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!

October 2025

Week of October 13, 2025

• AI in influencer marketing: AI is reshaping influencer marketing, with 35% of brands and 51% of industry leaders supporting full automation, while most marketers (89%) aren’t adopting virtual influencers or creator clones. Consumers remain skeptical, with 52% worried about undisclosed AI content and only 26% preferring AI-generated creator content in 2025.
• New brand-creator content trend: Brands are using creators to produce short-form episodic content on TikTok and Instagram, embedding themselves in culture rather than pushing sales. This approach leverages creators as both producers and distributors, reflecting the maturation of the creator economy and the shift toward storytelling-driven marketing.
• Cider’s community-driven strategy: Cider drives growth through influencer-led campaigns and deep community engagement, producing hundreds of TikTok videos weekly and leveraging its “Pick a Mood” shopping feature to turn trends into viral sales. The brand also cultivates dedicated communities (like a 15,000-member Discord) and uses customer feedback and one-on-one interviews to inform content and product strategies.‍
• QVC’s TikTok strategy: QVC Group is embracing TikTok with five livestream channels, 400,000 creators, and 75,000 products, driving over 100,000 new customers and 35 million livestream views in under a year. By blending live shopping, creator partnerships, and interactive events, QVC is reaching audiences across ages as social media becomes “the new channel surfing.”

Week of October 6, 2025

• TikTok Shop impact: Since its US launch in late 2023, TikTok Shop has transformed beauty shopping, with live-streamed events creating a new wave of QVC-style creators and driving interactive, high-touch experiences for categories from makeup to fragrance and skin care. Brands like P.Louise, GoPure, and Naturium have seen millions in sales and massive engagement through both seller-hosted and creator-hosted Lives. TikTok Shop, now a top-10 US beauty retailer, drives brand and product discovery while complementing traditional retail channels.
• Creators worry about AI: AI-generated personalities like Tilly Norwood are attracting brands for their cost and reliability, but creators worry that authenticity could lose out as platforms like Meta’s Vibes and OpenAI’s Sora push AI-driven social feeds. While AI can aid creativity, human connection and trust remain key advantages for real influencers.
• Derma E’s TikTok strategy: Derma E’s TikTok campaign “Derm Takes the Street” features dermatologist Dr. Mark Strom visiting celebrities’ and consumers’ bathrooms to showcase the brand’s clinically effective, affordable products, marking a pivot from natural to clinical positioning and a focus on TikTok to reach younger audiences. The series follows the brand’s viral success with Joe Jonas and aims to make skincare approachable while driving engagement.
• Instagram launches Rings: Instagram is launching a global awards program honoring 25 creators with a custom gold ring, a digital profile ring, and a personalized “Like” button, but no cash prize. The initiative celebrates cultural impact and creativity amid declining creator payouts and brand deals.‍
• Influencer marketing ROI: A new IPA study finds influencer marketing outperforms linear TV and paid social in ROI, especially long-term, with a short-term ROI index of 99 — on par with the all-channel average and slightly above TV’s 97. Despite driving a smaller share of immediate sales, influencers deliver the highest long-term ROI multiplier across all media.

September 2025

Week of September 29, 2025

• Sephora’s new affiliate program: Sephora launched My Sephora Storefront, an affiliate program that lets creators curate products and earn 15% commissions, positioning the retailer to compete with TikTok Shop, Amazon, and Shopmy in beauty e-commerce. Its success hinges on whether creators and their audiences choose Sephora over platforms with higher commission rates and greater convenience.
• OpenAI’s TikTok competitor: OpenAI launched Sora 2, a realistic AI video generator, and a TikTok-style social app that lets users insert themselves and friends into AI-generated clips, directly challenging TikTok in short-form video. While free at launch, the app raises safety concerns around misuse of likenesses and non-consensual content.
• AI bot protection: Creators are increasingly taking steps to block AI bots from scraping their content, using tools like Raptive’s plugins and legal terms, as AI-driven bot activity surged 225% in 2025. Unlike major publishers, however, creators lack the legal budgets and enterprise-level protections, leaving them more vulnerable despite new defenses.‍
• TikTok news consumption: TikTok has quickly become a major news source in the US, with 20% of adults (and 43% of those under 30) regularly getting news there, up sharply from 2020. Overall, 55% of TikTok users now say they regularly consume news, rivaling platforms like X and Facebook.

Week of September 22, 2025

• TikTok US deal: The White House confirmed that TikTok’s US operations will be transferred to a majority American-owned joint venture, with Oracle overseeing the algorithm and US data to address security concerns. ByteDance will retain under 20% ownership, and the deal is expected to finalize early next year pending regulatory approval.
• Instagram growth: Instagram has surpassed 3 billion monthly users, driven by growth in Reels and messaging. Meta is rolling out updates to spotlight these features and tweak feed algorithms.‍
• Inside EssentiallySports’ creator program: EssentiallySports is driving engagement and revenue by partnering with athletes and creators to produce authentic event-driven content, boosting traffic, ad performance, and subscriber growth. The program also benefits creators by growing their audiences while helping the publisher build trusted, AI-resistant channels.

Week of September 15, 2025

• TikTok deal update: A US-led investor group, including Oracle, is set to take an 80% stake in TikTok’s US operations with a majority-US board, preventing a ban while China retains a minority share. The deal, still being finalized between Trump and Xi, comes after China agreed under the threat of a US shutdown.
• Discord influencer marketing: Discord is becoming a hub for influencer-style marketing, with brands sponsoring niche servers and using its Quests ad product to reach highly engaged communities. Its community-first model offers more authentic, one-to-one engagement, attracting both mainstream advertisers and creators building sponsorship opportunities directly into their servers.
• Maëlys TikTok Shop strategy: Maëlys has become a top seller on TikTok Shop by fueling viral before-and-after transformations that drive trust and sales, making it the No. 1 body-care brand on the platform in 2024. To amplify momentum, the brand also rolled out tiered affiliate incentives — from designer handbags to Ritz Carlton yacht experiences — during TikTok’s New Arrivals campaign.
• Bubble’s YouTube strategy: Bubble, the Gen-Z skin-care brand, is leaning into YouTube Shorts — growing 450K subscribers and driving viral product promos. CEO Shai Eisenman says the platform offers stronger engagement than TikTok and will remain a key investment as brands increase Shorts ad spend.‍
• Aldi social media revamp: Aldi shifted its social media strategy in 2025 to focus less on branding and low prices and more on cultural trends and playful content, driving viral engagement and outpacing competitors. The approach has boosted affinity and sales while proving that entertaining, customer-first posts beat traditional ad-style content.

