In the Know: Your Weekly Marketing Digest

Here's your weekly breakdown of the most significant news and insights in the world of social media and brand marketing.

July 2026

Week of July 20, 2026

• Creator impact on FIFA 2026: The 2026 FIFA World Cup showed that creator-led content has become central to sports marketing, with creators generating over 70% of World Cup-related video views and outperforming celebrity endorsements in reach and engagement. YouTube and TikTok's FIFA partnerships, along with creators like IShowSpeed, attracted massive audiences and demonstrated how creator-driven coverage is reshaping how fans discover and experience live sporting events.
• Mastercard’s creator marketing strategy: Mastercard is partnering with foodie creators to spotlight small restaurants through a social series that combines authentic storytelling with $10,000 grants, helping businesses grow while strengthening the company's position as a supporter of creators and small businesses. Experts said the strategy works because it treats creators as trusted collaborators and taps into the growing overlap between creators and entrepreneurs.
• Livestream shopping growth: TikTok Shop's livestream shopping is fueling rapid growth for small businesses, helping brands like Glow For It, Malik Butchers, and Adorina dramatically increase sales through real-time product demonstrations and customer engagement. While sellers say the format is accelerating business growth despite platform fees, consumer advocates warn that its urgency and frictionless checkout can encourage impulse spending.

Week of July 13, 2026

• Unilever’s AI creator marketing strategy: Unilever is scaling its creator marketing program from 10,000 to 300,000 creators by using AI and automation for tasks like creator discovery, vetting, brand safety checks, and campaign management across global markets. While technology helps streamline operations, the company emphasizes that human input remains essential for maintaining creative quality, cultural relevance, and authentic creator relationships.
• SharkNinja relies on comedy creators: SharkNinja is shifting from traditional product-focused advertising to creator-led, social-first storytelling, embedding products like Ninja Creami and Auto Barista into comedy formats from popular publishers. The strategy aims to reach new audiences through authentic entertainment while using social insights and creators to influence broader marketing decisions.
• Creators taking on leadership roles: TikToker and August co-founder Nadya Okamoto joined social meetup app Pie as co-founder and CMO, highlighting the growing trend of creators moving into executive roles. She will help expand Pie’s creator network and brand partnerships as the platform scales its mission to make in-person community building easier.
• Best Buy’s in-store strategy: Best Buy’s “Believing is Seeing” campaign uses TV, creators, digital content, and in-store experiences to show consumers the value of RGB LED technology, recognizing that some innovations require firsthand experiences to fully understand. By focusing on emotional reactions rather than technical specs, the campaign builds curiosity online and drives shoppers to stores where they can see the technology for themselves.

Week of July 6, 2026

• Unilever influencer strategy: Unilever is making influencers a core part of the creative process, recognizing creators as strategic partners who shape campaign ideas, not just distribute them. Rather than abandoning the "big idea," the shift is toward a more flexible, long-term creative vision that creators can adapt authentically across platforms.
• QVC expands social commerce: QVC is expanding its live shopping strategy beyond TV by investing in TikTok Shop, creator studios, and in-person experiences while preserving the trust and authenticity that define its brand. Its TikTok Shop success, driven by unscripted live content and authentic presenters, has attracted more than 30,000 new shoppers, with 80% of new customers over 35, challenging the perception that TikTok is primarily for Gen Z.
• Fox One World Cup strategy: Fox One relied on creators like Austin Franklin, Kevin Akoto, and iShowSpeed to drive viral World Cup content and attract new subscribers, complementing its social-first, humor-driven marketing strategy. The campaign exceeded subscriber growth expectations, demonstrating the impact of creator partnerships and agile, real-time marketing.

June 2026

Week of June 29, 2026

• TikTok Shop global expansion: Brands are increasingly using TikTok Shop as the foundation of their international expansion, adapting creator partnerships, fulfillment, and marketing strategies for each market. Companies like Nex Playground, Fashionphile, and MBX are finding success by investing in localized creators and TikTok's commerce tools rather than simply replicating their US playbook.
• Unilever’s World Cup creator strategy: Unilever activated 50,000 creators worldwide as the centerpiece of its FIFA World Cup 2026 marketing strategy, using creator-led events, VIP match experiences, and fan activations to drive authentic social buzz and cultural relevance. Rather than focusing on impressions alone, the company measures success through engagement, sentiment, and long-term brand equity, reinforcing creator marketing as a core driver of growth.
• ‘Your Algorithm’ on Instagram: Instagram is testing new ways to make its Your Algorithm feature more accessible, including controls that let users quickly customize the topics and Reels they see more or less of. While Instagram is expanding personalization options, many users say they still want a feed that prioritizes posts from accounts they follow.

