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Where we all find our ideas: "Reading" 😉 Real talk: social search is the new # 1 for Gen Z. (Or should we say RealTok 😎) Couldn't help ourselves... Moving on then! 💬 REAL real talk: 📌 66% of Gen Z watches reviews on TikTok before making a purchase. As the buying power of Gen Z continues to increase. Your brand needs to invest more in social search. Social search is no longer a "nice to have." It's shaping a new generation of buyers. 👀 Think about it this way: If you could go back and "rank" for your # 1 keyword, would you? Yeaaaa, we thought so. The same is true for social search now. The sooner you invest, the better your advantage. Don't sleep on the power of social search. P.S. Where do you search first? -- 👋 Follow GRIN for more creator content. ♻️ Repost to share. (Tell them you read it.)

The TikTok vs IG battle on video length misses the point. What matters? Who builds better Creator 🤝 Fan connections. With IG discouraging long Reels and T!kTok embracing longer videos, it's clear that the debate around "optimal" content formats is far from settled. Ultimately, the platforms that win in the creator economy won't be the ones that dictate "the right" content formats. They will be the ones that give creators the flexibility to express themselves authentically and build genuine relationships with their audiences. Whether through a 15-second clip or a 15-minute vlog. What creator platforms should be doing today: 1️⃣ Encourage creators to experiment with different video lengths and styles There are no "one-size-fits-all" creators. Discouraging certain types of content will lead to redundant or similar content that feels commoditized. Look at how Vine failed with only 6-second videos. People follow people. Not just companies. Why? We all crave authenticity. In our latest GRIN survey, the # 1 reason we saw for "why" someone follows an influencer was not their follower count or popularity. It was how "relatable" they found that creator to be. 2️⃣ Storytelling and community-building matter most Platforms that empower creators with better data and new ways they can connect with their audience to form deeper bonds will be the winners. 3️⃣ Cross-platform content Creators want to expand their audience and match their content length and style to different platforms. The problem today? Most platforms try to "lock" you into their channel. They don't make cross-platform easy for you. Picture a bank that only let you invest in it's funds. Not the S&P 500 as an example. You wouldn't touch it no matter how good the bank was. Whoever gets this right will win loyalty and deeper investment from creators. Whoever can "play friendly" with other platforms that makes life as a creator easier. Imagine if a platform helped you use AI to repurpose your content onto other platforms to expand your reach as a creator. Not trying to find ways to get more of your $ and attention into their platform. The platform by and for creators will win ✌️ -- 👋 P.S. Follow GRIN for more creator content Enjoyed this? ♻️ Repost to share it!

Shoppers want real. Not curated. Not staged. That's why Zara changed EVERYTHING 👇 ZARA THEN: "Pixel perfect" Instagram grids Falling into pools fully clothed Models in impossible poses VS ZARA NOW: Real people in elevators Relatable content Mirror selfies 📌 The shift is clear: From aspirational to accessible From perfect to real Brands that get it right? They're winning in the creator economy. Because the new way we buy is: "Talk authentic to me." And a big part of that? 1) Matching consumer expectations 2) Meeting them on the channels they're on AKA: Shorts on YouTube and TikTok. What works best there? Relatable content. YouTube is the 2nd most popular social media platform globally with 2.49 billion monthly active users. Brands need a way to diversify their creator mix across multiple social platforms, with 66% of marketers planning to increase their YouTube usage in the next year. Your first step to doing that right? Follow 1️⃣ and 2️⃣ above. -- Credit: Brent Rivera on IG for the 😂 clip 

"TikTok made me buy it" — not just a meme. A reminder that we are ALL being influenced. Every day. Whether or not we admit it, the data doesn't lie. Across every category, consumers look to creators to make decisions. But there is a subset of people who think they "aren’t influenced." Usually the ones who think an "Influencer" is some ex-reality TV star. Hocking protein shakes with a discount code. This couldn’t be further from the truth. Creators are impacting every decision a consumer makes: → What they eat → What they wear → Where they go on holiday → How they live their lives The stats don't lie: → Two thirds of consumers turn to influencer recommendations when travelling → 76% of consumers have eaten at a restaurant because they saw it on social media → BookTok is THE most popular choice for finding book recommendations for GenZ (68%) → 4 out of 5 people have been inspired to cook a dish using a creators recipe (I've made the viral feta pasta more times than I can count) → More than a third of consumers have attended a fitness class because an influencer recommended it ~~ 👋 P.S. Follow GRIN for more creator content! ♻️ Repost to share.

