Fearless Pursuit of the Unexpected

Not everything creators do can be neatly quantified. It’s hard to point to a single piece of data that shows how a specific video from a creator influences long-term consumer interest. In the effort to measure the value of creators, marketers have leaned on simple social stats like impressions and engagements. However, as the industry has evolved, the benchmarks for success have largely remained unchanged. But are we sure we’re measuring the right things?

As the world ushers in 2025, a new U.S. presidential administration takes its first steps, and the conversations at Davos set the tone for the year ahead, one thing is clear: we’re navigating an era defined by rapid change, relentless noise, and an ever-evolving information ecosystem. For communicators, the challenge is as thrilling as it is complex: how do we help companies and their leadership not just weather the storm but thrive in this new landscape?