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The Freelance Surge Is Happening

As brands and agencies tap more freelance and fractional talent, the gig economy is taking over marketing.

The numbers: Last year, freelancer network Wripple tallied a 78% growth in project volume—with 87% of hirers seeking freelancers in marketing or creator roles and 51% seeking multimedia content creators, according to a recent report from AdAge.

Who got hired? Most companies hired freelancers for consulting assignments or long-term staff augmentation roles, while 50% hired fractional team leaders. Most companies were looking for freelancers with five years of experience, but mid-market clients sought those with closer to 2–3 years of experience.

The challenges of freelancing: Overall, the professionals who make up the marketing gig economy are satisfied with their work. But they did cite a few areas for improvement for hiring teams that want to attract the best possible talent…

What are your thoughts on the freelance marketing surge? Join the conversation on LinkedIn.

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LinkedIn Introduces CTV Ads

During its B2Believe conference last week, LinkedIn debuted new ad solutions to help B2B marketers engage with their audiences—both on and off LinkedIn.

First up: CTV ads. LinkedIn became the latest platform to jump on the connected TV (CTV) advertising bandwagon. Marketers can now share LinkedIn video campaigns to platforms like Roku and Paramount, reaching their audiences via TVs and streaming devices.

Next? LinkedIn Premiere, a partnership with NBCUniversal to promote LinkedIn’s CTV campaigns on NBCU content. Through LinkedIn’s Campaign Manager, B2B advertisers will be able to target campaigns based on categories like interests and company type.

But it didn’t stop there. LinkedIn is now testing Live Event Ads, so advertisers can promote their company’s live events before, during, and after they take place.

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YouTube Expands Shopping Options for Brands

This week, YouTube rolled out four new updates aimed at enhancing shopping capabilities and driving more sales for brands selling products on the platform.

The new features: 

The opportunity? As YouTube invests in its creator ecosystem, shopping represents a growing marketing channel. These updates lower the barriers for brands to get products embedded into creator content.

What’s next: YouTube said more shopping discovery features are coming—an expanded suite could amplify the platform's role in brands’ social commerce strategies.

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