TL;DR Section TL;DR Key Takeaways Combine reach and engagement by pairing macro‑ and mega‑influencers for…
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The Everything Guide to Working with TikTok Creators
September 8, 2025
Attribution to Optimization: Building a Performance System for Influencer Marketing
A practical guide to building influencer attribution systems that turn influencer campaigns into performance engines. Learn how to measure impact, improve outcomes, and compound results across native and paid.
The Shelf Earns 3 Nominations for This Year’s Global Influencer Marketing Awards
Honored across three powerhouse categories for campaigns that pushed boundaries, broke the algorithm, and moved…
What Makes Them Buy: Millennial Women
TL;DR Section TL;DR Key Takeaways Millennial women are diverse and complex, so brands must consider…
Gen Z Social Media: How They Use It and the Content They Want to See
Let’s explore the dynamic duo of Gen Z x social media – how they use it, their preferred platforms, time spent online, shopping behaviors, affinity for influencers, and the impact of influencer recommendations on their purchasing decisions.
Brand Discovery: Using Creator Content to Seed Awareness
Traditional search is built on intent. But the interest graph is built on inference. That…
How to Build Brand Awareness in the Interest Graph Era
Brand awareness is no longer just about reach—it’s about being discoverable in the spaces where…
20 Actionable Insights, Stats, and Trends to Win Mother’s Day 2025
Mother’s Day isn’t just another Sunday in May. It’s the emotional Olympics of retail. Shoppers…
What Makes Them Buy: The Gen Z Spending Habits To Know in 2025
TL;DR Section TL;DR Key Takeaways Gen Z expects brands to be real and respectful. They…
May 2025 Social Media Calendar
Welcome to the unofficial start of summer! Sure, we’re technically smack-dab in the middle of…
Mastering Social Media Algorithms: The Interest Graph vs the Social Graph
Originally published October 2023 In 2025, “Just posting” on social isn’t a strategy—understanding how interest…
The Shelf Earns Webby Award Nomination for Best B2B Social Campaign for Work with Engine
Recognized alongside LinkedIn and Ogilvy for excellence in social innovation and performance-driven influencer marketing. April…
Lore: How Personal Stories Are Driving Creator Influence in 2025
For years, we’ve been obsessed with creator content—the quality of their photos, the polish of…
Meet Generation Z: Characteristics and Values of America’s Most Diverse Generation
After years of collecting data, updating stats, and putting out strategy-focused content to help marketers…
2025 April Social Media Calendar
As the rain rolls in with the month of April, so do some big celebrations. …