Week of September 8, 2025

• Inside Peach & Lily’s influencer campaign: Peach & Lily launched its MiniProtein Exosome Bioactive Ampoule with a branding-free influencer campaign that prioritized expert reviews and curiosity over trends, driving engagement five times higher than past efforts. The education-first, data-driven strategy reflects the brand’s focus on long-term loyalty and a balanced mix of expert content, events, and targeted ads.
• YouTubers are becoming media giants: Top YouTube creators like Dude Perfect, Good Good Golf, and Mythical Entertainment are evolving into full-scale media companies, fueled by major institutional investments and diversified revenue streams. With the creator economy projected to hit $480B by 2027, this marks a shift from influencer-led channels to professionalized media ecosystems rivaling traditional entertainment.‍
• Pinterest male user trends: Pinterest’s male user base has surged to over 171M, led by Gen Z men exploring wellness, style, tech, and parenting content. The platform is leaning into this growth with a new “Pinterest Man” hub, fueling competition with TikTok and boosting its market momentum.

Week of September 1, 2025

• Creator economy payment challenges: The $250B creator economy is booming but plagued by late and low payments, with 87% of creators facing delays due to outdated systems, long payment terms, and agency cash flow issues. These practices deepen pay inequities and force creators to diversify income streams or join transparency efforts, highlighting the urgent need for systemic reform.
• Influencer campaign measurement: The creator economy is evolving into a major media channel, with influencer marketing spend projected to hit $13.7B by 2027, but growth is slowed by fragmented measurement, lack of standardized metrics, and rising costs. Experts urge brands to see creators as a mix of earned and paid media, but consistent frameworks are needed to scale and optimize campaigns.‍
• 3 ways influencer marketing is evolving: The creator economy has evolved into a cornerstone of modern marketing, with influencer spend topping $10B and brands investing more strategically than ever. As measurement and infrastructure improve, influencer marketing is poised to become a fully standardized, ROI-driven media channel.

August 2025

Week of August 25, 2025

• YouTube Hype rolls out globally: YouTube’s new “Hype” feature lets fans boost videos from creators with under 500,000 subscribers, earning points that appear on leaderboards and giving smaller creators a bigger visibility boost. Fans can earn badges, filter for hyped videos, and YouTube plans to monetize the feature with paid hypes in the future.
• Instagram Reels series: Instagram now lets creators link reels into series, making it easier for viewers to follow multi-part stories or themed content. The feature, accessed via captions or the overflow menu, boosts engagement and helps turn casual viewers into followers.
• Creator content misuse: Brands often misuse influencer content, either knowingly or accidentally, highlighting the need for proper contracts, usage rights, and experienced management. While some handle it fairly, many take liberties, and without enforcement or education, misuse is likely to continue.
• Blue Apron’s influencer marketing: Blue Apron has brought influencer marketing in-house to cut costs, speed up campaigns, and strengthen creator relationships as part of a broader brand refresh focused on dominating social media feeds. This reflects a wider trend of brands treating influencer marketing as a core channel while balancing internal efforts with agency support.‍
• Pinterest thrifting trend: Pinterest’s fall 2025 report shows thrifting is booming, driven by Gen Z and rising male interest, with searches for vintage fashion, home decor, and luxury watches surging. To capitalize, Pinterest is launching the Thrift Shop, curating secondhand items and wishlists on its platform.

Week of August 18, 2025

• Influencer marketing measurement evolution: Marketers are increasingly shifting from vanity metrics to measuring real business impact from creators, using a mix of ROI, conversions, brand lift, and audience fit. Tools, AI, and custom studies help quantify influence, making creators an integral (and measurable) part of media plans.
• YouTube Shorts monetization: YouTube is letting Shorts creators earn from app promotions through co-branded partnership ads with custom CTAs, while Google’s AI tools like iOS tROAS bidding and smart video resizing help advertisers boost performance and reach. This gives creators a new monetization option and app developers more ways to connect with audiences.
• CTV creator content push: In 2025, CTV platforms like Tubi, Samsung TV Plus, and Netflix are expanding creator-driven content (both repurposed and original) to attract advertisers seeking highly engaged, premium audiences, with US brands projected to spend $13.7B on influencer marketing by 2027. This marks a shift from experimental to strategic creator content on TV.
• Glow Recipe’s marketing strategy: Glow Recipe generated buzz for its new Prickly Pear Peptide Mucin serum by seeding 1,800 mystery lab samples to creators, highlighting it as a vegan, cruelty-free alternative to snail mucin. The campaign combined curiosity-driven marketing with education on ethical sourcing, driving excitement and over $500K in earned media before the official launch.‍
• Gen Z back-to-school marketing: Brands like Nuuly, JanSport, and American Eagle are targeting Gen Z for back-to-school with TikTok, YouTube, and creator-led campaigns, while balancing parent-focused channels like Facebook and direct mail. Short-form video, influencer partnerships, and diversified paid social are key to driving engagement during the $128B season.

Week of August 11, 2025

• Influencer marketing trends for H2 2025: Hyper-local influencer marketing (partnering with community leaders like book club hosts) is emerging as a key 2025 trend. Additionally, more influencers are expected in 2026 Super Bowl ads through long-term brand partnerships. Creators like Vanillamace are gaining attention for relatable content, while series like InStyle’s “The Intern” showcase sharp social media comedy.
• Gen Z retail trends: Pinterest’s fastest-growing audience is Gen Z, with 66% using the platform first for shopping. The platform leverages AI to deliver personalized, trend-driven inspiration, helping brands adapt quickly to fast-moving trends while making mobile shopping seamless.
• Creator fee volatility: Creator fees are rising and increasingly unpredictable, with similar influencers charging vastly different rates. The industry is transitioning toward value- and performance-based pricing, moving away from follower counts as the main benchmark.
• Threads growth: Meta’s Threads has grown to 400 million monthly active users, steadily closing the gap with X as engagement rises, while X appears to be losing users. Meanwhile, Bluesky remains a niche platform, leaving Threads poised to become a leading real-time social media hub.‍
• TikTok fuels food tourism: TikTok is fueling a surge in food tourism, with searches for “7/11 Japan” up 5,000% as viral videos inspire travelers to seek authentic culinary experiences. Tour operators worldwide are adapting, turning local food spots into major travel draws and driving significant booking increases.

