The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K–$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing—one defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale—regardless of whether there’s a human on camera.

US brands will spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion this year, according to a March EMARKETER forecast.

The news: YouTube Shorts now average 200 billion daily views, a 186% increase from 70 billion in 2024. The platform also sees 1 billion daily TV watch hours, leading Nielsen’s streaming rankings with 12.5% of total TV viewership, surpassing Netflix, Disney+, and Prime Video. Our take: As audiences increasingly favor quick, viral videos, marketers have the opportunity to explore partnering with rising creators and scaling campaigns across mobile and CTV to maximize reach and impact.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube’s move positions it as a central hub for scalable, data-informed influencer marketing.

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.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

TikTok is ByteDance’s global engine: Despite slowing growth in China, the platform continues to expand monetization and user base worldwide.

23% of marketers cite internal budget constraints as their biggest challenge when determining creator compensation, according to a February Traackr survey.

Tariffs make content creation a riskier gig: If brand deals dry up, creators could seek more traditional career paths.

LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

Snap earnings paint a grim picture for 2025: While revenues were up, the company pulled its guidance and lost 1 million users.

Spotify is scaling video podcast monetization fast: A YouTube-style model and creator tools are fueling the shift.

Updates to YouTube’s “Inspiration” tab: The changes will allow videos to be transferred from TikTok are part of YouTube’s push to secure marketing dollars.

38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

US social media creators saw a nearly 40% (39.8%) YoY increase in tipping and gifting revenue, according to our March forecast.