A proposed framework deal would give U.S. investors roughly 80% control of TikTok’s U.S. operations, reduce ByteDance’s stake below 20%, and place governance under a mostly American board. The goal isn’t a full sale, but a closely monitored partnership that satisfies regulators without disrupting a platform used by 170+ million Americans. The real focus is the algorithm. ByteDance would duplicate and license it to the U.S. entity, while Oracle hosts U.S. data and oversees training and monitoring inside American infrastructure. For users, creators, and advertisers, this likely means TikTok largely stays the same — no major algorithm reset or sudden disruption. New potential investors like Rupert Murdoch and Michael Dell highlight how political and strategic this deal is. Meanwhile, China remains the biggest wildcard, as export controls on algorithms could still affect final approval. With the divest-or-ban deadline pushed again to December 16, TikTok continues operating as usual — but under intense scrutiny.

Holiday sales growth is only +1% this year—the slowest since 2009. Winning brands won’t just discount; they’ll: - Add long-term value - Leverage loyalty - Go mobile-first It’s not about slashing prices. It’s about building relationships that last beyond December. Crisp but Detailed (for Newsletter/Post): Holiday shopping starts earlier and lasts longer—but sales growth is only 1% this year. The old playbook of heavy discounts won’t cut it. The new playbook: - Pair discounts with long-term value (rewards, gift cards, free shipping). - Leverage loyalty programs for exclusivity and urgency. - Optimize the entire journey for mobile. Big players like Coca-Cola and Costco succeed by creating emotional connections and perceived value. Smaller brands can do the same by leaning into authenticity, creators, loyalty perks, and seamless mobile checkout. The future of holiday marketing isn’t just about discounts—it’s about loyalty + value + connection.

Retail media isn’t broken — it’s maturing. The winning brands won’t just spend more; they’ll spend smarter, bridging data, content, and commerce with agility and intent.

While Saratoga Spring Water fumbled a billion-view viral moment by waiting 36 hours to respond, AE seized the spotlight when Kendrick Lamar stepped out in flared jeans. Their social team jumped into action within hours — launching content, ads, and partner support.

A top 5 global toy manufacturer—best known for a collectible plush line with 2,500+ characters and a strong online following—partnered with Crafted to refresh their creative strategy for a limited-edition spring character release. The brand had previously seen success with manually sourced influencer videos but lacked a scalable system for user-generated content (UGC).

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.