Earlier this week, I recapped 10 creator economy trends of 2025. Now, I’m back with predictions for 2026. This will be my final send of the year… wishing you a wonderful holiday season, and thank you for reading in 2025!

1. Creators Will Share More POV Content Due to Wearables

The AI-powered wearable space is set to get crowded in the new year with a wave of new competitors. Meta currently leads the category with millions sold across the Ray-Ban Metas, recently expanding its lineup with new models that combine everyday style with hands-free content capture.

Meta has been heavily promoting its wearables through creator partnerships and celebrity campaigns, prominently surfacing content made with them across Instagram. With this level of investment, adoption of AI-powered glasses is poised to accelerate.

As a result, we will see a surge in POV (point-of-view) content. Professionals will share “a day in the life,” recipe creators will capture each step of a dish, and adventurers will document their journeys. Creators will increasingly use wearables to share immersive moments that feel effortless and built for everyday consumption.

2. Substack Sees a Rise in Influencer Marketing

According to CreatorIQ data, one in ten agencies are already using Substack for influencer marketing. Combined with Substack’s own testing of native sponsorships and the heightened conversation around the platform by marketers, it’s poised to grab more influencer marketing dollars in 2026.

Forward-thinking brands, especially in fashion, lifestyle, and beauty, will run campaigns involving Substack creators around timely moments, shopping events, and promotions. We will see creators who already partner with brands on Instagram, TikTok, and YouTube adding Substack as a high-intent add-on to their media kits.

We will also see more brands with their own Substack publications tapping popular writers as guest columnists to drive readership.

3. Talent Managers Will Help Creators Build & Grow Their Affiliate Businesses

Affiliate revenue is a major income stream, with some creators earning six- to seven-figure paydays. This includes social commerce solutions such as TikTok Shop and YouTube Shopping, affiliate apps like LTK, ShopMy, and Mavely, affiliate platforms such as Impact.com and Awin, as well as brands’ and retailers’ own programs.

As budgets shift toward performance-driven models, talent managers have a clear opportunity to professionalize this side of the business. Their support will go beyond deal sourcing to advising creators on which platforms to prioritize, a critical role as the ecosystem consolidates, as seen recently with the shutdown of Flagship’s marketplace and the closure of Collective Voice.

Managers will also help broker custom affiliate terms, develop posting strategies, and optimize how affiliate content is distributed. This not only boosts creators’ earnings but also extends managers’ own commission streams.

4. Brands and Creators Will Invest in More IRL Partnerships

As algorithmic feeds become increasingly crowded, a sense of “algorithmic isolation” is emerging, where users see more content, including AI-generated posts, but share fewer collective cultural moments. To combat digital fatigue, creators and brands will invest more in real-life (IRL) experiences.

This could include a B2B creator hosting an intimate dinner with a company’s clients or prospects, a brand sponsoring a recurring event series a creator has built, co-creating a new activation, or simply having creators cover their own events.

According to StubHub, creator-led events have become big business, with ticket sales for these experiences increasing by 500 percent over the last year. Furthermore, 41 percent of U.S. social media users have attended at least one in-person influencer event in the past year, demonstrating a strong demand for physical connection.

IRL partnerships will also generate a flywheel of content, from pre-event promotion to in-the-moment coverage and post-event amplification.

5. Consumer Brands Will Collaborate More with Creators on LinkedIn

Following the surge in B2B creator marketing on LinkedIn, more consumer brands will explore life-and-work-adjacent campaigns on LinkedIn. Examples include fashion brands dressing thought leaders for keynotes or wellness brands showcasing product integration into a busy workday.

Early examples include Unilever’s K18 partnering with creators Jade Walters and Elvi Capernois to give away products and offer mentorship, and VEGAMOUR hiring Iryna Kremin, founder of Innocos, as its first-ever Chief LinkedIn Advisor to combine consulting with sponsored content. Brands are realizing that everyone is a consumer on the platform. W

With Gen Z as the fastest-growing demographic on LinkedIn, this provides another way for brands to reach younger audiences beyond the typically cited platforms.

6. Serialized Content Will Be an Entry Point for Long-Term Partnerships

Episodic content is on the rise across all platforms. Because the format keeps audiences returning regularly, serialized content, whether weekly social shows or multi-part content, will be a major entry point for brands to invest in long-term partnerships.

Some brands will strike deals to sponsor entire seasons, as Amazon Prime did with Boy Room, while others will integrate products organically over several episodes. Brands will also explore hiring creators as recurring characters in brand-owned shows, allowing the company to show up in a way that feels additive rather than interruptive.

7. Brands Will Partner With Creators for Their Answer Engine Optimization Strategy

With AI-powered search tools like ChatGPT, Perplexity, and Google AI becoming central to discovery, brands are starting to focus on Answer Engine Optimization (AEO) and creators will be key.

Brands will begin working with creators who produce content on platforms that AEO engines crawl, ensuring their products are cited in AI responses. For example, HubSpot is currently hiring for a marketing role dedicated to creator partnerships that help the brand show up in ChatGPT and Google AI Overviews. A new partnership between Evertune and Impact.com will also allow brands to see their visibility in AI searches and then use the Impact marketplace to find the specific creators and publishers who can help increase that visibility.

Creators with blogs, newsletters, YouTube channels, and a presence on LinkedIn will benefit as well, since these are often among the most popular sources for AI search tools.

8. Facebook Marketplace Will Become Meta’s TikTok Shop & YouTube Shopping Competitor

Meta’s previous attempts at native social commerce, such as Instagram Shops, struggled because user demand was limited. However, Facebook Marketplace has remained popular, particularly with younger audiences.

Over the last few months, Meta has rolled out new social, collaborative, and AI-driven tools for Marketplace, and launched creator-curated holiday shops. These updates show that Meta sees Marketplace as a key part of its ecosystem. With a growing appetite for social commerce, expect Meta to maintain Marketplace’s peer-to-peer commerce roots while expanding the types of products listed. This will attract more brands and creators, positioning Marketplace as a direct competitor to TikTok Shop and YouTube Shopping.

9. More Creators Will Launch Their Own Creative Agencies

In 2026, more creators will join the likes of Alex Cooper (Unwell Agency) and Anthony “Anthpo” Potero (Pufferfish) in launching their own agencies. Cooper launched Unwell to help brands reach Gen Z through original productions, with Google as its launch client, while Anthpo’s Pufferfish helps brands go viral through social and digital campaigns.

As big agencies consolidate and mid-sized firms feel the pressure, smaller boutique agencies built by creators will be highly attractive, especially as creators have been shown valuable as consultants and advisors. These firms offer a level of cultural insight and social-first execution that some long-standing agencies can struggle to provide.

Creators also have the advantage of being able to funnel brand partners, with whom they have already found success with, into their services.

10. “Clippers” Will Become a Recognized Creator Type

As long-form content is increasingly broken into short-form snippets, clippers are being recognized as a class of creators. These specialists turn podcasts, YouTube videos, and live streams into highly shareable moments optimized for TikTok, Reels, and Shorts.

What began as fan-driven behavior is evolving into a formalized role. Brands are starting to work with clippers as distribution partners to drive views and cultural relevance—similar to how Lionsgate hired fan editors to market their films. Clippers are emerging as the new nano-creators: cost-effective at scale, capable of helping brands co-create with communities, and ensuring content reaches social channels to stay top of mind.

REPORTS

Here are some of other end of the year reports and content to check out:

• 25 Big Ideas That Will Define 2026 (LinkedIn)

• Snapchat Recap 2025 (Snapchat)

• The Creators 2025 (Sounds Profitable)

• Creator Economy Trends & Predictions 2026 (Underscore Talent)

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The new year is approaching, bringing one of my favorite rituals: reflecting on the past year and forecasting what comes next.

Based on my experience as a creator and marketer, and what I’ve observed across the industry, here are my 10 key trends for 2025.

I also shared many of these in a keynote I delivered at The Brand Advocacy Summit this past fall — I’ve included a video recording of that talk down below.

Keep an eye out for my 2026 predictions later this week, and make sure you’re subscribed to have them delivered straight to your inbox.

1. Creators Continue to Disrupt Traditional Media

The year 2025 is set to mark the first time creator platforms like Instagram, TikTok, and YouTube will surpass traditional media in ad revenue, a crucial milestone that represents the continued migration of audience attention and marketing budgets toward creators and the platforms they utilize.

As a result, legacy media is scrambling to stay relevant by leaning into personality-led content and formats native to social platforms. Examples of this adaptation include adding short-form video experiences into their apps, such as CNN and The New York Times, hiring creator talent, and building out their own network of creators, similar to what The Washington Post is currently pursuing.

Ultimately, the revenue impact of creators and these platforms makes disruptive talent, engaging formats, and social distribution no longer optional for legacy media, but a strategic necessity.

2. Platforms Accelerate Creator-Brand Collaborations

Nearly every major platform, including Meta, TikTok, YouTube, LinkedIn, and Snapchat, made coordinated pushes to facilitate creator-brand partnerships. These efforts included strengthening creator marketplaces, integrating with third-party influencer marketing platforms, launching more creator-led advertising formats, and simplifying the process of turning organic brand mentions into paid ads. YouTube was among the most aggressive after years of taking a more passive role.

According to the IAB’s 2025 Creator Economy Ad Spend & Strategy Report, the majority of the estimated $37 billion in U.S. creator ad spend in 2025 came from amplification spend, whether running creator content as paid ads on-platform or off-platform, or running ads adjacent to creator content. This amplification spend notably outweighs revenue from direct creator partnerships.

With creator content consistently outperforming brand creative in paid media and amplification helping brands and agencies drive clearer outcomes and stronger measurement, these platform investments will spill over into 2026.

3. Brands Commit to Social-First Strategies

Unilever CEO Fernando Fernandez announced plans to increase social media ad spend from 30 percent to 50 percent of total advertising while working with dramatically more influencers, potentially activating one influencer in each municipal region in key markets.

SharkNinja reported that 40 percent of its advertising budget goes toward social media, creators, and product placements. The company also opened a new office in New York with dedicated spaces for internal teams and creators to produce content. More brands are also investing in agency of records (AORs) for social media and creator marketing.

Social-first is no longer a buzzword; it is the default operating model. Creators are playing a large role in this shift, which spans creating content on behalf of brands, producing content for their own and social channels, and, more recently, partnering with brands to shape creative direction and execution from the beginning.

4. Creator Storefronts Go Mainstream

While LTK pioneered this model years ago, 2025 saw widespread adoption across major retailers like Best Buy, Lowe’s, Sephora, and The Home Depot.

These storefronts are dedicated spaces on brand or retailer websites where creators curate products and earn commissions when they drive sales. The rise of creator storefronts reflects growing demand for performance-based partnerships, stronger attribution, and increased participation in affiliate programs.

Nearly every brand and retailer will eventually launch some version of a shop-by-creator experience. These programs build trust, close the attribution loop, and give brands direct access to valuable consumer data.

5. Social Media Is the New TV

The convergence of social media and television accelerated in 2025. YouTube has fully cemented its role as the new TV, with creators rivaling traditional studios in both production output and viewership.

Streaming platforms are taking notice. Amazon renewed another season of Beast Games with MrBeast. Netflix licensed content from creators like Ms. Rachel and Mark Rober and signed a deal with Spotify to bring video podcasts to the platform in 2026. Tubi launched a creator program to add more creator content to its library, while Samsung introduced FAST channels featuring creators.

Creators are investing in TV-like, episodic content for short-form platforms as well. Platforms are responding: Instagram just launched a dedicated TV experience on Amazon Fire TV devices in the U.S., and TikTok is reportedly developing a revamped TV app focused on higher-quality, long-form content.

As platforms compete for attention across screens, expanding video distribution benefits creators. This move also reinforces that every video platform is now competing for the same finite pool of viewer eyeballs.

6. Users Gain More Algorithmic Control

Platforms began giving users more control over what content is recommended to them. TikTok launched Manage Topics, and Instagram followed with Your Algorithm. Similar features are being tested or rolled out across YouTube, Threads, Pinterest, Spotify, and X.

While chronological feeds are not coming back, platforms are finding a middle ground.

Advances in AI allow feeds to better understand content context beyond captions or interactions, resulting in more personalized and dynamic experiences. This may improve engagement but will also contribute to further fragmentation across social media and the broader internet.

7. Direct Messaging Becomes a Key Distribution Layer

Messaging received increased product investment across platforms, reflecting the growing importance of private social behavior.

Instagram moved DMs front and center across the app. Nearly 70,000 Reels are shared every minute, and 85 percent of content shared via DMs is Reels. TikTok expanded messaging capabilities and launched one-to-many messaging features like Creator Chats and Bulletin Board. LinkedIn made it easier to share posts via messages. YouTube is also bringing back DMs. Spotify also entered into the world of DMs.

Messaging is now a space for discovery, not just communication. Creators and marketers must create content that people want to share privately, not just engage with publicly.

8. Social Platforms See Video Editing as a New Way to Compete

In 2025, competition intensified not just between platforms, but across standalone video editing tools. Instagram launched Edits mid-year, quickly becoming a favorite among creators. CapCut remains widely used, though it faced backlash over its terms of service, prompting some creators to explore alternatives. The platform did launch an integration with LinkedIn, tapping into a pool of B2B creators, though. Adobe Premiere arrived on iPhone, bringing professional editing tools to mobile, and partnered with YouTube on a dedicated Shorts workflow. YouTube also renewed its focus on its own dedicated app in YouTube Create, adding new features and launching an iPhone app this week.

With short-form video essential to every platform, companies recognize they must provide creation tools, whether through native apps, partnerships, or integrations, to keep creators producing content for their ecosystems.

9. Substack Emerges as a Must-Have Platform

While LinkedIn was last year’s breakout platform, Substack took the spotlight in 2025. The platform saw a surge of independent writers, creators, celebrities, and brands launching publications.

While newsletters remain at its core, Substack now functions more like a social platform, with Notes, live streaming, and community features reshaping the experience. Yet the most notable update came recently, with Substack revealing its test of native sponsorships, a significant pivot from its historically anti-ads stance.

Following a $100 million investment, a future in which Substack facilitates brand partnerships and takes a cut seems increasingly likely as part of efforts to meet investor expectations. Its cultural relevance has made it a must-have platform for creators and brands alike, despite some of the controversy surrounding the platform.

10. The Era of AI-Generated Content Is Here

Two of the biggest tech companies, Meta and OpenAI, have launched dedicated experiences for AI-generated content. Meta introduced Vibes, a feed of AI videos within Meta AI. OpenAI followed shortly after with Sora, a standalone app for generating AI video content.

While growth has reportedly slowed since the initial fanfare, neither company is backing down. Meta continues to promote Vibes within Instagram, and OpenAI signed a major deal with Disney, allowing Sora users to generate videos featuring over 200 iconic characters. Google has also entered the space with its experimental app Doppl, which showcases AI-generated models with virtual try-on functionality.

These launches signal the start of a broader era of dedicated AI-generated content experiences, spanning entertainment to commerce. The question remains: will they achieve long-term traction?

Stay tuned for my 2026 predictions later this week. In the meantime, let me know which trends stood out to you the most this year. 

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Instagram

TODAY’S EDITION

• Instagram launches ‘Your Algorithm’ to let users tune their feeds.

• TikTok U.S. users are generating 4x more ad revenue than the global average.

• LinkedIn sees a 69% increase in members adding "Founder" to their profile.

• Substack pivots from its ad-free premise to test sponsorships.

Why Social Platforms Like Instagram Are Giving Users More Control Over Their Algorithms

Instagram

When Instagram hit the 3 billion user milestone, head Adam Mosseri said the platform would lean heavily into Reels, DMs, and recommendations. He also teased a feature that would let users control the recommendations they see. That feature has officially launched in the U.S.: it’s called Your Algorithm.

The feature shows the topics Instagram thinks you’re interested in and lets you add or remove topics you want to see more or less of. Users can also click on each topic, which gives the option to Watch Reels for that topic (for those that they want to see more of). There’s also the ability to share Your Algorithm as a Story for others to see. Eventually, Your Algorithm will expand to Explore and other surfaces.

Instagram is part of a growing list of platforms giving users more control over recommendations—through tests, official launches, or upcoming product updates. Others include Threads, TikTok, YouTube, Pinterest, X, and now Spotify, which recently announced Prompted Playlist, letting listeners describe exactly what they want to hear.

Lindsey Gamble

Each feature works slightly differently, but all share the same goal: finding a balance between platform-driven recommendations and giving users direct control over what they see.

What also stands out is how Meta is adding a shared, public layer to algorithmic tuning, turning the algorithm from a private black box into something people can talk about openly. In addition to Instagram users being able to share their algorithm through Stories, Threads’ algorithm tuning feature requires people to share their algorithm as a post by starting it with the required “Dear Algo” prompt. I think we are going to see a lot of people start sharing their Your Algorithm in Stories and also off-platform in a way that feels similar to Spotify Wrapped.

Social media algorithms have gained a lot of power over the years, sometimes creating echo chambers. This has led to growing demand for more control, which is where features like Your Algorithm come in. They enable personalization while acknowledging that user interests are dynamic.