Week of August 4, 2025

• Creators increasing rates: As brands increase influencer marketing budgets and demand faster turnarounds, creators are confidently doubling their rates and charging more for content rights and exclusivity, reflecting their growing value in brand campaigns.
• Influencer marketing evolution: Influencer marketing is shifting as search and social blur, with brands optimizing creator content for both people and AI to boost long-term discoverability. This new approach requires revamped strategies as agencies adapt to the evolving digital landscape.
• Creator economy growth shift: Top CEOs highlight the creator economy as a key growth driver, integrating influencers and AI to boost brand engagement and reshape marketing strategies across platforms.
• Instagram’s latest features: Instagram is rolling out a new Map feature for location-based content discovery, Reposts for sharing others’ posts to your profile, and a global Friends tab in Reels to show what friends are engaging with, all with added privacy controls.

July 2025

Week of July 28, 2025

• The rise of creator AORs: Brands are investing in creator agencies of record, signaling a shift to long-term, strategic influencer marketing backed by multi-million dollar budgets. What was once a side tactic is now a core part of the marketing stack with C-suite buy-in.
• Instagram live requirements: Instagram now requires a public account with at least 1,000 followers to go live, aiming to improve stream quality and reduce costs — a change that’s frustrated smaller creators and casual users.‍
• TikTok Footnotes: TikTok is launching Footnotes, a community fact-checking feature that lets U.S. users add and rate contextual notes on videos. Similar to X’s Community Notes, it aims to provide balanced information and will improve as more contributors participate.

Week of July 21, 2025

• Creator economy shifts: In 2025, brands are shifting influencer spend toward micro and niche creators for better ROI while pulling back on DEI campaigns, hurting creators of color. Facing platform instability and shrinking payouts, many creators are diversifying income by launching products and pursuing media ventures to ensure long-term success.
• Employees are the new influencers: Retailers like Aerie, Macy’s, and Ulta are featuring store associates in social content to boost authenticity and engagement. These programs drive strong performance on platforms like TikTok while also supporting recruitment and brand trust.
• What the new Google indexing update entails: Google is now indexing Instagram posts from business and creator accounts, reflecting a shift toward visual, social-first search behavior driven by Gen Z and millennials. This change could boost visibility for smaller brands and signals deeper integration between search, social media, and e-commerce.‍
• Meta content crackdown: Meta is cracking down on accounts that repeatedly repost unoriginal content by limiting their reach and monetization, while encouraging authentic storytelling to combat low-quality AI-generated media. These changes follow similar moves by YouTube and come amid criticism of Meta’s automated enforcement practices.

Week of July 14, 2025

• Creator economy trends: The creator economy is becoming more institutionalized, with 37% of US marketers spending over $3M annually. At the same time, 52% of creators reported burnout, mainly due to financial instability (55%) and creative fatigue (40%). 
• Influencer earnings report: New research shows the creator economy is up 19% this year, but highlights a growing need to support newer and underrepresented creators in breaking past a “monetization ceiling” and unlocking higher earnings.‍
• TikTok sale and app update: A TikTok sale to non-Chinese investors, including Oracle, is reportedly close, with a new version of the app set to launch on September 5. The original app would be phased out by March 2026, pending approval from the Chinese government.

Week of July 7, 2025

• TikTok US app: TikTok plans to launch a new US-specific app on September 5 ahead of a possible sale to American investors, with the current app set to stop working by March. Users will need to download the new version to continue using the platform.
• YouTube creator data: YouTube is rolling out a new opt-in data-sharing feature to help creators land more brand deals by sharing audience insights with advertisers. This move is part of a larger effort to improve sponsorship tools and compete more directly with platforms like Instagram.
• Creator economy evolution: Influencer marketing has matured into a core channel, with brands investing big and prioritizing structure, performance, and ROI. Creators are now integral media partners, held to the same standards as traditional channels.‍
• Tariffs and consumer sentiment: As tariff uncertainty looms, marketers must prioritize empathy, value, and consistency to maintain consumer trust amid shifting spending habits and potential price hikes. Transparent communication and brand stability will be key as economic anxiety grows.

June 2025

Week of June 30, 2025

• Gen Z shopping trends: Gen Z is more financially savvy and selective than expected, valuing immersive, culturally relevant brand experiences over traditional marketing. To win their loyalty, brands must capture attention quickly with timely, digital-first content via platforms like Pinterest.
• Retailers launch creator programs: Best Buy and Lowe’s launched new creator programs to meet rising demand for authentic, influencer-driven shopping experiences. By offering personalized storefronts and long-term brand support, they aim to build trust with younger, digitally savvy audiences.‍
• The need for authenticity: Word of mouth is the most trusted form of advertising, but overly transactional, inauthentic influencer posts are losing credibility. To rebuild trust, brands should partner with genuine customer advocates — not just generic creators — to share real, honest experiences.

Week of June 23, 2025

• Instagram SEO: Starting in July, Instagram will let professional accounts opt in to search engine indexing, giving creators and brands new control over visibility beyond the app. With strategic keyword use in captions, this shift can drive more traffic and turn posts into powerful tools for discovery.
• TikTok shopping growth: TikTok Shop is rapidly growing in the U.S., with sales up 120% year-over-year and strong engagement driven by livestreams and product discovery, as more brands and small businesses join the platform.
• VidCon 2025 takeaways: VidCon 2025 highlighted two key trends shaping the creator economy: curiosity-driven storytelling is now essential for engaging audiences, and AI tools like ChatGPT are rapidly transforming how creators brainstorm, script, and scale their content. Success will go to those who combine compelling narratives with smart, AI-powered workflows.‍
• Influencer marketing’s continued growth: US influencer marketing spend will grow to $13.7B by 2027, driven by brands seeking higher ROI and using influencers for both awareness and revenue growth.

