In the Know: Your Weekly Marketing Digest

Welcome to Aspire’s weekly marketing digest! 

Every marketer knows that staying ahead of the curve is essential. But with the marketing landscape constantly evolving, it can be challenging to keep up with the latest trends and developments. 

That's where we come in. 

Each week, we’ll deliver a quick breakdown of the most significant news and insights in the world of social media and brand marketing — all in one convenient resource. Check back every Friday to stay in the know!

May 2026

Week of May 11, 2026

• TikTok GO: TikTok launched TikTok GO, a new in-app travel booking feature that lets US users discover and book hotels, attractions, and experiences directly through videos, search, and location pages, while also giving creators new commission opportunities. The move expands TikTok’s push to turn discovery into transactions (similar to TikTok Shop) and positions the platform as a growing competitor to Google in travel search and booking.
• Instagram long-form content: Instagram is rethinking its video strategy and exploring more long-form content formats, including podcasts, livestreams, and serialized storytelling, as it looks to support creators beyond short-form Reels. The move comes as platforms like YouTube continue to dominate connected TV viewing and long-form creator monetization.
• Expedia x IShowSpeed: Darren Jason “IShowSpeed” Watkins Jr. signed a year-long partnership with Expedia, signaling how brands are increasingly treating mega creators as long-term audience channels instead of one-off campaign placements. Expedia is betting on IShowSpeed’s massive Gen Z reach and unfiltered travel content to build cultural relevance and brand awareness with younger travelers.‍
• Phe Phe viral campaign: Twin influencers Brigette and Danielle Pheloung turned Brigette’s viral St. Barth’s bachelorette trip into a strategic launch for their clothing brand, Phe Phe, using organic creator content to build hype around unreleased pieces. The campaign drove millions of views, rapid follower growth, and multiple sold-out collections within minutes while also generating major exposure for Swan Beauty.

Week of May 4, 2026

• Instagram’s new content policy: Instagram will stop recommending accounts that mainly repost other people’s photos and carousels, expanding a policy that already applied to Reels. The platform says it wants to reward original creators and will only treat reposted content as “original” if it’s meaningfully transformed with edits, commentary, humor, or a unique perspective.
• Influencer marketing shift: Influencer marketing budgets are increasingly shifting toward paid amplification, with EMARKETER forecasting that brands will spend more boosting creator content on platforms like Instagram and TikTok than on sponsored posts themselves by 2028. As organic reach declines, brands are prioritizing performance-driven strategies that rely on boosting creator content to drive measurable results, while creators are being pushed to prove consistent engagement and diversify their revenue streams.
• Refy’s product seeding strategy: Refy launched its new Skin Base Skin Tint by paying 12 creators to post honest reviews without requiring brand approval beforehand, a rare move in influencer marketing. The strategy sparked organic conversation across TikTok about the brand’s confidence and creator trust, while the product reportedly exceeded sales forecasts by 200%.
• Creator investment strategies: As creators worry about the long-term instability of social platforms and brand deal income, more are exploring equity and investment partnerships instead of traditional sponsorships. While these ownership-driven deals are still mostly limited to larger creators and startups, many see them as a way to build lasting businesses beyond short-term virality.‍
• Generative AI in the creator economy: AI is becoming deeply embedded in the creator economy, with creators using AI tools to streamline content creation, manage partnerships, and automate fan engagement, while platforms like YouTube and Instagram crack down on low-quality AI content and expand deepfake protections. As brands experiment with AI influencers and AI-powered creator tools, concerns around authenticity, audience trust, and legal ownership are growing alongside the technology’s rapid adoption.

