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So often, people lump “influencer marketing” into a single bucket. Yet in my recent conversations with industry leaders, it's clear that agencies come at influencer partnerships from very different angles. Depending on a brand’s goals, you might need the big-brand strategy of a creative agency, the mass scalability from a media shop, or the more nimble, content-driven approach of a digital or social specialist. Each has a different function, and understanding these three perspectives is essential for brands who want effective, ROI-focused influencer campaigns.
The home and DIY space has exploded on social media, with creators turning simple home projects into viral sensations and major shopping trends. Whether it’s budget-friendly makeovers, expert woodworking, or renter-friendly upgrades, these creators aren’t just inspiring their audiences—they’re driving real sales for brands in home improvement, furniture, and decor.
The biggest challenge in creator marketing isn’t finding great content—it’s keeping it flowing. Many brands treat creator partnerships as one-off campaigns, leading to inconsistent content output and lost momentum. The best-performing brands take a different approach—they build a perpetual content engine that fuels social, paid media, and commerce year-round. This is where the Social Content Flywheel comes in: a system designed to continuously create, test, and scale creator content for sustained engagement, performance, and revenue growth.
The Future of Creator Marketing Is Here—Are You Ready? Creator marketing is no longer a trend—it’s a core strategy for brands looking to drive real business impact. But as more brands invest in influencer partnerships, UGC, and creator-driven performance marketing, the competition is getting tougher.
For social marketers, the adage "content is king" has never been more accurate. With platforms like Meta continuously optimizing their algorithms to prioritize engaging, relevant material, marketers must embrace the reality: frequent, high-quality content updates are the cornerstone of effective campaigns. Here’s why refreshing your creative regularly is critical—and how it directly impacts your performance metrics.
As we head into 2025, the world of creator content, influencer marketing, and paid social isn’t slowing down—it’s speeding up. From Meta's relentless demands to AI-driven chaos, the challenges (and opportunities) ahead are bigger than ever. So, here are my bold predictions for the year to come, with just the right mix of truth, enthusiasm, and a touch of panic.
Introduction: Setting the Stage with Ecobee in 2020 In 2020, Ecobee embarked on a journey to deepen its brand presence and drive meaningful results across organic and paid channels. With that goal, they tapped Sundae as their influencer marketing Agency of Record, eager to explore a new frontier: combining the power of influencer marketing with user-generated content (UGC). We partnered with Ecobee to pioneer a hybrid approach that would leverage influencers and UGC creators at every level of the funnel, using “allowlisting” (or ad partnerships) on Meta to amplify visibility and engagement.
Influencer Marketing (IM) and User-Generated Content (UGC) both originate from the same philosophy: harnessing authentic voices and high-quality production to supplement—or sometimes replace—traditional commercial production and media buys. This creator-driven approach has matured with both creators (the sellers) and brands/agencies (the buyers), each recognizing the value of content that feels genuine, approachable, and relatable. As brands became more ambitious and creators more skilled, IM and UGC took unique paths, each carving out specific roles in modern marketing strategies.
AI tools for influencer discovery are popping up like weeds, all promising to deliver the "perfect" creators for your brand. But let’s be honest—finding creators who fit your brand, product, and content goals has never been the hard part.
Creative Testing is the Antidote to Algorithmic Uncertainty
For DTC brands (and traditional brands who aspire to sell direct), getting the right content, in front of the right audience, at the right time can make or break a product launch or market expansion. For years, brands have struggled to balance creative control with performance, finding that relying solely on influencer content leaves too many variables to chance. That’s why Sundae’s approach to combining strategic creator content, studio versioning, and paid social (especially on Meta) offers something revolutionary. It’s a proven feedback loop that’s designed for scale, efficiency, and performance optimization in near real-time.
Creator content has long been part of every marketer’s toolkit, but we’re entering a new era. The way brands approach creators is evolving, and those who don’t adapt risk falling behind. The future of creator content isn’t about churning out endless posts—it’s about being strategic and efficient.
There was a time in media buying when gut instinct intermingled with hard facts, creating an art form that was as mysterious as it was mesmerizing. Those were the days when media buyers, armed with a blend of savvy and science, navigated the multifaceted advertising landscape. But as we journey through the digital evolution, a stark realization emerges: the mastery of media intricacies, while still relevant, takes a backseat to something far more pivotal – the power of content.
As we flip the calendar to another year, it's not just the dates that are changing. The digital landscape, especially on platforms like TikTok, is evolving at a pace that demands attention and adaptability. The recent TikTok What's Next 2024 Trend Report shed light on significant trends that brands need to be aware of to stay ahead of the curve. Here are the distilled insights and what they mean for your brand's strategy.
Most influencer ads look seamless. An attractive, approachable person smiles at the camera—connecting with their followers the way they always seem to. They share their thoughts, show themselves using the sponsored product, and let their audience know where they can get it.
TikTok’s influencer marketing power has skyrocketed. In 2021, the app reached 1 billion global users—earning a staggering $4 billion in ad revenue just five years post-launch.
How can brands give people what they want this Thanksgiving? Partnering with the right creators is a solid place to start.
For the past decade, influencer marketing has been an effective way for brands to reach their target audiences. Influencers have helped brands promote their products, increase brand awareness and generate more sales. However, as the digital landscape continues to evolve, marketers must now shift their focus to creating relationships with creators in order to stay competitive and thrive in 2024.
User-generated content (UGC) has emerged as a powerful tool for brands to engage with their audience. While traditionally, UGC was seen as content created by users without any direct involvement from brands, the definition has expanded. Today, UGC encompasses assets commissioned by brands, tailored to their specific commercial needs, and used across organic and paid social, CRM, and on owned channels like app screens and website landing pages.