In The News

A creator may start with gifting, move into paid work, join an affiliate program and produce content a brand reuses on ecommerce pages.

partnrUP has rebuilt its influencer marketing platform around the work that happens before a campaign launches — cutting more than 24 hours of manual campaign development by more than 99%, and making paid campaign setup 3.4x as fast.

Influencer marketing is entering a new phase. For years, brands relied on platforms that helped them search for creators, send outreach emails, and track performance. That model still dominates, but it no longer scales efficiently.

Effective creator strategies use coordinated multi-tier activations with aligned briefs and compensation, where scaling UGC requires balancing efficiency with fair creator pay and evolving compliance realities.

Creator pricing is shifting away from follower counts toward predictive performance metrics like projected views, real engagement, and content value, giving brands a clearer link between investment and expected outcomes.

The biggest gap in influencer marketing today is the disconnect between creator strategy and paid media, where lack of alignment, shared ownership, and upfront planning prevents creator content from scaling into true performance channels.

AI-powered creator platform earns 17th consecutive quarter as a High Performer.

Scaling organic UGC requires moving beyond manual hashtag collection to integrated systems for creator discovery, content capture, rights management, and activation that turn everyday customer content into repeatable performance assets.

Long-term creator partnerships fail when brands treat them as transactional campaigns instead of investing in aligned, trust-based relationships with creative freedom, consistent collaboration, and shared growth over time.

Scaling whitelisting and creator-led ads requires structured systems for permissions, usage rights, and cross-team coordination, as operational misalignment, not performance, is the primary barrier to growth.

Winning major cultural moments like the Super Bowl requires treating creators as a full-funnel system, building narrative and demand before the event, activating in real time, and extending performance-driven impact after.

Scalable influencer programs require automated, transparent payment infrastructure since manual workflows, fragmented tools, and slow payouts break trust and limit growth.

The creator economy in 2026 is shifting from one-off campaigns and vanity metrics to scalable systems, long-term partnerships, and performance-driven outcomes tied to real business impact.

Featured in Doing Business in Bentonville on how creator commerce works

Featured on the Digital Front Door Podcast discussing the future of influencer marketing

G2 names partnrUP best influencer marketing platform for support and easiest administration

partnrUP acquires Novel to bring shoppable creator video and UGC directly into ecommerce storefronts

The creator economy is maturing into a disciplined asset class where standardized metrics, strategic M&A, and specialized advisory are critical to turning creator-driven businesses into scalable, enterprise-value companies.

AI-driven influencer marketing requires a flexible tech stack where specialized tools for creator discovery, outreach, and campaign management work together instead of relying on a single all-in-one CRM.

PartnrUP.ai Launches as the First AI-Powered Influencer Marketing Marketplace for Brands and Creators

Gen.Video and Lionize Unite to Power AI-Driven Creator Discovery and Social Commerce

Gen.Video’s PartnrUP Platform Gains Traction with New Customers and G2 Recognition

Gen.Video Acquires Lionize to Create the Next-Gen AI Creator Marketing Platform

Why Creator Marketing Needs a New Operating System, According to Gen.Video CEO Jessica Thorpe