Broadkast

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Aug 4, 2026

Brands stopped buying posts. They started giving creators a stake.

This week a sunglasses brand made a creator with 50 million followers its Chief Content Officer. A skincare brand gave two TikTok creators real equity, its first outside investment in seven years. A beauty brand replaced its influencer roster with four paid advisers who shape decisions internally as much as they post externally. None of those is a media buy. All three are betting that a creator's judgment is worth more than their audience size. Which changes the first question to settle before your next campaign. Not how many people will see the post, but what you are actually asking this person to do.

Jul 30, 2026

Reach is rented. What a creator owns is the real asset.

Netflix keeps signing YouTube creators for millions, and still lets them publish on YouTube. It is not buying the videos. It is buying access to an audience it can never take. Meanwhile paid newsletters have turned into real businesses, and Adobe found that when everyone can produce content at will, standing out comes down to voice, not volume. The pattern is the same everywhere. A follower count sits on a platform nobody controls. A newsletter, a show, a community belongs to the creator. That is the part worth paying for.

Jul 28, 2026

The best creator on the wrong channel is still a failure

Most brands pick a channel first then go hunting for creators. But some channels simply do not have enough of the right voices for your buyer. When that happens, better briefs and bigger budgets do not fix it. The real first job is to find the channel where your buyer's trusted creators actually live, then pick the creator. Get that order wrong and even a great creator reaches no one.

Jul 27, 2026

Influence is becoming real infrastructure. The question is who runs it.

This week LinkedIn shipped AI tools to build ads, Google gave creators a way to prove their posts rank in search, and the M&A tracker hit a record 70 deals in six months. Influence marketing is quietly turning into infrastructure: tools, measurement, ownership. But a pile of new tools does not tell you which creator to pick or how to run the program. That part still comes down to who is operating it.

Jul 15, 2026

Cannes stopped treating creators as a test. It started pricing them like a media channel.

Every platform showed up at Cannes with a new AI tool. But the real story was the money. Meta made $10 billion a year just from turning creator posts into ads. Two big deals closed the same week, both companies buying their way into the creator business. Brands are done testing creators to see if they work. They now put them in the budget, next to TV and paid search, and expect the same kind of proof.

Jul 7, 2026

LinkedIn tells you the B2B creator revolution is underway.

Linkedin shared major announcements last week at Cannes Lion, the biggest creator economy event in the world. The leading B2B social media clearly stated it will double down on creators this year with new features announcement and a clear strategy north star. The B2B Creators revolution is in march, and you don't want to miss it.