Week of June 22, 2026

• Creators at Cannes Lions: Creators took center stage at Cannes Lions 2026 as brands increasingly view creator marketing as a core driver of attention, commerce, and consumer influence. Alongside discussions about AI, sports, and industry M&A, marketers emphasized the growing need for creator-led strategies that deliver measurable business results.
• Creator marketing evolution: As the creator economy matures, creators must think beyond content creation and develop skills in brand strategy, audience insights, compliance, measurement, and business operations to build lasting partnerships. Experts agree that training, transparency, and a strong understanding of commercial value are key to turning creator influence into long-term success.
• Forbes creator network: Forbes has launched a creator network, partnering with creators like Griffin Johnson to produce content across TikTok, Instagram, YouTube, podcasts, and events through flexible revenue-sharing and talent-fee agreements. The move reflects a growing trend among publishers to use creator-led content to reach younger audiences, drive off-platform growth, and build new revenue streams.

Week of June 15, 2026

• TikTok Shop beauty sales: Beauty brands say TikTok Shop is a powerful discovery and sales channel, with over $4.4 billion in U.S. beauty and wellness sales since 2023. Executives note that while the platform can drive significant sales across TikTok Shop, DTC sites, Amazon, and retail stores, brands must balance TikTok’s push for promotions with protecting their brand identity.
• Meta livestream shopping update: Meta is expanding livestream shopping across Facebook and Instagram with new live ads, in-stream product browsing, and additional affiliate partnerships to help creators and brands drive more sales. The company is also enhancing its AI-powered ad system to automatically match products and promotions with the most relevant audiences.
• Vaseline Verified campaign: Vaseline’s “Vaseline Verified” campaign turned viral social media hacks into a creator-led trust engine by having scientists test popular claims and reward creators whose hacks were validated with badges and affiliate opportunities. The program generated 63.3 million interactions, boosted positive sentiment to 87%, and drove significant sales and market share growth.
• Instagram carousel update: Instagram now allows users to add unique captions to individual slides within carousel posts, making it easier to provide context, showcase products, and share recommendations. The update also improves accessibility and is now available to all users after a testing period.

Week of June 8, 2026

• TikTok Shop beauty growth: TikTok Shop is rapidly reshaping the US beauty market, becoming the fourth-largest beauty ecommerce retailer and helping emerging brands (especially K-beauty players like Medicube) outperform more established competitors. For brands, success on the platform requires strong creator partnerships, engaging content, and the agility to capitalize on fast-moving trends.
• Rhino USA growth strategy: Rhino USA, an off-road gear brand that found major success on TikTok Shop, is building a 182-acre content hub called RhinoWorld to create product demos, host creators, and support live shopping. The company credits creator partnerships and viral videos for helping it become TikTok Shop’s top automotive seller and sees the facility as a key part of its future social commerce growth.
• YouTube AI remix: YouTube’s new Gemini-powered Shorts Remix tool makes it easier for users to transform existing videos with AI, helping creators scale content and boost engagement. However, the feature has sparked concerns around consent, copyright, authenticity, and the growing risk of AI-generated content undermining creator trust and brand value.
• Creator-led World Cup marketing: As high ticket prices and travel challenges make the 2026 World Cup less accessible, brands are increasingly relying on creators to build excitement from home through social content, watch-party campaigns, and targeted digital activations. Marketers expect this to be a "creator's World Cup," with fans engaging as much through social media and second-screen experiences as they do through live broadcasts.
• Creators at Cannes Lions: Creators are increasingly treating Cannes Lions as a strategic business opportunity, using the festival to build relationships with senior brand leaders through meetings, events, and networking rather than chasing immediate deals. Experts say the biggest ROI comes from intentional networking, strong follow-up, and viewing Cannes as the start of long-term partnerships rather than a one-week opportunity.
• QVC TikTok Shop event: As QVC celebrates its 40th anniversary, the company is highlighting its shift toward social commerce with a major TikTok Shop livestream event featuring creators, celebrities, and exclusive brand deals. The push comes as QVC navigates bankruptcy restructuring and continues to grow its TikTok presence, where it has gained over 1 million new customers through live shopping.

