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.

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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.

CTRs and CVRs rise with repeated YouTube creator integrations—proving the ability of repeat brand exposure to drive action.

Podcast listeners are sought out by marketers for high engagement, and listenership is only set to grow.

Advertisers must understand what makes influencer marketing effective and prioritize vetting to combat distrust.

YouTube is experimenting with AI avatars based on a small group of popular creators via Google’s “Portraits” feature, which allows fans to have conversations with AI versions of real-life creators. Advertisers should approach AI creators with cautious interest, closely monitoring how the format evolves as an ad opportunity while balancing emerging AI capabilities with consumers’ sensitivity to authenticity.

YouTube and NBCUniversal are doubling down on creator-led Olympic storytelling for Milano Cortina 2026 after Paris proved how strongly younger viewers gravitate toward digital personalities. Top YouTubers will chronicle the journeys of 40 Team USA athletes, with unprecedented access inside trials, training environments, and even the Athlete Village. Nearly half of global sports fans—and 59% of adults ages 18 to 44—follow sports influencers, while YouTube captured 17% of all global Olympic engagement in 2024. For marketers, creators now sit at the center of Olympic discovery, highlights, and cultural relevance, making YouTube indispensable to Games-era planning.

Creator partnerships are increasingly a necessity for driving strong marketing results, according to a TikTok report on influencer-led campaigns. Even as influencer marketing proves its value, consumers are becoming more inundated with influencer ads. This makes it paramount that advertisers tailor their strategies for the best results as the influencer marketing space becomes highly saturated.

Podcast hosts are the most influential creators among weekly listeners, with 56% saying hosts have the greatest impact, per a Cumulus Media and Signal Hill Insights report. Recognizing the unique ability of podcast hosts to drive outcomes compared with other influencer types is critical—but as the podcast space becomes more saturated, brands need to seek hosts with specific attributes.

A Snapchat, Publicis Media, and Ipsos study revealed creator preferences for brand collaborations, outlining the path ahead for brands who increasingly rely on influencer marketing. Accounting for creator preferences is key to striking influencer partnerships that last and make a tangible impact.

Influencer marketing is no longer optional—it’s a performance-driven growth engine. As consumer trust and expectations reshape engagement, brands must adapt their strategies to sustain returns in a fast-moving yet maturing channel.