Thinking
Insights on creators, culture,
and commerce.
How Soup Dumplings Beat Steakhouses: Din Tai Fung's $27M AUV Powered by Micro-Influencers
Din Tai Fung achieved the highest average unit volume in U.S. restaurants through consistent product excellence and organic social media buzz rather than traditional advertising.
From Ultra Marathon to Add to Cart: A Product Launch Masterclass from BPN
Bare Performance Nutrition executed a masterful product launch combining strategic storytelling with real-world validation from their G1M Ultra event.
Social Connection: The Giffen Good of the Post-Pandemic Fitness World
In-person social connection has become a Giffen good where demand increases despite rising costs, as post-pandemic fitness communities prioritize belonging alongside physical health.
Swing, Swing and Go Viral: What Brands Can Learn from The All-American Rejects' House Party Tour
The All-American Rejects transformed touring by launching grassroots House Party shows, empowering fans to become co-creators and ambassadors rather than passive consumers.
How Gruns Reached a $500M Valuation Powered by Creator Communities
Gruns achieved a $500M valuation by leveraging a decentralized network of 250K+ micro and nano-influencers rather than traditional celebrity endorsements.
Is Smash Kitchen Another Hollow Celebrity Brand?
Glen Powell's Smash Kitchen condiment brand demonstrates substance beyond typical celebrity vanity projects with Walmart-scale launch and authentic family backstory.
Why the Secondhand Economy Is Blowing Up and What It Means for Creators
The secondhand market is experiencing explosive growth driven by inflation and tariffs, enabling creators to monetize unused PR packages through resale platforms.
Will Nike's Breaking4 Campaign Reclaim Running Relevance?
Nike launches Breaking4 to support Faith Kipyegon's sub-four-minute mile attempt, seeking to reclaim market dominance after losing ground to Hoka and New Balance.
Soda Wars: Prebiotic Edition
PepsiCo acquired Poppi for $1.95B while Coca-Cola pursued R&D with Simply Pop, demonstrating how authentic brand loyalty through influencer marketing creates irreplaceable cultural relevance.
Forget New Features, Meta Is Going to Just Pay Creators to Make the Switch
Instagram is offering creators up to $50,000+ monthly for exclusive Reels content as TikTok faces regulatory pressures.
Did Guinness Just Become Cool?
Guinness transformed from old-school to trendy among Gen Z through viral social media challenges and celebrity endorsements, with draught sales increasing over 20%.
2025 Influencer Gifting Trends: What Brands Need to Know for Maximum Impact
Evolving influencer gifting strategies for 2025 move beyond simple product exchanges toward hyper-personalized and purposeful campaigns.
Inside Fashion's Biggest Olympics Ever
The Paris Olympics generated unprecedented fashion industry interest with major brands securing premium partnerships.
Brandtech Group Accelerates AI Experimentation Through a Creator Residency Program
Brandtech Group launched an influencer marketing residency program focused on generative AI projects.
These Popular TikToks Correctly Picked Winning Stocks
TikTok stock picks showed mixed results, with index-tracking ETFs likely a more reliable strategy for most investors.
Is the Summer's Hottest BBQ Sauce Japanese?
Bachan's Japanese-inspired BBQ sauce exemplifies the growing CPG trend toward ethnic foods driven by community commerce.
Can Health Influencers Combat Medical Misinformation on Social Media
The proliferation of false health claims on social media spreads faster than professional rebuttals, highlighting the need for platform policies.
The TikTok Ban Will Impact Small Businesses And The Creator Economy
A potential TikTok ban threatens to disrupt the creator economy and social commerce that the platform has enabled.
How A TikTok Ban Would Wreak Havoc On The Creator Economy
The creator economy valued at $250B faces significant uncertainty from a potential TikTok ban affecting millions of creators.
Does Sunscreen Cause Skin Cancer? Doctors Debunk Claims
Dermatologists confirm there is little evidence supporting claims that sunscreens cause cancer despite viral social media misconceptions.
Fake Beauty Queens Charm Judges at the Miss AI Pageant
The Miss AI pageant features AI-generated models competing, demonstrating AI's potential in creating digital influencers.
The Economic Impact of TikTok
Mighty Joy's founder Eric Dahan discusses how a potential TikTok ban could affect businesses and the creator economy.
4 Predictions for What Happens If TikTok Gets Banned in the U.S.
Harvard professor examines potential consequences of a U.S. TikTok ban by analyzing India's 2020 ban experience.
World's #1 Restaurant Shuts Down and Re-Emerges in the Grocery Aisle
Copenhagen's Noma restaurant launched a CPG brand after closing, reflecting the trend of acclaimed chefs entering packaged goods.
On Social Media, Activists Used the Met Gala to Call Out Stars for Gaza Silence
Social media activists launched campaigns pressuring celebrities regarding the Gaza conflict following the Met Gala.
Mastering TikTok Shop: A Strategic Guide to Boosting Your Business
TikTok Shop revolutionizes social commerce with an infinite loop strategy serving customers at any stage of their buying journey.
The Current Gold Mine of Ecomm: TikTok Shop
TikTok Shop enables businesses to sell products directly within the app, with creators amplifying brand exposure through engaging video content.
The Top Tools to Connect Your Ecommerce Shop to TikTok Shops
Eight integration tools that help ecommerce retailers connect their stores to TikTok Shops for multi-channel selling.
Marketing Strategies for Your TikTok Shop
Essential marketing tactics for TikTok Shop success including visual content, trend alignment, and influencer partnerships.