Week of June 1, 2026

• Why creators prefer affiliate over brand deals: Creator Lola Torres has built a successful full-time business around affiliate marketing, prioritizing steady commission income over brand deals and generating significant sales through platforms like LTK. Despite the rise of brand-owned creator programs, she prefers affiliate marketing for the stability, control, and direct connection it provides with shoppers.
• TikTok evolution: TikTok is expanding beyond social media as it works to become a “super app,” adding features like shopping, travel booking, local search, gaming, and potential payment services. Building on the success of TikTok Shop, the platform is increasingly positioning itself as a one-stop destination where users can discover, purchase, and engage with content without leaving the app.
• Hybrid creator programs: Retailers like Target, Urban Outfitters, and Aerie are replacing traditional affiliate programs with hybrid creator models that combine community-building, gamified rewards, and performance-based incentives. The goal is to better support different types of creators, drive more authentic content, and improve affiliate program scalability and results.
• Minecraft affiliate program: Minecraft has launched its first creator affiliate program, enabling creators to earn commissions on eligible in-game purchases made through referral links. The initiative helps Minecraft formalize and scale creator partnerships while tapping into the growing creator commerce trend across gaming and retail.
• Meta testing Reels series: Meta is testing a new Series feature on Instagram and Facebook that lets creators organize related Reels into episodic collections, making it easier for audiences to follow ongoing content. The move reflects Instagram’s broader push beyond short-form video toward longer-form storytelling, creator monetization, and connected TV opportunities.
• Social’s role in brand growth: As social platforms become entertainment hubs, brands are shifting from traditional advertising to creator-led, platform-native content designed to entertain and build emotional connections. Success is increasingly measured by cultural relevance and brand sentiment, not just views and impressions.

May 2026

Week of May 25, 2026

• New creator marketing insights: A new report from Billion Dollar Boy found that pushing branding into the first few seconds of creator videos can actually hurt performance, while strong emotional endings drive higher engagement, brand awareness, and purchase intent. The study argues brands should stop following rigid marketing rules and instead adopt more authentic, creator-style storytelling tailored to each platform and audience.
• The rise of medical influencers: Medical creators, or “phys-influencers,” are gaining traction as audiences seek more trustworthy health information online, giving brands a credible new way to reach consumers. Unlike traditional influencers, physician creators face strict ethical and medical standards, making partnerships more rigorous, premium-priced, and heavily rooted in authenticity.
• Creators and Hollywood: Creators are increasingly breaking into Hollywood, with YouTubers like Curry Barker and Kane Parsons landing major film opportunities after building audiences online. At the same time, mainstream talent like KJ Apa and Matt Rife are adopting creator-style content strategies to build direct fan relationships and social reach outside traditional entertainment channels. ‍
• Meta subscription expansion: Meta is rolling out new subscription plans across Instagram, Facebook, WhatsApp, creators, businesses, and Meta AI as it looks to diversify beyond advertising revenue. The new “Plus” and “Meta One” tiers offer premium features like enhanced analytics, boosted discoverability, customization tools, and more advanced AI capabilities.

Week of May 18, 2026

• Newell Brands’ Amazon influencer campaign: Newell Brands turned its 2025 Amazon Prime Big Deal Days influencer campaign into a seamless social commerce experience by hosting an immersive creator showcase for brands like Sharpie, Rubbermaid, and Graco, then integrating creator content directly into Amazon storefronts, product pages, and Social Overlay ads. The campaign drove 20M impressions, 134K engagements, and tens of thousands in attributable sales, proving influencer-led content can drive both awareness and conversion within retail environments.
• Paid amplification budgets: Brands are rapidly increasing spending on paid amplification for influencer video content, making it a core part of campaigns on platforms like Instagram, TikTok, and YouTube. As short-form video dominates social media, marketers are shifting more budget toward boosting creator content to drive measurable performance outcomes like reach, clicks, and sales. ‍
• Meta’s new creator tools: Meta launched new Creator Studio tools to help creators plan and publish content more efficiently, including a visual Content Planner and an improved bulk Reels upload flow. The updates support Meta’s ongoing push for original content, which it says has already helped double views and watch time for original Facebook Reels year-over-year.