Week of June 16, 2025

• TikTok bill extension: President Trump is extending the deadline for ByteDance to sell TikTok’s US operations by another 90 days to keep the app running while a deal is finalized to protect user data. Several US buyers are interested, but Chinese government approval remains uncertain.
• Substack creator fund: Substack’s new $20 million creator fund reinforces its focus on creator independence amid growing frustration with unstable social platforms. As creators seek control over their audience and income, owning personalized domains is becoming essential for building lasting, sustainable digital brands.
• Shopping on YouTube Shorts: YouTube is rolling out shoppable product stickers for Shorts, which drove 40% more clicks in testing compared to the old Shopping button. The feature, launching globally, lets creators tag products directly in videos for easier viewer shopping.
• Tokenizing the creator economy: Own is a new decentralized social app using blockchain and a tradeable $OWN token to help creators worldwide earn more from engagement, tipping, sponsorships, and ecommerce, with lower platform fees and secure content ownership. Now in public beta, Own aims to offer fairer monetization and global access beyond traditional platforms like TikTok.‍
• Influencer marketing growth: Influencer marketing is booming, expected to grow 36% to nearly $33 billion by 2025, as big brands ​​like Unilever and Publicis shift budgets to creators who better connect with younger, digital-native audiences. It’s become a crucial strategy for staying relevant and reaching target markets effectively.

Week of June 9, 2025

• YouTube’s economic impact: In 2024, YouTube’s creator economy drove $55 billion in US GDP and supported 490,000 jobs, reflecting rapid growth fueled by creators and their teams. Beyond ad revenue, creators are earning more through diversified income streams like Patreon and Linktree, making YouTube a powerhouse for building sustainable careers.
• Instagram Trial Reels results: Instagram’s trial Reels let creators test content by showing it only to non-followers, offering early insights into performance without affecting their main audience. With up to 20 trials per day and engagement data available within 24 hours, many creators are using it to refine strategy and grow reach.‍
• Influencer marketing evolution: Influencer marketing is now a core part of omnichannel strategies, with brands using social content and data to drive full-funnel engagement across platforms. By combining social signals with transactional and demographic data, marketers can extend influencer impact beyond social, reaching high-value consumers with precision and scale.

Week of June 2, 2025

• Pride month marketing decline: Pride Month marketing spend has plummeted as brands pull back under political pressure, especially from the Trump administration, leaving many LGBTQ+ creators — particularly trans influencers — with significantly fewer sponsorships. Once a peak earning period, June now brings little brand interest, forcing creators to explore alternative revenue streams like affiliate marketing, secondhand sales, or full-time jobs.
• Stricter influencer usage rights: Perpetual usage rights in brand-creator contracts create tension because creators want control and fair pay, while brands seek long-term content use and efficiency. The future lies in compromise through time-limited, tiered, or format-specific licensing to balance both sides’ needs.‍
• Influencer-fan experiences: Influencers are shifting from chasing virality to hosting intimate, real-life events that bring their online communities together — like Brandon Edelman’s luxury “Bran Trip” for fans or Danielle Pheloung’s branded workout class. With 95% of Gen Z and millennials seeking offline connections, brands and platforms like Offline are stepping in to turn followers into active participants.

May 2025

Week of May 26, 2025

• E.l.f. acquires Rhode: E.l.f. Beauty acquired Hailey Bieber’s skincare brand Rhode for $1 billion to expand its global reach and retail presence, while Bieber and Rhode’s leadership remain onboard. E.l.f. plans to boost Rhode’s marketing, enter Sephora in 2025, and reduce reliance on Chinese manufacturing amid rising tariffs.
• Mastercard’s influencer strategy: Mastercard is leaning heavily into influencer marketing to promote experiences over products, inviting creators to events and giving them creative freedom to share authentic content. CMO Raja Rajamannar believes this approach will eventually surpass traditional ads as consumers favor ad-free, experience-driven content.‍
• YouTube Shorts x Google Lens: YouTube is adding Google Lens to Shorts, letting users visually search products or landmarks directly from videos to enhance discovery. The feature rolls out in beta this week and won’t include ads or work on Shorts with affiliate links or paid promotions.

Week of May 19, 2025

• Instagram Referrals: Instagram is testing an invite-only “Referrals” program that pays US creators up to $20,000 for driving app traffic or new sign-ups via off-platform links, with $100 earned per new user or per 1,000 eligible visits. The six-week test, managed by third-party partner Glimmer, is part of Instagram’s broader effort to compete with TikTok and YouTube by incentivizing creators.
• Instagram’s shift to privacy: In a new interview, Instagram head Adam Mosseri said users are shifting from public posts to private sharing via DMs and group chats, prompting the platform to lean more on algorithmic recommendations to keep engagement high. He also shared that Threads, originally pitched as a feature within Instagram, became a standalone app to support public conversations and creator communities.
• Ulta employee ambassadors: Ulta Beauty’s “Ulta Beauties” program turns store associates into paid brand ambassadors, leveraging their existing social content to drive engagement, reflect real-time consumer trends, and inform marketing strategy. Ambassadors receive perks, mentorship, and potential career growth, with standout creators featured in campaigns and Ulta platforms.‍
• ByteDance growth: ByteDance, TikTok’s parent company, is targeting $186 billion in revenue for 2025, a 20% increase that nearly matches Meta’s projected $187 billion. Despite US regulatory threats and slowing business in China, the company is now valued between $400-$450 billion, bolstered by its expansion into generative AI.

