YouTube courts brands with TV-style creators: Upfront pitch pairs stars and CTV scale as linear TV time slips.

More than half (53%) of patient groups view US drugmakers favorably, an 8-point drop since last year, tied to funding and engagement cuts.

Music streaming apps hit saturation: As downloads stall, platforms bulk up bundles to justify higher fees and retain paying fans.

The creator economy is now a core part of the digital marketing landscape. In this video, Principal Analyst Max Willens explains why creators are essential to marketers’ strategies, and how brands can set themselves up for success.

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Video production tops the creator skill investment list at 22.4%, ahead of branding (20.0%), storytelling (14.3%), community building (12.8%), and AI tools (9.6%), according to a January survey from Influencer Marketing Factory.

AI is reshaping brand safety by amplifying risks around placement, accuracy, and authenticity while offering new tools to control them. As automation scales, marketers face a growing tradeoff between performance gains and trust.

Scheduled Trial Reels let creators time experiments globally, improving influencer campaign performance on Instagram.

Consumers may be drawn to unregulated peptide products for now, but long-term brand success in this space will depend on transparency and clear education.

A TikTok-Cameo integration unlocks new revenue streams, enhancing TikTok’s value in influencer marketing strategies.

Meta is courting TikTok and YouTube stars for Facebook, but weak discovery may limit marketer upside.

Our data shows why this move makes sense.

45% of March Madness viewers skip the regular season, yet 9.4 million watched tournament games in 2025—unlocking reach on TV and streaming.

Our exclusive survey data examines the path to purchase across six markets in Latin America as digital marketplaces, social commerce, and AI reshape shopping behavior.

79% of marketers boost genAI spend as creators use AI for content to drive results—but trust and governance gaps remain.

Brands selling health supplements need transparency around their claims, or doctors won’t recommend them to patients.

Unilever's CEO is doubling down on social, but 3.5% sales growth raises doubts about ditching mass reach.

Non-controversial stars, authentic fits, and humor, not fame alone, boost Super Bowl ad results.

57% of ad buyers will prioritize creator ads in 2026—but success will be driven by repeat partnerships with genuine brand advocates.

This FAQ breaks down what’s next for the creator economy and how marketers should respond.