Social & Influencer
Influencer strategy, creator economy, social ROI, and platform playbooks.
4 articles
Influencer marketing at scale: what separates CMOs who win from those who waste budget
Influencer marketing has matured from experimental budget line to a core channel for brand and performance alike. The CMOs extracting real value are operating with a discipline that most organisations still lack.
Jun 27, 2026The influencer bubble hasn't burst, it has stratified
Influencer marketing has not collapsed under the weight of its own hype, it has reorganized into tiers of performance that reward strategic discipline and punish lazy spending. CMOs who still treat influencer budgets as a brand awareness line item are systematically leaving measurable revenue on the table.
Jun 19, 2026Beyond vanity metrics: how elite CMOs are rebuilding influencer strategy for the accountability era
Influencer marketing has matured from experimental budget line to a $24 billion global industry, yet most brands still can't draw a straight line between creator spend and revenue. Here's how sophisticated marketing leaders are closing that gap before their CFOs close it for them.
Jun 12, 2026The influencer bubble hasn't burst, it's transformed: what CMOs must understand now
Influencer marketing has matured from a novelty budget line into a core strategic channel commanding over $21 billion globally, but most organizations are still running it like it's 2018. CMOs who fail to restructure their approach around performance accountability, creator economics, and audience intelligence will find themselves paying premium rates for diminishing returns.