Think of it this way: imagine going to a restaurant where the waiter keeps bringing you dishes based only on what you ordered the last time you were there. They might be right, but at some point you might be in the mood for something else or, at the very least, want to tell them what you want and have them recommend other dishes.

Instead of relying solely on the algorithm to relearn these preferences through passive interaction, AI-powered adjustments allow users to accelerate the change, actively informing the platform what they want to see next. This better ensures users see the content they want sooner, which benefits both users and platforms because it encourages more engagement.

One thing to keep in mind: as personalization becomes more user-driven, platforms will inevitably fragment even further. Highly tuned feeds create more micro-cultures and fewer shared moments across the internet. This means the creators who are famous to you, and the videos that are viral on your feed, are likely going to be different than what your friends are seeing. That’s great for creators and brands with strong niche demand, but it also raises the stakes for anyone trying to break out of their algorithmic lane and reach broader audiences.

NEWS, TRENDS & INSIGHTS

Edits

Meta announced several new AI-powered updates to its creator marketing tools. Highlights include expanded content discovery for brands, now spanning creator, affiliate, and UGC content, along with extending Partnership Ads to Professional Mode profiles and introducing the Facebook Partnership Ads API. Together, these updates give brands more ways to tap into Meta’s creator-led advertising formats across a wider range of creators and use cases.

Instagram is building on Reposts and is finally letting users share public Stories to their own Stories. It’ll help circulate more content within the Instagram ecosystem by eliminating barriers for re-sharing, all while giving proper credit to original creators.

Instagram’s Edits has another round of updates. Standouts include Storyboards, a feature where creators can combine sticky notes, teleprompter cues, and clips to plan out their video content, and Templates to re-create Reels based on popular music or trends. The video editing space has become a new frontier where platforms are battling for creator attention.

Facebook announced updates across the feed, search, and profiles to streamline the experience. They include a redesigned composer for Feed and Stories content, and easier access to the most used features like Reels, Friends, and Marketplace. When users update their profiles, it also will highlight friends, who share similar passions or interests. This marks the latest move in Facebook's ongoing effort to declutter the platform for everyday users and creators.

TikTok is taking a page out of the Instagram playbook with Shared Collections and Shared Feeds, which are reminiscent of Instagram’s Public Collections and Blend. With the former, users can curate posts with others, while the latter enables them to discover and consume content in a shared feed based on DMs. Both focus on bringing people together around content.

Micro-dramas—short, vertically shot, over-the-top drama series—have been gaining popularity. TikTok is capitalizing on the trend with the rollout of Drama Minis, an in-app experience that lets users watch episode previews from apps that host this type of content directly in TikTok. This new discovery surface could draw more attention to micro-dramas and could foreshadow TikTok to invest further in the category.

TikTok’s latest potential U.S. sell-or-ban deadline is approaching (December 16th). While concern about its future seems low, new data should ease worries further. According to eMarketer, U.S. users generate 4x more ad revenue per person than the global average. Though they make up only 10% of TikTok’s user base, the U.S. accounts for 41% of the platform’s worldwide ad revenue. Keeping TikTok in the U.S. is just as important for ByteDance as it is for creators and brands.

YouTube is adding the ability for creators to add links to a brand’s website on their sponsored Shorts. Announced as part of YouTube’s MadeOn event, this added capacity will help creators showcase more ROI for their Shorts.

Pinterest Predicts, Pinterest’s annual report, forecasts that in 2026, consumers will seek comfort, authenticity, and optimism. Featuring 21 predictions, including trends like Cool Blue, Pen Pals, and Throwback Kid, the report is a good resource for creators and brands to identify opportunities for content and marketing—given that Pinterest says it has an 88% accuracy rate.

Pinterest and Walmart joined forces on a shoppable recipe experience. Pinners can add ingredients from recipe Pins directly to their Walmart cart through a “Shop Ingredients” button. This integration highlights the massive growth in the sector: U.S. online grocery sales hit $10B in July 2025, a 26% YoY increase, and with 61% of U.S. households buying groceries online, expect more retailers to join Pinterest’s push to make everything shoppable.

Substack is getting into native sponsorships. It's piloting a program with a small group of brands and writers for newsletter sponsorship. This marks an inevitable pivot for the platform: while its premise was originally anti-ads, its move deeper into social media territory and the reality of creators already finding their own brand deals is leading to this shift. It says it won’t take a cut during the pilot, but a larger program next year could see it doing a rev-share. Competitor beehiiv has offered native sponsorships since 2023 through its Ad Network.

The number of LinkedIn members in the U.S. who added “Founder” to their profile is up 69% since last year and almost triple since 2022. The drive is a mix of layoffs, shifting workplace dynamics, and emerging technologies. Whether by choice or necessity, LinkedIn’s evolution as a platform provides a strong channel for new founders to get the word out about their ventures, find clients, and build in public.

LinkedIn now has over 100 million members with verification. With this milestone, it’s launching a self-service API that allows any third-party platform, site, or app to enable LinkedIn verification. From fake profiles, fraudulent job listings, and even fake companies, LinkedIn is betting its verification system can help increase trust across the web.

Reddit

On a similar note, Reddit is testing Verified Profiles of its own. The test will add grey checkmarks next to a username as a way to help people know who they’re engaging with where verification is important, such as journalists sharing news, celebrities hosting AMAs, or a brand sharing updates.

OpenAI’s Sora buzz had cooled since its initial fanfare, but that may change with a new three-year deal with Disney. The partnership will let Sora users generate videos using over 200 Disney, Marvel, Pixar, and Star Wars characters, with select videos available on Disney+. It also includes a $1 billion Disney equity investment in OpenAI. Look for this to be a blueprint for how OpenAI and Hollywood will collaborate around Sora.

Google’s experimental app Doppl added a discovery feed showcasing AI-generated videos of models wearing fashion recommendations tailored to each user. Users can scroll vertically, virtually try on items, and click through to purchase. While the long-term appeal of entertainment-focused AI-generated video experiences remains uncertain, personalized e-commerce use cases seem like a safer bet.

Kajabi launched Kajabi Capital, in partnership with Parafin, to offer financing to a network of creators and entrepreneurs, who will be able to see offers within Kajabi and get capital within one to two days when accepted. That capital can be used towards their business, such as investing in hiring, marketing, and new products.

Home Depot introduced The Home Depot Creator Portal, a destination where creators can access campaign opportunities, build shoppable storefronts, and find resources. It’s the retailer’s latest move to create a program that supports creators of all sizes.

FlightStory, Steven Bartlett’s media and investment company, announced a seven-figure investment in Maggie Sellers’ Hot Smart Rich podcast. Earlier this year, I spoke with Georgie Holt, co-founder and CEO of FlightStory, on how the company spots rising talent.

PartnrUP made its second acquisition of the year, acquiring Novel, a shoppable video app for Shopify merchants, which integrates creator and UGC video across buying experiences. Jessica Thorpe, CEO, tells me this will help brands do more with less, noting that “adding existing UGC and influencer videos to storefronts increases conversion without requiring new production budgets.”

VidCon announced details for its VidCon Anaheim, which takes place June 25 to 27th. The conference promises an elevated experience with new ticket types, immersive activations, and an expanded Gaming Zone, Sports Court, and Live Podcast Studio.

IN CASE YOU MISSED IT

Instagram’s New Early Access Reels Feature

Did you miss the last newsletter? Catch up here to read more about:

• Instagram tests a feature for creators to give early access to Reels for their followers

• TikTok rolls out a Nearby Feed in select countries to showcase local content.

• Meta signs deals with news publishers to add real-time news to Meta AI.

THANK YOU

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Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

Stay Connected: For more content and updates, visit my website and follow me on LinkedIn, Threads, and Instagram.

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TODAY’S EDITION

• A new Instagram Early Access feature for Reels has been spotted in the wild— a look at how it works and how creators and brands can use it.

• TikTok rolls out a Nearby Feed in select countries to showcase local content.

• Spotify sees its biggest Spotify Wrapped launch ever.

• Meta signs deals with news publishers to add real-time news to Meta AI.

• Threads turns the “Dear Algo” trend into a new feature.

Instagram Tests Early Access Feature for Reels

Lindsey Gamble / Instagram

Instagram is testing a new Early Access feature that lets creators post a Reel exclusively for their followers for the first 24 hours before it becomes public.

These Reels show a clock with a star icon on the cover in the grid and a blurred cover labeled Early Access. When viewers tap in, they see a message encouraging them to follow the creator to watch the Reel, along with a timer for when the Reel will be available for everyone and a follow button.

Instagram has not officially announced the feature, but I spotted creators like The Pasta Queen using it, and others have shared that they have access as well.

Why it matters: Early Access gives creators a way to reward their audience with advance viewing while also encouraging new people to follow. By restricting Reels during the first 24 hours, creators can spark curiosity and drive growth based on FOMO.

Here are some example use cases:

• Podcasters: Share a clip from an upcoming episode, such as an interview with a highly anticipated guest.

• Artists: Release a snippet of a new song or music video 24 hours before the public release.

• Brand partnerships: Feature promo codes or exclusive offers that are live only during the Early Access window.

Early Access joins Lockable Reels, a feature Instagram debuted with The Weeknd that lets creators lock Reels behind a secret code. It adds a layer of gamification to content access.

Early Access is somewhat the opposite of the popular Trial Reels feature. Trial Reels shares content with non-followers first to test performance, while Early Access prioritizes a creator’s community before it goes public.

If rolled out widely, Early Access could unlock new creative opportunities for creators and brands to connect with their audience, reward loyal fans, and experiment with exclusive content or offers for those who opt in.

TikTok Launches Nearby Feed to Highlight Local Content

TikTok

TikTok rolled out a new Nearby Feed, an iteration first spotted in 2022, in select countries including the UK, France, Italy, and Germany. The feed appears as a tab on the home screen, with the tab name reflecting the user’s location. Content shown is based on a mix of the user’s location, the topic of the content, and when it was posted.

Why it matters: The Nearby Feed gives users a dedicated space to browse local businesses, restaurants, events, and creators that match their interests. With younger audiences increasingly turning to TikTok as a search engine, this feed makes it easier to find places to go and things to do, whether at home or while traveling.

It also benefits local creators and small businesses. According to Oxford Economics, 46% of TikTok users in the UK have visited a local shop, restaurant, or attraction after seeing it on the platform.

This effort toward local discovery is not unique to TikTok. Instagram has previously tested a Nearby feed for Reels and shows local-based content on its Maps feature, while YouTube now automatically tags locations in restaurant and travel content to help viewers explore places featured in videos.

Dedicated feeds for localized content could also create new advertising opportunities. Platforms could use these experiences to provide more value to small businesses and regional companies that want to reach audiences in specific locations, especially when the goal is to drive physical actions such as visiting a store or sitting down at a restaurant.

Spotify Wrapped Sees Its Biggest Launch Ever

Spotify

Spotify Wrapped arrived this week, the streaming platform’s annual year-in-review experience. This year’s release was bigger than ever with nearly a dozen new features, including:

• Listening Age: Compares musical taste to others in the user’s age group.

• Listening Archive: Snapshots of a user’s most memorable streaming days.

• Fan Leaderboard: Shows where users rank among listeners worldwide.

• Wrapped Party: An interactive feature for friends that introduces live competition.

Artists, songwriters, creators, authors, and even advertisers received their own Wrapped experiences with data on growth, fan engagement, and milestones. Spotify also shared top lists for artists, songs, albums, podcasts, and audiobooks.

Why it matters: This year’s Wrapped was Spotify’s biggest launch to date. More than 200 million users engaged within the first 24 hours, a 19 percent increase year over year. Last year, it took 62 hours to reach the same milestone. Wrapped continues to be a cultural moment that drives global conversation and inspires copycats across the industry, including YouTube, Apple, Amazon, and others.

With deeper personalization, more social features, and support for multiple formats, Spotify addressed user feedback from last year while strengthening its most impactful marketing moment.

While no other platform has yet matched Spotify Wrapped’s visibility, it highlights a key opportunity for any platform or app to build their own year-in-review experiences as these initiatives can generate massive earned media.

NEWS, TRENDS & INSIGHTS

Facebook

Meta announced new partnerships with news publishers including CNN, People Inc., and USA Today for Meta AI. When users ask news-related questions, Meta AI will now show information from these publishers with direct links. In recent years, Meta moved away from news content. With AI changing how people search for and consume information, the company now needs to support a wider range of content to match user behavior and keep its AI assistant competitive.

Meta created a new, centralized hub for Facebook and Instagram account support. Users can report issues, recover accounts, and get help from a new AI assistant. Since accounts are the core of a creator’s livelihood, any additional support to resolve issues will be welcomed. Most creators would still prefer human support, but AI gives platforms a way to serve creators at scale.

Instagram shared the history of its navigation bar, highlighting key updates over the past 15 years and the latest change putting Reels and Direct Messages front and center. Adam Mosseri noted that more people use DMs than posting to Feed or Stories, making the update data-driven, even if users aren’t thrilled.

Facebook launched its first-ever Facebook Marketplace holiday shop, including curated selections from creators like iJustine, Tay BeepBop, and April Lockhart. This follows increased searches for certain categories during last year’s holiday season. With new social, collaborative, and AI features, combined with creator involvement, Facebook is aiming to tap into growing interest in secondhand resale gifting.

Threads is testing a new feature inspired by the “Dear Algo” trend. Users can personalize their feed by adding “Dear Algo” to a post, signaling what they want to see more or less of for three days. Others can see, connect with, or repost these messages if their profile is public. It’s yet another move by platforms to give users more control over their recommendation experience.

TikTok reported its biggest Black Friday and Cyber Monday weekend ever. Nearly 50% more shoppers bought on TikTok Shop in the U.S. compared to last year, driving over $500 million in sales across four days. There were 760,000 live streams generating more than 1.6 billion views. TikTok Shop’s growing success has become hard for creators and brands to ignore, especially during big shopping moments.

Roblox hosted Creator Showdown, its first creator invitational tournament. Eight creators competed in a three-hour live-streamed event for a $50,000 prize pool. After helping creators earn $1 billion in revenue, Roblox is expanding earning opportunities and growing its presence in new formats that can attract new creators and audiences.

Marques Brownlee (MKBHD) announced he will shut down his wallpaper app Panels at the end of the year. The app faced backlash over pricing and ads when it first launched about a year ago. Brownlee cited challenges in scaling Panels, showing that even with large audiences and distribution, creators still need product-market fit and the right teams to execute on their new businesses.

IN CASE YOU MISSED IT

Side Hustles Are About More Than Money

Did you miss the last newsletter? Catch up here to read more about:

• Nearly half of US professionals earn income from side hustles and have motivations beyond money

• TikTok adds scheduling for TikTok Shop videos

• YouTube tests customizable recommendations

THANK YOU

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Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

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TOGETHER WITH AIR MEDIA-TECH

Canva

TODAY’S EDITION

• Nearly half of US professionals are earning income from side hustles

• TikTok adds scheduling for TikTok Shop videos

• YouTube tests letting users customize their recommendations

• YouTube introduces a Spotify Wrapped style Recap

• LinkedIn shares guidance on how to grow LinkedIn Newsletters

Nearly Half of US Workers Earn From Their ‘5 to 9s’

Canva

Nearly half of US professionals are earning income from side hustles (sometimes called the “5-to-9”), according to new research from Canva. Forty-four percent say they are making money from something outside their 9-to-5, and most of these side hustles are digital-first.

Top categories are:

• Social media creator: 35 percent

• E-commerce: 27 percent

• Gaming and streaming: 24 percent

• Graphic design: 14 percent

Social platforms are powering many of these, with TikTok (41 percent), YouTube (40 percent), and Instagram (37 percent) cited as the biggest contributors. AI tools are also playing a major role, with 80 percent of respondents using them to support their side hustles.

While extra income tops the list at 55 percent, other major motivations include creative expression (36 percent), turning a passion into a business (32 percent), and personal growth (28 percent). Side hustles are also leading to meaningful career gains. Thirty-three percent have gained new clients, 29 percent built their personal brand, 17 percent landed freelance or consulting work, 15 percent went full-time as a creator, and 14 percent earned a promotion.

Side hustles are also blending into the traditional workday. Seventy-five percent work on them during their 9-to-5. Sixty-five percent say they would leave their full-time job if their side hustle became sustainable, although 28 percent prefer keeping both for balance. Thirty-three percent say their employer supports or encourages side projects.

Why it matters: Side hustles are now a defining part of the modern workforce. They are no longer only about earning extra income. They reflect creativity, autonomy, identity building, and a desire for more stability than a single full-time job can provide. With the growth of social platforms, the rise of AI tools, and the increasing appeal of the creator economy, side hustles are becoming a long-term fixture.

This shift brings both opportunities and challenges. Employees need to avoid conflicts with their primary jobs, while employers should recognize that side projects can lead to new skills and fresh insights. The smartest companies will embrace this reality rather than resist it.

TOGETHER WITH AIR MEDIA-TECH

Grow Your YouTube Audience and Revenue with Language Dubbing

AIR Media-Tech

YouTube creators are reaching millions more viewers and increasing revenue by dubbing their videos into new languages. But which languages should creators start with?

