Pinterest taps Amazon to woo creators, boost shopper confidence: Storefront links streamline affiliate pay, while Amazon ties aim to increase trust and buying.

The marketplace is now the fourth-largest health and beauty ecommerce retailer in the US, forcing brands and retailers to adapt.

After years of uncertainty, TikTok is regaining momentum with efforts in commerce, creators, and entertainment. But rising competition, regulatory pressure, and changing user behavior threaten its next phase of growth.

Amazon squeezes affiliates: Commission cuts up to 50% and thinner data access rattle publishers already hit by AI search declines.

It’s a cost-effective way to resonate with customers at the beginning of their banking journeys.

Vertical UHNW wealth management is a growing theme.

Creator content is shaping how AI answers questions. But content that’s good at engaging audiences isn’t always what AI surfaces. That’s forcing brands to rethink their creator strategies and content formats so they can show up in AI tools.

As brands incorporate creators and influencers into more of their marketing and advertising strategies, they are fueling the growth of the creator economy, while making it more competitive and complex.

Creator marketing has evolved from a nice-to-have resource for generating buzz to an essential part of a retailer’s commerce strategy. Gap Inc. serves as a prime example.

This FAQ breaks down what’s next for the creator economy and how marketers should respond.

Social commerce has hit a turning point as creators, younger shoppers, and built-in checkout push spending higher. Growth is accelerating, but it’s uneven—favoring platforms and strategies that turn attention into action.

Later has transformed from a scheduling tool into a full-scale creator-commerce engine. One year after acquiring Mavely, the combined platform is processing more than $2.4 billion in annualized GMV and has paid out over $250 million to creators. During Black Friday–Cyber Monday alone, creators drove $50 million in sales through Later and Mavely systems. With link-in-bio tools, affiliate rails, workflow software, and AI-powered attribution stitched into one stack, Later now acts as a performance channel for brands like Southwest and Bissell. Its EdgeAI engine ties creator posts to SKU-level results, reflecting a broader shift toward creator marketing as a full-funnel, revenue-driving discipline.

This sponsored video by Awin will explore how affiliate partnerships are transforming influencer marketing.

This sponsored article by PartnerCentric will explore AI’s impact on affiliate marketing.

This sponsored video by Awin will explore how affiliate and referral marketing are driving digital buyer growth among Gen Z.

Despite brands increasing influencer marketing spending, creators are struggling to grow their content business and earn more from sponsorship deals, per Digiday. And while holiday season typically provides a boom, 70% of creators expect traditional sponsored posts to account for under a quarter of their holiday content as focus shifts to performance-driven efforts, according to Collective Voice. Influencer marketing continues its growth trajectory, and the future of the sector relies on how creators adapt to the rise of third-party inventory solutions that divert brand spend away from traditional sponsorships.