Week of May 12, 2025

• Creators at the Upfronts: Creators played a supporting role at this year’s TV and streaming upfronts, but their growing influence signals a shift as media companies turn to them for cultural relevance, lower-cost content, and digital ad growth. In return, creators gain prestige, professional production, and access to big-brand deals—marking the beginning of a deeper, more strategic partnership.
• Gen Z loves Pinterest: Pinterest CEO Bill Ready says Gen Z is turning to the platform to shop, thanks to its visual search and personalized features. With a 16% revenue jump and 10% user growth in Q1, Pinterest is gaining traction by focusing on shoppability and Gen Z engagement.
• Threads updates: Threads now lets creators add up to 5 links in their bios and see how each one performs, making it easier to drive traffic to multiple channels like newsletters, podcasts, or shops. New audience insights and engagement tips are also on the way to help creators grow their communities.
• TikTok image-to-video AI: TikTok’s new “AI Alive” feature lets creators and brands turn static photos into engaging animated videos, boosting storytelling and audience engagement.‍
• Inside buzzy influencer campaigns: Marketing leaders from McDonald’s, Olipop, and Nissan share how creator partnerships and culturally driven moments are driving major success on social, emphasizing the power of fan engagement and authentic influencer collaborations in modern marketing.

Week of May 5, 2025

• The risks of AI in influencer marketing: Some brands are prioritizing scale over authenticity in influencer marketing, treating creators like ad inventory and opening the door for AI-generated content to take over. To keep influencer marketing meaningful, brands must invest in storytelling, cultural relevance, and genuine creator partnerships — things AI can’t replicate.
• Medicube’s influencer program: K-Beauty brand Medicube is rapidly gaining traction in the US through viral influencer mentions (like Hailey Bieber and Kylie Jenner), high-performing creator campaigns, and youth-focused partnerships like GlowHouse — all ahead of its upcoming US retail launch. The brand’s strategy blends buzzy ingredients, TikTok virality, and multigenerational appeal to position itself as a mainstream beauty leader.
• Influencers to business partners: Influencer marketing in beauty has shifted from one-off promotions to long-term, community-driven collaborations, with success now hinging on authenticity, relationship-focused engagement, and working with nano and micro-influencers. Brands that build genuine, engaged creator communities see higher trust, stronger loyalty, and lasting impact.
• TikTok livestream monetization: TikTok is boosting its livestreaming offerings, with creators now generating $10 million daily through live gifting and ecommerce, especially benefiting creators with fewer followers. The platform is offering educational resources and monetization tools, though its future remains uncertain due to ongoing US regulatory concerns.
• Instagram lockable Reels: Instagram's new lockable Reels feature lets creators share exclusive content behind a secret code, with The Weeknd being the first to use it. Currently in testing, it offers a way for creators and brands to engage specific audiences with exclusive content.‍
• LinkedIn influencer marketing: LinkedIn is rapidly becoming a key platform for B2B influencer marketing, with agencies and brands seeing significant growth in creator partnerships and ad spend. LinkedIn’s new BrandLink program further supports this trend by offering targeted ad opportunities alongside creator content.

April 2025

Week of April 28, 2025

• Influencer partnership disclosures: Revolve is facing a class-action lawsuit for failing to ensure proper influencer disclosure, highlighting growing legal risks for brands that don't comply with FTC guidelines requiring clear, prominent, and honest endorsements. Experts warn that both brands and influencers can be held liable, especially as other regulatory bodies step up enforcement.
• Nuuly’s micro-influencer program: Nuuly’s ambassador program, Club Nuuly, taps micro-creators to host local events that foster community and drive organic brand growth. The strategy has contributed to a 53% subscriber increase and a profitable fiscal year.
• Edits launch success: Meta’s new video editing app, Instagram Edits, had a massive debut with 7.1 million downloads in three days — far surpassing CapCut’s early numbers — thanks to Meta’s network power. While praised for ease of use and clean exports, it still lacks advanced features that CapCut offers.‍
• Martha Stewart’s advice for marketers: At 83, Martha Stewart is still shaping culture and marketing. She advises marketers to stay authentic, evolve with platforms like TikTok and Instagram, and choose credible influencers based on engagement, not just followers. Above all, she stresses the importance of surprising your audience and staying true to your vision.

Week of April 21, 2025

• American Eagle’s affiliate program: American Eagle has launched its own affiliate program, "Live Your Life," offering creators perks like early access to collections and commissions. The program aims to connect with Gen Z while scaling content and commerce, focusing on authenticity and a diverse group of influencers.
• The economy’s impact on influencer marketing: Amid economic uncertainty, influencer marketing remains resilient due to its flexibility and dual value in performance and brand awareness, though some agencies are feeling the impact of delayed or canceled campaigns. Brands are urged to be more thoughtful in their influencer briefings to avoid appearing tone-deaf in a turbulent climate.
• Instagram Edits: Instagram has launched Edits, a video creation app with features like background replacement and AI tools, aimed at competing with TikTok’s CapCut. The app is part of Meta's strategy to capture the growing short video trend amid uncertainty around TikTok’s future.
• 20 years of YouTube: YouTube has evolved from a simple video-sharing platform to a global entertainment hub, dominating streaming, music, podcasts, and gaming while generating billions in ad revenue. Its future focus includes expanding content, leveraging AI, and staying the go-to platform for all types of media.‍
• How brands are vetting influencer agencies: As brands like Unilever increase their influencer marketing budgets, agencies that offer long-term, strategic support, niche expertise, and creator-focused growth are standing out. Successful agencies prioritize mentorship, community-building, and personalized partnerships over short-term campaigns.

Week of April 14, 2025

• Creators prepare for economic slump: With a potential recession ahead, content creators are shifting their focus from fan-driven revenue to brand deals and platform ad revenue, seeking more stability. Many are diversifying their content and prioritizing long-term partnerships, while being selective about sponsorships to maintain audience trust. Despite economic uncertainty, agencies report that influencer marketing budgets remain strong, as brands continue to rely on creators to engage communities.
• TikTok ramps up creator rewards: TikTok is launching an invite-only Specialized Rewards Program to offer additional monetization for top creators in specific niches, as it faces uncertainty over its future in the US. This move comes amid Meta's push to attract TikTok creators to Instagram.
• TikTok Footnotes: TikTok is testing a new feature called Footnotes, allowing users to add context to videos to improve understanding and combat misinformation. The feature uses a consensus-driven system where footnotes are rated as helpful before becoming visible, complementing TikTok's existing fact-checking efforts.
• Potential Instagram spinoff: A 2018 memo revealed that Mark Zuckerberg considered spinning off Instagram as a separate company, anticipating political pressure that could force Meta to break up. This surfaced during Meta's ongoing FTC antitrust trial, where the agency argues the acquisitions were aimed at eliminating competition.‍
• What influencer marketers are looking for in 2025: Influencer marketing is growing rapidly, with brands expected to spend $10.52 billion in 2025. A key challenge for 43.9% of marketers is finding the right creator, and 27.1% prioritize conversions as the most valuable metric, while 37.4% focus on long-term partnerships and 33.1% work with microinfluencers.