After reviewing a dozen case studies from AIR Media-Tech, which helps creators localize content through professional human dubbing via AIR Translation Labs, here is what stood out:

• High CPM isn’t everything. English-speaking regions pay more, but competition is fierce.

• Lower CPM doesn’t mean lower revenue. Large audiences in countries like Indonesia, even with lower CPMs, can generate significant revenue at scale.

• A holistic approach matters. Audience size, CPM, and content type all influence where your videos are likely to perform best.

Learn more: Join AIR Media-Tech for their free live webinar on Wednesday, December 3. They will share growth tactics for creators looking to expand their channels and reach global viewers.

TikTok Adds a Scheduling for TikTok Shop Videos

TikTok

TikTok now lets creators schedule shoppable videos for TikTok Shop. Videos can go live anytime from 30 minutes to 30 days in advance. Accounts can schedule up to 50 videos at once and view everything in one place. While scheduled videos cannot be edited, creators can delete them if needed.

The feature mirrors what Amazon introduced last year, allowing creators to schedule shoppable videos for their storefronts.

Why it matters: With the holiday season underway, this gives creators a way to plan content strategically for high-impact moments, including holiday shopping, product launches, brand campaigns, and evergreen sales. Higher content volume often correlates with higher revenue, which makes this a win for both creators and brands.

TikTok Shop continues to gain momentum. EchoTik estimates $19 billion in product sales in Q3, nearly matching eBay’s $20.1 billion. Major brands like Samsung, Disney, and Ralph Lauren have recently joined TikTok Shop, boosting trust and credibility. Once the U.S. TikTok sale or ban situation is officially resolved, expect even more growth as U.S. creators and brands feel confident investing in the platform.

YouTube Tests the Ability for Users to Customize Their Recommendations

YouTube

YouTube is testing a Custom Feed that allows users to personalize the recommendations on their Home Feed. People in the experiment will see a “Your Custom Feed” chip and can enter prompts to guide what appears.

Why it matters: Custom Feed gives viewers more control over what they see, similar to features Instagram is currently testing. Along with TikTok’s Manage Topics and Pinterest’s AI content controls, this reflects a broader shift toward letting users directly shape what the algorithm shows them, instead of relying only on past behavior.

More user control should lead to more personalized feeds, which helps platforms keep viewers engaged. Creators and brands with clear content pillars may benefit the most.

NEWS, TRENDS & INSIGHTS

Instagram is testing new features to make it easier to find Reels. A filter on the Reels tab of user profiles now lets viewers sort by Latest or Most Viewed. Additionally, after tapping a creator’s account on a Reel in the feed—which takes users to that creator’s Reels tab—they may see a Scroll to Just Watched option, taking them directly to the Reel they just viewed on the creator’s grid. These simple updates give people more ways to discover recent content, popular videos, or Reels they were already watching.

Facebook launched a YouTube channel for Facebook for Creators. The channel features videos on new features, creator trends, and case studies of how creators are using Facebook for their businesses. It adds to a growing set of educational resources from Facebook, including a dedicated Instagram account. Alongside recent product updates, it supports Facebook’s push to show creators the value of the platform.

Threads added a new way to invite people to Group Chats. Admins can now generate an Invite Link that can be shared in messages, dropped into Threads DMs, included in posts, or shared on other platforms. It removes the friction of adding people one by one and reflects ongoing efforts around private messaging across platforms.

Threads is rolling out a feature that lets users quote posts they’ve saved or liked. A new quotation-mark icon in the composer opens a list of these posts, allowing users to select one, add their own take, and publish it as a quote post. By making it easy to reference content they’ve engaged with, this should encourage more users to share their perspectives and spark additional discussions.

TikTok launched the Foundry Program, an exclusive full-service accelerator designed to help investors at VC and private equity firms grow and scale the brands in their portfolios on TikTok. Participants receive ad incentives, custom playbooks and toolkits, one-on-one onboarding, early access to features and tools, and co-marketing opportunities. The program brings TikTok directly to the people who influence where brand budgets go and positions TikTok as a growth engine.

YouTube introduced its first ever YouTube Recap. It highlights user interests, deep dives, and viewing moments from across the year based on watch history. Recap includes up to 12 cards that spotlight top channels, interests, and how viewing habits have evolved. YouTube said it tested 50 concepts and went through nine rounds of development before landing on this version. Much like Spotify Wrapped, which has inspired recap features across multiple platforms, YouTube Recap gives users an easy, shareable summary of their year in content.

LinkedIn published a guide for growing LinkedIn Newsletters. Recommendations include focusing consistently on a unique topic, using Article and Newsletter ads to reach target audiences, promoting newsletters across other platforms, and partnering with creators through interviews, collaborations, and cross promotion. LinkedIn Newsletters have received fewer product updates recently and have seen reduced visibility compared to when they first launched, but these tips can help with incremental growth.

Acast announced a new YouTube program for podcasters in the UK. In partnership with Little Dot Studios, the program helps podcasters grow and monetize the YouTube versions of their shows through an accelerator that includes sponsorship and video ad opportunities. With video now playing a much larger role in podcast consumption, programs like this help creators and brand partners maximize reach across both audio and video.

IN CASE YOU MISSED IT

YouTube Catches the DM Bug

Did you miss the last newsletter? Catch up here to read more about:

• YouTube bringing back messaging so users can share videos directly

• Meta giving creators tools to protect original Facebook and Instagram Reels

• US creator ad spend projected to reach 37.1 billion dollars this year

THANK YOU

Was this forwarded to you? Sign up here to receive the next edition directly in your inbox.

Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

Stay Connected: For more content and updates, visit my website and follow me on LinkedIn, Threads, and Instagram.

Work With Me: I'm available for consulting, advising, brand partnerships, and speaking. Let's connect here.

YouTube

TODAY’S EDITION

• YouTube brings back messaging so users can share videos directly with each other

• Facebook gives creators a tool to protect their original Reels

• TikTok lets users control how much AI-generated content appears on their For You Page

• LinkedIn denies reports that gender plays a role in the reach of creator’s posts

• US creator ad spend is projected to reach $37.1 billion this year

• Italy holds influencers to the same standards as media companies with a new code of conduct

YouTube Brings Back Messaging: Can It Finally Stick?

YouTube

YouTube checks the box for a lot of things, but one big gap it has had? Direct messaging. YouTube actually had native messaging for a few years but shut down the feature in 2019 to focus on public interactions like comments.

Now it is bringing it back. The platform announced it is experimenting with a new native messaging feature, which it says is one of its biggest requests.

How It Works

Starting in Ireland and Poland for users over 18, the feature will allow users to send Shorts, long-form videos, and live streams directly to other users.

Messaging starts with an invite link. Once accepted, users can share content and chat in a dedicated space. Users must follow YouTube’s Community Guidelines and have the option to block and report as needed.

Why Now

When YouTube had DMs, messaging across social media was not what it is today. Now it is a central part of the experience, especially on platforms like Instagram, where messaging continues to grow and is a core feature. A big part of Instagram messaging is how people share and consume content. For example, 85 percent of content shared via DMs are Reels, and nearly 700,000 Reels are shared in DMs every minute.

This growth has influenced product updates across platforms. Instagram put DMs front and center. Threads added DMs and Group Chats. TikTok and LinkedIn have enhanced messaging. Even Spotify and Airbnb have added native messaging experiences.

Will It Work?

The timing is much more favorable for YouTube today, but adoption is not guaranteed. YouTube’s social ecosystem is not as friend-centric as Instagram’s, which limits natural messaging activity. Think about how many friends you are connected with on Instagram compared to YouTube. It is not even close.

Messaging is unlikely to take off on YouTube like it does elsewhere, but there are still benefits. It adds a social layer to YouTube, complementing recently launched features like Communities. Sharing content via messages creates new discovery paths for creators, gives YouTube additional signals to improve recommendations, and opens up opportunities for creators to reach out to their most engaged fans directly.

Building out messaging also gives YouTube a chance to align its short-form video experiences more closely with Instagram and TikTok. The platform could add a count for how many times a Shorts has been shared via messages, which could create network effects.

Private and Public

While YouTube is expanding private interactions, Snapchat, built on private chats, is exploring the opposite approach: more public discussions. Its new Topic Chats feature, currently being tested in the US, Canada, and New Zealand, let users join conversations across Stories, Spotlight, and Search, inspired by how communities interact in public comments on Spotlight videos.

Whether private spaces like DMs and group chats or public forums like Communities and Topic Chats, users want places to engage around creators, communities, and cultural moments. Sometimes private, sometimes public, platforms need to support that fluidity.

NEWS, TRENDS & INSIGHTS

Facebook

Instagram updated its Reels camera. Creators can now record up to 20 minutes, use an undo button to remove clips, customize touch-ups, and get a smoother green screen, along with refreshed timer and countdown tools. The overall workflow from recording to editing to publishing is noticeably easier.

Instagram is adding a “New” label to recently uploaded posts. It appears in the bottom-left corner in white, helping users quickly spot the latest from the creator and brand profiles they visit. Once Instagram allows users to reorder posts on their grid, this label will become even more useful.

Facebook introduced Content Protection, a mobile tool that helps creators safeguard their original Reels. Creators can enroll to automatically protect new Reels and manually add older ones. When Facebook detects potential matches across Facebook or Instagram, creators receive notifications and can track performance, add attribution, block visibility, or let the content remain. It’s part of Facebook’s broader push to support original creators.

Facebook integrated its latest Segment Anything Collection (SAM) models into Marketplace. These models power the View Room feature, letting shoppers visualize furniture, décor, and other items in their own space. Combined with recent AI and collaborative buying updates, Marketplace, popular with Facebook’s younger users, is becoming more interactive.

TikTok is letting users control how much AI-generated content appears on their For You Page, similar to Pinterest. Through the Manage Topics feature, users can choose to see more or less of it. As AI content continues to grow on social feeds, expect more platforms to offer control — Instagram is likely next.

LinkedIn says it does not use demographic information like age, race, or gender to determine who sees content. Some members reported higher reach when posting the same content but changing their gender from female to male. Sakshi Jain, Engineering Director and Head of Responsible AI and AI Governance, said this is not true and explained that hundreds of signals influence what appears in feeds. As algorithms get more complex and reach fluctuates, skepticism about why is likely to continue.

Snapchat expanded to Amazon Fire Tablets, offering a similar experience to iOS and Android, including easy access to Chat, Stories, Lenses, and Spotlight. Following last year’s iPad and this year’s Apple Watch apps, Snapchat continues to invest in native experiences across devices, making the app accessible wherever users are online.

iHeartRadio launched Highlights, a tab in its app featuring short-form video clips from shows, stations, and podcasts across its network. Clips include behind-the-scenes moments, engaging highlights, and links to watch full episodes. It’s the latest non-social media app to bring a TikTok-like experience, designed to boost discovery and engagement.

ShopMy launched the ShopMy Shopper App, an upgraded version of its app that now offers a shopper-facing experience. This includes Circles, a feature it launched this summer. The new app follows a similar path as competitor LTK, which launched a consumer-facing app earlier this year.

Agentio, an AI-native platform for creator advertising, secured a $40 million Series B, bringing its total funding to $56 million and valuing the company at $340 million. Historically focused on YouTube, it plans to expand its AI matchmaking to other platforms like Meta, at a time when brands are increasingly interested in working with creators at a scale similar to media buying.

Wispr Flow, a voice-to-text tool, announced a $25 million funding round, bringing its total raised to $81 million. The company plans to use the funds to go beyond voice dictation and build the ‘Voice OS,’ including voice-based personal assistants.

The Italian Communications Regulatory Authority (AGCOM) is requiring “relevant influencers,” those with over 500,000 followers or at least one million monthly views, to register on a public list and follow a new code of conduct, holding them to the same standards as media companies. Those who don’t register or follow the code of conduct face fines. Regulators have been increasing oversight of influencers in recent months.

The American Influencer Council (AIC) celebrated National Entrepreneurship Day in the US with a free tax guide for US-based creators. Sourced from the Internal Revenue Service (IRS) website, the guide includes relevant tax information, checklists, trackers, and more to help creators manage record keeping and paying their taxes.

Radisson Hotels & Resorts launched Creator Hub, a program for creators with 1,000–30,000 followers on Instagram and TikTok. Participants earn hotel stays, VIP Radisson Rewards, and more in exchange for content. Travel and hospitality remain hot for creator programs, with TikTok even launching an initiative to help hotels drive bookings through creators.

WHAT I’M READING

IAB

2025 Creator Economy Ad Spend & Strategy Report (Interactive Advertising Bureau)

US creator ad spend is projected to reach $37.1 billion in 2025, up 26 percent year-over-year and growing nearly four times faster than broader media. Most of this spend is going toward boosting creator content on social platforms and beyond or running ads adjacent to creator content, rather than direct creator partnerships.

Marketers Move to Bring Transparency to Creator and Influencer Fees (Digiday)

There are more intermediaries than ever between brands and creators, including agencies, platforms, networks, and ad tech vendors. Because of this, marketers are pushing for more transparency and clearer tracking of fees. (Includes quotes from me)

Gen Z Broke the Marketing Funnel (Part 2): What Now (Vogue Business)

Nearly a third of Gen Z sees shopping as mindless. This is driven by the constant, frictionless commerce experiences built into social media. Many feel they are buying things they do not really want or need. Some are now looking for more intentional and meaningful shopping experiences.

After SEC Investigation, Curastory Founder Resigns, Hires Replacement (TechCrunch)

Curastory founder and CEO Tiffany Kelly stepped down following a settlement with the SEC after an investigation into inflated revenue and client numbers. She will remain an advisor. Former Tagger CEO Dave Dickman is stepping into the CEO role.

IN CASE YOU MISSED IT

Beehiiv Goes All-In-One for Creators

Did you miss the last newsletter? Catch up here to read more about:

• Beehiiv expands beyond newsletters, aiming to be the ‘content economy operating system’

• Instagram shares insights into the growth of its video editing app, Edits

• TikTok and Threads make strategic moves into podcasts

THANK YOU

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Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

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beehiiv

I’m getting started on my annual creator economy trends and predictions piece. It’s one of my favorite things to write and I personally think it’s some of my best work, but I’ll let you be the judge. It should be out in the next week or two. If you’re reading this but aren’t subscribed, subscribe here so you will get the piece as soon as it is out.

TODAY’S EDITION

• Beehiiv expands beyond newsletters with a new suite of tools, aiming to be the content economy operating system

• Instagram sees explosive growth with its video editing app, Edits

• TikTok and Threads make strategic moves into podcasts

• South Korea considers restricting foreign creators who post derogatory content

• New reports highlight challenges and opportunities for creators around finances and mental health

Beehiiv Goes Beyond Newsletters With New AI, Website, Commerce, Link-in-Bio, Podcast & Analytics Tools

beehiiv

After weeks of marketing, beehiiv held its highly anticipated Winter Release 2025 event, unveiling over 10 product releases and updates that push the platform far beyond email.

What’s New

• Digital Products

• Native Podcast Functionality

• Link in Bio Tool

• Dynamic Content

• Ad Network

• AI Website Builder

• Web Analytics

• Templates

• Automations

• Paid Subscriptions

Feature availability varies by plan, but Beehiiv is not raising prices or taking commissions from creators or publishers for digital products or subscriptions, which is a win in today’s economy.

Why Creators Should Care

Beehiiv is now competing with more than just newsletter platforms such as Substack, Kit, and legacy ESPs like Mailchimp. It is stepping into a broader ecosystem that includes website builders like Squarespace and Wix, membership platforms like Patreon and Kajabi, digital product platforms like Gumroad and Shopify, link in bio tools like Linktree and Beacons, scheduling tools like Calendly, and AI-powered builders like Lovable.

Many creators currently juggle multiple tools to manage subscriptions, sell products, and engage audiences, which can be costly and inefficient. Beehiiv’s expanded toolkit allows creators to consolidate workflows and revenue streams, from selling digital products to managing subscriptions and embedding content, all in one place.

Making the Case for Expansion

Creators are no longer just writing newsletters or hosting podcasts. They’re doing both, along with coaching, subscriptions, and paywalled content to reach audiences and monetize. To serve today’s creator businesses, beehiiv is expanding in a similar way to other platforms, like Patreon and Kajabi adding newsletter features, and Linktree offering courses.

What Will Be Key for Beehiiv

Expanding beyond newsletters brings both opportunities and challenges. Newsletters should remain the core product, as that is why its 55,000-plus users came to the platform. But, with these additions, beehiiv will need to maintain the same high standards, ensuring new features deliver real value rather than simply checking a box.

“It will also be interesting to see if Beehiiv can avoid a common trap faced by highly recognized platforms. For example, Substack is so well known that its name has become a verb, which benefits the company but can overshadow creators. Beehiiv’s approach of serving more as the infrastructure for creators’ and publishers’ media businesses keeps the focus on individual creators and publishers, which many find valuable.

NEWS, TRENDS & INSIGHTS

Threads

Instagram shared new growth metrics for Edits, which has been live for just over six months. Weekly users creating videos with Edits nearly doubled in Q3, monthly actives grew 40 percent in September alone, and more than half of Reels viewers see content edited with Edits each day. Weekly updates, combined with building the product alongside creators and keeping it free, are helping Instagram get Edits into more creators’ hands.

