко крупнее остальных
    Chart 2. Views by topic over 30 days: the three largest topics are significantly larger than the rest.
    Source: VibeVO data, updated 08.06.2026. Click on the chart to open it in full size.
    Просмотры по площадкам: Instagram* и TikTok формируют основную массу просмотров
    Chart 3. Views by platform: Instagram* and TikTok form the bulk of views.
    Source: VibeVO data, updated 08.06.2026. Click on the chart to open it in full size.

    Database size and strength of individual platforms

    The database includes 4,224 videos with an active topic, 141 authors, 228 pages, and 16 advertising campaigns. This allows us to look not only at the overall volume but also at how platforms behave differently. Some provide scale, while others provide a stronger upper part of publications.

    Instagram* leads in overall volume, but YouTube’s algorithms react more sharply to viral videos and give them a larger share of reach. On average, one video on YouTube received 132,743 views. For Instagram*, the average was 66,380, and for VK, it was 36,277.

    Such a distribution changes the placement plan. Mass reach is logically sought in large Instagram* and TikTok bundles, but if there is viral content, YouTube can be a platform where it is easier to gain reach.

    Illustration 3
    Распределение охватов среди топ 10% самых популярных, медианы и среднее значение по площадкам: YouTube меньше по общему объему, но сильнее по верхним 10%
    Chart 4. Distribution of reach among the top 10% most popular, median and average values by platform: YouTube is smaller in overall volume but stronger in the top 10%.
    Source: VibeVO data, updated 08.06.2026. Click on the chart to open it in full size.

    It is better to analyze topics in bundles: topic plus platform

    The total volume across the platform does not fully explain the market. The largest reach points occur where the topic and the distribution medium coincide. In the updated data, the largest combination is educational videos on Instagram*: 62.20 million views, or 24.2% of the detailed recalculation. This is followed by humor on TikTok – 38.37 million views, or 14.9%, and movie clips on TikTok – 35.51 million views, or 13.8%.

    The three largest combinations account for 52.9% of the detailed recalculation of views.

    That is why video clipping cannot be launched using a single general grid for all tasks. For educational videos, auto/moto, Instagram* works better; humor, games, and movie clips rely heavily on TikTok; adult cartoons rely on YouTube. Different topics require different platforms, creators, and designs.

    Illustration 4
    Largest topic and platform combinations: main volume arises from several combinations
    Chart 5. Largest topic and platform combinations: main volume arises from several combinations.
    Source: VibeVO data, updated 08.06.2026. Click on the chart to open it in full size.
    Platform shares within topics: different topics have different main platforms
    Chart 6. Platform shares within topics: different topics have different main platforms.
    Source: VibeVO data, updated 08.06.2026. Click on the chart to open it in full size.

    Views are sharply distributed: the top portion of videos yields results

    In short feeds, the average result hides a very strong unevenness. The average number of views is 16,011 views over 30 days. The 75th percentile is 42,535 views, the 90th percentile is 133,041. The maximum video garnered 3,935,920 views, which is approximately 246 times more than the median. As expected, the distribution is very uneven.

    Even more illustrative is the share of the best publications. The top 10 videos generated 23.88 million views, or 9.3% of the volume. The top 50 videos – 62.48 million, or 24.3%. The top 10% of videos collected 165.54 million views, or 64.3% of all views. In other words, most views are generated by the top 5% of videos.

    A practical conclusion for advertising in video clipping: you cannot rely on a single video. You need a set of video clips with different first seconds, titles, subtitles, overlays, and advertising message options. It’s not just the most beautiful video that wins, but a series of attempts where the best publications quickly gain more weight.

  • D+ Research: Brands Expand Marketing Strategies with Content Creators

    D+ Research: Brands Expand Marketing Strategies with Content Creators

    Brands are increasingly engaging influencers not only to boost awareness but also for seasonal campaigns, product launches, and even co-development of products. According to a fresh Digiday+ study based on a survey of 125 professionals from brands and agencies, as well as interviews with marketing directors, marketing with content creators is becoming a key element of growth strategies. In this article, we will explore how companies are moving from one-off promotions to long-term partnerships and what trends are shaping the future of the industry.

    Seasonal campaigns and product launches

    88% of respondents said they collaborate with influencers for seasonal promotions, and 78% for launching new products. For example, in September 2025, Best Buy partnered with the Dude Perfect group for brand exposure during the NFL and holidays. That same month, Albertsons Media Collective, together with agency Linqia, ran a campaign dedicated to the Lunar New Year. The results are impressive: engagement on Instagram was three times higher, and on Facebook four times higher compared to benchmarks.

    Co-development of products

    Some marketers go further, co-developing product lines with creators. Home goods brand Ruggable created a collection with chef and influencer Dan Pelosi after the success of his ShopMy page. Lauren Sherman-Caud, CMO of Ruggable, noted: “ShopMy allowed us to scale our influencer program 20 times. We use this data for deeper collaborations, especially with micro-influencers.”

    Categorization of content creators

    Jeremy Lowenstein, CMO of Milani Cosmetics, divides creators into three groups:

    • Those who shape brand perception.
    • Those who educate consumers (e.g., makeup artists).
    • Affiliate creators focused on sales through livestream shopping.

    This approach helps more accurately select partners for campaign goals and improve influencer marketing effectiveness.

    Creator programs: long-term relationships

    Instead of one-off campaigns, brands are increasingly launching creator programs, offering training, commissions, and early access to promotions. For example, fitness app Strava requires that all partners genuinely use the service. Louise Vee, CMO of Strava, explained: “We work with those who have pro status or are verified. They create content that we use across different channels.”

    YouTube, with over 3 million creators in its partner program, emphasizes the importance of authenticity in marketing. Brian Albert, Managing Director of YouTube, noted: “When brands micromanage the script, the audience senses the ad and leaves. The marketer’s job is to set goals, not dictate words, and trust the creator.”

    In-house influencers

    Some brands use employees as content creators. Ulta Beauty, for example, has a program for both external influencers and its own associates. Kelly Mahoney, CMO of Ulta Beauty, said: “Our employees are already trusted experts; their authentic content deeply resonates with shoppers. And the Ulta Beauty team brings together external creators, helping us stay relevant in cultural and beauty trends.”

    Исследование D+: бренды расширяют стратегии маркетинга с создателями контента — illustration 2

    Milani Cosmetics also engages its own developers for educational content. Lowenstein added: “The influencer world organically and inorganically amplifies the brand’s message. We’ve entered cultural conversations because algorithmically it resonates on platforms.”

    Non-human influencers

    Duolingo uses its mascot—the owl Duo—as an influencer. Manu Orssow, CMO of Duolingo, explained: “We have our own influencer—the owl. Creators want to work with us because they see us not just as a brand, but as a good content creator. This changes the dynamic: we collaborate as two creators, not a brand and a creator.”

    Frequently asked questions

    What types of influencer campaigns are most popular?

    According to the survey, 88% of brands use influencers for seasonal campaigns, 78% for product launches, and many for awareness.

    How do brands select creators for programs?

    Criteria include authentic product use, expertise (e.g., Olympians for Strava), and the ability to create content that can be used across multiple channels.

    Why is authenticity so important in creator marketing?

    YouTube confirms that audiences sense “overproduced” content. Trust in the creator and natural brand integration improve effectiveness.

    Conclusion

    Marketing with content creators is evolving from one-off promotions to long-term programs, including co-development of products and using employees as influencers. Brands should invest in authentic partnerships and trust creators to achieve better engagement and sales. Want to learn how to implement such strategies in your business? Contact us for a consultation.