Influencer Marketing Just Got Another Corporate Paycheck.
$150M Later, The Game’s Different. Here’s What You Need to Know.
Today, Publicis (yes, the same Publicis that acquired Influential for $500 million) acquired Captiv8 for $150 million.
This isn’t just a headline.
It is another signal that influencer marketing is no longer a scrappy side channel. It is a structured, high-stakes, corporate machine.
Just like I said at SMW NYC:
Influencer marketing is in its corporate era.
🎯 Want In On the Game? Here’s What’s Really Happening
Over 350 marketers from your favorite brands heard me break this down live.
And as always, I am letting you behind the curtain. If they are adjusting strategy, you need to match their energy.
🧠 How we consume content has changed. How brands find influencers will follow.
Your feed isn’t organized by who you follow. It’s organized by topics you engage with.
To match that brands can no longer just look for “mom influencers” or “beauty creators.” They need creators who are:
✅ Already winning with the topics they care about
✅ Showing up when they search “vegan kids snacks,” “home decor hacks for renters,” or “glazed donut SPF”
✅ Building actual community, not just racking up FYP followers
If you’re creating to attract the algorithm’s gaze, you're playing the wrong game.
📌 Topical Search is in charge now.
⚠️ Brand Safety Has Expanded
NSFW is table stakes now. Here are the three categories to watch out for:
Profanity, politics, and anything that doesn’t match their vibe
A car company probably isn’t picking the creator whose motto is “It’s 5 o’clock somewhere.”Competitor mentions and brand name usage
Some brands only work with creators who’ve never mentioned them. Others only want super-fans.Your signature phrases and posting style
If your whole brand is “chaotic hot mess,” that may not fly with brands looking for calm, clean, and controlled.
This isn’t about censoring yourself. It is about knowing how you show up through their filters.
🧩 Your Strategy For Surviving And Thriving In 2025
🔎 Audit your content strategy
What would your dream brand search to find influencers for their next campaign? Would you come up?
🧠 Rethink your brand persona
Are you family-friendly, an acquired taste, brand-loyal, or brand-neutral? Own it and signal it clearly.
📊 Watch your viral videos
There has always been two sides to landing on the Explore/FYP. Do not let a few trending moments bury your core niche.
This is the kind of insight my clients get before it hits the Substack.
If you are serious about repositioning yourself, pitching with clarity, and building a real business around your content...
Let’s make it happen.
Coaching Packages ☎️
You have 10 days left to purchase a 1:1 session with yours truly and then I’m retiring from the coaching game. You can schedule your call for anytime in 2025, but the doors to secure your spot are closing in less than two weeks.
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Bottom Line
There is SO MUCH MONEY IN THIS INDUSTRY. Make sure you get your piece of the pie!
Brittany