Facebook added social features to Marketplace, which one in four young adult users in the US and Canada visit daily. Users can curate groups of listings and invite friends, add friends to a chat with a seller for collaborative buying, and like or comment on listings to personalize recommendations. Marketplace has been a key driver of younger audience growth, and these social and engagement-focused features will help deepen that behavior.

Threads introduced new podcast features. Creators can now add a podcast link directly in their bios, and shared shows or episodes generate prominent previews that stand out in-feed. According to Threads head Connor Hayes, more podcast-focused updates are coming as the app aims to become a hub for podcast discussions. Expanding tools for the podcast community could help Threads continue growing its user base as it inches closer to X, while also fostering more conversations around popular topics like sports, pop culture, and tech.

TikTok announced a partnership with iHeartRadio to launch the TikTok Podcast Network. Up to 25 TikTok creators will host their own shows, and iHeart is building co-branded podcast studios in New York, Los Angeles, and Atlanta. TikTok creators will also be integrated across iHeartRadio’s ecosystem of radio shows and live events. Some of TikTok’s biggest creators have already made the leap to podcasting, and TikTok can now help more creators capitalize on podcast opportunities, distribute podcast clips, and potentially launch a slate of shows for its rumored revamped TikTok for TV app.

TikTok officially launched Bulletin Boards, its version of Instagram’s Broadcast Channels, after months of testing. This one-to-many messaging feature lets creators share updates and exclusive content with fans in a dedicated space. It is part of TikTok’s push to make messaging a bigger part of the app and can be used in many ways by creators, artists, publishers, and brands, including promoting new content, driving traffic off-platform, or gathering feedback from fans.

TikTok and Amazon Music are expanding their integration with a new Share to TikTok feature. Amazon Music users can now share songs, albums, playlists, and personalized highlights from Amazon Music Insights, which showcases a listener’s music habits and stats. TikTok’s music discovery capabilities get a small upgrade to the benefit of both artists and fans.

YouTube held its first-ever Creator Premieres, a film-festival-style showcase with sneak peeks and major programming announcements from creators like Trevor Noah, Dhar Mann, Cleo Abram, Deestroying, and Ms. Rachel. The event reinforces YouTube’s position as the top streaming platform and highlighted its broader push to position creator-led programming as the new prime time.

LinkedIn Premium subscribers in the US now have access to a new AI-powered people search feature. Instead of relying on keywords and filters, users can enter a natural-language prompt describing who they want to find, and LinkedIn will surface the most relevant matches. This could help members connect with the right people for jobs, partnerships, or collaborations, supporting LinkedIn’s mission to unlock economic opportunity for the workforce.

Patreon announced new discovery features for creators, including Quips—short-form posts with images, text, or video that appear in an updated Home Feed. Creators can also co-author posts to tap into each other’s audiences, similar to Instagram Collabs. Patreon will need to strike a balance between providing creators with the discovery benefits of social platforms and staying true to its membership-first model to avoid the pushback Substack has faced.

Spotify is rolling out Audiobook Recaps, AI-generated summaries of audiobooks that listeners have already heard. Like the “Previously On” segment at the start of TV episodes, they serve as a quick refresher to remind listeners where they left off and encourage them to continue. Outside of video content, audiobooks have been the format Spotify has been expanding into the most over the past year.

LTK launched Brand Profiles, dedicated spaces for brands to establish their presence on the LTK consumer app and curate creator-generated content featuring their products. The addition pushes LTK further into a true three-sided marketplace with creators, brands, and consumers and gives brands a more direct line to shoppers. Over 100 brands, including Nike, Sephora, and Ulta, have already joined.

OpenAI is piloting group chats in ChatGPT. In select regions, users can join a group chat with others to coordinate plans, share ideas, collaborate on work, and more. Similar to Microsoft’s Copilot Groups, these group chats introduce a shared AI experience that hasn’t been widely explored yet.

Roblox opened up its licensing platform to all eligible IP holders, including major studios and brands, allowing them to offer their IP to verified creators. Creators can incorporate this IP into their experiences, which has been in high demand, as more than 1,500 licensing requests have been submitted since the platform’s launch. This model gives creators access to high-value IP while giving rights holders both control and a share of the revenue.

Acast expanded its AdCollab Chat feature, which originally let podcast creators communicate with brands after a sponsorship was confirmed. Now creators, brands, and Acast sales teams can communicate from the start of the process to clarify questions, provide feedback, and streamline negotiations so everyone is aligned before content creation begins.

South Korea is considering a policy that would restrict entry for foreign content creators who post hateful, insulting, or derogatory content about the country online, even if posted from abroad. Governments are increasingly proposing regulations in response to creators’ influence and the potential harm of certain content. Similar to China’s new rules requiring degrees for influencers discussing certain topics, some of these policies may be viewed as overreaching.

WHAT I’M READING

VISA

Monetized: Visa 2025 Creator Report (Visa)

Many creators self-identify as small businesses, but most do not run their finances like one. Eighty-six percent use personal accounts to fund their work, 62 percent use those same accounts for business expenses, and only 19 percent use business credit or debit cards, revealing a major operational gap.

Content Creator Mental Health Study (Creators 4 Mental Health)

New research surfaces the emotional toll of the creator economy. Sixty-two percent experience burnout, 69 percent report financial instability linked to depression, and one in ten has had suicidal thoughts tied to their work — a stark reminder of how urgently the space needs better support systems.

Decoding the Creator Mindset: What They Expect from Brands, Platforms, and Followers (Snapchat)

Fresh data highlights what creators want most from brand partners. Forty-five percent prioritize working with high-quality brands, and 44 percent want partnerships that align with their personal values and identity.

The Partnership Ads Unlock: Scaling the Future of Creator-Led Advertising (Superfiliate)

Brands investing heavily in creator-led paid media are seeing standout results. Those spending more than 250 thousand dollars per month on Partnership Ads are driving three to five times ROAS, lowering CPA by 19 percent, and seeing a 71 percent lift in ad recall compared to traditional campaigns.

IN CASE YOU MISSED IT

Why Netflix Wants Your Favorite Podcasts

Did you miss the last newsletter? Catch up here to read more about:

• Netflix is in talks with networks like iHeartMedia and SiriusXM to license video podcasts

• TikTok announces its first-ever US Awards show for creators

• Best Buy and Chewy ramp up Creator Storefronts ahead of the holidays

THANK YOU

Was this forwarded to you? Sign up here to receive the next edition directly in your inbox.

Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

Stay Connected: For more content and updates, visit my website and follow me on LinkedIn, Threads, and Instagram.

Work With Me: I'm available for consulting, advising, brand partnerships, and speaking. Let's connect here.

Netflix

TODAY’S EDITION

• Netflix seeks licensing deals for video podcasts

• TikTok is hosting its first-ever Awards Show for creators

• LinkedIn is cracking down on engagement pods

• Starbucks revealed its first-ever Global Coffee Creators

• Best Buy and Chewy ramp up Creator Storefronts

DEEP DIVE

Netflix is Going All-In on Video Podcasts

Netflix

Last month, Netflix announced a partnership with Spotify to bring some of its most popular sports, culture, and lifestyle podcasts, including The Bill Simmons Podcast, The Rewatchables, and Serial Killers, to Netflix in 2026.

The announcement came just months after co-CEO Ted Sarandos hinted that podcasts were coming to the platform, saying on an earnings call, “As the popularity of video podcasts grows, I suspect you’ll see some of them find their way to Netflix.”

Netflix’s Other Moves

Netflix is reportedly in talks with iHeartRadio to license shows exclusively, including The Breakfast Club, Las Culturistas, The Jay Shetty Podcast, and Stuff You Should Know, which could remove full episodes from YouTube. The company is also pursuing a similar deal with SiriusXM, home to the popular Call Her Daddy by Alex Cooper, and is reaching out to agents at WME, UTA, and CAA to sign more video podcasters.

If these deals go through, Netflix could quickly build a competitive podcast library, but it would still trail YouTube, the largest podcast platform, with over one billion monthly viewers of podcast content and more than 400 million hours of podcast content watched each month.

Netflix isn’t alone in expanding its library with video podcasts. This summer, Amazon’s Wondery acquired the rights to Travis and Jason Kelce’s New Heights and has select episodes on Amazon Prime Video. More recently, Tubi signed an estimated $150 million multi-year deal with Ashley Flowers’ Audiochuck, the home of the true crime podcast Crime Junkie, which she hosts.

Why Video Podcasts Matter

It’s been a big year for streaming platforms adding more creator content. Video podcasts are particularly appealing for streamers: episodes typically range from 30 to 90 minutes, encouraging longer viewing sessions; they usually follow a regular cadence, keeping audiences coming back; and they cost far less to produce, making them cheaper to license than scripted series.

While I still tend to listen to podcasts more often than watch them, video podcast creation and consumption have been growing. For example, Spotify now hosts nearly half a million video podcasts, a 54% year-over-year increase. The growth in overall video podcasts is driven by audiences wanting not only to hear but also to see their favorite creators. It’s also fueled by YouTube’s success as a podcast platform and the rise of clipping culture, where short-form clips help drive podcast discovery.

Will It Be Enough?

With major streamers embracing video podcasts and showing a willingness to spend big dollars on them, there’s strong incentive for creators to be video-first. Expect to see even higher production value for video podcasts. At the same time, the distribution and licensing checks may be appealing, but exclusive deals that require removing shows from YouTube might not be as enticing for creators, who see YouTube as their Hollywood.

NEWS, TRENDS & INSIGHTS

YouTube

Instagram is surfacing Reels made with its Ray-Ban Meta AI glasses and from Vibes its feed of AI-generated videos in the Meta AI app. Content from both sources is appearing in carousels between posts in the feed, giving creators extra reach and incentive to experiment with Meta’s AI products. Don’t be surprised if Instagram eventually adds a dedicated feed for AI-generated videos.

TikTok will host its first-ever TikTok Awards in the U.S. on December 18 at the Hollywood Palladium in Los Angeles. The event will livestream on TikTok and Tubi and honor creators across 13 categories. Fans can start voting on November 18 through a new in-app portal. Like Instagram’s Rings program, it shows how creators are central to mainstream culture and increasingly being recognized for their impact.

YouTube is helping creators get started with Shorts through a new Edit with AI tool. It enables creators to select photos and videos from their camera rolls, choose an editing style, and generate a draft they can refine before publishing. Combined with its new Adobe partnership, this lowers the barrier to creating Shorts and should encourage more creators to publish them.

LinkedIn VP of Product Gyanda Sachdeva says the platform is cracking down on artificial engagement. New tools will detect engagement pods and third-party automation that boost comments or reactions. Content flagged as artificially boosted will have its reach limited, helping to keep feeds and comment sections more relevant.

Snapchat and Perplexity AI have signed a partnership that will bring the AI-powered search engine into Snapchat in early 2026. Perplexity will appear in the Chat interface, allowing users to ask questions and get instant answers. The deal, valued at $400 million, supports Snapchat’s efforts to diversify revenue.

Roblox creators earned over $1 billion through the Roblox Developer Exchange in the past nine months. Creators from more than 170 countries contributed, with the top 1,000 creators averaging $1.1 million each—a 40% year-over-year increase. The milestone follows Roblox’s increase of the Robux-to-cash conversion rate to 8.5% and highlights the opportunities creators have to build businesses on the virtual platform. 

Starbucks announced the selections for its Global Coffee Creators Program: Juliana Galofre and Josiah Varghese. Both will travel the world to highlight cafes and local communities through social content. By tapping an outside creator and one of its own talent, Josiah who has over a million followers, Starbucks can surface brand stories from both the perspective of customers and employees.

Chewy is partnering with more than 600 creators on Chewy Storefronts ahead of the holiday season. Like initiatives from Lowe’s, Sephora, and Best Buy, creators will curate storefronts with their favorite products and earn commissions on sales. 2025 has been a big year for Creator Storefronts, as brands look to bring the trust creators build on social to their owned channels.

Best Buy now has twice as many Creator Storefronts as at launch. As part of its holiday marketing campaign, select storefronts are being featured in the Gift Center. The campaign also includes partnerships with creators like Sean Evans (Hot Ones) and Andrew Rea (Binging with Babish), and for the first time, a creator will appear in a Connected TV ad. It’s a strong example of extending creator partnerships beyond social media.

WHAT I’M READING

Impact

It’s Cool to Have No Followers (The New Yorker)

Follower count matters less than ever. With bots, inactive accounts, and algorithms that can make anyone go viral, users are embracing a low-effort, unfiltered approach to posting. For many, not caring has become the new flex in a world built on curation and aspiration.

Global State of Affiliate Marketing 2025 (Impact)

Nearly 60% of brands plan to spend at least a quarter of their affiliate budgets on creators, and 18% plan to spend more than half. As affiliate and creator marketing converge, brands need a clear compensation strategy to ensure they’re aligning payments with what creators value.

More Make-A-Wish Kids Want to Meet Social Media Influencers (Axios)

Creators now make up 33% of Make-A-Wish entertainment requests, second only to musicians. The shift highlights how influencers have become the new celebrities for younger audiences.

IN CASE YOU MISSED IT

Did you miss the last newsletter? Catch up here to read more about:

• China requiring influencers to have degrees for certain topics like health, finance, and medicine

• How Meta’s $50 billion annual Reels ad run rate could push creators to demand more revenue

• YouTube’s new TV updates positioning it as a major player in social commerce

THANK YOU

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Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

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YouTube

It’s been a busy, but fun few weeks for me, from closing out Meta’s first-ever Creator Monetization API Summit and keynoting the Brand Advocacy Summit, to a bit of client travel in between.

I missed a few sends, but I’m back in your inbox and returning to our regular cadence. For those who’ve been tuning in, welcome back. And for those who are new, welcome!

TODAY’S EDITION

• A new law in China requires influencers to have qualifications to post on topics like finance, health, and law.

• Instagram is testing skippable Reels ads but creators won’t get a cut of the revenue.

• YouTube is upgrading the TV experience with immersive features and shoppable moments.

• Threads launched Ghost Posts, a new type of post that disappears after 24 hours.

• YouTube is partnering with Adobe to give creators new tools for producing and sharing Shorts content.

China Now Requires Influencers to Have Degrees to Post About “Serious” Topics

Unsplash

China now requires influencers to hold a degree, professional license, or certification to post about “serious” topics like finance, health, medicine, law, and education.

The regulation, introduced by the Cyberspace Administration of China (CAC), took effect this month and applies to platforms like Douyin, Weibo, and Bilibili.

Influencers covering these topics must provide proof of expertise, and platforms are responsible for verifying credentials, ensuring proper citations, and adding disclaimers. Non-compliance can result in account suspension, content removal, or fines.

Why it matters: The law aims to reduce misinformation and protect users from harmful advice. A UNESCO study reports that only 36.9% of creators verify information before sharing it, so requiring qualifications could improve accuracy. At the same time, it limits voices who may be valuable but lack formal credentials. There’s an argument on both sides, but it highlights one key point:

Influencers with degrees, licenses, or certifications have a clear edge — they combine authority with influence. For brands that partner with them, this translates to credibility, trust, and reach. For example, a protein company could work with certified nutritionists, or a skincare brand with licensed dermatologists. This is why I’ve been advising brands to bring more of these qualified creators into their networks.

Instagram Tests Skippable Ads on Reels

AdWeek

Instagram is testing skippable ads on Reels. These ads include a countdown timer in the top-right corner signaling when an ad is about to start. Once it does, viewers can tap “Skip” to return to the Reel.

Meta confirmed the limited test to AdWeek, saying it’s exploring whether the format helps users discover businesses. It also confirmed there are no plans to share ad revenue with creators during this tests.

Why it matters: Few users want more ads in their feed, but for Meta, this could drive additional revenue by giving advertisers more visibility on Reels, which now account for 50% of time spent in the app.

Creators have been pushing for revenue sharing, but Meta has leaned on other monetization features for creators. But, with CEO Mark Zuckerberg revealing that Reels are on track for an “annual run rate of over $50 billion,” this conversation is only going to get louder.

YouTube Makes the TV Experience More Immersive and Shoppable

YouTube

YouTube is upgrading the TV experience. Creators can soon upload 4K thumbnails, and an AI-powered tool will automatically enhance video resolution. The platform also added immersive homepage previews and contextual search within individual channels.

When creators tag products in videos, viewers will see QR codes they can scan to explore product pages on their phones. YouTube is also testing timed product moments that display items at key points in videos.

Why it matters: YouTube isn’t slowing down on the biggest screen in the house. These updates help creators show up better and give viewers a premium, “streaming-native” experience that blends Hollywood, creator content, and increasingly, commerce.

By integrating a commerce layer into TV viewing, YouTube could gain an edge in social commerce, turning lean-back living-room sessions into shoppable moments. While many brands focus on TikTok Shop, YouTube’s multiple touchpoints, extensive content library, and 35 billion hours of shopping-related videos watched in the past year make it a prime opportunity for experimentation.

