According to a study by Uncover, a platform specialized in Marketing Mix Modeling (MMM), channels such as TikTok, YouTube Ads, and Instagram (Reels) are expected to see significant growth throughout this year. As a result, advertising campaigns are naturally following this trend, consolidating these platforms as increasingly relevant alternatives to traditional media that sustain good results in generating influence and product recognition.
However, despite rapid growth, the influencer market has not matured at the same pace. In the creator economy, there is a significant mismatch: campaigns often extend over long periods, face bureaucratic hurdles, and payments are generally only made after 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 we now see many independent influencers, as well as small agencies, boutiques, and advisors/consultancies that lack the cash flow to advance payments to influencers. And that’s where the problem begins: the need for money to invest in creations and to sustain creators,” says Carolina Rossettini, COO of Noodle.
As a result, there is a growing need for financial solutions capable of structuring and streamlining this market. Through advances, payment facilitation, process automation, and, above all, the simplification of services, these solutions effectively address the challenges of this complex scenario.
“Many companies still lack the structure to customize payments and incentives at scale for a growing portfolio of influencers. This is where payment automation becomes essential. With resources like advances and credit, agencies can streamline their processes and maintain operations at a steady pace,” says Carolina.
Amid this growth in influencer marketing and the creative market, Noodle aims to develop a customized financial ecosystem to drive the future of the industry. In addition to providing automated solutions tailored to creators, agencies, and intermediaries—free of bureaucracy and healthy for cash flow—allowing them to focus on their business without complications.
