MrBeast filed to trademark “MrBeast Financial.” The filing’s contents suggest that an app and a range of financial services—including banking and a crypto exchange—may be in the works. Entering financial services as a provider (e.g., launching a crypto trading platform under a company owned by MrBeast’s enterprise or starting a branded neobank) would be an entirely different world from media and merchandising. The threat to banks based on generational appeal is already a problem. And whatever happens with MrBeast Financial, that problem keeps getting worse.

The news: A study commissioned by UK Bank TSB found that 55% of people who acted on financial advice found on social media lost money. This highlights the substantial risk associated with such advice and a real opportunity for banks to build brand trust online. Our take: Financial institutions (FIs) have a role to play in dispelling financial misinformation on social media. In addition, they have a chance to build trust with young social media users, especially when responding to viral trends with facts and informing consumers whether they should take the steps recommended in viral videos. Responding to viral trends in a meaningful way can boost brand awareness and cause social media users to turn to an FI first, before their favorite influencers.

Doing Things, a company of 40 creator-led brands including OverheardLA/NY and Recess Therapy, is ready to evolve from a meme account incubator into a comprehensive media company.

Linktree, a popular tool that allows users to share multiple links on one customizable home page, is introducing new ways for creators to monetize their content.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

Finding the right creators remains the biggest hurdle for brand marketers, with 43.9% citing it as their top challenge despite 77.7% saying they increased their creator marketing budgets this year. That’s a key finding of new research from Spotter and EMARKETER on brands’ approaches to long-term partnerships.

With TikTok in limbo, Neptune is pitching itself as a mental-health-conscious, creator-first alternative, but it’ll need more than good vibes to scale

A popular influencer has recommended drastic changes in daily spending.

Brands are shifting away from traditional influencer marketing to tap into the power of everyday consumers sharing authentic content about products they genuinely use and love.

This week, beauty buyers take action on texts, influencers have indirect influence, and podcast fandoms benefit brands.

Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, EMARKETER forecasts. Despite its growth, influencer marketing has maintained a core communication issue—no one knows what to call the people who are doing the work.

As the creator economy grows, marketers are considering how they can incorporate AI into their strategies without compromising the consumer trust and human connection the industry relies on.

Sponsored content from influencers can help the payments network as it tries to build brand awareness among younger consumers

On today’s special edition podcast, we discuss the evolution of creator content, how content is migrating off social channels, brand partnerships and the implications of AI on content. Join Vice President and Principal Analyst, Jasmine Enberg as she hosts Nicole Weltman, Head of Social from Taco Bell, Bryan Reisberg, Creator, CEO, and Co-Founder of Little Chonk, and Sarah Crockett, Senior Vice President and CMO of DSW. Listen everywhere and watch on YouTube and Spotify.

Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.

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

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry’s development beyond sales-driven social posts into long-term brand partnerships.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.