Creator platform LTK looks to boost engagement: CEO says she has “zero doubt” that Instagram will shut down the new shopping functionality, LTK DM.

TikTok unveils new AI tools: The platform streamlines content creation with avatars and dubbing, highlighting new challenges like deepfakes and transparency in years to come.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

Cannes Lions to showcase creators: The ad industry is finally catching up to the power of creators as the creator economy evolves beyond brand sponsorships.

Influencer marketing is becoming a need-to-have for payment brands’ marketing teams. While not without risks, it’s key to building awareness and creating relationships with young consumers.

Creators are diversifying their revenue streams beyond influencer marketing. That’s a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.

The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.

“The pace of change and innovation is accelerating, and that's bringing with it a lot of big new challenges for advertisers to navigate,” our analyst Jasmine Enberg said during our recent Outlook and Strategies for 2024’s Second Half summit. “It's also bringing pockets of new opportunities as ads become ubiquitous across platforms, creators reshape strategies, and AI powers it all.”

Instagram’s charm offensive for TikTok creators: Its product updates aim to prioritize smaller creators’ content to provide more visibility and bolster discovery.

US marketers will spend $8.14 million on social media sponsored content this year, marking 16.0% growth YoY, according to our March 2024 forecast.

Many creators are reporting a deal drought, even as marketers are increasing their influencer budgets. That’s because the dynamics of the influencer-brand deal landscape are evolving.

Gen Zers and young millennials are the most likely to splurge on beauty in 2024—but their path to purchase is anything but straightforward.

YouTube boosts creator income with Members Only Shorts, challenging TikTok's paywall feature: The battle for creator allegiance and platform supremacy escalates.

Here’s what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

Brands and marketers have an increasingly prominent presence at the annual technology, arts, and culture festival in Austin, Texas, which this year took place from March 8 to 16. We break down the key topics that drew the most attention from attendees.

MrBeast will create a reality series for Prime Video: In a move that defies platform allegiance, YouTube’s most popular creator will help generate a hit for Amazon.

Social media’s relationship with news and politics is getting even more complicated in the age of AI. Brands and the platforms will face big risks and challenges as mis- and disinformation proliferate this election year.

The beauty and cosmetics sector brought in $94.36 billion in consumer spending last year, claiming the title of the fastest-growing retail category in the US, per our The US Beauty Consumer report. With most consumers planning to boost their beauty budgets in 2024, the sector’s defiance against cautious spending habits is set to continue, driven by the enduring “lipstick effect,” the rise of dupes and Chinese-associated ecommerce giants, and more.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 video trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss why Amazon will begin its ascension to become the second-most important company in streaming advertising, how more creators and brands will embrace AI to create videos, and what to expect from streaming platform consolidation. Tune in to the discussion with our director of Briefings Jeremy Goldman and analysts Ross Benes and Daniel Konstantinovic.

In 2024, social will move from being a siloed, ancillary tactic to a core part of the marketing mix. And as more companies recognize the value of culture and community in driving conversions, creators will also shape more marketing plans.