April 2026

Week of April 27, 2026

• Swan Beauty brand launch: Swan Beauty, a four month old AI mirror startup, rapidly scaled awareness by sponsoring influencer Brigette Pheloung’s luxury bachelorette trip, driving a 3800 percent surge in impressions to 19.9 million and an 11000 percent increase in engagement. The viral campaign also translated into real results, with earned media value hitting 1.7 million dollars, website traffic up 520 percent, and app downloads jumping 4000 percent in just one week.
• Thayer’s TikToker-led product development: Thayer’s turned social media into a product development engine by co-creating its Hydrating Milky Mist with creators Nina Pool and Shelby Ann Bell after their DIY experiment sparked viral demand. By collaborating with authentic fans and involving the community, the brand drove a highly successful launch that quickly became Amazon’s top new beauty release.
• Creator economy growth projection: The creator economy is growing quickly and capturing more consumer attention, with brands steadily increasing investment and recognizing creators as a must have channel. As measurement improves and more brands embrace long term partnerships, there is a strong opportunity to unlock more value for both creators and marketers.
• The rise of creator TV: Marketers are still treating creators as short-form distribution channels, missing the rise of “creator TV,” where top creators produce long-form, episodic content that drives deeper engagement and loyalty. As attention becomes more scarce, brands need to shift toward early, trust-driven partnerships with these creators, who operate more like media companies and deliver both brand impact and performance.‍
• Instagram Instants test: Instagram is testing a new standalone app called Instants that lets users share unedited, disappearing photos captured in real time. The app focuses on low-pressure, authentic sharing with close friends, though its success is uncertain given overlap with existing features and shifting trends.

Week of April 20, 2026

• Gap Hoodie House: Gap’s “Hoodie House” at Coachella drove major visibility by combining customizable products with a creator-friendly, interactive experience that fueled high engagement and over 1M views. By turning creators into participants, not just promoters, the activation boosted demand and helped Gap stand out in a crowded festival marketing landscape.
• David’s Bridal creator strategy: David’s Bridal is shifting its marketing toward creator-led, social-first content through its Style Squad ambassador program, which acts as an always-on engine for authentic, high-performing posts. The strategy (focused on nano- and micro-creators and affiliate-style commissions) is already driving stronger engagement, reshaping budget allocation, and supporting the brand’s broader digital transformation.
• The rise of creator-led events: IRL events are becoming a key strategy for creators to build deeper audience relationships, turning online followings into loyal, real-world communities through memorable, in-person experiences. Beyond engagement, these events help future-proof creator careers by strengthening direct fan connections and proving audience loyalty beyond social platforms.‍
• The problem with AI influencers: Hyper-realistic AI influencers like Aitana Lopez are enabling brands to scale content and engagement, but raise growing concerns around transparency, trust, and misuse of likeness. While AI boosts efficiency, the future of the creator economy will rely on a hybrid model where human creators remain essential for authenticity and influence.

Week of April 13, 2026

• Target’s new affiliate model: Target is ending its commission-based Creator Program and replacing it with a gamified “Club Target” model that rewards creators with points, perks, and delayed commission access. The shift reflects a broader trend of brands prioritizing scalable, low-cost content from nano-creators through challenge-based programs instead of traditional affiliate payouts.
• Social media evolution: Social media has shifted from a TikTok-centric approach to a fragmented, multi-platform landscape where non-followers, niche content, and deeper engagement metrics like shares and saves matter more. To succeed, brands and creators need clear goals and content that entertains first while educating—reflecting social’s role as a primary entertainment channel.
• TikTok Shop ROI: TikTok Shop’s real value isn’t in direct sales, but in how it drives demand across channels like Amazon and retail through a powerful halo effect. Brands that treat it as a demand engine (not a standalone profit center) see stronger overall growth and lower acquisition costs.
• Kohl’s creator strategy: Kohl’s is scaling its creator strategy by adding commissions, expanding its influencer roster, and integrating creators across campaigns in order to drive both brand perception and sales amid declining revenue. The shift reflects a broader move toward always-on, full-funnel creator marketing as brands lean on influencers and “super fans” for growth.‍
• Creator content in retail: Retail media networks are increasingly integrating creator content, using first-party data to identify high-performing creators and directly tie campaigns to sales. As marketers demand measurable ROI, this convergence is making influencer content a scalable, performance-driven channel rather than just a branding play.

Week of April 6, 2026

• SXSW lessons: At SXSW 2026, creators were positioned as the primary drivers of trust, community, and cultural influence in marketing, pushing brands toward deeper, long-term partnerships. As AI floods the internet with content, human authenticity, creator-led discovery (especially in search), and real-world experiences are becoming the key differentiators.
• Meta Creator Fast Track: Meta’s Creator Fast Track uses short-term payouts and reach incentives to position Facebook as an additional channel for creators (not a replacement), reflecting a broader shift toward platform diversification. Adoption will likely come through cross-posting, but long-term success depends on Facebook proving consistent reach, monetization, and creator trust beyond initial incentives.‍
• Incremental impact of influencer marketing: Influencer marketing drives the most value when it’s fully integrated into the customer journey, making content shoppable, leveraging local relevance, and extending beyond social into a full-funnel strategy. Brands that connect data across touchpoints and measure real business outcomes (like sales and ROI) will unlock the greatest impact.

