TikTok signals creators are central to its courtship of advertisers: The platform announces a number of updates, with its creator marketplace upgrades being most significant.

In 2021, affiliate marketing investment drove $71 billion in ecommerce sales and a 12-to-1 return on ad spend, illustrating that this area is still booming for creators and the brands that support them.

The power of creators is alive and well—despite reports suggesting the opposite. Marketers are increasing, not cutting, their influencer spending, particularly on TikTok. But creator partnerships may not be right for every marketer, as challenges from brand safety to measurement persist.

The creator economy is thriving, with a market size of more than $100 billion. Here’s how two leading creators, including Amanda Hirsch of Not Skinny But Not Fat, are leveraging the power of community to drive success.

TikTok’s rapid entry onto the social scene in Canada makes it a prime venue for marketers to increase investment. Brands of all stripes should test new ad formats, work with creators to engage audiences, and aim to trigger social commerce transactions from TikTok.

Will influencer marketing spending face budget cuts? Some sectors hit by economic turmoil could take a hit, but overall growth looks poised to continue.

Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.

TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.

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.

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

Amazon’s Amp looks to differentiate itself in the crowded live audio field: Mobile app lets users play DJ and leverage retail giant’s mighty song catalog.

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

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.

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.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

It’s still early days, but augmented reality is showing real potential for social commerce. Brands can use the technology to improve the experience and help customers make more informed purchase decisions.

Social media platforms are betting on social audio as part of the creator economy: Live audio is becoming less about the platforms that started the trend as more big firms launch creator-focused features.

YouTube Shorts is bringing its Shorts Fund to over 30 new countries: The platform is stressing the importance of original content as it goes up against TikTok for creators.

Twitter’s latest product road map updates put an emphasis on user experience and, of course, creators: The moves come amid increased competition from other major social players.

Twitter’s Super Follows isn’t to attract new creators—it’s to keep the ones it has: As the platform slowly sheds US users, new monetization options and better anti-harassment features are the least it can do.