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.

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.

Snapchat’s young audience and distinct ad products keep it relevant, even as usage slips and regulatory pressure builds. Marketers should use it with strategies built for messaging, creators, and commerce.

Social teams are rethinking YouTube as Shorts surges, both long-form and episodic content gain traction, and generative search reshapes discovery. But legacy silos and cost concerns still hold many back, even as audiences and creators are leaning in.

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.

Health influencers drive real behavior, but trust rests with doctors and patients. As creators gain reach, healthcare marketers must harness influence while protecting credibility, safety, and compliance in a high-risk category.

Newsletters are becoming creator power centers; onfluencers owning their audiences is reshaping how they monetize—and how brands leverage those audiences.

In 2026, commerce will thread itself even more tightly into the platforms consumers already use, whether they're watching TV, scrolling TikTok, or browsing a retailer’s site. Streamers will hunt for new revenues beyond subscriptions and ads, fashion shoppers will polarize toward luxury or low-cost, and TikTok Shop will transition from experiment to expectation. Meanwhile, creators will embed more directly into retail environments as brands seek safer, more strategic partnerships.

Meta has rolled out major upgrades to partnership ads on Facebook and Instagram, introducing new AI-enabled tools, broader creator discovery surfaces, and an API that lets advertisers programmatically convert UGC and creator posts into paid ads at scale. Partnership ads already outperform standard formats—19% lower CPAs and 13% higher CTRs—and with Gen Z more receptive to creator messaging and most consumers taking action quickly after seeing creator content, Meta is formalizing the path from organic influence to paid performance. For marketers, the message is clear: creator content is now a foundational performance lever, not an experimental add-on.

The Home Depot launched a new creator portal this week, a hub where creators can access content inspiration, campaign opportunities, and expertise to build content around home improvement, DIY projects, and decor tips.

Substack is testing its first structured sponsorship program, allowing selected writers to insert paid brand placements directly into newsletters—an opt-in beta that keeps creators in full control and avoids programmatic ads. The move follows significant audience growth, with US uniques doubling in a year, but minimal marketer adoption: only 5% of brand marketers use Substack today. Sponsorships offer a way to monetize large free audiences while preserving the platform’s editorial identity. For advertisers, the beta introduces a premium, high-intent environment suited to thought leadership and niche expertise—an early indication that creator newsletters may become more formal components of influencer and upper-funnel strategy.

Though TikTok Shop faces the dual challenges of economic instability and a tenuous presence on US app stores, marketers are still taking advantage of its positioning as both a social platform and ecommerce engine.

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

Snapchat launches ‘Find Your Favorites’ campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

Brands invest record amounts in creator partnerships as industry matures: Strategy evolves toward long-term relationships and multi-platform campaigns.