March 2026

Week of March 30, 2026

• Alix Earle brand launch: Alix Earle launched her skincare brand Reale Actives, built around her personal acne journey, with a focus on creating a long-term, scalable business rather than a quick influencer cash-in. She’s leveraging her deep understanding of Gen Z and emphasizing authenticity and creative control to drive both brand growth and more effective influencer partnerships.
• Instagram Plus subscription: Meta is testing a low-cost Instagram Plus subscription with features like anonymous Story viewing, advanced insights, and more control over Story sharing and visibility. While it opens a new revenue stream, early reactions point to potential pushback from subscription fatigue.‍
• AI in influencer marketing: AI is transforming influencer marketing by automating creator discovery and selection, using data to match brands with high-performing creators at scale. This allows brands to work with far more (often smaller) influencers, while humans focus on strategic oversight and top-tier partnerships.

Week of March 23, 2026

• Meta affiliate program: Meta is bringing back affiliate marketing on Instagram and Facebook, letting creators earn commissions directly from tagged products in posts and Reels. Plus, it’s rolling out AI-powered tools and streamlined checkout features to drive more in-app purchases.
• Reddit shopping strategy: Reddit is emerging as a high-intent shopping platform, with users turning to authentic community discussions to validate purchases (especially in beauty). Brands are tapping into this by amplifying real user conversations, trading control for credibility and stronger performance, while also influencing AI-driven search results.‍
• Finnsul launch: Tarte founder Maureen Kelly’s new wellness brand, Finnsul, is driving buzz through influencer activations, tapping into Tarte’s creator network, niche seeding (like BookTok and young professionals), and scrappy college pop-ups to spark trial and content. At the same time, it’s using TikTok and Instagram to crowdsource decisions, turning its community into active collaborators in building the brand.

Week of March 16, 2026

• Creator middle class growth: Mid-tier creators are becoming the backbone of the creator economy, driving strong engagement and sales through affiliate and niche content. But despite growing brand investment, most still earn relatively little compared to top-tier influencers. As social commerce rises, their role will expand, but uneven compensation remains a key challenge.
• Instagram Shop backlash: Instagram’s “Shop the Look” test drew backlash after AI added product links to creators’ posts without consent, sometimes promoting items they didn’t endorse. While AI-powered commerce has potential, creators say it must include clear consent, control, and revenue sharing to avoid damaging trust and monetization.
• Brand love and participation: College students only deeply connect with about five brands, forcing marketers to move beyond awareness and into active engagement. A new model, paying for participation, turns students into collaborators, driving stronger loyalty and retention in an increasingly competitive landscape.‍
• Clinique’s creator-led campaign: Clinique’s first creator-led campaign features athlete couple Tara and Hunter Woodhall, reflecting a shift toward wellness-focused, creator-driven marketing over traditional beauty ambassadors. The campaign aims to engage younger audiences while building on strong product momentum and viral success within its Moisture Surge line.

Week of March 9, 2026

• Pay transparency in the creator economy: As brands invest more in influencer marketing, many are reevaluating how they manage creator programs. 52% now use a hybrid model combining in-house teams and agencies, while a growing number are bringing efforts in-house for greater control, brand knowledge, and cost efficiency. At the same time, transparency remains a challenge, with only 51% of marketers having full visibility into creator payments and many reconsidering agency compensation models.
• The impact of influencers: The creator economy is rapidly growing, projected by Goldman Sachs to reach $480 billion by 2027, as influencers increasingly shape culture, commerce, and politics. Through platforms like TikTok, creators drive consumer purchasing, cultural trends, and even political engagement, proving their influence extends far beyond social media entertainment.‍
• Meta affiliate program expansion: Meta is expanding its affiliate program to let creators add product affiliate links directly to their Reels and earn commissions on resulting sales. The new self-serve tool, available in the Professional Dashboard, helps creators discover products from brands like Amazon and Shopee, making it easier to match products with their content while giving brands another way to tap into creator-driven commerce.