Week of April 7, 2025

• Locked Instagram Reels: Instagram is testing a new feature called locked reels, where viewers must enter a secret code based on a hint to unlock exclusive content. This could boost engagement and allow creators to share private content with dedicated fans.
• Instagram search improvements: Instagram head Adam Mosseri announced plans to improve the app's search functionality, aiming to better compete with platforms like TikTok, which Gen Z prefers for content discovery. The updates will focus on enhancing content search, surfacing valuable content, and incorporating context from comments to improve recommendations.
• Grocery influencer marketing: Grocers are struggling to gain traction on social media, but partnering with influencers could boost engagement and drive sales, as Gen Z shoppers trust creator recommendations. Retail media networks can help scale influencer content and measure its impact for better targeting and performance.

March 2025

Week of March 31, 2025

• TikTok second bill extension: Trump extended ByteDance’s deadline to sell TikTok’s US operations to mid-June, allowing more time for deal negotiations and government approvals. Several companies are vying to buy the app as a potential ban still looms.
• Pinterest’s performance marketing push: Pinterest is gaining traction with advertisers by shifting from brand awareness to performance marketing, driven by its AI-powered Performance+ tool. With $3.65B in 2024 revenue, it's proving that its focus on conversions, measurement, and ad relevance is paying off. As CRO Bill Watkins put it, “Advertisers are voting with their dollars.”
• Instagram reposts: Instagram now lets users repost content directly to followers’ feeds, not just Stories — similar to retweets on X. This change could boost reach and engagement, aligning with IG’s shift toward algorithm-driven content.‍
• New influencer marketing data: Influencer marketing is growing, with 59% of marketers planning to partner with more influencers in 2025, driven by the need for increased brand awareness and engagement. As new platforms like Bluesky and Threads gain traction, brands must adapt and establish an early presence to stay aligned with shifting consumer preferences.

Week of March 24, 2025

• Potential TikTok ban extension: With just days left before TikTok faces a US ban, negotiations for a sale remain uncertain, with Oracle as a potential buyer. Senators are urging Trump to formally extend the deadline to October to allow more negotiation time. TikTok is also pushing PR efforts, but its only options are a US deal or another extension.
• Snapchat’s unique creator approach: Snapchat focuses on fostering genuine connections and well-being over viral growth, with a growing creator monetization model, but still trails behind platforms like YouTube and TikTok. Its long-term bet on AR and wearables could redefine creation and connection in the future.
• Hybrid influencer strategy: The line between celebrities and content creators is blurring, pushing brands to seek hybrid personalities — creators who achieve celebrity status and celebrities who engage like influencers (i.e. Alix Earle and Taylor Lautner respectively). A mix of celebrities for awareness and influencers for conversions is key to maximizing ROI in today’s $10B+ influencer marketing landscape.
• UGC creators’ impact on influencer marketing: UGC creators are transforming influencer marketing by driving higher engagement, conversions, and brand trust, with brands like Groupon and Fender seeing major ROI boosts. As AI optimizes influencer selection and platforms like Pinterest fuel social commerce, brands are shifting focus to micro- and niche creators for authenticity and leveraging UGC across marketing touchpoints.‍
• Roblox’s own creator economy: Most top Roblox creators make their money from in-game sales rather than brand deals, which often pay less due to intermediary studios taking large cuts. As Roblox expands its advertising efforts, direct partnerships with the platform are becoming a more attractive option for creators.

Week of March 17, 2025

• PepsiCo acquires Poppi: PepsiCo is acquiring Poppi for $1.95 billion, marking a major win for the prebiotic soda brand. Poppi’s success stems from nostalgia-driven branding, influencer marketing, and viral activations, proving that the future of soda is as much about culture and community as it is about ingredients.
• Instagram AI comments: Meta is testing AI-generated Instagram comments and chatbot profiles to boost engagement and make posts look more interactive. The idea is that these AI tools could encourage more human participation, even if the responses themselves aren’t from real people. While this could increase user activity, it raises concerns about authenticity and the future of social interactions.
• Influencer marketing spend: US influencer marketing spending will surpass $10 billion in 2025, driven by strong brand commitment to the channel. However, experts predict the growth rate will slow due to market maturity and concerns over TikTok's future. ‍
• Brands bet on Substack: M.M.LaFleur has moved its editorial platform, The M Dash, to Substack to expand its content strategy and engage new audiences, leveraging the platform's discovery features and two-way communication tools. While not focused on direct sales, the brand is tracking positive conversion metrics and aims to set a standard for branded content on Substack.

Week of March 10, 2025

• Unilever bets on influencers: Unilever’s new CEO, Fernando Fernandez, is doubling down on influencer marketing, increasing social media spend from 30% to 50% and working with 20 times more influencers. He aims to expand hyper-local campaigns, leverage AI for content creation, and strengthen Unilever’s presence in key global markets.
• TikTok ban delay: Trump signaled he may extend TikTok’s April 5 sale deadline, marking a shift from his earlier push to ban the app. Rising US-China tensions, including new tariffs, could impact the deal.
• Top brands are evolving their influencer strategies: Brands like Crocs, Southwest, and Instacart are shifting ad budgets toward influencer marketing, leveraging creators for campaign casting, shoppable ads, and community engagement. This shift reflects a broader move toward social-first strategies, with brands prioritizing authenticity, social commerce, and creator-driven content over traditional media.‍
• The evolution of influencer marketing:Influencer marketing has evolved from simple collaborations to a broader strategy, with brands now integrating creator content across all marketing channels including TV, OOH ads, and ecommerce sites. To succeed, brands should plan content placements, brief creators for multiple formats, invest in post-production, and test creator content alongside brand-produced content for optimal results.