NEWS, TRENDS & INSIGHTS

Meta

Instagram kicked off a test that lets users tune their algorithm by adding or removing topics based on their interests. It’s starting with Reels and will expand to Explore soon. This could give niche creators an advantage as Instagram works to deliver the right content to the right audience at the right time.

Instagram added Watch History for Reels. In Settings, users can see all the Reels they’ve watched in the last 30 days, with the option to filter by date or specific account. Like TikTok’s feature, it allows users to find videos they may want to rewatch but didn’t save.

Threads rolled out Ghost Posts — posts that disappear after 24 hours. They appear with a distinct bubble in-feed, and replies go to DMs visible only to the poster. The ephemeral format should encourage more candid, low-pressure sharing.

Threads launcheda reply approval feature that lets users review and approve replies before they appear publicly, giving them more control over the tone and experience of conversations on the X competitor.

TikTok

TikTok announced new AI tools for creators. AI Outline generates titles, hooks, hashtags, and outlines for a video from a prompt or topic in Creator Search Insights, while Smart Split automatically clips, reframes, captions, and transcribes longer videos into multiple short ones. These tools streamline idea generation and content repurposing.

YouTube

YouTube and Adobe announced a partnership bringing a Create for YouTube Shorts section to the Adobe Premiere mobile app. It includes exclusive effects, transitions, and templates, plus direct publishing to Shorts. YouTube’s own editing app hasn’t taken off, so teaming with Adobe gives it a more capable tool to produce short-form content — much like CapCut for TikTok and Edits for Instagram.

LinkedIn

LinkedIn introduced a Partnerships Hub in Campaign Manager, allowing brands to find organic posts mentioning them and request permission to boost them as Thought Leader Ads. Joining Meta, TikTok, and YouTube, LinkedIn’s move makes it easier for brands to identify and scale UGC.

Pinterest

Pinterest launched Pinterest Assistant, an AI-powered visual discovery and shopping assistant. Users can ask for recommendations and get personalized results to help them browse and shop. It’s part of Pinterest’s broader push to integrate AI into discovery and commerce.

Patreon

Patreon upgraded its newsletter product, adding support for multiple video and audio clips, CTA buttons, and analytics like open rates, click rates, and revenue per send. The move targets Substack creators as Patreon expands into the growing creator newsletter space.

Manychat

ManyChat released a Follow-to-DM feature on Instagram that automatically sends a message when someone follows a creator. It’s a timely addition as DMs are a big part of Instagram and creators want scalable ways to connect with their audiences.

WHAT I’M READING

Muck Rack

The State of Creator Journalism 2025 (Muck Rack)

A new report finds that one-third of journalists now self-publish outside traditional newsrooms. Most are platform-agnostic, using an average of 2.5 platforms, and more likely than traditional journalists to see social media as essential. While 82% receive PR pitches, 72% say most miss the mark.

For Today’s Young Creators, Chaos Reigns (The Hollywood Reporter)

THR released its second annual Creator Edition earlier this month, and I was fortunate to be part of it again. I spoke with Carly Thomas about how creators are approaching content today.

Why Influencers Matter to Boston (Boston Magazine)

It’s encouraging to see more creators and influencers gaining recognition in Boston. Boston Magazine spotlighted top local creators as part of a broader package of content on the city’s creator economy, including coverage of Boston Mayor Michelle Wu’s Content Creator Summit earlier this year.

THANK YOU

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IN PARTNERSHIP WITH

Pex

TODAY’S EDITION

• How brands can protect themselves from the misuse of music in social and influencer marketing campaigns.

• Instagram recognizes creators with an Oscars-style award through Rings.

• TikTok leans into AI to drive viewers to TikTok Shop products with Visual Search Tags.

• OpenAI gives users more control over how their deepfakes are used on Sora.

DEEP DIVE

When Viral Tracks Become Legal Traps for Brands

Pex

Music has become synonymous with the social media experience. It drives trends, fuels engagement, and adds personality to short-form video content, which makes up the bulk of today’s feeds. Whether you are scrolling TikTok, Instagram Reels, or YouTube Shorts, chances are the video you are watching is paired with a song. In fact, 85% of videos on TikTok, 84% of videos on YouTube, 58% on Instagram, and 49% on Facebook contain at least 10 seconds of music.

For everyday users, this isn’t much of an issue. Adding a trending song to a Reel or TikTok is quick, easy, and often encouraged by the platforms themselves. But for brands, it’s a different story. Using copyrighted music in content with a license —whether in your own posts or posts by creators on your behalf—can lead to serious consequences. And as marketing continues to shift toward social-first and creator-led strategies, record labels and rights holders are paying closer attention than ever.

Recent Lawsuits Show the Real Risk

High-profile cases illustrate just how serious this issue has become:

• Designer Shoe Warehouse (DSW) was sued by Sony Music and Warner Music for allegedly using over 200 popular songs in TikTok and Instagram campaigns, including influencer partnerships. Damages could exceed $30 million.
  

• Crumbl Cookies faces a lawsuit from Warner Music Group for nearly 300 instances of unlicensed use of tracks from artists like Taylor Swift, Beyoncé, and Lizzo, with claims reaching $24 million.
  

• Marriott was previously sued by Sony Music for hundreds of social media ads using copyrighted songs. The lawsuit was eventually dismissed, but damages could have reached $130 million.
  

• USC was taken to court by Sony Music for $42 million after allegedly using over 1,670 songs in 250 videos without permission.

These are just the public cases. Many more brands receive cease-and-desist letters or settle out of court, keeping the true scale of the problem largely hidden.

Why Brands Keep Getting It Wrong

A major reason is misunderstanding how copyright works on social media. Licensing for traditional media like TV, film, and commercials is relatively straightforward. Social media, by contrast, is complex. Platforms negotiate licensing deals with labels and rights holders to offer pre-cleared songs—typically for personal use only.

Some brands assume that if a song is available on a platform, they automatically have permission to use it commercially. This couldn’t be further from the truth. The moment content promotes a product or service, whether in organic posts, ads, or influencer campaigns, it is considered commercial use and requires separate licensing.

Pex

Licensing agreements are also platform-specific and often inconsistent. A track cleared for commercial usage on TikTok may not be cleared for Instagram. What’s available on YouTube might not be available on Facebook. Even commercial-approved libraries are not foolproof—rights can expire without notice, turning previously compliant posts into violations overnight.

The challenge is amplified by the speed of social media trends. Licensing a song to jump on a trend can take weeks and cost thousands or even hundreds of thousands of dollars. By the time legal clears it, the moment is gone. Brands expected to move at the speed of culture might feel pressured to act fast and “ask for forgiveness later,” or not consider the legal and financial ramifications of doing so.

How the Risk Multiplies: Creators, Employees, and Reposts

Working with creators and influencers adds another layer of complexity. Creators often use trending music in their organic content to boost engagement, increase reach, and participate in trends. But when content is sponsored, it is considered commercial, meaning creators cannot use copyrighted music without permission. That’s something that can be overlooked by both creators and brands.

Employee advocacy programs create additional risk. Encouraging employees to post behind-the-scenes, day-in-the-life, or company updates can turn staff into copyright liabilities. A social media video set to a popular song by an employee might drive conversation, but legally, it is still an infringement risk.

Even reposting content can create problems. Instagram and TikTok’s Collabs and Repost tools make it easy to amplify and reshare creator or user-generated content, but if that content contains copyrighted music, resharing it can expose brands to liability—even if the original post was not created or published by the brand.

The Hidden Dangers of Enforcement

Rights holders don’t always act immediately, which can create a false sense of security. Brands might post unlicensed music multiple times without issue, thinking they are in the clear. Behind the scenes, rights holders track violations and can enforce them months or even years later. 

The costs go beyond legal damages. Unlicensed music can force brands to remove content or pull it from creator partners, disrupting campaigns and relationships. That top-performing post that finally cracked the algorithm? It can vanish overnight, along with all its reach and engagement. Reputational damage from copyright violations can be even costlier, particularly for brands seeking to be seen as creator-friendly—and yes, that includes respecting artists’ rights—and ethical.

Building Your Defense: Steps Brands Can Take

To avoid these pitfalls, brands need to be proactive about how they approach music in their content. That starts with strong internal processes and best practices:

• Audit Regularly: Review all published content, including creator posts, to identify potential music rights violations. Continuously check that licenses remain valid, as platform-specific restrictions can change.
  

• Establish Clear Guidelines: Provide guidance for internal teams, employees, and external partners on using music in content. Educate your ecosystem on the difference between personal and commercial use and the process for securing licenses.
  

• Implement Approval Workflows: Every piece of social content—including reposts and creator posts—should be reviewed for cleared music rights before going live.
  

• Provide Pre-Cleared Options: Include approved music in campaign briefs and maintain a database of licensed tracks.
  

• When in Doubt, Don’t Use It: While music can enhance engagement, it is rarely worth a takedown or lawsuit.

Pex

How Technology Makes Compliance Manageable

Managing multiple accounts, influencers, and platforms manually can be overwhelming. Music identification technology makes compliance scalable with audits, monitoring, and alerts. Pex helps brands detect and manage commercial music use across social media, employee posts, and influencer programs with its music monitoring solution for brands

With Pex music monitoring, brands can:

• Audit Published Posts Across All Accounts – Identify music in published content and influencer promotions, and verify only commercially licensed music is being used.
  

• Monitor and Protect in Real Time – Scan employee and influencer content before it goes live and stop risky posts from causing takedowns or delays.
  

• Quickly Edit Content for Compliance – Quickly mute or replace audio, or remove posts with unlicensed music, to reduce risk and keep content live safely.

By combining strong internal processes with the right technology, brands can safely leverage music in social and influencer marketing campaigns while protecting themselves legally. Proper music rights management helps prevent not only costly multi-million-dollar copyright infringement lawsuits but also interruptions to campaigns and damage to brand reputation.

Get a Free Copyright Check from Pex

Share your Instagram or TikTok handle and Pex will audit your account to identify the total amount of music used. Sign up here for free to understand your current risk.

NEWS, TRENDS & INSIGHTS

Instagram

Instagram announced Rings, a new reward initiative that recognizes creators "who aren't afraid to take creative chances and do it their way." Featuring a judging panel that includes Instagram head Adam Mosseri, director Spike Lee, actress Yara Shahidi, tech creator MKBHD, and more, 25 creators will be selected to receive a physical custom ring and a digital golden ring around their profile photo. With Rings, Instagram is aiming to create its own Oscars-like prestige and signal the platform as a core hub of culture and influence.

Instagram rolled out updates to Maps. In addition to expanding access to users in India, the updates include a more prominent indicator showing when a user is sharing their location and a reminder that added location tags will appear on the Map. Following initial backlash over privacy concerns at launch, some users may still be hesitant, but these changes address community feedback.

Instagram added new features in the latest update to Edits. Notable additions include over 250 new sound effects, new text presets, and the ability to download an insights summary to share with brand partners and collaborators. From ideation to editing to publishing and beyond, Edits is becoming an attractive tool for video, mobile-first creators.

TikTok is testing a Visual Search Tags feature. When pausing certain videos and tapping Find Similar, TikTok will use AI to identify objects in the content and suggest other videos via the Top tab and products via a Shop tab. Like Identify Similar Products, it creates a new pathway between users and shoppable content.

OpenAI shared updates for Sora. Users can now set instructions for how their Cameo—the feature that lets them and others create videos using their likeness—can be used, and watermarks on videos will soon be more visible. These are likely the first of ongoing granular controls, as deepfakes created with the app in its early days highlight the high potential for misuse and serious implications.

Steven Bartlett (The Diary of a CEO) partnered with Rox Codes, formerly an engineer for MrBeast, to launch Flightcast, a new video-first podcast hosting platform. It offers one-click distribution to multiple platforms—including YouTube and Spotify—along with cross-platform analytics and AI-generated titles, chapters, descriptions, and insights. Featuring the same tools that helped grow The Diary of a CEO, Flightcast lets creators tap into the resources used by one of the world’s biggest podcasts to scale their own shows.

IN CASE YOU MISSED IT

beehiiv

If you’re a new reader or missed last week’s edition, you can catch up here. Highlights included:

• OpenAI’s launch of Sora, signaling the era of AI-generated social media.

• Syracuse University betting big on the creator economy with the nation’s first academic Center for the Creator Economy.

• DoorDash introducing a Creator Program to spotlight local restaurants.

THANK YOU

Was this forwarded to you? Sign up here to receive the next edition directly in your inbox.

Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

Stay Connected: For more content and updates, visit my website and follow me on LinkedIn, Threads, and Instagram.

Work With Me: I'm available for consulting, advising, brand partnerships, and speaking. Let's connect here.

TOGETHER WITH

TODAY’S EDITION

• OpenAI’s new TikTok-like AI-generated short-form video app signals the beginning of the AI-generated social media era

• Syracuse University announces the nation’s first academic center for the Creator Economy

• DoorDash wants local foodies to share reviews in-app with its new Creator Program

• Instagram tests a redesigned app with Reels and DMs more prominent in select regions

• YouTube breaks down how Open Call works, including how much money creators can earn

OpenAI Unveils Sora, Its First Social Media App Built for Deepfake Content

OpenAI

OpenAI, the company behind ChatGPT, has entered the social media space with Sora, an invite-only app that resembles TikTok. Powered by the new Sora 2 model, the app lets users generate 10-second videos with audio from text prompts, photos, or remixes of existing posts. All videos are watermarked, and the app includes familiar engagement tools like likes and comments.

A standout feature is Cameos, which lets users appear as characters in videos or feature friends (with their consent). Users can also control who can use their likeness and remove any videos featuring them at any time.

Why it matters: Sora’s launch comes less than a week after Meta introduced Vibes, its own AI-generated video feed (which I predict will eventually be integrated into Instagram and Facebook). Together, they mark the beginning of the AI-generated social media era.

Sora gives anyone the ability to produce realistic short videos at a time when AI content sparks heated debate. Some critics see it as “AI slop” that could flood feeds and undercut creators, while others view it as a new medium for creativity and storytelling. By normalizing deepfake-style content with permissions and safeguards, OpenAI is accelerating mainstream adoption of AI media—highlighted by CEO Sam Altman making his own likeness available for anyone to use in Sora.

For now, watermarks help signal what’s AI-made, but as models advance and content spreads outside of designated apps, the line between real and fake will blur. This will force users to second-guess what they see, making deepfakes and fake content feel normal.

OpenAI and Meta don’t necessarily need massive adoption to consider these a success. By seeding new behaviors, normalizing uncertainty around what’s real, and collecting more data, they can more easily personalize content and advertising across their ecosystems.

TOGETHER WITH AIR MEDIA-TECH

How Creators Are Going Global With Localization

AIR Media-Tech

One of the biggest opportunities I see for YouTube creators today is expanding their audience globally. Millions of views on a single-language channel is impressive, but what if those numbers could multiply, just by speaking your audience’s language?

AIR Media-Tech (a YouTube-recommended vendor for translations) recently shared two powerful case studies that show two different paths for how creators are scaling globally through localization.

Case 1: Separate Channels

Wildlife giant Brave Wilderness (21M+ subs) launched 9 localized channels (Spanish, German, French, Polish, Hungarian, Italian, Bulgarian, Portuguese, Romanian). In just 6 months, they achieved:

• 27.2M additional views

• 134K new subscribers

• New regional sponsors and revenue streams

Case 2: Multi-Language Audio (MLA)

 A Kids Channel with 291M+ English views added dubbed audio tracks in 11 languages. Results included:

• 125.5M extra views in 5 months

• 30%+ of views from dubbed tracks

• 45M new subscribers in a year

Why it matters: Having separate channels for different languages helps build local communities, while utilizing multi-language audio across the same channel gives you immediate reach. But instead of choosing one, combining them delivers even stronger results—AIR Translation Labs reports a 45% average view lift with this hybrid approach.

If you’re a creator (or working with creators), localization isn’t just a nice-to-have, but one of the clearest growth levers out there.

You can learn more and book a demo here. If you’re attending VidSummit next week, the team will be on hand, so be sure to connect with them.

Syracuse University Launches Nation’s First Center for the Creator Economy

Syracuse University

Syracuse University announced the launch of the nation’s first academic Center for the Creator Economy, a joint initiative between the Whitman School of Management and the Newhouse School of Communications. The center is designed to prepare students for careers in digital content and entrepreneurship through courses, research, and industry partnerships.

The center will offer:

• Courses in creative content, audience engagement, and digital strategy

• Workshops on personal branding, creator law, and monetization

• Speaker series with creators and digital leaders

• Mentorship and funding for student ventures

• Research on creator economy trends

• Partnerships with Syracuse Athletics and the Falk College of Sport

Why it matters: Higher education has increasingly embraced the creator economy through courses, guest lectures from creators like MrBeast at Harvard, and ambassador programs where students highlight campus life to attract new students. From YouTubers and podcasters to newsletter writers and short-form video creators, these initiatives show how the creator economy has evolved from an informal pursuit into a viable career path.