Week of May 11, 2026

• TikTok GO: TikTok launched TikTok GO, a new in-app travel booking feature that lets US users discover and book hotels, attractions, and experiences directly through videos, search, and location pages, while also giving creators new commission opportunities. The move expands TikTok’s push to turn discovery into transactions (similar to TikTok Shop) and positions the platform as a growing competitor to Google in travel search and booking.
• Instagram long-form content: Instagram is rethinking its video strategy and exploring more long-form content formats including podcasts, livestreams, and serialized storytelling, as it looks to support creators beyond short-form Reels. The move comes as platforms like YouTube continue to dominate connected TV viewing and long-form creator monetization.
• Expedia x IShowSpeed: Darren Jason “IShowSpeed” Watkins Jr. signed a year-long partnership with Expedia, signaling how brands are increasingly treating mega creators as long-term audience channels instead of one-off campaign placements. Expedia is betting on IShowSpeed’s massive Gen Z reach and unfiltered travel content to build cultural relevance and brand awareness with younger travelers. ‍
• Phe Phe viral campaign: Twin influencers Brigette and Danielle Pheloung turned Brigette’s viral St. Barth’s bachelorette trip into a strategic launch for their clothing brand, Phe Phe, using organic creator content to build hype around unreleased pieces. The campaign drove millions of views, rapid follower growth, and multiple sold-out collections within minutes while also generating major exposure for Swan Beauty.

Week of May 4, 2026

• Instagram’s new content policy: Instagram will stop recommending accounts that mainly repost other people’s photos and carousels, expanding a policy that already applied to Reels. The platform says it wants to reward original creators and will only treat reposted content as “original” if it’s meaningfully transformed with edits, commentary, humor, or a unique perspective.
• Influencer marketing shift: Influencer marketing budgets are increasingly shifting toward paid amplification, with EMARKETER forecasting that brands will spend more boosting creator content on platforms like Instagram and TikTok than on sponsored posts themselves by 2028. As organic reach declines, brands are prioritizing performance-driven strategies that rely on boosting creator content to drive measurable results, while creators are being pushed to prove consistent engagement and diversify their revenue streams.
• Refy’s product seeding strategy: Refy launched its new Skin Base Skin Tint by paying 12 creators to post honest reviews without requiring brand approval beforehand, a rare move in influencer marketing. The strategy sparked organic conversation across TikTok about the brand’s confidence and creator trust, while the product reportedly exceeded sales forecasts by 200%.
• Creator investment strategies: As creators worry about the long-term instability of social platforms and brand deal income, more are exploring equity and investment partnerships instead of traditional sponsorships. While these ownership-driven deals are still mostly limited to larger creators and startups, many see them as a way to build lasting businesses beyond short-term virality. ‍
• Generative AI in the creator economy: AI is becoming deeply embedded in the creator economy, with creators using AI tools to streamline content creation, manage partnerships, and automate fan engagement, while platforms like YouTube and Instagram crack down on low-quality AI content and expand deepfake protections. As brands experiment with AI influencers and AI-powered creator tools, concerns around authenticity, audience trust, and legal ownership are growing alongside the technology’s rapid adoption.

April 2026

Week of April 27, 2026

• Swan Beauty brand launch: Swan Beauty, a four-month-old AI mirror startup, rapidly scaled awareness by sponsoring influencer Brigette Pheloung’s luxury bachelorette trip, driving a 3800 percent surge in impressions to 19.9 million and an 11000 percent increase in engagement. The viral campaign also translated into real results, with earned media value hitting 1.7 million dollars, website traffic up 520 percent, and app downloads jumping 4000 percent in just one week.
• Thayer’s TikToker-led product development: Thayer’s turned social media into a product development engine by co-creating its Hydrating Milky Mist with creators Nina Pool and Shelby Ann Bell after their DIY experiment sparked viral demand. By collaborating with authentic fans and involving the community, the brand drove a highly successful launch that quickly became Amazon’s top new beauty release.
• Creator economy growth projection: The creator economy is growing quickly and capturing more consumer attention, with brands steadily increasing investment and recognizing creators as a must-have channel. As measurement improves and more brands embrace long-term partnerships, there is a strong opportunity to unlock more value for both creators and marketers.
• The rise of creator TV: Marketers are still treating creators as short-form distribution channels, missing the rise of “creator TV,” where top creators produce long-form, episodic content that drives deeper engagement and loyalty. As attention becomes more scarce, brands need to shift toward early, trust-driven partnerships with these creators, who operate more like media companies and deliver both brand impact and performance. ‍
• Instagram Instants test: Instagram is testing a new standalone app called Instants that lets users share unedited, disappearing photos captured in real time. The app focuses on low-pressure, authentic sharing with close friends, though its success is uncertain given overlap with existing features and shifting trends.

