Category: In the News

Every industry struggles to scale, and the creator economy is no different. The market has exploded in the last decade, but without the traditional guardrails, metrics and accountability you’d come to expect from a multi-billion-dollar industry. 

With the creator economy set to grow by 18% in 2026 per IAB’s November 2025 report, brands like TheRealReal and Shark Ninja are turning to predictive models and datasets to guide their strategies. 

Online luxury clothing consignment platform TheRealReal signed creator advertising agency Fohr’s predictive tech for its 2025 holiday campaign. Fohr’s extensive models suggested two different content creators as tentpoles for the activation: actor Gwenyth Paltrow, who targeted a more millennial audience, and socialite and content creator Becca Bloom, for Gen Z users. The predictive tech gave them results (2.5x increase in views per dollar plus a 440 percent lift in views) — and ultimately helped build a “more transparent relationship with creators,” said TheRealReal’s head of integrated brand marketing & experience Caroline Gardner —  who didn’t reveal exact growth figures.

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Even as TikTok’s U.S. ownership shake-up fuels uncertainty and some audience drift, Vita Coco is staying put, keeping the platform central to its social marketing without mistaking it for a permanent foundation.

That stance, according to its CMO Jane Prior, isn’t denial. It’s restraint. When talk of a U.S. deal first surfaced, the brand adjusted its expectation and kept moving. Now, the uncertainty just reads like the cost of doing business in an internet era where platforms wobble as often as they win. 

Because leaving would mean abandoning years of momentum — the audience, the creative fluency and the cultural muscle memory — its marketers have been stacking there since 2021. Over that period, TikTok has grown to account for around 70% of its social spend, which is the bulk of its marketing outlay. Until the floor actually caves in, Vita Coca’s marketers are still running plays. 

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