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.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here’s a breakdown of the key players in the space.

Some 65% of TikTokers prefer content from brands that feature original sounds, according to 2021 MRC Data. TikTok sounds allow users to attach posts to songs and other audio which can then drive an association between the song and the brand. TikTok already has a Commercial Music Library of royalty-free tracks, but brands can push social campaigns a step further by creating their own viral songs.

TikTok aims to generate $12 billion in ad sales this year: Reaching that goal requires the social video platform to lure more large advertisers.