Netflix dabbles in shorter video content with its new set of publisher deals with Variety, others
Netflix is expanding beyond traditional TV and films by licensing 2- to 20-minute videos from major digital publishers, including Variety, Rolling Stone, Billboard, Condé Nast, BuzzFeed, Hearst, and Tastemade. The move reflects Netflix’s strategy to increase daily engagement and compete more directly with YouTube by offering snackable lifestyle, entertainment, food, travel, and pop culture content, while continuing to diversify its platform with podcasts, live events, and gaming.
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How Instagram Data Tools Help Small Businesses Improve Social Media Marketing
Instagram data tools help small businesses move beyond vanity metrics like follower counts to better understand their audiences and improve marketing decisions. By analyzing audience demographics, competitor communities, engagement patterns, and potential collaboration opportunities, businesses can create more targeted content, identify high-value customers, and optimize campaigns. Using audience insights strategically enables small teams to maximize limited marketing budgets, strengthen customer relationships, and drive more effective, data-informed growth.
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Nike Says Knicks Always Dreamed, Stella Artois Says “Work From the Bar”, and More | Reimagining Retail
On EMARKETER’s June “Reimagining Retail” podcast, analysts handed out their unofficial monthly retail awards, highlighting standout brand and retail initiatives. Key examples included Nike’s emotionally driven “Knicks Always Dreamed” campaign, Stella Artois’ “Work From the Bar” activation that reimagined social and workplace culture, and other notable in-store and experiential retail efforts. The discussion focused on the campaigns that generated the greatest impact, strongest real-world engagement, and most interesting under-the-radar retail innovation during the month.
In an era of ‘baddies,’ companies are racing to keep up with the influencer economy
As influencer culture continues to shape consumer behavior, companies are increasingly adopting creator-style marketing by featuring employees, customers, and relatable personalities instead of polished celebrities. This shift reflects audiences’ preference for authentic, personality-driven content that feels native to social platforms. Brands are investing in creator-inspired storytelling, user-generated content, and employee advocacy to build trust, boost engagement, and stay competitive in the rapidly evolving influencer economy.