Week of April 20, 2026

• Gap Hoodie House: Gap’s “Hoodie House” at Coachella drove major visibility by combining customizable products with a creator-friendly, interactive experience that fueled high engagement and over 1M views. By turning creators into participants, not just promoters, the activation boosted demand and helped Gap stand out in a crowded festival marketing landscape.
• David’s Bridal creator strategy: David’s Bridal is shifting its marketing toward creator-led, social-first content through its Style Squad ambassador program, which acts as an always-on engine for authentic, high-performing posts. The strategy (focused on nano- and micro-creators and affiliate-style commissions) is already driving stronger engagement, reshaping budget allocation, and supporting the brand’s broader digital transformation.
• The rise of creator-led events: IRL events are becoming a key strategy for creators to build deeper audience relationships, turning online followings into loyal, real-world communities through memorable, in-person experiences. Beyond engagement, these events help future-proof creator careers by strengthening direct fan connections and proving audience loyalty beyond social platforms. ‍
• The problem with AI influencers: Hyper-realistic AI influencers like Aitana Lopez are enabling brands to scale content and engagement, but raise growing concerns around transparency, trust, and misuse of likeness. While AI boosts efficiency, the future of the creator economy will rely on a hybrid model where human creators remain essential for authenticity and influence.

Week of April 13, 2026

• Target’s new affiliate model: Target is ending its commission-based Creator Program and replacing it with a gamified “Club Target” model that rewards creators with points, perks, and delayed commission access. The shift reflects a broader trend of brands prioritizing scalable, low-cost content from nano-creators through challenge-based programs instead of traditional affiliate payouts.
• Social media evolution: Social media has shifted from a TikTok-centric approach to a fragmented, multi-platform landscape where non-followers, niche content, and deeper engagement metrics like shares and saves matter more. To succeed, brands and creators need clear goals and content that entertains first while educating—reflecting social’s role as a primary entertainment channel.
• TikTok Shop ROI: TikTok Shop’s real value isn’t in direct sales, but in how it drives demand across channels like Amazon and retail through a powerful halo effect. Brands that treat it as a demand engine (not a standalone profit center) see stronger overall growth and lower acquisition costs.
• Kohl’s creator strategy: Kohl’s is scaling its creator strategy by adding commissions, expanding its influencer roster, and integrating creators across campaigns in order to drive both brand perception and sales amid declining revenue. The shift reflects a broader move toward always-on, full-funnel creator marketing as brands lean on influencers and “super fans” for growth. ‍
• Creator content in retail: Retail media networks are increasingly integrating creator content, using first-party data to identify high-performing creators and directly tie campaigns to sales. As marketers demand measurable ROI, this convergence is making influencer content a scalable, performance-driven channel rather than just a branding play.

Week of April 6, 2026

• SXSW lessons: At SXSW 2026, creators were positioned as the primary drivers of trust, community, and cultural influence in marketing, pushing brands toward deeper, long-term partnerships. As AI floods the internet with content, human authenticity, creator-led discovery (especially in search), and real-world experiences are becoming the key differentiators.
• Meta Creator Fast Track: Meta’s Creator Fast Track uses short-term payouts and reach incentives to position Facebook as an additional channel for creators (not a replacement), reflecting a broader shift toward platform diversification. Adoption will likely come through cross-posting, but long-term success depends on Facebook proving consistent reach, monetization, and creator trust beyond initial incentives. ‍
• Incremental impact of influencer marketing: Influencer marketing drives the most value when it’s fully integrated into the customer journey, making content shoppable, leveraging local relevance, and extending beyond social into a full-funnel strategy. Brands that connect data across touchpoints and measure real business outcomes (like sales and ROI) will unlock the greatest impact.

March 2026

Week of March 30, 2026

• Alix Earle brand launch: Alix Earle launched her skincare brand Reale Actives, built around her personal acne journey, with a focus on creating a long-term, scalable business rather than a quick influencer cash-in. She’s leveraging her deep understanding of Gen Z and emphasizing authenticity and creative control to drive both brand growth and more effective influencer partnerships.
• Instagram Plus subscription: Meta is testing a low-cost Instagram Plus subscription with features like anonymous Story viewing, advanced insights, and more control over Story sharing and visibility. While it opens a new revenue stream, early reactions point to potential pushback from subscription fatigue. ‍
• AI in influencer marketing: AI is transforming influencer marketing by automating creator discovery and selection, using data to match brands with high-performing creators at scale. This allows brands to work with far more (often smaller) influencers, while humans focus on strategic oversight and top-tier partnerships.

