The news: TikTok tweens and teens who make popular “Get ready with me” skincare routine videos may be harming their skin. The takeaway: Amid the closer social media scrutiny, skincare health brands should be clear about products that are not made for young skin. Social media teams need to be aware and proactive when interacting with tween and teen content creators.
The news: Cannes Lions 2025 kicks off June 16, with media companies and platforms turning the festival into a proving ground for brand innovation. Spotify is merging live acts like Cardi B with audiobook tastings and celebrity panels, while Canva hosts CMO roundtables alongside design influencers. Google, Uber, and Influential are anchoring talks on TV, sports, and creator-driven engagement—with yacht-side podcasts and fundraising activations adding a new layer of purpose. Our take: This year’s Cannes isn’t about opulence—it’s about ownership. Brands that bring substance, not just spectacle, will emerge with more than headlines—they’ll leave with lasting partnerships and fresh strategic playbooks.
The news: A CBS investigation discovered hundreds of deepfake ads on Meta platforms promoting “nudify” apps that create sexually explicit content based on images of real people. The analysis of Meta’s ad library found at minimum hundreds of deepfake ads across Facebook, Instagram, Threads, Facebook Messenger, and Meta Audience Network. Our take: The rise of deepfakes on major platforms like Meta emphasizes AI’s potential to erode consumer trust and raise brand safety risks—forcing advertisers to navigate a growing gap between innovation and lagging safeguards.
The news: Google launched “Portraits” on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they’re based on. Described as “personalized AI coaching built alongside real experts,” Portraits is built in partnership with the AI celebrity’s real-life counterpart. Our take: Google’s experiment, while it may not connect with every audience member, could prove effective at increasing time spent with Google’s AI offerings, drawing attention away from competitors like Meta AI and potentially unlocking a new revenue stream if Google monetizes in the future.
Reddit is suing Anthropic for unauthorized data scraping: The case highlights growing battles over content control in the AI era.
Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.
The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.
FTC investigates ad groups, watchdogs over alleged boycott: Advertisers must navigate a landscape where protecting brand image could carry legal risks.
Tools like Smart+ and Content Suite help brands find trending creator content, predict ad success, and target more precisely.
TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.
It will rely on automated systems to approve algorithm updates and safety features, potentially sidelining privacy teams and risking half-baked feature launches.
XChat introduces file sharing, disappearing messages, and calls—but user skepticism over privacy and vague “Bitcoin-style” encryption may hinder adoption.
A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.
LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.
Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.
Businesses could soon plug in budgets and products, and Meta will handle the rest—threatening the role of agencies in the digital ad pipeline.
YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.
Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.
Fewer content removals signal better precision, but reduced proactivity could slow responses to hate speech and misinformation.