On today’s podcast episode, we discuss why the Trump administration extended TikTok’s sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

Most conversations around pay transparency center on equitable and predictable income for creators. While creators deserve to be paid fairly and on time for their work, more visibility into creator pay rates has tangible benefits for brands, too.

As the ban deadline nears, creators are diversifying fast—but juggling platforms with different audiences and monetization tools poses operational hurdles.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Last month, Instagram rolled out its Testimonials feature, an ad format that allows brands to pay creators for sponsored content that includes comments.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities—and draw attention from YouTube.

YouTube Shorts views get redefined: Starting March 31, every play counts as a view—but only “engaged views” will determine monetization and deeper insight.

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

As customers grab the same grocery staples they have for decades, Walmart is betting that gamifying the experience will challenge those habits. The retailer plans to launch Walmart Unlimited, a three-part miniseries that features the entrepreneurs behind its products. Launched last month on Spatial, the game includes full commerce integration that enables in-app purchases.

The creator economy asserts itself at SXSW: Panels with creator platforms underscored their crucial place in the marketing ecosystem

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

On today’s special edition podcast, we talk about how brands are rising to the challenge of finding the right influencers and creators for campaigns. Listen to the discussion with Senior Analyst, Minda Smiley, as she hosts N’Yaisha Aziz, Global Social Media Lead at Uber, and Rodney Mason, the Head of Marketing and Brand Partnerships at LTK. Listen everywhere and watch on YouTube and Spotify.

How can Spotify grow its advertiser appeal? The music platform must tread carefully to attract advertisers while retaining customers.

TikTok returns to US app stores, hinting at a secure future: Regulators and storefronts say they want to keep the app around, putting it on much stronger footing.

On today’s special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of EMARKETER’s The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

2025 is the year marketers will get serious about the creator economy, according to our analyst Jasmine Enberg.

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.