According to the study by Uncover, a platform specializing in Marketing Mix Modeling (MMM), channels like TikTok, YouTube Ads, and Instagram (Reels) are expected to see significant growth throughout this year. As a result, it is natural for advertising campaigns to follow this trend, solidifying these platforms as increasingly relevant alternatives to traditional media that deliver good results in influencing and product recognition.
However, despite the accelerated growth, the influencer marketing market has not matured at the same pace. In the creator economy, there is a considerable gap: campaigns often last for long periods, face bureaucratic hurdles, and payments, in general, are only made after the final delivery. This forces creators and agencies to advance resources to maintain continuous content production — something not always viable given the lack of cash flow and the bureaucracy of the banking system. This scenario highlights a structural problem in the sector: financial management.
“Currently, influencer marketing campaign processes still lack professionalism. This market has exploded, and today we see many freelance influencers, as well as small agencies, boutiques, and advisors who do not have the cash flow to advance payments to influencers. And there lies a problem: the need for money to invest in creations and to sustain the creators,” says Carolina Rossettini, COO of Noodle.
Consequently, there is a growing need for financial solutions capable of structuring and streamlining this market. Through advances, payment viability, process automation, and, above all, the streamlining of services, these solutions effectively tackle the challenges of this complex scenario.
“Many companies still lack the structure to personalize payments and incentives at scale for a growing portfolio of influencers. This is where payment automation becomes essential. With features like advances and credit, agencies can streamline their processes and keep operations running smoothly,” Carolina states.
Amidst this growth in influencer marketing and the creative market, Noodle aims to develop a custom financial ecosystem to drive the future of the industry. Besides providing specific automated solutions for creators, agencies, and intermediaries without red tape and healthy cash flow – allowing them to focus on their business without complications.