Syracuse takes it a step further by establishing a fully dedicated center for this fast-growing industry, projected to reach $500 billion by 2027. With traditional entry-level jobs increasingly impacted by AI and more students aspiring to careers as creators—or in supporting roles—the university gains a recruitment advantage. By offering resources, mentorship, and education tailored to the creator economy, Syracuse is equipping students to pursue the careers they want.

DoorDash Rolls Out Creator Program to Highlight Local Restaurants

DoorDash

DoorDash is the latest company to roll out a Creator Program. As part of broader app updates—including AI features and discounts—the program lets creators earn money (the monetization model hasn’t been shared yet) by producing “eligible” short-form videos promoting local restaurants in more than 20 cities, including Atlanta, San Francisco, and Miami.

Videos appear in carousels users can tap to watch full-screen, scroll vertically, like, share, add menu items to their orders, and view the full restaurant menu.

Why it matters: DoorDash joins a growing list of apps blending social and creator-driven features. Uber Eats has tested short-form video feeds and added curated creator recommendations, and Yelp now uses AI to stitch together user photos and video content. These updates mimic engagement seen on TikTok, Instagram, and YouTube while keeping users inside the app for seamless discovery and ordering.

For creators, DoorDash provides another platform to share content, reach new audiences, and potentially monetize—though earnings are still unclear and likely modest. For DoorDash, user-generated videos show dishes and portion sizes right at the moment users are considering an order, reducing friction compared to when someone sees a review on TikTok and then has to switch apps to place an order.

NEWS, TRENDS & INSIGHTS

Meta is testing ways for creators to access brand affiliate programs on Facebook and add product links to Instagram Reels as part of new shoppable content features. With TikTok and YouTube investing heavily in affiliate programs, Meta needs to compete to keep performance-based creators and brands engaged.

Meta will start personalizing content and ads based on users’ interactions with its AI features, including Meta AI. These interactions provide better signals than likes or comments, since text and voice chats reveal specific interests. Still, many will view it as invasive—even as Instagram says it doesn’t listen to users through their microphones.

Instagram is testing a redesigned app with a small group of users in India that moves Reels and DMs to the first two tabs in the navigation bar after Home. While it’s just a test, I see this as foreshadowing an eventual Reels-first global experience.

Instagram will soon launch a Shareable Insights feature, allowing creators to export analytics and content to use in brand pitches, build media kits, and share performance with collaborators. The feature was previewed during Instagram’s IGU session, which highlighted new features with over 30 creators—including myself. Mosseri even made a brief appearance.

Facebook added new tools for creators: Challenges, which let creators share prompts to spark community-driven content, and Custom Top Fan Badges, which let creators design badges for their most engaged followers.

Threads introduced Communities, dedicated spaces where users can join discussions about sports, books, TV, and more. Over 100 communities are live already, including NBA Threads and Book Threads. This makes Threads more competitive with X by centering topic-driven conversations.

YouTube shared more details on Open Call. Eligible creators can submit videos for campaigns and earn up to $3,500 if their submissions are accepted. Brands have 180 days to use the content as Partnership Ads. While there was some pushback when Open Call was first announced, these details make it a more viable option for creators who are just starting their brand partnership journeys.

YouTube rolled out an Extend with AI feature that lets users pick a moment from a Short and use a suggested prompt to create a new AI-generated segment. Creators can opt out of allowing this on their videos.

TikTok is increasing Subscription revenue share for creators in North America, who can now earn up to 90%. The base rate is 70%, with an additional 20% bonus opportunity. This move is part of TikTok’s push to attract and retain creators with stronger monetization tools.

Twitch launched a Social Media Badge feature that recognizes viewers who share streamer clips across platforms like TikTok, Instagram, and YouTube. Badges are tiered based on view thresholds, incentivizing fans as distributors and tapping into the growing clipping trend, which can be more powerful than creators doing it themselves.

WHAT I’M READING

The State of Creator Marketing Report (CreatorIQ)

Creator marketing spending is up 171 percent year-over-year, the fastest growth in three years. Budgets are shifting toward boosted creator posts, affiliate programs, and UGC campaigns tied directly to business outcomes. Brands are now running campaigns across an average of five platforms, though Instagram still leads.

Boston Creator Economy Mixer: The Connection Hub Boston’s Creators Have Been Missing (NetInfluencer)

The NetInfluencer team interviewed Courtney Duffy and me about our Boston Creator Economy Mixers, where we discussed building more community connections among Boston creators and marketers. We also shared how we plan to go beyond live events to provide more resources and support.

“It’s not just younger people making the shift”: Meet Reuters’ first social-first video reporter (Reuters)

Traditional media must adapt to a social-first world, prioritizing formats like vertical video on TikTok and Instagram. Tristan Werkmeister, Reuters’ first social-first video reporter, shares how he approaches reporting through vertical video, embraces AI, and experiments with new formats.

Creators IRL: How The Creator Economy Intersects With Experiential Marketing (The Influencer Marketing Factory)

Creators are increasingly turning to IRL experiences to engage with fans and monetize. According to this report, 46% of respondents are excited about real-life interactions, with meet & greets, product launches, and workshops among their favorite types of events. Additionally, 33% say they are very likely to purchase products from creators at these in-person experiences.

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Instagram

TODAY’S EDITION

• Instagram hits 3 billion monthly active users and plans to invest further in what’s driving growth

• Meta is rolling out a feed of AI-generated videos via Meta AI.

• Delta Airlines passengers will be able to access podcast and video content from top YouTube creators.

• LinkedIn reports overall video consumption is up, though some creators are seeing lower viewership.

• Mashable launches its inaugural “Top Creators” list, joining other media outlets recognizing standout creators.

What Instagram Doubling Down on DMs, Reels & Recommendations Means for Creators & Brands

Instagram

Instagram has crossed 3 billion monthly active users, joining Facebook and WhatsApp at this major milestone. For all the talk about it “dying,” the platform remains deeply embedded in culture and continues to grow.

The bigger question: what drove Instagram to this point — and where is it headed next?

The Path to 3 Billion

In his announcement video, Instagram head Adam Mosseri highlighted three key drivers: Direct Messages (DMs), Reels, and Recommendations. These areas have seen constant updates and Instagram plans to double down on “reorienting” the app around them in the coming months.

What’s Coming Next

More User Control Over Recommendations

Instagram is testing a feature that lets users shape their feeds intentionally. Inspired by the “dear algorithm” trend on Threads and likely TikTok’s Manage Topics — the platform will surface a dedicated page highlighting what content it thinks users want. People can then add or remove topics to see more or less of certain content. Updates will first appear in Reels before expanding to Explore and the main Feed.

Why it matters: Algorithms aren’t always right, and people’s interests change quickly. Giving users the ability to refine what they see makes recommendations more relevant and personalized.

Easier Access to DMs

Instagram will update the main navigation bar, replacing the Create Post button with direct access to DMs — a feature it has tested before.

Why it matters: DMs aren’t just for texting. They’re where people connect, share, and engage with content. Every minute, over 700,000 Reels are sent via DMs, and more than 4.5 billion Reels are reshared daily. In fact, Reels make up 85% of all content reshared in Instagram messages.

Reels-First Experiences

In India, Instagram is testing a version of the app that opens directly to Reels. The recently launched iPad app also drops users straight into Reels.

Why it matters: With TikTok banned in India, Instagram is seizing the opportunity to make Reels the default experience. If engagement rises during the test, Reels could eventually become the starting point for more users worldwide—especially since Reels now account for 50% of the time spent in the app. Adoption in the U.S. may also face less resistance, given ongoing concerns around TikTok’s upcoming ownership changes.

What It Means for Creators and Brands

Big shifts on any platform usually mean big adjustments for creators and brands. Here's what these changes could mean in practice and how to stay ahead.

Niche Content Will Win

With more granular recommendations expected, creators and brands who focus on specific niches are likely to benefit most. The algorithm will be better at surfacing content tied to clear categories and what people want at that moment. Instead of being broad and trying to be everything to everyone, creators and brands should lean into specific niches with their content, and optimize their bios, captions, hashtags, Reels cover, Story Highlight titles, and more around those topics.

On the influencer marketing front, this should also push more brands to seek out creators who may be smaller but produce niche content that serves certain communities.

Separate Accounts for Separate Niches

For creators and brands covering multiple topics, it may be more effective to spin up a new account rather than dilute the main one. With feeds becoming more tailored, broad or unfocused content could perform worse.

Some of this is already happening, especially for brands diving into episodic content. Creators are doing it too, with some maintaining separate Instagram accounts for different content verticals, such as Future Social writer Jack Appleby, who has separate accounts for his personal, marketing, basketball, and music content.

Reels Are Non-Negotiable

While Instagram has invested in formats like Carousels, the app's future is clearly tied to Reels. With the eventual potential for a default Reels-first experience and a rumored Instagram for TV app likely to be heavy on Reels, the format needs to be a core part of creators' and brands' mixes. This helps deliver more of what users want while increasing the chances of being discovered in recommendations, DMs, and beyond.

Taking A Step Back

If you look across the social media ecosystem, you'll recognize that other platforms are focusing on many of these same areas. TikTok has made messaging a bigger part of its experience, YouTube is pushing Shorts, and LinkedIn is doing both—pushing users to invest in video and opening up ways to share posts with their networks. Even X is exploring feed personalization by letting users tell its chatbot Grok what they want to see more of.

While each platform needs tailored strategies, the core areas driving Instagram success—messaging, short-form video, and personalized recommendations—apply across most of its competitors.

TOGETHER WITH AIR MEDIA-TECH

Professional Dubbing = Global Reach Without Losing Watch Time

AIR Media-Tech

When YouTube launched its auto-dubbing tool in 2023, it put AI dubbing on the map. Millions of creators now have access, and YouTube is pushing it further with realistic lip-syncing.

Other platforms are following suit. Meta now offers translation tools for Reels in English and Spanish. TikTok’s Symphony AI Dubbing automatically translates and dubs into more than ten languages and dialects.

The benefits are clear. Creators unlock new audiences and revenue streams. Viewers enjoy content in their native language. Platforms build a more global and accessible ecosystem.

But these free tools are still early and not perfect. AIR Media-Tech found YouTube channels that rely only on AI auto-dubs see average view durations four to five times lower than those using professional human dubbing.

That is why creators who want to scale without sacrificing performance turn to Air Translation Labs, professional human dubbing solutions to keep viewers engaged and help grow audiences and revenue worldwide.

NEWS & UPDATES

Meta

Meta

Meta is rolling out Vibes, a new feed of AI-generated videos in the Meta AI app and on meta.ai. Users can create videos from scratch, use existing content, or remix others’ videos, which can then be posted to Vibes, shared via DMs, or uploaded as Reels and Stories.

YouTube

YouTube and Delta Airlines launched their previously announced partnership. Passengers will get access to curated podcasts and videos from top creators,YouTube Music playlists, and free trials of YouTube Premium.

YouTube will run a pilot program to reinstate creators whose channels were taken down under now-retired policies related to COVID-19 and election misinformation.

YouTube established the All-Party Parliamentary Group, a cross-party group that will serve as a liaison between the UK’s creators and policymakers.

Google launched Mixboard, an experimental AI-powered tool that lets users generate moodboards by entering prompts and choosing from pre-populated boards.

TikTok

TikTok introduced new donation features. With Donation Amplification, anyone can add a creator’s fundraiser sticker to their content and bio. The Existing Fundraisers List highlights current campaigns people can support.

LinkedIn

LinkedIn shared updates on video consumption: it’s growing 1.6× faster than any other format, and creators who post video see 3× follower growth. The videos gaining the most traction feature on-screen text hooks, burned-in captions, and strong visual cues.

LinkedIn is rolling out a Cumulative Growth Chart that shows a cumulative view of impressions, engagement, and followers, instead of the previously daily view only.

Pinterest

Pinterest announced new visual-first advertising solutions, including Pinterest Top of Search Ads, which appear in the top ten search results. It also revealed Pinterest Media Network Connect, a tool in Ads Manager that lets media networks share first-party audience data with advertisers.

Linktree

Linktree launched new design tools and features. Creators can use AI for an instant, personalized link-in-bio makeover, restyle profile photos, and get suggested link titles. There are also new fonts, themes, and layouts, plus a deeper integration with Canva.

EVENT RECAP & RESOURCE

Sprout Social’s Vantage Roadshow Comes to Boston

Sprout Social

Last week, Sprout Social brought its Vantage Roadshow to Boston to help social media teams demonstrate the revenue-driving impact of their work.

Sprout leaderrs shared toolkits and frameworks for measuring and showing ROI, while social media pros from NESN, Dayforce, and Commvault revealed their own tips for communicating the impact of their work to leadership and stakeholders. I also spoke about my experience working with brands and what makes creator-brand partnerships effective.

Whether it’s organic content, paid media, or influencer marketing, as more brands adopt social-first strategies, demonstrating measurable outcomes is key to unlocking additional budget.

Grab Sprout Social’s 2025 Impact of Social Media Marketing Report for insights from over 1,200 marketing leaders on the best ways to measure and communicate the business impact of your social media strategies.

WHAT I’M READING

The Mashable 101: These are the creators shaping the internet in 2025 (Mashable)

Mashable is the latest media outlet to publish a “top creators” list. Handpicked by its writers and editors, it highlights 101 creators shaping the digital future across four categories.

LinkedIn algorithm tweaks lead to views slump for some creators  (Digiday)

While LinkedIn says video views are up overall, some creators have noticed dips in viewership compared to earlier this year. LinkedIn attributes this to recent tweaks in its algorithm designed to surface more relevant videos to audiences.

Why creator marketing works for any business [Tips from a creator consultant] (Masters in Marketing)

I was recently interviewed by HubSpot for their Masters in Marketing newsletter, where I shared why everyone is a creator, how brands can set themselves up for success, and more.

THANK YOU

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IN PARTNERSHIP WITH

TODAY’S EDITION

• How to take a smart, data-backed approach to creator marketing

• Meta showcases how creators can leverage Meta AI

• LinkedIn will use member data to train AI models unless users explicitly opt out

DEEP DIVE

Driving Results With a Data-Driven Approach to Creator Marketing 

Billo

The creator marketing industry is set to hit $500 billion by 2027, according to Goldman Sachs. The sheer amount of money flowing into the space reflects the impact creators are having on businesses today and their growing influence on purchase decisions across every demographic.

But as more brands ramp up their creator partnerships and allocate more dollars to creators and content, expectations are rising. Marketers, from in-house brand teams to agency partners, aren’t just being asked to prove reach or engagement anymore; they’re being asked to prove performance. “What’s the ROI?” has become a common question when it comes to creator marketing.

While marketers can sometimes get lucky building campaigns off their gut, a data-driven approach is increasingly a requirement to deliver the performance that budget holders demand. And the best places to start? The briefs you develop, the creators you select, and the content you put live.

Here’s how to take a smart, data-backed approach across these areas to drive results:

1. Smarter Briefs: Turning Creative Direction into Performance

The brief is where campaigns succeed or fail. It sets expectations, provides guardrails, and guides creators toward the kind of content you want. Brands often lean heavily on messaging, aesthetics, and product features but miss the details that actually translate into results. Creators get freedom, but without clarity on hooks, CTAs, or formats, the end product can feel like a gamble.

A data-driven brief solves this by incorporating findings from past campaigns and industry insights. Instead of creators guessing what might work, you can point them toward what’s already proven to deliver.

• Concepts & Formats: Which storytelling formats drive results? Testimonial-style? Demo? Before-and-after? Challenge videos? Sharing data-backed formats gives creators a foundation grounded in performance.
  

• Hooks: The first three seconds often decide if viewers watch or scroll. Use past campaigns or industry benchmarks to identify which openings, visuals, or sounds capture attention. Share these insights so creators aren’t starting from scratch.
  

• CTAs: Don’t just tell creators to “include a CTA.” Highlight which ones historically move the needle for your brand—“Learn more,” “Shop now,” or “Don’t miss out.”

Why It Matters: A strong brief balances creative freedom with data-backed direction. It doesn’t script creators; it empowers them to build on proven foundations instead of starting from zero.

2. Smarter Creator Selection: Beyond Follower Count

Follower count used to be everything. Bigger audiences meant bigger impact. As algorithms evolved and audiences fragmented, follower count has become one of the least reliable indicators of performance.

Instead, focus on metrics that align with your goals:

• Engagement quality: Are followers active? Do they meaningfully interact with content? Comments often matter more than raw numbers.

• Performance history: Creators who consistently deliver above-average CTRs, ROAS, or conversions are stronger predictors of success than audience size alone.

• Format expertise: Some creators excel at storytelling, others at quick-hit trends, others at long-form education. Match creators’ strengths to the formats that historically perform well for your category.

Why It Matters: This moves you from asking “Who looks right for our brand?” to “Who has proven they can deliver results for our goals?”

3. Smarter Content: Testing, Iterating, Scaling

The final piece is the content itself. Data should guide decisions not just post-campaign but in real time. Top-performing brands are constantly testing, iterating, and scaling.

• Test hooks: Run variations of the same video with different openings to see what grabs attention.

• Iterate on winners: Double down on formats or messages that work. Create variations to extend reach and longevity.

• Cut losses quickly: Data tells you fast when something isn’t working. Stop spending on underperforming ads and redirect budget to what’s proven.

