The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.

TikTok kills two birds with one stone: The platform needs to court advertisers and become the most creator-friendly social platform. Its new initiative could do both.

Meta looks to bring commerce to its Horizon Worlds platform: Creators can earn money from their metaverse products and experiences under a test program.

Even TikTok is struggling to stop harmful content: A new lawsuit and complaints from creators could stand in the way of its social commerce goals.

Communities, creators, and connection are the keys to success for brands looking to generate sales on TikTok in 2022.

Meta’s Horizon Worlds features can monetize VR: Creators will be able to sell items “in-world,” with Meta taking up to 47.5%. Will creators balk at the cost of business in the metaverse?

For many content creators, Instagram isn’t everything. In the US, 41.0% of creators run websites or blogs to reach their audiences outside of social media. Newsletters and podcasts are also tools they use to staying connected. But perhaps most notably, 43.3% do not use anything other than social platforms.

Instagram’s role in the metaverse will involve NFTs and the creator economy: At SXSW, Zuckerberg hinted at long-term metaverse plans and upcoming NFT features.

Facebook Reels’ global rollout comes with fresh ad formats: The new banner and sticker ads both attract creators to the platform and offer marketers performance ad options for short-form video.

Creator funds see mixed success: Social platforms offer more monetization tools than ever, but many content providers still struggle to get paid.

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.

Amazon’s expanded agreements with Universal Music Group chip away at long-standing tensions: Creators on Twitch have grown increasingly frustrated with harsh music rebroadcasting rules.

Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.

Small influencers poised to gain more brand followers: As social commerce capabilities expand and new tools power the creator economy, the demand for micro-influencers will take off.

Creators now have more ways than ever to make a living online. This report explores how brands should approach and engage creators for partnerships in the new monetization ecosystem.

Move over, celebrities and mega-influencers. Creators with smaller followings will be the strategic play in the influencer marketing world in 2022.

On today's episode, we discuss whether Amazon's new home robot could be the "fourth screen," the significance of the creator economy, online shopping's ceiling, how much people notice social media ads, YouTube's upcoming Holiday Stream and Shop event, the real meaning of freedom at work, an explanation of who you’ve been dreaming about, and more. Tune in to the discussion with eMarketer analyst Blake Droesch and senior analysts at Insider Intelligence Audrey Schomer and Ross Benes.