Social users around the world engage with and make purchase decisions from creator content in similar ways. Localizing creator strategies is key, but marketers can apply the same best practices across many geographies.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

Creators and marketers are using AI to streamline workflows, enhance content, and improve their strategies. Despite challenges related to AI governance, accessibility, and implementation, proliferation of the tech will ultimately benefit the creator economy.

TikTok debuts AI Alive, an image-to-video generation tool: The feature is part of TikTok’s push to maintain dominance in a competitive short-form market.

TikTok brings DMs directly to livestreams: The update is part of TikTok’s broader livestream push, designed to keep brands and creators around.

YouTube introduces creator marketing updates: The changes aim to position YouTube as an influencer marketing hub amid social media uncertainty.

As retail spending slows down, consumers are increasingly using the same feeds that fuel impulse shopping to bond over the collective desire to curb their spending. This makes an influencer strategy embedded in value and relatability crucial.

Tariffs make content creation a riskier gig: If brand deals dry up, creators could seek more traditional career paths.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform’s strategic effort to avoid a US ban.

Private label brands are set for another surge in momentum as consumers become increasingly concerned about the impact of tariffs.

TikTok-fueled impulse buying is redrawing the affiliate marketing landscape. As shoppers skip the research phase and rely on creator recommendations, brands are rethinking how they build trust, drive conversions, and stay ahead of trends.

Most conversations around pay transparency center on equitable and predictable income for creators. While creators deserve to be paid fairly and on time for their work, more visibility into creator pay rates has tangible benefits for brands, too.

Australia’s digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities—and draw attention from YouTube.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

We compiled the best tips for social media marketing from Sprout Social.

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.