Week of March 2, 2026

• Influencer marketing strategy shift: Influencer marketing is shifting away from rigid sponsored posts toward more flexible, long-term partnerships where creators have greater creative control and integrate brands naturally into their content. Brands are increasingly focusing on gifting, affiliate programs, trips, and co-creation opportunities to build deeper relationships and drive more authentic engagement.
• Gamified affiliate marketing programs: Brands like Urban Outfitters, American Eagle, and Sephora are turning traditional affiliate marketing into always-on creator programs that reward micro-creators for consistent content and help brands shape UGC while building long-term communities. These programs create new entry points for emerging creators but require ongoing investment and engagement from brands to keep participants active and profitable.
• TikTok Shop growth: TikTok Shop built early growth on ultra-low prices like Temu and Shein, but that created trust issues around quality and reliability. As major brands join and sales are projected to hit $23.41B in 2026, per EMARKETER, the platform is maturing into a more credible, creator-driven marketplace.‍
• Creator agency evolution: Creator agencies are evolving from brand-deal brokers into full-service business partners that help creators grow audiences, diversify revenue, and build long-term brands. Firms are focusing on multi-platform expansion, original IP, and sustainable businesses rather than just securing sponsorships.

February 2026

Week of February 23, 2026

• Adidas loyalty program: Adidas has transformed its adiClub loyalty program into a connected ecosystem that rewards not just purchases, but also workouts and user-generated content across its apps. The model blends commerce, fitness, and content to drive engagement and personalization, while raising trade-offs around complexity, access, and data use.
• Instagram design update: Instagram is testing a new design that opens users into a Reels-first experience and adds customizable Reels feeds like Following, Friends, and Favorites, signaling a deeper shift toward short-form video. While photos aren’t going away, the update suggests Reels could soon become the app’s main focus.‍
• Creator economy & AI: Generative AI from companies like ByteDance is flooding the content world and triggering backlash from Hollywood studios such as Netflix, making authenticity more valuable and breaking through harder for new creators.

Week of February 16, 2026

• Dick’s Varsity Team expansion: Dick’s Sporting Goods is scaling its Varsity Team creator program to its largest class yet, with over 10,800 applicants for about 60 spots, blending employees, athletes, and everyday creators to fuel social and cultural storytelling. The brand is betting on authentic, behind-the-scenes sports content to build trust and drive both awareness and conversion in a crowded media landscape.
• Snapchat creator revenue: Snapchat is emerging as a stable income platform for creators by rewarding frequent, everyday story content with more predictable payouts than TikTok or YouTube. Creators who commit to consistent posting report earning hundreds to thousands per day in a less-saturated, more intimate creator ecosystem.
• Influencer agency fees: The Association of National Advertisers found that influencer marketing agencies take an average 30% of campaign spend, while 61% of marketers use compensation models that are non-transparent or unclear. Despite this, 73% of marketers say they’re satisfied with their current agency fee structures.‍
• PepsiCo’s new creator-led campaign: PepsiCo launched its first creator-led snack line, Flavor Swap, partnering with Madison Beer, iShowSpeed and Dude Perfect to remix popular chip flavors and debut them via TikTok Shop. The social-first drop targets Gen Z by tying creator culture and trending flavors directly to checkout.

Week of February 9, 2026

• TikTok local feed: TikTok US is rolling out its Local feed, letting users discover nearby creators, businesses, and events based on location and recency. Launched amid privacy policy chatter, TikTok says it’s about local content discovery (not extra tracking) and a boost for local creators.
• AI and the creator economy: AI is fueling the creator economy by helping brands scale authentic, creator-led content across social, ads, and e-commerce, with different creator tiers driving awareness, trust, and conversions. As social commerce grows, success is measured by reach, engagement, and sentiment, not just sales.
• Creator certification program: BBB National Programs is launching a creator certification program to help influencers comply with Federal Trade Commission rules, rebuild consumer trust, and make it easier for brands to choose safe partners. While it aims to professionalize the industry, there are concerns that fees could create barriers for smaller creators.‍
• Influencer marketing evolution: In 2026, influencer marketing has shifted from follower counts to data-driven performance and trust, with creators diversifying income through affiliates, subscriptions, and owned platforms. Brands now partner for long-term collaboration, valuing creators’ ability to engage audiences and drive results over sheer reach.

