According to the Uncover study, a platform specialized in Marketing Mix Modeling (MMM), channels such as TikTok, YouTube Ads, and Instagram (Reels) are expected to experience significant growth throughout this year. As a result, it is natural for advertising campaigns to follow this trend, consolidating these platforms as increasingly relevant alternatives to traditional media that support good results in generating influence and product recognition.
However, despite the rapid growth, the influence market has not yet matured at the same pace. In the creator economy, there is a significant mismatch: campaigns tend to last for long periods, face bureaucratic hurdles, and payments are generally only made after the final delivery. This forces creators and agencies to advance funds to maintain continuous content production — something not always feasible due to cash flow shortages and banking system bureaucracy. 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 autonomous influencers, as well as small agencies, boutiques, and advisors/consultancies that do not have cash flow to advance payments to influencers. And then a problem begins: the need for money to invest in creations and to support the creators," says Carolina Rossettini, COO of Noodle.
With this, the need for financial solutions capable of structuring and energizing this market grows. Through advances, enabling payments, process automation, and above all, the streamlining of services, these solutions effectively address the challenges of this complex scenario.
"Many companies still lack the infrastructure to customize 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," says Carolina.
Amidst this growth of influencer marketing and the creative market, theNoodleaims to develop a personalized financial ecosystem to drive the industry's future. In addition to providing automated solutions tailored to creators, agencies, and intermediaries without bureaucracy and healthy for cash flow – allowing them to focus on their business without complications.