Why It Matters: This turns creative from a one-off gamble into a repeatable system. Scaling winners and cutting under performers creates a compounding effect and each campaign gets smarter.

Smarter Creator Marketing Starts Here

Billo

The gravitation to data-driven creator marketing makes sense, but where do you actually get the performance data? Building internal tracking systems can take months, and analyzing creator performance manually won’t let you move as fast as today’s market demands.

That’s why Billo has evolved beyond its UGC roots into a full Creator Marketing Stack. With live insights from over 150,000 video ads and more than $280M in tracked purchase value, Billo enables brands to:

Billo

• Brief Builder: Enter your product URL to get 4 data-backed brief suggestions for hooks, CTAs, and concepts based on what’s actually driving performance in your category.

• Top-Performing Creator Matching: Get suggestions for creators with proven ROAS, CTR, and Hook Rate in your category. All stats are benchmarked against industry medians.

• Ad Performance and Iterations: Once your ads are live, Billo tracks their performance against each other and industry standards to provide you with iteration suggestions and improvements. 

NEWS, TRENDS & INSIGHTS

LinkedIn

Meta to Launch New Creator Marketing APIs Next Month

Meta is launching new APIs for its creator marketing solutions. Instagram’s Creator Marketplace API launches October 1st, followed by Facebook’s Creator Discovery API on October 5th. These APIs allow platforms and agencies to search for creators using keywords and filters, access account-level data such as audience demographics and average rates, and (on Instagram) receive recommendations for similar creators.

Why It Matters: APIs are becoming a critical part of the creator marketing landscape. They enable influencer platforms and agencies, who often manage campaigns on behalf of brands, to integrate directly with platforms like Meta and access first-party data. These new APIs will further streamline the workflow for discovering, evaluating, and activating creators across sponsored content and Partnership Ads on Instagram and Facebook.

Meta Highlights Six Ways Creators Can Use Meta AI

Meta highlighted six ways creators can use Meta AI, its AI Assistant. Examples include brainstorming niche-specific ideas with hooks and angles, developing content series, drafting outreach emails for potential brand partners, and creating checklists to stay organized and on task.

Why It Matters: Meta is fully committed to AI, especially with its new trio of AI smart glasses. This roundup shows creators how to leverage the AI Assistant for their creator business, boosting productivity, creativity, and saving time. While many creators already use tools like ChatGPT and Claude, guidance like this encourages more creators to tap into Meta’s own AI tools.

YouTube Adds AI Stickers and Image Stickers for Shorts

YouTube is rolling out AI Stickers and Image Stickers for Shorts. AI Stickers let creators generate a sticker based on a prompt, while Image Stickers let creators turn photos from their camera roll into stickers.

Why It Matters: Creators now have more ways to add personality, context, or creativity to their Shorts. AI Stickers enable quick, on-the-fly content creation, while Image Stickers let creators seamlessly incorporate personal or brand visuals. Expanding the sticker library brings YouTube closer to Instagram-style interactivity, helping creators make Shorts more engaging, visually dynamic, and shareable.

LinkedIn Curates AI Tools to Help Professionals

LinkedIn has curated a set of AI tools to help professionals across Development/Coding, Design/Marketing, and Career Coaching. Each tool comes from a verified company with a dedicated product page that highlights its full capabilities. Notable tools include Microsoft Copilot, LinkedIn Interview Prep, Canva, Squarespace, Descript, and Lovable.

Why It Matters: Members get a trusted, curated list of AI tools to support their work—from job searching and content creation to building solutions. Featured companies gain visibility and a new way to reach LinkedIn’s 1 billion plus members, aligning with LinkedIn’s mission to empower the global workforce.

LinkedIn Is Updating Its Terms of Service to Share More Data for AI Training

LinkedIn announced it will update its Terms of Service on November 3rd. The update allows LinkedIn to share data with its affiliates, including its parent company Microsoft and subsidiaries, for advertising purposes and to use data for AI training. This includes profile information, such as past work experience and education; job-related data, like resumes and responses to screening questions; and member content, including posts, articles, and comments. Users have the option to opt out.

Why It Matters: Data—especially for advertising and AI—is one of the most valuable assets for social media platforms today. Expanding data sharing with its parent company can help LinkedIn make ads more relevant and improve AI-powered tools. However, users already have concerns about how platforms use their data, and this update may raise additional privacy questions, particularly for creators who share content on the platform.

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YouTube

TODAY’S EDITION

• YouTube’s new Dynamic Brand Segments feature lets creators insert brand-sponsored segments into videos, similar to TV commercials.

• Meta enters a new category of AI-powered smart glasses with the Ray-Ban Meta Display.

• Google makes creators a bigger part of Discover with social posts, a dedicated space, and a follow button.

YouTube Gives Creators The Ability to Dynamically Insert Brand Sponsored Segments In Videos

YouTube

At its Made On YouTube event, YouTube announced over $100 billion in payouts to creators, artists, and media companies, alongside 30+ updates across shopping, brand deals, AI creation tools, podcasts, live streaming, and music.

One standout update is Dynamic Brand Segments, which allows creators to insert brand-sponsored segments into videos that can be swapped in and out rather than permanently embedded.

The feature is expected to be available for testing early next year, with a full rollout later in the year.

Why It Matters:

This approach mirrors how ads run on traditional TV (and podcasts), which is fitting as YouTube continues to reinvent television.

For creators, dynamic brand segments unlock ongoing monetization of existing videos. Instead of producing new videos for sponsorships , creators can cycle different brands through relevant videos, turning their catalog into continuous revenue streams. For example, a creator could update a holiday-focused video with new brand segments each year.

Brands benefit by featuring in already high-performing videos and adapting campaigns without commissioning entirely new content. Segments can be customized by region or messaging, offering more flexible and potentially more cost-effective partnership options, including performance-based deals.

Viewers also gain a better experience, seeing brand segments that are more relevant to the context in which they watch, rather than content that may feel outdated due to permanent brand integrations.

One potential downside though is that brand segments might feel less organic than content created with a brand in mind from the start. Even so, this feature adds welcome flexibility for creators and brands and aides in YouTube’s push to be more active in influencer marketing.

Meta Unveils New AI-Powered Smart Glasses With A Display

Meta

At Meta Connect, Meta announced several new smart glasses and metaverse technologies. Along with a second generation of its flagship Ray-Ban Meta smart glasses and the Oakley Meta Vanguard designed for athletes, it revealed the Meta Ray-Ban Display, a new category of smart glasses featuring an in-lens display.

Key Details:

• The full-color, high-resolution display sits to the side of the user’s view and can be turned on or off, designed for short, glanceable interactions.

• Features include checking messages, making video calls, previewing photos, viewing live captions and translations, and connecting with Meta apps like Meta AI, Instagram, WhatsApp, and Facebook.

• Each pair comes with the Meta Neural Band, an EMG wristband that translates muscle activity into commands for the glasses.

• Priced at $799, they will be available starting September 30.

Why It Matters:

Meta’s first AI-powered smart glasses have already found traction with more than 2 million pairs sold, especially among creators. Lloyd George told me they “made it so much easier to capture content throughout my day,” noting that the more content he can create, the more opportunities that typically arise

The Meta Ray-Ban Display builds on that momentum by adding a glanceable display and controls that bring more mobile-like functionality into wearable form. For creators, the ability to preview content in real time is especially valuable for vlogs and “day in the life” videos. With Meta opening up the glasses to developers, new use cases are also likely to emerge, such as Twitch streamers going live directly from their glasses.

With built-in cameras, speakers, microphones, AI computing, and direct access to social apps, Meta is positioning smart glasses as a mainstream consumer product. While the $799 price may be high for average consumers, creators and tech enthusiasts are likely to jump in first.

Google Adds More Creator Content and the Ability to Follow Creators in Discover

Google

Google is updating the Discover feed in its Search app. In the coming weeks, users will see more creator-driven content, including Instagram posts, X posts, YouTube Shorts, as well as traditional articles and stories. Google says more platforms will be added, with my predictions being TikTok, LinkedIn, and Substack content as next.

Google is also introducing a follow button next to creator and publisher names. When tapped, users are taken to a dedicated space showcasing all of their content, which can be filtered by format. Once users follow a creator or publisher, they will see more of this content prioritized in their feed.

Why It Matters: 

By giving creators followable spaces in Discover, Google is recognizing the growing demand for diverse voices and a wider spectrum of digital content.

For creators, this update means greater discoverability for their social posts and a new way to reach audiences who are actively searching across the web. For users, it creates an all-in-one feed where articles, videos, and social posts appear together, making it easier to keep up with favorite creators and publishers. Discover is evolving into a more personalized content hub guided by both user preferences and Google’s algorithm.

This update builds on Google’s recent move to let users mark sites and blogs as preferred sources in Top Stories, showing the company’s push to give people more control over content discovery in an AI-driven search era.

NUMBERS TO KNOW

Collective Voice

• Over 1 trillion selfies were sent via Snaps in 2024 across Snapchat’s 930 million users. (Snapchat, Snapchat Newsroom)

• 97% of CMOs plan to increase their creator budgets in 2026, more than spending on AI search or paid ads (LTK & Northwestern University, 2026 CMO Creator Marketing Study).

• 89% of active followers of creators purchased something through Instagram Broadcast Channels in the last six months, with half making four or more purchases (Collective Voice, Holiday 2025 Creator Commerce Report).

THANK YOU

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Support: If you're getting value and want to support, you can do so in a few ways: share it with a colleague, Buy Me a Coffee, or upgrade to the paid tier.

Stay Connected: For more content and updates, visit my website and follow me on LinkedIn, Threads, and Instagram.

Work With Me: I'm available for consulting, advising, brand partnerships, and speaking. Let's connect here.

LinkedIn

Sprout Social’s Vantage Tour is coming to Boston on Tuesday, September 16th (tomorrow), with a full day of case studies, panels, and discussions on social media and influencer marketing. I’ll be joining the “Enter the Chat” segment to talk all things creator economy — register here for free.

TODAY’S EDITION

• LinkedIn gives creators the engagement metrics they've been missing with new Saves and Sends data

• Instagram fixes the bug that was limiting Stories reach for creators posting multiple times daily

• YouTube unlocks global audiences by expanding multi-language audio to all creators

• Pinterest backs educational creators with a new Educator's Fund

• Snapchat plans livestreaming to help creators build deeper fan relationships

• LTK creator content becomes discoverable through Apple’s Visual Intelligence search

DEEP DIVE

LinkedIn Helps Creators Measure Quiet Engagement with New Analytics for Saves and Sends

LinkedIn

LinkedIn has upgraded its analytics with two new metrics for creators: Saves and Sends. These are rolling out for individual posts and in the main analytics section under Engagements:

• Saves: How many times posts were bookmarked

• Sends: How often posts were shared via LinkedIn direct message

The platform has been strategically paving the way for these metrics through recent updates. For example, the Save button is now more prominent on video content, and the experience of sharing posts via DMs has been improved.

Why Creators Should Care

These metrics give creators a more complete picture of the impact of their content. Likes and comments are important, but they don’t always tell the full story. Saves and Sends capture deeper engagement, showing which posts audiences truly value and use.

• Saves signal long-term value. High save counts indicate content with utility, depth, and staying power—such as tutorials people want to reference later, in-depth analyses that require more time, or resources worth keeping handy.

• Sends go even further. Sharing a post is an active recommendation, often putting a user’s reputation on the line. High send counts signal trust, authority, and a distribution path that bypasses the public feed.

Personally, as someone active on LinkedIn, my posts don’t always generate massive visible engagement. Yet people often share the impact of my content at events, during calls, or via inbound messages, even from those who don’t engage through likes or comments. These metrics help me understand this quieter engagement at scale.

Opportunities for Creators

Creators can use these metrics to identify patterns and refine their strategy. Some questions to consider:

• Which formats (video, carousel, text, newsletter) or content types (personal stories, industry analysis, tactical how-tos) drive the most Saves versus Sends?

• Do longer, in-depth posts get more Saves, while shorter, punchy insights get more Sends?

• Are Saves and Sends correlated with impressions and engagements, or independent of public metrics?

• Which posts achieve both high Saves and high Sends—the sweet spot for content with staying power and spreadability?

These insights allow creators to double down on content that lasts (Saves), spreads (Sends), or achieves the rare combination of both. They can also use this data when pitching to brands or reporting on partnerships, helping them close more deals and demonstrate the full ROI of the content they create.

The Rise of Quiet Consumption

Dedicated metrics for Saves and Sends highlight a growing trend of private, or “quiet,” consumption. Some users prefer not to engage publicly, whether because content is sensitive, controversial, or better suited for private sharing.

This isn’t unique to LinkedIn. Instagram has said that content shared via DMs is a strong algorithm signal, with Adam Mosseri even encouraging creators to focus on Sends per Reach to measure how much their content is resonating with people.

Part of LinkedIn's Broader Analytics Evolution

Saves and Sends are part of a broader evolution of LinkedIn analytics, which have recently seen additions like:

• Email-specific analytics for newsletters

• Average watch time for videos

• Impressions for comments left on a post

• Insights for when posts drive profile visits and follower growth

• Member Post Analytics API for third-party social media management apps

Together, these updates give creators and marketers a more complete toolkit to measure both public and private engagement.

The result is more informed content strategy, better demonstration of impact, and deeper insights into how audiences really interact. While there’s more work to be done, this is a meaningful step forward for a platform where creators and marketers increasingly invest their time.

Want to level up your LinkedIn game? Check out Stanley, an AI Content Coach that studies your best posts, curates top-performing content from creators in your niche, and gives you insights to improve your strategy. (Affiliate link)

NEWS, TRENDS & INSIGHTS

Meta

Meta

Instagram fixed an issue where creators saw reduced reach when posting multiple Stories in a day. Adam Mosseri confirmed it wasn't intended behavior. Creators will likely welcome the fix and increase their Story posting without fear of algorithmic penalties.

Meta expanded access to Reels trending ads, allowing more brands and advertisers to place ads alongside culturally relevant, high-performing Reels. This enables marketers to quickly align with popular, brand-safe content and capitalize on what’s trending in the moment.

Meta is rolling out new ad options for Threads, introducing 4:5 rendering for single image and video ads, carousel ads, and tests of catalog and app ads. Brands without a Threads profile can also run ads through their Instagram accounts. The update makes Threads more appealing to advertisers while lowering the barrier to entry.

YouTube

YouTube is expanding multi-language audio access to more U.S. creators. Creators can upload their own translated audio tracks, which tend to be more accurate than AI-generated dubbing. On average, 25% of watch time for creators using multi-language audio comes from non-primary language tracks, highlighting its potential to help creators expand their reach and viewership.

YouTube rolled out several upgrades to its TV experience, including improved search suggestions with images and subtitles, new long-form video and podcast shelves, and streamlined sign-in and player enhancements. The lean-back viewing experience just got better, as YouTube continues to lead the charge in TV streaming.

TikTok

TikTok teamed up with Spotify to launch Big on BookTok. The co-branded hub features curated playlists of trending books, inspired by BookTok. The partnership highlights TikTok’s cultural influence while giving Spotify deeper access to a highly engaged community, supporting its growing audiobook business.

CapCut launched AI Suite, an all-in-one set of AI tools for video and image creation. "Features include Prompt-to-Creation for generating content from prompts, Smart Editing to select the best clips, and AI Avatars—animated, lifelike characters—that help creators and brands go from idea to publish-ready content.

Pinterest

Pinterest launched an Educator's Fund to support educational creators with best-practice webinars, office hours, expert insights, and grants. This reflects Pinterest's effort to diversify its content types and invest in positive, informative communities.

Pinterest introduced "Where to Buy" links for ads, allowing CPG brands to make standard image ads shoppable with multiple retailer options. Shoppers gain flexibility to purchase via their preferred retailer, which boosts conversion opportunities and gives brands richer data.

LTK

LTK announced Brand Profiles, allowing brands to create their own profiles on the LTK app and curate them with creator content featuring their products. Launching with brands like Nordstrom and Sephora, the feature lets brands engage directly with LTK’s 40 million monthly users and control their presence.

LTK revealed a new integration with Apple’s Visual Intelligence in iOS 26. When iPhone users circle items in a screenshot, LTK—alongside Google, Etsy, and Pinterest—appears as a search option to find similar photos and products. This is a big move, expanding the LTK ecosystem to an even larger audience that can now shop creator content.

Reddit

Reddit added new publisher tools to Reddit Pro, including story tracking with metrics, automatic RSS imports, and AI-powered recommendations for which communities to share stories in. With some publishers reporting increased referral traffic from Reddit, the platform is positioning itself as a more appealing channel for audience growth.

Reddit replaced Member Count on subreddits with two new metrics: Visitors (unique users over seven days) and Contributions (posts and comments over seven days). The shift moves focus away from vanity metrics toward capturing real-time activity and engagement.

Snapchat

Snapchat plans to launch livestreaming and new tools for creators to deepen fan relationships, according to CEO Evan Spiegel in an open letter. This signals upcoming monetization features like tipping and subscriptions to grow both creator and platform revenue.