January 2026

Week of January 26, 2026

• Meta subscription plans: Meta plans to roll out new paid subscriptions on Instagram, Facebook, and WhatsApp that offer exclusive features and enhanced AI tools, including premium access to its Manus AI agent and Vibes video creation. The subscriptions will be separate from Meta Verified and designed for everyday users, as Meta looks to boost revenue while competing in an increasingly crowded subscription market.‍
• Creator economy transformation: The creator economy is shifting from a fragmented, experimental space into a mature marketing channel driven by consolidation, data and infrastructure. As creators become full-fledged media businesses and brands demand measurable performance, integrated platforms that combine talent, technology and strategy are replacing ad hoc partnerships.

Week of January 19, 2026

• TikTok update: TikTok has created a new US-based joint venture (TikTok USDS) to keep the app operating in the US, with American investors in control and ByteDance retaining a 19.9% stake. The deal shifts US user data and the recommendation algorithm to Oracle’s US servers and is meant to address national security concerns while avoiding a ban.
• Macy’s creator program growth: Macy’s is scaling its Style Crew affiliate program, which now has 600+ creators and growing, to drive strong performance and stay culturally relevant beyond major brand moments. The program delivered triple-digit growth in revenue and traffic in 2025 and is expanding into new formats like in-store pop-ups and direct mail as part of Macy’s broader turnaround strategy.‍
• Creator economy shift: In 2026, creators operate across distinct business models, from media companies and educators to product-led brands and platform-dependent entertainers. For brands, value now comes from matching the right creator model to goals like trust, reach, or conversion, not just follower counts.

Week of January 12, 2026

• Creator-led Super Bowl activations: A-list celebrities still dominate Super Bowl ads due to their instant recognizability and mass appeal, while creators are typically used in supporting social and experiential campaigns. Although creators offer cost efficiency and strong engagement (especially with Gen Z), most brands continue a hybrid approach, reserving in-game spots for celebrities.
• Community-driven success: Mejuri’s unsponsored Taylor Swift moment and Beyond Yoga’s creator-led campaigns show how brands are breaking through by investing in authentic communities rather than relying solely on paid celebrity endorsements. As ad fatigue and AI-generated content rise, human, creator-driven storytelling is becoming even more valuable.
• Less focus on followers: As algorithms now determine reach, creators can’t rely on followers alone. But rising AI fatigue is actually increasing trust in real creators and driving brands to invest more in influencer marketing. To adapt, creators are either building direct, niche communities or flooding algorithmic feeds with clipped content, signaling a shift toward smaller, more targeted audiences over mass reach.‍
• Pinterest’s new CTV series: Pinterest is launching a Roku TV series, Bring My Pinterest to Life, where creators help real people turn Pinterest boards into real-life transformations. The shoppable show blends inspiration, storytelling, and integrated brand partnerships to take viewers from discovery to purchase.

Week of January 5, 2026

• TikTok’s social commerce transformation: TikTok has officially evolved into a mainstream shopping platform in the US, with TikTok Shop ranking as one of the fastest-growing brands and driving over $500 million in BFCM sales. As major brands and consumers embrace in-feed commerce, TikTok is training a new generation to shop and watch content at the same time.
• TikTok Shop strategy: TikTok Shop rewards brands willing to invest in creator content and product at scale. High-volume, TikTok-native content and generous sample programs are driving strong results, with some brands seeing returns as high as 15x. While growth takes time, brands that stay consistent are building meaningful momentum, especially in beauty.
• OpenAI x Pinterest: Reports suggest OpenAI may consider acquiring Pinterest to gain direct access to human-generated product search and shopping data, helping turn ChatGPT into a stronger commerce and ad platform. Owning Pinterest could reduce OpenAI’s reliance on costly data partnerships and help it better compete with Meta, Google, and xAI.‍
• Influencer partnerships in 2026: This year, brand-creator relationships will shift from one-off posts to long-term, values-aligned partnerships where creators co-create campaigns, shape products, and guide authentic storytelling. Compensation will increasingly be tied to impact (through affiliate, revenue share, or equity) aligning incentives and driving more sustainable growth for both sides.

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