You’ve launched your brand, but your influencer outreach is falling flat — and that’s okay. The creator economy is crowded, and lack of response isn’t a reflection of your product. It’s a signal to pivot your strategy.

Influencer marketing isn’t dead—it’s evolving. From tribal leaders to TikTok creators, human influence is timeless. What’s fading is outdated execution. To stay relevant, brands must embrace authenticity, emotional connection, and creators with real voices—not just follower counts. Adapt to changing platforms, but never forget: influence is rooted in human behavior.

Household penetration and volume are down, and brands are crowding the same few national retailers in search of growth. But a massive opportunity lies where most aren’t looking: independent grocers. Independent grocery stores account for nearly one-third of the U.S. grocery market — a $50 billion segment often overlooked in favor of big-box chains. These stores aren't smaller versions of national retailers; they’re agile, trusted, deeply embedded in their communities, and uniquely positioned to support emerging brands. Unlike algorithm-driven big-box media networks, independents thrive on relationships, local culture, and authenticity. They allow brands to stand out with less competition and more meaningful engagement. Organizations like the Independent Grocers Alliance (IGA) are giving these retailers powerful tools — geo-targeting, localized media, and community-first storytelling — that turn store visits into loyalty. Crafted is tapping into this potential by connecting brands with local creators who drive influence where it matters most: in-store. While others chase digital ads, smart brands are capturing real attention on the shelves of trusted neighborhood stores like Nam Dae Mun Farmers Market in Atlanta. The takeaway? Stop chasing the crowd. Start owning the moment. Independents aren’t a fallback — they’re your most overlooked growth unlock.

Marketing measurement often feels like a buzzword overload—attribution, incrementality, marketing mix modeling (MMM). But a clear, structured framework called The Trifecta of Marketing Measurement, introduced by agency Charlie Oscar and highlighted by Google, helps marketers confidently understand what’s working.

The food and beverage industry is rapidly evolving due to digital innovation, shifting consumer behavior, and growing competition. By 2025, success will depend on using modern marketing strategies that blend online engagement with in-store sales, leading to higher conversions, better retail partnerships, and stronger brand loyalty.

In 2025, the creator economy and influencer marketing have reached a tipping point, transitioning from a "nice-to-have" to an essential brand strategy. Marketers are now investing in long-term partnerships, focusing on more sophisticated measurement, and leveraging influencers across industries like B2B, healthcare, and politics. The professionalization of influencer marketing is seen in smarter influencer identification through AI tools and a shift from follower count to engagement rates and audience demographics. However, measuring ROI remains a challenge, leading brands to integrate paid media amplification, making influencer content easier to track and optimize.

The advertising landscape is shifting towards commerce media, which encompasses retail media and extends to broader transactional contexts. Commerce media leverages first-party data to target ads in environments like airlines, hotels, financial platforms, coupon services, and payment systems (e.g., PayPal, Klarna). It differs from traditional advertising by integrating data-driven, personalized campaigns into transaction contexts.

First-party data, long valued for accuracy and relevance, is facing challenges as retail evolves. The rise of retail media networks, organic social strategies, and privacy regulations is reshaping how brands engage and retain customers.