Week of March 23, 2026

• Meta affiliate program: Meta is bringing back affiliate marketing on Instagram and Facebook, letting creators earn commissions directly from tagged products in posts and Reels. Plus, it’s rolling out AI-powered tools and streamlined checkout features to drive more in-app purchases.
• Reddit shopping strategy: Reddit is emerging as a high-intent shopping platform, with users turning to authentic community discussions to validate purchases (especially in beauty). Brands are tapping into this by amplifying real user conversations, trading control for credibility and stronger performance, while also influencing AI-driven search results. ‍
• Finnsul launch: Tarte founder Maureen Kelly’s new wellness brand, Finnsul, is driving buzz through influencer activations, tapping into Tarte’s creator network, niche seeding (like BookTok and young professionals), and scrappy college pop-ups to spark trial and content. At the same time, it’s using TikTok and Instagram to crowdsource decisions, turning its community into active collaborators in building the brand.

Week of March 16, 2026

• Creator middle class growth: Mid-tier creators are becoming the backbone of the creator economy, driving strong engagement and sales through affiliate and niche content. But despite growing brand investment, most still earn relatively little compared to top-tier influencers. As social commerce rises, their role will expand, but uneven compensation remains a key challenge.
• Instagram Shop backlash: Instagram’s “Shop the Look” test drew backlash after AI added product links to creators’ posts without consent, sometimes promoting items they didn’t endorse. While AI-powered commerce has potential, creators say it must include clear consent, control, and revenue sharing to avoid damaging trust and monetization.
• Brand love and participation: College students only deeply connect with about five brands, forcing marketers to move beyond awareness and into active engagement. A new model, paying for participation, turns students into collaborators, driving stronger loyalty and retention in an increasingly competitive landscape. ‍
• Clinique’s creator-led campaign: Clinique’s first creator-led campaign features athlete couple Tara and Hunter Woodhall, reflecting a shift toward wellness-focused, creator-driven marketing over traditional beauty ambassadors. The campaign aims to engage younger audiences while building on strong product momentum and viral success within its Moisture Surge line.

Week of March 9, 2026

• Pay transparency in the creator economy: As brands invest more in influencer marketing, many are reevaluating how they manage creator programs. 52% now use a hybrid model combining in-house teams and agencies, while a growing number are bringing efforts in-house for greater control, brand knowledge, and cost efficiency. At the same time, transparency remains a challenge, with only 51% of marketers having full visibility into creator payments and many reconsidering agency compensation models.
• The impact of influencers: The creator economy is rapidly growing, projected by Goldman Sachs to reach $480 billion by 2027, as influencers increasingly shape culture, commerce, and politics. Through platforms like TikTok, creators drive consumer purchasing, cultural trends, and even political engagement, proving their influence extends far beyond social media entertainment. ‍
• Meta affiliate program expansion: Meta is expanding its affiliate program to let creators add product affiliate links directly to their Reels and earn commissions on resulting sales. The new self-serve tool, available in the Professional Dashboard, helps creators discover products from brands like Amazon and Shopee, making it easier to match products with their content while giving brands another way to tap into creator-driven commerce.

Week of March 2, 2026

• Influencer marketing strategy shift: Influencer marketing is shifting away from rigid sponsored posts toward more flexible, long-term partnerships where creators have greater creative control and integrate brands naturally into their content. Brands are increasingly focusing on gifting, affiliate programs, trips, and co-creation opportunities to build deeper relationships and drive more authentic engagement.
• Gamified affiliate marketing programs: Brands like Urban Outfitters, American Eagle, and Sephora are turning traditional affiliate marketing into always-on creator programs that reward micro-creators for consistent content and help brands shape UGC while building long-term communities. These programs create new entry points for emerging creators but require ongoing investment and engagement from brands to keep participants active and profitable.
• TikTok Shop growth: TikTok Shop built early growth on ultra-low prices like Temu and Shein, but that created trust issues around quality and reliability. As major brands join and sales are projected to hit $23.41B in 2026, per EMARKETER, the platform is maturing into a more credible, creator-driven marketplace. ‍
• Creator agency evolution: Creator agencies are evolving from brand-deal brokers into full-service business partners that help creators grow audiences, diversify revenue, and build long-term brands. Firms are focusing on multi-platform expansion, original IP, and sustainable businesses rather than just securing sponsorships.