Week of March 3, 2025

• The future of TikTok: TikTok's future in the US is uncertain amid legal battles and ongoing acquisition talks, with investors like Frank McCourt’s "People’s Bid" and a consortium led by Jesse Tinsley competing for ownership. The app's fate hinges on potential ownership changes, with major companies like Oracle, Walmart, and Microsoft expressing interest.
• Bluesky’s Instagram alternative: Flashes, a new photo-sharing app built on Bluesky's AT Protocol, gained 30,000 downloads in its first 24 hours, offering customizable feeds, portfolio features, and photo filters. It allows users to post content that reaches Bluesky's wider audience, with 40,500 downloads by Thursday.
• Olipop’s influencer strategy: Olipop grew from a small startup to a $1.85 billion brand, proving that small businesses can succeed with influencer marketing on a budget. The brand’s strategy involved testing multiple smaller influencers, using gifting to build authentic relationships, and leveraging platforms to scale efforts without needing a large team, all while prioritizing organic content and tracking performance to focus on successful partnerships.
• Gen Z trusts influencers: Fortune delved into why Gen Z trusts social media influencers over experts, discovering that influencers feel more relatable and engaging, offering quick, accessible advice that resonates with their audience. This shift reflects a preference for content that aligns with their interests and builds trust through familiarity.
• Creator economy challenges: The creator economy faces challenges from shifting platform priorities, AI-generated content, and declining trust in influencers, with many creators struggling to maintain influence. Despite challenges, the future remains promising for those who diversify or offer unique value.‍
• Influencer advocacy impact: Brands should shift their focus from just awareness and conversions to advocacy by leveraging influencer partnerships to build long-term trust and community engagement. Brand lift studies show how creators drive lasting loyalty and impact beyond immediate sales.

February 2025

Week of February 24, 2025

• TikTok consumer spending hits $6B: TikTok shattered records in 2024, becoming the first non-game app to hit $6 billion in in-app purchases, more than doubling the revenue of any other app. With a booming creator economy and rising consumer spending, TikTok continues to dominate both revenue and engagement.
• RMNs leverage influencers: Retail media networks like Walmart, Amazon, and Target are increasingly monetizing their creator networks and affiliate programs, using first-party data to target shoppers through influencer-driven campaigns. As influencer marketing grows, RMNs are evolving to include more comprehensive partnerships and content repurposing strategies.
• Instagram Testimonials: Instagram is rolling out Partnership testimonials, a new feature within its Partnership Ads that allows brands to highlight creator endorsements as sponsored comments on Partnership posts. These testimonials are limited to 125-character text, giving creators an easy way to support brand deals without creating separate content.
• ‍Separate Reels app: Instagram is reportedly considering launching Reels as a standalone app, following uncertainty surrounding TikTok's future in the US.

Week of February 17, 2025

• Creators hate algorithms: Patreon’s State of Create report reveals creators’ frustration with algorithmic feeds, as 53% say it’s harder to reach followers, while 78% feel “The Algorithm” influences their content. Fans prefer long-form content, but platform instability is pushing creators toward direct-to-consumer platforms like Patreon and Substack.
• Instagram is downranking comments: Instagram is testing a private downvote button for comments on Reels and Feed posts. While downvotes won’t be visible, they may eventually influence comment ranking to promote a more positive experience.
• TikTok restored in app stores: Google Play and Apple have restored TikTok to the US app store after President Trump signed an executive order delaying its ban, giving ByteDance 75 more days to find a new owner.
• Influencer marketing is thriving: The global influencer marketing market has more than tripled since 2020, projected to reach $33 billion by 2025. Instagram remains the top platform, with its influencer market set to surpass $22 billion globally by 2025. TikTok is also gaining traction, with top brands generating over $500 million in earned media value (EMV) in the first half of 2024. ‍
• YouTube Shorts AI: YouTube has integrated Google’s Veo 2 model into its Dream Screen feature, allowing creators to generate video clips for Shorts based on text prompts. The feature, rolling out in select countries, offers faster, more realistic AI-generated videos, with content tagged using SynthID watermarks.

Week of February 10, 2025

• US tariffs’ impact on influencer marketing: US tariffs are causing major disruptions in influencer marketing, with brands like Shein and Halara pausing campaigns, especially those targeting US audiences, due to rising costs and changes in product supply chains. The tariff increases, including a 10% levy on Chinese goods, are putting pressure on influencer marketing budgets and could trigger broader impacts across the creator economy as businesses adapt to the evolving trade landscape.
• Instagram Edits: Instagram’s upcoming Edits app, launching next month, will offer advanced creative tools like AI-generated background editing and video editing features, with new updates likely rolling out here first. This app could become a key resource for creating standout content, especially if CapCut is restricted in the US.
• Influencer investors: Influencers like Sara and Erin Foster, along with Rocky Barnes, are becoming investors in brands like Exponent Beauty, moving beyond short-term partnerships to foster long-term growth and success through shared equity and collaboration.‍
• Instagram alternatives: Alternative social networks like Pixelfed, Flashes, and Pinksky are gaining traction as decentralized, open-source platforms offering Instagram-like experiences. While still small, these apps appeal to users seeking alternatives to Big Tech's platforms, particularly among younger, privacy-conscious audiences.

Week of February 3, 2025

• Super Bowl influencer activations: For Super Bowl 2025, brands like Hellmann's and Uber Eats are shifting from one-off influencer sponsorships to immersive experiences, integrating creators into private events and activations to generate organic buzz. This strategy allows brands to create authentic, engaging content and drive millions of organic views at a fraction of the cost of in-game ads.
• TikTok traffic is back up: Despite a temporary U.S. shutdown and fears of a ban, TikTok has nearly recovered its traffic, now just 10% below pre-shutdown levels. While some creators are diversifying to other platforms, most are skeptical about a full ban, and TikTok's return has diminished the brief rise of competing apps.
• 2025 TikTok Shop strategies: TikTok Shop had a strong 2024 but faced uncertainty in early 2025 after a temporary shutdown, leading to panic among creators and brands. Despite this, sales surged and other platforms like Whatnot and Flip saw growth, highlighting the need for flexibility in adapting to evolving social shopping trends.‍
• LinkedIn’s TikTok-style video feature: LinkedIn's push into TikTok-style short-form video is paying off, with video viewership up 36% in Q1 2025. The platform is expanding features like a vertical video player and swipeable carousels, while also offering nano-learning courses to support creators.

