01
Creator → Paid
Creator content is increasingly becoming part of the paid media strategy.
What's latest?
What's changing in influencer marketing, and what it means for brands.
There’s a lot happening in influencer marketing. We focus on what matters and why.
Featured · The Update
1 October 2026
Creator marketing is getting a performance upgrade.
Platforms are making it easier to turn creator content into paid media. Here's what that means for brands.
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Explained · TikTok
24 September 2026
Spark Ads, explained.
What they are, how they work and when a brand should actually use them.
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Try This · All platforms
17 September 2026
Stop asking for “UGC videos”.
Try briefing creators around different creative hypotheses instead.
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The Trend · All platforms
10 September 2026
The creator campaign is becoming a testing lab.
Why brands are moving from one-off posts to continuous creative testing.
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GRANN Take · All platforms
3 September 2026
Reach isn't the whole story.
Why relevance, creative quality and the ability to scale matter more than follower count alone.
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What we're watching
Three shifts we're paying attention to right now.
02
Content → Commerce
Creators are moving closer to the actual path to purchase.
03
Expert creators
Brands are increasingly looking beyond reach and towards relevance and authority.
Try this
Create 5 hooks, not 5 videos.
Instead of asking one creator to make one polished UGC video, test five different opening ideas. Then see which one gets people to stop scrolling.
GRANN move
Build creator campaigns around creative testing, not simply content volume.