The South by Southwest festival returned to Austin, Texas, in full force this year, with discussions on the future of technology, brands, and marketing. Here, we lay out the top trends and takeaways.

TikTok’s future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

Generative AI is a powerful brainstorming and content refinement tool for both marketers and creators. It will streamline the content creation process, but marketers need to be aware of its limitations.

TikTok still won’t give clear info on creator payouts: Its new Creativity Program promises higher revenues but conveniently skirts around the specifics.

The “de-influencing” influence: The new trend of creators recommending what not to buy reflects a tough economy, disdain for fakery.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

Meta succeeds against US regulators but takes a major blow in the EU: Meta insists that news isn’t part of its business model, but its pivot to Reels hits a major roadblock.

One year after the company’s name change, Meta’s business is in disarray. We explore the reasons for the downturn, our two-year outlook, and how companies that rely on Facebook, Instagram, and other Meta platforms should adjust their strategies.

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.