January 2025

Week of January 27, 2025

• Random creator content resonates: A study by Blue Hour Studios shows that 80% of US consumers are willing to buy based on social media content from any creator, regardless of follower count. With interest-driven algorithms shaping engagement, brands are shifting from follower-based influencer selection to prioritizing content relevance and audience interests for better performance.
• TikTok Shop sales spiked amid ban: Despite a temporary shutdown on January 18-19, TikTok Shop sales spiked, reaching $32 million on January 19, fueled by a surge in sales leading up to the outage and consumer loyalty to the platform’s shopping ecosystem. Brands and creators explored alternatives, but TikTok's unique creator-commerce connection remained unmatched.
• Instagram gives creators more Reels insights: Meta is luring TikTok creators with big bonuses and new Instagram Reels metrics like View Rate and Views Over Time to help optimize content. With TikTok still missing from app stores, Instagram is seizing the opportunity to attract creators.
• Super Bowl influencers: The Super Bowl is a prime opportunity for influencers — beyond just sports creators — to engage audiences through authentic, niche content. With influencer marketing spend outpacing digital ad growth, brands and the NFL can maximize impact by offering exclusive access and behind-the-scenes experiences.‍
• Honest product reviews are key: 59% of US shoppers trust honest creator reviews that highlight pros and cons. With most social shoppers following influencers and 90% of marketers investing in creator partnerships via retail media, brands can build trust through transparent content.

Week of January 20, 2025

• TikTok ban extension: Earlier this week, Trump signed an executive order that grants TikTok a 75-day extension but doesn’t overturn the ban, buying time for a potential sale or joint ownership. If banned, rivals like Instagram Reels and YouTube Shorts stand to gain.
• Meta’s mission to lure TikTok creators: Meta is offering US creators up to $5,000 to switch from TikTok to Instagram and Facebook, requiring them to post original Reels over 90 days. This follows TikTok’s temporary US outage, though top creators have reportedly been offered much larger sums to prioritize Reels.
• Instagram's CapCut rival: Instagram head Adam Mosseri announced Edits, a new video editing app rivaling CapCut, which is set to launch March 13, 2025. Edits will offer advanced creative tools, collaboration features, and in-depth performance insights for Instagram videos.‍
• How to succeed on Instagram: To boost Instagram performance in 2025, focus on watch time, likes, and sends — likes expand reach among followers, while sends help attract new audiences. Prioritize engaging, shareable content to maximize visibility.

Week of January 13, 2025

• Looming TikTok ban: TikTok plans to shut down its US operations on Sunday (1/19) due to a federal ban, unless President-elect Trump intervenes, with the US Supreme Court set to decide on the ban’s legality. The shutdown could disrupt services for millions of global users, and TikTok is preparing a message and data download option for affected users.
• TikTok “refugees” on RedNote: As the TikTok ban looms in the US, many American users are turning to the Chinese app Xiaohongshu, also known as "Red Note," to rebuild communities and avoid Western platforms — despite language barriers.
• Potential TikTok sell off to Elon Musk: Chinese officials are reportedly considering Elon Musk taking control of TikTok's US operations to prevent its ban if the Supreme Court upholds a forced sell-off order. While TikTok and Musk haven't commented, Beijing views Musk as a potential intermediary to keep the app in the US market.
• Experts’ influencer marketing predictions: Industry insiders told AdAge that influencer marketing will expand beyond social media to include mediums like connected TV and podcasts as creators seek more control and security, while brands embrace dark social and AI tools. Social commerce will continue to soar, with livestream shopping becoming a key trend for more immersive consumer experiences.
• Pixelfed gains traction: Pixelfed, a decentralized alternative to Instagram, has launched official mobile apps for Android and iOS, quickly gaining popularity in the world of federated social apps. The platform is ad-free, open-source, and offers chronological feeds, attracting users who seek to distance themselves from Meta's platforms.
• Fabletics’ plan to become a $1 billion brand: Fabletics is expanding in 2025 through wholesale, international markets, and new stores, with influencer marketing driving growth via celebrity partnerships and UGC influencers on platforms like TikTok and Instagram. The brand also leverages a flexible membership model and FOMO marketing tactics to boost conversions and customer retention.‍
• Influencer fragrance brands: Influencers like Danielle Bernstein and Funmi Monet are launching fragrance brands, capitalizing on their direct connection with fans, but long-term success relies on product quality and full commitment to the business. Despite the challenges of overcoming skepticism, influencer-backed perfumes are gaining traction alongside celebrity scents.

Week of January 6, 2025

• TikTok creators are altering their contracts: With a potential US TikTok ban looming, creators and agencies are revising contracts to reduce platform-specific risks, focusing on deliverables and alternative posting strategies if TikTok becomes inaccessible. This shift highlights a broader move toward platform-agnostic content to safeguard partnerships amid social media uncertainties.
• New YouTube Shorts tool: YouTube is testing a tool that automatically creates Shorts by clipping engaging segments from long-form videos, making it easier for creators to add Shorts without extra work. Currently available to a small group of English-speaking creators, it could boost engagement by simplifying content creation.
• 2025 influencer marketing predictions: 2025 will see influencer marketing evolve with a potential TikTok ban driving multichannel strategies, LinkedIn emerging as a key platform, and the pharmaceutical industry embracing influencers for greater trust. As budgets grow, brands will focus on advanced metrics and real-time measurement to prove ROI, ensuring the industry's continued growth.
• 2025 creator economy trends: The creator economy is evolving in 2025, with AI reshaping content creation, creators becoming media companies, and long-form content like podcasts gaining popularity. As TikTok faces uncertainty, creators are diversifying across platforms while continuing to play a central role in brand strategy and social commerce.‍
• Pinterest’s quest for internet optimism: Pinterest has maintained a positive and inclusive environment, with over half of users viewing it as more uplifting than other platforms, a strategy that appeals to both users and advertisers. CEO Bill Ready emphasizes focusing on "time spent well" rather than maximizing engagement through negativity, positioning Pinterest as a refreshing alternative to more divisive social networks.

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