The future of social? Creators. Not companies. People want to follow people 👇 ✈️ Virgin 250k followers 47 engagements VS 🙋♂️ Richard Branson 19M followers 5,280 engagements But it goes beyond just social media engagement. Our research shows that creators are now central to every phase of the modern buyer journey: 1️⃣ Discovery: TikTok is now the most popular platform for Gen Z to discover new products, outpacing traditional search engines. 2️⃣ Consideration: Reviews on social media have the strongest influence on consumers' purchase decisions, with 66% of Gen Z watching social media reviews before buying. 3️⃣ Purchase: 67.8% of shoppers have purchased a product directly through a social media app. 📌 The data is clear: You need to meet people where they're at. With the content they want and expect on social. More often than not? That's creator-led content. At every stage of your marketing funnel. From awareness to purchase and expansion.

Curious about a career in Tech? Marketing? Or perhaps the Influencer Marketing industry? GRIN's Marketing Leader Olivia McNaughten chatted with the wonderful Amit Chowdhry at Pulse 2.0 for an in-depth conversation covering... 📣 The power of Influencer Marketing 😎 Being a female leader in tech 💎 Finding your niche 📈 The rise in women's purchasing power 🛍 How shopping has changed And a ton more. Check it out to learn a thing or two!

Content with creator commentary is the new norm for Gen Z. 👀 Gen Z is watching CREATORS watch the Olympics: 📌 Here's the scoop for you: - 2/3 of Gen Z spends more time with content about an event than the event itself - Creators are turning "arm's length" events into front-row experiences - NBCU hosting live watch partners with Alex Cooper 💬 Why it matters: 1. Personal touch: Creators offer a familiar, trusted voice 2. Access: From poolside to red carpet, creators take fans everywhere 3. Engagement: It's not just about watching; it's about participating 📣 Angela Courtin, VP of Brand Marketing at YouTube said it best: “Because fans have these very personal and daily relationships with creators, their connection to those creators is a very familiar and trusted one. NFL games, the Olympics, Coachella, the Met Gala—these are events that used to feel like they were at arm’s length, and now they feel like you’re having a front-row seat to the action, whether that’s the red carpet, a stadium [or] an Olympic poolside. It just brings that to life. And I think there’s no replacement for that.” Everyone has gotten into the mode that creators are really essential to amplifying and engaging audiences." 🍿 Gen Z want a front row seat to the action. That's why you need creators at every stage of your funnel. Awareness. Consideration. Purchase. Expansion. Retention.

Caudalie wins TikTok Olympic gold for this ✨ Plus the TOP trending brand collabs: While Olympians broke records... These brands broke the internet 👇 1️⃣ Caudalie turned the Seine into a skincare ad: - A giant CG bottle of serum "cleans" the Seine - Clever, timely, and oh-so-shareable. - 20M+ views, 894K+ likes 2️⃣ NBCU made us all fall for "Pommel Horse Guy": - Who knew gymnastics and folk comedy were such a match? - 9.1M views, 1.5M likes, 166K shares 3️⃣ Marc Jacobs "baked" a handbag with Nara Smith: - DIY luxury goods (with a hilarious ending) - 15.4M views, 2.4M likes 4️⃣ Samsung turned K-pop stars into phone salesmen: - Tomorrow X Together, better with a side of K-pop. - 21M views, 380K likes 👋 P.S. Any other Olympic brand collabs we missed? What's been your fav?

🎀 Pink takeover alert in NYC The LANEIGE <> Sydney Sweeney launch ✨ They launched the "Bouncy & Firm" Collection in NYC. The best creator campaigns are not one-offs. They are long-term creator partnerships. 👀 With creator content at every stage and on every channel: → Awareness: creator content + media to launch → Consideration: UGC proactively answering FAQs → Conversion: One-click shopping influencer campaigns → Loyalty: Immersive brand experiences & community plays The future of marketing is creator-led. In this case? In full LANEIGE pink 🧴🩷

The secret to great creator partnerships? It's all about the experience ✌️✨ Give your creators some love. Partner long-term with em'. Make it easy and fun. Why? 📈 Deloitte's new research is clear: Long-term creator partnerships drive stronger ROI. - 3 in 5 consumers are more likely to engage with creator-recommended brands - High-ROI brands invest 42% of social budgets in creator partnerships (2x more than low-ROI brands) - Top brands maintain 2x as many creator partnerships as their less-successful peers 👀 But how do you build lasting relationships with creators? The key is understanding their "Creator Journey" ✅ DOs 1. Email outreach: 88.6% of creators prefer email over DMs 2. Streamline onboarding: Creators don't want to create accounts just to work with you 3. Simplify product selection: Make it easy for creators to choose items that fit their style 4. Transparent reporting: Give creators insight into their performance and earnings 5. Timely payments: Pay promptly to build trust and reliability 📌 Remember: A great creator experience isn't just about one campaign—it's about building a lasting partnership. P.S. We’ve built GRIN for you around these creator preferences. From proposal to payment, we ensure a smooth journey that keeps creators coming back.