Spotify

Spotify introduced Smart Filters, letting users organize saved content across music, podcasts, and audiobooks by activity, mood, or genre, adding even more personalization with recommendations tailored to specific moments and scenarios.

Roblox

Roblox unveiled Roblox Moments, a scrollable short-form video feed where users share 30-second gameplay clips that link directly to experiences. This adds a TikTok-like layer that can drive engagement and make experiences easier to find.

Walmart

Walmart announced Creator Collabs, a program connecting creators with hundreds of brands in Walmart’s Marketplace. Creators earn elevated commissions on sales in addition to standard rates, while brands tap into the power of social commerce, similar to Amazon’s Creator Connections.

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Kajabi

Back in August, Kajabi announced a major milestone – it has paid out $10 billion to creators, just months after hitting the $9 billion threshold, 100% of which has gone directly to creators.

The milestone reflects the shifting creator economy, where creators are taking more ownership of their audiences and content, building businesses through creator commerce that emphasizes diversified income streams and full control over monetization.

“We’re really proud of it. $10 billion is a big number,” Kajabi CEO Ahad Khan tells me.

“These are entrepreneurs spread throughout the world who are selling knowledge, experience, and expertise directly to audiences that they own and control. As a result, they can build revenue and businesses that are sustainable, predictable, and that can augment whatever they're doing on social media as well.”

But the number itself isn’t the “only thing Khan and the company are celebrating. It’s how creators are doing it.

Platforms and Kajabi: Not an Either/Or

Khan doesn’t see it as an either/or for creators between social media platforms and Kajabi, a point he also mentioned in our previous conversation.

“YouTube and Kajabi. LinkedIn and Kajabi. TikTok and Kajabi,” he says.

Through platforms like these, creators build audiences and then, with Kajabi, turn them into customers—however works best for them and their audiences. That’s a key point Khan highlights as unique about Kajabi creators: it’s not a one-size-fits-all approach to monetization.

Kajabi

In some cases, using social platforms alongside Kajabi creates a flywheel effect. Since 2023, creators who joined Kajabi have uploaded 123% more content on YouTube than average, and in Q2 2024, Kajabi creators increased YouTube uploads by 217%. By starting on Kajabi early and monetizing outside of CPMs—such as selling digital products or memberships—creators are empowered to reinvest in YouTube content, which further drives growth.

“And what ends up happening is this: you have sustainability as a creator and money coming in. You find people on YouTube, so you have the resources to invest in your content, which makes your YouTube content better. Your publishing rates go up because your content is better, and you reach more people. YouTube is happy because your content creation is up. You’re happy because you’re making money on Kajabi and on platform payouts. Advertisers are happy because they can sell ads into your YouTube stream. So it’s a win-win,” Khan explains.

Understanding the Numbers

The nuances of the verticals creators play in and the social media platforms they use all matter, which makes the $10B milestone even more powerful.

The top-earning categories are Health & Fitness ($1.6B), Business & Finance ($1.4B), and Personal Development ($1.4B), aligning with the most popular categories in digital commerce. But within these categories, there niches, with creators focusing on everything from sleep training kids to foraging mushrooms to beekeeping.

Kajabi

Regardless of category, creators must figure out how to convert their audiences into paying customers, and that varies widely.

“It’s hard to have a blanket statement across industries, verticals, niches, because it doesn’t do justice to the nuances of each creator’s content and audience. You can be a writer, and LinkedIn can be great. You can use email marketing tools effectively, and that works. But you can also have a huge Twitter following, where many followers don’t convert to newsletter sign-ups, because not all social media is created equal,” Khan points out.

What might surprise many is that the average six-figure Kajabi creator isn’t as far along as you might think. A six-figure Kajabi creator has between 1,000–10,000 followers, an email list of around 4,000 people, and just 309 paying customers.

Kajabi

“It's a couple hundred people paying your average transaction value, and all of a sudden, you’re a six-figure earner,” Khan highlights.

It’s often thought that creators need thousands of customers to make a living, but when broken down, it’s more realistic and manageable. Of course, getting people to pay anything is a challenge, especially when competing for dollars with other creators, streaming services, traditional media publications, and more, along with everyday expenses.

Khan emphasizes the diversity in how creators earn from supporters.

“It works in a bunch of ways: one-time transactions, multiple transactions, subscriptions, memberships, however the creator wants to charge, they can. What really matters is whether the creator’s content is resonating with their audience and whether they’re able to build a sustainable business, letting the market decide.”

And the most important point: people will pay for what they value.

“One of the things $10 billion shows us is that if you build what people want, give them the tools to sell—mini courses, big courses, communities, or bundles—you’re providing value to end customers. And we’re still growing Creator Revenue at a good clip. It tells us our creators, our entrepreneurs, are doing something right that resonates with their audiences.”

Revenue Streams Matter

This aligns with how most of Kajabi’s six-figure earners operate: 75% maintain multiple revenue streams, with the average creator running five different offerings, including courses, communities, coaching, newsletters, and digital downloads. Creators who bundle products earn 4.5 times more than those with single offerings.

Kajabi

Multiple revenue streams are key, as they allow creators to serve different customers, depending on their vertical. Some creators with hundreds of YouTube followers make six or seven figures annually by selling high-ticket items like real estate investment training, while others with massive audiences focus on lower-ticket items.

Who is Right for Kajabi

According to Kajabi, 60% of creators migrate after outgrowing entry-level platforms, and 1 in 2 discover Kajabi through word-of-mouth. While there are many platforms available, Khan sees Kajabi as “grad school” for creators—a place for those who already have proven product-market fit with their audience but want a more sophisticated understanding of business and the creator economy.

Kajabi

That includes recognizing the potential income lost when using platforms that take 10%, 15%, or even 20% of earnings, which can be significant for creators making six figures or more.

“If you're making over $100,000 a year, you're giving up $10,000–15,000. That's a lot of your income, right? When you come to Kajabi, depending on what plan you're on, it's a couple thousand bucks, but it's not $10–15K. And you get so much more flexibility. You’re the center of the universe.”

Flexibility and minimizing administrative overhead are also major benefits. Khan stresses that Kajabi centralizes all of a creator’s needs in one platform:

“Kajabi can handle your communities, courses, newsletters, podcasts, coaching products, and all your digital offerings. We also help you distribute your content via email, SMS, and mobile apps, which allow you to send push notifications, text messages, or emails to the audience that you now own. Analytics tools are included to help you track performance.”

He adds, “And the administrative burden of fragmented software sucks. Half the time, you’re just logging in everywhere and connecting systems. That’s opportunity cost for building content, audiences, and revenue.”

AI’s Impact on Creators

With Kajabi creators often in the expertise and knowledge categories, it’s clear AI will have an impact, especially on content creation and information workflows, but creators still have a clear advantage.

"AI is taking content and, frankly, commoditizing a lot of it, but also commoditizing the workflows behind it," Khan shares. "The brand is going to matter way more in a world of commoditized content than it does right now."

He cites his own use of a CEO coach as an example: "I could technically read it in a blog or somewhere else, but when he says X, Y, and Z, I perk up because this guy's done some stuff. And that dynamic is where I think the world is going, which is talking to people who've actually, like, demonstrated something, have unique knowledge or have some kind of expertise.”

This reinforces the core thesis: creator businesses are built on owned relationships and specialized expertise, not viral moments or algorithmic favor. As content becomes increasingly commoditized, creators who monetize unique knowledge through direct relationships will likely see benefits in a growing AI-filled world.

"People are going to gravitate toward those people because of their brand, and AI is just going to accelerate all the stuff underneath it. But the individual is still going to matter a lot more."

IN CASE YOU MISSED IT

New here or need to catch up? Here are five recent pieces that you may find most valuable:

It Took 15 Years: What Instagram’s long-awaited dedicated iPad app means for creators.

How MANSCAPED Tapped Two Film Students For Its Viral Ad Spot: MANSCAPED’s Director of Social Jori Evans explains how two college filmmakers helped bring the brand’s latest viral ad to life.

The 4-Phase UGC Strategy for Black Friday Through New Year Sales: A tactical breakdown of how brands can use UGC across four phases to maximize sales from Black Friday through New Year.

How I Keep A Pulse On The Creator Economy: A 3-Part Framework: My three-part framework that helps me stay on top of the fast-changing creator economy.

Why FlightStory CEO Georgie Holt Thinks the Next Billion-Dollar Media Company Will Be Built Out of Human IP: FlightStory CEO Georgie Holt shares why the future of billion-dollar media lies in creator-led businesses, human IP, and strong communities.

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Instagram / Instagram for iPad

TODAY’S EDITION

• What Instagram’s new iPad app means for creators

• Instagram and TikTok expand their messaging tools

• Threads gets a new lead and adds support for longer text

• YouTube will let creators opt out of AI enhancements for Shorts

• LinkedIn partners CapCut on a new integration

• A new AI tool to help creators grow their LinkedIn presence

• Adobe brings pro video editing tools to mobile

DEEP DIVE

Instagram Finally Launches a Dedicated iPad App

Instagram / Instagram for iPad

Instagram has officially launched a native iPad app, which has long an afterthought for the platform.

How It Works

• The app opens directly to Reels, with Stories featured at the top.

• A new Following tab lets users sort content by All, Friends, or Latest, with the option to set any as the default.

• A navigation bar on the left provides quick access to Search, Explore, Messages, and more.

• Comments can be expanded while watching Reels in full size.

• Messages can be viewed at a glance, including specific conversations.

Why It Matters

After 15 years, Instagram has delivered a dedicated iPad experience, moving beyond the scaled-up iPhone app. The new app is designed for immersive Reels consumption while keeping comments and messages, two of Instagram's most important engagement features, easily accessible.

People tend to use apps on larger devices like the iPad for longer sessions, which aligns with video consumption habits, as Adam Mosseri noted. Around 20% of Instagram users’ time in the app is spent watching Reels, so opening the app directly into Reels reflects these patterns.

Earlier reports suggested Instagram was considering a Reels-only app. While that has not materialized, the iPad launch could be seen as an iteration of that plan, giving users with larger screens an experience centered on Reels.

Instagram follows TikTok, which launched an enhanced tablet app in 2023, Snapchat, which rolled out an iPad app last year, and YouTube, which has long supported tablets. With an Android tablet version also on the way, Instagram is bringing its experience closer to parity with competitors and may even be laying the groundwork for a rumored Instagram for TV app by offering a more lean-back viewing option beyond mobile and desktop.

What It Means for Creators

Unlike YouTube, where viewers spend the most time on TV screens, tablet usage is unlikely to surpass mobile for Instagram. Still, creators and brands should keep a close eye on how their content appears across Instagram’s expanding experiences. If any of these surfaces gain traction, it would be a clear signal to prioritize content for them. What’s immediately clear, however, is that Reels remains Instagram’s top format. Even with recent investments in Carousels, focusing on Reels will likely give creators the best bang for their buck.

What Could Be Next

It may have taken Instagram a long time to reach this point, but rapid iteration is likely. One of the first updates could build on its recently launched Reels linking feature, such as creating a dedicated space for discovering multi-part Reels, which would align with the longer viewing sessions that tablets enable.

In the short term, a simpler but equally valuable update would be adding a breakdown of insights for Reels based on where views come from across devices and surfaces. Similar to YouTube, creators could see how views are split across TV, mobile, desktop, and tablet, helping them optimize content strategies for each environment.

EVENTS

Boston Creator Economy Summer Mixer

Boston Creator Economy Summer Mixer / Amir Murthy

Last week, I co-hosted our second creator economy mixer with Courtney Duffy. Over 100 people came together, including creators, influencer marketing managers from brands like Wayfair, agency and platform pros from Edelman, Acceleration Partners, Capiv8, and Vidovo, as well as talent managers and founders.

After hosting and attending several events this year, I’m convinced these in-person experiences—whether happy hours, mixers, dinners, or coffee chats—are some of the best investments you can make. Conversations go deeper, relationships form faster, and you leave with more than just new LinkedIn connections.

We’ll keep running these mixers quarterly and explore new ways to spotlight Boston’s creator economy. Subscribe to our event calendar if you’d like to stay updated, and reach out if you want to get involved.

In the meantime, here are other upcoming events worth checking out:

• Break Room by Work Friends (Sept 10, Boston, MA): Panels, coworking, and networking for client services professionals. Speakers include brand leads from New Balance and Bob’s Red Mill, plus local creators.

• Vantage Boston by Sprout Social (Sept 16, Boston, MA): Live case studies, panels, and collaborative discussions on how brands and creators can work together more meaningful. I’ll be speaking!

• Instagram Summit by ManyChat (Sept 19, Hollywood, CA): Keynotes, panels, and Q&As featuring top creators sharing their Instagram strategies. Use code GAMBLE50 for 50% off tickets.

NEWS & UPDATES

Threads / Long Text Attachment

Meta

Instagram announced Direct Messages updates for Professional accounts and personal accounts with over 100K followers. Creators can now use multi-select filters, customize shortcuts by reordering default pills, and create or customize folders to better organize their inbox.

Instagram launched an educational series for Edits. Led by creator Adrian Peter, the 20-episode tutorial series offers step-by-step guidance on the video editing app’s key features. The first five tutorials cover Keyframes, Camera, Teleprompter, Ideas, and Inspiration, with the remaining episodes rolling out through the end of the year.

Threads’ new lead, Connor Hayes shared that creators and communities will be his focus in the coming months. This includes improving the experience for creators and helping users discover communities that matter to them.

Threads rolled out support for longer text via a text attachment feature. Users can attach up to 10,000 characters of formatted text to their post (such as excerpts from newsletters, blog posts, books, etc.), along with a prominent link.

Threads added the ability to send videos, GIFs, and stickers through DMs. Users can record a video or pick one from their camera roll, and easily search for stickers and GIFs to share.

TikTok

TikTok now lets users send voice notes up to 60 seconds long and share up to nine images or videos from the app or camera roll, in both one-on-one messages and group chats.

TikTok added text images. When creating a post, users can select the Text option to have AI transform their written content into an image complete with background designs and emojis and can be shared as either Stories or photo posts.

TikTok shared resources for TikTok Shop creators, including a Creator Pilot Program to guide new sellers, a Creator Health Rating to track compliance with shop rules, and a Video Pre-Check tool to flag potential violations before posting.

YouTube / Google

YouTube liaison Rene Ritchie revealed that YouTube will soon give creators the ability to opt out of deblurring and denoising Shorts.

YouTube added a way for creators to share links to their Communities. From the Community page on mobile, creators can copy a link, use Quick Share to share on Instagram, Reddit, and more, or tap a QR code to share a scannable link.

Google announced a trio of AI-powered features to Google Vids, its AI video creator and editor. Updates include an image-to-video tool powered by Veo, AI Avatars that can read scripts, and automatic transcript trimming to remove filler words and pauses.

LinkedIn

LinkedIn and CapCut launched an integration that lets creators publish videos edited in CapCut directly to LinkedIn. These videos will automatically be eligible for LinkedIn’s Video Trends and carry a “Made with CapCut” label on mobile that links viewers to the app.

Reddit

Reddit expanded its Reddit Pro Trends tool to mobile. It also added performance insights for comments in the Performance Hub, highlighting metrics like total views, upvotes, and replies, and published a Reddit Pro Organic Playbook.

Beehiiv

Beehiiv introduced an upgraded Ad Network. It features a new dashboard with upcoming placements, earnings and payouts, an inbox for pending ad offers, and a weekly email highlighting new ad monetization opportunities. (Get a 30-day trial and 20% off for the first three months here.)

Patreon

Patreon will launch an upgraded newsletter experience later this year. The company is reportedly working on making it easier for creators to draft newsletter content, along with access to backend analytics.

Adobe

Adobe announced Adobe Premiere for iPhone. Built after its desktop experience, it features multi-track timeline editing, automatic captions, 4K support, and watermark-free exports to social media platforms. AI features Adobe Firefly are available via AI credits.

Netflix

Netflix updated Moments, its mobile only feature that lets viewers share clips from movies and TV shows in its library. Now, viewers can set both a start and end point when saving a scene, as opposed to being limited to only choosing the starting point.

TOOLS

Meet Stanley, Your New AI LinkedIn Content Coach

Stanley

Who isn't trying to build a presence on LinkedIn these days?

Who isn’t trying to build a presence on LinkedIn these days? Creators from Instagram, TikTok, and YouTube are expanding to LinkedIn. Marketers are realizing that sharing their expertise opens doors to new jobs and speaking gigs. CEOs are also discovering that having a voice on LinkedIn is good for business. CEO posts are up 23% year over year.

I’ve been creating on LinkedIn since 2017, so I know firsthand how much work it takes: deciding what to post, figuring out what your audience actually wants, and formatting content so it stands out.

One tool that’s made this easier for me is Stanley, a LinkedIn AI content coach. I was an early beta tester and found it genuinely helpful, especially for understanding which of my posts perform best and why.

Each week, Stanley sends me an email recapping my performance. It highlights what worked, what didn’t, and what to focus on next. It also analyzes top-performing posts daily, surfaces what’s working in your niche, and can even repurpose past posts so they sound like you.

If you’re looking to grow on LinkedIn, Stanley is worth exploring.

*This is a referral link

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